Written by Jane Serra on Dec 9 , 2019

Facebook ads are a vital part of an engaging digital marketing strategy – if you know how to leverage them. With so many segments and tools, creating ads can get overwhelming fast.

Here, you’ll find:

  • How to choose the best objective for your FB ads
  • The best FB ads format for reaching each of your goals
  • A few tips for creating the best ads to reach your audience

Of all the social media marketing platforms, Facebook offers one of the most powerful advertising solutions for businesses. But with great possibility sometimes comes great confusion.

The Facebook Ads Manager

The Facebook Ads Manager

The Facebook Ad Manager is designed to help you personalize your strategy as much as possible — which is effective if you know what you’re doing (and potentially costly if you don’t).

Need some Facebook ads help? Let’s go over the basics of how to choose the best solution for your business.

Choosing the right Facebook ad format for your objective

First, you’ll want to choose a key objective or goal for your Facebook advertising efforts.

You can’t choose multiple objectives for each ad — and really, you wouldn’t want to. Single calls-to-action (CTAs) perform best because they provide straightforward direction. Instead, create multiple ads for each goal.


How do you choose the right objective for your ad campaign? We’re glad you asked! Just decide which stage of the buying cycle you want to target.

After that, you’ll need to decide which format to use. The objective you choose for your FB ads dictates which types of media you can use.

Keep in mind that within each campaign, you will also set specific audiences based on:

  • People who have already visited your website, liked your pages, signed up for any of your email lists, or provided an email address to download lead magnets
  • New audiences based on a set of specific demographics and interests you choose.
  • Lookalike audiences that Facebook creates based on common qualities of lists you upload
  • People local to your business or in a certain geolocation

Once you create a perfect audience segment, you can save it for later. Let’s get to it!

Facebook ads for awareness

Depending on your goals, you could use awareness FB ads to:

  • Reach the 2.5 billion monthly active users who may have no idea your business exists
  • Build brand trust among your current audience (this one is especially useful for B2B or high-risk B2C purchases)

Awareness campaigns are best suited for targeting audiences at the top of your sales funnel with straightforward content. Use them for demand generation, explaining your values, or reaching new customers within a certain distance.

For awareness, you can choose these formats and features:

  • Single image or video
  • Video or image carousel
  • Website links and branded partner content

Pro tip: Use high-quality images, infographics, or short video clips to quickly grab attention.

Facebook ads for consideration

Consideration Facebook ads are best for audience members in the top-middle of the funnel. These folks know your brand exists, but they need some in-depth, high-quality content and a little nurturing.

You’ll want this audience to take some kind of action — like downloading your app, filling out a form, or messaging your page for more information — but not necessarily converting into a customer (quite yet).

That’s why Facebook lets you choose from several different formats and features:

  • Single image or video
  • Video or image carousel
  • Product collections
  • Instant lead generation forms
  • Message buttons and prompts
  • Deferred deep links (within apps)
  • FB events

Pro tip: Use some of your best performing blog posts, infographics, videos, or other personalized content to engage your target audience during this stage.

Facebook ads for conversions

Now it’s time to convert your bottom-of-the-funnel leads into buyers. You’ve already spent time nurturing these leads and building awareness.

Along with the features below, you can also enable Facebook Pixel, which tracks your visitors’ online behavior so you can retarget them with relevant content on Facebook. Facebook Pixel is especially useful for tracking the ROI of your Facebook strategy through conversions.

  • Single image or video
  • Product collections
  • CTA buttons like “shop now,” “book now,” or “donate now”
  • Product catalogs (available for travel, e-commerce, real estate, and auto)
  • Physical store traffic (for qualifying businesses with physical locations)

Pro tip: With product catalogs, Facebook can use your inventory to create dynamic ads based on products your followers have already viewed on your website.

FB instant experience

Include an Instant Experience

With each objective, Facebook Ads will also ask if you’d like to include an Instant Experience. Instant Experiences allow you to create a fullscreen interactive landing page with rich media like GIFs, products, videos, and more.

Have you heard of Facebook Canvas ads? Instant Experiences replaced them. They feel like you’re visiting a web page, but you’re really just viewing a fullscreen advertisement within the Facebook app.

Instant Experiences are useful because you don’t have to worry about creating accelerated mobile landing pages (AMP) or slow load times because your viewers will never leave the Facebook app, and everything loads at lightning speed.

HawkSEM - Facebook Ads 101

The takeaway

Facebook is loaded with awesome features for personalizing your content at every stage of the buying cycle. It’s confusing if you’re not familiar with the basics, but once you get your hands dirty (metaphorically), you can create an effective strategy in no time.

HawkSEM helps businesses assess their unique place in the social media landscape to create engaging campaigns. Want some Facebook ads help? Let’s talk about it!

Jane Serra

Jane Serra

Jane Serra is the VP of Marketing at HawkSEM. She's an accomplished marketing executive with more than 12 years of experience leading digital marketing teams across demand generation, branding, events, content, and communications. When she's not strategizing, networking, and honing her craft, she enjoys traveling and scrolling Yelp for new restaurants to try.

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