Facebook Advertising

Facebook Ads
Reach over 500 million people where they connect and share

Reach Your Target Customers

  • Connect with more than 500 million potential customers
  • Choose your audience by location, age and interests
  • Test simple image and text-based ads and use what works

Deepen Your Relationships

  • Promote your Facebook Page or website
  • Use our “Like” button to increase your ad’s influence
  • Build a community around your business

Control Your Budget

  • Set the daily budget you are comfortable with
  • Adjust your daily budget at anytime
  • Choose to pay only when people click (CPC) or see your ad (CPM)

Getting Started

There are 4 main steps to create your ad:

  • Identify your goals
  • Define who you want to reach with your ad
  • Create your ad and set your budget
  • Understand Facebook’s advertising policies and our ad approval process

Before you get started it is useful to know there are 2 main types of Facebook Ads available to you:

  • Premium
  • Marketplace: available through our self-serve tool

Our main focus within this guide is Marketplace Ads. When you promote something you’ve created on Facebook, such as a Page or Event, you have the opportunity to show social endorsements in your ad, making them more personally appealing and relevant to your audience. This appears as an ad with information about the viewers friends who have engaged with the Facebook Page, event, application or ad.

For example, if you create a Facebook Event for a sale or promotion, customers will be able to RSVP to your sale directly from your ad. If a viewer’s friend has engaged with the event the viewer will see ‘Jane Smith and 2 other friends are attending’. If someone Likes your Facebook Page, a story will appear in the News Feed, where his or her friends may also discover your business.

Ready to get started? The first step in creating an effective advertising campaign on Facebook is to identify your goals.

Cost and Budgeting

Advertising on Facebook is simple and cost-effective. You tell us what you want to advertise and to whom you’d like your ads to appear and we’ll let you know how much other advertisers are paying to reach your audience. In this section, you will learn more about:

  • Bidding
  • Daily budget and daily spend limit
  • Cost to advertise on Facebook
  • When to choose CPC vs CPM


The suggested bid range shows you the range of bids that are currently winning the auction among ads similar to yours. You can set a maximum bid for each ad from the suggested pricing range we provide when you create your ad or choose a maximum bid outside the suggested bid range. Your maximum bid is the most you’ll pay for a click on your ad or per thousand impressions delivered depending upon whether you chose to pay per click (CPC) or per thousand impressions (CPM) (help section). We only charge you the amount that is required for your ad to win the auction (see the delivery section), which may be lower than your maximum bid.

Suggested bid range based on current market pricing.

In addition to choosing your maximum bid for each ad, you have complete control of how much you spend on a daily basis. Your total daily budget for your ads is dictated by the campaign settings. The daily budget is the amount you’re willing to spend on a specific campaign per day.

Daily Budget and Daily Spend Limit

You have complete control of how much you spend on a daily basis. The budget that you set when setting up a new campaign is your Daily Budget. It represents the maximum amount that you are willing to spend on that campaign for each day you are advertising. Your ads will automatically stop showing once your budget has been met for the day. You can change your daily campaign budget, or pause or delete your ads from within your Ads Manager at any time.

Keep in mind that this is different from your Daily Spend Limit. The Daily Spend Limit is the maximum amount that, given available impressions and winning bids, will be spent on your account in one day. The limit is reset at midnight in your select time zone each day. Your Daily Spend Limit will increase automatically as you successfully make payments. However, you will never pay more than the sum of your maximum Daily Budgets.

You may also change these settings in your Ads Manager after you’ve set your ad live. You’ll notice the “Duration” is editable in your campaign settings. Each ad within a campaign is delivered based on these settings.

Edit the duration in your Ads Manager


We have a suite of tools to give you the information you need to make rapid and informed decisions about your advertising campaign. Whether your marketing goal is to increase sales, leads, traffic to your store or increased brand awareness, Facebook Insights will help you monitor the performance of your ads to better understand how to make them more successful.

You have access to:

  • Standard metrics like Impressions (the number of times your ad is shown) and Clicks (the number of times your ad is clicked)
  • Demographic metrics about the people who are clicking on your ad like age, gender and location (view our privacy policy)
  • Profile metrics about the people who are clicking on your ad like interests, favorite movies and books
  • Conversion metrics

These tools are equipped with constantly updating stats to help you manage and optimize your advertising account on Facebook in real time. All of these tools reside in your Ads Manager.

With dynamic statistics and inline editing features, you are able to quickly identify successful campaign and ad attributes, create new campaigns and ads, adjust existing campaigns and ads, and reallocate your budget – all in the simple to use web interface, your Ads Manager. Your ad and campaign data is available to be monitored within the Ads Manager in table, graph or report format.

Ad Types

Facebook Ads allow you to easily advertise a destination on Facebook such as a Page, Event, Application or Group, or your own website.

An ad that drives traffic to something on Facebook

An ad that drives traffic to an external website

Depending on your marketing objective, Facebook Ads offer a specific ad type to promote an external website, Facebook Application or Facebook Group, and another type to promote your Facebook Page or Facebook Event.

These ad types are determined when first creating your ad and when you choose your Destination URL.

The “Like” link in your ad

Many Facebook Ad types have a “Like” link. “Like” is a familiar action Facebook users use to attribute value to various objects on the site – photos, wall posts, status updates, and notes. By clicking on the “Like” link, users are able to express their sentiment about your ad and share this expression with their friends (see example). When a user likes an ad, their friends will be able to see that action in their version of the ad.

“Like” in the lower left corner and “X” in the upper right corner of the ad are ways users can give us quick and easy feedback on the ads they are seeing. We take this feedback into account as we continue to improve our advertising system for all advertisers and users.

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