Facebook Ads Manager is an advertising platform where businesses build and manage ads that display on Facebook and its advertising network. Advertising on Facebook is a cost-effective way to find and connect with your ideal customers, helping you increase brand awareness and drive sales.
How Facebook Ads Manager Works
Facebook Ads Manager lets you create multiple types of Facebook, and even Instagram ads. Log in to Ads Manager and click the “+Create” button to start the new campaign creation process. You will be prompted to input all required information from your audience to ad copy. Facebook reviews every ad, and once approved, it will go live.
Once ads are live, it’s important to track their performance to avoid costly Facebook advertising mistakes. There are several key analytics offered on ad performance that are housed in Facebook’s analytics platform, which they call Insights. Reviewing these as you create and edits ads in Facebook Ads Manager is the key to maximizing your ROI.
Facebook Ads Manager also gives users the opportunity to examine Facebook users’ demographic information and interests via the Audience Insights tool. This helps to determine who might serve as the best target audience for an ad. Any business advertising on Facebook should use this tool regularly to help craft effective content and discover new target audiences.
While using Facebook Ads Manager can be complicated at first, successfully using all of the platform’s advertising tools—for research, ad creation, and analytics—will ultimately result in more ad engagement, audience interest, and conversions.
How to Create an Ad Using Ads Manager in 6 Steps
To create a Facebook ad, you will first need to register for a Facebook Ads Manager Account. From your Ads Manager account, click the “+Create” button on the home screen to begin the new campaign process. You will be prompted to follow the steps, such as targeting details, budget, and ad content to complete the process of building and launching your Facebook ad.
Here’s how to build a Facebook ad using Facebook Ads Manager in six steps:
1. Create a Facebook Ads Manager Account
If you don’t already have a Facebook Ads Manager account, you will need to begin by creating one. Log in to the Facebook page that you want your Ads Manager account created under. Go to Business Manager Settings, find the tab titled “People and Assets,” and select “Add Accounts.” From there, click “Add New Ad Accounts” and choose “Create a New Ad Account.” Facebook will walk you through the steps for creating your new Facebook Ads Manager account.
2. Go to Facebook Ads Manager & Click “+ Create”
If you are logged into your personal Facebook account, you will need to switch over to your Ads Manager account. Look at the upper right-hand corner of the screen and click the drop-down arrow to expand menu options. Find and select “Manager Ads.”
From the home screen of your Facebook Ads Manager account, make sure you are in the “Campaigns” tab. Find and click the green button on the left-hand side of the screen titled “+ Create.”
3. Select Your Campaign Objective
A Facebook campaign object is your advertising goal. There are 11 campaign objectives to choose from, each designed to help you create ads that more effectively reach your advertising goal. The most common ad objectives are brand awareness, traffic, lead generation, and conversions. Choose the objective that best fits your business and what you are looking to realistically achieve with your Facebook ad.
When you select your Facebook marketing objective, an input box will appear at the bottom of the screen prompting you to add your campaign name. Choose a name that is easily distinguishable in order to maintain the organization of your campaigns once you have several running at the same time.
4. Create Your Ad Set
Your ad set is where you input ad settings, including: audience, ad placements, budget, and ad schedule. Collectively, these tell Facebook who to show your ad to, where to display it, and when in terms of duration and days/times.
Input Ad Set Name
You will need to name your Ad Set, which is typically the target audience. Choose a name that easily identifies your target audience for your campaign. Remember to be very precise in your audience targeting. It can be appealing to use the same general audience target across all campaigns, but keep in mind that every product or service and offer will best fit a different audience.
Select Your Facebook Page
If you manage multiple Facebook Business Pages, be sure that the business you are creating an ad for matches the selected Facebook Page. If not, click the drop-down option and select the appropriate Facebook page.
Select Catalog (Optional)
Businesses with a Facebook Store can choose to select their product catalog. This will link your product catalog to your ads, making it easier to advertise products relevant to certain users. This option is useful for businesses using Facebook ads to advertise product catalogs. However, the majority of Facebook ads do not use catalogs.
Choose Your Audience
Getting your ads in front of the right people is key for making money with Facebook ads, and your audience is how you, as an advertise, tells Facebook who your ads should be shown to. Advertisers should target Facebook audiences to match the profile of their ideal customers. If you haven’t already created customer profiles, read our article on customer profiles to first determine who your ideal customers are.
Choose the location of your audience where you want your ad to display. You can choose from country, state, city, and radius targeting. Businesses that sell products should include locations they ship to, whereas local businesses are best served by radius targeting to set a certain distance around your location equal to how far customers are realistically willing to travel to visit you.
Next, input basic audience information such as their age range, gender, and language spoken, while being as specific as possible. For example, a jewelry store advertising a new engagement ring that starts at $15,000 may want to target those above 35 years old in major metropolitan areas; data shows that men under the age of 35 typically spend less than $10,000 on engagement rings and those in rural areas also spend less.
Use Detailed Audience Targeting
Facebook’s audience targeting capabilities are what set it apart from other PPC advertising channels, and a great deal of ad success is based on great audience targeting.
Advertisers can get really specific with their audiences by targeting user behaviors, interests, life events, net worth, job title, political affiliations, and more. Using the previous engagement ring example, an advertiser might want to target men in major U.S. cities who are in a relationship, have an upcoming anniversary, and earn an income over $100,000.
You can also add connections, which lets you target those who like your Facebook Business Page or are friends of those who like your page. This is great for businesses that want to advertise to people who are friends of existing customers and fans and are therefore more likely to buy.
There are many ways to target audiences; to learn each of the top ways in detail, check out our article on Facebook Ad Targeting.
Set Ad Placement
Ad placement refers to where on the Facebook platform your ad will appear—in sidebars, news feeds, or elsewhere. You have the option to use automatic placement or to manually edit placement of your ads. Unless you are a Facebook Ads Manager pro, you will most likely want to keep it as automatic placement. It helps maximize your advertising budget by displaying your ads the highest number of times within your set budget.
Set Budget & Schedule
Input your daily budget to tell Facebook how much you are willing to spend on Facebook ads. Since ads are on a cost per click, CPC, or cost per thousand impressions, CPM, model (based on the number of times your ad is displayed), the amount you spend per day will influence how many clicks or impressions your ad receives. For example, if your average CPC is $1.25 and you set a daily budget of $10, your ad will likely see 8 clicks per day.
Generally, you want to see a higher number of clicks, but if you are advertising on the platforms, you may want to only spend a limited amount of money on Facebook—at least until you know that your ad is performing well.
Next, tell Facebook when to run your ad. Typically, advertisers choose the first option, “Run my ad continuously starting today,” which can be paused or deleted at any time. Advertisers choose the second option to set a start and end date for short-term, promotion-based ads, such as a week-long holiday sale ad. In this case, Facebook automatically starts and stops the ad on the days you designate.
5. Create Ad
Finally, you will begin the actual process of designing your Facebook ad. Follow the ad creation prompts to choose your ad format, media, and ad copy.
Choose Ad Format
Depending on which advertising goal you chose, you will have different options as to which ad format you would like to use. The main ad formats include single image, single video, slideshow, and carousel.
Here are the Facebook ad formats:
- Single Image – A Facebook ad that uses one image
- Single Video – A Facebook ad that uses one video
- Slideshow – A Facebook ad that can use 2 – 10 images and/or videos
- Carousel – A Facebook ad that uses up to 10 images or videos, but not both
Select Ad Media
Upload the images or videos you want to use for your ad. Be sure that your ad’s media fit Facebook’s ad specs—otherwise, they could be blurry, cut off, or rejected. To confirm that your images and video meet the ad spec requirements for your chosen ad format, look to the upper right-hand corner of the screen, which outlines the recommended specs.
Write Ad Copy
Next, input your ad copy, such as your headline, URL, description, and CTA. Following the steps, also input your ad’s URL. As you complete the fields, you can see how your ad will look with the live ad preview.
Click the blue “Confirm” button in the lower right-hand corner of the screen to save your ad. Facebook will then review your ad, and it will be eligible to go live once approved.
Wait for Ad Approval
After confirming your new campaign, your ad will go through the Facebook ad approval process. This is where Facebook reviews your ad to check that it complies with Facebook advertising policies. For example, ads containing illegal content or promoting adult content, weapons, or drugs are not allowed. Typically, the review process takes under 24 hours, at which point, if your ad is approved, it will then go live. This is indicated by the green dot beside your campaign in your Ads Manager dashboard.
6. Monitor & Optimize Ad Campaigns
Even after launching your Facebook ad, there is still more work to be done. You will want to monitor your ad, and if you are running the ad on a long-term basis (i.e., not using it for a short-term promotion), then you will want to optimize your ad. This is where you update one part of your ad at a time, then test its performance against the original ad to determine which version better serves your audience and drives more conversions. Read more in our article on How to Optimize Facebook Advertising.
Tips for Creating High-Performing Facebook Ads
Learning how to create a Facebook ad requires more than simply following the ad creation prompts in Facebook Ads Manager. For an ad to be effective, it also needs to be strategic in terms of audience targeting as well as with the ad itself.
Here are our top tips for creating a high-performing Facebook ad:
- Understand Your Target Audience – To be able to use Facebook to reach the right people, you need to first have a solid understanding of who the right people are.
- Use Sophisticated Audience Targeting – Facebook gives advertisers really great audience targeting options, so be sure to use those to home in on your ideal audience and to reach the right people.
- Choose a Compelling Offer – It won’t matter how good your ad is if you’re not using an offer your target audience wants. Be sure that you are offering something of value to increase clicks and to generate desired leads.
- Use High-Quality Media to Support Ad – The images or videos you choose to use are what will initially capture the attention of your audience. Using high-quality photos and videos that are clear, support your messaging, and speak to your audience will drive more clicks to your landing page.
- Design Expert-Level Landing Pages – Once a user has clicked on your ad, they will be directed to your landing page. Having a landing page that is designed to resonate with your visitors and gives them a clear way to get your offer is how leads are generated. Ensure your landing pages are of top quality by using a landing page builder such as Leadpages.
- A/B Test Landing Pages – Once your landing pages are up and running, you will want to consistently optimize them by making one change at a time and testing the landing page’s performance with that change. It helps businesses get more conversions and, with A/B testing tools such as Freshmarketer, it is also easy to do.
For more Facebook advertising tips, read our list of the top Facebook advertising tips from the pros.
Top Facebook Advertising Tools
There are many tools available designed to help you more easily and efficiently run Facebook ads. Using these tools can make your ads better and lead to a higher return on ad spend and ultimately more sales.
Here are our top recommended Facebook advertising tools:
- Canva – A great tool for creating professional-looking graphics; they also offer hundreds of ad templates you can customize to suit your business at no cost.
- Waymark – If you’re interested in using video ads on Facebook, you’ll want to try Waymark. Their video editing platform is designed to make it easy for people without technical skills to create quality videos with many customizable video ad templates to choose from.
- Leadpages – A top landing page builder due to its user-friendly design that makes it easy to use; it also includes a number of helpful features such as performance analysis at an affordable price.
- The Facebook Pixel – The Facebook Pixel tracks users who have visited your website. Those interested in retargeting ads to warm leads—or showing ads designed to display on Facebook to people who have previously visited your site or know of your business—will need to get the Facebook Pixel. It’s free and easy to use. Learn what the Facebook Pixel is and how to install it.
- Google Analytics – Facebook provides performance data, but you will also want to add to that information by linking your landing page to Google Analytics for further insights at no additional cost.
- Facebook Management Services – Those who want to have great Facebook ads, but don’t have the in-house expertise to create and manage ads themselves, should consider using a professional Facebook management service to manage ads on their behalf. Those who use PPC management companies typically see higher conversion rates and a higher return on ad spend. See our top six Facebook Ad management services.
Frequently Asked Questions (FAQs)
Where Can I Find a Good Facebook Ads Tutorial for Beginners?
There are a number of resources available to help you learn how to use Facebook Ads. Facebook offers a number of articles and tutorials, or if you learn better with video, you can find many great tutorials on YouTube by searching “Facebook ad tutorial for beginners.”
How Do I Create a Facebook Ad with Multiple Images?
The Facebook ad format that uses multiple images and/or videos is referred to as a carousel ad. To create a Facebook carousel ad, simply follow the standard new campaign creation process in Facebook Ads Manager and select Carousel as the ad format. You can also read our step-by-step details on how to create an effective Facebook carousel ad.
How Much Does Facebook Advertising Cost?
Facebook advertising costs vary greatly from business to business, with average CPCs anywhere from $0.20 to over $5. Advertising on Facebook is considered a cost-effective and affordable advertising channel for most businesses, as Facebook ads can fit nearly any budget.
Bottom Line: Advertising with Facebook Ads Manager
Understanding how to use Facebook Ads Manager is key in creating high-performing Facebook ads. The platform is very comprehensive and using it to its fullest potential will lead to better ads that see a higher return on ad spend. Facebook advertising is a good opportunity for businesses to reach more customers and grow their business in a cost-effective way.