Facebook Advertising 101

Kim Barrett Facebook Marketing 1975 Comments

Are you running Facebook Ads or considering the possibility?

Have you tried Facebook ads but have experienced little or dismal success?

This article will address how you can run successful Facebook campaigns.

I know you may be asking yourself, why run ads in Facebook? The reality is that Facebook is the world’s largest social media platform with a very large and engaged audience. The quality of traffic from Facebook is unmatched given the stealth targeting capabilities used in this platform. Facebook possess a far more advanced targeting capabilities in the industry. It enables business owners and companies to get their business in front of the right and ideal audience on a regular basis.

If you have Facebook business page with a couple of thousand fans who are engaged and loyal, you can start targeting them. This is way cheaper because you pay less for targeting your own fans as opposed to a cold audience.


Once you have targeted your fans, the next thing you can do is to set up a lookalike audience of your own Facebook business page. Lookalike audience tells Facebook to target people whose interests, behavior and activities are similar to your fan base. Facebook will then provide you with people who possess the same characteristics as your fan base. Uploading your email list to Facebook will ensure that people who share similar interests, activities and behavior are matched according to Facebook’s database resulting in a new audience.

Moreover, you can target your competitor’s fan pages or people whose interests and activities are aligned with your business. On the other hand, placing a pixel on your website with the aim of retargeting website visitors is a technique used to drive traffic to your website or blog. This technique can also be used to drive traffic to a webinar registration page, and you can use retargeting to target people who visited your webinar registration page but did not sign up.

Whether to use Graphics for Facebook ads

Individuals with personal brands may be tempted to use their pictures when creating graphic for their Facebook ads, which may not necessarily be a great idea. The use of graphics in Facebook ads is effective with individuals who are known or have been in business for a period of time.

Types of Facebook ads

They are three tyoes of Facebook ads; news feed, mobile and sidebar.

According to Amy Porterfield, a co-author of Facebook Marketing All-in-One for Dummies recommends that when you are on a very small budget to use news feed ads. A news feed ad is an ad that appears in your news feed and it looks like a post from Facebook. She also suggests sticking with 1200×628. Moreover, she suggest spending ad spend in running both desktop and mobile news feed ads. In the dashboard where you set up the ads, you will see a preview of the ads in both desktop and mobile.

Facebook ad text

When creating headline, Amy Porterfield suggests creating it below the image you intend to use, as well as adding a description. She emphasizes that your description should lead with an obvious “yes” question.

FB Ad 1

For example, of you have a product or service that assists alcoholics or drug addicts, your “yes” might be something like, “Have you struggled with drug addiction ?”

Then the “yes” answer may be something like, “if that’s you, don’t hesitate to grab our free report about how to gradually recover from drug addiction, where we’ll walk you through a smooth transition to a drug-free lifeJ”

This type of ad is meant to capture the attention of your audience. This type of ad setup has proven to be very successful.

In terms of creating ads, there are two ways of creating ads; Ad Creator tool or Power Editor. Ad Creator tool is a lot easier to create ads with. However, you are only awarded 90 characters of text. This is not the case with the Power Editor, which has no limits.

Ad budget

According to Amy, when starting out with ads, she suggests spending $5 for each ad set. When setting up an ad in Facebook, you start by creating a campaign, followed by an ad set and finally setting up an ad. If you are setting up two ad sets, allocate $5 to both ad sets per day. Once the ads are live in your campaign, view your analytics to see whether you’ve gathered a few leads, then boost them up a little bit.

FB Ad 2

It is a common phenomenon for new advertisers to fret when their ads have been running for at least 24 hours with no results. Amy advices that you should give each campaign at least 72 hours. When running ads to generate leads, your cost per lead will be pretty expensive, like $6 or $7 per lead. However, after a 24 hour period, the cost per lead will go down.  In a nutshell, she suggest to give your ads time and to find a balance.

When to change your ads

When running a Facebook ad, it is critical to pay close attention to your cost per lead or cost per sale. Amy says that for Facebook ads, she normally aims at keeping the cost per lead $5 or less per lead. To know whether you are doing very well, your cost per lead should between $1 to $5 pee lead. If your cost per lead falls between $1 to $5, then you’re doing well and you do not need to change anything in your ad.



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