360 Degree Media Group Blog

Optimising Your Facebook Advertising

Posted by Jodie Brett on Dec 14, 2015 1:00:00 PM

Using Facebook advertising as a means to promote your brand and products is a great method. Though to get the most out of your digital advertising efforts there are some rules to go by when doing so in order to optimise your ads and get the most bang for your buck.

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Understanding your Audience

It is important to understand your target audience as if you don’t know what they’re interested in, you’ll fail to engage them appropriately. Understanding your audience will also allow you to target them appropriately. Using Facebook’s targeting, you can pinpoint the people you want your advertisement to be displayed to. This includes locations, interests gender, age and even online behaviours; the sheer amount of targeting options is incredible and you will be able to see approximately how many people you ad will reach. 


The Image

Editing an image is an important aspect of Facebook advertising, if your image fails to capture the attention of your audience, your ad fails. If necessary, cropping an image can ensure people will focus on what you want them to.  According to Facebook advertising policies, text should not occupy more than 20 percent of your image. There is a grid tool available to check whether this will be an issue, if so it is ideal you resize your text accordingly. When using an image, its quality must be of a high standard in order to be seen clearly on any device plus it looks more professional.

With any image, colour is a key feature. Depending on the culture or country you are advertising in, it is ideal to know what the connotations of certain colours are. Potentially you could be portraying your brand in a way that does not benefit you. For example Orange has connotations of joy, sunshine, and tropics; so it is essential you choose colours that align with your brand. 

The size of your imagery must also meet Facebook’s standards. Facebook recommends an image be 1200 pixels wide and at a minimum 600 pixels. When selecting an appropriate image, you may want to choose one with smiling faces/happy people; as they are the best performing in terms on conversions and will resonate better with people.


The Context

With any visual message, it is important to consider its context and how it may be interpreted. The images and text you post should be a reflection of your brand’s image, and reflect how you portray your brand. For example if you own a car dealership, it wouldn’t be appropriate to post pictures of kittens, would it? What sort of message is that sending to your audience?

People today have hectic lives and scroll through their newsfeed at lighting pace, so it is important to capture their eye. In order to do this, images and your message should be kept simple but engaging. If your business offers a product or something tangible, show your product being used by happy customers, a product demonstration is an effective way of promoting your offering. 


Call To Action

Your advertisements should also feature a call to action (or CTA), which is a button or statement that indicates for people to take a required action; for example ‘Learn More’ or ‘Shop Now’. This guarantees people will know what to do when they encounter your advertisement and helps to lead them to the next phase of the sales funnel.



By testing your ads, you will be able to make the most out of your advertising spend with efficient and effective ads. AB testing can also be performed to identify which ads perform better; this involves posting two images with slight variations and then identifying which one is yielding the best results. 


Following these basic optimisations for your Facebook advertising will help you to create a more effective campaign. Or, if you'd like some help fromt he experts, contact us today and we can get you started!

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Topics: Facebook advertising, Facebook Advertisements