This post was first published in June 2018, but the information may be useful to businesses affected by COVID-19. Please note that some information may not be up-to-date – you can find our latest COVID-19 guides here.

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If you’re looking for an easy, cost-effective way to promote your business online then social media advertising might be the option for you.


Boasting 2 billion users on Facebook every month and 500 million Instagrammers using the app every day, Facebook Advertising could be a simple but effective way to reach and grow your audience.


Getting started with Facebook Ads is simple, so here’s 5 points to help you create successful ad campaigns.


What do you want to achieve?


The very first thing you should do is think about your goal.

  • What’s the reason for running this ad?

  • Where do you want customers to go?

  • What do you want customer to do?

Your goal could be anything from signing up to an e-newsletter to completing a sale. Whatever it is, be focused. This will help to inform and shape every other part of your ad campaign.


Who do you want to reach?


Once you’ve planned what you want to achieve, think about who you want to take that action. Facebook’s Ads Manager allows you to be extremely targeted in your approach so take advantage of this.


Although you could aim to target your entire audience, you may also decide to only target a particular segment of your audience with a particular campaign.


Here are some of the key things you may consider when targeting your campaign

  • Demographics: Age, gender, relationship status, education, workplace, job title

  • Location: Could you target the area around where your business operates? Could you reach a particular radius around a shop to target walk-ins?

  • Interest and hobbies: Favourite films, music, books, TV shows or other entertainment. What are their hobbies or favourite activities?  

  • Behaviours: What are their purchasing behaviours? How do they use their device? How recently have they engaged with your business?

You may consider using Facebook’s Lookalike Audiences feature which help you find people on Facebook who are similar to your own customers or contacts.


By using insights that you gather from marketing on Facebook, you can find new audiences who have similar interests and behaviours which may be interested in your business.


What’s your budget?


You can run a Facebook ad on any budget, whether you have £1 or £100 to spend.


Ads Manager is the most common way to purchase ads on Facebook. Once you’ve created an ad, you submit it to the ad auction. However, you’re always in charge.


You can set your maximum budget and bid, as well as choose your objective (such as impressions or conversions) and only pay for those.


Start small with your budget, test the water and see how well your campaigns are working before you invest more money into advertising.


What content and messaging will you use?


This is crucial. It doesn’t matter how well you target your desired audience if the message and visuals you’re sharing aren’t right.


Think about testing different wording, different images or videos and landing pages to understand which segments of your audience respond best to different ads. Every time you test a specific type of ad, you should use the response to tailor your future ads.


To start with, you may want to think about the type of marketing that has worked well for you before and use this as a guide.


Measure and optimise!


Finally, it’s important that you understand the performance of each campaign.


The Ads Manager portal gives easy-to-read reports about how all your ads are performing. These reports will automatically give you basic info about your ads but you can use their tools to measure more specific goals that you’d like to track.


Once you understand how the creative elements and placements are working, you can then refine your campaign to increase performance.


You can even see how your ads are affecting your offline sales by using Facbook pixel, offline measurement or offline conversations API.


How else can you target your audience online?


Register for the free Digital Marketing Workshop from Superfast Business Wales to learn how you can use online tools to target your audience, how to develop a strong strategy and how to measure the impact


Find out how we’ve already helped Newtown-based Chambers Clothing Co embrace online marketing and social media to boost turnover by 170%!

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