How to Advertise on Facebook: Complete Guide to Getting Started with Facebook Ads

Types of Facebook ads

Image ads

These simple ads are a great way to get started with Facebook paid advertising. You can create one with just a few clicks by boosting an existing post with an image from your Facebook Page.

Source: Canadian Internet Registration Authority on Facebook

Video ads

Video ads can run in the News Feed and Stories, or they can appear as in-stream ads in longer Facebook videos. Your video ads don’t need to use filmed video footage. You can also create GIF-like graphics or other animations to capture attention or explain your offer, like in this video ad from IKEA.

Source: IKEA Canada on Facebook

Poll ads

This mobile-only Facebook ad format incorporates an interactive component by adding a two-option poll to an image or video ad. You can add a separate link for each poll choice.

Carousel ads

A carousel ad uses up to 10 images or videos to showcase your product or service.

Source: Plantsome on Facebook

Collection ads

These Facebook paid ads, which are offered only for mobile devices, allow you to showcase five images or videos that customers can click to buy a product or service.

Source: Lee Valley Tools on Facebook

Stories ads

Mobile phones are meant to be held vertically. Stories ads are a mobile-only full-screen vertical video format that allows you to maximize screen real estate without expecting viewers to turn their screen.

How to set up a Facebook Ads campaign

Step 1: Set some goals for your Facebook Ads

Before you jump in and create any adverts, it’s important to first think about why you’re advertising and what you’re aiming to achieve. By setting yourself a few goals ahead of going live with ads, you also have something to measure your success against.

  • Increase traffic to my website from Facebook
  • Increase attendance at my event
  • Generate new leads
  • Increase the reach of our content on Facebook
  • Boost engagement for our Facebook Page

Step 2. Head over to Facebook Ads Manager

All of Facebook’s ad campaigns run through the Facebook Ads Manager tool, which you can access via a direct link at facebook.com/ads, or by clicking “Manage Ads” in the drop-down menu on your Facebook account, or by clicking any of the CTAs on your Facebook Page.

Step 3. Choose your objective

When you click to create a Facebook Ad, you’ll go to a page where you choose the objective for your campaign. There are 15 options here for what you might want to achieve:

Step 4: Define your audience and budget

This step is extremely crucial for the success of your Facebook Ads campaigns. The audience for your ad can be customized based on all the following demographics:

  • Age
  • Gender
  • Languages
  • Interests — Facebook looks at a person’s interests, activity, the Pages they like, and closely related topics
  • Behaviors — Things like purchase behavior and intent, as well as device usage
  • Connections — Choose to show the ad to all people, just those connected to Buffer, or those not connected to Buffer
  • Daily: A daily budget is the average that you’ll spend every day.
  • Lifetime: A lifetime budget is the maximum that you’ll spend during the lifetime of your advert set.

Step 5: Create your advert

This is where it gets really fun! It’s now time to choose the images (or video), headline, body text, and where your ad will be displayed on Facebook. For the text, you get 90 characters to share a quick message that will appear above your image(s) or video.

  • Using an existing post
  • Creating a new advert

Step 6: Choose your ad placements

Advert placement defines where your advert is shown and with Facebook Ads, you’re able to choose which locations your advert will appear in. Adverts may appear in Facebook’s mobile News Feed, desktop News Feed and right column. You may also create ads to appear on Instagram.

Step 7: Place your order

Now, your advert is ready to go. To submit your ad click the ‘Place Order’ button at the bottom right-hand corner of the page. Once your ad is submitted, it’ll be reviewed by Facebook before it’s put live (you’ll receive a confirmation email from Facebook once the ad is live).

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