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With more than 3.5 billion users worldwide, social media is the place to reach people, and the way to do this as a brand is through social media marketing.

Helping you to connect to your audience to build your brand, drive website traffic, and increase sales, there are many channels you can use. Instagram, Twitter, LinkedIn, Snapchat, all have their uses, but of course, the one you need to look at is Facebook – the behemoth of them all.

With more than 2.7 billion monthly active users, which continues to grow, the platform has one of the most advanced ad systems out there, made easier through Facebook ads manager. 

Below, in our Facebook advertising guide, we take a look at what Facebook advertising and Facebook ads manager are, why you should be using them, and how to make the most of your ads. 

What are Facebook ads Manager and advertising?

Nearly all of those working in social media marketing (96%) consider Facebook as the most effective option according to an eMarketer study.

But what are Facebook ads?

Written in the tone of voice of your business, these help you to connect with current and potential customers, getting your name and product out there. The ads can appear in a person’s News Feed on desktop, News Feed on mobile and in the Right Column of Facebook on desktop.

Because most people are attached to a screen at some point throughout the day, you can probably already see the potential reach.

In terms of the platform, most find it the most effective option due to the multiple Facebook ads management services, which are run through Facebook ads manager.

The Facebook manager platform will help you to do the following:

– set up campaigns

– manage ad bids

– create new and multiple ads and ad sets

– target a huge range of audiences, narrowed down by likes, dislikes, location and more

– optimise ad campaigns as they develop

– track performance in almost real-time

– split test ads to get the best out of your campaigns

While this may sound amazing, one of the key elements to Facebook ads manager is the ability to create lookalike audiences. This means you can take profiles of high- value customers and target similar individuals on the platform, giving you a better chance of a return.

Sound good? There are even more reasons why you need to be using Facebook ads.

Why do I need Facebook ads? 

While we mentioned that nearly all social media marketers consider Facebook highly important, when it comes to social media as a whole, 97% of marketers use social media. Due to this, 78% of those using social media outsells those that aren’t.

Alarmingly, 50% of small businesses don’t use social media at all, with a further 25% saying they don’t intend to in the future. This is concerning considering 1.6 billion people worldwide are connected to a small business via Facebook.

Facebook is also the single best alternative for reaching customers to Google AdWords.

This is due to individuals spending an average of 38-minutes a day on the platform. With organic reach declining, if you’re looking to break through and reach these people, Facebook ads are the best way to do this as you can target potential customers via their location, age, demographic, gender, interests, behaviour and much more.

So, let’s take a look at how you can make the most of your ads.

How do I get the most out of Facebook ads Manager and advertising? 

To achieve the best ROI through Facebook advertising, there are plenty of things you can do.

The first, however, is to ensure you’re focusing on the right group. So, finding your audience is key, as you’ll need to consider the following before delving into the finer details:

– gender

– age

– location

While this will help at the start, the following are what needs to be done next to ensure your ads are the best they can be, which should help to bring in the returns you desire.

  1. Experiment with the audience: start narrow and then slowly broaden, adding new interests at a time, this will help you to determine what your best audiences like and dislike.
  2. Pixels: Facebook has a pixel, a small piece of code, which you can place on your website, allowing you to track conversions and remarket to those who’ve viewed products on your site. This will help you to discover who is interested in them to create lookalike audiences.
  3. Image and video: make sure that all the images and video you use are top quality, as this represents your brand, so, the better it looks, the better you look. You can also test your images and videos in ad sets to see which ones are working better, allowing you to see what your audience react to.
  4. Copy: make sure you experiment with copy variations in the same way you do with images and video. This will allow you to figure out how to better talk to your audience and could help to inform communications in other areas too.
  5. Track and optimise: the most important element is to continually watch your ads. This is why multiple ads set with copy and image variations help, as you can see exactly what’s working and where you should be putting your money for the best returns.


As you can see in this advertising guide, there’s more to Facebook ads than you may have thought, but, with a little work, they can work wonders for your business.

If you’re looking for help or advice when it comes to social media marketing on Facebook for your business, get in touch with the team at Relative today to see how we can help.

Lewis Shepherd profile picture

About the author

Made in Wales, Lewis worked for the only Pot Noodle factory in the world as a teenager! He then moved up north to study Journalism and media studies at University. Lewis has a self-confessed love of musical theatre and Madonna, which borders on the obsessive, and regularly spends all of his money on books, which he adds to his ever-growing pile at home. As a copywriter, his role at Relative requires him to write words in many forms for all our clients.

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