More than 86% of marketers in the United States utilize Facebook for advertising, and it’s clear why. 74% of Facebook users access the platform at least once a day, with over half of those visiting multiple times daily. Therefore, the question isn’t if you should advertise on Facebook, but when is the optimal time to do so. A well-crafted campaign launched at the wrong time is comparable to a stunning billboard positioned on a deserted freeway.

However, pinpointing the ideal time to run Facebook ads isn’t as straightforward as we might hope. This article delves into how to select the most effective times to run Facebook ads for your specific business. We’ll also explore the various Facebook ad formats, optimal budgeting strategies for your campaigns, and how to monitor their performance.

When is the best time to run Facebook ads?

Let’s address this upfront: Just like determining the best time to post on Facebook, there’s no universal ideal time to run Facebook ads. If such a time existed, it would be widely known, and this article wouldn’t be necessary. Many marketers have encountered recycled, anecdotal advice like, “Weekends are ideal for running ads since people are mostly at home,” or “Target the early evening hours after work but before dinner.” However, it’s crucial to remember that anecdotes are not data. Just because a specific time slot worked for one business doesn’t guarantee its effectiveness for yours.

Should Facebook ads be run on weekends?

A plethora of online data from companies showcases their most successful ad campaign timings. You might come across something like this:

(source) Here are three key resources to get you started:

1. Facebook Analytics: Examine which of your posts have garnered the highest engagement. While engagement isn’t a direct indicator of conversions, it provides a baseline for when users interact with your content. You can also use Facebook Analytics to analyze a variety of other metrics that can help you craft the most effective ad campaigns.
2. Facebook Pixel: This code snippet enables you to track conversions on Facebook (based on your definition) and reveals the value of your ads, helping you determine your actual conversion rate.
3. Google Analytics: This tool is particularly helpful when starting with Facebook ads. If you haven’t accumulated sufficient data on Facebook (or other social media), utilize Google Analytics to mine your website data. While website data differs from social media data, it can still offer valuable insights. For example, analyze the pageview rate of your “thank you” page (or any page displayed after a customer takes a desired action) to identify peak conversion times. These three tools provide a strong foundation for determining the optimal time to run your Facebook ads. You might be wondering how to create a successful Facebook ad and how to schedule these optimized ads effectively.

Running an effective Facebook ad

That’s a valid question. When creating an ad, ask yourself:

1. What’s the ad’s primary goal? Is it designed to drive traffic to your product page or email signup form? Are you a B2B company aiming to schedule professional demos?
2. Who is the target audience? Knowing your audience guides the entire ad creation process, from concept to scheduling. Below are two ads from the same company, launched simultaneously. Despite this, they target different objectives and audiences.

Image Source As you can see, while visually similar, the ads aim to evoke different emotional responses. The ad on the left (Ad A) employs the “Learn More” button. Its copy focuses on the pain point of saving time but does so generically. The ad on the right (Ad B) utilizes the “Sign Up” button. It directly encourages viewers to sign up for the service, employing concise sentences to highlight features and benefits. With Ad A and Ad B, Quickbooks tests whether addressing specific pain points, coupled with the “Sign Up” button, results in a higher click-through rate.

Facebook ad creation checklist

1. Have you segmented your target audience? Customize audiences by segmenting based on location, gender, behaviors, connections, and interests.
2. Is your copy aligned with your image? Ensure users scrolling through content encounter a cohesive post where the copy and image convey a unified message.
3. Is there a clear call to action? Is your ad promoting a 20% product discount or encouraging newsletter subscriptions? It can’t be both. For more insights on creating high-performing Facebook ads, refer to our post on 10 Easy Facebook Marketing Ideas.

Choosing the right Facebook ad types

Facebook offers various ad formats, each serving a different purpose.

While numerous options exist, here are some highly recommended choices:

• Facebook video ads: With millions of videos viewed daily, Facebook video ads offer a powerful way to connect with your audience. Data suggests that videos under 15 seconds tend to hold viewer attention till the end.
• Facebook carousel ads: Showcase multiple products or features in a swipeable image carousel.
• Facebook canvas ads: Combine different ad formats (video, single image, carousel) into a single experience. Note: This format is exclusive to mobile devices.
• Facebook lead ads: Generate leads by enabling users to sign up for newsletters, claim deals, or request follow-up calls without leaving Facebook. The right ad type depends on your specific objectives.

Scheduling your Facebook ads

You’ve analyzed the data, crafted an engaging ad resonating with your audience, and it’s ready to go live. Right? Not so fast. Facebook ad scheduling significantly impacts your ROI.

Daily budget vs. lifetime budget

The first decision: Should you opt for a daily or lifetime budget?

A daily budget is easy to set up, instructing Facebook to limit daily spending to a specified amount. This offers predictable daily spending and flexibility for budget adjustments. However, Facebook tends to exhaust the entire daily budget, even if performance is subpar. This means Facebook will prioritize spending your allocated budget even if it doesn’t yield optimal results. The most significant drawback of daily budgeting is the lack of ad scheduling options. As discussed, not all hours are equal. For optimized ad performance based on insights from Facebook and Google Analytics, a daily budget falls short. A lifetime budget entails providing Facebook with an approved budget and an end date for the ad set. The budget is utilized before this date, but not necessarily uniformly across each day. However, this flexibility is a double-edged sword. By leveraging a lifetime budget, you accept daily budget fluctuations. Facebook adjusts daily spending based on ad performance.

How long until Facebook ad results are visible?

Let’s start from the beginning. Facebook reviews ads before publishing to ensure compliance with its Advertising Policies. Most ads are reviewed within 24 hours. Upon approval (refer to our Facebook ad approval survival guide), your ad goes live as scheduled. From there, you can utilize Facebook Ad Manager to monitor essential metrics, filtering by campaigns and analyzing CTR, cost per conversion, and other KPIs. For further information, consult our cheat sheet for creating effective Facebook ads.

Analyzing your data for optimal Facebook ad timing

It’s tempting to seek out the best times to run Facebook ads for other businesses, which can be a starting point if you lack your own data. However, leveraging your existing digital marketing data is ideal. By extracting insights from Facebook and Google Analytics, you can determine the optimal times to run your Facebook ads. Of course, it’s an ongoing process. Continuously track and monitor your progress, conduct A/B testing, and ensure your ad copy is persuasive and conversion-oriented. Utilize our Facebook Ads Performance Grader to assess the optimization of your campaigns (scheduling, CTAs, etc.). We’ll provide insights on your performance compared to competitors, highlight opportunities for improved ROA, and identify potential audience gaps in your social media campaigns.