Understanding How Facebook Page Ads Work

Understanding How Facebook Page Ads Work - Facebook, Social Media, Ads

“Understanding How Facebook Page Ads Work” written by Mike Marko.

Are you having a hard time understanding Facebook page ads?

I know we can all agree…

Facebook ads can be confusing sometimes.

Business owners like you should understand how Facebook ads work so you can make the best out of it. Understanding different aspects of Facebook ads can help you make wise decisions regarding your ad posts. Primarily, it would help you decide about your ad budget, ad content, and target audience.

In this blog post, I’ll give you a walk-through on how Facebook page ads work. We will also talk about what Facebook learning phase is and how it can help you in managing your ads.

Learning More About Facebook Page Ads

Facebook page ads play a significant role in your business. When you create compelling ad content towards your target audience, you’re highly likely to get engagements. Then, engagements may result in brand exposure or website sales.

But to create the most effective Facebook ad campaign you need not only to have an effective marketing campaign…

But you also need to have a deep understanding of how the entire Facebook ads works.

With that being said, here’s what you need to know about Facebook page ads.

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Creating Your Facebook Ads

The first step to creating effective Facebook page ads is to have a clear objective. You want to be sure about your desired results, so you must first be clear to you what you want to achieve.

The advertisement campaign manager of Facebook allows you to choose the following objectives when creating an ad.

  • Brand awareness,
  • Reach,
  • Traffic,
  • Engagement,
  • App installs,
  • Video views,
  • Lead generation,
  • Messages,
  • Conversions,
  • Catalogue Sales, and
  • Store Visits.

When choosing an objective, make sure that it aligns with your business goals. Doing so will help you get the results that you want from your advertisement.

The next thing to consider when creating Facebook ads is choosing your target audience and focusing on it.

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Aiming Ads to Target Audience

Your Facebook page ads will be far more effective if it’s shown to the right audience. So before you post an ad, specify your demographics first.

Facebook allows you to post an advertisement for a particular type of users. To give you an idea about it, Facebook will enable you to post your ads on:

  • Custom audience – These are manually selected Facebook Users. Usually, these are the people in your email list or people you know like business partners, clients, customers, and friends.
  • Lookalike audience – These are Facebook users that share the same information with your custom audience.
  • Location targeting –  These are the people in your selected location.
  • Demographic targeting – These are the target audiences based on age, gender, relationship status, education, etc.
  • Interest or Behavior targeting – These are people with certain interests, hobbies, likes, favorite entertainment, and more.
  • Connection targeting – This determines whether you want to show your ad posts to people that are connected or not connected to your brand.

You may choose whichever target audience you want for your ad, but it would help a lot if you go back to step 1 and analyze your objective. If your objective is clear, it’s easier to make decisions about your Facebook ads.

For example, if you’re selling maternity apparel and items, your target audience would be expectant women. Or if you offer hunting equipment and tactical gears, your target audience would be men and women interested in these items, not pregnant women or teens.

Posting Your Facebook Page Ads

Facebook will ask you where you’re going to post your ads. The places where you post your ads are called “placements.”

Your ads can appear on Facebook, Instagram, Audience Network, or Messenger. But you don’t have to select all of these options. Only pick the ones that you feel would work effectively based on your demographics.

It’s worth noting that when you choose the right ad placement, you’re doing your business a favor. The broader the reach of your ad posts, the higher the chance you could increase your leads, awareness, and sales.

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Payment Options for Facebook Page Ads

Posting Facebook page ads are not free.

I want to make that clear… so I’m going to repeat myself: Facebook page ads are not free.   

As an advertiser on Facebook, it’s worth noting that Facebook as a platform for advertising works like an auction. So, there’s no exact answer to “How much does Facebook Ads cost?”

It all depends on your budget and how much you are willing to pay for a specific action such as clicks, conversions, impressions, landing page views, etc. You can also manually adjust your pricing and bidding. If not, there’s no problem. Facebook automatically optimizes your Ad budget based on your campaign objectives and targeting.

You can adjust your ad budget depending on how effective an ad post is. For example, you may want to increase your budget to ad posts that receive higher engagements or clicks. On the other hand, you may want to reduce your budget or even stop an ad post if it doesn’t give good results.

Facebook will let you choose payment options after the ad placement. In this section, you will choose between lifetime budget and daily budget.

If you choose the lifetime budget, you’re going to pay for the entire run of your ads. While if you choose the daily budget, you’re only going to pay for the amount you decided to spend in a day. The right choice of payment option depends on your budget and business goals.

After selecting your ad budget, you can choose to schedule your ad post. You can have your ads run on certain periods. You may also select dayparting where you can run your ad at certain times or certain days of the week.

Now, more than just knowing about creating ad posts, setting the budget, and scheduling your ads, there is one more essential thing you need to know about Facebook ads.

You need to understand the Facebook Learning Phase.

Understanding Facebook Learning Phase

Once Facebook launches your ad to your selected audience, they still don’t have all the data to help them deliver your ad to the people that are most likely to click your ad post. That’s why, after you post or edit your ad, it undergoes learning phase.

During the learning phase, Facebook gathers data on how your audience responds to your ads. This helps Facebook algorithm know how to optimize your ads to get the best results.

Typically, ad posts experience fluctuations. And commonly, that’s because the ad hasn’t reached to the people that are most interested in it. The goal of the learning phase is to reduce your ad fluctuations.

As Facebook continues to gather more data regarding your ads, your ads become more stable. At this point, you’ll be able to make decisions about your ad posts. If an ad receives satisfying results, then you may choose to have that ad running. If the results aren’t good enough for you, you may decide to pause the ad or edit it and make improvements.

Remember, the learning phase starts after you post or edit an ad post. That means, after making your ad post live, you should not make any edits in it. Doing so will reset the learning phase.

To know more about it, here are the significant changes that will trigger a new learning phase:

  • You changed its target audience.
  • Any changes made to ad content.
  • If you make adjustments to its optimization.
  • Pausing your ad set (or the campaign it’s in) for 7 days or longer (the learning phase will reset once you un-pause the ad set or campaign).
  • Adding a new ad to your ad set.

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How Long is the Facebook Learning Phase?

The Facebook learning phase lasts until you get 50 optimization events. Optimization events are the number of times your ad achieved the outcome your ad set is optimized for.

For example, if your ad is optimized to get link clicks, optimization events are counted as people in your target audience click to your links.

The learning phase may end even if your ad has not received 50 optimization events yet. The learning phase may stop if, during the time your ad was running, it already got almost 50 optimization events and the ad is already running stably.

The learning phase may also stop if (1) your ad is not stable, (2) if it’s not competitive enough in the auction, or (3) if your chosen optimization event is too rare.

In these cases, you may need to make significant changes to your ad management or ad posts:

  1. Troubleshoot your low-performing ad
  2. Changing your ad post with more compelling content
  3. Using more engaging videos or images for the ad copy
  4. Creating a more effective Call-to-action and Headline
  5. Increasing your Ad budget
  6. Expanding your target audience and ad placement
  7. Choose an optimization event that’s more likely to occur

Keeping Your Advertisement Active

The learning phase, as we discussed, helps a lot in making your ads stable. If you see that you need to do some work on your ads, then do the necessary changes.

After analyzing what ads work more effectively, always monitor the performance of your ads through Facebook Insights. The Facebook Insights will show statistics about your page including the following:

  • How many people you reach.
  • Engagement of your ads and content.
  • The number of your page visitors.

I highly advise publishing a variety of Facebook page ads. Otherwise, if you continuously post the same ad posts for an extended period, your target audience may experience ad fatigue. Ad fatigue is when your selected audience gets less interested in seeing your ads.

When such bad thing happens, you may lessen your chance of getting the results you want. So, consider making changes to your Facebook page ads once it starts to decline.

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Final Thoughts on Facebook Page Ads

In this blog post, I talked about making Facebook page ads. Posting ads on Facebook can boost different aspects of your business such as brand awareness, reach, traffic, engagement, etc.

When posting Facebook ads, it’s crucial to choose the right audience and ad placement. Pick the best payment option and select your ad budget based on what you want to achieve. Be ready to make changes and budget adjustments to your ads.

After publishing your ad posts, avoid making edits. Let the learning phase gather data. The learning phase can help you make decisions about your ads —  whether to continue them or stop them.

To learn more how Facebook can help your business, read my complete guide Complete Guide on Marketing on Facebook

If you have more questions about Facebook page ads, leave them in the comments below.

By the way, you should take a look at our “Results in Advance” program and see how we can implement Pervasive Presence™ in your business.

We start with a 30-60 minute free consultation where we together create a strategy that will grow your business¦ effectively. Its actually a strategy session where you’ll walk away with actionable steps you can take to increase your business revenue. By the end, you can either take what we discussed and run with it yourself or we can agree to work together to crush your results!

If you want to learn about how to qualify for our “Results in Advance” program, please feel free to reach out to us by clicking the button below.

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P.S. – If you like this post, feel free comment down below and/or share on Facebook.

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Suggested Articles:
1. The Secrets to Become a Facebook Marketing Expert
2. Complete Guide on Marketing Business on Facebook
3. Strategic Tips for Facebook Marketing for Small Business

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Author: Mike Marko
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Article: Understanding How Facebook Page Ads Work

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