What is Facebook Advertising? Everything You Need to Know

Facebook advertising serves ads, images, and posts to a targeted audience through the Facebook platform and ad network. If you want to get your message in front of the people who matter, Facebook advertising is the way to go.
Facebook ads allow text, images, videos, slideshows, and a variety of other creative options to be displayed on your advertisement for maximum audience engagement

What is Facebook advertising Everything you need to know

What is Facebook advertising?

Facebook advertising serves ads, images, and posts to a targeted audience through the Facebook platform and ad network. If you want to get your message in front of the people who matter, Facebook advertising is the way to go.

Facebook ads allow text, images, videos, slideshows, and a variety of other creative options to be displayed on your advertisement for maximum audience engagement. You’re able to target your audience based on:

  • People who have visited your website
  • Purchase behavior
  • Digital activities
  • Interests
  • Demographics
  • Geography
  • Third-party information like spending habits and consumer profiles

You may also determine how much you want to pay per click or pay per mille (cost per 1000 impressions).

If you choose to advertise on Facebook, you will have the option to place your ads in seven areas across Facebook, Instagram, Audience Network, and Messenger. Placements depend on your chosen objective and include:

  • Feeds
  • Stories
  • In-stream
  • Search
  • Messages
  • In-article
  • Apps

Advantages of Facebook Advertising

Wide Customer Reach

Facebook continues to be the number one social network when it comes to reach, with over 2.6 billion monthly active users, and with no sign of slowing down. If you’re looking to reach the masses with your messaging, then Facebook is the best place to do this, especially with its diversity of ages and demographics.

Ads Manager also allows you to remarket to users who have visited your website, by installing Facebook Pixel code to your website. There is also a range of Custom Audiences for you to take advantage of, allowing you to reach users who are already familiar with your brand. 

A/B Testing (Split Testing)

Facebook Ads Manager allows you to split test your ads to different custom audiences, locations, age segments and many more, all within a single campaign. Not only does this provide valuable data as to what creative works best, but you can also narrow this down to what creative works best for each of your target demographics.

Lead Generation

Lead ads on Facebook make it much simpler for potential customers to submit information to you, no matter what their device. Customers can request information about products or services, or even schedule appointments, through a lead ad form that appears natively in your feed. The most effective part of this tool is the fact that customers do not have to leave Facebook to submit the form.


Immersive ad-sets like Facebook’s instant experience ads mean that users can be instantly transported to an app-like brand experience. The full-screen interactive concept allows brands to tell a story that delivers on engagement, whilst providing an opportunity to showcase content marketing pieces that may otherwise be lost on a website.

Conversion Measurement

Creating a Facebook pixel allows you to track actions users take after viewing your ads across multiple devices. Adding a Facebook Pixel to the pages on your site where conversions occur will let you see who converts on your website as a result of viewing your Facebook ads.

To implement a pixel, simply navigate to the Facebook Pixel tab in Ads Manager and click “Create a Pixel”. Follow the instructions on screen, then add the Facebook Pixel base code to every page on your website, send instructions directly to your development team, or integrate the process with Google Tag Manager.


A reassuring feature of Facebook advertising is that you have complete visibility and control of your Facebook ads and budget. Monitor your success on Facebook, so you know exactly how much you’re spending and the results you have gained from your campaigns.

You can also use the data provided in Facebook Insights to analyse your performance of your paid posts against your organic posts, in order for you to make strategic targeting decisions for future ads. 

Facebook Statistics 2021

How Effective is Facebook Advertising?

Social media advertising has been something that has presented itself as very efficient and the biggest bang for the buck. Small businesses would use it without paying for promotion and in their local community would get the attention that brought high chances for national or even international customers to interact.

However, over the past years, there has been a high increase in the number of users which has made it more difficult to find suitable consumers for a particular product or service offered by a startup business. In this article, I will discuss the efficiency of Facebook advertising as well as give some insight into my own experience using Facebook as an advertising platform.

Facebook advertising can be very efficient. However, there are two major factors to the possibility of this efficiency.

Geographical Location

Facebook is more used in certain countries and states, therefore, having a business that will operate locally or within the country and not having any international plans may mean you need to look for different ways of advertising.

A good example is Eastern European countries. They still use Facebook on a noticeable level, therefore, there is a chance that more potential customers will see your product and therefore also a higher chance of having the promotion shared onward, creating the desired butterfly effect.

When promoting with Facebook it will allow you to choose the countries or states in which you would like to promote that certain post. After the desired country is chosen they will give you an approximation on how many views your post can get in the country chosen.

From my own experience, I can say that the approximation will be accurate 70% of the time. However, it depends very much on how large the potential customer base of your product is, as well as the quality of the post itself. On average, based on international globalization, $10 will get you around 5,000 potential views.

It is important that you remember that what Facebook is selling you and what you are purchasing is potential views, and therefore potential customers.

If you do end up paying $10 for 5,000 viewers, it does not mean you will receive even half of that number. It is only an assumption made by the system based on the algorithms of previous users of their advertising services. Therefore you may want to do some research to see what percentage of the population in your country or desired country use Facebook.

Type of Business

The type of business is a major factor also because maybe the niche or customer base you want to attract is not on Facebook. As any startup business or a business that is simply new to social media marketing and advertising, a lot of research is required in order to invest in the most efficient way of advertising.

A good practice is to look at other businesses selling a similar product or service to yours and see how well they are doing. It is true that you will not know how much they have invested. However, considering the size and performance of the business you will be able to make an educated estimate.

Research in 2018 has proven that business which advertises services rather than products are doing better on Facebook. A possible reason is because usually services are advertised or promoted within a video whereas products are usually just promoted in a photo. With time, this factor will not be as vital as it is now because we suppose that social media will become a bigger part of our lifestyle, therefore, social media will be in heavier use.

However, it has been proven that the more an advertising platform is used, the less efficient it becomes. This is why no matter what type of business you are pursuing, always promote on more than two platforms.

Why run Facebook marketing ads?

Social media is a tremendous way to increase exposure and traffic for your business, create loyal customers, and generate leads and sales.

Spoiler alert: Facebook remains King Social Network. It is the social-media platform of choice for the majority of marketers — and for good reason.

It’s never been cheaper to build your brand and create new demand for your products and services.

If you aren’t already advertising on Facebook, you’d be crazy not to. Especially if you want to grow like crazy.

Here are nine reasons Facebook ads will help make your business super successful, starting right now.

1. People Spend a Ridiculous Amount of Time on Social Media

Facebook is too huge for a business of any size to ignore.

Your business needs a Facebook page. You know this — and so do 40 million other businesses. Facebook is where your future customers hang out.

The average person spends 28 percent of his or her time online on social networks — or 1.72 hours per day.

The average American spends about 40 minutes just on Facebook — sharing and Liking content. Every minute, Facebook users Like more than 4.1 million posts, posting comments, status updates, and photos.

Facebook has a large, engaged user base that spends a ridiculous amount of time there every single day of every month.

Yet Facebook only has 2 million active advertisers? What?

Talk about an opportunity!

2. Over 1 Billion Users Served

So, Facebook is kind of a big deal, in case you haven’t heard.

According to the latest figures released by Facebook, 1.55 billion people log onto Facebook every month and 1.39 billion visit via mobile.

In August, Mark Zuckerberg announced that his social network had passed a huge milestone — more than 1 billion users logged into Facebook in a single day.

You know what else? Half a billion people only access Facebook via a mobile device.

Within this massive pool of people are your future customers. Many of them visit Facebook every day. You need to connect with them.

Facebook ads will help you reach the right audience. Your audience.

3. Highly Scalable Content Promotion

If you’re consistently creating great content for your website, you want people to know about it. That’s why you share updates across your social networks.

But this isn’t enough.

Facebook Ads will amplify the reach of your content.

By using ads, you’ll actually end up getting more organic reach for your content.

How is this possible?

Well, when influencers share your Facebook Ads (yes, people DO share ads), your content will become exposed to an even larger audience.

Remember, engagement snowballs as you go on social media.

4. Targeting is Amazing

Facebook is much more targeted than you might realize.

Businesses can target users with Facebook Ads by location, demographics, age, gender, interests, behavior, and connections.

But Facebook can also help you get in front of specific, and often motivated, segments of your audience with some powerful ad targeting options you’ve probably never heard of. You can:

  • Tap into recent purchase behavior.
  • Get creative with life-event targeting.
  • Use custom audiences to nurture leads and build loyalty.
  • Create audiences that look like your own targets (“lookalike audiences”).
  • Layer targeting options to get super granular with your targeting.

5. Re-marketing = Incredibly Powerful

I said earlier that you’d be crazy not to use Facebook ads. Well, you’d be even crazier to not use Facebook remarketing.

Not familiar with remarketing? Here’s how I explained it last week:

Essentially, remarketing is a type of technology that shows ads for your business to people after they have visited your website, used your mobile app, or given you their email address. People will see these ads when they visit or shop on other websites, use social media, watch videos, use other mobile apps, or search on Google.

6. Turn Visitors Into Leads and Customers

Your efforts with Facebook Ads will bring new traffic to your website. But you want more.

You want leads. Customers. Sales.

To achieve this, you’ll want to tag visitors who come to your site with a cookie. This will help build your remarketing audience.

Now you can start applying behavioral and demographic filters on your audience to target your Facebook Ads to a narrow group of people who are interested in your stuff (behavioral and interest targeting), who recently checked out your stuff (retargeting), and who can afford to buy your stuff (demographic targeting).

This = $$$.

Facebook Ads will help you more frequently capture qualified leads or make sales.

7. Call Buttons Are Game Changers

As mentioned earlier, Facebook has 1.39 billion mobile visitors every month and half a billion of its users only access the network via mobile. So capturing leads from mobile Facebook users is a huge opportunity.

Calls to businesses are way more valuable than clicks on websites. That’s why Facebook’s Call Buttons are game changers.

Think about mobile Facebook users. They see an ad, click on the Call Now button, and the lead is captured. Amazing.

Compare this to the old-school desktop search conversion funnel. A user sees an ad, clicks on it, visits a landing page, and (some) leads are captured.

8. Tools Make Managing Ads Super Easy

Many entrepreneurs and business owners I talk to still think Facebook Ads are “too complicated.”

If you’re one of them, maybe a little technology will help convince you otherwise.

Need some help with social media marketing?

Even though digital advertising offers immense opportunity, it’s not easy to launch and maintain a successful campaign. It’s time-consuming too. That’s why businesses partner with agencies that specialize in social media advertising, like Optimum DMA.

24/7 Free Consultation

Optimum DMA is meant to simplify your digital marketing efforts

Take the next step in growing your business using digital marketing. Connect with one of our expert digital strategists to learn how Optimum DMA can help you reach your business goals.

Is Social Media Marketing Right for Your Business?

is social media marketing right for your business?

Why is social media marketing important for your business?

Social media marketing is a must in this century for any business, big or small, to grow to its full potential. In the US alone today over 81% of the population are using at least one social media platform or more and in the rest of the world there are over 3 billion people who use social networks, with more and more people joining every single day. That’s almost half of the world’s population. Every day the social media industry is growing and it’s not going to end anytime soon, and so your business has to take advantage of using these platforms. You can reach existing and potential customers easily and use social media as a fast, inexpensive and highly effective way to grow your business.

6 Benefits of social media marketing for your business

  1. Increase brand awareness

With nearly half of the world’s population using social media platforms, they’re a natural place to reach new and highly targeted potential customers.

Think people only connect with brands they already know on social media? Consider that 60 percent of Instagram users say they discover new products on the platform.

  1. Communicate Authority

Customers are increasingly savvier and more discerning about which businesses they support. Before making a decision, they’ll do a quick search to browse your website and social media.

Will they find an empty storefront or a rich source of information? Setting up robust profiles that you update frequently with relevant content will build your brand’s authority and make sure you make a positive first impression through social media, showing that your business is trustworthy, knowledgeable, and approachable.

  1. Show Authenticity

Customers aren’t interested in businesses that publish dry, corporate-style social media posts.

Instead, let your brand’s personality shine through in everything you share on social media. What does your brand voice sound like? How does it represent who you are? While brands need to be polite and empathetic to their audiences, it is more important to find a voice and take a stand.

  1. Encourage Engagement

Sometimes, a seemingly simple social media post, such as one promoting a pair of shoes, can receive several likes, comments, and shares. People can even ask strangers in the feed if they have received their shoes, how long the shipping took, if they liked them, and other questions.

Social media opens the conversation for instant interaction, relationship building, and customer loyalty.

  1. Grow Affordably

Yes, social media isn’t a place to be overly salesy, but after all, it’s a marketing channel and you need not ignore the opportunity to make sales, should it present itself. Sponsored info on timelines, videos with CTAs, cross-channel retargeting and shoppable posts are the mainstay of social media.

  1. Provide Support

Social platforms have successfully broken down barriers between companies and their customers. Now, instead of calling a customer service line, many people turn to Facebook or Twitter to solve problems or find information.

Develop your reputation as a responsive, caring brand by offering support through social channels:

  • Create a system for tracking customer comments, questions, and complaints on social media.
  • Respond as quickly as possible to questions and concerns.
  • Go out of your way to be positive and helpful.
  • Listen to criticism and make customers feel heard.
  • Know when to resolve public conversations in private messages.

How can you tell if social media marketing right for your business?

  • Because social media is so versatile and can help achieve a wide range of business objectives, it’s hard to imagine a scenario where it would be an impediment to a business. However, it does require a significant investment of time and resources, so it’s wise to wait until you have enough of both before taking on the task. Beginning with a big-picture objective makes the goal-setting process less intimidating.

    Here are some examples for reference:

    • Small business: engage local followers and grow a greater community presence
    • Startup: build awareness for a new product and generate leads for it
    • Enterprise company: provide a timely customer service channel to boost customer loyalty

    With a broad objective in mind, you can then start thinking about specific, granular goals that’ll directly inspire your day-to-day social activities.

    And hey, that leads us directly to our next point.

    Setting SMART goals

    Here’s where we get into the nitty-gritty.

    Once you’ve gotten your big-picture goals figured out, it’s time to outline your SMART social media objectives.

    The SMART goal-setting framework is insanely popular and we can’t recommend it enough for social marketers.

    In case you aren’t familiar SMART is an acronym for:

    • Specific: Your goals should be clear, simple and defined.
    • Measurable: This is where analytics come in. You want a goal that has one or more metrics.
    • Achievable: Is it achievable or is it not possible within your resources?
    • Realistic: With your current resources of time and money, is it possible to achieve your goals?
    • Time-sensitive: Every goal needs a time frame, whether it’s one year or several months.

    Identifying your goal metrics

    Next, it’s time to identify the metrics you’d like to assign to your goals.

    As noted, there are KPIs and metrics tied to every goal.

    Let’s use “increase brand awareness on Facebook” as an example goal. For marketers focused on this goal, you’d want to pay close attention to the following:

    • Fan count
    • Page and Post Impressions
    • Post Reach
    • Link clicks (if you are linking to your company blog)
    • Website analytics for Facebook referrals

    In a SMART breakdown, “increase brand awareness in the next 3 months” for a cafe might look something like this:

    • Specific: Increase brand awareness on your Facebook account within a five-mile radius of the cafe.
    • Measurable: Increase fan count by 15%. Increase link clicks on posts about the new cafe by 15%. Have an average Post Reach of 1000 people per post.
    • Achievable: Yes
    • Realistic: Boost new cafe posts with advertising by $15 per post, targeting an audience within a five-mile radius. Consider also posting neighborhood specials to get the word out about the cafe.
    • Time-sensitive: 3-month time limit on achieving the goal.

Examples of social media goals in action

With a goal-setting framework established, it’s time to figure out which specific objectives make sense for your business.

Need some inspiration? We’ve got you covered.

Below are some social media objectives examples based on the top goals of today’s marketers. Bear in mind that most businesses adopt a combination of these objectives rather than a single goal.

Increasing brand awareness

KPIs: followers, impressions, traffic, share of voice, reach

Raising brand awareness is the most pressing goal among today’s brands, although it’s also the broadest.

In short, brand awareness involves making a lasting impression of your target audience.

How much are you being talked about versus your competitors? Are followers regularly engaging with your content? Brand awareness represents a long-term game as you uncover a creative trademark that scores consistent engagement.

Need some help with social media marketing?

There’s not much debate anymore about the importance of social media marketing. However, you may still have a lot of questions regarding how to go about doing it. Which channels are most appropriate? What kind of content gets the best response? And how much should you expect to invest?

If you’re still not sure if social media marketing is right for your business, or you are sure and you’re ready to get started, feel free to contact us. Our dedicated team of Internet marketers is more than happy to help you start using social media to grow your business.

24/7 Free Consultation

Optimum DMA is meant to simplify your digital marketing efforts

Take the next step in growing your business using digital marketing. Connect with one of our expert digital strategists to learn how Optimum DMA can help you reach your business goals.