Start Using Facebook! 

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Facebooks Beginner's Guide

Advertisers create campaigns that have specific goals, which we call advertising objectives, and they create ads within those campaigns to help them reach those objectives.

For example, a business may create a campaign because they want to get more people to visit their website. When they create ads within that campaign, they’ll choose images, text and an audience that they think will help them get that increase in visitors.

What you need to start creating Facebook ads:

·        Your business goal—the reason you’re running the ad

·        An understanding of who you want to reach

·        A daily or lifetime budget for your ad

·        Photos or videos to feature in your ad

New advertiser checklist
Here are a few things to think about before you start advertising on Facebook.

Learn about our Advertising Policies
Facebook's Advertising Policies provide guidelines about which ads are acceptable and unacceptable on the site. When advertisers place their orders, their ads are reviewed against these policies. Learn more about our Advertising Policies.

Choose your advertising objective
Most people want to achieve specific results with their advertising, like getting more Page likes, sending more people to their website or increasing visits to their local business. Choosing your objective is the first step in creating a Facebook ad.

·        About Advertising Objectives

·        Guide: Choose the Right Advertising Objective

Choose your ad format
All ads on Facebook have an image and some text. We call this your ad creative. The recommended size and number of characters for your ad will depend on the objective you choose. All of this information, including examples of what our different ad types look like, is available in the Facebook Ads Guide. You can also get tips on choosing photos and writing your Facebook ad.

Choose your audience
You choose the audience that you want to reach with your ad. We call this targeting. There are a lot of targeting options, including choosing an audience based on demographics and interests or creating a custom audience based on your own customer mailing list. Learn more about choosing your ad audience or creating a custom audience.

Choose your placement
Learn about the different ways you can create ads on Facebook.

About the structure of Facebook Ads

Your Facebook ad needs 3 parts to run: a campaign, ad set and ad. All these parts make up what's called the campaign structure. Knowing how they work together will help your ads run the way you want, and reach the right people.

You set the advertising objective at the campaign level. Here you decide the end goal for your ads, like driving more likes to your Page. At the ad set level, you define your targeting strategy by setting up parameters like targeting, budget and schedule. Finally, your ads are creative visuals, like pictures or videos, that drive the audience to what you are trying to promote.

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What's a campaign?

Think of the campaign as the foundation of your ad. When you decide to run an ad, you'll always start with the campaign. Here, you'll choose an advertising objective, like Promote Your Page, which defines what you want your ad to achieve. For example, if you promote your Page, your ad will be optimized to get more likes on your business's Facebook Page.

Campaign checklist:

1.     Choose an objective.

2.     Start creating your ad set.

What's an ad set?

An ad set tells your ad how to run. At the ad set level, you'll create an audience for your ad using Facebook's targeting options. You'll define your audience by choosing things like location, gender, age and more. You'll also create a budget and set a schedule for your ad and choose your placements.

Keep in mind that a campaign can include multiple ad sets, each with different targeting, scheduling and budgeting options selected.

Ad set checklist:

1.     Build your Audience.

2.     Set your budget and schedule.

3.     Optional: set your bid.

4.     Start creating your ad.

What's an ad?

Your ad is what your customers or audience will see. At the ad level, you'll choose your ads creative, which may include things like images, videos, text and a call-to-action button. Learn how to make design ads that work.

Keep in mind that you can have multiple ads within a single ad set.

Ad checklist:

1.     Upload an image, multiple images or a video.

2.     Fill in the details of your ad such as the text and header you want your ad to have.

About the Delivery System: Placements
In many cases, we recommend running your ads across Facebook's family of apps and services. This gives our delivery system more flexibility to get you more and better results. We call the different places we can show your ads "placements". You make your placements selection in the "Placements" section of ad set creation.

Note: Depending on your ad type, content and the design of its creative, every placement may not be available. Learn more about which objectives work with which placements.

There are two approaches to using placements, automatic and manual.

Automatic placements
Automatic placements enable us to get the best results available from across all default placements. Because we can choose results from the widest range possible, automatic placements are typically the most efficient use of your budget and helps control costs. We recommend it for most advertisers.

However, you may be confused about why we recommend this if you use the lowest cost bid strategy and check the average cost per optimization event for each placement in your reports. For example, if the average cost per optimization event on Facebook Feeds is significantly cheaper than it is on Instagram Stories, you might want to stop placing your ads in Instagram Stories and place more of them in Facebook Feeds.

We can see why you'd consider that, but keep in mind that our delivery system is designed to get you the most optimization events at the lowest average cost overall - not the lowest average cost for each placement. This means we look at all available opportunities across all placements and select the least-expensive ones without regard for what the average cost per optimization event will be for each placement.

Another benefit of automatic placements is that if you decide to duplicate a campaign, any new placements will automatically become available for your duplicated ad.

Example
Here's a simplified example showing how this works, and why it's easy to misinterpret:

Say there are 11 opportunities to show your ad: 3 on Facebook, 3 on Instagram and 5 on Audience Network. The Facebook opportunities cost $3 per optimization event. The Instagram opportunities cost $5 per optimization event. 3 Audience Network opportunities cost $1 per optimization event, and 2 cost $7 per optimization event. You have a budget of $27.

In the charts below:

 = an opportunity to get an optimization event on Facebook

  = an opportunity to get an optimization event on Instagram

 = an opportunity to get an optimization event on Audience Network

A red circle around any of these icons means the ad was shown in that placement and got the optimization event.

If you selected all 3 of these placements, your report would show that Facebook placements have an average cost per optimization event of $3, Instagram placements have an average cost per optimization event of $5 and Audience Network placements have an average cost per optimization event of $1. You'd get 9 optimization events for $27 at an average cost of $3 each.

If you saw these numbers, you might be tempted to turn off the Instagram placement to focus on the seemingly lower-cost Facebook and Audience Network placements. However, here's what would happen if you turned it off:

Facebook placements would have an average cost per optimization event of $3, there'd be no Instagram placements and Audience Network placements would have an average cost per optimization events of $3.40. You'd only get 8 optimization events for $26 at $3.25 each overall. This is a less efficient spend of your budget. 

We optimize delivery of your ads to get you the lowest overall cost per optimization event. We do this optimization in the context of the full range of opportunities available. In other words, what you can't see on your reports is the more expensive results you didn't have to take because of the additional placements. The most important thing to remember is that one placement's average cost per optimization event being higher than another's doesn't necessarily mean it's inefficient.

Audience Network Standalone
Selected advertisers can now run app install campaigns using only Facebook Audience Network.

Although selecting automatic placements is still the best strategy to drive efficient results in most cases, this new feature enables you to set the exact budget and bid for your campaigns on Audience Network.

You can set this at the Ad Set level in Ads Manager, under Placements and selecting Edit Placements.

About Facebook Ads Manager
If you’re new to Ads Manager the Account Overview page will guide you through the steps required to set up your ad account. Go to Account Overview to get started.

Ads Manager is a Facebook tool that lets you create and manage your Facebook ads. You can view, make changes and see results for all your Facebook campaigns, ad sets and ads. With Ads Manager you can:

·        Create ad campaigns. With Ads Manager, you can use ad creation to design your ads in a step-by-step process. When you create your ad, you choose the marketing objective, the people you want to reach, the places to show your ad and the ad format. Learn more about creating your ads.

·        Manage multiple ads at once. In Ads Manager, you can edit settings—such as audience, a budget and placements—across many ads and create copies of your ads by duplicating them. Learn more about managing ads in Ads Manager.

·        See how your ads perform. View up-to-date data on the performance of your ads and schedule reports. You can view results at the account level to high-level view of how all your campaigns are doing, apply breakdowns to see the metrics you care about and create or schedule ad reports. Learn more about ads reporting in Ads Manager.

Go to Ads Manager. Click Create to get started.

Select Account Overview, Campaigns, Ad Sets or Ads to manage your assets or view your results in customizable columns.

If you prefer a mobile device experience you can also download Ads Manager app for Android and iOS. Note that not all features are available via mobile, learn more about the Ads Manager app.

Learn more
·        About creating ads with Ads Manager

·        About editing ads with Ads Manager

·        Using Ads Manager to understand ad performance

Choose the Right Objective
We are gradually introducing a new set of consolidated campaign objectives in Ads Manager. Learn more about this update to Ads Manager objectives.

Before you create an ad, first consider what your business goals are. It's important to know what you want to achieve in order to choose the right objective. Your advertising objective is what you want people to do when they see your ads. For example, if you want to show your website to people interested in your business, you can create ads that encourage people to visit your website. Below are the three broader categories, or goals, that your objectives may fall under.

·        Awareness: Objectives that generate interest in your product or service. Increasing brand awareness is about telling people what makes your business valuable. For example, Jasper's Market is going to launch a small regional chain of grocery stores. Using the Brand Awareness objective they can create a campaign that highlights their fresh, organic produce to people in the local area.

·        Consideration: Objectives that get people to think about your business and seek more information. For example, Jasper's Market has a website that tells their story and lists some of their store's unique offerings. Using the Traffic objective they can create a campaign that encourages people to visit their site to learn more.

·        Conversions: Objectives that encourage people interested in your business to buy or use your product or service. For example, Jasper's Market has opened a few new locations. Using the Store Traffic objective they can create a campaign to encourage potential customers to stop by their nearest store.

As your business grows, your campaign goals will change. First, your campaigns may focus on building awareness and acquiring new customers. Later, you may encourage people to make a purchase or sign up for an event.

Awareness
Objective
Your business goal is to:
Brand Awareness
Increase people's awareness of your business, brand or service.
Reach
Show your ad to as many people as possible in your target audience.
Consideration
Objective
Your business goal is to:
Traffic
Send people from Facebook to any destination you choose, such as your website's landing page, a blog post, app, phone call, etc.
Engagement
Reach people more likely to engage with your post. Engagement includes likes, comments and shares but can also include offers claimed from your page.
App Installs
Send people to the store where they can download your business's app.
Video Views
Share videos of your business with people on Facebook most likely to watch it.
Lead Generation
Collect leads for your business. Create ads that collect info from people interested in your product, such as sign-ups for newsletters, or have people give your business a call.
Messages
Connect with people on Messenger, Instagram Direct, and WhatsApp. Communicate with potential or existing customers to encourage interest in your business.
Conversion
Objective
Your business goal is to:
Conversions
Encourage people to take a specific action on your business's site, such as having them add items to a cart, download your app, register for your site, call your business, or make a purchase.
Catalog Sales
Show products from your ecommerce store's catalog to generate sales.
Store Traffic
Promote your brick-and-mortar business locations to people that are nearby.
 
Create a Campaign in Ads Manager
If you’re new to Ads Manager the Account Overview page will guide you through the steps required to set up your ad account. Go to Account Overview to get started.

To create an ad, go to Ads Manager and select Create to get started. To do this, create a complete campaign and ad set before you publish an ad for the first time. If you prefer to use an existing campaign or ad set, learn to create a new ad with an existing campaign.

Before you begin
Before you get started, it’s important to determine what ad objectives are available to you and how each one can help you reach your business goals. Each objective offers different advantages.

You must decide on a buying type when you create your campaign. A buying type determines how you pay for, target and measure ads in your campaign. Then, you choose between auction, or reach and frequency. We recommend you learn the difference between the two buying types and choose the one best suited for your goals before you continue.

Create a campaign with auction as your buying type
1.     Go to Ads Manager. Select Create to get started.

2.     Choose Auction as your buying type.

3.     Choose an ad objective.

4.     Select Continue to open the creation pane.

5.     Enter a descriptive name in the campaign name text box.

6.     If applicable, turn on Special Ad Category, and choose one from the dropdown.

·        If you want to create an ad campaign that relates to credit, employment, housing, social issues, elections or politics you must choose the Special Ad Category that best describes your ads.

7.     You have the option to create an A/B Test.

8.     You have the option to turn on campaign budget optimization.

·        Set a daily budget, for the average amount you want to spend on an ad set per day.

·        Another option is to set a lifetime budget, for the amount you can spend over the entire runtime of your ad set.

9.     Select Show More Options and check Run Ads on a Schedule if you want to run your campaign on a schedule. Schedules are only available for lifetime budgets.

Create a campaign with reach and frequency as your buying type
1.     Go to Ads Manager. Select Create to get started.

2.     Choose Reach and Frequency as your buying type.

3.     Choose an ad objective. Some objectives are not available with reach and frequency.

4.     Select Continue to open the creation pane. You will continue directly to ad set creation.

5.     If applicable, navigate to your campaign details, turn on Special Ad Categories and choose one from the dropdown menu.

·        If you want to create an ad campaign that relates to credit, employment, housing, social issues, elections or politics you must choose the Special Ad Category that best describes your ads.

Once you’re done, select Close to save your campaign, or Next to move on to ad set creation.

About Ad Creation in Ads Manager
If you’re new to Ads Manager the Account Overview page will guide you through the steps required to set up your ad account. Go to Account Overview to get started.

Facebook Ads Manager is a unified ad creation tool that you can use to create and publish ads to Facebook, Instagram, Messenger and Audience Network.

The ad creation workflow is made up of three distinct levels:

·        Campaign level: This is where you select the ad objective, or overall goal of your campaign.

·        Ad set level: This is where you define the audience you’d like to reach, choose your ad placements, determine a budget and set a schedule.

·        Ad level: This is where you’ll design the ads themselves. You can choose your ad format, upload images and video, and add text, links and more.

To create ads in Ads Manager:

·        Create your campaign: From the main table in Ads Manager, select Create to open the Create a Campaign window. In this window, you’ll select the basic settings for your new campaign, ad set and ad. You can also use existing campaigns, ad sets or ads to create new ones.

·        Refine your settings: Select Continue to move on to the editing pane. This pane will open in an expanded view, but you can select  to minimize it. In the editing pane you’ll choose a campaign objective, audience, placement and ad format.

·        Publish or save as draft: When you’re ready, select Publish or Close to save your draft.

For example, if this is the first time you have created an ad for your business in Ads Manager, you might choose the Brand Awareness objective. This objective will help build interest in your goods or services. To start, you’ll select Create. In the Create a Campaign window you have the option to choose some basic campaign, ad set and ad settings. Select Continue to enter the editing pane.

In the editing pane, choose the Brand Awareness objective (we recommend you keep campaign budget optimization turned on), then select Next. You’ll progress to the ad set level, where you’ll use your knowledge of your customer base to define your audience characteristics. Select Next to go to the ad level where you’ll choose images or videos, and write engaging text. Finally, Publish your completed ad.

Go to Ads Manager. Select Create to get started.

Note: Ads Manager also gives you access to all Facebook advanced creation tools in one place, including ad duplication and bulk ad uploads.

About Editing in Ads Manager

Ads Manager enables you to manage and edit your campaigns, ad sets or ads. You can edit active or inactive campaigns. When you make edits, you have the option to publish changes immediately or save changes and publish later.

You can adjust details based on an analysis of how your ads perform. We recommend you use the Ads Manager reporting table to review metrics for your campaigns, ad sets or ads before you make changes. Once you change any element of your campaign, the new version replaces the old one. There’s no option to reverse changes and no way to distinguish between the metrics from before and after edits are made.

When you edit your ad, you won’t lose engagement (Likes, comments and shares) from before your ad was edited, unless you:

·        Change images, videos or text.

·        Edit an ad set created by dynamic creative.

·        Edit an ad that uses different photos, videos or text for each placement.

For example, you used the Traffic objective to run a campaign. When you created your ad set you chose link clicks as your desired optimization for delivery. Your goal is to get as many link clicks on your ad as possible, for the least amount of money spent. To start, you create three ads within that single ad set. Each ad has its own unique branded image, call-to-action button and URL, which leads to different parts of your website.

After you run your campaign for several days, you review your results by going to the reporting table. You click to check the box next to the campaign you want to examine. Then navigate to the ads tab at the top. When you compare the number of link clicks and the cost per result you realize there is one image that helped you achieve the most results for the least amount of money spent. You can then edit your ads and update the two other images to the more successful one.

Note: Editing certain details of your campaign, ad set or ad may restart the learning phase or cause the ad review system to re-review your ad. Learn more about the learning phase.

How to Edit Your Facebook Ad Campaign in Ads Manager
You can edit your Facebook ad campaign name and apply a campaign spending limit when editing at the campaign level.

Before you begin
You can edit your Facebook ad campaign by:

·        Campaign Name: Rename your campaign.

·        Campaign Spending Limit: Update or set a spending limit.

·        Campaign Budget Optimization: You can turn Campaign Budget Optimization on or off. When turning it on you're combining the remaining budget of your active ad sets into a single campaign budget. To turn on campaign budget optimization, the campaign and all ad sets in it must be published. Changes may take up to 15 minutes to take effect and you'll need to wait 2 hours to turn it off again.

·        You cannot change your campaign objective.

·        Editing certain details of your campaign may restart the learning phase or trigger the ad review system to re-review your ad.

Edit your ad campaign in Ads Manager
To edit your Facebook ad campaign in Ads Manager:

1.     Go to Ads Manager.

2.     Select Campaigns.

3.     Check the box next to the campaigns you want to edit.

4.     Select the Edit, above the reporting table.

5.     The side pane will open where you can edit your campaign.

·        To edit Campaign Bid Strategy, Ad Scheduling or Delivery type select Show More Options.

6.     To publish the changes, select Publish. To save the changes and publish later, select Close.