Facebook ads is one of the best ways to scale your online business to reach a wide range of targeted audiences and promote your products.

In this article

A. Make a plan & goals for your Facebook ads
B. Understand Facebook ads structure
C. Understanding Facebook Audiences
D. Step-by-step tutorials of setting up a Facebook ads campaigns
E. Best strategies to run a killer Facebook ads
F. Best successful case studies of driving sales from Facebook ads
G. List of other reference guides on driving sales with Facebook


A. Make a plan & goals for your Facebook ads

B. Understand Facebook ads structure

The structure of a campaign, and its corresponding Facebook ads, looks like this:

Facebook ads structure

Within each campaign is an ad set. This is where you choose your audience, budget, and targeting, as well as the ad users will see. A single campaign can contain multiple ad sets, allowing you to test various audiences and individual ads against each other to find which of each performs best, so you can focus there.

C. Understanding Facebook Audiences

Targeting the right audiences with your ads is one of the most important factor to be successful with Facebook advertising. With billions of Facebook users active worldwide, finding who are most likely to be interested in your brand or product requires the use of Facebook’s audiences feature.

Audiences is a section of Business Manager where you can create lists of people to target with your ads. There are several different features available within the audiences section to help you define these lists, but they can be divided into two broad categories: retargeting and prospecting.

Retargeting: Converting warm audiences

Someone who has visited your website, added something to their cart, or followed you on Instagram is more likely to consider buying something from you—they might just need a little encouragement.

If you’ve ever browsed a brand’s website and then found yourself targeted by its ads every time you open Facebook or Instagram, that’s called “retargeting,” and it’s one of the most effective forms of Facebook advertising.

You can create retargeting audiences using the Custom Audiences feature, located in the Audiences section of Business Manager. Custom Audiences offer you the option to tap into all the data captured by your Facebook pixel and business pages.

Prospecting: Finding new customers

Finding new customers is an even better way to scale your business using Facebook ads than retargeting past customers and converting website browsers.

Looking for new customers is often referred to as “prospecting” and involves advertising to those who have not purchased from you or interacted with your business online. For small and medium-sized businesses, this encompasses the majority of Facebook’s billions of active users, and deciding how to start narrowing down that list can be difficult.

Custom Audience

D. Step-by-step tutorials of setting up a Facebook ads campaigns

1. Choosing an objective for your campaign

To begin creating your first campaign, go to the Ad Manager within your Business Manager account and click the Create button. From there, you will be asked to select an objective.

Select an objective

There are three categories of objectives within Facebook ads: awareness, consideration, and conversion.

Under each category is a short list of more detailed options, such as traffic, video views, and product catalog sales. You should consider what your goal is as a business and what you want to achieve with your Facebook ads, and let the answers guide your decision.

Here are some examples of how different goals will affect the campaign objectives you set:

If you want to increase sales on your website, set your objective to Conversions
If you are having trouble making sales in your online store, you might want to choose Add to Cart (which typically costs less than Conversions)
If you aren’t selling a product yet but want to generate buzz or awareness, the Brand Awareness objective is a good way to get low-cost impressions
If you are having trouble driving traffic to your website, choosing Traffic as an objective can help create a retargeting list for another campaign
If you want more likes, comments, and shares on a post to create social proof, set your objective to Engagement

No matter what objective you choose, Facebook will always charge you for impressions—the number of people your ad is served to. It is important to communicate to Facebook what your objective is so your ads will be optimized to reach your goal. If you choose Traffic but are actually looking for website purchases, you won’t be guaranteed to reach your goal because it was not chosen as your objective at the campaign level.

Before moving onto ad sets, you will need to also name your campaign, an important consideration that's easy to overlook.

Coming up with a naming convention for your campaigns, ad sets, and ads helps keep your account organized. Naming conventions are a system you create to help you identify your objective, who you’re targeting, and where your campaign fits into your overall strategy, at a glance. Your campaign names can also identify which Facebook audience (e.g. prospecting or lookalike) the campaign is targeting and other key information: Prospecting - Conversions.

How you choose your naming conventions is up to you. The most important thing is that you are consistent so your account stays organized and easy for you, or other members of your organization, to navigate.

E. Best strategies to run a killer Facebook ads

There were a few standout elements that significantly improved the performance of ads shown to both men and women, including:
Using images without copy
Not mentioning specific discounts in ads
For men, using their native language in the ad drastically increased click-through rates, yet this did not hold true for women.
Though not tested in ads shown to men, focusing on just a single product in ads shown to women, rather than including a variety of products in ad creative, tended to provide a boost to click-through rates.

F. Best successful case studies of driving sales from Facebook ads

Images with copy VS Images without Copy

Ads featuring images without copy produced click-through rates that were 40% higher among women, and 54% higher among men.

Discount VS No discount

Ads that didn’t mention a specific discount amount produced click-through rates that were 46% higher among women, and 43% higher among men.

Localization VS No localization

Ads that used localized copy produced click-through rates that were 22% higher among women, and 87% higher among men.

Product images VS Models wearing products

Ads that focused on a product instead of a model wearing the product produced nominally better click-through rates among women (8% higher) and moderately better click-through rates among men (37% higher).

Multiple products VS Single product (Women only)

Ads that focused on a product instead of multiple products produced click-through rates that were 37% higher among women.

Single image VS Carousel (Women only)

Ads that featured a carousel instead of a single image produced click-through rates that were 23% higher among women.

G. List of other reference guides on driving sales with Facebook

Related Articles:
Overview of how to get traffic with Facebook advertising
Add product feeds to Facebook Business
Set up Facebook Pixel IDs
Set up funnels in Facebook Pixel
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