Social media is shared by 2.65 billion active daily users around the world, according to Statistica. The average user on social media is age 18 to 45 with purchasing power which is attractive to marketers. Businesses understand the value of social media. Social media allows businesses to expand their reach to a global audience. The most popular social media websites are Twitter, Instagram, and Facebook. Of all the social media websites, Facebook is king. Many marketers are using Facebook ads to target their audience and increase company revenue. The following blog defines Facebook ads and how they work for businesses.

What Are Facebook Ads?

Facebook ads are customised and creative ads placed on their social media platform. Unlike pay-per-click ads. Facebook allows businesses to pay for their ad space.

When users log on to Facebook your business ads are placed within their feed or other key areas. A lot of marketers find Facebook ads intimidating, but they provide an immense platform for marketers. In fact, your audience is one of the most beneficial reasons for deciding to use Facebook as a marketing medium. If you have a concept of what Facebook ads are, let’s discuss how they’re used and how they work to help you reach your marketing goals.

Creating Your Facebook Ad Campaign

To make your Facebook ads work for your business, you have to start an ad campaign. Your ad campaign consists of your business goals and what you want to accomplish with your ads. Often times, businesses are looking to solidify their ROI. Here’s what you should know to start your campaign:

Step One: Campaign Goals

The first step is starting your ad campaign goals also known as your business objective. Facebook makes it simple for users by providing a campaign tab that allows you to customise specific features. For example, customise your call to action (CTA) to create a new campaign from their campaign creator. You can also discuss your goals with a professional for assistance with your ad campaign. Keep in mind, setting your goals will be one of the most important elements in using Facebook ads. If you don’t set goals, you won’t have anything to work towards or be able to define if your campaign is working or not. Your goals can change throughout your campaign because setting your objective can be tough in the beginning.

Here’s a list of possible campaign ad objectives:

  • brand awareness
  • reach
  • traffic
  • video views
  • engagement
  • lead generation

Credit: Google

For example, if you’re promoting a website, your main objective for your ad campaign will most likely be conversion.

Step Two: Name Your Campaign

Naming your ad campaign is a very important step in your creating Facebook ads. This step allows you to leave room for more ads and organising your campaigns as you begin to create more ads. This seems like a very simple step, but it can be quite tedious if you have little to no experience with Facebook ads. How you name your account will differ based on if you’re running your own ads or advertising for a business. Naming your campaign may include features like:

  • client name
  • client website
  • target audience
  • location

Note: Naming your ad campaign can also help you analyse the success of your Facebook ads .

Step Three: Define Your Audience

Narrowing down your audience is where things really start to pay off if you’re using Facebook ads. In fact, to avoid pushing your ad to an irrelevant audience or wasting money, you should try to capture a target audience. The Facebook ad manager provides businesses with the option of targeting a very specific audience. However, the audience you target will also be determined by your budget. You have the option of creating a custom audience or building an audience with Facebook ads.The most important question is asking your business who are your ads targeting to narrow down your options.

Your audience can be targeted by likes, behaviour, demographics, and more. Best of all, as your gain an audience, Facebook will allow you to use their meter to determine if your ad campaign is targeting the right audience. Keep in mind. targeting the right audience is one of the most important steps in determining the success of your ad campaign. Lookalike audiences are one of the most popular features offered through the Facebook book ad manager.

Step Three: Setting Your Ad Placement

Placing your Facebook ads is a key element in getting the best results. Your ad placement should look similar to the suggestions listed below:

  • Stories
  • Feed
  • In-stream videos
  • In the Marketplace
  • Banner
  • Messenger
  • In Sponsored ads

When your business is choosing a placement for your Facebook ads, you’re deciding where they will appear. Your ad placement can be auto-optimised by Facebook, but to see how well it’s working for your business goals, you should use an A/B testing feature.

The experts suggest using an automatic placement feature if this is your first time using Facebook ads. Facebook also does a great job of recommending where your ads should be placed within their site.

Step Four: Determine Your Budget

Your Facebook ads budget has two options. You can choose a daily budget or a lifetime budget. A daily budget has proven to be very successful for smaller businesses with a limited budget.

With a daily budget, Facebook will use the sum of your budget to push your ads daily. Facebook will calculate your budget and deliver your ads to your audience daily. Facebook will also optimise your ads to reach your target audience each day.

With a lifetime budget, Facebook will spread your ads across the life of your campaign based on campaign dates. Facebook will carefully analyse how much is being spent each day to ensure your budget is spread evenly throughout your campaign.

Your Facebook ad budget is important because it will determine how far you can reach and the length of your campaign. Some users have been able to start an ad campaign with as little as five dollars. However, remember your business will get what it puts into their campaign. Five quid will do very little to extend the reach of a large business.

Note: You won’t be able to change your ad budget once your ad campaign has been created.

Step Five: Start Setting Up Your Ads

Your business can now start arranging the actual ads that users will see . At this point, you want your ads to look good, keep your audience engaged, and encourage your audience to convert. How to set up your ads on Facebook is important and is best served by a professional. Users with little experience in ads can cause their campaign to fail. The right Facebook ad layout is the key to successful conversion.

Other Facebook Ads Key Elements

Don’t be discouraged if your first Facebook ad campaign doesn’t go as well as expected. With most marketing initiatives, it takes more than one try to show significant results. In fact, many people without experience may find Facebook ads complicated and confusing, but a professional has the experience your business needs to successfully navigate your ad campaign and help you reach your business goals.

In fact, many marketers also have web based tools that can help them with your Facebook ad campaign. More importantly, they know how to use the data from your ad campaign to help with your objectives too. For example, they utilise advanced campaign reports your business may not have access to. As you learn how Facebook ads work, you can use the ads manager to tweak your account as needed.

A professional can also create a draft that will help you decide on a final ad display. Your business can choose to use previous ads or simply, start from scratch. It’s important to understand what kind of ad campaign you’re using for your business objectives. For example, an external digital marketing campaign is focused on conversion which defines the creative elements of your Facebook ad.

Why Do Businesses Prefer Facebook Ads?

Facebook offers businesses creative control over their ads. Many businesses say; “it’s worth the time and money spent because over time they have been able to reach their target audience.” Again, if this is your first ad campaign on Facebook, don’t be discouraged with slow moving ads. The best way to handle a Facebook ad campaign that’s not moving as fast as you expected is by regrouping. reorganising your ads. and your audience. In fact, the Facebook targeting and retargeting feature is very popular among businesses. You can target a completely new audience or retarget users that have previously visited your website.


Facebook ads are also versatile because they’re already connected to other social media platforms like Instagram. You can also combine your ads with Google Adwords to extend your reach and improve your Facebook relevance score. Plus, Facebook ads are inexpensive when compared to other forms of advertising.

The success of your Facebook ad campaign will be determined by your strategy, target audience, and budget. With the right professional there to back your business goals, Facebook ads can be a great tool to help small or mid-size businesses reach their objectives.