Pay Per Face: 52 Facebook Advertising Tips & Best Practices

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Facebook Ads Are Interesting… and Profitable

Combine AdWords’ copywriting and analytics with image-oriented linkbait, and you’ve got Facebook ads.

And it’s a new system to figure out how to compete in. To that end, I’ve combined my own experience with creating and optimizing Facebook ads for myself and clients with a survey of the existing literature out there, and created a free whitepaper and video training called “PAY PER FACE: 52 Facebook Ad Tips and Best Practices”.

I’ll share some of those here with you:

  • Use CPM Bidding. The more compelling the ad, the higher CTR and thus lower CPC- bid CPM so you can take advantage of this, and CPC comes out lower.

  • Change ads frequently to combat viewer tiredness. The more targeted you are, the quicker people will have seen it and will ignore it.
  • Use Quantcast and Google AdPlanner to get demographic data for targeting.
  • Organize target groups (and campaigns) by high, medium, and low affinity and budget accordingly.
  • Make your images compelling: amateur photo look, animals, smiling people, picture of target audience’s goal or dream.
  • Write awesome copy: questions, testimonials, calls to action, call-outs based on demo you targeted.
  • Always test multiple ads. Always. Always.
  • Pause ads when they tire to 25% of the original CTR, but reactivate them later. I’ve occasionally seen better performance from ads the second time around.
  • Get super-granular by creating permutations of likes, ages, genders for more segmented campaigns. Then you can allocate budget according to performance and increase overall ROI.
  • Study the top Digg posts from the last 365 days in your category to see what makes people click.
  • Use “Facebook” and FB-specific terminology in your copy. For example: fan pages, wall posts, likes, and groups.

That’s 11 of the tips- for 41 more tips, more explanation, more diagrams, and a narrated video walkthrough of the whitepaper, click here:
“PAY PER FACE: 52 Facebook Ad Tips and Best Practices”


Brian Carter
Brian is author of The Like Economy: How Businesses Make Money With Facebook and Facebook Marketing: Leveraging Facebook's Features For Your Marketing Campaigns, How to... Read Full Bio
Brian Carter
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  • Ikroh SEO

    Thanks for this. My experience with FB ads is to keep testing, keep adapting, keep tweaking according to your analytic results. Simple things like changing the image or the headline can make massive differences to results. Facebook, as a social medium, tends to appreciate info-sharing, competitions, polls and frivolous fun as opposed to hard-sell advertising. Hooking users in to at least look at your site (and hopefully become a fan or check out your products and services etc) is half the battle…

  • Trey Christian

    I test with different ads on FB but I don't get the clicks I need or want I guess I have to keep trying at it. I think I have to just make or fink a great apartment ad. Thanks for the information gives me a new way to look at things and maybe work out something new.

  • experienceadvertising

    Nice tips!

  • seo

    Thanks for these wonderful tips.

  • David Corman

    How can you best test multiple ads for 1 campaign? Can you even create multiple ads within 1 campaign?

    Also, does Facebook's conversion tracking work for comparing different ads to one another?

    • Dante Monteverde


      You can run as many ad variations as you want within you FB Campaigns. As you should. Try and create a good naming convention to keep your ad variations organized. That's how they will appear in FB conversion reports. FB conversion reports do you give you several options to track your ad performance. However I have found I need to export multiple facebook conversion reports into Excel in order to make a one report that has all the data I want to view.

    • briancarter

      Weird, looks like my previous reply didn't post. You can test multiple ads per campaign, but just note that the targeting is at the ad level not the campaign level, so you have to keep it the same to really be split-testing. Campaign only specifies bidding type and budget. Yes, conv tracking info is available per ad.

  • Dante Monteverde

    Brain, great post. Great insight (wish Facebook provided better “Insights”, that interface is horrible and the data is usually useless IMO).

    However, I see everyone recommending to do FB Ads with CPM. With all of my campaigns I never see CPM outperform CPC. If you really narrow down the Like and Interest and make super targeted ads your CTR will be high and you will get a way lower CPC. For example on all my CPC FB ADs I'm getting a CTR higher than 0.05% and a CPC of less than $0.50.

    Good call on “Pause ads when they tire to 25% of the original CTR, but reactivate them later. I’ve occasionally seen better performance from ads the second time around.”

    I've seen better results when you just re-submit the same identical ad. If an ad has gone stale and is no longer getting a ton of impressions. “edit ad creative” and submit but don't actually change anything. In some cases FB will give that same ad a boost in impressions once it re-approved.

    • briancarter

      Thanks. I'll keep testing CPC bidding, but my CPC with CPM bidding has gone as low as $0.26 with up to 0.06% CTR. My ads do tend to be pretty targeted already. Thanks for the re-approval boost idea!

  • SEO Services Company

    Thanks for sharing such a useful Facebook Advertising Tips & best Practices to promote business on the social network site like facebook.

  • Calling Uout

    Looks like you completely ripped off Dennis Yu's deck from SMX, nice work.

  • briancarter

    Um no, but thanks for assuming the worst about me.

  • briancarter

    Here is Dennis' response to me on FB on this matter, if you're interested. “…whatever– the reason you and I are saying the same things is that we're preaching the same principles that work– test your ad copy, make sure your campaigns are profitable, whatever!”

    Next time you accuse someone online, if it's for real, how bout having some guts and using your real name?

  • PPC Houston

    Thanks. Just what we needed. Something new for us.

  • Chris Doelle

    I have used the pausing with great success. I have also found that there are some areas that you can bid well under the “suggested” amount and still do well.

  • Prateek

    I ve been running a few ads on facebook lately and although ive spent only 200$, I have got a total average of 4.7% click through rate for the ads. They are extremely targeted and the picture is changed every 2 days.

    So far so good I guess.
    How do you think is this performance, below/above average? Would love to share more data