Recommendations for setting up an advertising campaign on Facebook


Setting up Facebook ads

Many advertising campaigns in social networks (hereinafter referred to as RK) are created to increase the audience. Of course, it is necessary to have a group (representation) on Facebook, especially since this social network, firstly, is tailored for the Republic of Kazakhstan better than others, and secondly, it has a larger audience than any other social platform.

But in order for all the functionality to work for you, you need to understand the principle of operation and the rules for its use. I would like to dwell on how to avoid common mistakes during the RC.

We need a lot of fans!


Your company has customers. And celebrities get fans. Often, unfortunately, the lion's share of the budget is spent on this. And what is the result? Waste of money for the same empty clicks.

Before launching the RK, decide on the highest priority goal. From here we choose the payment method. Facebook suggests doing this in three ways:

  • CPC
  • CPM
  • oCPM

Let's explain each of them:

CPC - cost per click. Inept work with this option can ruin even the most inflated budget. With pay-per-click, you will pay for each click on the ad area. This, as a rule, confuses an inexperienced advertiser: there are clicks, the budget “melts” evenly, and the conversion still tends to zero. Facebook plans to optimize the option in the near future by tying pay-per-clicks to the goals of the advertising campaign. Clicks followed by a page view will be counted, as well as clicks on buttons with appeals (“Subscribe to the channel”, “Participate in the mailing list”, etc.), clicks followed by watching a video, followed by installing software, etc.

CPM - cost per impression (Cost per mille). If you only plan to increase brand awareness, then this option is the best. Payment is charged for every thousand impressions. CPM is unlikely to generate an influx of visitors. We emphasize once again that this method is good if you are focused on increasing brand awareness, and not increasing website traffic.

oCPM - optimized CPM. If you do not have enough experience in buying advertising, or vice versa, you are too experienced in this matter, this option will be the most suitable. It was selected by default at the planning stage of the RC. You are required to specify the maximum limit that you are willing to pay for a user's action, and the social network algorithm will choose the optimal spending strategy.

Also, a big plus is the ability to set up campaigns for almost any goal of the AC, no matter if it is a user transition to a landing page, or an increase in audience coverage and its involvement. If your goal is to increase the traffic of the resource, then this tool will be the best option.

You should never let your advertising campaign run its course. Plan everything carefully. Decide on a budget and try not to go beyond it.

Remember that as long as advertising revenue exceeds advertising costs, advertising works. It does not matter how many likes or fans it will bring you. Using the oCPM option, you will immediately indicate your limit and then you don’t have to worry that you will go beyond the budget. You can start with a small amount and gradually increase it, striving for the set value.

The target audience

A lot of the failures of the RK carried out on Facebook are the result of ignorance of the target audience. Without a clear understanding of our customers, we show ads not to those who could really be interested in it.

Custom Audiences is the best targeting tool available today. If information about your visitors is available to you (user IDs, phone numbers, e-mail addresses, etc.), you will easily get access to your target audience.

You can expand your targeting base using the Lookalike Audiences and Audience Insights tools. These options will provide lookalike audience information and their demographics. If you don't pay enough attention to targeting, you may not get the desired result.

Unattractive ad design

ugly design

Develop the design of the advertisement, taking into account the interests and tastes of the target audience. Ads should not repel with their design decision. They should, on the contrary, attract attention, have excellent informational and graphic content, and have a clear call to action. Create bright and noticeable publications, target them to specific buyers.


An equally important point is the place where the ad will be shown. The place that gets the most attention is the user's feed. With the help of native ads in the feed, you can “grow” quite well in terms of the number of leads and sales. Less popular is advertising in mobile applications and displayed in the right column. But for retargeting, this is the best option, and it costs less.

The news feed in the mobile version is well suited for app advertising.

Don't forget to test


You should not be naive to believe that by turning on the display of ads, you can relax and wait for the people to fall down. In order for advertising to work, and not “eat up” the budget for nothing, it needs to be controlled. The Facebook algorithm builds its work with the AC as follows: an ad is created, tested, and adjustments are made again during testing. Thus, the change-test-change process can continue indefinitely. The main thing is not to stop, change the design of the ad, see what the user likes and try to adapt to it as much as possible.

To get results, you need to work constantly. But trust me, the effort will be worth it. Especially when you see results.

Testing is also essential to make sure Facebook is the right vehicle to advertise your product. Indeed, it may be the other way around. Keep in mind that advertising placed on social networks does not work as effectively as in AdWords.

How not to "fly out the pipe" advertising on Facebook

If somewhere on the Internet you come across a message like “Facebook Ads is not working”, most likely the author made one or more of the mistakes described above.

If you plan to advertise on social media, decide what kind of result you want. Find out who your audience is. Decide on the amount of the budget. Considering the above and understanding how the mechanisms of advertising in social networks work, you can squeeze the maximum out of the RK for the smallest amount.

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