Facebook Ads

How to Advertise on Facebook - Basic Guide

Facebook has changed the way we understand advertising on the Internet. This social network has enormous power, both for marketers and for those who run their own business and want to improve their results. Knowing how to advertise on Facebook and locate your ideal prospect is very simple. You just have to know which segmentation is the most appropriate for your business, master custom audiences, know how to define the interests and behaviors of your audience... wait! It's not as easy as it sounds. Do not worry. In this post we tell you the fundamental steps you have to take to create your own advertising campaigns on Facebook. 

First of all, keep in mind that every Facebook page has to be associated with a personal profile. Only then will we have access to the creation of Facebook pages for companies or fan pages. To go from a personal profile to a company one, don't miss this article: Go from a personal profile to a fan page Facebook (in Spanish). Don't worry! Your personal profile will not disappear, but will remain active and will work independently of your company.

How to advertise on Facebook

Facebook offers a wide variety of advertising options. But above all, it must be borne in mind that any Facebook campaign can be divided into 3 levels.

  • The main campaign: with a well-defined objective. The ad groups or sets. When we are creating advertising for differentiated audiences, we must create an ad group for each of them. Announcements. Each ad group must contain multiple ads. We will use different texts, formats and images, with which to check which of them works best.

What is the Facebook Ads Manager?

When we create an advertising campaign on Facebook and Instagram, we need to use the ad manager. With this tool, we will have a global vision of all the campaigns we have created, how many ad groups each of them are made up of, and how many ads belong to each of these groups. We can also see the results achieved, the device from which they come, which is the platform that works best (Facebook or Instagram) etc.

Be clear about our advertising objective

The Facebook advertising platform, called Facebook Ads, is created to create advertising campaigns on social networks, once we are clear about our advertising objective. If you have several objectives that you want to cover, you must do a different campaign per objective. You cannot run campaigns with more than one marketing objective. There are up to a total of 11 different objectives to choose from, within the Facebook administrator. By choosing one of them, we give Facebook a better idea of what we want to achieve, receiving from the platform the best options to achieve it. In the following image, we summarize all of them.

Brand recognition

Objective: Brand recognition

Increase the recognition of your business, brand, or service among users.

Objective: Reach

Show the ad to as many people as possible, within the target audience.


Objective: Traffic

Get users to go from Facebook to any URL you define, such as your website's home page, blog post, app, etc.

Objective: Interaction

Reach users who have higher probabilities of interacting with your ads. This interaction comprises likes, comments, and content shared, but it can also include the offers requested from your page. 

Objective: App installs

Send people to a store where they can download your business app.

Objective: Video views

Share videos of your business with the people who are most likely to see them on Facebook

Objective: Leads generation

Collect lead data for your business. Create ads to collect information from people interested in your product, such as registration to receive the newsletter.

Objective: Messages

Connect with people on Facebook or communicate with potential or existing customers to generate interest in your business.


Objective: Conversions

Encourage people to take a specific action on your business site, such as adding items to the cart, app downloads, registering on the site, or making a purchase.

Objective: Product sales

Show products from your store's catalog to generate sales.

Objective: Business traffic

Promote the physical establishments of your business among people who are nearby.

Choose your audience

The next step is to decide who will be part of our ideal audience or target audience. As we have said previously, we can create different audiences for each ad group that we have previously created at the campaign level. If you are a bit of a newbie to Facebook and don't have much experience with the platform, perhaps this is the step that will cost you the most, and you will have to go testing and testing each advertising set, until you know which audience best suits your business. The segmentation options that Facebook offers us are immense. You can find more information about it in the following article: Create the right audience for your Facebook campaigns: Similar and personalized audiences.

Set your budget

When setting up our budget, we can choose between a daily budget or a total one. If we choose the daily budget option and specifically we want to spend $10/day, we must bear in mind that depending on the delivery possibilities that our ads have on a specific day, Facebook may spend a little more or less than what is established, but a daily average budget of $10 will be maintained. To learn more about budgeting, don't miss this Facebook article.

Optimization and delivery

In this section, we can choose when we want to be charged for the ads. These can be per click or impression. Currently, most advertising targets charge per impression. But it must be taken into account that if we choose a traffic campaign with an optimization of delivery of “clicks on the link” as our objective, we will be able to choose the option that we are charged per click, instead of per impression. By choosing this, we will optimize our budget in a better way. On the other hand, delivery can be standard or expedited. With standard delivery, our ads will be displayed throughout the day. While accelerated, it will try to reach the largest possible number of users. This second option is good for urgent promotions, which have a time limit. The most popular option among advertisers is usually the standard one.

Create an ad

What do you want your ads to look like? If what you are looking for is to attract more people to your website, doing a traffic campaign is what Facebook recommends. This type of campaign can have an image, an image carousel or a video format. Ads with a single image or video, Facebook will ask us:

  • 125 character text.
  • Maximum title of 40 characters.
  • Image ratio or aspect ratio of 1.91: 1
  • Image resolution: 1080 x 1080 pixels.

For carousel images, Facebook recommends:

  • Recommended image size of 1080x1080 pixels.
  • Image ratio or aspect ratio of 1: 1
  • 125 character text.
  • 40 character header.
  • Optional 20 character description.

Images must not contain more than 20% text. This is one of the publication requirements that Facebook has. To know others, do not miss our article: Ads on Facebook. Reasons why they are rejected These are the ad characteristics for a traffic campaign. Depending on the chosen objective, the ad format and its characteristics may change, once we have selected the type of objective, we must focus on the placements where we want our ads to appear.

Visit our website to discover the Adtuo Campaign Editor, where you can create all types of ads for each social platform.


Among the locations that we can choose, we find that we can target our advertising campaigns to mobile devices, to computers or to both devices. If you know that most of the people who visit your website do so via mobile, it would be interesting if your Facebook campaign was focused on these types of devices. In this way, we can optimize our entire budget to the one we know works best. In addition, Facebook gives us the option of being able to choose the type of platform we want to focus our ads on. That is, if we want them to only appear on Facebook, Instagram or both. Among their locations, we can choose to appear in the Feed, in the stories, in Facebook instant articles, etc. For example, in a traffic campaign targeting computers only, Facebook will give us the option to show our ads on:

  • In the Facebook news section.
  • Facebook Marketplace.
  • In the right column of the Facebook feed.


Once you have all the previous points established, you will need to periodically review all the data and reports that Facebook makes available to all its advertisers. With this, you will be able to assess your results and the operation of your campaign.


When we are going to launch a campaign on Facebook Ads, many important details must be taken into account before putting it into circulation. Configure it properly, be clear about our objectives and make it profitable for our pocket, are fundamental points when creating it. The success or failure of our campaign will depend 90% on the segmentation we choose. This is truly the most complicated and what your performance will depend on. Once our campaign begins to collect its first data, knowing how to measure and interpret the metrics will allow us to understand how effective it is, and what optimizations we must carry out. If you want more information, do not miss our Guide to Marketing in Social Networks for SMEs and freelancers, in which you will learn the keys to get the most out of social networks in your business, getting more customers and gaining more visibility quickly and simply.

Now you have a general idea of how to create ads on Facebook, why don’t you try Adtuo for free? You’ll be able to manage all your campaigns very easily and receive instant recommendations to optimize your results thanks to our AI features. Let’s go!