Advertising on Facebook

Advertising on Facebook is useful and it can be a good tool for those who know how to use it. If you set correct parameters then your ad will reach people you need.

Almost 2 billion users and over 1 billion visits every day, makes Facebook one of the most popular web site. Evety user sees a news feed, a stream of information from their friends and family, and things they are interested in like sports and activities, music and movies and businesses too.

That means that Facebook is not just social media web site but also a big market that offers a unique opportunity for earning peoples trust and money.

With so many people on Facebook, you can connect your business to the right people in the right time and in a right way.

Facebook ads

There are 3 key elements you need to first understand in Facebook paid ads structure:

  • Campaigns - all of your assets are part of campaign
  • Ad sets - enables you to engage targeted audience with different targeting options, with individaul ad set under campaign
  • Ads - your ads are in your ad sets and they can be different in text,images, colour...

Facebook offers two different tools for creating an ad: Ads Manager and Power Editor.

Most of companies use Ads Manager and the Power Editor serves as a tool for bigger advertisers which need more control over their campaigns, so we will focus on a Ads Manager.

Choose campaign goal

You have option to chose a campaign objective from 13 available objectives. When you choose one of this objectives, Facebook will have a better idea what would you like to do and help you with that on their way.


Facebook’s ad options are:

  • Boost your posts
  • Reach people near your business
  • Promote your Page
  • Increase brand awareness
  • Send people to your website
  • Get installs of your app
  • Raise attendance at your event
  • Get video views
  • Collect leads for your business
  • Increase conversions on your website
  • Increase engagement in your app
  • Get people to claim your offer
  • Promote a product catalog

Choose your audience

When you create an ad, you can pick a type of people you would like to reach by choosing certan criteria, so you can find people who are most likely interested in your bussines. Your audience can be narrow or wide, its all about who you want to reach.

Only people who you picked will see it, this makes Facebook efficient way to aproach your customers and grow your business the way you want.


If you are a beginer in Facebook ad world then you probably need to try and experiment with different targeting options until you reach an audience that is just right for you, with audience definition gauge you will see potenatial reach number of users that you can approach.

If you do not know whether or not to choose specific audience or a broad one, consider your objective. Some of deffinitions that you can set are location, education, age, work, gender, financial, languages, home, relationship, ethnic affinity, generation, parents, connections, life events and similar.

Custom audience

Using custom audience you can advertise to people you already know, by e-mails or phone numbers of people you do business with, so you can run those ads to reach existing customers or exclude them from ads that you posted to reach new customers.

Set your budget

There are two options for setting your budget:

  • Daily budget is setting amount of how much you want to spend by day on ads, Facebook will spend your budget throughout the and minimum is $1.
  • Lifetime budget is good when you need to run your ad for a specified length of time, Facebook will pace your spend over the time period you set for the ad to run.

There are also advanced options that include Schedule, to customize the start and end dates or to play our ads only during speecific hours and days of the week, Optimization and Pricing, to choose do you want to bid for your objective, clicks or impressions and Delivery for standard and accelerated if you need to reach an audience quickly for time-sensitive ads.

Create ad

Depanding from your original objective you will need to follow specific Facebook ads guide.

Most common objectives are:

Page Likes: Promote your Page and get Page likes

You can run an advert that gets more people seeing, liking, commenting on and sharing your Page content on Facebook. You can use it to introduce your business to new audiences too. And you'll get great insights about what your customers like and what works best to connect with new people.


  • Recommended image size: 1,200 x 444 pixels
  • Image ratio: 2.7:1
  • Text: 90 characters
  • Headline: 25 characters
  • Your image should include minimal text.
Page Post Engagement: Boost your posts.

Run an advert to get more people to like your Facebook Page. When someone likes your Page, your posts may appear in their News Feed, along with posts from their friends and family, so you can increase awareness of your business and meet new customers.

  • Recommended News Feed image size: 1,200 x 900 pixels
  • News Feed image ratio: 4:3
  • Right column image size: 254 x 133 pixels
  • Right column image ratio: 1.9:1
  • Text: 90 characters (longer posts may be truncated on small screens)
Use these guidelines to design an ad that looks good everywhere it appears on Facebook. The recommended video and thumbnail image guidelines ensures your ad always looks high quality.
  • Text: 90 characters
  • Aspect Ratio: 16:9 or 1:1
  • Video: H.264 video compression, high profile preferred, square pixels, fixed frame rate, progressive scan
  • Format: .mp4 container ideally with leading moov atom, no edit lists
  • Audio: Stereo AAC audio compression, 128kbps + preferred

Beside design requirements you will also need to follow Technical Requirements and Slideshow Design Guidelines.

  • Text: 500 characters (longer posts may be truncated on small screens)
  • Image ratio: 1:1
  • Image size: 1080 x 1080 pixels, Maximum resolution: 1936 x 1936 pixels, Minimum resolution: 600 x 315 pixels (1.9:1 landscape) / 600 x 600 pixels (square)
  • Caption: Text only, 125 characters recommended, max 2200 characters
  • Maximum size: 30MB
  • File type: .jpg or .png
Clicks to Website: Send people to your website

When people click or tap on your advert, they can go to your home page, online store, product page or any page that you choose.

Facebook links

For your link ad to show best in all ad placements, use the following guidelines:

  • Text: 90 characters
  • Link Title: 25 characters
  • Image ratio: 1.91:1
  • Image size: 1200 pixels x 627 pixels. Use a minimum image width of 600 pixels for ads appearing in News Feed.
Carousel ads
  • Recommended image size: 600 x 600 pixels
  • Image ratio: 1:1
  • Text: 90 characters
  • Headline: 40 characters
  • Link description: 20 characters
  • Your image should include minimal text.


To see if everything fits propperly, you can use Facebook Image Text Check where you can check how much text is in your ad image, your ads may not reach its full potential if relations between your ad text and image is too high.

Once you select an ad type, the Ads Manager will promt you to identify how would you like to display your ad.

Options are as follows: Desktop News Feed, Mobile News Feed and Desktop Right Column, keep in mind that if your ad isnt connected with a Facebook page, you will only be able to run Desktop Right Column ads.

Performance reports

Report on the performance is final step, once you run your ads, you will want to know how they are doing and to see their results you can use Facebook's Ad Manager.

Facebook’s Ad Manager is dashboarad that provides users with an overview of their campaigns, their estimation of how much are you spending each day. There are columns which make it easy to filter through your ads if you have it more. Making a reporting on performance is easy since key numbers such as reach, cost and frequency are readily available.

*Advertising on Facebook is useful and it can be a good tool for those who know how to use it. If you set correct parameters then your ad will reach people you need.*

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