How to run Facebook and Instagram ads. All you should know

A picture of  lady on a grey couch operating her laptop.

Facebook and Instagram are both fast-growing social media apps you can use to make money from your home. Exploring these apps is one thing but monetizing them is another thing. Based on the number of people using these platforms, reaching a lot of people in a short time is possible.

Since the dawn of social media, it made advertising goods and products easy. Running an ad on these platforms requires certain criteria. They include; the right algorithm for the product, reaching the right people, accurate ad for the product, and satisfactory feedback. To meet these criteria requires a couple of work which can be exhausting based on the number of people targeted.

Facebook has over a 2.0billion users and Instagram has approximately the same number as well, which is why this can be tasking. In order to be on the right track and also make it relatively stress-free. We would start with Facebook.

Although Facebook and Instagram drive towards achieving the same goal, they offer different services which is why we would address them separately.

Firstly, here is what you would learn.

  • How to create a Facebook ads account
  • Tips on how to get started
  • Setting up an objective
  • Creating an ad
  • Different formats found on Facebook ads manager

Now you know what makes up an ad, here are tips on how to run ads on Facebook effectively.

A Picture of the Facebook logo, features a blue background and an image of a clock.

Creating a Facebook ads account.

  • Open a Facebook ad account via the Facebook ads manager
  • Click on go to ads manager
  • Create an account
  • Select a payment method
  • Be sure to save

Getting started.

Already have an account, the next step is creating an ad. As soon as you log in, a dashboard containing an account overview, campaign, ads sets, and ads appears.

Furthermore, the account Overview reflects suggestions and guides on how to easily relate to your campaigns. The campaign is a sub-option that contains various ads and ad sets. Whereas ad and ad sets contain settings on how to properly and adequately run your ads.

Setting an objective.

Just like other social media apps, the Facebook ads manager helps suggests 10 or more objectives to choose from. These objectives give facebook the ability to serve you better when reaching your ad goals.

An example of a setting an objective page. Features traffic store traffic, app installs with a white background.

Previously, we talked about choosing your preferred demographic. Facebook ads manager also does that with options that include age, location, gender, relationships, education, and work. It is designed to reach people on your Facebook community i.e people who visit your page. Facebook ads manager thereafter saves positive responders for later use.

Budget and schedule.

An example of the budget and schedule page. Features life time budget, daily budget with a white background.

Adding to its features, the Facebook ads manager projects an option that helps budget and schedule payments for the ads. It can be a daily budget or a lifetime budget, both of which are time scheduled.

  • Daily budget: This is set for the ad to run all day. This sets the Facebook ad manager to make deductions per day. The minimum daily budget for an ad is $1.00 and should be twice the cost per click.
  • Lifetime budget: This sets the ad to run over a longer period of time. This option however spreads deductions over that period of time.

Furthermore, scheduling gives the option of immediately or continuously running an ad at a particular hour or a particular day.


Delivery option falls under two types. They include standard delivery and accelerated delivery.

An example of the delivery page, features campaign name, new conversations and bod strategy.
  • Standard delivery: This selects showing your ad all day.
  • Accelerated delivery: This selects the increase in speed of an ad allowing it to reach a particular demographic as quickly as possible.

Setting up an ad.

In doing this, the first question that comes to mind is what should my ad look like? and this solely depends on your objective. Facebook ad manager has several ad formats that will suggest more than one format based on the objective chosen.

Although these formats are provided, the Facebook ads manager has speculations for these formats.

  • Photo ads: Images are very important when setting up an ad as they are used for simple ads and placements to convey information as simply and easily as possible. These ads use a single image, unlike the others.
An example of a Facebook ad. Features Harvard business school online, logo of Harvard business school online with a red background.

Speculations for facebook’s photo ads

  • File size: JPG or PNG
  • Ratio 1.91:1 to 1:1 or 1:91 to 4:5
  • Resolution: It should be 1080 x 1080 pixels
  • Primary text: 135 characters
  • Headline: 40 characters
  • Description: 30 characters
  • Maximum file size: 30MB
  • Minimum width: 600 pixels
  • Minimum height: 600 pixels
  • Aspect ratio tolerance: 3%
  • Video ads: This utilizes a single video for advertisement. This is selected mostly because they are more prominently based on their versatile characteristic.

Speculations for facebook’s video ads

  • File type: MP4, MOV, or GIF
  • Ratio: 1:1 (for mobile or desktop) ,4:5 (mobile only) or 16:9 to 9:16
  • Resolution: No maximum resolution, at least 1080x 1080
  • Video sounds: Recommended
  • Video settings: H.264 compression, progressive scan, fixed frame rate, square pixels, and stereo AAC audio compression at 128kbps+
  • Primary text: 140 characters
  • Headline: 27 characters
  • Description: 30 characters
  • Minimum height: 120 pixels
  • Maximum file size: 4GB
  • Video duration: 1 second to 241 minutes
  • Maximum width: 120 pixels

NOTE: Videos must not include edits lists or tick boxes in file containers

  • Carousel ads: In contrast, this uses more than 5 images or videos in a single ad. Each with different links that promote different products or services.


  • Headline: 35 characters
  • Video maximum size file: 4GB
  • Landing page URL: Required
  • Image file: JPG or PNG
  • Primary text: 140 characters
  • Resolution: 1080x 1080 pixels
  • Description: 20 characters
  • Video duration: 1 second to 240 minutes
  • Image maximum file size: 30MB
  • Number of carousel cards: 5 to 10
  • Ratio: 1:1
  • Aspect ratio tolerance: 3%
  • Video file type: MP4, MOV or GIF
  • Collection ads: The collection ads format is used for mobile devices mainly. It contains a cover image or video and three images of the products advertised.


  • Primary text: 130 characters
  • Image maximum file size: 30MB
  • Landing scape URL: Required
  • Image type: JPG or PNG
  • Headline: 40 characters or more
  • Ratio: 1:1 or 1.91:1 to 4:5
  • Video maximum file size: 4GB
  • Video file type: MP4, MOV or GIF
  • Instant experience: Required
  • Resolution pixels: 1080 x 1080 or more

Similarly, there are the stories ads that pop up when on the Facebook stories section and the playable ads which allow users to use an app prior to purchase.

Finally, after executing the above; the next step is Publish which is a button at the bottom right hand of the page.

Cost of creating an ad

There is no specified amount spent on creating these ads. Facebook ads manager ensures you don’t pay more than you want to spend. However, it is calculated by how many clicks are required.

How to run an Instagram ad

A picture of the Instagram logo with a dark blue background.

Previously, we talked about all there is to know about how to run a Facebook ad. Consequently, you would learn more about how an Instagram ad is run also. Instagram is one of the biggest social media platforms that aid in promoting business and services. With close to 2.0 billion user interfaces Instagram definitely aids in improving the lives of entrepreneurs, developers, and online businesses. Likewise, the Facebook ad and Instagram ads run typically the same way therefore, navigating your way through the app would not be a problem. Although formats vary, it won’t be so difficult.

Types of advertising formats on Instagram

  • Video ads
  • IGTV ads
  • Reels ads
  • Image ads
  • Carousel ads
  • Explore ads
  • Shopping ads
  • Stories ads
  • Collection ads

Unlike Facebook ads, these formats come with a variety of call-to-action options. They are designed to meet your ads type and goal. They range from the swipe up, subscribe, shop now, watch more, donate, contact us, listen now and learn more. It basically depends on your goal.

Video ads, Image ads, Carousel ads, Collection ads, and stories ads all run the same way on Facebook leaving Shopping ads, IGTV ads, Explore ads, and Reel ads.

Shopping ads

This takes shoppers to the products page within the Instagram app. For this option, a shopping catalog must be set. Steps include:

  1. Create a commerce manager account
  2. Follow the steps
  3. Review your account
  4. Get started on your Instagram app

IGTV ads

These are video ads that come up when on IGTV. Videos are usually more than 10 seconds long with speculations to guide you on the quality of videos used. Which includes; being free of hateful contexts, being original…e.t.c. The ads can be skipped but regularly pop up as you go on IGTV, IGTV ads are available to certain countries including the UK and US, and other countries.

Explore ads

As seen in the explore area of an Instagram account, the explore space features random videos and images of users on IG and it is a good place to advertise products. Due to the upgrade, you can attach ads to other pages where traffic is high which helps boosts the number of viewers you get.

Reel ads

Instagram definitely known for its reel features has made it uniquely possible to include ads in that section. It gives users the opportunity to showcase their products reaching a larger user interface. Mainly videos reaching up to 20 seconds of play.

What format is best for my ads?

Likewise, the Facebook ads, figuring out the best Instagram ads for your goal is very much important and relevant. As previously discussed, the major aspect is what your goals are, which demographic are you working with or towards, how long should it run for, and also how much you are willing to pay for these ads. Once these are figured out, the next step is promotion.


The first step is linking your Instagram account to the Facebook ads manager. Here is a step-by-step process:

  • Navigate to the business manager option
  • Tap on business settings
  • Tap on Instagram accounts
  • Click on add and then input your IG details
  • Click on Log in

As soon as you log in, you can access images and videos from your IG page. Tap on the post you choose to convert to an ad and then click on promote.

Aside from these steps, you can go through the steps previously mentioned on how to run Facebook ads.


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