I have been working with a many Facebook advertising clients. Below are a few quick tips:
• Segment your audience and plan tailored communication for ads.
• Create Niche Targeting for every audience segment.
• Try to follow 20% advertising guideline. Which means image should have less than 20% text.
Common mistakes while running Facebook Ads are
1) Poor buyer personas and targeting
2) Lacking a tangible goal for your campaign
3) Failing to set the right budget
4) Ad text too long
5) Ineffective Ads
6) Not optimising Ads
7) Not exploring video Ads
Hope this helps. I follow kuware.com for Marketing related information.