Business Owners Guide to Facebook Advertising

Business Owners Guide to Facebook Advertising

With more than 1.4 billion people using Facebook, over 900 million visits every day and organic reach for Facebook business pages dwindling, Facebook advertising offers a fantastic opportunity for business owners to get in front of their target audience. But with the investment of time and money, there’s not much room for oversight with Facebook advertising.

When setting up your Facebook advertising there are a lot of boxes to check and questions you need to answer such as who is the target audience you want to target, what is your overall objective with your Facebook ads or what type of budget do you have available?

Even though Facebook offers multiple ad options and placements, all of their ad types can be broken into 3 elements.

  • Campaigns – these house all of your assets.
  • Ad Sets – if you are targeting separate audiences with different characteristics then you will need an ad set for each audience. Each ad set can hold multiple ads that vary in color, copy, images, etc.
  • Ads – these are your live ads within an ad set.

Learn the best way to set up Facebook advertising for your specific target audience and goals.


When creating paid ads for Facebook, you can use either the Ads Manager or the Power Editor. For most Facebook advertisers, the Ads Manager is the best option. The Power Editor is best for larger advertisers who need more precise control over multiple campaigns. The guidelines below focus on creating Facebook ads with the Ads Manager.


Before you start your Facebook advertising, you need to know your objective. What do you want to accomplish with Facebook advertising?

Facebook offers a total of 10 different objectives to choose from.

  • Increase website conversions
  • Increase page post engagements
  • Promote your page to increase page likes
  • Increase app installs
  • Increase engagement on your app
  • Boost visibility about your business
  • Increase attendance at your event
  • Boost offer claims
  • Increase video views

When you select one of these objectives you’re letting Facebook know what you want to achieve which means they can present you with the best-suited ad options. Based on your selection, Facebook will display the ad option that makes the most sense in achieving your objective.


A successful Facebook advertising campaign relies heavily upon selecting the right target audience. If you’re just starting out, odds are you’ll need to experiment with several different options before you find the right audience for your objective. When defining whether to choose a broad audience or narrowly defined audience consider your objective. If you are looking to build brand awareness or promote a widely appealing offer such as discounted new patient special for teeth cleaning and teeth whitening then a more general audience will be appropriate. Facebook’s audience definition gauge, to the right of the audience targeting fields, will show the potential reach based on your selections.

Facebook’s targeting options are pretty vast and include:

  • Location
  • Age
  • Gender
  • Languages
  • Relationship
  • Work
  • Education
  • Financial
  • Home
  • Ethnic Affinity
  • Generation
  • Parents
  • Politics (US only)
  • Life Events
  • Interests
  • Behaviors
  • Connections

Additionally, there is the option to select a Custom Audience targeting people on Facebook who are in your businesses contact database, visited a page on your website that has a tracking pixel, or use your app or game.

Once you find a target audience that responds will to your ads, you can save this audience to be used again at a later time.


With Facebook advertising you have the option to set either a daily budget or a lifetime budget.

  • Daily Budget. This option allows your ad set to run continuously throughout the day by pacing your spending on a daily basis.
  • Lifetime Budget. This option is ideal if you want to have your ad run for a specified length of time. Instead of pacing per day, it will pace your budget for the time period you set the ad to run.

If you want to select more advanced budgeting features you can also select customizations for schedule; optimization and pricing; and delivery.


The design of your ad depends on your original objective as Facebook has different ad layouts for different objectives. For example, if you are looking to get clicks to your website Facebook offers a link format and a carousel format (meaning you can display a single image or a multi-image ad with three to five scrolling images).

Keep in mind that for each ad type, Facebook requires users to adhere to certain design criteria.

Right Column Facebook Ad

right column facebook ad

Mobile News Feed

facebook mobile news feed

Desktop News Feed

desktop mobile news feed

For single image ads, Facebook has the following criteria:

Text: 90 characters

Link Title: 25 characters

Image ratio: 1.91:1

Image size: 1200 pixels x 627 pixels. (Use a minimum image width of 600 pixels for ads appearing in News Feed.)

Keep in mind that these are the ad options for the “send people to your website” objective.

Once you finalize your ad type, the Ads Manager will ask you to identify how you’d like to display your ad. The options that Facebook offers are:

  • Desktop News Feed
  • Mobile News Feed
  • Desktop Right Column


Facebook provides a sophisticated dashboard for their advertisers that showcases all of their campaigns. It’s important to accurately track your results to know how effective your Facebook advertising budget is working for you.

According to Facebook, here are some of the key metrics to look for (and their definitions):

  • Performance. Can be customized further to include metrics like results, reach, frequency and impressions
  • Engagement. Can be customized further to include metrics like Page likes, Page engagement and post engagement
  • Videos. Can be customized further to include metrics like video views and avg. % of video viewed
  • Website. Can be customized further to include metrics like website actions (all), checkouts, payment details, purchases and adds to cart
  • Apps. Can be further customized to include metrics like app installs, app engagement, credit spends, mobile app actions and cost per app engagement
  • Events. Can be further customized to include metrics like event responses and cost per event response
  • Clicks. Can be further customized to include metrics like clicks, unique clicks, CTR (click-through rate) and CPC (cost per click)
  • Settings. Can be further customized to include metrics like start date, end date, ad set name, ad ID, delivery, bid and objective

Facebook advertising provides business owners with a great way to augment their other online marketing efforts and easily track their results.

About Alan Moore: Alan started his career in 1999 as an Marketing Consultant and is the owner of Over the years, he has migrated his focus of expertise to everything digital. His mission is to help you increase your revenues and decrease unproductive advertising expenses through proven, online marketing strategies. He manages over $3,600,000 in yearly marketing budgets and has worked with local businesses, agencies and the US government. Give him a call to schedule a Free Online Marketing Consultation for your practice.

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