Facebook Advertising Guide: How Does Facebook Ads Work?

Would you like to create a Facebook advertising campaign but don’t know where to start?

Have you heard of Facebook Ads before but have never created your Facebook advertising account?

In this article I will try to provide you with a basic guide to Facebook ads I wanted to give the title of this article ” Facebook Ads Free Guide “, I hope that thanks to this article you will be able to set up your first campaigns on Facebook and I invite you to leave your comments and suggestions to make this article even more useful and complete.

Facebook Ads is the Facebook advertising platform: it is one of the most used advertising platforms in the world, together with Google AdWords 

What to know about Facebook Ads?

  • All the advertisements you see are targeted based on what you have done with your Facebook profile (age, geographic location, education, sentimental situation, interests, music, favorite movies, … are just some of the targeting options available to advertisers);
  • It is possible to create advertisements based on the country and region, on the city and the locality, including people within a certain radius (within 10 Km for example);
  • When creating the campaign, Facebook will tell us how many people it is possible to reach with our advertisement;
  • It is necessary to constantly analyze and test the results of our campaigns to improve the results obtained.

Advertising on Facebook may seem like something extremely complicated or very simple: I know many owners of businesses and accommodation facilities who usually when they want to advertise on Facebook click on the “Highlight” button under the posts of the page and think that advertising on Facebook limits yourself to this.

Facebook advertising

In reality, advertising on Facebook can be very profitable and very “advanced”: the goal of a good advertisement on Facebook should be to generate an ROI or a return on investment (or profit) for the advertiser.

The point is that we need to learn how to create effective ads, selecting the people who are most interested in our advertisement but let’s proceed in order.

Why advertise on Facebook?

There are many reasons why Facebook Advertising is worth doing, that is to create advertising campaigns on Facebook, the first of all is certainly the possibility of reaching an impressive amount of people by targeting advertising only on the people who may be most interested. to our products/services.

If on the one hand there are therefore lovers and enthusiasts of organic traffic, people who do not want to spend money to get traffic, on the other hand, there are those who realize that in reality, to get “free traffic” you have to invest a lot of time, and the results will never be comparable to those that can be obtained with Facebook Ads, or marketing on Facebook.

To give a trivial example, one thing is to place a page on Google for keywords (let’s imagine we are first for iPhone 7 Cover), one thing is to create an ad on Facebook dedicated to our Cover, which we will show to all people in Italy who own an iPhone 7:

  • In the first case, using only the traffic coming from search engines, we will be able to get visits only when a person searches on Google for “Cover iPhone 7”
  • In the second case, however, we will be able to show our cover (which perhaps has features that make it very attractive) to all people who have an iPhone 7

In the first case, we will have to be able to position ourselves first on search engines, investing time and perhaps even money in link building, In the second case we will have to create a campaign advertising and invest in Facebook Ads.

One of the false beliefs of those who do not want to invest in advertising is that advertising is expensive, what you should understand is that advertising in an intelligent and controlled way is profitable, not expensive, it allows us to generate profits!

What do you need to advertise on Facebook?

To advertise on Facebook all we need is:

  • A personal profile
  • A Facebook Page (which is linked to the campaign)
  • A credit card, checking account, or PayPal account

How to advertise on Facebook?

On Facebook, it is possible to create campaigns in CPM (paying based on views), in CPC (paying for clicks), in CPV (paying for views), in CPI (paying for interactions, therefore for likes, shares, comments, and clicks), or in CPL (paying for leads, i.e., contacts, using Lead Ads).

How to create a Facebook Ads campaign in brief

Before deepening and going into detail with some more advanced information, let’s briefly see how to create an ad on Facebook:

  1. Click on Manage Ads in the left column of Facebook
  2. Click on Create Listing at the top right
  3. Choose the Campaign Goal
  4. Enter the campaign name
  5. Define your audience by entering age, gender, languages, places, interests
  6. Choose placements, i.e., where to show your ad
  7. Choose the budget and, if necessary, the hourly/daily slots of publication of the advertisements
  8. Create the advertisement then run the advertisement

At this point, the ad will go under review, and hopefully, within a few hours, the ad should be active.

Tip: Remember to use images with little text, they are more attractive to users and perform better in terms of advertising yield.

Ads on Facebook: Type of Campaigns

The first topic to be addressed, in my opinion, is the type of campaigns available on Facebook. As Facebook explains himself in his Guide to Facebook Ads, Facebook Ads are a little different depending on the results you want to achieve.

It is indeed possible to choose to show your adverts:

  • In the mobile news section (Smartphone / Tablet / Other Mobile devices)
  • In the computer news section
  • In the right column of Facebook
  • On Instagram
  • Within the Audience Network

To create our first campaign, we must enter the Facebook Ads Manager: after a few moments of configuration, we can create our first ad by clicking on the green button at the top right with the words Create Ad.

At this point we can choose what Facebook calls ” Marketing Objective”, that is the objective of our campaign, choosing from 8 different types of campaigns divided into three groups:

  • Notoriety
    • Brand awareness
    • Coverage
  • Consideration
    • Traffic
    • Interaction
    • App installations
    • Video views
    • Generation of contacts
  • Conversion
    • Conversions
    • Sale of catalog products
    • Visits to the point of sale

Types of Campaigns – Facebook Ads

Be careful about choosing your campaign goal, as this could affect the final results, bringing you a good ROI, a great ROI, or simply causing you to burn and spend money with no results.

The structure of a campaign on Facebook Ads

Each campaign, on Facebook, is made up of:

  • Campaign: Here you choose the goal and name of the campaign
  • Ad Set: It is the group of advertisements that are created by choosing the target, age, interests, and budget of the campaign (within a campaign it is possible to create more Ad Sets)
  • Ad (or Ad): We can create one or more ads, creating new ads/posts or using posts published on the page

The 5 Elements of an Ads on Facebook

Each advertisement on Facebook is made up of five different elements:

  • Social information: includes the name of the page and information on any friends who have already interacted with our page;
  • The name of the company: it is the name we have chosen as the name of the page;
  • The Text: is the first part of the text that appears in the announcement, under the name of the page;
  • Images or Videos: this is the section where we will upload our creativity or our videos, here we must use engaging images and videos that entice users to interact with our ad
  • The Call to Action: This is an optional but extremely important element to encourage people to take the action we want to do (get more information, download something, buy, …)

Elements Of A Facebook Ads Ad

Before going further, it is good to know that on Facebook it is possible to manage advertisements through the Ads Manager, by creating a “Personal” advertising account, or through the Business Manager, which will allow us to create multiple advertising accounts and possibly manage multiple companies by separating them into various accounts.

Attention: For those who do Affiliate Marketing, the advice is to always create advertisements from the Business Manager and create multiple advertising accounts to always have “secondary accounts” and not end up with the main advertising account blocked and the inability to continue to create ads on Facebook.

How to take advantage of Facebook advertising?

Facebook advertising can be leveraged in many ways:

  • We can intercept our customers by uploading our customers ‘ email addresses or telephone numbers to then create a personalized audience;
  • We can intercept people similar to our customers and thus show our advertisements to people who have interests and elements in common with our typical customers;
  • We can intercept people who have already viewed our website or who have added products to the cart of our eCommerce with remarketing;

To get the most out of an advertising campaign on Facebook it is, therefore, necessary to identify the right target, that is the people who will go to view your ad on Facebook: showing your advertising campaign or your advertisement to the wrong people is the biggest mistake. that you can commit on Facebook!

How to choose the target on Facebook?

According to many Facebook Ads experts, when choosing a target, you must always stay between 50,000 and 300,000 people: going under fifty thousand people or exceeding three hundred thousand can respectively mean having a user base that is too small or being too generic.

These data must be taken with a grain of salt and the right target must be considered based on the product/service that you want to sponsor. To identify the right target, you can use the tools that Facebook offers us or third-party software, when it comes to targeting, in my opinion, creativity can also be an excellent help to try to better identify our audience.

We can exploit:

  • Amazon to search for products similar to ours and understand which are the best sellers in a sector (or perhaps our competitors and the brands that our typical users may like);
  • Google with “Google Trends” and Google AdWords
  • Facebook Audience Insight

These are just 3 of the tools you can use to create an audience for your ads, but if you already have a website started and visited, surely an exceptional tool is the Facebook Pixel, thanks to which you can create lookalike, similar and personalized insurance audiences. extremely profitable.

The choice of targeting, when working with Facebook ads, is one of the most important aspects of the campaign: for example, it is not enough to insert a generic weight loss interest and launch a campaign to get results: the more we can be precise, the more Facebook will show ads to the right people, allowing us to optimize the performance of our campaign.

We need to create Buyer Personas, or profiles of people we think may be interested in the products/services we want to offer/sell, putting ourselves in the shoes of these people and finding “Angles” to promote our advertisements.

Manual Bidding or Automatic Bidding?

When creating a campaign an advertisement on Facebook it is possible to choose a manual or automatic offer: in the first case, we will set the maximum price we are willing to pay for our advertisement, in the second case it will be Facebook to automate everything.

Which of the two is the best solution? It depends! There is no standard, sometimes it is better to make Facebook spend a little automatically to run the ad and then optimize it, other times it is better to set up manual bidding (manual bid) to manage the budget we have available.

Usually, when you use manual bidding, you want to spend less or you want to be above your competitors and therefore offer more: in any case, it is good to know that when you set a figure you tell Facebook that that is the maximum amount that we are willing to spend.

Create an effective Facebook ad

To conclude this basic guide to advertising on Facebook, it is important to talk about the advertisement: once you have chosen the right target and the bidding strategy it is important to create a captivating ad.

There are many courses on Copywriting and books on persuasive writing or marketing for sales, and in this article, I cannot go into this aspect, but I still want to give you some quick suggestions:

  • Use a captivating title: you can intrigue, ask a question, or arouse an emotion in the user who will view the ad, the important thing, in my opinion, is that you then keep the promises you make in the title of the ad;
  • Use an attractive image: People should stop while scrolling on Facebook because they are intrigued or attracted to your image, if you use an ugly image or one that simply shows the product, people will probably quickly move on without clicking on your post/ad (by doing thus lower the CTR of the announcement);
  • Take advantage of videos and Call to Action: Videos perform very well on Facebook, and calls to action are essential to bringing the user to perform the action we want, not inserting it will leave the user the choice to “do something “Or move on

Always remember that users are not on Facebook to buy something but to pass the time, get information, discover something: that’s why to engage users you have to create interesting ads!

Bonus, a tip …

The goal of a Facebook campaign should never be to “increase the number of likes” because these should be a consequence of a good job or an interesting page/content: gaining likes artificially is hardly a profitable operation that brings a profit or a return on an economic level!

Also, remember that Facebook is based on aggregate data and statistical systems, therefore you need to have a method, strategy and always test in search of the best results.

5 Strategies for Facebook Ads?

Generating traffic through an advertising campaign is pretty simple. Being able to improve conversions isn’t that simple. Facebook is certainly an excellent source of traffic, the main problem that all internet marketers encounter is being able to bring customers (and not just visitors) to our landing pages.

We must bring to our site, through Facebook Ads advertising campaigns, people who are interested in purchasing our products/services.

Precisely for this reason, the first thing that should be done to get results from Facebook is to create a Facebook campaign based on conversions. It should also be borne in mind that your Facebook campaign will only be effective if your landing page is optimized for users.

No matter how much you spend on your Facebook Ads campaign, start investing in Facebook ads making sure you reach the right target audience.

How to create a good Facebook ads campaign?

Strategy # 1 – Interest-Based Targeting

The targeting possibilities offered by Facebook ads are unrivaled: you can target your ads based on:

  • Age
  • Type
  • Interests
  • Relationship (Single / Married / Engaged / …)
  • Education

When you create a campaign based on interests and the right target of users you will immediately notice an increase in the number of subscribers to the newsletter, fans/likes on Facebook, buyers: in practice, you will convert more users into customers!

After defining the goal of your ad and your campaign you must select an audience based on one or more interests: people usually contact potentially interested in your product, only if these people have an interest in your reference sector.

Interest-based targeting is great for growing your Facebook Fan Base, for example.

Remember to also set a lead nurturing system if you want to maximize your contacts: many of the people with whom you come into contact for the first time will not immediately be interested in buying a product.

You will have to educate and convince them first, once this is done you will need a system to communicate with them regularly.

Strategy # 2: Create an irresistible lead magnet

A lead magnet is an offer, usually a PDF or a video course that is offered for free in exchange for an email address. This is that “gift” you offer to get people to leave you their email address and contact information.

You can choose from many options when creating your lead magnet: some offer discounts, offers, free shipping, eBooks, articles, video training sessions, email courses, free tools, templates, …

Once you have acquired the email address, you can use that address to do lead nurturing and then propose products or services, advice, or whatever you want to your list!

Strategy # 3: Build a high converting landing page to leverage Fb lead ads

When you create a landing page your mindset (mental status) should be to orient everything to maximize conversions: after attracting people to your page through Facebook Ads, you have to think exclusively about converting these clicks.

Your landing page should have:

  • Headline
  • Subtitle
  • CTA (Call to Action) 

Remember that the landing page needs to be tested and improved continuously. Changing even the color of the call to action (remember to make one change at a time or create various landing pages to do your tests) can have an incredible impact on your conversion rate.

Speaking of landing pages, I suggest you also read some articles dedicated to the best tools for landing pages, which are currently Instapaper and Lead pages.

When you work on SEO or with a campaign to gain traffic you need a high converting landing page, so don’t underestimate this aspect. You can’t expect people to do the action you want them to do if you haven’t given them a simple, clear, and valuable message!

Every time a new product is released, some smart marketers are ready to create new landing pages to target different audiences: in addition, in the world of design, you don’t have to reinvent the wheel every time!

A landing page can be similar to that of the classic “landing page anatomy”, see the image below:

Anatomy of a landing page

Every time you enter a well-structured page you will surely be able to find, with the eyes of a marketer, the elements that distinguish a good page, namely:

  • Title
  • Subtitle
  • Bulleted list
  • Call to action

These are all very important elements for the functioning of a landing page. However, to have more conversions than others, you need to go further: your customers want something simple and interesting, how to ensure all this with a landing page.

Borrow Someone Else’s Credibility – If you’re not very authoritative online, this will likely affect how people view your product/brand/service/ad.

Many successful internet marketers borrow credibility from other resources:

  • Show badges of companies and/or services (think of the landing pages that integrate, for example, for the mobile world, the icons of the Google Play Store, and the Apple App Store, this gives a lot of credibility to the page)! Surely you have seen many Internet sites that show their “partners”, with logos of famous companies: this allows you to create an association and a greater sense of credibility!
  • Take advantage of testimonials: show feedback from your customers and people who follow you or who have already purchased your products/services. Credibility leads to more sales and helps you build lasting relationships with your customers

Give your page only one goal/purpose at a time – what’s the main reason for the landing page you created?

  • Generate traffic?
  • Generate newsletter subscribers?
  • Generate sales?

Choose just one goal, don’t mix multiple goals on a single page, create multiple landing pages and set a specific goal for each one.

Optimize your landing pages for conversions!

Landing pages are the equivalent of your sales team / online sales department. Always keep this concept in mind and work hard to build a good sales team.

As a Facebook Advertiser, you should always keep in mind that generating leads must be your ultimate goal behind an advertising campaign, no matter what type of advertisement you are creating.

Even when you “highlight” a post on your site, your real goal is to convert your site visitors into readers, so conversions are the purpose of all your advertising campaigns: try to continuously optimize your advertisements and content. that you promote to improve the conversion rate (CR) of your campaigns and your site:

  • Try to do more things that work
  • Stop doing what doesn’t work (and wasting your time)

Remove any distractions from the landing page and make it simple for your site visitors. Look at this example where the Copy hackers’ guys have even inserted cardboard indicating what to click:

Effective Landing Page Copy Example

Keep in mind that adding a video to your landing page allows you to position yourself as an expert in the sector: videos are part of that branch of marketing now known as visual marketing that best interacts with the human brain.

Adding a video to a landing page, in some cases, leads to 80% better conversions than a page with only text and images. Many people prefer to watch a video instead of reading a text. Also, remember to remove the navigation menu from your landing page so as not to distract the person who arrives on your landing page.

As also written above, several tools can help you create landing pages also using ready-made templates, among these I mention:

  • Lead pages
  • Instapaper
  • Optimize press
  • Unbounce (which also allows you to do split testing A / B tests)

Strategy # 4: Drive Qualified Traffic from Facebook to Your Landing Page

Making Facebook Ads using PPC campaigns allows you to have an exceptional traffic source for your landing pages.

Several internet marketers are using Facebook Ads to bring quality traffic to their website and landing pages to convert into customers. Facebook usually approves ads within 15 minutes and begins sending traffic to your landing page (Google can take up to 15 hours in some cases).

It is essential, before starting a campaign on Facebook Ads, to know what our CPA (Cost per acquisition) is, only in this way will we be able to correctly establish what is the right CPC to pay.

If you have a good landing page, an interesting offer, and a well-structured and “clicked” Facebook ad, your conversions will triple the normal rate. If conversions are the ultimate goal, what to do first?

  • Set up conversion tracking: to optimize and track conversions you must insert (when possible) a pixel on your site and add it on Facebook. This way you will know exactly which ads convert the most.
  • Create an effective ad with good design: Both the landing page and the ad must be GREAT! Both play a vital role in the performance of your advertising campaign. When creating an ad, always keep in mind the user experience within the social network. All the elements (landing page, CPC, ad, traffic, conversions) play together in the result of your advertising campaign! Every time you create an ad on Facebook remembers these fundamental aspects:
    • Visual: The visual helps you to get in touch more quickly with your potential users/customers: especially when the ads appear in the Facebook sidebar, the images you choose must have a high impact and capture people’s attention!
    • Relevance: Title, images, text, and call to action must be relevant. Make every view and click effectively. Also, remember to improve your relevance score on Facebook, it is very important to get better results.
    • Value proposition: Deliver on the promises you make in your ad
    • Simple and clear call to action: there are no shortcuts to make people take action, you must necessarily insert a call to action, and this must be simple and clear.

Strategy # 5: Reduce the friction in the conversion process

Many people use Facebook Ads in the wrong world: if you don’t first create a way to capture and heal your audience you will lose a lot of money: the best advertisers don’t do Facebook Ads to generate sales, they offer a good lead magnet to capture subscriptions and then offer products / valuable services, thus eliminating the possibility of “going back” in the pages and capturing an email address from each click.

Remember that visitors to your landing page come not to buy a product but to find out more about you. What matters is the relationship you manage to create with them: can you inspire them to buy or not?

Create a sales funnel that guides people to buy.

If this article was useful to you, I just ask you a favor (it cost me a lot of time for the translation): like it or share it on social networks.

Thank you, and have a good Facebook Ads campaign,


I hope this guide has been useful to you, I invite you to share it on Facebook, comment on it, or put a like to repay the efforts and hours of work dedicated to its realization,

good job and good money online.

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