Facebook advertising operates on a pay-per-click (PPC) or cost-per-click (CPC) model, where advertisers pay each time a user clicks on their ad. Facebook advertising enables marketers to increase ad visibility, create brand awareness, and measure defined metrics and campaign goals, ultimately leading to better-optimized campaigns in the future.

Facebook has become a leader in social media advertising due to its extensive user base and wide range of audience targeting options. According to an eMarketer study, 96% of social media marketers consider Facebook the most effective advertising platform. Facebook advertising can be leveraged by both B2B and B2C businesses to acquire new leads and convert them into customers.

This guide to Facebook advertising covers everything you need to know about advertising on the platform. It starts with the reasons for advertising on Facebook, as well as a comparison of Facebook Ads with Google Ads. The chapter also provides details on Facebook Audience Insights and other targeting options available on the social network.

Why should you choose to use Facebook ads?

As the number of monthly active users on Facebook continues to rise, running paid campaigns on the platform becomes increasingly attractive for most marketers. Facebook’s ability to target customers based on a variety of variables increases the likelihood that your ads will be viewed by your desired audience. With access to user data such as age, location, and interests, you can create ads and post-click landing pages that are tailored specifically to them.

Currently, over 3 million businesses are actively advertising on Facebook. Here are some reasons why you should also consider using Facebook as a viable paid advertising channel for your business:

Growing audience size: Facebook has a massive user base of 2 billion monthly active users, with 83% of women and 75% of men using the platform. With Facebook Audience Insights, marketers can easily narrow down their target audience.

Attention: Social media users spend a significant amount of time on these platforms, and marketers can take advantage of this time to display the right ads to the right people.

Targeting options: Facebook offers a wide range of targeting options, including location, demographics, age, gender, interests, behavior, and much more.