Facebook continues to be a centerpiece of modern digital marketing campaigns. It’s no wonder why — over three billion people worldwide use this social media staple, according to a 2024 report. Even in an increasingly cluttered online media landscape, Facebook marketing stands out as a way for businesses to target and engage with potential customers through organic and strategic content.
In this comprehensive guide for Facebook marketers, you’ll learn how to create a Facebook page, launch your first ad campaign, and measure the return on investment (ROI) of your marketing efforts on this channel.
Understanding today’s Facebook landscape
Facebook was one of the first social media sites to develop a wide user base. Despite competition from other platforms, it remains an essential social media marketing tool.
Current Facebook user demographics and usage patterns
Facebook remains the most widely used social media platform in the U.S. besides YouTube, with 68% of people using it at least occasionally. Compared to newer sites like Instagram, Facebook’s usage trends have stayed flat since 2016, but it still sees high levels of regular traffic.
Facebook users cut across demographics, but some groups are more likely to be browsing the platform. According to Pew Research, Facebook users are more frequently women (76%) than men (59%). Despite rumors that Facebook is losing traction among younger people, it’s still viewed by 67% of 18 to 29-year-olds. The highest percentage age demographic is 30 to 49-year-olds at 75% usage.
How Facebook fits into Meta’s ecosystem
Meta’s place in the social media landscape is huge, as the company owns not only Facebook but Instagram, WhatsApp, and Messenger. Meta also has a suite of products and research dedicated to artificial intelligence (AI) and other emerging technologies.
Facebook is where it all started for Meta, and the site remains the core of its consumer and business offerings. Since Meta apps are integrated, businesses that want a presence across Meta platforms are safe to start with Facebook. Meta even offers a business suite that allows you to post simultaneously to Facebook and Instagram.
Key features Facebook marketers should know about
Facebook encourages businesses to use its platform for marketing, making it easy to get set up and start an advertising campaign. The key elements of a Facebook marketing plan are:
- Facebook business page
- Messenger for business
- Facebook ads manager
There are also special tools for Facebook marketers, like boosted posts — ads you create out of your Facebook posts — so you have plenty of options to grow your audience with Facebook marketing. Meta also lets you learn about who’s visiting your Facebook business page through its page insights tool. You can delve into the effectiveness of your paid ads using Ad Manager.
The evolution of the Facebook algorithm and what it means for marketers
Facebook is pretty transparent about how its algorithm chooses which posts to show in users’ feeds. The scroll is different for every person, and what someone sees depends on things like:
- Who posted it
- The level of engagement
- Previous account activity
The idea is to come up with a prediction of how likely it is that a Facebook user will click, like, comment, or spend time reading or viewing the post. Posts with higher engagement are more likely to have a broader reach.
For Facebook marketers, it means the algorithm is most likely to show your content to people who already follow your business page and who have interacted with your previous posts. It’s a key strategy to identify and target your audience on the platform and develop the content they’ll engage with the most.
Setting up your Facebook marketing strategy
Facebook marketing tools are readily available on the platform as soon as you sign up for a Meta business account. But to maximize impact, Facebook marketers have to develop a comprehensive platform strategy. They must define their goals and align their Facebook activities with their off-platform marketing.
Define clear marketing goals for Facebook
You can break down your Facebook marketing into several objectives. You might choose to focus on one or two for a narrow, targeted campaign you can build upon. Some common Facebook marketing goals include:
- Raise awareness of your business or brand.
- Drive traffic to the online location of your choice, like an ecommerce store or landing page.
- Increase engagement with your brand through comments or direct messages.
- Collect leads through email signups or phone calls.
- Promote your app or other business technology.
- Bring new sales into your business.
Parts of your marketing strategy, such as the content of your posts, will depend on the goals for your campaign.
Identify your target audience on the platform
When you create ads on Facebook, you target those ads according to your audience. You select basic attributes of whom you want to see your content, such as:
- Location
- Gender
- Interests
Let’s break it down. If you run a small chain of boutique women’s clothing shops in upstate New York, you’ll want to target your ads to women in that area. You could further target by your chain’s niche, such as statement fashion, upcycled materials, or retro designs, and could target specific age groups, as well.
Facebook’s ads manager gives recommendations on how to narrow your audience according to who engages with your ad. The ads are dynamic and can evolve with your marketing strategy. The platform lets you start broad and then hone in on who’s paying attention.
Create a Facebook content calendar
Regular posts on Facebook give your followers something to look forward to and engage with. It’s important to carefully plan your posts so you’re not flooding your page with new content. If the posts don’t garner engagement, the algorithm could dismiss them as spam. Your followers might still see these posts, but not as often as you’d like.
You can schedule posts in advance with Facebook, which means you can develop your content all at once and then distribute it daily, or as often as works for your marketing strategy.
Align Facebook marketing with your overall strategy
It’s critical to keep your brand voice consistent across all channels. Marketing tells your audience who you are and what to expect. Selling one thing on Facebook and something entirely different on other channels just confuses your audience and slows your business growth.
Let’s take that upstate New York clothing shop. Perhaps the key selling point is fashionable clothing made from upcycled fabrics. It makes sense to keep this selling point consistent and not switch up the messaging wherever a consumer happens to encounter your brand.
Creating an effective Facebook business page
Think of your Facebook business page as a complement to your website. It should reflect your brand image and voice while making it easy for people to contact you.
Essential elements of a high-performing Facebook page
Your Facebook page tells people in an instant who you are and what you offer. The page should be visually engaging and offer opportunities for conversion. It must also include vital details about your location, products or services, and contact information.
Optimize your About section and contact information
The About section tells people and the platform what you do. Clear, specific language is essential. If you are a local brewery with on-site meals and draft beer sales, consider whether your label should be “brewery,” “pub and eatery,” or something else entirely.
Your contact information should be detailed and up-to-date. Put in your address, phone number, email, website, and opening hours.
Choose the right profile and cover images
Most businesses choose their business logo as their profile picture. This helps Facebook users immediately identify your business and distinguish it from organizations with similar names that might show up in search lists.
Your cover image should reflect the current state of your brand. Consider an attractive photo of your brick-and-mortar store or a critical element of your current ad campaign.
Set up tabs and features to maximize engagement
People who visit your page should learn more about your business. Set up tabs that are practical and promotional. The “mentions” tab shows every post where your business is tagged, while “reviews” shows star ratings and comments from past customers.
These tabs are informative and increase the time spent on your page, which lets the Facebook algorithm know people are interested in what you have to offer.
Facebook advertising fundamentals
There’s a unique strategy Facebook marketers should follow when it comes to Facebook ads. They work a bit differently than first-generation paid online ads that simply gave digital real estate to the highest bidder. Facebook has users in mind as well as your business goals, and will show your ad when those objectives line up. Here’s how to think about Facebook’s role as you begin to implement paid social media for your business.
What is Facebook Ads Manager?
Facebook Ads Manager is a part of Meta Ads and can be used to create an ad campaign including visuals and text. Beyond the creative, the Ads Manager allows you to outline your campaign goals and define your target audience. Once your campaign gets going, it collects performance data that helps you to assess how well your ads have worked.
Types of Facebook ad formats and when to use each as a Facebook marketer
Using Facebook for marketing and advertising allow you to tell your brand story and achieve business objectives in several ways. The ad type refers to the layout of the ad in the Facebook feed, indicating whether it’s an image, video, catalogue, or a mixture of different formats. Currently, Facebook offers these ad types:
- Photo: Simple image and brief copy with a conversion button such as “learn more.”
- Video: Ads that play in reels and provide a long- or short-form image and audio experience.
- Stories: Ads that intersperse between story content, featuring videos or photos.
- Messenger: Text or image-based ads that appear in the Messenger app instead of feeds.
- Carousel: A series of movable ads showing a catalog of product offerings and external links to purchase or learn more about the product.
- Slideshow: Similar to video ads, slideshows offer moving images and sound.
- Collection: These allow users to browse an extended catalog of products alongside demo videos.
- Playables: Designed for apps and games, these ads allow for interactivity for potential buyers and test out the app before purchase.
The type of ad you choose depends largely on the product you sell and the type of engagement you want to achieve.
Setting up the Meta Pixel for tracking in 2025
You’ll want to link your website to the Facebook Ad Manager to track how many visitors you get from these ad campaigns. The Meta Pixel provides an easy way to do this. Following Meta’s step-by-step instructions, you can set up the link by:
- Grabbing the Pixel’s base code from Ads Manager
- Installing the code on every page where you want to track conversions
- Verify the Pixel’s installation and tracking in Ads Manager
Installing the Pixel requires access to your website’s code and some basic HTML knowledge, but the process is straightforward for most websites.
Creating your first Facebook ad campaign
Once you’re ready to become a Facebook marketer, you can set up your first Facebook ad campaign by visiting the Meta site and clicking “Create Ad.” The site then guides you step-by-step through the process of choosing an ad type, adding creative elements, setting targets, and implementing a budget.
Facebook ad budgeting and bidding
Even though the amount you spend doesn’t affect whether or not your selected audience sees your ad, it’s important to know how budgeting and bidding work on Facebook.
Determining your Facebook ad budget
Facebook allows you to set a daily or lifetime budget limit. The platform does sometimes go above your daily limits if the algorithm senses opportunities, but this is averaged over the cost of a week, so it is never more than seven times your daily cost. Meta never goes over the budget for a lifetime ad campaign cost, although amounts will fluctuate on a daily basis.
Is $5 or $20 a day enough for Facebook ads?
An ongoing Facebook ad campaign might cost more than $5 or $20 a day. Try starting small with a test campaign strategy that’s capped at a modest daily limit to get the ball rolling. Facebook does recommend giving your campaign enough of a budget for at least seven days so the algorithm can figure out how best to target your ads.
Different bidding strategies for Facebook marketers
Meta offers three bidding options for ads:
- Spend-based: This allows for maximizing returns within a specific budget, either by lowering the average cost per conversion or targeting a few high-value conversions.
- Goal-based: This allows you to achieve a particular conversion target while capping overall costs.
- Manual: This allows you to manually bid on specific ads and to bypass the dynamic ad bidding algorithm.
Therefore, you can allow the algorithm to choose the best ad opportunities for you while keeping costs within certain parameters (spend- and goal-based), or you can choose which ads you want to bid on without the dynamic bidding algorithm’s intervention.
Scaling successful campaigns
By using the insights gained from your initial Facebook ad campaigns, you can optimize future campaigns to increase your success. That allows you to scale and grow. Your insights can tell you who’s responding to your ads and which campaigns were most effective at reaching them.
Advanced Facebook ad targeting
Beyond the basics of Facebook ad campaigns, you can take advantage of advanced features that allow you to develop stronger marketing strategies. These involve more precise audience targeting and building upon past successes.
Custom and lookalike audiences
Facebook marketers can use the lookalike audience tool to advertise to those who aren’t your customers yet, but might be soon. The lookalike audience shares key features with a custom audience made up of selected current customers.
Instead of starting from scratch, the lookalike audience feature allows you to model your targets based on what you know about people who have already bought your goods or utilized your services.
Interest-based targeting strategies
You can also gear your ads towards Facebook users who might like your product based on their inferred interests. Facebook looks at user behavior online to help determine interest compatibility.
The reach for interest-based targeting is smaller than a broader audience strategy, but you might be more likely to get sales. Facebook recommends interest-based targeting only if you have an audience of at least 2 million.
Geographic and demographic targeting options
Facebook marketers can narrow down their targeting to specific locations, such as a city, country, or region. The platform identifies people who live or were recently in the area. Demographic targeting lets you select an audience that matches your age, gender, or other personal details of interest.
Retargeting strategies for Facebook
Retargeting is when you want your Facebook ads to reach your previous customers. The platform offers you several options to do this. You can import a list of your brick-and-mortar store customers, or use specific code to link Facebook to your app and website to reach users who have signed up there.
Once you’ve linked the data sources, you can choose a custom audience to retarget.
Creating effective Facebook ads
There are a few rules of thumb Facebook marketers can follow to craft impactful Facebook ads. Besides continuing to refine your targeting strategy, employ these best practices for ad copy and imagery:
- Consider short text that packs a punch. Think of your marketing slogans, like “elegant fashion, earth-friendly style,” or “meal and a pint, no fuss.”
- Use photos that appeal to your audience and send a direct message. A close-up of your most popular product or your team on the job tells your audience what you’re selling.
- Implement A/B testing strategies. Test campaigns against each other to see what resonates with your customers. Scale up the one that has the most impact.
- Make conversions easy. Tell your audience how to take the next step, with buttons like “order now,” “book your table,” or “learn more.” Those links should send them exactly where they expect: to online ordering, a booking service, or your website.
Your design and copy should also match the type of Facebook ads you’re running in your campaign. With a Facebook image ad, the key points of information should be in the image and the call to action. With a video ad, you should tell the right story for your campaign in the short timeframe of the reel.
Measuring Facebook marketing success
Meta offers ways to track how well your campaigns are working. This allows you to invest in successful ads while stopping your expenditures on posts that aren’t meeting your goals. Besides ads, other analytical tools also let you measure how well Facebook advertising is working for your business.
Key metrics to track in Facebook Insights
Facebook Insights is a tool that offers a picture of who’s behind those likes and comments. It gives aggregate information about users who are connected to your page. Some key pieces of information you can track are:
- Demographics like age, gender, education, and job titles
- Interests and hobbies
- Lifestyles, including location and relationship status
This is critical information to understand whether your Facebook page is reaching your target market. If it’s missing the mark, you can consider tweaking your marketing or reassessing your targeting.
Using the Meta Pixel to measure conversions
The Meta Pixel shows you the real numbers behind who gets to your website from Facebook. If your marketing goal is to increase sales, the Meta Pixel can give you a strong idea of whether or not that’s happening. The Pixel traces your visitors from Facebook, and your website analytics can track whether those visits result in purchases.
Third-party tools for Facebook analytics
To get a fuller picture of your campaign performance, combine Facebook analytics with third-party tools. These offer more dynamic and complete information, tracking the touchpoints of your customers’ interactions with your online properties.
With this data, you can create a complete map of the buyer’s journey from your Facebook page to the “buy now” cart on your ecommerce site.
Creating meaningful reports for stakeholders
By measuring your Facebook marketing success, you get hard data from which you can derive a plan for the next phase of your business. This is a great tool for Facebook marketers when working with partners, co-owners, or investors in developing a short- and long-term strategy. You can use this data to decide how to proceed with future marketing strategies as a team. The reports you produce give all members of the team the perspectives they need to make strategic decisions.
Integrating Facebook with your email marketing
Facebook is just one element of a digital marketing campaign. You can seamlessly integrate it with your email marketing, so there are no gaps in your overall customer engagement.
Strategies for cross-platform promotion
Although both email lists and Facebook pages might have consistent engagement overall, some of your followers might go through spikes and valleys in the time they spend on either channel. You want to capture your followers wherever they are, so consider cross-platform promotion to ensure people who encounter you on Facebook have the chance to join your email list and vice versa.
On Facebook, you can use the “Audience” tab and navigate to “Forms” to find a signup sheet to add to your page. This is one way to encourage people to join your email list if they’re already following you on Facebook.
Consider adding social media buttons in your email correspondence to encourage subscribers to visit your social accounts. By cross-pollinating these channels, you increase the chances that your followers stay engaged if they disconnect from one channel or the other.
Using Facebook to grow your email list
Facebook signup forms are a great way to get individualized contact information from people interested in your product or service. You can also include a “signup” button as a Facebook ad call to action, especially if generating qualified leads is one of your advertising objectives.
Retargeting email subscribers on Facebook
Facebook Ads Manager has a Custom Audience feature that allows you to find and re-advertise to people who are already your subscribers. In the Custom Audience feature, simply list the email addresses of your potential customers. Your ads will then target these users on Facebook.
Coordinating messaging across channels
As you work inside and outside of Facebook, remember to keep your messaging consistent. Since you’re landing in the inboxes of the same people who follow you on Facebook, you want to have the same tone, appeal, and offer no matter where they find you.
Common Facebook marketer mistakes and how to avoid them
Your Facebook ads are competing with a range of other businesses, all targeting the same audience. Increase the chances of potential customers seeing and responding to your ads — and not those of your competitors —by avoiding these common pitfalls.
- Don’t oversell your product or service. Consumers are wise to the sales pitch and want value over hyperbole. Simply lay out your value proposition for them instead of overpromising satisfaction or results.
- Post consistently. Build a Facebook content calendar to ensure regular updates from your business. The ongoing content allows both your followers and the algorithm to learn to expect high-quality posts. This contributes to a positive and reliable brand identity.
- Engage with comments and messages. Public customer messages are an opportunity for you to engage with your followers. This helps boost your page’s reputation on and off Facebook. Facebook marketers should respond to comments and offer resolutions to build relationships with customers.
- Test different approaches. Although Meta ads use a dynamic algorithm to seek opportunities, you’re in the driver’s seat when it comes to your campaigns. Don’t be afraid to switch it up with new ad styles, images, and copy depending on the results.
Get started today to optimize your Facebook marketing
Facebook advertising is a critical part of any marketing strategy in the Meta ecosystem. As a Facebook marketer, you can reach your target audience in a meaningful way through ads and an optimized business page. The platform allows you to target your ideal audience to bring in new customers and re-engage email subscribers or former customers.
Start now to develop and test your campaigns. Facebook offers ways to assess the effectiveness of your campaigns and to further roll out what’s working best through their robust analytics and insights. As a thriving digital marketer, Facebook can be a key driver of your business success.
Constant Contact can help you elevate your Facebook and email marketing strategies. Sign up today for a free trial to see how we can help grow your business!
