Chapter 2

Ads Manager

What it is: ads manager is Facebook’s default ad management system, while users do have the option to also use power editor, it’s recommended that first time users stick with ads manager due to its user friendliness.

Why you need it: Ads manager is where users are able to create and deploy ads based on the goals identified for a chosen page that’s been added to your business manager. Here’s what it looks like..

Goal Setting: while the campaign setup is fairly easy to follow using the left navigation menu, identifying your marketing objective can become convoluted. That’s why Facebook has broken them down into three categories with respect to a traditional marketing funnel, namely:

  1. Awareness: Objectives that generate interest in your product or service.
  2. Consideration: Objectives that get people to start thinking about your business and look for more information about it. The consideration phase is where you’ll start to assess engagement from your audience (impressions, views, clicks, installs)
  3. Conversion: Objectives that encourage people interested in your business to purchase or use your product or service.

Pro Tip: while this portion of the ad setup is modelled after a traditional funnel and encompasses all 3 components, it doesn’t necessarily mean one needs to run 3 campaigns. More simply, if you’re operating on a smaller budget, choose the appropriate objective based on your immediate goal for that particular campaign. Thanks to business manager it’s easy to create another one later!


Audience Targeting