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Guide to creating Facebook ads and sponsored stories
Table of contents:
Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2 Recent updates to the ad creation process . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . . . . . . . . 3 Getting started . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5 Creating your ad or sponsored story . . . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . . . . . . . . . 7 1 . Set up your ad or sponsored story . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7 2 . Choose your audience . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . 8 3 . Objective . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11 4 . Campaign, pricing and schedule . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . 12 5 . Place order or review ad . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13 Examples . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . . . . . 14 A local bakery with the goal of creating awareness . . . . . . . . . . . . . . . . . . . . . . . . . 14 A national retailer with the goal of engaging its audience . . . . . . . . . . . . . . . . . . 17 Glossary . . . . . . . . . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20

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Guide to creating Facebook ads and sponsored stories

Introduction
At Facebook, we believe businesses are better in a connectedworld. We are helping to create that world by connecting over 845 million people and their friends to the things they care about.
For marketers, it’s the power of these real connections and the authentic conversations they enable that makes Facebook a powerful marketing tool. When people engage with your business on Facebook, their friends are able to see the connection.

People have alwaysrelied on friends to help them make decisions and to discover new things. Marketing on Facebook allows you to tap into that behavior by adding social context that shows people’s interactions with your business to their friends. A well-run campaign that leverages social activity generates a return on investment of 3x or greater1.

This guide is designed to help you set up Facebook ads and sponsoredstories to help you start conversations with your fans, their friends, and a targeted audience in a relevant and compelling way. Ads let you connect with a new audience. Sponsored stories start with a Page post or another action that someone takes with your Page, app or event, and help you build deeper relationships with people you’re already connected to.

To learn more about Facebook ads and...