Guide To Facebook Advertising

February 12, 2019

It’s a scary place, advertising on Facebook. It’s difficult for advertisers to stand out amongst all the delicious food, holiday snaps, cute babies, funny videos and puppies. Don’t worry, this blog post will give you all the information you need to create your first successful Facebook campaign. Sit back, enjoy the post and reap the rewards from Facebook Ads.

Campaign Objective

Let’s get the ball rolling, first you have to decide what your overall goal of the campaign is. Do you want website traffic, generate leads, mobile app install or visits to your brick and mortar store?

Facebook has campaign objectives that help you achieve your goals, most uses options are below:

  • Brand Awareness – Reach people who are more likely to pay attention to your ads and increase awareness for your brand
  • Reach – Show your ad to the maximum number of people.
  • Traffic – Send more people to a destination on or off Facebook, such as a website, app or Messenger conversation.
  • Engagement – Get more people to see and engage with your post or Page. Engagement can include comments, shares, likes, event responses and offer claims.
  • App Installs – Send people to the app store where they can download your app.
  • Video Views – Promote videos that show behind-the-scenes footage, product launches or customer stories to raise awareness about your brand.
  • Lead Generation- Collect lead information from people who are interested in your business.
  • Messages – Get more people to have conversations with your business in Messenger to complete purchases, answer questions or offer support.
  • Conversions – Get people to take valuable actions on your website, in your app or in Messenger, such as adding payment information or making a purchase
  • Catalogue Sales – Create ads that automatically show items from your catalogue based on your target audience.
  • Store Visits – Promote multiple business locations to people who are nearby

Please keep in mind that once you have launched your campaign you can’ alter your objectives. So, before creating a campaign make sure you are 100% sure what you are trying to achieve.

Audience Targeting:

Over the years Facebook has perfected its targeting options, unnervingly precise. The people you want to target will differ depending on your business, goals. You can refine your audience as below:

  • Location
  • Age
  • Gender
  • Languages

Facebook offers a more detailed targeting option, which allows you to target people based on further interest, demographics and life events. You can target the newly engaged with your custom wedding invitation service, or promote the opening of your new restaurant in Chelsea to adults with an interest in eating out.

It’s important not to make your targeting too specific, or you’ll risk not reaching enough users. Going back to our new restaurant opening, if you attempted to target all the people in Chelsea who like Italian Food, are aged 25 – 35 and additionally work in digital marketing, you’ve probably narrowed things down too much. Equally, you can be too broad with your targeting. Targeting everyone in the London aged 25– 35 and hoping they’ll turn up on is probably over ambitious.


Facebook allows you show your ad to the right people at the right place. There’s an ever-expanding list of where you can place your ads on Facebook. You can either use the automatic option,which means Facebook’s delivery system will allocate your ad set’s budget across multiple placements based on where they’re likely to perform best or you can edit placements, leaving you to decide whether you want your ads to show on the news feed, instant articles, stories and most recently, Facebook marketplace. You can also elect to advertise on Instagram directly from Ads Manager – it’s as simple as checking a box. Instagram ad placements are currently limited to the feed and stories.

Budget & Schedule

When allocating budget to your Facebook campaigns, you’ve got a number of options. You can allocate a daily budget per ad set, or you can allocate a ‘lifetime’ budget at campaign level and allow Facebook to optimise it across the different ad sets.

With regards to how much budget you should allocate to your campaigns, it’s advisable to start small and then gradually increase your budget once you find out which settings are most effective.
In relations to scheduling you can decide the days of the week, and the times of day that you want your ads to show. For example, if you’re selling a business service, like training courses, you may only want to show your ads during 9 – 5 working hours on weekdays. This can enable you to spend your budget more effectively, by only spending it when your ads are most likely to be clicked on.
A key metric to keep an eye on is frequency, which indicates the average number of times a single user sees your ad per day. Marketers have different opinions on how many ad views per day is too many, but I personally don’t like to see any of my ad frequencies rise above 3. If a user hasn’t clicked your ad in by seeing it 3 times, they never will.

Copy & Creative

Now we are at the part that advertisers either love or hate, the creative part. Your ad copy, Your visuals. It’s important to remember that facebook has no character limits, or restrictions on punctuation and emoji use?!?!?!?!🏖️🧗‍♂️🙈🍉 However, we advise that you use on clear message that resonates to your audeince, and reflects on your brand. In terms of creative, images of people/faces tend to be the most effective. This is because blend in most naturally with the content people are likely to see on their newsfeed already (e.g pictures of friends and family enjoying life).


Your campaign is live

Once your campaign goes live it is important that you constantly check in and see how well it is performing, to see how the budget is pacing, and optimise towards your best performing targeting settings.

Enjoy managing ads! (Or, if you’d like us to do all this for you, get in touch with our experienced & creative team).

Enjoy managing ads!

Or, if you’d like us to do all this for you, get in touch with our experienced & creative team.

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