Digital marketing, Social Media, Digital Strategy

An overview of Facebook Advertising and how to get it right

An overview of Facebook Advertising and how to get it right

Within the last decade social media has become a key advertising channel for almost all industries, with total spend in the UK rising from £270 million in 2011 to over £3 billion in 2019. With this figure still rising year-on-year, it’s clear that advertising on social media works. In this blog we discuss advertising on the world’s largest social platform – Facebook – and understand why this channel is used, which types of ads are available, and our top tips for getting it right with Facebook advertising. 

Why Facebook Advertising?

The purpose of any advertising is to get your brand, product, or service, in front of the eyes of your target audience. Considering that by 2022 it’s predicted over 42 million people will be using Facebook in the UK it’s clear that advertising here provides a huge opportunity for you to reach your target audience and showcase your business.

Facebook ads enable you to target specific users based on a range of criteria including age, location, interests, demographics, behaviours and more. This gives you the power to select your target audience and ensure that your ads are only being shown to the people you want to see them.

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If you needed further justification for using Facebook as an advertising channel, here it is: the average person in the UK spends 1 hour every day scrolling through Facebook. 1 whole hour. 4% of their day – on Facebook.

Types of Facebook Ads

Offering a range of formats, Facebook ensures there are ads to suit varying business goals and advertising budgets, from simple and clean ads to interactive motion-based ads. Here we take a look at the most popular formats used by businesses. 


Photo ads are the cleanest and most simple format available. The key here is to use engaging, high resolution imagery to really capture the attention of your audience and back up your message.


What’s great about stories ads is that they are full screen. You should capitalise on this with colourful visuals, immersive video and authentic content. Stories play alongside content from Facebook friends, so here’s an opportunity to embed your brand in their community.


Carousel ads are here for when you want to showcase more than one product or service, or deliver multiple messages, in one single ad. Carousels allow up to 10 images of videos, and to be successful they should be relevant to each other or combine to tell a story. 


Collection ads are ideal for making it easy for users to explore your products. They can complete purchases without needing to leave the Facebook app, enabling a smooth and simply buying experience.


How To Get Facebook Advertising Right

Know your objective

This is the first critical step and it may seem obvious but without knowing your goals, it will be almost impossible to achieve them. The message you deploy, the ad format you select and the campaign you run will all be decided based on the goals you are looking to achieve. For example, a brand recognition campaign adopting the Collection ad format wouldn’t make sense as that particular format is focused on sales generation.

Know your audience

Again, another seemingly obvious piece of advice but knowing exactly who your audience are, how they interact and engage on social platforms and what they like to see from brands is important to making sure your ad will encourage them to take the desired action. A great way to get started on this is by building buyer personas.

Mobile-first design

The large majority of Facebook users are scrolling on a mobile device, and therefore it’s important to design your ads mobile-first – i.e. designing specifically for smaller screens. You should also follow Facebooks mobile ad specs ahead of the desktop specs to ensure the length of ad copy is optimal.

Test and optimise

A great benefit of Facebook advertising is instant feedback on ad performance. We recommend that you create 4 or 5 variants of an ad, publish them all together and let them run for 1 day minimum. You can then compare performance of each ad and assign budget to the one that performed the best, as well make changes to those that didn’t perform as well.

Measure and report

Just as it’s important to know your goals at the start of your campaign, it’s vital to measure results at the end. This allows you to understand how the ads performed in achieving the goals and where improvements can be made for the next campaign. 


With such a huge opportunity to target your specific audience, and the ability to send the right message to the right people, advertising on Facebook is a no brainer. Ads on Facebook are proven to influence customer journeys and purchasing decisions. Whether you’re new to Facebook advertising or looking to enhance your Facebook ads strategy, we can help. Get in touch via the form below to give your social advertising strategy a boost.

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Jack Kennedy
Jack Kennedy
Jack is the founder of Invanity marketing and has worked in digital marketing since the age of 17. Having been involved in both the client-side and the agency side of the process he is building Invanity with a vision of creating a marketing agency that truly delivers on the results it has promised.