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How to create a Facebook Ad

Posted by Stuart Walters on January 13, 2019

Step 1: decide on your goals. 

This is an important first step in creating a Facebook ad. You need to know what your aim is for this advert for it to be successful. Some potential goals could be:  

  • To increase traffic to your website 
  • Raise awareness of an event 
  • Generate new leads 
  • Or boost engagement on the Facebook page 

Whatever your goal is for the advert, you should set it before you think about anything else so that you can adjust the advert accordingly.  

So, for example you might want to increase the number of likes on your Facebook business page. 


Step 2: Go to the Ad manager  

Once you have decided on your goals, you’re ready to start creating your Facebook Ad. Go the ‘ad manager’ on your Facebook for business page. If this means absolutely nothing to you, have a look at this video here or get in touch with us!  


Step 3: choose your objective 

Your first task on the ad manager page is to set your objective. There are 15 to choose from! But don’t worry, you have already set your goals and aims of the ad so this part should be easy. 

Think about whether you want awareness, conversion, or consideration for your ad. 


For our example ad (that aims to increase the Facebook likes) we would choose ‘promote your page’.  


Step 4: define your audience 

The next step is to define your audience. You can define your audience based on a variety of categories including location, age, gender, languages, interests, behaviours, and connections. You can also include or exclude people in your population. 

An example audience would be:  

Location: Within a 10mile radius of Wallingford 

Age: aged between 35 - 55 

Interests: Business, small businesses  

Behaviour: small businesses 

Connections: exclude people who already like AAI 


Step 5: set your budget  

The next important step is to set your budget. How much do you want to spend? Think about how wide your audience is and how far you want your advert to go. The longer you want to run the ad for and the more people you want to reach, the more you will have to pay.  

You can always increase the budget later on and Facebook will tell you whether your budget is enough to reach people or not. However, it is important to think about your overall marketing budget and how much money you are willing to spend on your Facebook ads.  

It is hard to give an example because ads on Facebook can range from as little as £10 to hundreds and thousands depending on the type of campaign, the size of the business and who they want to reach. 

When setting your budget you need to think about how much you would like to spend each day and then how long you want the lifelong budget to be. 



Step 6: create your ad (content) 

Step 6 is an important one. Create your content! No matter how long you spend setting the right target audience, budget, and goal for your ad, if you have bad content it just won’t succeed as much as you’d like.  

Content is still everything. Your budget may be hundreds and hundreds of pounds but if you haven’t got good content to go with it then you won’t see the results you’ve paid for.  

This is simple if you think about it, if you saw an advert with a low quality photo or spelling mistakes you would be unlikely to take the action that the ad is calling for – for example liking the page, as you would expect this to be a reoccurring thing.  

Think about the content of your Facebook ad as carefully and as much as you would think about any print advert that you have created. 

Below is an example of the different types of ad you can create. Pick the one best suited to your content. You can also boost a post, which is effectively still an ad, keep your eyes peeled for a blog post on this later on! 


Keep your eyes peeled for more advice on your Facebook content  


Step 7: Choose your ad placement 

Your next task is to choose where you would like your ad to be placed. This may be on the mobile News Feed, desktop News Feed, or the right column. You can also decide whether you would like your advert to run on Instagram or not.  



Step 8: publish your ad  

Now you can publish your ad and let it do it’s magic! Make sure to check that everything is how it should be before you press publish.