Seller Tips

Selling from home: advertising on Facebook

Written by Beulah | 13th May 2020

Advertising on Facebook is an intriguing concept, especially if you’re looking to reach new buyers. It’s also a bit overwhelming, especially for a small, independent seller. To help you get started, we asked Meltem Aksu, the Catawiki Social Media Lead, to pull together her tips for advertising on Facebook.

Hi Meltem, thanks for chatting with us! First question: how do Facebook ads work?

Meltem: It’s similar to other forms of online advertising, but an advantage Facebook has is that it offers a lot of detailed options to deliver your ad to exactly the right kind of people you’re looking for. You can target an audience according to their location, interests and demographics. Since Instagram and Facebook are part of the same company, they both offer the same options, Facebook ads also mean Instagram ads. 

Good to know! What should a seller consider before they start advertising on Facebook?

Meltem: First you should pinpoint what would bring the most value to your business and what you want to do with their ad. Do you want people to visit your website? Do you want subscriptions? Maybe get your audience to fill in a form, or just watch a video to get to know your brand?

After deciding on that, you can think about your audience, what kind of people are interested in your products? Then decide on your budget and how much you want to spend on a particular ad. You can adjust your budget as a maximum daily spend and adjust as it goes, or set a total lifetime budget. 

Another important thing is to decide on your message. There is very limited space for text, so your message and call to action should be short and clear. Of course it’s important to remember that in the end it’s a social platform, so the tone should not be like an advertisement you’d see in a magazine. Instead aim for something more friendly and conversational. 

Are there any limitations to what can be advertised on Facebook?

Meltem: Each country can have different regulations, and these are always taken into consideration. For example the sale of alcohol can start from a different age in each country so it’s best to pay attention to that when deciding on the age group. Unsurprisingly, the advertisement of tobacco products is not allowed. Of course Facebook has other policies, for example weight loss products are strictly regulated and there are strict regulations for discriminatory practices. It’s a very broad topic so it might be best to check the policies.

Gaining a spot in potential buyers social media feeds is essential

How can a seller work out who to advertise to on Facebook?

Meltem: You should really consider the type of people who regularly buy from you, or the people you want to reach. Try to come up with a persona. What is the age group? What are they interested in? What languages do they speak? What kind of people can find your product appealing – for example you can even reach the friends of people whose birthdays are upcoming in a month, or people who have recently moved or got married. These are all things to consider. And as you’re setting up your ad, take a good look at all the options that are offered by Facebook.

What images are best  for Facebook ads?

Meltem: Bright and minimalistic images work really well. Consider that most people are seeing your ads on a mobile phone, so the image that is displayed will be really small. Make sure that the image enriches the main message you are communicating in your ad, and it doesn’t have too much going on in the background. Bright, simple, to-the-point. One or two dominant colours also make it easier to notice. On another note, you shouldn’t have too much text on the image, otherwise Facebook will reduce the reach if the text covers more than 20% of the image. 

Do you have any other last pieces of advice for our sellers?

Meltem: When you deep dive into Facebook ads there are endless opportunities and tips and tricks, but it’s actually quite simple to get started. To make sure you get the basics right, Facebook itself offers some basic educational material that is really easy to follow.


This is part of our regular series about how you can optimise your sales on Catawiki. The only thing left to do after that is to start selling!

You might also like:

Selling from home: communicating with your buyers

Selling from home: improving your home cybersecurity

Selling from home: how to sell in an eco-friendly way

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