Facebook advertising 101 for small business

Facebook advertising can be overwhelming if you’ve never done it before, but the fact is it forms an essential part of your social media strategy and is essential to reach a wider audience.

And if you’re not undertaking it and your competitors are, they’re growing their business and getting what could be your new clients.

This is what you need to do before you create your first campaign.

Define your objectives

Without an objective, you’ve got no idea of what you want to achieve and any advertising you do won’t be effective. These need to tie in with your over marketing goals.

Facebook advertising offers several objectives and when choosing the right one for your campaign ask yourself, what do you want people to do when they see your ads?


Create audiences

Do not start any type of Facebook advertising until you have created your audiences and that especially goes for the Boost button.

There are three audience types:

  • Saved – these are based on demographics, location, interests and behaviours.
  • Custom – they offer your best targeting option and you need to have your Facebook pixel installed in your website to create some of them. They allow you to retarget website visitors and people who have engaged with your content.


  • Lookalike – likely to have a higher conversion rate as Facebook finds similar people similar to your existing followers and customers. These are created based on your custom audiences.

Pixel tracking

This is a tool you need to set up before you start any Facebook advertising. It is a snippet of code that’s placed on your website that collects data and tracks conversions. It allows you to retarget visitors to your website.


By utilising the Facebook Pixel, your Facebook advertising campaigns will be more effective and will improve your ad targeting.

Facebook advertising is still extremely affordable when you compare it to traditional advertising and it allows granular targeting like no other. It is well worth investing your advertising dollars in.

Megan Del Borrello, Founder and Chief Marketer, Gloss Marketing Communications

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