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Mastering Facebook Ads: The Ultimate Beginner's Guide

Published on: November 17 2023 by Jessica Stansberry

Mastering Facebook Ads: The Ultimate Beginner's Guide

Table of Contents:

  1. Introduction
  2. Why Use Facebook Ads
  3. Setting up Your Business Manager
    1. Creating a Business Manager Account
    2. Setting Up Your Business Page
    3. Adding an Ad Account
    4. Adding Your Instagram Business Account
    5. Setting up Data Sources
    6. Verifying Your Domain
  4. Understanding Audience Targeting
    1. The Benefits of Broad Audiences
    2. Creating Broad Audiences
    3. Testing Different Audiences
  5. Creating an Engagement Ad
    1. Setting up Campaigns, Ad Sets, and Ads
    2. Choosing the Right Type of Engagement
    3. Selecting the Target Audience
    4. Setting the Daily Budget
    5. Selecting the Post for the Ad
    6. Monitoring Engagement Metrics
  6. Troubleshooting and Optimizing your Ads
    1. Analyzing Cost per Page Engagement
    2. Adjusting and Refining Your Ads
  7. Conclusion

Article: A Beginner's Guide to Successful Facebook Ads


Facebook ads have become an essential tool for businesses of all sizes to reach and engage with their target audience. However, many people find the process of setting up and running Facebook ads to be confusing and overwhelming. In this beginner's guide, we will walk you through the essential steps to create effective Facebook ads that can help you grow your business.

Why Use Facebook Ads

Before diving into the nitty-gritty of Facebook ads, it's essential to understand why they are worth your time and investment. Despite concerns about privacy and iOS changes, Facebook ads remain a powerful tool in the online business world. They offer the ability to target a vast audience and generate high-quality leads. With the right strategy, Facebook ads can be cost-effective and yield impressive results.

Setting up Your Business Manager

To get started with Facebook ads, you first need to set up your Business Manager account. The Business Manager serves as a centralized hub for managing your ads, business pages, ad accounts, and data sources. Creating a Business Manager account is straightforward. Visit business.facebook.com and follow the step-by-step instructions. Once your Business Manager account is set up, you can proceed to set up your business page, add an ad account, and link your Instagram business account.

Next, you need to set up data sources, such as Facebook pixels, which are tiny pieces of code that Facebook provides to track and gather valuable data from your website. These data sources allow you to measure and optimize the performance of your ads. Additionally, you should verify your domain by copying and pasting a verification code onto your website. This verification process establishes trust and enables smooth data exchange between Facebook and your website.

Understanding Audience Targeting

Targeting the right audience is key to the success of your Facebook ads. Facebook's algorithm works best when you give it a broad audience to work with, allowing it to leverage AI to find the most suitable individuals for your ads. Rather than getting granular with targeting criteria, it is recommended to focus on three broad categories: business-to-business, public figures, and relevant software.

For business-to-business ads, target individuals interested in entrepreneurship and well-known figures in the business world. Utilize the suggestions feature on Facebook to explore related public figures and select those that resonate with your audience. In the case of software-related ads, target individuals interested in entrepreneurship as well as individuals using software tools relevant to your industry. By keeping your audience broad, you allow Facebook's algorithm to find the right people based on their interests and behavior.

Creating an Engagement Ad

One of the most effective types of Facebook ads for beginners is the engagement ad. Engagement ads are designed to encourage users to engage with your content, such as liking, commenting, and sharing. To create an engagement ad, start by selecting the "Engagement" objective in Ads Manager. Then, choose the type of engagement you want to focus on, such as post engagement or video views.

At the ad set level, set your daily budget. A recommended starting point is $5 per day, which allows you to test and optimize your ads without breaking the bank. Choose your target audience based on the three broad categories mentioned earlier and let Facebook's algorithm do the heavy lifting in finding the right people for your ads. Select a relevant post to promote, such as an educational piece or an introduction to your business.

Monitor the engagement metrics of your ads, particularly the cost per page engagement. Ideally, you want to see costs under a cent, but don't panic if it goes slightly higher. Give your ads some time to gather data and optimize before making any drastic changes.

Troubleshooting and Optimizing your Ads

As you monitor the performance of your ads, pay attention to the cost per page engagement metric. This metric indicates how much it costs for someone to engage with your ad and can help you identify any potential issues. If the cost per page engagement is above the industry benchmark, consider making adjustments to your ads, such as refining your target audience, experimenting with different ad creatives, or optimizing your post content.

Remember that Facebook ads involve constant testing and iteration. Avoid making too many changes on a daily basis, as it hinders Facebook's learning process. Instead, allow your ads to run for at least a week before making significant adjustments.


In conclusion, Facebook ads offer immense potential for businesses seeking to expand their reach and engage with their target audience. By following this beginner's guide, you can set up effective Facebook ad campaigns that yield positive results. Remember to start with broad audiences, create engagement ads, and monitor your metrics closely to optimize your ads over time. With dedication and strategic refinement, Facebook ads can become a powerful tool in your marketing arsenal.


  • Facebook ads remain a valuable tool for businesses to reach and engage with their target audience.
  • Setting up a Business Manager account is the first step towards running successful Facebook ads.
  • Targeting a broad audience is preferable for better ad performance and optimization.
  • Engagement ads are effective for encouraging users to interact with your content.
  • Monitoring cost per page engagement helps troubleshoot and optimize your ads.


Q: How much should I spend on my Facebook ads? A: As a beginner, it's recommended to start with a daily budget of $5 per ad set. This allows you to test and optimize your ads without overspending.

Q: What metrics should I monitor to gauge the success of my Facebook ads? A: One crucial metric is the cost per page engagement, which indicates the cost of user engagement with your ads. Lower costs are generally better, but it's essential to give your ads time to gather data and optimize before making any significant changes.

Q: Can I target specific demographics or interests with Facebook ads? A: While it used to be common to target specific demographics and interests, Facebook's algorithm now works best with broad audiences. By allowing the algorithm to find your ideal audience based on their behavior and interests, you can improve ad performance and reach.

Q: Should I make changes to my ads frequently? A: It's best to avoid making frequent changes to your ads. Allow your ads to run for at least a week before making significant adjustments, as this gives Facebook's algorithm time to gather data and optimize your campaigns.

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