Understanding how to leverage Facebook Ads is becoming a staple part of almost every social media strategy. And if you want to get your posts seen on Facebook, it’s becoming more and more likely that you’ll have to pay for reach with Facebook Ads.

Paid advertising on Facebook seems to be one of the most immediate ways to impact the reach of your content. Though it’s not without its questions. How well does it work? What kind of engagement do you get?

And what can you expect for your hard-earned money?

In this post, we’ll share with you everything you need to know about Facebook Ads to get your campaigns up and running as well as all we’ve learned from our own experiences.

Let’s jump right in…


Looking to learn more about Facebook Ads? Check out our complete guide to Facebook Ads here and learn all you need to get started

How to Set Up a Facebook Ads Campaign

Step 1: Set some goals for your Facebook Ads

Before you jump in and create any adverts, it’s important to first think about why you’re advertising and what you’re aiming to achieve. By setting yourself a few goals ahead of going live with ads, you also have something to measure your success against.

For example, if you’re looking to increase downloads of your mobile app through Facebook Ads, you could set a goal of 100 downloads in the first month. This will also help you when it comes to choosing the correct objective for your Facebook Ads campaign in Step 3 below. Some more example goals could be:

  • Increase traffic to my website from Facebook
  • Increase attendance at my event
  • Generate new leads
  • Increase the reach of our content on Facebook
  • Boost engagement for our Facebook Page

Step 2. Head over to Facebook Ads Manager

All of Facebook’s ad campaigns run through the Facebook Ads Manager tool, which you can access via a direct link at facebook.com/ads, or by clicking “Manage Ads” in the drop-down menu on your Facebook account, or by clicking any of the CTAs on your Facebook page.

Facebook page ads promotions

Once you’re into the Ads manager, you can navigate with the menu on the left-hand side of the page. To get started with your first ad, click the green button in the top-right corner of the page.

Step 3. Choose your objective

When you click to create a Facebook Ad, you’ll go to a page where you choose the objective for your campaign. There are 15 options here for what you might want to achieve:


With Facebook, you have many different ways of approaching an ad campaign. These ways can typically fall within three categories of benefits:


Objectives that generate interest in your product or service:

  • Boost your posts
  • Promote your page
  • Reach people near your business
  • Increase Brand Awareness
  • Increase your reach

Top tip: For small budgets, you’re likely to get the most bang for your buck with the awareness ad types. Moz found that $1 per day can grow your audience by 4,000 people (this didn’t quite match our experience, though it’s well worth trying).


Objectives that get people to start thinking about your business and look for more information about it:

  • Send people to a destination on or off Facebook
  • Get installs of your app
  • Raise attendance at your event
  • Get video views
  • Collect leads for your business


Objectives that encourage people interested in your business to purchase or use your product or service:

  • Increase conversions on your website
  • Increase engagement in your app
  • Get people to claim your offer
  • Promote a product or catalogue
  • Get people to visit your shops

Once you’ve selected your marketing objective, you’ll then be asked to name your campaign:


For a breakdown of how to set up each of the 15 Facebook ad types, check out our complete guide to Facebook Ads here and learn all you need to get started.

Facebook Ads create ad button

Step 4: Define your audience and budget

Customizing your target audience

This step is extremely crucial for the success of your Facebook Ads campaigns. The audience for your ad can be customized based on all the following demographics:

  • Location, starting with a country, state, city, zip code, or address, and refining even further with a mile radius
  • Age
  • Gender
  • Languages
  • Interests – Facebook looks at a person’s interests, activity, the Pages they like, and closely related topics
  • Behaviors – Things like purchase behavior and intent, as well as device usage
  • Connections – Choose to show the ad to all people, just those connected to Buffer, or those not connected to Buffer

In addition, with the Connections setting, you can choose advanced targeting, which lets you include or exclude people who are connected to certain pages, apps, or events. You can also further customize your targeting using custom audiences to retarget people who have already interacted with your business.

Example: Choosing an audience for a Buffer ad

Facebook recommends narrowing your reach in a targeted way in order to maximize the impact of your ad. We went quite narrow with this experiment, choosing the following audience demographics:

  • Location: United States
  • Interests: Social media
  • Excluded: People who already like Buffer
  • Age: 18-65+
  • Language: English (US)

This gave us an estimated reach of up to 3,200 people out of 14 million. The 3,200 people are how many we could expect to be online any given day and potentially see our ad.

Screen Shot 2015-05-13 at 11.06.38 AM

Setting your budget

Once you’ve selected your target audience, you next need to choose how much you’d like to spend on your ad. When you set a budget, it’s important to remember that this figure represents the maximum amount of money you want to spend. You can also set your budget to Daily or Lifetime:

  • Daily: A daily budget is the average that you’ll spend every day.
  • Lifetime: A lifetime budget is the maximum that you’ll spend during the lifetime of your advert set.



Step 5: Create your advert

This is where it gets really fun! It’s now time to choose the images (or video), headline, body text, and where your ad will be displayed on Facebook. For the text, you get 90 characters to share a quick message that will appear above your image(s) or video.

There are two ways to create adverts: Using an existing post or creating a new advert. Here’s a quick look at both options.

Using an existing post

For certain types of adverts, such as boosting posts, you can create your ad using an existing post that’s already been shared on your Facebook Page. To do this, select the ‘Use Existing Post’ option from the Facebook Ads Manager dashboard. From here, you can choose which Page you’d like to select a post from and pick an individual post from that Page to use as your advert:


Creating a new advert

If you’d like to create your advert from a blank canvas, the first task is to select the format you’d like to use for your advert. Facebook Adverts look slightly different depending on the results you want. Facebook currently offers 5 various formats for adverts:

  • Carousel: Create an advert with 2 or more scrollable images or videos
  • Single image: Create up to 6 variations of your advert using 1 image
  • Single video: Create an advert with one video
  • Slideshow: Create a looping video advert with up to 10 images
  • Canvas: Tell a more immersive story by combining images and videos


Note: The formats available to you will vary based on the objective you set for your advert during Step 3 a little earlier in this post.

Once the format is selected, you need to add the content to your advert (the images or video and the copy). This part is incredibly important to making your advert stand out in within Facebook’s or Instagram’s feeds. If your ad is going to be a success, you want your image and copy to be enticing enough to make people want to click.



The recommended image or video specs are normally placed next to the area on the screen where you upload your content, but as a rule of thumb:

Image specs: 

  • Recommended image size: 1200 x 628 pixels
  • Image ratio: 1.91:1
  • To maximize advert delivery, use an image that contains little or no overlaid text.

Video specs: 

  • Format: .MOV or .MP4 files
  • Resolution: at least 720p
  • File size: 2.3 GB max.
  • Recommended aspect ratio: widescreen (16:9)
  • Facebook: 60 minutes max.
  • Instagram: 60 seconds max.

Step 6: Choose your ad placements

Advert placement defines where your advert is shown and with Facebook Ads, you’re able to choose which locations your advert will appear in. Adverts may appear in Facebook’s mobile News Feed, desktop News Feed and right column. You may also create ads to appear on Instagram.


Facebook recommend using the default placements for the objective you chose, which enables Facebook to optimize placements for you in order to get the best possible results at the cheapest overall average cost.

However, if you want to select your own placements, Facebook recommend the following choices, broken out by campaign objective:

  • Increase brand awareness campaigns (including Reach & Frequency buying): Facebook and Instagram
  • Boost your posts (including Reach & Frequency buying): Facebook and Instagram
  • Get video views (including Reach & Frequency buying): Facebook and Instagram
  • Get installs of your app: Facebook and Instagram
  • Increase engagement in your app: Facebook
  • Promote a product catalog: Facebook
  • Increase conversions on your website: Facebook
  • Send people to your website: Facebook

For more on ad placements, check out this guide from Facebook.

Step 7: Place your order

Now, your advert is ready to go. To submit your ad click the ‘Place Order’ button at the bottom right-hand corner of the page. Once your ad is submitted, it’ll be reviewed by Facebook before it’s put live (you’ll receive a confirmation email from Facebook once the ad is live).

Looking for some advanced Facebook Advertising strategies? We teamed up with the folks at HubSpot to bring you a huge guide on Facebook Lead Ads!

What $5 Per Day Will Buy You on Facebook

To give a little context into what’s achievable with Facebook Ads, we ran an experiment to see what a budget of $5 per day would get us. I’d love to jump right to our findings here, then get into the specifics below. We tried three different types of Facebook Ads, each designed with a different objective in mind.

Here are our results: 

When we view this in terms of how much $5 per day will buy you, these are the numbers:

  • Page Likes – 9 likes per day
  • Clicks to the Buffer homepage – 1 per day
  • Boosted post – 787 new people reached

Facebook Ads benchmarks and examples

How does this jive with your experience on Facebook Ads? 

I’ll be happy to share the specifics of what we tried and how we tried it (and how you can test this for yourself, too.)

One final thought before moving ahead, it might be useful to see how our experience compares to Facebook Ads benchmarks overall. WordStream analyzed the Facebook Ads performance of its 256 US-based clients and came up with many helpful performance benchmarks, such as the following.

Facebook ads benchmarks

(Click to see a bigger version of the charts)

Since we find ourselves in the technology space at Buffer, we can compare to the industry benchmarks in this chart.

Average clickthrough rate: 1.04%

Ours: 0.95%

Average cost per click: $1.27

Ours: $4.01

A lot of our experience here didn’t quite match up to the benchmarks, likely for a number of factors like this being my first dive into Facebook Ads (lots to learn!) and my not spending the time to truly optimize the campaigns.

Like all the experiments we run and share here, your mileage may vary. And we’d love to hear your experience and results!

If you’re curious to dive further into the cost of Facebook Ads, we recently published a complete guide to the cost of Facebook Ads:

How Much Does Facebook Advertising Cost? The Complete Guide to Facebook Ads Pricing


Over to you

Thanks for reading! I hope you find to be a useful guide for getting set up with Facebook Ads and I hope our benchmarks also prove to be a handy measuring stick for what can be achieved on a limited budget.

I’d love to continue the conversation with you in the comments below. What has been the best success you’ve found with Facebook Ads? What are your top tips for creating brilliant ads?

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Image sources: IconFinder, Unsplash, Pablo

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Written by Kevan Lee

Director of marketing at Buffer, the social media publishing tool for brands, agencies, and marketers. We’ve got a new podcast! ?

  • I thought you will be saying more about how we can get most out of $5 but in the body we found the guide to facebook advertising. – Pooja ( http://indianbizparty.com )

    • Hi Pooja! Yes, would love to dig into Facebook Ads a bit deeper for you in some followup posts!

  • I’ve had good results with gaining page likes, but now I’m looking for a good strategy for promoting content using fb (or any social) ads, but your CPC and CPM prices seemed a little pricy. ( I’m in a pretty similar tech vertical )

    • Thanks so much, Badi! Really appreciate your sharing some perspective on this. We’d love to explore social ads a bit more in-depth and see if we can get some helpful info for you! 🙂

    • If you’ve already had luck with page likes pay close attention to the audience insights for your page. You can learn a lot about targeting from this demographics data which often leads to a lower CPC/CPM when you turn to promotion 🙂

  • Vikash Koushik

    Howdy, Kevan! While running an experiment with Facebook ads at germ.io there’s one thing that we noticed. I thought I should share it with you guys here.

    1. Facebook used to allow marketers to display a single ad on the news feed only once a day. It has now been increased to twice per day per user.

    2. When a user isn’t connected to the business page, previously, you were limited to displaying the ads to a single user only once. This has also been increased to twice a day per user.

    3. When you target users who are already connected to your business page, your ads can be displayed up to four times per day per user.

    While this may not be a big info while targeting a huge audience, I thought this might be helpful for folks who are targeting a small custom audience. 🙂

    One tiny question. How were you able to figure out that in your custom audience of 39,000 names who subscribed, 23,900 were Facebook users?

    • Oh super interesting stuff, Vikash! Thanks so much for sharing. Yes, I can see this would potentially be quite useful and valuable to know if you’ve got a smaller audience in mind – would be great to get as many views as possible on a given day!

      Curious, how did the experiment go for you? Did you see good results?

      • Vikash Koushik

        Anytime, Kevan! It’s been just a couple of days since we started our experiment with a tiny custom audience. So far it has been ok. I’ll keep you posted once the ad runs it’s course?

        One tiny question. How were you able to figure out that in your custom audience of 39,000 names who subscribed, 23,900 were Facebook users?

        • Because when you import a list of x amount of emails (39,000) Facebook cross checks it with their database and will tell you that your final audience size is x amount (23,900). That means that 15,100 emails did not exist in Facebook’s database so they could not be used. People often use a personal email for FB, and a work email address for opting into email lists, so you will always lose a few.

  • Interesting, your CPC is high for sure. You’re operating in a competitive market, but the click price still seems inflated. The big thing for me with FB ads is paying for reach just never sits right with me – if you reach an extra 4000 people, so what? If no action is taken – a click for example, then what are you gaining from it? You want people to read your blog, the fact that the post that mentions the blog reached extra people isn’t that valuable for you. Sure, they may think of your blog next time but you can’t measure that. I always advise people to pay for actions.

    • Lucie

      Hi Mike,
      Even if you don’t pay on CPM basis and base it on actions, Facebook will show you the CPM metric.

    • Great tips, Mike! Thanks for the extra info on the CPC. And makes a lot of sense on reach vs actions. I think I’m often drawn to the notion of exposure and awareness, which you’re exactly right on how that’s hard to measure!

      Do you have a sense, Mike, for what might be an acceptable CPC?

      • The majority of campaigns I run com in at around 22p CPC (that’s about 33 cents), but it will vary. As others have said, the more you run the more you’ll learn how to tweak! It’s far more cost effective than Twitter, that’s for sure!

        • Thanks, Mike! Wow, seems like I’ve got some room to improve on the CPC! Kind of fun to think of the possibilities and learnings to get the CPC down a bit for our ads. Really appreciate the insight!

    • With CPC you get only what you pay for as you’ve said, action. Though you can’t guarantee those that click care about your content either.

      When paying for additional impressions, while you have no guarantee that anyone will click, it’s also possible that many will. Often times you can see far more clicks from CPM than you would with the same budget put into CPC. The key is proper targeting and content that really causes people to act. While you may pay $5 for a single click, that $5 could increase impressions by 5000 and result in 50 people clicking for the same price.

      While neither guarantee you’ll see people come to your site and take the action you’d like, they both certainly have advantages and disadvantages. Testing and seeing what works best for your business and type of messaging is certainly key.

  • Lucie

    Hi Kevan,
    Glad you got to experiment with Facebook ads. Based on last few ads I ran, average CTR was over 4% and cost per click was $0.15. However, where our experience matches is cost for 1,000 impressions, which was over $6 as well.

    • Thanks so much for the comment, Lucie. Love the advice there to drop ads with < 1.5% CTR and to monitor constantly. I think I could definitely improve there! Would love to know what size audience you typically end up targeting after choosing your demographics. Does 3,000 to 5,000 seem reasonable?

      • Lucie

        Kevan, you are doing a great job answering everyone’s comments 😉 Well it’s hard to tell in generic terms how big, because for every campaign it may differ. I usually end up being in the “green” spectrum on the scale, so not too small and not too broad. One helpful feature Facebook recently added is the relevance score. Did you check that one out? Usually I like to test my ad on a small budget and see the relevance score first. If it is less than 8/10, it means I should adjust my targeting. If it is higher, then I know I hit the nail on the head.

        • Oh yes, I think I did spot the relevance score. Wasn’t quite sure what to do with that! Makes a lot of sense to look there for some insights, and really appreciate your sharing the target of 8/10 or better! So helpful!

          • Lucie

            Perfect. You’ll get a hang of it in no time. Looking forward to reading more of your articles.

          • Hi Lucie! Sorry to swing back to this convo so long after the original post! We recently started a Buffer podcast and are thinking of guests to speak about Facebook ads. Would that at all be interesting for you? My email is kevan @ buffer.com if you’d like to chat more about it 🙂

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      • Bill Grunau

        a target audience of 3,000 to 5,000 is very, very small. OK for boosting a very specific post, but for FB ads it should be in the high six figures as a minimum, and if it is many millions then it is likely too big. You want to cast a large net, BUT not try to scoop up the entire ocean.

      • Hannah Wallen

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    • Ne Dim

      How to find this CTR? I don’t see it anywhere.

      • Cole Atkinson

        Hey Ne – it’s a manual calculation in Facebook; Number of clicks / Number of impressions. Basically, it’s a measure that says out of all the people that saw this, how many actually clicked on it? For example, if the reach of your Ad was 100 people for 2 clicks, your CTR would be 2%.

    • Melinda Baxter

      What is CTR?

      • CTR stands for ‘Click Through Rate’. It is the effectiveness of your ad copy. If you have an impression (where someone see’s your ad) and someone clicks on that ad, that is a click through. Higher CTR means that your ad copy is effective and people are clicking on it.

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    • Cole Atkinson

      Wow, I would love to hear some of your experience how you got a >4% CTR on Facebook! Is this just on website clicks, or a blended rate of clicks and page likes?

  • Playing with Facebook advertising certainly has potential for big return. It’s surprising more don’t at least try a few dollars a day. While many complain that the only way to reach people on Facebook is with paid these days (though many are doing great with just organic posting), the cost do to so is far less than other forms of advertising.

    • Great perspective here, Ben! Feels important to mention how the cost-for-entry into Facebook advertising is likely the cheapest you’ll see across most social media channels. 🙂

  • Mollie

    We’ve been doing Facebook ads and promoted posts for almost a year now, and the averages for our last 3 months are: CTR of around 5.5%, CPC of $0.08, CPM of $4.20. With each iteration of ads/posts, we try to refine our targeting, reboost ads that have performed well, and continually A/B test ads. I’m ok paying more than the average for impressions, as long as our CTR/CPC continue in such a healthy vein. The biggest win for us has been re-promoting high-performing posts; keep an eye on that relevance score – it’s a good indicator.

    • Wow, so cool to see this, Mollie! Thanks for sharing so transparently. Lots of good advice and food for thought here! 🙂

  • sharon

    i have played with these features for clients in the recent weeks/months and found that they weren’t ‘real’ likes – have you investigated who liked your page and if they are valid customers? I’d love to hear more about your thoughts on that after you’ve dug into who is actually liking your pages and posts. Many of ours had made up names and people that would never be a real customer.

    • Wow, that’s pretty serious…I mean if you get them from one of the “independents” and they are from parts of the world where you hardly do business it’s a wallpost affair of course and illegal or not I guess depends on where you and they agree but if your Facebook campaign achieved such results and you are at least able to document a few hundred likely not legit names I would say you’re on to something big… But I still (naively) even dare to think Facebook could operate that way…

    • Bill Grunau

      this sounds like a targeting problem, we have not had any problems with fake users or fake likes. We have seen this in new clients we have picked up where the used a black hat SEO or marketing company and paid for likes. Other than that we have not seen this.

  • Karen Cioffi

    Thanks, Kevan. This is such a helpful and detailed post. I haven’t done much with Facebook yet, but think boosting my posts reach is a good place to start. Thanks for giving me the shove!

    • Awesome to hear, Karen! Would love to know how things go for you. 🙂

  • Duke of Shanghai

    Hello.. Great read, but I’m not impressed with results. Why? Because I know it can be done much, much better.. Here is a proof:

    Price per like was $0.02, compared to your $0.57.. Big difference!

    • Congrats, Duke! That’s a great result. 🙂

    • Parker Smith

      I will add that we get similar results as Duke at .03 a like. However, this number can vary greatly from company to company depending on what services are provided. For example, a company that manufacturers cable harnesses to be used in vehicles will not get the same click through rate as a company that sells baseball gloves. You can’t put the two in the same category. There should be a strategy for both companies to get the biggest bang for the buck, but to compare both is irrational.

  • Reasons2AvoidAndroid

    I’m new to this too but I think you going about it all wrong

    Place some Facebook pixels on your most popular pages at buffer app.com

    That will allow Facebook to track logged in Facebook users who visit your site

    Then after a period of time or large number of visitors you can start to target those visitors using Facebook ads

    Your first task is to get them to sign up and grow your mailing list (which you own) and/or like your Facebook page

    Then you can campaign to this far more relevant and interested audience of fans (all of whom have already taken the first step of expressing interest and beginning to trust your authority in this valuable subject

    Listen to every one of Jon Loomer’s podcasts for some insight jonloomer.com

    • Love all these tips! Sounds like this method would result in some really well-targeted ads and potential subscribers/fans. Has this strategy worked for you also? I’d love to hear your experience!

    • Bill Grunau

      Tracking pixels work great, and are good for retargeting, however they do not generate new traffic, so they should be one element of a campaign. You can also put RTB tracking pixels on your website pages for retargeting with banner ads which is very effective both from a cost and performance standpoint.

      • Anthony Varela

        I’ve actually had far more success with retargeting banner ads (in the way of sales conversions) than any other outlet. Adroll.com is a great tool and we have seen about 20x RIO over the life time usage of their services. What we do is launch a retargeting campaign with Adroll, then through Google, Bing, and even Facebook we launch ads and posts that generate traffic to our website to initiate the retargeting banners for 30 days.

        • Bill Grunau

          Yes, from a sales standpoint we have had better measurable results from RTB and retargeting with banner ads. We use FB ads for branding, and don’t count on it for sales conversions. FB ads are just one element of a campaign. We like FB ads but would not use them exclusively.

      • Rosemond

        Bill thanks for the info. want to try this strategy to see how it works for my blog.

        • Bill Grunau

          Retargeting delivers excellent results since you are re-engaging someone who has already connected with your brand or company. One thing though, the banner ads have to be good and relevant. They gotta have a reason to click and something to catch their interest, you have a couple of seconds or less!

    • Rosemond

      Awesome info. Will def check out Jon Loomers info!

  • Rosemond

    I have a blog about divorce with a very specific audience-women who are divorced or divorcing. I’ve experimented with boosting my posts. I do get many clicks over to my blog. My only concern, does Facebook penalize my organic posts when I don’t boost? Does it show my posts to fewer readers? Just a thought. (overall, FB boosted posts seems the best way for me to reach my niche readers.)

    • Great that you’ve found a successful route, Rosemond! My guess is that Facebook doesn’t penalize for organic reach, though that’s mostly an assumption on my part. You’ve probably got a good sense there also based on the stats you’ve seen!

    • Bill Grunau

      Facebook does not specifically “penalize” organic posts, BUT, the algorithm change last year resulted in posts from company pages plummeting in the personal news feeds. This was done to clean up the news feed and make it more relevant, of course the side benefit to FB was a substantial increase in advertising spend by companies to get their posts back into the news feed.

      • Rosemond

        Thanks much for your info, that does reflect my own experience. My posts were being seen by so few people (often 3 or 4 total), my only option has been to boost to appear in any feeds). Good to know this was due to their overall algorithm change.

  • Hey Kevan – surprised you weren’t doing Facebook ads already, but I’m assuming someone else handles that for Buffer. Yes – your CPC is fairly high right now, and I’m sure after a round of optimizing you’ll be able to get better results in the next few weeks.

    Use Power Editor. Always use Power Editor. It has more features, it’s easier to handle (once you get the hang of it) and very nifty when it comes to analyzing campaigns and spend in real time without diving into the Facebook ads report section.

    • Hi Avtar! Great to hear from you. Yeah, this was my first foray into Facebook Ads, and we don’t quite have any others on the team who handle it full time. We’re most always after organic reach! Might be a good chance to dig in here and learn a bit – Power Editor is such a great tip! I know just where to go the next time we run an ad. Thanks!

  • This post- good job by the way, clarifies my reasons for not wanting to spend my marketing dollars on Facebook.


    • Bill Grunau

      actually, our results for our clients are similar to Lucie’s, running from 1% to as high as 7.8% (even over long campaigns) for CTR and the cost per like is typically around 0.15. Our relevance scores are generally between 7 to 9, and if not we go back and fix it. We have had excellent results with Facebook campaigns and it is always part of our social marketing strategy.

      • Anthony Varela

        Hi Bill, What are the final objectives of your posts? Are they to simply get likes, or are you looking for sales conversions. What I have found through Facebook, and what The Franchise King may be getting at, is even with a large number of followers and high CTR and relevance numbers, our sales conversions that originate with Facebook is terribly small. So if I had the choice to put my ad dollars on Facebook, or say Google where the sales conversions are far greater, then the choice is clear.

        • Bill Grunau

          We use FB ads primarily for branding, to increase brand awareness, and it has been very effective for that. Our clients are not looking for specific conversions from FB, but focused on establishing their brand name in specific niches.
          FB ads are just one element of a campaign, it really shouldn’t be an either or situation. Even $1 or $2 per day works well, and if the campaign can’t afford that, does it make any difference anyway?
          In the case of Franchise King, that is a highly competitive market. While is he looking for specific conversions, to ignore branding is short sighted. In the franchise sales business having a recognized and trusted brand is a big deal (I have had worked in that industry). In his case, every prospect has seen dozens of ads from competitors, so which one do they trust and pick, which brand do they recognize, which one has the best content and information?
          My point is that one cannot look at it as an either or choice. FB ads or Google. Well I guess one can, but that is not a marketing campaign, that is just spending money on ads without a strategy 🙂

      • Octavian Vasile

        Hi Bill. The cost per like of 0.15 is for a US audience or for a worldwide one? Thanks.

  • As a plus size fashion blogger it is a nitch. It started to grow very slowly through word of mouth and events I attended. Once I hit 2,000 followers my advertising truly came in to play.
    It takes money to make money – the same goes with the quantity of followers on FB. The more you have the greater the reach.
    I tested my advertising my opening up to a larger spectrum (Male and Females Ages 20-65) in comparison to my target goal audience (Females Age 22-50 targeted countries – depending on the brand reach or my own personal goal). The quantity increased but it was too much static to deal with on the larger spectrum. My “point” wasn’t getting across which is my goal as an activist and brand ambassador.
    I now stick to my nitch/target audience and been consistent in my advertising. I also control my advertising time to coincide with my pages/viewer traffic. This can be done by pausing the adverting if you have a couple or limiting the funds available to advertise through out your day.
    My posts now gain 10% of views from the page follower numbers. Interactions increase when I advertise the same post for a longer period of time. Also, when these posts get shared by other groups/public pages it increases to 200% when it’s picked widely.
    I personally keep my advertising to $3/day or when working with a branding campaign I build it in to the cost and kick it up to $5-$10/day with requests to other plus size blogger pages to help share if they like it.

  • Great article, Kevan. And thanks for sharing PlaceIt. I had not heard of that tool before. It’s pretty useful!

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  • Fantastic post, thanks for sharing Kevan. I’ve just started out experimenting with Facebook Ads and it’s great to read such a clear, easy to understand guide like this.

    Also, http://www.dollarphotoclub.com is another great resource for high quality images to use in social media ads at just $1 each.

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  • Hi Kevan 🙂 I am using facebook since 2011 but i didn’t know that facebook is a source to earn money… i was using just for entertainment and conversation… its a first time to know that facebook is a source to earn money with an easy way… Lumion Pro Crack it is a good and pleasent moment for me because i have much many pages that have many likes.. after reading your article i have decided to use these page for money source… thanks for a great help for me 🙂

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  • Inky’s Hillary face

    I just ran my first ad – it show different results than your format – most notably it doesn’t show me the likes on my page – I have to hunt around. It also gives me people reached (5095 so far) and page post engagement – whatever that is (565 so far. FB tells me my cost per post engagement of $.04 is better than 99% of similar ads.. Is this bullshiiit?

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  • Mr Rez

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  • Ne Dim

    I got 0.02$ per one like, not 0.57$ 🙂 But still there is almost none people who replay or liked some post on page.

  • James Strong

    Great post) After trial and error what works really well for me is pushing a certain type of content out to get likes from a broad but targeted audience then getting post likes and page likes from that and the overflow who don’t grab a page like I can then target them with a manual page like invite into their news feed which works fantastic. Spending £1/$1.60 a day atm for about 300 PAGE likes, built and engaged audience of 1,400 in 7 days)) I’ll attach a pic, Jay

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  • Do NOT choose the Facebook Audience Network. You’ll be tempted to, especially with a small $5 daily budget, but the traffic simply will not convert. Oh sure, your CPCs will go down, but that is irrelevant when the traffic the ads generate is totally worthless.

  • Shannon

    My biggest concern with ads to increase page likes is making sure that the likes are from real people who are already customers or who have the potential to be. I know in the past, Facebook promoted posts brought results mostly from spam accounts or from people in foreign countries. Have you found that the new likes and engagements are with real people who fit into your target?

    • Michael Palomäki

      If you target correctly this should not be an issue, however, likes will not get you far in the long run. Many pages with a lot of likes have an incredibly low level of engagement despite the fans being located in a favourable area.

  • StartupMajestic

    Hi Kevan,
    great post thank you for the information.

    We have tried to use Facebook ads at our new venture, http://www.startupmajestic,com, in order to recruit our first users.

    Unfortunately, facebook doesn’t accept a starting budget lower of 144USD for serving a basic campaign, which is kind of new to us, compared to the past when you could start your campaign with a very low budget.

    The cost per click to drive customers to the website seems to be around 2-3USD, which is brings the CAC quite high if you cannot hit a decent conversion rate.. So, it seems like FB has become too crowded to make sense for effective (paid) promotion – unless you can growth hack it!

  • Angjel Arsov

    Great post, the money are there you only need to know your audience and market, if you are selling products or ads you should examine the marketplace well, use all resource that Facebook allow, creating targeted audience and interest.
    On the other side, I see that for 10$ post boost you get around 3.5K to 9K reach, approximately how much clicks are those to the website through that post?

  • Dan Popescu

    Facebook is a fraud, a piece of #[email protected] I spent real money with facebook ads and it over-inflated the “suggested” rates by x35 TIMES the average rates statistics showed to be for Facebook CPC and CPM in my country. For god sakes, the suggested rates were even x4 times more than those for the United States (facebook).

    More-so, I paused my ads for my page and tried to promote my page in other online places, like google ads, banners, ads on websites, forums .. and Facebook DELETED my likes 90% of them EVERY SINGLE DAY!

    AND TO THINK I wanted to resume facebook targeted advertising after i gathered like a couple hundreds of likes from generic people .. because i thought targeted people might be more engaged and more valuable, not like generic people who maybe barely interact.

    Facebook just lost at least 85% of the revenue it would have made from me if it would have not been scamming and abusing its system. I spent ### amount, i would have spent x6 times more after I would have had a couple hundred likes from the less valuable generic people from advertising outside facebook.

    Search the web, google it, you’ll see it even force-unlikes pages your friends and family liked, people that would never do that!

    That’s a scam, a fascist tyrannic system. I hope the investors see my comment to know what’s going on and how much money facebook is losing – call that a failed management team. Over-inflated over-hyped dying scam.

  • Kruch Ang

    Hello . Anyone there can tell me about fb ads? It cost only 0.01$ per like and i get only 28likes. Why i spend 0.48$?

  • Graeme Fulton

    Great post, and still relevant today! I got a cost per like of £0.03 in my experiments, improving by nearly 2000% just by tweaking the target audience – I wrote about it here: http://www.graemefulton.com/how-to-find-your-audience-with-facebook-ads/. I’m really curious to see if there’s going to be any advantage of using Facebook Instant Articles – if there will be more organic reach.

  • ilhaam Hassiem

    Hi. I have a question.. i have a facebook page and i clicked on promote page…so i see now im getting charged for every new like to the page. So my question is, is there a difference between promoting your page and creating an ad or is it the same thing?

    When i promoted the page i chose an audience (age, location) but now i cant seem to edit that audience under manage ads…is it becausr i promoted the page rather than creating an ad?

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  • Tate Ellison

    So I guess I’m not understanding correctly I placed a $5 ad on FB and card was charged $35.71. ad ran from wed to Sunday. It began counting down my $5 budget each day. $5 to $4.71 to $4 and so on. Seems misleading, unless I didn’t read the fine print. 1st ad I’ve run

  • Good insight for Facebook advertising beginners in your article. I like Facebook but wonder how effective it would be today as Facebook’s advertising rates have increased https://www.facebook.com/AtlantaGaToday/ since that point in time

  • gandrewvaughan

    You mention “Advanced Targeting”. Is there a way to target people who like certain pages within Facebook that you do not control, or are not the admin of? Is that possible? If so, I cannot find it. It only lets me target people or friends of people that already like my pages, it won’t let me tap into targeting people that like other pages. Is there a way to get the ads to those folks? Thanks.

    • Hi there, great question! I don’t believe that functionality is available within Facebook Ads at the moment. I think currently you can target some larger companies that are listed as interests (https://www.facebook.com/business/a/online-sales/ad-targeting-details), but I don’t think you can purposefully target the audience of another Page that you don’t have ownership / admin rights on.

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    Great article! Thank you for actually explaining how Facebook ads work. A friend of mine ran a video ad on Facebook and gave me some tips on how to make it generate so much traffic that he makes about $70,000 a month. You can listen to his tips here: http://trafficandleadspodcast.com/build-your-beachbody-business/

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  • Constellate

    An excellent post, did you receive likes as a bi-product of your non-pay-per-like campaigns? I’d be curious to learn how many likes are possible without directly paying for them.


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