Introduction to Facebook Ads and A Detailed Guide as to How to Use Them

Facebook Ads is a good alternative to other Ad campaign platforms. It offers great value for money services and with the amount of user data that Facebook has, you can easily narrow down your approach to meet the most viable customers who are genuinely interested in your services.

If you are new to Facebook Ads and are looking for someone to manage your Ads campaign, you must consider Australian Internet Advertising. AIA is a FaceBook ads agency that is one of the very few verified Facebook Marketing Partners in Australia. Their expert team focuses on not just getting likes and comments, they focus on getting you leads on Ads.

The Working of Facebook Ads- 

Facebook Ads offer you a plethora of modes of advertising. You can opt for page promotion, promotion of a post on the page, promote your website, etc. There are different formats of Facebook promotion including videos, images, collections, multiple images (carousel), etc. You can target the user on multiple levels and after targeting, you have to select the budget.

This budget can be set for per click, or per thousand impressions, which you receive in an Ad. To make a sale, the best options are those ads that take users off-site.

What Type of Business Is Optimal for Facebook Advertising?

1-    Business with a low-friction conversion model- If your landing page directly approaches the user to make a purchase, it is highly unlikely that you will succeed in the ad campaign. Facebook is suited to those business models which have a low friction conversion. The lack of intent is always present in Facebook ads.

The user who has clicked on your Ad was not actively searching for the services, thus you cannot shoehorn your sale directly. Asking for big commitments from users can be detrimental to your Ad campaign. Instead, go for smaller commitments like subscribe to a newsletter, ask for e-mail and phone numbers, etc.

Then you must focus on email marketing to get active conversions from the customers.

2-    Businesses with Long Sales Cycle or Small Purchases- Trust in the brand is essential for the user before they make a purchase. Smaller purchases are also suited for Facebook Ads. The meat of the matter is that the customer must not be burdened with commitments before he starts to trust you.

Targeting in Facebook Ads- 

Targeting is the most important step in every form of marketing. Facebook has huge data about the user which makes it an exceptional mode of advertising for targeted customers. It provides you targeting options like:

  • Gender
  • Location
  • Connection
  • Age
  • Interests
  • Language
  • Workplace
  • Relationship Status
  • Education, Etc.

These options offer a very granular approach in targeting the audience.

Interest Targeting- 

This is, if used properly, the most powerful feature of Facebook Ads. You have two options in interest targeting:

1- Broad category targeting- this approach focuses on very broad topics like a movie, electronics, Away from Home, etc. it is an efficient method to reach a large audience but you are required to install Facebook Pixel for this.

2- Detailed interest targeting- This method allows you to focus on users based on the data available on their profile including their interests and likes, pages that they follow, apps which they use, content that they add. This method provides the best ROI to advertisers.

Since Facebook has an array of targeting interests available, it often becomes difficult to choose the right ones from the list. You must always opt for niches areas of focus while selecting the targeted groups.

Retargeting with Facebook Ads-

Retargeting the customers is a time-tested method to generate revenue on Ads. Since the customers are already familiar with the services which your brand provides, it becomes easy to generate leads from them. By effective targeting, you should show the customers what they are actually interested in.

Tracking the Performance of Ads-

The Ads Manager of Facebook is one of the ways of accessing the leads on your ads but its data is limited to Facebook and it has no information for a user who left the Facebook site. For precise tracking, you must use the Google Analytics tool.


Facebook has emerged as a great tool of marketing. The most essential part is to target specific interests and use a low-friction conversions business model.