Advertising on Facebook

Advertising is the oxygen of a business. Without it, people don’t know who you are and what you’re trying to do. With many types of advertising, it can be hard trying to figure out which would work best for your business. Facebook has been one of the best ways to reach your target demographic in recent years. With over a billion active users, you have the ability to reach almost anyone around the world with an internet connection.

If Facebook wants to attract advertisers, they need to make their system easy to use. They also need an effective way to reach people interested in the product or service. Facebook’s Business Manager helps businesses integrate their marketing efforts across their business and with external partners (Adams, 2020). The free platform can run ads, manage your pages, and connect marketing partners that help manage your business. This means you can handle all your Facebook needs through one central location. If you are new to Business Manager, click on the setup guide and you’ll have your account running in no time.


Manage Ads and Campaigns

The Ads Manager is where advertisers will spend most of their time. Facebook ads have three separate sections: campaign (goal), ad set (demographics), and ad (features). By breaking it up into these sections you can create many ways to reach your audience.

Let's say I wanted to try and sell a new dog toy. First, I'd create a campaign to tell Facebook I want to convert someone into a sale. The best choice would be creating a conversion or traffic campaign. With the ad set section, I can create many audiences to target, such as people who like dog pages and live in Canada. Finally, I can create an ad with an image and copywriting that would relate to dog lovers.

By separating these sections, you can have the same ad go out to different ad set audiences. This helps narrow down which audience is connecting to what ad. Through testing, your goal will be to have your audience buying your product or service for the lowest cost. Once you create your ad, Facebook’s Ads Manager provides all the data you need to find out what’s working and isn’t.


Facebook Pixel

If you’re going to advertise on Facebook, you must make sure you have the Facebook Pixel set up on your website. The pixel helps track your customers and what they’re doing on your website. By collecting this data, you can make better decisions on your future advertisements. The pixel works by placing a small piece of code on your website. Once set up, you'll be able to track everything from a blog page visit to someone adding a product to their shopping cart. This helps you track the return on investment specific to your Facebook advertising (Adams, 2020). The more data it collects the more targeted your campaigns will be.

What if you wanted to target people who have added products to their shopping cart but didn’t buy? You can set up a custom conversion so the next time your customer is on Facebook, they will see your ad with a discount. This will help them finish the sale.

Once you’ve started sending traffic to your website with the pixel in place. Make sure to head over to the pixel analytics section to see who's landing on your website. You may end up finding a new demographic interested in your product that you aren't targeting.


Custom Audiences

Custom audiences are a great way to organize your customers based on their activity. They are defined groups of people who already have a relationship with your business (Newberry, 2018). Has someone attended one of your events? Interacted on your Facebook page or app? If you want to have hyper-targeted ads, then custom audiences are what you’ll need.

It’s known that the first sale is always the hardest. So why not try to sell to people who’ve already purchased from you? Retargeting ads are a great way to keep your current audience in the loop. To build a retargeting ad you’ll need to set up a custom audience. Base the audience on pages that people visited, or actions they’ve completed. Through your pixel, Facebook will compile everyone that meets the requirements. Making it easy for you to target.

If you’re looking to reach new people to bring into your customer funnel, lookalike audiences are a great place to start. By compiling hundreds of user data points, Facebook can find people like your current audience. Finding people with the same qualities can help lower your ad spend on your cold audiences. 


Advanced Advertising Techniques

With your platform setup, pixel installed, and audiences configured, you can now start creating your ads. Facebook comes with many advanced tools to help create successful campaigns. A/B testing your campaigns is pivotal towards optimizing your campaigns. By taking one ad and tweaking it by one variable, such as a headline or image, you can see if there’s a statistical significance between the two.

Custom conversions are a great way to let Facebook know what you want the customer to do after they’ve seen your ad. By setting up a conversions campaign, Facebook will find people who would be more likely to take a specific action, such as making a sale.

What if someone looked at a specific product on your website but never made a sale? Dynamic ads are a great way to remind them what they’ve looked at. By setting up a dynamic ads campaign, Facebook will show ads featuring products the customer has already viewed. The purpose is to have them return and finish the checkout.



Advertising is always adapting to its environment. Some people may think of this as a challenge. For others, it’s an opportunity to help grow their businesses in a unique and customer focus way. It’s important to seek out what others are doing on the platform. Making sure you are growing your knowledge and keeping up to date with the newest features Facebook provides.


Personal Conclusion

Facebook is one of the most effective ways of advertising. With the broad set of features it provides, it can be intimidating to learn the platform on your own. It’s important to be familiar with your advertising platform even if you have someone else running it. Facebook provides everything you need to ensure you have an effective cost-efficient campaign. All while providing great service to your audience.



Adams, M. (2020, 01 14). Advertising on Facebook: Advanced. Retrieved from LinkedIn Learning:

Newberry, C. (2018, September 5). How to Use Facebook Custom Audiences: A Step-by-Step Guide. Retrieved from Hootsuite:

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