Best Practice Makes Perfect

They say ‘practice makes perfect’, and in this blog we’ll talk about the best practices and recommendations in developing Facebook ads that actually work.

Last we checked in there were 1.86 billion monthly active users globally on Facebook which is a double digit growth of 17% from the previous year+. With this current trajectory, it’s estimated that Facebook will hit 2 billion monthly active users by June 2017!*

With the audience clearly congregating on Facebook, connecting and getting them to take notice of your efforts isn’t always easy and you won’t always have the luxury of practicing until you get it right. So take our best practices, harnessed from servicing thousands of small business advertisers, which has led to our deep understanding of how consumers engage on social media and the best ads to use. In other words, it’s not just what we think, it’s what the data tells us!


  • Generate leads by highlighting an offer or incentive to prompt the viewer to submit their contact information.
  • Use a promo code to track ROI.
  • Make it easy for your audience to submit their contact details without ever having to leave their Facebook Newsfeed.


  • Highlight your unique selling point to differentiate from competitors.
  • Use a ‘first time’ offer to incentivize the user to submit their contact details.


  • Increase awareness in your local area
  • Generate leads with a ‘Call Now’ Call to Action Button
  • Have your target audience contact you directly with a ‘Send Message’ Call to Action Button


  • Highlight your unique selling point to differentiate from competitors.
  • Use a ‘first time’ offer or incentive to generate leads.


  • Target people who live near your business.
  • Increase awareness about your services or special deals on your website.
  • Generate leads via your website.


  • Highlight your unique selling point to differentiate from competitors.
  • Use a ‘first time’ offer or incentive to increase clicks and drive more leads.
  • Align your ad with action you want the audience to take online, such as “Learn More”.

In essence, the golden rules are:

  1. It has a clear call to action: Don’t assume your audience knows what to do next.
  2. Unique selling point: Why should your audience click on your ad and not your competitors? With 4 million active advertisers on Facebook and more than 70% marketing outside of the U.S.# it is crucial to success that you clearly differentiate yourself.
  3. Memorable visuals: A post is more likely to be noticed and shared if there is an appealing visual.
  4. Targeted: You want your relevant audience to actually see your ad and not just everyone. On Facebook, you will literally pay for everyone who sees and clicks on your ad, so targeting the right people is key.

Again don’t take our word. Based on the above best practice tips, our clients reported 4+ leads on Lead Ads, 14,000+ impressions on Local Awareness Ads and 55+ website clicks on Website Click Ads.

Practice truly does make perfect!

Is Grey the New Black?

And we’re not talking the 50 Shades kind!

According to a new study more people over the age of 65 are using Facebook1. The study found that the increasing numbers were a result of them wanting to reconnect with old friends and maintain existing relationships, such as a desire to see what their children and grandchildren were doing. This brings to mind one of my favorite all time posts on Facebook. . .

The 65+ age group was found to be the fastest growing demographic across social media with a 14 point increase from 48% to 62% in a year. The Millennials are still the largest group at 88%, but growth is slowing as indicated in the graphbelow. All this is a wake-up call to marketers who still believe Facebook and other social media platforms are only for the younger generations.


A separate study by also reported that the 65+ demographic were most influenced by ads on Instagram. They were the group most likely to search for products after seeing Instagram promoted posts, with an 80% indication rate versus 40% for Millennials3.

The implications for anyone looking to target an audience on Instagram:

  1. The 65+ demographic is a lucrative market: Older adults have more disposable income than teenagers and students, likely a result of their own offspring leaving home.
  2. Changing times: The demographics of social media change as fast as Facebook statuses – 293,000 status updates every 60 seconds if you really want to know4. How can you possibly keep up? The trick is to use the Facebook pixel on your website so you know the type of visitors who are interested in your product, which also allows you to build lookalike audiences you can target. If you discover that a big portion of your audience is 65+, well then indeed, grey can be the new black!

1 Source: 2016
2 Source: Pew Research Center Social Media update 2016, November 2016.
3 Source: Adweek March, 2017
4 Source: The Social Skinny