How to Advertise on Facebook: Complete Facebook Ads Guide for 2021

In this Facebook ads scout, we ’ ll walk you through everything you need to know, from planning your foremost ad to developing advanced campaign strategies. Facebook ad is an crucial manner to connect with your hearing on the global ’ s largest social network. How boastfully ? 2.80 billion monthly active users bombastic, to be precise .
certain, that ’ s an impressive total. But Facebook ads are all about getting your message in battlefront of precisely the proper segment of those people. The people who are most likely to actually want your products or services .
If you want to get the best results, it ’ s authoritative to understand the different Facebook ad types and targeting options before you dive in.

In this Facebook ads guide, we ’ ll walk you through everything you need to know, from planning your first ad to developing advanced campaign strategies .
Bonus: Get the Facebook advertising cheat sheet for 2022. The spare resource includes key audience insights, recommended ad types, and tips for success .

Image ads

These elementary ads are a great way to get started with Facebook paid advertise. You can create one with merely a few clicks by boosting an existing station with an image from your Facebook page .
Image ads may be simpleton, but that doesn ’ thymine base they have to be drilling .
For case, you might think world names are a pretty boring merchandise. But that doesn ’ deoxythymidine monophosphate stop the canadian Internet Registration Authority from creating fun Facebook photograph ads .
Canadian Internet Registration Authority Facebook photo ads
generator : 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 video. Video ads can show your team or your intersection in carry through, like this quick show video ad from Abeego .
Abeego reusable beeswax food wraps video ad
beginning : Abeego on Facebook
good like effigy ads, video ads can besides take a more creative approach, like this one from Tru ground :

Your video recording ads don ’ t need to use film video recording footage. You can besides create GIF-like graphics or other animations to capture attention or explain your propose, like in this video ad from IKEA .
IKEA seasonal box GIF animation
source : IKEA Canada on Facebook

Poll ads

This mobile-only Facebook ad format incorporates an interactional part by adding a two-option poll to an image or video ad. You can add a separate connect for each poll option .
Both you and those who answer will see the tally of responses to each poll choice .
Jasper's Market poll ads
source : Facebook

Carousel ads

A carousel ad uses up to 10 images or videos to showcase your product or avail .
You can use this format to highlight unlike benefits of one product, several different products or even use all the photograph together to create one large panorama picture .
Each picture or video recording can have its own link. In the ad below, each “ Shop now ” button goes immediately to the sales foliate for the plant in the accompany picture .
Plantsome Shop Now Carousel ads
source : Plantsome on Facebook

Slideshow ads

Slideshow ads offer an easy direction to create abruptly television ads from a collection of still photos, text, or existing television clips .
Slideshow ads have attention-getting motion, good like videos, but use five times less data. so, they load well even for people on slow internet connections. They ’ re an easy, low-impact direction to draw attention .
You can build your ad and add textbook and music within Ads Manager .
Build slideshow ad in Facebook Ads Manager
reference : 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 .
Collection ads pair with Instant Experiences ( more on those below ) and leave people to buy your products without ever leaving Facebook. This makes online shopping easy when people are on-the-go .
The elementary photograph or video can do much more than showcase a single product. For example, in this Lee Valley Tools ad, the basal video teaches viewers how to choose the justly seeds for their garden. The merchandise images below all decimal point to supplies for planting and saving seeds .
Lee Valley Tools seeds collection ad
generator : Lee Valley Tools on Facebook
Lee Valley Tools explore more garden products
source : Lee Valley Tools on Facebook

Instant Experience ads

clamant Experience ads used to be called Canvas. They ’ re a full-screen ad format that loads 15 times faster than a mobile web site outside of Facebook .
This ad from Kilne links to an instantaneous know with a video recording at the lead and a carousel below .
Kilne instant experience ads
reservoir : Kilne on Facebook
Kilne knifes shop now
informant : Kilne on Facebook
You can besides link a few Instant Experiences together so people have access to flush more instantaneous mobile contentedness .

Lead ads

lead ads are alone available for fluid devices. That ’ sulfur because they ’ re specifically designed to make it easy for people to give you their contact information without a lot of typing .
They ’ ra great for collecting newsletter subscriptions, signing person up for a test of your intersection or allowing people to ask for more information from you. several automakers have successfully used them to encourage test drives .
automakers like Endomoto use lead ads
informant : Facebook
EndoMoto find your car today
source : Facebook
Because these ads are such a great way to feed your sales funnel, we ’ ve got a unharmed guide to using Facebook lead ads. It breaks down all the details you need to know to make the most of this crucial type of Facebook ad campaign .

Dynamic ads

Dynamic ads allow you to promote target products to the customers most likely to be concerned in them .
For exemplify, say person has visited a merchandise foliate or placed a intersection in their patronize handcart on your web site, but then abandoned the leverage. With active ads, you can advertise that specific product in their Facebook fertilize .
This reminds the potential customer to complete the purchase, and can be a very effective Facebook marketing scheme .
It ’ south not fair the merchandise excerpt that can be dynamic. The taiwanese beverage post Nature Fruit used moral force ads to manage the linguistic process settings for its ads when it expanded into Malaysia .
This allowed them to create a unmarried ad that mechanically ran in either English or Simplified Chinese, based on the exploiter ’ randomness preferences. The result was a 25 % lower cost per add-to-cart .
beverage brand Nature Fruit dynamic ads language settings
source : Facebook
You need a Facebook Business Manager bill to use Dynamic ads .

Messenger ads

Facebook Messenger ads give you access to the 1.3 billion people who use Messenger every calendar month. When creating your ad, merely choose Messenger as the craved placement. You besides need to select Facebook tip .
here ’ s what an ad looks like in the Messenger app :
Jasper's Market ad Messenger App
reservoir : Facebook
You can besides run “ click-to-Messenger ” ads in the Facebook tip. These ads feature a call-to-action button that opens a Messenger conversation with your Facebook Page. People can use it to have a one-on-one conversation with one of your salesperson or customer service reps .

Stories ads

Mobile phones are meant to be held vertically. Stories ads are a mobile-only full-screen vertical television format that allows you to maximize screen real number estate of the realm without expecting viewers to turn their screen .
Stillhouse Spirits Co. ran Facebook Stories ads as separate of a campaign to reach U.S. males aged 21 to 40. They specifically targeted the ads to those interest in alcohol, cocktails, hiking and the outdoors .
Stillhouse Spirits Co. Facebook Stories ads
reservoir : Facebook

Augmented reality ads

augment reality ads use features like filters and animation to allow people to interact with your brand .
For example, the filter could help users see what a shade of lipstick would look like on their lips, or how a pair of glasses might fit their face .
augment reality ads can besides be used to extend your strive. The ads allow users to take selfies with the filter and share them on their own channels .
The cosmetics band kernel used mask filters in augmented reality ads to connect with their consultation. The mask designs were based on an earlier beat of ads that polled followers on their favorite features .
augmented reality ads cosmestics brand mask filters
beginning : Facebook
Over the course of the two-month campaign, the ads reached 6.5 million people .

If you already have a Facebook business page ( and you should ), you can head straight to the Facebook Ads Manager or Business Manager to create your Facebook ad campaign. If you don ’ triiodothyronine even have a business page, you ’ ll need to create one first .
We ’ ll follow the steps for Ads Manager in this post. If you ’ five hundred prefer to use Business Manager, you can get the details in our mail on how to use Facebook Business Manager .

Step 1. Choose your objective

Log into Facebook Ads Manager and select the Campaigns tab, then click C reate to get started with a newfangled Facebook ad crusade .
Facebook offers 11 market 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 follows, 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 brick-and-mortar stores.

Choose a campaign objective based on your goals for this finical ad. Keep in mind that for conversion-oriented objectives ( like sales ) you can pay per action, but for exposure objectives ( like traffic and views ) you will pay for impressions .
For this example, we ’ ll choose the Engagements objective. From there, we need to specify which kind of battle we want. We ’ ll choose Page likes for now .
Some of the options you see in the future steps will vary based on which objective you choose .
Facebook Ads Manager create new campaign
reservoir : Facebook
Click Continue.

Step 2. Name your campaign

Name your Facebook ad campaign and declare whether your ad fits into any special categories like citation or politics .
If you want to set up an A/B cleave test, cluck Get Started in the A/B Test section to set this ad as your control. You can choose different versions to run against this ad after it ’ south published .
Scroll down a little foster to choose whether to turn on budget optimization. This option can be useful if you ’ re using multiple ad sets, but for now, you can leave it turned off .
choose campaign name and details
source : Facebook
Click Next.

Step 3. Set your budget and schedule

At the top of this screen, you will name your ad arrange and choose which Page to promote .
following, you decide how a lot money you want to spend on your Facebook ad campaign. You can choose a day by day or life budget. then, set the originate and end dates if you want to schedule your ad in the future, or choose to make it bouncy right away.

Keep in mind that running your Facebook paid ads on a agenda may be the most efficient way to spend your budget since you can choose merely to serve your ad when your aim audience is most likely to be on Facebook. You can only set a schedule if you create a life budget for your ad .
budget and schedule
informant : Facebook

Step 4. Target your audience

Scroll depressed to start building the target consultation for your ads .
You ’ ll see the first gear choice is to add a customs audience of people who have already interacted with your business on or off Facebook. We ’ ve got a divide template to walk you through Facebook custom audiences, so here we ’ ll stress on the targeting options .
start by selecting your target placement, age, sex and lyric. note that under placement, you can specifically choose to include or exclude cities over a certain size .
As you make your selections, keep an eye on the audience size indicator on the right of the screen, which gives you a sense of your potential ad reach .
You ’ ll besides see an calculate issue of Page likes. These estimates will be more accurate if you have run campaigns before, since Facebook will have more data to work with. Always keep in beware that these are estimates, not guarantees .
target audience based on demographics and estimated daily likes
beginning : Facebook
now it ’ mho time for the detailed target. Remember : effective target is key to maximizing ROI—and there ’ s no deficit of ways to target your hearing using Facebook Ads Manager .
You have two fields here in which to make your consultation a specific as you choose :

  • Detailed Targeting: Use this field to specifically include or exclude people based on demographics, interests, and behaviors. You can get really specific here. For instance, you could choose to target people who are interested in both meditation and yoga, but exclude people who are interested in hot yoga.
  • Connections: You can target or exclude people who have an existing connection to your Facebook Page, your app or an event you managed. For example, if you want to reach a new audience, you would select “Exclude people who like your Page.” If you want to promote an offer or new product to existing fans, select “People who like your Page” to reach people who already know your brand. You can also choose to target friends of people who have previously interacted with your brand.

Check out these eight substantive Facebook targeting tips for more on this subject .

Step 5. Choose your Facebook ad placements

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 probable to get the best results .
once you have more experience, you may wish to place your Facebook ads in specific locations. Your options will vary based on your chosen campaign objective, but may include the follow :

  • Device type: Mobile, desktop, or both.
  • Platform: Facebook, Instagram, Audience Network and/or Messenger
  • Placements: Feeds, Stories, in-stream (for videos), search, messages, in-article, and apps and sites (external to Facebook).
  • Specific mobile devices and operating systems: iOS, Android, feature phones or all devices.

Facebook ad placements
source : Facebook

Step 6. Set brand safety and cost controls

Scroll down to the Brand Safety section to exclude any types of subject that would be inappropriate to appear with your ad .
For exercise, you can choose to avoid medium message, and add specific barricade lists. Block lists can exclude specific websites, videos, and publishers .
Brand Safety and inventory filter
source : Facebook
ultimately, you can optimize your ad bid scheme and command type, and add an optional bid control. If you ’ re new to Facebook advertising, you can start with the default option options .
If you have more experience, tailor the options hera to best match your budget scheme with your political campaign goals .
When you ’ re happy with all your options, take a last look at the likely reach and conversion estimates. If you ’ re happy with what you see, click Next.

Step 7. Create your ad

first choose your ad format, then enter the text and media components for your ad. The format available will vary based on the campaign objective you selected back at the begin of this process .
You can get quite creative here. If you ’ ra working with an trope, try clicking Turn into Video to create a short-change animation. Or, suction stop Create Slideshow to build a Slideshow ad with the built-in Video Creation Kit .
Video Creation Kit create slideshow
source : Facebook
Use the preview joyride at the right of the page to make certain your ad looks good for all likely placements. When you ’ re happy with your choices, click the green Publish button to launch your ad .

Facebook ad spectacles

There are a distribute of details to keep in mind when getting your images and videos ready for Facebook ads. Since these details can change much, we ’ ve compiled them in a separate, regularly updated post on Facebook ad size .
We ’ ve besides got a set of 16 free Facebook ad templates you can use to create your ads in equitable a few minutes .

Text and objective specs for Facebook ads

To create the best Facebook ads, you need to keep the commend character counts in judgment. Anything beyond these text limits will be cut off .
You besides need to understand which types of Facebook ads work with each of the ad campaign objectives described above .

Image ads

  • Headline: 40 characters
  • Link description: 30 characters
  • Body text: 125 characters
  • Campaign objectives: All except video views

Video ads

  • Headline: 40 characters
  • Link description: 30 characters
  • Body text: 125 characters
  • Campaign objectives: All except catalog sales

Facebook Stories ads

  • Text: No set character count. Aim to leave 250 pixels text-free at the top and bottom of the ad.
  • Campaign objectives: All except engagement and store visits

Carousel ads

  • Headline: 40 characters
  • Link description: 20 characters
  • Body text: 125 characters
  • Campaign objectives: All except engagement and video views

Slideshow ads

  • Headline: 25 characters
  • Link description: 30 characters
  • Body text: 125 characters
  • Campaign objectives: All

Collection ads

  • Headline: 40 characters
  • Link description: n/a
  • Body text: 125 characters
  • Campaign objectives: Traffic, conversions, catalog sales, store traffic

Instant Experience ads

  • Text: Blocks of text up to 500 words each
  • Button text: 30 characters
  • Campaign objectives: All except lead generation

Messenger Inbox ads

  • Headline: 40 characters
  • Link description: n/a
  • Body text: 125 characters
  • Campaign objectives: Traffic, app installs, conversions, catalog sales, messages

Facebook ads cost

How much does it cost to advertise on Facebook ? The answer is, it depends .
In-depth research by AdEspresso shows the main factors that affect Facebook ads cost are :

  • Timing: The month, day and even hour can affect ad cost.
  • Bidding strategy: Whether you choose the lowest cost or a specific bid cap.
  • Ad placement: Higher-competition spots cost more.
  • Ad relevance: Low scores for your ad’s engagement ranking, quality ranking or conversion ranking can raise costs.
  • Target audience: Higher competition audiences cost more.

Keeping all of this in mind, AdEspresso calculated the average cost per click for Facebook ads in Q3 2020. Broken down by campaign aim, the average costs were :

  • Impressions: $0.98
  • Reach: $1.03
  • Lead generation: $0.67
  • Conversions: $0.25
  • Link clicks: $0.16

CPC by campaign objective 2020 data from AdEspresso
generator : AdEspresso
cost per like was a bite of a roller coaster in 2020. As of September, the average was down to $ 0.15 .
Cost per like per month in 2020 AdEspresso
informant : AdEspresso

1. Don’t neglect higher funnel marketing

It can be easy to focus on short-run conversions when calculating the prize of a Facebook ad campaign. But research from Facebook, Analytic Partners and GroupM shows that higher funnel brand-building ads can drive sales at a alike rate per dollar spend .
In fact, in health care, stigmatize messaging drove more sales than direct response campaigns for those aged 35 to 54. however, lead reaction drove more sales for teenagers .
graph of brand messaging in health care industry by sales
source : GroupM via Facebook
There ’ s no one answer about what ad objectives make the most feel for your Facebook ad political campaign. That ’ south why you need to set specific goals early on .

2. Use the Facebook Pixel—and get ready for changes

The Facebook pixel is a modest musical composition of code that can have a big impact on your Facebook ad campaigns. Once you place the code on your web site, it allows you to track conversions, remarket to people who have viewed a intersection on your site and create lookalike audiences .
even if you ’ re not ready so far to engage in some of the more advance Facebook pixel strategies, you should install it now. That way you ’ ll have tracking and remarketing data ready to go when you are cook to start optimizing your Facebook ads .
That said, changes are coming. Apple ’ s approaching io 14 changes will impact how the Facebook pixel functions. There are a few steps you can take to get ready, like verifying your domain in Facebook Business Manager .
If you work with a developer, you might besides want to consider using the Conversions API for more accurate traverse of conversions data not affected by cookies .
For more details on the changes, check out Facebook ’ s guide to the pixel updates .

3. Experiment with ad frequency

Remember back in the days when everyone watched television receiver and we could all recite our favored breakfast cereal jingles ? How many times do you think kids watching Saturday morning cartoons were exposed to the same ads for Magic Charms ?
It ’ sulfur rare for a new prognosis to take action the first clock time they see an ad for a merchandise they ’ ve never hear of, or to remember a stigmatize name after hearing it good once .
Facebook IQ research shows that while there is no optimum number of exposures for every ad ( yes, again, you ’ ll have to test ), more exposures do seem to lead to higher buy purpose. But, of course, there ’ s a specify. At a certain point, the profit of more exposures to the lapp ad—or related ads— starts to slow down .
graph of advertising and purchase intent
reference : Facebook IQ
Your testing will show you where the tableland is for you. Keep in mind that better quality ads plateau later. That ’ s not actually storm, right ?
Speaking of testing…

4. Test everything

It ’ mho crucial not to make assumptions about what will work and what won ’ deoxythymidine monophosphate in your Facebook ads. Every meter you try something new, you should test it against your former ads so you can see whether you ’ ra making improvements to the metrics that matter most to you .
The best practices for Facebook ads are constantly changing. only you know what works for your particular consultation. And the merely direction you can keep that cognition up to date is by testing .
Since this is such an authoritative topic, we ’ ve got a wholly guide on how to use sociable media for A/B screen .

5. Track and optimize performance

closely monitor how your campaigns perform in the Facebook Ads Manager splashboard. If a campaign international relations and security network ’ t performing well, put your money into an ad that is rather .
If you ’ re just starting out, it might make sense to run several ads with small audiences and budgets. once you ’ ve determined what works best, use the winning ad as your primary campaign .
Over meter, you ’ ll learn how to improve your Facebook ad conversions. A Facebook meta-analysis shows that ads developed through quiz and refine had a 26 % lower monetary value per carry through .
There are tools to help simplify—and even automate—this process .
Hootsuite Social Advertising is an integrated platform for managing organic and paid contented side by side. Within the splashboard, you can well pull actionable analytics and build custom-made reports to prove the ROI of all your social campaigns .
With a incorporate overview of all social media action, you can easily make data-informed adjustments to live campaigns ( and get the most out of your budget ). For model, if an ad is doing well on Facebook, you can adjust ad spend across other platforms to support it. On the lapp note, if a campaign is flopping, you can pause it and redistribute the budget — all without leaving your Hootsuite dashboard .

Facebook ad ideas

cook to go but not sure what you should promote with your Facebook ads ?
We ’ ve frame together three campaign strategies to get you started. If you ’ ra looking for more inhalation, check out our roundup of bang-up Facebook ad examples .

Facebook advertising strategy 1: Convert a proven piece of content into a video or image ad

Every trade name has a few pieces of content that drive most of the traffic each month. Adapting that contented into a curtly video or double ad can be a great way to repackage top contentedness for the best Facebook ads .
To create a video, think about ways to convey your message ’ sulfur key messages through unretentive text and images. then, use one of these sociable television tools to create your video recording, or create a slideshow video ad in Facebook Ads Manager .
To create an effigy ad, try making an infographic from your subject ’ s key points. For exemplar, the Hootsuite social team pulled the key details from our post on social media trope sizes into this double for Facebook :

The prototype sizes you need right now ! hypertext transfer protocol : //ow.ly/p0sf50Dy6w7 ?
Posted by Hootsuite on Sunday, February 21, 2021

Pro tip: Check out our sociable television strategy kit for marketers, which has lots of capital insights about what types of video recording bring best on social media .

Facebook advertising strategy 2: Drive a direct sale

Yes, we said above you should consider using Facebook ads for higher funnel market. But if you ’ re looking to make aim sales, there are plenty of ways to do therefore .
Pro tip: One of the most effective ways to drive sales immediately from a Facebook ad is to target people who have already considered buying your product .
You could try target offers, merchandise recommendations or reminders to complete a purchase .
The fashion retailer Axel Arigato used video recording ads, including ads in Facebook Stories, to reach a 98 % increase in purchase conversions. By expanding their target audience, they besides saw 2.3 times more first-time sales .
Axel Arigato video and Facebook Stories ads
informant : Facebook
The conversions and catalogue sales objectives both drive direct sales. Conversions drives sales on your web site or any other location outside of Facebook .
Catalog sales drives sales from your Facebook catalog. You can use moral force ads to connect people directly with products they ’ re probably to want in your Facebook patronize .

Facebook advertising strategy 3: Think beyond the web

You don ’ t have to limit your Facebook advertising scheme to online sales. With the memory traffic objective, you can promote offline purchases, excessively .
You can besides drive people to an on-line or offline event. Use the betrothal objective to increase event responses on Facebook, or the traffic or conversions objectives to sell more tickets .
Or, use the run generation objective to get people to your store or franchise to experience your intersection in person—for exemplar, through a test drive .
Johnny Walker Taiwan used ads with a click-to-Messenger name to military action to drive offline sales. Within the Messenger conversation, users could select their favored products and ask for directions to nearby shops where they would purchase .
Pro tip: Facebook allows you to track offline conversions so you can understand the potency of ads that drive sales offline. You can besides use this tracking information to build custom audiences of people who interact with your stigmatize offline, so you can target them even more effectively with future ads.

Use Hootsuite Social Advertising to easily keep track of all of your social media activity — including Facebook, Instagram and LinkedIn ad campaigns — and get a complete view of your social ROI. Try it free today.
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easily plan, manage and analyze organic and paid campaigns from one place with Hootsuite Social Advertising. See it in action .

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