A simple guide to advertising on Facebook

Facebook has a huge audience, in 2017 the site attracted 1.86 billion active users a month. With so much data on its users, here’s how you can run a cost-effective Facebook campaign with targeting tools so your business can reach the right audience. 

Step 1: Budget and direction 

For small companies the first thing you need to do is set your objectives - what do you want to achieve on Facebook. 

Next decide how much you're willing to spend to achieve these objectives.

Do you want to increase the awareness about your business by getting more likes for your Facebook page? Or are you more focused on turning these clicks into sales? 

Having a clear direction and expectation will help make it easier to decide on how much to spend.

To start a Facebook advertising campaign you will have to create a Facebook business page if you do not already have one. You can then buy you ads directly from Facebook or  launch your campaign directly through Adtiq, a self service tool that helps you plan, create, manage and optimise your Facebook and Google ads with little technical knowledge required.

Step 2: Choose your target

The beauty of Facebook advertising is its amazing array of data at your fingertips to  select from and narrow down on your target audience when you set up your campaign. Go to your business page on Facebook, click on the Insights tab, you can explore the data that Facebook has gathered based on the people who have already liked your page including age, gender, location, personal interests - even the other Facebook pages they like. This can help you target and engage your existing audience better and reach out to new audiences with similar profiles.

Step 3: Pick the type of ad you want

Facebook offers a lot of different ad formats. The most appropriate one will depend on what your marketing aims are. If you want to drive traffic to your website try a Sponsored ad that appears in the Newsfeed. These ads require one image or video, lead text of 90 characters, 25 characters in the headline (under the image), a link description of 30 characters and a call to action button, e.g. Shop Now. You can add three to five more images with a Carousel ad.

If you want to develop lead generation you can add a call to action to get more information from your customers. Examples include: Subscribe, Learn More or Apply Now. If you want to create a bigger social community go for the Like Page option. The list of objectives and ads to achieve those objectives is extensive

Sponsored ads

Carousel ads

Step 4: Test, test, test your content

When you start posting ads, it is best to post multiple versions that are slightly different to see which one best engages your audience. This is what is commonly referred to as A/B testing. 

Don’t go crazy though, make sure you only change one aspect of the ad otherwise there will be too many variables. Also, set the ads to run on the same schedule and budget.

For example, post two different ads promoting the same thing but change the headline or caption of each ad and see which one works best — caption A or caption B? This is one example of A/B testing that helps marketers determine the optimal execution.

Once you have settled on the best possible caption, move on to the next element. Perhaps you can do another round of A/B testing but this time using different images. Keep fine tuning your post until you have the best i.e. most effective version.


  • A Facebook advertising campaign is a cost-effective way for small business to market their business
  • Decide what you want to achieve with your Facebook marketing campaign before you start
  • Then study your customer data so you can target the right audience
  • Pick the right ad format to achieve your marketing objectives
  • Test different versions of your ads to see which works best with your audience and keep fine tuning



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