How to Develop a Facebook Advertising Strategy

In this article, we’ll take a look at how you can develop an effective Facebook advertising strategy for your business.

At Relevantly, we have over 15 years of marketing experience, and have helped run hundreds of Facebook ads over the years - we can help guide you as you figure out your strategy!

Here, we’ll uncover four important steps in the process that every business should know. Let’s get started now!

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How to Develop a Facebook Advertising Strategy

A Facebook advertising strategy is just what it sounds like - a plan of action for creating, running, and (hopefully) making money on your advertisements run through Facebook.

Coming up with a strategy is not enough - businesses need to come up with an effective strategy, and that includes includes determining your goals, deciding on a budget, narrowing down your audience, and finding support.


1. Determine Your Goals

One of the most important first steps when determining your Facebook advertising strategy is to simply determine your goals. As you consider starting your Facebook ads journey, ask yourself the following questions:

  • What do I want to get out of this? Do I want more website visits? More sales? More leads? Better brand recognition? A bit of everything?

  • Are there any particular products and/or services my business offers that I want to focus on?

  • What kinds of ads do you want to run? Do you need a photographer or a videographer?


It’s important to determine your advertising goals ahead of time

It’s a good idea to determine your goals before you get started - if you don’t, you may need to start over from scratch midway through the process.

For example, if you want to run a video ad, it would be frustrating to get halfway through your plan only to realize you’re missing important footage!

You should figure out what you want, what you already have, and what you need to go forward before you make any solid plans.


2. Decide On a Budget

Once you have figured out exactly what you want out of your Facebook advertising efforts, it’s time to decide on a budget!

Determining a budget before you’ve run any ads can be a bit challenging - every business and every individual ad will have different needs.

Results can vary depending on a number of factors, including the quality of the ad, the target audience, the location of your business, and more.

Though you may end up changing your budget down the road, it’s a good idea to come up with a solid number and stick to it for your first ad or two.

If you want to learn more about creating an effective ads budget, click here for a thorough guide by Social Media Examiner!

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You can set a lifetime budget or a daily budget for each ad

Although you may go in with a ‘wait and see’ attitude as you set up your first few ads, it’s important that you (or your marketing team) continue to analyze each and every ad.

This is to ensure your budget makes sense, that you aren’t overspending, and that your strategy is working.


3. Narrow Down Your Audience

Your Facebook advertisements won’t be effective if they only reach people outside your service area, or those who have no interest in your products and services!

That’s why it’s so important to only target Facebook users who may actually become customers.

Fortunately, there are dozens of targeting options available through Facebook ads, which makes it easy to narrow down your audience.

Take a look at this video below to learn a bit more about crafting a custom audience for your ad, as well as a few different strategies you can try out!

Creating a custom audience is an important part of any ad strategy

All steps in the strategy-creating process are important, but it could be argued that this is the most important step.

Everything else can go to waste if you don’t target effectively. It won’t matter if you have the most beautiful, well-crafted advertisement if the only people who see it live in another country, or don’t speak the same language as you!

It is important to not only target users who live within your service area, but also fit within the demographics that your business typically sells to.

Facebook allows you to create ads that target specific genders, ages or age ranges, locations, and even careers or interests.

For example, if you own a small, specialty bakery that serves vegan food, you may want to target only users between the ages of 25-34, as 40% of vegans fall in this age range.


Intentional targeting can ensure you only reach potential customers

You may also want to target users who have “liked” or added similar topics to their interests, such as animal welfare groups, vegan chefs, or who are part of vegan cooking groups.


4. Find Support For Your Business

Running Facebook ads can be an extremely cost-effective marketing strategy for your business. However, simply running an ad and hoping for the best will likely not get you the results you want.

An effective Facebook advertising strategy often includes working with trained marketing professionals to help you create, run, and analyze your ads.


Working with professionals can help you get the most out of your budget

When you choose to work with a professional social media marketing team, they can help you get the most out of your budget by creating an attractive ad that your potential customers actually want to click on!

Getting professional help can easily ensure your advertising dollars are spent in the most effective way, and help ensure your ROI (return on investment) surpasses the amount you spend on each ad.


Relevantly Offers Support For Businesses Across ontario, Canada, and North America!

Relevantly is based out of Waterloo, Ontario - but we service clients all across Southern Ontario and North America!

Whether your business is big or small, established or just getting started, we can help grow your business. Our Facebook advertising services including:

  • Professionally designed graphics: keeping your brand colours and styles in mind

  • Eye-catching content: Well-crafted combination of text headings and graphics to grab attention

  • Non-invasive selling: Ensuring the content you put out will make a positive impact on your customer’s newsfeeds

  • Intentional targeting: Creating an effective target audience to ensure only potential customers see your ads

If you’re ready to ‘stop the scroll’ with an effective Facebook advertising strategy, contact us at Relevantly now!


Developing a Facebook advertising strategy that works for you and your business (as well as your budget) may seem like a daunting task - but it doesn’t have to be!

With over 15 years of marketing experience, our advertising experts don't just design world-class marketing strategies, we also execute them skillfully.

When you work with our professional team, you won’t have to worry about developing a strategy on your own - we’ll work with you to come with with a plan that works for you and your business.

Get in touch with the professionals at Relevantly today, and we’ll be happy to talk about custom Facebook advertising and marketing solutions for your business.