Advertising on Social Media 101 – Facebook

by | May 15, 2018, 4:58

Facebook has more active users than any other social media platform, with 1.2 billion users monthly. Facebook is the most popular social media platform to date. With such high traffic and a constant influx of users, it is no doubt an excellent place to find new clients for your business.

Getting Started with Facebook ads

What is a Facebook ad?

Facebook advertisements are targeted to Facebook users based on their user activity, demographic information, device use data, partner supplied information and even off-Facebook activity. You must have a business account on Facebook to create a Facebook ad.

Choose your objective

Once you have a working Facebook business account, you'll want to be on the Facebook Business side, which is different than the front-facing page you are used to seeing.  One of the first things you will be asked when creating your ad will be what your objective is. The most common objectives are to increase traffic, engagement, and conversions.

Traffic will increase the number of visits to your website or get more people to use your app, while engagement will help more people see and engage with your post or page. With engagement, you can boost a specific post, promote your page, get people to claim an offer, or raise attendance to an event. Conversions encourage people interested in your business to purchase or use your product or service. 


As with any advertising, it is vital to know your audience. Facebook demographics are free and offer a wide array of information about your possible audience. Under Insights in Facebook Business, you can view your audience's gender, age, location, income, and education. Currently, Facebook demographics overall skew heavily toward women (83% vs 75%), are mainly located in the United States, and have some college education. However, you can choose to target an audience based on the specific demographics that make the most sense for your business.

Choose your Ad Placement 

At this stage, you get to choose both where you want your ad to show up on Facebook, and whether you want it to also show up on Instagram. Since these two platforms are now owned by the same company, you can have your ad appear on Facebook or Instagram, or on both platforms.

In addition, you can choose how your ad shows up on Facebook. This is known as placing your ad. There are a variety of options on Facebook. A very direct option is to place the ad directly onto a client's news feed. These ads will show up on the center of the page as they scroll through their news and friends’ posts. Another option is to place the ad in the right column. This is where you most commonly see ads placed. Other options include placing the ad under instant articles, in-stream video, suggested videos or Facebook Marketplace.

Select your Budget

The cost of the ad will depend on whether you want it to appear just on Facebook or also on Instagram, as well as the type of campaign you choose. The price will also change depending on the number of people you want to reach as well as the length of time you will want to run the ad.

One nice thing is that Facebook will offer suggestions on how much to spend if you want to reach a certain number of clients. Alternatively, if you have a certain amount of money to spend from your budget, Facebook will help with a calculation of how many people you can reach at different levels of ad spending.

Once you figure out how much you wish to spend on your ad, you can select how many people you want to reach and for how long you want your ad to appear. For example, you can spread it out over a longer period of time and have your ad run for a while say a month and reach fewer people per day. Or you can reach more people in a short amount of time by having a shorter ad duration such as a few days. Facebook provides many options so you can pick the method that works best for you.

Select your Format and Submit for Approval

Finally you will choose what ad format you want; you can choose a video, an image, a carousel or a canvas. Once everything is complete you can submit and wait for it to be reviewed. This process can take anywhere from a few minutes to a few hours, depending on the amount of traffic Facebook has at the time. Once your ad has successfully been reviewed, you can publish your ad! And Facebook will allow you to track and manage your ad even as it is live.

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