Facebook Ads

• Budgeting is one of the biggest concerns for advertisers. People want to know the minimum spend required to see results and how to calculate a return on ad spend (ROAS).

  • Start small (e.g., $5–$20/day) and scale based on performance.

  • Use the Campaign Budget Optimization (CBO) feature to let Facebook allocate budget efficiently.

  • Monitor Cost per Result and ROAS to make decisions.

Common causes

• Targeting the wrong audience.

• Poor ad creatives (low-quality images, irrelevant messaging).

• Ad copy violating Facebook’s ad policies (e.g. personal attributes, unrealistic claims).

• Budget or bidding issues.

• Facebook learning phase not completed.

• Targeting is the cornerstone of Facebook Ads success, and new advertisers often struggle with reaching the right people.

  • Core Audiences: Based on demographics, interests, and behaviors.

  • Custom Audiences: Retarget users who have interacted with your website, app, or content.

  • Lookalike Audiences: Find new people similar to your best customers.

  • Tip: Always test multiple audiences to find what performs best.

• Facebook offers multiple ad formats and campaign objectives, and it can be overwhelming to choose the right one.

  • Campaign Objectives:

    • Awareness (brand awareness, reach)

    • Consideration (traffic, engagement, video views, lead generation)

    • Conversion (sales, app installs, purchases)

  • Ad Formats:

    • Image ads

    • Video ads

    • Carousel ads

    • Collection ads

    • Instant Experience

Advertisers need to know if their ads are actually working, but Facebook’s reporting dashboard can be complex for beginners.

• Meta Ads Manager: Check metrics like CTR, CPC, CPM, ROAS, Cost per Result, and Impressions.

• Meta Pixel (Meta Pixel = Facebook Pixel): Tracks user actions on your website (purchases, leads, etc.).

• Event Manager: Helps verify that your tracking is set up correctly.