Advertise on Facebook in 2024

Facebook is a social media giant with nearly three billion monthly active users as of June 2024. Over the years, Facebook advertising has undergone many changes to better cater to the needs of its billions of users. Along the way, marketers have had to master new advertising methods to keep up with Facebook and get the desired results.

What are Facebook adverts?

Facebook Ads are text posts with photos and videos of products or services, adverts are shown to users who visit the Facebook website or application. 

Facebook ads are usually shown to users based on their:
Age, Location, Interests, Profile information and online activity.

Companies set an advertising budget and a rate per click or per thousand impressions of the ad.

Facebook adverts often look the same as regular postings, but always include a ‘sponsor’ tag to show that it is an advert. They also tend to include more features than regular postings.

If you want your brand to be seen by more users, ads should be a component of any Facebook marketing strategy.

How much does it cost to advertise on Facebook?

The cost of Facebook advertising depends on many factors, including:

Audience Targeting . It usually costs more to place ads for a narrower audience than for a wider audience.
Ad placement. The cost can vary depending on where the ad is placed on the page.
Campaign Duration. The longer an advertising campaign lasts, the cheaper it can be.
The competitiveness of your industry . Advertising costs tend to increase if you have many competitors ordering ads for the same audience as you.
Time of year . Advertising costs can vary throughout the year, during holidays.
Time of day . On average, the price per click is lowest between midnight and 6am in any time zone.
Location . Advertising costs vary widely from country to country.

Types of Facebook Ads

Placing Facebook Ads, starts with knowing the types of Facebook Ads available to you.

You can choose between different types and formats of Facebook ads according to your campaign goals, including:

Graphic Ads are the simplest Facebook ad format. They allow businesses to promote their products, services or brands using images. These images can be created from illustrations, designs, or photos.

Video ads on Facebook allow companies to use videos to showcase their products, services or brand.
Short videos, less than 15 seconds – will allow users to view it in its entirety while they are scrolling through their Facebook feed.

Stories offer more creative freedom than conventional graphic or video ads. Companies can experiment with emojis, stickers, filters, video effects and even augmented reality.

Messenger adverts are displayed on Facebook Messenger. Since this is where people spend time interacting with friends and family, people see your Messenger ad among their conversations and may click on the ad.

Ad carousels show up to ten images or videos that users can click on.Each has its own title, description, or link.

Carousels are a great choice for displaying several different products. Each image in a carousel can even have its own landing page specifically created for that product or service.

Slideshow ads consist of 3-10 images that play in a slideshow. These ads are a great alternative to video ads because they use five times less data than video.

Playables allow people to experience playing a snippet of your game without downloading it. This is a free playable preview version of your app. This opportunity to test your game directly in a Facebook ad format.

Facebook’s wide range of ad formats means that you can choose the type of ad that your audience is most comfortable with.

Each ad has its own set of calls to action, this can be a link to a product page, a feedback form where you can leave your contact or a call to action.

How to set up Facebook ads with Meta Ads Manager

If you already have your own Facebook business page, you can go straight to Meta Ads Manager (formerly Facebook Ads Manager) to create your Facebook ad campaign. If you don’t already have a business page, you’ll need to create one first. 

In this post, we’ll break down how to create a Facebook ad, and also cover some general practical questions about Facebook advertising.

Ads Manager is the launchpad for displaying ads on Facebook and Messenger. It is a versatile set of tools for creating adverts, managing where and when they are shown and tracking campaign performance.

1. Start creating an advert
After logging into Ads Manager, you will see your dashboard. To create a new campaign, ad group, or ad, click the ‘Create’ button.

2. Choose a campaign objective.
Facebook will ask you to choose your campaign objective from six options.


3. Define your campaign settings
Here you will write the name of your campaign, tick the ad categories it belongs to and fill in the rest of the campaign information.

4. Set your company’s budget
Then click on ‘Ad Set Options’ . Here you will decide how much money you are willing to spend on advertising. You can choose between a daily budget and a lifetime budget.

5: Choose your audience
You will be able to set up ad targeting to specific users.

6. Select the locations where you want your Facebook ads to appear.
Select a specific location where your ad will be displayed.

You can select a specific device type – Mobile, Desktop or both.
Facebook, Instagram or Messenger, in feed, in search, in apps. Specific mobile devices and operating systems . iOS, Android, feature phones or all devices.

7. Create your advert
Choose an ad format that matches your campaign objectives. Enter text and add images of your advert.

8. Track your ad’s performance metrics
Once your ad has been displayed, track its performance in Ads Manager. Draw conclusions about when your ad was more effective, on which sites, and on which placements.

Facebook advertising tips

1. Ads should look beautiful and harmonious on a mobile phone
Most people browse social media on their phones.

2. You don’t need to create a long video or animation
The advert should give the main message in the first 3-4 seconds.

3. Make the sound optional
People can get annoyed if their phone suddenly starts making noises.

4. Try the pitch, play plunge method
Tell people about your brand, product or service, create entertaining interactive content, try to engage the user in what’s happening on the screen.

5. Make advertising decisions based on analytics
Adjust your advertising campaign based on statistics, conduct experiments.

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