Two billion people use Facebook every month. With our powerful audience selection tools, you can target the people who are right for your business. Using what you know about your customers – like demographics, interests and behaviors — you can connect with other people similar to them.

Facebook Business Manager

Business Manager is a free tool businesses use to manage their Facebook pages and ad accounts. It is a good idea to administrate your Facebook ad campaigns from an account that is separate from your own personal Facebook account.  This makes it easier to assign employees or even external ad agencies to login and work on your company’s ad campaigns without them having to access your personal Facebook account. The Facebook Business manager also allows you to assign different roles and permissions to different individuals to limit who has access to which specific ad accounts and/or Business Pages.

Business manager also allows you to manage two or more different ad accounts in one place. This is especially useful for those who run two or more different websites / businesses.

Once you setup your Business Manager account, you are ready to start building your first ad campaign.

You can access the Business Manager at business.facebook.com.

Facebook Business Manager

Campaign Objectives

Every Facebook Ad Campaign starts with you defining your specific advertising goals and your specific objectives.

For example, if you are looking to drive traffic to a physical location you would use “Local Awareness”. If you’re driving traffic to a website, you want to use “Conversions”.

Here’s the complete list of Facebook campaign objectives available:

Brand Awareness

An ad campaign aimed at increasing people’s awareness of your brand and/or business.

Reach

This objective will show your ads to as many people as possible within the target audience that you define.

Traffic

This objective will focus on sending your target audience to your website.

Engagement

This objective will show your ads to people who are the most likely to engage with your post by liking it, commenting or sharing it with others.

Video Views

This objective will show your ads to people who are the most likely to watch video ads promoting your products or services.

Conversions

This objective will show your ads to people who are the most likely to complete a specific action on your site such as buying a product from your online store, download an app, or register for your site.

Ad Targetting

For each ad campaign you will want to define a specific “target audience”. This will allow you to only deliver ads to people who are most likely to respond in a positive way (i.e.- buy your product, visit your website, etc).

By defining specific parameters such as location, gender, age and interests, you can start to define your target audience. Select the location for your target audience – are you trying to promote your message to people locally or in only specific parts of the world? Set the specific age range for your target audience and – if relevant – the gender. You can also target a specific language such as English to ensure that text ads written in English are only displayed to English-speaking users.

You can narrow your target audience even more by adding specific interests. This is especially powerful if your product or service involves a hobby or a specific area of interest.

Audience Insights

Audience Insights help you learn more about your target audiences. You’ll gather aggregate attributes about your customers, such as interests and behaviors–and you can use these to find new audiences who may be interested in your business.

Demographics information including age and gender breakdowns, education levels, job titles, relationship statuses and more.

Learn about people’s interests and hobbies. Audience Insights also includes third-party information on what products people may be interested in purchasing.

Audience Insights combines relationship status, annual income, family size and location to tell you about the types of people interested in your business.

Ad Formats

Facebook offers a wide variety of different ad formats including photo ads, video ads, slideshow ads, carousel ads, and collection ads.

Ad Placements

With Facebook ads, there are several different location in which you can run your ads. You can run ads in your target audience’s Facebook feed and/or run ads that appear in the right column of the person’s Facebook feed.

I find that I have the most success running ads specifically in the Facebook feed compared to ads running in the right column. Ads in the feed are usually noticed more and I will usually advertise only in the feed area.

When setting up your ad campaign you can also choose to run ads only in specific ad locations or “placements”. If you wish to run ads only on a user’s Facebook feed (rather than ads appearing in both the person’s feed and on the right column) you can do so simply by defining this in your ad campaign’s settings for “ad placements”.

Because Facebook also owns Instagram and Messenger, you can run ads on several different ad platforms. You can run  ads on the Facebook site as well as on the Instagram site, Messenger, and the Audience Network.

Similar to ad locations, you can choose to run ads on all ad platforms or only on specific platforms by simply defining this in your ad campaign’s settings for “ad placements”.