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How to Develop a Foolproof Facebook Advertising Strategy


Facebook may be one of the most popular social media sites, but it’s also a business, and like any business, it needs profit. This is why organic reach has been steadily going down in the past few years, prompting business owners to invest in paid ads.

The good thing, though, is Facebook advertising done right yields excellent results. With in-depth ad targeting and the largest user-base of any social network, Facebook remains a great platform for business advertising. Of course, Facebook ads themselves are not perfect on their own. Here are some tips to help you develop a foolproof Facebook advertising strategy.

Define Your Goals

One of the most important considerations for a successful Facebook advertising strategy is setting clear goals. These goals define many aspects of your campaign, from your target audience to your budget.

Do you want more customers visiting your website? Do you want more likes on your page and posts? With Facebook ad goals that align with your overall advertising and marketing goals, you can create the right ads and track relevant metrics.

Facebook advertising gives you three main options for your campaign objective.

  • Awareness – Generates interest in your products or services.
  • Consideration – Users consider using your products or services to solve their problems.
  • Conversion – Users take action, such as purchasing your products or services.

Define Your Target Audience

Facebook’s strength is in the numerous data points about its users. These are highly valuable for advertisers because having these data points make it easier to target users that meet the characteristics unique to your customers.

You can start defining your target audience with the most basic parameters, such as…

  • Location
  • Age
  • Demographics (Relationship status, educational attainment, etc.)
  • Interests

Then, you can narrow them down using Facebook’s audience creation tools, such as the following.

Custom Audiences

With Custom Audiences, you can send your Facebook ads to users who have interacted with your business in the past. Whether they’ve visited your website or liked one of your posts, these audiences already know your business, so you get a second chance to win them over.

Lookalike Audiences

Facebook ads’ Lookalike Audiences feature empowers you to target new users who share the profile or characteristics of your existing customers or those who have engaged with your ads in the past. This creates awareness of your brand to a new set of potential customers.

Choose the Correct Ad Type

With a clear picture of your goals and target audience, you can make advertising choices based on them, including how to present your ad.

Think about what will prompt users to take the action you want them to do to meet your goals. Will they be enticed by a video ad or a testimonial? Should the content entertain or inform? What call to action should you add?

You can create better ads that lead to higher conversions with these considerations.

Test, Track, and Adjust Your Campaigns

The good thing about Facebook ads is they offer plenty of metrics and variables you can track, but you can also lose sight of your goal and get lost within all these metrics.

This is why it’s important to test your campaigns before spending all your advertising budget. With these tests, you’ll know which metrics are relevant and make adjustments to improve your strategy.

Need Help with Your Facebook Ads?

RSM Marketing offers a variety of digital marketing solutions for your businesses, including PPC Manage. With the help of our team’s expertise, you can create a Facebook ad strategy that helps you achieve your business goals.

Read this blog if you would like to learn more about advertising your business on Facebook!


Alex Peters is the Senior Omni Channel Media Specialist at RSM Marketing. Over the last 4 years, Alex has stayed committed to providing our clients return through all channels, expanding audiences and increasing engagement by analyzing data and providing direction based on historical and industry trends. In his free time, Alex is driven by aesthetics, whether it's horology, mid-century architecture, or clothes. You can also catch him at Lambeau Field and Wrigley Field regularly.

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