Level: Beginner · Free.
Facebook advertising lets you pay to show an advert to a defined audience on Facebook and Instagram. Unlike search advertising, where people are looking for something, Facebook adverts are shown to people based on their interests, behaviours and demographics, so the advert itself has to earn their attention and stop them scrolling.
A good campaign starts with a clear goal: do you want clicks to a website, video views, leads, or sales? Then you choose the audience you want to reach, for example people in a particular country who are interested in a topic, and set a budget you can afford to test with. Start small, test one change at a time, and never spend more than you are comfortable losing.
The advert itself matters most: a clear image or short video, a headline that names the benefit, and a short message that tells the viewer exactly what to do next. After a few days, check the results: how much did each click cost, and did those clicks lead to sign-ups or sales? If an advert does not work, change the image or the audience, not everything at once. Paid advertising can lose money quickly, so treat every campaign as a test, spend carefully, and remember that income is never guaranteed.