One-stop guide for Facebook ads

Facebook Ads
Facebook Ads

According to Statista, Facebook has over 2.9 billion monthly active users. It monetizes this massive user base with ads. Facebook ads are posts advertised by brands to get in front of their audience to achieve their advertising goal. So, to make the best use of this, let’s learn how to set up Facebook ads.

How to set up Facebook ads?

What’s your goal?

What does anything start with? A goal, right? Well, so do ads on Facebook. So what’s your goal with Facebook ads? Do you want more sales for your product/service? How about more leads? Do you want to get more brand awareness?

Facebook allows the following goal-setting options to choose from:

1. Awareness

  • Brand Awareness
  • Reach

2. Consideration

  • Traffic
  • Engagement
  • App installs
  • Video views
  • Lead generation
  • Messages

3. Conversion

  • Conversions
  • Catalogue sales
  • Store traffic

  • Who is your target audience?

Knowing whom you want to advertise to is important because you cannot advertise to everyone. To solve this problem, Facebook has added really extensive targeting options. Here are some of them:

  1. Demographic targeting: You can target people based on their location, age, gender, occupation, etc.
  2. Psychographics: You can target people based on their interests, behaviours, etc. 
  3. Custom audiences: This allows you to target people from your email lists or who have performed specific actions on your website, Instagram page, or Facebook page.
  4. Lookalike audiences: This allows you to target people who are similar to your custom audiences
  • Ad placements

Facebook allows you to place your ad where your audience is most likely to view them. Here is a brief overview of the available placement options:

  • Set your budget

You can set daily budgets for your ads and run them forever or from a specific date. There is also a thing called Campaign Budget Optimization. Under your whole campaign, Facebook checks which ad is performing the best and allocates more budget for better results. Unless you are an expert, it is suggested to go ahead with it.

  • Chose the ad format and mention the other details

Facebook has various ad formats available, like video, carousel, static image, dynamic, slideshow, collection, etc., for you to choose from. Along with the format, having a great visual followed by an on-point ad copy is a must. 

Now, let’s learn about tips for writing a great Facebook ad copy.

Four tips for writing a great Facebook ad copy that converts:

1. Make sure your copy matches the visuals

Relevancy holds a lot of importance in today’s date. There are a lot of big celebrities that faded away just because they couldn’t stay relevant to the upcoming era. The same applies to the Facebook ad copy as well. Your ad copy and the visual should align for the best results. You cannot have a dog in the visuals and talk about something completely different in the ad copy, can you?

2. Research your target audience

Business owners tend to believe that everyone is their audience or that they can sell to everyone. But that’s a myth. No matter how big your product/service targets an audience, it won’t be for everyone. And that’s why having an in-depth understanding of your audience is of much help in marketing and advertising.

3. Have a CTA (Call To Action)

We earlier talked about how important it is to have a goal, right? CTAs act as mini-goals in ad copies. Your ultimate goal might be to gain awareness, leads, or sales, but CTAs are the small goals you set to achieve the ultimate goal. A few examples would be: know more, buy now, submit, try for free, etc. Then, they direct your visitor to the landing page where the further procedure occurs. Without CTAs, you’d end up losing people in your funnel.

4. Have a catchy hook

Ever heard, “do not judge a book by its cover”? Guess what? We subconsciously end up doing that almost every day. A well-dressed person can create a better image than someone who dresses casually, right? Therefore, a good, catchy hook is like a well-dressed person. 

The better it is, the more likely is your ad to convert. Here are some of the best ways to write catchy hooks:

  • Mention your most liked feature

What’s the one feature of your product that your customers like the most? If many people like it already, it means that a lot of others will as well, wouldn’t they? Try mentioning it in your hook, and your ad will be much more likely to thrive.

  • Include numbers

We talked about the most liked feature above. How many people from your audience love that feature? Is it 80%? Is it 90%? Consider mentioning it in your headline. 

Why would it work? Because it will act as social proof. Social proof undoubtedly is the best way to build trust.

Pro tip: use odd numbers instead of even numbers.

  • Pain points and objections

While conducting your audience research, you must’ve come across your customers’ most common pain points and objections, right? Talk about them in your Facebook ad copy, and you would make it a lot easier for them to make the purchase decision.


Facebook is one of the best platforms to get great results for your campaign, and your ad copy remains one of the most important things. You might have your targeting, visual, ad placements, budget, format, etc. But, if you don’t have a good ad copy, your efforts are most likely to go in vain.


1.What is the Facebook ad copy character limit?

Facebook recommends keeping the post descriptions between 100 to 250 charactersv

2. What is an ad copy on Facebook?

The text that we see on the visuals (images or videos) and the sponsored posts on Facebook is what we can an ad copy on Facebook.

3. How do I write a Facebook ad copy?

Go to the ad level under your ad set to write a Facebook ad copy. Then, scroll down to the primary text, headline, and description section to write your ad copy.

Thank you for Reading and Sharing!

Feedback is always appreciated! If you have any questions, concerns or suggestions feel free to email me at sam@theaddigest.com

Need help with your copywriting? Let Jasper.ai write your marketing copy for free! Disclaimer.

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