How to Advertise on Facebook | Updated Guide 2020


Learn more about Facebook advertising This Beginners Guide takes you through the basics of how to advertise for your business on Facebook. Set up your ad account. Target your audience

Only 4% of the 25 million small businesses operating on Facebook are running Facebook ads. What a huge opportunity has been lost for small businesses not to mention Facebook itself — which is a lot of potential advertising revenue dormant.

As a business, this means that Facebook is the ideal place to start. But unfortunately, just because Facebook is a great platform for advertising, it does not mean that all brands use it effectively. Many people waste money and throw resources down the drain because they have no strategy or don’t understand how to use it. Hopefully you are not. To be successful all of this is a little knowledge of how to advertise your business on Facebook and what are some best practices.

How to Advertise Your Business on Facebook step by step

Create your Facebook Business Page and ad account.

Facebook is the most frequently used social network and is often one of the first places people visit to get information about a business, but many businesses do not have a Facebook page. A Facebook page is linked to your personal profile so Facebook knows who owns the page, but it is a different presence that you can use to promote your business , brand or cause. A Facebook business page is one of the best ways to connect with your customers and build a following for your company.

Creating a Facebook Page step by step

To create a Facebook Business Page, click the page header in the navigation on the left side of your Facebook profile page.

Next, click on the Create a Page button. Six different types of pages can be created on Facebook.

Select the type of page — local business or location, for example, or brand or product. You will see several fields to fill, such as your business category, name, and address.

Click the Get Started button, and Facebook will guide you through the rest of the setup process, step by step.

A Facebook Business Page helps people learn about your business, what you do, how you can be contacted and where you are located. There will be a menu on the left side on your Facebook page that allows your customers to view information such as pages, photos and videos, events, reviews and posts. One of the most important things you can do is create a visually interesting cover photo to take advantage of the space above the fold.

For example, if you own a hotel, you may want to share some photos or videos of your hotel for those who would be curious to see what your hotel looks like and want to go there. If you own a toy store, you may want to share pictures or videos of your toy.

Once your Facebook Page is set up and optimized, check out our full guide to Facebook Ad Bidding Strategies on Facebook to take your Facebook strategy to the next level.

Add the Facebook Pixel to your website.

Facebook Pixel will help you the most with your social advertising budget. Facebook Pixel is a line of code that you can install on your website that allows you to measure the results of your ads, to optimize campaigns to take care of the cheapest tasks, and to build audiences at the cheapest price may be used. Better ad targeting

Here’s a closer look at the types of event codes you can add.

Copy-and-paste the pixel code into the header code of your website. That is, post it after the

tag but before the tag. You need to paste it into every single page, or into your template if you’re using one.

Inside the Aadhaar code, you are able to add another (non-essential) portion of the Facebook pixel called a standard event code. Standard event code is used for pages of importance

Facebook Pixel helps you track the number of conversions e.g. Signing or purchasing a newspaper, cost per conversion (CPC) and conversion rate (CVR). You can genuinely measure your ads’ performance because the pixel can track every visitors’ interaction on your website after they click on your ad just like you get in Google Analytics.

Facebook Pixel tracks anyone on your website regardless of the referral source. For this reason, retargeting can also strengthen all your marketing efforts from other platforms. Facebook Pixel is a very powerful tool, and developing a strategy to meet specific business objectives will help you understand how to engage with current customers and find new leads.

Start creating your ads.

The time has come to start creating your ads, you have to make a variety of decisions about which ad format you are going to use, which audience you are targeting and where you want to place your ad. Enter Facebook Ad Manager and choose the Campaigns tab, then click Create to start a new Facebook ad campaign.

First choose your ad format, then enter the text and media component for your ad. The formats available will vary based on the campaign objective you selected back at the beginning of this process.

Choose your objective

Facebook offers 11 marketing objectives based on what you want your ad to accomplish. brand awareness, reach, traffic, engagement, lead generation, etc.

Name your campaign

Scroll down and enter your campaign name. In the “Campaign Name” text box, name your ad campaign. You can name your campaign as per your choice and decide your ideal expenditure.

Target your audience

A target audience is the demographic of people interested in your product or service. If you own a toy store, your target audience is parents, grandparents, and anyone else with children in their lives.

Choose your Budget

Decide how much money you want to spend on your Facebook advertising campaign . You can set a daily or lifetime budget for the campaign. With such a limited budget, you want to make sure that you are targeting the best audience for your brand.

Facebook ad placements

Facebook calls at various places in which they can show your ad placement. You set your placement at the ad set level of your campaign, and depending on the purpose of your campaign, your ads may appear on Facebook, Instagram, audience network, and/or Messenger.

Design your ad

The most important part of an effective Facebook advertisement is good quality visual content. It is more likely to convert users than any other content type. Choose your ad format and design the ad — including images or videos, text, etc.

Facebook allows you to create six ads with unique images at no additional cost. Typically, the image and video specs will be listed on the right, but for quick reference: Image Specs:

Recommended image size: 1080 x 1080 pixels
Aspect ratio: 1:1
File type: .jpg or .png

Video Specs:

Format: .MOV or .MP4 files of .gif
Resolution: 600px minimum width
File size: 4GB max
Aspect ratio: vertical (4:5)
Recommended Facebook length: 15–60 seconds

When you’re happy with your choices, click the green Confirm button to submit your order, then wait to get an email from Facebook notifying you that your ad has been approved.

Set a reasonable budget and schedule

Facebook advertisers are currently able to set budgets by ad set within a campaign, but, starting in September, when ad campaigns migrate the campaign for budget optimization, advertisers only pay for minimum and maximum at ad-set levels Will be able to set spending limits. There are two types of budgets for Facebook, daily and lifetime. Both options have benefits and drawbacks, and it is not always clear which one you should choose.

Daily Budget Simply put, your daily ad spend is capped at a specific amount and that same amount to allocated to be spent in full if the platform sees fit.

A lifetime budget puts your ads in the hands of Facebook’s targeting system, serving on a maximum time basis. When setting a lifetime budget, you give Facebook the budget you want to spend for the entirety of the campaign and then choose the date the ad set ends.

Your ability to schedule advertisements on Facebook is actually directly influenced by your budget choices. If you want to use ad scheduling, then you will need to choose a lifetime budget. Daily budget ads do not allow scheduling

Here is a visual representation with and without campaign budget optimization

Whether you have $ 100 or $ 10,000 to spend, understanding how Facebook deals with your advertising budget is important for campaign budget optimization, regardless of Facebook performance, per your campaign. The ad set will try to cost $ 10. With campaign budget optimization, Facebook will react to the performance of each of your ad sets. You can then spend more or less per set to get the most results.

Setting your Facebook advertising budget during the testing phase is not very complicated. You will find which ads perform best and you can measure those ads and keep them running. At the time, I got worse results with campaign budget optimization without it. I then quickly released him.

Create lookalike audiences.

Lookalike audiences are highly valued but often not used. Lookalike audiences derive from any other custom audience — be it a CRM list, a website visitor list, or even an audience built from engagement on your FB ads or posts. This allows you to build a new audience using established audiences such as those who watch your video or have purchased from you before. With a lookalike audience, you are able to create a list of people to target based on similarities with your current customers.

Lookalike audience is a listener targeted by Facebook based on a custom list you have imported. Each time you import a custom audience, Ad Manager offers you an option to create a lookalike audience from that list:

To create a lookalike audiences, your custom audience must have at least 100 people. If you do not have enough people for a custom audience based on a product page, you can always create a custom audience that includes visits to all product pages or all pages on your website. Targeting lookalike audiences is exactly like targeting custom audiences. In your ad set, go to Custom Audiences, select Lookalike Audiences, and select your audience.

Lookalike Audiences are incredibly powerful and can:

  • Help expand potential audience targets
  • Find new customers in different countries
  • Narrow down to specific audience groups within larger targets

When creating a lookalike audience, Facebook will ask you to choose 1–10% to one percent of how many people you want in your audience. The higher the percentage, the more people you have in your audience, but the less targeted it is.

We recommend sticking with the top 1–4% of Lookless initially. Small countries should be big while big countries should be small.

You can choose only one country per lookalike audience. You can create multiple audiences for many countries, but many countries cannot be included in one audience. Meaning, you can create a lookalike audience for USA, another for CA, and another for MX, but you can’t have a single audience that includes users from all three countries. Click Create Lookalike when you’re done.

Create a Facebook split test

When running online advertising, one of the most important things to build in your thought process is the testing mindset.

Running a split test is no more than what you are already spending, as Facebook ads are priced as a result. Split tests allow you to test everything, and even small elements can greatly improve your marketing performance .

What Is the Facebook Split Testing

Split Testing is a tool designed by Facebook that allows advertisers to run two different ads concurrently — essentially Facebook split testing allows advertisers to easily separate one variable at a time for your campaign. And allows testing, and determines which audiences, placements, distribution optimization and creative are in your Meet the cricketing goals

Split testing can be applied to nearly everything you can think of: emails, landing pages, blog post titles, and of course, Facebook Ads. A good split test can result in drastic ROI improvements, even as high as 10x!

Turning on the Split Test feature

After choosing your intended purpose, you can now tick the split split test box. Note that the feature must be enabled beforehand and cannot be activated for already running campaigns until you edit your ad set

If you have access to a split test, you can use three different campaign objectives:

  • Website conversions
  • App installs
  • Lead generation

The Facebook A / B test works by evenly dividing your ad set (up to five times), eliminating audience overlap and ensuring that users only see one variation for the duration of the test.

Facebook split tests can help you determine your best audience. While you can test the effectiveness of advertisements yourself, Facebook also allows you to target your ad to a different audience. — this enables advertisers to find the audiences where their ads are the most successful, Helping companies raise every advertising dollar for maximum results.

Split testing is currently only available for website conversion, mobile app installs, and lead generation campaign purposes.

By using it in your sales funnel, you can target different audience temperatures and connect with people at different levels of awareness and consideration for your products or services.

Target your audience

Effective Facebook targeting increases ad conversions while reducing the cost per conversion — the ultimate measurement of an ad’s value. Using targeted social ads can have a lot of benefits for your business by making your social media marketing efforts effective and efficient.

Facebook allows you to target your advertising audience based on your existing customer relationship management system. This means that you can target current customers, lapsed or inactive customers, recent contest participants, etc.

Knowing your target audience is the key to reaching it. This is because the better you know your audience, the more relevant content you can create, and the more your ads will resonate.

When you’re setting up an ad, the first thing Facebook will ask you to do is select the location, age and gender of your target market.

The most commonly used filter is the location. From across the country to individual zip codes, this targeting feature allows you to display ads to users in precise geographic areas. Age, gender and spoken languages ​​are other broad stroke options you can use to refine your ads for viewing.

Where is your audience located?

First things first, where are your customers located? Being able to target people right in the vicinity of your place of business is incredibly powerful

All these questions are answered by Audience Insights. For information about demographic data such as gender, education, job, and relationship status, lifestyle, online behavior, passion, and so on, Audience Insights is a gold mine for any market. Go to your Facebook page Insights and choose “People”. You can see not only where all your followers live, but also where your most followers live. You’ll also find age and gender information, which will come in handy when we get to some of the other questions in this post!

It is a tool used by professional marketers to deliver highly targeted advertisements, and it is not difficult to learn. Take time and give yourself a leg up on your competition

Use Facebook Custom Audience?

A Facebook custom audience is a specific group of people to whom you can show your ads, such as a list of your previous customers. This is done by uploading the hashed subscriber list.

You can focus your Facebook ad targeting to the audience you’ve built on Facebook, Instagram, and the audience network.

If you are interested in learning more about these advanced targeting techniques , check out Absolute FB Ads and join us inside a private support group.

As we mentioned, getting started with Facebook advertising may sound a bit odd, but once you implement the steps above and continue to practice and refine your strategy, no doubt Not that you will be able to find Facebook advertising system. Will be effective for your business.

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Madhuranjan Kumar —

I’m Digital Marketing Specialist since 2011. I have successfully completed 250 Projects till date. Majority of my clients are from the USA, UK and Australia.