With over 1 billion active users, Facebook is one of the most important social networks for advertisers at this moment, and whether you like it or not, it’s something every small business should do. According to a study from Pew Research Center, 30 percent of Americans get their news from Facebook as opposed to turning to Google or a news organization. It’s clear the social network giant isn’t going anywhere anytime soon.

So the question is: What are the Top 5 Practices in Facebook Ads that you Absolutely Must Know?

1. Growing your fanbase through Likes campaign

The most important thing and practice that you need to achieve is getting fans on your Facebook page. Whatever business you are doing, you have to have some fan-base and engagement on your page. With this practice you can easily achieve your goals and you can test what your customers want and what they need.

For this purpose Facebook is giving the option for ads to gather fans on your page. Creating a Facebook Like campaign is easy. When you begin creating your Facebook ads you simply need to create an ad for your page with the goal of getting more page Likes. In order to succeed you have to have a great copy and image.


And then you need to test, test and test again so you can find your niche audience (location, interest, demographics, behaviour, etc.).

After a successful Like campaign you can engage with your fans, sell some products to them, research pre-launching products, ask for opinions on some topics and advertise to your fans for very cheap price. Your CTR will sky rocket, you price will be ridiculously low for advertising and your lead will grow.

And one friendly advice: Don’t buy fake likes, It’ll Hurt You.

2. Using Core Audiences from Facebook

Facebook ads are working best when they target the right audience for your business, so you have to understand how to use their Core Audiences feature. Facebook is improving these options and you can include precise audience via Locations, Interests, demographics and behaviour.

Facebook Core Audience

Facebook Demographics selection

Facebook Demographics


Almost all marketers are using these options on daily basis to reach their goals with Facebook advertising. Using this audience with proper mix of targeting your business can be booming.

3. Using Custom Audiences

Taking the audience-targeting feature even further is the Custom Audience option. Behind the basic core audience from Facebook lies the ability to target audience of your existing Facebook page or even those you’ve gathered via email acquisition.

Custom Audience Facebook

Custom audience can be created in three general ways:

  • Customer list (Emails, phone numbers, user ids), it can be created easily with uploading CSV. List or excel file with the details that Facebook requires.
  • Website traffic (pixel that needs to be installed on the landing page we want to track),

You can set up your audience to include everyone who visits your website, or even create separate audience for people who visit specific pages on your website.

You can install the Custom Audience pixel on your website to start building your audience automatically.

  • APP activity

Every time someone takes the specified action within your app or website, they will be added to                                       your Custom Audience.

After we are satisfied with our number of people into the audience we can start using it in our ads for highly engaging and targeted campaigns.

4. Unpublished (Dark) Posts

If you’ve been using paid advertising to drive traffic to specific landing pages in the past, you understand that not every one of these pages should be available to your organic audiences – whether it’s for testing purposes or for special promotions. Luckily, Facebook has an “unpublished posts” feature which allows you to advertise specific landing pages without having them appear in your page’s news feed for all to see. By utilizing the Dark Post feature, you are allowing your fans to observe your post on their newsfeed devoid of posting it to your own timeline. Not only will you be able to test what your audience thinks of the post, but you can also A/B test ads, pictures and, of course, posts incorporating regions, language and a whole range of other things.

You will know that your post is unpublished (or “dark”) because there will be a moon icon next to it…

5. Using Power Editor


Power Editor is our bulk ads creation and management tool, tailored specifically for large advertisers. Power Editor is our best tool for advertisers who work at scale and need precise control of their campaigns.

All Page posts that you create in Power Editor will initially be unpublished and not visible on your page until you publish the post.

Admins can publish posts immediately, schedule posts to go live on your Page, or use the post exclusively in an ad in News Feed.

But Power Editor is much more than just a bulk ad editor. It has many advantages over Facebook’s self-serve ad tool used by the vast majority of Facebook advertisers.

With power editor you can test hundreds of ads and ad set, you can export your ads in .csv file, you can save targeted audience that you were using before, you can import ads from excel or csv file.

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Norman Yeo
Norman Yeo is the General Manager of Tangy Lab Group Pte Ltd, a social media agency dedicated to help companies to fulfill their marketing objectives through Digital Marketing. Norman has helped various organizations, from SMEs to MNCs, to build brand loyalty and achieve actual ROI from Digital Marketing. He has increased his client’s reach & engagement by more than 25 times, and generated ROI on Sales of more than 15 times for them. Some of the notable companies he has worked with include 3M Singapore, The Hourglass, NTUC, Sime Darby (Thrifty Car Rental), CapitalMall Asia, AVAYA, SPH Plug & Play, etc.