← Back to Blog

How To Create An Effective Facebook Ads Campaign In 2020

Facebook Analytics

Share this article

How To Create An Effective Facebook Ads Campaign In 2020

Facebook gets lots of data from its users (information like location, age, gender, and interests). They also know what users like. Facebook can efficiently serve individuals targeted ads, showing them products they're likely to purchase or sites they might like.

Wondering how to promote your business using Facebook Ads?

In this article, I've created a step by step guide that will teach you everything you should know about Facebook Ads in 2020.


Create a successful Facebook Ads

Facebook Ads

  1. Facebook general stats
  2. Facebook demographic stats
  3. Facebook advertising stats
  4. What's Facebook advertising and how to do it
  5. Setting Up Your Facebook Ad Campaign(s)
  6. Create your Ad campaign

Facebook Advertising 2020 - Stats at a Glance

These statistics highlight some of the latest important facts about Facebook advertising you'll love to know:

1. Facebook General Stats

  • Facebook is the first social network to transcend 1 billion registered accounts and currently has approximately 2.6 billion monthly active users, according to Statista. (YouTube and WhatApp follow the platform)
  • In the Q1 of 2020, Facebook earned $17.44 billion in ad revenue.
  • There are 1.62 billion mobile daily active Facebook users.
  • 88% of Facebook users are on the platform to stay in contact with friends and family, and 33% to get entertained, according to Statista.
  • The social network estimates about 5% of monthly active accounts are fake.
  • Facebook Stories has 300 million active users daily.

Facebook has 2.6 billion monthly active users

2. Facebook Demographics stats

  • 9.8% of global active Facebook users are women between the ages of 18 and 24 years, and male users between the ages of 25 and 34 (according to Statista, July 2020).
  • Facebook's most prevalent users are aged 25-34
  • 23% of people aged 18-24 use Facebook
  • 32% of people aged 25-34 use Facebook
  • 9.3% of people aged 45-54 use Facebook
  • 6.3% of people aged 55-64 use Facebook
  • 4.7% of people aged 65+ use Facebook

Facebook demographics in 2020

3. Facebook Advertising Stats

  • Over 95% of social media marketers acknowledge that Facebook is the most effective advertising platform.
  • An average Facebook user clicks on 11 ads per month.
  • 4% of Facebook's advertising revenue comes from mobile, according to Facebook.

4. What's Facebook advertising and how to do it

Advertising on Facebook implies paying to place product offers and promotions that target a specific audience on the platform.

Facebook ads have been proven to work effectively for B2B and B2C companies, and it is quite simple to learn how to advertise on Facebook.

Anyone can do it. It gives you a rare opportunity to unlock the full potential held by social media advertising.

I've created this guide to teach you everything you should know about creating successful Facebook ad campaigns.

By the end of this read, you'll have enough knowledge of how you can set up Facebook campaigns and essential information you should have in mind when it comes to strategy and budgeting.

Not sure why you should advertise on Facebook in 2020?

Here are 3 of the many reasons you should consider marketing your brand's message through Facebook ads.

1. You can create ads according to your objective

You can customize your ad based on what you're trying to accomplish for your brand. Whether you want to increase your posts engagement, website clicks, page likes, you can create an ad based around that.

You can choose between: brand awareness, reach, traffic, engaagement, app instals, video views, lead generation, messages, conversions, catalog sales, srote traffic.

2. You can select your target audience

The odds of reaching your perfect audience are surprisingly high. We can attribute that to the highly customisable Facebook target audiences.

They give you the possibility to reach your targets based on individual interest, location, demographics, actions on your blog, and much more.

3. You can find new leads

Have you heard about "lookalike audiences." This is a great feature that allows you to take a custom audience and use Facebook to find similar people who are most likely to purchase your products.

5. Setting Up Your Facebook Ad Campaign(s)

Perhaps, you're uncertain about how to start advertising on Facebook. You need not worry because Facebook's ad campaign creation is a straightforward and super logical process.

Open the Relevant Accounts

To start, you'll need a Facebook Business Manager account that manages one or more Facebook pages. In this section, you'll find steps you should follow to set up your advertising account.

Facebook Business Manager is a tool that has been designed to help you manage your Facebook ad accounts and pages. With Business Manager, you'll be able to view who has accessed your ad accounts and pages. Additionally, you can change or remove permissions according to what you want.

You're allowed to possess multiple users and ad accounts, all under your Facebook Business Manager account. Below are the steps to create a Facebook page and an advertising account.

Create your Facebook Page:

  • Go here
  • Select the type of page you want to create: bussiness or brand // community or public figure
  • Select 'Get Started'
  • Complete your name and category
  • Add a profile picture and a description
  • Done

Create a Facebook Page

Create your business manager account

  • Head to Business Manager Settings
  • Select 'Create Account'
  • Add your business details
  • Enter your business name, your name and work email address and click 'Next'.
  • Enter your business details and click Submit.

Create your business manager account

Add a payment method to your ad account

  • Go to your Payment Settings in Ads Manager.
  • In the Payment Method section, click the 'Add Payment Method' button.
  • Choose the payment method you want to add, fill in your information, and then click Continue. Follow any additional instructions to add your payment method.

Payment Settings

Here you can add a new payment method or edit the existing ones. Additionally, you can set a limit on your account's spending. Facebook provides a comprehensive guide on how ad account billing and payment work.

The Facebook Ads Manager allows you to:

  • Set up ad campaigns
  • Create new ads (or ad sets)
  • Target different audiences
  • Optimize ad campaigns
  • Manage ad bids
  • Track the performance of your Facebook ad campaigns
  • A/B test your ad campaigns

It's conveniently easy to navigate and use the Ads Manager. You must familiarize yourself with this tool. Play around with it. There's a significant deal of things to discover here.

6. Create your Ad Campaign

A. Define your goals

The first important step is to give thoughtful attention to your Facebook and Instagram ad campaign goals.

Possibly you’d like to grow your brand awareness or your increase your audience on these platforms. Maybe you want to drive traffic to your site, or you’d like to promote a specific product, increase sales, or encourage book downloads.

Why is this step necessary?

Because determining the purpose of your ad will help you decide on your message, audience, and call to action.

B. Choose your objectives

After you set your goals, now it is time to choose your objectives.

You'll come across an extensive list of campaign objectives to select from in your Ads Manager.

The list includes brand awareness, traffic, reach, engagement, lead generation, local awareness, conversions, and many more.

Your objective is what will determine the Facebook or Instagram campaign's ad format, auto-optimization, and bidding options.

It's highly recommended that you choose the objective which reflects on your final goal.

In some cases, it may be conversions, or your ultimate goal might be to increase your brand awareness. In that case, you ought to select 'Brand Awareness' as your objective.

You can choose between:

  • Brand awareness: Introduce your brand to a new public.
  • Reach: Expose your ad to as many people in your audience as possible.
  • Traffic: Drive traffic to a specific web page or app.
  • Engagement: Reach a broad audience to increase the number of post engagements or Page Likes.
  • App installs: Get more people to install your app.
  • Video views: Get more people to watch your videos.
  • Lead generation: Get new prospects into your sales funnel.
  • Messages: Encourage people to contact your business using the Facebook Messenger feature.
  • Conversions: Get people to take a specific action on your website.
  • Catalog sales: Connect your Facebook ads to your product catalog to show people ads for the products they are most likely to want to buy.
  • Store traffic: Drive nearby customers to find more stores.

Choose your objectives

C. Choose your ad type

Your chosen ad type is among the top elements which decide whether or not your ad campaign will succeed.

You should, thus, opt for the right ad type. That doesn't mean you must get it right the first time. I recommend trying every type. Don't assume what will and will not work in advance. The results might surprise you.

You can select from the different ad types available, depending on your objective.

I talked about types of Facebook and Instagram Ads in chapters 1 and 2, so if you skyped those, you should come back to them.

D. Target your audience

Choosing the right audience and posting content relevant to that audience is the number one key to running a successful Facebook and Instagram ad campaign.

The audience for your ad can be customized based on all the next demographics:

  • Location - Select the areas you want to target. NOTE! You can set proximity for the area ranging from a 10–50-mile radius.
  • Age - Select the age range for the audience you want to reach.
  • Gender - Choose between man, woman or all
  • Language - Select what languages your target audience speaks, this will bring you more positive results for your ads.
  • Detailed Targeting - Here you can select different interests, behavior, or connections your target audience is having.

I recommend starting with a restricted audience and then increase it slowly by adding one category at a time.

For example, you could start with an audience particularly interested in β€œsocial media” and then broaden it after a few weeks.

You could start by adding β€œmarketing” - β€œsocial media expert,” and so on. That way, you’ll have a good idea of how expanding your target audience affects your results.

Note! If you have a local business, you should know that you can target your audience by zip or postal code.

E. Choose the right image

For this step, I have three essential things to say:

Focus on your products - don’t be afraid to use eye-catching images to focus on the products or services you want to promote.
Keep text to a minimum - social media is more about visuals, so as you plan your ad, try to think of new and exciting ways to tell your brand's story without using many words.
Use high-resolution images - if you decide to use an image instead of a video for your ad, then choose a pretty one. A high-quality picture will grab your audience's attention as they scroll through their Facebook feeds

F. Choose your Facebook Ad placement

In the Placements section, you can choose where your ads will appear on Facebook.

Ads are designed to appear in different places, such as in the Facebook News Feed, in Facebook's right-hand column, in the Mobile Audience Network, on Instagram feed or Stories, and in in-stream videos.

You can opt for Automatic Placement. Alternatively, you can customize your ad campaign so that the ads are only visible in select places within Facebook's advertising network.

If you're starting, you should preferably opt for Automatic Placements. Facebook recommends different ad placements for different campaign objectives.

Choose your ad placement

To choose placements for your ad, you should follow these steps:

  • Go to Ads Manager.
  • Choose your objective and choose "Continue."
  • Go to the Placements section. Automatic Placements (Recommended) is pre-selected.
    (Optional) Choose Manual placements to exclude individual placements.
    Note: If you don't see a box, your ad type or objective doesn't support it.

G. Budgeting

This is the most important step for creating a Facebook ad - set up the budget and ad schedule. Decide how much you wish to spend on the Facebook ad campaigns and then invest accordingly. Also, schedule your ads by selecting the starting and ending date.

Ideally, you should have several campaigns running simultaneously.
So, how do you create a budget for such a thing? What is the 'reasonable' amount you should spend?
Those are the right questions, and you can begin by answering a few more questions before starting your ads.

  • How much are you selling your product/service?
  • How many do you intend to sell?
  • What's your current conversion rate?

It's OK if you don't have answers to these questions. Perhaps, we can start by rough estimates:

  • Product Value: $500
  • You Wish to Sell: 10
  • Conversion Rate: 1%

With some basic math, we can figure out that to make $5,000 off 10 sales, you'll need 1,000 clicks/visits. Now, you'll want to figure out how much it'll cost to get the 1,000 clicks. That's what will define the amount you should set aside for the Daily budget (the maximum you'll need to spend each day).
Facebook gives you several options when it comes down to budgeting. These are further discussed below.

Select your facebook budget

Daily Budget:

This sum will be spent on delivering ads every day during the campaign period. Facebook will, thus, get you results that are roughly worth your daily budget.
Some days, it might spend a little more than your set daily budget when high-potential opportunities are spotted. It'll then lower the amount spent on low-potential days.

Lifetime Budget:

In this case, the total campaign budget will be divided across the campaign dates. As such, you'll be required to specify the campaign dates, which will enable them to determine the average daily spend.

H. Ads scheduling

Ads Scheduling enables you to customize ad delivery schedules such that your ads reach the audiences on your chosen day or time.

For the first campaign, we recommend using the 'Run Ads Throughout' option. Later, you can make use of the reports to figure out what you should change.

You can make use of 'Delivery Schedules' to adjust what you're spending by the time of the day or day of the week. For instance, it's senseless to show ads over the weekend or on weeknights if you're only available from 9-5 to respond to prospective leads and take phone calls.

After some time, you might note that certain times or days bring the best results. You can, therefore, use 'Delivery Schedules' to control when and how your ads are displayed throughout the week.

7. Types of Facebook Ads

Before publishing your Facebook ad, there's one more thing you should know. There is more than one type of Facebook Ad you can use, and I'm going to tell you something about every kind of Facebook ad.

7.1 Image Ads

A picture is worth a thousand words' you all must have heard these words before. That is why an Image ad is the most effective way of advertising of any social media.

It is the simplest way to create a Facebook ad campaign. Moreover, reading and paying attention to the image is pretty straightforward and catchy. Most importantly, image ads are attractive, effective, and easy to read and interpret.

Other than this, creating an image ad on Facebook is so easy and simple, all you need to do is to boost your existing post using an image or create a new one in just a few clicks.

Image ads

7.2 Video Ads

Another essential type of ads on Facebook is Video ads.

Mostly, these ads work well for people who love watching videos. Moreover, video ads can play in stories and news feeds or come at the starting of the videos. Keep in mind that video ads should not be much time-consuming; instead, they should be small clips of just a few seconds.

In addition to this, you can also create GIFs or other animations to gain people's attention. All in all, video ads are an excellent advertising source to promote and inform customers about products and business.

After creating the video ad, you can choose where to place your ad, keeping in mind your primary goals.

Video Ads

7.3 Video Poll Ads

Video Poll ads are the newest type of Facebook ads. In this ad, you can add a poll to your videos to get the audience's attention and opinions. It is noticed that Video Poll Facebook ads are the most effective ads compared to the other video ads.

But there is something you should know about these Facebook ads - they can only be used on mobile phones.

7.4 Carousel Ads

Do you wish to create such an ad that can give such detailed information about your product or brand? If so, then Carousel ads are just made for you.

They are the most fun and entertaining Facebook ad. In carousel ads, you can add up to 10 videos and images to a post to showcase and promote your brand, service, or product.

Carousel Ads

Using these ads, you can highlight the features, services, and offers of the brand and product or list down several different products along with their features. You can also make a panorama image by adding up all the images of the brand or product.

7.5 Collection Ads

These ads are only mobile responsive and are paid. In the Collection ads, you can advertise five products of your choice.

The best thing about these ads is that you don't have to leave Facebook for doing so, customers can only buy the products from Facebook.

The most important advantage of collection ads is that they make shopping so easy and simple. Customers can easily buy in between using Facebook.

7.6 Lead Ads

To make it easy for the people, the lead ads are specifically designed for mobile devices to offer you the information about contacts without typing a lot.

These Facebook ads are great for gathering newsletter subscriptions, signing up someone for the trial of a product, or permitting people to ask for more information from you.

Lead ads

7.7 Dynamin Ads

The other type of Facebook ad is Dynamic ads. These ads are designed to promote only the targeted products to the targeted audience or the audience interested in using them.

For example, if someone has once ordered a product and canceled it afterward, then dynamic ads work at that time, these ads appear for that
particular product in their feed. These ads are so targeted and aim at achieving sales.

7.8 Stories Ads

The last one on my list is Stories ads. These ads are full-screen ads that are in vertical video format. They permit you to increase real estate on the screen without needing for viewers to turn the screen. The story's ads are so useful, accessible, and reachable.

7.9 Messenger ads

These make the Facebook Messenger the ad's destination. They will help you by making users start a conversation with you. Yes, they appear on the user's News Feed, just like regular ads. But, when clicked on, they redirect the user to Messenger.

Publish your campaign

After setting up all the necessary campaign elements, including the campaign objective, ad type, target audience, budget, etc. you can click on 'Place Order' and publish your Facebook ad campaign.

As you can see, creating Facebook ads isn't rocket science. It's pretty fun :)

Note! Make sure you analyze your campaigns; this will help you see if you have to change something in your audience, placement, or ad type. Take a look at the metrics, understand them, and create ads according to them.

Analyze your ads

Final thoughts

While there's quite a lot to learn about the continually changing possibilities of advertising on Facebook, the above guide gives you all that you need to begin today. You're even a step ahead because, with the above Facebook advertising guidelines, you know how to make the ads work. So, let your Facebook advert start running.

Have you tried advertising on Facebook? We'd certainly love to hear about your experience? Would you recommend it to others? Let us know in the comments.


Related articles:

Maria Ganta

Maria Ganta

Marketing Coordinator @ Socialinsider

I love to explore the world and learn new things. I like to consider myself an optimist, a social media addict and a storyteller with a lot of imagination.

How To Create An Effective Facebook Ads Campaign In 2020
Share this