How To Advertise on Facebook in 2022 [Complete Guide]

Image ads are Facebook's most basic ad format. They let businesses use single images to promote their products, services, or brand. Image ads ... Skiptocontent WhyHootsuite WhyHootsuite Whatmakesustheindustryleader Wherewe'vebeenandwherewe'regoing Howwe’redifferent Ourcommitmenttoeducation,yourbusiness,andtheworld Hootsuiteinthenews Whatwe’reuptonow MeasuretheROIofyoursocialmedia Getstartedwithsocialcommerce 5stepstoelevateyourbrandwithsocialcustomercare WhatWeDo WhatWeDo Publishandschedule Planyourpostswithease Engagecustomers Manageincomingmessagesfrommultiplesocialchannels Monitoractivity Stayinformedaboutmarkettrendsandcompetitors Advertisecontent Promoteyourorganiccontentandmanagepaidads Analyzeresults Measureyourresultsacrossallsocialnetworks HowaSocialMediaMakeoverHelpedaSmallBusinessDrivea108%IncreaseinSales Readcasestudy Seeitinactionwithafree30-daytrial Signupnow Pricing Resources Resources Learn Academy Industry-leadingcoursesandcertificationstoadvanceyourskills. Blog Tipsandtricksfromtheworld’smostwidely-readsocialmediamarketingblog. ResourceLibrary Researchandinsightsthatwillhelpguideyoutosuccessonsocial. Connect Webinars Interactivesessionswiththebrightestmindsinsocial. Events New! JoinusforsomefunonlineandIRL. Support Helpcenter BrowsehelparticlesandFAQs ContactSales Gethelpfromourteamofexperts FAQ AnswerstoallyourquestionsaboutHootsuite 16SnapchatStatisticsThatMattertoMarketersin2022 ReadtheArticle Needhelp LogIn Signup Thetimesmaybechanging,butknowinghowtoadvertiseonFacebookisstillanessentialskillformostmarketers. AdvertisingonFacebookisn’tdead.Despitenewplayersonthesocialmediascene—TikTok,we’relookingatyou— knowinghowtoadvertiseonFacebookisstillanessentialskillformostmarketers. Rightnow,ifyouadvertiseonFacebook,youradscanreach2.17billionpeople—inotherwords,closeto30%oftheworld’spopulation.Plus,theplatform’sactiveuserbasecontinuestogrow. Sure,theseareimpressivenumbers.ButFacebookisallaboutgettingyourmessageinfrontoftherightsegmentofthosepeople.Theuserswhoaremostlikelytobeinterestedinbuyingyourproductsorservices. KeepreadingtofindouteverythingfromhowmuchFacebookadscosttohowtoplanyourfirstcampaign. TableofContents WhatareFacebookads? HowmuchdoesitcosttoadvertiseonFacebook? TypesofFacebookads HowtopostadsonFacebook 3tipsforpostingadsonFacebook Bonus:GettheFacebookadvertisingcheatsheetfor2022.Thefreeresourceincludeskeyaudienceinsights,recommendedadtypes,andtipsforsuccess. WhatareFacebookads? FacebookadsarepaidpoststhatbusinessesusetopromotetheirproductsorservicestoFacebookusers. Source:Fairfax&FavoronFacebook Facebookadsareusuallytargetedtousersbasedontheir: Demographics Location Interests Otherprofileinformation Businessessetanadbudgetandbidforeachclickorthousandimpressionstheadreceives. LikeInstagram,Facebookadsappearthroughouttheapp,includinginusers’feeds,Stories,Messenger,Marketplace,andmore.Theylooksimilartonormalpostsbutalwaysincludea“sponsored”labeltoshowthey’reanad.Facebookadsincludemorefeaturesthanregularposts,likeCTAbuttons,links,andproductcatalogs. Togetyourbrandinfrontofmoreusers,adsshouldbeacomponentofanyFacebookmarketingstrategy. HowmuchdoesitcosttoadvertiseonFacebook? There’snohardandfastrulewhenitcomestoFacebookadbudgets.ThecostofFacebookadsdependsonseveralvariablefactors,including: Audiencetargeting.Itusuallycostsmoretoputyouradsinfrontofanarroweraudienceasopposedtoabroaderone. Adplacement.CostscanchangebetweenadsshownonFacebookandInstagram. Campaignduration.Thenumberofdaysandhoursacampaignlastsimpactsthefinalcost. Competitivenessofyourindustry.Someindustriesaremorecompetitivethanothersforadspace.Adcostsusuallyincreasethehighertheproductpriceisorhowvaluabletheleadyou’retryingtocaptureis. Timeofyear.Adcostscanfluctuateduringdifferentseasons,holidays,orotherindustry-specificevents. Timeofday.Onaverage,CPCislowestbetweenmidnightand6aminanytimezone. Location.Averageadcostspercountryvarywidely. Settingcampaigncostsaccordingtoobjectives SettingtherightcampaignobjectiveisthemostimportantthingyoucandotocontrolFacebookadcosts.Gettingthisrightalsoincreasesyourchanceofsuccess. Cost-per-clickbenchmarksvaryaccordingtoeachcampaignobjective.Therearefivecorecampaignobjectivestochoosefrom: Conversions Impressions Reach Linkclicks Leadgeneration Averagecost-per-clickvariesbetweendifferentFacebookadcampaignobjectives.Forexample,onaverage,animpressionscampaignobjectivecosts$1.85perclick,whileacampaignwithaconversionsobjectivecosts$0.87perclick. Choosingtherightobjectiveforyourcampaigniskeytoreachinggoalswhileloweringcosts. TypesofFacebookads MarketerscanchoosebetweendifferentFacebookadtypesandformatstosuittheircampaigngoals,including: Image Video Carousel InstantExperience Collection Lead Slideshow Stories Messenger ThewiderangeofFacebookadformatsmeansyoucanchoosethebestadtypethatmatchesyourbusinessgoal.EachadhasadifferentsetofCTAstoguideuserstothenextsteps. HereareeachofFacebook’sadformatsexplainedinmoredetail: Imageads ImageadsareFacebook’smostbasicadformat.Theyletbusinessesusesingleimagestopromotetheirproducts,services,orbrand.Imageadscanbeusedacrossdifferentadtypes,placements,andaspectratios. Imageadsareagoodfitforcampaignswithstrongvisualcontentthatcanbeshowninjustoneimage.Theseimagescouldbemadefromillustrations,design,orphotography. YoucancreateonewithjustafewclicksbyboostinganexistingpostwithanimagefromyourFacebookPage. Imageadsaresimpletomakeandcansuccessfullydisplayyourofferingifyouusehigh-qualityimagery.They’resuitableforanystageofthesalesfunnel—whetheryouwanttoboostbrandawarenessorpromoteanewproductlaunchtoincreasesales. Imageadscanbelimiting—youonlyhaveasingleimagetogetyourmessageacross.Ifyouneedtodisplaymultipleproductsorshowhowyourproductworks,thesingleimageadformatisn’tthebestchoice. Source:BarkBoxonFacebook Protip:Payattentiontoimageadspecsandratiossoyourproductdoesn’tgetcutofforstretched. Videoads Justlikeimageads,videoadsonFacebookletbusinessesuseasinglevideotoshowcasetheirproducts,services,orbrand. They’reespeciallyhelpfulforproductdemos,tutorials,andshowcasingmovingelements. Videocanbeupto240minuteslong,butthatdoesn’tmeanyoushouldusethattime!Shortervideosareusuallymoreengaging.Facebookrecommendsstickingtovideosunder15seconds. Videoadscanaddsomemovementtoanyuser’sfeed,likethisshortandsweetvideoadfromTacoBell: Source:TacoBellonFacebook Thedownsideofvideoadsisthatthey’retime-consumingtomakeandcanbecomeexpensive.Acarouselorimageadmaybeabetterfitforsimplemessagesorproductsnotrequiringdemos. Carouselads Carouseladsshowcaseuptotenimagesorvideosthatuserscanclickthrough.Eachhasitsownheadline,description,orlink. Carouselsareagreatchoicefordisplayingaseriesofdifferentproducts.Eachimageinthecarouselcanevenhaveitsownlandingpagethat’sspecificallybuiltforthatproductorservice. ThisFacebookadformatisalsohelpfulforguidingusersthroughaprocessorshowcasingaseriesofrelatedproductsbyseparatingeachpartacrossdifferentsectionsofyourcarousel. Source:TheFoldLondononFacebook InstantExperienceads InstantExperienceads,previouslyknownasCanvasAds,aremobile-onlyinteractiveadsthatletusersengagewithyourpromotedcontentonFacebook. UsingInstantExperienceads,userscantapthroughacarouseldisplayofimages,shiftthescreenindifferentdirections,aswellaszoominoroutofcontent. FacebooksuggestsusingfivetosevenimagesandvideosineachInstantExperienceadforthebestchancesofengagement.Premadetemplatesalsohelpyousavetimeandrepeatyourkeythemethroughoutthead. Source:SpruceonFacebook Collectionads Collectionadsarekindoflikeimmersivecarousels—takingtheuserexperienceastepup.Collectionadsaremobilewindow-shoppingexperienceswhereuserscanflickthroughyourproductlineup.MorecustomizablethanCarousels,they’realsofullscreen.UserscanpurchaseproductsdirectlyfromtheCollectionad. Source:Feroldi’sonFacebook BusinessescanalsochoosetoletFacebookalgorithmsselectwhichproductsfromyourcatalogareincludedforeachuser. Collectionadsareagreatchoiceforlargebusinessesthatsellavarietyofproductsandservices.SmallerbusinesseswithamorelimitedproductlinemaybebettersuitedtootheradtypeslikeCarousels. Leadads Leadadsareonlyavailableformobiledevices.That’sbecausethey’respecificallydesignedtomakeiteasyforpeopletogiveyoutheircontactinformationwithoutalotoftyping. They’regreatforcollectingnewslettersubscriptions,signingsomeoneupforatrialofyourproduct,orallowingpeopletoaskformoreinformationfromyou.Severalautomakershavesuccessfullyusedthemtoencouragetestdrives. Source:Facebook Slideshowads Slideshowadsarecomposedof3-10imagesorasinglevideothatplaysinaslideshow.Theseadsareagreatalternativetovideoadsbecausetheyuseuptofivetimeslessdatathanvideos.Thatmakesslideshowadsatopchoiceformarketswherepeoplehaveslowerinternetconnections. Slideshowadsarealsoagreatwaytogetstartedforpeoplewithoutvideo-makingexperience. Source:CharterCollegeonFacebook Storiesads Mobilephonesaremeanttobeheldvertically.Storiesadsareamobile-onlyfull-screenverticalvideoformatthatallowsyoutomaximizescreenrealestatewithoutexpectingviewerstoturntheirscreens. Rightnow,62%ofpeopleintheUSsaytheyplantouseStoriesevenmoreinthefuturethantheydotoday. StoriescanbemadeupofImages,videos,andevencarousels. Here’sanexampleofavideomadeintoaStoryad: Source:WaterfordonFacebook Storiesprovidemorecreativefreedomthanregularimageorvideoads.Businessescanplayaroundwithemojis,stickers,filters,videoeffects,andevenaugmentedreality. ThedrawbackofFacebookStoriesisthatthey’renotplacedinFacebookfeeds,sousersmaynotseethemasmuchasotherFacebookadformats. FacebookStoriesalsorequiredifferentformattingthanvideoorimageads,soyoumayneedtocreateoriginalcontentjustforStories. Messengerads MessengeradsshowupinFacebook’smessengertab.Sinceit’swherepeoplespendtimechattingwithfriendsandfamily,MessengeradsfeelmorepersonalthanscrollingthroughImageorvideoads. PeopleseeyourMessengeradsamongtheirconversationsandcantaptostartaconversationwithyourbrand.Theseadsareagreatwayofgettingpeopletointeractwithyourbrand.Forsmallerbusinessespromotinglocalproductsorservices,Messengeradscanhelpstarttheconversation. Bonus:GettheFacebookadvertisingcheatsheetfor2022.Thefreeresourceincludeskeyaudienceinsights,recommendedadtypes,andtipsforsuccess. Getthefreecheatsheetnow! Source: Facebook HowtopostadsonFacebook IfyoualreadyhaveaFacebookbusinesspage(andyoushould),youcanheadstraighttotheAdsManagerorBusinessManagertocreateyourFacebookadcampaign.Ifyoudon’tyethaveabusinesspage,you’llneedtocreateonefirst. We’llfollowthestepsforAdsManagerinthispost.Ifyou’dprefertouseBusinessManager,youcangetthedetailsinourpostonhowtouseFacebookBusinessManager. AdsManageristhestartingplaceforrunningadsonFacebookandMessenger.It’sanall-in-onetoolsuiteforcreatingads,managingwhereandwhenthey’llrun,andtrackingcampaignperformance. Step1:Chooseyourobjective LogintoFacebookAdsManagerandselecttheCampaignstab,thenclickCreatetogetstartedwithanewFacebookadcampaign. Facebookoffers11marketingobjectivesbasedonwhatyouwantyouradtoaccomplish. Here’showtheyalignwithbusinessgoals: Brandawareness:Introduceyourbrandtoanewaudience. Reach:Exposeyouradtoasmanypeopleinyouraudienceaspossible. Traffic:Drivetraffictoaspecificwebpage,app,orFacebookMessengerconversation. Engagement:ReachawideaudiencetoincreasethenumberofpostengagementsorPagefollows,increaseattendanceatyourevent,orencouragepeopletoclaimaspecialoffer. Appinstalls:Getpeopletoinstallyourapp. Videoviews:Getmorepeopletowatchyourvideos. Leadgeneration:Getnewprospectsintoyoursalesfunnel. Messages:EncouragepeopletocontactyourbusinessusingFacebookMessenger. Conversions:Getpeopletotakeaspecificactiononyourwebsite(likesubscribetoyourlistorbuyyourproduct),withyourapp,oronFacebookMessenger. Catalogsales:ConnectyourFacebookadstoyourproductcatalogtoshowpeopleadsfortheproductstheyaremostlikelytowanttobuy. Storetraffic:Drivenearbycustomerstobrick-and-mortarstores. Chooseacampaignobjectivebasedonyourgoalsforthisparticularad.Keepinmindthatforconversion-orientedobjectives(likesales),youcanpayperaction,butforexposureobjectives(liketrafficandviews),youwillpayforimpressions. Forthisexample,we’llchoosetheEngagementobjective.Fromthere,weneedtospecifywhichkindofengagementwewant. We’llchoosePagelikesfornow. Someoftheoptionsyouseeinthenextstepswillvarybasedonwhichobjectiveyouchoose. ClickNext. Step2.Nameyourcampaign NameyourFacebookadcampaignanddeclarewhetheryouradfitsintoanyspecialcategorieslikecreditorpolitics. IfyouwanttosetupanA/Bsplittest,clickGetStartedintheA/BTestsectiontosetthisadasyourcontrol.Youcanchoosedifferentversionstorunagainstthisadafterit’spublished. ScrolldownalittlefurthertochoosewhethertoturnonAdvantageCampaignBudget+. Thisoptioncanbeusefulifyou’reusingmultipleadsets,butfornow,youcanleaveitturnedoff. ClickNext. Step3.Setyourbudgetandschedule Atthetopofthisscreen,youwillnameyouradsetandchoosewhichPagetopromote. Next,youdecidehowmuchmoneyyouwanttospendonyourFacebookadcampaign.Youcanchooseadailyorlifetimebudget.Then,setthestartandenddatesifyouwanttoscheduleyouradinthefutureorchoosetomakeitliverightaway. RunningyourFacebookpaidadsonaschedulemaybethemostefficientwaytospendyourbudgetsinceyoucanchooseonlytoserveyouradwhenyourtargetaudienceismostlikelytobeonFacebook.Youcanonlysetascheduleifyoucreatealifetimebudgetforyourad. Step4.Targetyouraudience Scrolldowntostartbuildingthetargetaudienceforyourads. Startbyselectingyourtargetlocation,age,genderandlanguage.Underlocation,youcanevenchoosetoincludeorexcludecitiesoveracertainsize. Youcanalsoprioritizepeoplewho’verecentlyshownaninterestintheproductorserviceyousell. Asyoumakeyourselections,keepaneyeontheaudiencesizeindicatorontherightofthescreen,whichgivesyouasenseofyourpotentialadreach. You’llalsoseeanestimatednumberofdailyreachandPagelikes.TheseestimateswillbemoreaccurateifyouhaveruncampaignsbeforesinceFacebookwillhavemoredatatoworkwith.Alwayskeepinmindthattheseareestimates,notguarantees. Nowit’stimeforthedetailedtargeting. Remember:EffectivetargetingiskeytomaximizingROI—andthere’snoshortageofwaystotargetyouraudienceusingFacebookAdsManager. UsetheDetailedTargetingfieldtospecificallyincludeorexcludepeoplebasedondemographics,interests,andbehaviors.Youcangetreallyspecifichere.Forinstance,youcouldchoosetotargetpeoplewhoareinterestedinbothtravelingandhikingbutexcludepeoplewhoareinterestedinbackpacking. Step5.ChooseyourFacebookadplacements Scrolldowntochoosewhereyouradswillappear.Ifyou’renewtoFacebookadvertising,thesimplestchoiceistouseAdvantage+Placements. Whenyouselectthisoption,FacebookwillautomaticallyplaceyouradsacrossFacebook,Instagram,Messenger,andtheAudienceNetworkwhentheyarelikelytogetthebestresults. Onceyouhavemoreexperience,youmaywishtoselectManualPlacements.Bychoosingthisoption,yougetcompletecontroloverwhereyourFacebookadsappear.Themoreplacementsyouselect,themoreopportunitiesyou’llhavetoreachyourtargetaudience. Youroptionswillvarybasedonyourchosencampaignobjective,butmayincludethefollowing: Devicetype:Mobile,desktop,orboth. Platform:Facebook,Instagram,AudienceNetwork,and/orMessenger Placements:Feeds,Stories,Reels,in-stream(forvideos),search,messages,overlayandpost-loopadsonReels,search,in-article,andappsandsites(externaltoFacebook). Specificmobiledevicesandoperatingsystems:iOS,Android,featurephones,oralldevices. OnlywhenconnectedtoWiFi:Theadonlyshowswhentheuser’sdeviceisconnectedtoWiFi. Step6.Setbrandsafetyandcostcontrols ScrolldowntotheBrandSafetysectiontoexcludeanytypesofcontentthatwouldbeinappropriatetoappearwithyourad. Forexample,youcanchoosetoavoidsensitivecontentandaddspecificblocklists.Blocklistscanexcludespecificwebsites,videos,andpublishers. Whenyou’rehappywithallyouroptions,takealastlookatthepotentialReachandPageLikesestimates. Ifyou’rehappywithwhatyousee,clickNext. Step7.Createyourad First,chooseyouradformat,thenenterthetextandmediacomponentsforyourad.Theformatsavailablewillvarybasedonthecampaignobjectiveyouselectedbackatthebeginningofthisprocess. Ifyou’reworkingwithanimage,chooseyourmediafromyourFacebookgallery,andselecttherightcroptofillyourplacement. Usethepreviewtoolattherightofthepagetomakesureyouradlooksgoodforallpotentialplacements.Whenyou’rehappywithyourchoices,clickthegreenPublishbuttontolaunchyourad. 3tipsforpostingadsonFacebook 1.PayattentiontoFacebookadspecs Facebookadsizeschangemorefrequentlythantheweather(seriously).SothatyourFacebookadsaren’tstretched,cropped,ordistortedinanyotherway,you’llneedtomakesureyourselectedimagesandvideosfittherightdimensions. Here’saquickbreakdown: Facebookvideoads Facebookfeedvideos Minimumwidth:120px Minimumheight:120px Resolution:atleast1080x1080px Videoratio:4:5 Videofilesize:4GBmax Minimumvideolength:1second Maximumvideolength:241minutes Facebookalsohasafulllistofallaspectratiosandfeaturesforvideos. Facebookinstantarticlevideos Resolution:atleast1080x1080px Videoratio:9:16to16:9 Videofilesize:4GBmax Minimumvideolength:1second Maximumvideolength:240minutes FacebookStoriesads Recommended:Highestresolutionavailable(atleast1080x1080px) Videoratio:9:16(1.91to9:16supported) Videofilesize:4GBmax Maximumvideolength:2minutes Facebookimageadssize Facebookfeedimages Resolution:atleast1080x1080pixels Minimumwidth:600pixels Minimumheight:600pixels Aspectratio:1:91to1:1 FacebookInstantArticleimages Maximumfilesize:30MB Aspectratio:1.91:1to1:1 Resolution:atleast1080x1080px FacebookMarketplaceimages Maximumfilesize:30MB Aspectratio:1:1 Resolution:atleast1080x1080px 2.Testeverything It’simportantnottomakeassumptionsaboutwhatwillworkandwhatwon’tinyourFacebookads. Everytimeyoutrysomethingnew,youshouldtestitagainstyourpreviousadssoyoucanseewhetheryou’remakingimprovementstothemetricsthatmattermosttoyou. ThebestpracticesforFacebookadsareconstantlychanging.Onlyyouknowwhatworksforyourspecificaudience.Andtheonlywayyoucankeepthatknowledgeuptodateisbytesting. 3.Simplifyyourworkflow Socialmediamarketersarebusypeoplewithseeminglynever-endingto-dolists.Butthereareacoupleofwaysyoucansimplifyyourworkflow. HootsuiteBoostletsyoupromotesocialmediapostsdirectlyfromyourHootsuitedashboard.Manageaudiencetargeting,campaignspend,andduration.BysettingupAutomationTriggers,youcanletHootsuitemanagewhichpoststoboostwhenaccordingtoyourcriteria. HootsuiteSocialAdvertisinghelpsyoustreamlineyoursocialmarketingworkflowsandmaximizeyouradspend.Youcanboostyourmostpopularorganicpoststoreachmorepeople.Createadcampaigns,trackperformance,andmakeadjustmentstoimproveresults.Later,generaterichanalyticsreportstoseewhichcampaignsmetyourgoals. GetthemostoutofyourFacebookadvertisingbudgetwithHootsuite.Easilycreate,manage,andoptimizeallyourFacebookadcampaignsinoneplace.Tryitfreetoday. GetStarted   WithfilesfromChristinaNewberry. Easilyplan,manageandanalyzeorganicandpaidcampaignsfromoneplacewithHootsuiteSocialAdvertising.Seeitinaction. FreeDemo RelatedArticles Facebookisthenumberonesocialmediasitefordrivingconversions,whichmakescreatingeffectiveFacebookadsanintegralpartofyoursocialmediastrategy.Followthese11tipstoconvertyournextFacebookcampaignintoasuccess. PotentialcustomersarealreadylookingforbusinesseslikeyoursonFacebook.AsmartFacebookmarketingstrategyistheonlywaytoconnectwiththem. LearnhowtomakeyoursocialaddollarsgofurtherwiththesesixquicktipstoloweryourFacebookadscost. ShowComments x Wellthisisawkward. WecouldhaveSWORNyouweresomeonewhowantedtogrowonsocialmediaandbeatyourcompetitors.Ourbad.We’lljustleavethis60-dayfreetrialhereforsomeoneelsethen… StartYourFree60-DayTrial Offerexpiresin04m 20s Cancelanytimewithin60days FreeDemo FreeDemo ThankYou