Facebook advertising: The rough guide

Getting traffic to your website via Facebook advertising is easy! But getting quality traffic through advertising is a whole other talk. Specially the type of traffic that converts to sales is “hard to get”.

What is Facebook Advertising?

Facebook advertising is the ads that intertwine with other posts on Facebook. This applies to all locations, both during videos, in feeds and on Instagram and in stories. Facebook is constantly increasing the amount of places we find their ads. Through acquisitions of other platforms such as Instagram and Whatsapp, but also through collaboration with 3rd parties. It goes without saying that advertising means paid advertising space that companies or individuals pay to be allowed to use. Advertising on social media means that these platforms has an income and and therefore “free”.

How much does Facebook advertising cost?

Many companies, small and large, spend millions on Facebook, but it is actually not necessary. Often you want to start with a much lower budget, test – what works and what does not work. Therefore, one can not definitively say what Facebook advertising costs. The “smart” thing about this type of advertising is that you can start with a relatively low budget and as mentioned before: See what works. Also keep in mind that many things have an impact on whether your advertising works. Do you have the right product? The right website? The right price for your products? In other words, there are many things that affect whether your advertising works. So be careful not to just dismiss Facebook and say that it does not work, I have seen it often – and it is actually often that there are other factors that have caused the advertising to fail.

Usually, most people start by testing themselves on social media, but as budgets get bigger, it is often a better business to outsource this task to relevant partners. Click here and contact us for a free facebook consultation.

What is a Facebook Pixel?

Facebook Pixel is basically just a small piece of code you either insert via Google Tag Manager, or even install directly in the code. Once you have installed this piece of code, Facebook will be able to track the behavior of Facebook users on your website when they are actively taking action. It therefore allows you to use this behavior (not as single individuals) – but via statistics in your target audience segmentation. That way, you can, for example, exclude people who have bought before, create target groups based on people who have visited certain products and much more.

Facebook Advertising Target Groups

The place where most people go wrong in the city when it comes to Facebook advertising is when it comes to setting up target groups. Facebook has, for better or worse, a large amount of data, and with the help of this data you can hit a very specific target group, but you also risk targeting at a broad range.

Facebook advertising

Design of Facebook Ads

Designing ads is a chapter in itself, and there is no ABC guide to this. It’s very much about your industry, target groups, and what tricks people, as well as what you want to achieve. However, there is one thing that applies every time – THE HEADING! One of the world’s largest news sites, Upworthy, gets an insane amount of traffic through. their headlines. In fact, their headline strategy was one of the reasons why they suddenly skyrocketed their content. However, remember that the headline should not mislead the user, but instead give an expectation of what is hiding behind the headline so that the user does not go in vain and waste your (sometimes expensive) ads cash.


I believe that social media has a huge potential. Especially if you work with data. Instead of targeting at a broad range, focus on one medium and work on it until it makes a positive investment – it’s not about being present everywhere – but it’s about quality instead.