Tips & Tricks

Best Practices for Facebook Ads: a Detailed Guide

While Instagram and Snapchat may seem like the “cooler” option for advertising nowadays, Facebook ads are still ruling the world of online marketing. In fact, Facebook is estimated to make more than $4 billion in revenue by the end of this year just from advertising.

So, how do you get clicks? This post will guide you through the ins-and-outs of Facebook advertising. You’ll learn which businesses are the best for Facebook marketing and how to run a successful campaign.

If you’re new to Facebook, you might want to start with this Facebook Marketing Guide. Once you’ve read it, circle back around for a deeper dive into advertising.  

The Basics: How do Facebook Ads Work?

Facebook ads come in a variety of forms – you can promote a Page itself, the posts on a Page, your website, or actions taken by a user. Despite Facebook’s focus on native ads and sustaining web traffic, you can still successfully send users to your website using Facebook ads.

Facebook ads target users based on their location, demographic, and profile information. Once you create an ad, you can set a budget and bid for either each click or thousand impressions that your ad receives. Your ad will then be displayed in the sidebar on Facebook for everyone to see.

While Facebook’s other ad options are great for brand awareness and driving engagement, ads that drive users off-site are the best option for direct response advertisers looking to make a sale.

facebook logo

Who Should Use Facebook Advertising?

Many businesses bomb when it comes to Facebook ads simply because their business isn’t a good fit. Before using a new marketing channel, it’s a good idea to test it first. Think of your business model and how (or if) it fits the network.

Facebook ads are display ads, not search ads. They’re used to generate demand, rather than fulfill an actual need. Essentially, Facebook users are online to connect with friends, not to find products to buy.

Facebook ad example

Low-Friction Conversions

Businesses that succeed with Facebook ads ask users to “sign up,” not buy. In order to be successful, you must use a low-friction conversion.

If you sell products instead of services, you should focus on an intermediate conversion like a newsletter signup. Then you can utilize email marketing in addition to Facebook advertising.

Sites like AppSumo, Groupon, and Fab are great examples of businesses that have been successful with Facebook advertising. Once you click on their ad, they’ll ask for an email address, and presto! The user is sold on a deal later on.

Business Model

Even if you’re only asking for an email address initially, you’ll eventually need to make money from your users if you want your ads to be profitable. The best business model suited to Facebook ads is to earn revenue over a long period of time, instead of all at once. While a user may give you their email address, you’ll still need to build a little bit of trust before you can expect them to buy something.

Don’t depend on one large purchase; instead, hope that he or she makes several smaller purchases.

Daily deal and subscription sites are good examples of business models that thrive on Facebook: Both have customers whose lifetime value is spread out over six months or more.

Facebook ad target

How to Target Your Ad

One of the biggest mistakes marketers make with Facebook ads is not targeting them correctly.

Facebook’s ad targeting options are unparalleled. You can target users by:

  • Workplaces
  • Location
  • Gender
  • Age
  • Interests
  • Languages
  • Education 
  • Connections
  • Relationship status

Each option can be useful, depending on your audience. However, most marketers should focus on age, location, gender, and interests.


The most important part of a Facebook ad is the image. You can write amazing copy, but if your image is dull, you’ve wasted your time.

Image tips:

  • Avoid low-quality images
  • Ensure you can use the image (i.e. don’t steal an image from Google or anyone/where else)
  • Do not use your logo, unless you’re a famous brand

Now that you know what not to do, here’s a quick list of what you should do:

Facebook ad copy
Image source:

Facebook Ad Copy

After seeing your image, users should be compelled to read your ad text. This is where you can sell them on your service or product and earn their click.

Despite the 25 character headline and 90 character body text limit, you can still use the famous copywriting formula AIDA – Attention, Interest, Desire, Action.

Attention: Draw users in with an attention-grabbing headline.

Interest: Get users interested in your product by briefly describing the benefit of using it.

Desire: Create desire with a free trial, discount, or limited-time offer.

Try writing 5-10 ads until you’re able to hone in on the perfect version.

Bidding on Facebook Ads

Bidding can mean the difference between profit and failure. Once you’ve created your ad, Facebook will provide a suggested bid range. If you’re just starting out, you should set your bid near the lower end of the range.

Your CTR will dictate the price you’ll need to pay for traffic. If this number is high, your suggested bid price will decrease. If it is low, you’ll need to bid more for each click.

Facebook ad analytics

Tracking Your Performance

Facebook no longer offers conversion tracking, but Facebook Insights are great to track how your users are behaving within Facebook. To track users once they’ve left the site, you’ll need to use an outside analytics program like Google Analytics. Tag your links using Google’s URL builder or your own tracking tags.


Facebook is one of the best marketing tools out there. Just remember to target specific interests, use high-quality images, and give users a low-friction conversion.

After a week or two of trial and error, you’ll begin to see what works (and what doesn’t) for your business.

Tips & Tricks

Ilan’s Weekly Growth Hacks – #30

Ilan’s Weekly is a (sorta) weekly email full of small hacks and tricks you can use to grow your business and increase sales.

Written and curated by Ilan Nass, founder of Taktical in New York.


Add WhatsApp to your Social Share Buttons!

BuzzFeed tested WhatsApp’s share button and found that 38% more people share via WhatsApp than via Twitter!

Aviary said that WhatsApp shares were almost the same level as Facebook and Instagram.

Maybe that`s because WhatsApp has 900M users (vs Twitter`s 300M), plus the open rate is over 90%. Pretty impressive, yeah? 🙂

How to embed the share button:
1. WordPress plugin.
2. AddToAny widget.


3 Magic Words increased mobile ad success by 36%

48 times, these guys ran the same A/B test for different ads. 42 times it yielded a positive change to the conversion rate. The average conversion rate increase, based on the positive examples, was +36.6%. 12 out of 48 times this test more than doubled the conversion rate (100%+ lifts).

These 3 magic words were “FROM YOUR PHONE”. Worth trying to use them in your mobile ad!


Speed Matters!

Fast email follow-up for leads (within 1 hour or better yet 1 minute) gets TWICE as high response rate and less time / fewer calls to qualify.

Get notified, then call them back immediately!

Some ways to get fast notifications:
– email alert or Zapier to get lead notifications
tout or sidekick to get 1:1 email tracking notifications



Billionaire Elon Musk credits his success to these 8 books

How I lean startup’d my way to $240k+ on the saturated App Store

Tips & Tricks

Instagram Best Practices Guide

Managing a successful Instagram account includes everything from investigating your target audience and competitor accounts, to creating a unique selling point, to selecting Insta-worthy shots.

Maintaining a following can be like having a full-time job. Unlike most full-time positions, though, this one comes with a checklist proven to make even the smallest accounts successful.

Quick-and-Easy Checklist

There’s a few things you need to do before becoming Insta-famous. Here are six tips to keep in mind.

Stalk Competitor Accounts  

Pay attention to your competitors – view their feed and take note of which posts have the most likes and comments. By observing what they’re doing to succeed, you can translate that into  increasing your own viewership.     

Think About What Makes You Different

What sets your account apart? What are your strengths, weaknesses? Make a list of both and then create a bulletproof advertising plan.

Identify Your Target Audience

Figuring out who your viewers are, where their interests lie, what compels them to surf Instagram, and what time of day they’re online, are all crucial questions to ask yourself as you manage an account. Mothers, for example, often scan through Instagram when their children are asleep – during lunch and nighttime hours.

Make an Editor’s Plan

What are you writing about? Be sure not to overload your viewers with sponsored posts.

Define Your Style

Style includes aesthetics and post descriptions. Maybe you have a signature filter or hashtag, or maybe you’re the satirical type. Whatever it is, own it.

Do You Want to Advertise?

Decide whether you’d like to advertise your profile, and then determine how much time and money you’re willing to spend.

Make a Plan

So you’ve completed the basics; now, you need to think of a good content plan. An effective content plan will divide your content into four sections: entertainment, expert, selling, and learning posts.

In addition to creating a content plan that works, you should include hashtags. Hashtags are essentially keywords preceded by the “#” symbol. When users click on hashtags, they will be able to view all public posts with that hashtag.

Hashtags, however, can become harmful when used in excess. The magic number here seems to be 10-15 per post, where any more or less is inefficient.

Content is King

An Instagram account will not succeed without quality content. The more interested your posts are, the more views (and followers) you’ll get.

Think of a creative idea, select a style for your brand, and stylize your posts. Don’t forget to personalize your post descriptions as well. Use your descriptions as a way to motivate dialogue and create conversation.

Like other promotional tools, Instagram requires a thoughtful approach. Though it can be time consuming, the payoff will be worth it in the end.

Tips & Tricks

How to Write Content that Gets Over 100,000 Views (A Formula that Works)

While writing an article worth 100,000 views seems impossible, it isn’t as difficult as most would think. In fact, it’s simple enough to replicate – just write a resource article.

Resource articles, such as “30 Websites That Pay Writers” and “The Ultimate List of Blogs that Accept Guest Posts,” do well because they’re built to help the reader. These articles succeed because they not only instruct the reader, but also provide them with valuable insights.

This tactic isn’t just for writing-related content: Resource articles work for other topics, too:

A Bulletproof Five-Step Process for Creating a Successful Resource Article

While resource articles can be popular, they do involve extra time and effort. Here’s a five-step process to follow for creating successful resource articles:

Step One: Find a topic

The first step to creating a kick-ass resource article is to find out what the people want. Look for themes in audience demand either on your own blog/website or on other sites.

Step Two: Make sure your article is specific

Specific articles are easier to reference and share. As you can see from the examples listed in this article, specificity is essential to the success of a resource article. Topics ranging from geoengineering to special diets are all options here, with the precaution that the more niche the focus, the better.

Step Three: Do your research

Resource posts take a lot of time to write due to the amount of research it takes to create an accurate, high quality article. However, this research is the most important element in differentiating a high-quality resource article from a mediocre one. A good way to find quality resources is to go to a similar site.

Here’s a few tools that can help you do that:

Step Four: Verify everything

Make sure the resources you use link back to an active site. Once you’ve determined that all of your sources are active, be sure to fact check your points.

Step Five: Publish and Promote

Once you’ve confirmed your sources check out, publish and promote your article. Taking the extra step of contacting authors and resource curators is one way to make promotion more effective. From then on, it’s just about updating the article and keeping it relevant over time.

Tips & Tricks

Here’s a list of 300 free resources that will save you a sh*it ton of money

Every organization benefits from finding ways to boost business while cutting costs.

That’s pretty much the definition of success.

But, often the ways to increase revenue, boost engagement, and maximize ROI come at a cost.

That’s where we’re here to help.

For lean, mean, business machines, we created this ultimate resource guide.

Below you’ll find design tools to make your Facebook ads perform better than ever.

According to Stock Photo Secrets, these resources are ideal for beginners and many professionals to help save unnecessary costs.

You’ll find branding resources you can apply to your Pinterest marketing.

SEO site checkers that help grow your business organically.

Email marketing tools to grow your subscriber lists and optimize campaign performance.

Image editing sites that make your Amazon marketing efforts as impactful as possible.

And so much more (300 total, in fact).

A list of free resources to get you and your brand up-and-running:

Design Tools


More: Dribbble365 PsdTeehan+LaxTech&AllGraphic BurgerFribbbleTeehan+Lax: iPadTethrPixel BuddhaUI SpaceFree Section of Creative MarketFreebiesbugFree Section of Pixeden

Build Your E-mail List

More: Sumome List BuilderSumome Scroll Box

Growth Hacks

Build Your Own Website, Create a Logo, and Host Away

More: Hive, Domain, HTML5 UP, Squarespace Free Logo, Slimvoice, Poster My Wall, Invoice to me

Web Design: Color Tools


More: Material PaletteBootflat0 to 255CouleursNew Flat UI Color PickerHex ColorrrsColllorSkala Color0 to 255Adobe Color CCFlat UI ColorsGet UI ColorsAdaptive Backgrounds, Palette for Chrome, Colour Lovers

Anti-Distraction Tools

Optimize Images



More: DaFontTypeGeniusFont-to-widthBeautiful Web Type

Team Organization


More: YanadoMailtoselfMarkticleDrp.ioPocket

Find The Perfect Name

More: Naminum, Impossibility, Lean Domain Search

Discovery Tools



Delve Into Blogging


More: Hemingway, Medium, Liberio, Editorial Calendar, Egg Timer, Story Wars

Keep Learning

More: Launch This YearSkillshareStartup TalksreSRC.ioCoursera, How to start a startup: As an Audio Podcast or As Online CourseStartup Notes, compare webinar software

Web Icons

More: FontelloMaterial Design IconsEndless IconsIcon SweetsIco MoonPerfect IconsGlyphsearch, Free Round Icons: Doodle Set | Flat Set | Vector Line Set

Customer Review Management Tool

A customer review management tool such as PSYDRO can help you to sort reviews, protect against fake reviews, and takeaway insights.

See What’s Trending


Startup Digest

More: Design for HackersChargeWhatYou’reWorthUX Design Weekly

Check Your SEO/Site Performance 

More: GTMetricsSEO Site CheckupHubspot Marketing GraderBrowseoAhrefsGoogle Pagespeed InsightsOpenLinkProfilerNibblerMoz LocalBroken LinksQuick SproutAlexa RankingXML SitemapsPingdom Website Speed TestSERPs Rank CheckerW3C validatorSimilarWebKeywordtool.ioShopify E-commerce Report,

Other SEO Tools:


Useful Basics

Stock Photo Galleries


More: MoveastNew Old StockSuper FamousGetrefeJéshootsUnsplashPexelsFoodie’s FeedLittle VisualsIM FreeStokpicStock UpTravel Coffee BookPicjumboISO RepublicThe Pattern LibraryFunctionMazwaiLock & Stock PhotosJay MantriSplashbasePublic Domain ArchiveKaboompicsMMTSnapographicPixabayRaumrotPaul JarvisStartup Stock PhotosMagdeleineAll The Free StockPicographyDeath to the Stock Photo

Useful Web Tools

Social Media & Engagement Tools

More: KloutBuffer Free PlanSpruceTallyDigg DiggRitetagMyTweetLinksRiffleAddthisDisqusSharedCountClick To TweetBitlyWordPress Pin it Button for Images, Social Analytics, JustunfollowSocialRank

Design Inspiration

More: BehanceThe Starter KitFLTDSGNCrayonAwwwardsUI CloudOceanAgile DesignersFlat UI DesignSite InspirePttrnsThe Best DesignsUI ParadeMoodboard

Edit Your Images


    • Recite: Transform quotes into visual masterpieces.


Background Music

Working Remotely

Connect with Others