Facebook advertising with Facebook Ads

Facebook advertising with Facebook Ads

Basic Information

In this post I want to give an overview of the basics of advertising with Facebook. I don’t want to go into the operational details, but rather answer questions that are important before starting strategy development: What can I advertise on Facebook? What can the ads look like and who can I actually reach with them? What are the requirements to be able to advertise on Facebook? What is Facebook advertising?

Facebook advertising 

Facebook advertising is a form of social advertising or social media advertising in the social network Facebook. Billing is usually done via Pay per ClickFacebook advertising is suitable for both product promotion and content distribution.

What can I advertise on Facebook?

If you start a new campaign, as with all other advertising measures, you always have to think about what the goal should be.

What can Facebook Ads look like?

The advertising format and thus the design options for the advertising message are also decided on the basis of the campaign goal. It is important to note here which image formats are best, how many characters or which call-to-action button are available.


The placement of the advertisements also plays an important role in the display of advertisements. For all formats except for app installations, the display in the mobile newsfeed, in the desktop newsfeed and also in the right column of the newsfeed is possible. The mobile newsfeed has a very wide reach and users are extremely click-happy here. At the same time, this means caution for performance-oriented campaigns, since the willingness to buy on mobile devices is not as high as on desktop computers. So it can quickly lead to undesirably high costs per conversion come. With Facebook Ads, performance-oriented campaigns are only really worthwhile if there is an increased willingness to buy the product on other channels.

It is advised to avoid placing the ads on the right-hand side of the newsfeed, as this is almost beyond the user’s perception and accordingly generates little attention.

Who can I reach with Facebook Ads?

Various options are available for targeting the needs group, which are more or less useful depending on the product and campaign goal.

  1. Geographically

useful if you want to advertise offers for an offline shop and restrict yourself to a certain catchment area.

  1. Demographic characteristics

Demographics include age, gender, life events, and education, etc. If you have already collected demographic data via analytics, for example, it can make sense to limit the orientation of the ads to the age group with the highest turnover.

  1. Interests

According to user interest lists, activities, and likes, you can target them. Targeting through interests is a good option,  especially for campaigns that should have a wide reach and more of a branding goal.

  1. Behavior

Behavior targeting includes devices that user uses, travel history, and other seasonal activities. For example, targeting iPhone users can be done if an app is only available for those devices.

  1. Connections

to the fan page, events, contributions are discussed. Already engaged users can be reached or excluded here, it doesn’t make sense to address fans of the page with a Like campaign, for example.

When aligning, you should refrain from nesting the various options too deeply, as otherwise the range will be too limited. Here it is better to test the individual alignment options for yourself in order to be able to subsequently determine where the performance was particularly good or bad.

The most exciting type of targeting are custom audiences. These can be created from three sources:

  1. Customer list

Making customer list with email addresses, phone numbers, etc. is legally problematic. But customers must have openly consented to the use of the data for Facebook remarketing in advance

  • App Activity – People who have performed a specific action through an app or in games
  • Website visitors – Creation of lists of users who have visited / not visited certain pages

In this way, you can not only target specific users again with suitable offers and content, but also create lookalike audiences that include users who display a similar surfing behavior as the user-defined target group. For example, addressing users who are similar to buyers is a very promising option.

This option is particularly well suited for campaigns to generate page likes – you can get started right away without the remarketing pixel on the website and address users who are similar to the existing fans.