Call Us TODAY on 020 3588 4240

Consider an advertising technology that allowed you to target your ideal clients based on their preferences, interests, and habits. A tool that helped you save time and money by optimising your ad delivery to reach the people who are most likely to convert.

That’s what you get with Facebook advertising, a platform used by a lot of ecommerce entrepreneurs and marketers, especially those who are just getting started and don’t have a lot of ad budget. Anyone who is ready to learn the basics may use Facebook ads to help expand their business.

Advertising on Facebook is an effective approach to reach out to your target demographic on the world’s largest social network. How big is it? To be accurate, there are 2.80 billion monthly active users.

That is, without a doubt, an astounding figure. However, Facebook advertising is all about getting your message in front of the right people at the right time. People who are most likely to be interested in your goods or services.

In this article, we’ll look at what makes Facebook such a popular advertising platform with so many brands and walk you step-by-step through how to set up a Facebook ad campaign to drive sales for your business.

Types of Facebook ads

1. Image ads

These simple ads are an excellent way to get started with Facebook paid advertising. By boosting an existing post with an image from your Facebook Page, you may generate one in only a few clicks.

Simple doesn’t have to imply boring when it comes to image marketing.

2. Video ads

Video advertising can show in the News Feed and Stories, or they can be included in lengthier Facebook videos as in-stream commercials. Your team or your product can be seen in action in video advertising. Just like image ads, video ads can also take a more creative approach. You don’t have to use filmed video footage in your video commercials. You can also use GIF-like images or other animations to draw attention to your offer or to explain it.

3. Poll ads

This mobile-only Facebook ad format adds an interactive element to an image or video ad by including a two-option poll. For each poll choice, you can include a different link. The total number of responses to each poll choice will be visible to both you and those who respond.

4. Carousel ads

A carousel ad showcases your product or service with up to ten photos or videos. You can use this format to emphasise distinct features of a single product, multiple products, or even combine all of the photographs into one enormous panorama image.

A separate link can be created for each image or video. Each “Shop Now” button in the ad below takes you to the sales page for the plant in the accompanying photograph.

5. Slideshow ads

Slideshow advertisements are a simple way to make short video commercials from still photographs, text, or existing video clips. Ads in slideshows have the same eye-catching motion as videos, but they consume five times less bandwidth. As a result, they load quickly even on sluggish internet connections. They’re a low-cost, low-impact technique to get people’s attention.

Within Ads Manager, you may create your ad and add text and music.

6. Collection ads

These Facebook sponsored ads are only available on mobile devices and allow you to display five images or videos that customers can click to purchase a product or service.

People can buy your things without ever leaving Facebook because of collection advertisements and Instant Experiences (more on them below). When consumers are on the go, this makes online buying simple.

The main image or video can do a lot more than just show off a particular product.

7. Instant Experience ads

Canvas was the previous name for Instant Experience advertisements. They’re a full-screen ad type that loads 15 times faster than a non-Facebook mobile page.

You may even link several Instant Experiences together to give them access to even more mobile material right away. You may even link several Instant Experiences together to give them access to even more mobile material right away.

8. Lead ads

Mobile devices are the only ones that can see lead advertising. This is because they’re made to make it simple for individuals to give you their contact information without having to type a lot.

They’re ideal for gathering newsletter subscriptions, registering people up for a product trial, and allowing users to request additional information from you. Several automakers have used them to successfully encourage test drives.

We’ve written a whole guide on using Facebook lead advertisements because they’re such a great method to fuel your sales funnel. It lays out all of the information you’ll need to make the most of this crucial type of Facebook ad campaign.

9. Dynamic ads

You can promote targeted products to the customers who are most likely to be interested in them using dynamic ads.

Let’s imagine someone went to your website’s product page or added a product to their shopping cart, but subsequently abandoned the purchase. You can advertise that precise product in their Facebook feed using dynamic advertisements.

This can be a very effective Facebook marketing tactic because it reminds the potential buyer to complete the purchase. Product selection isn’t the only thing that can change. You need a Facebook Business Manager account to use Dynamic ads.

10. Messenger ads

Advertise on Facebook Messenger to reach the 1.3 billion individuals that use Messenger every month. Simply select Messenger as the preferred placement when designing your ad. You must also select the Facebook feed option.

In the Facebook feed, you can also place “click-to-Messenger” advertising. These ads have a call-to-action button that sends a message to your Facebook Page via Messenger. It can be used by customers to have a one-on-one conversation with one of your salespeople or customer support representatives.

11. Stories ads

Mobile phones are designed to be handled in a vertical position. Stories ads are a full-screen vertical video format for mobile devices that lets you to optimise screen real estate without requiring consumers to flip their devices.

12. Augmented reality ads

Filters and animation are used in augmented reality commercials to allow people to interact with your business.

For example, the filter could help users see what a shade of lipstick would look like on their lips, or how a pair of glasses might fit their face.

You can also utilise augmented reality ads to broaden your reach. Users can take selfies with the filter and share them on their own networks using the advertising.

To engage with their audience, the cosmetics band essence used mask filters in augmented reality commercials. The mask designs were inspired by a previous series of advertising in which fans were surveyed on their favourite aspects.

How to advertise on Facebook?

If you already have a Facebook business page, you may create your Facebook ad campaign directly in the Facebook Ads Manager or Business Manager. You’ll need to build a business page first if you don’t already have one.

In this post, we’ll go over the steps for Ads Manager. If you’d rather use Business Manager, read our page on how to use Facebook Business Manager for more information.

Step 1. Choose your objective

Log into Facebook Ads Manager and select the Campaigns tab, then click Create to get started with a new Facebook ad campaign.

Facebook offers 11 marketing objectives based on what you want your ad to accomplish. Here’s how they align with business goals:

Brand awareness | Introduce your brand to a new audience.

Reach | Expose your ad to as many people in your audience as possible.

Traffic | Drive traffic to a specific web page, app, or Facebook Messenger conversation.

Engagement | Reach a wide audience to increase the number of post engagements or Page follows, increase attendance at your event, or encourage people to claim a special offer.

App installs | Get 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 Facebook Messenger.

Conversions | Get people to take a specific action on your website (like subscribe to your list or buy your product), with your app, or in Facebook Messenger.

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 brick-and-mortar stores.

Choose a campaign aim based on the objectives you want to achieve with this particular ad. Keep in mind that you can pay per action for conversion-oriented targets (such as sales), but you will pay for impressions for exposure-oriented objectives (such as traffic and views).

Step 2. Name your campaign

Declare whether your Facebook ad campaign falls into any particular categories, such as credit or politics.

Set this ad as your control in an A/B split test by clicking Get Started in the A/B Test section. After the ad is released, you can choose several versions to run against it.

Continue scrolling down to choose whether or not to enable budget optimization. If you’re utilising numerous ad sets, this option may be handy, but for now, it’s best to leave it switched off.

Step 3. Set your budget and schedule

The next step is to determine how much money you want to invest in your Facebook marketing campaign. You can set a budget for the day or for the rest of your life. Then, whether you want to schedule your ad in the future or have it go up right away, specify the start and finish dates.

Keep in mind that scheduling your Facebook paid advertising could be the most cost-effective way to spend your money because you can determine when your target audience is most likely to be on Facebook. Only if you specify a lifetime budget for your ad can you set a schedule.

Step 4. Target your audience

The first option is to create a personalised audience made up of people who have already interacted with your company on or off Facebook. We’ve got a separate tutorial for Facebook custom audiences, so we’ll concentrate on the targeting possibilities here.

Begin by determining the location, age, gender, and language of your target audience. It’s worth noting that you can opt to include or omit cities of a specified size under location.

Keep an eye on the audience size indicator on the right side of the screen as you make your choices; it will give you an idea of your possible ad reach.

You’ll also see an estimate of how many people like your page. If you’ve run campaigns before, these estimates will be more accurate because Facebook will have more data to work with. Always remember that these are projections, not guarantees.

Now it’s time for the detailed targeting. Remember: Effective targeting is key to maximizing ROI—and there’s no shortage of ways to target your audience using Facebook Ads Manager.

You have two fields here in which to make your audience as specific as you choose |

Detailed Targeting |This option can be used to include or exclude people depending on their demographics, interests, or actions. This is where you can get more particular. You may, for example, opt to target people who are interested in both meditation and yoga, but not those who are interested in hot yoga.

Connections | You can choose to target or exclude people who have previously interacted with your Facebook Page, app, or an event you organised. If you wish to target a fresh audience, for example, you might choose “Exclude those who like your Page.” Select “People who like your Page” to target people who are already familiar with your brand if you want to advertise an offer or new product to existing fans. You can also target friends of consumers who have interacted with your brand previously.

Step 5. Choose your Facebook ad placements

Now choose where your ads will appear. If you’re new to Facebook advertising, the simplest choice is to use Automatic Placements.

When you choose this option, Facebook will automatically place your ads on Facebook, Instagram, Messenger, and the Audience Network during times when they are most likely to be successful.

You may want to place your Facebook advertising in specific regions once you’ve gained more experience. Your selections may vary depending on the goal of your campaign, but they may include the following |

  • Device type |Mobile, desktop, or both.
  • Platform | Facebook, Instagram, Audience Network and/or Messenger
  • Placements | Feeds, Stories, in-stream (for videos), search, messages, in-article, and apps and sites (external to Facebook).
  • Specific mobile devices and operating systems | iOS, Android, feature phones or all devices.

Step 6. Set brand safety and cost controls

To exclude any forms of content that would be unsuitable to appear with your ad, scroll down to the Brand Safety section.

You can, for example, specify that sensitive information be avoided and that certain block lists be added. Specific websites, movies, and publishers can be excluded from block lists.

Finally, you can tweak your ad bidding strategy and kind, as well as add a bid control option. Start with the default options if you’re new to Facebook advertising.

If you have more experience, you may adjust the options below to best fit your budget plan with your campaign objectives.

Take one more look at the potential reach and conversion estimations once you’ve exhausted all of your alternatives. Click Next if you’re satisfied with what you see.

Step 7. Create your ad

Choose your ad format first, then fill in the text and media for your ad. The formats offered will vary depending on the campaign goal you chose at the start of this procedure.

This is a place where you can be pretty inventive. If you’re working with an image, you can turn it into a short animation by choosing Turn into Video. Alternatively, use the built-in Video Creation Kit to create a Slideshow ad by clicking Create Slideshow.

Make sure your ad appears excellent for all possible places by using the preview tool on the right side of the page. When you’re satisfied with your selections, click the green Publish button to start running your ad.

Facebook Ad Specs

When it comes to making your photos and videos ready for Facebook advertisements, there are a lot of details to consider. We’ve put these facts in a separate, regularly updated post on Facebook ad sizes because these specifics can change frequently.

Text and objective specs for Facebook ads

You should keep the recommended character counts in mind while creating Facebook advertising. Anything that exceeds these text limits will be removed.

You’ll also need to know which types of Facebook advertising work best with each of the above-mentioned ad campaign goals.

Image ads

  • Headline | 40 characters
  • Link description | 30 characters
  • Body text | 125 characters
  • Campaign objectives | All except video views

Video ads

  • Headline | 40 characters
  • Link description | 30 characters
  • Body text | 125 characters
  • Campaign objectives | All except catalog sales

Facebook Stories ads

  • Text | No set character count. Aim to leave 250 pixels text-free at the top and bottom of the ad.
  • Campaign objectives | All except engagement and store visits

Carousel ads

  • Headline | 40 characters
  • Link description | 20 characters
  • Body text | 125 characters
  • Campaign objectives | All except engagement and video views

Slideshow ads

  • Headline | 25 characters
  • Link description | 30 characters
  • Body text | 125 characters
  • Campaign objectives | All

Collection ads

  • Headline | 40 characters
  • Link description | n/a
  • Body text | 125 characters
  • Campaign objectives | Traffic, conversions, catalog sales, store traffic

Instant Experience ads

  • Text | Blocks of text up to 500 words each
  • Button text | 30 characters
  • Campaign objectives | All except lead generation

Messenger Inbox ads

  • Headline | 40 characters
  • Link description | n/a
  • Body text | 125 characters
  • Campaign objectives | Traffic, app installs, conversions, catalogue sales, messages

Facebook ads cost

How much does it cost to advertise on Facebook? The answer is, it depends.

The main factors that affect Facebook ads cost are:

Timing | The month, day and even hour can affect ad cost.

Bidding strategy | Whether you choose the lowest cost or a specific bid cap.

Ad placement| Higher-competition spots cost more.

Ad relevance | Low scores for your ad’s engagement ranking, quality ranking or conversion ranking can raise costs.

Target audience | Higher competition audiences cost more.


If you’re trying to find your feet with social media marketing, you should get in touch with experts. Shergroup has an experienced team of social media marketers who know the ins and outs of all the channels. They have the skill and ability to put your brand on a busier street and get you all the followers and leads you to the desire for your business. Be it organic growth or paid advertising we have the expertise to get your business out there and track all your social media activities. We have designed some fabulous digital marketing packages for businesses who want to get to take their business to next level and enjoy the perks of being found by people.

To learn more about the advantages of Facebook advertising for your business, contact our experts now. With skilled paid-media marketing services and Facebook ad management, we can help your business flourish. Contact our business solutions today if you want to know more about our digital marketing packages.

Check out our social media marketing solution here |

Contact us on
You can reach us |
By Phone | 020 3588 4240
Website | and you can chat to us from here
Email | [email protected]
Facebook | Check out Shergroup on this channel and message us
Twitter | Check out ShergroupChat on this channel and message us
LINKEDIN | Check out Shergroup’s LINKEDIN – and please FOLLOW us!
Instagram | Check out ShergroupChatter and follow us!

You Might Also Like


The following disclaimer applies to Shergroup Limited and its platform, Please read this notice carefully before accessing or using any information provided on our platform.

  1. No Legal Advice | The information presented on, including but not limited to articles, blog posts, FAQs, and other resources, is provided for general informational purposes only. It is not intended to be, and should not be considered, legal advice. The information provided does not create a solicitor/client relationship between Shergroup Limited and the user.
  2. Not a Substitute for Legal Advice | The information on should not be relied upon as a substitute for obtaining legal advice from a qualified professional. The application of laws and regulations can vary based on specific circumstances, and legal advice tailored to your particular situation is crucial. Therefore, we may refer you to a member of our partner firm -Shergroup Legal – on legal matters or encourage you to take your own legal advice from your preferred advisor.
  3. No Guarantee of Accuracy | While we strive to provide accurate and up-to-date information, Shergroup Limited does not guarantee the accuracy, completeness, or reliability of any information on The legal landscape is constantly evolving, and laws may vary across jurisdictions. Therefore, any reliance you place on the information provided is at your own risk.
  4. No Liability | Shergroup Limited, including its officers, employees, agents, and affiliates, shall not be held liable for any direct, indirect, incidental, consequential, or punitive damages arising out of your access to or use of or any information contained therein. This includes, but is not limited to, any errors or omissions in the content, or any actions taken or not taken based on the information provided.
  5. Third-Party Links | may contain links to third-party websites or resources. These links are provided solely for convenience and do not imply endorsement or responsibility for the content, accuracy, or legality of such websites or resources. Shergroup Limited shall not be liable for any damages or losses incurred as a result of accessing or using any third-party websites or resources.
  6. Changes to Disclaimer | Shergroup Limited reserves the right to modify or amend this disclaimer notice at any time without prior notice. Any changes will be effective immediately upon posting on It is your responsibility to review this notice periodically for updates.

By accessing or using, you acknowledge that you have read, understood, and agreed to this disclaimer notice. If you do not agree with any part of this notice, you should refrain from accessing or using

Last updated | 19 July 2023

Should you have any questions or concerns regarding this disclaimer notice, please contact us at [email protected]