How To
11 min read

The Best Beginner’s Tutorial for Facebook Ads in 2022

Soniya Khubchandani

June 2, 2022

However, learning how to use Facebook Ads can be a challenge for new users.

With so much information available in so many places, it's easy to get overwhelmed by all the possibilities.

This in-depth beginner's guide to Facebook Ads is there to make your life learning and using the ad platform easier by bringing together only the most accurate and helpful information.

After reading this tutorial, you will learn:

  • Why is Facebook Ads a must-use marketing tool?
  • How can Facebook Ads drive business growth?
  • Getting started with Facebook Ads by running your first campaign
  • What to do after publishing your first Facebook Ads campaign

Why is Facebook Ads a must-use marketing channel for every business?

Here are some incredible stats that make a case for adding Facebook Ads to your marketing channel mix.

How can Facebook Ads drive business growth?

Facebook Ads are designed to support a variety of marketing goals. Let us look into the main ones.

Building brand awareness

You can use Facebook Ads to boost your online presence to get your business noticed. For instance, if you want to let more people discover what you do and think of your brand during their buying journey, you can use Facebook.

For example, a business can easily promote its social media page (Facebook or Instagram) on the platform and gain followers quickly. This strategy will increase its brand awareness and give greater organic reach to future content that it posts.

Growing online sales

With personalized ads, you can reach the people most likely to buy. You can get them to check out your website and drive desired actions.

Promoting your app

Get new users and retain existing customers by marketing your app online. You can increase downloads, discovery, and engagement with Facebook Ads multiple ad targeting options.

Generating leads

With Facebook Ads, you can attract new contacts and build profitable relationships.

For example, with Lead Ads, auto dealerships can encourage prospects to fill in their contact information to book a test ride seamlessly.

Promoting local business

You can promote your local store to connect with customers in the neighborhood and increase in-store traffic and purchases.

Retargeting existing customers

Facebook Ads remarketing features can motivate people who have visited your website, app, or business to make a purchase.

For example, for real estate agents, Facebook's retargeting ads are a powerful way to follow up with prospective homebuyers who have shown interest in their listings.

Retargeting lets them stay top of mind as a trusted resource for their prospects when buying or selling their home. They also allow them to nurture leads over time, so they are not just one-and-done visitors.

Monetizing your content

Facebook's monetization tools can help you make more money no matter what you do, whether creating a blog or video.

For example, Facebook ads are an excellent way for musicians to monetize their content posted on Facebook and Instagram. They're a quick and easy way to promote their music, tickets, and other merchandise.

Getting started with Facebook Ads by running your first campaign

The best way to learn Facebook Ads is by actually running a campaign. However, the path to that gratifying moment requires multiple steps to be followed carefully. We deep dive into all these essential steps to ensure a smooth ride for you.

Create a free Facebook ad account

A personal ad account for a Facebook user


  • However, to use Ads Manager, you have to own a Facebook Page or have a role as an admin, editor, or advertiser on another's Page.

  • Create a Facebook Page: By default, every new Page will have an associated ad account and ad account ID.
  • Request access to someone's: The Page admin will need to assign you a role of admin, editor, or advertiser if you want to advertise for a particular Page.


Facebook Page requirement to run ads

Link your ad account to a Meta Business Suite (formerly Facebook Business Suite)

It is good to link your Facebook Ads Manager account to a Business Suite account, which includes Facebook Business Manager, to make it easy to manage later.

Meta Business Suite also allows you to create new ad accounts from its interface if you prefer that approach.

How to find your Facebook Ads account ID?

Ad accounts have unique ID numbers. If you want to add an ad account to Business Suite, its ID number comes in handy. You can find your ad account's ID from the accounts dropdown in the Ads Manager or the account ID string appended to the Ads Manager browser URL. 

Set up a payment method to run your ads

You need to add at least one payment method to run ads successfully.

Payment settings page in Ads Manager


Give access and assign roles to other users

You can add more users to your ads account from the Account setup screen in Facebook Ads Manager.

Ads Manager account setup screen


If your ad account is being managed under a Meta Business Suite account, you can add other users and define roles from there.

Now you are all set to press the "Create" button in the Facebook Ads Manager interface to initiate workflow for your first campaign. Let us be your online Facebook ads guide in this process.

Create button in Facebook Ads Manager interface

Choose your campaign objective

Campaign objective selection in Ads Manager.

You get the best results with Facebook ads when focusing on your goals. Having objectives for campaigns will help you clarify your goals. In Ads Manager, they're the first thing you select when creating an ad.

Ads Manager divides all objectives into three main buckets. Let us deep dive into each of these segments so that you can pick the one that works best for your marketing goals.

Awareness objectives in Facebook Ads Manager

Brand awareness 

By choosing the brand awareness objective, you can expand your brand's overall awareness by showing advertisements to people who are more inclined to pay attention to them.

Reach 

Stay within your budget while showing ads to as many people as possible. Additionally, you may choose to reach only people near your business location.

Consideration objectives in Facebook Ads Manager

Traffic

Increase the number of people visiting your website, app, or Messenger conversation, and increase the probability that they'll take action when they arrive.

Engagement 

Promote your Page or posts by encouraging Facebook users to follow you, share your posts, and like them. Additionally, you can optimize for more event responses to your Page or offers to your users.

App installs 

Link directly to the App Store and Google Play Store to drive more app downloads. If you prefer, you can also target high-value users.

Video views 

Ensure that you show your videos to people that are likely to be interested in them and that they watch them until the end.

Lead generation 

Make it easy for people interested in your business to learn more. Ask them to register for more information or explore your website or app.

Messages

Motivate people to use Facebook Messenger more often. Increase your ability to converse with them so you can answer questions, collect leads, and increase sales.

Conversion objectives in Facebook Ads Manager

Conversions 

Get more people to interact with your site or app. This objective gets people to act regardless of the type of conversion you want - purchases, leads, registrations, etc.

Catalog sales 

Sell more inventory by automatically promoting your most relevant products. You simply upload your catalog and set up a campaign - and the product will be shown to the right buyer.

Store visits 

Drive sales and other valuable actions at your physical stores by bridging the gap between people's online and offline shopping journeys.

Pick your target audience for the Facebook ad campaign

Create an audience screen in Ads Manager

Facebook offers three powerful audience selection options to improve your ad delivery for the best performance. Let us deep dive into each of them to find the best users for your next campaign.

Core audiences in Facebook Ads Manager

Core audiences lets you specify where your ads are delivered. Your target audience can be as broad or as well-defined as possible, based on the following criteria.

  • Demographics
  • Location
  • Behavior
  • Connections
  • Interests

Custom audiences in Ads Manager

Using custom audiences, you can reach out to people already familiar with your business, whether they are loyal customers, users of your app, or website visitors. These users can be from your:

  • Contact and email lists
  • App users
  • Site visitors

You can learn more about using the Facebook Pixel to set up a custom audience here.

Lookalike audiences in Ads Manager

A lookalike audience is a smart way to reach people who are likely to be similar to your most desired customer profiles. The only thing you need to do is create a list of people who are your source audience. They will then see your ads based on their common interests.

You can learn more about creating lookalike audiences here.

Define your ad placements

Selecting ad placement type in Ads Manager

Placements are the locations where you can run your ads. Ads can appear on Facebook, Instagram, Messenger, and Audience Network, depending on the objective you select when setting up your campaign.

You can either allow Facebook to select the best placements automatically for you or choose manually where your ads should appear.

Let us go deeper into the many available placement options across Facebook's (Meta's) ad ecosystem.

Placement options available in Ads Manager

Feeds

Users can see feed ads while scrolling through their inbox, desktop, or mobile feeds. These include:

  • Facebook News Feed
  • Instagram feed
  • Facebook Marketplace
  • Facebook right column
  • Facebook video feeds
  • Instagram Explore
  • Instagram Shop
  • Messenger Inbox

Stories and Reels

Create immersive, full-screen vertical ads that tell a rich, visual story. Placements include:

  • Instagram Stories
  • Facebook Stories
  • Messenger Stories
  • Instagram Reels
  • Facebook Reels

In-stream

Capture people's attention while they are watching videos. Placements include:

Reels overlay

Advertise with stickers or banners while people watch short-form content. Placements include:

  • Facebook overlay ads in Reels

Search

Increase your business' visibility as people search on Facebook. Placements include:

  • Facebook search results

Messages

Share offers or updates with people who are already familiar with your business. Placements include:

  • Messenger sponsored messages

In-article

Reach out to people reading content published by publishers. Placements include:

  • Facebook Instant Articles

Apps and sites

Advertise in external apps and websites to reach a wider audience. Placements include:

  • Audience Network native, interstitial, and banners
  • Audience Network rewarded videos
  • Audience Network in-stream videos
  • Facebook in-stream videos

Define your campaign budget

Budget settings in Ads Manager

You will need to enter your daily or lifetime budget and the time frame during which your ad will run. Additionally, you can set a bid - the maximum amount you're willing to pay when someone clicks on your Facebook ad copy or completes your desired action.

With these limits, you will never spend more than you can afford.

Facebook also allows you to define an account-level spending limit other than the campaign-level lifetime budget you set. This puts a blank upper limit over the cumulative spend across campaigns.

Wondering how much Facebook Ads cost? Here is a short explanation for you.

How much you wish to spend on Facebook advertising is up to you. Facebook tries to get you as many results as possible for your amount. You can pay $10 per day if you wish. If you prefer to spend $1000 a day, you can do that.

Please note: Some advanced ads require a minimum amount of spend. You will be notified of this during the creation process.

Pick your ad format

Facebook offers numerous ad types to convey your message in the most effective way possible. Let us deep dive into all the available ad formats accessible from Ads Manager so that you can pick the best one for your needs.

Photo Ads

Photo ad example. Credit Facebook Ads.

A photo ad offers a clean, simple format featuring images and copy. Put high-quality pictures or illustrations to work to convey who you are and what you do.

When to use photo ads?

  • When you need to make an ad quickly.
  • When you want to increase awareness of a product.
  • When you want to drive traffic to your website.

Useful tips to make the most of photo ads

  • Demonstrate how your product is used.
  • Keep your focus on one thing.
  • Use as little text as possible.
  • Keep your visuals consistent.
  • Make sure your images are high resolution.
  • Test out visuals.

Video ads

Bring your story to life with sound, sight, and motion. There are a variety of video ad lengths and styles available - from short feed-based videos watched on the go to longer videos viewed at home.

Tips to make the most of video ads

  • Repurpose existing content into video.
  • Match video length with its purpose.
  • Include a call-to-action (CTA).
  • Use text overlays or cards.
  • Use an eye-catching thumbnail image.

Stories

You can create a custom, edge-to-edge experience that immerses people in your content using Stories. Stories make it possible to encourage their action by understanding their interests.

Why should you use the Stories ad format?

  • They are immersive.
  • They feel authentic.
  • They can get addictive.
  • They inspire action.

Tips for creating impactful story ads

  • Create for portrait mode.
  • Enhance with moving visuals.
  • Add sound elements.
  • Drive attention towards CTA.

Messenger ads

Messenger ads encourage conversations between your business and your customers. They provide interactive features and a personal touch.

Here are some possible ways you can use Messenger ads to meet your goals:

  • Place ads in user inboxes.
  • Run story ads in the Messenger app.
  • Use the "Send Message" button to drive users to conversations in Messenger.
  • Retarget customers with sponsored messages.

Carousel ads

Carousel ad example on Facebook. Credit Facebook Ads.

The carousel ad format lets you show up to ten images or videos in one ad, each having its own link. Use it to tell a brand story that develops across cards or highlights different products.

When to use carousel ads?

  • When you want to display multiple products.
  • When you want people to participate actively.
  • When you want to cover a process.
  • When you want to emphasize the different features of a single product.

Tips to make the most of carousel ads

  • Focus on storytelling.
  • Use call-to-action buttons.
  • Keep it concise and straightforward.
  • Use high-quality images.
  • Create a compelling copy.

Pro Tip: CopyAI's robust suite of copywriting tools can save you tons of time in creating quality copy for your ads. Give it a try for free now.

Slideshow ads

Slideshow ads are similar to videos, with motion, sound, and text. They can help you convey your message across different devices and connection speeds.

When should you use Slideshow ads?

  • If you need to build an immersive experience quickly.
  • Whenever a complex process or narrative needs to be simplified.
  • Whenever you need to communicate with people with slower connections.

Tips to make the most of slideshow ads

  • Focus on highlighting benefits.
  • Show your product in action.
  • Tell a story.
  • Show off your product from multiple angles.

Collection ads

Facebook’s Collection ad example


Ads in the collection format let people go from discovery to purchase in a smooth and immersive way. A collection ad consists of a central video or image with three smaller images underneath in a grid-like structure. 

Whenever your audience taps on a collection ad, it will take them straight to a fast-loading visual post-click experience powered by Instant Experience, so they don't need to leave Facebook or Instagram.

You can learn more about creating a collection ad from Ads Manager here.

Playable ads

Facebook's Playable ad example.

A playable ad format for Facebook and Audience Network is an interactive video ad that allows marketers to drive more quality and higher-intent users to their mobile app with a try-before-you-buy experience.

Tips for creating an excellent playable ad

  • Make sure your demo video and overview video are aligned.
  • Use a simple tutorial.
  • Keep a consistent CTA through your demo.

Review and publish your Facebook ad campaign

  • After creating your ads in the desired format, it is time to review and publish your campaign.
  • Facebook may hold your campaign for review before making it live on the ad network.
  • Once your campaign is live, your ads will enter Facebook's automated auction process and show to users on the platform.

You can learn more about how the Facebook ad auction works here.

What to do after publishing your first Facebook Ads campaign

Ads Manager reporting example.

First of all, congratulations on taking the time and effort to put your Facebook Ads learning in motion.

Now it is time to track the performance of your ads based on the constant stream of data and insights that will be generated.

Depending on your goals, you can configure the columns you want to see in your reporting table. Define key metrics that you care about, monitor them, and make changes at the campaign, ad set, or ad level to improve the numbers.

Testing is an integral part of running any successful ad campaign in the long run, and you should make the most of it by connecting your hypothesis to numbers.

Wrapping up

Facebook has become the most popular social network globally, with more than 2 billion monthly users. With such a large audience, it's no surprise businesses want to use Facebook ads as part of their marketing strategy.

Taking the time to learn the ins and outs of Facebook Ads can give you the confidence to spend your marketing budget on this platform and drive results.

After consuming this in-depth beginner's guide to Facebook Ads, we hope that you are eager to plan and run more Facebook ad campaigns, along with Instagram ads, without the anxiety of feeling lost in the numerous features the Ads Manager platform offers.

Go ahead and turn Facebook Ads into a money-making channel for your business.

By the way, if you want to take your Facebook Ads game a level up, you should also focus on creating engaging ad copies.

This is where CopyAI's free-to-start suite of copywriting tools can do wonders for you by generating tons of ad copy in seconds.

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