Facebook 101: The Beginner's Guide to Facebook!!

Why Facebook Advertising?

There are more than 2.2 billion monthly active users on Facebook. Thus, some of your potential customers are definitely using it too. The only question is how to reach them effectively.

Facebook advertising offers e-commerce entrepreneurs with extensive targeting options. Notably, you can reach people not just by location (countries, states, cities and even zip codes), gender, and age, but also by interests, behaviors, life events, and many other descriptions.

In addition, you can promote pretty much any content suitable for your business using Facebook advertising tools: from text posts, photos and albums, to videos, events, offers and, of course, links to your website.

When you combine an enormous user base, incredible targeting options, and a variety of ad objectives, it becomes clear why Facebook advertising is truly a powerful tool for ecommerce entrepreneurs. We’ve broken down how Facebook advertising works below:

How Do Facebook Ads Work?

In this section of the Facebook advertising guide, you’ll learn how Facebook ads work.

Facebook’s goal is to find the most effective way to allocate the limited advertising space they have.

They achieve it by running thousands of mini auctions every second, with advertisers competing against each other for ad space. If you happen to win such an auction, you’ll be charged and your ad will be displayed to the audience you chose.

And how much does Facebook advertising cost?

Well, it depends.

Because of these auctions, your Facebook advertising costs will depend on many factors. Factors include: the country, the audience, the ad placement, and even how good your ads are.

For example, there’s much more competition in the US, so you’ll have to pay more to reach the same amount of people compared to a cheaper country, like Thailand. Even within the US, some audiences can be twice or even three times more expensive to reach – you’ll have to test it for your own business and evaluate the results. In fact, Facebook advertising involves a lot of testing. Try out what you think will work and adapt your campaigns to optimize them.

Now that you know how Facebook advertising works, let’s have a look at how to create an actual campaign.

To make the process easier, let’s break it down into three parts

  • Beginning

  • During

  • After

1. Facebook Advertising Guide: Before

In this section of the Facebook advertising guide, you’ll learn how to set up an account.

If you haven’t created any Facebook advertising campaigns yet, you’ll have to set up your ad account in Facebook Ads Manager first.

Account Settings:

Go to the Ads Manager and select your ad account. Then, click on “Account Settings” on the top menu bar.

There, fill in your business name and address.

If you want someone else to help you manage your Facebook advertising campaigns, scroll down to the Ad Account Roles section and click “Add a Person”.

Choose which level of admin rights you want to give them, enter their full name or email address, and click confirm:

By doing this, you won’t need to share any of your personal login details with them – they’ll be able to manage your ad campaigns from their own personal profiles.


Next, add a new payment method under the “Billing” tab in the Ads Manager:

There, click “Add Payment Method”, choose how you’d like to pay (by card or Paypal) and enter your payment details:

Once you’re happy with the account settings and billing, let’s move to researching your audience.

Facebook Ads Guide: Audience Research

In this section of the Facebook advertising guide, you’ll learn about audience settings.

Finding the right audience is the most critical part of Facebook advertising.

If you choose an audience that’s not relevant enough to your ad, you’ll waste some of your vital budget on reaching the wrong people. To research your audience, there are 7 key questions you can keep in mind before determining who your audience is for your Facebook advertising strategy. The answers to these questions are not necessarily complex, but it can be a time consuming process to collect and verify the answers. Remember, the right audience plays a major part in deciding the success of your Facebook ads.

Who are the authority figures, thought leaders, or big brands in your niche? This step is quite straightforward, as you have to simply use Google to do some research about the key players in the industry, You can do this by entering the type of industry you are interested in, into the search bar and going through the results one by one. You should try to find as many names and players in the industry that you can target. For books or magazines, you could also use Amazon to do your research.What books/magazines/newspapers does your ideal customer read? Similar to the previous answer, you can carry out your research for this question by using Google search. You can see what magazines are popular among your target audience, which you can also research on Amazon, by searching in the book section. Normally you won’t be able to target the names of the books, but you can try targeting the authors of those books. What event do they attend? This can be a very essential part of your research, because normally people who are very interested in a particular topic or industry are the ones that are attending conferences or events. So it’s a great opportunity for you to find out what sort of competitions or events your target group is interested in, or is attending.What websites Do they frequent?s To understand what sort of websites your audience is interested in, you can narrow down your search by looking at the blogs or forums that they are visiting. This way you’ll get better insight into what your audience is talking about or their concerns and issues.

Where do they live? This question can be important depending on if you are interested in selling a product that does well only in a specific geographical area.

What tools do they use? To explain this question properly you can look into what types of tools are used by your audience. For instance e-commerce platforms are using analytics tools, content tools, marketing tools, etc. For other examples, it could be all the tools that simplify or are attached to the activity or product that your audience is concerned with.

What’s completely unique about this group? This question might require deeper thinking. Reflect on what is a specific trait or feature of your audience that is unique and stands out.

So when it comes to targeting with Facebook advertising, I like to get super specific. For example, aiming for an audience in the US that’s from 50,000 to 100,000 people. If it’s a smaller country, the potential audience could also be even smaller.

You should avoid using generic interests, like nature, sports, or food and choose very specific ones instead: relevant brands, authors, books, magazines, websites or even other Facebook pages. If you’re looking to get ahead of the game with your Facebook advertising you should research into what interests your customers have.

To identify them, use the Audience Insights tool.

Go to Audience Insights and enter the “seed audience” you want to analyze in the sidebar:

Then, click “Page Likes” on the top menu bar and scroll down to see a list of other pages, relevant to the audience you selected.

In the example above, we can see that people who are interested in “running” also follow specific pages like “Spartan Race”, “Nike+ Run Club”, “Runner’s World”, and many others.

So instead of using “running” as an interest to promote your running shoes, a great Facebook advertising tip is to choose interests like Runner’s World, Nike Running, or RunHaven for your targeting to reach more relevant people.

After you’ve created a list of potential interests and decided on which product to promote, let’s create that Facebook advertising campaign.

Facebook Ads Tutorial: Launching Your First Campaign

You can also check out our Facebook Ads Tutorial on YouTube:

2. Facebook Ads Guide: During

How to Create a Facebook Advertising Campaign:

In this section of the Facebook advertising guide, you’ll learn how to create your Facebook ads campaign.

There are three main ways to launch a Facebook ad campaign:

Boost post on Facebook Pages,Self-serve Ads Create tool,Power Editor tool.

Boost Post is the quickest and easiest way to promote your content, but it’s also the least effective one – So, for your Facebook advertising strategy I suggest you to stay away from it.

Power Editor, on the other hand, is a bit too complicated, especially for beginners who are just starting to learn how to advertise on Facebook. Although it gives you all the campaign features that you’d ever want, it’s not as intuitive to use.

So in this Facebook ads guide, we will create ads in the Ads Manager with the Ads Create tool. It gives you most of the campaign settings but is easier to use.

Choosing Your Campaign Objective:

First, go to the Ads Create page by clicking on this link or clicking on the small arrow in the top right corner of your Facebook profile and choosing “Create an Ad”.

You will immediately see a list of the main campaign objectives that you can choose from:

There are 15 campaign objectives (although some are only accessible through Power Editor), and you should always go with the one that’s the most relevant to your end goal. This may just seem like a one click decision, but it is of high importance to your Facebook advertising strategy. One of the reasons why is because you can’t change your objective later on. So, keep in mind that the objective should describe the main purpose of your ad.

The reason why – Facebook does a lot of optimization automatically. Depending on which campaign objective you choose, Facebook will try to generate the least expensive results for you.

If you’re promoting an online store with Facebook advertising, you