The Ultimate Guide to Facebook Adverts

Thinking about harnessing FB advertising? It seems that you’re in excellent company – FB ads account for a staggering 45.98% of all digital advertising spend, with 92% of all marketers using Facebook advertising in their strategies.

Our line of business may be SEO, but we know that marketing is, without a doubt, at its most powerful when multiple mediums are combined (and there are few partners as natural a fit for SEO than Facebook ads).


The Power of Facebook Advertising

If you’re considering taking your first steps with the Facebook advertising platform, take it from us when we say you’re making a wise choice. Consider these stats…

Two billion people use Facebook every month.

1 of every 5 minutes that people spend on mobile is on Facebook or Instagram.

40% of FB users don’t like any brand pages – meaning paid adverts are the only way to reach them.


Feeling Overwhelmed?

Starting from scratch with FB advertising is intimidating, and you probably have a million and one questions, such as…

Where should I start with FB ads?

How on earth do I use the Facebook Ads Manager?

Where do I begin with my first Facebook campaign?


We hear you. So let’s run through it step by step so you can get to grips with what types of Facebook adverts exist, what goals they’re made for and how you can craft a campaign with a killer conversion.

Welcome to the world of Facebook Adverts

Here’s an overview of the various locations that you can select for your Facebook adverts.

Image credit: Facebook

You’ll also need to think about the media format of your advert – here are the options you’ll be presented with as you run through the setup of your campaign.

Image credit: Facebook


Key question: What are Facebook Advertising Goals?

Here’s a simple overview of which ad is for what when it comes to internal promotion of your Facebook page, app or event, and metrics you should use to measure your success.

Image credit: Flickr


Creating Your First Campaign

Key question: What is the Facebook Business Manager?

The Business Manager allows you to perform two core tasks…

  • Manage the access to your FB pages and advert account
  • Makes working with agencies easier and more seamless

Setting up your Facebook Page

To set up your Business Manager Account with a Facebook page (which you need in order to advertise on Facebook), you’ll need to:

  1. Visit the Business Manager
  2. Select the People and Assets tab and click on ‘Pages’
  3. Click ‘Add New Page’
  4. Choose from three options: Claim a Page, Request Access to a Page or Create a New Page
  5. If you’ve requested access to a page, you’ll then need to enter the Facebook page name or URL.


Setting up your Ad Account Info

In order to create your first campaign Facebook needs some billing information – with a valid payment method.

In the Business Manager, click on Ad Account Settings – complete all of the information here with your company name, address and so on, then add the payment information via the Payments tab.


A Step by Step for your First Campaign

Facebook is pretty helpful when it comes to creating your first campaign – stepping you through the process with explainers that help out along the way. Here’s the initial screen you’re going to see…

Image credit: Vimeo


Choose your audience

Over on the audience tab you’ve got plenty of options for drilling down into a relevant audience. You can target your audience by:

  • Location
  • Age
  • Gender
  • Language
  • Interests
  • Behaviours
  • Connections


There are four options for location:

  • Everyone in this location – for all people who live or whose most recent location is in the area
  • People who live in this location – for everyone whose home is in the designated area
  • People recently in this location – for people whose most recent location is in the area
  • People traveling in this location – for people whose most recent location is in the designated area, but with a home at least 125 miles away

Age, Gender, and Language

This is straight-forward – choose age, gender and language (these three fundamental demographics of your target market you should already know).

Interests and behaviours

Demographics, which contains things like …

  • Education level
  • Job titles
  • Relationship status
  • Income level


Interests, which contains things like …

  • Fitness
  • Shopping
  • Sports
  • Business


Behaviors, which contains things like …

  • B2B company size
  • Operating systems used
  • Purchase behavior
  • Recent homeowners


Your audience can be as refined or as broad as you wish. This visual overview demonstrates just how much detail may be needed to define an audience appropriate for your campaign.   

Image credit: Flickr

Key question: What size should my images be?


Image credit: Flickr

Crafting That Killer Conversation

Pro Tip #1: Opt to create a custom audience

A custom audience is based on those who’ve previously had contact with your brand (they may be customers or contacts, or simply prospects who are yet to purchase). You can create an audience exclusively of these people by first clicking Create New Custom Audience. Then you can create your audience based on: Customer List, Website Traffic, or App Activity (you can even integrate this directly with you MailChimp list).

Choosing website traffic is an effective selection, as it effectively reminds your customer or prospect of your product or service – and the more you present your message, the stronger the connection becomes to your brand. When choosing this option, you have the following segmentation options…

  • Anyone who visits your site
  • People who have seen particular pages
  • People who have seen particular pages but not other pages
  • People who haven’t visited for awhile

Image credit: Facebook


Pro Tip #2: Choose Your Content Wisely (And Be Sure To Include Video)

Not only do you need to select the right combination of advert types, you should also carefully consider the forms of content you’re creating. In the simplest sense, promoted status updates are outperformed by images, which are in turn out pipped by video. Yet despite this businesses are failing to tap into the powerful medium of video (a medium that achieves 62% more engagement than photos).

Image credit: Quintly


Image credit: Flickr


Pro Tip #3: Don’t Miss A Trick with Notifications

Notifications are going to keep you up to date with any interactions and engagement – make sure you hear about them by double checking your notification settings. Here’s how…

  1. Navigate to Ad Account settings
  2. Select Notifications (over on the left)
  3. Add/remove the tick marks as you see fit and save


That’s Facebook Ads all wrapped up – now, you should be ready for the world with plenty of business-boosting ads that connect with the world that awaits on Facebook.

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