Creating a Paid Facebook Strategy

Facebook Advertising - morethanSEO

It’s easy enough for anyone to say “share it on Facebook” or “tweet it out” without really understanding what it takes or the true the strategies behind social media advertising.

After recent communications from some of the worlds most loved social media platforms, we know things are changing.

You can’t just “put it on Facebook” and it’ll reach your 100,000 page followers in chronological order.

It doesn’t work like that anymore.

Those people have friends. Family. Colleagues. OTHER PAGES they want to see.

And I’m sure you know that you’d rather see your best friends updates than an update about a new butt suction product shared by Susan, the work colleague you added about 4 years ago but have never actually spoken to… 🙄

Therefore, Facebook’s new algorithm changes mean we all have to fight for space on your precious news feed.

So, if your followers are engaging with your posts on a regular basis, they’re more often than not actually interested in what you have to say.

Which can only be a good thing, right?

Wrong. Without running endless competitions and almost getting banned from the social platform in general, it’s hard to create interesting, engaging content to drive new followers.

and surely new followers and interactions is what everyone wants?

That’s where paid social comes in.

Facebook Advertising

The set up process for Facebook advertising is fairly straight forward, when you know how.

But the strategy behind it can become quite complex.

There are so many different variables you need to think about; audience traits, locations, campaign objectives, budget, placements, creatives and more!

Campaign Objectives

Before you can even think about who you are going to target, and what ad copy you will use, you need to define clear objectives.

For example…

  • Do you want users to engage with you?
  • Drive traffic to your website?
  • Or simply make a purchase?

There are a range of pre-set objectives which can be defined early on within ads manager, and this will be used to help Facebook optimise your adverts for the best delivery.

Facebook Campaign Objectives

Facebook advertising is now that advanced, they will more likely show engagement objective adverts to those who engage more often on the platform. (And so on) Clever right?

Campaign Tracking

Campaign tracking within Facebook is also a must-have.

Although you may use GA on a regular basis, and like to store all acquisition and attribution modelling through the platform, I’d strongly suggest you set up Facebook’s tracking too.

By tracking through Facebook, you’ll be given insightful reporting you won’t find anywhere else.

This is because Facebook is able to tell you the likes and dislikes, not only of your audience, but those engaging directly with your brand too!

You can specification set your “likes”, “gender” and “age” when signing up with Facebook – so this data is the most accurate around!

Additionally, If you’re optimising for purchases, setting up ads correctly and installing the correct tracking pixels on your website is crucial as this allows you to follow a purchase through the funnel.

You can do this by visiting the ‘Facebook pixels’ section in ads manager and following the simple set up instructions provided.

Facebook Audience Types

Once you’re ready to go, you need to start thinking about your audience. But, before jumping in and telling you who you can target on Facebook, it’s easier to start with how you can target them.

There are three different audience types on Facebook, which collate your audience ‘as a group’ to target within specific ad sets.

  • Saved Audiences
  • Lookalike Audiences
  • Custom Audiences

So if you already know your target audience to a T through historical analytical data you may hold, or you might not have a clue.

Both are perfectly fine, and here’s why…


Custom audiences are the most common type of audience used within Facebook, which allows you to segment users of the platform by traits such as:

  • Age
  • Gender
  • Native Language
  • Location
  • Interests
  • Connection with your Facebook Page

So if you specifically know you’re target audience are Facebook users aged between 19-32, who show an interest in netball, football and painting, we’ve got you covered.

Or whether you want to just target users who work as a vet, living in the United States America, but not California or Chicago, and like you’re Facebook page – that’s not a problem either.


Facebook’s Custom audiences allow you to reach users who you may have already built the foundations of a relationship with previously.

Whether they’re in your existing client databases, which you are able to upload directly into the platform, or users who have previously engaged with your brand on Facebook (or Instagram), custom audiences can help you target these.

Similar to search or display remarketing, Facebook is able to capture visitors who have completed certain actions on your website (using the pixels you’ve previously implemented) and retarget these with the selected adverts you deliver.

Custom facebook Audiences


Lookalike audiences are exactly how they sound…

An audience which ‘looks alike’ to another audience.

Using your custom audience, you are able to create a brand new group of people who have similar traits to those in the audience you selected.

Facebook is also able to create lookalike audiences within the platform, by using the data they hold about the users who like your page, your conversion pixels.

Lookalike Audiences provide size ranges from 1% to 10% of the total population in the countries you choose, with 1% being those who most closely match your source.

So, I believe you will often never really understand the true traits of your audience until you split test and find which audience works best for you and your advert KPIs.

So whether you think you know or not, I’d always recommend to test, test and test again…

Who knows, you could be proven wrong!

Creating the Perfect Facebook Advert

Now all that is out of the way, it’s time to plan your ad.

Initially, you need to decide which type of creative you would like to use.

  • Are you optimising for video views? then you might need a video…
  • Would you like to showcase a range of products with a carousel?
  • How about a standalone eye-catching image?
  • Or what about a canvas? Slideshow?

Creating a slideshow or canvas through Facebook can be simple when you know how.

Canvas’ are pretty much mini landing pages which you can make within Facebook – combining links, buttons, 360 images or videos to showcase your ad in a different way.

The slideshow feature allows you to create your own video with between three to seven images, adding text or background music! So if you’re feeling creative, why not give it a go?

Once you’ve settled on the creative, you need a catchy headline and copy too!

You’ve got to think… When you’re scrolling through Facebook, what catches your eye?

What would make you stop and think?!

Keep everything as simple as possible. Why over-complicate things? Once they’ve shown an interest, you can start getting more detailed on your landing pages or other marketing materials.

Being spoken to directly always helps. Why not ask your audience specific rhetorical questions which makes them think? Or provide the solution to their problem…

Try not to include more than one call to action

Add a sense of urgency. For example. providing an exclusive offer or a limited time only deal.

Be consistent. You should always make sure the landing page you are using links well to the ad copy and creatives… otherwise things will just get confusing.

Build your trust almost instantly. trying to include quotes and testimonials in your advert copy and creatives can help target customers trust your brand from day one.

So now you’ve heard my approach to Facebook advertising, I’d love to hear yours!

Leave a comment below 🙂

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