How to Advertise on Facebook in 2020: Step-by-Step Facebook Ads Guide

Facebook Advertising


Have you ever wondered what is driving the top advertising trends on Facebook? Despite the presence of some of the massive and ever-growing competitors in the social networking world, why Facebook’s user base still keeps growing?

Facebook constantly upgrades its advertising capabilities and implements creative formats to attract potential advertisers on its platform. Advertisers understand the worth of business opportunities provided by this social media giant. With over 1.39 billion monthly active users on its platform, Facebook advertising has become a crucial factor for any business success. This is one of the reasons that more than 30 million businesses have a Facebook fan page. 

But to advertise on Facebook, you need to create a Facebook Ad campaign. This article covers all the steps to Facebook advertising.

Pick A Specific Goal

The objective behind the creation of an Ad campaign decides the course of your business growth. Before you start any Facebook ad campaign, you must have a Facebook business page.

To start a new Facebook ad campaign, log in to Facebook Ads Manager and click on the 'Campaigns' tab, then click on 'Create' to complete the process.

Based on what you want to achieve through your ads, you can choose from 11 different kinds of Facebook marketing objectives. It includes brand awareness, reach, traffic, engagement, app installs, video views, lead generation, messages, conversions, Catalog sales, and store traffic.

There are two ways to pay for your Facebook Ads. For conversion-related goals, you can pay per action, whereas for exposure objectives, you can pay for impressions, which includes views and traffic.

Select A Name For Your Campaign

Selecting a name for Facebook Ad campaign


Naming an ad campaign is a crucial part of Facebook advertising. Make sure that the name should reflect the essential features of the ads. Here are some of the crucial elements that you must include while naming an ad of the campaign.

  • Country: The name of the ad should mention the country/countries that it is related to.
  • Objective: The main aim of your ad campaign should find a place in its name.
  • Targeting: Whether you are prospecting or remarketing, it should be included in the name.
  • Type of ads: Mention whether it’s a dynamic ad or a static ad.  

Further, you will have to select whether to set up split testing and budget optimization. These options are useful if you are using multiple ad sets, so you can skip them for now. If your Facebook ads are engagement-oriented, you will be asked to choose from post engagement, page likes, and event responses. For this, you can choose Page likes.    

Establish Your Ad Account

If you are new to Facebook advertising, you will be asked to set up an ad account. As when you click on the option saying ‘Set Up Ad Account,’ it will be lead you to a new page. This page will require you to enter some key details of your identity. It includes the name of your country, the currency, and the time zone of your region. You click on 'Continue,' and it is done.

Note: The important thing to know here is you will not be able to change these details once you complete the process. Therefore, you must choose it wisely, or else you will have to create a separate Facebook Ad account.  

Target Your Audience

After you complete the process of setting up the Facebook ad account, you can select which particular page to promote. This is where you start building your target audience.

The first option that you’ll see will ask you to add an audience that has already interacted with your business on Facebook or any other platform. Moreover, you can select the target location, age, gender, and other essentials. While you make your selections, watch out for the audience size indicator. It indicates the potential reach of the ad. This process will also give you an idea of the estimated number of page likes.

Note: Keep it in mind, that these would only be the estimates and not the guaranteed claim.

Target audience


Effective targeting is the key to maximum Returns-On-Investments. You can easily target your audience with the help of Facebook Ads Manager. There are two ways you can target your audience.

Detailed Targeting: You can use this tool to include or exclude people. It could be related to different interests and behavior.

Connections: This tool allows you to exclude people who already have some links to your Facebook account. For instance, if you are looking to have a new audience, you can select 'Exclude people who liked your Facebook page.' 

Select From A Specific Ad Placements

The convenience of choosing where your Ads will appear is one of the great features of Facebook advertising. Besides, automatic placements are the best thing for those who are new to this feature. As when you select this option, Facebook automatically places your ads when they are most likely to get the best results.

After getting decent experience in the placement of ads, you can manually select a specific location. Manually placement of Ads include device type (mobile or desktop), platform (Facebook, Instagram, Messenger), placements (feeds, stories, in-stream, and more) or any specific mobile devices and operating systems (Android, feature phones, etc.)

Choose A Budget For The Ads And Schedule It

Budget and Schedule


Budget and schedule define how much you’d like to spend on a Facebook Ad, and when you would like them to appear. It is essential to choose an appropriate budget plan for Facebook advertising. You can either select a daily plan or a lifetime budget plan for your Facebook Ad campaigns.

After you choose a plan that suits your advertising requirements for your business growth, you can set the start and the end dates. You can also choose to schedule your ad for the future. It also allows you to restrict the amount spent based on the number of actions instead of an overall campaign by adding an optional cost & bid controls.

Note: The most efficient way to spend your budget on Facebook paid ads is to schedule them as you can only serve your target audience when there are some to target.   

Generate Your Ad

The last step of Facebook advertising involves the creation of the ad. Now, all you have to do is select a format that gives a structure to your Ads. The formats will vary based on the campaign objective that you chose in the beginning.  Enter the text & media components, and it's almost done.

Get a good look at the preview and ensure that it contains all the potential placements. If everything looks good, click on the ‘confirm’ to complete the process. Soon, you will get an email confirmation of your Ads approval.


The process of advertising on Facebook contains various steps. Before you start your Facebook Ad campaign, you need to be clear about what you want to accomplish through your advertisement. It will help you in setting up your Facebook Ad campaign.