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Guide: What is Facebook Ads? [2022]

Updated: Mar 21, 2022

What is Facebook Ads?
by Absolute Digital

Facebook ads are paid messages that businesses place on Facebook. This gives you the flexibility to write in your own voice. Plus, you can reach the people who matter most to you, as explained in the social network’s beginner's guide.

The essential component of this definition is the word "paid." Anyone can post on their Facebook page for free—but you never know who's going to see your post.

A paid ad lets you target a particular demographic, and you can be as specific or as broad as you’d like.

Facebook ad campaigns are available in a variety of formats. You also get to specify how much you want to spend, including:

- The overall amount

- Your daily budget

- Your cost per result

You even get to determine what user actions you want to pay for. That doesn't mean that Facebook will only charge you when your ad works the way you want it to, but you can choose how they bill you, such as being charged by the number of views or clicks. You have different options depending on the goals you set for your ad.

Here's some info about Facebook Ads:

  • Ads can appear in Feed on desktop, Feed on mobile, and in the right column of Facebook on desktop.

  • Ad content is sometimes paired with news about social actions that your friends have taken, like liking a Page.

  • Your friends might see news about the social actions you have taken in Facebook ads. This news will only be shown to your confirmed friends and will adhere to the applicable privacy settings you've set for your account. If a photo is used, it's your profile photo and not a photo from your photo albums.

  • Facebook doesn't sell your info to advertisers.

  • Facebook actively enforces policies that help protect your experience with third-party apps and ad networks.

If you're interested in running ads on Facebook, learn more at Facebook for Business.

How to create a Facebook Ad?

Once you've chosen the marketing goal that's right for you, create your first ad following the instructions below.

1. Choose your objective To choose the right ad objective, answer the question "what's the most important outcome I want from this ad?" It could be sales on your website, downloads of your app, or increased brand awareness.

2. Select your audience

Using what you know about the people you want to reach – such as age, location, and other details – choose the demographics, interests, and behaviors that best represent your audience.

3. Decide where to run your ad

Next, choose where you want to run your ad – whether that's on Facebook, Instagram, Messenger, Audience Network, or across them all. In this step, you can also choose to run ads on specific mobile devices.

4. Set a budget

Enter your daily or lifetime budget, and the time period during which you want your ads to run. These limits mean that you'll never spend more than you're comfortable with.

5. Pick a format

Choose from six versatile ad formats – they're designed to work on every device and connection speed. You can choose to show a single image or video in your ad, or use a roomier, multi-image format.

6. Place an order

When you submit your ad, it goes to our ad auction which helps get it to the right people.

7. Measure and manage your ad

When your ad is running, you can track performance and edit your campaign in Ads Manager. See if one version of your ad is working better than another, or if your ad is being delivered efficiently, and make tweaks and adjustments as needed.

Types of Facebook Ads [2022]:

The ad formats you can use depend on your advertising objective.

Your objective can also affect the placements (Facebook, Instagram, Messenger, Audience Network) where your ads can appear.


We recommend using images of your product or brand.


Adding movement to your ads can make them more eye-catching in News Feed.


Carousel ads showcase up to 10 images or videos in a single ad, each with its own link.

Instant Experience

Instant Experience is a fullscreen experience that opens after someone taps your ad on a mobile device. Create an Instant Experience to visually highlight your brand, products or services.


The collection format features multiple products and opens as an Instant Experience when someone interacts with it. Your customers can discover, browse and purchase products from their phones in a visual and immersive way.

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