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How To Use Facebook Ads Manager: Complete Guide

How To Use Facebook Ads Manager: Complete Guide

This in-depth tutorial will clarify the platform’s intricacies, give invaluable insights, and enable you to effectively utilize its possibilities.

Table of Contents:

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What is Facebook Ads Manager?

Facebook Ads Manager is sophisticated and easy-to-use software. It allows businesses to develop, manage, and optimize advertising campaigns on Facebook and its connected platforms, such as Instagram and Messenger. It acts as a one-stop shop for businesses looking to efficiently reach their target audience, increase brand exposure, and achieve their goals.

For advertisers, Facebook Ads Manager acts as a hub, giving them a centralized location to plan and manage their advertising campaigns. Marketers have access to a wide range of cutting-edge features and capabilities within this platform, enabling companies to hone their advertising tactics and maximize the efficiency of their advertising budgets.

Furthermore, Facebook Advertisements Manager offers a wide variety of ad styles, such as image advertisements, video ads, carousel ads, and more. This adaptability enables companies to select the format that best matches their message and efficiently attracts the attention of their target audience. Advertisers may also maximize reach and engagement by utilizing multiple ad locations, such as news feeds, Stories, and right-hand column placements.

Once campaigns are live, Facebook Ads Manager provides extensive monitoring and optimization tools. Advertisers may monitor important performance indicators, including impressions, clicks, conversions, and cost per result, in real-time to evaluate their campaigns’ efficiency. Based on performance insights, this data-driven strategy enables firms to make educated decisions and modify their plans.

Key Characteristics of the Ad Manager

Key Characteristics of the Ad Manager
  1. Custom Audience Creation: Ads Manager enables marketers to create bespoke audiences based on a variety of factors. Customer lists, website visits, app users, or participation with specific content may all be used to create these audiences. To reach the appropriate people, custom audiences provide accurate targeting and personalized communications.
  2. Expansion of Lookalike Audiences: Advertisers can use Ads Manager to enhance their reach by using lookalike audiences. Lookalike audiences are built using the features of an existing custom audience, allowing businesses to target people similar to their present consumers. This feature aids in the identification of new potential clients who share similar interests and behaviors.
  3. Ad Scheduling and Delivery Optimization: Ads Manager provides control over the scheduling and delivery of ads. Advertisers can set specific start and end dates for campaigns and select optimal delivery times to reach their target audience effectively. Additionally, the platform’s delivery optimization feature ensures that ads are shown to people most likely to engage and convert.
  4. Split Testing: Ads Manager offers a split testing feature that allows advertisers to compare different elements of their ad campaigns. By testing variations in ad creative, audience targeting, placements, or delivery optimization, businesses can identify the most effective strategies and optimize their campaigns for better performance.
  5. Conversion Tracking: Ads Manager includes a conversion tracking feature that enables businesses to measure the impact of their ads on desired actions, such as purchases, sign-ups, or app downloads. By adding a Facebook pixel or using offline event sets, advertisers can track and attribute conversions to their ads, helping them understand the return on investment and optimize their campaigns accordingly.
  6. Ad Creative and Asset Management: Ads Manager serves as a centralized platform for managing Facebook ads creatives and assets. Advertisers may submit photographs, videos, and other media assets and simply access and organize them inside the site. This streamlines the process of producing and testing numerous kinds of ad content.
  7. Reporting and Insights: Ads Manager includes powerful reporting and analytics capabilities for tracking campaign success and gaining important insights. To measure the performance of their campaigns, advertisers may access analytics like reach, engagement, conversions, and cost per result. The platform also delivers demographic and regional data, allowing organizations to better understand their consumers and make data-driven decisions.

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How to Set up and Use Facebook Ads Manager?

To achieve the best results while using Facebook Ads Manager, a methodical strategy is required. Here’s a step-by-step instruction for using Facebook Ads Manager:

Go to Google, and type Facebook Ads Manager. Open the first official link. After the page opens, click on the ‘ Start Now’ option that is available on the top right corner of the page.

Ads Manager

Fill in your Facebook Account credentials if you have one. Otherwise, create an account by filling up all the details.

Facebook Login Page

After logging in with your Facebook Credentials, Facebook Ads Manager Dashboard will open on the screen.


In the above image, on your left you will find the options for updates, messages and analytics of your Facebook profile. The hamburger menu will provide you the navigation to a variety of options like account set up, Creative Hub, Events manager etc. Other options like account notifications, help resources and Search feature are available towards your bottom.  Your campaigns will be visible in the center area.

You can now proceed to create your ad campaign by clicking on ‘Create’. Give it a name that represents the purpose and scope of the campaign. Within the campaign, you will create ad sets and ads.


Define your campaign objective. Are you aiming to increase brand awareness, drive website traffic, generate leads, or boost conversions? Select the objective that aligns with your business goals. Facebook offers a range of objectives to choose from, ensuring that your campaign is tailored to achieve specific outcomes.

Choose a Campaign Objective

Determine your Facebook ads budget and campaign duration. You can set a daily or lifetime budget, depending on your preferences. Additionally, you can schedule your ads to run at specific times to maximize their impact and relevance.

Budget and Shedule

Define Your Target Audience. With Facebook’s powerful targeting capabilities, you can reach your ideal audience. Specify demographics, behaviors, interests, and other relevant criteria that define your target market. The more specific and relevant your audience selection, the higher the chances of engagement and conversions.


Consider the placement options, such as news feeds, stories, and right-hand column placements, to maximize reach and engagement.


Select the ad format that best suits your message and captures the attention of your target audience. Facebook offers various formats, including image ads, video ads, carousel ads, and more. 

Ad Setup

Implement Conversion Tracking. To track conversions, install the Facebook pixel on your website and measure the effectiveness of your campaigns. The pixel allows you to attribute actions taken on your website back to your Facebook ads, providing valuable insights into campaign performance.


You can publish your campaign after completing these steps. And fill in the payment details.

Add Payment Information

Now, Regularly monitor key performance metrics such as impressions, clicks, conversions, and cost per result within the Ads Manager. Analyze the data to identify trends, strengths, and areas for improvement. Adjust your targeting, ad content, or bidding strategy accordingly to optimize your campaigns for better results.


Benefits of Facebook Ads Manager

For companies looking to maximize their advertising efforts, Facebook Ads Manager has a lot to offer. The following are the principal benefits of using Facebook Ads Manager:

  1. Extensive Audience Reach: Facebook offers access to an extensive and diverse user base, with over 2.8 billion monthly active users. By utilizing Facebook Ads Manager, businesses gain the ability to target demographics, behaviors, interests, and locations. This ensures that ads reach individuals who are highly likely to interact with the content. This precise targeting capability maximizes the reach and effectiveness of ad campaigns.
  2. Multiple Ad Formats and Placements: Facebook Ads Manager supports a wide range of ad formats, including image ads, video ads, carousel ads, and more. This versatility enables businesses to choose the format that best suits their message and captures the attention of their target audience. Additionally, ads can be displayed across various placements, such as news feeds, Stories, and right-hand columns, further expanding the reach and visibility of campaigns.
  3. Detailed Performance Tracking: Facebook Ads Manager provides comprehensive performance tracking and reporting features. Advertisers can monitor key metrics such as impressions, clicks, conversions, and cost per result in real-time. This data-driven approach enables businesses to gain valuable insights into the effectiveness of their campaigns and make informed decisions about optimizing their strategies for better results.
  4. Advanced Targeting Options: Facebook Ads Manager offers advanced targeting options to refine and optimize audience selection. Businesses can create custom audiences based on specific criteria, such as website visitors, email subscribers, or past customers. Lookalike audiences allow advertisers to find new users who share similarities with their existing customer base. These Facebook Ads targeting features enhance relevancy, increase engagement, and improve the overall performance of ad campaigns.
  5. Automated Optimization: Leveraging machine learning algorithms, Facebook Ads Manager provides automated optimization tools to enhance campaign performance. Advertisers can implement automated bidding strategies, allowing the system to adjust bids in real-time to maximize ad delivery to the most relevant audience. This Facebook Ads optimization feature ensures that ad spending is allocated efficiently, maximizing the return on investment.
  6. A/B Testing Capabilities: Facebook Ads Manager allows businesses to conduct A/B tests to determine the most effective ad variations. By testing different elements, such as ad copy, images, and audience targeting, advertisers can identify the winning combination that generates the highest engagement and conversions. This iterative approach helps refine and improve ad campaigns over time.
  7. Opportunities for Remarketing: Facebook Ads Manager allows businesses to retarget people who have previously interacted with their brand. Businesses may reconnect with interested consumers and urge them to take the required action by developing unique audiences based on website visits or particular actions made, boosting the possibility of conversion.
  8. Cost-Effective Advertising: Facebook Ads Manager allows businesses to customize their advertising budget depending on their resources and goals. Businesses may optimize their ad spend and guarantee that their budget is distributed properly to reach the most appropriate audience by using precise targeting and optimization capabilities. This low-cost method enables businesses of all sizes to interact with their target market without breaking the bank.
  9. Collaboration and Workflow Efficiency: Facebook Ads Manager allows multiple team members to access and manage ad accounts, streamlining collaboration and workflow. Advertisers can assign roles and permissions to team members, ensuring effective coordination and consistent branding across campaigns. This collaborative environment enhances productivity and facilitates seamless campaign management.

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Limitations of Facebook Ads Manager

While Facebook Ads Manager provides numerous advantages, it also has certain limitations that businesses should be aware of. Here are the key limitations of Facebook Ads Manager:

  1. Ad Fatigue: With a large user base and extensive ad inventory, Facebook users are exposed to a significant amount of advertising daily. As a result, there is a risk of ad fatigue, where users become accustomed to seeing ads and may develop reduced interest or responsiveness over time. Advertisers need to continually refresh their ad content and creative strategies to combat ad fatigue and maintain audience engagement.
  2. Ad Blocking and Privacy Concerns: Some users utilize ad-blocking software or settings that prevent ads from being displayed. This limits the reach of ads and reduces their effectiveness. Additionally, privacy concerns and user preferences for increased control over data may lead to reduced ad targeting options in the future, potentially impacting the precision and granularity of audience targeting on Facebook.
  3. Platform Dependency: Facebook Ads Manager operates exclusively within the Facebook ecosystem. While Facebook has a substantial user base, relying solely on one platform for advertising can leave businesses vulnerable to changes in the platform’s policies, algorithm updates, or any potential disruptions in service. Diversifying advertising efforts across multiple platforms can mitigate the risk of overreliance on a single platform.
  4. Rising Ad Costs: As Facebook’s advertising platform has grown in popularity, the competition for ad space has intensified. This increased demand has led to rising ad costs, especially for highly competitive industries or specific target audiences. Advertisers need to carefully manage their budgets and continuously optimize their campaigns to achieve the desired results while controlling costs.
  5. Limited Organic Reach: Facebook’s algorithm prioritizes content from friends, family, and groups in users’ news feeds, reducing the organic reach of business page posts. Consequently, businesses often rely heavily on paid advertising to reach their target audience effectively. While Facebook Ads Manager provides powerful targeting options, businesses may still need to invest in paid promotion to achieve significant reach and visibility.
  6. Ad Approval Process: Facebook has strict policies and guidelines for ad content. Ads submitted through Ads Manager go through a review process to ensure they meet these policies. This approval process can sometimes result in delays, particularly if the ad content requires manual review. Businesses need to plan their ad campaigns, considering potential approval timelines.
  7. Data Attribution Challenges: Measuring the exact impact of Facebook ads on conversions and attributing them accurately can be challenging. Users often interact with multiple touchpoints before making a purchase and attributing conversions solely to Facebook ads may not reflect the full customer journey. Businesses should consider implementing advanced tracking mechanisms, such as integrating the Facebook pixel and utilizing cross-channel analytics, to gain a more comprehensive understanding of the effectiveness of their campaigns.
  8. Limited Customer Support: While Facebook provides support resources, the availability of direct customer support for Ads Manager can be limited. Businesses may rely on self-help documentation, community forums, or online resources for assistance. This limited support may present challenges for businesses that require prompt and personalized assistance with complex issues.

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To summarize, Facebook Ads Manager provides businesses with a sophisticated collection of options for efficient marketing of their products or services on Facebook and Instagram. From precise audience targeting and ad scheduling to split testing and conversion monitoring, Ads Manager offers advertisers the tools they need to optimize their campaigns, reach the correct audience, and assess the effectiveness of their advertising efforts. Ads Manager’s broad feature set enables organizations to maximize advertising ROI and create real outcomes in a competitive digital market.

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About the Author

Content Team Lead- Digital Marketing

As a professional Content Team Lead in Digital Marketing, Shailesh Bhagat brings over 8 years of dynamic experience in the Edtech sector. With 5 years of team leadership and 2 years of specialized SEO expertise, he excels at executing comprehensive Digital Marketing strategies. A proven track record showcases Shailesh’s adeptness at managing diverse content teams.