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There are more than 1.4 billion people using Facebook and over 900 million visit the site every day. This means that Facebook offers marketers a unique advertising opportunity to help them augment their organic efforts. The thing is that with Facebook ads, you not just invest you time, but also your money, so there is not much room for oversights and goof ups.

Though Facebook offers a number of paid ad options as well as placements, if you get to the root, all ads can be broken down into three major stages:

  • Campaigns – The place where all your assets rest
  • Ad Sets – Targeting separate audiences requires different ad sets for each
  • Ads – Inside the ad sets are the actual ads

Now that you know the basic differentiation, let’s get down to what you have to do to make said ads:

Find an Editor

No, you do not need to run out and hire a new guy to be editor; we’re talking about the tools that are available with FB for editing. These are the Ads Manager and the Power Editor. Before choosing, consider the size of your company and the number of ads you plan to run at a time. The Ads Manager is good for most companies, while the Power Editor is for larger advertisers.

As we move forward, keep in mind that we are describing the ad making process for the Ads Manager. Maybe we’ll do the Power Editor version soon enough too.

Why are you here?

The Ads Manager needs to know the purpose behind your campaign. There are 10 objectives listed that you can choose from. When you choose, FB has a better idea of what you want, so they will be able to provide suitable ad options to you. Only remember that whenever you are working with marketing automation software, you need to create a tracking URL with UTM parameters, so you can keep track of how the campaign is working for you.

Who do you want to reach?

The next step is to choose an audience. If paid advertising is new for you, you might have to experiment a bit before you find your perfect target audience. The size of your target group also depends on your objective. If you’re aiming at increasing sales, you want to reach a select group of people who you know will visit your site; but if you want to increase brand awareness, you might consider targeting a broader audience.

Take out your wallets!

Now you need to set your budget. There are two ways to do this:

  • Daily budget – If your ad is to run throughout the day, go for a daily budget.
  • Lifetime budget – If you’re running your ad for a specified time period, go for this budget.

Set the alarm!

The next part is to schedule whether your campaign is to start running immediately and then keep running continuously, or if you want to customize the beginning and the ending of the campaign. Parameters may also be set, to run your ad on specified days and times.


Choose if you want to bid for your ad or not. This will affect how your ad will be displayed and how it will be paid for. You will pay for your ad to be shown to your target audience, but FB will control your maximum bid. Otherwise, you will have to choose manual bidding, which will give you control over how much you want to pay for every action completed.

How it’s seen

The delivery of the ads can be divided into two categories: standard and accelerated. Standard delivery shows your ad throughout the day and the accelerated delivery is more for the time-sensitive ad campaigns (it requires manual bidding).

This one was all about the basics of Facebook ads, tune in next time, for the guide for the actual creation of the ads.

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