Facebook Ads in a Nutshell

Running ads on Facebook is not as simple as posting an image and hoping for results. There are multiple creative fields to consider when investing in ads. Facebook asks businesses to fill out all of the following during the creative step:

As with any marketing campaign, it can take time and patience to see results. Facebook's algorithm goes through a learning phase — a period when the delivery system explores the best way to show your ad to the right audience. Facebook advertising is also a skill that sharpens with practice, which leads us to the next point.

Once you have results to compare, optimise your marketing efforts by experimenting. Note that Facebook recommends waiting 14 days before making any significant changes to your ad set.

• Headline
• Ad copy length
• Call to action
• Image
• Audience

When using text on your image, try a smaller font and fewer words to lower the proportion of text to image. Research from Facebook has found that images with less than 20% text perform better, though there is no hard limit on the amount of text you can use.

Ensuring that all parts of your ad — design, text, and specs — are optimised to their fullest potential is crucial to getting the best results. Always check the recommended size guide to help you create thumb-stopping ads.

To keep your ads looking polished and professional, proofread all copy — in the ad and on the image itself. Double check spelling, grammar, and punctuation. For extra assurance, seek a second opinion, or take a break and return with fresh eyes.