A concise guide to Facebook advertising

Facebook is the largest social media network in the world. Fact. As of 2024, there are more than 3.05 billion monthly active users on the platform. So, if you’re going to advertise anywhere, it might as well be there. 

But before you go throwing all your budget at the platform, it’s worth doing your homework. Here’s the lowdown on Facebook social media advertising and how to get the best return on ad spend.

The difference between boosted posts and ads

A boosted post is the easiest and most straightforward form of Facebook advertising. All you need is a business page on the platform and once you’ve created a post, a blue Boost Post button will appear and you’ll be guided through the process. It’s as simple as that and a popular way to gain a certain amount of attention.

But opting for this function is not the best use of your ad spend, as it comes without any customisation features. For those, you’ll need the Facebook Ad Manager, which gives you more power over your adverts, meaning you can create a campaign that really delivers.

Target your ads with Facebook Pixel

Like all advertising campaigns, you want to make sure you’re targeting the right audience and the best way to do that is through Facebook Pixel. Install it as early as possible to enable the program to collect data from your website and create a custom audience to target ads at. A campaign based on six months’ worth of traffic analysis is likely to be much more successful than one with nothing to go on.

Set up a Business Manager account

A Business Manager account isn’t required to run an advertising campaign on Facebook, but it has a number of benefits. It will allow you, your employees and your agency to all work on ads seamlessly without worrying about ownership or security within the platform. Here, you’ll be able to build custom audiences and keep track of all your posts’ performance data.

Integrate a developer account

There are a variety of advertising and marketing tools available to really make your Facebook ads sing. In order to unleash them on your campaign, you’ll need to integrate a developer account into your page. As it’s free and easy to set up, it’s something of a no-brainer. Some third-party tools require a Facebook application, so it’s worth creating one of those too.

Know where you’re going to get there efficiently

Your Facebook advertising campaign should be based on competitor analysis and have a clear strategy to ensure success. Make sure you know what your business goals are for an ad, who you want it to reach, what your budget is and the assets that will make up the core content offering. You can run A/B tests on Facebook to predict how well an ad will perform in advance and taking the time to do this helps improve your return on ad spend.

Check your ad performance

The work you put in earlier to set up an Ad Manager account really comes into its own once you start looking at how your adverts are performing. Not only will this demonstrate whether you’re hitting your goals, but it will help to inform future campaigns.

Check out our Digital Advertising page for all the help you need!