How to make business ad on facebook

How To Advertise on Facebook in 2023 [Complete Guide]

Advertising on Facebook isn’t dead. Despite new players on the social media scene — TikTok, we’re looking at you — knowing how to advertise on Facebook is still an essential skill for most marketers.

Right now, if you advertise on Facebook, your ads can reach 2.17 billion people — in other words, close to 30% of the world’s population. Plus, the platform’s active user base continues to grow.

Sure, these are impressive numbers. But Facebook is all about getting your message in front of the right segment of those people. The users who are most likely to be interested in buying your products or services.

Keep reading to find out everything from how much Facebook ads cost to how to plan your first campaign.

What are Facebook ads?

How much does it cost to advertise on Facebook?

Types of Facebook ads

How to post ads on Facebook

3 tips for posting ads on Facebook

Bonus: Get the Facebook advertising cheat sheet for 2022. The free resource includes key audience insights, recommended ad types, and tips for success.

What are Facebook ads?

Facebook ads are paid posts that businesses use to promote their products or services to Facebook users.

Source: Fairfax & Favor on Facebook

Facebook ads are usually targeted to users based on their:

Demographics
Location
Interests
Other profile information

Businesses set an ad budget and bid for each click or thousand impressions the ad receives.

Like Instagram, Facebook ads appear throughout the app, including in users’ feeds, Stories, Messenger, Marketplace, and more. They look similar to normal posts but always include a “sponsored” label to show they’re an ad. Facebook ads include more features than regular posts, like CTA buttons, links, and product catalogs.

To get your brand in front of more users, ads should be a component of any Facebook marketing strategy.

How much does it cost to advertise on Facebook?

There’s no hard and fast rule when it comes to Facebook ad budgets. The cost of Facebook ads depends on several variable factors, including:

Audience targeting. It usually costs more to put your ads in front of a narrower audience as opposed to a broader one.
Ad placement. Costs can change between ads shown on Facebook and Instagram.
Campaign duration. The number of days and hours a campaign lasts impacts the final cost.
Competitiveness of your industry. Some industries are more competitive than others for ad space. Ad costs usually increase the higher the product price is or how valuable the lead you’re trying to capture is.
Time of year. Ad costs can fluctuate during different seasons, holidays, or other industry-specific events.
Time of day. On average, CPC is lowest between midnight and 6 am in any timezone.
Location. Average ad costs per country vary widely.

Setting campaign costs according to objectives

Setting the right campaign objective is the most important thing you can do to control Facebook ad costs. Getting this right also increases your chance of success.

Cost-per-click benchmarks vary according to each campaign objective. There are five core campaign objectives to choose from:

Conversions
Impressions
Reach
Link clicks
Lead generation

Average cost-per-click varies between different Facebook ad campaign objectives. For example, on average, an impressions campaign objective costs $1.85 per click, while a campaign with a conversions objective costs $0.87 per click.

Choosing the right objective for your campaign is key to reaching goals while lowering costs.

Types of Facebook ads

Marketers can choose between different Facebook ad types and formats to suit their campaign goals, including:

Image
Video
Carousel
Instant Experience
Collection
Lead
Slideshow
Stories
Messenger

The wide range of Facebook ad formats means you can choose the best ad type that matches your business goal. Each ad has a different set of CTAs to guide users to the next steps.

Here are each of Facebook’s ad formats explained in more detail:

Image ads

Image ads are Facebook’s most basic ad format. They let businesses use single images to promote their products, services, or brand. Image ads can be used across different ad types, placements, and aspect ratios.

Image ads are a good fit for campaigns with strong visual content that can be shown in just one image. These images could be made from illustrations, design, or photography.

You can create one with just a few clicks by boosting an existing post with an image from your Facebook Page.

Image ads are simple to make and can successfully display your offering if you use high-quality imagery. They’re suitable for any stage of the sales funnel — whether you want to boost brand awareness or promote a new product launch to increase sales.

Image ads can be limiting — you only have a single image to get your message across. If you need to display multiple products or show how your product works, the single image ad format isn’t the best choice.

Source: BarkBox on Facebook

Pro tip: Pay attention to image ad specs and ratios so your product doesn’t get cut off or stretched.

Video ads

Just like image ads, video ads on Facebook let businesses use a single video to showcase their products, services, or brand.

They’re especially helpful for product demos, tutorials, and showcasing moving elements.

Video can be up to 240 minutes long, but that doesn’t mean you should use that time! Shorter videos are usually more engaging. Facebook recommends sticking to videos under 15 seconds.

Video ads can add some movement to any user’s feed, like this short and sweet video ad from Taco Bell:

Source: Taco Bell on Facebook

The downside of video ads is that they’re time-consuming to make and can become expensive. A carousel or image ad may be a better fit for simple messages or products not requiring demos.

Carousel ads

Carousel ads showcase up to ten images or videos that users can click through. Each has its own headline, description, or link.

Carousels are a great choice for displaying a series of different products. Each image in the carousel can even have its own landing page that’s specifically built for that product or service.

This Facebook ad format is also helpful for guiding users through a process or showcasing a series of related products by separating each part across different sections of your carousel.

Source: The Fold London on Facebook

Instant Experience ads

Instant Experience ads, previously known as Canvas Ads, are mobile-only interactive ads that let users engage with your promoted content on Facebook.

Using Instant Experience ads, users can tap through a carousel display of images, shift the screen in different directions, as well as zoom in or out of content.

Facebook suggests using five to seven images and videos in each Instant Experience ad for the best chances of engagement. Premade templates also help you save time and repeat your key theme throughout the ad.

Source: Spruce on Facebook

Collection ads

Collection ads are kind of like immersive carousels — taking the user experience a step up. Collection ads are mobile window-shopping experiences where users can flick through your product lineup. More customizable than Carousels, they’re also full screen. Users can purchase products directly from the Collection ad.

Source: Feroldi’s on Facebook

Businesses can also choose to let Facebook algorithms select which products from your catalog are included for each user.

Collection ads are a great choice for large businesses that sell a variety of products and services. Smaller businesses with a more limited product line may be better suited to other ad types like Carousels.

Lead ads

Lead ads are only available for mobile devices. That’s because they’re specifically designed to make it easy for people to give you their contact information without a lot of typing.

They’re great for collecting newsletter subscriptions, signing someone up for a trial of your product, or allowing people to ask for more information from you. Several automakers have successfully used them to encourage test drives.

Source: Facebook

Slideshow ads

Slideshow ads are composed of 3-10 images or a single video that plays in a slideshow. These ads are a great alternative to video ads because they use up to five times less data than videos. That makes slideshow ads a top choice for markets where people have slower internet connections.

Slideshow ads are also a great way to get started for people without video-making experience.

Source: Charter College on Facebook

Stories ads

Mobile phones are meant to be held vertically. Stories ads are a mobile-only full-screen vertical video format that allows you to maximize screen real estate without expecting viewers to turn their screens.

Right now, 62% of people in the US say they plan to use Stories even more in the future than they do today.

Stories can be made up of Images, videos, and even carousels.

Here’s an example of a video made into a Story ad:

Source: Waterford on Facebook

Stories provide more creative freedom than regular image or video ads. Businesses can play around with emojis, stickers, filters, video effects, and even augmented reality.

The drawback of Facebook Stories is that they’re not placed in Facebook feeds, so users may not see them as much as other Facebook ad formats.

Facebook Stories also require different formatting than video or image ads, so you may need to create original content just for Stories.

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Messenger ads

Messenger ads show up in Facebook’s messenger tab. Since it’s where people spend time chatting with friends and family, Messenger ads feel more personal than scrolling through Image or video ads.

People see your Messenger ads among their conversations and can tap to start a conversation with your brand. These ads are a great way of getting people to interact with your brand. For smaller businesses promoting local products or services, Messenger ads can help start the conversation.

Bonus: Get the Facebook advertising cheat sheet for 2022. The free resource includes key audience insights, recommended ad types, and tips for success.

Get the free cheat sheet now!

Source: Facebook

How to post ads on Facebook

If you already have a Facebook business page (and you should), you can head straight to the Ads Manager or Business Manager to create your Facebook ad campaign. If you don’t yet have a business page, you’ll need to create one first.

We’ll follow the steps for Ads Manager in this post. If you’d prefer to use Business Manager, you can get the details in our post on how to use Facebook Business Manager.

Ads Manager is the starting place for running ads on Facebook and Messenger. It’s an all-in-one tool suite for creating ads, managing where and when they’ll run, and tracking campaign performance.

Step 1: Choose your objective

Log into Facebook Ads Manager and select the Campaigns tab, then click Create to get started with a new Facebook ad campaign.

Facebook offers 11 marketing objectives based on what you want your ad to accomplish.

Here’s how they align with business goals:

Brand awareness: Introduce your brand to a new audience.
Reach: Expose your ad to as many people in your audience as possible.
Traffic: Drive traffic to a specific web page, app, or Facebook Messenger conversation.
Engagement: Reach a wide audience to increase the number of post engagements or Page follows, increase attendance at your event, or encourage people to claim a special offer.
App installs: Get people to install your app.
Video views: Get more people to watch your videos.
Lead generation: Get new prospects into your sales funnel.
Messages: Encourage people to contact your business using Facebook Messenger.
Conversions: Get people to take a specific action on your website (like subscribe to your list or buy your product), with your app, or on Facebook Messenger.
Catalog sales: Connect your Facebook ads to your product catalog to show people ads for the products they are most likely to want to buy.
Store traffic: Drive nearby customers to brick-and-mortar stores.

Choose a campaign objective based on your goals for this particular ad. Keep in mind that for conversion-oriented objectives (like sales), you can pay per action, but for exposure objectives (like traffic and views), you will pay for impressions.

For this example, we’ll choose the Engagement objective. From there, we need to specify which kind of engagement we want.

We’ll choose Page likes for now.

Some of the options you see in the next steps will vary based on which objective you choose.

Click Next.

Step 2. Name your campaign

Name your Facebook ad campaign and declare whether your ad fits into any special categories like credit or politics.

If you want to set up an A/B split test, click Get Started in the A/B Test section to set this ad as your control. You can choose different versions to run against this ad after it’s published.

Scroll down a little further to choose whether to turn on Advantage Campaign Budget+.

This option can be useful if you’re using multiple ad sets, but for now, you can leave it turned off.

Click Next.

Step 3. Set your budget and schedule

At the top of this screen, you will name your ad set and choose which Page to promote.

Next, you decide how much money you want to spend on your Facebook ad campaign. You can choose a daily or lifetime budget. Then, set the start and end dates if you want to schedule your ad in the future or choose to make it live right away.

Running your Facebook paid ads on a schedule may be the most efficient way to spend your budget since you can choose only to serve your ad when your target audience is most likely to be on Facebook. You can only set a schedule if you create a lifetime budget for your ad.

Step 4. Target your audience

Scroll down to start building the target audience for your ads.

Start by selecting your target location, age, gender and language. Under location, you can even choose to include or exclude cities over a certain size.

You can also prioritize people who’ve recently shown an interest in the product or service you sell.

As you make your selections, keep an eye on the audience size indicator on the right of the screen, which gives you a sense of your potential ad reach.

You’ll also see an estimated number of daily reach and Page likes. These estimates will be more accurate if you have run campaigns before since Facebook will have more data to work with. Always keep in mind that these are estimates, not guarantees.

Now it’s time for the detailed targeting.

Remember: Effective targeting is key to maximizing ROI—and there’s no shortage of ways to target your audience using Facebook Ads Manager.

Use the Detailed Targeting field to specifically include or exclude people based on demographics, interests, and behaviors. You can get really specific here. For instance, you could choose to target people who are interested in both traveling and hiking but exclude people who are interested in backpacking.

Step 5. Choose your Facebook ad placements

Scroll down to choose where your ads will appear. If you’re new to Facebook advertising, the simplest choice is to use Advantage+ Placements.

When you select this option, Facebook will automatically place your ads across Facebook, Instagram, Messenger, and the Audience Network when they are likely to get the best results.

Once you have more experience, you may wish to select Manual Placements. By choosing this option, you get complete control over where your Facebook ads appear. The more placements you select, the more opportunities you’ll have to reach your target audience.

Your options will vary based on your chosen campaign objective, but may include the following:

Device type: Mobile, desktop, or both.
Platform: Facebook, Instagram, Audience Network, and/or Messenger
Placements: Feeds, Stories, Reels, in-stream (for videos), search, messages, overlay and post-loop ads on Reels, search, in-article, and apps and sites (external to Facebook).
Specific mobile devices and operating systems: iOS, Android, feature phones, or all devices.
Only when connected to WiFi: The ad only shows when the user’s device is connected to WiFi.

Step 6. Set brand safety and cost controls

Scroll down to the Brand Safety section to exclude any types of content that would be inappropriate to appear with your ad.

For example, you can choose to avoid sensitive content and add specific block lists. Block lists can exclude specific websites, videos, and publishers.

When you’re happy with all your options, take a last look at the potential Reach and Page Likes estimates.

If you’re happy with what you see, click Next.

Step 7. Create your ad

First, choose your ad format, then enter the text and media components for your ad. The formats available will vary based on the campaign objective you selected back at the beginning of this process.

If you’re working with an image, choose your media from your Facebook gallery, and select the right crop to fill your placement.

Use the preview tool at the right of the page to make sure your ad looks good for all potential placements. When you’re happy with your choices, click the green Publish button to launch your ad.

3 tips for posting ads on Facebook

1. Pay attention to Facebook ad specs

Facebook ad sizes change more frequently than the weather (seriously). So that your Facebook ads aren’t stretched, cropped, or distorted in any other way, you’ll need to make sure your selected images and videos fit the right dimensions.

Here’s a quick breakdown:

Facebook video ads

Facebook feed videos

Minimum width: 120 px

Minimum height: 120 px

Resolution: at least 1080 x 1080 px

Video ratio: 4:5

Video file size: 4GB max

Minimum video length: 1 second

Maximum video length: 241 minutes

Facebook also has a full list of all aspect ratios and features for videos.

Facebook instant article videos

Resolution: at least 1080 x 1080 px

Video ratio: 9:16 to 16:9

Video file size: 4GB max

Minimum video length: 1 second

Maximum video length: 240 minutes

Facebook Stories ads

Recommended: Highest resolution available (at least 1080 x 1080 px)

Video ratio: 9:16 (1.91 to 9:16 supported)

Video file size: 4GB max

Maximum video length: 2 minutes

Facebook image ads size

Facebook feed images

Resolution: at least 1080 x 1080 pixels

Minimum width: 600 pixels

Minimum height: 600 pixels

Aspect ratio: 1:91 to 1:1

Facebook Instant Article images

Maximum file size: 30 MB

Aspect ratio: 1. 91:1 to 1:1

Resolution: at least 1080 x 1080 px

Facebook Marketplace images

Maximum file size: 30 MB

Aspect ratio: 1:1

Resolution: at least 1080 x 1080 px

2. Test everything

It’s important not to make assumptions about what will work and what won’t in your Facebook ads.

Every time you try something new, you should test it against your previous ads so you can see whether you’re making improvements to the metrics that matter most to you.

The best practices for Facebook ads are constantly changing. Only you know what works for your specific audience. And the only way you can keep that knowledge up to date is by testing.

3. Simplify your workflow

Social media marketers are busy people with seemingly never-ending to-do lists. But there are a couple of ways you can simplify your workflow.

Hootsuite Boost lets you promote social media posts directly from your Hootsuite dashboard. Manage audience targeting, campaign spend, and duration. By setting up Automation Triggers, you can let Hootsuite manage which posts to boost when according to your criteria.

Hootsuite Social Advertising helps you streamline your social marketing workflows and maximize your ad spend. You can boost your most popular organic posts to reach more people. Create ad campaigns, track performance, and make adjustments to improve results. Later, generate rich analytics reports to see which campaigns met your goals.

Get the most out of your Facebook advertising budget with Hootsuite. Easily create, manage, and optimize all your Facebook ad campaigns in one place. Try it free today.

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With files from Christina Newberry.

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Step-by-Step Guide to Advertising on Facebook

When setting up a paid Facebook ad, there are a lot of boxes to check. Are you targeting the right people? Did you choose the right bidding model for your ad? Are you running the right type of ad? If we’re being honest, it can get a little confusing.

To help simplify the process for you, we’re breaking down the step-by-step process of running an ad on Facebook. And to make it even better, we put together a checklist to help you keep all of your campaign details straight.

With this resource in hand, you can build the right ad for the right audience on this expansive platform.

Why advertise on Facebook?

With more than 2.9 billion people using Facebook every month, and nearly 1.9 billion users every day, Facebook offers a unique opportunity for marketers to augment their organic efforts.

Your business can reach large audiences. Facebook is considered one of the “Big Four” of social media. With a platform regularly attracting so many people, it’s well worth a shot at giving your brand more exposure and prospects.
You can filter who sees your ad. When building your advertisement, you can set parameters from demographics such as age, interests, and behaviors to increase the likelihood of clicks. With Facebook, your ad spend can be allocated to prospects who may derive the most value from your offering.

Facebook has built-in ad analytics. Ad performance tracking is recorded and available in real-time. You can use these metrics to understand what’s working and how to improve your advertising strategy for future campaigns.

The trouble is, with both time and money on the line, there’s not much room for oversight. To capitalize on this platform’s audience and effectively run Facebook ads, you must first learn Facebook Ads Manager.

Facebook Ads Manager

Facebook Ads Manager is a sophisticated dashboard that provides users with an overview of all their campaigns.

Facebook Ads Manager’s offerings, otherwise labeled Ads Center features, are divided into four parts:

Summary: This section summarizes your recent spend amount, ad performance, and key metrics. That includes reach, post engagement, and link clicks. You can even enable auto-generated recommendations to boost posts that are performing well.
All Ads: For businesses running multiple advertisements in a given period, you can select a specific ad to view more detailed metrics or edit things like your ad’s budget. You can also pause or delete the ads of your choosing in this section.
Audiences: This section includes any audiences you’ve created for your ads. When you select a specific audience, you’ll see which ads reached those prospects. You can also make changes based on demographics as you see fit.
Automated Ads: This section is only available if you’ve created Automated Ads. This offering is best fit for beginners and those looking for a simple way to gain exposure. The trade-off: You lose the precision you may achieve manually. This section will list all your Automated Ads and a summary of recent results.

How to Run Facebook Ads

Create an account with Facebook Ads Manager.
Start creating an ad through Facebook Ads Manager.
Choose an objective.
Choose your audience.
Set your budget.
Create your ad.
Monitor your ad’s performance metrics.
Report on Facebook ad performance.

1. Create an account with Facebook Ads Manager.

To use the Facebook Ads Manager, you’ll need a Facebook Business Page (learn how to set one up here). This is because you can’t run ads through personal profiles.

Then, follow these steps:

Navigate to https://www.facebook.com/business/tools/ads-manager.
Click the button that says “Go to Ads Manager.”
Confirm your information on the ad account setup page.
Set up your payment method.
Save changes.

Once set up, the Ads Manager becomes the control center for your Facebook ads.

2. Start creating an ad through Facebook Ads Manager.

Once you log into the Ads Manager, you’ll see a performance dashboard where all of your campaigns, ad sets, and ads will be listed, including the results they’ve driven for your Facebook page.

Unless you’ve already created an ad for your Facebook page, this dashboard will be empty.

To create a new campaign, ad set, or ad through the Facebook Ads Manager, tab over to the type of ad you want to create. Click the green “Create” button to the far left of these ad types, as shown below. You can see from this screenshot that we’re currently set to create a New Campaign.

3. Choose an objective.

Facebook Ads Manager, like many social media advertising networks, is designed with your campaign objective in mind. Before getting started, Ads Manager will prompt you to choose an objective for your campaign:

There are 11 different objectives to choose from. The list includes everything from general brand awareness, to getting installs of your app, to increasing traffic to your online store.

By choosing one of these objectives, you’re giving Facebook a better idea of what you’d like to do so they can present you with the best-suited ad options. As shown in the screenshot above, Facebook’s ad options include:

Brand awareness
Reach
Website traffic
Engagement
App installs
Video views
Lead generation
Messages
Conversions
Catalog sales
Store traffic

Let’s say, for the sake of this blog post, you’re looking to drive more traffic to your website. When you select this option, Facebook will prompt you to enter the URL you’re looking to promote.

If you’re using marketing automation software, be sure to create a unique tracking URL with UTM parameters for this to ensure that you’ll be able to keep track of traffic and conversions from this ad. For HubSpot customers, this can be done using the Tracking URL Builder.

Once selected, Facebook will then display the ad option that makes the most sense in terms of achieving this objective.

Featured Tool: Facebook Advertising Checklist

Don’t forget to download the Facebook Ads Checklist and save it for Facebook ad campaign best practices.

4. Choose your audience.

Your next step is to configure your target audience. You can do this for each ad set that belongs to the same campaign.

If you’re just starting out with paid advertising on Facebook, you’ll likely have to experiment with several different targeting options until you reach an audience that fits just right.

To help you narrow your focus, Facebook’s targeting criteria are accompanied by an audience definition gauge. This tool — located to the right of the audience targeting fields — takes all of your selected properties into consideration to come up with a potential reach number.

If you’re wavering between choosing a specific audience over a broad one, consider your objective. If you’re looking to drive traffic, you’ll probably want to focus on the type of people you know will be interested in your offering.

However, if you’re looking to build brand awareness or promote a widely appealing offer, feel free to focus on a more general audience.

Facebook’s built-in targeting is vast, including options such as:

Location
Age
Gender
Languages
Relationship
Education
Work
Financial
Home
Ethnic affinity
Generation
Parents
Politics (U.S. only)
Life events
Interests
Behaviors
Connections

You also have the option to select a Custom Audience. This allows you to target people on Facebook who are in your company’s contact database, visited a page on your website that has a tracking pixel, or used your app or game.

To learn more about how to set up a Custom Audience on Facebook, check out these instructions. (And for more on the specifics of these criteria, visit this Facebook targeting resource.)

Once you find a group that responds well to your ads, Facebook allows you to save these audiences to be used again later — so you may not need to repeat this step once you’ve been running Facebook ads for a while.

5. Set your budget.

Facebook allows you to set either a daily budget or a lifetime budget. Here’s how they differ from each other.

Daily budget. If you want your ad set to run continuously throughout the day, this is the option you’ll want. Using a daily budget means that Facebook will pace your spending per day. Keep in mind that the minimum daily budget for an ad set is $1.00 and must be at least 2x your CPC.
Lifetime budget. If you’re looking to run your ad for a specified length of time, select lifetime budget. This means Facebook will pace your spend over the period you set for the ad to run.

Facebook Ads Cost

The cost of advertising on Facebook isn’t bound to a set price but instead differs on the scope and type of bidding model and strategy your business uses.

These numbers are based on approximate rates derived from a 2020-2021 AdEspresso study on Facebook Ads cost.

Bidding Model	Average Facebook Advertising Cost
Cost-per-click (CPC)	$1.00
Cost-per-like (CPL)	$1.07
Cost-per-download (CPA)	$5.47
Cost-per-thousand-impressions (CPM)	$7. 19

Bidding Types

Bid Strategy

Spend-Based Bidding

Based on spending full budget for the most value possible

Highest Volume

Reach as many prospects as possible.

Highest Value

Using the budget to maximize high-value sales over quantity.

Goal-Based Bidding

Based on the value you want to achieve

Cost Per Result

Strive to keep costs amount to the cost per purchase to stay profitable, but not guaranteed to adhere fully.

Return On Ad Spend

Aim to keep ad spend average to a ROAS control, but not guaranteed to adhere fully.

Manual Bidding

Based on how much you can bid dynamically

Bid Cap

Setting a maximum bid across auctions; good for advertisers who understand predicted conversion rates.

Once your model and strategy are determined, you can further specify your budgeting and turn to the advanced options. This section allows you to specify the following.

Schedule

Choose whether or not you want your campaign to run immediately and continuously, or if you want to customize the start and end dates. You can also set parameters so that your ads only run during specific hours and days of the week.

Optimization and Pricing

Choose whether or not you want to bid for your objective, clicks, or impressions (This will alter how your ad is displayed and paid for.)

By doing so, you’ll pay for your ad to be shown to people within your target audience that are more likely to complete your desired action, but Facebook will control what your maximum bid is.

If you don’t want Facebook to set optimal bids for you, you’ll want to opt for manual bidding. This option awards you full control over how much you’re willing to pay per action completed. However, Facebook will provide a suggested bid based on other advertisers’ behavior to give you a sense of what you should shoot for.

Delivery

Delivery type falls under two categories: standard and accelerated. Standard delivery will show your ads throughout the day, while accelerated delivery helps you reach an audience quickly for time-sensitive ads.

Note: this option requires manual bid pricing.

6. Create your ad.

What do you want your ad to look like? It all depends on your original objective.

If you’re looking to increase the number of clicks to your website, Facebook Ads Manager will suggest the Clicks to Website ad options. Makes sense, right?

This ad option is broken down into two formats: Links and Carousels. Essentially, this means that you can either display a single-image ad (Links) or a multi-image ad (Carousel) with three to five scrolling images at no additional cost.

A Links ad will be displayed like this.

A Carousel ad will be displayed like this.

Once you decide between the two, you’ll need to upload your creative assets. It’s important to note that for each type of ad, Facebook requires users to adhere to certain design criteria.

For single-image ads, Facebook asks that users adhere to the following design recommendations:

Text: 125 characters
Ad headline: 25 characters
Image ratio: 1.91:1
Image resolution (including CTA): 1080 x 1080 pixels

For multi-image ads — also known as Carousel Ads — Facebook provides the following design recommendations:

Recommended image size: 1080 x 1080 pixels
Image ratio: 1:1
Text: 125 characters
Headline: 40 characters
Link description: 20 characters

Remember that these are the ad options for the “Traffic” objective.

If you selected “boost your posts,” you’d be presented with different ad options like the Page Post Engagement: Photo ad. This ad has a unique set of design recommendations.

Once you select an ad type, the Ads Manager will prompt you to identify how you’d like to display your ad. The options they provide are as follows: Desktop News Feed, Mobile News Feed, and Desktop Right Column.

Here's how each ad would appear.

Desktop News Feed

Mobile News Feed

Desktop Right Column

Be aware if your ad isn’t associated with a Facebook page, you’ll only be able to run Desktop Right Column ads. To leverage all three display locations, you can learn how to create a Facebook page here.

7. Monitor your ad’s performance metrics.

Once your ads are running, you’ll want to keep an eye on how they’re doing. To see their results, you’ll want to look in two places: the Facebook Ads Manager and your marketing software.

According to Facebook, here are some of the key metrics to look for (and their definitions).

Performance, which can be customized further to include metrics like results, reach, frequency, and impressions.
Engagement, which can be customized further to include metrics like Page likes, Page engagement, and post engagement.
Videos, which can be customized further to include metrics like video views and the average percentage of video viewed.
Website, which can be customized further to include metrics like website actions (all), checkouts, payment details, purchases, and adds to cart.
Apps, which can be further customized to include metrics like app installs, app engagement, credit spends, mobile app actions, and cost per app engagement.
Events, which can be further customized to include metrics like event responses and cost per event response.
Clicks, which can be further customized to include metrics like clicks, unique clicks, CTR (click-through rate), and CPC (cost per click).
Settings, which can be further customized to include metrics like start date, end date, ad set name, ad ID, delivery, bid, and objective.

Regardless of which of these metrics you use to measure the success of your advertising efforts, you can find the data in the Ads Manager.

8. Report on Facebook ad performance.

You can receive custom reports via email as well. Here’s how to set it up:

Navigate to “Analyze and Report” through the upper main menu.
Choose “Ads Reporting.”
Select “Create Custom Report.”
Select and open a saved report.
Choose “Save As” next to the save icon. Give your report a name and check “Schedule Email.”
Follow the prompts to edit and confirm your reporting preferences.

While there are certainly a lot of details to keep straight when planning a paid Facebook ad, it’s important that you don’t lose sight of the big picture. Reporting on clicks and conversions from Facebook is important.

However, if you’re using URLs with specific UTM codes, you have an opportunity to measure your ads’ full-funnel effectiveness using your marketing software.

Tracking URLs will help your marketing software keep track of how many leads, or better yet, how many customers you’ve gained from your advertising efforts. This information is useful in determining the ROI of this source, and can also be used to inform your overall Facebook marketing strategy.

If you’re a HubSpot customer using our ads tool, this process is already taken care of for you. You can also create unique tracking codes for your Facebook campaign by navigating to the “Tracking URL Builder” on the Reports homepage.

All you’ll need to do is plug in the URL, attach a campaign, and choose the source you want the URL to be attributed to in your Sources Report.

Once your ad launches and you start getting conversions on your website, you’ll be able to easily track how many visits, contacts, and customers you’re generating.

How to Create Facebook Ads

To create a Facebook ad that drives measurable results, follow these tips.

1. Define your target audience and create ads for them.

While creating ads, it’s tempting to make your messaging vague enough to resonate with everyone. But if you want your Facebook ads to be effective, tailor them to a specific audience.

Before you start creating images/videos and writing ad copy, figure out who is most likely to become paying customers. These are the people you should try to persuade with your ads.

To take things up a notch, use Facebook’s advanced targeting feature to add (or remove) people who follow certain apps, events, or pages. This may take a bit of time, but you’ll increase the ROI of your ad campaigns.

Although Kylie Haack is a real estate company that sells properties, this ad is targeted specifically toward people who want to appraise their homes — not people who want to buy.

2. Write a catchy but clear headline.

Your headline is usually the first thing people will see on your Facebook ad. If it doesn’t catch people’s attention, it will reflect negatively on your click-through rate (CTR) and conversion rate.

With headlines, don’t try to shove your offer down people’s throats. Instead, be clear and conversational, and try to communicate your product’s benefits, if possible.

In this ad, HubSpot is urging people who need help with Facebook or Instagram marketing to check out their free guide on the topic. Their headline for this ad is: Maximize Lead Generation.

This simple, but powerful, headline summarizes the benefits people would get if they read and apply what’s in the free guide.

Pro tip: To improve your headlines and get better results, run split tests (more on that below). These tests can help you determine the messaging that gets people to convert.

3. Don’t use text-heavy graphics.

According to Facebook, images with less than 20% of text perform better. So try not to design graphics with too much text on them.

Text-heavy graphics can distract a prospect from your message, so it’s best to let the graphics speak for themselves. For example, the ad below has too much text.

Image Source

To prevent this from happening, you can use a longer ad caption. But if you must use text on your image, try using a smaller font and fewer words to reduce the proportion of text to image.

4. Use simple and easy-to-understand language.

Ad copywriting is not an avenue to channel your inner Victorian author. It doesn’t matter if you’re an Insta-famous poet or you’ve won a Pulitzer — using verbose language in your Facebook ads will confuse your prospects.

When writing ad copy, the main goal is to make it easy for anyone to understand. When a prospect sees your ad, they should instantly know:

What your offer is.
How it will benefit them.
What to do next.

That’s why I love this Mailchimp ad, which helps people with online stores automate their marketing.

The copy in this ad is simple and to the point: “Automate your marketing with Customer Journey Builder and watch your orders grow.” Then, Mailchimp gives a simplified visualization of what the automation process looks like.

This helps prospects understand exactly how the Customer Journey Builder feature can take things off their plate and help them grow their business.

5. Use social proof in your ads.

When a prospect sees your Facebook ad — especially if it’s the first time — they may not trust your brand or offer immediately. And that's okay.

It’s your job to convince them that you’re the real deal. A great way to do this is to use social proof in your ads.

Social proof comes in many forms — reactions, comments, shares, testimonials, and reviews. Featuring these in your ads shows prospects that other people have worked with your brand and purchased your offer without any regrets. Once they see this, they may be convinced to be your customer, too.

Before Adobe acquired the company, Figma was really good at using social proof in their Facebook ads.

In the ad above, the product design lead at Onfido, Steve Denis, walks people through how Onfido uses Figma to organize and scale its design systems. The message is simple: If other companies trust Figma to meet their design needs, you can too.

6. Match your Facebook ad to your landing page.

When you run ads on Facebook, you’re essentially telling your audience that if they click your ad, they’ll get exactly what you’re offering on the page your ad leads to.

There’s no quicker way to lose the trust of your audience and increase your bounce rates than to send people to a landing page that has absolutely nothing to do with the offer they were interested in.

When designing your ad and landing page, ensure that the offer promised in the ad is the same as the one on the landing page. You should also include common elements, such as colors, fonts, and images, that will make it easy for people to recognize your offer and convert.

Here’s a great example of ad-landing page sync.

Here, Yoga International is advertising their free breathwork classes that can help people “unwind tension and improve self-healing.” The ad and the landing page it leads to share several design elements.

That includes brand colors, image choices, and fonts. These common elements help prospects feel like the landing page is an extension of the Facebook ad, rather than a new offer entirely.

7. Have a direct call-to-action in your ad.

The perfect Facebook ad should have a clear action the prospect should take.

Some ads are designed to spread awareness about a brand. Other ads lead users to installs, ebook downloads, or sales.

Ideally, ads do both. But to be on the safe side — and to get results that move the needle toward business growth — be clear on exactly what you want your prospects to do after they see the ad.

Calls to action like “Sign up,” “Follow,” “Download,” “Install the App,” and “Shop Now” clearly communicate the desired course of action to a prospect. Without a good CTA, people would see your ad, but they’ll have no idea what to do next.

In this ad, Dermalogica, a skincare company, advertises a power trio of three products. Plus, the bundle is less than half of the original prices of the individual products.

The ad is straightforward. It says what the product is, what the discount is, and the perk (free shipping) you get if you buy the product.

The “Shop Now” call-to-action is direct. This indicates that Dermalogica’s goal is for people to click the link and buy the product package.

8. Run A/B tests.

The only way you can improve your Facebook ads is to run split tests on everything — from the headline to ad copy to visuals and CTAs. Sometimes, an ad might not perform well because the copy isn’t convincing enough or the visuals aren’t eye-catching.

To know for sure, create different variations of the same ad — changing one thing at a time — and publish them. Let them run then check to see which version(s) gets the most likes, comments, shares, and conversions.

In the instance above, Canva ran A/B tests on the ad creatives. In both ads, the ad copy is exactly the same, but the visual assets are not — one’s an image and the other is a video.

Although the ad copy is the same, the change in visuals can spell a huge difference in the ROI from both ads.

Using Facebook Ads Manager for Your Next Campaign

Now that you know how to set up an ad, it’s time to create one of your own so you can spread brand awareness on Facebook, generate traffic, and gather leads from your ideal prospects on the platform.

Editor’s note: This post was originally published in September 2019 and has been updated for comprehensiveness.

Topics: Facebook Advertising

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What is Facebook Advertising: Creating an Ad - Definition

Facebook advertising is a way to promote a brand, goods and services through a multi-million dollar social network using advanced technology. Facebook allows you to create catchy and effective ads that you can target your target audience for little money.

According to Statista, eight million companies were actively advertising on Facebook in the first quarter of 2020. Last year, advertising brought the social network 69billion dollars, while all other activities brought in less than $2 billion.

The Facebook team regularly improves its marketing tools to improve the quality of advertising and make it as useful as possible for both the audience and entrepreneurs. Let's find out why Facebook advertising is an effective assistant in attracting new customers and promoting your business.

4 reasons to use Facebook ads

Large auditorium
Targeting options
Profitability
Effective tools for success

There are a number of factors that make Facebook an ever-growing advertising platform. The following five are beneficial for both small companies and large businesses:

Large audience. Facebook has 2.6 billion active users in 2020. This is more than a third of the total population of the planet and their number continues to grow. That's why on Facebook you can easily find your audience and tailor your ads to them. nine0012
Targeting options. Facebook Ads, in addition to basic targeting by age, gender and location, allows you to customize ads based on customers' shopping experience, their family composition, place of work, profession, and so on. Facebook helps you target ads with great precision to teenagers, teachers, drivers, doctors, and so on.
Profitability . The cost of advertising on Facebook depends on three factors: your marketing goals, the length of the campaign, and your targeting settings. Facebook claims that you can run high-impact ad campaigns on any budget. nine0012
Effective tools for successful work. For example, you can create compelling ad creatives, build different types of audiences, schedule posts and promote posts, set ad schedules, and more. Facebook tools help you grow hot leads and convert them into customers.
Let's analyze some data to understand why Facebook ads are worth your effort.

Facebook advertising effectiveness

Facebook ad CTR
Facebook ad conversion rate

Below we will look at two key metrics - CTR and conversion rate - to analyze the performance of Facebook ads.

Facebook ad CTR

The average click-through rate for Facebook ads is 0.9%. The lowest CTR for vocational training companies is 0.47%, while the highest for the legal industry and retail is 1.6%. Here is the average CTR by industry from the WordStream report. nine0003

Facebook ad conversion rate

The fitness industry has the highest conversion rate at 14.30%, while technology and hospitality companies have the lowest at less than 3%. Compare the conversion rate between other industries in the report below.

Even though the CTR of a Facebook ad doesn't look impressive, it still delivers the desired conversions and money thanks to precise targeting parameters and a large audience. nine0003

Ways to create Facebook ads

There are two ways to create advertisements:

Through the Advertising Center on the Facebook page or the “Promote” button
Via Facebook Ads Manager

Facebook Ads Manager is a professional tool that allows you to efficiently target, create audiences, select ad objectives, create ads and ad groups, track performance, and generate reports. nine0003

Below you can see what the campaign creation page looks like in Facebook Ads Manager. A navigation bar is displayed on the left, and settings for each element are made on the work field. So step by step you create your advertisement.

Please note that Ads Manager has a number of useful features for professional ad customization and effective budget management. These features include:

Possibility to set the ad display schedule. nine0025 If your target audience is more active in the morning and evening hours, then you can stop showing your ad, for example, from 12 to 16. 00. This approach saves money.

Create different audience groups. You can create a Custom Audience in Ads Manager if your ad belongs to a custom ad category, Lookalike or Custom.

Suppose you posted a video about a new product on your page, now you can form different audience groups based on the duration of views and then create a relevant ad for each of them. Check out the screenshot below. nine0003

A/V testing. With it, you can determine which advertising will be most effective. You can test ad creative, audience, placement. A/B testing on Facebook allows you to measure the impact of ad changes or quickly compare two strategies to achieve your goals.

And that's not all the benefits of setting up ads through Facebook Ads Manager. It takes time and practice to understand all the subtleties. However, it is not as difficult as it might seem at first. In this case, the main thing is desire, patience and attentiveness. nine0003
And if you want to try running ads today and are not ready to spend time studying your ad account right now, use the Ad Center right on your Facebook page.

You can read more about the differences between the two tools in the Help Center. However, in a nutshell, the Advertising Center is an easier way to promote your company, products, and services. With it, you can promote posts or the page itself, drive people to your site, and create other types of ads. nine0003
Creating an advertising campaign through the Facebook page

Go to the Advertising Center

Select destination

Create an advertisement

Define the target audience

Set the duration and budget of your campaign

Set payment method

Now, let's see how to create advertisements directly from your Facebook page. Follow the step by step guide below to set up your first campaign. nine0003
Step 1: Go to Advertising Center

Open your Facebook page and in the menu on the left click on the "Ad Center" tab, then on the right click on the blue "Create Ad" button. After that, a page with goals will appear in front of you.

Another way to open the goals page is on your main page in the menu on the left, just click on the blue "Promote" button.

Step 2: Select target

Campaign goal determines which types of Facebook ads you can create. They may differ for different pages. For example, for our Big Box page, only 5 goals are available so far:

Attract visitors to the site . These ads help direct users to specific pages on your site to learn more about the brand, its products and services.

Promote a publication. Engage users through newsfeed posts. Promotion of the publication helps to increase impressions, as well as increase the number of likes, comments, reposts.

Promote the Page. nine0025 With this type of ad, you can increase user engagement with your Page posts, attract followers and leads, and increase brand awareness.

Promote the company locally. Such advertising is aimed at attracting an audience that is close to you. To do this, set up local targeting, indicating the city, district, point on the map or coverage radius in kilometers.

Increase the number of leads. nine0025 Ads based on this goal will help to attract subscribers for email marketing and Facebook Messenger chatbot, as well as encourage users to interact with the brand in different ways.

For clarity, let's choose the goal "Promote Page".

Step 3: Create advertisement

After selecting a goal, you will be taken to the Ad Creatives setup page. Write the text of the ad or leave the one that will be specified by default. In our example, this is "Contact the Big Box Page". nine0003
Then select the appropriate ad format. There are 4 of them in total:

single image;

single video;

slide show;

carousel.

Available ad formats depend on the target selected in the previous step. We chose "Promote Your Page", so the carousel format is not available to us. In order for ads to be the most effective for each type of ad, Facebook offers specific creative formats. In this case, you can upload an image or video. To do this, click on the download button as shown below. nine0003

Step 4: Define the target audience

Facebook provides the most accurate targeting options. First, you can target based on location by country, city, or mileage to reach local users. Secondly, you can choose gender, language, interests, behavior and more. More precise targeting options, such as excluding certain user groups, are available in Ads Manager. nine0003
To create an audience for an advertising campaign from your page, you need to scroll down a little and click on the "New" button in the "Audience" section. After that, you should give the audience a name, then choose the gender, age, location, interests and behavior of potential customers. We narrowed down our audience to women in their 20s and 30s from Kyiv who are interested in fitness and a healthy lifestyle. As you can see, our potential audience is 370 thousand people. nine0003

You can also select "People Near You". This will allow you to attract an audience within a radius of one or more kilometers from a certain point. An interactive map will help you determine the specific location of your target audience.

To expand your audience, you can use Lookalike Audience. To do this, you need to configure the Facebook pixel. Then, based on your existing audience, the social network will select similar users, which will help increase the number of leads. nine0003
Step 5: Set the duration and budget for your campaign

Once you've specified your target audience, set the number of days to show ads and the amount you're willing to spend. You can select "Show this ad continuously" or "Choose an end date".

When defining the budget, note that you are setting a daily spending limit. That is, if you run an ad for four days and specify the amount of $3, then the cost of the advertising campaign will be $12. nine0003

Step 6: Set payment method

Facebook allows you to pay for services via PayPal or a bank card. If the social network previously provided you with an advertising coupon, you can mark it and then enter the coupon code.

To verify a bank card, Facebook will ask you to deduct up to one dollar from it. After linking the card, the money will go back to your account.

The following shows how to select a payment country and currency, and add a payment method. nine0003

Now that the ad is set up and the payment method is selected, check all the details and click the "Promote" button.

How to track the effectiveness of Facebook ads

To see the performance of an ad, go to your Ad Center page and click View Results next to the ad you want to see. Next, you'll see reach, engagement, and reactions.

You can also see the breakdown of the audience by age and analyze the effectiveness of advertising depending on the placement. nine0003

To track campaign performance in more detail, use Facebook Ads Manager. In it, you can use filters to narrow down the amount of data in your reports and more effectively target and define target audiences.

Detailed reports help analyze the effectiveness of advertising campaigns and see if advertising costs for interaction with a particular category of users pay off. Tracking results is important to narrow your audience and exclude “non-target” customers to cut costs. Or vice versa, to identify users and ad placements that need to spend more money to get the desired profit. nine0003
How much does advertising on Facebook cost

The price depends on several factors:

Time . The time of year, day of the week, and even the hours you choose to run your ads can affect their performance and your entire ad budget.

Betting strategies . A stake is the amount of money you choose to pay for a specific action. You can choose to pay by CPC, CPM, cost per like, cost per app install. nine0012
Advertising placements . The display of your ad in the news feed on a mobile device or computer may also affect the cost of an advertising campaign.

Target audience . This setting is critical, especially if there are many other advertisers targeting the same audience as you. In this case, the cost per click and thousand impressions will increase.

Let's look at another WordStream report to see the average CPC for different industries. It states that the highest CPC for an ad is $3.77 for the finance and insurance industries, while the lowest CPC for the apparel and fitness industries is $0.45 and $0.70, respectively. You can compare CPC across industries in the report below. nine0003

Look at AdEspresso's detailed report to get an idea of Facebook ad pricing.

To increase the effectiveness of Facebook advertising campaigns, you can use them to attract users to Facebook Messenger. And in the messenger, using a chatbot, answer frequently asked questions, talk about products or services, and move leads down the sales funnel.

A chatbot is a technology that works according to a pre-planned scenario and helps to unload the support service, segment leads, take orders, sell and perform other assigned tasks. nine0003
SendPulse allows you to create up to three chatbots for free. Add a virtual assistant to your online marketing strategy and see how effective it is.

Now, let's compare two tech giants who are making the most of online advertising.

Facebook ads and Google ads

The two companies are often seen as rivals. Yes, they both dominate the online advertising industry, but offer advertisers different opportunities. nine0003
Google primarily focuses on search engine advertising, which is extremely effective due to the nature of today's shopping. At any stage of the sales funnel, people use search engines to find solutions, products, services, compare different stores, prices, and more. In addition, Google AdSense links advertisers to relevant sites that receive a high volume of traffic so that site visitors see relevant ads based on their preferences and behavior. nine0003
Unlike Google, Facebook is a social network, so the platform's advertising activities focus on collecting and using user behavioral data on Facebook. What Facebook and Google have in common, and sometimes make them look like competitors, is the sheer scale of their operations and their tendency to monopolize the online advertising market.

Here are some helpful tips to help you improve your Facebook ad campaigns. nine0003
Remember that Facebook advertising will only work if you do it right. Use the guidelines below to run quality ad campaigns.

Tips for Creating Facebook Ads

Use vertical videos. Vertical or square aspect ratio allows your ad to take up most of the smartphone screen. Remember, most users hold their phones vertically while browsing the news feed. nine0012
Avoid or minimize text in images. Better place all text information in the title or description fields. If you still want to add text to the image, then it should take up to 20% of the image.

Write briefly. According to the Mobile Marketing Association, it takes 0.4 seconds for people to see and recognize ads on mobile devices. Therefore, make sure that the text in your ad is short and clear, otherwise you risk not conveying the essence of the message to users. nine0012
Use carousel format. If you have a lot of professional photos of your product, add them to the carousel to highlight different features and give a clearer picture of your brand.

Add GIFs and videos to your ads. Dynamic ads are a great way to stand out in the News Feed, as motion captures the attention of users.

Use calls to action. Facebook offers different CTA buttons to encourage users to interact with ads. Think about what you expect from users and choose the right CTA. This can be a transition to the site, filling out the registration form or correspondence in the messenger. nine0012
Track your competitors' ads to stand out from them. To do this, use the "Advertising Library". In it you will see all the ads that are shown on Facebook and Instagram. Analyze competitors' advertising campaigns and make your offers better.

You are now ready to create your first Facebook ad campaign. We wish you success in promoting and attracting customers!
nine0002 Updated: 09/29/2022

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

Contents

1 What is Facebook Ads Manager

2 An Overview of Facebook Ads Manager

3 Creating an Ads Manager Campaign

Selecting Campaign Level
9. 1 Campaign Level
9.1
3.1.2 Budget selection at campaign level

3.2 The level of ads groups

3.2.1 Dynamic creatives

3.2.2 Supply

3.2.3 Budget and schedule

3.2.4 Choice of the audience

3.2.6 Types of the Plant

3.2.7 Optimization and display

3.2.8 Strategy of bets

3.2.9 Delivery type

3.3 BEOUS BEARS

3.3.1 BELISTING

4 WORK WORK WITH ACQUISITION AND RETASITION AND RETARITIONS0010
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. nine0003
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. nine0003
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. nine0003
Facebook Business Manager is a tool for managing all Facebook resources and making them available to 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. nine0003
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. nine0003

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. nine0003
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. nine0003
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. nine0003

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. nine0003

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. nine0003
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. nine0003

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? nine0003

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. nine0003
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. nine0003
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. nine0003
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 CLV score is much lower in the cheaper groups. To manage this, set a budget at the ad group level. nine0003
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. nine0003

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. nine0003

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 expiration 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. nine0012

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”. nine0003
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. nine0003

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. nine0003

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. nine0003

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. nine0012
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. nine0003
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. nine0003
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. nine0003
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. nine0003
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”. nine0003
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 that we would like to summarize:

Determine what value for the business the launch of an 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. nine0012

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.
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