This document provides 52 tips and best practices for improving results and lowering costs per click from Facebook ads. Some key tips include targeting audiences based on affinity rather than keywords, using compelling images and headlines to increase click-through rates and lower costs, frequently testing and rotating ads, and creating targeted ad groups based on demographics and location. It also recommends studying top-performing content to inform creative design and copywriting approaches.

1. BEST PRACTICES
Facebook - LinkedIn – Twitter – You Tube
52 Tips and Best practices
for Getting Better Results
and Lower Cost per Click
From Facebook Ads

2. PAY PER FACE: FACEBOOK PAID AD
 Its about Affinity (likes), not Keywords
 The More relevant the link, the higher the AFFINITY
conversion rate
 The More Compelling the image and
headline, the higher the CTR, and Lower
CPC
 Change ads frequently
ROI
COMPULSION

3. PAY PER FACE: FACEBOOK PAID AD
PREPARATION
Great Offer
 Great offer
 Demographic research – if you have
nothing, check Quantcast or Google Ad Demo /Affinity
Planner
 Compelling Ads (image and Copy)
 Commitment to Frequent Testing & Ad Fresh Ads
Rotation
Testing

4. PAY PER FACE: FACEBOOK PAID AD
HOW TO TARGET YOUR AUDIENCE
 Building Targets
 Start with Large target audience and refine or
 Build from Micro Group LOW
 Create groups of Target prioritized by
relevancy, and budget accordingly MEDIUM
 Lowest Affinity
HIGH
 Middle Affinity
 Highest Affinity

5. PAY PER FACE: FACEBOOK PAID AD
COMPELLING IMAGES
 Amateur Look
 Shocking
 Celebrities
 Animals
 Freaks
 Women
 Smiling People
 Locally Recognizable if Geo-Targeting
 Borders in Colors that contrast with FB Blue
 Relevancy: You’ll be disapproved just for using the
hot woman if not relevant to your ad or offering
 Off the wall stuff even you don’t think will work
 Picture of their Goal / Dream

6. PAY PER FACE: FACEBOOK PAID AD
AWESOME COPY
 Questions
 Testimonials
 Special Characters
 Ego Play
 Reflect Demographics
 Call to Action
 Study the great copywriting
 Robert Bly
 Claude Hopkins
 Dan Kennedy

7. PAY PER FACE: FACEBOOK PAID AD
ADS BEST PRACTICES I
 Always Test multiple ads at the same time
 Pause ads that never perform
 Pause ads that dip in performance; try them
again in a few weeks
Look how
much CTR and
CPC can vary

8. PAY PER FACE: FACEBOOK PAID AD
Ads Reactivating
AD BEST PRACTICIES II
 Watch for ads decreasing in
CTR, look at last 7 days
compared to lifetime
 Renewing faltering ads
 Change border color
 Change headline
 Change Images

9. PAY PER FACE: FACEBOOK PAID AD
GRAD SCHOOL I
Age (25-29)
 Super Targeting
 Split everything up for
more segmented targeting


Ages
Gender
Gender Male female
 Likes
 Cities
 More Ad but Better Results, more
profitable
Cities
San Francisco
San Francisco
New York
New York
Atlanta
Atlanta

10. PAY PER FACE: FACEBOOK PAID AD
GRAD SCHOOL II
 Learn what makes people click
 Study top Dugg stuff in the last
year
 http://digg.com/all/popular/3
65 days
 Drill down to your category
 Study Copywriting
 Benefit not features
 Put yourself in the prospect’s
shoes
 Write like you would tweet or
update-humble, honest, or
normal

11. PAY PER FACE: FACEBOOK PAID AD
GRADY SCHOOL III
 Get Reflective
 Mention Facebook or FB Terminology
 Offer FB-Specific discounts or checkout codes