- Successfully running CBD ads on Facebook requires a strategic approach and adherence to the platform’s strict advertising guidelines.
- Examples of effective CBD ads include promoting topical creams, educational content, and emphasizing the non-psychoactive nature of hemp-derived products.
- Utilize tools like Foreplay for automated ad tracking, smart swipe files, and AI-powered insights to enhance your CBD advertising strategy.
- Continuously measure and optimize your CBD ad performance by tracking essential metrics and refining your advertisement creative and targeting strategies.
Are you looking to promote your CBD products on Facebook but need help figuring out where to start, mainly due to the legal issues and technicalities?
The issue is that Facebook has strict advertising policies regarding CBD, making it challenging for businesses to navigate the platform effectively.
However, with the right strategies and a clear understanding of the guidelines, you can successfully run CBD ads on Facebook and reach your target audience.
This article will provide valuable insights into advertising CBD on Facebook, starting by providing examples of CBD ads on Facebook.
What are CBD ads on Facebook?
CBD ads on Facebook promote cannabidiol (CBD) products. They aim to increase brand awareness, drive website traffic, and ultimately boost sales for CBD businesses.
However, due to Facebook’s stringent advertising policies, running CBD ads requires a strategic approach and careful consideration of the platform’s guidelines.
Let’s move on to some examples of what acceptable CBD ads on Facebook look like.
3 examples of CBD ads on Facebook
To better understand what acceptable CBD ads on Facebook look like, let’s explore a few examples:
Ad featuring a topical CBD patch
A CBD brand may showcase its topical patch or cream, highlighting its potential pain relief or skincare benefits.
The ad can use compelling visuals and copy to showcase the product’s effectiveness without making any explicit health claims.
Below is a perfect example from Basic Jance CBD of an advertisement for a topical CBD patch intended for pain relief benefits.
Ad promoting informational content about CBD
Instead of directly promoting a product, the ad can feature a blog post or article that educates the audience about CBD's potential benefits and uses. The goal is to drive traffic and establish the brand as a reputable source of information in the industry.
For example, this ad from Charlotte’s Web CBD focuses on the potential benefits of CBD for sleep (although the inclusion of CBD is implied.
Ad highlighting hemp-derived CBD products
To comply with Facebook’s advertising policies, some ads focus on hemp-derived CBD products, emphasizing their legal and non-psychoactive nature.
By avoiding mentioning ingestible CBD products, these ads have a higher chance of being approved by Facebook.
For example, here we have an ad from Vena CBD, advertising their hemp-infused drink, without mentioning CBD. Although it is an ingestible product, it explicitly avoids mentioning CBD.
Navigating Facebook’s CBD advertising policies
Facebook’s advertising policies for CBD products can be tricky to navigate. However, you can still effectively promote your CBD business on the platform by adhering to the guidelines and employing creative strategies.
Here are some tips to help you effectively navigate Facebook’s CBD advertising policies
Segment your product offerings
Create a separate eCommerce site or landing page exclusively featuring hemp-derived or topical CBD products. This approach allows you to promote these offerings without violating Facebook’s advertising policies.
Avoid explicit mentions of CBD
When creating ad copy and visuals, refrain from using the term “CBD” or making any direct references to cannabidiol. Instead, focus on the benefits and uses of your hemp or topical products without explicitly mentioning CBD.
Focus on the benefits, not the product
Instead of directly promoting your CBD products, highlight their potential benefits and uses. Use compelling storytelling and customer testimonials to showcase how your products can improve the lives of your target audience without making explicit health claims.
Leverage informational content
Develop a content marketing strategy that revolves around creating informative blog posts, articles, and videos about CBD's potential benefits and uses. Use ads to bring traffic to this content, establishing your brand as a trusted resource in the industry.
By focusing on topicals and hemp-only products, investing in SEO-driven content, and crafting compelling ad creative, you can successfully navigate Facebook’s CBD advertising policies and effectively promote your business on the platform.
Keeping Facebook’s policies in mind, let’s determine how to create compelling CBD ad creative for Facebook.
Crafting compelling CBD ad creative
To create effective CBD ads on Facebook, you must focus on crafting compelling ad creative that resonates with your target audience. This can be done by highlighting the benefits of your product while using eye-catching visuals, among other methods.
Here are some valuable tips for creating compelling CBD ads on Facebook:
Highlight the benefits
Emphasize the potential benefits of your hemp or topical CBD products in your ad copy and visuals. Use compelling storytelling and customer testimonials to showcase how your products can improve the lives of your target audience.
Use eye-catching visuals
Invest in high-quality images and videos that grab the attention of your target audience. Showcase your products in use, highlight their packaging, and use lifestyle imagery that resonates with your brand’s aesthetic.
Experiment with different ad formats
Facebook offers various ad formats, including image ads, video ads, carousel ads, and more. Test different formats to see which ones perform best for your CBD business, and continuously optimize your ad creative based on performance data.
With compelling ad creative created, the next step is to measure the success of your ads.
Measuring the success of your CBD ads
To ensure the success of your CBD advertising efforts on Facebook, it’s important to track and measure the performance of your ads by setting goals, monitoring metrics, and more.
Here’s how you can do that:
Set clear goals
Define specific, measurable goals for your CBD ad campaigns, such as increasing website traffic, generating leads, or driving sales. Use these goals to guide your ad creative and targeting strategies.
Monitor key metrics
Track important metrics such as click-through rates, conversion rates, and return on ad spend to gauge the effectiveness of your CBD ads. Use this data to make informed decisions about your ad creative, targeting, and budget allocation.
Continuously optimize
Review your CBD ads' performance regularly and make data-driven optimizations to improve their effectiveness. Test different ad creative, targeting options, and placements to identify what works best for your business.
Remember to continuously monitor and optimize your ads to ensure the best results for your CBD marketing efforts.
Crafting compelling CBD ads for Facebook doesn’t have to be an individual journey, as many experienced agencies and partners can assist.
Partnering with experienced agencies and service providers
Creating effective CBD ads for Facebook isn’t something you need to tackle alone, as many third parties can assist you.
Here are some examples of third parties that can help you create compelling CBD ad copy for Facebook.
Leverage the expertise of specialized agencies
Collaborate with marketing agencies with a proven track record of successfully navigating Facebook’s CBD advertising policies.
These agencies can provide valuable insights and strategies to help you create compliant ads that effectively reach your target audience.
Utilize the support of merchant service providers
Partner with merchant service providers that cater specifically to high-risk CBD businesses. These providers, such as PaymentCloud, offer tailored solutions and guidance to help you navigate the complexities of advertising CBD on Facebook.
They can assist with account setup, ad creation, and ongoing optimization to ensure your campaigns remain compliant and effective.
Implement a comprehensive digital marketing strategy
While Facebook advertising can be a powerful tool for promoting your CBD business, it’s important to develop a well-rounded digital marketing strategy that encompasses other channels.
This may include search engine optimization (SEO), content marketing, email marketing, and influencer partnerships.
By diversifying your marketing efforts, you can mitigate the risks associated with relying solely on Facebook advertising and create a more sustainable and effective approach to growing your CBD business online.
Creative strategies for CBD ads on Facebook
Aside from the tips covered above, there are several other creative strategies for creating Facebook CBD ads that are far-reaching and resonate with the target audience.
Here are some of the most effective creative strategies for CBD ads on Facebook.
Educate your audience through informative content
Create blog posts, articles, or videos that provide valuable information about CBD, its potential benefits, and its various uses. Use Facebook ads to drive traffic to this content, establishing your brand as a trusted resource in the industry.
Incorporate calls-to-action that encourage users to sign up for newsletters or download lead magnets, allowing you to capture their information and nurture them through email marketing.
Showcase customer success stories
Share real-life examples of how your CBD products have positively impacted your customers’ lives. These stories can be in the form of written testimonials, video interviews, or before-and-after photos.
By highlighting the tangible results achieved by your customers, you can build trust and credibility for your brand, making it more appealing to potential buyers.
Leverage the power of social proof
Incorporate user-generated content like ratings and customer reviews into your Facebook ad creative.
Social proof is a powerful psychological phenomenon that influences people’s decisions based on the actions and opinions of others.
By showcasing positive feedback from satisfied customers, you can increase the perceived value and trustworthiness of your CBD products.
Create engaging video content
Video is one of the most effective formats for capturing attention and conveying information on Facebook. Develop short, engaging video ads that showcase your CBD products in action, highlight their benefits, and tell compelling brand stories.
Use eye-catching visuals, compelling narratives, and clear calls-to-action to encourage viewers to educate themselves about your offerings and visit your website.
Offer exclusive discounts and promotions
Through your Facebook ads, you can incentivize potential customers to try your CBD products by offering exclusive discounts, free trials, or bundle deals.
Generate urgency by offering limited-time deals or emphasizing the scarcity of your products.
By compelling people to take action, you can drive more conversions and increase sales for your CBD business.
Partner with complementary brands
Collaborate with other businesses in the health and wellness space that share your target audience but don’t directly compete with your CBD products.
Cross-promote each other’s products or services through co-branded Facebook ads, joint giveaways, or bundled offerings.
By leveraging the trust and credibility of complementary brands, you can expand the reach of your CBD business.
Comparing CBD advertising on Facebook to other platforms
While Facebook maintains strict policies for advertising CBD products, other platforms offer varying degrees of leniency. Knowing what makes them different can help you make well-informed decisions about where to focus your marketing efforts.
Here are examples of other platforms that allow CBD advertising as long as it adheres to specific rules.
Google Ads
Google Ads allows hemp-derived CBD products with some restrictions. Google has recently updated its policies to permit advertising for hemp-derived CBD products, provided they comply with local laws and regulations.
However, there are still limitations on promoting ingestible CBD products, and advertisers must obtain certification from LegitScript to run CBD ads on Google.
TikTok
TikTok provides opportunities for hemp and topical CBD advertising. TikTok’s advertising policies state that promoting hemp products and topical CBD may be allowed, subject to additional restrictions.
This presents a unique opportunity for CBD businesses to reach a younger, engaged audience through creative and compelling video content on the platform.
Instagram follows Facebook’s lead on CBD advertising. As a subsidiary of Facebook, Instagram adheres to the same stringent policies regarding CBD advertising.
While you may encounter challenges in directly promoting CBD products on Instagram, you can still leverage the platform to build brand awareness, engage with your target audience, and drive traffic to your website through informative content and influencer partnerships.
While you may encounter challenges in directly promoting CBD products on Instagram, you can still leverage it to build brand awareness, engage with your target audience, and promote traffic to your website through informative content and influencer partnerships.
When comparing CBD advertising across different platforms, it’s important to consider your specific products, target audience, and marketing goals.
Continued Learning on Running CBD ads on Facebook
If you’re looking to really expand your knowledge on how to grow CBD brands using meta advertising, you can indulge in a one-hour webinar we did with Aaron Nosbisch, the Founder of BREZ.
In this cannabis advertising masterclass, Aaron walks you through the exact compliance checklist his team is using to scale BREZ to 6-Figures per month in their first year, and the ad frameworks they use to produce and iterate profitable ads on meta (with some pretty shocking creative examples as well).
Key Takeaways
- How to Advertise Cannabis on Meta without Getting Banned
- Ad Creative Examples Helping BREZ scale
- The CBD & THC Advertising Checklist
Final thoughts on CBD ads on Facebook
Advertising CBD products on Facebook is possible but requires a well-thought-out approach and a deep understanding of the platform’s policies.
To successfully promote your CBD brand on Facebook, focus on showcasing topical CBD products and hemp-derived ingredients while providing valuable, informational content to your target audience.
Stay on top of Facebook's changing CBD advertising policies to keep your ads compliant and avoid rejections. Don't put all your eggs in one basket—explore platforms like Google Ads and TikTok to reach a wider audience and reduce risks.
As the CBD industry evolves, creative briefs and marketing plans will play a vital role in guiding your advertising efforts on Facebook and beyond.
By staying agile, adapting to policy changes, and prioritizing compliance, you can effectively harness the power of Facebook advertising to grow your CBD business.
With Foreplay’s expertise in navigating Facebook’s advertising landscape, you can overcome the challenges of promoting CBD products. Our team helps you craft compliant, compelling ads that resonate with your audience.
Book a demo with Foreplay today!
Frequently asked questions
What should I avoid when creating CBD ads for Facebook?
When creating CBD ads for Facebook, avoid making health claims, promoting the sale of CBD products, and violating Facebook’s advertising policies. Ensure that your content is educational and brand-focused, and always stay updated on Facebook’s guidelines to avoid ad disapproval.
Where can I find inspiration for my CBD ads on Facebook?
CBD ad inspiration can be found in ad libraries and marketing platforms like Foreplay, as well as by studying successful campaigns from leading brands. Using tools like Foreplay, you can save and organize these examples, making incorporating effective strategies into your ads easier.
How can I measure the success of my CBD ads on Facebook?
The success of your CBD ads on Facebook can be gauged through metrics like engagement rates, conversion rates, click-through rates, and return on ad spend. Examining these metrics can help you fine-tune your strategy and enhance your ad performance over time. Using platforms like Foreplay can also help track and optimize your ad campaigns.
