Important Concepts for Creating Facebook Ads

October 9, 2021


When creating a new ad, you will always be required to define the audience you want to reach. To do this, Facebook will allow you to select various segmentations using the following specifications:

  • Location (country, state, city);
  • Age;
  • Gender;
  • Language;
  • Various other demographics such as relationship, education, occupation, domicile, ethnic affinity, generation, parents, politics, and events; 
  • Interests - what your audience is interested in, tastes, and customs;
  • Behavior - devices they use to access, operating systems, and buying behavior;
  • Connections - the audience who have a relationship with your Social Media Page, application, or event). 

You need to understand the behavior of your target audience to make an appropriate segmentation for your Facebook campaigns. Taking it into account, you optimize your investments because the resources are going to the correct target.

If your company has more than one consumer profile, you can create separate campaigns with specific communication for each profile.

To better understand the interests and data of your audience, Facebook has developed a tool called Facebook Audience Insights. Through it, you can create your audience with the tool help, and it will show you relevant data and the common interests of your target.


Budget and Scheduling


Daily Budget

You tell Facebook how much you will spend on each ad day, either for ads with no end date (you can cancel at any time) or with a start and end date.

Lifetime Budget

The amount you enter will be the maximum you will spend during the lifetime of your ad, either for a single day or for a specific schedule of days and times.

In addition to these schedules, you can select the ad to be optimized for CPM (Cost per Thousand Impressions) or CPC (Cost per Click). It all depends on your goal.

CPM usually has a lower investment per thousand views. It is ideal only for brand recognition ads.

With CPC, although it has a higher cost per click. Facebook will worry about delivering the ads to people more likely to click or engage. CPC is ideal if your goal is audience engagement.

ROI/ROAS - Return on Investment


ROI is the amount of profit a user/customer has made from ads and free product listings compared to the amount spent on them. 


To calculate ROI, take the revenue that resulted from your ads and listings, subtract your overall costs, then divide by your overall costs: ROI = (Revenue - Cost of goods sold) / Cost of goods sold.


To measure your Google Ads ROI, you will need to track conversions, actions that your customers need to take on your website after clicking your ad as purchase, sign-up, or download. There are free tools like Google Analytics or conversion tracking that help you track conversions in your account.




Some important tips:


  • Always test with a low investment before starting a campaign to invest heavily in the ad that will bring the most results; 
  • Test different types of ads, also with low investment, to understand which type of media has the best return for your business;
  • It is common to advertise to the public who do not like your page to attract new consumers. However, also create ads targeted to your active audience. After all, they are advocates of your brand and have much more potential to buy than those who do not know you;
  • Facebook has strict visual pollution control. The more images you add, the fewer ads the platform will display (even though Facebook has released ads with more than 20% text within images).
  • It consequently influences the amount you will pay for advertising. You can test how much text your image has in this Facebook Grid Tool.

So, are you feeling more confident about creating your ads with Facebook Ads? We hope you have a great experience and share these tips with your friends! 

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