How to use Facebook ads

6 minute read

In this blog I will guide you through how to use Facebook ads and how to create these yourself, from design and targeting, through to pricing and return on investment.

The Advert Board

Facebook has a page dedicated to advertisements called The Advert Board. Here you can see a selection of current advertisements as they look once they are finished and approved by the Facebook team. Even the adverts shown here will be those relevant to your profile.

The character size limits for the adverts are 25 for the title and 135 characters for the description of the ad. The image has to be 110×80 pixels, if it is larger than this it will be resized automatically. As you only have a certain amount of characters for the title and description you may want to write the title and description first just to make sure you don’t run out of characters.

How to create your Facebook ad

To try this yourself go to The Advert Board and then click the “Create an Advert” button, this will take you to the “Design your Advert” page.

Advertise 1

Here is your chance to make an appealing advert, and set a destination for your new clickers. To start, fill in the destination URL: the web page you want to direct traffic to, or even something you have on Facebook – like a group, a page or an application. Next is your chance to make a good impression: set an attractive title and description for your advert, and for best results add an image to help draw attention.  As mentioned before you have 25 characters for the title and 135 for the description, so make these count! As an example, I’m going to create a Facebook advert for’s great email marketing service.

Advertise 2

Now if you click continue the page will now increase in size to include the next section – Targeting.

Targeting the advertisement

One of the biggest advantages of Facebook adverts is that the platform already knows so much about the audience: their profiles and interactions speak volumes about their interests.  Use the targeting tools to ensure that only those most likely to be interested in your products or services will see your advert. A filter you may want to consider using is keywords – this includes a search based on information that users list in their profiles such as activities, favourite books, TV programmes, films and so on. As an example I could use the keyword “Marketing” to target users who have this listed as an interest in their profile.

At the bottom of this page you have the current estimate of Facebook users who meet the requirements of the filters you have set. I highly recommend that you keep checking this so you know roughly how many Facebook users meet your requirements to view your advert, as a certain keyword or filter may considerably lower this estimate so you may want to re-think your targeting strategy. That said, remember that you’ll be charged as people interact with your advert, so to maximise your return on investment, it is important to ensure your advert is only shown to Facebook users who will find it relevant and interesting.

Advertise 3


In the next option box you can set the pricing options for your advertising campaign. You can set the currency, campaign name, daily budget, programme (when do you want to start running your advert? ) and how you would like to set the pricing structure.

The two options for the pricing structure are Pay for Impressions (cost per month) or Pay for Clicks (cost per click) and the suggested bid for this in the box below. If you decide to pay for clicks you will charged the suggested bid every time your ad is clicked on, if you decide to pay for impressions you will be charged the suggested bid per one thousand impressions until you reach your daily budget.

Advertise 4

You can change the daily budget to anything you’d like (the minimum is £1.00 per day), but you can also pause the advert. This would be ideal if you only wanted to trial the Facebook Ads for a short period, or even in times of emergency such as unexpected staff shortages or power failures at your office.

I hope this has been informative, please use the comment box below to ask any questions that you may have.