making a good Facebook ad?

[Jake]

A different style is needed for "interruption ads" on Facebook, in contrast to the search matched ads on Google Adwords, a more friendly, softer sale approach is appropriate. They are pretty demanding about you using normal grammar and punctuation, no eye catching punctuation sequences or excess capitols.

The pictures are very important, use something unusual that breaks through the banner blindness, bright backgrounds help, some use slightly out of focus images to attract a second squint. Ads and images need to be switched out after any sign of the CTR dropping, ad fatigue is a problem on Facebook.