This document provides an overview of creating and managing Facebook ad campaigns. It covers the basic requirements to set up a campaign, including having a Facebook business page and payment method. It then explains the various campaign objectives that can be selected, such as page likes, website traffic, app installs, and lead generation. The document also reviews the ad creation and management interface called Ads Manager, where options can be set for audiences, placements, optimizations, identity, formats, and links.

2. Things to be Covered
• Introduction
• Basic Requirements for Facebook Campaign
• Available Options (Campaign Objectives)
• Different Ad Previews
• Backend (Ads Manager)
• Ad Specifications

3. Introduction
FACEBOOK HAS BEEN FOUND TO BE THE MOST
EFFECTIVE DIGITAL ADVERTISING CHANNEL FOR
GETTING MORE IMPRESSIONS, CLICKS, AND
CONVERSIONS.
In some cases, Facebook is 7x cheaper than the next
most affordable social media ads channel (Twitter).

4. Basic Requirements
• A Facebook (Business) Page
• Debit/Credit Card or Any other Payment
Method
• Basic Graphics Knowledge (Canva, Photoshop
etc.)

5. Campaign Objectives

6. Page Like Ad
Desktop Preview Mobile Preview

7. Event Ad

8. Video Ad
Desktop Preview Mobile Preview

9. Website Traffic Ad

10. Messenger Ad

11. App Install Ad

12. Instagram Ad

13. Lead Generation Ad

14. Ads Manager (Backend)
Objective • Budget Optimization (Daily or Lifetime)
• Bid Strategy (Lowest Cost or Bid or Cost Cap)
• Delivery Type (Standard or Accelerated)
Audience
• Custom Audience (Page Like, Website Visitors etc.)
• Location (City, Country, Radius etc.)
• Age Group, Gender, Languages etc.
• Detailed Targeting (Interests, Behavior etc.)
Placements • Automatic (Decided by Facebook)
• Manual (Facebook, Instagram, Audience Network,
Messenger).
Optimization • Link Clicks, Impressions, Cost-Control, Ad Scheduling etc.
Identity • Facebook and/or Instagram Page
Format • Single Image or Video, Carousel or Collection
• Primary Text (125 Char.), Headline (40 Char.), Desc.
Links • Destination URL, Call-to-action button, Display Link etc.

15. Ad Specifications
Business/Page Name
Primary Text (Up to 125 characters)
Image (1200x628)
Display Link/Final URL
Call-to-action Button
Headline (Up to 40 Characters)
Description (Optional)