This post is designed to set you up a basic Facebook ad campaign. consider it dipping your toes in the pool. its not going to be super fancy or offer any jedi-mind tricks to implement in the ads themselves (that comes later!) but is simply here for people who want to get started.

I’m going to go through the process of setting up a basic re-marketing campaign, using the custom audience made in this post.

Facebook Business manager home screen

First go to your Facebook business manager and log in.

Facebook business manager menu with 'Ads Manager' highlighted

Next, go to the menu (click the hamburger icon in the top left) and find ‘Ads Manager’ in the Create & Manage’ column.

This will open up Ads manager for you.

Before we move on, make sure you’re using the correct ad account – some of you might already have one or two set up, so just make sure its the one you want to be using.

Facebook Ad Manager with the 'create ad' button highlighted.

Click ‘Create Ad’ and the campaign builder will open up for you.

The Facebook Ad Manager upon creating a new campaign

First you need to choose your campaign objective. In this tutorial I’m going to select Lead Generation, but you can choose whichever one fits your goals best.

The various Facebook ad objectives available. Lead Generation is selected here.

After selecting your Campaign Objective, name your campaign and click ‘Continue’ or ‘Set Up Ad Account’ (depending on whether you’ve done this before).

Name your Facebook Ad campaign and continue

Those of you who are brand spanking new, will be prompted to set up your Ad Account. Just make sure the Country, Currency and Time Zone are correct and click ‘continue’.

Facebook Ad Account Set Up. Location, Currency and Time Zone.

Now we’re back to the Campaign Builder. Check that the campaign is set to the correct business page and, if necessary, agree to the terms & conditions.

Be sure the correct Facebook page is selected for this campaign
Lead ads terms and conditions must be agreed to.

Facebook Lead Ads require that you agree to their T&C’s as well as a privacy policy page on your website.

Facebook Lead Generation Ads Terms and Conditions

Setting Your Audience

After that you want to choose your audience. I will be selecting a pre-made custom audience, based on my sites Facebook Pixel (Learn how to create your own here). However, you can also create what’s called a ‘Saved Audience’ through demographic, interest and behavior targeting.

Audience section in Facebook Ads Campaign Builder

To select your custom audience just click into the custom audiences field, hover over custom audience and select your desired audience from the options available.

Selecting a pre-made custom audience in Facebook Ads Campaign Builder

Budget and Scheduling

Scroll further down and you’ll come across the budget & schedule section. This is where you’ll set the budget for you ad. You can choose from a lifetime budget or a daily budget. This can always be altered later on, so feel free to start with a preliminary amount to test with if you want.

You can also set the start and end date for your campaign. You don’t have to set an end date, but if you don’t, it will run indefinitely, so be mindful of this. If you use a lifetime budget you must set an end date for the campaign.

Budget and schedule section in Facebook Ads Campaign Builder

Next we move onto the ad section of your campaign. first you should decide whether your ad will be a carousel of a single video / image.

Select your Ad format in Facebook Ads Campaign Builder

Media (Content)

Scroll further down and you’ll reach the Media section. All Facebook ads require some sort of media. And remember, you’re not allowed too much text in your images either.

You’re given the option to either upload media, browse the available stock images or choose existing media from your Facebook library (anything uploaded at this point will be added to the library for later use).

Media section in Facebook Ads Campaign Builder

Ad Copy

After the media is selected, you can add your text. Primary text is the text seen above your Image / video. You have 90 characters to grab peoples attention here. Any more than that and it’ll be hidden behind a ‘see more’ button.

Facebook Ad Campaigns Text & Links section. Primary text is highlighted.

Next is the Headline. it should sum up hat you are advertising. Ask yourself – what am I offering? What do I want people to do or think when they see my ad? You have 25 Characters to make this clear.

Facebook Ad Campaigns Text & Links section. headline is highlighted.

Finally there’s the description. this is the text underneath your headline. you have up to 30 visible characters here. You might start a sentence that people reading really want to know the ending of. Or it might be used to highlight additional benefits of whatever you’re advertising.

Facebook Ad Campaigns Text & Links section. Description is highlighted

Lead Forms

Anyone following me to the letter (i.e. running lead gen ads) will also have to complete the additional step of creating a lead form. this is the form that interested users will complete. its ideal to make these as short s possible so that they can get back to the cat videos and baby pictures they’re on Facebook for.

Facebook Lead Generation Ads require a form for users to fill out

Click ‘New Form’ and choose a form type. I tend to start with more volume to test the waters and if the quality of leads is low, switch to higher intent.

Creating a leads form in Facebook ads manager. Form type. 'more volume' is selected.

Then you can alter the intro if you want, and tailor the questions to your goals. Don’t ask for any more information than is necessary, to maximise your success rate.

Lastly, as I mentioned earlier, you MUST have a privacy policy on your website in order to use Lead Forms. So paste the link into the URL field of the form and you’re good to go.

Creating a leads form in Facebook ads manager requires a privacy policy

Some people like to add ‘up-selling’ onto the thank you page, you can do all kinds of things to get people to take further action here if you want. Don’t be afraid to experiment.

After you’re done with your lead form click ‘Finish’ in the top right corner.

Then you want to scroll to the bottom and click confirm. This will submit your campaign for approval. This can take a while, if your ad isn’t approved after 48 hours, we recommend you contact Facebook support [link].

After they’re up and running, it’s just a matter of testing and optimising.

If you have any questions, feel free to contact me through either email, Facebook or LinkedIn.