Social Media

Your Guide to Facebook Advertising

March 5, 2018
With more than 2 billion people on Facebook, and more than 800 million likes in a day, there’s no question why Facebook advertising is only continuing to grow. With active, engaged users visiting the site every day, often multiple times in a day, advertising on Facebook is extremely profitable.
In the second quarter of 2017 alone, more than $9 billion dollars were spent on Facebook advertising.
If you want to compete for visibility online, advertising on Facebook is a great start.
It only takes a little know-how to be able to reach out to your audience, target the right groups, and start seeing a difference.
We’ve put together this quick guide to help get you started:
There are many types of ads on Facebook that vary based on your campaign objective and what outcome you’d like from your advertising. You can get people to install your app, spread brand awareness, increase conversions by getting people to take a specific action on your website, expand your reach through exposure, drive engagement, or just generally promote your brand.

The first step in creating a Facebook ad through the Ad Manager system is to choose your objective.

Once you know the goal of the campaign, you can then determine the appropriate audience.
When targeting your audience, you can sort by demographics, location, interests, and behaviors, allowing you to access only the people who are most likely to purchase your product or service. With the targeting layers, you can be as precise or as vague as you deem appropriate depending, again, on your campaign objective.
As an example, if your company was based in Seattle, it may or may not make sense to advertise to people in New York. Additionally, if you’re selling sportswear (as an example), you might get more meaningful engagement by directly targeting people who like sports, or a local sports team, or any other interests and behaviors that could potentially make them a more likely consumer for your brand.

Ad copy is also extremely important in terms of how successful your campaign will be.


Four key aspects to follow are that an ad should be visual, relevant, valuable, and have a clear call-to-action.

It should be visual because images and videos always pull attention first, standing out on someone’s timeline more than just text they can easily scroll past.
It should be relevant to your brand and your targeted audience so they will stop and look at the ad as it comes on their screen.
It should be valuable and should offer something to the user that they need or want, solving a problem.
An ad should also have a clear call-to-action so the viewer knows what to do, and so your campaign objective can be achieved. If you want people to buy your product, visit your web page, or subscribe to your newsletter, make that clear.
Once you’ve created an audience, set your budget and schedule. You need to decide how much you’re going to spend on the ad and how long you want it to run. Ad Manager has a few tools to help you with this that can show you how many people the ad is expected to reach, indicating that you can spend more or less, or extend the timeline to get more views.

After all this is set, it’s time to create the ad. Facebook will then approve it, making sure it is appropriate, fits within their guidelines, and doesn’t have too much text. For more detailed information on Facebook’s advertising policies, visit this page.
When your ad is up and running, make sure to keep checking in and evaluating the success of your post; don’t “set it and forget it.” You want to be able to know what works so that you can repeat or alter any future advertising.
If you’re interested in learning more about Facebook advertising and how it can help expand your reach and engagement, click the link below to speak with a member of our client success team.