Facebook released a series of changes to its algorithm, resulting in the reach of page posts dropping as low as 2 percent for large companies from a reported 16 percent two years ago. Organic reach is the number of people who see a Facebook post without any paid promotion or advertising boosting its performance. With these changes to the Facebook architecture, Facebook advertising is the fastest way to maintain reach and target your audience.

Facebook Ads are shown to specific groups of highly engaged people on desktop and mobile. When your ads have great creative content and are well targeted, they get more likes, comments and shares. When someone takes any of these actions, their friends may see your ad, making it more powerful. The more you promote your posts and create targeted ads to specific groups of people, the more likely they are to see it when they visit Facebook.

When you set up an ad on Facebook, you’ll be asked to choose your goal. The ads that are created will be designed to help you be successful, whether that means driving sales on your website, getting people to install your app or building your brand through Page engagement.

  • Reaching more people
  • Targeting a specific audience
  • Brand Awareness
  • Generating sales

When you create ads, they’ll be shown in different placements on Facebook depending on your goal and your targeting and creative choices. Your ad may look slightly different depending on who sees it. For example, if you’re promoting a Page post and someone sees it because a friend has liked it, they’ll see social information with your ad that says, “Jane Doe liked this.”

We want to make it as easy as possible for you to achieve your advertising goals. Calls to action are placed prominently on ads that are connected to a Page, event or app on Facebook so that when people see your ad it’s easy for them to like your Page, join your event or install your app. Ads can show in the right column of Facebook or in News Feed on mobile or desktop devices. “Likes” are the currency of Facebook.

Top Targeting Options

Facebook collects a lot of data about you and your followers. Advertising on Google or traditional media is limited by only what a visitor is interested in right now. The TV show they’re watching right now, or the search query they’re running right now. You can’t get to know that individual and target an advertisement to the people most likely to engage your advertisement.

When you created an account with Facebook you told them your gender, employment history, education, birthday, age, interests and hobbies, movies you like, books you’ve read, etc. These are targeting options available for you to get your ads in front of the right people immediately.

Reach is compromised for quality. That means less lead leak and more qualified leads to your business.


Reach people in cities, countries, and communities where you want to do business.
For example: If you’re a local business, you can show your ads to people who are near your store.


Choose the audience for your ad based on demographics like age, gender, education and more.
For example, you can create different ads to appeal to different age groups or genders.


Reach people based on their interests, hobbies, and Pages they like on Facebook.
For example, if you sell cookware, you can reach people who like “cooking,” and also cooking shows or recipe sites.


Find people based on their purchase behaviors, device usage, and other activities.
For example, app developers can reach people who are early adopters or who use a specific type of phone.


Reach people who are connected to your Page, event or app, as well as their friends.
For example, you can promote an event by showing ads to the friends of people who are attending.

Custom Audiences

Create audiences based on your own customer data, including emails, phone numbers or user IDs.
For example, share a customized ad with people who’ve signed up for your email newsletter.

Page Promotion

Another way to increase brand awareness and get page “likes” is “Page Promotion”. When you’re just getting started, one of the most important things you can do to build your audience is to create an ad that encourages people to like your Page. When people like your Page, it shows in their list of likes and their friends may also see that they’ve liked you through a story in News Feed. The people who like your Page will also see your most engaging Page content in their news feeds.

If your Page is eligible, you’ll see the “Get More Likes” unit right on the admin panel of your Page. Click on it to get started.

Boosted Posts

Boosting your Page posts will help you reach more people. When you boost a post, the people who like your Page are more likely to see it in their News Feeds. You can also choose to expand the audience for your post to engage even more people. If you choose “everyone on Facebook,” make sure to add location targeting so you reach the people most likely to be interested in what you’re sharing.

Whether you choose to boost your post or not, the more engaging and interesting it is to your audience, the more organic reach it will have. You can learn more about the kinds of posts people find most engaging by regularly looking at your Page insights.

Click on “Boost Post” while you’re creating a post, or once it’s already posted, to reach more of the people who’ll love your business. You need to have a minimum of 50 followers to boost your posts.

Facebook Offers

Facebook Offers are posts about a special discount or promotion that can be created right from the sharing tool on your Page. An offer post is special because when it shows to people in News Feed, it has a Get Offer button that encourages people to claim it. People have the option to share offers they claim with their friends, which means you’ll reach more people.

You can track the success of your offers not just through the number of claims, but also by counting how many customers walk into your store and spend money. You can even create a barcode for your offer so that it’s easy to scan them and keep track of sales.

When you set up an offer, you need to add a budget to promote it. You’ll be able to choose from different budgets, depending on how many people you want to reach.