A guide to Facebook Ads

Advertising on Facebook for the first time can seem like a daunting and complicated prospect. It can seem impossible to stand out on Facebook, with all the personal posts of holiday pictures and engagement announcements. But it is possible, and Facebook Ads Manager will help you get in front of the right audience.

Where do I start?

Firstly, you have to think about your campaign objective and the overall campaign goal. Is it that you want to drive traffic to your website, or do you want encourage people to pop into your physical shop?

Facebook has a number of campaign objectives to choose from:

  • Reach – The objective here is to reach as many people as possible near to your business.
  • Engagement – The objective here is to encourage as many people as possible to engage with a particular post.
  • Messages – The objective here is to start a conversation with potential customers, or to drive transactions.
  • App Installs – This encourages people to download your app.
  • In-app conversions – This will encourage further interaction with your app.

Unfortunately, when you have launched your campaign you can’t change your objective, so make sure to be really clear on this from the outset.

However, Ad Manager does have the option for you to run two different objectives alongside each other to test which one is working best. This is good option if you have the budget.


When allocating a budget for Facebook campaign, there are a number of things you can do. You can either allocate a daily budget per ad set, or you can allocate a lifetime budget at campaign level and allow Facebook to optimise it across different ad sets.

If you opt to having a daily budget, then Facebook will aim to spend the entirety of each ad set’s budget each day. On the other hand, Facebook’s campaign budget optimisation will shift the budget across all ad sets, and allocate it to the ad sets where a conversion is more likely.

In terms of how much budget you should allocate to your campaigns, it’s advisable to start small and then gradually increase your budget once you find out which strategies and campaign objectives are most effective.


A Facebook Ad schedule will allow you to define the days of the week, and the times of the day you want your ad to show on people’s feeds. It is important to carefully consider what time of the day you want your ad to show, and this will depend of the service/product your business is selling. This will help your budget work more effectively, by only spending it when your ads are most likely to be clicked on.

Audience Targeting

Facebook Ads Manager has some precise targeting options, and of course, the people you want to target will be dependent on your business. The best ways to refine your audience include:

  • Location
  • Age
  • Gender
  • Languages

There is also a more detailed targeting, when you can target people based on further demographics such as life events and person interests and hobbies. However, it is important not to make your targeting too specific as you might not reach enough Facebook users.


Placements simply mean the places where your ad will show. This could be on people’s news feeds, stories, messages and Facebook marketplace. Because Instagram is owned by Facebook you can also advertise directly to Instagram from Facebook Ads Manager.

Creative & Copy

In terms of your copy, there is no character limit and you can also use emojis! However, it is still important to implement one clear message in your copy. It’s important that you use clean images with minimal text in the images that blend into people’s newsfeeds.

If you feel your company would benefit from using Facebook Ads, but you’re unsure on how to get started, then getting a digital marketing agency to help you could be worthwhile.

At Vizulate we have a proven track record in delivering online advertising campaigns that get results.

For more information on how we could help, contact us here.

Reference https://www.impression.co.uk/blog/13336/a-beginners-guide-to-facebook-ads/