Managing Facebook Advertisements

Most business have already integrated Facebook in full swing throughout their marketing campaigns. As the most popular social media website in all of human history, it deserves time, attention and money. Marketing began by simply creating a page and improving brand awareness, but now it has grown to be much more. Facebook advertisements have become second nature to many companies, because they can be so successful. Each year brings more techniques, perks and success stories from the companies who took advantage.

Over the course of this article, we will explain the reasoning behind Facebook advertisement popularity, tactics for crafting Facebook ads, and methods to ensure more specific and well implemented targeting for who sees your Facebook ads. Whether you haven’t touched Facebook at all or you are fully invested in Facebook Advertising, these pieces of advice should help you along the way.

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The Importance of Facebook

First, why is it so popular? Almost any audience can be found on Facebook. This platform has a larger base than China with more than a billion active people [1]. It is rare for marketers to have a resource this vast, especially at such a low price. At its current growth rate, advertising costs will be more than five times as much as they are now in less than two years. Many companies are latching onto this while they still can and reaping the benefits of their resources. Facebook advertising is showing real results accessible for any type of business.

How is it different? The Facebook business manager does most of the work for you. The analytical tools available are so user-friendly that virtually anyone can create an advertisement. You can reach a specific group of people based on location, age, gender, interests, what device they use and more with just a few clicks. You get to decide your budget and manage any changes throughout the process. When a company runs multiple campaigns, Facebook gives you all the data you need to turn the losers into winners. Facebook wants you to win. The overall goal is to build long-lasting relationships between businesses and customers [2].

Keys to Making a Facebook Advertisement Effective

Now that we understand the potential the lies in Facebook advertising, there are important steps to keep in mind to be successful.

  1. Know Your Business Goal
    You know your business and Facebook knows the people. Before even thinking about advertising on Facebook you need to understand your business and it’s goals. If this step is not completed correctly, Facebook will get it wrong. Think about what your business stands for and what you are trying to achieve. Why are customers interested in you and how should you be growing?
  2. Know Your Audience
    If you are just starting, this is a difficult, but necessary, step. Pull together all the information you know currently about your audience. This process will give you some guidance when targeting an audience for your first campaign. It will take some trial and error until you get it right, but starting with all the knowledge possible is a good place to start. For reference on learning about demographics, please refer back to our article on the Marketing Mix.
  3. Target Your Audience’s Specific Interests
    Every business wants their visitors to become their customers. The Facebook manager allows you the target niche-specific groups [1]. This detailed targeting could involve specific interests such as a certain page that people have liked. You can also target certain behaviors such as which devices they use and how they shop. To be successful in this technique, businesses often choose a specific, non-famous interest. They want to find the enthusiasts who have this interest and filter out random people.
  4. Use Locations Wisely
    Many campaigns fail because of this essential step. Your target location should only include areas you can logistically sell to. If you’re a local company, pick your city and maybe a few surrounding counties. It should be likely that these people will buy your product, and they should be readily able and aware of how to purchase your product.
  5. Create a Custom Audience
    This new Facebook feature allows you to reach customers you already know through Facebook [1]. The most common way to do this is to create an audience from your email list. You simply download a .csv or .txt file from your email list into the Facebook Manager. You can use this audience or a lookalike audience to target who is similar to this group. Your custom audience already knows who you are, but now they need to become customers.
  6. Take Advantage of Conversion Pixels
    Want to know why people click on your ad but don’t follow through? Maybe they are putting items in the cart, but not actually purchasing. Conversion pixels are installed to track behavior like this. Before you run the ad, you install some code called a conversion pixel that targets the people who actually took action in the future [1]. You can also install a conversion pixel to your website to target people who previously visited your website on Facebook. Once you track these people down, you know who they are and their interests. Be careful with this step though, because invasion of privacy can cause controversy.
  7. Split Test Everything
    It is important to run multiple campaigns, so there is a sense of control. In the beginning, use two separate marketing messages with two audiences [3]. Target males within a certain age range and females in that age range as well. These advertisements will compete against each other and optimize specific groups. The different messages could be a celebrity in one advertisement and a magazine in the other. Test different images and see what worked the best. The numbers will tell you what is working and what isn’t.
  8. Don’t Jump to Conclusions
    When you are first starting with Facebook Manager, it will pull information from previous scenarios similar to yours. This advice can be useful, but don’t assume what worked for someone else will work for you. Although it may seem obvious to you, don’t define age and gender immediately. Start your campaigns broad or try multiple campaigns with different audiences. The results of these advertisements will help you understand your true audience.


The main takeaway to understand is that Facebook is working with you, because a success for you is also a success for Facebook. Facebook will reward you with a cheaper cost if you create a mutually beneficial agreement [2]. They want campaigns to be relevant and interesting to users. By finding your audience that is truly interested in your company, and it is bound to exist on this platform, a mutually beneficial relationship will form.

Find out more on Facebook’s Marketing page or Create an Ad today. Remember: the landscape of online marketing is constantly evolving, so it’s best to seize this opportunity while it’s available.

Start 2017 the smart way: use Facebook advertisements to your benefit.


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