How to Create the Perfect Facebook Ad



So you have a Facebook page for your business and you’re really struggling to get anyone to see your posts. You have 500 followers, so why do only 50 people sometimes see your posts?!

You’re not alone. Facebook algorithm changes (the way the Facebook feed works and displays your posts) have gradually decimated organic reach and made Facebook effectively a Pay Platform now. The good news is, Facebook Ads can really work well to increase the number of visitors to your page, and at a reasonable cost. And with over 1.86 billion users monthly, your target audience is bound to be in there somewhere!

So what do you need to know to set up a Facebook ad? We recommend starting in Advert Manager, it may not give you as many options as Business Manager but it’s simpler.

First of all, think about your objective. What are you trying to achieve? Increased traffic to your website? App downloads? More visitors liking your page? Facebook has different advertising solution for different objectives, so you really do need to nail this down before you start.

You can choose from:



·         Brand Awareness

Increase awareness for your brand by reaching people who are more likely to be interested in it.

·         Local Awareness

Promote your business to people who are nearby.

·         Reach

Show your advert to the maximum number of people.


·         Traffic

Send more people to a destination on or off Facebook.

·         Engagement

Get more post engagements, Page likes, event responses or offer claims.

·         App Installs

Get more people to install your app.

·         Video Views

Get more people to view your video content.

·         Lead Generation

Drive more sales leads, such as email addresses, from people interested in your brand or business.


·         Conversions

Drive valuable actions on your website or app.

·         Product Catalogue Sales

Create adverts that automatically show products from your product catalogue based on your target audience.

·         Store Visits

Get more people nearby to visit your brick-and-mortar locations. Learn more


Once you have chosen your objective, you are asked to name the campaign and set up your account. Then, you are taken to a page entitled ‘Audience’, and this is where a Facebook Ad can really come into its own. Make sure you spend time going through all the different possibilities here because there is a wealth of targeting possible. If you think that you are often going to be advertising to the same audience you can save it and use it again which will save you time on the next advert.


Audience definition



Your audience selection is fairly broad.

Audience Details:

  • Location:
    • United Kingdom
  • Excluded Connections:
    • Exclude people who like Socially Contented
  • Age:
    • 18-65+
  • People who match:
    • Interests: Management, Social media or Marketing
  • Placements:
    • Facebook Feeds and Facebook Right column

Potential reach: 11,000,000 people


You can include or exclude people according to age, sex, geographical location, interests, whether they like your page or not. It’s best not to have too broad a selection but not too narrow either.

You can then set your budget and schedule. You can set when the ad will start and finish and can put a maximum spend on it. The smaller the spend, the less the reach, naturally.

Then it’s up to you to create the advert. You can either boost an existing post or create an ad specially. It makes sense to use an eyecatching graphic, and Facebook allows you to upload multiple images so that you effectively have different ads with the same message. If you are using a single image you can upload up to 6. Alternatively you can create a slideshow with up to 10 images or use a single video. Although the ‘little text’ rule is supposed to have been stopped. Facebook still limits reach if it deems your ad image to contain too much text, so this is something to bear in mind.

The recommended image sizes are:

Recommended image specs

1200 x 444 pixels

  • Image ratio: 8:3

When you are satisfied with the ad, you can preview it, add your credit card details and send it off for approval.

We guarantee after all that you are going to take a lot more notice of ‘sponsored posts# popping up on your feed! Once your ad has finished you will be able to go into Ad Manager and check the reach and impressions for it to see if it has been successful. When you first start advertising you may like to trial different kinds of ads and audiences to see which ones bring the best results for your business.

If you would like to have your Facebook ads professionally created in a strategic marketing plan, contact


Cathy Wassell
I help businesses with social media & marketing strategy and management.

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