Creating a Facebook Ad in the Facebook Ads Manager

In part three of my Facebook Ads Manager series, we are going to create your Facebook Ad.

If you missed part 1, we got to know the Facebook Ads Manager. In part 2, we started setting up your Facebook Ad. Make sure to read those first before this moving forward!

During this step, we are going to create a Facebook Ad. You can either use an existing post or create a new ad. In this example, we are creating a new ad.

Identity

Your business is represented in ads by its Facebook or an Instagram Account. Choose your Facebook Page as well as your Instagram Account that is connected to your Facebook Page.

Facebook Ads Manager

Format

Start by selecting the Facebook Ad type you’d like to use. The ad type should depend on your advertising goals — which ad layout matches best with your offer.

There are some great options:

  • Carousel — create an ad with 2 or more scrollable images or videos
  • Single Image — create up to 6 ads with one image each at no extra charge
  • Single Videos — create an ad with one video or turn images into a video
  • Slideshow — create a looping video ad with up to 10 images
  • Collection — feature a collection of items that open into a fullscreen mobile experience

For this example, we will use a single image.

Something that is new is that you can now use a Canvas template to create a form that opens instantly from your ad. Forms prefill with info that people have already shared with Facebook and are quick to fill out on a mobile device. Learn more here. You can also include a mobile landing page that opens instantly when someone interacts with your ad. You can learn more about that here.

Facebook Ads Manager

Images

Now it’s time to choose your image for the ad. Don’t forget you can create a single video ad when you don’t have a video. You can choose a template in the Video Creation Kit when you get to this step.

Here are the recommended image specs:

  • Recommended image size: 1200 x 628 pixels
  • Image ratio: 1.91:1
  • To maximize ad delivery, use an image that contains little or no overlaid text. Learn more here. Facebook has found that images with less than 20% text perform better. You can use Facebook’s tool to check the amount of text in your images.

When you test your image with text, you can upload your image and then Facebook will tell you if it is OK, Low, Medium or High.

Facebook Ads Manager
Facebook Ads Manager
Facebook Ads Manager

When you are happy with your image, go back to the Facebook Ads Manager and click on Upload Images to select the image you are going to use for your ad. If you have already used the image before, click on Browse Library or you can click on Free Stock Images to see what Facebook offers.

You may not know this, but when you create a Facebook Ad, your ad will also be shared on Instagram. If you want to use a different image on Instagram, you can click on Use a different image for Instagram.

Facebook Ads Manager

Links

  • First select the link type for your ad — Website or Facebook Event
  • Enter the text that you want to use for your ad — think of this as the content of a Facebook post
Facebook Ads Manager
  • Enter the website URL you want to promote
  • Include a headline if you want — briefly say what your ad is about — this won’t appear in all ad placements — the character limit is 40
  • Select a Call To Action — that will be the button they hit — your options include request time, see menu, shop now, sign up, subscribe, watch more, listen now, apply now, book now, contact us, donate now, download, get offer, get showtimes, or learn more — you don’t need to have a call to action, but it is highly recommended
Facebook Ads Manager
  • You can add overlay text to your images to highlight different purchasing options — cash on delivery or free shipping
  • Enter the Display Link — enter the link as you want people to see it in your ad — this is the URL that will be shown to people who see your ad — it can be shortened or a reformatted link, bit it must direct to the same place as your destination URL
  • Enter a description for the News Feed Link — this can emphasize why people should visit your website (this won’t appear in all placements)
  • Learn about URL Parameters here
  • Learn more about Conversion Tracking here

Preview

As you are creating your ad with content you will be able to preview what it is going to look like on the right hand side. Ads on the Audience Network are shown in third-party mobile apps and mobile websites.

You can see a preview for:

  • Mobile News Feed
  • Desktop News Feed
  • Instant Articles
  • Desktop Right Column
  • Marketplace
  • Facebook Stories
  • Instagram Feed
  • Instagram Stories
  • Audience Network Interstitial
  • Audience Network Medium Rectangle
  • Audience Network Native
  • Audience Network Banner
  • Audience Network Medium Rectangle Desktop
  • Audience Network Rewarded Video
  • Messenger Inbox
Facebook Ads Manager

Once you have completed everything and are happy with your ad, click on Review just to make sure everything is correct and then click on the green Confirm button.

Facebook will then confirm your ad, which may take a few minutes. You will then be taken back to your Facebook Ads Manager where you will see your new ad In Review. You should get a Facebook Notification telling you if your ad was accepted or rejected.

Facebook Ads Manager

In next week’s post, you will see how you can edit your Facebook Ad.

Now, go and create that ad!