Social Media Advertising: Our 5 Most Frequently Asked Questions

Social Media Advertising is one of the most effective ways to reach your desired audience and gain direct results from your activity.

Adverts can be put live very quickly, meaning you can achieve a positive return on your investment and spread awareness of your business from day one. 

You can also use Social Media Advertising to grow your community, build loyalty by targeting returning customers. Many businesses use advertising to test photography and messaging to see what works best.

We often get asked about Social Media Advertising at Avocado Social, so we wanted to answer our 5 most frequently asked questions in this blog.

1. How much does it cost?

This is without a doubt our most frequently asked question about Social Media Advertising! There isn’t one straightforward cost associated as every campaign is different, and your cost can vary based on the size of the audience you target, and the length of your campaign.

You control your budgets so you will never spend more than your limit. According to Naningans, the advertising software company, the average cost per click on Facebook in Q1 2019 is $0.48. The average cost per 1000 impressions is $7.44. These are global figures, so of course, they should be taken with a pinch of salt.

2. Who can you target?


You can target a long list of specifics about Facebook and Instagram users, including people based on their age, gender, location (as specific as 1km to their last logged location), education, family role, job title, hobbies, specific interests (brands, TV programmes, celebrities) and more.

You might have also heard of Custom Audiences which allow you to retarget visitors to your website, or email subscribers you have collected. The last audience is called Lookalike Audiences, which is a larger list automatically generated Facebook of those similar to your Custom Audience.              

3. What do you need to get started?

The best way to get started is to first set up an advertising account with the desired social media network. For Facebook and Instagram, this is Facebook Ads Manager. For Twitter, it’s Twitter Advertising and on LinkedIn, it’s called Campaign Manager.

The setup will involve adding a payment method and choosing your timezone. You might wish to give access to various people within your team on Facebook and LinkedIn Managers.

To run your adverts you will need to have a good idea about your strategy and content. Think about questions such as;

  • What are the objectives of this campaign?
  • Who exactly do we want to target?
  • What are the main messages of the campaign?
  • What content do we have available (photos, videos)?
  • How long will the campaign last for?

4. How do you advertise on Instagram?

You can advertise on Instagram within the app, using the Promote button. However, you will get far better-targeting options and have more control if you use Facebook Ads Manager. Here you can choose your Placements carefully, which means selecting exactly where each advert will appear. When controlling Instagram ads within Facebook Ads Manager, you can select to run adverts on Instagram Stories.

5. What works best?

Advertising campaigns work best when the adverts themselves are extremely relevant to the audience you are targeting. This could be down to the location mentioned in the ad, the demographics of the person featured in the advert, or how you use the copy to engage your desired audience. Video content can work very well if it’s eye-catching and fast-paced. Also, bright coloured images and incentives such as discount codes can also work well. We put together a list of 5 brilliant advertising campaigns we spotted on Facebook including Brita and The Hoxton Hotel. 

If you are looking to get started, give an Introduction to Facebook Advertising a read. We also have a brand new online course called Social Media Advertising which covers Facebook and Instagram ads.

If you prefer more traditional learning, then book onto our upcoming workshop, Mastering Facebook and Instagram Advertising on 28th November 2019 in London.