Ad Policies and Delivery
My ad has been in review for a long time. What can I do?
The standard review time for ads can take up to 24 hours.
For ads that have been in review for longer than 24 hours, we have an article outlining options on what to do here.
My ad account has been disabled. What can I do?
How does GDPR affect Facebook ads?
We are not able to provide legal advice on this topic. GDPR has different potential implications for different organizations, depending on the way the organization may be utilizing data for advertising measurement and optimization.
Facebook has a dedicated GDPR microsite available here.
Is it true that ads can’t have more than 20% of the image as text? What about videos?
What are the recommended dimensions for Facebook/Instagram ads?
Recommended specs/dimensions are available in Facebook’s Help Center here.
What are Facebook’s Ad Policies?
Ad policy information is available in Facebook’s Help Center here.
Ad Setup Tactics
How can I limit the frequency of ads on Facebook/Instagram?
There are several options for managing frequency. This article on our site covers this topic in greater detail.
How can I run my ads during certain times of the day (dayparting)?
How do I create an unpublished/dark post on Facebook? How do I publish an unpublished post?
Unpublished/dark posts are created when you create an ad in Ads Manager without using an existing post from your page. This article on our site covers how to publish unpublished posts to a Facebook page.
Ads Training and Support
I want to test my knowledge of Facebook ads. Can you help?
Sure. Try out our Facebook Ads Quiz available here.
I am looking for someone to discuss Facebook/Instagram advertising ideas with directly. What resources are available to me?
Direct one-on-one sessions are available from our team. More information is available here.
I have quite a bit of experience with Facebook ads, and I’m looking for ways to improve my performance. What resources are available to me?
We have a program available for more advanced advertisers, which grants access to a community of other advertisers, regular updates on changes to Facebook/Instagram advertising, as well as access to more in-depth webinars (depending on the program level).
This program is called the Power Hitters Club. More information is available here.
I’m a beginner with Facebook ads. Where should I start?
Facebook Blueprint is is a free group of training modules covering a variety of topics related to Facebook ads. The modules can be accessed here.
Jon has made available a free Facebook Advertising Fixes video series. In this free video series, there is a focus on the 20 critical factors preventing your Facebook ads from success. More information on the series is available here.
What is the Facebook Blueprint Certification?
The Blueprint Certification is a paid testing process that provides an official certification for different topics related to Facebook ads. There are different certification levels and focal areas available.
More information on the program is available here.
There are so many terms related to advertising on Facebook. What do they all mean?
Facebook has a glossary of ad terms available here.
How does the Facebook auction work?
Performance in the ad auction on Facebook-owned properties takes into account a variety of factors, including the Bid, Estimated Action Rate, and Relevance of the ad (building an acronym commonly referred to as BEAR).
What is the Facebook Attribution tool?
The Attribution tool is used for more detailed attribution reporting, including combining data from multiple channels.
What is the Learning Phase on Facebook?
The Learning Phase describes a period when Facebook’s systems are gathering sufficient data for effective ad optimization across targeting, timing, creative, and placement options. One of the most common topics involving the learning phase relates to making edits that reset learning.
What is Facebook Analytics?
Facebook Analytics is an analysis and reporting interface where conversion tracking and Facebook pixel data can be managed and accessed.
Do I need to have a Facebook page to advertise on Facebook?
Yes. Facebook requires that users have a personal Facebook page to access Ads Manager to create ads.
What is Facebook Ads Manager?
Ads Manager is a Facebook tool where advertisers can create ads, analyze ad performance, and create ad reports. Ads Manager can be used independently of Business Manager, but advertisers who have set up Business Manager access Ads Manager via their Business Manager interface.
A general reference resource for Ads Manager is available here.
What is Facebook Business Manager?
Advertising Best Practices
Where can I find case studies related to Facebook and Instagram ads?
Facebook has made “success stories” available here, filterable by different areas, such as Business Size, Objective, Industry, Ad Product, and Region.
What are some general best practice tips for ad creative on Facebook properties?
How can I scale my budgets more effectively?
What is an ideal ad frequency on Facebook and Instagram?
How can I create an evergreen campaign on Facebook that runs continuously?
This article on our site covering how Jon’s evergreen campaign works provides a great overview of the possibilities for evergreen campaigns.
How much should I budget for Facebook ads?
Setting the appropriate budget is highly subjective, as it depends on your advertising goals and the reality of your organization. However, this guide from Social Media Examiner might be a useful reference.
I work in a specific industry. Where can I find applicable information for my industry?
Facebook IQ has Industry & Vertical Insights here.
Advertising Testing and Optimization
What is dynamic creative?
What are dynamic ads?
Dynamic ads feature product recommendations from an advertiser’s product catalog, adjusting what products are shown based on signals of user interest, intent, and action. Dynamic ads are also often commonly referred to as “dynamic product ads”.
What is split testing?
Split testing, also referred to as A/B Testing, involves creating two separate ad scenarios where a variable is changed between the two scenarios, allowing an advertiser to determine how the variable affects advertising outcomes.
Metrics and Reporting
How can I calculate my page reach or advertising reach?
We have articles on our site dedicated to different methods of reach calculations:
How can I share my Facebook pixel?
Jon wrote an article outlining the process of sharing a Facebook pixel or advertising audience here.
What is the Facebook pixel?
What do the different click metrics mean in Ads Manager?
Jon wrote an article outlining the differences between different click metrics here.
How can I compare audiences between Facebook and Instagram?
You can use Ads Manager to analyze and compare audience sizes between these platforms, though it requires a bit of a manual approach. We have an article outlining how to do this here.
How can I understand my ad performance across different demographic segments?
You can apply Breakdowns in Ads Manager to do this. More info from Facebook is available here.
How does attribution work on Facebook?
Facebook has an explanation of how attribution works on their platform here. Jon also wrote an article about conversion attribution that you can read here.
It’s important to note that due to differences in attribution models and methods, Facebook’s reporting may not match other channels, such as Google Analytics. This article on Social Media Today explains more details on why
The conversions reported in Ads Manager don’t match my actual sales. Why?
Where can I find benchmarks for Facebook ads?
Generally speaking, there aren’t standard, publicly available benchmarks available for Facebook advertising. However, some publications track benchmarks for accounts they have access to, such as this resource from Wordstream.
Even with benchmarks such as these available, it’s important to consider the underlying context of any specific metric you may be evaluating. Given these challenges, it’s normally best to work on improving your own metrics as much as possible and to focus on those which are most reflective of your own success.
How can I restrict my audience on Facebook to certain groups of people?
We have an article on ways to do this here.
How can I target specific devices on Facebook or Instagram?
We have an article on how to do this here.
I’m not sure I understand my target audience very well. Where should I start?
The Audience Insights tool can be a great resource to analyze different potential audience groups in more detail. Facebook has general information on this tool here.
How does Location Targeting work on Facebook? What are the options?
How often do lookalike audiences update? Is it automatic?
Lookalike audiences update automatically every 3 to 7 days, as long as you’re still actively targeting ads to the audience.
How often do custom audiences update? Is it automatic?
Website custom audiences update automatically as people who fall within the specified rules navigate to your page.
Other custom audiences may require manual updates of the underlying source audience or may utilize third party update tools for more automated updates (such as Zapier).
What is a lookalike audience?
A lookalike audience enables Facebook to find people on Facebook-owned properties (e.g. Facebook and Instagram) who are similar to a certain group. This group is referred to as a source audience and may be based on people who visit your website, for example.