Step-by-Step Guide to Creating a Facebook Ad
In today’s age, Facebook Ads are becoming increasingly essential for businesses. Looking at the hundreds of variations Facebook offers for ads can be a bit overwhelming at first. I am breaking down step-by-step the basics of running an ad. Enjoy!
Step 1: Go to business.facebook.com and login to your account.
Step 2: Click business manager in the top left corner. Then select Ads Manager from the drop down menu.
Step 3: Click “create” to begin designing your ad.
Step 4: Choose a marketing objective. This is an extremely important part of the process. I am not going to break down the individual objectives here, but if you hover over them (in Facebook) a short description of each will appear. For this example, I have chosen Traffic.
Step 5: Create your campaign name. Make it specific so it is easier to differentiate from other campaigns in the future.
Step 6: Create your Ad Set name. After you hit continue, you will be prompted to come up with an ad set name.
Note: Under each Campaign there are Ad Sets (you can ad multiple) and in each Ad Set there are individual Ads (you can ad multiple).
Step 7: Select where you would like to drive traffic to from your ad.
Step 8: Decide whether or not you would like to activate dynamic creative. Basically, you will provide the elements of the Ad and Facebook will combine them for you to optimize your Ad.
Step 9: Create your audience (location, age, gender, language). This is the most important part of creating your Facebook Ad. First select if you would like to use a previously created audience.
LOCATION: If you are starting fresh, begin with location. There are multiple options: specify by country, state, etc. , manually type in zip codes, or plot a city/point on the map and create a radius.
AGE & GENDER: This targeting totally depends on your desired audience and your product./service.
LANGUAGE: The language is automatically set to English, so unless you are advertising to a different language there is no need to enter anything.
Step 10: Create your audience pt. 2 (detailed targeting). Again this is totally going to depend on your business’ product/ service. Note: the more interests, demographics, and behaviors you add the broader the audience and more potential reach. However, too broad will solicit many irrelevant clicks.
As you enter the detailed targeting information, you will be offered the option to Narrow Targeting. Here you can ad MUST INCLUDES to the list of previous interests, demographics, and behaviors. You can continue to make it as narrow as you would like.
CONNECTIONS: You can also add various excluding or including connections - for example exclude people who like your page or include people who have responded to previous events.
Step 11: Keep in mind the Audience size. This will be displayed on the right-hand margin of your screen. Ideally, you want the pin to be straight up at defined - not too broad or too narrow. If your audience is too narrow, your ad will not run. Below you can also see the estimated reach and clicks.
Note: the potential Audience Size and metrics do not take Facebook stories into account.
Step 12: Decide whether you would like to go with automatic placements or choose where you would like your ads to appear. If you select Edit Placements you will be presented with a list of all the options which you can select or deselect.
Note: Not all of the placement options are available for all marketing objectives. For example, an Engagement ad for an event only has the options of Facebook Feed and Marketplace.
Step 13: Select All Devices or choose a limiting option. All Devices is Recommended.
Step 14: Time to set up your budget. Here you can set up a daily budget and schedule. There are many, many strategies and tips on how to budget and schedule out there, and it definitely takes trial and error to learn for your own business. If you click “Set start and end date” you can choose a specific time frame.
Note: If you manually schedule the days the ad will run, four days is the minimum recommendation to get enough data. Also, once you complete your ad it must be approved by Facebook (normally only takes a couple hours) before it will run, so set the start time at least a half day away.
Here you can also set a bid cap if desired (the maximum you will pay per bid).
There are also several bidding strategies available: Impression and Link Click (again certain objectives will only let you choose one or the other.
Step 15: YAY! Time to create the visual part of the ad (my favorite part). Select the page you would like your ad to run from.
Step 16: Choose your ad creative format: Carousel, Single Image or Video, or Collection.
Step 17: Upload your images or videos. You can also choose from their stock images. Make sure they stand out and grab your attention!
Step 18: Fill out your headline and text making sure it is engaging. Here you can also edit your call to action and link that your ad is directed to. If you click the drop down for Advanced Options, you can also edit the display link (how the URL will shoe on your ad under the image) and add Facebook Pixel.
Step 19: Check for any errors then hit Confirm at the bottom of the page. CONGRATS! Your ad is now submitted to be reviewed by Facebook.
Although it can feel overwhelming designing the ads, give it a shot! Facebook Ads has many capabilities that can grow your business, but there is a bit of a learning curve. Have fun with it, but make sure you check the data!