Before you set up Facebook ad account:
- Create a Facebook business page
- Have your website and landing page ready
- Keep your Images, creatives, videos and Ad copy ready
Step 1. Setup Facebook Ad account
If you are doing Facebook ads for the first time, you will need to first set up your Facebook ad account.
To access your Facebook Ads Manager, click on the drop-down arrow in the upper-right corner of any Facebook page and select “Manage Ads” from the dropdown.
Alternatively, you can use this direct link: https://www.facebook.com/ads/manager/ to go to your Facebook Ads Manager.
(If you have multiple ad accounts, you might have to select your preferred ad account to create your Facebook Ad)
Tip: To create Instagram ads using the Facebook Ads Manager, you only need to have a Facebook Page. You don’t even need an Instagram account!
Step 2. Choose your objective
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 Likes, 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 in 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 bricks-and-mortar stores.
Step 3. Name your campaign
Scroll down to name your Facebook ad campaign and choose whether to set up an A/B split test. You will also choose whether to turn on budget optimization. This option can be useful if you’re using multiple ad sets, but for now you can leave it turned off.
For the Engagements objective, you’ll also choose whether to focus on post engagement, page likes, or event responses. For this example, we’ll choose Page likes.
Step Create Ad Set (Give Name to your Ad Set)
Choose the audience, placement, and budget
Keep in mind that 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 have created a lifetime budget for your ad.
When you’ve made your selections, and you’re happy with the audience size indicator, click Continue.
Select your target audience
Start by selecting your target location, age, gender, and language. 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.
1. Define the audience for your ads
Facebook advertising (and by extension, Instagram advertising) is so powerful because of the ability to target a very specific set of people. You can create a precise target audience by combining factors like:
- Location — You can enter global regions, countries, states, cities, postal codes, or addresses to show or exclude your ads to people in those locations.
- Age — You can select a range of age, with the widest range being 13 to 65+.
- Gender — You can choose to show your ads to all gender, men, or women.
- Languages — You can leave this blank unless your target audience uses a language that is uncommon in the locations selected.
- Demographics — You can target or exclude people based on their education, employment, household and lifestyle details.
- Interests — You can target or exclude people based on their interests, their activities on Facebook, the Pages they liked, and related topics.
- Behaviors — You can target or exclude people based on their purchasing behavior or intent, device usage, travel behavior, activities, and more.
- Connections — You can target people who have connections with your Page, app, or event.
Wow! And that’s not all…
You can also target people who have a relationship with your business such as customers or people who have interacted with your app or content (using “Custom Audience”). You can even target other people like them (using “Lookalike Audience”).
Choose your Facebook ad placement
Scroll down to choose where your ads will appear. If you’re new to Facebook advertising, the simplest choice is to use Automatic 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 place your Facebook ads in specific locations. You have the following options:
- Device type: Mobile, desktop, or both.
- Platform: Facebook, Instagram, Audience Network, or Messenger
- Placements: Feeds, Stories, in-stream (for videos), messages, in-article, and apps and sites (external to Facebook).
- Specific mobile devices and operating systems: iOS, Android, feature phones, or all devices.
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.
Use the preview tool at the bottom of the page to make sure your ad looks good for all potential placements (mobile, desktop news feed, right column, and so on). When you’re happy with your choices, click the green Confirm button to submit your order, then wait to get an email from Facebook notifying you that your ad has been approved.