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How to advertise effectively on Facebook

Facebook Ads is one of the best advertising tool ever created which lets you advertise your product or brand on Facebook, Instagram and Messenger. You can run multiple types of campaigns (to increase traffic, app installs, video views, lead generation) depending on your product and service.

The best part of Facebook Ad is the flexibility of budget starting at Rs. 40 ($0.57) per day. This means every brand from a small and upcoming startup to Nike can advertise on Facebook to their target audience.

This article is a guide on how to start advertising on Facebook or Instagram and achieve a low conversion cost.

Facebook Ads Manager

This is the Dashboard to create and manage your ads on Facebook. You can set it up using your Facebook account and add money through payment gateways.

Create A New Campaign

Facebook will ask you to choose the marketing objective for every campaign.

If you are trying your ads for the first time, I would suggest using Traffic since I have found the lowest Cost Per Click (CPC) for this category.

Campaign Budget

You can decide the budget for either Lifetime or a Daily budget. Facebook might warn you of the budget is low but you can go ahead and continue the campaign.

Targeting is Everything

Facebook lets you target your audience based on age, gender, location, interests, behaviour, occupation, education, and n number of other factors.

It is very important that you have clarity on who exactly is your target audience.

For this example, I am promoting a blog on weekend activities and events in Mangalore in India. So I have targeted the audience based on that.

Note that I have targeted people who are new to Mangalore (Away from hometown) who will be looking to explore the city. I have also targeted people with a new job since they will be searching for where to spend the new income.


Facebook automates your ad placement based on its targeting to multiple platforms (Facebook, Instagram, Messenger). Or you can edit the placement and target only certain channels.

Since our target audience spends most of their time on Instagram, we have placed the ad only on Instagram Story.

Ad Creative

The photo or the video of the ad is one of the most influential factors to get a low Cost Per Click. People decide whether to click the ad or to keep swiping based on how attractive and effective the creative is.

Canva is a brilliant tool to create posters and it has templates for most of the platform sizes.

You can notice that I have used bright colours and have conveyed the message in 6 words.

Relevant Score and CPC

Facebook Relevant score is rating from 1 to 10 that estimates how well your target audience is responding to your ad. This is a good judgement of how effective your targeting is.

Relevant Score of 10
CPC of INR 0.29

I could achieve a Relevant Score of 10 and CPC of ₹0.29 ($0.0041) in this campaign.


Facebook and Instagram still continue to be one of the easiest and cost-effective way to market and grow your business. To drive down your cost for these ads and get the maximum conversion, there are three points you need to consider:

  • The right audience targeting is critical since you don’t need your ads to be displayed to people who do not or will not use them.
  • Placing your ads in the right channel based on the target audience. Eg: Facebook if you are targeting people in 40s; Messenger if you are taking leads for your product
  • The creative of the ad is the first touch point and creates the first impression of your brand or the product. This has to be catchy and should grab the audience’s attention.

I hope this helps you to create ads on social media to boost your business. If you require any assistance for social media marketing, you can reach out to us at



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