How to give ad on facebook

How to Advertise on Facebook in 8 Steps: The Visual Guide

Fact: There are 2.93 billion Facebook users out there.That’s double the population of China.

Fact: We spend an average of 33 minutes on Facebook per day. That’s double the time you could spend to save 15% or more on your car insurance. But I digress.

Between its widespread usage, versatility, targeting, and low costs, it’s not surprising that 66% of U.S. small businesses use Facebook ads.

So in this post, I’m going to walk you through a full tutorial on how to advertise on Facebook, complete with screenshots, tips, FAQs, and visuals.
Table of contents
- Why advertise on Facebook?
- Facebook ad account overview
- How to advertise on Facebook in 8 steps
- Facebook ad FAQs
Why advertise on Facebook?
If you’re reading this post, chances are you’ve already made up your mind as to whether you should advertise on Facebook. But in case you’re still on the fence, here are some reasons:
- Build brand awareness. Unlike Google ads which are all text, Facebook ads allow you to use images and video which can support your branding. And while purchase intent is not as high on Facebook as on Google, imagery gives you the power to stand out in users’ feeds through emotional marketing.
- Cost-effective. Because Facebook ads offer such specific targeting, you can rest assured that you’re making the most of your ad budget.
- Versatility. Between the wide range of ad formats and the different objectives available, you can use Facebook ads to target users at every stage of your marketing funnel.
- Gain audience insights. People spend a lot of time on Facebook and use it for a number of reasons in their day-to-day. The data you collect through Facebook ads provides invaluable customer insights you can use to inform your strategy elsewhere.
And if that’s not enough, here are some numbers for ya:
- 66% of small businesses in the U.S. use Facebook advertising.
- The average Facebook user clicks on 11 ads per month
- Facebook ads have the lowest average cost per click of all social media advertising platforms.
Facebook ad account overview
When you run Google Ads, you set up a Google Ads account and then off you go, but with Facebook, there are several different properties involved. If you’re new to Facebook advertising, you’re highly susceptible to falling into a black hole of confusion surrounding which accounts you need.
Here’s the breakdown (and don’t worry, I’m going to walk you through setting up all of these):
- Meta Business Suite (formerly Facebook Business Suite) is the umbrella account that encompasses everything. It’s a free account where you can manage your Facebook and Instagram accounts in one place. You can create and schedule posts, reply to messages, get insights and notifications, and more.
  - Business Manager is now one and the same with Business Suite. It used to be the backend where you manage permissions, payments, pixels, and more things that don’t begin with a P. All of these functions are now a part of Meta Business Suite, but if you really want to perform them out of the old Business Manager interface, you can go down to the help button and click Switch to Business Manager.
- Ads Manager. This is where your ad account(s) live. If you’re an agency, you will have multiple ad accounts in one Ads Manager account. If you’re the only one managing your properties, you don’t need a Meta Business Suites/Business Manager account to use Ads Manager, but it is recommended (and it’s free, so it can’t hurt).
- Ad account. This is what you create within Ads Manager. You should only have one ad account per business (or per Facebook business Page)
Quick halftime break. Here, have some orange slices 🍊 and water 💧
- Facebook Page. You need a Facebook Page in order to advertise on Facebook, but you don’t need to be advertising on Facebook in order to create a Page. In fact, this is a staple in any organic social media marketing strategy. You can create a Page entirely separate from all of the above, right from your Facebook profile. Or you can create one out of Business Suite.
- Ad campaign. This is where you choose an objective. You can (and should) have multiple campaign types within one ad account.
- Ad set. This is where you determine your ad budget/bidding, schedule, and audience targeting—such as by demographics, interests, age, and more. You can have multiple ad sets in one campaign.
- Ad. This is your actual copy and creative. You’ll want to have at least two ads per ad set. We’ll talk more about Facebook ad account structure later on.
How to advertise on Facebook
Alright, now that we have the visual map to an actual Facebook ad, grab your charger and buckle up because it’s time for us to hit the road. Here are the steps that we’ll be covering:
1. Create a Business Suite account
2. Connect or create your Facebook Page
3. Create your ad account
4. Add the pixel to your website
5. Create your Facebook ad campaign
6. Create your Facebook ad set
7. Create your ad
8. Publish
And here’s the Facebook ads tutorial video:

1. Create a Business Suite account
As mentioned above, Business Manager and Business Suite are now merged into one. When you create a Business Manager Account, you will be brought into the Meta Business Suite interface. You can access the old Business Manager interface (by clicking Help > Switch to Business Suite) but your best bet is to get familiar with Business Suite since this is here to stay.
To create an account, go to business.facebook.com and click “Create account” on the upper right.

You’ll be asked to add your business name, your name, and then your business email. Upon confirming your email, your account will be set up.
Here is where you’ll be brought to the Meta Business Suite interface.
2. Connect or create your Facebook Page
Head down to the bottom left and click on Settings.
- 4 WORK WORK WITH ACQUISITION AND RETASISITION AND RETARITION0010
- 4.1 What is the target for a retargeting campaign?
- 4.2 How to work with acquisition campaigns?
5 Conclusion

In this article, we will not only take a detailed look at the process of setting up Facebook ads from the technical side, but also analyze how this knowledge can be applied to create acquisition and retention campaigns. Let's take a look at Facebook Ads Manager first.

What is Facebook Ads Manager

Ads Manager is a free tool from Facebook with which you can create and manage ads and measure the effectiveness of their results.

In the advertising account you can create, view and edit advertising campaigns, ad groups and ads. You can use Ads Manager on both desktop and mobile devices. Please note that not all ad objectives and features are available when creating campaigns on mobile devices.

You can promote posts using the "Promote Post" button below the posts on the business page, but you will have less targeting options if you do so. We recommend launching and maintaining advertising campaigns using the advertising account in the desktop version.

You can access Facebook Ads Manager using one of 3 methods:

Using the direct link www.facebook.com/ads/manager.
In the top right corner of any page on Facebook, by clicking on the drop-down list and selecting “Manage Ads” from there.
Using a mobile application for IOS or Android.

Advertising campaigns can be run from a personal account. Thus, you can create only one advertising account and, accordingly, only one Facebook Pixel. To create more than one account and more flexible management of all pixels, pages, applications, we recommend using Facebook Business Manager.

Facebook Business Manager is a tool for managing all Facebook resources and sharing them with other users. In Business Manager, you can manage apps, pages, and ad accounts. You also have the ability to upload product catalogs, create posts, add payment methods, and more. For efficient management of all projects, you can create multiple cabinets.

Find out more: Facebook Business Manager: full overview of features and capabilities

If you are creating an ad on Facebook for the first time, you will also create an ad account.

To create it, you will need to specify its name, the company that will control it, time zone, payment method and currency.

Account currency is the currency used in the ad account for billing. Facebook writes that it regularly adds new payment methods. The Ukrainian hryvnia is not yet available, but the supported currencies are the Russian ruble, euro and US dollar. Once every 60 days, you can change the currency to pay for ads on Facebook, provided that you do not have a current balance. But when you change the currency, you will have a new advertising account created. In some countries (such as Brazil, Nigeria, and Venezuela), the ad account's company country must match the currency.

By creating an ad account in Business Manager, you'll have your campaigns, ads, and billing information all in one place. You can also share it with other people so they can manage your ads.

To prevent your advertising account from being blocked by the Facebook administration, it is enough to follow the advertising rules, which you can read here.

Overview of Facebook Ads Manager

Now let's take a closer look at the functionality of the advertising account.

1. Top navigation bar

Here you will find sections such as "Audiences" and "Analytics", you can set up reporting and set automatic rules, edit settings and much more.

2. Search and filters

The search will help you find the campaigns, groups or ads you need, and the filter will leave those campaigns that you plan to analyze using specific metrics: the names and goals of advertising campaigns, gender and geography of the audience, recent changes etc.

3. Button to create an advertising campaign

With this button you will start the process of creating a new advertising campaign, which we will describe in detail in the next section.

4. Ad account overview

Here you will find general information about your ad account, such as: reach or amount spent on all ads created, a detailed breakdown of the amount you spent on ads in the last 7 days, and any spending limits that you have set for the account.

5. Overview of advertising campaigns

In this tab, you can create and manage advertising campaigns: duplicate and edit existing campaigns, set up columns, and split the results according to the required metrics.

6. Overview of ad groups

Here you can create new ad groups within an existing campaign, edit, duplicate and view results.

7. Overview of ads

In this tab you can create new ads within an existing group, edit, duplicate ads, view their results.

8. Columns

Select one of the columns with the metrics you need or customize them yourself.

9. Campaign Breakdown

Here you can break down existing campaigns based on factors such as age, gender or placement.

10. Date Range

With this feature, you can set a specific date range so that advertisements are shown only for a certain period of time.

11. Campaign results

Here you will see the results of your active and inactive campaigns according to the selected columns.

Reports

Create standard or custom reports, export performance data as Excel or CSV files, and share reports with users who work with your ad account. You can also filter out those campaigns that you want to pay special attention to. If you need to send them to colleagues or a client, you can create a shortened link.

Creating an ad campaign in Ads Manager

As we mentioned in the first section, you can start creating an ad campaign in Ads Manager using the "Create" button.

Campaign level

At the campaign level, you can name the campaign, define the budget, purchase type and select the advertising objective. Let's take a closer look at target selection.

Selecting a target

The first step is to select a target. It is chosen according to your tasks - what you want to achieve. Choosing the right target will help you get the most effective results.

What are the goals?

Brand awareness
Coverage
Traffic
Involvement
Application settings
Video views
Lead Generation
Messages
Conversions
Sales of goods from catalog
Point visits

The target list is subject to change. If you have a new ad account or use its functionality infrequently, you may have fewer options. With its active use and taking into account many other aspects, you will probably be the first to receive all updates to the advertising account.

The goal you choose is also your way of optimizing. If you select the "Traffic" goal, the algorithm is optimized for those users who are more likely to click on the site, if "Application Installs" - for those who are more likely to download the application.

A little test of practical understanding: Let's say you've posted a blog post and published it on your business page. You want to promote it to increase the reading of the article.

What advertising goal will you choose?

Involvement
Traffic
Conversion

If you choose Engagement, you will get interactions: ads will be optimized for those who like, share, comment, and make any other interactions. This means that if 9 out of 10 interactions are likes, then with this chosen goal, you will get a lot of likes for the article, but not transitions to the site.

If you want to get readers, then you should stop at the "Traffic" goal. In this case, the algorithm will be optimized for those users who click on the article.

If you want blog subscribers, for example, then your goal is Conversion. It will allow you to optimize impressions for those who subscribe to your blog. To do this, you need to use Facebook Pixel. About what a pixel is and why you need it, read our article.

⇨ The target is selected for optimization, but it is important to understand what you need to optimize for.

Another situation is also possible - adjacent goals with the same result.

For example, your task is to get leads. These can be collected through goals such as Lead Generation and Conversion. What to choose in this case? Let's simulate:

First, let's look at the cost per conversion:

↳ Lead Generation goal — $1. Goal "Conversion" - $3.

In this case, it is logical to choose the Lead Generation goal.

Next, we proceed to the analysis of the validity of leads:

↳ "Lead generation" - 10%, a valid lead will be $10. The “Conversion” goal is 50%, a valid lead will be $6.

Lead Generation loses in cost per valid lead.

But the analysis does not stop there, if you control the unit economy and end-to-end analytics.

The average check for valid leads through the Lead Generation objective, for example, may be higher, but CLV lower. Then, if we measure the average check and we have a one-time purchase, then perhaps the goal of "Lead Generation" can be more cost-effective. In any case, measure everything in terms of money.

If you're measuring results by taking into account the total amount of revenue for a customer, then you should stick with the Conversions goal.

⇨ The main point of your campaigns is profitability. Therefore, it is important to test the goals and see the results for different metrics.

Campaign-level budget selection

Budget is the amount of money you will spend showing ads to people. It is also a price control tool.

By setting the budget at the campaign level, the system spends it automatically on the best results among all ad groups within the campaign.

But the best results for the system may not necessarily be the best for you. Let's imagine that you have created several personas, and the results in groups of some persons are more expensive than the results in others. In this case, the system will spend the budget on the group with cheaper results. But after analyzing the groups, you can see that the cheaper groups have much lower CLVs. To manage this, set a budget at the ad group level.

Ad group level

For example, select the "Conversions" goal at the campaign level and start creating an ad group and give it a name. Next, select the place where you want to drive traffic - website, application, Messenger or WhatsApp. Having determined the required entry point, the system will request clarification. For example, if you select "Website", the system will ask you to select a Pixel with events to track and optimize for conversions.

Next, Facebook suggests creating dynamic creatives or offers.

Dynamic creatives

You just need to upload images, headlines and other creatives, and the system will automatically create combinations, selecting several components (for example, images, videos, headlines, descriptions, etc.) for a given audience. You can read more about them here.

Offers

Offers are discounts that you offer Facebook users to encourage them to make a purchase online and/or offline. When a person sees your offer in the feed, a person can not only like it and leave a comment, but also save it in the Offers tab. Facebook will remind the person of the saved offer up to three times, depending on their personal notification settings.

Budget and schedule

Here you define how much you want to spend and set the period for which the ad will be displayed. The budget can be set daily or immediately for the entire duration of the advertising campaign. If you select "daily budget" your bid can be correlated throughout the week, and if you select "lifetime budget" - throughout the entire period. You can also set an end date for your campaign, which will be disabled automatically.

Audience Selection

Next, we proceed to the choice of the target audience: create a new one or use the saved one.

When you create a new audience, you include or exclude the collected audience lists for retargeting or look-alike audiences.

You can also specify socio-demographic (social) targeting:

Location
Age
Floor
Languages
Detailed targeting. Here you can select all the interests, demographics, behaviors and other parameters you need.

When creating multiple ad groups and using detailed targeting in them, audience saturation is possible. This issue can occur if you are targeting with different conditions by including and don't use exclusions. For example, the same user can simultaneously be included in an interest group and in a group who visited the site. How to prevent the problem of audience attrition in advance, read our article “Audience satiety: How to avoid early and correct it in time”.

Relationships

You have the option to include, exclude, or target friends of users who follow your business page or use your mobile app. You can also include or exclude people who checked in to the event.

Types of placements

Placements include 2 categories: device types and platforms.

In device types, you can select desktop and/or phone to select the devices on which ads will be displayed. On the platforms, you define the ad zone (location) where your ad will be shown - on Facebook, Instagram, Audience Network or Messenger. When editing placements, you can select not only certain devices and platforms, but also configure additional settings.

Platforms and device types can be separated into different ad groups for content customization and testing. But we recommend combining them for more efficient optimization. However, it is important to see how ads will look on all devices beforehand at the ad level.

Optimization and display

Next, let's move on to choosing the option to optimize ad display. It will help the system understand how to deliver your ad. If you select "Conversions", the algorithm will select the audience that is more likely to make the specified conversion on the website. Delivery options depend on which advertising objective you are using.

When creating a Facebook ad campaign with the Conversions ad objective, you can choose the following types of bids to optimize: your ads with different intensity to all users from your targeting. "Impressions" - with a frequency of up to 4 per day, "Daily reach among unique users" - up to 1 per day.

"Link Clicks" or "Landing Page Views" - optimize impressions for those who are more likely to click on a link or view a landing page.

"Conversions" - optimize ad impressions for those who are more likely to make the set conversion on the website.

Bid strategy

One of the important steps in setting up an advertising campaign is choosing a bid strategy.

In order for the right audience to see your ad, you must win an auction with other advertisers. In the Facebook auction, the ad with the highest "total value" wins. The total value is not the amount you are willing to pay to display your ads. When determining this indicator, 3 factors are taken into account:

Rate
Approximate frequency of actions
Advertising quality and relevance

Rate is how much you are willing to spend. It controls the cost per result in case the auction wins and the impression is completed.

There are 2 bid strategies: Low Price and Target Price. Read more about them in our article How to Choose a Facebook Bid Strategy.

Delivery type

This parameter determines the speed of your ad impressions. You can use standard mode or set up accelerated impressions to get results faster. In the second case, your bid will be raised in order to get a higher place in the auction and get more impressions.

Ad level

Let's start creating an ad creative.

First you need to choose from which page the advertisement will be shown. If you have specified Instagram as one of the placements, you must also specify the desired account here.

Ad Format

Facebook offers several ad formats to choose from. Choose the appropriate format depending on the purpose of promotion and content.

Upload your own photos or use stock. On the right, you can find the image parameters recommended by the social network for the best selection of pictures. You can create up to 6 ads at the same time. You can find all the recommendations from Facebook on creating creatives in the "Creative Center" section.

All ad settings occur on the left side of the page. On the right is a preview of your creative in different placements.

Next, you fill in the required fields: title, text, link to the site, call to action, etc.

When the ad is ready, click the "Confirm" button and your advertising campaign will be sent for moderation.

It is important to remember that the effectiveness of an advertising campaign is determined by the communication in your creatives - the settings only correlate the cost per result. The target audience makes decisions according to what they see in the advertisement.

Working with Acquisition and Retention campaigns

We have analyzed the creation and setup of an advertising campaign from A to Z. But how to apply this knowledge correctly and get effective results?

If you have a website or mobile app, before launching an acquisition campaign, start by setting up a retargeting campaign.

For this you need:

Install Facebook Pixel or Facebook SDK.
Create a funnel for retargeting.
Set up the necessary events for the approved funnel.
Create saved audiences to distribute them to ad groups in campaigns.
Create an advertising campaign with the advertising objective you need.

Why start with retargeting? While you are setting up an advertising campaign for a cold audience, you will be able to start communicating with existing traffic.

Retention (retargeting campaigns) is a system promotion. And its task is to reach all relevant users/visitors and lead them to the final goal. At the same time, each stage of the funnel needs to be improved by increasing the Conversion Rate. In the case of acquisition campaigns, it is important to test in order to find the most profitable cost for achieving the goal.

What is the target for a retargeting campaign?

If you are sure that your audience is of high quality, then the percentage of the target audience tends to 100. In this case, you do not need to worry about the type of delivery and optimization of the advertising campaign. In this case, the goal is to reach everyone. Choose the Reach objective to reach everyone in your sample and get a lower CPM.

If someone has already worked with the sample before you and you are not sure about its quality, then stop at the “Traffic” goal and optimize for clicks to reach only those who are more likely to want to receive your offer.

If the audience is of poor quality, then select the "Conversions" goal and optimize for conversions. You will lose volume, but at the same time you will not spend money on inappropriate impressions.

To be sure that you have chosen the right goal, we recommend testing and analyzing the results. The selection of an advertising goal for retargeting is the search for the ratio of the optimal price per result to the number of results received.

If you're getting sales for, say, $10 per unit for the "Conversions" ad objective, but your KPI is $15, try switching to the "Traffic" ad objective. The cost per result will likely fall while still being within the KPIs, but sales volumes may rise as more people see your ad.

If you don't plan on active promotion, it's definitely worth launching retargeting campaigns. This will help you reach the entire loyal audience and lead the funnel to the result for a penny. Most of the spending is always on acquisition campaigns. If you don't have enough budget, run only retargeting campaigns.

How to work with acquisition campaigns?

Planning and implementing acquisition campaigns is completely different from retention campaigns.

The first stage is testing. Persons are created, a number of messages for each of them, a list of target groups, and saved audiences (targeting combinations) are loaded. Additionally, saved audiences are created based on data, and not only on portraits of the target audience (lookalike audiences from the base, lookalike audiences from events, etc.).

When testing is in progress, you need to move on to stabilizing the results and optimizing them. How to do this, we described in detail in the guide “Optimizing and scaling Facebook advertising campaigns”.

Conclusion

With the help of this article you will be able to create and set up an advertising campaign without any experience with Facebook Ads Manager. In the process of improving your skills, you will understand how you can manage the settings to get more effective results from communication with the audience.

Important points we would like to recap:

Decide how much value for the business the launch of the advertising campaign should bring. This will help you choose the right advertising goal and optimization method. For example, you shouldn't drive traffic to a website without conversion optimization if you have a specific goal of selling something or getting a lead.

Research your target audience to select the right communication strategy. Compiling various insights that you will use in an advertising campaign will help you find exactly the way of communication that will allow you to get the most profitable result.

Set up an advertising account and specify the correct currency, otherwise you won't be able to change your choice later — after changing the currency, you will create a new advertising account.
Learn more

How to give ad on facebook

How to Advertise on Facebook in 8 Steps: The Visual Guide

Table of contents

Why advertise on Facebook?

Facebook ad account overview

How to advertise on Facebook

1. Create a Business Suite account

2. Connect or create your Facebook Page

3. Create your ad account

4. Add the pixel to your website

Set up your web events

5. Create your Facebook ad campaign

Choose your campaign objective

Campaign settings

6. Create your Facebook ad set

Budget & schedule

Audience

Choose your placements

7. Create your ad

Create your ad creative

Write your copy

Choose your call to action

Confirm your tracking

8. Publish!

How to run Facebook ads: FAQs

How does the Facebook ad auction work?

How much do Facebook ads cost?

How does Facebook remarketing work?

How should I structure my account?

Why aren’t my Facebook ads working?

How To Advertise on Facebook in 2023 [Complete Guide]

What are Facebook ads?

How much does it cost to advertise on Facebook?

Setting campaign costs according to objectives

Types of Facebook ads

Image ads

Video ads

Carousel ads

Instant Experience ads

Collection ads

Lead ads

Slideshow ads

Stories ads

Messenger ads

How to post ads on Facebook

Step 1: Choose your objective

Step 2. Name your campaign

Step 3. Set your budget and schedule

Step 4. Target your audience

Step 5. Choose your Facebook ad placements

Step 6. Set brand safety and cost controls

Step 7. Create your ad

3 tips for posting ads on Facebook

1. Pay attention to Facebook ad specs

Facebook video ads

Facebook image ads size

2.

3. Simplify your workflow

What is Facebook advertising: creating an ad

4 reasons to use Facebook ads

Facebook advertising effectiveness

Facebook ad CTR

Facebook ad conversion rate

Ways to create Facebook ads

Creating an advertising campaign through the Facebook page

Step 1: Go to Advertising Center

Step 2: Select target

Step 3: Create advertisement

Step 4: Define the target audience

Step 5: Set the duration and budget for your campaign

Step 6: Set payment method

How to track the effectiveness of Facebook ads

How much does advertising on Facebook cost

Facebook ads and Google ads

Tips for Creating Facebook Ads

Setting up Facebook Ads: A Step-by-Step Guide

What is Facebook Ads Manager

Overview of Facebook Ads Manager

Creating an ad campaign in Ads Manager

Campaign level