Facebook Ads tutorial: How to advertise on Facebook step by step [2020]


Learning how to advertise on Facebook has gone from being an option to being practically indispensable for any business.

Not only because of the great results that can be achieved, but because the organic reach of the pages is practically zero.

This forces us to invest in advertising campaigns on Facebook to be visible.

There are several ways that one has when it comes to learning to create their first advertising campaigns, one of them is to sign up for Facebook Ads courses and another is to learn through tutorials to advertise on Facebook , as in this case.

I would like you to stay with me throughout this article since, in it, I will also talk about some recommendations to publish on Facebook and that your ad is as successful as possible.

In fact, at the Marketing and Web School, one of the marketing strategies that work best for us is the combination of Facebook, along with email marketing.

In this way, we capture leads that may be interested in our Master and then we cultivate and educate them.

Yes, without further ado, let’s get to it!

You may also like:

What is Facebook Ads and what is it for?

23 Types of advertising used by companies

17 Examples of effective advertisements


How to advertise on Facebook step by step in 2020

You cannot start creating a Facebook Ads campaign if you do not have a series of assimilated concepts that I am going to explain below.

In fact, if you are going to invest a considerable amount of money and do not have any experience, I recommend hiring a Digital Trafficker .

Sky Marketing is one of the leading real estate agency which deals mega projects Lahore Smart City. The first smart city in Lahore include general block, overseas block, farmhouses with sport and health care facilities.

That is, a person who is specialized in buying traffic online.


A) Facebook pixel.

It is essential that before starting to create ads on Facebook you have to install the Facebook Pixel .

The Pixel helps you measure the conversions that are happening on your website and allows you to create custom audiences.

Once you have the custom audiences obtained through the Pixel, you can also create similar audiences.

In summary, so that you understand the importance of this point, if you do not measure, you go blind , and going blind is shooting yourself in the foot in the world of marketing.

facebook pixel features


B) Structure of advertising campaigns on Facebook.

When creating your first ad on Facebook you will find 3 levels :


 Set of announcements.


To give you a better understanding of the structure, an ad campaign is made up of one or more ad sets, and the ad sets are made up of one or more ads .

In the campaign you have to define the objective you want to achieve, while in the ad set you have to configure the characteristics of the advertising itself.

And finally, in the ad you have to include the text and multimedia content that you want your target audience to see the ad will be focused on.

structure of a campaign on facebook


C) Level of consciousness of the client.

It is very important that you focus the ads according to the degree of need that your target audience has in relation to the product you want to sell.

In other words.

If you launch an ad without taking this point into account, you will reach different users with a different degree of awareness, causing that, in many cases, the ad does not have the desired impact.

Therefore, it is very important to be clear about the different levels of consciousness.

funnel of a customer's levels of consciousness


D) The stage of your client in the sales funnel.

Would you make the same announcement to a person who knows you as to someone who does not know you at all?

No right?

Well, this is where the conversion funnel comes into play with its different stages.

One of the keys to advertising on Facebook is showing the right ads to the right people at the perfect time.


Tutorial to advertise on Facebook in 2020

Before starting to learn how to create a Facebook Ads campaign, I want you to be clear about the above points.

There are many types of advertising on the Internet and each one has its bases so that they work in the appropriate way.

Understanding the main bases of an ad on Facebook is essential before starting to create a campaign on this social network.


Step 1: Create Facebook Advertising Campaigns

1) Create a campaign   

The first thing you should do is enter the Facebook ads manager.

To do this, obviously you have to have created your company page on Facebook before .

If you do not have any campaign created, an interface will appear equal to the one in the image above this text.

You will see that there are 3 tabs, each one with its name that should already sound like you in the article:


 Set of announcements.


Go to the campaign tab and click on the green button on the left that says “Create” or the button in the lower center in “Create ad”


2) Objective of the campaign.    


 Next, choose the objective of the ad campaign .

This point is very important, because Facebook is going to optimize your ads based on what you want to achieve.

In the image you see 3 main blocks that are “RECOGNITION”, “CONSIDERATION” and “CONVERSION”.

Each of them provides a series of objectives that I am going to explain to you below the meaning of each of them.

 Re brand awareness : choose this aim to show your ad to people most likely to be interested in your product or service.

Reach : Show your ad to as many people as possible.

Traffic : Ideal to attract traffic to your website, application or Messenger.

Interaction : The objective is to increase interaction, either through a publication, incentivizing fan page likes or responses to events.

Application installations : As the name indicates, this objective is to encourage the installation of your APP to the Smartphone or the computer of your audience.

 Video Views : Show your media to the people Facebook thinks are most likely to watch it.

 Lead generation : This type of ad is ideal for people to share your contact information suitable for the Smartphone.

Messages : This goal is suitable to encourage the public to interact with you through Messenger and complete purchases, answer a series of questions or even offer help.

Conversion : With this objective, the social network will look for the people who have a higher percentage of converting depending on your purpose.


For this, it is very important to have the Facebook Pixel installed on your website or the SDK in an application.

Catalog sales : There is little more to say than not already saying the name of this lens.

It’s great for e-commerce businesses, travel agencies, etc.

Traffic in the business : Incentivize people to visit your physical store.


3) Name of the campaign    


Step number 3 is to name your ad campaign on Facebook.

If you plan and know 100% that you are only going to create an ad, you can put the name that you see fit to your Facebook ad.

I recommend that you do not put a name at random and do it with a certain structure .

In this way, it will be easier for you to identify and analyze the campaigns tomorrow.

The structure that I recommend you follow is:

Campaign name: [Device] – [Product] – [Objective]

As you can see, it is a step that does not require any time and can save you more than one trouble for the future.


4) Activate A / B test    


The 4th step is to activate the A / B test (optional).

By activating this function, you will be able to see different versions of your ads and test which one works better and eliminate the one that is giving the worst results.

It is advisable to have this function active since it is neither good nor safe to put all your eggs in the same basket , since your campaign would be pending a single ad and that can be dangerous.


If you decide to activate A / B tests, a context menu with 4 variables will be displayed , where you will have to select only one of them, which are:


 Delivery optimization.




5) Optimization of the campaign budget   


Step 5, optimize the cost of the campaign .

Here you will set the money you want to spend on Facebook ad sets.

You can choose the campaign budget in two ways:

 Daily budget.

 Total budget.


The next step is to choose your bidding strategy on Facebook .

You can choose between three options and their variations:

 Lower cost.

 Cost limit.

 Bid limit.

If you are starting out in the world of Facebook Ads and it is going to be your first campaign, the lowest cost is a very good option.


 Step 2: Create your ad set

Once you have covered all the steps of creating the campaign, it is time to create the Facebook ad set.

This will determine who you are going to show the campaign to and where.

This step, like the previous ones, is important because, if the ad is not shown to the right set of people, it is money that you are going to be losing, literally.


6) Ad set name   


In step 6, it is time to name the ad set.

A formula that my colleague Rubén Máñez uses and that I love when structuring the name for the set of ads is the following:

[Number] – [Type of traffic] – [Segmentation]

Remember that this type of structure, as I have already mentioned, is to better recognize the type of ad in a more direct way.


7) Where we direct traffic   


In step 7 you will indicate where we want to redirect your traffic .

At the beginning of the article, I chose the traffic objective, which is why these series of options appear.

Depending on the objective you want to choose, some options or others will appear, but as a first contact, traffic was chosen to deal with this tutorial.


8) Dynamic content.   


In step 8 you will have the option of making different creatives for the ad , in this way you will create several ads for the same objective in order to check which of them works best.


9) Choose your audience   


Arriving at step 9 , you have to segment the ad according to the type of audience you want the ad to be shown.

Some segmentation methods that Facebook shows you are:




 Demographic data.




There are 3 types of audiences on Facebook that you can work with:

Saved : It is the one you create manually, choosing the segmentation on your own.

Personalized : They are public that already know us about something and have interacted with us and, through this, Facebook has collected information.

Similar : Facebook will look for a similar audience through the custom audience.


10) Ad location


Arriving at step 10 , you will choose the location that Facebook has available through its platforms in order to display the ad.

You have two options:

Automatic locations (I recommend leaving this option checked if you have little experience)

Edit properly (where you can choose places like):

 Facebook news section.

 Instagram feed.

 Facebook Marketplace.

 Facebook video feeds.

 Right column of Facebook.

 Facebook Stories.

 Instagram Stories.



11) Budget and schedule


You will remember that this option could already be done in the campaign section.

Unlike the previous option, here you can put a spending limit on the ad set.

You can also set a start and end date for your advertising campaign.


Step 3: Create Facebook Ads

You are reaching the final part of the process of creating a Facebook ad, but don’t relax just yet, as this point is as important as the rest.


12) Ad name


Establish a name that makes it clear to you what type of ad it is when you read it.

As you have seen before, the names you give to your campaigns and to your ad set are key to making it easier for you to identify the ad.

Choose a name that does not cause you doubts for the future to avoid problems.


13) Ad format


As you can see in the image above , you have at your disposal 3 types of advertising formats:

Sequence : where you can insert 2 or more images or videos.

 A single image or video.

Collection : A group of articles that opens in a full-screen Smartphone experience.


14) Multimedia content


Every day we are being impacted by hundreds of ads, so this section is essential and will have a great relevance in the success or failure of the ad .

I recommend that you dedicate all the time it deserves to make the ad as successful as possible.

Try not to exceed 20% of the text in a Facebook image since, if Facebook detects a lot of text in the image, the ad may not go through or it may not reach the desired number of people.

To find out if you are going overboard when it comes to text in your multimedia content , I recommend that you use this tool .


15) Text and links


Don’t be fooled by that famous saying that “a picture is worth a thousand words”

In advertising the text is as fundamental a factor as the image .

Both have to go hand in hand so that the final result that is going to be shown to the public is as successful as possible.

Depending on the objective you want to achieve and the degree of awareness that the person is, you will have to focus the copy in one way or another.


16) Follow-up

Once everything is ready, check that the Facebook pixel is active and correct.

Once that step is verified, it is time for you to finally publish the campaign and wait for Facebook to approve it.


Recommendations to advertise on Facebook Effective

This part would give for another new article, but I don’t want you to leave here without first giving you some little tips when it comes to advertising on Facebook that could be used in many cases to advertise on other social networks .