How to Create Ads on Facebook

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Hi Web123ers! Yes Facebook Ads have changed, so for your convenience I have updated our ‘How to Create Ads on Facebook’ blog so you still have a go-to article when creating your own ads.

There’s a bit that has changed – especially when it’s come to setting up the ads themselves.

Sit back, get a pen handy, and get ready to update yourself on the new Facebook Ads.


Note: Facebook has certain rules on what you can and cannot advertise; what you can write and what types of images are suitable. Make sure you check these out before you start. You can view the Facebook Advertising Guidelines here:


Setting up your Ad on Facebook: Options

The process for selecting which option you’d like to use when advertising on Facebook has changed and now looks a whole lot cooler. You have two options to choose from: Search by URL or Search by Destination ID.

Search by URL is just creating an ad and linking it to a website URL destination, such as

Search by Destination ID is linking your ad to a Facebook page,  app, event, places, domains or facebook URL, all located within Facebook that are linked to your Facebook Account/Business Page.

You can find more help from Facebook here >> 


Selecting the URL Option

You will want to use this option if you are linking people to an external site other than Facebook, such as your own website.



Select this option and type in the URL address of the site you will direct visitors to.




Once you’ve done that, the above will appear. This is where you will write your Headline and Text, and upload an image.

Note: Body copy character amount has now reduced; it’s now at 90 characters and originally was 135 characters.

When writing your ad, remember to use compelling copy and words. If you’re audience are Melbourne women, then ultimately put something in the headline that will capture their attention, such as ‘Melbourne WOMEN!’ you can use capitals in your copy but only a couple of times, same with exclamation marks.




You will notice an option of ‘Show social activity’, if you check this it will show up under your add with people who like that page. For example if some see’s this add, and one of their friends have already ‘liked’ the Facebook page, then their names will show up saying ‘So and So likes Web123’ see below.



Selecting the Search by Destination ID Option



To give you an example of how to use this option, we’ve selected our own Web123 Facebook Page. In doing this it gives you two options for ‘What do you want to promote?’, either being ‘Web123’ or ‘A specific post on Web123’.

Let’s look at both options…



Let’s promote ‘Web123’

Selecting this option gives you another few options… creating a new Ad or stories about friends liking Web123.




Stories about friends liking Web123

This is basically an ad that will be seen by people’s friends of who have ‘liked’ Web123 Facebook Page. The reason you’d want to implement such an ad is to boost your fans on your Facebook Page. It’s more of a branding exercise rather than informative.




Let’s promote a Specific post

This option allows you to promote a Post your page has on it. Unlike the previous option, you can customise your audience for this. You’d want to use this type of ad if you had a certain product, service or campaign to advertise through a post, and that links to your website. Ideally, this helps result in more likers and more website traffic.



Something new!

Connections & Objectives

(Only applies for Search by Destination ID option)

Connection targeting is used if you want to target people connected to your Page, Event or App or people that are not connected to it. Again, it depends on what you are promoting. For example if you are promoting your Facebook Page and your aim is to gain more ‘likers’ then you would want to target people NOT connected to your page. The reason why you would choose this is so you don’t get ‘unwanted’ clicks on your ad, and so you are not paying for ‘unwanted’ clicks either!




Objectives are a new feature added to the Facebook Ads. According to Facebook Objectives are the goals you have for each of your ads. You can choose 3 different objectives: (1) like my page, (2) get people to click on my ad or sponsored story, and (3) see my ad or sponsored story. The Facebook system then optimises your ad’s delivery by showing it to the people who are most likely to take the action you select as your objective.

There’s one thing to note with these options, they can change your budgeting method…


Like My Page

Using ‘like my page’ as an objective will make Facebook charge you per 1,000 impressions through the CPM budgeting method.




Click on my ad or sponsored story

Choosing this method will make Facebook charge you Cost-Per-Click, this is what I recommend when budgeting.




See my ad or sponsored story

If you choose this method you can adjust your bid, however you are being charged per 1,000 impressions, not clicks.



Other Targeting Options

(Applies to all options)


When choosing your image…

Believe it or not but that little image is the BIGGEST part of your ad! It needs to capture your audience’s attention, and then it’s the copy that they will read!

A recent change has seen the original Facebook image size of 100 pixels x 80 pixels reduced to 99 x 72 pixels, so keep this in mind when resizing your images.

The image needs to be likeable and attention seeking. For example if you are advertising a service you may want to put an image of someone pulling their hair out and then have the copy read that you can help them!

Here are some tips:

  • Women like to look at other Women.
  • Women like to look at Babies.
  • Men like to look at Women.
  • Smiles are more attention seeking.
  • People also like cute animals such as kittens.
  • Images with words in them also work really well!

Make sure your image is capturing the eye of your audience; make them want to click on your ad!

Here are some examples of good images…



Choosing your location

This part of the Ads on Facebook hasn’t changed very much; just mainly the layout has changed.

Facebook allows you to drill down and target where your audience is and what gender and age they are. Make sure when choosing your location, age and gender, you consider who you’re marketing too. There’s no point in selecting both genders if your products are only for females.




The more specific you are, the higher your Click Thru Rate will be <<< Important to Remember!

But you want to keep your audience wide enough (large enough) so you can test who bites at your ads. If you narrow it too much you may not get any clicks.

As you select different criteria, you’ll see the side bar of your ‘Audience’ change. This will help you grasp how large your audience is on Facebook and if you should narrow it down or broaden it.



Selecting Interests & Connections

Precise Interest targeting allows you to type in certain keywords and target according to what people ‘Like’ or what ‘groups’ people may be a part of. You can do some prior research just by searching through Facebook and seeing what type of people are ‘liking’ what groups. This may be a little too complicated and you may be better off switching it to ‘Broad Category’ rather than Precise!

Just remember, you don’t have to target any interests at all! You would only do this if you were selling a particular niche product, such as Basketball gear – then you would search for people interested in Basketball!

Targeting a Broad Interest range allows you to view all generic interests available and pin point the ones relevant to your audience. It’s a much easier and quicker way to target! If you are selling baby products you can pin point down to Parents (Child: 0-3yrs) or All Parents, if it applies.




Connection targeting is used if you want to target people connected to your Page, Event or App or people that are not connected to it. Again, it depends on what you are promoting. For example if you are promoting your Facebook Page and your aim is to gain more ‘likers’ then you would want to target people NOT connected to your page. The reason why you would choose this is so you don’t get ‘unwanted’ clicks on your ad, and so you are not paying for ‘unwanted’ clicks either!


Advanced Targeting Options

Advanced Demographics targets further into a person’s relationship status and their languages. If you were advertising a dating service for Men (remembering that you chose Men in the demographics area) then you would use this and target people that are interested in Women and are Single. If you were targeting Australian’s that speak Chinese for Chinese Classes then you could change the language to Chinese to hit this audience.

Remember: you don’t have to use ALL these targeting aspects when doing your campaign. As long as you know their use, then one day you might find a need for them.




Facebook even allows you to target down specifically to a person’s education status and workplace. If you are advertising University offers then you might want to use the education targeting method so you can target ‘At Secondary School’.

In regards to using the ‘Workplaces’ field, you would only use this if you wanted to target specific workplaces. If you sold software and wanted to get it into some firms and you knew these firms were on Facebook, then pop them into the field and get targeting! Mind you, this will bring your target reach down to a very small size, so it would be worth testing it out to see if people will click on your ad and convert!


Campaign, Pricing and Scheduling

Once you’ve finished creating your ad you need to finalise your Campaign Name, Budgets and Schedule.

The Campaign Name is basically the name of your cluster of ads. For example if you are creating numerous ads for your Easter Product Special and are targeting niche audiences within each ad, then you would call your Campaign Name: Easter Special 2012. No one else see’s the campaign name; it’s just for your reference.

The Budget is how much you want to spend per day on the ads. For example if you want to spend $400 a month, equalling around $100 a week; then that is about $14 a day.

The Schedule is the timing of your campaign. You can set it up to have a start and end date or you can have your campaigns running continuously until you decide you want to stop them manually.

The Pricing section is where you place your bid for the clicks on your ad. Facebook will show you a ‘suggested bid’ it is recommended that you choose something in the middle of this pricing range so you know that your ad will show up. The rule is – the more you bid the more your ad gets shown! Remember though, you don’t actually pay that amount per-click, it differs per ad. For example if your bid is $1.20, you may only be paying $0.59 per click. However, because your bid is higher your ad is being shown more to your audience meaning you get more clicks! You can also pay CPM which is cost per 1,000 impressions. So if you’re basically paying for people to see your ad rather than click on this ad. I recommend always sticking to CPC (cost per click).




Review your ad

Make sure before you finalise everything you review your ad!




Measuring and Tracking performance

Once all your ads are created and they are up and running you need to measure and track their performance. It is recommended to keep an eye on it on a daily basis and to change up your ads every 1-2 weeks.

Here are some things you need to understand within the tracking of your ads…


Overall Campaign Performance




The above image shows the overall performance of your campaign, not the individual ads.

Social reach: This is the number of people that saw your ad with the name of their Friends that had liked your page already, hence they ‘liked’ your page.

Reach: The number of individual people that saw your ad.

Targeted: The number of people your ad can reach based on the targeting you selected.

Clicks: Number of people that have clicked on your ad.

Connections: The number of people that have ‘liked’ your page within 24 hours of seeing the ad.

The above example shows high Clicks but low Connections, this means that if we looked at this campaign most of the ads would be leading to an external URL not to the Facebook Page.




The above image shows additional information in regards to measuring your campaign performance.

The most important aspects in this data you want to focus on will depend on the purpose of your campaign. If the purpose is to gain more ‘likers’ then you want a high Connections figure or if the purpose is leading them to an external URL you want high Clicks.

Frequency is basically how many times an individual is seeing this ad. The above example means each individual in the audience targeted has seen this ad about 22 times.


Individual Ad Tracking



Facebook also lets you see statistics for individual ads; these will be presented next to the ad itself. Basically, the ‘reach’, ‘frequency’, ‘social reach’, ‘connections’, ‘clicks’ and ‘CTR’ mean the same as the campaign information but these stats are for the individual ads not the overall campaign.

The Status column allows you to view the status. You can ‘Pause’ or ‘Delete’ ads from this, and if an ad of yours is waiting for approval it will have a ‘clock’ symbol there, and if your ad was disapproved it will have a red circle there instead.

From here you can update your bids by just clicking on the bid and adjusting accordingly. The Price shows how much you are actually paying for that ad, as stated earlier you will always pay less than what you bid.



Hopefully, this How to Create Ads on Facebook guide gives you a good basis of how you can go about getting your own ads up and going!

Don’t forget that if you have any questions about this process you can leave a comment below and we would love to help you.

If you don’t have Facebook for your business yet and you want to create Ads on Facebook then you should check out this Facebook Kickstarter Package to get you started.

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