There are many different marketing techniques used when trying to promote your business online. Along with SEO marketing which is the process of improving your websites visibilty in search engines, you also have PPC marketing such as Facebook advertising.

Starting out with Facebooks ads can be a daunting process for most businesses. With so many factors to consider when setting up a campaign, and an ever-changing dashboard for monitoring reporting, knowing where to start can be overwhelming.

To help you get started and understand the basics, below we will review the fundamental concepts you will need to understand to enable you to set up a Facebook ad campaign.

Facebook Business Manager

Facebook Business Manager helps business owners keep their Facebook pages and advertising accounts organized. In order to set up a business manager account, you must have a personal Facebook profile. Agencies will use the business manager platform to onboard new clients and run campaigns in one place.



Facebooks Ad Manager

This is the all-in-one tool Facebook provides to enable businesses to create ad accounts where they can create, run, edit and report on all ad campaigns. Facebook ads manager is your starting point so knowing your way around the various sections is a must before you start to set up your campaigns.



Facebook have very strict advertising policies that help guide you through the types of campaigns that are allowed. It is important you make yourself familiar with these policies as any violations may lead to suspended accounts. You can read over Facebook ad policies here

Facebook Pixel

The Facebook pixel is a powerful tool that can help businesses to make the most of their Facebook advertising. By placing the Facebook pixel on their website, businesses can collect data that helps to track conversions from Facebook ads, optimize ads, build targeted audiences for future ads and remarket to people who have already taken some kind of action on their website.

The Facebook pixel is easy to use and can be placed on any website. Businesses that make use of the Facebook pixel will be able to get more out of their Facebook advertising, and they will be able to better target their ads to the people who are most likely to convert.


Facebook Pixel

Facebook ads

Facebook ads are set up of a 3-level structure which consists of a campaign, ad set, and ads.

Facebook campaign structure

Campaign level

The campaign level of a Facebook ad is the top tier of a Facebook ad campaign. This is where you set up a campaign objective based on your business goals. Currently, Facebook Campaign Objectives are broken down into the following 6 marketing objectives.

Awareness Objective
Traffic Objective
Engagement Objective
Leads Objective
App promotions Objective
Sales Objective

Ad set level

Once you have selected the desired objective at the campaign level you will move on to setting up the campaign ad set. Here is where you will allocate a budget for the campaign, a scheduled start, and end date and define the audience criteria and ad placements. There are more advanced settings you can set up at the ad set level such as different audiences and budget allocation, but for this article, we will keep the setup basic.

Ad level

The final step to setting up your Facebook campaign is to set up the ad. This is where you select the business page you are advertising for and where you create the ad itself. The ad will consist of an image or video (there are various creative types to choose from which we will discuss in a future article), the ad copy, and a call to action.

Once you have checked everything, you can submit your finished ad to review. Facebook will ensure you have followed the guidelines and then publish your ad. This can take up to 24 hours but is in most cases a lot quicker.

Need more help getting started?

Acquirely are here to help with your social media marketing strategy and can take care of everything from ad creation to reporting. Wether it’s creating brand awareness, driving traffic to your website, or encouraging people to become a lead or make a purchase, Acquirely have the skills to get you the results you desire. Reach out to our team today to get started.


Kimberley Cottrell
Kimberley Cottrell

Over 10 years digital marketing experience specialising in search engine optimization. I have helped countless business improve their organic visibility and reach that number one spot on Google through SEO strategies, and increase their ROI through highly targeted social media marketing.