A Beginner’s Guide- Facebook and Instagram Ads

SocialB Digital Marketing Blog Last modified: 05 Jul 2022 by Somya
Paid Search (PPC) | Social Media


Running social media advertising campaigns for the first time can be a bit overwhelming experience. There are a lot of factors to take into account like selecting your campaign goal, deciding on budgets, and creating audience groups and so on.

While this may seem like a lot, launching a Facebook or Instagram campaign doesn’t need to be scary. If you know about your audience and understand your products’ USPs, you are halfway there. ☺

In this guide, we have compiled all the basics you need to know to advertise on Facebook and Instagram.

From setting up your Business Manager account to creating your first campaign and improving your business page, we have it all to help you set up your advertising campaigns successfully. Let’s check it out…


Getting Started

To run ads on both Facebook and Instagram, you need to set up your Facebook Business Manager Account. For this, you would need to log in to www.business.facebook.com to get in your Business Manager account. Then you will be able to add ad accounts that you own and get access to ad accounts that other people or businesses own.


Following are the steps to add an ad account in Business Manager:

  1. Go to Business settings. 

  2. Click Accounts from the menu on the left-hand side. Then, click Ad accounts.

  3. Click the blue Add drop-down menu.

  4. Choose one of the three options: Add an ad account, Request access to an ad account or Create a new ad account.

  5. If you choose to request access or add an ad account, enter the ad account ID. Learn where to find the account ID.

  6. Follow the prompts to select people and access levels.


Understanding The Dashboard

Once your ad account is set up, you can visit the Ads Manager dashboard. In your Business manager, click on ‘All Tools’ and then click on ‘Ads Manager’. Here you will be able to manage every aspect of your Facebook ads like campaign overview, insights, account settings and more.


Graphical user interface, application, Teams Description automatically generated

Different Types of Facebook Ads

Facebook Ads are extremely versatile and there are different variations of ad types that you can use: From driving traffic to your website to reaching people in your local area.

Below is a list of the various ads available to Facebook advertisers:

  1. Posts Boosts

  2. Promote your Page

  3. Website Traffic

  4. Increase conversions on your website

  5. Get installs of your app

  6. Increase engagement in your app

  7. Get video views

  8. Collect leads for your business


What Is Ad Targeting?

Once your ad campaign goal is created, you’ll want to begin doing what’s called targeting. Targeting is the who, what, when, where, and why of your ad campaign’s viewership. Put simply, it’s the way by which you can target your ‘ideal customers’ on Facebook and Instagram.


Facebook Ads Targeting Example for a Moving Company


You can target people based on where they’ve listed their location, the kinds of content they’ve liked on Facebook or the people they follow on Instagram. You can also narrow down your audience based on their age, their gender, the kinds of websites they’ve visited through Facebook and Instagram, and countless other options, as well.

Choosing a Budget

By default, Facebook starts out suggesting a £20 daily budget. You can adjust the budget as you like, choosing either a “daily” or “lifetime” budget and also editing the amount you’re willing to spend. You can start with as low as £5 of a daily budget and then gradually increase your bid based on the performance of your ads.

Ad Placements

You can target using the above criteria for both Facebook and Instagram and it’s just a tick of a button to only target these people on Facebook or Instagram (if you only wanted to run your campaign on either or). Look at your audience insights on Ads Manager for a better idea of the people who frequently visit your page and go from there.


Example of Facebook and Instagram Ad Placement Settings


Tips For Optimising Your Profiles

In order to make sure your ad campaigns are successful; you need to spend time optimising your company profiles on social media.

Make sure your brand’s profile and cover photos are up-to-date and that you are using the highest quality resolutions. Your bio, slogan, address, and your contact information are all correct and reflect the most recent information available.

Users should be able to easily access the links to your website and products. Instagram only allows you to have one link out in your profile. You can use services like LinkTree or ContactInBio to add multiple links to your Instagram profile.



Facebook and Instagram advertising can help you expand your community and reach out to potential customers.

The key is to know the basics and start your campaigns based on your audience’s preferences and interests. Once live, your campaign will give you better insights into who is interacting with your ads and what is resonating with your audience.

Also, don’t hesitate to test different versions of content and ad formats like videos and images to see what works. The golden rule of every successful advertising campaign is to test, learn and improve the performance.

If you are looking for hands-on support on improving your social media performance, feel free to get in touch with our team. Learn more about our social media training courses here.


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