Published: 22 February 2016 Facebook Advertising is becoming more and more prominent within digital marketing. Previously we have found most clients just want to run Google AdWords, and have not branched out into social advertising. Recently, this appears to have changed, and with the importance of social media in marketing now, it is pleasing that we now have more and more clients coming to us wanting to run Facebook Ads. With some even wanting to completely stop Google AdWords altogether and focus purely on social advertising.

For many people Facebook Advertising, although it is not, is still fairly new and we get a lot of the same problems/questions crop up about it again and again. Thus from that, I decided to write a short guide on the main things you need to be aware of when setting up and running Facebook Ads.

Firstly, like Google AdWords and other advertising platforms there is a word count. Annoyingly so, and one of my biggest pet peeves about working in PPC, although I’m always up for a challenge and love trying to squeeze as much creativity into limited characters! A love hate relationship really.

With Facebook, you must have a headline and description and both have character limits. The headline can be up to 25 characters and the description can be up to 90 characters, yes, this includes all spaces, punctuation etc.

You see my struggle now, right?

It cannot be any more than the given character limit, which can make it hard work when getting ad copy back from clients with added words or more characters than allowed. Trying to shorten text & ensuring it still makes sense is an everyday struggle, so making it fit the character limit to begin with is always a great help!

Secondly, images. Within an image, you are not allowed any more than 20% text within it; this is the case with both ads and boosted posts. If it doesn’t comply with these rules it will be rejected and therefore your ad will not run. There are many tools available in order to check how much text is within your image, just doing a simple search for ‘Facebook Ad grid tool’ will bring up loads, here you can find the Facebook one.

Next thing to point out would be about your audience. This is a vital part of your advertising campaign, as you don’t want to be targeting the wrong people and wasting budget. We always suggest ensuring you have your audience ready before you set up your ads. Facebook has a very handy tool for audience research – Audience Insights. This is available if you are a page advertiser on the page, and from within a Business Manager account if you go into ‘Tools’ and then ‘Audience Insights’.

One final thing I would point out, when setting your budget, if you are looking at doing a daily budget Facebook only allows a minimum of £5.00 as a daily budget. As far as I am aware this is only a fairly recent change, and by recent I mean at some point nearer the end of 2015, as previously we have been able to adjust the daily budget down to as little as £1.00 a day, not the case anymore. Frustratingly so, especially when a client does not have the budget for £5.00 a day. However, there is still the option of setting a total spend and a time frame in which to spend it.

These are the four main things I suggest everyone needs to know before going ahead with running Facebook Ads. However, be sure to know it takes a lot more than knowing these 4 points to setting up and running a successful Facebook Ad Campaign.
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