Basic Guide to Facebook Ads

Facebook is one of the most widely used social media platforms, but how do you go about advertising on it?

Almost everybody uses Facebook nowadays, and to some people, they are online checking it every day. So, what better platform than Facebook to advertise your product? Facebook can feel quite daunting at first, as there are billions of users, and almost every website trying to promote themselves on there. Don’t worry, because we have everything you need to know right here for you to check and double-check on your adventure to success.

Create Ad Account and Business Page

Once you have created your account, this gives you the starting point for you to overlook and manage your advertisements. After you’ve created your page, then you can start by creating your ads towards the customers with their needs and interests in mind.

Through Facebook, there are some dramatic increases in views and clicks when using campaign ads, including:

  • 90% increase in fans
  • 110% increase of friends of page fans reached
  • 77% increase in page fans
  • 126% increase in page impressions
  • 96% increase in page clicks

The numbers don’t lie, not only do you get more Facebook impressions and clicks by paying for ads, but Facebook rewards businesses which spend money by boosting the content which weren’t paid to be promoted. It’s a win-win situation!

Add a Link to Facebook on Your Website

It is so easy for you to add a link to your Facebook on your website. As well as giving an air of professionalism, it brings more traffic to your Facebook and its advertisements, which means more publicity. It is so easy to take the Facebook Pixel on whatever site you have. Whether you want a small icon or a full feature button, there is no limit to what you can do or how you can show off your page. Just make sure you keep your Facebook updated as you go!

Ensure You’re Targeting the Right Audiences

The last thing that you want to do is to end up advertising to the entire wrong market of people. While there are 2.23 billion monthly users on Facebook, the majority of those people couldn’t care less about what your product is. It is vital that you locate who will want to see those ads and cater to them.

When considering whom to target, you need to think about demographics, behavioural as well as geographical factors, alongside interests that link with your Facebook ad.  There seems to feel like an endless number of demographics for you to refine your search using. These specifications can help refine your search down to women aged 25 who’s favourite food is lemon meringue pie from the supermarket on the corner if you really wanted to. The specification can range from age, generation, a favourite pastime, schools, and workplace. The search can really be that specific.

Ad Formats

Over Facebook and Instagram, there are more than a dozen different ad formats which you have access to. This decision can often feel like a fork in the road when it comes to picking its format.

Make sure that when it comes to making a decision, you are deciding on the right level of creativity. For example, an ad aimed at 60+ year-olds will be very different compared to those for 20-30-year-olds in the variation of colours, fonts, and tone used within.

Generally, the less complicated your advert is, the better. When viewing an ad, nobody goes out of their way to actively read it; instead, it catches their eye with its simplicity. You have to stick to short and snappy phrases and eye-catching images.

What you need to think about is whether if you were the consumer, would you find this ad interesting? If ever in doubt, compare your ads to that of similar subjects for inspiration and a bit more understanding of your market.

Budget Allocation and Bidding

As we all know, Facebook is used by businesses of all shapes and sizes, and so, competition is everywhere, but don’t let this put you off! For each ad that is clicked, pay per click (PPC) ads up. On average, across all industries on Facebook, one PPC earns £1.40. This money can then be put on promoting your ads, which will then draw in more clicks, and the wheel of success will continue to turn and build up your revenue if you keep on top of things.

The Facebook ad auction is what gives your ad priority. As the name suggests, it is an auction. The advertiser with the highest bid, quality and relevance, and estimated action rates is then the one who wins the bid. These factors determine how much advertising costs your business on Facebook. Remember, Facebook has stated that you can often be charged less than you actually bid, so there is no advantage to underbidding!

Stylise your Ads

Facebook offers a variety of ways to combine fantastic information with a stylistic image. The best way for you to ensure that your adverts succeed is for it to tell a story. Be it from the way that the rolling pin saved Christmas to the super glue stopping your child’s temper tantrum at a broken toy.

Check other ads, take inspiration, add your own creative flair, and send it out into the world towards other like-minded people!


Remarketing is crucial when it comes to both expanding your market and making sure that old customers come back and stick to you; loyalty is vital. If somebody bought a set of pens from you, remarket to them with stationary to bring them back to your website again.

This simple step can often be forgotten when it comes to advertising. It is crucial that you keep your business relevant and fresh so that you don’t get forgotten or replaced with newer firms or websites.


Unfortunately, it can be somewhat repetitive with Facebook ads in the sense of the tasks that you have to perform; it is the same with any advertisement campaign. If you want a successful ad, you have to check up on it and care for it.

Bids will need adjusting, audiences changed, keywords added, and image editing. All of these things help to make your ad consistently top of the market and focusing on the right target audience that you want.

By becoming a member of ICAP you’re joining a community of like-minded professionals and business owners in the children’s activity sector working towards excellence

Pip Wilkins

Pip Wilkins is the Chief Executive of the British Franchise Association (bfa). With 25 years’ experience in the franchise sector, Pip has worked her way up within the Association, gaining insight from all areas of the business and the franchise industry. She is well-known and highly regarded in franchising for her dedication and depth of knowledge. Pip regularly speaks at conferences and seminars both domestically and internationally, as well as writing on franchising matters for national, local and franchising trade press. Pip is also a regular judge for the annual bfa HSBC Franchise Awards, the Franchise Marketing Awards and Global Franchise Awards. Pip represents the UK at both the European Franchise Federation (EFF) and World Franchise Council (WFC). The bfa has grown to be one of the largest franchise associations in Europe, and one of the most successful associations in the world.

Theo Millward

Theo Millward is a graduate of Lancaster University with a BBA in Management. In 2016 Theo purchased UK swim school, Swimtime from the founders which teaches 20,000 children a week. Following a multi-award- winning digital transformation, during the global pandemic, Theo and his team founded Franscape, a saas that digitally transforms Franchise brands. FranScape won New Business of the Year at the UK Business Awards.

Andy Georgiou

Andy is the Founder of ICAP and a leading UK Franchise Business Consultant. He is fiercely committed to helping children’s activity providers build successful and profitable businesses. With qualifications in Business Management, Digital Media and Marketing, he has helped build, advise and grow leading 6 and 7 fiqure children’s education, sports and activity brands in the past 17 years.

Frank Sahlein

Frank has been active in the Children’s Activity Center industry as an athlete, coach, business owner, consultant and business broker. He is a native of San Mateo, California and graduated from San Jose State University in California (USA).
Frank was a pioneer of the Children’s Learning Opportunity Center concept from 1976 – 2016 at the Wings Center in Boise, Idaho (USA) – a blend of Sports Instruction, Arts, Education, Entertainment and Outreach programs.
As a business management innovator, Frank has delivered over 1,000 presentations for a variety of Children’s Activity Center industries such as gymnastics, swimming, cheerleading, dance, martial arts/ninja and child care/education.
3rd Level Consulting is a Business Development and Service Provider Partner for private industry companies, associations, and organizations in the USA, Australia, Canada, New Zealand, Singapore, the United Kingdom, Mexico, and Panama.
Two-time recipient of the National Business Leader Award from USA Gymnastics, Frank is the author of “Building Your Business Potential” and “Designing Your Empowered Life”. He is the creator of the SmartEDGE™ Business Applications and Management Certification Courses. He is the co-founder of LEAP Learning and the MetaSpheres Corp, and is the founder and Executive Director of the International Association of Child Development Programs.
His passions include his beautiful wife Lourdes Gonzalez, family, friends, fitness training, transformational reading and travel.