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Advertising On Facebook? Here’s What You Should Know.

Published on May 31st, 2017 by Scout Inman

Facebook advertising has quickly become the favorite advertising medium for marketers and businesses. The social network giant has the greatest number of users and is one of the most frequented social sites on the web, second only to YouTube. Facebook has 1.86 billion monthly active users and almost half them log in every day. The statistics are staggering yet growth continues at an exponential rate.

However, Facebook is not just a social networking platform. It has become a medium by which advertisers and businesses can find and advertise to their target audience at a reasonable cost. Facebook advertising has many helpful features, but there are a few that stand out. Here are some of the features you should be sure to take advantage of when advertising on Facebook.


Take full advantage of Facebook’s niche targeting options. This is the biggest advantage to Facebook advertising. It’s exhaustive targeting means you can find and market to a very specific audience. Make sure to take a thorough look through the targeting categories and sub-categories. Examples of the precise targeting specifications available on Facebook are people celebrating an anniversary within 30 days, in-market shoppers for a new Audi, and casino vacation travelers. You can even get more granular by setting up layered targeting, which requires users to meet multiple levels of specifications in order see your ads. The possibilities are endless so get the most out of your money by targeting your exact audience.

Facebook Pixel

Facebook advertising doesn’t stop after campaign completion, you will want to track and measure the conversions resulting from it. Facebook offers an advertising pixel that does just that. Conversion measurement allows advertisers to track the actions people take after being shown the ad. By adding a Facebook advertising pixel to say, the Thank You page after a form submission, you can see just how many people went to your website and filled out a contact form after being shown your ad. This pixel will provide information such as user device, number of conversions your ad generated, and how much you are spending on each conversion.

Use Call-To-Action Buttons

A call-to-action button is the most important part of your ad’s creative. This button gives the viewer a clear and simple mode of action. Make sure the button copy makes the most sense for the action you want to be performed and that the landing page is appropriate. A Call Now button is particularly valuable on platforms such as Facebook. Facebook has 1.39 billion mobile users a month and about half a billion access the network only on a mobile device. A Call Now button allows those users to make a call, and thus a conversion, with a simple click. Call conversions are far more valuable than website visits so it’s important to use this feature if applicable to your business advertising agenda.

Facebook users are accustomed to seeing advertisements on their feed, which is why you need your ads to stand out. Facebook’s advanced targeting algorithm can put your advertisements in front of the people most likely to convert. Call-to-action buttons will help those people convert. And the pixel will follow and measure that conversion. Each part of the advertising process is built to help you get the most out of your budget, so make sure you’re doing it the right way.

EM Search Consulting has helped many of our clients build successful and measurable Facebook advertising campaigns. Contact us today to create and optimize your Facebook campaign.

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