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How to advertise on Facebook Ads?

About 8 million dollars worth of Facebook Ads ads. This is the amount that more than 1 million companies invest each year in this strategy. Did you find the investment high? Now imagine that companies that advertise on Facebook can have an ROI — Return on Investment —  of up to 5x or more on the applied budget, according to experts.

In the first quarter of 2020, Facebook released a survey that reveals that there are currently 3 billion active users on the network (a record, since the platform has had this reach for the first time). According to Social Media Trends (2019) , Facebook is the main network used by 97.5% of companies in Brazil.

In this scenario, stop and think: advertising on the internet through ADS strategies is to expose your product and/or service to a much larger window than any physical store could achieve.

Just a click away, your business can arrive as a solution for your next customer as he surfs social media and searches for interests related to your business proposal.

Have you considered looking at your sales goals from that perspective?

If the answer is no, you should read this article. If the answer is yes, read in the same way, as in the next few lines we’ll cover everything you need to know to create strategic digital campaigns on Facebook Ads.

You’ve probably heard around about the power of the internet for brands, right? Know that using Facebook to create your online ad is one of the most effective actions for promoting social media campaigns.

However, every result comes from understanding the tool to create impactful and well-targeted ads.

Do you like the subject? This mini guide on how to advertise on Facebook Ads is for you. Enjoy!

What is Facebook Ads?

Facebook Ads is Facebook’s paid advertising platform. Through the tool, companies are able to create a variety of online ad formats — from static ads to videos or ad proposals in storie format for Instagram Ads, as well as Facebook and messenger, for example.

In practice, this feature allows ads to be created and managed within the Facebook ad manager itself, in addition to the varied formats, it also has a series of mechanisms that bring many targeting possibilities for those who want to advertise online, such as as:

  • Location;
  • Interests;
  • Gender;
  • Age;
  • Relationship status, among others.

Important: Facebook Ads Ads Manager is a platform that allows you to create ads on platforms other than Facebook. They are: Instagram, Messenger, Audience Network and WhatsApp.

In other words, the more detailed your strategic planning, the greater the chances of having an assertive impact on the customer.

Imagine the following situation: WhatsApp is the communication channel most sought after by your company’s customers when answering questions or buying. So, building an ad where people can click the button to send a message to that channel is something that can get more results. Do you agree?

Regardless of the campaign, when creating an online ad on Facebook Ads, it is essential that you explore the channels most used by the audience that your campaign wants to reach.

For this reason, defining the campaign objectives and thinking about different ads considering the moment of purchase of your ideal customer and other related factors is essential.

Now that you know a little more about the purpose of the platform, it’s time to understand how to advertise on Facebook Ads. Let’s go together?!

Why Advertise on Facebook Ads?

You’ve probably been impacted by a creative ad running through the feed and when you realized you were filling out a registration or checking out products from an online store. Did we get it right?

In the Facebook Ad Library feature, you can find various inspirations to create your online ad.

Research indicates that more than 70% of people have already purchased a product and/or service because of online ads. In addition, we’ve listed several reasons for you to invest in Facebook Ads and consider this strategy to sell more or reach potential consumers for your brand. Check it out:

  • Data from Facebook itself reveal that there are 3 billion people active on the social network every month. In other words, the chance of finding someone interested in what you sell or offer is very high;
  • You can create custom ads based on your business goals and available budget;
  • Without a doubt, your brand will gain more visibility;
  • More people can interact with your page;
  • Your business revenue can increase with the internet.

Finally, it’s worth remembering that in this moment of social isolation, people continue to surf the internet, and in fact even more than before.

The interests of buying online have also grown a lot with this. Therefore, learning about how to advertise on Facebook Ads is to open up a range for your business and expand your sales possibilities regardless of location.

Just as Google Ads ads work as a showcase for the world through different targeting and formats and make a particular company much more sought after, social media ads also fulfill this role.

Do you like the idea? So let’s start playing with practical tips for you to advertise on Facebook Ads!

Step by Step to Advertise on Facebook Ads

Before creating your own online ad on Facebook Ads you need to know some basic requirements to use the ad manager. We made a checklist to help you. Check it out:

  • Create a business manager account via Facebook Business ;
  • Create and configure your Facebook page;
  • Create a business account on Instagram and link on Facebook;
  • Set up your ad account with information such as: payment method, page link to account, budget, etc;
  • Plan the campaign with objectives, formats, budget estimates and strategic planning.

Extra tip: To measure campaign performance assertively, remember to create and configure one (or more) Facebook pixel. Pixel is an analysis tool that serves to measure the effectiveness of your online ad.

Lots of information at the same time, right?

Don’t worry, we’ll detail each topic so that you really have an immersion in this universe of Facebook Ads.

Before creating the ads, it is important to follow a few steps. Let’s start with them!

1.Create an account in Business Manager

The first step in creating online ads is to create an account in Business Manager.

You’ve probably seen the “boost” button in some post, right? Do not fool yourself. Hitting the button doesn’t mean you’re creating a specific Facebook Ads campaign.

On the contrary, boosting without a defined strategy can burn money, limit the reach of publications, compromise the ad’s segmentation and, consequently, the objective of the sponsored action.

By creating the Business Manager, you can monitor the ads created, analyze metrics, check paid media results and extract reports to improve Facebook advertising strategies for your company.

To create an account in Business Manager, you need to:

  • Have an active social media profile (with at least 3 months of use and posts)
  • Access ;
  • Click on the “create account” field;
  • Fill in your company data, with name and corporate address;
  • Confirm registration details and submit data.

Among the main advantages of the functionality, separating personal accounts from your corporate page is a huge advantage.

After all, how can you create an ad on Facebook Ads without having a panel that separates and details all the information related to your company? Impossible right!

2. Create yourfanpage

There is no way to advertise on Facebook Ads without having a fanpage (your company’s Facebook page).

Basically, this page is at the heart of any brand’s strategy not only to advertise online through Facebook Ads but also to work with connecting content, interact with people who relate to the brand and connect people and brands.

There is more than one way to create the fanpage. We will highlight here the step-by-step creation of your fanpage using the Business Manager   — a more practical and safer way because it avoids page linking problems and other problems with the business manager.

Step 1: Access the Business Manager

Step 2: In the left corner of the screen, click on the “pages” tab. Then click on “create a new page”, as shown below:

Step 3: Choose a category related to your company or organization proposal. Attention: think carefully when making your choice, after all, the category is capable of having a great impact on the sponsored ads of your business.

Step 3: Choose a name for your page and customize it according to your strategy goals.

Important: a Facebook page is different from a personal profile.

Since one of the goals of the corporate page is to create ADS-sponsored campaigns, you need to populate your page with relevant information about your business.

Like any other marketing channel for your brand, a fanpage must have relevant information and strategies according to the profile of the followers with which the company intends to relate.

In other words: the name of the page, the description of the services, the telephone information, address, hours, the personalization of automatic messages (if you choose this to manage the online service), the logo, the cover and others relevant points must be planned with strategies.

A fanpage offers many advantages for creating ads and for brand positioning on social media and can be a field for you to access information such as reports, audience profile, page performance, tracking competitor profiles , among others.

Have you checked all these relevant points to create your page and decided to invest in sponsored ads? Bingo! Now it’s time to create the Business Manager and use Business Manager to manage your page along with your ad account more efficiently and centrally.

3. Business Manager

Now that you know what a Business Manager is and how important a fanpage is to define and create an ad strategy on a corporate page, let’s talk about the first steps in Facebook Ads.

TheBusiness Manager is another tool created by Facebook that in practice allows you to manage your business pages, as well as your ad accounts (maximum 3) and other features like Facebook pixels , catalogs, among others.

For marketing agencies or companies that work in more than one segment or profile, the tool is a real hand on the wheel when creating the online advertisement, as it is practical and facilitates the visualization of information in one place.

Pay attention and calm when creating your account: you need to fill in information such as the currency of payment for your advertisement account and the time zone of your business location.

This information cannot be changed later and this can impact the entire creation of a campaign. So,  select the country of origin and use the features of Facebook Ads and Instagram Ads with more peace of mind in the future.

All quiet so far? We hope so. There is a lot of information, but we guarantee that all of them will be very useful when advertising on the internet through social networks.

Business Manager vs. Business Manager

Business Manager or Business Manager is a tool in which your company can manage all assets related to the account (pixels, catalogs, pages, ad accounts, among others).

From this tool, you can create and manage your sponsored campaigns, as well as define the roles of each professional in creating an action. With the manager, it is possible to add members of the same team in the users tab.

See the walkthrough below:

  1. After logging into the manager, go to the “business settings” tab;
  2. Click on the people field;
  3. Next, select the + Add button;
  4. Enter the email of the person you want to add;
  5. Choose the person’s role in the business and then click next.
  6. Time to choose the assets the person can have access to and configure access permissions.

In doubt about how to distribute roles in your business manager? See the details of each permission below before configuring your account!

The financial analyst can view all transaction details, invoices, as well as ad account budgets and expenses for both Facebook Ads and Instagram Ads. The credential does not allow the analyst to edit any information.

The financial editor, in turn, can view all the financial information, but as its name suggests, it can also edit the information, entering credit card data, for example.

In addition to these functions, the manager allows you to add other people as administrators or editors of your page and ad account.

Attention: page administrators can make changes to your account, access information and modify the entire structure of assets linked to your business page. Therefore, this permission should only be given to trustworthy people. Here’s the tip!

How to set up the ad account

We are almost at the practical step-by-step for you to create your first online ad with Facebook Ads. Before diving into this journey, let’s teach you how to set up your ad account in Business Manager.

You can do this in three ways.

In the first option, you can add an existing ad account to the Business Manager. To do this, it is important that you are the owner of the ad account and all configuration needs to be done with your profile.

Don’t have access to the ad account? You can ask the manager administrator for permission to proceed.

When making this choice, the platform will require the account identification number. The code is usually located next to the account owner’s name, on the right side of the screen.

If none of the alternatives work, don’t panic. It is possible to create a new ad account through its manager. See the tutorial below:

1. After entering the Business Manager, click on “business settings”;

2. Next, click on ad accounts;

3. Select the + Add button and choose the option that fits your case;

4. Fill in the following screen with your account name, local time zone, currency of the country of your business and click next;

5. Choose whether the ad account will be used for your business or to produce campaigns for third parties;

6. Enter the advertiser’s data (CNPJ, CPF, business address, e-mail, company name, among others)

7. Finally, choose the most convenient payment method. Today the platform accepts credit and debit cards, PayPal, bank slip or manual payment.

Important Tips for Setting Up Your Facebook Ads Account

Be very careful when selecting the payment method, as Facebook Ads and Instagram Ads ads need an available balance in the account to run.

Otherwise campaigns are paused and, of course, your online ad performance can be compromised. The ideal is to choose more than one payment method, after all, credit cards can be exceeded or blocked for some reason, do you agree?

If the ad account is set up for manual payments (bank slip is an example) you will not be able to register other payment methods such as cards and formats such as PayPal.

So, make a financial plan to avoid problems in the middle of running a campaign. At the end of each ad, Facebook issues an invoice with all the billing information and amounts spent during the ad. In other words, one more relevant information to organize your budget.

How to Create Your First Facebook Ads


What results do you want to achieve with your first Facebook Ads ad? Setting Facebook campaign goals is essential to hitting goals!


Selecting campaign goals in quick build mode


Selection of campaign objectives in normal build mode.

It doesn’t matter if you are going to create an ad on Facebook, Instagram or other channels like WhatsApp. Regardless of the type of ad, it is important to define your advertising goals. Understand:

Brand recognition

Do you want your brand to have more visibility and be remembered by people? The brand recognition campaign is right for your strategy!

The purpose of this type of ad is to let the greatest number of people know what you/your brand do, in addition to linking the ad to the people who are most likely to remember your company.

Target application example: You have just launched an e-commerce and you need more visitors to your site. With this goal, it is possible to arouse the desire of the potential audience.


Is your goal to get your ad seen by as many people as possible? The outreach campaign is for that. By setting up an online ad within that target, Facebook will show the ad to multiple people within the niche  and campaign profile.


Do you know that page that needs more likes and interaction in posts or more followers?

An engagement campaign can drive that result you’ve been waiting for. The purpose of this ad is to bring more engagement in front of the audience that interacts with your brand on social media.

In addition to pages, an engagement campaign can also be used to engage and engage people in participating in an event or joining an app.


Want to increase traffic to your landing page, website or online store? The traffic ad is for that. You can also direct people to an action on other external links like WhatsApp, for example.

Let’s say you have an online pet products store and the goal is to let people know about the site and, consequently, build a relationship with the brand. By creatively and engagingly advertising on Facebook Ads, you can fulfill this purpose more efficiently.

Application Installations

Convincing people to download an app is always quite a challenge. However, there is a specific ad just for that purpose. By choosing it, you can send people directly to the Google Play or App Store and influence the increase in your app downloads.

Viewing Videos

Big brands are betting on the combination of storytelling with video production to generate a connection with the public in advertising campaigns. Ads created for the purpose of viewing videos can further leverage this type of material and bring people much closer to your brand.

Generation of records

When advertising on the internet, most companies have a common goal: to generate qualified leads for the business and gain more customers. With this mode, you can create a form in the ad for people to fill in information like:

  • Email;
  • Phone;
  • Contact information.

Companies in the education sector and brands that bet on customer relationships through strategies such as content marketing can benefit from this format.

By creating an e-book and making it available for free on a landing page in exchange for a sign-up, you can use experiment with this goal to create your online ad. In this case, the ad directs the lead to the capture page.


Conversion is the most coveted stage of the sales funnel.

The purpose of this type of campaign is to direct people to the purchase itself, either through a high-value audience retargeting campaign based on what the audience has purchased in the last 30 days, or direct contact via WhatsApp, by example.

Sales of product catalogues

Virtual stores are on the rise and beyond the news of the moment such as Instagram Shop and the virtual store within Facebook itself, do you agree? What if we say that there is an advertisement whose objective is the direct sale of product catalogs?

With this dynamic format, you  have multiple advantages: a greater reach of people interested in buying products from your catalog, in addition to displaying products in a window that can be seen for as long as you want for as many people as your brand want to achieve.

Visits to the establishment

For those who want to integrate strategies between the offline and online world, the objective of visiting the establishment can be a good alternative. In this case, Facebook displays the ads to the people closest to your business in order to generate sales.

Does your store have only one physical store? Investing in a reach campaign is a complementary strategy that can optimize your results.

Please note: Facebook’s recommendation is only valid for advertisers who have their own brand. In other words, if you have a network of stores spread throughout the city, creating an ad with the objective of generating visits will not be as effective.

How to segment your campaign audience and reach the right people 

Now that you know all the campaign goals for Facebook Ads and Instagram Ads ads, we have an even more valuable tip: audience segmentation.

Attracting the right people when they need your product or service most is the icing on the cake of any successful campaign. Therefore, we need to talk about how to do audience segmentation to actually find interested people and bring the desired return.

You can create an audience for your campaign from factors such as: strategic planning, campaign objectives, brand persona, and ad goals. From your audience database and Facebook Audience Insights, you can separate data like:

  • Location;
  • Age;
  • Sex;
  • Interests;
  • Education level and more.


By targeting a campaign with so many requirements, you stand a chance of getting much better results and actually showing your ads online to people who might actually be interested in the brand.

The better the targeting, the more refined the campaign. That’s why we have some additional tips to help you achieve your goals. Check it out:

1. Create a custom audience


2. Import existing contact lists into the platform when building audience


3. Use your site’s traffic data for targeting


In this case, it is necessary to install the Facebook pixel .

Killing Tips for Creating Attractive Online Ads

Creating online ads that impact consumers and convert is critical to a campaign’s success. After all, how to stand out among the various brands that reach consumers, access the world in the palm of their hand?

It’s not enough to create a nice graphic layout. It is necessary to develop pieces that attract attention and offer a good user experience, whether on the smartphone, desktop or other mobile devices.

In a scenario where many people hate ads and can (in the case of Facebook) select the option “I don’t want to see this”, studying the best formats to offer your product or service is essential.

You know the cliché saying that the first impression is the last one? Believe in him when creating your next online ad!

Choose a format that enhances your ad

In doubt about which format to choose for your campaign? We made a summary for you to understand how this universe of possibilities works.


Is the objective of your campaign to value a series of products? The carousel is a format that can meet this proposal. In practice, you can choose up to 10 sequential images to create this type of campaign.

The cool thing about this format is that you can create a narrative to talk about a product or service, a catalog, a creative sequel, or even show product details from multiple angles.

Instant Experience

Does your product have huge visual potential? Bet on instant experience. In practice, this format displays your ad full-screen to the person who clicks on it.

The collection is a very similar type of advertisement. Just as the instant experience is a more interactive format and allows the consumer to have an immersive view of what you are advertising.

Multimedia presentation

Have you ever thought about talking about a product or service of your brand by telling a story? With multimedia presentation it is possible. Similar to video, this feature allows you to use images, photos, sounds and other features.


Video is the king of engagement. No wonder that this format is the darling of the platform and the internet. Studies indicate that by 2022, video will be the most used format.

In addition to being more likely to creatively and directly impact the consumer, producing a video campaign on Facebook Ads can cost up to 5 times less compared to static images.

What are you waiting for to test?

There is no cake recipe on how to advertise on the internet and which format will yield the most results. However, there are some tips that can make your life easier when creating a campaign. They are:

  • Use color images and bet on original product photos;
  • Don’t insert more than 20% text in the image (in addition to hampering the performance of the ad, exceeding this limit may cause Facebook not to approve your campaign);
  • Check the dimensions of each format before uploading the ad;
  • Make headlines compelling and deliver on the content promise;
  • Invest in persuasive language, with copywriting techniques to delight right from the front

Besides these tips, don’t forget the most important: use images with the compatible aspect ratio for your ad placement. Without this, your ad may be rejected and not meet the objective.

See below a chart from Facebook itself that summarizes best practices for choosing ad proportions.


Nerdweb has prepared a complete guide with full size images and videos for social networks like Facebook and Instagram. Access the material and save the link in the favorite content tab when creating your ad.

Another tool created by Facebook itself to check if the texts that go on the images exceed the 20% limit.

How much does it cost to advertise on Facebook Ads?

If you’ve come this far determined to advertise on the internet through social media, you might be wondering how much to invest in a campaign, right?

The answer is not that straightforward. It all depends on your available budget and projections for the return on that investment. You can invest an amount and split the money for as many days as you like, or you can create a lifetime budget.

Nerdweb’s paid media experts make the investment estimates for the campaigns, considering factors such as:

  • Reach the desired audience;
  • Duration of the campaign;
  • CPM price or budget required;
  • Current CPM budget and price.


Another successful equation for figuring out how much it costs to advertise on Facebook Ads is to structure the sales target, with the necessary budget to reach the targets.


Is it starting now? Set aside a test value to advertise on the internet and do the A/B tests   for Facebook Ads.

You can create a set of ads, a seasonal campaign or a campaign that runs more often, vary your creative formats, test different targets, and analyze what works best.

In the ad manager itself you can select this option.

At the end of each campaign, don’t forget to extract the reports and analyze metrics such as: Cost Per Click (CPC), CTR (Click-Per-Ad) and Ad Viewing Frequency.

A well-performing campaign typically generates good landing page views as per the campaign objectives. We even have an article on how to smartly reduce costs with Facebook Ads.

The equation to do this calculation works like this: CPC = Total cost/number of clicks.

In the same line of reasoning, ads that appear frequently in the same user’s feed and do not generate any action may indicate the need to improve the strategy, with actions ranging from audience segmentation to reformulation of the campaign’s creatives or proposal. value of the ad itself.

On the other hand, it takes time for the campaign to perform, just as the consumer’s purchase decision is built in stages. As there are different consumer profiles and different journeys to buy or not a product, an ad can impact people differently.

Tips for analyzing your campaign

Campaign reports (available in your ad account) allow you to do detailed analysis on your ad serving and performance.

To create your own report, you must open the ad manager and select the “Measure” fields. Then, just click on “ad reports” and choose the campaign or set of ads you want to analyze. The tool allows you to create a custom report and export your campaign metrics and drilldowns.

Another cool feature of the ad manager is to view the performance of a specific campaign from the  details located in the ad set.

You can drill down to campaign data in the following categories:

  • Spread: In this option, you’ll know more about the people your ad was shown to. It is possible to access data such as age, location, country, among others;
  • Action: As the name implies, this breakdown allows you to understand the actions performed by the people who viewed your ad. In the carousel format, for example, it is possible to know how many clicks each card received;
  • Duration: Category displays ad details according to performance by days, weeks or months.

There are many details involving the analytics of Facebook Ads campaigns, but calm down. Our experts are here to help you and answer your questions.

All ready to advertise on the internet?

From creating a corporate page to using the core functions of the Business Manager and Facebook Ads ad account, we hope this content has added value to your journey as a first-time advertiser.

All set to create your online ad and sell more with Facebook Ads?

It’s time to get your hands dirty and give it a try. Remember that strategy is testing and performance is something that can improve as you experience creating campaigns.


Need help to strengthen your strategies in practice? Talk to Nerdweb’s paid media experts and understand what can work for your business profile!

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