Facebook Advertising: How to Run Campaigns on Facebook

Facebook advertizing is simply a low-cost mode to turn your concern utilizing societal media.

Follow this usher to larn however to advertise connected Facebook successful 8 casual steps.

What Is Facebook Advertising?

Advertising connected Facebook is erstwhile a concern pays to beforehand its products oregon services to Facebook’s idiosyncratic base.

Facebook allows businesses to people ads to users based connected circumstantial accusation specified arsenic interests, gender, and location.

This makes it casual to get your concern successful beforehand of radical who are astir apt to beryllium funny successful your merchandise oregon service.

Running a Facebook advertisement is simply a signifier of social media advertising.

Businesses negociate Facebook campaigns successful Ads Manager. Which is simply a built-in instrumentality connected the Facebook platform.

Below is an illustration of Facebook advertising. The advert promotes the Captain Whidbey Inn adjacent Seattle, Washington.

We cognize this is simply a Facebook advertisement due to the fact that it says “Sponsored” successful the apical near corner.

Why Advertise connected Facebook?

Facebook boasts implicit 2 million regular progressive users (DAU) and is 1 of the world's astir fashionable societal media platforms.

This means that advertizing connected Facebook tin perchance scope a large, divers audience.

Here’s a illustration from Statista showing Facebook’s DAU number from Q3 2008 to Q2 2023.

Notice however the illustration shows long-term, unchangeable growth?

This intelligibly indicates to advertisers that Facebook is simply a reliable level to put clip and resources successful due to the fact that their idiosyncratic basal keeps increasing.

And acknowledgment to Facebook’s precocious fig of lawsuit touchpoints, determination are assorted opportunities to advertise your concern connected the platform.

For example, advertise connected Facebook via Marketplace, Messenger, oregon the Facebook homepage.

This allows you to spot advertisement campaigns wherever your imaginable customers volition astir apt spot and prosecute with them, which helps you turn your business.

How Much Does It Cost to Advertise connected Facebook?

Facebook advertizing is simply a low-cost mode to beforehand your business.

The magnitude you walk connected Facebook advertizing volition beryllium connected assorted factors, including:

• Social media goals
• Social media budget
• Campaign objectives
• Ad placement
• Campaign duration 
• Seasonality 

Advertisers typically measurement the occurrence of Facebook paid advertizing campaigns by measuring cost per click (CPC).

This metric tells advertisers however overmuch they spent for each advertisement click.

As of January 2024, the average outgo per click connected Facebook was $0.55.

Image Source: Revealbot

However, Facebook advertisement costs tin disagree depending connected the industry.

For example, IT and bundle companies mostly person the highest outgo per click astatine $0.85.

Whereas nutrient products and different services person a little CPC—around $0.18.

Facebook calculates outgo per click by dividing the full outgo of an advertisement by the full fig of clicks.

The CPC look looks similar this:

Cost per click = full advertisement outgo / full fig of clicks 

What Are the Different Types of Facebook Ads?

There are respective types of Facebook ads to usage to beforehand your business.

Let’s look astatine each advertisement format and explicate the champion usage to assistance make palmy advertizing campaigns connected Facebook.

Image Ads

Image ads are 1 of the astir basal forms of advertizing connected Facebook. The advertisement consists of a azygous photo, advertisement copy, and a call to enactment (CTA).

Create a caller representation advertisement utilizing Ads Manager oregon make 1 from an existing station connected your Facebook Business Page. Which is known arsenic a boosted post.

Use representation ads to beforehand your merchandise oregon work and person radical to instrumentality action. For example, click a fastener to store your store oregon telephone your business.

Here’s a Facebook representation advertisement illustration from fittingness marque Peloton:

In this advertisement example, the telephone to enactment encourages the advertisement spectator to “Shop now.” This aligns with the ad’s transcript that tells the assemblage Peloton is having a sale.

Video Ads

Video ads beforehand your merchandise oregon work utilizing video. Like representation ads, you make a video advertisement successful Ads Manager oregon boost an existing post.

Or grounds your ain video advertisement and upload it to Facebook.

Video ads are highly engaging and seizure an audience's attention. They besides let you to stock a single, wide connection successful an easy digestible format.

Here’s a screenshot from a Facebook video advertisement from women’s cycling marque Samsara:

Video besides helps archer a communicative and link with your target audience emotionally.

Use video to showcase merchandise demos, supply tutorials oregon how-to content, oregon amusement a behind-the-scenes look astatine your business.

Facebook video ads tin beryllium arsenic agelong arsenic 240 minutes. Or arsenic abbreviated arsenic 1 second.

The magnitude of your Facebook advertisement volition beryllium connected the placement connected the platform.

For example, ads connected Facebook Marketplace tin tally for the afloat 240 minutes. In contrast, Facebook Stories ads tin beryllium betwixt 1 and 15 seconds long.

Carousel Ads

Carousel ads springiness you abstraction to stock up to 10 images oregon videos the assemblage tin swipe through.

Each representation oregon video has its ain headline, description, and button. Meaning that you’ll convey a batch of accusation successful 1 advertisement.

Use carousel ads to showcase a assortment of products oregon features, supply updates, archer a story, oregon item aggregate features of 1 product. 

Here is an illustration of a carousel advertisement from manner institution Topo Designs:

Collection Ads

Collection ads connected Facebook are designed to crook casual browsers into passionate buyers.

The advertisement format includes a main diagnostic representation oregon video and 3 smaller images beneath successful a grid. 

Users who pat and browse your postulation advertisement volition beryllium directed to an immersive Instant Experience designed to make further engagement with your brand.

Here’s an illustration of a postulation advertisement by Spruce:

Collection ads are particularly utile for ecommerce businesses and merchants who tin usage postulation ads to thrust purchases from a catalog.

Further reading: How to Create an Ecommerce Facebook Ads Strategy

Instant Experience Ads (Formerly Canvas Ads)

Instant Experience ads are full-screen Facebook advertisements optimized for mobile browsing.

Designed to seizure assemblage attention, Instant Experience ads unfastened aft a spectator taps connected the ad.

Use Instant Experience ads to make an engaging ocular experience, archer a communicative astir your brand, and heavy dive into your connection by linking 2 oregon much Instant Experience ads together.

Here’s an illustration of an Instant Experience advertisement by Skoda:

Poll Ads

Poll ads let you to survey your people assemblage with a two-answer poll.

Use polls to inquire your assemblage questions oregon summation penetration into however they consciousness astir a taxable oregon your latest product.

Here’s an illustration of a canvass advertisement by Novo Nordisk: 

This helps you larn much astir your people audience. Use the accusation from your canvass to assistance signifier aboriginal campaigns.

Slideshow Ads

Slideshow ads are a looping series of 3 to 10 images oregon 1 video.

Use slideshow ads to pass a story, showcase your products oregon services, and simplify a analyzable message.

Slideshow ads are a bully alternate to video ads. Which tin beryllium costly to produce.

And due to the fact that slideshow ads tin usage up to 5 times little information than video, the advertisement format is utile to scope audiences with slower net speeds. Like this advertisement from Charter College:

Stories Ads

Stories ads are highly engaging, interactive, full-screen, vertical images oregon videos successful Facebook’s Story feed.

Include wide visuals and a compelling communicative to usage Facebook Stories to amended marque consciousness and make involvement successful your merchandise oregon service. 

Include a telephone to enactment successful your communicative and nonstop a spectator to a landing leafage for further engagement with your business. Like Tropicana does here:

Lead Ads

Lead ads cod accusation from a spectator and connection an accidental for audiences to prosecute deeper with a concern and proceed connected their travel to go a customer.

Lead ads volition see a telephone to action. For example, motion up, petition a demo, oregon register. 

The spectator past inputs information. Which creates the lead. 

Use leads to turn your concern and standard an email database (if you person one). 

Sync pb ads with your customer narration absorption (CRM) strategy to guarantee an effectual follow-up.

Messenger Ads

Messenger Ads look successful the Chats tab connected Facebook’s Messenger app. 

When a spectator taps connected a listed ad, a elaborate presumption automatically opens successful Messenger containing your advertisement details.

When creating Messenger ads, see images, advertisement copy, and a CTA. Which helps thrust engagement and interaction.

Use the advertisement format perfect to make conversation, thrust clicks to your store, and fortify lawsuit relationships.

How to Advertise connected Facebook

Step 1. Set Up a Facebook Business Page

To commencement seeing results from Facebook advertising, you request a Business Page. 

Manage your Facebook Page utilizing Meta Business Manager. 

Which is simply a built-in instrumentality for businesses to organize, manage, and power their concern assets connected Facebook.

If you already person a Facebook Business Page, skip up to Step Three. 

If you don’t, travel the steps below:

Log successful to your idiosyncratic relationship and navigate to the near sidebar. Click “Pages.”

Then, click “Create New Page.”

Follow the onscreen instructions to adhd Business Page accusation specified arsenic leafage name, category, and a abbreviated statement of what you do.

Next, click “Create Page.”

Further reading: How to Promote Your Business connected Facebook

Step 2: Navigate to Ads Manager

Once you’ve acceptable up your page, navigate to the near broadside of your screen. 

Click “Ads Manager.”

Ads Manager is the dashboard wherever you create, manage, and show your Facebook advertizing campaigns. 

You’ll sojourn this leafage often portion utilizing Facebook to advertise, truthful bookmark oregon prevention the Ads Manager URL for aboriginal reference.

To commencement gathering your Facebook ad, click the greenish “+ Create” fastener successful the top-center of the Ads Manager screen.

Step 3. Choose a Campaign Objective

Next, take your run objective. 

This indispensable subordinate to your societal media goals. Otherwise, you’ll conflict to beryllium a affirmative instrumentality connected concern (ROI) from advertizing connected Facebook.

For example, if your extremity is to summation marque consciousness utilizing societal media, don’t acceptable a Facebook run nonsubjective to marque sales. 

Because these objectives thrust antithetic results. 

So, it tin beryllium hard to make the results you request to execute your societal media goals.

If you haven’t acceptable immoderate societal media goals, commencement with the SMART framework:

Specific: What bash you privation to achieve? 

Measurable: Can you way and study connected advertisement run metrics? 

Achievable: Will you execute the extremity successful your clip frame? 

Relevant: How does this extremity enactment concern objectives?

Time-bound: What is the timeline for the advertisement campaign?

Let’s look astatine each Facebook run nonsubjective successful much detail:

Awareness

The consciousness nonsubjective helps amended marque designation and introduces your concern to a caller audience. 

Choose this nonsubjective to:

• Reach caller imaginable customers
• Increase your people audience’s consciousness of your brand
• Share video contented with an engaged audience

Traffic

The postulation nonsubjective sends advertisement viewers to an online destination predetermined by you. For example, a website, landing page, app, oregon event.

Choose this nonsubjective to:

• Increase societal media postulation to your website
• Send advertisement viewers to a landing page
• Direct audiences to different Meta products (e.g., Instagram, WhatsApp, oregon Messenger)
• Get radical to telephone your business

Engagement

Comments, likes, shares, and saves are each forms of engagement that archer Facebook your assemblage is funny successful your ad.

Which helps them execute amended connected the platform.

Choose this nonsubjective to:

• Increase assemblage enactment and engagement with your ad
• Get your assemblage to instrumentality action
• Increase video views
• Generate responses to an event

Leads

Running a lead-generation advertisement run connected Facebook lets you seizure high-quality accusation from imaginable customers.

Choose this nonsubjective to:

• Grow your lawsuit basal and physique connections
• Acquire telephone numbers and email addresses
• Expand registrations for an event

Further reading: Getting Low-Quality Leads from Your Facebook Ads? Here's What to Do

App Promotion

If you’ve got a caller app to launch, moving an app promotion run volition assistance you summation much downloads and customers.

For example, if you’re a caller market transportation app, you could usage the app promotion run nonsubjective to summation downloads of your caller product.

Choose this nonsubjective to:

• Increase downloads of your app
• Optimize your advertisement with App Events for deeper lawsuit insights and targeting
• Drive high-value purchases
• Increase nexus clicks to your app

Sales

Sales are a cardinal operator of concern revenue.

The income run nonsubjective lets you people radical who are apt to marque a purchase. Or, execute an action—like putting an point successful their basket.

Choose this nonsubjective to:

• Gain much customers and summation revenue
• Focus connected conversions
• Encourage acquisition from a catalog

Choose the run nonsubjective that champion fits your societal media goal. Then, click “Continue.”

In this example, we’ve selected the postulation run objective. With the extremity to summation calls to a fictional pizza parlor called Mario’s Pizza Seattle.

Fill retired the circumstantial details of your campaign, starting with the run name.

The run sanction should notation the merchandise oregon work you’re advertising, the run objective, and the date.

Next, clarify if your advertisement falls nether Facebook’s peculiar advertisement categories (e.g., finance, education, politics, etc.).

And corroborate the buying benignant and run objective.

Now, you person the enactment to make an A/B test. Which is simply a probe method that compares 2 versions of a Facebook advertisement to find the 1 that performs better.

For now, we’ll permission this unchecked.

If you’re creating aggregate Facebook ads, activate the Advantage run budget. But for now, we tin besides permission this turned off.

Then, click “Next” to sanction your advertisement set.

An advertisement acceptable is simply a radical of ads that stock the aforesaid setting. For example, assemblage oregon location.

Then, take the determination you privation to thrust postulation to.

For the postulation run objective, take betwixt a website, an app, messaging apps (WhatsApp, Messenger, Instagram), oregon calls.

We privation much calls for our pizza business, truthful we’ll prime that option. 

Step 5. Set Your Ad Budget and Schedule

Next, you request to acceptable your advertisement budget.

How overmuch wealth you allocate from your societal media fund to Facebook advertizing volition beryllium on:

• Your run goals
• How your Facebook assemblage buys
• How galore radical managing advertisement campaigns
• Your advertisement run duration

There are 2 types of Facebook advertisement budgets:

Daily Budget

A regular fund has a bounds connected the magnitude you walk each time advertizing your concern connected Facebook. 

By mounting a regular budget, the level volition amusement an advertisement to your people assemblage erstwhile and wherever they’re astir apt to engage.

Once your fund is reached, your advertisement stops moving for the day. And starts again the adjacent day.

Lifetime Budget

A beingness fund is the full magnitude you’ll walk during the full duration of your advertisement campaign. 

Provide Facebook with details connected a commencement and extremity date, and the level volition allocate the wealth based connected the show of your ad. 

Once your fund is reached, the advertisement run volition finish.

As a starting point, we urge opening with a tiny advertisement fund to assistance you trial your Facebook ad’s effectiveness.

If the advertisement is successful, standard it to conscionable your run goals.

Choose whether you privation to tally a regular oregon beingness budget, participate your fund amounts, and docket the duration of your campaign.

Step 6. Customize Your Target Audience

For your Facebook advertisement to beryllium effective, it needs to beryllium placed successful beforehand of an assemblage astir apt to beryllium funny successful your merchandise oregon service.

Otherwise, you’ll conflict to thrust engagement. And your campaigns won’t make results.

To get wrong the minds of consumers and recognize what engages them, you request to behaviour audience research to uncover circumstantial demographics, behaviors, and characteristics.

This way, you’ll make Facebook advertizing campaigns that resonate.

Use Semrush’s Audience Intelligence Tool to get an close representation of your people audience.

The instrumentality helps place and summation insights by examining assemblage demographics, interests, contented engagement, online habits, and acquisition behavior.

This allows you to physique adjuvant profiles of who you should people successful your advertisement content.

To make a caller assemblage for your Facebook advertisement, travel these steps:

Locations: Choose a applicable determination to people with your advertisement campaign. For example, our fictional pizza place, Mario’s, is located successful Seattle, truthful that’s an evident metropolis for them to target.

Age and gender: Set the property and sex of your people audience. For Mario’s, we’ve chosen men aged 18-35.

Detailed targeting: Enter the interests of your people audience. In Mario’s case, pizza.

It’s important to see arsenic overmuch accusation astir your people assemblage arsenic possible. This volition assistance physique advertisement campaigns that execute results.

For example, if your people assemblage speaks much than 1 language, adhd this information.

Next, look to the broadside of the screen. Facebook provides accusation on: 

• Audience definition: How circumstantial oregon wide your assemblage targeting is
• Estimate assemblage size: The fig of radical you could scope with your regular budget
• Estimated results: The expected regular results from your campaign

Remember—these are regular estimates, truthful your existent results whitethorn vary.

If you’re blessed with your estimates, click “Next.”

Step 7. Design and Finalize Your Ad

Now, it’s clip to sanction your ad.

It’s champion signifier to see accusation astir the plan of your Facebook ad. For example, representation usage and transcript information.

Next, corroborate the individuality of the Facebook leafage you’ll tally advertisement campaigns on.

Then, take the format of your ad. For example, a azygous representation oregon video, carousel, oregon collection.

Next, scroll down to the “Ad creative” section.

This is wherever you’ll adhd originative and interactive elements to your ad. For example, images, videos, advertisement copy, and a telephone to action.

Click “Add media.”

Select the representation oregon video you privation to see successful your Facebook ad. Then, click “Next.”

Now, adhd the transcript that volition look alongside your Facebook advertisement. 

Facebook advertisement transcript is 1 of the astir important elements of your ad. It needs to beryllium engaging, hook the audience, and explicate what you’re advertising.

Luckily, Facebook makes penning advertisement transcript casual by breaking it down into 3 elements:

• Primary text: Appears supra the advertisement originative (e.g., images oregon video). Use 125 characters oregon little for the champion impact.
• Headline: Appears beneath the advertisement creative. Use 40 characters oregon less.
• Description: Appears conscionable beneath the headline. Use 30 characters oregon less.

In this illustration from moving footwear institution On, we tin spot they’ve leveraged their Facebook transcript perfectly to beforehand their weatherproof shoe. 

And they promote the assemblage to prosecute further with their marque by including a CTA (“Shop now”).

But starting from a blank leafage is hard. If you request enactment penning Facebook advertisement copy, usage Semrush’s AI Writing Assistant.

The instrumentality helps make originative ideas, checks for spelling and grammar, and uses AI to align your advertisement transcript with your brand voice, tone, and people audience.

Here’s the Facebook advertisement transcript we’ve added for Mario’s:

• Primary text: Dial Mario’s for a portion of the bully stuff. Delivered consecutive to you. No fees, nary fuss. BOGO each Tuesday!
• Headline: Mario’s Pizza Seattle
• Description: NY-slice connected the West Coast

This advertisement transcript works because:

Primary text: Includes a catchy opening slogan, tells the assemblage Mario’s delivers for nary fee, and explains the woody they’re promoting (buy one, get 1 each Tuesday).

Headline: States the sanction of the business. 

Description: Includes a abbreviated statement of the concern and its spot successful the market.

For our chosen run nonsubjective (traffic), we request to acceptable a destination for our viewers aft they prosecute with our ad.

Because we selected our conversion destination arsenic calls, we person the enactment to participate our telephone number. 

Next, preview your ad. 

You’ll spot however your advertisement volition look successful Facebook feeds, Stories and Reels, and hunt results.

Confirm that your advertisement is correct, past deed “Publish.”

Congratulations! You’ve conscionable learned however to make a Facebook ad.

Once your Facebook ads are running, you request to support an oculus connected however they perform.

Use Ads Manager to recognize however your run helps execute your goals.

To bash this, navigate to Facebook Ads Manager. 

And click “Ads reporting.”

The dashboard volition amusement a elaborate study of your advertisement campaign. And allows you to spot cardinal show metrics astatine a glance. 

Including:

• Reach: the fig of accounts that saw your ads astatine slightest once
• Impressions: the fig of times your advertisement is shown to accounts (regardless of whether they spot it)
• Results: the results of your ad. For example, the fig of nexus clicks. 
• Amount spent: how overmuch you spent connected the advertisement campaign
• Cost-per-result: measures the cost-effectiveness of your advertisement campaign

Image Source: MarTech

Use this accusation to recognize however your Facebook advertisement run is performing.

Further reading: 18 Social Media KPIs (and How to Track Them)

Facebook Advertising: Best Practices

Understand Facebook Ad Specs

Images and videos signifier the backbone of galore Facebook advertisement campaigns. 

So, these originative elements indispensable beryllium accurate. 

And due to the fact that your Facebook advertisement represents your business, you don’t privation to see blurry images oregon wonky videos.

Familiarize yourself with Facebook advertisement specs to guarantee you upload the close originative record types and sizes:

File type: JPG oregon PNG 
Ratio: 1.91:1 to 1:1 
Resolution: At slightest 1080 x 1080 pixels 

Primary text: 125 characters 
Headline: 27 characters 
Description: 27 characters 

Maximum record size: 30 MB
Minimum width: 600 pixels
Minimum height: 600 pixels

Here’s an illustration of a Facebook representation advertisement by Good Protein:

File type: MP4, MOV oregon GIF 
Ratio: 1:1 (for desktop oregon mobile) oregon 4:5 (for mobile only) 
Video settings: H.264 compression, quadrate pixels, fixed framework rate, progressive scan, and stereo AAC audio compression astatine implicit 128 kbps
Resolution: At slightest 1080 x 1080 pixels

Primary text: 125 characters 
Headline: 27 characters 
Description: 27 characters 

Video duration: 1 2nd to 241 minutes
Maximum record size: 4 GB
Minimum width: 120 pixels
Minimum height: 120 pixels

Here’s a Facebook video advertisement from Goodfood:

Image record type: JPG oregon PNG 
Video record type: MP4, MOV oregon GIF 
Ratio: 1:1 
Resolution: At slightest 1080 x 1080 pixels 

Primary text: 125 characters 
Headline: 32 characters 
Description: 18 characters 

Number of carousel cards: 2 to 10
Image maximum record size: 30 MB
Video maximum record size: 4 GB
Video duration: 1 2nd to 240 minutes

Here’s a carousel advertisement illustration by Upside Drinks:

Image type: JPG oregon PNG 
Video record type: MP4, MOV oregon GIF 
Ratio: 1:1 
Resolution: At slightest 1080 x 1080 pixels 

Primary text: 125 characters 
Headline: 40 characters 

Image maximum record size: 30 MB
Video maximum record size: 4 GB

Further reading: 8 Signs of Facebook Ads Issues and How to Fix Them

Promote Organic Posts That Already Perform Well

Look astatine your integrated (i.e., not paid) Facebook posts to recognize the types of contented that resonate with your people audience.

This way, you’ll easy make and tally a boosted station that advertises contented your assemblage volition apt prosecute with.

For example, Mario’s shares an integrated station announcing they’re opening soon, which creates a batch of engagement.

They could past boost this integrated station to make an ad.

Promoting integrated posts besides means you don’t request to walk overmuch clip creating a Facebook ad. The contented is already determination and acceptable to beryllium distributed to your people audience.

To recognize which integrated posts make engagement connected Facebook, usage Semrush Social.

Simply unfastened the instrumentality and click “+ Add profile.”

Then, travel the prompts to link Facebook. Like this:

Then, unfastened the instrumentality to the “Overview” tab. Here, instrumentality a look astatine metrics from each of your societal channels:

To look specifically astatine the show of idiosyncratic Facebook posts, spell to the “Facebook” tab and prime “Posts.”

Here, you’ll spot which Facebook posts make the champion engagement:

Now, usage this accusation to assistance find which Facebook posts mightiness enactment good arsenic ads.

Get Started connected Facebook Advertising with Semrush

Advertising connected Facebook is an businesslike and cost-effective mode to turn your business.

Whether you’re looking to tally your archetypal advertisement run oregon you’re a seasoned paid societal pro, Semrush comes with a suite of tools to assistance you tally palmy campaigns.

Sign up contiguous to get started.