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  • Writer's pictureMacauley Clifton

Facebook Advertising Tips You Should Implement

If you saw our blog the other week, you should have a better understanding now of Facebook Ads and how to start utilising them! (If you missed it, you can catch it here).

Let's go over some tips on how you can take your campaign to the next level and start getting better returns for your spend.


We've all had it; we've been onto a website, looked at a pair of trainers and then we go onto Facebook or Instagram and hey presto, we see an Ad for those exact trainers. This is down to remarketing. Remarketing is so useful for businesses as it allows you to target users based on what they have done on your website. You can then tailor your ads based on what part of the funnel they are in or how they have already interacted with your brand.

Setting up a simple 'Add-to-cart' retargeting campaign could see a massive increase in your ROAS (return on ad spend).


Custom audiences allow you to generate and target five different user segments.

  • Website Traffic: Target users that may have visited your website or a specific page on your website. 

  • App Activity: Target users that have interacted or launched your app.

  • Customer File: match email addresses, phone numbers, and Facebook Ids to Facebook accounts and then generate an audience based on these.

  • Engagement: Anyone who has engaged with your Facebook or Instagram.

  • Offline Activity: Target users who have interacted with your business in-store, by phone or through other offline media.

Once generated, Facebook will pool together that audience based on what segment you have decided from above (additional parameters can be set, E.g. only curated users that have engaged within the last 30 days etc.)

From here, I would recommend adding additional layers - such as behavioural, demographic and interest targeting to narrow down that desired audience further and reach the most qualified prospects.


Now that we have got some great custom audiences created and ready to use, we can then use them as the basis to generate Lookalike Audiences. An LLA is an audience that takes the information and characteristics of your Custom Audience and finds Facebook users that are similar to the users within the custom audience but represent a new area of customers that haven't interacted with your business yet but are very similar to them.

As well as Custom Audiences, LLAs can then have extra layers applied to define the audience further and hone down on that perfect lead. 

When creating the LLA, you can also choose how similar you want it to be to your custom audience, on a sliding scale of 1% to 10%, with 1% being those who most closely match and 10% being who is as least closely matched (but still very similar). From here, you can use detailed targeting and demographics to further narrow it down.


You could spend hours creating the perfect ad content, but if it's not the right size for the placement you are using - it can be useless as a considerable amount could be cut out.

Here's a look at the different sizes for a few of the various methods

  • Image ads: Size: 1,200 X 628 pixels. Ratio: 1.91:1. Text: 90 characters. Headline: 25 characters. Link description: 30 characters.

  • Video ads: Format: .mov or .mp4. Ratio: 16:9. Resolution: at least 720p. File size: 2.3 GB max. Thumbnail size: 1,200 x 675 pixels. Text: 90 characters. Headline: 25 characters. Link description: 30 characters.

  • Carousel ads: Image size: 1,080 x 1,080 pixels. Image/video ratio: 1:1. Text: 90 characters. Headline: 40 characters. Link description: 20 characters.

  • Slideshow ads: Size: 1,289 x 720 pixels. Ratio: 16:9, 1:1, or 2:3. Text: 90 characters. Headline: 25 characters. Link description: 30 characters.

Sticking to these sizes will keep your ads looking correct, you could go further by creating different versions so that it fits more aesthetically for stories and posts etc.


A very short blog this week with a few tips, but by utilising some of the above you could begin to reach the top performers for Ads within your Industry. 



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