How to Advertise on Facebook in 2020

We often get questions from businesses about what platform to spend their ad dollars on. Should we be advertising on Google or Facebook, which platform will get the best ROI?

Well, this can depend on the type of business that you run. Generally, we advise using Facebook, especially if they have a presence online and post to the major social media platforms. Why? Because you should be advertising where your target audience is. Google ads will be displayed on Google Display Network, a collection of websites, some of which Google owns and some they do not. They may be displayed on the Weather Network or YouTube or a newspaper’s website.

Facebook ads will be shown to Facebook’s and Instagram’s users, and if this is where those that buy from you are, this is where you should be advertising! 

There are approximately 2.5 billion active users on Facebook, 1 billion on Instagram, and 330 million on Twitter worldwide. As a business owner/entrepreneur, you should be engaging and creating ads for where your customers are.

Google and Facebook ads are great, but they aren’t for every business. 

As an eCommerce business, you may ask, ‘how do I advertise on Facebook?’ We’ve come up with three tips to help you advertise on Facebook and get a good ROI on those ads.

1. Amazing Creative

We are so inundated with ads now, whether that’s while we watch t.v., consuming content on YouTube, or scrolling on Facebook; there are ads everywhere.

So much so that that there is now a word for it: ad fatigue. Ad fatigue is when your audience becomes overly familiar with your ads, gets bored, and stops paying attention. 

Creativity pays off! Facebook, of course, wants to make the most possible, but they are more likely to feature or help an ad perform better if their users appear to be enjoying it. They care about the user experience.

How do you combat this? In three ways:

  1. Have an amazing creative
    • When you create an ad for your business’ products, look for things that people have purchased in the past. This will inform your creative. For example, we created an ad for Alora Boutique, a Calgary-based business. The ad we created for their Lia stud sets was between 5 – 8x their ad spend. They used this information to create another stud set, the Mia stud set. They saw how well-received their Lia earrings were and used that information to create a new product. When we go back to create an ad for it, we can use what worked for the Lia stud set ads to inform what we create!
  2. Change the background of your ad
    • This is one of the more simple ways to defeat ad fatigue. By changing the color of your background, you can keep your audience from ignoring it, because it is slightly different! Change out the blue dress with purple, make the shoes black pumps instead of cream pumps. The ad can stay the same, but the image should change.
  3. Rotate your ads
    • Create a few ads and have them rotate. This way, your audience isn’t always seeing the same ad over and over again. You can create different ads for different products and rotate them or create multiple ads for the same product and rotate those!

2. Targeted Audience

In last week’s post, we talked about the importance of a target audience. They help to inform your decisions, and it is no different when it comes to ads. 

If your target audience is mainly on Facebook, it doesn’t make sense to advertise on Google or Tiktok. You need to be where your customers are.

When you create an ad, have that audience in mind, heck have multiple niche target audiences in mind! If you are a clothing eCommerce business, you can create ads for people who are of different ages or have different styles.

3. Healthy Budget

Like anything in business, ads cost money. And the more people you want to reach, the longer you want to run the ad, the more money it will cost.

Social media posts or word of mouth can only get you so far and only bring in so many customers. At a certain point, you need advertising to reach other people in your target audience and people who may be interested in your product, having a healthy ad budget will help you.

We’re not saying go overboard, but you should be looking at the ROI and reach of previous ads and thinking about what you want to get out of your ads to help inform your budget.

Typically, in digital marketing, 15 to 25% usually gets spent on social media marketing.

Your budget needs to be enough to reach your target audience when creating an advertising budget think about these two things:

  1. Whom are you trying to reach?
  2. How do you want to reach those people?

For more information of how to create a healthy and realistic social media budget:

Setting up Facebook ads and creating an advertising budget is essential in growing your business. Facebook has control over a large portion of the social media, Facebook is the largest social media platform, and Instagram is the second-largest (and owned by Facebook). 

As an eCommerce business, you need to have a presence on social media, which means you need ads on there as well. However, like scheduling social media posts, there are websites out there to help you and businesses that can help you.

If you need help setting up or running ads, she[Empowers] can help you! Visit our pricing page to learn about what we charge or email us today at to set up a free 30-minute consultation.

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