Blood, sweat, and tears were spilled, but you’ve finally
Google AdWords. Thanks to your hard work, you’re capturing
leads left and right. You’ve peddled a warehouseful of widgets.
But you want more. You need more.
You know that Facebook is the logical leap to an even better
return on your advertising dollars. To truly dominate Facebook
advertising, though, you’re going to need more than just a keen
how the platform works. It takes
creativity, preparation, and
In fact, the road to becoming a Facebook advertising champion
has a lot in common with chasing the opportunity of a lifetime
in front of a hometown crowd and triumphing against all odds
despite immense adversity and personal turmoil. Cue “Eye of the
How to Advertise on Facebook, Step #1: Create Your Business
Page & Ad Account
Get to know your customers. Be engaging, learn their common
interests, learn what keeps them up at night.
This will allow you to create better ads for
more targeted audiences that you can
nurture effectively. Only. Using. Facebook.
If you’re already advertising on Facebook, check out our
Facebook Ad Industry Benchmarks and see how you stack up
against your competition.
Skeptical about getting started? Maybe
Does Facebook Advertising Work? is more your speed.
The Facebook Advertising Halo Effect
Our research shows that Facebook advertisers see average
organic post impressions 225% higher than businesses not
advertising on Facebook.
In addition to the boost to average organic post impressions,
Facebook advertisers outperform businesses that aren’t
advertising to the average tune of:
- 77% more page fans
- 96% more page clicks
- 126% more page impressions
- 90% more fans reached
- 111% more friends of page fans reached
What does this mean? Facebook rewards businesses that spend
money by amplifying their unpaid content for free.
How to Advertise on Facebook, Step #2: Add the Facebook Pixel
to Your Website
The Facebook Pixel can be as straightforward or malleable as
you need it to be: either way, you need it if you want to find
out what kind of return you’re getting on your ad spend.
The Facebook Pixel can be optimized for any type of on-site
action. It lets you build remarketing lists. If it’s not
already on your website, go add it!
To learn more about adding the Facebook Pixel to your website,
The Ultimate Guide to Tracking, Targeting, and Driving
Conversions on Facebook by SMM expert Brett McHale.
How to Advertise on Facebook, Step #3: Uncover Your Ideal
There are nearly 2 billion active Facebook users, and most of
them aren’t interested in your product or service (sorry).
Luckily, you can use any combination of geographic,
demographic, behavioral, and interest targeting
to find the people who are.
Facebook allows you to find potential customers based on
virtually any parameter. You can find amateur pugilists in
Arkansas or lifelong pacifists who eat cricket chips. You can
find your ideal customer.
For inspiration in developing your own audiences, check out our
epic infographic on every
Facebook Ad targeting option available to you.
What is Relevance Score?
Relevance Score is a measure of the quality of your
Facebook ad based on positive and negative feedback from your
A higher Relevance Score reduces your cost per click. If your
Facebook ads aren’t working, there’s a good chance it’s got
something to do with Relevance.
It’s most important when your goals are based on clicks,
visibility, brand awareness, brand engagement, or very
top-funnel marketing metrics.
How to Advertise on Facebook, Step #4: Pick the Perfect Ad
There are more than a dozen ad formats available to you across
Facebook and Instagram.
Align your ad creative and copy with your offering and
audience. The higher up the funnel (or less familiar with your
brand) a prospect is, the less complex (in both format and
offering) your ad should be. Make their lives easy.
Facebook Ad-Type Cheat Sheet so you know which ad format is
right for your next campaign.
How to Advertise on Facebook, Step #5: Optimize Bidding &
On Facebook, the competition is fierce!
Assign most of your overall budget to campaigns that can be
tied to revenue; while brand-building is important, it doesn’t
keep the lights on next month.
Combine targeted audiences and
killer creative with what you know about the Facebook
auction to bid competitively (within your budget).
To learn more about dominating your prospects’ news feeds,
How to Compete in Facebook Ads.
The Facebook Auction
In a Facebook ad auction, victory goes to the advertiser with
the highest “total value.” Total value is based on three
- Advertiser Bid
- Ad Quality + Relevance
- Estimated Action Rates
These factors will determine
how much Facebook Advertising costs your business.
Note that, per Facebook, “you’ll often be charged less than you
bid…there’s no advantage to underbidding.”
How to Advertise on Facebook, Step #6: Make Gorgeous Ads (That
Facebook ads give you the ability to combine great copy with
engaging visuals to produce high-converting ads.
To learn more about getting started with Facebook advertising,
check out the
Facebook Creative Hub. It allows you to explore amazing ads
in every format available to you on both Facebook and
Get inspired, then conceptualize and execute your own
exceptional ad creative.
How to Advertise on Facebook, Step #7: Remarket on Facebook
You installed your Pixel so long ago: Now it’s time to cash in.
Leverage your wealth of site-visitor information to turn
prospects into customers. If someone downloaded a whitepaper,
offer them a demo; did a handful of your customers only buy
boxing gloves? Remarket to them with a speed bag.
How to Advertise on Facebook, Step #8: Eat, Optimize, Sleep,
Testing is the Facebook ads equivalent of going to the gym: You
have to do it if you want to be the best.
Adjust bids, audiences, and creative (visual and copy) often.
Maybe weave in some
power words. Facebook even allows you to set up A/B testing
within the Business Manager UI!
To take your Facebook ads to the next level, try implementing
some of our out-of-the-box
Facebook targeting strategies.
How to Advertise on Facebook, Step #9: Target New, More
Spend less time and money digging through disinterested
prospects. We’ve pulled together a few
insanely specific Facebook Audiences to show you all just
how granular you can get with these things.
Lookalike audiences allow you to find new prospects with
attributes that mirror those of an existing audience.
From a single seed audience you can create multiple Lookalikes
based on degree of similarity. That’s how you build scale.
No matter how niche your niche is, it’s possible to use
lookalikes to whittle the perfect new audience.
How to Advertise on Facebook, Step #10: WIN
Against all odds, you’ve become a Facebook Ads champion. Your
campaigns are a knockout!
Keep that championship belt around your waist: Check out the
10 Best Facebook Advertising Features Right Now and stay
up-to-date on everything Facebook ads.
About the Author
Allen Finn is a content marketing specialist and the reigning
fantasy football champion at WordStream. He enjoys couth
menswear, dank eats, and the dulcet tones of the Wu-Tang Clan.
If you know what’s good for you, you’ll follow him on LinkedIn and