How to Advertise on Facebook

Back in 2004, Facebook was an instant hit. If you fast forward to today, it is now a popular social platform with over 2.38 billion monthly active users.

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That’s a lot of people.

In case you think you missed out on this opportunity to tap into Facebook’s thriving years of growth. Think again.

Facebook’s ad revenue reached a record high at $16.9 billion during its last quarter in 2018. They report their ad revenue is strong and growing, providing new opportunities for your business.

In this article, let’s review how to advertise on Facebook and look more closely at the following:  

• Types of Facebook Ads
  
• Step-by-step Guide to Advertising on Facebook
  
• Facebook Ad Resources

Types of Facebook Ads

Photo Ads

When advertising on Facebook, these are some of the most straightforward ads to use. You can create a photo ad in just a few clicks or boost a post you have already published.

You can use stock photos or professional images and designs branded to your business. Try capturing the essence of your business in a single image. Something that resonates with your target audience.

In this example, Synapse Ads uses a graphic to highlight the key feature of their service.

How will you capture attention with a static photo?

Video Ads

If you want to capture attention on Facebook, advertise with video ads. They can be inspiring, informational, or entertaining.

This video ad from the Economist features a short motion graphic for their featured story. You can also see a distinct call-to-action asking viewers to subscribe. 

Not sure how to write a call-to-action? Read this!

Carousel Ads

Tell a story using images or videos with carousel ads. Each panel in the carousel can have its unique link to landing pages, products, or whatever you require.

Body Engineers uses Facebook advertising to display their new product arrivals.

Showcase up to 10 images or videos in a single ad.

Stories Ads

Insert your advertising ideas into Facebook stories. With story ads, you can tap into your audience’s passions and interest in engaging content leading straight to your goal.

Story ads are mobile-centric and cross-platform, meaning they can be displayed on both Facebook and Instagram via mobile phone.

Image Source: Facebook

Messenger Ads

Reach out to past or prospective customers directly in their Facebook messenger inbox. You can choose various ad types to capture leads and sales quickly.

Open your messenger app to see which ads appear!

Slideshow Ads

Are you looking for a cheaper alternative to Facebook’s video ad? Slideshow ad lets you create an interactive advertisement of images, sound, and text.

Create a 15-second slide that leads straight to your goal. (Image Source)

Collection Ads

Try ready-to-buy collection ads to feature your hottest items for maximum sales. Some consider this to be one of the most powerful ads for Facebook advertising campaigns.

Image Source

Playables

Share the convenience of an interactive preview of your app before people download it. With Playable ads, tap into the power of try-before-you-buy.

Want to learn more about advertising apps on Facebook? Read this!

Image Source

Step-by-step Guide to Advertising on Facebook

To start advertising on Facebook, you need a business page. If you already have one, you can go to your Facebook Ads Manager to create your Facebook ad campaign.

Let’s look at the steps required to set up a campaign using Quick Creation in Facebook ads manager.

Step 1: Launching Facebook’s Quick Creation

After you log in to Facebook ads manager, choose the advertising account to pay for your ads. Once selected, choose the “Campaign” tab, then click “+ Create.”

You’ll see a Quick Creation pop-up appear.

Step 2: Choose Your Objective

A critical step when advertising on Facebook is your objective. Here are the choices available:

• Brand Awareness: Introduce your brand to more audiences.
• Reach: Get your ads exposed to as many people in your audience as possible.
• Traffic: Direct traffic to an app, website, or landing page.
• App Installs: Get people to install your app.
• Video Views: Get more people to watch your video.
• Lead Generation: Capture new leads for your sales funnel.
• Post Engagements: Get more people to like, comment, and share your posts.
• Page Likes: Get more people to like your Facebook business page.
• Event Responses: Increase attendance at your events.
• Messages: Connect with your customers and give them the intent to buy.
• Conversions: Get people to take a specific action on your website (i.e., buy a product or subscribe to a list).
• Catalog Sales: Connect your Facebook ads to a product catalog that features products they are most likely to buy.
• Store Traffic: Attract local customers to brick-and-mortar locations.

Note: Your ads are pre-selected for “Auction,” which gives you control over bid strategy to control cost per result and how to spend your budget efficiently.

Step 3: Split Test & Budget Optimization

Once you have decided on your campaign objective, you can choose to split test and optimize your budget:

• Split Test: This allows you to test the creative elements of your ad, such as text, images, placement, audience, and delivery optimization.
• Campaign Budget Optimization: This allows you to set an even distribution of your budget per day or throughout the entire duration of your campaign. You can control the amount used for each ad set.

Remember that you can’t use Split Test and Campaign Budget Optimization.

Step 3: Name Your Campaign, Ad Set & Ad

This is a simple step. However, to help clarify, let’s look at the difference between an “Ad Set Name” and an “Ad Name”?

Next, you can define specific “Ad Names” for personal ads in a set. An ad set is a group of ads with the same budget, delivery optimization, and targeting. Be sure to create a unique “Ad Set Name” for each set you make in your campaign.

Click “Save to Draft” to continue.

Step 4: Setting Up Ads

Once your initial settings are created, you’ll be sent to the main dashboard, where you can target your audience and make your ads.

First, click on the “Ad Name” to open the audience features.

Step 5: Ad Set Options

If you want to set up dynamic ads, turn on this feature. Dynamic ads allow you to upload multiple images and create a variety of headlines to test for the best performance.

Next, you can modify your budget and schedule for each ad set.

You can create custom audiences in the Audience section based on location, age, gender, and language. You can also segment your audience based on demographics, interests, and behaviors.

In “Connections,” you can choose specific audiences that are connected to:

Facebook Pages

• People who like your page
• Friends of people who want your page
• Exclude people who want your page

Apps

• People who’ve used your app
• Friends who’ve used your app
• Exclude people who’ve used your app

Events

• People who’ve responded to your event
• Exclude people who’ve already replied to your event

Once you have finished creating your audience, click “Save this Audience.”

Facebook recommends the remaining options settings for Placement and Delivery Optimization. For a beginner, it’s best to leave this for now. Once you become more familiar with using Facebook for advertising, you can experiment to improve performance.

Step 6: Create Your Ads

Choose your ad format and creatives. This includes the text, media, and other elements you want to use for your ads. Follow to directions on the screen to set up each component of your ad.

Use the “Ad Preview” screen to see your ad’s appearance when it goes live.

When your ad is ready, you’re prepared to click the green publish button. After that, Facebook will review your ads and send you a message once approved.

Facebook Ad Resources

Want to learn more about how to advertise on Facebook?

To build a better foundation, check out these recommended Facebook ads courses. Or, browse our top posts to find examples, templates, and ideas to create powerful ads that work for your business.

• Facebook Ad Design
• Facebook Ad Specs
• Best Facebook Ad Examples
• Facebook Video Ad Examples
• Facebook Ad Templates
• Facebook Ad Copy that Converts

Alternatively, get in touch if you’d prefer a fresh perspective on your Facebook advertising or assistance setting up a new campaign.

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