Mark Zuckerberg became a household name through his Facebook success. Now the social media platform is helping digital marketers become successful as well. Nearly every demographic regularly uses Facebook and with nearly 200 million monthly active users on Facebook, it’s a great opportunity to get your business in front of new people through paid advertising. Facebook’s platform is sophisticated, you need to get in front of the right users in order to be successful. Try a combination or all of these tips to reach your target audience and take your Facebook campaigns to a new level.

1. Objectives and Goals

Before you start any marketing campaign, you need to have business objectives and goals lined up. Otherwise what’s the point, right? Facebook ad campaigns should be treated the same as other paid media strategies. Facebook helps you by providing a list that helps you be ready with a specific objective:


Once you have your objective, set numerical goals too! Goals may be similar to reaching a certain sales number, lower your CPA, increase website traffic or video views, etc. Goals provide a quantitative metric and will help you determine what’s working and what you need to improve. Don’t forget to have a way to track and measure which may even involve adding a Facebook Pixel to your website if your objective is website related.

Pro Tip: Try simultaneously running multiple campaigns with different Facebook objectives to gain more exposure. For example, create campaign to “Send people to your website” and one to “Promote your Page.” This way you are not only creating traction to your site, but generating brand awareness and loyalty on your Facebook page at the same time.   

2. Save Money with Audience Insights

Facebook wants its users to receive ads that are relevant to their personal interest. To encourage brands to provide meaningful advertising, the social media platform rewards you by lowering your costs by having more engagement in your ads.  If you want to get more bang for your buck, you need to know your audience and the right users to reach for your brand. Browse a powerful tool called Audience Insights; in here, you are able to understand who’s already a fan of your page and create mock and new audiences to save and market to. Take a look at your audience with the People Connected to drop down on the left hand-side:


After looking at your current audience, save it as a separate segmentation if you want to market to them. Then begin creating mock audiences and new groups of people you want to reach. Save each segmentation separately, so you see the results of the different audiences – who has a lower CPA, who engages more, what audience needs tweaks for improvement? With these segmentations saved in the audience tools, it’s easy to re-open them in Audience Insights and make quick changes even while campaigns are running.

Pro Tip: Don’t go broad, broader is not better; it’s wasteful spending on Facebook, and “everyone” is not in your target market. Add as many segmentations to your audiences pertaining to your niche market to narrow it down. The closer you get to your ideal candidates, the more successful you will be and Facebook will reward you with lower costs.  

3. Avoid Overlapping, Nobody likes Spam

When running ads across more than one audience, overlapping segmentations are a spammy tactic and negative results will occur. Avoid this by adding age and gender demographics and/or geographical locations. If you plan on marketing to both current fans and new audiences, there is an option to exclude people who are fans of your page. Use that on your new audience segmentations:


Pro Tip: One of the best ways to prevent overlapping is by breaking your audiences into age groups. This also opens up an opportunity for marketing to various age groups differently, you are able try an assortment of images and content with each group.).

4. Custom and Lookalike Audiences

There are a few other smart ways to get in front of the ideal users, Custom and Lookalike Audiences. The Custom tool allows you to upload a customer list, website visitors and app users. This is a great way to market directly to the people you know are interested in your brand and are already customers of yours.


The Lookalike tool creates a list mirroring your current fan-base. Facebook looks at your existing fans and pulls other users similar to them and most likely to be your target audience. There is a 0-10% scale for you to decide how closely you want the lookalike audience to match your valuable fans. Lookalikes are an excellent way for Facebook to really narrow down the right audience since they have the data of the users. With all the audience options, test a combination and see what works best for your brand and generates the most for your objectives.

Pro Tip:  Custom and Lookalikes save time and energy. If you don’t have as much time to really understand your audience through Audience Insights or to create and manage audiences in there, let your customer data or Facebook’s data do the work for you with Custom and Lookalikes. These two options are taking the burden off your shoulders to create all those layers and manage what’s working and what’s not. I’ve seen very successful results from both options and prefer them to creating my own audiences.

5. Be Delightful with Design

Design is always critical with display advertising, but with Facebook, you are placing your ad in the center of discovery for a lot of people today. Facebook doesn’t want ads to be interruptive so display ads for their platform need to be carefully planned out – find that happy medium helping your brand standout but flow among the newsfeed. Listen to this interview with Christina Baldassarre, she has great perspective on how the image affects your results. Few other things to consider with design are the 80/20 text rule (use their grid tool to check your ad before running your campaign), be thumb friendly for mobile, tell your story, and be delightful.

Pro Tip: The best designs for advertising on Facebook are clean, close-up product/people shots, with little to no text. Have your image tell a story without spelling it out for the users. People sharing photos of their everyday life don’t have text on their images so save your text for the headline and description of your ad in order to flow with the everyday photos of users. If your logo is not a part of product image, add it very small in one of the bottom corners since you still want brand awareness and recognition.

We love Facebook advertising and the continuous improvement of their platform. They are aiming for a win-win scenario. Facebook wants businesses to succeed, and they also want users to receive ads that provide them value and meet their individual needs. Try these tips and play by Facebooks rules, you not only will have successful results, but they reward you for it; they are one of the few platforms out there with this algorithm so take advantage of it.

If you’re looking for social media advertising tips beyond Facebook, checkout this webinar – How to Enhance Your Paid Social Media Campaigns.