Why run ads on Facebook?
Facebook ads represent a great opportunity to reach a large number of people where they spend a lot of time. Of July 2014, there are over 1.28 billion monthly active Facebook users worldwide. 802,000,000 log into Facebook daily and spend, on average, 20 minutes per visit.
Given the numbers, the Facebook ads potential is huge, both for finding new customers and bringing lost ones back (retargeting). Moreover, Facebook ads provide a better opportunity to convey your message as the ads use both text and image.
Anatomy of a Facebook ad: image, title and body
What all ads must have
Facebook ad images need to be 600x315 pixels. Use images relevant to what you’re promoting. Stay away from blue and white as those go unnoticed. Also, test images with/without people to find the best performing.
The second most important element, Facebook ad title needs to be of max 25 characters. The ad title should compliment the image and further attract attention (e.g. questions). Stay away from all caps, use good spelling and punctuation.
Also called a destination URL, this is the website to which you want to direct your viewers to. Make sure that your site works in all browsers. You cannot link to a site that is under construction or to an error page.
Body text needs to be of max 90 characters. Keep it simple and be truthful, explain your product and outline its major benefits. If available, mention free trials or samples. Don't forget to include a call to action: “Buy Now”, “Start Now”.