How To Advertise On Facebook: Complete Guide

Facebook had taken big leaps when it came to marketing since its inception back in February 2004. It’s mind-boggling even to imagine that today, 1.6 billion people worldwide are connected to a small business on Facebook. Not only these numbers are staggering but also offer ample opportunities for business to reach to a global audience. The world today has changed, and it is essential for small businesses to be on Facebook to maximize their reach. On the other hand, Facebook has been developing consistently to provide more to businesses on its humongous social media platform. Amidst all of this, sits a small opportunity for businesses to cross boundaries and reach a more comprehensive and precise audience with Facebook Advertising.

Facebook advertising of Facebook ads, in short, are paid messages from businesses that are written in their voice and help reach the people who matter most to them. The benefits of using Facebook ads are limitless. Today we take an attempt to explain How to Advertise on Facebook; all you need to get started is a Facebook Account.

To get started with Facebook ads, it’s important to keep a couple of things in mind:

  • Your business objective
  • Clearly defined KPI’s

Once you’re clear with these, head on to Facebook Ads manager. This is the place where you create and measure every campaign you create.

Define your objective:

Facebook encourages users to define what they want to achieve. As they can give better results if you’re focused on what you want to achieve. Setting up objectives helps in setting up a base for your campaigns, and they’re the first step you take in creating a successful campaign.

Facebook offers three types of objectives:

  1. Awareness: Create buzz or interest in your product/service.
  2. Consideration: Educate people/users about your product/service by giving out more information regarding your business.
  3. Conversions: Target your audience to get them to purchase your product/service

Once your objective is defined, these categories are further divided into sub-categories:

  • Awareness:


  1. Brand Awareness

  •  Helps in increasing overall brand value by reaching out to the targeted audience
  1.  Reach

  • Show ads to the maximum number of audience within a defined budget. Can also be used to target nearby people
  • Consideration:

  1. Traffic

  •  Helps you to drive more targeted audience to your website. This usually works well when you link ads in place.
  1. Engagement

  •  Facebook is all about driving engagement. This subtype ensures that there is a lot of engagement metrics on your page or post. You can also choose to optimize for event responses or offer claims
  1. App Installs

  •  Helps in increasing app installs by directly connecting the App Store and Google Play Store.
  1. Video Views

  •  It’s no surprise that video content is consumed the most on the social network. Video Views show your videos to people who are most likely to be interested in them and watch them to completion.
  1. Lead Generation

  •  Generate more leads for your business. Make it easy for interested users to connect with your business. Give them an option to convert on the platform itself or take them to your website.
  1. Messages

  •  There is nothing better than having a personal conversation with a brand. Let your user explore them this with your ads opening up in messenger.
  • Conversions


  1. Conversions

  •  Increase overall interaction on the site/app. Target users who are more likely to take action rather than just engage with your ads.
  1. Catalogue Sales

  •  Connect your web store with Facebook and advertise product instantly. This is one of the easiest ways to start advertising. Just connect your store, upload catalogue, and you’re good to go.
  1. Store Visits

  •  Get your audience to walk in your store and reduce the gap between online and offline business.

Defining Your Audience:

Once you’ve defined your objective. It’s time to set your audience for targeting. Audiences are the most integral part of your campaign, and they help in driving the most valuable audience to your business, which can drive sales/conversions for your business.  There are three main types of audiences which you can choose:


  •  Core Audience: These are the core audiences which are targeted manually. They are based on various factors like interests, behavior, employment, demographics etc.
  •  Custom Audience: Facebook offers an excellent opportunity to upload your contact list and target them as audiences.
  •  Lookalike audiences: Target, similar to an existing target audience. Preferably, always create a lookalike audience for your converted audience. This gives you a massive advantage of targeting audiences which have a higher chance of converting.

Strategically Define Your Placements:

Facebook Ads is just not limited to its platform, but it also expands to different platforms that are in partnership with Facebook. Facebook Audience Network does a tremendous job in distributing your ads to different partnered platforms/channels


Not everything needs to go everywhere. You need to define which ads should be shown on which places strategically. For example, your e-commerce ads should go in Feeds and In-stream videos but, at the same time, try and measure the performance for same in Instant Articles.

Create Ads:

Once you’re through all the steps above comes, the final step: Creating an ad. Ads can be created in two formats:

  • Image Ads
  • Video Ads

This is what makes Facebook unique, despite limited options to choose in terms of variants for ads, Facebook still manages to give you a lot of options in ads sections. Facebook gives you multiple options in ad type. We’ve listed every available ad type below:

  • Single Image Ads:
    Traditional Single Image Ads, where you create compelling images to use with your ad text. Both Images and ad text make an ad copy which you advertise on Facebook.
  • Carousel Ads:
     You can add more than one image/video in one ad.
  • Slideshow Ads:
    Create simplified video ads with Slideshow. There is no need to invest cost or a lot of time to create these ads
  • Link Ads:
     The traditional form of ads to redirect users to your website.
  • Collection Ads:
     Tell a story here. Collection ads are very effective when you want to narrate a story via images.
  • Canvas Ads:
     Mobile friendly, full-screen, fast loading ads for a seamless experience.
  • Lead Ads:
     Gives you an option to use forms here. Makes lead generation easy.
  • Dynamic Ads:
     Drive automation here. Used for remarketing these ads are created dynamically.

Push ‘Em Live:

Once you’ve set up everything, it’s time to push these ads live. Ensure that your billing details are updated correctly. Once done, push your ads live and start measuring the performance of your campaign. Play around the metrics to drive more performance from your campaigns and continuously run A/b Test for your account.

With more than 60 million business and two billion monthly active users, it’s important for any business to get on Facebook and further expand their brand by Verifying their page on Instagram. Facebook offers a unique opportunity for businesses to connect with their audience directly and deliver exclusive offers or enticing news right there in their news feed. But it’s also important to keep a check on your Facebook ads to ensure that you’re not blindly investing in the platform or any platform for the matter.


We hope this article helps you understand how Facebook works, and everything Facebook ads have. As a bonus, we’re giving a chart representation for Facebook and its structure:

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