Facebook Ads Core Concepts

In this article, we will explore the core concepts and principles of Facebook Ads, we will also write about some of the basic and important tools you need to get familiar with in order to conduct your Facebook advertising operations successfully.

The first thing that you need to understand in order to use Facebook advertising effectively is the campaign objectives. A campaign objective allows you to ask Facebook the very specific advertising goal that you want. Facebook will give you what you asked and paid for; nothing more and nothing less. So let’s explore and understand the most important campaign objectives.

Facebook has a huge database filled with many details about its users’ interests and behavior. It can choose your target audience very carefully for you based on the websites and online stores they visit on the one hand, and the posts and videos they like on the other.

The ads that Facebook shows on a certain user’s home page are never chosen randomly, these ads are always chosen based on the interests and pages this specific user visits. However, you can’t just count on Facebook to do all the advertising settings for you because there are some configurations you have to make in order to avoid wasting your money on ads shown on the home pages of fake profiles.

 Campaign Objectives:

 Traffic (CTW Clicks to Website): The main goal of this objective is to get people to your website and pixel them. This means that Facebook will be able to track the users who accessed your page through coding and allow you to target these users and make some direct marketing. When you choose the traffic objective, Facebook will show your ad mostly to the users who click on ads more often than the rest of users.

If you are looking for traffic and more visitors to your blog or online store, Facebook will show your ad to the users who will most likely click on it and access the page or website you want to generate more traffic to. You have to know that this type of campaign objectives can be very effective and beneficial when you want to attract more people to your website or page but it can also be less effective in getting you many leads. When you want to generate leads and build your e-mail list, it’s better to use the Conversion campaign objective.

  Engagement (PPE): The main goal of this campaign objective is to generate more interaction through your ad and get more likes, comments, and shares. If you choose this campaign objective, Facebook will show your ad to the users who like, comment, and share Facebook posts and ads more often than other users and that will give you more social proof. This campaign objective can be ineffective sometimes because Facebook can show your ads on the Facebook home pages of fake profiles and so your ad will highly likely not be viewed and interacted with. That’s why you need to specify your target audience very carefully when you choose this type of campaign objectives.

Video Views (VV): The main goals of this campaign objective are to generate more views to your videos on the one hand, and pixel the users who view your videos on the other. When Facebook pixels the users who viewed your video ad, it will give you the opportunity to approach them directly with what you are offering for them. If you choose this campaign objective, Facebook will show your ad mostly to the Facebook users who watch and interact with videos more often than the rest of users.

 Conversions (WC): The main goal of this campaign objective is Lead Generation. When you choose the conversion campaign objective, Facebook will show your ad to the users who are most likely to click your ad, go to your landing page, and submit their e-mails on your landing page.

P.S: Many people use the Lead Generation campaign objective. However, we have seen that the conversions campaign objective is more effective in generating leads than the Lead Generation campaign. We know many people who used the Lead Generation objective campaign and got disappointed because the quality of most of the leads they got wasn’t as high as they wished and expected. We recommend that you use the Conversions campaign objective if you are looking for lead generation.

More Concepts:

Cost per Lead (CPL): This indicates how much you pay for each new lead you get.

Click per Click (CPC): This indicates how much you pay for every user that clicks your ad.

CPM: Cost per Mile/ Cost per 1000 Impressions

Cost per Acquisition (CPA): in this concept, an acquisition indicates any link click or video view or any acquisition in general.

The amount that you pay (BID): This is the amount that you pay for your advertising operations. There is the manual bid and the automatic bid.

The manual bid is the bid that you set by yourself while the automatic bid is when you let Facebook decide how much you should pay for each action and operation.

Relevance Score: This is a score that Facebook gives you (on a scale of 1-10) based on how relevant your ad is to your selected audience. When your ad is relevant to your audience and they are engaging and interacting with your ad through likes, comments, and shares Facebook will give you a high relevance score. You should not let this score confuse you; if you are promoting an ad that is getting you a lot of leads and sales for example but the relevance score is low, it doesn’t really matter as far as you are getting the results that you want.

Retargeting/ Remarketing: This is when a user visits a specific page and then finds ads from this specific page on Facebook. This is done by Facebook through Facebook pixel.

Facebook Pixel: We talked about this concept in the first part of the article, it is a code that Facebook enables you to use in order to find the users who visited your website so that you can sell or make some direct marketing to them.

Facebook Tools

In this part, we will explore some of the necessary tools and concepts to know and understand in order to use Facebook advertising effectively and successfully.

Business Manager: You can think of the business manager as your first step in your Facebook ads journey.

The business manager allows you to manage all your Facebook assets; Facebook ad accounts, Facebook pages, etc. This tool is destined mostly to agencies but that doesn’t change the fact that even a beginner with this kind of advertising can use it to their interest. The business manager can be important in increasing your credibility to Facebook, it will show Facebook that you are serious about your advertising operations and that you know exactly what you are doing because Facebook doesn’t want you to manage all your ads and advertising operations from your ad account, that’s why they make you have this tool available. In this context, you need to create your business manager in order to show Facebook that you are a professional and serious user and not someone who doesn’t know what they’re doing and also because the business manager will offer you a lot of options and tools.

Ads Manager: The ads manager tool is a dashboard that helps you manage your ads, ads sets, and ads. Through this tool, you can also monitor results and see how your ads are doing in numbers so you can optimize them and all the details that come with them. In order to access ads manager, you can simply access this link www.facebook.com/ads/manager.

When you access this page you will find all the details and information about your ads and advertising campaigns; campaign name, delivery to state whether the campaign is active or inactive, the results that your ad got from the campaign, the reach, the cost per result, and the amount that you spent.

Power Editor: If you want to create campaigns, you can use the power editor, the power editor is a more advanced tool then the ads manager. In the power editor, you can do more actions and manager more details of your ads and campaigns. For example, the power editor allows you to duplicate ads sets or ads campaigns, these operations are not available in the ads manager. To get to the ads editor, you can simply click on ads manager at the top right of the page and choose power editor.


The campaign structure:

First the campaign objective that you chose and which we wrote about in the first part of this article (clicks, conversions…), second is the ads sets which are the audiences that you advertise to so with ads sets you choose the target audience and the budget for your ads, and third we have the ads.

You can have different ads sets and target different audiences, of course, you can manage all of this through the ads manager. You can also create campaigns with the ads manager but we usually use it just to track our results and numbers and manage the budget. We think of the ads manager tool as a mean for ads observation.


So now that we covered the core concepts of facebook, the next thing that you need to know before you advertise on Facebook is:

You need to know how to write attracting,effective & converting ads that will make you potential customers read YOUR ads and BUY FROM YOU and not from you competitors.

I created a simple video that will show you how to write high converting ads in 4 easy steps even if you don’t know copywriting.

You can watch it completely free by clicking here >> http://bit.ly/2yZMqGk

Thank you and have a GREAT day ,


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