The Graphic Evidence guide to Facebook Advertising

(Jan 2013)

Facebook advertising simplified by Graphic Evidence.

Creative design and marketing agency, Graphic Evidence, explain the benefits and use of Facebook advertising for business.

Facebook’s advertising services now allow businesses to target potential customers through shared likes, interests and locations. More businesses are devoting a percentage of their marketing spend towards social platforms, with Facebook providing an easy and effective means of reaching and engaging consumers.

Facebook advertising requires neither a great deal of money or time and their services can be used to provide engaging, promotional content towards targeted users. The advertising features ensure that your advert is only displayed to those who have expressed a similar interest or shared demographic or geographic.

What are you promoting?

Before setting up a Facebook advert, determine what it is that you want to achieve. For example, is your main priority driving the awareness of your brand or is it to promote a new service or offer?

Facebook now offers advertisers the option of whether they want to gain more likes or promote a specific page post. For example, a new business will most likely have the main aim of generating awareness about their services. However, an existing business may want to promote a specific post – perhaps with details of a promotion or event – to their existing followers and customers.

Who are you trying to reach?

Once you have pinpointed the aim of your marketing campaign, it’s time to focus on your target market. Choosing who sees your adverts is made much easier with Facebook. Users enter information about the gender, age, location and interests – all of which can be utilised to ensure your advert reaches the right demographics. Who buys your products? Does your company have a national, international or local geographic?

Control your budgets.

With over one billion active Facebook users, who interact with Facebook on a daily basis, it’s vital for businesses to use their budget wisely and target the appropriate market for your product or service.

Facebook’s pricing structure is defined by Cost Per Click (CPC) and cost per impression, which is measured in multiples of 1,000 impressions and referred to as CPM.

CPC advertising is charged each time a user clicks on your particular ad. This means that whether your ad is shown to ten or ten thousand users, you only pay each time a user interacts with your ad, in Facebook’s case an interaction would be a ‘like’.

CPM advertising is calculated each time your ad is viewed and is charged per thousand users, those which are included in your targeted audience.

CPC and CPM can be implemented together or separately in a Facebook campaign, if your business has a large following or you are targeting a broad audience, then CPM is usually the most cost effective option.

Set up your advert – engage your audience.

The most effective Facebook campaigns primarily focus on one goal at a time. With only 25 characters permitted in the title, and 90 in the body text, your message needs to be short, sharp and to the point. The accompanying image is small (100 x 72 pixels) so ensure that it is clear and simple.

Finally, don’t forget to read Facebook’s advertising guidelines, adverts that do not comply won’t be approved by Facebook! (link)

Monitor your advert – analyse, measure and tailor.

Facebook’s ‘Adverts Manager’ allows the management of your Facebook adverts, to monitor which ads are working most effectively, and where. The Ad Manager’s insights also show how many people within your total target that you have reached.

The Adverts Manager allows marketers to see exactly how their fans are interacting with their page – including figures for impressions, CTR, reach and frequency. These insights also show how many times connected users have engaged with the page, a vital way to determine if the content on your page is becoming a little repetitive or stale. This means that adverts can be tailored to relevant customers by determining which adverts generated a greater response – particularly through further interactions such as comments, likes and shares.

Finally, ensure that your campaign is analysed and tailored to the insights provided by the Adverts Manager to maximise your budget.

Graphic Evidence do not work for Facebook this guide is based on our knowledge, experience and current Facebook campaigns that we are running on behalf of our clients.


CPC – Cost Per Click, also referred to a PPC (Pay Per Click) advertising, is a digital advertising model used to direct internet traffic to a specific page or website. Each time the advert is clicked and reverted to the destination site, the advertiser pays the publisher a fee. This form of advertising is usually used by targeting people who would benefit from the products or services featured on the site.

CPM – Cost Per Mille, derives from the Latin ‘mille’ meaning one thousand. CPM is a common measurement used in advertising and is based on a particular advert being shown to one thousand viewers.

CTR – Click Through Rate, is a way of measuring the success of an digital advertising campaign – for example, an online advert or email marketing campaign. The number of users who click on a certain advert or link measures the effectiveness of the campaign. The CTR is displayed as a percentage, which is calculated by diving the number of clicks on the ad, by the number of impressions.

Impressions – an impression is a measure of the number of times that the advert is displayed or served to target online users. Quantifying advert impressions is an integral part of analysing online advertising.

Likes – Facebook page likes are generated from a user expressing an interest in a page, and clicking ‘like’ which results in the page’s updated content being displayed on their News Feed.

Head Office

Graphic Evidence
Crown House
151 High Road
Essex IG10 4LF
United Kingdom
+44 (0)20 8508 7870


Warnford Court
29 Throgmorton Street
London EC2N 2AT
United Kingdom
+44 (0)20 7206 2320

Company Reg: 4293984
VAT No: 830 6727 31

Follow us...