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  • Writer's pictureMacauley Clifton


Updated: Aug 17, 2020

If you want to reach more of your audience most quickly and easily, social media advertising is the way to achieve your goal! 

Utilising the right social media strategy can help you build upon your following, get website clicks and ultimately drive sales to your business.

Below I am going to give a quick guide to social media advertising, into the different types of ads you can use, objectives and tips to create content that will convert!


With all marketing campaigns, the first step is to find out what your goal is - and this is the same with Social Media Advertising. 

Want to boost brand exposure? Engagement, Impressions or followers is the end goal for you. 

Are you looking to drive sales to your business? Conversions are the one for you.

Facebook and Instagram have a range of campaign goals, with some below: 

  • Brand Awareness

  • Reach

  • Traffic (clicks)

  • App Installs

  • Engagement (Posts) 

  • Video Views

  • Conversions (on your site)

Having a clear objective at the start is the best way to ensure you keep on social media advertising on track.


After selecting the campaign goal, the next step is to pick which platform would be best for your ads (it could be both). 


Many consider Facebook as the go-to for social media advertising, and they wouldn't be wrong. Facebook has the most powerful targeting tools on the market and considering they own Instagram; the overlap allows you to utilise both platforms efficiently.

To start, you will need a Business Account on Facebook - this gives you access to the Business Manager and also Facebook Ad Manager. The Ad Manager is the single place for creating, managing and analysing your ads.

With 11 different objectives to pick from, this can come across daunting at first. 

The most popular being:

  • Brand Awareness

  • Reach

  • Traffic

  • Conversions

The next stage is to define your audience, its best to be as narrow as possible with this. If you are struggling to think of your customer's interests, age range, genders and locations - use the Insights from your Facebook and Instagram page, this will show you what your current follower's age range, gender and locations mostly are. You could also ask your audience what they are interested in, by using the interactive story stickers (check our previous blog post by clicking here for more in-depth on this).

Once you've defined the audience, next is placements. This is where your ad will be viewed; as an example, you can have your Ad as a Facebook Post or Facebook Story.

Once all this is decided, it is then onto the content - which will go into more later on.


With Instagram now north of 200 million monthly users, Instagram is the perfect spot to begin advertising and, likely, your target customers are already on there!

Similar to Facebook, Instagram has a range of goals to best suit your requirements and a few different placements for you to decide on.

One placement is a Feed Photo or Video, these slot into your target audiences feed as a regular post (apart from the 'sponsored' part in the location field), and they are viewed as that users browse through their feed. At the bottom of the post is the Call-To-Action (CTA) for the ad, this can send people to your messages, page or website depending on which you choose.

The next placement you can choose is Instagram Stories. Similar to the posts, these will slot into your target audiences stories that they view. With them being short in length, they must be eye-catching and have a clear CTA to drive your audience to where you want them to be.


Probably the hardest part, with no real wrong or right solution. The most important thing here is to use a range of content and test, which is best and then go from there. 

A key thing though is to ensure your content is sized for placement it is being used in, a post sized image in a story is going to look messy. Likewise, a story sized image in a post is going to be cut off. Canva is a great website to use that has templates to ensure the sizing is perfect.

Next is to ensure a good CTA is used on your content, you have worked hard to get your Ad in front of your audience - now tell them what you want them to do next.


That's it! hopefully now you have a better understanding of how to use Social Media Advertising to drive traffic and sales to your business. 

For a comprehensive strategy to take your Social Media Ad campaigns to the next level, please do not hesitate to get in touch:

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