Beginner’s Facebook Ads Guide
Step 1. Get familiar with Facebook Ads Manager
Facebook Ads Manager is where all the magic happens. It’s where you set your objectives, target audiences, set your advertising budget, and set up your ads. The first step into Facebook Ads Guide is to launch a new “campaign.” And to do this, you first need to set an objective for the campaign you want to achieve.
Facebook Ads Manager gives you 11 objectives (as shown in the screenshot below) to choose from to optimize your campaign:
Facebook describes these objectives as:
- Brand awareness: Used to increase awareness of your services, brand, or business
- Reach: Shows your Facebook ads as many people in your target audience as possible
- Traffic: Drives people from your Facebook Ad to an external link like a blog post or landing page
- Engagement: Boost engagement such as comments, likes, and shares on your content
- App installs: Direct your target audience to a page where they can download your app
- Video views: Share videos with people who fit your target audience
- Lead generation: Ads that collect info from people interested in your product, such as sign-ups for newsletters
- Messages: Encourage potential customers in your target audience to communicate with your business
- Conversions: Have your target audience take an action, like buying a product or subscribing to your email list
- Catalog sales: Show visuals of a catalog (like clothing items from an ecommerce store) to encourage your target audience to make a purchase
- Store traffic: Encourage your target audience to visit your brick-and-mortar business
Once you’ve chosen an objective for your campaign — it’s time to target the right people.
Step 2. Set your target audience
After you’ve named your advertising campaign, Facebook Ads Manager will then ask you to narrow down who this particular ad will be shown to.
Here, you’ll have two main options to choose from:
- Create a new audience
- Used a saved audience (this includes your existing contacts, lookalike audience, custom audience, people who’ve liked your page or website visitors)
Step 3. Choose your Facebook ad placements
Since Facebook owns other platforms like Messenger and Instagram, it gives you the option to advertise on all of them.
You’ll also need to decide which device you want to target (mobile, desktop, etc.) and where you want the ads to be placed (on newsfeeds, Instagram stories, Messenger messages, etc.)
If you are new to Facebook ads, this can all be a little daunting. Thankfully, Facebook Ads Manager offers an Automatic Placements option you can use, which uses algorithms to place your ads in the best spots for your budget allocation.
Facebook also says that choosing Automatic Placements can make ads more memorable.
You’ll then need to choose:
- Device Types: Do you want your ads shown on mobile? Desktops? Or both?
- Operating Systems: Do you want just Android users to see your ad? You can make it happen
- Platform: Do you want to stick to Facebook, or have your ad shown on Instagram, Audience Network, or Messenger?
- Placements: Will your ad appear in just news feed or do you want it in people’s stories and messages, too?
Once you’ve fine-tuned your target audience, it’s time to set the ad’s budget.
Step 4. Set your campaign budget
This is where you set your daily budget and decide how long your ad campaigns will run.
You are given two options to set your budget:
- Total budget: The maximum amount you’ll spend on the ad campaign before it stops running. If your total budget is $5, you’ll be charged up to $5, and then the campaign will stop.
- Daily budget: The amount that’ll be spent on the campaign on a daily basis. If you pick a daily budget of $5, you’ll be charged up to $5 each day the campaign is running. Note that this amount could be exceeded a bit, but it usually wouldn’t still be too far apart.
Here’s what setting your campaign budget looks like in Facebook Ads Manager:
While Facebook Ads Manager has bid control options and optional costs, this part of the process can be made simpler using a tool like GetResponse Facebook ads. Just set your spend and how long you want the ad to run for — and you’re done:
Once you’ve set your budget, it’s finally time to design your ad.
Step 5. Create your Facebook ad
You can use several ad styles for advertising to your audience, from images and videos to entire product collections.
The formats you have to choose from will vary depending on the objective you choose in step 1, but you’ll still be able to customize elements like:
- Message introducing your ad (optional)
- Image(s), banner(s), or video that’ll be used to promote it (adding multiple images creates a carousel ad)
- Link to the site or page you want people to be referred to when they click on the ad button
- Headline of your ad
- Button type, e.g. Sign Up
- Link description (optional)
Here’s what creating your ad looks like in Facebook Ads Manager:
Facebook Ads Creator
Reach people beyond your email list
Design your own Facebook and Instagram ad mockups.
Set up targeted ads and track their performance.