How to Advertise on Facebook for traffic effectively in 2020

By March 3, 2020 Blog, Marketing

It is the biggest social network boasting over 3 billion users but you are going to have to advertise on Facebook if you are going to reach your audience.

Facebook ads are targeted to users based on their location, demographic, and profile information. After creating an ad, you set a budget and bid for each click or thousand impressions that your ad will receive. Facebook’s most important ad targeting options are users.

The ever-changing Facebook algorithm can make it a challenge to connect organically with fans and this opens the door for Facebook ads which can get your message in front of the people who are most likely interested in what you are offering.

MonkeyPesa illustration of Facebook Algorithm.
PS : It’s quite complex

That’s great for your budget, conversion rates, and return on investment. You only pay to reach the most valuable potential customers. That is absolute value for money.

It’s important to understand the different Facebook ad types and targeting options before you dive in if you want to get the best results.

Statistics now show that at least 3 million businesses have opted to advertise on Facebook.

Related: Facebook Ad Solutions.

Different people have different reasons for running the Facebook ads they opt but the most recurring reasons are not far from these:

  • Audience size: Facebook now boasts over 1.13 billion daily active users on – 1.03 billion of which access the social network via mobile devices.
  • Attention: People spend a lot of time on social networks. The average user spends about 50 minutes just on Facebook, Instagram, and Messenger every day.
  • Organic reach decline: Organic reach on Facebook has been in decline for a few years now and has almost hit zero. If you want to break through now, Facebook is all but a pay-to-play network.
  • Targeting: The targeting options within Facebook Ads is incredible. Businesses can target users by location, demographics, age, gender, interests, behavior, and much more.

Here is Why You Need Social Media Advertising

Types of Facebook ads

You need to know the different ways you can Advertise on Facebook because there is more than one way to do Facebook ads and here, we look at some:

Video Ads:

Everything is easier to understand or even pay attention to when done in the video. Videos Ads on Facebook can turn in not only the new feed but also feature in stories.

Video Poll Ads:

This kind of Ad is only available for Mobile and according to Facebook’s early data, these are proving to be more effective than the original videos.

Image Ads:

They are probably the simplest and commonest form of Facebook Advertising. Graphics make everything better and this can only mean that the image chosen to run as the add should be enticing.

Carousel Ads:

These can use up to 10 images or videos to highlight and showcase products available.

Messenger ads

Facebook Messenger ads give you access to the 1.3 billion people who use Messenger every month. When creating your ad, simply choose Messenger as the desired placement. You also need to select the Facebook feed.

How to advertise on Facebook

This needs to start from the beginning. You should be having a Facebook business page. If you do not, get one.

Pick your objective

There are 11 marketing objectives on offer by Facebook advertising from which you can pick with respect to what you hope to achieve from the campaign.

  • Brand awareness: Introduce your brand to a new audience.
  • Reach: Expose your ad to as many people in your audience as possible.
  • Traffic: Drive traffic to a specific web page, app, or Facebook Messenger conversation.
  • Engagement: Reach a wide audience to increase the number of post engagements or Page Likes, increase attendance at your event, or encourage people to claim a special offer.
  • App installs: Get people to install your app.
  • Video views: Get more people to watch your videos.
  • Lead generation: Get new prospects into your sales funnel.
  • Messages: Encourage people to contact your business using Facebook Messenger.
  • Conversions: Get people to take a specific action on your website (like subscribe to your list or buy your product), with your app, or in Facebook Messenger.
  • Catalog sales: Connect your Facebook ads to your product catalog to show people ads for the products they are most likely to want to buy.
  • Store traffic: Drive nearby customers to brick-and-mortar stores.


Name your campaign

Scroll down to name your Facebook ad campaign and choose whether to set up an A/B split test. You will also choose whether to turn on budget optimization.

Set up your ad account

If you’ve already set up an account, you will see a button that says enter your ad; click that to move on to the next step. But if you’re new to Facebook advertising, you will see a button that says Set up Ad Account. Click that and you will be prompted to enter some key details to create your ad account. Enter your country, preferred currency, and time zone, and then click continue.

Target your audience

At the top of your screen, you will name your Facebook ad campaign and choose which Page to promote. Scroll down to start building the target audience for your ad, the first option is to add Facebook custom audiences of people who have already interacted with your business page. Start by selecting your target location, age, gender, and language. While targeting your audience remember “return on investment” is necessary.

There are two fields to make your audience as specific as you choose: Detailed targeting; Use this field to specifically include or exclude people based on demographics, interests, and behaviors. Connections; You can target or exclude people who have an existing connection to your Facebook Page, your app, or an event you managed.

Related: Tips To Grow Your Facebook Following

Choose your Facebook ad placements

Choose where your ads will appear. If you’re new and you want to advertise on Facebook, you may have to use Automatic Placements. Once this is done, Facebook will automatically place your ads across Facebook, Instagram, Messenger, and the Audience Network when they are likely to get the best results. Once you have more experience, you may wish to place your Facebook ads in specific locations like; Device type, Platform, Placements, Specific mobile devices and operating systems

Set your budget and schedule

Decide how much money you want to spend on your Facebook ad campaign. You can choose a daily or lifetime budget, then set the start and end dates if you want to schedule your ad in the future, or choose to make it live right away.

Create your ad

Choose your ad format, then enter the text and media components for your ad. The formats available will vary based on the campaign objective you selected.

Smart tips for running Facebook ads.

Experiment with audience targeting

Start with a narrow audience and then broaden it slowly by adding one interest category at a time. You could start by adding juice delivery then later food, this way; you will have a good idea of how expanding your target audience affects your results. You can as well use Facebook audience insights.

Use the Facebook Pixel

Facebook pixel is a small piece of code that can have a big impact on your Facebook ad campaign. Once you place the code on your website, it allows you to track conversions, re-market to people who have viewed a product on your site, and create lookalike audiences.

Use top-notch photos and videos

These are free stock photo websites that can help you source high-quality images to use in your ads. Texts are important but visuals are what will first grab viewers’ attention and create the best impression.

Test everything

Testing your trials is important because it helps you identify what is working for you and what is not working. When new ads are used then try to test them against the previous ones to see which ones are actually performing better and making improvements. Facebook practices change daily therefore to find out what works for your audiences keep updating or you can choose to use A/B testing.

Related: What is the best time to post on Facebook?

Track and optimize performance

Monitor your performance closely on how your campaigns are performing in the Facebook Ads Manager dashboard. If a campaign isn’t performing well, channel your money into an ad that is performing well.

This 2020, in October, MonkeyPesa will be launching a one-stop business management tool and solution set to address accounting, marketing tools and practices, social media handling and performance and a Social Media management tool. Under this tool, you will be able to optimize content going to which particular media platform and at what time. For more updates on the product, SUBSCRIBE HERE.

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