Guides and Templates

Facebook Advertising Guide

A practical guide to the opportunities that exist for advertising on Facebook

How will this guide help me and my business?

You will know that Facebook is one of the most popular social networks with over two billion users and it offers tremendous reach to influence both consumers and businesses.

Yet Facebook like other social networks has updated its algorithms, so that organic reach levels are at an all time low. Brands need to pay if they want better visibility of their social updates in the newsfeeds, even to their own fans.

Brands can still set up Facebook Pages and enjoy some organic exposure free of charge, but as a platform, Facebook is now very much “pay to play”. This also means that advertisers can reap the benefits that the Facebook Advertising platform can offer. For example, retargeting your messages to previous site visitors is only available via advertising.

So does this mean you need to invest a lot of money in Facebook?

No, it doesn’t mean that you need to make a huge investment in Facebook advertising – it can be more cost-effective than many other promotional opportunities and offers great opportunities for targeting. With over 2 billion monthly active users, Facebook is not a platform which marketers can afford to either ignore or to get wrong.

Our Facebook Advertising Guide shows you:

The aim of this guide is to provide an overview of the opportunities that exist for Facebook advertisers. It is not intended as a step-by-step guide to creating ads and campaigns, more to look at best practice. Facebook’s own online learning platform, Blueprint, provides continually updated step-by-step guidance should you need it.

Who is this guide for?

This guide is aimed at marketing professionals involved in setting media strategy including those working in:

  • Customer acquisition
  • Digital marketing
  • Social media
  • Advertising
  • Public Relations
  • E-commerce

The guide is also helpful for small and medium businesses who may want to consider the options for investing in Facebook Advertising.

How is this guide structured?

This guide follows a comprehensive 10-step structure:

  • Step 1: An introduction to adverting on Facebook
  • Step 2: What goals can we achieve using Facebook advertising?
  • Step 3: Targeting using Facebook
  • Step 4: Placement: Where and when will my ads appear?
  • Step 5: Ad types and what they offer
  • Step 6: Bid types: What are the options on bidding?
  • Step 7: Tools – How are ads created? Understanding the Ad Manager, Power Editor, and Business Manager
  • Step 8: Creative Best Practice
  • Step 9: Tracking and Reporting: How do I know if my ads have been effective
  • Step 10: Resources

Resource Details

About the authors

Rhian Harris

Rhian Harris is an online marketing all-rounder and guest blogger for Smart Insights. With over 13 years of experience of all digital media and ecommerce from utilities, travel, charity and retail sectors, Rhian now works with businesses as a copywriter, providing optimised content and strategy. IDM qualifed, Rhian is a blogger and regularly contributes to Huffington Post as well as her own lifestyle blog. You can keep up to date with her through her business, Sparkly Content.

Individual
Business

Access this resource now

Individual and Business members get full access to this and 14 other guides in the Social media marketing Toolkit.

Learn more about membership Already an Individual or Business member?
Login here
Look Inside

The Facebook Advertising Guide is included in the

Social media marketing Toolkit

Individual or Business members can access this and 14 other guides and templates in this toolkit

Learn more about individual or business membership options Already an Individual or Business Member? Login here

...or take a look at the other Guides and Templates in this Toolkit

Trusted by marketers all over the world

Since 2009 our toolkits have helped thousands of marketers in over 100 countries to hit - and exceed - their targets.
Will you be next?

...plus over 150,000 consultants, agencies, entrepreneurs and SMB's in over 100 countries.

Get better results

"A goldmine of digital information on digital marketing that can help you get better results"

Make your job easier

"I'd recommend signing up to Smart Insights for a suite of useful tools
from planning templates to strategy docs and a variety of other guides to make your job easier."

Tenfold improvement

It's my digital marketing go-to Bible Tenfold improvements in digital marketing results."

Learn more about Individual or Business membership options
CLOSE