Social Media

Facebook Ads: 7 Effective Guidelines to Help You Get Started

There are hundreds, even thousands of ways to design a Facebook ad. Where do you start? Here’s How to Make your Facebook Ads Count

By DMJ Team

The battle to win over consumers on Facebook through advertorials can be tough. And it’s only getting more difficult every day. As more marketers and advertisers perceive the promising potentials of Facebook Ads, the boat can easily change a winning ad into a money-wasting fiasco.

A lot of marketers launch a new and different social media marketing ad campaign on a daily basis in hopes to finally hit it right with the audience’s sentiments and win the game. They experiment with countless of interests and demographics, utilise varying images, and even modify their content over and over again.

However, for some unknown reason, these people just can’t conjure a bankable ad campaign. It’s as if they are just shelling out money to Facebook’s hands with no feasible ROI (Return on Investment).

The Odds with Facebook Ads

Social media platforms, especially Facebook makes it very easy to create adverts from scratch, all thanks to its ‘Facebook Business’ feature. All you need to do is select a theme or format, then fill out information about your products or services. And voila! You have an ad!

It’s no longer surprising at all if 93% marketers use the platform regularly which translates to 3 million businesses. Now, the challenge is how to outwit these competitors through ads, given the fact that there are hundreds, even thousands of ways to design a Facebook ad. Where do you start?

Here’s How to Make your Facebook Ads Count

Start by identifying your objective for your ad campaign then pick the right template for the job. If you know what you want to achieve with your ad, all you have to do is use the correct template to get the job done.

In place of thinking, creating and launching new campaign whenever your goal changes, you can utilise proven and tested formats, those that make your ad unique and stand out from everyone else’s. Check them out below!

Create a Vibrant Ad Using the Psychology of Colour

First on the list is using the psychology of colour. There’s nothing more perceptive than injecting a colour to stimulate the senses of the audience. Also, it’s one of the creative arsenals that every marketers and advertiser in Facebook use. When you decide on what colour to use for your campaign ad, always consider the following factors:

  • The target market where you want to sell.
  • The market and its audience’s preferences.
  • Their expectations.

When you have the answers to these questions, it will be easy for you to think along the right lines. Here are some of the significant trends backed by science about how people discern colours that you need to keep in mind.

  • Adults like purple, green and blue. Young people, on the other hand, prefer yellow, red, orange and yellow. When we’re young, we tend to go for long wavelength, excitatory colour. But as we age, we tend to settle on cooler and darker colours with a shorter wavelength.
  • According to the research conducted by Joe Hallock among 232 people from 22 countries, the majority of people don’t like orange. Next on the least liked colours are yellow, brown and purple.

It all boils to the relevance and fit. The truth is, if you have a mediocre or poorly made product, you can’t just turn the tides by using a green or blue logo. We acknowledge particular colours in marketing according to how well the colour complements the product.

Make Your Ad Likeable Through ‘Page Like’

Facebook Ads with Page Like templates work best with a simple campaign with a sincere message.

These two factors are the potent elements to make the audience like your page. The takeaway here is to offer value to the customers. They will like you because they do and not because you asked them to. And to make it happen, create a simple yet heartfelt campaign.

Be Generous With Claims

Using an ‘offer claims’ template for your campaign enables you to create an ad where users get direct offers from the ad. It is better than referring or mentioning them to the site through a link and risk losing them out of the funnel.

If you do risk it, be sure that your site has appealing content. To make sure that you have the right word count for your website content, make sure that you have a reliable word counter. Remember, your site has to back up your claims for you to retain your potential customers.

App Engagements and App Installs

Ads with app install theme allow people to install an app through a call-to-action button within the post. An app engagement ad, on the other hand, is almost identical to app install. But instead of  ‘install now’ form, it follows a ‘use app’ call-to-action.

These ads only appear to people who use mobile devices, as the objective of the campaign is for app instalments or usage on mobile devices. Hence, if you wish to create a Facebook ad using this template, you must use clear images and readable text for a good mobile viewing experience.

Propel Brand Engagement

Brand engagement is about getting people to invest in your brand emotionally. People usually invest in something when they feel like they have something to lose if they don’t act. Find a personal or political motivation that your customers can relate to your product if you wish to forge a bond between your business and customers.

For example, when your campaign is about Family Planning, you can use rights for women. There are hundreds of motivations that you can use to connect with people. Hence, utilise them wisely.

The Visual Appeal of Videos

It is undeniable that Facebook pushed the idea of capitalising on video content since last year. With this, video content earn the top spot for organic reach. A video ad helps you to engage with new audiences. Video ads also have higher engagements on social channels compared to other types of content, provided of course that the video is engaging and of high quality.


Social media is a powerful platform where everyone can interact, do business, and do almost anything they want. Facebook, in particular, is making it easier for businesses to advertise through the use of their “Facebook Ads.” To have a better chance at attracting your audience, your ads should follow the guidelines mentioned above.

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