illustration of avatars (people). sitting around stylized mobile phone from which rise the speech bubbles with facebook ads,

Complete Guide to Facebook Ads in 2019

Facebook Ads are the most popular form of online advertising of our time, utilized by businesses and marketers alike. However, getting started with advertising on Facebook can be pretty intimidating for beginners. There is a lot of resources and research can get quite overwhelming rather quickly.

On the other hand, if you are going to put your money into advertising, understanding how the platform works is a bare minimum. Facebook has an excellent Get Started Guide with elementary information and practical step-by-step guide. For the sake of readability, they kept it short and concise, with links to more elaborate articles within the topics. This can be enough to get you started, but you will lack an understanding of how the ads actually work. Understanding that can save you a lot of time and money. Facebook also offers many in-depth courses on Facebook Ads, Ads Manager (advertising tool) and Business Manager (business tool). They are available within Facebook Blueprint – Facebook’s learning platform. If you have time, you should absolutely go through them – because they explain everything there is to know, are up-to-date and well-paced. A big bonus (especially for marketers) is that you can take a test and obtain a certificate. If you’re not too keen to go that much in depth, in this Guide you’ll find all you need to know to really understand how Facebook Advertising works.

Learning Facebook advertising can be quite time-consuming and not everyone can afford that. With that in mind, we created this Guide. It is intended for total beginners, especially small business owners who cannot afford to outsource their online marketing. It provides a comprehensive overview of Facebook Ads, accompanied with a Step by Step Guide. We’ve provided few tips and tricks too, for a good measure. This Guide is also intended for marketers – with and without knowledge of Facebook Ads. In order to provide the best possible experience for its users and clients, Facebook often makes changes to its platforms. It is sometimes hard to keep up.

We made a point of including all the current updates in this Guide, valid as of April 2019, to give our readers only current and accurate information. This time around, we are doing something different. In the Step By Step Guide below, you can see the overview of the whole process. Since we really went in-depth, we’ll give you time to learn and process each step. Therefore, we will be publishing articles every second Monday until all of them are available. Each article is separated into a theoretical and practical section. The theoretical part is focused on whys, while the practical part shows you how. In this guide, practical advice on what to actually do is always the last section of the article. If you want a quick how-to, just skip to those. Even though, we couldn’t recommend enough for you to read through the whole thing!

Also, each article comes with a handy infographic in which you’ll find the most relevant content from it, to keep it for your reference.

Let’s dive into Facebook Advertising!

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Facebook Ads 2019 chapter 1: Illustration with avatars laying the Cubes on the Mobile Phone as a depiction of "laying the foundation"


In this introductory section, you will gain an overview of Facebook Advertising; you’ll learn about the tools you can use to advertise on Facebook as well as the basic structure of Facebook Ads. We have covered the following:

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Facebook Ads 2019 chapter 2: illustration of avatar (person). sitting next to a stylized mobile phone and speaking through a megaphone


In this section, we’ll cover the highest organizational level of Facebook Ads. We will guide you through the stages of customer awareness and teach you how each of the provided objectives corresponds to your desired outcome from the ad.

Lastly, we’ll guide you on how to accomplish this step.

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Facebook Ads 2019 chapter 3: illustration of avatars (people). customizing audience traits


When it comes to targeting your Audience, Facebook is an incredible advertising platform. In this section we will guide you through all the versatile options Facebook offers you to target the audience which will best respond to your ads.

We’ll introduce you to various ways how to define, save and reuse your audiences.

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Facebook Ads 2019 chapter 4: illustration of avatar (person). holding ad set file and considering place them


Facebook offers a variety of places where you can run your ad. Depending on the ad objective, you can pick to run it on Facebook, Instagram, Messenger, Audience Network or across them all. You can also specify which types of devices you want your ad to be shown. In this article, we’ll cover possibilities and best practices of ad placements.

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Facebook Ads 2019 chapter 5: illustration with with avatars (persons) counting coins


Facebook allows you to set your daily or lifetime budget, and the time period during which you want your ads to run. These limits mean that you are in control of your spend for an ad. Facebook ads can be run on any budget, with a minimum spend of $1 per day. The exact cost associated with your ad being shown to someone is determined at an ad auction. Therefore, when creating an ad, you need to set your budget and bid. In this section, we explain how Ad auctions and bidding works; as well as how to fine-tune your ad schedule.

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Facebook Ads 2019 chapter 6: illustration of avatar (person). standing on the enlarged mobile phone and manually customizing ad content


Your ad is what your audience will see. In this step, you’ll decide what your ad is going to look like. Whether you want to use video, images or words – or any combination of those— there is a Facebook ad format for every business story. In this section we will introduce you to all available Ad formats, give you guidelines when it comes to writing text-copy of your ad and provide you with few creative tips and tricks which will help your ad stand out.

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Facebook Ads 2019 chapter 7: illustration of avatar (person). standing on the enlarged mobile phone and pressing huge CONFIRM button

Coming up! Monday, August 5th, 2019

In this article, we will explain what happens once your ad is submitted to Facebook. When you submit your ad, it first goes for the review. Once your ad successfully passes the review, it goes to ad auction which helps get it to the right people.

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Facebook Ads 2019 chapter 8: illustration of avatars (persons). standing on a huge mobile phone and tinkering with buttons (represents optimization)


Coming up! Monday, August 19th, 2019

Setting up your first Facebook campaign is only the first step. The real work follows after. It’s time to keep a close eye on it. Facebook does a pretty good job auto-optimizing your ad campaigns, but you still need to monitor its performance to review whether everything’s running as intended. Tracking the metrics will also give you an insight into what is working and what not. You can learn from it and apply the new insights both to existing and upcoming ad campaigns. This article will teach you how to view and understand the most important metrics; how to track conversions and finally, how to optimize your ads to perform better. Below are the shortcuts to each topic:

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Facebook Ads 2019 Illustration of an e-book cover for Illustrated Guide to Facebook advertising in 2019 compiled by


Coming up! Monday, September 2nd, 2019

You have come a long way. By now you should be comfortable with creating and publishing Facebook Campaigns. Like with any other skill, practice makes perfect. As you get more familiar with the platform, you’ll learn to optimize your Ads better which will reflect your results.</p

Facebook is an invaluable tool when it comes to promoting your business. With Facebook Advertising, you have just added another tool in your toolbox to make your business strive.


We have compiled this Guide into a booklet named An Illustrated Guide to Facebook Advertising in 2019, in order for you to have an easy-access reference when you need one. You can download it below on September 2nd 2019.


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