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Five tips for running an effective Facebook advertising campaign

Wednesday 22 May 2019 Digital MarketingSocial Marketing


Tessa Martineau's picture
By Tessa Martineau

Social media plays a significant role within our current society, so it’s unsurprising that social advertising campaigns have become engrained in many organisations’ core digital marketing strategies. Social advertising provides an additional platform for a brand’s voice to be heard, finding their existing or new customers through enhanced targeting capabilities. Facebook is one of the biggest and arguably one of the best social media platforms with over 70 million businesses using the platform on a monthly basis.

Below are 5 tips for running an effective Facebook advertising campaign:


  1. Defining your goals

One of the first things you need to establish before you set up your Facebook advertising campaign is your key business objectives. Decide on whether the goals of the campaign are to:

  • Build awareness
  • Drive consideration
  • Increase conversion

Once the core KPIs have been defined, you then need to decide which metrics you will use as indicators of success. For example, for a brand awareness campaign, your main KPIs could be impressions and reach as you want to show your ads to as many people as possible. Facebook has the capability to track a wide range of performance metrics such as post impression site visits and offline behaviour such as phone calls. It’s important to explore available metrics and define those most relevant to your campaign. Having confirmed your core KPIs you then need to optimise your campaigns and budgets to drive the maximum volume of these metrics.


  1. Adapting content by ad type

Facebook has multiple ad types across Facebook, Instagram, Audience Network and Messenger. For each one you need to consider the format and placement as the landscapes can vastly differ and you will need to adapt your strategy for each. For example, on Facebook mobile newsfeed, bear in mind that the ad will be appearing on a small screen and so you want it to stand out. If the image has lots of text or is crowded with multiple objects, it will look unclear and can be lost within the feed. For copy, it should be short and snappy as you have less space to grab the attention of users. Instagram newsfeed ads allow you to tell your brand’s story through a clean and simple canvas and so the image is everything. Investing time, money and effort into creating high quality content will benefit your campaigns in the long run.


  1. Audience and targeting opportunities

One of Facebook’s greatest strengths as an advertising channel, is that it allows you to find your core audience through enhanced building and targeting allowing you to serve the most relevant content to users. You can upload your own CRM lists into Facebook and if those customers are using the same email address for their Facebook account, you are able to build targeted lists. You can also create look-a-like audiences based off these lists which will allow you to find new prospects similar to your existing customers. You can also create segments based on people who have previously visited your site or app. This allows you to target customers who have dropped out of the conversion funnel at various levels with ads that will help drive them back to the site and push them over the conversion line.

As well as creating audiences, Facebook has an extensive range of targeting options based on demographics, interests and behaviours. Facebook allows you to use more than one of them in one campaign e.g. you want to target your existing customers but overlay demographic targeting to only target women between the ages of 25-35. Facebook holds a wealth of information on its users and it’s key that you maximise its tools to reach your core customer groups.

  1. A/B testing

In order to achieve the best results possible, you need to work out which creative, copy and audience performs best for your organisation. This is where you should take advantage of the A/B testing tool that Facebook offers. For creative, you can test lifestyle shots in comparison with illustrations or model versus product shots. Test running short snappy promotional led messaging against longer editorial copy to see what works best with your customers or prospects. You can also test the type of targeting for your campaigns, for instance you can run two different demographic-based audiences against each other to gain a better understanding of your core audience which in turn can be used to optimise your campaigns. Every brand is different and so the A/B test tool helps you get a quick understanding of what drives the strongest engagement.

  1. Continue to monitor performance

To deliver a successful and cost-effective campaign, you should be optimising the campaigns every couple of days as the performance of ads can quickly decline. Keep a close eye on your key KPIs as small changes to the campaign can help boost performance. For instance, if your daily impressions start slipping and the reach of your campaign is declining, you should examine your targeting options and customer lists to see if there’s opportunity to find more users. If you are working on a Cost Per Click (CPC) model and the CPCs start increasing, there are several factors that could be influencing the change. There are many advertisers bidding for the same ad space on a users’ newsfeed and spaces are limited. The competition is tough, and Facebook pushes ads with strong relevance scores. An ad’s relevance score is partially calculated by the engagement and clicks it drives and so if your Click Through Rate (CTR) has dropped, it is most likely that your CPCs will inflate as Facebook wants to push the most relevant and engaging ads to consumers. Facebook will charge more to lower quality ads and less to ads they want to push to more consumers. You should try refreshing your creative, copy or targeting options to bring your CTR back up and in turn your CPC should start dropping again. You should always be ready to react and adapt your strategy to the changing bidding landscape.


In conclusion, Facebook can be a key digital advertising platform for a lot of organisations and there are many things to consider when launching. However, in order to get the most successful results you must take a structured approach, starting with the basics of defining your key KPIs. Once campaign goals are set, investing time and budget into your content is important as the adverts act as an extension of your own site and you want to stand out amongst other businesses. Then when you are ready to launch the campaign, take advantage of all the advertising tools the platform offers including the various targeting and testing capabilities. Finally, once the campaign is launched, closely monitor performance as your strategy will often need to be optimised every few days in order to drive the most efficient results.


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Facebook is the one of the biggest social media platforms with over 70 million businesses using the platform on a monthly basis. Tessa gives us her best 5 tips for running an effective campaign.

Five tips for running an effective Facebook advertising campaign