How To Conduct Facebook Advertising

step by step guide to facebook advertising in singapore

Facebook is the first of the social media paradigms that like many others had its genesis in the seething social atmosphere of American colleges. Statistics have revealed there are staggering 2.07 billion active users monthly and 1.15 billion active users daily worldwide.

With such an extensive reach, 3 million businesses have now made its advertising plunge on Facebook. Social media is strangely effective for digital marketing, and Facebook appears to generate more leads that close than any other social channels. It is also roughly 7x cheaper than the next affordable channel ¾ Twitter.

A person spends approximately 50 minutes on social media a day. A Facebook ad seems the new naturalized method of capturing interest.


Why Facebook?


  • Facebook ads are easier to set up, easier to manoeuvre, and much more malleable than Google AdWords.
  • Immediate traffic.
  • Great control over budget and maximum cost-per-click.
  • Comparably inexpensive CPC.
  • Ads reach interests early in the buying process and capture attention as opposed to aggressive direct sales.


Possible Pitfalls


  • Poor implementation of ad can cost you.
  • Primarily caters to broad markets (if your target market are the residents of a small town, Facebook is not advisable).
  • Only accommodates B2C markets.
  • Influencing interests too prematurely is counterproductive and could diminish conversion rates.


11 Different Ad Types and How to Set Them Up


            Facebook advertisements are rather malleable. There are a host of methods to resolve your business issues. The 11 different types of ads are listed below with individual instructions for setup. First off, go to your business dashboard on Facebook and click on the green button on the upper right-hand corner that reads “Create Advert”. After this, you would be able to choose from 11 different options.



  1. Boost your posts


  • Choose “Boost your post”.
  • Select one of your Facebook pages or enter its URL.
  • Make an update of this or use a prior update.
  • Name your campaign.
  • Customize your target audience and budget. (Scroll below for instructions on this part.)
  • Since the actual creative copy (the advertised post) is already done, you do not have to organize a campaign.
  • Choose from 3 positions to place the ad: Desktop News Feed, Mobile News Feed or Desktop right column.


  1. Promote your page


  • Choose “Promote your Page”.
  • Select one of your Facebook pages or enter its URL.
  • Name your campaign.
  • Customize your audience and budget.
  • Create your ad. Determine photo, text and other elements.
  • Perform testing of ad variations by creating up to 6 ads.


get google ranking ad

Good Image and Video Guidelines:


  • 1,200 by 444 pixels
  • Ratio of 8:3
  • Image should contain less than 20% text
  • The more text in the image, the less circulated the ad (Facebook is keeping its user experience first and their users have shown a partiality towards images with lighter tex)
  • Use Facebook’s tool to ascertain percentage of text in image
  • A slideshow is an option. Join 3 to 7 images to create this
  • Make image square/ rectangle, decide on length and creative transitions for slideshow
  • A video may be added as well


  • After this selection, edit your text above where you are allowed up to 90 characters.
  • Preview your ad by accessing the right panel of the Ad Editor.
  • Choose location(s) to display your ad. Desktop news feed, mobile news feed or desktop right column. Click to remove any of these.
  • Under “Show Advanced Options”, add a header.
  • Here, link the ad to a timeline or other elements on a page if you like.
  • Track conversions of your Facebook ad with a conversion pixel.


  1. Send People to your Website


  • Enter your desired page URL.
  • Choose a conversion pixel to keep track of conversion.
  • Name this campaign.
  • Tailor audience and budget.
  • Ad Creative: Choose between image(s), video or slideshow.
  • Desired URL per image is modifiable.
  • Add call-to-action to each image.
  • Add a headline.
  • A description can be added.
  • With a multitude of image options, tailor your ad to display most responsive images first.
  • Choose from three display options.
  • Additional choices are Facebook’s audience network, partner networks and various mobile apps.
  • Instagram ad display is an option.
  • Ad copy should lead to its relevant landing page for positive results.


  1. Increase conversions


  • Enter URL of the site to be advertised.
  • Use a conversion pixel to track the ad’s conversion.
  • Name the campaign.
  • Ad creative copy works the same way here as in “Send People to your website”.
  • Choose from three ad locations to display ad.


  1. Get Installs


  • Select your app from the iOS App Store or Google Play Store. (An app can be advertised only if it has been registered on Facebook’s developer site.)
  • Name your campaign.
  • Adjust your audience and budget.
  • Ad creative here is similar to the previous options.
  • Additional creative copy options:
  1. Ad Preview: these ads only appear on mobile apps and websites.
  2. Deep links: there is a choice to link to specific pages or accounts within the app.
  3. Call to Action: an array of choicest app CTAs for you to choose from.
  4. Conversion tracking can be added.


  1. Increase Engagement


  • Choose your app from the iOS App Store or Google Play Store.
  • Name your campaign.
  • Adjust audience and budget.
  • Ad creative in this option is exactly the same as it is in “Get Installs”.
  • The only difference is in the link destination. Here, it refers to deep links to the app to target already engaged users.


  1. Reach people near you


  • Select one of your Facebook pages or enter its URL.
  • Name your campaign.
  • Adjust audience and budget. It is required to zero in on a specific region on the map here.
  • The default target is your business’s address. The radius may be scaled accordingly. Once set, it may be moved around.
  • Four CTA options are available. Choose from “Like Page”, “Call Now”, “Learn More” and “Send Message”.
  • “Like Page” comes with a choice of image, text, headline and link description.
  • “Call Now” presents the same, but with the additional contact number information.
  • “Learn More” provides a URL link option, with image, text, headline customization.
  • “Send Message” allows leads to send messages directly to you.


  1. Raise attendance


  • Enter Facebook event URL.
  • Name your campaign.
  • Adjust audience and budget. The default audience is a subset around the actual event location.
  • Create ad. Six variations may be executed as types for testing.
  • The CTA on the page is “Interested”.
  • The text above the ad may be updated in accordance with the event timeline.
  • URL tags and conversion tracking are an option.
  • A striking event image is integral to gaining leads.


  1. Get people to claim your offer


  • Choose from one of your published offers or create a new one.
  • Name your campaign.
  • Enter a headline/ text, landing page link and a promo code.
  • The date of expiration and the number of people allowed to claim it can be set.
  • Adjust audience and budget.
  • Preview your ad.


  1. Get video views


  • Choose one of your Facebook pages or enter its URL.
  • Name your campaign.
  • Adjust audience and budget.
  • Ad creative: Upload a video, or share one of the videos on your page.
  • Make sure file is in mov or mp4 format, 720p resolution, widescreen, and below 2.3 GB. The file should be below 120 mins for Facebook and 60 seconds for Instagram.
  • 3 to 7 images may be used to create a slideshow in place of a video.
  • Text can be included above video and a button option.
  • By default, there is no button. But an array of button CTAs is a possibility.
  • Choose from: Now, Download, Learn More, Shop Now, Sign Up or Watch More.
  • A button gives you the option of website URL, display URL, headline, and a link description.
  • Video views on Facebook are now at an all-time high. Test out which upload time is most fitting for your audience.


  1. Collect leads for your business


  • Enter Facebook page URL.
  • Name your campaign.
  • Adjust audience and budget.
  • The ad creative is executed similar as above.
  • Ad itself gives you six options for buttons: Apply Now, Download, Get Quote, Learn More, Sign Up and Subscribe.
  • Attach a Lead Form or use existing one.
  • Name form and choose its language.
  • Decide information to be collected.
  • By default, full name and email of the person is collected.
  • Choose from 19 options to expand data.
  • Three additional custom questions are given on top of the above.
  • Link privacy policy and disclaimers from your website.
  • Link website so leads may sojourn there after completing Lead Form.
  • Context Cards can be used to tell people your offer.
  • Enter headline, benefit and button text.
  • Create Lead Ad with signees in mind. Plan it so it represents your offer to them well.



A Note on Audience


            The option to selectively target audiences is what makes Facebook ads so amazing. In the audience settings, you are presented with categories where you can define your target.


  1. Custom audience: You can treat targets as real contacts. Enter email addresses of people who have visited your site and more.
  2. Geographic targeting: Precludes or includes people based on geographic location. You may even select people travelling to the location, people living there or people who were just there.
  3. Age, gender, language targeting: Do not target irrelevant groups like people who do not speak the ad’s language.
  4. Interest, behavior targeting: These are options to hone in on real leads.
  5. Connection or link based targeting: Re-promote to existing targets or expose brand to new eyes.
  6. Audience selection scale
  7. Audience selection overview


Budgeting & How to Succeed at Facebook Ads


            Budget can be delineated as a daily one or a “lifetime” one. Decide on how much you are willing to spend each day or for the whole lifetime of the ad. Keep in mind the larger your selected audience, the higher the costs.

             Statistics are provided by Facebook to help you follow your ad efficiency. Check results, reach, cost, amount spent, budget, schedule and relevance score. Moves that have proven infallible are keeping the listing short, including an offer, incorporating keywords, using good imagery, inserting URL, and employing great taglines.

             For greater success, use the custom audience tool to create CTAs specific to each buyer profile. Remember, use only quality imagery. Also, it is advisable not to target multiple countries at once. A last note for successful Facebook advertising: do not over-economise your budget. A minimum of $5 daily is recommended.












Facebook stats:

Author Bio

Tom Koh is widely recognised as a leading SEO consultant in Asia who has worked to transform the online visibility of the leading organisations such as SingTel, Capitaland, Maybank, P&G, WWF, etc. Recently he was instrumental in consulting for a New York-based US$30B fund in an US$4Bn acquisition. Tom is a Computational Science graduate of the National University of Singapore. In his free time he performs pro-bono community work and traveling.

January 31, 2018

Get FREE Website & Digital Marketing Quote Today!

Go top