facebook ads

Beginners’ Guide to Facebook Ads

Facebook ads are a form of social network advertising that allows marketers to target users based on their location, demographics, and profile information. A single campaign can reach people on all of their favorite apps and websites since the ads display on all mobile or desktop devices. Marketers build an ad and then select placements to run the ad in the places that are most likely to achieve their campaign goals. Some of the formats for Facebook ads are photos, videos, carousels, slideshows and collections.

Setting up your campaign

A Facebook campaign has three levels, namely Campaign, Ad set, and the actual Ad. The campaign is where you organize your advertising. It can contain several Ad Sets depending on your campaign objective. For example, do you want to drive sales to your website or increase the number of likes on your Facebook page? Depending on what you want to achieve, you’ll have to create one campaign for each objective.

A Facebook ad set level is the backbone of your campaign. You can have multiple ads and create a detailed targeting to users who are most likely to take action based on your objective. You can create an ad set based on your target audiences behavior on Facebook, e.g. who they like/follow as well their friends’ activity on Facebook.

The Facebook ad is the final product of your campaign, which will be displayed on Facebook.

Whom do you target with Facebook ads?

You can figure out whom to target in two ways. One, you can target your existing audience creating a custom audience. These can be people who visit your website or people on your email list.

The second way is through lookalike audience thanks to Facebook’s database and algorithms. If you have a Facebook page for your products or services, you can create a lookalike audience based on the people who already like your Page. Facebook will you use its algorithms to provide you with people who share as many attributes with people who have liked your Page. For more accurate results, you need to have a higher number of people who like your Page.

How will that happen?

The answer is the Facebook pixel, which is a piece of code that’s embedded into a website and tracks the activity on a site and reports it back to Facebook. That explains why you can browse the internet, and the next time you log in to Facebook, you see an advertisement of something from a website you visited appear on your Facebook feed. According to Facebook, it uses the info to improve on its products as well as showing its users more interesting and useful ads. Facebook’s Data Policy and Cookies Policy state that it won’t share personal information that identifies the user.

How useful are Facebook ads when marketing

Facebook ads present a win-win scenario for all the parties involved; Facebook itself, Facebook users and marketers. Of course, Facebook will make money through the ads, and the user gets what he/she is only interested in. Unlike mainstream media, which shows ads that some people have little interest in, Facebook makes sure it gives its users a near-personalized experience. But most importantly, marketers can use them for the following:


An ad campaign targeting to drive traffic can help the business gather more pixel data. Basically, when Facebook users click on your advert and directed to your website or app, you will create a foundation of advanced ad campaigns such as a conversion campaign or retarget your custom audience.


If you want to boost social proof through post engagement, page likes, offer claims or event responses, then engagement objective is the way to go. The point is to get more people to see and engage with your Facebook post or Page.

Lead generation 

You can use lead generation objective using the template that Facebook gives you to collect email addresses from people who click your advert to subscribe, take of promotion offers, e.t.c. The list can be used to reach out to your audience personally through emails or build a following.


If your objective is to increase conversions on your website, this is the most suitable campaign, but you’ll need to have pixel data to gain its benefit. It’s more of an advanced type since it will rely on traffic or lead generation campaigns

Image by Joseph Mucira from Pixabay