Facebook Ads: the 2022 guide to advertising on Facebook

Facebook is now one of the best-known and most used social networking platforms in the world.
In addition to its traditional social networking aspect, Facebook has become an important and essential tool for businesses and e-businesses to connect with potential buyers online.

Did you know that more than 1.6 billion people worldwide connected with a business via Facebook in 2021?

Therefore, if you’re an entrepreneur and your online market is large, creating Facebook Ads campaigns must be of interest to you.

Inside this guide full of great tips, you’ll find all the resources you need to create Facebook Ads, or Facebook Ads, and understand how they work, whether you want to reach a wider audience, build visibility for your business, retarget users who visited your website but didn’t convert, or use the social network’s advertising capabilities as a sales funnel for your business.

Here are the main steps we’ll cover in this guide:

  1. Why advertise on Facebook?
  2. How to set up your Facebook Ads account?
  3. Types of goals that Facebook Ads can achieve
  4. Types of Facebook Ads for each business goal
  5. How to create a Facebook ad?

1. Why advertise on Facebook?

You probably already know that Facebook is one of the biggest social networking platforms in the world, which gives access to more than 2 billion active users but let’s try to see in more detail what positive things the American company can bring to the field of online advertising.

Here are the top 5 benefits that Facebooks Ads can bring to your marketing strategy and business:

– Robust analytics capabilities

Facebook Ads can offer you robust analytics on your target audience that you won’t find anywhere else. This means your ads and marketing strategy don’t need to be built on assumptions. By analyzing the metrics offered by the social network, you’re able to make the right decisions when setting up your Facebook Ads campaigns.

– Micro-targeting capabilities

Facebook Ads allows you to “micro-target” your audience based on their age, interests, behaviors, relationships, location, and demographics. Unlike other marketing channels and tools, Facebook allows you to combine and layer these filters to ensure you are targeting only the users most likely to convert.

– Remarketing opportunities to interested audiences

On Facebook, it’s possible to retarget or remarket, to contacts who have interacted with you but haven’t yet converted to customers. With tools like dynamic ads and the Facebook pixel, you can get back in touch with prospects who have interacted with your business, based on their position in the sales funnel.

– Find new audiences

Once you’ve found an audience that interacts with you and converts through your Facebook Ads, it’s easy to generate new leads that have similar behaviors and interests using the “similar audiences” feature in Facebook’s Business Manager campaign.

2. How to set up your Facebook Ads account?

You need a Facebook Ads account to manage and monitor your ads and their performance.

It’s quite simple, and you just need to follow a few steps after logging in to Facebook Business Manager.

This is not the main topic of this article, so please refer to the Facebook website to do this procedure.

(Create a Business Manager account/Add a Facebook Ads account)

After setting up your Facebook Ads account, it is essential to get to the heart of the matter: examine and understand the different types of objectives that Facebook campaigns will allow your company to achieve.

3. Types of goals that Facebook Ads can achieve

Before you begin creating a Facebook Ads campaign, it’s essential to have a specific marketing goal in mind and match it to the types of ads Facebook offers in order to get the results you want.

Choosing the right type of Facebook Ads will provide you with the data you need and help you convert your audience into loyal customers.

Before we dive into the types of ads offered by Facebook Ads, let’s take a look at the 3 main goals that Facebook Ads can help you achieve:

– Awareness goal

If you want your audience to know more about your business and how you can add value to their daily lives, your marketing goal is to increase brand awareness. This is going to be an ad at the very top of the funnel where you’re going to reach out to everyone interested in your industry.

For example, if you have an eco-friendly cosmetics company, you can create an awareness ad campaign that showcases your products and their unique features, such as products with 100% plant-based ingredients, etc.

– Goal of consideration

If you want your audience to take the next step and interact with your business by looking for more information, including on your website, mobile app, or social media messaging, your marketing goal is to encourage your audience to spend time interacting with your business.

This is a type of advertising that is in the middle of the funnel and is only for the portion of your target audience that has interacted with your brand.

For example, if you want your audience to know more about your eco-friendly cosmetics, how they’re made, your brand history, the range of products and services you offer, etc., you can create ad campaigns that will redirect your target audience to your website and encourage them to learn more about your brand.

– Conversion goal

Now that a portion of your target audience has shown a genuine interest in the added value you provide, your next marketing objective will be to encourage them to purchase your product or service.

This is at the very bottom of the sales funnel, and your Facebook Ads campaign should be aimed at conversion.

For example, presenting your best products on your website and offering a discount for a first purchase should encourage your prospects to buy your product.

Let’s now look at the main types of ads offered by Facebook Ads.

4. Types of Facebook Ads for each business objective

– Photo Ads

Are you looking for a simple and clean format to reach your audience? With an attractive photo or image and impactful copywriting, your Facebook photo ad is still a simple, yet effective way to raise awareness of who you are and what you do.

You can choose this format if you want to capture the attention of your audience or if you want to distribute a special offer to your customers.

It is also a good option to redirect your prospects to a YouTube video, your blog, your e-commerce, or your online store.

How to get the most out of your photo ads?
These photo ads offered by the Facebook Ads platform are mainly displayed on the users’ news feeds. This is where they engage and interact with the posts of their family and friends.

Use images of people using your product that will fit perfectly into this family-based social fabric, not photos containing only your product.

– Video Ads

Use Facebook Ads videos to get your audience to engage and interact with your business. More and more people are watching and interacting with videos on Facebook and all social networks. This is one of the main reasons why companies and marketing agencies are prioritizing video spending in their marketing budgets in 2022.

Your Facebook video ad can be placed “In-stream”, i.e. on the main video that people are watching, in your audience’s feed, for example on the homepage, or even within the famous Stories.

Opt for the video format if you want to provide your audience with a little more information about your company and what you do, or show how your product can add value to the daily lives of your prospects and address a specific issue.

It’s also a great ad choice if you want to share user-generated content and testimonials, with the goal of creating social proof.

How to get the most out of your video ads?

Make sure your videos are no longer than 45 seconds. If you post a video that’s too long, your audience will definitely skip certain parts.

Get to the point in the first 15 to 30 seconds. Your video ad should focus on your marketing objective and give your audience enough reason to follow your call to action.

Just like your photos, your videos should be visually appealing. If you can’t shoot in high resolution, your ad may not catch the audience’s attention.

Finally, use Facebook Stories to give your audience a more inclusive and authentic experience. Stories are a completely tailored solution for getting prospects to interact with brands, and it’s a quick and seamless way to bring your target audience to your website.

– Messaging Ads

Having direct conversations with your target audience remains one of the best ways to get them to convert.

And thanks to Facebook Ads Messenger, that’s exactly what you’ll be able to do.

If you want to give individual attention to specific customers or prospects and help them solve a problem or give them more details about your products and services in order to facilitate the conversion, Messenger Ads are proving to be formidable.

To make the most of the power of this type of Facebook ad, adopt a brand tone that your users will easily recognize and associate with your company.

– Carousel Ads

If you can’t express everything you have to say with a single image or video, Facebook Carousel Ads give you the opportunity to showcase up to 10 images and videos.

If you want to showcase multiple products and redirect your future customers via a single click to your sales platform, a specific landing page, or highlight the different features of a single product to explain a complex process that requires splitting, Carousel Ads are a formidable weapon.

How to get the most out of your Carousel Ads?
With Carousel Ads, you need to tell a compelling story that actively engages your audience.

It’s a great advertising medium to showcase your best-selling and most relevant products and give your prospects the opportunity to click on the ad to make their purchase directly on your website.

– Collections Ads

If you have a catalog of products, why not showcase them to your customers right here on Facebook? The Collections Ads format allows you to display your best products and gives your audience a chance to see what you have to offer and then make a purchase without waiting.

So, in case your business has a lot of products to offer, you can allow your customers to complete their entire shopping journey on the social network platform, from discovery to payment.

To make the most of Collections Ads, display your best-selling products, which will certainly attract traffic, and preferably present groups of products that go well together, such as clothing with accessories and shoes, or a single product with its different color variations.

4. How do I create a Facebook ad?

To create your first Facebook ad, click on the Create button in the left corner of the “Campaigns” page in the dashboard of Ads Manager, your ad manager, and you will be directed to the campaign selection page.

This is where you will need to choose your marketing objective for your Facebook Ads campaign.

You can choose from a multitude of options, such as reach, brand awareness, lead or traffic generation, engagement, mobile app installs, conversions, catalog sales, etc.

If you want to create a Facebook ad for conversions, catalog sales, or traffic, you will need to install Facebook Pixel on your website or your client’s website.

Facebook Pixel is a small code that when installed on your website header will allow you to track what your audience is doing on your website. You will then be able to know which products your visitors are clicking on, what they are adding to their cart, what they are buying, if they are reading your blog, etc.

This code is the perfect tool to track the buying behavior of your audience and it allows you to optimize your ads specifically for purchase.

Now let’s take a closer look at the different steps to create your campaigns and ads.

Creating campaigns

Step 1: Choose your marketing objective

The first thing you need to do is choose your marketing objective. As we have seen before, it can be installing a mobile app, generating traffic, or conversions.

Step 2: Give your campaign a name.

Be sure to give your campaign a name that you can easily remember, especially if you plan to run a large number of campaigns and ads.

For example, try to include relevant details, such as product name, audience type, and goal type.

Step 3: A/ B testing

In the next step, Facebook will ask if you want to do split testing, or A/B testing, comparing the performance of this campaign with another.

This is a great option to choose if you have two campaigns running and want to know which one works best.

Step 4: Choose a budget for your ad

You’ll have the option of choosing a daily or lifetime budget. If this is your first ad, a daily budget of a few dozen dollars is perfect to start with.

Step 5: Select your country, currency, and time zone

Just add these last details, and your Facebook Ads campaign setup is complete.

You will then be redirected to the “Ad Set” page. This is where you will be able to choose the target of your Facebook ad.

Configuring your ad set, “Ad Set

Step 1: Give your ad set a name

Adding a name to your ad set is very important, especially if you plan to test it or if you plan to create similar audiences.

Be sure to name your ad set in a format that gives you as much detail about the audience as possible and will make it easy for you to find.

Step 2: Choose where you want to redirect your audience

Next, you can select where you want to redirect your audience, whether it’s your website, Whatsapp or Messenger. In case you have your own mobile app, you can offer your audience to install it.

Step 3: Select your target audience

This is the most important step: choosing your target audience. This is where you will select the demographics of your target audience, such as age, gender, and location.

Step 4: Use detailed targeting to make your ad set more specific

Detailed targeting uses keywords to filter audiences based on their characteristics and interests.

Step 5: Choose the placement of your Facebook ads

The placement choice essentially allows you to choose where your audience will see your ad on Facebook. You can of course let Facebook decide for you by selecting the automatic placement button, or you can choose for yourself what is best, from a wide selection: Facebook News Feed, Instagram Feed, Facebook Marketplace, Instagram Explore, Messenger Inbox, Facebook Stories, etc.

Step 6: Optimize your Facebook ad

In this final step, you’ll want to make sure your ad is optimized for the purpose it’s intended for, whether it’s link clicks or other conversions.

All that’s left is to set up your ad and your Facebook Ads campaign will be ready to go.

Setting up your ad

Once you have your ad set in place, it’s time to create the ad itself.

Step 1: Give your ad a name

Follow the same pattern as your ad set and campaign. This will allow you to easily identify your ad in the future.

Also, make sure the correct Facebook page is selected and if you want to place the ad on Instagram as well, make sure your Instagram account is connected.

Step 2: Choose your Facebook ad format

If you want to create a new ad, click “Create Ad” or if you want to convert a previously published post into an ad, you’ll need to click “Use Existing Post”

You can then choose the format of your ad from all the options we saw before: Facebook carousel, single image or video, collection, etc.

Remember that the formats of your Facebook ads should be chosen according to the marketing objective you have assigned to your campaign.

Step 3: Choose the media file you want to upload

Click on “Add Media” to upload your image or video from your computer.

Step 4: Write your Facebook ad copy

Once you’ve uploaded your video or image, you’ll need to focus on writing quality ad copy.

Keep in mind that when your ad is posted on your audience’s Newsfeed, it only has 2 seconds to catch their attention.

So you need to write a short, but catchy headline and text.

Step 5: Choose where you want to direct your traffic

You can choose a particular page of your website or the URL of the landing page of your choice, to which your traffic will converge.

It is also possible to change the text of the call-to-action button that appears in the bottom right corner of your Facebook ad.

And that’s it, all you have to do is determine a budget strategy to get the best ROI from your campaigns and you’re ready to launch your campaign.


Here are some tips to help you get the most out of your Facebook Ads campaigns:

  • Choose a relevant campaign objective
  • Avoid narrow audience niches
  • Always choose the “Campaign Budget optimization” option offered by Facebook
  • Create your Facebook Ads for mobile first
  • Make full use of the remarketing capabilities offered by Facebook Ads
  • Extend the reach of your campaigns by using the possibilities offered by the Facebook Audience Network

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