Facebook Advertising

  • Introduction

  • Getting Started

  • Types of Facebook Advertising

  • Common Facebook Advertising Mistakes

  • Conclusion


Facebook ads are increasing in popularity due to their ease and availability. However, a vast majority of the time people are still unaware of the correct way/ways to approach Facebook advertising. People are under the impression that they can simply boost a post or their page and people will come flooding in. This may be true for some accounts, but not every account out there.


Everyone should approach Facebook advertising differently


It doesn’t work the same for everyone - each individual account will operate in contrasting ways. You must ensure your Facebook advertising strategy is optimised to your page, your brand voice and message, and everything associated with your brand.

Not everyone will know how to even begin approaching using Facebook advertisements. Here’s how to get started with your very own Facebook advert!


Getting Started

As mentioned, people may be under the impression that you can simply boost a post or a page and automatically get the results they want. But do they really know what result they want?


The objective

One of the very first things you have to start with is knowing and understanding the objective of the advert. Without knowing the objective, your advert is going to lack meaning and you will more than likely not get the results you want - that is, if you even get any results. Knowing the objective of the advert will automatically add some meaning to it and you can lead readers to complete the action you need them to for the objective to be fulfilled.


Plan of action

You must have a plan of action when creating a Facebook advert. There’s absolutely no point in jumping into advertising with no plans; all it will achieve is negative views and feelings towards your brand due to this broken and half hearted advert. You need to slow down and make sure you’re taking your time. You need to decipher why you’re deciding to use Facebook adverts and if it will actually be helpful to you. If it won’t actually benefit you in any way, it’s better to utilise a different advertising avenue that you know will provide you with results.



When you’re getting started with Facebook advertising you need to be 100% certain that it’s going to be an effective avenue for you to go down. If you’re not certain yet, it’s always good to experiment and spend a small amount of money to see how it benefits you. Even though you’re only experimenting, it’s still essential for you to set out the objectives and goals you want to reach. If you reach these goals, you must then decide whether to continue and aim higher or stop the advertising and go elsewhere for paid advertising.


Before you even write a post to boost/advertise, you need to discuss all these aspects. It’s absolutely crucial for you and your team to thoroughly understand the goals you have, the potential benefits, the budget, and more. Without understanding this, your advertising will more than likely perform poorly with careless presentation and an unprofessional impression.


Types of Facebook Advertising

There are many types of Facebook advertising. However, there are three specific types that are more about the goal of the ad. These are: branding, lead generation and sales retargeting.



Branding is all about getting your brand out in front of new people and potential customers. It’s important, if you’re focussing on branding, to ensure your brand voice and message is completely injected into the advert and it’s obvious what the overall meaning is. This is, essentially, about connecting with new people and showing those new people what you do and how you can help them.


Lead Generation

Lead generation is, as the name implies, about generating new leads and converting existing customers. It’s making subliminal attempts to create new relationships with people and getting the conversions you wish to get. Even if you’re only generating new potential customers it will be beneficial to you to implement lead generation Facebook adverts. You can then move onto nurturing these potential customers and hopefully guide them further down the conversion path.


Sales retargeting

Sales retargeting means assisting those in the consideration stage. It means providing them with help and information that will direct them in the correct direction by making an educated decision from your advert. This type of advert is going to be beneficial to both you and the potential customer, as - for you - it can create a client, and - for them - they get a product/service they want and need through making a properly informed decision.


These three types of advertising on Facebook are all as important as each other. All of them have various reasonings and meanings behind them. At one point in your business’ life, you’re going to come across each of these types and find they’re suitable for you at different times. Whatever situation you’re in, you need to create ads that compliment and coincide with that current situation.


Common Facebook Advertising Mistakes

It’s easy to make mistakes when it comes to any type of advertising. However, it’s easier than ever to make mistakes when Facebook advertising. This is simply due to the fact that people think they can click a button and go. It is, in fact, the complete opposite.


Not knowing your numbers

One common mistake is not knowing your numbers. Before any type of advertising, it’s important to understand the money you have available to spend. You may have a lot of money to spend to begin with, but after a while, you’ll start to lose money. If you’re not gaining any monetary value from the ads you’re putting out, you may not be able to afford to continue. Take time to look at the budget you have and set a limit on your expenditure. It’s also crucial to understand small aspects such as how much a lead is worth and decide how much you’re willing to spend to acquire this lead.


Adding no value

Another mistake is creating adverts that actually add no value whatsoever. You really need to put effort into the advert and think about what value it’s going to add to potential readers. If you think it won’t be of any value, re-evaluate the advert so it does - or simply don’t put the advert out there. You need your advert to hit a pain point with readers, rather than just be a piece of copy that they see.


Not targeting the right audience

Following on from this, you need to be sure you’re targeting the right audience. You can create your own target audiences which may rule out people who will definitely not be interested in the advert you’re sending out. If you fail to set a specific target audience, you’re going to reach audiences that more than likely won’t even begin reading the advert. It’s much more effective to set a target audience that Facebook will then utilise to send your advertisement out to the people who matter.


Not getting imagery right

Imagery is crucial when it comes to any social media post. When it comes to Facebook advertising, you can actually create ad images with text on them. However, Facebook allow an image to be covered with 20% text. They say to try and include as little text as possible on the image. Obviously, you may not want to use text on your image but they are the guidelines if you choose to. If you want to follow the route of ad images, be sure to include as little text as you possibly can - not only to ensure Facebook will allow you to post it, but to ensure people will actually read it.


Not taking full advantage of Facebook insights

When it comes to analysing your data, people may forget to utilise Facebook’s full analytical tools. Facebook’s tools can tell you a multitude of things and enable you to make informed decisions derived from the performance of your advertisements. On Ad Manager you can customise to see new pieces of data that will be extremely helpful to you. These metrics include CTR (Click Through Rate), CPC (Cost Per Click), frequency, reach, budget and so on. All of these additional pieces of information are simply there to encourage you to investigate further into the results of your adverts and see if they’re beneficial enough for you to continue.


All of these mistakes can be avoided very easily. Just make sure you’re doing everything you can to test out the necessity of your adverts. Try to make your adverts targeted to a specific audience and try to make the copy of your advert as intriguing as possible.




Facebook adverts are versatile and can be used by anyone - but only if done correctly. Whilst they can be done by anyone, it doesn’t necessarily mean that everyone should do them. For some companies, Facebook adverts may just simply not be beneficial.

You need to decipher whether Facebook adverts can benefit you, and if they can, how they can. You cannot merely boost a post or page and expect results. You must experiment and find out what adverts work best for your brand and your demographics. It’s important to understand what your audience and target audience use Facebook for, how they use it, and so on. Knowing this information enables you to put out content that you know your target audience will look at.


You cannot merely boost a post or page and expect results


Starting Facebook advertising may seem an easy task. In reality, you need to be certain of a lot of things. You have to determine your overall goals as well as your short term goals. These short term goals can include goals for each advert you send out, what you want the results of them to be and so on.

Another important thing to remember is that there are many mistakes that can be made with Facebook advertising. It’s vital you check and double check that everything for your advert is how you want it to be and optimised for audience viewing. Try to avoid any of the common mistakes made by people utilising the Facebook advertising tool.

Facebook advertising may not be for you. It’s okay if it isn’t, but it’s well worth experimenting with and deciding what advertising avenue works best for you.