Create Complete Campaigns

Use this lesson to:

  • Identify how to create a complete ad campaign in Ads Manager
  • Select an ad objective based on your business goals

Create a campaign

To create a new campaign, select your ad objective and give the campaign a meaningful name.

That’s it! You’ve created a campaign. Next, you can decide to run a split test and choose your delivery options.

Create an optional split test

At the campaign level, you can decide to create a split test. A split test lets you test ad sets against each other to understand which strategies give you the best results. Learn more about split tests.

Specify delivery at the ad set level

At the ad set level, give the ad set a meaningful name, and choose the Page you want to represent your ads.

You’ll also select a specific audience that you would like to reach, select ad placements and define a budget and delivery schedule at the ad set level.


Specify an audience for your ad. You can include or exclude people from your audience based on demographics, location, interests and behaviors. For example, you could display ads to everyone who lives within 20 miles of a major city, but exclude people who live in the city itself.

There are three types of audiences:

  • Core: a default audience in Ads Manager for your ad set when you start to create an ad audience.
  • Custom: an ad targeting option that lets you find your existing audiences among people who are on Facebook.
  • Lookalike: a way to reach new people who are likely to be interested in your business because they’re similar to your best existing customers.There are also Special Ad Audiences, which use existing information you have about the people you want to reach to create a new audience with similar online behavior. It’s like a Lookalike Audience, but adjusted to comply with the audience selection restrictions associated with your campaign’s Special Ad Category and our Advertising Policies.

Note: Certain targeting options, such as Special Ad Audience and Custom Audience, may only be available through Ads Manager.


You can turn on automatic placements or choose your own placements.

When you turn on automatic placements, you’re telling Facebook to show your ad on all placements available for your settings on Facebook, Instagram, Audience Network and Messenger. Using automatic placements may help you find a wider audience and reach more people.

Select Edit Placements to manually choose where your ads will run. Consider testing various placements across ad sets to learn which ones are most effective.

Budget and schedule

Set a daily or lifetime ad budget and choose the start and end dates for your ad set. This option is available only at the ad campaign level.

The Audience Size indicator tells you how many estimated ad impressions your budget will pay for.

Estimated Daily Results shows the number of people in your audience we estimate you’ll reach out of the total number of people in your audience who are active on the selected platforms each day. This depends on factors like your bid and budget.

Choose your ad’s format and creative

Ad format

At the ad level, you’ll name the ad, connect it to a Page or Instagram account you manage and select an ad format.

Available formats vary based on your ad’s objective.

Ad creative

Next, enter your text, upload visual assets and provide a headline, image captions and destination URL.

Call to action

You can include a call-to-action (CTA) button. The available actions will vary based on your ad objective.

Advanced options

If you feature third-party branded content in your ad, and you’d like to tag the Facebook Page that owns the rights to that content, you can update your advanced features to allow this. This is also where experienced advertisers can connect online and offline conversion events with an ad.


Finally, preview your ad to see how it will look across devices and platforms.

Save to draft

When you’re in the ad creation workflow and you select Close in the bottom left, you’ll be prompted to either Close and Save to Draft or Close Without Saving.

Close and Save to Draft lets you save your progress and return later to complete your work. If you select Close Without Saving, your progress will be lost.

Return to edit

After saving to draft, there are two ways to return to the content to make changes or finish.

Go to the CampaignsAd Sets or Ads tab. Hover over the campaign, ad set or ad you want to edit. Select Edit. Select the campaign or ad set that you want to edit. Then, select Edit in the menu bar. Selecting Save only saves your work to draft. You’ll be prompted to confirm changes before you leave the page. You can confirm changes at any time by selecting Review and Publish in the top right, near Settings.

Review and publish

Make sure your text, visual assets and destination URL adhere to all Facebook Advertising Policies.

We’ll warn you if there are any problems before you confirm. Hover over the warning symbol to investigate the problem. When you’re satisfied, save your work or select Publish.

If you select Publish in Ads Manager, it means you consent to being billed for ad delivery.

Knowledge Check

Congratulations, you’ve finished this lesson!

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