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With more than 2.74 billion monthly active users, Facebook is the world’s most popular social media platform. From a marketing perspective, there are many ways to attract a new audience and expand your company’s reach.

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How do you take advantage of these opportunities? Development of the Facebook marketing strategy.

All of this may seem a little complicated to the uninitiated, but don’t worry. If Facebook marketing is new to you, I’ll explain how to use the available tools to your advantage.

What is Facebook marketing?

Facebook marketing is a collective term for the different ways you can promote your business on Facebook. It includes:

  • Advertising on Facebook
  • Company Pages
  • Facebook Marketplace
  • Facebook Groups

There’s a marketing strategy for every budget, whether you’re looking for a free social media marketing solution or want to shell out a regular amount for paid Facebook ads.

Why use Facebook marketing?

First, there are already more than 90 million businesses registered on Facebook. About 1.88 billion users log into Facebook at least once a day, and at least 17% of users log into Facebook to connect with brands and products.

In other words: Companies are actively looking for customers on this social media platform. So it makes sense to create your own presence there.

In addition, 45% of the world’s internet users use platforms such as Facebook to find out about products they want to buy. You can help them discover your brand by promoting it effectively on Facebook.

Types of Facebook ads

Facebook allows you to choose from four basic types of ads.

Image advertising

Ads with static images are ideal for attracting visitors to your website.

They must be in JPG or PNG format and the header must not exceed 40 characters. Since you only have 125 characters for the main message, they are best suited for clear and concise calls to action (CTAs).

Video advertising

With video advertising, you can draw attention to a product, broadcast customer reviews, or increase the popularity of your brand. Overall, videos have an engagement rate of 6.09% on Facebook, which is impressive, but you lose viewers if it’s a poor quality video with an unclear message.

Carousel ads allow people to scroll through multiple images to view the same product from different angles.

While ideal for e-commerce, carousel ads are not ideal for showing different products or offers, for example. B. Real estate in real estate marketing.

Message recording

Image collections are great for displaying products in your online store, but like image ads, you’re limited to a short title and a main message of 125 characters, so you can’t convey much information.

The choice of ad type depends largely on the objective of your campaign. For example, an image is ideal for a visually appealing CTA, while a video is useful for engaging the audience.

There are also no fixed costs for Facebook ads. As you bid for ad space on the platform, the cost of an ad depends on how much you are willing to pay to get the space you want.

Steps to get started marketing on Facebook

To use Facebook ads, it’s best to create a Facebook page for your business if you don’t already have one. Install it here.

Access to the Announcement Manager

First, you need to access the Ads Manager.

Ads Manager is a hub for creating, managing and controlling Facebook advertising campaigns. You can register here.

Selecting announcement destination

Next, determine what you want from your campaign by setting the objective of the ad. There are three categories to choose from:

1. Outreach objectives

2. Objectives of the review

  • Traffic
  • Commitment
  • Application installations
  • Video footage
  • Lead generation
  • Messages

3. Conversion objectives

  • Conversions
  • Sale of catalogues
  • Shop traffic

Click on the green Create button and select your destination:

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Name your campaign

The title allows you to track the campaign in Ads Manager.

Once you’ve chosen a title, confirm whether you want to run an A/B test on different versions of the same ad. This is optional and you can change your mind later.

Go to the next screen.

Budgeting and planning

First, choose the page you want to promote. It could be your company’s website.

Next, set a monthly or daily budget for your Facebook ad campaign and decide when you want to launch it. You can also set an end date.

If you want, you can schedule ads based on time zones to make sure your audience is most likely to see them. If you z. B. If you are targeting an audience in the US, you can run ads in the US during the day, etc:

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Select your target group

Build your audience based on gender, age, location and language. By fully understanding the reach of your ad, you can customize your audience based on user behavior and interests to increase the likelihood that you’re reaching the right people.

If you are satisfied with your advertising reach, move on.

Selecting an advertisement

Decide where you want your ad to appear. Beginners should opt for auto-posting, so Facebook can determine where you’re most likely to get attention.

If you know better, you can change the z placement. For example, customize based on device type, social media platform (Facebook or Instagram) and operating system:

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Identify the brand of your safety controller

For example, you can specify the content for which you do not want your ad to appear. B. violent, sensitive or offensive content.

On this screen you can also adjust your trading strategy a bit. However, for beginners, it is best to stick with the default options first and make changes later if necessary.

Creating a Facebook Ad

Finally, select an ad format, print the ad text, and enter images or videos. When you are satisfied with the ad, click Publish to run it.

Congratulations, you’ve created your first Facebook ad!

Tips for creating great Facebook ads

To get the most out of your Facebook ads, here are a few tips you should follow.

  • First impressions count, so use high quality and high resolution images for each ad.
  • Clearly highlight your value proposition and avoid rich, cluttered images.
  • To grab the user’s attention, the CTA must be highly visible and compelling.
  • Bring your products to life by showing how people use them in video ads.
  • Add user-generated content at appropriate times to create a sense of community.
  • Set videos and images straight so they display properly on mobile devices.
  • Determine which version of the ad performs best by running A/B tests.

Examples of great marketing campaigns on Facebook

Want to know how businesses like yours use Facebook ads? Here are two companies that put some of the tips I just outlined into practice.

Training company

To promote its free one-month trial, The Teaching Company, a provider of courses for students, placed several image ads to appeal to different demographics:

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The value proposition is clear, the CTA is distinctive and the company makes it easy for customers to sign up for a trial. The campaign brought in 15,540 new subscribers, ten times the average monthly subscriber count.

What’s next? Keep your ad fresh by changing the image regularly, and always include a clear CTA.


To create a buzz around its HERO9 camera, GoPro held a contest called Million Dollar Challenge. In exchange for sending in raw footage from the GoPro HERO9 camera, participants could enter the contest to win a share of the $1 million prize pool.

Twenty-nine thousand people entered the contest, the video was viewed by more than 668,000 Facebook users, and the 56 winners won nearly $18,000 each.

A lesson? Use video ads to bring your audience closer to your brand and reach new and diverse demographics.

Other ways to use Facebook marketing to build your brand

As I explained earlier, Facebook ads are certainly not the only way to build your brand through the platform. If you want to make the most of your Facebook presence, here are some other strategies you can try.

Create a group on Facebook

Give your customers a place to connect by creating a Facebook group for your business.

You can use groups to :

  • to create a buzz around the products.
  • Promote the brand’s events
  • to start a conversation about your business
  • Interact with your subscribers

You can create a Facebook group for free.

Join Facebook Marketplace

If you sell products online, you should check out Facebook Marketplace. With Marketplace, you can quickly reach potential customers who are already ready to buy, and target local buyers even more effectively with targeted ads.

The switch to the trading platform is also free.

Use your company page

Your Facebook page is essentially a free marketing tool.

At the most basic level, you can use it to share content and engage your audience. However, depending on the nature of your business, you can also use it for other purposes:

  • Organising meetings
  • respond to queries
  • Shares
  • to encourage people to download the application.

In addition, you can link to your ads on the marketplace to convert website visitors into loyal, paying customers.

How to track the success of your Facebook marketing campaign

If you’re running a Facebook marketing campaign, you’ll want statistics like. B. :
– Advertising impressions
– Advertising frequency
– Click-through rate (CTR)
– Conversion rate
– Cost per conversion

Facebook offers three main tools to track these statistics: Ads Manager, Events Manager and Facebook Business Suite.

  1. Display Manager

The reporting feature of Ads Manager allows you to see at a glance the performance of your ads. When you run a report, you can see all the relevant statistics – from video ad views to website conversions attributed to Facebook ads.

To create a report, open Ads Manager, go to Analytics and Reports, click on Ad Reports and select the data you want to report on:

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  1. Event Manager

The Event Manager tool allows you to set up a pixel to analyze the actions users perform on your website.
For example, every time someone adds an item to their shopping cart or makes a sale, the pixel registers this as an action or event. You can view this data in a report and target these users with personalized ads in the future.
Here you have access to the event manager.

  1. Facebook Business Suite

With Facebook Business Suite, you can quickly view the most important data in your Facebook account, including:

– Engagement with messages and content
– Effectiveness of paid advertising

If you have an Instagram account, you can also access important data through the Facebook Business Suite, which unifies social media metrics tracking.

You can also use alternative tools like Google Analytics to measure ad performance and conversions, if you prefer.

More Facebook marketing resources

Need help with marketing on Facebook? Here are some other resources to read.

  • Facebook Business Help Center: The Help Center contains a number of guides and troubleshooting articles to help you navigate the platform.
  • Facebook Blueprint: Facebook Blueprint offers online courses and tutorials to help you create effective campaigns.
  • Shopify Blog: Do you have an e-commerce store? This article from Shopify will help you set up your e-commerce ads in the most effective way possible.

If you need further help, check out my personal counseling services.

Frequently asked questions about Facebook marketing

What is Facebook marketing?

Facebook marketing offers businesses many ways to reach customers and promote their products through Facebook. From ads to Facebook groups, you can choose which tools to use based on your digital marketing goals.

How do I get started with Facebook marketing?

Open your Facebook business page, then go to the ads manager. Choose your objective, name your campaign, set your calendar, choose where you want to place your ads, and you’re done.

Is Facebook marketing free?

You can create a Facebook page or group for your business for free. However, you will have to pay to use the Facebook ads. The costs are generally calculated per click or per impression, depending on the type of advertisement chosen.

How to create a good Facebook ad?

Less is often more. Images and videos should be clear and concise, highlighting the CTA and value proposition. Choose the type of ad that suits your needs by defining your objectives in advance.

Facebook Marketing Conclusion

If your audience is on Facebook, you really should try Facebook marketing for your business. Try out different types of Facebook ads and regularly measure your progress to make sure you’re getting the most out of your campaigns.

Are you on a tight budget? You can still use Facebook pages and groups to generate traffic, get leads, and ultimately increase sales in the long run.

Are you ready to give Facebook marketing a try?

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