Facebook Advertising


By Amanda Robinson.

The more people engage with your ad and post, the more likely it is to be seen by people outside your target audience.

The following excerpt is from Ultimate Guide to Social Media Marketing by Eric Butow, Jenn Herman, Stephanie Liu, Amanda Robinson and Mike Allton, available now via Entrepreneur Press. Order from Amazon | Barnes & Noble | Apple Books.

Boosting your  Advertising efforts is an investment you might want to consider if social media marketing is a big part of your overall marketing strategy.

When you decide to advertise with Facebook, you can either create a new ad or use a status update you’ve already shared.

The ad fee structure is similar to  in that you can set a daily budget, but you don’t set a bid per click. Instead, Facebook will begin showing your ads; the more interest people show, the less per click you’ll be charged. So it’s in everyone’s best interests to create Facebook ad posts that are interesting and compelling.

In addition to driving traffic, you can use Facebook ads for  and simply pay for engagement — in other words, likes, comments and shares. The more people engage with your ad and post, the more likely it is to be seen by people outside your target audience.

Unlike  ads, which are 100 percent text, Facebook ads can be links, images or even video. You can use a single image or a carousel of images. You can even upload multiple images and let Facebook test which one resonates best with your audience.

You can also set up a remarketing pixel (a snippet of code installed on your website) so that Facebook can track users who have been to your site and allow you to “remarket” to them with an ad specifically targeting them.

Here’s how remarketing works. Once you have a Facebook pixel installed on your site and are driving targeted traffic using Google Ads (and, of course, other means), you are equipped to amplify the illusion of frequency.

With a pixel in place, you can now create Facebook ads targeting people who have visited your site, or even specific pages or posts within your site. This is referred to as retargeting or remarketing.

You’ve doubtless experienced this yourself. Spend a couple of minutes looking at cars on an automotive site, and suddenly every site you go to is displaying ads for that brand of car. Because you showed interest in a brand or product by visiting their site, advertisers smartly wish to capitalize on that interest and keep themselves top of mind.

You can now do exactly the same thing!

When your Google ads effectively capture someone as they’re searching for you or information you have published, they register as a visitor with the Facebook pixel. If Facebook recognizes them as a user and you are running a remarketing campaign that includes someone like them, you can layer brand-awareness or added-benefit advertising on Facebook or , which will potentially be seen by someone who was already demonstrating search intent and is familiar with your brand. This is extraordinarily powerful and effective.

Couple this technique with problem-solving content, and you now have a means to reach people who you know have an issue and may need help to solve it. That help might include:

  • How-to guides.
  • Answers to frequently asked questions.
  • Case studies.

Let’s say you’re a local attorney specializing in family law. You can write a series of blog posts that answer common questions about divorce, child custody, estate planning and so on, and then use Google Ads to help people who are searching for those answers find your content. You can then place Facebook ads that encourage those people to call you for more information and assistance.

Or let’s imagine you own a wedding dress shop. Same scenario: Create content that answers common questions brides have about their special day, use Google Ads to drive intentional traffic, and then leverage Facebook to make sure those brides know about your gorgeous dresses by placing ads showcasing your latest offerings and retargeting your website traffic.

Whatever products or services you have to offer, this technique can be implemented, tested, refined and then scaled up.

Feature Image Credit: Image credit: Kornburut Woradee | EyeEm | Getty Images

By Amanda Robinson.

Sourced from Entrepreneur Europe

Sourced from CNA

REUTERS: A long list of companies have pulled advertising from Facebook Inc in support of a campaign that called out the social media giant for not doing enough to stop hate speech on its platforms.

The Stop Hate for Profit campaign was started by several US civil rights groups after the death of African-American George Floyd in police custody triggered widespread protests against racial discrimination in the United States.

Following are some of the companies that have decided to support the campaign:

Starbucks Corp

The US coffee chain said it would pause advertising on all social media platforms while it continues discussions internally, with media partners and civil rights organisations.

Unilever Plc

The consumer goods company said it will stop advertising on Facebook, Instagram and Twitter in the United States for the rest of the year, citing “divisiveness and hate speech during this polarised election period in the US.”

Adidas AG

The German sportswear giant said it and subsidiary Reebok will pause advertising on Facebook and Instagram globally throughout July.

Walt Disney Co

The media company will slash its advertising spending on Facebook, the Wall Street Journal reported, adding that the time frame for the pullback was not clear as some brands paused their ad spending for longer stretches.

Coca-Cola Co

The beverage maker will pause paid advertising on all social media platforms globally for at least 30 days, Chief Executive Officer James Quincey said in a statement.

Merck & Co

The drug maker said it was stopping ads on Facebook and Instagram and was monitoring the actions Facebook takes.

Target Corp

The retailer said it was pausing all ads on Facebook and Instagram throughout July and was re-evaluating its plans for the rest of the year.

Ford Motor Co

The No 2 US automaker said it would pause advertising on all social media platforms in the United States for 30 days, adding that it would evaluate such spending in other regions as well.

HP Inc

The computer maker said it was stopping US advertising on Facebook until the platform puts more robust safeguards in place against objectionable content. It added that it was reviewing its social media strategy across all markets and platforms.

Lululemon Athletica Inc

The yogawear maker said it would pause paid advertising on Facebook and Instagram.

Levi Strauss & Co

The denim maker said it and subsidiary Dockers would pause all ads on Facebook and Instagram, calling on the social media company to take actions to stop misinformation and hate speech.

Beiersdorf AG

The Nivea cream maker said it was pausing ads for all its brands on Facebook and Instagram throughout July.

Chipotle Mexican Grill Inc

Chipotle said it was temporarily pausing paid advertising on Facebook and Instagram starting Jul 1.

Diageo Plc

The world’s largest spirits maker will pause all paid advertising globally on major social media platforms from Jul 1.

Clorox Co

The bleach maker said it will stop advertising spending with Facebook through December.

Verizon Communications Inc

he telecom operator said it was pausing advertising until Facebook creates “an acceptable solution that makes us comfortable”.

The North Face

The outdoor brand, a unit of VF Corp, said it would pull out of all Facebook-owned platforms.

Ben & Jerry’s

The ice-cream maker said it would pause all paid advertising on Facebook and Instagram in the United States as of Jul 1

Magnolia Pictures

The film distributor and studio became the first Hollywood company to join the movement. The company said in a tweet it would stop advertising on Facebook and Instagram, starting immediately, through at least the end of July.


The outdoor apparel brand said it would pull all ads on Facebook and Instagram through at least the end of July.

Source: Reuters/ec

Feature Image Credit: REUTERS/Dado Ruvic/Illustration/File Photo

Sourced from CNA


Organic success on Facebook may have become harder for brands in the past few years – and will become all the more so with the upcoming change to its News Feed – but the same doesn’t necessarily apply to its paid advertising options.

Facebook has seriously invested in presenting a large number of options for marketers and business owners who want to promote their content to reach the right audience. It’s a highly effective tool for reaching out to audiences, as long as you’re willing to part with some funds.

So if you’ve been considering making the leap over to paid Facebook promotion, here’s how to get set up with your first Facebook Ad.

First of all, you need to visit the Ads Manager. It’s where you create new ads, get an overview of your current campaigns and measure their performance.

1. Choose your objective

Facebook wants to make your advertising experience as specific as possible. That’s why it asks you from the very first step to decide on your marketing objectives.

This way, you’re able to focus on tailored results for each objective and pay for what matters most to you.

The three main types of objectives are:

  • Awareness: Generate interest in your content or your product
  • Consideration: Make the audience interested in searching for more details about your business
  • Conversion: Get the audience to purchase your product or service

These have to do with the stage that your target audience is and your expected results from this ad.

Their subcategories include:


Brand awareness





App Installs

Video views

Lead generation




Catalogue sales

Store visits

Which options should you choose for your campaign? If you have a new business and you want to promote it on Facebook, for example, then you would be focusing on awareness and reach.

If you want to promote your business to potential local customers, seeking for an increase in physical sales, then you are focusing on conversion and store visits.

What’s also useful is the fact that you can narrow down your focus to specific goals, like the app installs or the video views. This way you know the exact goals you’re aiming for and start examining how to achieve them.

2. Select your audience

Once you decide on your objective, it’s time to select your audience. This is the step in which you narrow down Facebook’s two billion users and pick the ones that are more relevant to your content.

This is one of the most useful features on Facebook’s advertising, as you’re able to focus on:

  • Core audiences: manual selection of the audience based on your set criteria
  • Custom audiences: upload your contact lists to discover an existing audience.
  • Lookalike audiences: find people similar to an existing target audience

The core audiences allow you to find a new audience based on demographics, locations, interests, and even behaviors. These could be people who are based in Florida and just had a baby, or students from Tokyo who tend to shop online.

By hyper-targeting your audiences in this way, you can give your ads the best chance of converting, all while thinking carefully about the personas you want to reach out to.

In addition to finding a new audience, you can use Facebook to engage an existing one.

You can use a feature called custom audiences to upload your contact lists of existing customers, or even old ones that you want to re-engage with them. This is an easy way to blend your physical activity with your online presence and develop an improved relationship with your audience.

Moreover, there is the option of finding lookalike audiences. These are people that you haven’t engaged with in the past, but they meet the criteria of your ideal audience.

3. Decide where you want to run the ad

What’s useful with Facebook is that your ads aren’t restricted to Facebook itself, but can also display on other Facebook-owned properties like Instagram and Messenger, and within other mobile apps via the Facebook Audience Network.

You don’t have to pick all the placements for every ad, of course. It all depends on who you want to target.

For example, if you know that your target audience are frequent mobile users, then Instagram and Messenger might be two very useful placements.

4. Set your budget

This is the step that you define the cost of your advertising campaign. The cost can be defined either by the overall amount you spend or the cost of each result you get from the ads.

The success and the cost of your ad depend on the ad auctions and how your ad performs towards your target audience and their interests. An auction takes place when a person is eligible to view your ad. If you are unsure about how auction bids work, you can set them to be automatic when creating your campaign.

If you are wondering how to make sure you’re not exceeding your budget, then you can set some limitations for your campaign. You can enter either a daily or a lifetime budget to define when your campaign should stop.

5. Pick a format

What makes Facebook Ads particularly effective is that you can pick the right format for every campaign. The variety of ad formats on offer can allow you to tailor your campaign to different objectives and target audiences.

The options include:

  • Photo: Use the power of images to tell your story
  • Video: Find engagement with the right use of image, sound, and motion

  • Carousel: Add more than one image or video in one ad

  • Slideshow: Create a series of lightweight video ads without the cost or the time of video ads. This is a quick and affordable way to create video-like ads
  • Collection: Showcase your products by telling a story in an easy and immersive way

  • Canvas: Aim for a full-screen, fast-loading experience that is designed for mobile

  • Lead ads: Use this format to make lead generation easier

  • Dynamic ads: Find the ideal target audience for your products in a sophisticated, automated way

  • Link ads: Bring more people to your website

6. Place your order

Simply put, this is the step in which you can review your ad and confirm that it’s ready to be submitted.

7. Measure your ad’s performance

You can analyze the performance of your ad by clicking on all your available ads. Once you find the specific one that you want to measure, you click on ‘view charts’ to get further details.

This is where you can learn more about the ad’s performance, whether it met your objectives, but also the demographics that it reached and its placement.

What’s useful is that the metrics are relevant to your ad’s objective. For example, an ad aimed at generating awareness is not measured by the same metrics as an ad focusing on increasing app installs.

This way, you can ensure that your budget is well spent and you’re able to track the most relevant metrics for your campaign.

This way you are able to tell the exact success of each ad to find out what worked better and what needs to be improved.


With more than two billion monthly active users available to be targeted in highly specific ways, it’s no surprise that more brands are diving into Facebook’s advertising options and discovering the different ways they can benefit from them.

The upcoming News Feed algorithm change has only increased the importance of Facebook advertising, as it can help you recover your lost reach and engagement.

However, it’s important to keep in mind that Facebook’s popularity doesn’t guarantee your ad’s success. Its numerous advertising options can make it harder to pick the right one if you don’t know exactly what you want to achieve. Stay focused on your key objectives, and try not to get distracted by shiny bells and whistles.

Focus on what’s important to your company and your campaign goals, and use the right format for your ideal target audience. If you’re still new to Facebook advertising, you can start with a small budget to test the available options until you feel more comfortable rolling your ads out on a larger scale.


Tereza Litsa is a Writer at Search Engine Watch.

Sourced from Search Engine Watch

By Karola Karlson

Having a business relationship with Facebook is time consuming – there’s an update every few weeks, and it takes all your effort to keep up with the latest features.

Giving up on that relationship isn’t an option. With more than 79% of American internet users on Facebook, the platform holds the keys to your potential customers’ hearts.

With more than 79% US internet users, @Facebook holds the keys to potential customers’ hearts. @pewresearch Click To Tweet

My relationship with Facebook ads had its first sparkle two years ago. Since then, I’ve overseen 80-plus Facebook ad campaigns that reached more than 2 million people across 30-plus countries.

How do I keep up with all the updates and news? Here’s the secret: I don’t, aside from keeping an eye on a couple of blogs about the topic.

That’s because most Facebook advertising hacks never get old. You learn them once and keep applying the same best practices across all your Facebook ad campaigns. Start with these 10 key evergreen tactics.

1. Know your customers

Surely, you’ve seen ads in your Facebook newsfeed. I bet you’ve ignored a good share of those ads while clicking only a few.

You know what was wrong with those ads that failed to catch your attention? The ads weren’t necessarily bad, they were simply not reaching the right audience.

When it comes to Facebook advertising, it is crucial to know your customers well enough to create a highly targeted Facebook ad audience. You must have a good audience match for people to engage with your campaign. For example, if you promoted chocolate bars to people on a diet, your campaign ROI wouldn’t be as high.

You must have a good audience match for people to engage when advertising on @Facebook. @KarolaKarlson Click To Tweet

Here’s a Facebook ad from GoPro – it only makes sense for people who own an older model of a GoPro camera, not potential users.


To make sure your Facebook ads are relevant to the target audience:

  • Create slightly different ads and messaging for each customer persona.
  • Target ads based on where your target is in the conversion funnel — advertise different messages to the people who never heard of your product, to people slightly familiar with your product, and to your loyal customers.

2. Leverage advanced Facebook audiences

Targeting people based on their interests is a foolproof way to create a Facebook audience. However, the real gold mine of Facebook marketing opens when you use the advanced audience features: custom audiences and lookalike audiences.

In one case, we showed the ad below to a wide set of people by using Facebook saved audiences – targets are based on demographics and interest. And guess what? It didn’t work. At all.


The cold audiences were not particularly interested in committing to a new project management tool.

We switched and targeted people who had been to our landing page by installing a Facebook pixel on our website and targeting them through the custom audience feature in Facebook advertising.

Install a @Facebook pixel on your website & target audience through custom audience feature. @KarolaKarlson Click To Tweet

TIP: Exclude people who visited the thank-you page on your website (indicating they completed a purchase) from your Facebook targeting. (We’ll address the benefits of this buying group when lookalike audiences are discussed later.)


Consider targeting these high-ROI types of visitors to your site:

  • Previous website visitors
  • Landing page visitors
  • Blog readers (even better if you segment them by topics)
  • Pricing page visitors
  • Shopping cart abandoners
  • Existing customers (for up-sell campaigns)

3. Make high-value offers

Your Facebook ad should always include two messages: a call to action and a good reason for taking that action.

.@Facebook ads should always include a CTA & a good reason for taking that action, says @KarolaKarlson. Click To Tweet

Usually, advertisers get it right when it comes to including the call to action. What many Facebook ads are missing is a unique value proposition – a clear one-liner that explains how your product or service will benefit the viewer.

As Peep Laja from ConversionXL puts it: “Value proposition is something real humans are supposed to understand. It’s for people to read.”

For example, this Facebook ad has a powerful value proposition: Reach more than 433 million professionals through LinkedIn.


Alternatively, you can offer a free product trial or a limited-time discount code. The New York Times, for instance, offers a discounted subscription. The small investment by the readers makes them value the deal more than they would with a free offer.


TIP: Don’t brag about your product’s features that seem amazing to you but are irrelevant to your target audience.

A simple litmus test for evaluating your value offers is to put yourself in your customers’ shoes and ask: “Would I click on this ad and buy that product?” If the answer is no, spend some more time perfecting the value proposition.

If you wouldn’t click on a @Facebook ad, spend more time perfecting value prop. @KarolaKarlson Click To Tweet

4. Use original designs

Facebook users see tens if not hundreds of images in their newsfeeds daily. If your Facebook ads resemble other pictures in their newsfeed, you’ll get a lot less attention. To make your ads stand out from the crowd, design original ads instead of using stock images. In fact, make your ads boldly stand out so people can’t help but notice.

Design original ads instead of using stock images to help your @Facebook ads stand out, says @KarolaKarlson. Click To Tweet

One of the easiest ways is to use bright colors. Alternatively, you could also swim against the flow and create minimalist ads with a white background – a Facebook advertising hack I’ve seen working many times.


Your Facebook ad designs do not have to be complex, and you don’t need extensive Adobe Photoshop skills to succeed. What you need is something that looks high quality and catches attention — a design you could easily create by using online tools like Canva.

5. Break up repetitiveness

You can’t publish the same ads over and over and get more people to act on them. To catch more target audience members, you need to create different ad creatives.

Even if that colorful ad design has worked wonders, a time will come when your target audience develops ad fatigue. To combat that, here’s what to do:

  1. Change at least some of your ad creatives every two weeks. Add new designs to existing ad campaigns while pausing low-performing variations.
  1. Create ads in different colors with and without in-image text. Expand your ad images to create more diversity.
  1. Set up a Facebook ad rotation schedule by creating two to three ad sets, each with different creatives. Do not change any other elements such as the target audience.

Here is a simplified version of a custom ad schedule: On each weekday, your target audience will see a different ad, and, consequently, won’t get tired of seeing them as quickly.


Image source

6. Don’t overdo A/B testing

One of the Facebook advertising mistakes I made early in my career was running A/B tests with too many variables and not enough data to get statistically significant results.

Another mistake is to create a Facebook ad split test with many variables, e.g., target audiences, ad creatives, and ad copies within a single experiment. Here’s why this approach won’t work: You won’t be able to know which variable affected the outcome.

Instead, test each differentiating element one at a time. For example, experiment with the ad creative first. Once you’ve discovered a winning creative, test the copy on the ad.

With this sequencing process, you can be more efficient and get statistically valid split-testing results.

When testing @Facebook ads, don’t overdo A/B testing, says @KarolaKarlson. Read more >> Click To Tweet

7. Track your campaign results

All the successful Facebook ad campaigns I’ve seen have one thing in common: They are focused on highly specific goals. And I’m not speaking about ad impressions, reach, or website traffic.

What are those meaningful results? That depends on your goals. For example, if the goal of your ad is to increase revenue, look at sales numbers. If the ad is to promote your blog, look at the blog’s traffic such as average time on page, number of return visitors, newsletter subscribers, purchase, and more.


Some of these metrics can be found in the Facebook Ads Manager (if you use Facebook pixels). Other statistics can be found in Google Analytics reports (if you properly use UTM tags for additional campaign insights).

8. Optimize your campaigns on conversions

Another important thing I’ve learned is that the type of your campaign matters. And it matters a lot.

It’s possible to select from an impressive range of Facebook campaign goals from website traffic to app installs to purchases when setting up new ads. How do you pick one for your campaign, especially if multiple options seem like good choices?

Think about the goal of your ad campaign. It’s as simple as that. Let the algorithms know by selecting the campaign objective closest to your goal. Do you seek website clicks or do you want conversions such as a free trial sign-up or e-store purchase?

Think about the goal of @Facebook ad campaign, & select the campaign objective closest. @KarolaKarlson Click To Tweet

The secret is to keep asking why until you get to the core reason you’re running the campaign.

9. Trust Facebook’s auto-optimization

I’ve been surprised to learn that less is more with a Facebook ad strategy and implementation.

Applying too many hacks might hamper your campaign results instead of helping them. I’m not saying that Facebook advertising hacks do not work. All I’m saying is that if you’ve got a powerful value proposition and the right target audience, things will start to click regardless of the small adjustments you did or did not make.

Facebook auto-optimization algorithms can learn to whom to deliver your ads based on previous conversions. If you think about it, Facebook probably knows more about your potential customers than you do.

In a recent experiment, my client promoted two identical ad sets – only one targeted an audience 20 times wider. The ad set with narrow targeting had a cost per acquisition (CPA) of $2.67 while the ad set with wider targeting delivered a CPA of $2.79. That’s a minor difference. facebook-auto-optimization

Test it: Create two identical ad sets. Target one set to an audience of 5,000 to 10,000 people you think would be most interested in your offer. Simultaneously, create a set targeting 80,000 people. Let both campaigns collect at least 100 conversions and run for at least 72 hours. Compare the results.

In most cases, Facebook’s algorithms have done an equally good job at delivering your ads to people most likely to convert. Even the cost per acquisition should be similar for both ad sets.

By targeting larger audiences, you rule out the chance of missing groups you didn’t realize are interested in your offer.

TIP: Still create retargeting campaigns – there’s no Facebook audience more valuable than a retargeted one.

There’s no @Facebook audience more valuable than a retargeted one, says @KarolaKarlson. Click To Tweet

10. Use Facebook’s automated rules

I learned the value of this last technique recently when managing 50-plus ad campaigns and struggling to keep up to date with their day-to-day performance. However, it is equally helpful when working on small Facebook ad campaigns.

Facebook Automated Rules is a free feature for advertisers. It allows you to set up conditions to trigger automated actions such as:

  • Receive a notification.
  • Have your campaign, ad set, or ad turned off.
  • Have your ad set’s budget automatically updated.
  • Have your ad set’s manual bid automatically adjusted

Automated rules are incredibly helpful in avoiding unpleasant surprises a week or two later when you have the time to manually review the ads’ performance. For example, ask Facebook to automatically decrease the budget for a low-performing ad set while increasing the daily spending of a successful ad set. With that automated trigger, your ad spend will be more effective.


To apply automated rules, go to the editing panel or a campaign, ad set, or ad in the Ads Manager. Next, click on “Create Rule” button.


TIP: Ask for an email notification to inform of an underperforming campaign or ad set so you can check out the potential problem and adjust the ads accordingly.


While managing Facebook ad campaigns can seem like a lot of work, with all the automated tools and algorithms working in your favor it’s not as difficult as you may think. The key to successful ad campaigns lies in knowing your target audience and creating high-value offers that improve people’s lives – a skill every marketer can acquire through practice.

Please note: All tools included in our blog posts are suggested by authors, not the CMI editorial team. No one post can provide all relevant tools in the space. Feel free to include additional tools in the comments (from your company or ones that you have used).

Stay on top of what’s new and what’s new that you don’t need to care about in content marketing with CMI’s daily newsletter (or weekly digest). Subscribe todayBy Karola Karlson

Karola Karlson is the founder & author of Aggregate, the most upright blog about marketing, growth, and data. She’s also a contributor to marketing blogs like AdEspresso, HubSpot, and KlientBoost, and works as the Digital Marketing Manager at SaaS startup Scoro. Karola’s all about random cool ideas, growth marketing, and taking new marketing approaches on a test drive. Connect with her by visiting her blog or on Twitter @KarolaKarlson.

Other posts by Karola Karlson

Sourced from Content Marketing Institute