October 04, 2022 250

10+ Best Practices for Facebook Ads in 2023

Facebook is a great place for affiliates to gain traffic and kickstart their job with some pure audience that will give them the attention they need. However, it might not be the easiest to launch a good campaign on Facebook, especially in 2022, and expect amazing results immediately. For Facebook, nowadays you need to act smartly, and that is exactly what we are going to talk about in this article.

Keep in mind that this article focuses on how you can boost your ad performance on Facebook as an affiliate, but in case you are not, it can still be helpful for you to know.

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How Facebook Ads Benefit Affiliates

First off, let’s start with the way that Facebook benefits affiliates. If we can answer this question, then we can define all the things that make the usage of Facebook Ads by affiliates more interesting and easier on new people to do this.

  • Active and Interested Users

When you launch an ad on Facebook, you don’t need to pray for your ad to be put in front of the right audience. On Facebook, almost everyone is an active user who is already interested in what you are trying to offer. That’s why with the right creatives and the right strategies, you will reach out to them easily.

  • Quick Results

After running your ad on Facebook, you will get immediate results. As mentioned before, users are very active on Facebook, so you will reach your audience more quickly than any other method.

  • Cost-effective

As a beginner affiliate, your budget might not look that well, and it’s okay. On Facebook, you can choose how you want to pay and what method is the most beneficial to you. This is exactly one of the practices we’ll be talking about later in the article.

  • Custom CTAs

Facebook Ads allow you to use custom CTAs, telling users exactly what you want them to see. Later on, we’ll explain how you can benefit from this feature.

  • Facilitates Retargeting

Facebook allows you to see your audience and track them. If some of your audience or customers were interested in your products, you have the ability to retarget them and let them know about other products you’re promoting.

Now that we know how Facebook empowers you as an affiliate, let’s dive into some practices in 2022 that can boost your ad reach and ad interest on Facebook Ads.

Set Your Goals

Before moving on to the next steps, you need to make sure of one thing, your goal. This is the most important practice because Facebook optimizes your ad this way. On Facebook, goals are regarded as "objectives" and whichever of these objectives you choose, you will land on different settings and different options will appear before you.

The Facebook ad objectives include:

  • Awareness
  • Consideration
  • Conversion

Whether your ad will be shown to the right audience depends on which one of these goals you will choose for your ad. Usually, each niche and each affiliate industry calls for a different objective on Facebook. For example, if you want people to buy some affiliate products that you are promoting, you can use the “conversion” objective. This objective allows you to add a CTA to your ad that says things like “Shop now” or “Learn more”. You can give people a great offer and then guide them where they can immediately shop that specific product or service.

Other ad objectives on Facebook will help you in different directions. For example, if you are a newcomer and a new affiliate and you want to get yourself known to the potential audience, and not only make them buy something, you can use the awareness objective and get yourself out there.

If you want to retarget the same audience, or if there are some people who are already interested in what you are offering or people who know who you are, you want to choose the consideration objective so people learn more about you.

The extended options include the ones below for Ad objectives:

There is also an alternate way of choosing your ad objectives which include 6 options to choose from, making your job even easier.

Whichever of these objectives you end up choosing, you need to first make sure what exactly you want to gain out of it, because your creatives, visuals, ad copy, and everything else will depend on it.

Use Convincing Visuals

This is the second most important practice in 2022. Everybody is doing weird visuals right now and nobody is really putting lots of time into designing. Many people grab ready templates and change a few things just to get the job done. You need to be creative and surpass all those look-alike ads.

Take a look at the two ads below. What we mean is for your visuals to be showcasing exactly what you want your users to feel at first glance. By looking at the first ad below, you already feel hungry, and by looking at the second ad, you almost have no idea what it’s about.

When you are creating your visuals, put yourself in the shoes of your audience. If you were watching that ad out of a 1 000 ads, would you notice it? Would you understand what it’s about immediately?

Most users don’t look at the title or CTA in the beginning, and the first thing they see is the visuals. That’s why your first step should be optimizing your visuals and creatives.

Take a look at the ad below as another good example. The advertiser clearly shows what service they are providing and uses the emotions of the audience to grab attention.

Some of the ways you can optimize your visuals include using tools like Canva and PixArt to create trendy images. You can also do photography of your own products and use them in your ads.

Keep Your Ad Copy Brief and Concise

This little detail has a lot of impact on how users perceive your ad. Have you ever seen how an ad copy convinces you to buy something or makes you interested in the product or business? That is exactly how your ad should be. You need to make your ad copy short and concise.

Don’t include too much information about things that users won’t ever read. Don’t explain the entire product lore or the benefits they will get when they purchase something from you or visit your website.

What you need to include in your ad is a brief but suspenseful overview of what you’re promoting. For example, if you are trying to sell a product that you’re an affiliate of, you should tell people what benefits they will be getting if they buy that certain product. If you are promoting your affiliate brand or your Facebook page, you should just tell them something about yourself in a way that people might find relatable or interesting. Don’t explain to them what they can find on your page, but simply a piece of your content as an ad.

For example, take a look at the ad copy from below. The ad has a very clear, concise, and even funny message with a hint to the Christmas season and gifting.

They are clearly guiding you to buy the product, and with the little marketing copy in the image, the word-play, they manage to grab your attention anyways.

The next thing you need to pay attention to when dealing with ad copy is making sure your ad has no grammar mistakes or spelling errors. You can always use Grammarly to make sure that your ad is errorless.

You also want to use a language that is simple enough for everybody to understand. This means that you should keep it friendly and not too formal.

Use Suitable CTAs

As mentioned before, CTAs or Call-to-Actions are one of the most important details in an ad for affiliates. Your call to action will tell people what action they need to take, so if it’s not definitive enough or does not match your ad, you can expect people to just pass.

For example, if you’re promoting a product, tell people to ‘Shop now’ or ‘Get offer’. Make your CTAs relevant to the ad, and get them to reflect the action users should take.

Use Promos and Offers

One of the best assets to a good affiliate ad is having promos and offers. Most eCommerce ads nowadays don’t even go without them. Statistics show that more than 80% of users in the past year have used coupons for shopping online.

In order to encourage people to click on your promos, you should make them feel like missing out on the deal. You could always add a limited-time offer and let people know that if they are not grabbing the deal now, they couldn’t ever grab it for a while.

However, this strategy might not always give back good results. Unless the products that you are promoting are:

  • Popular. If your product is fairly new or less known by users, then you want to really tell people about your refund policies and money-back guarantees, so they can trust you.
  • Come at reasonable and affordable prices. Make sure your products don’t have astronomical prices and actually come at a good price. Remember, it’s an offer, not an auction.

The ad above is giving its audience a good price to look for on their website, and they’re also giving them a limited-time offer. This way, people who were already interested will be even more interested, especially with the great visual that is in the picture.

Next thing you need to put some effort on is giving users some testimonials or customer proof. One trick to do this is to first launch an ad on a post and optimize it for the ad objective of “Engagement.” This will give you many likes and comments and you will gain some history on your ad page. Then, you can run the same ad for the objective of selling a product, and then, users will see how many engagements your posts received. Not having that and trying to sell something is just bad for business.

Improve your Landing Page

Sometimes, you might want to guide users to your affiliate website and then use the website to promote an item to them. In that case, you need to really impact the users on your website, because that is somewhere that Facebook doesn't have much authority on or can’t help you anymore except for tracking. That’s why your landing page should be as effective as your ad, and even more.

When users visit your affiliate landing page, that’s when you really make a return on investment (ROI). That’s when you need to hook users in. There are many practices for improving your landing page or pre-landing page for higher conversions.

The basics of how you should be optimizing your landing page, again, relate to the visuals, the CTAs, and the brief copy. Your landing page should reflect exactly what you’re offering, and it should leave an impact in less than 2 seconds.

Take a look at the landing page below, which belongs to a product page that redirects people from their Facebook ad to their website.

Their ad is simple and has clean visuals with a straight-forward CTA. Their landing page is doing even better:

Have a Solid Branding

As an affiliate, you need to have a branding that yells trust and quality. You should maintain your reputation. That is why you should never use cheap visuals, promote useless or harmless products, and gamble with your content.

Make sure you keep your branding consistent and you distinguish yourself from everybody else. Tell your audience that you know what is good because you have tried it, and that you are the one looking to give them something good.

On Facebook, you want to do that and at the same time gain some engagement before you go straight into spending money for selling products. Users know when someone wants to sell them something and they won’t buy it.

If you actually enter the game by telling people how much you know and how much you care about what you do, you will end up selling way more. That is exactly how everybody who launched successful ads has started out.

For example, in the ad below, you can see that it’s actually an online shop, but what they are doing in their ads isn’t getting sales right off the bat, but just grabbing attention with a good visual.

You can see that even their other posts get many engagements as well. This is a good example of a successful branding.

Renew your Ad Creatives

When you start running an ad for far too long on Facebook, users might get bored by your ad and ignore it. After some time, your click-through rate might drop heavily. That is why big companies never run an ad for too long. You might ask, “well, what am I supposed to do?” The answer is that you need to change your ad in order to avoid ad fatigue. Changing your ad refers to renewing your creatives.

The way you can renew your creatives is putting on the same content but in a different format. You can change your visuals, your CTAs, your copies and your marketing phrases. Try to appeal to the audience from another aspect this time.

You can even try taking photos from another angle or improving your photographic appeal to the buyer’s eyes. The goal can be the same but the way through which you grab attention should be different.

Run Ads according to Performance

After some time when you’ve started running your ads, try to analyze the results and then decide on a comeback. Sometimes you won’t get it right the first time. It’s always okay to copy an ad and start it again with different creatives.

Use Facebook Stories to Hit the Bullseye

In 2022, around 1 billion people are viewing stories on Facebook on a monthly basis, and from that, many of those stories are ads that end up being successful sale. You can always do ads on stories and boost your audience even more.

If you are wondering where you can create the Facebook Ad Stories, it is right there in the media and preview sections when you are creating an ad on Ads Manager.

How to Use Each Type of Ad on Facebook Correctly

Now that we have talked about the trending practices that boost your Facebook ads, let’s talk about how you can optimize and use each type of ad.

Image Ads

Image ads are way better than plain text ads, in that nobody wants to read today. Everybody wants a glance at the content and a reason to be interested. Image ads perform well on Facebook, and they are quicker to load and quicker to convey a message than video ads. Users will look at your ad for less than 2 seconds, and that’s it. If you manage to gain their attention in that span of them, you’ve succeeded.

Text Ads

Text ads are useful if you want to explain something more than just 240 characters. They give you the ability to add a call-to-action, and the ability to promote your page. However, keep in mind that text ads are usually pricier.

Video Ads

Video ads are great because everybody is so addicted to quick chunks of data nowadays. You can do an experimental video ad and check your performance, but keep in mind the following tips about video ads:

  • Keep your videos short and concise
  • Remind people again in the video what they should be doing, just like a call to action
  • Make your video entertaining

Mobile Ads

More than 70% of Facebook users are on the mobile app nowadays, and in order to target these people, you really need to optimize your ad on mobile. Luckily, when you’re creating an ad on Facebook, it allows you to view how it looks on a phone, so you can do it from there.

But keep in mind that since on mobile phones there is a ;imitation for space, your video and image ads cannot be more than 2MB.

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What to Expect for 2023

Even though the current state of the Facebook ads feature is pretty good, there are still some ways to prepare for 2023 and follow the hype train. Let’s see some of the things we can prepare for and do more of.

A/B testing

In 2023, we definitely need to do more A/B testing and performance analysis. A/B testing refers to having two options for your ad available and then, after running them, comparing their results and checking which one worked out for you better. A/B testing helps you stay at the top even if you are already on the top of the leaderboard.

Chatting with Your Customers

Nowadays, the majority of people who end up buying something on Facebook say that having a conversation with the seller had a huge impact on their will to buy the product. That is why you could benefit from making some positive connection with your audience on the Messenger. You can use a chatbot or just dedicate your own time. Either way, make sure you’re leaving a good first impression.

Customer Journey Mapping

This is just another User Experience practice that allows you to see exactly how users experience your ad. You have the tracking on your website and on Facebook. That makes you analyze how most of the users view your website and how many actually end up converting.


Running an ad campaign on Facebook can be challenging but the code has already been cracked. All you need to do is follow the steps and tips mentioned in this article, and make sure you think into your ad instead of just making something up.

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