How to: Create Effective Facebook Advertising

How to: Create Effective Facebook Advertising
August 7, 2018 Roisin
How to Create Effective Facebook Advertising

With over 2 billion users using Facebook each day, it is a great channel for your business to communicate with target customers. By making full use of the techniques and functions available through Facebook advertising, you can effectively promote your business.

But creating Facebook ads isn’t necessarily just about creating an ad that is viewed by the most people. It’s about creating an ad that is able to communicate and resonate with your target customers.

Over 50 million businesses use Facebook worldwide, and creating Facebook advertisements to promote your business is a great way to encourage brand awareness. With the help of the different formats available on Facebook when creating ad campaigns, you can customise your ad to suit your business. Our top tips will give you an insight into the ways you can make your Facebook ad the most effective and successful that it can be.


Five top tips:
How to Create Effective Facebook Advertising


1. Know your target audience

One of the main aims of promoting a business page on Facebook is to generate awareness of your products or services.

Ensuring that your advert is effective means promoting it to your relevant target audience, and Facebook advertising allow users to filter towards certain user demographics.

An example of this could be a business promoting football at a sports centre. Aimed at males aged between 18-25, living within a certain distance of the sports centre. By filtering the demographics of a particular ad set, this will enable the sports centre’s ad to appear on the Facebook feeds of their target audience. Through an ad set, you can also exclude certain people from viewing your ad. For example, excluding people from a certain location.

 How do I do this?

Once you have created a new campaign under a Facebook page, you can create an ad set. Within this ad set, you can edit the demographics of your target audience. This gives you the flexibility to target the:

  • age group
  • gender, and
  • location

that your ad is aimed towards.


2. Identify user interests and behaviours

Facebook advertising not only allows you to aim your ads at target audiences by demographics, but also by their interests and behaviours.

Aiming your ad towards Facebook users with the same interests as your business offering will increase the likelihood of your page being seen. User behaviour can also be used to reach users. For example, previous purchase behaviours and device usage.

 How do I do this?

When creating your ad, there is a section that allows you to include categories of interests that the ad could be focused around. For example, for an ad that is advertising something sport related, the interest could be categorised as ‘sport’. This ad would be prioritised to be delivered to users who have liked a page that matches that category. Facebook then gives you the option to make your interest more specific by suggesting some categories under the interest already you have provided. For example, a sub-category under the interest ‘sport’, could be ‘tennis’.


3. Monitor the performance of your ads

It’s important that you regularly monitor the performance of your ads. To see where adjustments and improvements need to be made to under-performing ad. 

 How do I do this?

If you click on a particular campaign, you can then view the performance of individual ads that are within it. From this you can make changes to your ads, such as:

  • your audience
  • your budget, and
  • the content

Understanding your way around Facebook ads and how it works is very useful. It means that you won’t have to create a completely new campaign to change ads. But can just make appropriate changes to improve already existing ads. Getting a Facebook ad perfect could be a timely process and you’re unlikely to get it spot on. Understanding what content you should include, and who you should target the ad towards, can be trial and error, but over time your business will see results.


4. Choose an appropriate ad format

Facebook ads allow users to choose interesting and different formats for image and video content.

 How do I do this?

When creating your ad content, you can choose a particular format. The formats available are:

  • carousel ads (which can include two or more images or videos, and allow users to scroll across to see a slideshow)
  • a collection, or
  • a single image or video

When creating ads, you should make full use of these options as it’s a great way to make your ad more appealing and professional to the audience. Choosing the right format can help enhance the way that users view your advertisement. Different formats allow businesses to show off their products using different imagery.


5. Update your Facebook page with regular content

In order to keep users engaged with your page, you need to constantly be producing content and be active on Facebook.

Producing content and engaging with your audience regularly through a variety of key communication channels is essential to encourage brand awareness and customer conversion.

 How do I do this?

You can do this by creating a detailed communications strategy and plan for your business. This strategy should be informed by the needs and expectations of your target customers, their journey, your competitors and thorough, invaluable insight into your business’s marketplace.


Has your business recognised the need for a communications strategy and plan?

Are you thinking of considering Facebook advertising as an avenue for your business? Give our communication specialists a call on 01787 388038, or email

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