A Complete Guide to Facebook Targeted Ads

Amy Marleau
Amy Marleau • Posted on Dec 29, 2018


Facebook targeted ads are huge right now, they are the second most popular way to advertise online right now (right after Google AdWords), and some people have even spent thousands on them. The only downside to this is that they can be a little tricky to navigate. That's why we're going to help you out by providing a beginner-friendly guide to crafting your own advertising strategy with Facebook below. 


Determine Your Buyers Persona

This should be step 1 of any marketing strategy, no matter what industry you are in, or what type of work you do. In order to find potential clients, you first need to determine who you want to see become your client. A great exercise for doing this is to sit down, and invent a character. Get super detailed, as if you were trying to craft a real person. Give them a name, face, personality traits, hobbies, a career, salary, family, etc. By doing this, you will know exactly who you want to target, not only with Facebook ads, but every type of marketing tactic you employ from this moment on. 

hitting ad targets

Hit Your Targets

What we mean by this, is that you should custom tailor your posts based off who you want to see them. Facebook gives a few options such as: location, gender, age, education, interests, workplace, etc. Therefore, you get to use the buyer persona which you've just crafted to select precisely the person you want to see the ad. By combining your buyer persona and Facebook's predetermined target audience selectors, you can find the perfect people for your business. 

Sales from Facebook ads

Don't Ask For The Sale

Although we've mentioned before that sometimes the best thing you can do is to ask for the sale, when you're running a Facebook ad, don't ask for it! The reason for this is because Facebook users are not scrolling through their feed looking for something to buy. Typically, people on social media have extremely short attention spans, so if they click on your ad, they won't appreciate you trying to sell something to them. Instead, try to get them to sign up for something such as your newsletter, to give you the opportunity to get their email, and start nurturing them as you would any other lead. If you can, consider getting them to sign their email in exchange for an offer. This way, they see that you are offering them something, instead of trying to use them for sales. 

Amazing graphics for Facebook ads

Use Amazing Graphics

Again, Facebook users are not on the platform to shop, they are on there to enjoy their social media experience. Therefore, you'll need to draw them away from their scrolling and get them to press on your ad. How do you do this? You'll need to have captivating and beautiful graphics. Additionally, close ups of people's faces have been shown to be the best way to attract viewers. Avoid anything blurry, zoomed out, or that has too many words, and that is not catchy enough to instantly capture people's attention when scrolling. 

Learning to use facebook ads

Delete What Doesn't Work... And Start Again

Unfortunately, there is no easy one-size-fits-all trick which will help you get perfectly working ads. You just need to keep an eye on what works and what doesn't work. We recommend putting out a few different ads, and then deleting the ones with low engagement. You can do this until you find the one that really works for you. 


The phenomenon of Facebook advertising has been shown to be highly effective... but can at times be extremely tricky. Just like most things, trial and error is your best bet. So, by combining these tips with your observational and analytical skills, you can in time learn to make money and clients off your ads. 


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Disclaimer: The content of this article is for informational purposes only. If you are planning to implement a new marketing practice and are unsure what the regulations are, always contact your compliance department first.

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