Social Media

A Quick Guide for Facebook and Instagram Ads

Facebook and Instagram is the largest social networking platform in the entire world. It also has one of the best advertising platforms that allows you to take advantage of strong targeting options.

Using Facebook is one of the best ways to increase your business's growth goals.


Facebook and Instagram is the largest social networking platform in the entire world. It also has one of the best advertising platforms that allows you to take advantage of strong targeting options.

The hardest part about running ads on Facebook is keeping up with the trends and optimizing what is working. Learning how to scale a ad budget is a crucial element to any Facebook Ads campaign.

Because we have gone through thousands of campaigns and a know a thing or two we have come up with a few tips that anyone can use if implementing a Facebook Ads campaign.


A Lookalike Audience is a way to reach new people who are likely to be interested in your business because they're similar to your current customers. What is so great about lookalike audiences? Facebook will find your customers and identify the common qualities of them (for example, demographic information or interests) and then target and display ads to those that are similar.

What does that mean? It means that you don’t have to do the hard part of determining the interests of those that might be the best fit for your ad.


Not sure where to place your ads? We recommend you test the placements. Some placements work better than others for campaign objectives? If you are trying to drive traffic to your website, you most likely want to stick with standard feeds as your main placement. If your goal is to retarget your products to site visitors, stories are a great tool to accomplish that goal.

Curious about the placement types? See a list of them below:

Facebook News Feed

Instagram Feed, Facebook Marketplace, Facebook Video Feeds, Facebook Right Column, Instagram Explore, Messenger Inbox


Facebook Stories, Instagram Stories, Messenger Stories


Facebook In-Stream Videos


Messenger Sponsored Messages


Facebook Instant Articles

Apps and Sites

Audience Network Native, Banner and Interstitial, Audience Network Rewarded Videos, Audience Network In-stream Videos

One of our clients Chunk Cookies, saw a 67% increase in engagement from switching from standard feeds to stories.

If you need more information about placements look here.


If you don’t know the age or gender of your ideal target customer you’ll want to test all ages and genders. For example, if you sell make-up or beauty products, the average 25 year old male most likely won’t be interested in what you are selling.

Knowing who your audience is helps narrow your targeting. This will allow Facebook to show your ads to people who would be considered most likely to be interested in your product or service.


This one seems obvious, but you would be surprised. A few frequent questions we see people ask when running ad campaigns are: When should I turn off this ad? Have I spent enough? Am I just wasting money?

Well, the easy answer is there is no point in spending your money on a campaign that is showing unsuccessful results. Set the KPI’s (key performing metrics) of the campaign, and after 4-5 days if the campaign isn’t hitting those goals turn it off. KPI’s can vary from sales, ROAS (return on ad spend), landing page views, video view, impressions, etc.

If you are keeping up with your expectations of the campaign, then great, add more of your budget to it and scale. If are looking for better results then keep testing your ads.


On average it takes a potential buyer 12 or more times to see something from your company before buying.

Retargeting allows you to show your ads multiple times to those people who have already expressed interest in your products allowing for multiple exposures. You can decrease the need for exposure by incentivizing through retargeting and can do that by offering an a discount, showing videos to increase interest and further educate, or just continue to keep them engaged with your brand.


We have written about the importance of good website design in a past blog post that you can access here. Everything in that post still applies today, but it is so important to any online business that it is worth mentioning multiple times.

Your landing page is where the customer will end up and begin to interact with your business. The goal with any good landing page is to make it as easy as possible for your customer to follow your sales funnel and end up completing a purchase. Create a clear path to purchase - your end goal!


Facebook allows your to do two major things with your customers; show them ads and interact on a personal level. Truth be told, if you are not using Facebook to achieve your business goals, then you are missing out on a huge opportunity. But no worries, the best time to start is now.

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