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Ads Manager

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Digital Marketing - Study Notes:

Ads Manager is the starting point to selecting objectives, building campaigns, and setting campaigns live on the platform.

Ads Manager is the best buying channel to use when starting off advertising, and it is here where you can create and manage your Facebook ads. In Ads Manager you can create and run your ads, target your ads to the people you care about, set your budget, see how your ads are performing, and see your billing summary, payment history, and payment method information.

The primary features and settings available in Ads Manager include:

  • Marketing Objectives. These are the various brand and direct response approaches an advertiser can take.
  • Campaign Structures and Planning. These are the Campaign, Ad Set and Ad levels that allow you to set the right Objective, Targeting, and Creative.
  • Ad Creation and Management. This is the section that lets you build ads across the three layers.
  • Assets Management. This is a space that holds your pixels, audiences, product catalogs, and more.
  • Ads Reporting. This is the interface that allows you to analyze the performance of all campaigns.
  • Billing and Payment Methods. Here you can add new payment methods, download invoices, and set spending limits.

In Ads Manager, you can view the reporting of your latest campaigns. You can select to break down the reporting into different levels. You can then select to create a new campaign, where you go through the create flow to begin with selecting your marketing objective. After selecting your objective for your campaign, you are brought to ad set level to select your targeting.

Then you select which placements you want ads to go to, followed by the bid amount and charge. Then you can select format type, creative, and call-to-action. Then you can set your campaign live.

To get the best use of your campaigns in Ads Manager, keep these points in mind:

  1. Make sure the objectives you select in Ads Manager align with the objectives of your business.
  2. Always structure your campaign and ad sets to the audience you select, and the desired outcome. If you are reaching out to new customers, be sure to exclude existing customers in targeting.
  3. Strong, impactful copy, imagery, and video should be provided for the campaign. The success of the campaign is strongly influenced by the quality of the creative and its relevancy to the target audience.
  4. As you have seen, there are many ways and permutations with which to reach out to audiences on Facebook platforms. Be sure to build precise targeting clusters.
  5. There are a few ways to bid on advertising. We will discuss those later in the module.
  6. A ‘test, learn, and scale’ approach is the best way in which to approach advertising in general, but particularly on Facebook. It is important to frequently check the performance of campaigns against metrics that matter to you. Analyze what works, and what doesn’t. Whatever works well, be sure to invest more in it so you can scale success.

The billing section is the area where you can manage and monitor the financials of your advertising activity and you can add or edit payment methods and access invoices.

To create and publish Page posts in Facebook Ads Manager, go to the create and manage section of Create Posts. First of all, you must select the Page you want to post from. From here, go to Create Post where you have the options of link, carousel, photo, video, and status. Simply fill in which one you’d like, upload the assets, and then select create post.

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Dave Morrissey

Dave Morrissey is a Client Solutions Manager in the Retail and eCommerce division at Facebook. A seasoned digital marketer who specializes in social media, Dave now helps his clients achieve their marketing objectives through identity-based, data-driven marketing that's grounded in measurable business results.

Data protection regulations affect almost all aspects of digital marketing. Therefore, DMI has produced a short course on GDPR for all of our students. If you wish to learn more about GDPR, you can do so here:

DMI Short Course: GDPR

The following pieces of content from the Digital Marketing Institute's Membership Library have been chosen to offer additional material that you might find interesting or insightful.

You can find more information and content like this on the Digital Marketing Institute's Membership Library

You will not be assessed on this content in your final exam.


    Dave Morrissey
    Skills Expert

    This module focuses on Facebook and how the platform’s features can be leveraged by digital marketers to develop a successful marketing strategy. It begins by describing how Facebook works as a platform and outlines the Facebook terminology marketers need to be familiar with. It then provides best practices for setting up a Facebook Page and creating Facebook Page Posts. It goes on to cover the different platform features on Facebook and explains how to use the Facebook Ads platform effectively. Finally, it provides you with the knowledge to plan and deliver a Facebook advertising strategy, and to analyze its performance.