Facebook is the most popular social media platform around the world. It is estimated that this platform has 2.85 billion active users every month.The platform was founded by Mark Zuckerberg in 2004. Since then, the it has allowed its users to connect and interact with each other. Forms of engagement on Facebook include different types of reactions (like, love, care, laugh, surprised, sad and angry), comments and shares. These forms of engagement on Facebook have enabled companies to use these features and the high number of users in different ways to ensure a long term is achieved.


Posting ads on Facebook contributes to an increased traffic to the parent website. In this case, the company can display an ad and include information that redirects potential customers to the company’s website where they can get more information on about the product and the purchasing process (Tran, 2017). The traffic also contributes to the conversion rate where the social media users are transformed to the customers of a given brand of business.


How to Advertise on Facebook

First, it is important to highlight the type of ads available on Facebook. They include; image ads, video ads Facebook Stories ads, carousel ads, slideshow ads, collection ads, instant experience ads, and Messenger Inbox ads. Below is a step-by-step guide on how to create Facebook ads.

  1. Choosing an objective of the ad

It is the first thing you should do in the Facebook Ads Manager after logging in. the campaign tab provides 11 options which include brand awareness, reach, traffic, engagement, app installs, video views, lead generation, messages, conversions, catalog sales and store traffic.

  1. Name your campaign

Name the Facebook ad campaign and choose whether the ad fits in the available special categories. Click next to.

  1. Set your budget and schedule

This step provides an option at the top of the screen whereone can name the ad set and choose the Page to promote. You are also expectedto choose the amount of money to be spend on the Facebook ad campaign.

  1. Target your audience

You can scroll at the bottom of the page where you will start building your target audience for the ads. There is an option of choosing custom audiences. You can also define the target age, location, gender and language.

  1. Choose your Facebook ad placements

You can scroll down to choose where your ads will appear. You can choose automatic placements if you are new to Facebook advertising. Otherwise, options vary depending on the type of objective selected.

  1. Set brand safety and cost controls

When you scroll down to the brand safety section, you can choose to exclude any types of content that is inappropriate with your ad. For instance, you can avoid sensitive content by creating a backlist.

  1. Create your ad

Start with choosing the format of the ad then input the text and media components. The formats may vary depending on the campaign objective selected.  


Facebook provides a real-time engagement between the company representatives and customers. This process enhances satisfaction among the buyers since all their questions, inquiries and complains can be handled within the reasonably short period (Hamill, Turk, Murukutla, Ghamrawy, & Mullin, 2015). During this period, the company will listen to the customer feedback to determine the customer experience and compare the same with the initial goals of the production process. Findings allows the company to determine whether it is on the right track regarding customer service. Thus, necessary utilize Facebook since it has the relevant tools to determine the impact of advertising on Facebook in sustaining in business sustainability.  


Establishing and managing a Facebook platform for a company requires a combination of the right combination of skills and resources. An increasing in complexity of social media use and engagement requires the social media manager to undergo formal training on the current trends of social media use and management in customer service. Such individuals are supposed to dedicate their time in making sure that the target audience in the social media segment is satisfied with the services offered by the company. Budgetary allocations are necessary to ensure the company invests paid promotional campaigns.  



Tran, T. P.(2017). Personalized ads on Facebook: An effective marketing tool for online marketers. Journalof Retailing and Consumer Services, 39, 230-242.

Hamill, S.,Turk, T., Murukutla, N., Ghamrawy, M., & Mullin, S. (2015). I ‘like’ MPOWER: using Facebook, online ads and new media to mobilise tobacco control communities in low-income and middle-income countries. Tobacco Control, 24(3), 306-312.