Description Guide for FB/Insta advertising hacks that work atleast 50% time

Description Guide for FB/Insta advertising hacks that work atleast 50% time

Social media marketing can get pretty time-consuming and make you feel like you're just scrolling through brand posts with no direction. Plus, responding to everyone can be overwhelming. But, don't forget, social media is a powerful tool for building your personal and company brand!

With our concise guide to Facebook and Instagram marketing, you can learn how to harness the power of these platforms to promote your business and prevent yourself from falling down the rabbit hole of endless scrolling. Don't let social media consume your day, but rather use it to connect with your audience and enhance your online presence. Let's get started!

Chapter 1
An Introduction To Facebook And Instagram Marketing

Facebook ads

Facebook ads let you pursue one of six broad campaign objectives:

  • Awareness
  • Traffic
  • Engagement
  • Leads
  • App Promotion
  • Sales

With Facebook ads, you can reach a whopping 2.91 billion monthly active users across all demographics! These ads appear throughout the app, from users' feeds to Messenger to Marketplace, and more. And don't worry, they're clearly labeled as "sponsored" to avoid any confusion.

Facebook Advertising reach

Source: The Latest Facebook Statistics: DataReportal

But wait, there's more! With detailed targeting options, Facebook ads offer more features than regular posts. Think CTA buttons, links, and product catalogs. No matter who you're trying to reach, Facebook has the perfect platform to get started with social media advertising.

In 2023, Facebook offers various styles of ads to choose from, giving advertisers plenty of options to optimize their ad campaigns and reach their target audience.

Facebook's fundamental ad format is the image ad, which empowers businesses to promote their brand, products, or services using single images. These versatile ads can be used across various ad types, placements, and aspect ratios, providing businesses with a wide range of options to connect with their audience effectively.

A Pro tip: Ensure that you pay attention to image ad specs and ratios to prevent your product from being cut off or stretched.

VideoFacebook video ads are a powerful tool for businesses to showcase their products, services or brand using a single video. They are especially effective for product demos, tutorials and showcasing moving elements. By utilizing Facebook's video ads, businesses can improve their online presence and reach a wider audience.

Carousel ads are a versatile way to showcase up to ten images or videos that users can easily click through. Each image has its own headlines, descriptions, or links. This makes carousels an excellent choice for displaying a series of different products, with each image even having its own landing page specifically designed for that product or service.


Playable ads present a unique opportunity to offer viewers an interactive experience and preview before download. Essentially, it's like a try-before-you-buy option. This approach is particularly advantageous for those selling a game, app or other digital tool or experience.

Collection ads offer a mobile window-shopping experience that lets users easily flick through your product lineup. It's like immersive carousels but with full-screen capability and greater customizability. Plus, users can purchase products directly from Collection ads.


Slideshows ads, consisting of 3-10 images or a single video that plays in a slideshow, are a fantastic alternative to video ads. They use up to five times less data than videos, making them more accessible to users with limited data plans. Moreover, slideshow ads are an excellent platform for individuals without video-making experience to get started.


Stories ads are a full-screen vertical video format exclusive to mobile devices. They offer maximum screen space utilization without requiring viewers to turn their screens sideways. Stories can be comprised of images, videos, and even carousels.


Messenger ads appear in Facebook's messenger tab, where people chat with friends and family. By showing up in this personal space, Messenger ads have a more intimate feel than image or video ads that are often scrolled past. Your Messenger ads will be visible during ongoing conversations, inviting potential customers to tap and start a conversation with your brand.

Instagram ads

It's no secret that Facebook owns Instagram and as such, it should come as no surprise that Instagram ads support the same six broad categories of campaign objectives as Facebook ads: Awareness, Traffic, Engagement, Leads, App promotion, and Sales. When considering your audience, it's important to note that Instagram is most popular with millennials, however, the platform is also used by plenty of Generation Z and Gen Xers. Compared to Facebook, you'll find fewer boomers and seniors here.

Custom targeting options allow for the targeting of ideal viewers, while lookalike audiences can also be created based on defined behaviors, activities, interests, and demographics. Ads appear in users' Feeds and Stories alongside organic content, and might also show up in Explore and the Instagram Shop browsing experience. All Instagram ads feature a "sponsored" icon and may include a call-to-action button as well. With Instagram ads, you can reach a whopping 1.628 billion monthly active users across all demographics!

Instagram Advertising reach


There are various styles of Instagram ads to choose from.

Boosted posts

When you sponsor an Instagram post or video, it will appear like any other regular post, but with a "Sponsored" tag on the top left. Additionally, depending on your marketing goals, you may be able to include a call-to-action button for added impact.


Instagram carousel ads allow viewers to swipe through multiple images, making it easy to browse and engage with the content.

Instagram Stories

Instagram Stories ads can feature photos or videos up to 120 seconds in length and are displayed in full-screen format between people's stories.

What are the advantages of utilizing Facebook and Instagram over other social media platforms?

If you're looking to make a splash on social media, Facebook and Instagram are your go-to platforms! With billions of daily active users, it's the perfect place to connect with everyone from your mom to your favorite celebrity. Plus, who needs LinkedIn when you can scroll through cute dog videos for hours?

Facebook and Instagram reign supreme in social media, thanks to their good looks! With stunning photos, personal videos, and amusing GIFs, these platforms are the Brad Pitt and Angelina Jolie of the digital world. With billions of users worldwide, your posts have a chance to go viral and make you famous!

What is the cost of advertising on Facebook and Instagram?

Advertising on Facebook and Instagram can cost you a different amount depending on various factors. Generally, Facebook ads are cheaper, costing $2 or less per click, and Twitter is similar, usually costing $1 or less per click. But remember, the cost of your campaign depends on your objective, targeting, and the content you're promoting. Compared to Facebook, LinkedIn's average CPC is ~ $5.26, and YouTube's is ~ $3.21. Pinterest's average CPC is ~ $1.50.

Facebook and Instagram advertising, combined with their advanced targeting features, is pretty amazing!

When it comes to advertising, Facebook, and Instagram have different costs per click (CPC). On Instagram, the average CPC is $3.56, while on Facebook it's around $2 or less. But that's not the whole story. The truth is, the types of ads you run and the frequency of those ads on each platform can make a big difference.

Here's the deal: Facebook has a wider audience, which is great if you're trying to reach as many people as possible. But Instagram has higher click-through rates (CTR) of around 0.88%, making it a smart choice if you're looking to engage a younger audience. And let's be real, who doesn't love a good double-tap?

So, what's the bottom line? Demographics play a big role in choosing which platform to advertise on. If your audience is younger, Instagram might be your best bet. But if your target market is an older crowd, Facebook is the way to go. Either way, these platforms offer unique advantages that can help you reach your advertising goals.

Are Facebook and Instagram ads worth the investment?

Facebook and Instagram ads: not just an option anymore, but a must-have for businesses to market their products or services.

With higher clickthrough rates, conversion rates, and lower cost-per-conversions than other platforms, Facebook is a successful spot to run ads. In fact, advertisers have seen an ROI of 4-8x!

So don't be a stranger - advertise on Facebook and Instagram to achieve a massive ROI and reach your target audience more effectively!

Instagram ads are a bit pricier than other options, but they come with significant benefits like increased followers, better purchasing intent, and a broad reach. Plus, the ads on Instagram are subtle and less intrusive than others. So, if you're looking to market your products or services online, both Instagram and other social media platforms are definitely worth considering! Before discussing the cost, let's examine the factors that influence the amount of money brands are willing to invest in advertising their products on Instagram.

  1. Audience demographics play a vital role, with 71% of Instagram users being under 34 years old.
  2. Daily usage is another factor, with over 500 million people logging into Instagram daily, and 63% of users opening the app at least once per day.
  3. The engagement rate on Instagram is impressive, with an average of 0.96%, surpassing Facebook (0.13%) and Twitter (0.05%).

Considering these factors, let's explore the cost of Instagram ads.

According to Wordstream, the average cost per click (CPC) for Instagram ads is approximately $0.5-$0.75. However, your brand's CPC will depend on the products or services you offer. For instance, hotel ads have a higher average CPC than the maximum CPC, depending on the season.

Another cost estimation metric is the cost per mille (CPM), which measures the cost of every thousand impressions. The average Instagram CPM cost for ads is $7.91. The time of day, week, or year also affects the CPC, though the figures often vary depending on the economic situation at the time. Finally, the CPC is affected by the month, considering a broader scale of occurrences and market sentiments. On average, the Instagram CPC is $0.95, with a peak of $1.45 around October.

Why Facebook And Instagram Are A Better Choice For Your Social Media Marketing?

Facebook and Instagram are perfect for social media marketing! They have extensive targeting options and Facebook has a lot of user data. This means you can target specific demographics more successfully than ever before!

Facebook has a user base of all ages, with a high concentration of older users. Great news for advertisers who are looking to appeal to this demographic! But Facebook isn't just for an older audience. It's excellent for businesses looking to sell to consumers.

Instagram is all about meeting consumers on the go! With the platform built specifically for mobile, there's a horde of different ads that can be put right in the palm of their hands with minimal effort. And the cherry on top? The swipe-up feature gives advertisers a chill way to flaunt their products or services, since users can skip over these ads if they're not feeling it.

Note: Targeting within Facebook Ads Manager; you can target by Demographics, Interests, and Behaviors.

Chapter 2

Optimizing Your Profiles And Company Pages

Tips For Optimizing Your Profiles

Before launching Facebook and Instagram ad campaigns, it's essential to optimize your profiles and company pages to make the best impression on potential customers. With social media judgments being made fast, you only have a few seconds to win people over.

Here are some tips:

✔️ Use high-quality and up-to-date profile and cover photos.

✔️ Keep your bio, slogan, address, and contact info current.

✔️ Avoid unprofessional or irrelevant content on your profile and page.

✔️ Make it easy for users to access links to your website, products, and social media accounts.

✔️ Consider using services like LinkTree or ContactInBio to add multiple links.

Optimizing your profiles and company pages first gives you the best chance of success with your ad campaigns. Good luck!

How To Set Up Your Ads Manager Account

Now that your Facebook and Instagram accounts are set up, it's time to establish an Ads Manager account and launch your ad campaigns. To create an Ads Manager account on Facebook, simply

1) visit and select Create Account.

2) Enter your business's name, select the Facebook account you want to link your Ad Manager account to, and provide your name and work email address.

3) Once you're in, go to Business Manager Settings, click Ad Accounts under People and Assets, and select Add New Ad Accounts.

4) Hit Create a New Add Account and input your payment information. You're now ready to start growing your campaign.

For Instagram:

To use Facebook Ads Manager for your Facebook ads account, you must link your Instagram account to it.

1) To do this, navigate to Business Settings, click on Accounts, then select Instagram Accounts and click Add.

2) Next, enter the Instagram login details, and you're all set!

Now you can advertise from both your Facebook and Instagram pages.

A Guide to Navigating Your Ads Manager Account

After setting up your Ads Manager account for your company's Facebook and Instagram accounts, it's important to familiarize yourself with navigating Ad Manager.
To access Ads Manager, simply

1) click the drop-down menu on the top right corner of your Facebook homepage and select Ad Manager.

2) This will take you to the Ad Manager dashboard, where you'll find tabs labeled Account Overview, Campaigns, Ad Sets, and Ads. For now, it's crucial to get comfortable with the layout and location of each tab, as this knowledge is essential when it comes to creating and growing your marketing campaigns.

For Facebook:
  • Desktop or Mobile News Feed (Sponsored Content or Sponsored/Promoted Posts) - Your advertisement is embedded within a user's news feed, appearing like a status update or photo upload. The sole difference is its 'sponsored' label.
  • Stories - Temporarily appear between users' stories.
  • Right-hand Column - Desktop-specific and akin to traditional advertisement banners.
  • Marketplace refers to advertisements that are displayed in the designated Facebook marketplace section.
  • Video Feeds - Ads that show up in Facebook's 'watch' section.
  • In-Stream Videos - Your ads will display in between videos on Facebook.
  • Search Results - Your ads will show up when users search for something on Facebook.
  • Facebook Audience Network - Promotes your ads across numerous partner apps and websites that have agreed to work with Facebook Ads Manager accounts. You can easily opt out of this if you prefer. Additionally, you can blacklist any particular sites.
  • With Messenger, your ads can reach a wider audience through Facebook's instant messaging platform. Plus, you can even run your ads on WhatsApp if you want to broaden your reach further.

    For Instagram:
  • Sponsored ads on the Mobile News Feed are seamlessly integrated into the user's experience, similar to Facebook-sponsored content. Advertisements can vary from photos to videos to a swipeable carousel of images
  • Stories appear temporarily between users' stories, while in Instagram's Explore mode, your ads will be showcased to users.
  • Instagram TV content that is long-form will have the option to run IGTV Ads before or after it.

Chapter 3

Tips for Crafting Effective Marketing Campaigns -Choosing A Goal And Objective For Your Ad Campaigns

If you're ready to start advertising with your Ads Manager account, there are a few things to take care of first. Setting a goal and campaign objective is key to a successful ad campaign. Your goal should reflect what you want to achieve, such as growing followers or generating leads.

The campaign objective is the action you want consumers to take after seeing your ad. By customizing your campaign to your objective, you can ensure the best ROI. Facebook and Instagram make it easy to set goals and objectives, so you can get started quickly. With a clear goal and campaign objective, you'll be on your way to successful advertising.

Facebook Ads Manager allows you to choose from three buckets for your campaign objective:

  • Awareness,
  • Consideration
  • Conversion.
    It aims to create a buzz around your company, increasing consumer awareness and knowledge. Consideration focuses on mid-funnel activities such as driving traffic to your website, encouraging users to click your links, follow your page, and keep your brand at the forefront of their minds. Conversion is geared towards driving sales, encouraging users to download your content, purchase your product, sign up for your newsletter, or register for your webinar. For a comprehensive breakdown of campaign objectives, refer to the detailed guide available.


  • Brand Awareness - increase people's awareness of your business, brand, or service.
  • Reach - show your ad to as many people as possible in your target audience.


  • Use Traffic to direct Facebook users to any URL of your choosing such as your website's landing page, a blog post, or an application.
  • Utilize Engagement to reach those more likely to engage with your post. Engagement can include likes, comments, and shares but also offers claimed from your page.
  • Direct users to your business's app by using App Installs.
  • Utilize Video Views to share videos of your business with people on Facebook most likely to watch.
  • Use Lead Generation to collect leads for your business, creating ads that
    collect information from those interested in your product, such as newsletter sign-ups.
  • Use Messages to connect with people on Messenger, Instagram Direct, and WhatsApp. Communicate with potential or existing customers to encourage interest in your business.


  • Conversions: Encourage visitors to take a specific action on your business's website, such as adding items to a cart, downloading your app, registering for your site, or making a purchase.
  • Catalog Sales: Display products from your eCommerce store's catalog to drive sales.
  • Store Traffic: Promote your brick-and-mortar business locations to people nearby.

How You Should Choose Between Image And Video Ads For Your Campaigns

Facebook and Instagram are amazing marketing tools! Unlike conventional digital ads, these social media giants offer a plethora of ad types that don't feel like ads. This is called native advertising, and it's super effective!

With Facebook, you can choose from unique ad formats like single images, carousels, or videos. This gives you the freedom to craft engaging, non-intrusive ads that resonate with your target audience.

When you're planning your advertising strategy on Facebook or Instagram, it's important to first identify your goal and objective. From there, you can choose from ad types such as image, video, carousel, or text ads (for messenger campaigns). Depending on your format, certain ad types will work better than others, so it's important to base your decision on your goals and objectives. For example, if you're aiming to increase brand awareness, video ads are a great choice. Both Facebook and Instagram are optimized for videos and images, making them ideal platforms for your advertising needs.

How To Decide On A Budget For Ad Campaigns

Out of everything we've covered so far, budgeting might just be the most crucial aspect. But naturally, you might be wondering: how do you come up with a budget for Facebook and Instagram ad campaigns? Don't worry, I've got you covered!

To answer that, let's bring together almost everything we've learned thus far into one exercise. Firstly, it's essential to revisit your goals and determine how to convert them into measurable KPIs, such as followers, leads, webinar registrants, or guide downloads. Establishing quantifiable metrics is crucial to track progress and establishing a budget when you start advertising.

Next, let's consider all the channels you plan to advertise on, including LinkedIn, YouTube, and Twitter. Determine what portion of your monthly ad spend is allocated to other channels to have a better idea of your budget for Facebook and Instagram campaigns. With this information, you can develop a media plan and allocate your budget accordingly.

Remember, optimizing your ad campaigns for social media requires setting clear goals, tracking KPIs, and allocating your budget effectively. Don't hesitate to reach out if you need any help!

After completing this step, recall the metrics we reviewed in Chapter One. Given that Facebook and Instagram ad expenses are typically lower than other platforms, you can distribute your budget differently. For instance, you could allocate more funds to LinkedIn than you would to Facebook or Instagram.

Monitor The Performance Of Your Ad Campaigns

It's time to track and analyze your Facebook and Instagram ad campaigns. No worries, we've got you covered with Ads Manager's reporting feature. For more in-depth analysis, we recommend integrating your data with Google Data Studioand Supermetrics. This way, you can create more visual dashboards and tell a compelling story with your data.

Easily monitor the performance of your ad campaign by filtering it based on date, objective, or any other sorting method you prefer. You can also compare and contrast two different date ranges to get a better idea of how things have been going over time. For optimal insight over a broader period, set the date range from the past 30 to 90 days. Our clients receive bi-weekly reports to help identify areas in need of improvement.

Evaluate CPC, CPL, leads, and social engagements. Are you achieving your goals? If yes, congratulations! You're on the right track.

Utilize CTAs That Convert

To realign your ad campaign with your objective, create CTAs that convert. Including a call to action whenever possible will increase clicks and views. The CTAs that typically perform the best are Download, View Now, See How, Sign Up, Register, Contact Us, and Schedule a Demo. Don’t overthink it — use concise CTAs rather than lengthy ones.

Boost Your Ad Results with High-Quality Creative Content!

To ensure optimal performance of your campaign, integrate high-quality, high-resolution images and/or videos. People crave engaging content, and this will undoubtedly drive superior results for you and your company. Moreover, featuring a prominent Call-To-Action (CTA) in your ad will further augment engagement.

How To A/B Test Your Ads

A/B testing is the way to go! You can test various things like targeting, ad copy, landing pages, lead forms, creatives, and CTAs to find the best-performing version. Start by creating three or four different variations for each ad. Then just replace the underperforming ones with the top version! Allow your A/B test to run for at least a month to collect enough data points for an informed decision. Go ahead and optimize your ad campaigns with A/B testing today!

Chapter 4

After successfully setting up your campaign(s), what's the next step?

What ROI Can You Expect From Your Facebook And Instagram Ads?

ROI expectations for Facebook and Instagram ads can vary, but successful campaigns can yield unimaginable results! The outcome hinges on factors such as product or service offering, price point, and ad performance. Our B2B SaaS lead generation Facebook and Instagram marketing strategy delivered steady sign-up growth and over 225 asset downloads!

What Is A Good CPL?

Your cost per lead (CPL) ultimately hinges on the target audience you are after. If this sounds overwhelming, just consider that engineers are likely to be a much costlier audience than say, a freelance journalist. This means that the former might warrant a higher CPL (around $200 or more) while the latter would be on the lower end (closer to $25 CPL). It's important to bear this in mind when it comes to managing your monthly ad budgets and setting realistic performance expectations for your ad campaigns.

Looking to generate more leads for your business or clients on Facebook and Instagram?

Here are some tips to help you get started!
Undoubtedly, the most common question we get is about advertising on Facebook and Instagram. We totally get it - it can be intimidating and unfamiliar. But even if you've tried before with little success, the value for CPL and the huge number of daily users make these platforms powerful advertising choices. We really think they're the right choice for your business's marketing. :)

Our team is here to help you get the most bang for your buck! With experienced marketers at the helm, we know how to make every penny count. Reach out to our experts today and we'll assist you with ease and speed!