How to Run Facebook Ads The Right Way

by | 27 Jun 2022 | Information, Sales & Marketing

More than 1.7 billion users log into their Facebook accounts every day. Facebook offers a huge market and a great opportunity to advertise your products and services. But it may get confusing for a marketer or advertiser unfamiliar with the process. To help you with Facebook ads we have compiled this article to get your ad campaign right. It will raise the effectiveness of your ads and optimize the budget. It will also ensure that you are targeting the right audience with the right ad. 

How to Run Facebook Ads– Structure

Facebook ads have the below structure. 

  1. Campaigns. The campaign includes all of your assets. 
  2. Ad sets- These are meant to categorize different kinds of audiences. 
  3. Ads- These come within your ad sets. In an ad set, there may be several ads with different colors, images, copies, etc.  

How to Run Facebook Ads Effectively-Steps

Follow the below-mentioned steps for an effective Facebook ad campaign.

1. First You Have to Create an account with Facebook Ads Manager.

Set up a Facebook Business Page for running Facebook ads. Then you have to set up Facebook Ad Manager. Follow the steps below.

  1. Go to
  2. Now click on the button “Go to Ads Manager.”
  3. Press confirmation on the ad account setup page.
  4. Set up the payment method and save changes. 

After the setup, use Facebook Ads Manager as a control center for your Facebook ads.

Facebook Ads Manager acts as a dashboard and allows you to overview all of your campaigns. It is organized by columns, so you can filter through the ads and get a customized view. You can get key stats like frequency, reach and cost easily with it. You can estimate your daily spending and get performance reports.

2. Create Ads through Facebook’s Ads Manager

To start creating ads through Facebook Ad Manager, click the tab of the type of ad you want to create. Then click the green “create” button that is situated to the far left of the ad types.

3. Select an Objective

Facebook’s Ads Manager is designed to keep the user’s campaign objective in mind. You will get a prompt to pick an objective out of 11 different objectives for your campaign. Selecting an objective gets you the best-suited ad options. These objectives are:

  1. Brand awareness
  2. Reach
  3. Engagement
  4. Website traffic
  5. App installs
  6. Video views
  7. Messages
  8. Lead generation
  9. Conversions
  10. Catalog sales
  11. Store traffic

Once you select your preferred objective, Facebook will display the ad option best suited to it.

4. Select Your Audience

Next, you have to configure the audience you want to target. You can configure the audience for each ad set within a campaign. Check out the “audience definition gauge” situated to the right of the” audience targeting fields”. It calculates the potential reach numbers by taking all the selected properties into consideration. Facebook’s built-in targeting has a wide variety of options including:










Ethnic Affinity



Life Events




You also have the option to select a Custom Audience here. This lets you target Facebook users that are in your contact database, use your app or game or visit a webpage in your site having a target pixel. Once you find a target group, you can save these audiences for later use and not repeat the above-mentioned steps.

5. Set the Budget

Set a daily budget or a lifetime budget. These are explained below. 

  • Daily budget- It is a preferred option if you want an ad set to run continuously through the day. Facebook paces your spending per day if you use this option. The minimum daily budget for an ad set is $1 and must be at least double your Cost-Per-Click (CPC). 
  • Lifetime budget- It lets you run your ad for a specific length of time. Facebook paces your spending over the time period specified for the ad. 

You can also use advanced options to specify the budgeting. This lets you specify the following things:


Use it to further define your ad schedule. You can customize the start and end dates of your campaigns and also set parameters for running the ads for specific hours and days. 

Pricing & Optimization- Answer to How to Run Facebook Ads for Free

Select if you want to bid for the objective, impressions, or clicks. This defines how your ads are shown and paid for. You will only pay for ads shown to your target audience but Facebook controls the maximum bid.

If you opt for manual bidding then you set the amount for pay per action. But Facebook will suggest bids based on other advertisers’ data in your niche. 

How to Run Facebook Ads for Free? The answer to this question is by getting a high ROI from the targeted Facebook ads. The revenue you get sets off the expenses on the ad spends with the result that you earn a profit and recover the amount spent on running the Facebook ads.  


Delivery means how your ads will be delivered to your target audience. These are of 2 types, Standard and Accelerated. Standard delivery displays your ads throughout the day while accelerated delivery will quickly show your ads to your target audience. This type of delivery requires manual bid pricing and is great in case of time-sensitive ads, for e.g., a deal available for a short time, tickets for a concert, etc.   

6. Creating Facebook Ads

To create Facebook Ads, you have to choose ad format first. The formats will be available based on the campaign objective selected before. Now enter the text and media components in the format chosen. You can use images, create short animations and slideshows. Check the ad created through the preview tool located at the right of the page. If you are satisfied with the ad, launch your ad by clicking the green publish button.

7. How to Run Facebook Ads-Text and Objective Specifications  

Given below are the recommended character counts for different kinds of ads. Anything above the text limits will be cut off. 

Image Ads

Headline up to 40 characters

Link description up to 30 characters

Body text up to 125 characters

Campaign objectives- All except for video views

Video Ads

Headline up to 40 characters

Link description up to 30 characters

Body text up to 125 characters

Campaign objectives- All except for catalog sales

Facebook Stories Ads

There is no set character count for text. Recommended to leave 250 pixels text-free at the top and bottom of the ad.

Campaign objectives:- All except for engagement and store visits

Carousel Ads

Headline up to 40 characters

Link description up to 20 characters

Body text up to 125 characters

Campaign objectives- All excluding engagement and video views

Slideshow Ads

Headline up to 25 characters

Link description up to 30 characters

Body text up to 125 characters

Campaign objectives- All

Collection Ads

Headline up to 40 characters

Link description- N/A

Body text up to 125 characters

Campaign objectives- Traffic, store traffic, conversions, catalog sales, 

Instant Experience Ads

Text- Blocks of text up to 500 words each

Button text up to 30 characters

Campaign objectives- All except for lead generation

Messenger Inbox Ads

Headline up to 40 characters

Link description- N/A

Body text up to 125 characters

Campaign objectives- Traffic, conversions, app installs, messages, catalog sales

8. How Much Does It Cost to Run Facebook Ads

The cost to run Facebook ads depends on various factors. These factors are explained below. 

  1. Timing- Timing plays an important role in Facebook ads expenditure. The timing of the hour, day, and month affect ad costs. 
  2. Ad Placement-Spots having higher-competition cost more.
  3. Bidding Strategy- Depends on the bidding strategy of choosing a specific bid cap or the lowest cost.
  4. Ad Relevance- If an ad’s quality ranking, engagement ranking, or conversion ranking is low it may raise costs. 
  5. Target Audience- If your target audience is higher competition, then it may cost more.

AdEspresso researched and calculated the average CPC of Facebook ads for the 3rd quarter of 2020. The average costs broken down by campaign adjective were as below:

  • Impressions: $0.98
  • Reach: $1.03
  • Lead generation: $0.67
  • Conversions: $0.25
  • Link clicks: $0.16

9. How to Run Facebook Ads 2021– Monitoring Ad’s Performance Metrics

You can monitor your ads through Facebook Ad Manager and with the help of marketing software. Here are some key metrics to look out for. 

  1. Performance- This can be further customized to metrics like reach, results, frequency, and impressions. 
  2. Engagement- Can be further customized to metrics like Page engagement, Page likes, and post engagement.
  3. Videos- This can be further customized to metrics like video views and an average percentage of videos viewed.
  4. Website- Can be further customized to metrics like website actions (all), purchases, adds to cart, checkouts, and payment details. 
  5. Apps- Can be customized further to metrics like app engagement, app installs, mobile app actions, credit spends, and cost per app engagement.
  6. Events- Can be customized further to metrics like event responses and cost per event response. 
  7. Clicks- Can be customized further to metrics like clicks, unique clicks, CPC (cost per click), and CTR (click-through rate).
  8. Settings- Customize them to metrics like start date, end date, ad ID, ad set name, delivery, bid & objective. You can find all the data for these metrics in the Facebook Ads manager. 

You can analyze the data as per the account level, campaign level, ad set level, and ad level. The account level gives you the aggregate data of performance across all campaigns. The Campaign, Ad Set, or Ad Level helps you analyze the data right down from the performance of the campaigns to the individual ads.

10. How to Run Facebook Ads-How to Get Reports on Facebook Ad Performance

Follow the below steps to receive custom Facebook Ad performance reports via email as well.

  1. Go to Analyze and Report through the upper main menu.
  2. Select Ads Reporting.
  3. Click on Create Custom Report.
  4. Now select and open a saved report.
  5. Choose Save As next to the save icon. Create a name for your report and check “Schedule Email”.
  6. Now follow the prompts so as to edit and confirm your reporting preferences.

How to Run Facebook Ads Effectively- Some Smart Tips

1. Focus on Higher Funnel Marketing Too

Set specific goals early and focus on high funnel marketing along with short-term conversions. Research suggests that they too drive sales at a similar rate of money spent.

2. Use Facebook Pixel

Facebook pixel is a code that helps you immensely with Facebook ad campaigns. You need to place this small piece of code on your website. It helps you to track conversions, remarket to users who viewed a product on your website, and also creates lookalike audiences. By installing it you get access to tracking and remarketing data.

3. Ad frequency

When you launch your ads, set them to play to your target audience more at first. Once they get familiar with your product and start remembering it, it can lead to higher purchase frequency. But after a time, the purchase frequency lowers. That’s the time to either lower the ad frequency or change the ad.

4. A/B Testing 

Whenever you try something new, test it with your previous ads. This helps you check the performance of your metrics and whether you are making improvements or not

5. Performance Tracking and Optimizing

Through the Facebook Ads Manager dashboard monitors your campaign performance. Put your money into the ads that work.   


So, this was our article on how to run Facebook ads the right way. Using this information, you can easily set up a Facebook ads manager and create and launch ads for your business on Facebook.

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