5 facts about advertising in Facebook, which you may not know

Advertising on Facebook social network is captivating a wide audience of potential consumers, a set of new formats for posting on the website and in the mobile version. But is this advertising effective and what should you remember when posting ads on Facebook? One of the western digital agencies shares their experience with readers.

The use of advertising on Facebook teaches at least 5 basic things, which aren’t so often talked about, but which are extremely useful to know so as not to throw your money away.

1. Forget the experience gained in Google AdWords

The more familiar you are with the mechanics and principles of campaigns in AdWords, the harder it will be to develop leadership positions in advertising on Facebook. Here everything is different: the differences begin with fundamentally different approaches in achieving the attention of target audience.

In Google users specifically look for particular information, products or services. Their ultimate aim is to find what they need and then immediately leave Google's search page. On Facebook your task is to reach out to users who have already had Facebook and make them stay within Facebook. If an advert forces them to go beyond the social network, it will essentially destroy their purpose for which they entered into social networks (to stay on it at least for a while). It seems to be a small but important detail that many agencies and advertisers fail to remember in the framework of the general paradigm.

Newcomers placing ads on Facebook try to define somehow "interests" of users on Facebook in a special way. Don’t forget that Facebook user who has pointed out "Toyota" in his own interests is different from the one who searches for keyword "Toyota". The first one is likely to just press the "Like" button somewhere under the photo or pages with this car; but people come with specific aims and objectives to Google, when they are looking for a certain brand of cars (they want to buy, sell, repair).

2. Don’t control bets. Control your ads

In Google campaign optimization is rigidly attached to the optimization of bids for each keyword or phrase ("bid management"). But on Facebook, the success of the campaign is mostly attached to update and unusualness of advertising, which allows to increase СТR. On Facebook ads with the highest CTR get the best blocks for placement (as the social network earns on effective advertising and deductions from it). And as advertising are shown every day for the same audience selected by targeting settings, you should be creative every 5-7 days and update the posted advertising, make it varied, otherwise it quickly bother the users and they just stop clicking.

A small digression for those who used to work with AdWords: pull yourself up whenever you want to increase the bid. Instead, post a new banner or a new advert block of text.

3. The picture plays a big role here

The only element that largely determines the success of your advertising in a social network is that little graphic element (picture) that is displayed next to your advertising text. It will "succeed" or "fail" your advert. As far as viewing photos is on the first place among all types of user activity on Facebook, so the higher the compliance level of the graphic components of your ad to user expectations, the higher the probability that the user will really see your advert and a click on the image will follow after attracted attention. So select a series of illustrations and photos and check how they work in terms of attracting user attention.

What pictures will be the best choice? In almost all cases, people are suitable for advertising campaigns: ordinary, happy and not "glamorize" by photoshop. In addition, ladies photographs leave far behind male photo, if we talk about "virality" of the promotion of any product or service.

4. Is it true that it is important to ask the question in the title?

Yes, it’s true. In paid search you almost always have to correlate the keyword with the search query. There are no search queries on Facebook and your users don’t declare their search intentions and preferences in advance. So you have to think carefully about the title of your ad. Why should the title be interrogative? No matter how strange it may sound, the questions work better in the advertising text for the social network than the answers. Punctuation of a question attracts attention, but not even this case. People are such creatures, so when they see a question, their brain begins to unconsciously look for the answer. And so when a user comes across the headline: "Do you need to improve SEO for a site?", he won’t almost have a neutral reaction (there will be either "no" or "yes" and in the latter case, the user will go through your advertising link).

5. Brevity is the sister of talent. In your case, brevity is the "mom" of successful advertising

People in the social network don’t like reading long texts. The shorter the advertising text, the better for your advert. The brevity and a set of 1-2 phrases are just as important as a properly selected picture and a well-written header for your advertising in a social network. For example, "Leaders of their sphere. Participants of Inc 500. The first SEO-audit is free" works much better than the standard marketing phrase from the main site of 2-sentence length.

Keep these 5 simple facts in mind and you can significantly improve the performance of your advertising campaign in social network Facebook (especially, if this is the first advertising campaign for you).


  1. Thanks a lot for sharing these pointers. I was actually thinking of trying facebook ad management. I’ve had experience with Google Adwords but this will be the first time for me in facebook. I think that there is a great potential in social media marketing.


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