📈 Complete Guide to Facebook Ads: Skyrocket Your Growth with Top 5 Ad Tips for AI Users

Why we need to set up Facebook Ads for Our Product

Building a successful newsletter often means getting in front of the right audience, but that can be tough without a little boost. And you know, as of 2024, Facebook has 3.07 billion monthly active users (MAU). The platform has 2.11 billion daily active users (DAU), representing 68.73% of its monthly active user base. It can act as your digital megaphone to reach potential subscribers faster and more effectively than organic reach alone👇

Just a reminder that this is the second preview lesson from NewsletterAZ. Check out the first preview about 100+ ready-to-use subject lines for your email in case you missed it.

Here’s why Facebook ads can be a game-changer for your newsletter growth:

• Massive Audience Potential: With over 3.07 billion active users, Facebook gives you the power to reach a wide range of people, almost anywhere in the world. Imagine promoting your newsletter to such a large, diverse audience! This scale alone makes Facebook a goldmine for finding subscribers who might never have found you otherwise.

• Laser-Focused Targeting: One of Facebook’s best features is its highly detailed targeting options. You’re not just throwing your ad out there for anyone to see. You can select people by age, location, interests, behaviors, job titles, and even life events. For example, if your newsletter is about personal finance, you can target users interested in budgeting, investing, or financial planning. This means your ads land directly in front of people likely to want your content, saving you from wasting money on untargeted audiences.

• Quick, Scalable Growth: Building a newsletter subscriber base from scratch can be slow if you rely only on organic growth. Facebook ads speed up this process, allowing you to grow your list much faster by reaching potential subscribers in a matter of hours, not months. Plus, if you find an ad that’s working, you can scale up your budget to bring in even more subscribers.

• Cost-Effective with Trackable Results: Facebook ads can be very budget-friendly, especially when optimized well. You don’t need to spend a fortune to get results. Starting with just $5 a day can be enough to test and reach hundreds or even thousands of people. Also, Facebook Ads Manager provides detailed metrics like Cost Per Result (CPR) and Click-Through Rate (CTR), so you can track exactly how well your ad is performing and adjust as needed.

• Building a Recognizable Brand: Beyond immediate subscribers, running Facebook ads regularly helps people become familiar with your newsletter’s brand. Even if they don’t subscribe right away, seeing your ad repeatedly builds recognition and trust. Over time, they may come to view your newsletter as a trusted source of information and decide to subscribe later.

• Adaptable for Any Goal: Facebook ads aren’t just about direct sign-ups; they’re adaptable to whatever stage of the funnel you’re targeting. Want to warm up a cold audience? Run an ad that offers a free resource to attract their attention. Ready for direct conversions? Lead Generation ads can capture emails directly on Facebook without users needing to click to your website.

  

  Source: ForDeerCommerce

By now, you can see why Facebook ads are essential for growing your newsletter right? They’re powerful, precise, and budget-friendly. With this foundation, you’re well on your way to creating ads that truly connect with your audience. Now let’s get started!

I. About Facebook Ads Manager (Meta Ads Manager)

Facebook Ads Manager is your go-to control center for creating, managing, and optimizing all of your ads on Facebook and Instagram. It’s a powerful tool, but don’t worry, it’s designed to be user-friendly, even if you’re new to advertising.

⚠️ Two notes before we move ahead:

• Facebook Ads Manager and Meta Ads Manager are the same thing. Meta uses both terms interchangeably on its website (and so will I in this lesson).

• Meta continually updates its Ads Manager to be more user-friendly and reflect its new features. If some of the pictures look different on your screen, it’s likely a change in the user interface. But, the Ads Manager’s core functionalities usually remain the same. While referencing this lesson, read the accompanying text with the pictures to understand the full context and ensure you’re at the right place.

1. Key Components of Ads Manager

Campaigns, Ad Sets, and Ads: These are the three levels within Ads Manager, each serving a unique role.

• Campaign: This is where you set the overall goal of your ad, known as the "objective" (more on that below). Think of the campaign as the overarching container for your ad sets and individual ads.

• Ad Set: Within each campaign, you can create multiple ad sets to target different audiences or try out different budgets. Each ad set can have its own audience, budget, and schedule, giving you flexibility.

• Ad: The ad is what people actually see on Facebook or Instagram - this includes the images or videos, text, and call-to-action (CTA) button.

  

This is what a Facebook Ad looks like in action 👇

2. 4 Prerequisites to Creating a Facebook Ads Manager Account

Before you can start using Facebook Ads Manager to promote your newsletter, there are a few essential items you’ll need. These steps make sure your account is ready to go and optimized for managing ads smoothly.

a. Personal Facebook Account

• Meta requires you to log in with a personal Facebook account to use Business Manager and Ads Manager. This is your foundational account for managing ads, and you’ll get an ad account ID automatically when you log in with your personal Facebook profile. This ID will show up in your Ads Manager dashboard.

  

b. Your Company’s Facebook Page

• Although you can set up Ads Manager with just a personal profile, to run actual ads, you need a Facebook Page for your company or newsletter. If you don’t have one yet, consider creating it, as this page is where your ads will appear as coming from, establishing a professional presence. Alternatively, you can get access to an existing business page as an advertiser, admin, or editor.

• Tip: Need help setting up a business page? Check out Meta’s resources to create a Facebook Page that highlights your brand effectively!

• If there is a Page you wish to advertise for created by someone else, you need to ask the Page admin to assign you an admin, editor, or advertiser role on the Page.

c. Payment Method

• Ads can’t run without a valid payment method. When you set up your Ads Manager account or launch your first ad, Meta will prompt you to add a credit card, debit card, or bank account. You can also add or edit payment methods anytime in the “Billing and Payments” section of Ads Manager.

  

• Important: Available payment options may vary based on your location and currency, so check Meta’s payment policy if you’re unsure what’s accepted in your area.

d. Datasets - Meta Pixel (Highly Recommended)

• While not a strict requirement, setting up a Datasets can make a huge difference in tracking ad performance. Datasets is a small piece of code you install on your website that allows you to track visitor actions. This way, you can monitor how people engage with your ads and optimize targeting based on real actions, like signing up for your newsletter or clicking through to read more.

  

• Why Datasets Matters: With datasets installed, you can:

  • See how people interact with your ads and follow their journey on your website.

  • Set up retargeting campaigns for users who visited your site but didn’t subscribe or complete an action.

  • Create custom and lookalike audiences based on website visitors, helping you reach similar potential subscribers more effectively.

• How to Install Datasets:

  • Go to Meta Events Manager.

  • Click Connect Data and select Web to link your website.

  • Give your Datasets a name. If your website uses one of Meta’s partner platforms, you can install it without manually editing code.

    

  • For other platforms, you can add the Datasets code manually or send it to a developer.

Datasets is a powerful tool for refining your targeting and maximizing return on investment. It’s optional, but setting it up from the start ensures you’re gathering valuable data to inform future ad campaigns.

✅ OTHER GUIDE: For more in-depth guidance, you can check the official Facebook Ads Manager guide by Meta here. Meta’s resource provides detailed steps, visuals, and troubleshooting tips directly from the source, making it a valuable reference for setting up and managing your ads effectively.

II. Types of Facebook ads

Knowing how to advertise on Facebook starts with knowing the types of Facebook ads available to you.

You can choose between different Facebook ad types and formats to suit your campaign goals, including:

• Image,

• Video,

• Stories,

• Messenger,

• Carousel,

• Slideshow,

• Collection, and

• Playables.

Let’s go over the main types, so you can choose the one that best suits your newsletter campaign objectives.

1. Image Ads

• Overview: These are the simplest and most straightforward ads. Image ads let you showcase a single, powerful image to promote your brand, product, or service.

  

• Best For: Campaigns where you have a strong, visually appealing image to share, such as a new product, a free resource, or a branded graphic. Image ads work well across all stages of the sales funnel, from building brand awareness to driving specific actions.

• Pro Tip: Use high-quality, properly sized images to avoid cropping or distortion, ensuring your message looks polished.

2. Video Ads

• Overview: Video ads let you show off your brand, product, or service in motion. These can be used for everything from product demos to tutorials.

  

• Best For: Engaging audiences with dynamic content. Videos are especially effective for showing how a product works or sharing a message with more depth.

• Pro Tip: Shorter videos (under 15 seconds) often perform better, holding viewers’ attention and encouraging engagement.

3. Stories Ads

• Overview: Stories ads are vertical, full-screen ads designed specifically for mobile users. They display in Facebook Stories, filling the entire screen for an immersive experience.

  

• Best For: Reaching mobile audiences with engaging, creative visuals. Stories ads are ideal for brands looking to connect with users in a casual, attention-grabbing way.

• Pro Tip: Experiment with stickers, emojis, and effects to make your Stories ads feel interactive and fun.

4. Messenger Ads

• Overview: These ads appear within Facebook Messenger, making them feel more personal. Users can click on these ads to start a conversation with your brand directly in Messenger.

• Best For: Encouraging interaction and building a more personal connection. Messenger ads are especially useful for small businesses that want to engage locally or respond directly to customer inquiries.

• Pro Tip: Use Messenger ads to build relationships and offer quick support or more personalized service.

5. Carousel Ads

• Overview: Carousel ads let you showcase up to ten images or videos in a single ad, each with its own headline, description, and link.

  

• Best For: Promoting multiple products, showing off different features, or telling a story step-by-step. Carousels are great for brands with a range of products or a multi-step process.

• Pro Tip: Use each carousel card to highlight a unique benefit or product, creating a mini-experience within the ad.

6. Slideshow Ads

• Overview: Slideshow ads are a series of 3-10 images or a single video that play in sequence, creating a slideshow effect. They require less data than video ads, making them ideal for audiences with limited bandwidth.

• Best For: Brands that want to create video-like movement without the need for full video production. Slideshow ads are simple to create and can work well in regions with slower internet speeds.

• Pro Tip: Add music or text overlays to make slideshow ads more engaging and dynamic.

7. Collection Ads

• Overview: Collection ads offer an immersive experience on mobile, allowing users to browse products directly within the ad. They work as a mini storefront, showcasing multiple items with the option to buy without leaving Facebook.

• Best For: Businesses with a variety of products. Collection ads are particularly useful for e-commerce brands that want to showcase a range of offerings in an interactive way.

• Pro Tip: Customize the collection or let Facebook’s algorithm choose which products to display based on user preferences.

8. Playables

• Overview: Playable ads are interactive, letting users try out a game or app before downloading it. This “try-before-you-buy” approach increases the likelihood of quality downloads.

• Best For: Gaming and app-based companies looking to attract users by offering a sample of the experience.

• Pro Tip: Create a short, engaging game demo that showcases the app’s core appeal.

Each of these ad types brings its own strengths, so consider what aligns best with your goals and audience.

III. Identifying Your Audience’s Pain Point

When you identify what your audience struggles with, you can speak directly to their needs, making your ad much more compelling. Here’s a step-by-step guide to help you uncover and define these pain points effectively.

1. Who is My Audience?

• Start by describing your audience in clear, simple terms. Think about their age, occupation, interests, and behaviors. For example, are they young professionals looking to level up their careers? Or maybe they’re parents seeking time-saving tips for managing busy lives?

2. What Do They Want to Achieve?

• Next, think about their primary goal or aspiration. This is the “why” behind why they’d consider joining your newsletter or following your brand. For instance, if they’re entrepreneurs, maybe they want to learn more about building a profitable online business. If they’re health-conscious, they might want tips on maintaining fitness and mental well-being.

• Understanding their goals is like unlocking the key to their motivation. Knowing what they want lets you craft ads that feel like, “Hey, this was made just for me.”

3. Where Do They Face Obstacles?

• Now, get specific about where they run into challenges. Think about the problems that hold them back from achieving their goals. For example:

  • If your audience is freelancers, maybe they struggle with finding high-paying clients.

  • If they’re busy parents, they might feel overwhelmed with managing family and work.

4. Why is This a Problem?

• Understanding the impact of these obstacles is crucial. Ask yourself: What negative effects does this challenge have on them? For example, if freelancers struggle to find high-paying clients, they may feel financially insecure or worried about their career growth.

• This is where the pain point becomes emotional. Think about the frustration, worry, or stress that comes from not achieving their goals. Ads that tap into these feelings resonate more because they show empathy and understanding.

5. Formulate the Pain Point Statement

• Combine all these elements to create a clear pain point statement. This statement should sum up what your audience is dealing with and why it matters. Here’s a simple format to use:

  • “My audience’s main pain point is [obstacle] in [context], which leads to [consequence].”

• Example: “My audience’s main pain point is feeling financially insecure because they struggle to find high-paying clients as freelancers.”

🎁 BONUS: Here’s a simple template to help you define your audience’s pain points step-by-step. This template will guide them in identifying and articulating these challenges in a clear, concise way.

IV. Step-by-Step Process for Facebook Advertising

Step 1: Start creating an ad

Begin by navigating to Facebook Ads Manager to start a new campaign. In Ads Manager, click on the “Create” button to open a new ad campaign. Before moving forward, make sure you’re in the correct ad account, especially if you manage multiple accounts.

Step 2: Choose your campaign objective

Choosing the right campaign objective is one of the most important parts of setting up an ad. Your objective tells Facebook what you want to achieve with this ad, guiding the platform to show it to people most likely to take that action.

There are six you can choose from:

1. Awareness: Your ad will be shown to people most likely to remember them. According to Meta, this goal type is good for reach, brand awareness, video views, and store location awareness. 

2. Traffic: This ad type will send people to a specific destination, like your website, an event, or a download link. It's best for link clicks, landing page views, and calls. 

3. Engagement: This ad type will make you more likely to receive messages, in-app purchases, likes, and comments. It's also great for video views, conversions, and calls. 

4. Leads: Your ad may help you collect info from potential customers. It's good for forms, conversions, and calls. 

5. App promotion: Get more users for your app or encourage current users to keep using it. 

6. Sales: Find people who are likely to buy your product or service. This route is obviously great for conversions and in-app sales. 

Step 3: Define your campaign settings

This step is all about setting up the basic structure of your campaign. Here’s what to consider:

• Campaign Name: Choose a clear name that reflects the goal, like “November Newsletter Sign-Ups.” This name helps you track your ad’s performance later and keep campaigns organized.

  

• Special Categories: If your ad touches on social issues, politics, or other sensitive topics, Facebook may require you to categorize it.

  

• Advantage+ campaign budget: This feature, only available if you choose the Auction buying option, means Facebook will automatically find the best available opportunities for results across your ad sets and distribute your campaign budget in real time to get those results. 

  

• A/B Split Testing: If you plan to test different ad elements (like images or headlines), use A/B testing. Facebook will compare versions and show which one works best.

  

Step 4: Configure ads set option

• Narrow down your performance goal: Here you can get super specific about the ultimate goals of your ad. Each campaign goal mentioned above has a separate set of specific targets — for example, Awareness has everything from the broader 'Maximize reach' to the hyper-specific 'Maximize two-second continuous video views.' 

  

• Define your ad spend and schedule: Decide how much you’re willing to spend on this ad (just in case you don’t turn on Advantage+ campaign budget like in Step 3). Facebook offers two budgeting options for an ads set:

  • Daily Budget: This is how much you’re willing to spend each day, which works well for ongoing campaigns. Starting with a daily budget of $10-$20 is ideal for testing performance before scaling up.

  • Lifetime Budget: This is the total amount you’re spending over the ad’s entire duration, great for time-limited promotions.

    

Step 5: Target your audience

Audience targeting is where you define who will see your ad. This is essential for reaching the right people who are most likely to subscribe.

Here’s a breakdown of your options:

• Demographics: Select your audience’s age, location, and gender. For a productivity-focused newsletter, you might target young professionals aged 25-40 in major cities.

• Interests and Behaviors: Add specific interests (e.g., “productivity,” “self-improvement”) that align with your audience’s goals. This helps Facebook narrow down who sees your ad based on their preferences.

  

• Custom and Lookalike Audiences: If you have an email list or Pixel datasets, you can create a Custom Audience to reach people who already know your brand. Or, create a Lookalike Audience to find new users similar to your current subscribers.

Step 6: Choose your Facebook ad placements

Facebook offers various placements where your ad can appear, such as in the news feed, Stories, Messenger, and more. Here’s how to decide:

• Automatic Placements: Facebook decides where your ad is most likely to perform best, adjusting placements to maximize performance.

• Manual Placements: You can select specific placements if you know where your audience is most active. For example, if your ad uses video, you might prioritize placements like Instagram Stories and Facebook’s main feed.

  

Example: For a visually engaging ad about productivity, placing it in Instagram Stories might be a good choice. Since Stories are immersive and full-screen, it can capture attention better than other placements.

Tip: Start with Automatic Placements to let Facebook’s algorithm find the best options, especially if you’re new to placements. You can always refine your choices later based on performance.

For more, check out Facebook's guide to ad placement.

Step 7: Create your ad

You’re almost done! Next, click into the Ad options. 

• Choose your social accounts: Now you can choose which Meta social media profiles you want the ads to run on. 

  

• Choose your ad format: Now you'll be able to create a new ad, consider using an existing post, or using any mock-ups you have in Meta's Creative Hub. Once you've made that selection, choose whether your ad will feature a single image or video, a Carousel, or a collection.

  

• Choose your image/video and write your text: Choose an ad format that suits your content, like an image, video. For newsletter ads, a single image or short video can be effective.

  • Visuals: Use high-quality images or videos that are relevant and eye-catching. For example, you might show a preview of your newsletter layout or feature a quote from a recent issue.

  • Ad Copy: Focus on your audience’s pain points or desires. For example: “Struggling to stay organized? Join our newsletter for weekly tips that make productivity easy.”

  • CTA Button: Choose a CTA button that matches your goal, like “Sign Up,” “Subscribe,” or “Learn More.”

    

  When you’re happy with your choices, click the green Publish button to launch your ad.

Step 8: Monitor your ad’s performance metrics

Once your ad is live, monitoring its performance is key to knowing if it’s effective. Facebook Ads Manager provides a range of metrics:

• Click-Through Rate (CTR): Shows how often people clicked on your ad. A high CTR indicates strong interest.

• Cost Per Result (CPR): Tells you how much each subscription is costing you. The lower the CPR, the more cost-effective your ad.

• Conversions: Shows the number of people completing your desired action (e.g., signing up).

Example: If your ad’s CTR is low, it might mean that the visuals or messaging aren’t compelling enough. Testing a different image or tweaking the copy could improve it. If the CPR is high, it may be worth adjusting your targeting to find a more responsive audience.

V. 4 Bonus Resources from NewsletterAZ

🎁 BONUS 1: Facebook Ads Optimization Checklist

🎁 BONUS 2: 7 Real-World Case Studies Analysis

🎁 BONUS 3: Ad Format Size, Specs & Recommendations

🎁 BONUS 4: Facebook Ads Strategy: The 1-1-6 Formula