From Plans to Profits: The Facebook Ads Prep Playbook

When creating a paid Facebook ad, you must check several things.

Are you targeting the right people?

Have you chosen a suitable bidding model for your ad?

Are you running the correct type of ad?

That needs to be clarified.

To simplify the process, we’ll explain step-by-step how to run an ad on Facebook. And to make it even better, we’ve compiled a checklist to help you keep track of your campaign’s details.

With this information, you can create the right ad for the right audience on this vast platform.

Why advertise on Facebook?

With over 2.9 billion individuals using Facebook each month and almost 1.9 billion customers daily, Facebook uses a unique opportunity for marketing professionals to magnify their organic efforts.

Your company can reach massive audiences. Facebook is considered among the “Big Four” social media sites platforms. With a platform that regularly attracts so many people, it’s worth taking a shot at getting your brand more exposure and attracting new customers.

  • You can filter who sees your ad: When creating your ad, you can set demographic parameters such as age, interests, and behaviors to increase the likelihood of clicks. Facebook lets you allocate your ad spend to the prospects who can get the most value from your offer.
  • Facebook has built-in ad analytics: Tracking of ad performance is recorded and available in real time. You can use these metrics to determine what’s working and how to improve your ad strategy for future campaigns.

The only problem is that you only have a little room for control with the amount of time and money involved. To take advantage of this platform’s audience and run Facebook ads effectively, you must first familiarize yourself with Facebook Ads Manager.

Facebook Ads Manager

Facebook Advertisements Manager is an innovative control panel that provides users with a review of all their campaigns.

Facebook Ads Manager’sofferings, also known as Ads Center features, are divided into four sections:

  • Summary: This area summarizes recent spending, ad performance, and critical metrics. These include reach, article involvement, and also web link clicks. You can even make it possible for auto-generated referrals to enhance messages that are doing well.
  • All advertisements: For a business that runs numerous advertisements in an offered duration, you can choose a specific advertisement to view even more specific metrics or edit things like your ad’s budget plan. This section also allows you to stop or remove your chosen advertisements.
  • Audiences: This section contains all the audiences you have created for your ads. When you select a specific audience, you can see which ads have reached those prospects. You can also make changes based on demographic data if you see fit.
  • Automated ads: This area is only available if you have created automated ads. This offer is best for beginners and those looking for an easy way to attract attention. The downside is that you lose the precision you can achieve manually. This section lists all your automated ads and summarizes the latest results.

How to run Facebook Ads

  1. Create an account with Facebook Ads Manager.
  2. Start creating an ad in Facebook Ads Manager.
  3. Choose a target.
  4. Choose your target audience.
  5. Set your budget.
  6. Create your ad.
  7. Monitor the performance metrics of your ad.
  8. Report on the performance of Facebook ads.

1. Develop an account with Facebook Ads Manager

Ads manager Stock Photos, Royalty Free Ads manager Images | Depositphotos

To use Facebook Ads Manager, you must have a Facebook business page. That is because you cannot run ads through personal profiles.

Then, follow the steps below:

  • Browse to
  • Click the “Most likely to advertisement supervisor” button.
  • Verify your info on the ad account arrangement web page.
  • Establish your settlement method.
  • Conserve the adjustments.
  • Once set up, the Ads Manager is the control center for your Facebook ads.

2. Start creating an ad through the Facebook Ads Manager

Once you log in to the Ads Manager, you’ll see a performance dashboard that lists all of your campaigns, ad sets, and ads, including how they performed for your Facebook Page.

That dashboard is empty unless you’ve already created an ad for your Facebook Page.

To create a new campaign, advertisement collection, or ad through the Facebook Ads Supervisor, go to the advertisement you intend to develop. Click the environment-friendly Produce switch to the far left of these ad types.

3. Choose a destination

Facebook Ads Manager, like many other social media ad networks, is designed around the goal of your campaign. Before you get started, Ads Manager prompts you to choose a goal for your campaign:

There are 11 different targets to choose from. The list ranges from general brand awareness to achieving installs of your app to increasing traffic to your online store.

By selecting one of these goals, you give Facebook a better idea of what you want to achieve so it can present you with the most appropriate ad options. Facebook offers the following ad options, among others:

  • Brand Awareness
  • Reach
  • Website Traffic
  • Engagement
  • App installs
  • Video views
  • Lead generation
  • News
  • Conversions
  • Catalog sales
  • Store traffic

For the sake of this article, allow’s to think that you wish to drive more web traffic to your site. When you select this alternative, Facebook will trigger you to enter the link you intend to advertise.

If you are using marketing automation software, you should create a unique tracking URL with UTM parameters to ensure that you can track traffic and conversions from this ad.

Once selected, Facebook will display the ad option that makes the most sense for achieving that goal.

4. Choose your target group

The next step is to configure your target audience. You can do this for each set of ads that belong to the same campaign.

If you’re just getting started with paid advertising on Facebook, you’ll probably need to experiment with several different targeting options until you find an audience that’s just right for you.

To aid you in tightening your focus, Facebook’s targeting requirements are accompanied by an audience definition sign. This device, situated to the right of the targeting fields, considers all the features you’ve selected to determine a potential reach number.

If you need to decide whether to target a specific or broad audience, keep your goal in mind. To attract visitors, focus on those you know will be interested in what you offer.

However, you can also focus on a more general audience to increase brand awareness or promote a handsome offer.

Facebook’s built-in targeting features are extensive and include options like:

  • Location
  • Age
  • Gender
  • Languages
  • Relationship
  • Education
  • Work
  • Financial
  • Home
  • Ethnicity
  • Generation
  • Parents
  • Politics
  • Life events.
  • Interests.
  • Behaviors.
  • Connections.

You also have the choice to choose a personalized audience. That allows you to target people on Facebook who are in your company’s contact database, have visited a page on your website with a tracking pixel, or have used your app or game.

Once you locate a team that reacts well to your ads, you can save those audiences to Facebook to use again later – so you might not have to repeat this step if you have been running Facebook advertisements for some time.

5. Set your budget

Facebook lets you set either a daily budget or a lifetime budget. Here’s the difference between the two.

Daily budget: That is the right option if you want your ad to run continuously throughout the day. Using a daily budget means that Facebook controls your spending per day. Note that the minimum daily budget for an ad collection is $1.00 and must be at least double your CPC.

Lifetime Budget: If you want to run your ad over some time, choose a lifetime budget. That means that Facebook will match your spending over the period you set for running the ad.

Facebook advertising costs

The cost of advertising on Facebook is not tied to a fixed price but depends on the scale and type of bidding model and strategy your business uses. Once you’ve determined your model and strategy, you can further define your budgeting and turn to advanced options.


Choose whether you want your campaign to run immediately and continuously or adjust the start and end dates. You can also set parameters to have your ads run only at certain times and on certain days of the week.

Optimization and pricing

Choose to bid on your target, clicks, or impressions (this changes how your ad is displayed and paid for).

This way, you’re paying to display your ad to people within your target audience who are likelier to take the action you want, but Facebook determines how high your maximum bid is.

Using the manual bid setting would be best to avoid Facebook setting optimal bids. However, Facebook will give you a suggested bid based on the behavior of other advertisers to provide you with a sense of what you should aim for. This option lets you control how much you will pay per completed action.


The delivery method falls into two categories: Standard and Accelerated. With standard delivery, your ads will be served throughout the day, while accelerated delivery allows you to reach a quick audience for time-sensitive ads.

Note: This choice requires manual quote rates.

6. Create your ad

What do you desire your advertisement to appear like? That depends totally on your first goal.

If you intend to raise the number of clicks to your website, Facebook Advertisements Supervisor will undoubtedly recommend the Clicks to Website advertisement choice. That makes sense.

This ad option is divided into two layouts: Links and Carousels. That means you can present an ad with one photo (Hyperlinks) or several pictures (Carousel) with three to five scrolling images at no added expense.

It’s important to note that Facebook requires each ad type to meet specific design criteria.

For single-image ads, Facebook asks customers to follow the following style suggestions:

  • Text: 125 characters
  • Advertisement headline: 25 characters
  • Image ratio: 1.91:1
  • Photo resolution (including CTA): 1080 x 1080 pixels.

For advertisements with several pictures – additionally known as slide carousel advertisements – Facebook supplies the adhering to style recommendations:

  • Suggested photo size: 1080 x 1080 pixels
  • Image proportion: 1:1
  • Text: 125 characters
  • Headline: 40 characters
  • Link description: 20 characters

Remember that these are the ad choices for the “Traffic” objective.

If you select “Boost your posts,” you will be shown different ad options like Page Post Engagement: Photo ad. There are some unique design recommendations for this ad.

Once you select an ad type, the Ad Manager will prompt you to specify how you want your ad to display. The following options are available: Desktop News Feed, Mobile News Feed, and Desktop Right Column.

You can only run desktop ads in the right column if your ad is not associated with a Facebook page.

7. Monitor the performance metrics of your ad

Once your ads are up, you should monitor their performance. It would be best if you looked in the Facebook Ads Manager and your advertising software to see the results.

According to Facebook, here are some key metrics you should pay attention to (and their definitions).

  • Performance can be further adjusted, including metrics like results, reach, frequency, and impressions.
  • Engagement can be further customized and includes metrics like web page such as web page involvement and also message involvement.
  • Videos can be customized to include metrics such as video views and the average percentage of videos viewed.
  • The website can be customized to include metrics such as website actions (all), checkouts, payment details, purchases, and additions to the cart.
  • Apps can be customized to capture metrics such as app installs, app engagement, credit spending, actions, and cost per app engagement.
  • Events can be customized to include metrics such as event responses and cost per event response.
  • Clicks can be customized to include metrics such as clicks, unique clicks, CTR (click-through rate), and CPC (cost per click).
  • Settings can be customized to include metrics such as start date, end date, ad record name, ad ID, delivery, bid, and goal.

Regardless of which metrics you utilize to gauge the success of your advertising initiatives, you can find the information in the Ads Manager.

8. Facebook Ads Performance Reports

You can also get custom reports via email. Here’s how to set them up:

  • Navigate to “Analyze and Report” from the top main menu.
  • Select “Ads Reporting.”
  • Select “Create custom report.”
  • Select and open a saved report.
  • Select “Conserve As” beside the conserve symbol. Provide your report a name and examine “Set up Email.”
  • Adhere to the triggers to modify and also validate your record preferences.

While there are several details to consider when planning a paid Facebook ad, keep the view of the big picture. Coverage of clicks and also conversions from Facebook is essential.

However, if you use URLs with specific UTM codes, you can measure the effectiveness of your ads using your marketing software.

Using tracking URLs, your marketing software can track the number of leads or, better yet, the number of clients you have gotten via your advertising initiatives. This info helps determine this source’s ROI and can be the basis for your overall Facebook marketing strategy. You can develop different monitoring codes for your Facebook campaign by browsing the “Tracking URL Home Builder” on the Reports web page.

All you have to do is go into the URL, attach a campaign, and select the source you want the URL to be associated with in your source report.

Once your ad is served and you start getting conversions on your website, you can easily track how many visits, contacts, and customers you generate.

How to create Facebook ads

Follow these tips to create a Facebook ad that delivers measurable results.

1. Define your target audience and develop ads for them

5,401 Target Market Illustrations & Clip Art - iStock | Marketing, Audience,  Strategy

When creating ads, it’s tempting to keep messages vague enough to appeal to everyone. However, if you want your Facebook ads to be effective, you should customize them to a particular target market.

Determine who will most likely become paying customers before creating images/videos and composing ad copy. These are the people you should convince with your ads.

Facebook’s advanced targeting feature lets you add (or remove) people who follow specific apps, events, or pages. That can take some time, but you’ll increase the ROI of your ad campaigns.

2. Write a catchy but clear headline

162,279 Using Laptop Illustrations & Clip Art - iStock | Laptop on desk,  Computer, Laptop isolated

Your headline is usually the first thing users of your Facebook ad will see. If it doesn’t grab users’ attention, it will negatively affect your click-through rate (CTR) and conversion rate.

Regarding headlines, try to avoid pushing your offer on people. Instead, be clear and entertaining, and try to communicate the benefits of your product when possible.

Pro tip: Conduct split tests to improve your headlines and get better results. These tests will help you determine which messages make customers want to buy.

3. Don’t utilize text-heavy graphics

10,606,329 Text Stock Photos, Pictures & Royalty-Free Images - iStock |  Texting, Text bubble, Phone text

According to Facebook, pictures with less than 20% text get better results. So try to design graphics with a manageable amount of text. Text-heavy graphics can distract potential customers from your message, so it’s better to let the graphics speak for themselves. 

To avoid this, you can use a longer ad headline. Nonetheless, if you must use a message on your image, try using a smaller-sized typeface and fewer words to decrease the message ratio to the picture.

4. Use simple and easy-to-understand language

145,405 Simple Language Stock Photos, Pictures & Royalty-Free Images -  iStock | Repeat, Plain english

You can’t let your inner Victorian author play when writing ad copy. It doesn’t matter if you’re a famous Insta-poet or won a Pulitzer Prize – using wordy language in your Facebook ads will confuse your potential customers.

The main goal when writing ad copy is to make it easy for everyone to understand. When a prospect sees your ad, they need to understand right away:

  • What is your offer?
  • How will they benefit from it?
  • What to do next?

5. Usage social evidence in your ads

142,756 Social Advertisement Stock Photos, Pictures & Royalty-Free Images -  iStock

When a prospect sees your Facebook advertisement – specifically if it’s their first time – they may not immediately trust your brand or offer. And that’s okay, too.

It’s your job to persuade them that you’re the genuine bargain. Using social proof in your advertisements is a fantastic method to do this.

Social evidence comes in several forms – responses, remarks, shares, endorsements, and ratings. When you use them in your ads, you show potential customers that other people have worked with your brand and purchased your offering without remorse. They may be convinced to become your customer when they see that.

6. Match your Facebook advertisement to your landing page

109,777 Landing Page Illustrations & Clip Art - iStock | Website, Landing  page icon, Landing page design

When you run ads on Facebook, you’re telling your audience that they’ll get what you’re offering on the page your ad leads to when they click on it.

There’s no faster way to lose your audience’s trust and increase bounce rate than to send them to a landing page with little to do with the deal they wanted.

When creating your ad and the landing page, ensure that the deal promised in the ad matches the one on the landing page. Also, use common elements such as colors, fonts, and images that make it easy for visitors to recognize and convert to your offer.

7. Include a direct call to action in your ad

36,328 Call To Action Stock Photos, Pictures & Royalty-Free Images - iStock  | Take action, Megaphone, Call to action icons

The perfect Facebook ad should include an explicit action that the prospect should take.

Some advertisements offer to raise understanding of a brand. Other promotions lead customers to installs, digital book downloads, or sales.

Preferably, ads serve both functions. But to play it safe and get outcomes that drive organizational growth, specify what your leads want to do after seeing the ad.

Contact us to action such as “Subscribe,” “Comply with,” “Download and install,” “Set up the App,” and “Shop Now” plainly connect the wanted course of action to a potential client. With a great CTA, people see your advertisement yet need to know what to do following.

8. Run A/B tests

979 Ab Test Stock Photos, Pictures & Royalty-Free Images - iStock

The only way to improve your Facebook ads is to run split tests on all elements – from the headline to the ad text to the images and CTAs. An ad may perform poorly because the text needs to be more compelling or the visuals must catch the eye.

To find out, create variations of the same ad, changing just one point at a time, and publish them. Run them and then check which version(s) get the most likes, comments, shares, and conversions.

Making Use Of Facebook Advertisements Supervisor for your following project

Now that you recognize how to set up an advertisement, it’s time to create one of your own, so you can promote your brand name on Facebook, create website traffic, and collect leads from your perfect prospects on the system.

We offer a range of services to give your business an online presence, allowing you to focus your time and energy on the rest of your company, contact us at

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