Facebook ads can change your business for the better. With so many people actually on Facebook, you have the largest audience in the world to work with. And the great thing is that you're practically guaranteed to find your target audience on this social media platform. Despite studies from Princeton University study saying otherwise, Facebook is still entering a renaissance.

Paid ads are the ultimate way of reaching your audience since Facebook crippled organic reach. This guide is going to show you how to hit your audience using paid ads.

Make Sure Your Research is Stellar

The reality is that research is absolutely everything. You must use Audience Insights, a Facebook tool, to figure out who is visiting your page. You should already have a rough idea in mind as to who your perfect customer is. Demographics research represents the beginning of your journey to discover your target audience.

From there, you will need to go into Interests to make sure your ads are getting sent to the right people. But for now, you should stick to demographics.

Segment Ad Sets

A common mistake is taking all your research, coming up with suitable interests, and then throwing them into a long list on the Ads Manager. This won't help you reach a large relevant audience. You may get some results, but it's impossible to test because you have little idea which interests are working and which aren't.

Pair one ad per ad set for testing purposes. You can consider pairing ads later on when you know more about which interests are working out for you.

Change Slowly

It may be tempting to rapidly run through changes in order to get results. But Facebook's algorithms take time to work. Many experts say that it can take up to 72 hours for an algorithm to adjust to a new ad. This is why you should consider making changes at a slower pace.

This will cause things to take longer, but you are getting more accurate results. If you absolutely must test multiple versions, run multiple ad sets alongside each other.

Watch the Data

If you are not continually watching the data, you are failing. There is so much that can go wrong by not monitoring the data closely enough. You will easily be able to find out the demographics of the people on your ad, but you need to go deeper than that.

For example, you need to track your ad relevance score. This is Facebook's score that denotes how relevant your ad is to your target audience. If you can get your ad rated as a ten, your cost-per-click is guaranteed to go down, and it will be shown more often.

You also need to take into account positive and negative feedback scores. Too many negative feedback scores and your account could get shutdown.

Always Testing

Testing is the essence of good advertising. There are actually two reasons why you may want to focus on testing. First of all, you need to make sure that you are always running the best ad you can. But on Facebook a perfectly good ad will eventually run dry.

Once your ad has been shown to your entire audience pool, it will start to decline in effectiveness. This can take a few weeks or a few months. That's why you have to have a constant supply of ads to make sure you are getting the right results.

You should be split testing everything from the call to action, to images, and to headlines.

Cull the Losers and Scale Right

During your testing process you should be culling the ads that aren't performing as well. Since you are using split testing, all your ads are being tested against already successful ads. Once you have a winner from each test, you should scale the winner.

Take note that in some tests both ads may be losers and you should cull them both. Once you have a Facebook ad you want to scale, make sure you do it slowly. Scaling too quickly can cause an ad to fail as the Facebook algorithms reset themselves.


Getting ready for Facebook ads and making them work is a long and time-consuming process. But it's currently the number one way of cost-effectively reaching your target audience. Since this is an ongoing task, this should be something that you address every single day.

It should become part of your daily routine. By keeping up a constant supply of successful ads, you are going to introduce your brand to a whole new audience.