This is a curated guide that is compiled from several sources to help anyone get started creating highly effective Facebook ad campaigns. If you plan on sending most of your advertising to your website to generate leads and sales make sure you have Facebook’s tracking pixel setup on your website.
This guide doesn’t cover advanced Facebook marketing strategies. Its primary goal is to provide quick steps with explanations on creating Facebook Ad Campaigns.
To get to your Facebook Ads dashboard, you can head to https://www.facebook.com/ads/manager or click the drop down arrow in the upper-right corner of Facebook and choose “Manage Ads” from the drop-down.
Facebook breaks these down into 3 different Objectives (awareness, consideration, and conversion).
Awareness: Objectives that generate interest in your product or service
Consideration: Objectives that get people to learn more about your business
Conversion: Objectives that encourage people to buy your product or service
The easiest way to know what objective to select for your new campaign is based on defining the Goal you are trying to accomplish. Here’s two examples below.
Goal: I want more people to know about my business
Say you’re a local business that wants to let people nearby know about your products and services. Here are two objectives you can select to help meet your goal.
Goal: I want to find potential customers
Are you looking to find people that might be interested in your products or service? Grow your email list, encourage more people to buy from your website etc… Then try creating ads with these objectives.
Enter the name of your campaign. Need help on the best practices for your campaign structure? Learn More
Enter the name of your ad set. Need help on the best practices for your campaign structure? Learn More
Now that you know what you want to accomplish with your ads. It’s time to tell Facebook who will see your ads. This step is very important because showing your ads to the wrong audience will drive up your cost. Here are the available options for creating a new audience. Make sure to fill out all the details needed to complete your audience.
When choosing a target audience, you can create a new one or use an existing one.
In the Placements section, decide where your ads will appear on Facebook, Instagram or Audience Network. If you select Automatic Placements, your ads will be shown to your audience in a place that it’s likely to perform best. If you would like to do this manually, select Edit Placements.
When you create an ad, you’ll be asked where you want it to appear on ‘placements’ beyond Facebook; on Instagram, Audience Network and Messenger.
Not all placements are available with all objectives. Learn More
Facebook Recommends Automatic placements, where they optimize delivery across all placements. If one placement performs better, they dynamically allocate it more of your budget to help you reach more people. How Facebook delivers your ads.
Here’s a list of all the potential locations you can have your ads appear.
Your ads can appear on apps and websites in Facebook’s audience network. Image and video ads can appear as banner, interstitial and native. Learn more about the audience network.
If you don’t want to enable automatic placement, you can choose which placements you want to use in the “Placements” section of ad set creation. Facebook still recommends using multiple placements to give their delivery system more flexibility.
Facebook recommends the following choices, broken out by campaign objective:
If you’re emphasizing larger-scale business goals, you may want to choose these placements:
In the Budget & Schedule section, you can choose a budget and set your ad’s schedule. Learn more about budget, delivery, and charges on your Facebook ads.
You’ll only be prompted to add a Page if you’ve selected an ad objective that requires a Page selection. If you don’t see the Pages section, skip to the Audience section. If you create ads for multiple Facebook pages, select the Page you would like to create an ad for.
These are all the types of ad formats that you can create within Facebook. See all of Facebook’s ad types here.
In the Media section, choose the creative you’d like to use in your ad. Learn more about choosing images for your ad
If you’ve already created your ad and want to change or update the image, learn how.
The option to add images to your ad comes at the Ad level of ad creation. To get there, fill in your ad information at the Campaign and Ad Set level first.
Once you advance to the ad level, you can add photos under Page & Text.
If you choose Carousel as your ad format, you will have the option to upload a different image for each card.
Click Select Image to upload your images from your computer.
If you select Single Image as your ad format, you have the option to either upload images from your computer by selecting browse library or choose from free stock images.
If you choose Slideshow as your ad format, you can create a looping video with up to 10 images. Learn more about creating a Slideshow ad.
If you need help with image sizes and other guidelines, check out the Facebook Ads Guide.
After choosing your images, you can enter the text you’d like your ad to have. You may also have the option to add a call-to-action button, choose a pixel and more.
Note: If you’re running ads that aren’t associated with a Facebook Page, you’ll only be able to run ads in the right column of Facebook.
Placing your order and choosing how you want to pay for your ads
When you’re ready, click Confirm at the bottom of the flow to create your ads. The first time you place an order, you’ll be asked to enter your payment information. Learn more about payment options for advertising.