How to keep costs down when advertising on your Facebook page

Aesthetic Medicine UK’s social media editor Chris Halpin shares his tips on saving the pennies when it comes to Facebook advertising.

No matter how much you plan your content, you’ll never be able to reach your Facebook page’s entire audience in one go. Reports show the “organic reach” of posts on Facebook is usually 7%, meaning non-paid-for content only appears in the newsfeed of 7% of the people who “like” your page.

To reach a wider audience, you’ll need to consider using Facebook Ads. The good news is that ads aren’t as scary or costly as you might think, especially if you know the tips and tricks going in.

As with anything on social media, you need to have a clear goal in mind before you start a Facebook Ads campaign. While there are plenty of campaign options to choose from, here are three types that are simple to use and often are the most effective.

1. Brand Awareness: This campaign is designed to make users more generally aware of your Facebook page. Facebook’s algorithm places your adverts strategically across the website, increasing the likelihood that customers will take notice of your page.

2. Engagement: There are a number of options when you choose an engagement campaign. This can be great if you’re just starting your page, as you’re given an option for “page likes”. Increasing the number of people who like your page will mean that while the percentage for organic reach of content remains low, you’re still reaching more people.

3. Traffic: If you’ve got a great website, then this is what you want to use. Traffic adverts help direct people from your Facebook page through to your site. Make sure the advert matches with your website experience to ensure a smooth customer journey.


Once you’ve chosen which type of campaign you want to use, you’re then able to choose your audience, based on a number of demographics – use your Facebook Insights to help guide you.

Once you’ve chosen your target audience, it’s time to make the advert. Here are some quick wins that will help your first ad be a success.

• Use high-quality images, unique to your business. Facebook Ads allow you to use more than one single image, either as multiple images in one post or as a slideshow. Take your customers on a journey through your clinic, or show off your treatment results.

• The first 90 characters in your advert are key. Mobile is the highest source of traffic on Facebook, but adverts tend to be cut down to the first 90 characters on these devices. Be concise and lead with your key selling point or message to ensure the best response.

• Choose your placements. Facebook suggests automatic placements as “recommended” but in reality, this just means Facebook puts your ads in places people tend not to look. Always choose to “edit placements” and restrict it just to Facebook (and possibly Instagram, if you’ve got some really great images).How to keep costs down when advertising on your Facebook page