A Complete Guide to Facebook Advertising for 2021

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Advertising on Facebook is an important way to connect with your audience on the world’s largest social network. How big 2.80 billion monthly active users, to be precise. Of course, there is a wonderful number. But Facebook ads are about getting your message in front of the same people they are.  The people who are most likely to be interested in your products or services.

If you want to get the best results, it’s important to understand the different types of Facebook ads and targeting options before you go. In this Facebook Advertising Guide, we know everything you need to know, from planning your first ad to developing an advanced campaign strategy.

Types of Facebook Ads

Image ad

 These simple ads are a great way to get started with Facebook advertising. You can create an existing post from your Facebook page with just a few clicks of the image. Image ads can be simple, but they mean they get bored.

Video ad

Video ads can appear in news feeds and stories, or they may appear in long-form Facebook videos in-stream ads. This quick demo video ad from Abe ego shows your team or products in action. It works similarly to images. video ads can get even more creative, like this one from Tru Earth:

Use your video ads to use movie video footage. You can also create graphics or other animations like GIFs to attract attention or to illustrate your offerings, such as in this video ad from IKEA. For example, you might think domain names are a pretty cool-home product. But the Canadian Internet Registration Authority has a sense of humor, even if it does not stop it from creating fun Facebook photo ads.

Slideshow Ad

Slideshows offer an easy way to create style video photos, text, or existing video clips to create short video ads. Slideshow ads have eye-catching motion, like videos, but use up to five times less data. Therefore, they load well for people on slow internet connection. They are an easy, low-impact way to focus. You can create your own ad and add text and music to your Ad Manager.

Collected Ads

These Facebook paid ads, which are offered only for mobile devices, allow you to display up to five images or videos on which customers can click to purchase the product or service. Combine these ads to your immediate experience (more on those below) and allow people to buy your products without ever having to worry about Facebook. It makes online shopping easier when people are on the go.

A basic photo or video can do much more than showcase a single product. For example, in this Lee Valley Tools ad, the primary video teaches viewers how to choose the right seed for their garden. The following product images refer to all of the equipment for seed germination and preservation:

Instant Advertising Ads

Instant Experience Advertising is called Canvas. They are a full-screen ad format that loads 15 times faster than Facebook on a mobile website. This ad from Kline combines an instant experience with a video on the top and a carousel below. You can even connect some quick experiences so people have even more instant mobile content.

Advance advertising

Lead ads are available for mobile devices only. That’s because it was created to make it easier for people to type a lot without you having their contact information.These newsletters are great for collecting subscriptions, signing up for a trial of your product, or letting people ask you for more information. Many vehicles have been successfully used to encourage their test drive.

Because these ads are a great way to feed your sales funnels, I’ve found a complete guide to using Facebook lead ads. It breaks down all the details you need to know to make the most important type of Facebook ad campaign.

Dynamic Advertising

 Dynamic ads help you promote your products to customers who are most likely to buy them. For example, let’s say someone has visited a product page or placed a product in your shopping cart on your website, but then canceled the purchase. With dynamic ads, you can advertise this specific product in their Facebook feed. It reminds potential customers to complete a purchase, and can be a very effective Facebook marketing strategy.

It’s not just product choices that can be dynamic. Taiwan’s beverage brand Nature Fruit used language settings to manage dynamic ads for its advertising when it was expanded to Malaysia. This allows them to create a single ad that runs in either English or Simplified Chinese, based on the user’s preferences. The result was a 25% lower cost per extra-to-cart. You need Dynamic ads to use the Facebook Business Manager account.

Messenger ads

Facebook Messenger ads give you access to over 1.3 billion people who use Messenger each month. When creating your ad, simply select Messenger as the desired location.  You also need to choose a Facebook feed.

Here’s what an ad in the Messenger app looks like:

 You can also run “Click-to-Messenger” ads that take users directly to your Messenger page.These ads include a call-to-action button that opens a messenger conversation with your Facebook page. People can use it to communicate with one of your salespeople or customer service representatives.

Stories advertisement

Mobile phones must be kept vertically. Stories Advertising is a mobile-only full-screen vertical video format that allows viewers to maximize their screen real estate without the expectation of viewers to turn on their screen. Still house Spirits Co. Facebook Stories Ads are part of a campaign reaching out to American men ages 21 to 40. They are specifically targeted for those who are interested in wine, cocktails, hiking, and outdoor recreation.

Augmented reality ads

 Augmented reality ads let people engage with your brand in fun, interactive ways. For example, the filter can help users see what a shade of lipstick will look like on their lips, or how a pair of glasses can fit on their face.

Augmented Reality ads can also be used to increase your reach. Ads allow users to take selfies with filters and share them on their channels.Cosmetics Band Essence uses mask filters to connect with their audience in augmented reality ads. Mask designs were a pre-season bullet on advertising that pooled followers on their favorite features. During the two-month campaign, the ads reached 6.5 million people.

How to advertise on Facebook

If you already have a Facebook business page (and you should), you can direct Facebook Ad Manager or Business Manager to create your Facebook ad campaign. If you still have a business page, you need to create one first. We are following the steps of the Ad Manager in this post. If you want to use Business Manager, you can get details on how to use Facebook Business Manager.

Step 1. Choose Your Purpose

Log in to the Facebook Ads Manager and select Campaigns tab, then click Create to begin a new Facebook advertising campaign. Facebook offers 11 marketing objectives based on what you want to do to get your ad. Here’s how they fit into business objectives:

  •  Brand Awareness: Getting your product in front of people who don’t know about it.
  • Reach: Showcase your ad to as many people as possible in your audience.
  • Traffic: Drive traffic to a specific web-page, app, or Facebook Messenger conversation.
  • Engagement: Reach a wider audience to increase the number of post engagements or go to the following page, increase your attendance at the event, or encourage people to claim special offers.
  • App Installation: Get people to install your app.
  • Video Watch: Get more people to watch your video.
  • Lead generation: Get new prospects in your sales funnel.
  • Message: Encourage people using your business using Facebook Messenger.
  • Changes: Get people to take a specific action on your website (such as subscribe to your listing or buy your product), with your app, or in Facebook Messenger.
  • Catalog Sales: Connect your Facebook ads to your product list to show people ads for the products they are most likely to buy.
  • Store Traffic: Drive Brick and Mortar stores to nearby customers.
  • Choose a campaign based on your goals for this particular ad. Keep in mind that for conversion purposes (such as sales) you can pay per action, but for display purposes (such as traffic and views) you will pay for impressions.

For this example, we can choose engagement goals. From there, we need to explain what kind of engagement we want. We will select the page likes for this time. Some options you see will vary in the next step, depending on which goal you choose.

Step 2. Name your campaign

Name your Facebook advertising campaign and include your ad in specific categories like credit or politics. If you want to set up an A / B distribution test, click Get Started in the A / B Test section to set it as your control. You can select different viruses to publish against this ad after publishing. Below are some more options to choose whether to enable power optimization. This option can be useful if you use as many ad sets as possible, but now, you can turn them off.

Step 3. Set your budget and schedule

At the top of this screen, you’ll set up your ad and choose which page to promote.  Next, you decide how much money you want to spend on your Facebook ad.You can choose a daily or life budget. Then, set start and end dates if you want to schedule your ad in the future, or choose to make it live now. Keep in mind that running a schedule on paid ads on your Facebook can be the most efficient way to spend your budget since you can only advertise when your target audience is mostly on Facebook. You can only set one schedule if you have a consistent budget for your ad.

Step 4. Target your audience

Scroll down to get started building your target audience for your ads. The first option is to add a custom audience of people who have already contacted your business on or off Facebook. We have a separate guide for you to navigate through the Facebook custom audience, so here we are focusing on the targeting options. Choose your target location, age, gender and language. Note that under Location, you can select to add or exclude cities at a particular size.

As you make your selections, keep an eye on the audience size indicator on the right side of the screen, which gives you the feeling of reaching your potential ad. You also see the estimated number of page likes. These estimates will be more accurate if you’ve already run a campaign, because Facebook will have more data to work with.  Please bear in mind that these are estimates, and not guarantees. Now is the time for detailed targeting. Remember: Effective targeting is the key to maximizing ROI – and there is no shortage of ways to target your audience using Facebook Ads Manager.

You have two fields here that are specific to your audience as you choose:

Detailed targeting: Use this field to add or exclude people based on demographics, interests and attitudes. You can get really special here. For example, you can choose to target people who are interested in both meditation and yoga, but exclude those who are also interested in warm yoga.

Connection: You can target or exclude people who have an existing connection to your Facebook page, your app, or an event you manage. For example, if you want to reach a new audience, you select “Exclude people who like your page.”  If you want to promote a product or new fan to an existing product, select “People who like your page” to target your ads to people who are interested in your brand. You can also choose to target people who have recently contacted your brand.

Check out these eight essential Facebook targeting tips for more on this topic.

Step 5. Choose Your Facebook Advertising Location

Scroll down to select where your ads will appear. If Facebook is new to advertising, the easiest option is to use Automatic Placement. When you select this option, Facebook places your ads on the networks of Facebook, Instagram, Messenger and Audience while they are searching for the best results.

Once you have more experience, you may want to place your Facebook ads in specific places. Your options may vary, depending on the purpose of your chosen campaign, but may include the following:

  • Device type: Mobile, desktop, or both.
  • Platforms: Facebook, Instagram, Audience Network and / or Messenger
  • Places: feeds, stories, in-stream (for videos), searches, messages, articles, and apps and sites (external to Facebook).
  •  We can serve specific mobile devices and operating systems like iOS, Android, feature phones, or all devices. 

Step 6. Set brand safety and cost controls

Scroll down to exclude the Brand Safety section of any type of content that would be inappropriate for your ad to appear. For example, you choose to avoid sensitive content, and include specific block lists.  Blacklists can be used to exclude specific websites, videos, and publishers.f you are new to Facebook ads, you can get started with default options. If you have more experience, configure options here to match your budget strategy to your campaign goals. While happy with all your options, take a last look at potential reach and conversion estimates. If you are happy with what you see, click Next.

Step 7. Create your ad

First select your ad format, then enter text and media sections for your ad. The format will be available depending on the purpose of the campaign that you selected at the beginning of the process.

You can get pretty creative here. If you are working with an image, try to create a short animation to convert the video into. Or, click Create Slideshow to create a slideshow ad with the built-in video creation kit. Use the preview tool on the right side of the page to make sure your ad looks good for the most likely places. When you’re happy with your choice, click the green Publish button to launch your ad.

Facebook Ads Description

There are many details to keep in mind when preparing your photos and videos for Facebook ads. As these details may change frequently, they are compiled into a separate, regularly updated post on Facebook ad sizes.

We also have a set of 16 free Facebook ad templates that you can use to create your own ads in just a few minutes.

Text and purpose specifications for Facebook ads

To create a great Facebook ad, you need to keep in mind the recommended character count. Anything outside the boundaries of these texts will be deducted.

You also need to understand what types of Facebook ads work with each of the advertising campaigns described above.

Image ad

  • Underline: 40 characters
  • Link description: 4 letters
  • Body text: 125 characters
  • Campaign goals: All videos except

Video ad

  • Underline: 40 characters
  • Link description: 4 letters
  • Body text: 125 characters
  • Campaign goals: All except catalog sales

Facebook Stories Ads

  • Text: No set role count. 250 pixels text-free aimed at the top and bottom of the ad.
  • Campaign goals: All except engagement and store visits
  • Carousel Advertising
  • Underline: 40 characters
  • Link description: 20 characters
  • Body text: 125 characters
  • Campaign goals: All about engagement and video viewing

Slideshow Ad

  • Underline: 25 characters
  • Link description: 4 letters
  • Body text: 125 characters
  • Campaign Objectives: All

Collected Ads

  • Underline: 40 characters
  • Link description: n / a
  • Body text: 125 characters
  • Campaign goals: Traffic, conversions, catalog sales, store traffic

Instant Advertising Ads

  • Text: Block blocks of text for up to 500 words each
  • Button text: 30 characters
  • Campaign Objectives: Without lead generation
  • Messenger Inbox Ads
  • Underline: 40 characters
  • Link description: n / a
  • Body text: 125 characters
  • Campaign goals: Traffic, app installs, changes, catalog sales, messages

Facebook Advertising Price

 How much does it cost to advertise on Facebook? Here’s how to find out.The answer is, it depends.

  • In-depth research by AdEspresso shows the main factors that affect the value of Facebook ads:
  • Time: Month, day and hour can also affect ad costs.
  • Bidding Strategy: Do you choose the lowest price or a specific bad cap?
  • Advertising Spaces: Higher Competitive Spaces Cost More.
  • Ad compatibility: Low score, quality rating or conversion rating for your ad engagement rating can increase costs.
  • Target Audience: Higher Competence Audience More Cost.
  • With all of that in mind, AdEspresso calculated the average cost per click for Facebook ads in Q3 2020. 

The average cost, broken down by campaign goal, was:


  • Impressions: $ 0.98
  • Accessibility: $ 1.03
  • Lead generation: $ 0.67
  • Changes: $ 0.25
  • Link click: $ 0.16

Price per line was a roller coaster in 2020. As of September, the average was down to $ 0.15.

5 Smart Tips for Running Facebook Ads

1. Marketing Your Negatives High Finals

It can be easy to focus on short-term changes when calculating the cost of a Facebook ad campaign. But research from Facebook, analytics partners and Group M shows that high-end funnel brand advertising can sell at the same rate per dollar.

In fact, in healthcare, brand messaging generates more sales for people aged 35 to 54 than direct response campaigns. However, the good answer is more sales for young people. Graph of brand messaging in the healthcare industry by sales

No one responds to what makes the most sense for your Facebook ad campaign. That’s why you need to set specific goals in advance.

2. Use Facebook Pixel – and get ready for changes

Facebook Pixel is a small piece of code that can have a big impact on your Facebook advertising campaign. Once you place the code on your website, it allows you to track conversions, re-market those people who have a product on your site and create a consistent audience.

Although some are not quite ready to engage in some of the more advanced Facebook Pixel strategies, you should install them now. That way you have the tracking and re marketing data ready to go when you’re ready to start optimizing your Facebook ads.

That said, changes are coming. Apple’s upcoming iOS 14 changes will affect how the Facebook Pixel works. There are some steps you can take to get ready, such as verifying your domain in Facebook Business Manager.

If you are a developer working together, you may also want to consider using the Conversion API for more accurate tracking conversion data that is not affected by cookies. For more details on the changes, check out the Facebook Guide to Pixel Updates.

3. Experiment with ad frequency

Remember those days when everyone was watching TV and we all read our favorite breakfast cereal songs? How often do you think the kids who were watching the cartoon on Saturday morning were given the same ad for Magic Charms? It is rare for a new prospect to take action the first time they see an ad for a product they have never heard of, or to remember a brand name only once.

Facebook IQ Research shows that while there aren’t a good number of exhibits for each ad (yes, again, it may need to be tested), more exhibits lead to more purchase breaks. But, of course, there is a limit. At a certain point, the benefit of more exposure to the same ad – or related ad – starts to slow down. Graph of ads and shopping interface

Your test will show you where the plate is for you. Keep in mind that better quality advertising platforms will come later. That’s not really surprising, right?

Speaking of testing…

4. Test everything

It is important not to make assumptions about what works and what is interesting in your Facebook ads. Each time you try something new, you should test it against your previous ads as you make improvements to the matrix that are important to you. The best practices for Facebook advertising are constantly changing. You are the only one who knows what appeals to your audience. And the only way you can keep that knowledge up to date is by examining it. As this is an important topic, I have a complete guide on how to use Social Media for A / B testing.

5. Track and optimize performance

Monitor how your campaigns are performing in the Facebook Ad Manager dashboard. If a campaign is doing well, invest your money in an ad that is free. If it starts to become successful, it may make sense to advertise multiple ads with a smaller audience and budget. Once you’ve figured out what works best, use a winning ad as your main campaign.

Over time, you should learn how to improve your Facebook ad changes. A Facebook meta-analysis showed that ads were developed through testing and refining 26% lower cost per action. There are tools to help – and even automate – these processes. Hootsuite Social Advertising is an integrated platform for organizing organic and paid content side by side. Within the dashboard, you can easily create actionable analytics and create custom reports to prove the ROI of all your social campaigns.

With a combined overview of all social media activities, you can easily configure the data in live campaigns (and get the most out of your budget). For example, if an ad is doing well on Facebook, you can adjust the ad spend on other platforms to support it. On a similar note, if a campaign is flopping, you can stop it and redistribute the budget – all without leaving your Hootsuite dashboard.

Facebook Advertising Ideas

 Wondering what you should promote with your Facebook ads? We’ll put together three campaign strategies to get you started. If you are looking for more inspiration, check out our Roundup Examples of Great Facebook Ads.

Facebook Advertising Strategy 1:

 Turn a proven piece of content into a video or image ad. Each brand has some pieces of content that drive the most traffic each month. Organizing this content into a short video or image can be a great way of repackaging the above content for the best Facebook ads. To create a video, think of ways to convey important content through short text and images. Then, use one of these social video tools to create your own video, or create a slideshow video ad in the Facebook Ads Manager.

To create an image ad, try to make an phonographic one of the key points of your content. For example, the Hootsuite social team pulled important details from our post on social media image size in this image for Facebook.

Facebook Advertising Strategy 2: 

Drive Direct Sales Yes, we said above that you should consider using Facebook ads for higher funnel marketing. But if anyone is looking for a good sale, there are several ways.

Pro Tip: 

One of the most effective ways to drive direct sales to a Facebook ad is to target people who are already considering buying your product. You can try targeted offers, product recommendations or reminders to complete a purchase. Fashion retailer Alex Arigato used video ads, including ads in Facebook Stories, to reach a 98% increase in purchase conversions. By expanding their target audience, they also sell 2.3 times more for the first time.


Both modifications and catalogs target the direct sales of the cells. The changes lead to sales on your website or elsewhere outside of Facebook. Catalog Sales Drive from your Facebook catalog. You can use dynamic ads to connect people directly to the products you want in your Facebook shop.

Facebook Advertising Strategy 3: 

Think Outside the Web. You need to restrict your Facebook advertising strategy to online sales. With the purpose of store traffic, you can promote offline shopping, too. You can also drive people to events online or offline. Use the Engagement goal to increase response to events on Facebook, or to sell more tickets for traffic or conversion purposes. Or, use lead generation to bring people to your store or dealership to experience your product in person – for example, through a test drive.

Johnny Walker used Ads with Click-to-Call Messenger to manage Taiwan offline sales. In Messenger conversations, consumers were able to select their favorite products and ask directions to nearby shops where they would buy.

Pro Tip: Facebook allows you to track offline changes so you can understand the effectiveness of ads that drive sales offline. You can also use this tracking information to build a custom audience of people who interact with your brand offline, so you can target them with the best possible future advertising.

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