Organic Content Isn’t Always Enough: Getting Started with Facebook Ads

Lindsay Gebhart

KEY TAKEAWAY: Whether you’re a business that’s just starting out on social media or a business that’s in search of new ways to grow, Facebook offers a range of advertising options to help you reach your goals—and getting started may be easier than you think. 

Facebook continues to reign in the social media world, with over one billion daily active users who typically average eight sessions on the platform per day. 

But what does this mean for your brand? Since 32% of Facebook users engage with brands regularly, it is a key platform to have an active presence on. It also means that it’s a worthwhile investment for your brand when it comes to allocating marketing budget. 

Take the Time for Planning 

As an increase in people turn to Facebook to explore, compare and connect with brands, it is more important than ever to put time and planning into your brand’s efforts on the platform. Be sure to go through the below steps when setting up your Facebook advertising to help your brand be successful.

Step One: Determine Your Goals 

It’s important to know what your business wants to accomplish from setting up a Facebook ad campaign, as your advertising goals should always align with your business’s overall growth and strategy goals. While these objectives will be customized to your business, they often focus on one or more of the below. 

  • Brand awareness
  • Website visits
  • Facebook Page likes
  • Engagement
  • Email opt-ins
  • Lead generation
  • Video views 
  • App installs
  • Event attendance 

Knowing what you want to gain from these ads will help drive the content you develop and the placements you purchase.

Step Two: Set a Budget 

While this seems like a straightforward step, some brands struggle to properly plan within a realistic (and beneficial) budget amount. Knowing how much you want to spend—and the timeframe for spending—will help guide your strategy and ensure you optimize for the best results. 

Step Three: Know Your Audience 

Take the time to know who your target audience is, as this will guide how you define the targeting parameters on your ad. You don’t want to waste your budget by sharing your message with Facebook users who aren’t interested, so keep your target audience as specific as possible.

You can target your ads by location, gender, age, demographics, interests, behavior and connections, so keep these details in mind when putting together your audience profile. What age do I want to reach? Does my brand resonate more with men or women? What is my audience interested in? Asking questions like this will help narrow down your audience, ensuring your message is shared efficiently and effectively. 

Step Four: Write Your Ad Copy

Keep your ad copy concise and easy to understand. Use a straightforward piece of copy to get the attention of your audience—don’t worry; if they’re interested in what you’re saying, they’ll click through to learn more. You just need to make the ad copy engaging enough to encourage people to click.

If your ad copy is too long, it may get cut off in certain ad placements. Before confirming your Facebook ad, you’ll be able to review the “Ad Preview.” This will offer a preview of your ad for all of the possible placements (mobile News Feed, desktop News Feed, right column, etc.). Reviewing all of the placements will confirm that none of the copy is unexpectedly cut off, causing a disjointed user experience. 

It’s also important to make certain that the website or Facebook Page you are sending people to from your ad is relevant and provides the additional details your audience wants. The last thing you want to do is offer one thing in the ad, then drive people to a completely separate piece of content. If you’re highlighting a specific event, send anyone who clicks to a page for that event. Don’t make a Facebook user click on your ad, then click through multiple pages of a website to find more. They probably will give up before completing the action you want—and that’s not a beneficial use of a paid Facebook ad. 

Step Five: Be Creative

Scroll through your Facebook News Feed, and you’ll typically see an overwhelming amount of content. So how do you make your brand’s ads stand out?

One key tactic is to design original ad creative, whether it be a graphic or photograph, instead of using stock images. The Content Marketing Institute recommends incorporating bright colors, or alternatively, creating minimalist ads with a white background. Either can help differ your ad from the other content that is regularly appearing in the News Feed. 

Remember: You have to limit the amount of text on your ad image. Ad images that contain more than 20% text are less likely to be approved by Facebook. Plus, in general, too much text on an image will make an ad look cluttered. Keep it simple and on brand. 

Want to make sure your copy and images fit perfectly in your ad placement? Take a look at the specs information below.*

Facebook Feed: Image with Link

  • File Type: jpg or png
  • Image Ratio: 1:91:1 to 1:1
  • Recommended Resolution: At least 1,080 x 1,080
  • Text: 125 characters
  • Headline: 25 characters 
  • Link Description: 30 characters

Facebook Feed: Video with Link

  • Ratio: 9:16 to 16:9
  • Video File Size: Max 4GB
  • Video Length Minimum: 1 second
  • Video Length Maximum: 240 minutes
  • Text: 125 characters
  • Headline: 25 characters 
  • Link Description: 30 characters

Facebook Feed: Carousel

  • Showcase up to 10 images or videos
  • Minimum Number of Cards: 2
  • Maximum Number of Cards: 10
  • Video Length: Up to 240 minutes
  • Image File Size: Max 30MB
  • Recommended Resolution: At least 1,080 x 1,080
  • Text: 125 characters
  • Headline: 25 characters
  • Link Description: 20 characters

Check out this helpful reference for a full guide on ad specs.

*Updated as of September 2019. 

Step Six: Analyze & Optimize 

The importance of analysis cannot be emphasized enough when it comes to advertising in general. Don’t just place your Facebook ads, then forget about them. Reviewing your ad performance and determining what worked and what didn’t can help you better develop future ads by optimizing your creative and placements.

Facebook offers a significant amount of performance, delivery and engagement data for every individual ad. From your Page’s Ad Manager, set the timeframe that you want to analyze, then hit “Export” – “Export Data Table.” You can then download the ad data into a single Excel file for easy reference.

Wondering how the paid content is affecting your Page’s growth? One easy way to gauge this is through Page Insights on your business’ Facebook Page. Social Media Examiner offers a great guide that breaks down the best ways to download and analyze your Facebook Page’s data. 

Take the Next Step

While the above information is a good starting point for advertising on Facebook, the Concentrek social team can take you one step further.

Ready to work with a team skilled in Facebook advertising? Reach out to us today. 

Kent Sackman | 419-244-9000 |

Contact Concentrek Group

Contact Concentrek Group


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