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facebook business ads manager

Even with high-quality content like posts, photos, and videos, you might still need to use ads to bring more people to a business’ Facebook Page.

Ads might seem overly intrusive, but there are many ways to camouflage a promoted Page or content throughout the Facebook user experience.

By creating compelling and tailored ads, you can easily attract any number of the more than one billion daily users on the Facebook platform. You can make ads through two different methods.

Page-Specific Ads

Those who manage individual Pages can benefit from the ad tools that are readily available from the “Ad Center” tab and the “Promote” button, which is located at the top of the Page and beneath the left-hand menu, respectively.

Obviously, this entire process first requires a Page to manage, and you can read our handy guide on claiming a Facebook Page for a business. You also need to have the right role on the Page. Facebook says that those in an Admin, Editor, Moderator, or Advertiser role can create and publish ads for a Page.

Page managers can create one of four ad options to promote an entire Page, a single post, or encourage people to visit an external website. There’s also a way to measure an ad’s performance, all of which you check out below.

Facebook Page Ads

Those who are in the early stages of Page management or have a small audience can promote their Page as a whole to Facebook users. Once published, this ad will appear on the desktop and mobile versions of a user’s News Feed as well as on the right-hand column of the feed.

How to Create a Page Ad

  1. Click on the “Promote” button.
    • This is located on the left side of the Page, underneath the main menu sections. Clicking the buttons opens another window where you will select “Promote your Page.”
  2. Get a preview.
    • Facebook will pick the image and text for your ad and also shows a preview of the final product. You can also change the image or text by clicking on the “Edit” button.
      facebook business ads manager
  3. Choose your audience.
    • The “Audience” section allows you to create and target a specific audience based on factors like gender, age, location, or interests. If you already created a custom target audience, you can select it here.
  4. Create a budget.
    • In the “Budget” section you can select a predetermined amount from Facebook. You can also choose to pay a specific amount by clicking the “Choose Your Own” button. Click “Choose Your Own” to type in a custom budget.
  5. Set a run time for the ad.
    • The “Duration” section features suggested time frame for your ad. However, you can select a custom end date by filling the “Run this ad until” text field.
  6. Review the payment method.
    • Facebook only allows for a single primary payment method for ads, but you can always change it by clicking the “Change” button. You can use debit and credit cards, Paypal (for automatic payments only), and advertising coupons. You can view the full list of payment options for your country on Facebook’s lengthy Help page.
  7. Publish the ad.
    • With all of the settings complete, it’s time to release the ad by clicking on the Promote button.

Managing an Existing Page Ad

You can also choose to make any number of changes to a Page ad after it goes live from editing the ad budget to deleting the entire ad. All existing Page ads are located in the “All Ads” section, which is in the “Ad Center” tab at the top of the Page.
facebook business ads manager

Edit Ad

Facebook says that you can’t edit the image or video in the ad after its publication. If you want to change them, you’ll need to make a new ad. For all other edits, here are the steps you’ll take in Facebook Business Manager:

  1. Click on “Ad Center” and select the “All Ads” button.
  2. Find the ad to edit and click “View Results.”
  3. Click on “Edit Ad” to make the appropriate changes.
  4. Click “Save Changes” when you’re done.

Edit Ad Budget and Duration

  1. Click on “Ad Center” and select the “All Ads” button.
  2. Find the ad to edit and click “View Results.”
  3. Click on “Edit Ad” and go to the “Budget and Duration” section to adjust the daily budget or overall duration.
  4. Click “Save Changes” when you’re done.

Pause or Resume the Ad

  1. Click on the “Ad Center” tab and select the “All Ads” option.
  2. Find the ad to edit and click “View Results.”
  3. There will be a toggle switch on the top-left corner of the screen next to the “Active” header. If the switch is green the ad is currently running, but if it is gray then the ad is off. You can toggle this switch to activate or pause an existing ad.
  4. Click the “OK” button to confirm your changes.

Delete the Ad

  1. Click on “Ad Center” and select the “All Ads” button.
  2. Find the ad to edit and click “View Results.”
  3. A gear icon will appear on the bottom-left corner of the screen. Click on it and select “Delete Ad.”
  4. Press the “OK” button to confirm.

Boosted Posts

Another way to show off content is boosting a specific Post on your Page. This is a great option for those looking for more engagement whether it’s in the form of Reactions, comments, or shares. These special Posts will appear on the user’s News Feed on both desktop and mobile platforms.

Many of the steps for boosted Posts are similar to the Page Ad creation process.

How to Create a Boosted Post

  1. Find a post on your Page.
    • The post should have a blue “Boost Post” button on it.
      facebook business ads manager
  2. Select your target audience.
    facebook business ads manager
  3. Determine your budget.
  4. Choose a duration for the post.
  5. Select a payment.
    • The minimum allocation for a daily budget is $1.
  6. Click Boost to launch the ad.
    • Boosted Posts aren’t automatically published to your Page after you set it up. It has to go through Facebook’s review process first, and you’ll get a notification when the ad is approved.  

Manage Boosted Posts

Similar to a Page Ad, you can’t edit the text, video, or image on a boosted post. You’ll need to create a new post on your Page and boost it.

Edit Boost Post Budget

  1. Click on “Ad Center” and select the “All Ads” button.
  2. Find the post to edit and click “View Results.”
  3. Click on “Edit Ad.”
  4. A dropdown menu is available below the “Total budget” section. Select a predetermined  amount or set a custom budget.
  5. Press the “Save Changes” button to confirm.

Edit Boost Post Duration

  1. Click on “Ad Center” and select the “All Ads” button.
  2. Find the post to edit and click “View Results.”
  3. Click on “Edit Ad.”
  4. Go to the “Duration” section and type in a new end date next to the “Run this ad until” text field.”
  5. Click the “Save Changes” button.

Edit Boost Post Audience

  1. Click on “Ad Center” and select the “All Ads” button.
  2. Find the post to edit and click “View Results.”
  3. Click on “Edit Ad.”
  4. Use the “Audience” section to edit your current target audience, select a new group, or create a new audience.
  5. Click “Save Changes” to finalize the process.

Pause or Resume the Boosted Post

  1. Click on “Ad Center” and select the “All Ads” button.
  2. Find the post to edit and click “View Results.”
  3. There will be a toggle switch on the top-left corner of the screen next to the “Active” header. If the switch is green the boosted Post is currently running, but if it is gray then the ad is off. You can toggle this switch to activate or pause the boosted Post.
  4. Click the “OK” button to confirm your changes.

Delete a Boosted Post

  1. Click on “Ad Center” and select the “All Ads” button.
  2. Find the ad to edit and click “View Results.”
  3. A gear icon will appear on the bottom-left corner of the screen. Click on it and select “Delete Ad.”
  4. Press the “OK” button to confirm.

Calls to Action (CTAs)

Unlike boosted Posts and Page ads, CTAs are free to create. You will need to make a CTA button first on your Page before you can advertise it to users.

How to Create a Call to Action Button

  1. Click the “Add a Button” option below your Page’s cover photo.
    facebook business ads manager
  2. Select a button option from the dropdown menu and follow the on-screen instructions.
    facebook business ads manager
  3. Click “Finish” to finalize your changes.

How to Create a Call to Action Ad

  1. Click the “Promote” button.
  2. Select the “Promote your [Call to action name]” button.
  3. Fill in the appropriate details for the CTA.
    facebook business ads manager
  4. Click “Promote” to finalize your changes.

Manage Call to Action Ads

Facebook warns that editing or deleting the CTA button will stop the ad’s run and it will need to go under review before it goes live again.

Edit the Call to Action Ad

  1. Click on “Ad Center” and select the “All Ads” button.
  2. Find the ad to edit and click “View Results.”
  3. Click on “Edit Ad” to make the appropriate changes.
    • You can’t edit the ad’s budget or active duration time.
  4. Click “Save Changes” when you’re done.

Pause or Resume the Call to Action Ad

  1. Click on “Ad Center” and select the “All Ads” button.
  2. Find the post to edit and click “View Results.”
  3. There will be a toggle switch on the top-left corner of the screen next to the “Active” header. If the switch is green the CTA ad is currently running, but if it is gray then the ad is off. You can toggle this switch to activate or pause the ad.
  4. Click the “OK” button to confirm your changes.

Delete the Call to Action Ad

  1. Click on “Promotions” and select the “All Ads” button.
  2. Find the ad to edit and click “View Results.”
  3. A gear icon will appear on the bottom-left corner of the screen. Click on it and select “Delete Ad.”
  4. Press the “OK” button to confirm.

Website Ads

Some businesses use Facebook Pages as a conduit to their own website. The best way to do this is by making a website ad with the goal to either drive up the number of website visitors or purchases made on the site.

How to Create a “Get More Website Visitors” Ad

  1. Click the “Promote” button.
  2. Click on the “Get More Website Visitors” option.
  3. Add the website URL.
    • Facebook will also automatically choose text and images for the ad, but you can change modify the content as well.
      facebook business ads manager
  4. Select an audience.
  5. Select a duration for the ad.
  6. Click “Promote” to finalize your changes.
    • The cost of the ad will depend on factors such as the target location, audience, and impressions (the number of times the ad appears on the screen of your target audience).

How to Create an Ad for More Website Purchases

Facebook recommends creating a carousel ad format to encourage people to purchase products or services from your website. This contains a series of cards, and each one can contain a headline, image, video, link, or call to action.
facebook business ads manager

Image courtesy of Facebook

  1. Click the “Promote” button.
  2. Click on the “Get More Website Visitors” option.
  3. Fill in details for the “Audience,” “Budget and Duration,” and “Payment” sections.
  4. Enter the URL links for the cards.
    • You can add different URLs for each card by editing the ad in Ads Manager. More on this later.
  5. Create text for the add and images.
    • You can upload images or video from your computer or select existing content from your library. You can also crop images by clicking the “Reposition Image” button.
    • The recommended image resolution is 1,080 x 1,080 pixels in a .jpg or .png format that is less than 30 MB. Facebook also recommends 15 seconds for videos, but you can put up to 240 minutes of video content so long as it’s below the 4 GB limit.
  6. Add headlines for each card.
  7. Click the “Save” button and hit “Promote” when you’re ready to publish.

Manage Website Ads

You can edit the budget and creative aspects of the ad. You can also choose to pause its exposure or delete it entirely.

Edit the Website Ad

  1. Click on “Ad Center” and select the “All Ads” button.
  2. Find the ad to edit and click “View Results.”
  3. Click on “Edit Ad” to make the appropriate changes.
    1. You can edit the ad’s budget, duration, and targeting settings.
  4. Click “Save Changes” when you’re done.

Pause or Resume the Website Ad

  1. Click on “Ad Center” and select the “All Ads” button.
  2. Find the post to edit and click “View Results.”
  3. There will be a toggle switch on the top-left corner of the screen next to the “Active” header. If the switch is green the CTA ad is currently running, but if it is gray then the ad is off. You can toggle this switch to activate or pause the ad.
  4. Click the “OK” button to confirm your changes.

Delete the Website Ad

  1. Click on “Ad Center” and select the “All Ads” button.
  2. Find the ad to edit and click “View Results.”
  3. A gear icon will appear on the bottom-left corner of the screen. Click on it and select “Delete Ad.”
  4. Press the “OK” button to confirm.

Monitoring Ads Results

Creating the ad is just the first step. Now you’ll have to monitor it to see if it’s effectively reaching your desired audience.

You can view all of your ads’ performances in the “Promotions” tab. From there, click on the “All Ads” section, which shows all of your ads in progress.

Clicking on the “View Results” option on any ad will show you its performance across multiple data points including:

  • The highest performing ad, which could use an extra boost.
  • Audiences that responded well to your content.
  • Other products or features that could help your Page.
  • Additional actions that can help with growth outside of your Page.

By looking at this data, you might find that some ads might need additional tweaks to be more effective while others are meeting your expectations. You will visit this Page many times during the course of an ad’s run so familiarize yourself with the data available at your disposal.

Making Facebook Ads with Ads Manager

Facebook also offers a more comprehensive and robust advertising tool in the form of Ads Manager. Whereas the section above dealt with creating ads for a single Page, Ads Manager can help you create and manage multiple promotions across multiple Pages and platforms within the Facebook network (such as Instagram and Messenger).

The tool is also a must-have for anyone who wants to use advanced tools to create better ads and improve the monitoring of their ads for any Facebook business Page.

Creating an Ad Campaign

Those managing multiple location Pages for a business will find that Ads Manager is the best option when it comes to creating an ad campaign. Here, you can create multiple ads that share the same goal and target audience.

  1. Choose an objective.
    • This is the overall goal of the campaign. What do you want people to do when they see your ads? Your overall objective will fall into one of three categories.
      • Awareness: This will generate general interest in a product or service
      • Consideration: This encourages people to start thinking about your offerings and learn more about them by visiting your Page.
      • Conversions: This will tell people to purchase your products and services.
        Image below courtesy of Facebook
        facebook business ads manager
  2. Make a campaign name.
    Image below courtesy of Facebook
    facebook business ads manager
  3. Name your ad set.
    • This represents a series of individual ads.
      Image below courtesy of Facebook
      facebook business ads manager
  4. Choose your target audience.
    • Similar to Page-specific ads, you can provide specifics about the audience you want to reach. You can use factors such as age, gender, language, interests, or connections to your Page.
      Image below courtesy of Facebook
      facebook business ads manager
  5. Select ad placements.
    • Facebook will automatically choose where to place your ads based on the audience parameters you set. However, you can also manually set this by choosing specific devices or Facebook-related platforms.
  6. Choose a budget and schedule.
    • The process here is similar to Page-specific ads, but there are additional options that can help you maximize the budget. You can set manual or automatic bids for your ads so that Facebook picks it when it’s up against other ads that cater to the same audience or interest groups.
  7. Select the ad format.
    • You have options for ads and each one can meet your objective in different ways.
      • Carousel ads
      • Single-image ads (you can make up to 6 single-image ads)
      • Single-video ads
      • Slideshow (a video ad with that contains up to 10 images)
      • Instant Experience ads (a full-screen ad that contains images, videos, carousels, and links)
  8. Get images and videos for your ad format.
    • You can upload your own content or pick it from an existing library you own on Facebook. There’s also an option to use free stock images. Facebook will provide you with the recommended sizes and formats depending on the ad you choose to use.
      Image below courtesy of Facebook
      facebook business ads manager
  9. Add details and connect your Page.
    • You can put in more details with additional text or an external URL. You’ll also see a preview of the ad on the right side of the screen. Facebook now requires you to link a Page for the ad. Without one, you can’t publish the ad.
      Image below courtesy of Facebook
      facebook business ads manager
  10. Place Your Order
    • You’ll also need to choose a payment option before you finalize the ad.

Managing and Monitoring Ad Campaigns

Ads Manager also lets you oversee ongoing ad campaigns with the help of four main tabs on its home screen. Familiarizing yourself with the platform can go a long way in improving the long-term success of one or multiple Pages under your management.

Account Overview

This landing page will show you vital ad account data over the past seven days. This includes things like overall audience reach, impressions, your overall spending, and clicks on your links.
facebook business ads manager

Image courtesy of Facebook

Campaigns

All of your ongoing campaigns are displayed on this page. You can also use this tab to create a new campaign, edit an ongoing campaign, or duplicate an existing campaign. There’s also an option to create “rules” for campaigns. There are notifications that will tell you of any changes based on custom parameters.

This tab can also display campaign data, which you can export as an Excel or .csv file.

facebook business ads manager

Image courtesy of Facebook

Ad Sets

Similar to the Campaigns tab, you can use this section to duplicate, edit, or make new ad sets. When it comes to editing, you can change each set’s name, budget, schedule, and target audience.

You can create “columns” that will show each set’s performance-based metrics such as delivery and engagement performance. These metrics are also available for exporting as an Excel or .csv file.

facebook business ads manager

Image courtesy of Facebook

Ads

You can view every individual ad on this page, and you can even add and preview new ads to a set from here. You can also edit and duplicate existing ads. The data available here is also available for export.

Additional Tools

The right-hand toolbar of Ads Manager also features multiple icons that provide additional data for all ads. You can see overall performance as well as the ads’ impact across different demographics and platforms.

The toolbar also allows for the editing and monitoring of current ads so that you can see if other people made changes or approvals to ongoing campaigns.

facebook business ads manager

Image courtesy of Facebook

Use Facebook Ads to Your Advantage

This is an overwhelming amount of data, but it’s everything you need to hit the ground running and start making ads on Facebook. There are many ways that your boosted posts, CTAs, and carousels can reach audiences.

With the use of the accompanying analytical data you can target the right people and platforms to make a business and its Facebook Page even more successful.

Rexly Penaflorida II

Rexly is a Content Writer for ReviewTrackers. Prior to creating content that helps businesses, he was a tech and video games journalist for three years. He is a graduate of the University of Missouri's School of Journalism.

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