I should probably start this out with a round of applause because you’re considering Facebook as a marketing tactic. This is one of the smartest decisions you can make. Facebook will help you reach a portion of your desired audience and show them what your business is all about. And that deserves a celebration! Why? Because you are one step closer to making them fall in love with you.

Before we dive in, if there is anything you take away from this blog post, please know: Facebook owns Instagram, Messenger and Audience Network. You have the ability to run ads on all of these platforms via Facebook’s Ad Manager. They are all created in the same place. So when Facebook is mentioned in this blog just know we are talking about all of these platforms because Facebook hold the keys to the castle. Got it? Good. 


  • Facebook has 1.8 billion active daily users. 
  • 86% of small businesses are on Facebook. 
  • 121 million users use Instagram on a monthly basis in the U.S. 
  • Instagram is now the 2nd most popular social network for small businesses with 48% on the platform. 

Facebook gives you full control to market your business and display it on social media however you would like. They give you the ability to decide what your goal is, and pair it with the objective you want to accomplish in order to get the results from your desired audience. Sounds pretty great right?   


Here is what you need to know to get started. 

  1. Set up a Facebook Business Page
    a. If you haven’t already, set up a Facebook page for your business. You can do that by following the instructions here. This is monumental because you cannot start advertising on Facebook without one.
  2. Set up an Ad Account via Business Manager.
    Business Manager is a tool that Facebook provides to all Facebook Business Page owners. This is where you can manage your Business Pages and Ad Accounts. In order to start advertising, you need to set up an Ad Account. Ad Expresso by Hootsuite has a really great guide that you can follow to get your Ad Account set up. You can check it out here
  3. Once you have an Ad Account, you can access Ads Manager. This is where you will schedule all of your ads. 

Now that you are all set up, it is very important that you understand how Facebook structures its ads. There are 3 major parts: a campaign, an ad set and the ad. All 3 of these make up the ad object. 

  • Objects = Campaign, Ad set, Ad 
    • Campaign = your concrete business goal, your main objective 
    • This is what you want the ad to drive 
  • Ad Set = Target Audience, Ad Placement, Budget, Schedule 
    • The behind the scenes work
    • This is what reflects your priorities around delivery and defines your strategy. 
  • Ad = Creative (the design, text, link, etc) 
    • What’s in front of the camera 
    • This is what you want people to see


Now that you are all set up and understand the ad format, stay tuned for part two, where we will go in-depth to understand each platform you can run ads on and understanding how to set up your ads to meet your business goals.