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Audience targeting has always been essential to the sales process. Remember the days when salespeople went door to door to let potential buyers see and experience their product? Smart sellers knew the right time to knock on doors in order to connect with their intended demographic. With the arrival of communication channels like radio and television, brands studied changes in the way consumers digested content and how targeted advertising could influence their purchases.


Nowadays, social media has changed the rules of consumer behavior and how brands advertise. Consumers can access content they want, anytime, anywhere.


With a reach of two-billion users on Facebook on a monthly basis, this social media platform is an essential tool to capture the attention of a specific audience and get desired results.


Do you want to start reaping the benefits of Facebook market ads? Here’s what you need to do before launching a campaign.

 How to Advertise 101: Facebook Ads Guide

Consider your strategy

To develop strong Facebook ads, it's crucial to have a game plan with a targeted strategy that promotes your business to the right audience.  Be sure to answer the following questions before starting a campaign:

  • What am I promoting?
  • Who am I targeting?
  • How will the intended audience use my product?
  • What is the pain point?
  • What is the goal of this campaign?


Choose your goal

What are the results you’re expecting from an ad? A campaign goal should be adapted to specific life and sales cycles of both your brand and advertised product. As your life and sales cycles change, your campaign goal also adapts. Let’s start with Facebook ad categorization: Awareness, consideration and conversion. 

These categories will help you align the goals you have for the campaign based on the action you would like your audience to take.


Awareness: There are many ways to introduce your brand or product to the public. Awareness is all about generating interest and getting on the radar of the purchasing public. You can raise awareness of your company in Facebook market by:

  • Increasing the frequency of posts
  • Paid page promotion
  • Geographic targeting


Consideration: How do you want your audience to interact with your Social Media content? Once brand awareness is established the next step is for your future customers to begin interacting with your content. Here’s how Facebook ads can help you:

  • Get clicks to locations with more content
  • Get installs of your app
  • Increase attendance at event
  • Get video views
  • Collect leads for your business


Conversion: While you can use Facebook market for multiple ad categorizations, each ad should have a specific, measurable audience goal. Conversion objectives are the following:

  • Increase direct traffic to your website
  • Increase engagement on your app
  • Increase conversions on your website
  • Get people to claim your offer
  • Promote a product or catalogue
  • Get people to visit your shops


Define your audience

According to Facebook, 1 out of every 5 minutes people in the US spend on mobile is on Facebook or Instagram. A well-directed Facebook ad campaign can bring you and your intended audience together.


You can locate your target audience by asking yourself 5 different questions:

Location: Where do you want to do business?

Demographics: Who do you want to do business with?

Interests: What are the interests of the people you want to reach?

Behavior: What are your core audiences' activities online?

Connections: How is your audience related to your business? Do you want to find new audiences?


When it comes to audience targeting, we recommend you to be specific and dig deep into your audience’s particular descriptors.


Select Your Placement

At this point, you'll be set to choose what placement, apps, and devices you want your ad to be shown. The available platforms are:


  • Feed
  • Instant articles
  • In-stream videos
  • Right column
  • Marketplace
  • Stories


  • Feed
  • Stories

Audience Network:

  • Native, banner and interstitial
  • In-stream videos
  • Rewarded videos


  • Inbox
  • Sponsored messages


Choose your format

Because the heart follows the eyes, images account for 75 to 90% of Facebook advertising effectivity and performance. Facebook ads offer multiple formats to advertise with video or image:

  • Single image ads
  • Video ads
  • Carousel ads (multiple videos or images)
  • Canvas ads
  • Collections


Facebook’s ad platform is a great place to promote products and services. Strong ads are the product of a clear strategy, clear strategy results in a natural and creative flow of advertising content, and quality advertising content propels business growth.

 How to Advertise 101: Facebook Ads Guide

Are you ready to start a stellar campaign? Contact us for expert service and watch your business flourish.

Fernanda Yee Soto
Fernanda Yee Soto

As our Associate Creative Director, Copy, Fernanda helps shape the voice and narrative of our clients' blogs, social media content, and ad campaigns. She’s always driven to find the perfect word, either in English or Spanish. She’s been working in radio, tv, media, and copywriting for 10 years. She graduated with a bachelor's degree in Communications from the Autonomous University of Baja California.