Facebook Beginner Series: Advertising on Facebook

Set up a Facebook page


First, if you don’t already have a Facebook page for your business, you will need to set one up. Visit this link to get started.

Set up Facebook Ads account

Fill out your account setting which will ask for currency, time zone, business name etc. You can access this information at any time if you ever need to make a change.

  • Add your billing information and payment method, which include Credit/Debit Card or PayPal, and you can set a billing threshold.
  • Manage your Ads notifications to select which updates you want to receive about your ad performance.

Select your Facebook campaign objectives

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.

Select your target audience


Audience targeting is done on the individual advertisement level, which can be found under the ad sets, which are under campaigns. Some of the ways to segment your audience include:

  • Location
  • Age
  • Interests
  • Gender
  • Education level
  • Relationship status
  • Whether or not they are connected to your page

Choose your budget

The ad budget you set is the maximum amount you want to spend. You can select between a daily budget or a lifetime budget for your ad. Here you also need to select whether you want to optimise your ads for clicks or impressions. Optimising your ads for clicks means your ads will be shown to people most likely to click on your ad and you will pay for each click; whereas optimising your ads for impressions means you will pay each time your ad is viewed.

Select your ad schedule

If you choose the lifetime budget route, you choose specific hours and days of the week when you want your ad to run. Choosing to run your ad on a schedule is the most efficient way to spend your ad budget wisely; this means that you are only serving your ad when your target audience is most likely to be on Facebook.

Build your ad

Based on the objective you selected when setting up your campaign, you will have various ad formats available to you. For example, if you selected ‘clicks to website’, you can select from either a Facebook Link, Facebook Carousel, ad. Other ad formats include Image Ads, Video ads, Video Poll Ads, Instant Experience Ads and Stories ads plus a few more.

  • Add the image(s) or video you would like to use
  • Craft your written ad copy

Here is an easy-to-follow guide to all of your ad options and tips to getting your Facebook ads looking their best. Facebook has restrictions on the type of images and the amount of text in their ads, which needs to be followed to have your ad approved.

Choose the placement for your ad

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.

The Facebook Pixel

The Facebook pixel is a small piece of code that can have a big impact on your Facebook ad campaign. Once you place the code on your website, it allows you to track conversions, remarket to people who have viewed a product on your site, and create lookalike audiences.

Even if you’re not ready yet to engage in some of the more advanced Facebook Pixel strategies, you should install it now. That way you’ll have tracking and remarketing data ready to go when you are ready to start optimizing your Facebook ads.

Place your order

Facebook will email you once your ad has been reviewed and approved. It is now live!