How to Properly Use Facebook's Advertising Features

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Sonia Tracy is the content editor for PsPrint and editor of PsPrint Printing and Design Blog. PsPrint is an online printing company, which you can follow on Twitter and Facebook.

If you are a human between the ages of 9 and 90, you probably have a Facebook account. In fact, there are unborn babies that have Facebook accounts, so the age standard isn’t set in stone. You therefore must have seen the ads that run on the side of your Facebook profile and feed.

These ads are targeted toward keywords and interests you have listed on your account. So, if you write a status message that mentions a band, you might get an ad about that band’s official website and touring schedule. The rest are catered toward your profile information and demographic.

As a user, you might find these ads helpful in finding things you enjoy. If you run a business, they are a brilliant resource for establishing ties to other users. You can use those ads to draw them to your website or Facebook page as well as to connect you through social media and increase your chances of maintaining that contact.

But ads can be ignored, reported and blocked. To make the most out of them and increase your likelihood of using them successfully, you need to boost your ad efficiency.

Here are five important facts about Facebook advertisements that can help you better understand the process and therefore help you to create better ads for your business.

Fact No. 1 – There Are Two Kinds of Facebook Ads

When you are using the setup feature for your ad, you will be given two different options. One is to connect your ad to your official website, somewhere off of Facebook. That is the default setting, so all you have to do is provide the URL if it is what you want to do. Users will be able to “like” the ad.

The second is to use your Facebook page that you have already set up, in which case, you select “I Want to Advertise Something I Have on Facebook.” This will create an ad that has a full set of features before even clicking on the link. It will give you the option to “like” the Facebook page from there, RSVP to events or even answer poll questions.

Either one of those options will provide a benefit, of course. But the second option gives you a better chance of remaining connected to users. If they like the page they will be given regular updates on their feed and can comment on your status updates, wall, pictures or events. It is an automatic line right to your target audience.

Fact No. 2 – Facebook Now Offers Friend Connections in Ads

If a user has a friend that has “liked” your page or ad, it will show on that user’s sidebar. It gives the name and tells them that the contact is a fan, giving additional incentive for them to click it.

This is human nature: When our friends or family like something, we are more open to it ourselves. They may click the link to show their own support or just to get more information on what that friend enjoys. Either way, you have achieved a connection by providing information gained from their friend’s list.

Fact No. 3 – Click-Through Rate Will Always Decide Your Ad’s Success

Facebook does not pay attention to the number of followers your page has, as that is immaterial to its marketing process. What it watches is the number of clicks your ad gets during a period of time, which establishes your click-through rate (CTR). It is essentially a measure of your advertisement’s effectiveness.

If your ad gains a high CTR, Facebook will automatically give you benefits. Those include greater visibility and circulation and a lower per-click cost. If the CTR drops below a certain number (usually around 0.1 to 0.15), you will lose those benefits and your circulation will decrease.

Having an ad that doesn’t perform well is always a possibility. Once that happens, it is best to scrap it and move on to a new one that is more targeted to your audience. Don’t waste time trying to improve and bring up the old one – it won’t happen.

Fact No. 4 – You Can Give Dashboard Access to Multiple Users

Again and again I have seen companies make the mistake of assigning a single person to edit and maintain an ad or else making several ads and placing them all under different users. This is inefficient and wastes the social nature of Facebook, which can be utilized by multiple-user ad access.

You can allow multiple users dashboard control by using the Permissions setting on your advertisement page. This allows you to select who can be connected and make what changes. It also gives you full control of those permissions.

Fact No. 5 – Facebook Ads Will Not Generate Immediate Floods of Fans

Facebook advertising is not quite like other, less-social media campaigns. It also isn’t something that has to be constantly groomed and cultivated. You set the ad (or ads), and you wait. It takes time to build numbers, but over that time it will begin to bring people in.

Once those first clicks start to hit, they will add to your CTR, which will then increase the ad visibility. From there, you will start to get more clicks because more people are seeing it on a daily basis.

This is why you shouldn’t have a single ad running. You should make a great deal of them, even from day to day. Make them relevant, as there is nothing worse than an ad with a picture or badly spelled slogan, but keep making them. Even if you get a lot of clicks on one, it will eventually become less effective. You want a constant stream of new content.

Make sure you also check the price per click as you go along, as it can change very quickly. Once one is costing too much to run without generating a decent CTR, get rid of it and replace it with a new one. That is why you need multiple people running your dashboard.


Once you know those five facts, you can better create ads that will work for you. Facebook is a great place to market yourself and your business, so get started and enjoy the benefits!

Ann Smarty

Ann Smarty

Brand amd Community Manager at Internet Marketing Ninjas
Ann Smarty is the blogger and community manager at Internet Marketing Ninjas. Ann's expertise in blogging and tools serve as a base for her writing,... Read Full Bio
Ann Smarty
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