Be specific with your targeting: If you’re targeting a broad audience, such as men and women, ages 18 to 25 years old, living in the US, chances are your ad may not be relevant to every person. Try narrowing your audience by specific locations, ages, interests and behaviors. Consider using Custom Audiences to reach more relevant people.

Consider your ad’s image and message: Think about how your ad’s message and image/video will resonate with your audience. An image/video is more likely to stop someone from scrolling through their News Feed than just text, so focus on improving that first. Also, keep your message simple and related to what you’re promoting.

Refresh your ad: Over time, an audience that once responded positively to your ad can grow tired of it. When the relevance score for an ad drops, try creating another ad with new content for your audience.

Learn from testing: Try showing different ads targeting the same audience or the same ad to different audiences. Look for patterns in your existing ads that can give you insight into what works, such as which ads have the highest relevance score and what they have in common.

Avoid using offensive and misleading content: Offensive content might get people’s attention, but on Facebook and Instagram, this can lead to a poor experience.

Learn about different Calls to Action

Here are the call-to-action items available:

Use App:suggest a previously installed app for a person to use.
Open Link:Direct people to a link to talk about your app.
Shop Now:Direct people to make a purchase through your app.
Book Now:Allow people to book events and travel through your app.
Play Game:It’s game time! Get people to start playing your game.
Listen Now:Send people to hear their favorite tunes through your app.
Watch Video:Send your audience to view a video.
Watch More:Already previewed a video in your ad? Let your audience see more through your app.
Download:Get your audience to download your app directly.
Learn More:Need more info? Let people get it through your ad.
Sign Up:Get your audience to sign up for what you have to offer.

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