10 Things I've Learned While Learning Facebook Ads

I've been obsessed with Facebook Ads for the past few years. It probably didn't hurt that the first test campaign we ran earned an excellent $0.04 cost-per-engagement from a $10 budget.

I'm obsessed because I'm convinced Facebook Ads are one of the most powerful tools we currently have as digital marketers. Whether you're looking to spend $200 a month advertising to a single zip code or $20,000 a day reaching sports fans, you can reach the ideal target audience for your organization with targeting criteria that no other ad network, search engine, or social network can match.

With that in mind, I'm going to share the 10 biggest quirks that have caught me off guard since I started learning Facebook Ads to help you avoid some of the same mistakes.

I'd really love for this to become a go-to resource for people learning Facebook Ads, so if you have tips of your own, please leave a comment!

Quick Guide:

#1 - Your ad image must contain less than 20% text.
#2 - Split test your bid models between CPC, CPM, & Engagement.
#3 - Targeting options utilize both AND operators and OR operators.
#4 - Selecting Location doesn't necessarily mean people who live there.
#5 - Facebook's third party data goes far beyond the things you think Facebook knows about you.
#6 - There are 4 ways to access Facebook ad management, with varying levels of difficulty.
#7 - It's tempting to prefer desktop over mobile, but do your research first.
#8 - Get your pixels straight before you start running ads.
#9 - Segment your creative!
#10 - Start using good naming conventions now.

Add your tips for learning Facebook Ads in the comments

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#1 - Your ad image must contain less than 20% text.

If there's a single most-common reason that my ads get denied, it's because I forget to check text coverage on images for my sponsored organic posts.

Whether you're promoting organic Facebook posts on your page's feed or running pure ads, Facebook is very picky about how much text you can display inside of your ad creative.

This is Facebook's way of making sure that your ad images aren't covered in obnoxious calls-to-action, over-sized logos, and other excessively commercial elements.

Official 20% Rule Page: https://www.facebook.com/business/help/468870969814641

Facebook provides a tool for checking how much of your image is covered in text, which you can test for yourself at https://www.facebook.com/ads/tools/text_overlay. When you click the grid cells that contain text after uploading your image, you can see the percentage of the image that contains text.

Here's an example of two image variations you might test, but only the option on the right would be usable in a campaign:

The fastest way to avoid the 20% rule is to automatically produce all of your social media imagery with the 20% rule in mind — or produce a separate set of images just for Facebook.

When we create social media graphics, we have a transparent grid saved as a PNG file that we paste into a layer of the image we're working on. You can copy & paste the image below, or download templates for Illustrator, InDesign, Powerpoint, and Photoshop from our blog: Facebook Ads 20% Text Grid Templates.

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#2 - Split test your bid models between CPC, CPM, & Engagement.

Facebook offers a few different ways to structure your bid model, which is the basis for how you're billed. For example, here are the bid models available for a sponsored organic post:

Each one may offer a better pricing structure depending on the audience you're targeting, the goal of your campaign, and the ad content that you're using.

In my experience, there is not a single best model for everyone. For example, if I put out a really interesting post and my goal is clicks, I might get the best results by using CPM bidding that gives me a much lower CPC than actually using CPC bidding. However, if I put out a somewhat boring post and my goal is clicks, I might be better off just paying for the clicks with CPC bidding, since it will require a lot more impressions to generate the same amount of clicks. Every situation is different, so like everything else in PPC, you have to test test test for yourself.

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#3 - Targeting options utilize both AND & OR operators — and those targeting options are changing.

There are a ton of Facebook Ad targeting options available — that's where the power in Facebook Ads comes from. We put together an enormous Facebook targeting guide if you want to see all of the options available.

But, sometimes the targeting options don't act the way you think they'd act, and they're changing as I write this post.

The most common targeting mistake I see when someone runs their first Facebook Ad is thinking that when you target 2 interests, you'll only reach people who like both of those topics.

Historically, that type of interest overlap is difficult to target, and Facebook's functionality only allowed you to target users who like Topic 1 OR Topic 2, but not Topic 1 AND Topic 2.

Here's how Facebook targeting has worked for the past few years:

BUT — that targeting model is changing.

As of October 2015, Facebook has been testing a new feature called Detailed Targeting that doesallow us to target 2 sets of interests.

Here's a screenshot of how the existing ad targeting is laid out:

Here's a screenshot of the new targeting structure from Power Editor:

I've edited in Photoshop slightly to show you all features in a single screenshot. The color-coded dots show you where the old targeting options show up in the new Detailed Targeting section, and the yellow highlighting shows you the two new detailed targeting options to Narrow Audience or Exclude Audience.

While this is currently only an option in Facebook's Power Editor, I'm willing to bet this new targeting structure will be rolled out to the normal ad manager in the near future, because of how granular it will allow us to get with our audiences.

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#4 - Selecting Location doesn't necessarily mean people who live there.

Let's say you want to target people who live in New York City. You might type "New York City" into the Locations box, leave it at the default 25-mile radius, and keep moving.

But, if you did that, you might miss the small drop down menu at the end of the screenshot that says "Everyone in this location."

See it now? Well, if you click on that drop down, you'll find out that Facebook's Locations targeting gets way more granular:

That's right — not only can you target actual residents whose home is in the selected area, but you can target people currently visiting New York City who live more than 100 miles away, and peoplerecently in New York City.

As an example, a 25-mile radius for New York City shows 10,000,000 audience members for "Everyone in this location," but only 9,500,000 audience members for "People who live in this location." That's 5% of the default audience that is irrelevant if you're only trying to reach residents — which means you could have been wasting 5% of your ad budget.

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#5 - Facebook's third party data goes far beyond the things you think Facebook knows about you.

Shopping for a new car? Ever input your household income during a survey? Have a tendency to buy expensive stuff online?

Companies like Acxiom collect this data on you from tons of websites and resell it to companies like Facebook as "Data Enhancement" so that Facebook can offer better targeting options to us, the advertisers. If I wasn't so excited about the cool things this allows me to do as an advertiser, it might worry me as a consumer.

Most of what you'll find under the Behaviors targeting category is actually third party data from Acxiom, Datalogix, and Epsilon. You can either search for a Behavior by typing, or click the box to start browsing. Hovering on categories will give you a more in-depth description, as well as the data source:

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#6 - There are four main ways to access Facebook ad management, with varying levels of difficulty.

A - Boost Post

(Found on posts and your business page)

The first is what most small business owners see — the Boost Post button. In the past, using the Boost Post button was generally overpriced and much like Adwords Express, you traded simplicity for limited control and a higher price. I haven't used the Boost Post button in a couple years, so that may no longer be the case, but regardless, I would suggest you spend 30 more minutes learning the next option instead.

B - Facebook Ad Manager

Find it at: https://www.facebook.com/ads/manager/

The second is the normal ad editor. This interface is fairly straightforward to begin using and offers a lot of control over ads that you might run once in awhile. If you're just a casual Facebook advertiser, this offers the best combination of price, functionality, and ease-of-use.

C - Facebook Power Editor

Find it at: https://www.facebook.com/ads/manage/powereditor/

The third, and most advanced, is the Power Editor. Facebook Power Editor is not a good choice for beginner-level Facebook Advertisers and requires some training to get started with it.

However, for those willing to learn how to use it, there are a number of Power Editor features that are not available in the normal editor (like Import/Export so you can edit campaigns in a spreadsheet), and Power Editor users typically see new ad features months before the normal Ad Manager, like Instagram Ads & Product Ads.

D - Facebook Advertising API & Facebook Ad Management Tools

The fourth level of accessing Facebook Ads would be through their advertising API. I haven't labeled this as advanced since I believe most advertisers using the API will be using third-party tools, like those found in the Facebook Partner Directory, rather than connecting to the API themselves. Like with Power Editor, API users often get advanced functionality earlier than normal ad editor users. There may be other benefits that I'm not aware of, so please feel free to mention those in the comments.

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#7 - It's tempting to prefer desktop over mobile, but do your research first.

Even in the mobile-first marketing era that we live in, you might be surprised that 44% of Facebook users under age 35 only access Facebook from mobile devices. That's right — zero desktops or laptops in the past 30 days.

Regardless of the age or demographics of the audience you're targeting, don't assume that they're scanning through a laptop Facebook feed just because you're on a laptop all day while editing ads.

The vast majority of Facebook users are on mobile apps, and many of your ad sets may never get a click from desktop users.

To get a better idea of your audience's device habits, take a look at the Audience Insights tool to gather market research, and use the ad builder tool to get a better estimate size of a more defined audience.

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#8 - Get your pixels straight before you start running ads.

Facebook offers a variety of functions that require tracking pixels to be added to your website. The most common examples include building Custom Audiences to retarget users who have visited your website, tracking conversions from users who have seen your Facebook ads, and even using conversion pixels to stop showing ads to users who have already converted.

Recently, Facebook has released "one pixel to rule them all" simply called the Facebook Pixel, but we weren't always so lucky, and there are still some single-purpose pixels in the editor that you'll find marked as "(Old)." Make sure you install the new one, which is multipurpose and loads faster, and go through the process of upgrading any old pixels you currently have installed on your site.

An example of the Facebook Pixel code, found in Facebook's documentation. The red section 2 is the Facebook Pixel code, and the green section 3 is event code that needs to be customized, similar to Google Analytics' event and e-commerce tracking features.

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#9 - Segment your creative!

Make sure the creative imagery and copy is tightly targeted to your audience. Instead of targeting an audience of 2,000,000 people, find a way to break them into smaller, more specific groups, and show them customized copy and graphics that will appeal to them.

For example, let's say you're advertising in the sporting goods market and your biggest audiences are runners and cyclists. One approach would be to show generic outdoorsy sports photography to both groups. But, in my experience, you'll probably have better luck by running separate ads with product photography highlighting each group individually.

A cyclist won't care about a photo of a runner, and the skateboarder wouldn't care about photos of a rock climber, so why would you show them the same ad?

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#10 - Start using good naming conventions now.

In the beginning, it's easy to start using the generic names that Facebook autogenerates for campaigns, audiences, and other groupings. But, fast forward a couple years (and a couple of new ad managers or agency staffers), and things can get a little confusing.

Best practices are to start a naming convention now. Here's an example of how I might set up naming conventions for an auto dealership covering campaigns, ad sets, and audiences:

Campaign Menu Showing Multiple Clients:

Syntax:

• "Client Name - Year-Month - Campaign Name"

Campaign Examples:

• "Acme Auto Sales - 2015-10 - Fall Football Test Drive Promos"
• "Acme Auto Sales - 2015-11 - November Charity/Giving Back Awareness"

Ad Set Within a Campaign:

Syntax:

(Note: This will vary a lot between campaigns — what's important is to customize and standardize it for your team and clients.)

• "Campaign Title - Modifier 1 (eg Ad variation) - Modifier 2 (eg Location)"

Ad Set Examples:

• "Fall Football Test Drive - Toyota Prius Kids Ad - Seattle"
• "Fall Football Test Drive - Toyota Prius Pets Ad - Seattle"
• "Fall Football Test Drive - Toyota Prius Kids Ad - Portland"
• "Fall Football Test Drive - Toyota Prius Pets Ad - Portland"

Custom / Saved / Lookalike Audiences:

Syntax:

(Note: This will vary a lot between campaigns — what's important is to customize and standardize it for your team and clients.)

• "Client Name - Custom/Lookalike/Saved - Primary Description - Modifiers"

Audience Examples:

• "Acme Auto Sales - Custom - Moms - Yoga Fans"
• "Acme Auto Sales - Custom - Moms - Dog & Kids"
• "Acme Auto Sales - Custom - Sports Fans - Seahawks Fans"
• "Acme Auto Sales - Custom - Sports Fans - Sounders Fans"
• "Acme Auto Sales - Lookalike - Test Drive Conversions - Hybrids"
• "Acme Auto Sales - Lookalike - Test Drive Conversions - Pickups"

When you take the time to set these up and maintain them, it makes life easier — especially when you're running ads for 20 clients or juggling dozens of customer segments.

How To Use Instagram For Business: A Beginner’s Guide

If you’re reading this post, you’ve already realized one fundamental thing: Instagram is a critically important social network. The photo-sharing app is not only important for retailers, restaurants, or travel companies; as one of the most effective brand-building tools available today, Instagram is increasingly important for every kind of business.

Instagram is now a hub where regular people find (and judge) the visual identity of a business. Without a strong Instagram presence, companies risk being ignored or forgotten, especially among the next generation of consumers. Among American teens,Instagram is actually considered the single most important social network.

If you do take Instagram seriously, it can open up a world of opportunity for your brand. Forrester has named Instagram the “king of social engagement,” citing the fact that top brands’ Instagram posts generated a per-follower engagement rate of 4.21 percent. That means Instagram delivered these brands 58 times more engagement per follower than Facebook, and 120 times more engagement per follower than Twitter.

So, you now know why your business should be on Instagram. Below, we tackle the “how,” walking you through the process of building an Instagram strategy, setting up your account, and best practices for brands. Read on for our beginner’s guide on how to use Instagram for business.

Create your Instagram strategy

Image via Instagram

Start off by doing some research. Use Instagram yourself, before you use it for your brand. Check out the best businesses on Instagram, and other brands in your industry—including your competitors—both for inspiration and competitive intelligence.

Once you’re familiar with the app, you can begin to build your Instagram strategy. This strategy should mirror your broader social media marketing plan, which acts as your business’ guide for social media activities.

First, you’ll need to establish your Instagram goals. These goals should tie back to your business goals. They might include:

• Increase product sales
• Increase traffic to your website
• Increase brand awareness
• Increase branded hashtag mentions

The goals you set for your Instagram strategy should all be achievable and measurable. For example, you shouldn’t set a goal to increase your white paper downloads if you can’t tie your Instagram activities to your white papers (hint: this would be really hard and probably wouldn’t work). By creating goals that are measurable, you also allow yourself to track your progress, which we’ll discuss in more detail below.

Once you identify your goals, craft a mission statement for your Instagram account. A mission statement acts as a guiding principle for your Instagram activities, and will dissuade you from treating the social network like you would Twitter or Facebook. Specific features of each social media network lend themselves to certain goals. In the case of Instagram, the network’s power is in visuals, and your mission statement and goals should reflect that. The statement will likely take on a format similar to:

We will use Instagram for (purpose of this social network) in order to help (business goal).

With your mission statement in hand, you can move onto your content strategy. This will involve:

• Choosing how often to post
• Choosing what time of day to post
• Establishing a content calendar
• Choosing your content themes

On Instagram, you should be maintaining a regular posting schedule, but you don’t want to bombard your followers with too many posts. Most brands release one to three posts per day. As for what time of day to post, this will largely depend on your audience. For both of these factors, frequency and time, it should come down to testing. Test posts at different intervals and times and see what works best. This will depend on where your audience is located, including their timezone, among other factors. Then use that insight to establish a content calendar. Your calendar should establish who is in charge of posting, when they’ll post, and what the content will be.

With Hootsuite’s new Instagram integration, you can then schedule your Instagram posts in advance. This will allow you to save time on posting every day, allowing you to dedicate more of your resources to engagement and community building. Spend a bit of time each week scheduling your Instagram images at your audience’s most active times, and then check back in as necessary.

Choosing the themes and subject matter for your content is a big deal on Instagram, so we’re going to look at it in more detail:

Build your Instagram brand

Instagram is all about the visuals, so you need to set out to build a cohesive, recognizable brand identity. How you approach your Instagram brand will be influenced by the strategy you have already determined.

First, consider the visual style you want for your Instagram brand. Choose one filter or a set of filters that you will use for the majority, if not all of your photos. By using the same filters over and over, you establish a style that will become recognizable to your followers. Since your goal is to get Instagram users to stop scrolling once they see your image (in order to engage with it by liking or commenting), the more instantly recognizable your photos are, the better.

Take a look at 33 Acres Brewing Company, which uses white borders and a very white colour pallet in the majority of their Instagram photos. Scrolling through their feed, the style quickly becomes familiar and you start to associate images that meet these characteristics with the brewery.

Screenshot via 33 Acres’ Instagram Page

Other mobile photo editing apps like VSCOcam and Whitagram can provide additional filters or editing options to help you find your style. Photos that have been edited or filtered elsewhere can still be imported into Instagram.

Visually, you’ll also need to decide what content your photos will focus on. In some cases, the content will be obvious: a clothing line will shoot photos of clothes, a restaurant will shoot photos of its food. Not all industries have this luxury, but brands from all industries are finding ways to promote themselves through lifestyle content, which seems to connect well with the Instagram audience.

You don’t have to be a lifestyle brand to post lifestyle content. Hootsuite is a social media management company, but we share Instagram photos of our staff members, our dogs and our offices, since this represents the character and culture of our business.

If you’re unsure of how to visually represent your own company, monitor the accounts of your followers. Look at what they’re sharing and see if you can identify any trends. Then replicate the visual themes in your own content. An accounting firm might find their followers are very passionate about coffee or cars, and share content from their employees which fits these themes. Or these brands could share their followers’ photos (giving them full credit of course) as a form of user-generated content. Marker company Sharpie uses UGC regularly in their feed, interspersing it with product photos to great effect. The use of UGC and lifestyle content makes those product shorts feel less obtrusive and salesy as a result.

Image via Sharpie’s Instagram profile

Finally, there may be non-visual elements to your Instagram brand, like common language or style for captions. A popular technique used by brands is the branded hashtag.This doesn’t mean simply using your company name as a hashtag (don’t do that). This is about finding a hashtag that embodies your Instagram brand and encouraging followers to share photos that fit that image. Brands receive the benefit of increased exposure to new potential customers, and Instagrammers participate for a chance to be featured on a brand’s profile—as well as the prestige and the increase in followers that accompanies it.

Hootsuite’s branded hashtag is #Hootsuitelife. Lululemon Athletica has users tag their workout photos with #thesweatlife, which has generated tens of thousands of posts from their community. Poler Stuff has not one, but four branded hashtags (#campvibes, #adventuremobile, #bagitandtagit and #beneaththebrim). #Adventuremobile isn’t directly related to any of Poler’s products, but it does speak to their brand persona of active, outdoor living. The hashtag has attracted tens of thousands of posts shared by Instagrammers.

Screenshot via Instagram

Get started with the app

To get started on Instagram, download it to your mobile device from the Apple Store or Google Play (it’s free). You’ll need to sign up, which means choosing a master email and a secure password.

Once you’ve entered the app, you’ll be prompted to fill out your profile. Take the time required to optimize it, filling it out completely and professionally.

Your username and bio: Instagram is one of the simplest social networks when it comes to your bio. Your username, for discoverability, should match the username of your other branded social media profiles. Your real name, in this case, is the company name. The only other information that appears on your public profile is your website (a url, which you can change to promote campaigns or new pieces of content) and a short, 150 character bio. For your bio, since you’re limited in terms of length, keep things straightforward, but not serious. Explain what your business is, what you do and what people can expect from your Instagram profile. It should be light and snappy. It should also include any branded hashtags you want followers to use.

Follow Instagram’s instructions on how to edit your Instagram bio.

Screenshot via Mission Bicycle’s Instagram profile

Your profile photo: Your Instagram profile photo should probably be your company’s logo. Having it match your other profile photos will also help with discoverability, since people who follow you on Twitter or Facebook will instantly recognize your brand.

Your Instagram profile picture will be cropped into a circle on the app, so make sure you choose an image that will look good in that shape. Though the profile picture will be 110 pixels in diameter on the mobile app, choose a larger image since it will appear larger on the web.

Learn how to change your Instagram profile photo.

Enable notifications: This is an often overlooked aspect of setting up your profile. You’ll want to enable push notifications from everyone for likes and comments, as well as new followers, Instagram direct activity, and photos of you. These notifications are vital to engagement and any user-generated content campaigns you run. If someone tags your brand in a photo, a push notification puts it on your radar. You can then thank the user, comment or even share their photo as UGC. Notifications will help ensure you don’t neglect your Instagram presence, or the users that follow and engage with you.

Follow people: Lastly, to kick off your business’ Instagram presence, you’ll want to follow a bunch of users. Find influencers in your industry, clients and engaging users and follow them. Search relevant industry hashtags and make your presence known by commenting on photos and following people who participate in these discussions. You’d be surprised how quickly this can expand your following on Instagram. Lastly, add your Instagram handle to your web properties and other social media profiles for cross-promotion. You can also send out a message or two asking your existing following on those networks to also follow you on Instagram.

After you’ve created your profile, add Instagram to your Hootsuite account. You can then create a number of streams, including hashtag searches, location searches, and your photos. Preparing these streams will set you up to quickly and efficiently tackle anything Instagram throws at you, from day-to-day engagement to integrated social media marketing campaigns.

Post and engage

Once you’ve set up Instagram, you can start sharing and engaging.

Post high-quality images that meet the brand guidelines you’ve established, and do so according to your content calendar. Remember, Instagram is very much a mobile-first platform, so consider that when choosing your photos. Consider how easily your image can be seen on a small screen and try and use high resolution photos.

When posting, don’t miss out on opportunities to cross-post your Instagram images. The app allows you to post images directly to Facebook, Twitter, Tumblr, Flickr and Foursquare. You can also use the Instagram integration to cross-post images through Hootsuite whenever appropriate. Do it. It will help you grow your following by showing existing followers on other social networks that you’re on Instagram. It’s also an easy source of visual content for those social networks. The same premise applies to embedding images from Instagram within your blog posts and websites.

If you work in retail, food or any other business that has a physical location, make sure you also tag your photos with that location. This location tag can then be used by users to see other photos from your store or restaurant.

In terms of engagement, do your best to reply to comments from followers. Set up relevant search streams within Hootsuite to monitor industry-relevant hashtags, and like and comment on images. Don’t be afraid to follow users who follow you, especially those who clearly put work into their own Instagram presence. These people will be more likely to engage with your brand, and may even provide inspiration for your own posts. All in all, the success of your Instagram account will come down to getting your business out there in the community, while ensuring that you acknowledge and thank those engaging with your brand.

Pro tip: Don’t automate any of your engagement. I tried it, and it doesn’t work out so well.

5 Instagram for business best practices

Here are a few final best practices you can use to excel at Instagram for business:

• The unique qualities of your brand’s audience are still important on Instagram. A bank can’t simply mimic Starbucks or Red Bull and expect to gain popularity. Hone in on your audience and build an Instagram brand that really caters to their interests and expectations.

• Tell a story with your caption. Instagram is a visual social network, so many people end up neglecting the caption, when this is valuable real estate. Captions allow you to expand on the image, give it context and even make your followers laugh (especially if you are proficient in emojis). It can also tie an image back to your business.

• Instagram is a great platform for contests. Contests can ask users to comment on your photo, share it, mention a certain number of friends, or even share their own photo with a specific hashtag. Many users see these contests as a benefit of following a brand on Instagram, so don’t worry about bothering people. Try out a contest, track the analytics and see how it benefits your brand.

• Consider collaborating with a popular Instagrammer or influencer in your field or industry. Give them control of your branded account for a day, or ask them to share their thoughts on your brand. This could pay off big time as they expose your brand to their large Instagram community. While many influencers will charge a pretty penny for their services, even small and medium businesses can use this tactic by giving away their product or using local influencers.

• Though it isn’t yet available to all brands, Instagram is progressively rolling out its advertising platform. Thus far, the results have been impressive. Across more than 475 global campaigns, ad recall from sponsored posts on Instagram was 2.9x higher than Nielsen’s norms for online advertising. This will be something to consider once Instagram opens up its advertising options to all businesses.

Save time managing Instagram by using Hootsuite to schedule posts, share video, and engage followers. Try it free today. 

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