How to advertise on Facebook in 2021

One of the most beneficial steps for an entrepreneur to leverage their business through digital marketing is learning how to advertise on Facebook.

According to a Weebly survey, 62% of small business advertisers believe that social media campaigns haven’t helped them properly reach their target audience.

For this reason, the content will explain the correct way to use Facebook ads so that you can reach your advertising goals without any problems or surprises.

What is Facebook Ads?

Facebook Ads is a paid social networking tool that offers the creation of ads within Facebook and Instagram itself, in order to advertise and advertise a brand or product to users cost-effectively and with satisfactory results.

Maybe you don’t know it by that name, but you’ve probably seen ads for the tool in your news feed: they are those publications that appear with the tag “sponsored” below the title. They also feature click directions such as “learn more”, “buy now”, “contact us”, “book now”, “watch the video”, “subscribe”, “download” or “apply now”.

You might even feel uncomfortable seeing them on your timeline all the time. However, surely one of these ads appeared when you needed it most, wouldn’t you agree? That’s because the campaign manager knew how to advertise on Facebook and chose the right audience.

How do Facebook Ads work

Initially, it is necessary to clarify that an ad on Facebook has three important parts to be properly generated and served, they are campaign, set of ads, and the actual ad. All these clippings structure the campaign.

When you assign an ultimate goal to your ads, such as increasing likes, numbers of followers or hits, your campaign is created. It can contain different sets of ads, with different targeting, scheduling, and budget options, depending on your business desire and purpose.

Facebook Ads has the functionality to allow advertising on the right side of the site, in the audience (network of partner sites and apps), and also on Instagram. Segmenting and detailing your audience, which is allowed by the tool, will help you to achieve better results and reduce your extra expenses with other types of advertising.

First, analyze the different customer segments you have within the platform, that is, they tend to consume your content. Facebook features some tools that allow you to create personalized audiences based on your customer profiles, website visitors, and social media engagement. With Audience Insights, you’ll learn more about who your marketing strategy can reach.

Advantages of Facebook Ads

Because of Facebook’s wide reach mentioned above, you are more likely to reach potential customers. According to surveys by Spark Central, 26% of users who click on Facebook ads become shoppers.

In addition, the tool’s settings are practical and intuitive, no matter if you are a novice or an experienced advertiser. Through Facebook Ads you can:

  • Choose the options that best fit your market goals;
  • Trust that your content will reach all devices: mobile or desktops;
  • Have control and flexibility over the investment value of your ads from start to finish, being able to adjust, pause or stop advertising whenever you want;
  • Be able to indicate specifically how much you want to invest in the actions of each ad, whether in views, conversions, clicks, etc or choose to let Facebook do the most advantageous calculations based on your specifications;
  • Measure the performance and engagement of each ad by collecting data in powerful, free tools to analyze which strategies are working the most.

Factors to configure

Target audience and persona

One of the most important steps is to define your audience niche, as you must first think about how your ads will reach your potential customers and customers through well-developed strategies.

Look for answers in the market itself: evaluate the competition’s behavior, the differentials in the way of serving the public, and the main communication channels that use the tool. Also, think about the most active region when purchasing certain products.

Try to do surveys and contact potential customers to get a direct opinion from those who already consume a product similar to what you intend to advertise.

So find an average of what they pay for products, how often they buy, and for what purposes: the more information you can acquire, the better to create a persona, that is, your ideal customer profile

If you want to build in practice, check out our free persona generator.

Campaign reach

Now with the target audience and persona well defined, you choose the option “create new audience” and fill in the specific information of the audience. That way, Facebook will provide an estimate of the campaign’s reach, the number of clicks the ad should get, and whether it’s broad or specific.

In the “locations” part, you can choose in which cities, regions or countries you want the ad to be displayed, in addition to being able to increase or decrease the reach area by clicking on “include” or “exclude”. It is also necessary to choose the age group of the public that will receive your ads, being able to select a minimum of 13 years and a maximum of 65 years.

In the “gender” option, you choose whether the ad is for men only, for women or for both. Under “detailed targeting”, write the main interests of the audience, which will be in line with your company’s offerings.

Ad Platforms

In the “automatic placements” step, it is decided on which platforms your ad should go live: Facebook, Instagram, Audience Network or Messenger. If you don’t want to customize, Facebook links where it sees fit to reach your audience.

By clicking on “manual placements”, you can customize the formats, and under “landing page views” you can choose to set a cost control if you have a very specific goal.

Custom ad

Knowing all the benefits and, of course, with your persona already defined, it is very likely that you want to create a personalized audience to be reached with Facebook Ads and, thus, improve your sales.

To do this, go to the “public” section of your Facebook Ad Manager. Then click on “create audience” and select “custom audience” from the drop-down menu. From there, several suggestions will appear to choose from: the path is very dynamic and didactic.

Facebook Ad Types

A series of ad variations are available on the platform for the advertiser to decide which best meets their commercial goals in terms of formats, placements, and objectives.

It’s not enough to know how to advertise on Facebook, you have to choose the right format. Some examples are:


Directs people to websites or apps through high-quality visuals.


Draws users’ attention to the product through sounds and movements. It is very suitable because it captures interest and generates curiosity.


Show up to ten images or videos in the same ad, each with its own targeting link.


Encourage purchases by displaying the products in your personalized catalog for each individual.

Multimedia presentation

It consists of sound, movement, and text to draw attention to the ad.

Ad value

The amount you set to invest will always be available for campaign changes or breaks, if necessary. However, the return on the amount invested varies according to factors such as:

  • Date;
  • Schedule;
  • Periods of greatest competition;
  • Characteristic details of the audience;
  • Ad relevance;
  • Positioning;
  • Toss format or style, which can be single or medium.

Knowing how to advertise on Facebook will make you make more accurate investments. That way, you will have a better return.

How to advertise on Facebook Ads?

The practical process for linking your first campaign is simple: have a business page.

  • To do this, you need to login to Facebook;
  • Click on the “+” button on the top bar, next to the space for your photo;
  • Choose “page”;
  • Define the type of page you want to create: “business or brand” or “community or public figure” and make a description;
  • Choose your profile and cover images according to your brand’s specific visual identity.

How to mount the ad on Facebook Ads?


First, it is essential to think of a name for the ad and then decide which page will appear as an advertiser in the ads. You have the ability to add if any, your brand’s Instagram profile name so that this account will also appear for Instagram users’ ads.

When creating a headline for your ad, choose whether or not to add a short description below it. In “add another option”, the advertiser can write headline variations that will be filtered by Facebook in order to distribute the ad according to each user’s profile.


Choose your ad format on Facebook

The “format” option, in the continuation of the programming of ads on Facebook, allows you to create the structure of the ad, promoting the choice between “unique image or video”, “carousel”, “collection” and the other types of ad already mentioned above.

After this step, the ad video must be chosen. You can also opt for an image, which has the option of being taken from a free image bank or created in a specialized way by you.

Main text

An essential step is to add the main text of your ad: it summarizes your offer so that it is attractive and persuasive to the audience. In the “ call-to-action ” (call-to-action), what you want customers to do when they click on your ad is chosen, according to the purpose of the advertisement or what you find most attractive to users: “ learn more”, “contact us”, “download”, “get offer” and “buy now” are examples of catchy phrases.


To choose the method of payment, click on “tool for companies”. Facebook allows payments by credit card or PayPal. It is important to read Facebook’s advertising policies and rules to know what is and is not allowed before filling in your payment details.

Next, we’ll explain how to set up the ad. However, if you prefer to learn through video, see the complete step-by-step how to advertise on Facebook below:

How to configure the ad?

To configure the ad, click once more on the “+” option, then on “ad” and set your goals (campaign on Facebook) according to the goals you want to achieve.

A new window will appear, you must click on “create”. The objectives are divided into three areas, depending on which stage of the sales funnel the audience fits into, such as recognition, consideration, or conversion.

Create a new Facebook campaign

Recognition and reach

In the “brand recognition” step, you will define the most likely audience to open your ad. “Reach” has the same goal. However, in this case, the ad will be shown to as many users as possible.

Consideration and involvement

In “consideration”, the “traffic” ad option allows directing the public to another page and serves to promote your website, blog or page outside of Facebook.

The “Engagement” is made so you can create exciting ads in terms of audience interaction and engagement in a post (whether by likes, comments or shares).

The “video view” ad aims to increase the number of views and the “record generation” offers a collection of lead data through a Facebook form.

You need to be clear about these concepts to really know how to advertise on Facebook and be able to run tests. This will make it easier to understand the best way forward.

Conversion and Offer

The “conversions” area allows people to perform a specific action on your page, website or app, and can buy products or install apps. “Offer” is recommended for entrepreneurs who want to share offers and discounts.

Define costs

Setting your Facebook ad budget

Once you’ve finished setting up your campaign, you can set the budget. Go to the “campaigns” screen and, on the ad to be configured, click on “edit”. There are two budget options:

  • Daily: Average of what your ads will spend per day;
  • Total: how much investment you want to make throughout the entire campaign, including any additional costs in detail.

The advertiser must enter the amount he will spend according to the chosen budget. Afterward, configure the period according to the start and end date of the campaign. To conclude, just click on “finish”.

Facebook Advertising Policies

“During the ad review process, we’ll look at the ad’s images, text, targeting, placement, and content on your ad’s landing page. Your ad may not be approved if your landing page content is not fully functioning, does not match the product/service promoted in the ad, or does not fully comply with our Advertising Policies.”

This is what appears in the Facebook Advertising Policies overview. Therefore, knowing how to advertise on Facebook also involves understanding the network’s policies.

After reviewing the ad, you will receive a notification that your ad has been approved. If approved, the ad starts serving and you can check the results in the “Ads Manager”.

Ad disapproval

If he fails, the first step to follow is verification of his email address. In it, an email will arrive from Facebook with detailed explanations about the disapproval.

You can then edit it to fit the Advertising Policy specifications. If you disagree with the decision or believe that the ad has been mistakenly disapproved, you can request an analysis of the decision under “account quality”.

Performance analysis

Once your ad is live, you’ll have access to your performance analysis, which is based on the number of people reached and the demographic breakdown of the campaign, such as gender, age and location, as well as the number of clicks on each ad and even then how much do you spend. Also, using Facebook Ads Manager, you can edit the campaign whenever you want and find it necessary.

Only advertise if your profile is ready

It is very important that you use Digital Marketing strategies to make your profile ready, or almost ready, to invest in a paid advertisement.

This means that some tips are essential to make it suitable for the audience you are reaching after you know how to advertise on Facebook through paid traffic.

Digital Marketing consists of a set of strategies to be managed on the Internet for the dissemination and sale of products or services with the objective of bringing more access and customers to the brand. Some examples of these strategies are:

  • Invest in optimization of your website to improve performance;
  • Publish quality content with a defined frequency;
  • Use email marketing ;
  • Check if your posts can reach all electronic media (cell phones, computers or tablets);
  • Investing in Content Marketing and Design.

In other words, pay attention to these pillars and, only after having all this in mind, think about investing in Facebook Ads.

Aid for an impact business

HeroSpark is ready to help you maintain the relationship with your audience after a well-paid traffic campaign done when you understand how to advertise on Facebook.

With HeroSpark you can host your course online, create pages, automate emails and make sales in a single tool, without worrying about IT or integration of other mechanisms.

Furthermore, by using the platform’s integrated checkout, you can collect and receive payments with complete security through the most current conversion tactics on the market.

With 14 years of experience in the education and technology market and operating in 21 countries with an international team, it is proud to be a 100% Brazilian platform.

From this perspective, HeroSpark is the most complete solution in Latin America for those who want to create high-impact businesses.