Facebook has always been one of the most immediate ways to impact the reach of your content. But just well does it work? And what kind of engagement can you get?

Types of Facebook ads

But before we dig deeper, you’ll need to understand the varying Facebook ad types and their targeting options if you want to get the best results.

1. Image Ads

These simple ads are a great way to begin your journey with Facebook advertising. You can create one just by simply picking the right photo, adding the message you want to convey in the caption, and boost it.

2. Video Ads

Video ads can run in News Feed and Stories, or they can appear as in-stream ads or when Facebook users are viewing videos on the platform.

Video ads can help you show your products and services in action. Your videos don’t need to use a film either, you can use GIF or other animations to capture the attention of your target audience.

3. Carousel Ads

This type of ads is where you can use over 10 images or videos in order to showcase your products. Like a large panorama image cut into a few boxes.

4. Slideshow Ads

Slideshow ads offer an even better way to create your short video ads just by using a collection of your still photos, text, or existing video clips.

Slideshow Ads are better than videos because they use five times less bandwidth so it loads well even for people with slow internet connections.

5. Dynamic Ads


This type of ads allows you to promote a specific product to customers who are most likely to be interested in them.

For instance, if a visitor to your website placed a product in their shopping cart but left before making a purchase, your dynamic ads will show up in the Facebook feed. 

How to Set Up a Facebook Ads Campaign

If you already have your ads ready, you can go straight ahead to Facebook Ads Manager or Business Manager in order to create your Facebook ad campaign

However, if you don’t have a business page yet. You’ll need to create one first.

Step 1. Choose Your Objectives

After logging into Facebook Ads Manager, select the Campaigns tab and click on the Create button to get started.

Facebook will offer you 11 marketing objectives which will be based on what you want your ad to achieve. And here’s how you can align them with your business goals.

  • Brand Awareness: To introduce your brand to the market and new audiences.
  • Reach: Expose your ads to as many people as possible.
  • Traffic: Increase the visitors to a specific web page, app, or Facebook Messenger conversation.
  • Engagement: Reach a wide audience in order to increase your post engagements (like, comments, and shares)
  • App Installs: To get your audience to install your app
  • Video views: Increase more video viewers
  • Lead Generation: invite and get new prospects
  • Messages: Encourage people to contact your business using Facebook messenger
  • Conversions: get your people to take a specific action either to like, subscribe or purchase your item and services.
  • Catalog Sales: Connect your Facebook ads to your product catalog and show people the products that they most likely want to purchase.
  • Store Traffic: Drive nearby customers to your physical store of bricks-and-mortar stores.

Select the campaign objective that best fits your goals. For this example, we will choose the Engagements objective as this is the most used type of campaign.

Step 2. Name Your Campaign

If you can scroll down to name your Facebook ads campaign, choose whether to set up an A/B split test. You can choose whether or not to turn on budget optimization. This option can be useful if you are using multiple ad sets, but for now you can leave it as it is (off).

For the engagement objective, you will be asked to choose whether to focus on post engagement, page likes or an event response. For this one, we will choose page likes.

Step 3. Setup You Ad Account

If you are new to Facebook advertising, you will see a button that says Set Up Ad Account. Click that and you’ll be prompted to enter some key details in order to create your ad account. 

Enter your country, currency and time zone, then click Continue. Always choose carefully because you’ll need to have a separate ad account if there are changes to the options.

Step 4. Target Your Audience

You will be asked to choose which of your Pages you’d like to promote. Continue below in order to start building the target audiences for your ads.

The first option will be about adding a custom audience. Start by selecting your target location, age, gender, and language. As you finalize your selections, keep an eye on the audience size indicator that you’ll find on the right side of the screen in order to give you a sense of your potential ad reach.

You’ll then be able to see an estimated number of Page likes which will become more accurate if you have run campaigns before. Always keep in mind that these are merely estimates, not a guarantee.

Step 5. Choose Your Ad Placements

As you continue to scroll down, you’ll be asked to choose where you’d want your ads to appear. If you are new to Facebook advertising, we recommend that you choose Automatic Placements. As Facebook will automatically place your ads across Facebook, Instagram, and Messenger where they are likely to get the best results.

After getting more experience and data, you can start placing your Facebook ads in specific locations from the following:

  • 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.

Step 6. Set Your Budget and Schedule

You need to decide just how much money you would want to spend on your Facebook ad campaign. You can choose a daily or lifetime budget, then proceed to the start and end dates if you want to schedule them in the future. You can also choose to make it live right away.

Explore the add in optional cost and bid controls, these will help you cap the amounts per action rather than for your overall campaign.

Step 7. Create Your Ad

You’ll be asked to choose your ad format, then enter the text and media items that you’ll need for the ad. The formats available will vary depending on the campaign objectives you have selected on step 1.

Simply use the preview tool at the bottom of the page in order to ensure that your ad looks good for all potential placements. And when you are satisfied with your choices, click the Confirm button in order to submit your order.

You will receive an email from Facebook which will notify you that your ads have been approved.

Text and objective specs for Facebook ads

In order to create the best and optimized Facebook ads, you need to keep track of the recommended character counts in mind. As anything beyond the limit can be cut off. 

  • Image ads

Headline: 25 characters

Link description: 30 characters

Body text: 125 characters

  • Video ads

Headline: 25 characters

Link description: 30 characters

Body text: 125 characters

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