Master Facebook Ads: A Complete Guide

Facebook does offer several Ads options that can help you meet your goals. One of the best ways to get started with Facebook Ads is through the create Ad tool. The tool gives you access to easy-to-use templates and step-by-step instructions to walk you through the process of creating an Ad.
Facebook ads guide
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Facebook Ads are a great way for small businesses to reach targeted audiences. Whether planning on building awareness about your business, increasing engagement on your page or site, or promoting a product or service, Facebook does offer several Ads options that can help you meet your goals. One of the best ways to get started with Facebook Ads is through the create Ad tool. The tool gives you access to easy-to-use templates and step-by-step instructions to walk you through the process of creating an Ad.

In this article, we’ll discuss the most important aspects of Ads on Facebook, along with some of the best practices when creating Ads.

The first step is creating a Facebook page for your business and finding your target audience. This can be done with the use of the “lookalike audience” option that allows you to reach people similar to your followers. You can also choose people who have liked your page. The Ads options are pretty simple:

  • “Link clicks to website”.
  • “Link clicks to app/webpage”
  • “Call to action”

The Anatomy of Facebook Ads

Facebook ads

Why Anatomy?

According to the dictionary, “anatomy” is the study of the structure or internal workings of something. Here we’ll take a look at the “structure” and “internal workings” of Facebook Ads.

A Facebook Ad comprises of five typical elements:

1.       Primary Text

This is also termed as “post-text” a primary text part in the anatomy of Facebook ads.

This section can have up to 125 characters. This is the largest text area you’ll have that why you have to use the part wisely.

As an advertiser, I’d suggest testing to understand the length that best suits your Ad campaign. Some audiences might have a better response to single-line post texts while some prefer paragraphs in the post text area.

Note: Try to include your website link in the primary text to increase outbound CTR and traffic to your site.

2.       Creative

I know your post text may be the best line you’ve ever come up with, but it won’t generate the engagement and RIO that you’re targeting without an image or video to back it up.

Try and make it appealing as much as you can without being overbearing. Keep in mind factors to consider to make sure your Ad creative smoothly goes with everything else in the Ad.

Keep in mind what your audience expects to see and at the same time the message you want your Ad image to pass.

When adding videos, consider their length, quality, and how they’ll meet your Ad’s objective.

3.       Headline

Often, the headline is located below your creative.

Note: You’re only allowed to use up to 40 characters in your headline. So be concise and, make every word count.

An excellent headline is a combination of creativity, a sense of urgency, and CTAs in a single line of text.

Grab their attention and ensure you lead them into making the click on your CTA button.

4.       Link Description

This usually sits under your headline in the description. It offers you a chance to tell your audience more about your product, service, or offer.

You can use this part to cover more information about your product. Use this to tell your audience what to expect this will increase their willingness to click on your links.

5.       CTA Button

This button leads people to engage with your Ad to where your Ad aims for them to reach. With Facebook advertising, there are multiple options for your call-to-action button:

  • Learn More
  • Shop Now
  • Download
  • Sign Up
  • Subscribe
  • Contact Us
  • Use App

CTA buttons are the getaway to getting more people to engage with your brand. It’s best to ensure that the anchored links work 100 percent of the time as you don’t want your Ad attracting someone’s attention only to lose them because of a link that is down, slow, or can’t be found. This customer experience might in turn harm your Facebook customer feedback score.

How to Create a Facebook Ad That gets Results

facebook ads complete guide

1.       Define the right audience

The uniqueness of Facebook as compared to other Ad platforms is the ability to narrow down a target group of an Ad campaign with the help of various parameters.

Access to more data about each user and their preferences can help businesses easily pinpoint their target group.

Note: The fact that many don’t know how to define the right audience creates both opportunities and problems for advertisers.

2.       Use Captivating designs

The design of your Ads matters a great deal due to the fact that Facebook is a visual platform. You need to have a perfect balance between aesthetics and effectiveness to attract your potential customer’s attention.

3.       Feature Irresistible CTAs

The text of your Ad should be compelling and interesting to your viewers. At times it may prove difficult to compose effective headlines and descriptions given the limited space.

The Cost of Advertising on Facebook

The cost of advertising on Facebook depends on your bidding model like cost per click (CPC) or cost per thousand impressions (CPM).

If you use CPC, Facebook advertising roughly costs around $0.97 per click as compared to using CPM which will cost around $7.19 per 1000 impressions.

Average Facebook Advertising cost Bidding Model

There are eight factors that determine how much Facebook Ads cost.

1.       Audience

The audience has a significant impact on the pricing of your Facebook Ads. Be it focusing on age, gender, or interest, expect a shift in your Ad expenses’.

2.       Ad Budget

No matter your budget, it will have an impact on how much Facebook advertising costs your business.

3.       Ad Bid

This also impacts the cost of Facebook Ads. There are a few bidding strategies:

  • Lowest cost bid strategy
  • Target cost bid strategy

Depending on your bid strategy and bid amount you may either have a higher or lower Facebook advertising cost.

4.       Ad Objective

On creating an Ad on Facebook, you need to choose one of the following main Ad objectives. Once picked you also need to select a specific goal:


  • Brand awareness
  • Reach


  • traffic
  • app installs
  • engagement
  • video views
  • lead generation
  • messages
  • product catalog sales


  • store visits
  • conversions
5.       Ad placement

This also shapes the cost of Facebook Ads. Your Ads can appear in six spots:

  • Instagram
  • Facebook Messenger
  • Facebook right column
  • Instagram stories
  • Facebook desktop newsfeed
  • Audience network
6.       Ad quality

The quality and relevance of your Ads also affect how much Facebook advertising costs. Ads with high relevance and engagement score see lower Ad costs.

7.       Season

The time of the year can have a huge impact on your Facebook Ads. In peak seasons, you might end up spending more on advertising due to increased demand for Ad space.

8.       Industry

Depending on your industry, Facebook advertising can offer a cost-effective option for building brand awareness, driving conversions, and more.

How to get the most out of your Ads!

Create Highly Targeted Ads

One of the amazing things about Facebook advertising is the ability to choose who your Ads get to reach. You can leverage this capability by creating highly targeted campaigns that will guarantee you results in more successful Ads.

Keep in mind those you’re targeting and why. Who are the main users of your product/service?

  • Is the majority male, female or both?
  • What’s your customers age?
  • Where are most of your clients from?

Customize Ads to your target market

With a focused market in place, the next step is to create Ads that cater to that group. Create an Ad that communicates with your client base.

Moreover, you also have the option of running several Ads that target different individuals like either male or female. An Ad that may be popular with men may not as effective with women. You can split them and create custom Ads for each gender.

Create Ads that stand out

As you know, businesses are only allocated with one thumbnail photo and a maximum of 135 characters so you got to make every letter count.

Implement clear, up-close images to make an impact. People tend to click on Ads that interest them and draw their attention.

Accompany your image with a text that encourages a click. Think about what would trigger you to click on an Ad.

Continuously test your Ads

Keep on testing your Facebook Ads to find out what works and what doesn’t. Run several ads and see how they perform after a certain period. Those that are not performing, look for any measurable improvements.


When it comes to Facebook Ads, there is a lot you can learn in order to make the most out of your advertising dollars. With the help of our consulting services, you’ll be able to successfully launch an Ad campaign and generate leads for your business.

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