Facebook Advertising Guide

Facebook Advertising Guide By Weebigo

Facebook has evolved itself from everything today.

When it was launched it was for people to get connected with its friends and family. Today it has given the biggest opportunity to businesses to get connected with its users.

When brands want to get connected with its users then the best place to start with is Facebook.

Today the best place to get started to target the audience is Facebook.

People are spending their time on Facebook, connecting with their family and friends and today even businesses have the opportunities.

Facebook is the biggest place in the world to get the targetted audience for any types of businesses.

When you want to target any category of the industry then the place you need to go is Facebook.

Facebook has turned out to be the Pay To Play place, but it doesn't mean that you need to pay for everything to reach people, you can even start with small budget.

If you have thought of starting advertising on Facebook and you want to get higher conversions for your business ads, then you have come to9 the rights place where we will be guiding you with the complete tour How To Run Facebook Ads for better conversions and engagements.

When you are spending you also need to have the better results and for that here is the complete guide which will help you to get it.

When you understand how Facebook Advertising works, you’ll be able to get amazing results, even from a fairly modest budget.

In this post, we’re going to explore how you can achieve just that.

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There’s a ton of stuff that we’re going to cover, such as the common mistakes that trip up most newbies, and the best practices used by the experts.

We’ll also take a look at some of the advanced tactics you can use to get the most out of your Facebook Ads.

Once you’ve finished this guide, you’ll feel incredibly prepared when launching a Facebook Advertising campaign of your own.

First things first: Why use Facebook ads?

Facebook Advertising is now one of the most effective tools out there to grow your business, create loyal customers, and generate leads and sales. There are now over 3 million businesses advertising on Facebook and there’s never been a better time to start than now.

Here are just a few reasons why Facebook Advertising is hugely exciting for marketers:

  • Audience size: Facebook now boasts over 1.13 billion daily active users on – 1.03 billion of which access the social network via mobile devices.
  • Attention: People spend a lot of time on social networks. The average user spends about 50 minutes just on Facebook, Instagram, and Messenger every day.
  • Organic reach decline: Organic reach on Facebook has been in decline for a few years now and has almost hit zero. If you want to break through now, Facebook is all but a pay-to-play network.
  • Targeting: The targeting options within Facebook Ads is incredible. Business can target users with by location, demographics, age, gender, interests, behavior, and much more.

So much so, that it won’t be long before you join the many people achieving amazing results with the platform.

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Let’s get started!

Step 1: What Are Your Goals For Facebook Advertising?

Before you get started giving ads on Facebook you need to know what are your goals that you want to see as the result when you pay to ads placement.

Before you jump in and create any adverts, it’s important to first think about why you’re advertising and what you’re aiming to achieve.

By setting yourself a few goals ahead of going live with ads, you also have something to measure your success against.

For example, if you’re looking to increase downloads of your mobile app through Facebook Ads, you could set a goal of 100 downloads in the first month.

This will also help you when it comes to choosing the correct objective for your Facebook Ads campaign in Step 3 below. Some more example goals could be:

  • Increase traffic to my website from Facebook
  • Increase attendance at my event
  • Generate new leads
  • Increase the reach of our content on Facebook
  • Boost engagement for our Facebook Page

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Step 2: Let's Head To Ads Manager

Facebook ads manager is the tool where you can start giving ads on Facebook. Ads manager provides all the bunch of tools to help you guide and place ads on Facebook networks.

Once you’re into the Ads manager, you can navigate with the menu on the left-hand side of the page. To get started with your first ad, click the green button in the top-right corner of the page.

Step 3: Time To Choose The Objective

When we want to accomplish the task we need to have some particular objective behind it. Now the objectives differ from the task to task.

In the same way when you want to place ads on Facebook we need to have particular objective to be chosen for sponsoring ads.

There are bunch of objectives what Facebook itself asks you to choose.

When you click to create a Facebook Ad, you’ll go to a page where you choose the objective for your campaign. There are 15 options here for what you might want to achieve:

Facebook Ads manager

With Facebook, you have many different ways of approaching an ad campaign. These ways can typically fall within three categories of benefits:


Objectives that generate interest in your product or service:

  • Boost your posts
  • Promote your page
  • Reach people near your business
  • Increase Brand Awareness
  • Increase your reach


Objectives that get people to start thinking about your business and look for more information about it:

  • Send people to a destination on or off Facebook
  • Get installs of your app
  • Raise attendance at your event
  • Get video views
  • Collect leads for your business


Objectives that encourage people interested in your business to purchase or use your product or service:

  • Increase conversions on your website
  • Increase engagement in your app
  • Get people to claim your offer
  • Promote a product or catalogue
  • Get people to visit your shops

Once you’ve selected your marketing objective, you’ll then be asked to name your campaign:


Now we will go to step 4

Step 4: Finding The Target Audience & Setting Your Budget

Target Audience For Facebook Ads

Now when we want to advertise any business, we see that we do it as per our target audience. When we want to target the specific group of people, we can even do it and we do it because it is no use going behind the people who are not interested in our product.

Now the best way to it on Facebook is it gives you the complete freedom of choice to select the different ethnicity people.

You can select people as per their age, demography, locations etc.

This step is extremely crucial for the success of your Facebook Ads campaigns. The audience for your ad can be customized based on all the following demographics:

  • Location, starting with a country, state, city, zip code, or address, and refining even further with a mile radius
  • Age
  • Gender
  • Languages
  • Interests – Facebook looks at a person’s interests, activity, the Pages they like, and closely related topics
  • Behaviors – Things like purchase behavior and intent, as well as device usage
  • Connections – Choose to show the ad to all people, just those connected to Buffer, or those not connected to Buffer

In addition, with the Connections setting, you can choose advanced targeting, which lets you include or exclude people who are connected to certain pages, apps, or events.

You can also further customize your targeting using custom audiences to retarget people who have already interacted with your business.

Setting your budget

Once you’ve selected your target audience, you next need to choose how much you’d like to spend on your ad. When you set a budget, it’s important to remember that this figure represents the maximum amount of money you want to spend. You can also set your budget to Daily or Lifetime:

Facebook Ads Budget

  • Daily: A daily budget is the average that you’ll spend every day.
  • Lifetime: A lifetime budget is the maximum that you’ll spend during the lifetime of your advert set.

Step 5: Start Creating Adverts

Now it's time to have fun, where we sit and select the different media sources to create an advert to run on Facebook.

When we are creating adverts Facebook provides us the different options like using an existing post or creating a new advert. Here’s a quick look at both options.

Using An Existing Post

There are posts which you have already shared on your feed, so Facebook provides you the option to select the existing posts.

You can choose one from the images, videos or links which you have shared.

To do this, select the ‘Use Existing Post’ option from the Facebook Ads Manager dashboard. From here, you can choose which Page you’d like to select a post from and pick an individual post from that Page to use as your advert:

Now let us see how to create a new advert.
Creating New Advert

If you’d like to create your advert from a blank canvas, the first task is to select the format you’d like to use for your advert. Facebook Adverts look slightly different depending on the results you want. Facebook currently offers 5 various formats for adverts:

  • Carousel: Create an advert with 2 or more scrollable images or videos
  • Single image: Create up to 6 variations of your advert using 1 image
  • Single video: Create an advert with one video
  • Slideshow: Create a looping video advert with up to 10 images
  • Canvas: Tell a more immersive story by combining images and videos

Once the format is selected, you need to add the content to your advert (the images or video and the copy).

This part is incredibly important to making your advert stand out in within Facebook’s or Instagram’s feeds. If your ad is going to be a success, you want your image and copy to be enticing enough to make people want to click.

Image specs: 

  • Recommended image size: 1200 x 628 pixels
  • Image ratio: 1.91:1
  • To maximize advert delivery, use an image that contains little or no overlaid text.

Video specs: 

  • Format: .MOV or .MP files
  • Resolution: at least 720p
  • File size: 2.3 GB max.
  • Recommended aspect ratio: widescreen (16:9)
  • Facebook: 60 minutes max.
  • Instagram: 60 seconds max.

Now the time has come to ad placements

Step 6: Ad Placements

When we want to start marketing our product, we need to choose the place of marketing.

We know there is something called as 4Ps of marketing and the 2nd P is Place, in the same way we will get our option to select the ad placement options in Facebook.

Adverts may appear in Facebook’s mobile News Feed, desktop News Feed and right column. You may also create ads to appear on Instagram.

Ad placement images.

Facebook recommend using the default placements for the objective you chose, which enables Facebook to optimize placements for you in order to get the best possible results at the cheapest overall average cost.

Step 7: Place Your Order

Now, your advert is ready to go. To submit your ad click the ‘Place Order’ button at the bottom right-hand corner of the page. Once your ad is submitted, it’ll be reviewed by Facebook before it’s put live (you’ll receive a confirmation email from Facebook once the ad is live).


A lot of our experience here didn’t quite match up to the benchmarks, likely for a number of factors like this being my first dive into Facebook Ads (lots to learn!) and my not spending the time to truly optimize the campaigns.

Like all the experiments we run and share here, your mileage may vary. And we’d love to hear your experience and results!

Thanks for reading! I hope you find to be a useful guide for getting set up with Facebook Ads and I hope our benchmarks also prove to be a handy measuring stick for what can be achieved on a limited budget.

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Good luck!

NOTE: This post contains the links which are affiliated to the sponsored products when you click on them and do the purchases, we get the small commission for those links.

About Anish Kokani

Anish Kokani

I'm passionate about helping people grow their Businesses in terms of Sales, Revenue and Traffic using Traditional as well as Digital Marketing. Till today, I've helped several businesses grow at the rate of 300% and much more.

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