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Beginners Guide To Facebook Advertising

Facebook advertisements are the paid messages which are written and delivered by businesses in their own languages so that they could reach more and more people. With over 2.3 billion active users a month and around 1.6 billion active users in a day, Facebook provides a unique opportunity for businesses to reach more and more audiences and customers in an organic way.

Facebook Advertising is an important method and a way to connect to the audiences. The algorithm around Facebook makes it difficult to reach people but its micro-targeting options help businesses to target a particular type of audience, it might be beneficial for businesses as the audiences interested in the same kind of services that businesses’ are providing might get new audiences attracted towards the services.

As of June 2018, 55.1% of the world’s population has internet access and this is growing rapidly over the years and years, so the growth for Facebook is great due to increase in usage of internet and into future as more and more people are gaining access to the internet and joining Facebook.

Facebook and the internet are the whole ways to be for businesses to connect with consumers and generate sales from advertisements.

In a study in 2017, 54% of consumers stated that social media influence their shopping habits the most. Out of them, over 44% said that Facebook was the most influential social media platform.

Providing easier targeting options for businesses, Facebook is the ideal platform for brands and businesses to reach ideal audiences.

With growing years, Facebook is constantly adding more features and improvising the users’ experience for both businesses and normal users. This is the biggest reason Facebook has sustained growth over time and is continuously increasing

Facebook advertisements require a lot of effort as different Facebook ad types and targeting options help a variety of businesses.

Types of Facebook Ads:

  1. Video Advertisement
  2. Image Advertisement
  3. Carousel Advertisement
  4. Slideshow Advertisement
  5. Lead Advertisement
  6. Instant Experience Advertisement

Besides, different types of advertisements they need to contain at least 2 of the following 5 characteristics:

(1) Social Information — Users can see if their friends have engaged with the respective ads/business.

(2) Business Name — The business name is always displayed prominently.

(3) Text — The (hopefully) interesting and informative copy that tells users about the ads.

(4) Media — The attention-grabbing and highly compelling graphic that gets users interested in the ads.

(5) Call to Action (optional) — A customizable button that encourages people to click on the ads.

1. Video Advertisement:

Video Advertisement

If you are one of the billion active users over Facebook, chances are, you might have noticed video advertisements taking over the platform.

With the Internet in our pockets, and purses, many people around the world now have constant access to information. This growing online environment is changing the way people view and absorb information. Recent research shows that people consume content on Facebook through videos better than any other way.

With GIFs, videos, slideshows, and Canvas ads floating consistently around Facebook these days, one thing has become evident—users prefer interactive content over stagnant content. They want something that moves. Something that’ll give them an experience they just wouldn’t get looking at a still image. Image ads are still prominent, sure, but statistics tell the story: Views of branded video content on Facebook increased by 258% as of June 2017. Each day, over 500 million people watch video on Facebook

More and more marketers are becoming aware of this powerful video content format, and are quickly hopping on the video trend to give their viewers what they want and get themselves better businesses.

According to Adobe,  shoppers that view videos are 1.81X more likely to purchase than non-video viewers.

Basically, Facebook Video Advertisements are the video content that helps audience to understand the concept in an easy way.

Note: “The video format is one of the best ways to get instant clicks and purchases of any brand, product or content as it could nudge the audience instantly as compares to the written or simple ads.”

Instead of writing out a blurb of text and/or uploading an image, the users can either create a video in-house, work with a videographer to create one video, or use an already existing video to upload to Facebook’s video player. From there they will be able to customize the video description, thumbnail, budget, and audience they serve the ad to.

Why Video Advertising Is Useful?

People have been watching over 100 million hours of video on Facebook each day, and each moment is important for advertisers. According to independent Fors-Marsh tests, people can recall mobile News Feed content after seeing it for only a quarter of a second. The value of businesses’ video ad—whether they are measuring ad recall, brand awareness, or sales—happens quickly and increases with duration through Video Advertisements over Facebook.

A study by ComScore found that 64% of consumers are more likely to purchase a product after seeing a video about it.

Facebook Video Advertisements are the best way to ensure people remember the brands and come back to the sites. Video isn’t just trending on Facebook, it’s a strategy that works to fuel engagement across multiple social channels like Twitter, LinkedIn and so on.

With people’s growing control over what content they watch and for how long they use Facebook, the faster businesses can communicate their message and capture viewers’ attention in a video ad. The better content you will post, the better reach, and exposure you will achieve.

How Can The Users Generate Video Advertisements?

There are certain steps and procedures to be followed:

  • Log Into Facebook – This is the most basic step, the user needs to log in their Facebook account with their email ids and passwords or even the mobile numbers if they have registered that with the Facebook instead of email id through desktop and supported mobile devices. However, if the user is already logged into Facebook, they do not need to do this step.
  • Open Profile Page – The users then need to go to the profile page from which the advertisements need to be created.
  • Click on Create – The users then need to click on the “Create” option which is displayed on the top right side in the profile page.
  • Select The Ad feature – The Create option will display a further list as of what the users want to create, it will show up the options of Page, Ad, Group, Event. The users can select the Ad Option to create an Ad.
  • Selecting Objective – The users then need to select the objective as to what they would like the campaign objective to be.

The objectives refer to the following categories: Awareness, Consideration, Conversion

Awareness: This category has 2 parts referred to as Brand Awareness and Reach.

The users who are new to businesses can use these as a part to grow their businesses.

Consideration: The category contains the following – Traffic, Engagement, App installs, Video views, and Lead generation Messages. The users can select the type of advertisements they want to create through these options as what needs to be kept in consideration while the advertisement is generated.

Conversion: This category is basically defined for converting through Conversions, Catalog Sales, Store Traffic. The users can generate conversion for websites, stores, catalogs through it.

The user needs to click on the Consideration option and then select Video Views option for Video Advertisement.

  • Audience –  The users then need to select the category of the targeted audience in reference to their businesses and services. They can also select the audience through a predefined audience.
  • AD Placement – This option is new, the users can select the Ad location through two options –  Automatic, and Edit Placements. The Facebook AD page mentions below the Automatic Option as to be recommended as it provides a bigger exposure.

The Edit Placement option lets the user select the placement of the manually and according to users’ preferences.

  • Budget – The users need to define the budget as to what they would like to spend over the advertisement. There are two types of budget:

{i} Daily budget- If the users want their ads set to run continuously throughout the day, this is the option they will want to go for. Using a daily budget means that Facebook will create a budget according to the users’ spending per day. The minimum daily budget for an ad set is $1.00 USD and must be at least 2X of CPC (Cost Per Click).

{ii} Lifetime budget- If users want to run the ads for a specified length of time then they can select a lifetime budget. This means Facebook will pace the spend over the time period users have set for the ad to run.

  • Schedule – The users can set the timings and schedule as for how much time the Ad is to be posted. The users can also set parameters so that their ads only run during specific hours and days of the week.
  • Create Ad –  The users will notice a few options to build their beautiful videos. They can upload a video, browse through the library, or create a slideshow with images. In most cases, they would want to grab a pre-made video from desktops or promote videos that they previously posted organically.

The users need to take note of Facebook’s video specs before uploading them to ensure the highest quality experience. A different format could result in poor playback if the aspect ratio is off.

  • Customization – The user then needs to customize the videos accordingly and then create the advertisements and see the results.

2. Image Advertisement:

Image Advertisement


For the brands, posting on Facebook is not enough anymore as the platform is changing its algorithms and schemes continuously, especially for the ones who are new to business cannot risk over just posting about their brands, products or services. Surely users can throw money around in order to get traffic towards them but it is only beneficial if the users are aware of it.

One way to perform it is through optimized Facebook Image Advertisements targeted at the right audiences and with clear and attractive images. These Ads can help them to spend time wisely and see a positive result on the investments made.

Why Image Advertisements Are Useful?

Visually appealing content is not only treated more favorably in Facebook Algorithm but is easily remembered by the users than written content. The businesses can create any type of ad but the images should be visually appealing.

Image Advertising plays a major impact on the audiences if done in the right way and can generate a good amount of traffic.

Important components to keep in mind for Image Advertisement are:

Stunning  Visuals

Visuals grab the attention of users while swiping and scrolling through the News Feed. To reach people on Facebook means being able to communicate visually.

Facebook favors visual content over written content because time has proven that users are engaged more in visual content than written content. Visuals are more easily remembered and they’re far more likely to be shared and get great exposure for new businesses. Hence, an image with an attractive visual is necessary for getting more traffic through Image Ads on Facebook.

Relevant images

It is necessary for businesses to create relevant images for their businesses,  If the ads don’t resonate with the audiences, there’s little chance they’ll take a second look at the ads, let alone engage with it.

Irrelevant ads are a complete waste of time and money.

Clearing Value Propositions

The audiences always need answers as to how are the services rendered by the businesses, therefore businesses need to tell the audiences why they should engage with their respective ads. What value will they receive and what makes their offers better than the rest?

Tips to create Image Ads on Facebook that sell

(1) Use High-Resolution Images

This goes without saying, businesses need to click high-resolution images in order to attract audiences towards the advertisements. It is no longer a tip but necessity as audiences scroll their feed super fast and no one would like to see a low-quality image in the feed, this will drive the audience away from the advertisements.

Nothing looks worse than a low-quality image in the ads. For this reason, the businesses need to be sure to use the highest quality images possible to help their ads look their best.

(2 ) Using people for products

The advertisements have to look relevant to the targeted audience’s needs as it belongs in someone’s news feed, the users can relate to it if people are used to portraying products or services.

With people being used to seeing feeds over Facebook filled with their friends and family, it is necessary for businesses to make it look familiar to the audiences. Show people using your product rather than simply displaying your product by itself is the basic and the first most motto of creating an Image Advertisement on Facebook.

(3) Keeping images free of excessive text

Facebook suggests advertisers include less than 20% text overlay on their images. Their updated recommendations advise against using any text overlays at all or using as little as possible to get your point across.

Creating written content over images makes it less visually appealing and audiences do not even find interest in reading a lot of content over the images.

While some advertisers don’t need text overlays to reach their audience, many find it more effective to include at least a short message. It is beneficial for businesses who are raising Image advertisements in reference to social causes or providing any kind of information about some events.

(4) Using numbers to get across:

It has been observed in surveys, that people stop over an advertisement if there are numbers in them; that means advertisements that provide discounts or offers in numerical form like “Buy 2 for 1” or “Get 30% Off” attract more audiences than the advertisements that show it alphabetically.

People are conditioned to pay attention to numbers in ads to help them understand its value more quickly. So the businesses need to be sure to use any number that helps support their ad’s benefit.

(5) Attraction towards FREE:

Most of the users scrolling through the feed may find the word “FREE” attractive as it draws the attention of people who are just scrolling through and notice free in any kind of advertisement.

People love the idea of getting something for nothing, so using it in their ad imageries as much as businesses can provide lots of benefits. They don’t need to worry about giving their products away for free though! Something as easy as including a FREE download, a FREE consultation, or FREE shipping could be enough to improve the engagement rates of the ads drastically.

(6) Multiple Images:

In some cases, the usage of multiple images increases the efficiency of the Ads. This can easily be defined as a type of eCommerce advertisement where more than one products or services can be beautifully grouped together to create a visually appealing presence.

(7) Use Social Proofs:

Using social proofs means utilizing real-life testimonials; surveys or reviews of customers regarding products and services.

 Using well-crafted customer testimonials obtained from blog post comments, reviews, tweets, and Facebook posts to create Ads accordingly which shows what people think about the services rendered or the products used.

It creates a strong impact on users as Customers Buy From Customers.

More Ad Formats That Use Images

Facebook offers different ad formats you can use to show images in your ads, including:

  • Carousel: It creates a scrollable up to 10 images and/or videos, headlines, and links, or calls to action in a single ad unit.
  • Slideshow: It creates a video-like ad using multiple images, text, and sound.
  • Collection:  This type of advertisement combines a video, slideshow or image with product images taken from a product catalog to show to people browsing Facebook on their mobile devices.
  • Instant Experience: Creates a mobile-optimized, full-screen experience that can feature a combination of Facebook ad formats – images, videos, text, and links.

How to create Image Advertising On Facebook?

  • Open Profile Page – The users need to log in to Facebook and go to the profile page from which the advertisements are to be created.
  • Click on Create – The users then need to click on the “Create” option which is displayed on the top right side in the profile page.
  • Select The Ad feature – The Create option will display a further list as of what the users want to create. The users need to select the Ad Option to create an Ad.
  • Selecting Objective – The users then need to select the objective as to what they would like the campaign objective to be.

The objectives divide to the following categories: Awareness, Consideration, Conversion

Awareness: This category has 2 parts referred to as brand awareness and reach.

The users who are new to businesses can use these as a part to grow their businesses.

Consideration: The category contains the following – Traffic, Engagement, App installs, Video views, and Lead generation Messages. The users can select the type of advertisements they want to create through these options as what needs to be kept in consideration while the advertisement is generated.

Conversion: This category is basically defined for converting through Conversions, Catalog Sales, Store Traffic. The users can generate conversion for websites, stores, catalogs through it.

The businesses need to decide upon what kind of advertisement they want to create and select the services accordingly.

 For Example, if a business selects the objective of brand awareness then they might witness the following options to provide information.

  • Audience –  The users then need to select the category of the targeted audience in reference to their businesses and services. They can also select the audience through a predefined audience.
  • AD Placement – This option is new, the users can select the Ad location through two options –  Automatic, and Edit Placements. The Facebook AD page mentions below the Automatic Option as to be recommended as it provides a bigger exposure.

The Edit Placement option lets the user select the placement manually as per the audience preferences.

  • Budget – The users need to define the Budget as to what they would like to spend over the advertisement. There are two types of budget:

{i} Daily budget- If the users want their ads set to run continuously throughout the day, this is the option they should go for. Using a daily budget means that Facebook will create a budget according to the users’ spending per day. The minimum daily budget for an ad set is $1.00 USD and must be at least 2X of CPC (Cost Per Click).

{ii} Lifetime budget– If users want to run the ads for a specified length of time then they can select a lifetime budget. This means Facebook will pace the spend over the time period users have set for the ad to run.

  • Schedule – The users can set the timings and schedule as for how much time the Ad is to be posted. The users can also set parameters so that their ads only run during specific hours and days of the week.
  • Identity  – After the above procedures, Facebook will show up a process of Identity; it means that how the users want to display their businesses, it will ask for a Facebook page and Instagram page.

It is up to the user if they want to link the Instagram page or not, they can continue with Facebook Page.

  • Format – This displays the type of Image advertisement the users want to create; that means a single image or a slideshow of images as per the audience choices.

It also offers up the features of Add a Playable Asset and Add an Instant Experience.

[i] Add an Instant Experience – It captures people’s attention instantly with a fast-loading, mobile-optimized experience that opens when they interact with the ads.

[ii] Add a Playable Asset – Uses a playable ad to let people play an interactive demo before installing the apps (Especially used for Games). 

  • Media – This option can be skipped if the user wants to, it is specifically for Video Ads.
  • Text and Links – The option occurs to enter the text user wants to provide over the Image Advertisement.

It offers options of :

[i] Primary Text: the basic text users want to put up on the images

[ii] Add A website Url: the websites of businesses that need to be mentioned, (if the websites do not open the users, are directed towards the Facebook or Instagram Pages )

  • Languages: The users can put up specified languages as if they are targeting a particular group or religion and Facebook will automatically select the languages according to audiences’ preferences.

The users need to take note of Facebook’s Image specs before uploading them to ensure the highest quality experience. A different format could result in poor visibility of images if the aspect ratio is off.

The aspect ratio required for creating Image advertisement are:

Design recommendations

  • File type: jpg or png
  • Image ratio: 1.91:1 to 4:5
  • Recommended resolution: Upload the highest-resolution image available.
  • Images that consist of more than 20% text may experience reduced delivery. 
  • Text: 125 characters

With link

  • Image ratio: 1.91:1 to 1:1
  • Recommended resolution: at least 1,080 x 1,080 px
  • Headline: 25 characters
  • Link description: 30 character

3. Carousel Advertisement:

Carousel ads allow the advertiser to create a slideshow of images or videos that are moved by a set of arrows.

Carousel Advertisement

This ad format is especially useful for eCommerce businesses looking to display multiple products in a single advertisement promoting their store or online shop.

Facebook Carousel is an interactive ad format that allows users to display up to 10 images or videos on “cards” within a single ad. Carousels are effective not only because they encourage prospects to interact with the ads, but because they just flat out allow users more room for products or portions of their brand story. They’re a favorite among e-commerce advertisers for precisely that reason.

Advertisers can put to display up to 10 images or videos within one Facebook ad that can all link to different pages. Compared to the single ad format, advertisers now have the chance of selling an additional nine products by using a carousel.

This ad format works with every objective aside from promoting the page, boosting a post, reaching people close by, raising attendance at your event, and getting video views. These also work well on mobile devices.

Benefits of Carousel Advertisements:

Facebook carousel ads are an extremely engaging way to promote businesses.

As per the researches, carousel ads can also drive up to 10 times more traffic to advertisers’ websites than static sponsored posts on Facebook. Moreover, it is also found that these ads got a 72% higher click-through rate versus single image mobile app ads.

Moreover, these are more the benefits that Carousel Ads provide:

 Increase engagement: With Facebook being the biggest platform, the users scroll through their feeds mostly and to draw their attention, Carousel Advertisements play an important role as Visual, moving carousel ads are more likely to capture the attention of the target audiences and encourage them to act. They’re more appealing than a standard photo.

Interactive: The users might be swiping through the images in the Carousel Advertisements but are getting more and more information about the businesses, products or services rendered.

Cost-Effective: Carousel ads, like any other social media advertisements, are diverted to reach a specific audience. This means that users will waste less amount of their money by not targeting people who aren’t going to respond to the content.

How to create a perfect Carousel advertisement:

Grab attention with the first image – Facebook being an overloaded place with images, stories, and advertisements make it difficult for every business to get the desired reach through Facebook Advertising, therefore it is necessary that the first image of the Carousel Ad should be relevant and grabs the attention of the users.

Relevancy – It is essential that the images contained and published in Carousel Ads are relevant to the services and products rendered. For instance, if an advertisement is functioning towards products related to men’s grooming can not include clothes for men, however, a separate ad can be created for that but mixing two of them will make the audiences lose interest in the advertisement.

How can Carousel Advertisements be created?

Open Promote Option – To create a carousel ad from the page, users need to click the ‘Promote’ button on the top right corner of the page, and then select ‘Promote your website’:

Click the “+” icon –  Next, it will show up Ads window and then under “images Section” of the window the user needs to click the “+” button to increase the cards in Carousel.

Image Additions –  once the user has decided the number of cards they want to put up in the Carousel they can select the images they want to put up in the ad and can provide headline to each card.

Budget, schedule, and placement- Once the user has created the advertisement and customized it accordingly, they can set up a budget for their ads, the scheduling and placement over the targeted audiences.

Pro Tip: If users need to crop an image, they can click on the repositioned image to drag and drop the Crop Image tool onto the part of the image they want to show.

4.Slideshow Advertisement:

Slideshow Advertisement

Facebook Slideshow Advertisements allow marketers to use more than 1 image and sound to create video-like ads to narrate products and services on desktop and mobile devices at every connection speed.

Facebook says it best, in that users can “make a video-sized impact without a video-sized budget using this creative option.”

Slideshow ads use fewer data and load faster than the average video ad, which makes them ideal for users on low bandwidth connections. 

Whether the users over Facebook are using video content, Facebook Slideshow ads are excellent video alternatives. With more advertisers joining Facebook and Instagram, it’s wise that Facebook provides more built-in tools for advertisers of all expertise levels and business sizes to utilize in their efforts to make the platform well for them.

Users can now create simple, cost-effective video-like content for advertising efforts and see success in your bottom line without much hassle.

A slideshow is a lightweight video Ad created from a series of 3-10 still images.

Advertisers can use images from video stills, a photoshoot, or photos from Facebook’s free photo library.

How Is Facebook Slideshow Advertisements useful?

  • Showcase benefits: Users can take benefit of this video-like format to highlight the multiple benefits their businesses offer. Plus, adding text to images provides more detail on the image content and attracts the audiences easily.
  • Display multiple products: For eCommerce businesses, these Ads can be used to display multiple products and give a visual tour of products and services rendered. Users can also add music to make the Ads more engaging.
  • Display demo images/videos: Some companies can use Slideshow ads to showcase demo videos/images of how their products and services work.

Tips to Create A perfect Slideshow Advertisement:

  • Use existing images: Instead of taking new photos, users need to use the images they already have on their website or Facebook page. This will save time but also ensures that there is message consistency.
  • Create out a storyboard: Since Slideshows play like videos, it is best to have a storyboard in place before users create the ad. They need to think about the images they need to feature and decide if they narrate a compelling story.
  • Use consistent branding: Users can use branding on the images because branding and message consistency is important for ads to perform well.
  • Use bright and bold color images:  Users can create images that stand out against the white background of the platform,  this is the most beneficial part as it can make the advertisement stand out from the feed and bring the attention of audiences.

How to create Slideshow advertisements?

Open Ad Manager – Over the Facebook page, users need to head over to Ad Manager which is located over the top right corner of the page.

Set Campaign – In Facebook Ads Manager, the users need to head over to the ad level of a campaign that they would like to use to set up a Slideshow Ad.

Note: Slideshow is eligible for all objectives except “Raise attendance at your event,” “Get people to claim your offer,” “Promote a product catalog,” and “Get people to visit your stores

Choose Audience –  Businesses can choose their target audience by age, gender, location, and interest, among many others.

AD Placement – This option is new, the users can select the Ad location through two options –  Automatic, and Edit Placements. The Facebook AD page mentions below the Automatic Option as to be recommended as it provides a bigger exposure. The Edit Placement option lets the user select the placement manually as per the users’ preferences.

Choose Budget and Schedule – When choosing a budget, the users must choose between Daily Budget and Lifetime Budget.

Daily budget– The amount of money you want to spend per day. For example, if the user chooses to spend $10 a day, Facebook will not charge them more than $10per day. The ad campaign ends on the day they choose on the “Schedule” section.

Lifetime budget– The amount users are willing to spend over the lifetime period of the ads. For example, if the user chooses to spend $500, Facebook will evenly distribute the budget across the period of time they selected.

Format – The users need to choose the “Slideshow” format for creating Slideshow Ads. They can select the mode as to how they want to present the Slideshow modes: Square and Vertical. The users can choose from these layouts.

Select Media – The users can select between 3 and 10 images in a Slideshow video ad that is up to 15 seconds in duration. Some templates have fewer slides and time limits. As a bonus to users, these templates are all built with mobile-friendly practices in mind. But, users should always preview their advertisements before publishing.

Customizations –  Once the users select their desired templates, the next option is to customize their advertisements. On the next screen, users can select their images, special effects, colors, logo, layout, and size of images, and select fonts from a decent size collection. When it comes to selecting effects, users can add stickers, frames, and colors to further customize their Slideshow advertisement creatively.

Choose Page and Links – The users can connect their Facebook pages or Instagram pages, add a link to their websites, link descriptions and so on. This is optional though.

5. Lead Advertisement:

Facebook lead ads let users include a lead generation form;  known as an instant form — in their campaign for people to quickly share basic information with businesses. Instant forms are especially useful on mobile where people spend an average of four hours a day on their phones.

Businesses of all sizes and varying industries use Lead Ads to find new customers who are likely interested in their products or services. Lead ads allow users to collect information from potential customers.

 The information they can collect includes, but isn’t limited to, names, email addresses, phone numbers, and more. It also provides the businesses the option to ask audiences a few questions about which audience care.

Leads are people who express interest in your product or service. Lead generation is the process of attracting and converting visitors into leads.

The best way to cater to your audience’s needs is to understand your ideal customer. Facebook Lead Advertisements helps businesses to understand the preferences of the audiences and generate products and services according to customer needs.

Lead generation is a marketing process where users capture interest in their products and services. It is a way to take a target audience from an introduction to their products and services, and guide them through sales funnel.

Benefits of Lead Advertisements:

  • Users don’t need a landing page as Lead Ads fetches data directly from Facebook’s database with the consent of the customer who is interested in businesses’ products and services. (It is best to have a landing page with a detailed overview so that audiences will be mentally prepared for further communication from businesses)
  • Users have multiple options to pick in the form; the businesses can create Lead advertisements accordingly as to what services and or products they are offering. The platform allows users to create their form with five data points. The users usually prefer Name, Phone, Email, Designation, and City.
  • Mobile Internet users are usually higher than Desktop users; this will help brands fetch data on a larger audience base.

How to create Lead advertisements?

  • Open  Ads Manager
  • Select Campaign Objective
  • Name the Ad Campaign
  • Creating an Ad Set
  • Set the Facebook Business Page
  • Audience filter
  • Choose the Ad placement
  • Set budget and schedule
  • Name the Ad
  • Linking Social Accounts
  • Select the format
  • Upload media
  • Add copy
  • Select form fields

1. Open Ads Manager

This is the most basic step, the user needs to log in into their respective Facebook profiles and then navigate to the Ads Manager and click “Create” then the users need to create on the “AD” option.

2. Select Campaign Objective

Next, the users will see a window showing the objectives of advertisements. Since this is a Lead Advertisement, users need to select “Lead Generation,” and the page will pull down with the next option.

select Lead Generation

Note: Users will see an option for “Switch to Quick Creation” in the upper right-hand corner. They can click this button if they don’t need to be guided through the creation process. This option is for the advanced advertiser who is familiar with Facebook Lead Ads. Otherwise, they can stick with “Guided Creation”.

3. Name the Ad campaign

It is recommended to name the Ad Campaign to be as detailed as possible and mention the Campaign Objective here so that businesses could compare the results to original goals.

Name the Ad campaign

4. Creating an Ad Set

The ad set basically contains all the ads created by a business. This is like the collection of all the ads a business created and stored. The Ad Set name should be descriptive as to provide more and more information to viewers.

5. Set the Facebook Business Page

The users need to define their respective Facebook Pages from which they want to publish the advertisement and draw users to that particular page. Users can use the drop-down to determine which Facebook business page the ad set falls under. This is for the users who have multiple Facebook pages and if the user has only one page, the page might already be selected.

6. Audience filter

The users then need to select the category of audiences to whom they want to publish the advertisement. Users can select all the characteristics and traits of their target audiences for this ad set- everything from age to interest.

Audience filter

This is where Facebook’s unique segmentation proves useful, users can select an audience based on their interests, behavior or demographic information. Users can also exclude people based on certain criteria so as to not waste their precious ad spends.

7. Choose the Ad placement

This is where users can determine where their respective Ads will be placed, whether on desktop or mobile, Facebook or Instagram, in the feed or on the side column. Facebook also allows you to select “automatic placements,” and it will determine where to place ads based on the previous Ads’ performances.

The Ad placement’s major goal is to make users determine where the Ads perform best, then place the Ads there consistently. The best results can be obtained by placing the Ads in Automatic Placements if the users are creating Ads for the first time or can place them manually if they know the targeted audiences.

For instance, if a business is diverted towards youngsters then they spend most of the time over mobile phones while a certain age group might spend time over desktops, therefore it is necessary for businesses to know about the targeted audiences.

8. Set budget and schedule

This is where users can select the average amount they want to spend per day and how long you want their ad to run.

Set budget and schedule

Facebook Ads works on an auction system, so users need to make sure to choose a budget that seems reasonable and is according to the users’ budgets. Some campaign objectives let users select whether they would like to bid for cost per click (CPC) or cost per thousand impressions (CPM), but the lead generation goal is set to CPM.

So no matter what users choose, they just need to make sure to check in on their respective ads periodically to ensure that it’s performing according to the set objectives.

9. Name the Ad

This option is for the internal name of the advertisements, this is beneficial for businesses as it provides them a clear detailed list of the Ads they have created. It is suggested to create the Ads in a hierarchical naming structure where users list the campaign type, audience, and a descriptor of the ad so that it will be easier for businesses to keep the track of Ads.

Name the Ad

10. Linking Social Accounts

This option will be preset over the platform, however, if the users want to publish their ads on other social media platforms like Instagram, they need to link the respective pages that they will be utilizing.

11. Select the format

Lead Advertisements provide a format as to how users want to display the Ads, users have two options here  Carousel or Single image. The Carousel image option allows for two or more scrollable images with a variation of headlines. This is a great option to display multiple product offerings or to generate user interest by displaying steps or part of an image into Carousel. A single image is as it sounds, or you can use it to display a slideshow within a single frame.

Select the format

12. Upload media

Users can upload their creative content here, the content can include videos and GIFs too, and images. This allows users to upload six versions of the ads to be displayed so that they can know which one will function the best.

13. Add Copy:

Users can enter their headline, ad text, link description, and relevant URL. Facebook will generate a preview of their respective ads to the right so they can view how it’ll look in various placements.

14. Select Form Fields:

Facebook Lead Ads is an effective platform because it allows for native conversions, which means the audiences can convert in the app. In this section, businesses will be able to select the format, copy, and style of the forms. The form fields are completely customizable so that users can gather the information they require.

6. Instant Experience Advertisement

Facebook just rebranded its signature Canvas advertisements to Instant Experience advertisements, in order to take further the immersive mobile shopping experience to a new level.

This feature was launched in September 2018, replacing the Canvas Advertisement on the platform.

More than just product rename, Instant Experiences introduce new features and functionality that marks a big improvement over their Canvas predecessor.

Facebook Canvas Ads are an ad format designed for mobile, but usable on desktop as well. They’re a kind of post ad that loads instantly and includes both photos and videos, carousels, and even tagged products all in one.

Instant Experiences are an improved version of  Facebook’s Canvas ads, which offers a full-screen mobile experience for a business to showcase its products and tell its brand story in a visually attractive way.

Audiences can enjoy a far broader understanding of the brand without having to leave Facebook to, for instance, browse a website provided by the business.

This new ad feature allows advertisers to include:

  • Images
  • Videos
  • Product carousels
  • Form fill-outs
  • Tagged products

This provides the businesses to get a better opportunity to engage with the audiences and create products and services according to their needs.

How are Instant Experience Advertisements useful?

They are faster than mobile web pages.

According to Facebook’s one-pager, Instant Experiences can “load 15x faster than web pages on mobile” it is a significant advantage when it comes to keeping customers engaged and provides mobility to Facebook as users do not need to move down to other websites.

Availability of Multiple Templates

Another advantage of Instant Experiences is that they’re easy to make.

Facebook has launched five different templates, each designed for a different marketing objective so that businesses having different objectives for advertisements do not face any kind of difficulties in creating their Ads.

For example, the “The Storytelling” template is designed to offer audiences a story about the business and get exposure.  

How to use Instant Experience advertisements:

(1) Move to Ads Manager – The users need to login to their respective Facebook Profiles and then move to their Profile Pages and go to Ads Manager.

(2) Open Create Ad – Then they have to select the option of Create located in the top right corner and select the Ad feature.

(3) Choose Objective – The users need to select the objectives first of the Ads they are creating-further they need to choose which support Instant Experiences, such as Traffic or Conversions and then they have to name the campaign.

(4) Choosing the ad’s audience, placements, budget, and schedule.

The users then need to choose the targeting audiences as to whom they are publishing the advertisements. They can select the audiences on the basis of age group,  preferences, and interests of the users.

The placement of the advertisements should be considered accordingly and keeping in mind where the advertisements get the most benefits for the businesses.

The budget deciding is necessary for the users to spend an amount accordingly and generate the results the users can choose from the following budget options:

  1. Daily budget– The amount of money you want to spend per day. For example, if the user chooses to spend $10 a day, Facebook will not charge them more than $10per day. The ad campaign ends on the day they choose on the “Schedule” section.
  2. Lifetime budget– The amount users are willing to spend over the lifetime period of the ads. For example, if the user chooses to spend $500, Facebook will evenly distribute the budget across the period of time they selected.

After the budget deciding process users can schedule the timings of advertisement to be displayed and for how much time period they want to display it.

(5) Click Continue – after the following procedures are done, the users need to click continue and it will display up other requirements for the advertisement which is to be published.

(6) Select your ad format – The ad format users choose determines which templates are available.

It shows up the format of Image Ads, Carousel Ads, and Collection Ads.

 Note: If the users choose the collection format, they automatically select full-screen Instant Experience and can skip the next step.

(7) Check the box for add an instant experience – This adds the Instant Experience format to the advertisements, the users who are selecting Image Ads or Carousel Ads can check the box and set the Instant Experience feature to be on. This can be skipped, if they select the collection advertisement format.

(8) Selecting Template – Below the “Create New” tab, users can see three already built templates they just need to hover over the one they want to create and click “Use Template”. For more experienced users, you can select “Build a custom Instant Experience” (option is listed below the templates).

(9) Selecting Components – Users can add their images, videos, text (called components) as they progress with creating their respective Ads.

The screengrab below shows users the different components that can be added to their Instant Experience. The usual suspects of photos, video, text, and carousels are allowed. They can also add buttons (with URLs linked) and lead capture forms.

(10) Finalizing – Users can see the ad in progress on the right but best to save. Here, hit ‘Preview’ to view it on a mobile device and components that need some changes can be dragged and dropped into position.

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