How to create a Facebook ad


Facebook offers advertising solutions for every level of expertise.

You don’t have to be an expert to start advertising on Facebook. Create and run campaigns using simple self-service tools, and track their performance with easy-to-read reports. More than two billion people use Facebook every month – so no matter what kind of audience you want to reach, you’ll find them here.

1.6 billion people worldwide are connected to a small business on Facebook.

What makes an effective ad? See what we’re learning about which types of ads perform best on our platforms.

Here’s how to create a Facebook ad.

Once you’ve chosen the marketing goal that’s right for you, create your first ad following the instructions below.

Choose your objective.

To choose the right ad objective, answer the question “what’s the most important outcome I want from this ad?” It could be sales on your website, downloads of your app, or increased brand awareness.

See the Objectives

Screen on how to choose an ad objective in Facebook Ads Manager

Select your audience.

Using what you know about the people you want to reach – such as age, location, and other details – choose the demographics, interests, and behaviors that best represent your audience.

Learn More About Audiences

Screen on how to use ad targeting in Facebook Ads Manager

Decide where to run your ad.

Next, choose where you want to run your ad – whether that’s on Facebook, Instagram, Messenger, Audience Network, or across them all. In this step, you can also choose to run ads on specific mobile devices.

Learn more about ad placements

Ad placements screen on Facebook Ads Manager

Set your budget.

Enter your daily or lifetime budget, and the time period during which you want your ads to run. These limits mean that you’ll never spend more than you’re comfortable with.

Learn More About Budgeting

Screen on how to set your advertising budget in Facebook Ads Manager

Pick a format.

Choose from six versatile ad formats – they’re designed to work on every device and connection speed. You can choose to show a single image or video in your ad, or use a roomier, multi-image format.

See All the Ad Formats

Screen on how to pick an ad format in Facebook Ads Manager

Place your order.

When you submit your ad, it goes to our ad auction which helps get it to the right people.

Measure and manage your ad.

When your ad is running, you can track performance and edit your campaign in Ads Manager. See if one version of your ad is working better than another, or if your ad is being delivered efficiently, and make tweaks and adjustments as needed.

Screen on how to measure and manage your ad in Facebook Ads Manager reporting options

Learn how to create, publish and purchase ads across Facebook, Instagram, Messenger, and Audience Network with this 15-minute Blueprint course.

Make one ad and show it everywhere.

With a few clicks, you can run ads across Facebook, Instagram, Audience Network, and Messenger. By making a single campaign, you can reach people on all of their

Show ads across devices.

Show your ads on whatever device your audience happens to be using, with additional options for mobile or desktop.

Do it all in just a few steps.

Advertising across platforms and devices is easy. Just build your ad once, then select automatic placements to run your ad in the places that are most likely to achieve your campaign goals. No resizing or reformatting required.

Stay safe and precise.

Growing your reach doesn’t mean lessening your control. Easy-to-use brand controls let you set parameters on where and how your ads appear.

The best ads drive real business results, but they also delight people.

Be authentic.

Start by considering your tone of voice, which can simply be a reflection of your business’s personality. Is it funny? All business? Adventurous? The more authentic you are, the more effective your ads are likely to be.

Understand your target audience.

Speak directly to their motivations or address the barriers preventing them from becoming your customers. Consider having different versions of creative for different audiences to ensure that you are speaking to what motivates each group.

Define your theme.

Figure out what you want your audience to take away from your ad. Think about a theme or concept that will tie your ads together and make you stand out. The theme can be a concept, an idea, or even a visual theme to create consistency amongst all of your ads.

Put your message in motion with video.

82% of mobile traffic is expected to be video by 2020.1 Facebook offers your business different video ad types, placements, and platforms to reach your audience with content that matches the ways they spend their time online.
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