• Olga B.

How Small Businesses Can Effectively Use Facebook Ads

Facebook Ads are a great channel to engage your audience on this popular social media platform. Previously, advertisers used data from Nielsen ratings and focus groups – TV viewership and audience measurements – to target their adverts. These dependable methods allowed brands to learn about the types of buyers who were viewing their adverts and the kinds of responses obtained. This information helped them to effectively target their advertising and marketing plans, create interesting commercials, and gain more bang for their invested buck.

Now in the digital age, this system seems somewhat outdated. The internet has replaced the conventional TV advertising model with digital media use and marketing campaigns across platforms. Brands are now trying to attract their audience’s eyeballs on their smartphones which are being used and scrolled through all day and night.

Yet, effective targeting remains a fixed point that needs to be followed. In today’s social media-crazy world, Facebook Ads offer a great way for companies of all sizes in any industry to benefit from improved targetability. To start, your first need to create your business’ Facebook page. Ensure to use one email address for both the ad manager and the page. After creating the page, follow the below tips to understand Facebook’s advertising procedure and how you can use it to grow your firm.

Power Editor vs Ads Manager

First, you need to decide between using Ads Manager which is a basic tool with a simple interface for beginners, or Power Editor, a more powerful and robust tool. The latter permits you to simultaneously implement multiple campaigns without much effort. This factor is important for Facebook marketers as it helps them to deliver the right messages to appropriate receivers at opportune times. In the next step, they can concurrently run multiple campaigns, segmented for different types of audiences. In contrast, if you are new to Facebook advertising, you can use the Ads Manager to learn the ropes and get acquainted with the basics.

Tips to Produce Your Ad

In both Ads Manager and Power Editor, you can start by choosing “Create Campaign.” Then, you can select your advertising goals such as brick-and-mortar shop visits, conversions, lead generation, app installs, website traffic, general reach, local awareness, or brand awareness. Brood about why you are attracted to your plan and what you missed earlier that is being offered by Facebook advertising.

Next, select what you’re advertising which could be your business or a website, page, or event. After being sure of what you’re promoting, choose your audience. On the Facebook Business site, Facebook classifies its audience choices into three types: Core, Lookalike, and Custom audiences.

Core Audiences

You can use Core audiences to create a targeted segment via the Facebook site. Facebook offers a range of filters for this purpose. For many companies, the location filter is most important. You can utilize it to ensure your ad reaches consumers in your local geographic area. Many small businesses get their revenues from brick-and-mortar selling. These firms can focus on Facebook users who live within the driving limit of their store locations.

Custom Audiences

These audiences are subscribers that you’ve obtained through other methods than Facebook. They could be mobile users, current customers, website visitors, and others. You can engage more closely with them by connecting with them on Facebook which is a popular and widely used platform.

Lookalike Audiences

This type allows you to utilize your existing consumer base as a guide and inspiration for your business growth. Start by selecting a Custom Audience segment. This group should contain a minimum of 100 members. Next, choose the Lookalike Audience’s size. A small one will more accurately match the source segment’s demographic traits; a bigger one will improve your ads’ reach but will deviate from the audience source. In addition, these could be flexible and very helpful – you can produce up to 500 Lookalike Audiences from one source.

Including a Pixel Code

Facebook’s Pixel is a code snippet for your site that you can use to optimize, measure, and create followers for your advertising campaigns. It facilitates effective cross-platform digital marketing by allowing you to create a link between your social sites' presence and your website. You can perform this by analyzing the different touchpoints used by a buyer before they purchase your product.

For instance, a customer could have viewed a blog article on their mobile phone, read your website’s About Us section, and then finally called your firm and talked to an agent. It’s vital to monitor the correlation of these various touchpoints and learn how they lead to the eventual conversion.

Pixel also helps you to target your Facebook advertisements. It allows you to display your adverts in the News Feeds of prospects who fit your consumer personas’ demographic profile and as well as your website visitors. This feature enables you to ensure that your carefully produced ad engages interested leads and prospects.


Facebook advises a daily ad budget of $20. You can set this based on your company’s marketing budget. A per-day budget allows you to set the maximum spending for each day. In contrast, a lifetime budget permits you to set the amount for the ad’s lifetime overall spend.


The next step is the schedule setting. In Facebook Ads, you cannot just set and forget your schedule. You may start with an optimal time of day that works well but you should also remain flexible to make data-based decisions. Utilize insightful reports and analytics on social platform usage trends for the purpose. Remember your audience group is autonomous and unique, so you should be ready to adjust to new trends as your results flow in. Now, you can make your ads go live and watch the outcomes.

Final Point

To sum up, Facebook advertising is important because it facilitates enhanced targeting and helps you get the right messages to the right eyeballs. You should focus on consistently tweaking, managing, and improving your advertising campaigns to get the best results.

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