80 Facebook advertising tips and tricks

80 Facebook advertising tips and tricks

Facebook advertising tips and tricks

Do you want to create a Facebook advertisement? First read the 80 tips and tricks below:


  • Promoting a post on your page is a simple and excellent way to advertise, but often clicks or views are more expensive than a "real" ad.
  • You don't have to have a Facebook page to advertise. Remember that if you do not advertise from a page, your ads will only appear in the right column.
  • If you promote a message on your page, you usually go for the reach. Then choose the 'People who like your page' target group. These people already know you and will want to give a like or comment.
  • If you are going to advertise in the advertising manager, set your goal in advance. Are you going for more website clicks? More likes? Conversion? Name or brand recognition? Involvement

Facebook advertising campaign

  • If you go for website clicks, you can opt for the 'Send people to your website' objective. But if you choose a message with a link to the objective; Promoting your messages' also works well and that is often cheaper per click.
  • In the advertisement promotion is also a 'Like the page' button. Two birds with one stone.
  • If you don't see the 'Like this page' button in your ad, it's because you probably liked your own page and the button is only shown to non-fans.
  • If you go for involvement and brand and brand awareness, choose "Promote your messages."
  • If you create a video ad, choose "Increase the number of video views." You then pay a fairly low price per view (usually 1 to 2 cents)
  • Video is popular on Facebook. You often also get organic reach with a video and the views and clicks will be very low.
  • If you create a video advertisement with the aim of clicking to your website, choose 'Send people to your website'. The big advantage is that you can place a 'call-to-action' button in the advertisement and that is not possible with 'Increase the number of video views'. 
  • Place a Call to Action and a link in the video at the end.
  • If you have a local business, make an offer in an advertisement. Then choose the objective 'reach people in the vicinity of your company' (or 'Local awareness' in the power editor). Facebook can detect the location of telephones and thus show the advertisement on the telephones of people in the neighborhood.
  • If your audience mostly Facebook mobile, choose 'Generate leads' (only available in the power editor).
  • Also choose 'Generate claims for offers'. Certainly for a local company a nice way of advertising if you offer a discount or discount code.
  • Do you want more page likes? Then don't go for the 'Promote your page' objective. You then pay a fairly high price per like and often get irrelevant likes. Instead, choose the "Promote Your Messages" objective. In this advertisement there is a 'Find-me-like' button and automatically generates many page likes
  • Create an advertisement with a social character. Remember, you advertise in a social environment, often in the user's private time. A 'promoter' or 'seller' advertisement is experienced as disturbing.
  • Always give the campaign, the ad set and the ad itself a good name. If you leave the name that Facebook gives you, you will not be able to find it again if you have created multiple advertisements.


  • Ads in the right-hand column are generally rated lower, but it is worth testing whether they work for you.
  • Many people are 'ad blind' and systematically ignore the ads in the right-hand column. If you choose placement in the right-hand column, make sure you have a really eye-catching image to attract attention.
  • If you opt for placement in the right-hand column, provide a short text. You cannot enter more than 1 line in such an advertisement.
  • Ads in the right column are not visible on mobile.
  • Advertisements in the news overview (start page) are experienced as more social.
  • Always opt for placement on 'News overview on mobile devices'. 60% of all Facebook users Facebook mobile

Target audience

  • Before advertising, carefully create a very good stored target group in target group management . Choose create target group - saved target group and type in all demographic information, interests, behavior and other characteristics that you can imagine. You can use this audience again and again for your ads.
  • Zoom in on your target group by using interests.
  • A 'narrow' target group works better than a very broad one. There will be more clicks on an advertisement for a relevant audience and the clicks will ultimately be cheaper.
  • Think broadly to create a nice narrow target group. If you have a weight coach you of course choose 'slimming' 'losing weight' but also 'fitness' and 'cardio', 'running', 'superfood' and 'Weightwatchers'.
  • Target fans of competing pages. This is unfortunately not possible with all pages, but try some pages).
  • So also focus on the problems and not just the solutions
  • Also target what your audience is doing.
  • If you advertise nationally, a target group of 350,000 to 600,000 is fine. If you advertise locally, the target group is of course smaller.
  • Also upload your mailing list to Facebook to target it.


  • An advertisement will run faster if you do not choose an end time, but 'start immediately'. You must then stop the advertisement manually when the promotion is over.
  • You can also display the advertisement according to a schedule, but that is only possible if you choose a duration budget (and not a daily budget).
  • Start your advertisement on Sunday evening or during the broadcast of a very popular TV program.


  • An advertisement will get off to a good start if you start with a substantial budget per day. Once the advertisement goes well you can lower the daily budget
  • Do not hesitate to set up a nice budget. Think about what you can get out of it and dare to invest.
  • Choose the amount you want to pay per day. I cannot determine this for you, but you understand that if your goal is to sell a product of 800 euros, this budget can be higher than if you want to sell a product of 10 euros.
  • Let Facebook decide what you will pay per click to your website (Bid - Automatic). No worries, they do it very well, and if you don't agree, you can always get the click price down (see tip 70)
  • Bid based on CPC (Cost per Click) and not CPM (Cost per Mille). CPM leads to poorer placement.
  • If you go for CPC, bid slightly above the suggested bid. You will see that after a while you will automatically be in trouble.
  • The click price depends on a number of factors: • Are there several parties that advertise a similar target group? • How large is the target group? • What kind of product or service is advertised? • Is it a high-performing advertisement? (The more clicks, responses or likes, the lower the click price.)

The content of the advertisement

  • Advertisements should always have a social character. They are then experienced by the target group as relevant and non-disturbing
  • Advertise with sharable content. If an advertisement is shared a lot, it will take on a viral character, which is very beneficial for the click price and CTR (Click Through Rate)
  • Ads should contain at least 1 of these types of content: Entertainment, Education or Emotion
  • Use good images in advertisements. Preferably images with (smiling) people in which your audience recognizes themselves.
  • Do not use standard stock photos. Everyone sees that they are not real.
  • You can upload an image from your computer, but you can also 'browse the library' or download 'Free Stock Images'.
  • On Pixabay.com you will find very 'natural', free images
  • As an independent entrepreneur you can also use a picture of yourself.
  • Ads with multiple images (so-called carousel) are generally perceived as messy and confusing, especially on mobile. And the question is whether your audience will click through or scroll to those photos.
  • You can also put a call-to-action on the image
  • There must not be more than 20% text on the image, otherwise your ad will be rejected. Check your image in the raster tool
  • The ideal size for an image in an advertisement is 1200 x 628 pixels.
  • Place text on the image with PicMonkey.com , a free online photo editor.
  • If you advertise a link message, do not use a bitly link. There is less clicking on shortened links.
  • Leave the link in the text. Many people do not realize that the image or text under the image is clickable. And a real, underlined link invites you to click more.
  • The text must reflect the benefits and revenue. Also refer to pain points
  • Make sure that the text invites what you want them to do.
  • Use words, expressions, cries that you know for sure that your audience uses them themselves, say so themselves or that they at least appear familiar.
  • That may be professional jargon, if you are sure that your audience also uses those terms.
  • You don't have to tell everything in the ad text, as long as it invites you to click.
  • You do not have a maximum number of characters in every advertisement, but depending on the type of advertisement and the subject, it is important that your text is short and 'to the point'.
  • Make sure the most important thing is for the 'read more' link. That is about 180 characters, (5 to 6 lines) including spaces
  • If there is a read more link in an advertisement of a message and that is clicked on, then you pay for that click.

Monitoring and optimizing

  • You have to keep an eye on your advertisement, certainly in the beginning. You want to know what the results are, whether something can be improved on the budget, text or image.
  • Monitor and optimize your ads in the ad manager .
  • Give your advertisement a few days. The results will not be displayed properly if the ad is running too short. After a day or two, the advertisement should perform optimally.
  • If the advertisement does not perform as expected, check here what you can do .
  • Create multiple advertisements, where 1 detail always changes. For example, different images, different call to action. Then look at how the advertisements perform in relation to each other (so-called split tests).
  • An advertisement should have at least a CTR (Click Through Rate) of 3 to be profitable. Rather higher.
  • Go for a relevance score of at least 7
  • If you are in a campaign or advertisement in the ad manager, you can have a daily report on the performance sent to you. Select 'Save new report' at the top right.

Landing page

  • Do not promise anything in your advertisement that you do not live up to on your landing page (where people end up after a click)
  • Also place the same photo of the advertisement on the landing page, so that people experience recognition and safety.
  • Make sure that nothing on the landing page distracts from the goal (leaving e-mail address, buying, etc.).


  • Track website visitors with a Facebook Pixel. To be able to 'retarget' your website visitors, you can place the pixel on your website. You create this pixel in Utilities - Pixels .
  • You can easily place the pixel on a WordPress website with the Facebook Conversion Pixel plugin.
  • Check if the pixel is positioned correctly and is active with the Chrome extension 'Facebook Pixel Helper'.