5 Important Facebook Advertising Features Conveniently Never Explained to You

by Wayne Sharer

International speaker, author, and entrepreneur. Retired navy officer, former commanding officer. Over 35 years of leading, coaching, mentoring, and speaking.

October 19, 2015

Have you ever wondered what you weren’t told in whatever miracle, two cent click Facebook advertising course you purchased?

The Facebook advertising features are many, and often product creators like to call some advanced for the sake of charging you more to learn about them. Still, these same “instructors” leave out many of the Facebook advertising features that can really improve you results.

Why do they do this? I don’t really know. My guesses are they don’t use them, so they don’t tell you about them or they are simply inexperienced instructors and coaches. Few of these people selling you products for your new online business have 35 plus years of Coaching, Instructing and Leadership experience like me.

In this article, I’ll introduce you to 5 important Facebook advertising features that nearly always get left out but will be a great help to you once you know about them…

#1 Importing Your Niche Market Email Contact Lists

If you already have an email list but have never advertised in Facebook, this is probably the most important function for getting a highly targeted audience, instantly.

Facebook allows you to import your marketing email contact list. In fact, it can be any email contact list. However, when using this, you would only want to import those names that truly would have an interest in your market products.

Importing every email name you have, if they did not come from your business or other marketing efforts would be counterproductive, though I know many will do this anyhow. I hope you will choose the wise road, and only import your highly targeted individuals.

Step 1:

  • This works best in Google Chrome, and may not work in other browsers.
  • Go to your home page and look in the left margin sidebar.
  • Click where it says “Ads Manager”

facebook advertising features 1

Step 2:

  • On the next page that loads, look where it says “Tools” and click for the dropdown menu.
  • Then click on “Audiences”

facebook advertising features 2

Step 3:

  • Now look where it says “Create Audiences” and click for the dropdown menu.
  • Click “Custom Audience”

facebook advertising features 3

Step 4:

  • Next, on the pop up, click on “Customer List”

facebook advertising features 4

Step 5:

  • This example uses the “Upload File”

facebook advertising features 5

Step 6:

  • Upload your file in .txt or .csv format. Give your list and appropriate name.

facebook advertising features 6

#2 Use Facebook Post Scheduling

Did you know you don’t need other software to schedule posts in Facebook? I’m sure most did not.

To increase engagement, it is always best to have a consistent posting routine. Until recently, this did require third party software. The fact is, you can now do scheduled posts directly in Facebook.

Step 1:

Create your text, image or video post

Step 2:

Click the “Publish” drop down

facebook schedule post 1

Click “Schedule”

Step 3:

Select the desired publish date

Select the desired publish time

Click Schedule

facebook schedule post 2

#3 Facebook Ad Relevance Scores

Like Google, Facebook gives you a quality score so you can instantly evaluate if you reach the right audience. This came into use in early 2015. It’s a rating of 1 to 10 with ten being the best.

Besides helping you lower costs, this will help you quickly evaluate if your ad is relevant to the audience you selected. If the score is low, you will want to change your ad because increasing your relevance means you will reach more targeted people at a lower cost per click.

According to Facebook,

How relevance scores work

Relevance score is calculated based on the positive and negative feedback we expect an ad to receive from its target audience. The more positive interactions we expect an ad to receive, the higher the ad’s relevance score will be. (Positive indicators vary depending on the ad’s objective, but may include video views, conversions, etc.) The more times we expect people to hide or report an ad, the lower its score will be.

Ads receive a relevance score between 1 and 10, with 10 being the highest. The score is updated as people interact and provide feedback on the ad. Ads with guaranteed delivery — like those bought through reach and frequency — are not impacted by relevance score. Relevance score has a smaller impact on cost and delivery in brand awareness campaigns, since those ads are optimized for reaching people, rather than driving a specific action like installs.

Step 1:

In your “Ads Manager” and it typically opens in “All Campaigns Mode”

facebook ad relevance 1

If it is in some other mode, click the drop down and change it to “All Campaigns Mode”

Step 2:

Look to the right, and find the menu item that says “Columns: Performance”

Click the drop down and change select “Customize Columns”

facebook ad relevance 2

Step 3:

On the pop that appears, select “Relevance Score,” and now it is functioning for all campaigns.


#4 Facebook Pages to Watch

Here’s how to use Facebook Pages to Watch to help you in your advertising.

First, where do you find “Pages to Watch?” When you look at one of your business pages, you see a menu item called “Insights”

facebook pages to watch 1

At the bottom of the Insights page, you will see a box called “Pages to Watch.”

This is a fantastic tool because not only does Facebook Pages to Watch give you a quick snapshot of what your competitors are doing; it also will show you whether or not a page is a good choice for your targeted audience.

facebook pages to watch 2

It does this in the sense that if you have selected a true competitor – one with essentially the same audience as you – then you will know which pages have the highest engagement, and which don’t. This allows you to quickly decide if this competitor page/audience should be targeted by you.

You can also get ideas on what to post, how often to post, and what exactly your competitors do to get the attention of their audience.

#5 Facebook Free Ad Images

Facebook seems to have teamed up with Shutterstock to deliver you free ad images.

This is convenient because there are some great images available.

Caution: Facebook did not and does not filter the images to ensure they meet Facebook Ad Image Guidelines. So you must do that part yourself.

Nonetheless, the images show up for free, so you use them.

facebook free ad images

Wrapping it Up

It’s important to remember, Facebook frequently updates is options and features. You should pay close attention each time you log into your ad panel and look for any changes.

The five important Facebook advertising features I have shown above are here today, and you should be using them to improve your conversions, and lower your costs.

Also be aware that, even tomorrow, you may have to look in a different place in your Facebook menus to find them.

Do you think this is helpful? Have you ever used any of these features? Maybe you have some lesser known features you love to use. Let us all know in the comments and share this page with your friends.

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