Facebook Campaign Builder

Below are a few different options to include when setting up a Facebook Campaign. First will be ad objectives. From there you can see the type of ads you want to use and audience options.

Ad Objective (Goal of Campaign)


If your goal is to:

Bring awareness to your business. This objective will help you reach the largest number of people who are most likely to remember your ad.
If your business is brand new or has recently changed names, awareness may help potential customers become more familiar with your business.
If your goal is to:
Increase traffic to an online destination of your choice. Send people to a destination, like your Facebook Page or shops on Instagram, website or app.
If you’re having a flash sale in your shop or want to send potential customers to a web page that describes your services, this may help drive traffic to those destinations.

If your goal is to:

Find the people most likely to engage with your business online, send a message or take desired actions on your ad or Page.

If you want people who are interested in your products or services to start a conversation via Messenger, this objective can reach potential customers that are more likely to do so.
If your goal is to:
Collect leads for your business or brand via messages, phone calls or signups.
If you want potential customers to sign up for a monthly newsletter, leads can help you reach people who want to share their information and learn more about your business.
App Promotion
If your goal is to:
Get people on mobile devices to install or take a specific action within your app.
If you want potential customers to make a purchase through your app or try a new feature, you can create an app promotion campaign.
If your goal is to:
Find people likely to purchase your goods or services.
If you want to reach people who are most likely to make a purchase, such as through an ecommerce site, you can use the sales objective. You can also optimize for other actions, such as adding an item to cart.

Ad Types

Image Ads

Design Recommendations:

File Type: JPG or PNG
Ratio: 1.91:1 to 1:1
Resolution: At least 1080 x 1080 pixels


Text Recommendations:

Primary Text: 80 characters
Headline: 27 characters


Technical Recommendations:

Maximum File Size: 30MB
Minimum Width: 600 pixels
Minimum Height: 600 pixels
Aspect Ratio Tolerance: 3%


Best Practices:

– Use high-resolution images.
– Avoid overly photoshopped images.
– Show your brand or logo. People engage more with brands they know, or brands which show they are credible.
– Show people using your product or service. This helps people visualize themselves doing so. It can be effective to show people similar to those you are targeting.
– Consider text overlays. If you want to add text to an image it shouldn’t obstruct the visuals.
– Use a modern, clean font in a large enough type size and a contrasting hue.
– Focus your message. Keep the attention of your audience by cropping tightly around the important part of the image.
– Consider colors, palettes and filters. Use appealing colors appropriate for the content, such as bright tones for a summer sale or calming pastels for a spa.
Video Ads

Design Recommendations:

File Type: MP4, MOV or GIF
Ratio: 1:1 (for desktop or mobile) or 4:5 (for mobile only)
Video Settings: H.264 compression, square pixels, fixed frame rate, progressive scan and stereo AAC audio compression at 128kbps+
Resolution: At least 1080 x 1080 pixels
Video Captions: Optional, but recommended
Video Sound: Optional, but recommended


Text Recommendations:

Primary Text: 125 characters
Headline: 27 characters
Description: 27 characters


Technical Recommendations:

Video Duration: 1 second to 241 minutes
Maximum File Size: 4GB
Minimum Width: 120 pixels
Minimum Height: 120 pixels


Best Pratices:

– Show off your product, service or brand in new ways.
– Use a video to show unique features or tell your brand story.
– Capture attention quickly. Create videos and feature your products or brand message early to captivate your audience and keep them engaged.
– Deliver a single message. Convey a clear, simple message that makes people take action, such as buying a specific product or visiting your website.
Collection Ads

Design Recommendations:

Image Type: JPG or PNG
Video File Type: MP4, MOV or GIF
Ratio: 1:1
Resolution: At least 1080 x 1080 pixels


Text Recommendations:

Primary Text: 125 characters
Headline: 40 characters
Landing Page URL: Required


Technical Recommendations:

Instant Experience: Required
Image Maximum File Size: 30MB
Video Maximum File Size: 4GB


Best Practices: 

– Include a cover image or video that captures attention: Use an eye-catching image or video to increase interest in your ad and encourage people to click on your products.
– Highlight a variety of products: If you choose to manually add products to your Instant Experience, choose a variety of products to display in the images below your cover image or video to encourage people to click and discover more.
– Use a large product set of more than 50 products: Include a large product set to increase the variety shown in your ad. When you pair a catalog with your collection ad, you’ll need a minimum of 4 products. A large product set allows the ad delivery system to select the most relevant products from your product set to show, which encourages people to explore more of the products you offer on your website or in your app. When you run out of stock of a certain product, your product set automatically updates to show people items currently in stock.
– Show where your products appear in lifestyle photos: Enter the name of the product or the product ID, and then select the area in the photo where the product appears to allow people to better find your product.
– Send people to a destination that includes multiple products: Encourage further exploration of your products by including more products in your destination website or app than those shown in your ad.

Audience Options

Core Audience Information:

This is the default audience type in Ads Manager where you can target by location, demographics, interests, behaviors, and connections.

Demographics: Targeting users by information they provide directly in their profiles.

Behavior & Interests: Targeting users based on interest and behaviors inferred by their engagement on Facebook properties and Facebook audience Network sites.


Demographics: Stick with lifestyle demographics your audience members are more likely to share on Facebook.

Behavior & Interests: Take advantage of them now, try interest stacking.


Demographics: Not likely to be impacted due to the self-reported nature of this data.

Behavior & Interests: Loss of third-party cookies will make detailed interest/behavior targeting less granular.

Core Audiences Options
Sub Targeting Types Other Information
• Everyone in this location
• People who live in this location
• People recently in this location
• People traveling in this location
• All
• Men
• Women
Age Can select from a range of age 13 to age 65
Language Can choose from a wide range of languages
• Top 25-50% of ZIP Codes (U.S.)
• Top 10-25% of ZIP Codes (U.S.)
• Top 10% of ZIP Codes (U.S.)
• Top 5% of ZIP Codes (U.S.)
Realtionship Status
• Civil Union
• Complicated
• Divorced
• Domestic Partnership
• Engaged
• In a Relationship
• Married
• Open Relationship
• Separated
• Single
• Unspecified
• Widowed
• Employers
• Job Titles
• Industries
• Education Level
• Fields of Study
• Schools
• Undergrad Years
• All Parents
• New Parents (0-12 months)
• Parents With Toddlers (1-2 years)
• Parents With Preschoolers (3-5 years)
• Parents With Early School-Age Children (6-8 years)
• Parents With Preteens (8-12 years)
• Parents With Teenagers (13-18 years)
• Parents With Adult Children (18-26 years)
Life Events
• Anniversary
• Friends of…
• New Job
• New Relationship
• Long Distance Relationship
• Birthday
• Away From Family
• Away From Hometown
• Recentlly Moved
• Liberal
• Very Liberal
• Moderate
• Conservative
• Very Conservative
• Likely to Engage in Politics
• Business & Industry
• Entertainment
• Family & Relationships
• Fitness & Wellness
• Food & Drink
• Hobbies & Activites
• Shopping & Fashion
• Sports & Outdoors
• Technology
• Page Likes
• Mobile Device User
• Anniversary
• Consumer Classification
• Expats
• Digital Acitvities
• Interested in Upcoming Events
• Marketing API Developers
• Multicultural Affinity
• Purchase Behavior
• Soccer
• Travel

Custom Audience Information:

These audiences are created using your own data (such as people who have visited your website or a customer list) and/or Facebook’s data (such as behavior on the platform).

Tip: Use broad targeting and audience expansion, upload customer lists, avoid website-traffic-based audiences and lean on Facebook sources.

Challenge: App tracking opt-out and loss of cookies will limit accuracy of app/website traffic-based audiences.
Custom Audience Options
Sub Targeting Types Other Information More
Website (Fastenal Source) Create an audience based on website visitors from your Meta Pixel. Tailor your audience based on events you want to focus on, such as purchases.
• All website visitors
• People who have visited a specific product page or product category.
• Recent website visitors by choosing a timeframe for how far back you want to go
App Activity (Fastenal Source) Create and audience of people who launched your app or game or took a specific action while using it, such as purchasing an item.
• People who have downloaded your app but may not be using it yet
• People who have made in-app purchases
• People who have achieved a certain level in your game
Catalog (Fastenal Source) Create an audience based on people who have interacted with items from your catalog.
Customer List (Fastenal Source) Create an audience by uploading a list of customers who’ve interacted with your business. Information in this list is hashed into anonymized code before it reaches Meta.
• You can only upload data from customers who have consented to their information being used for marketing purposes
• You can’t use a purchased customer list or data you’ve gathered from other websites
• If someone opts out of your email list, you need to remove them from your Custom Audience too
Offline Activity (Fastenal Source) Create an audience of people who interacted with you business in store, over the phone, or by other offline channels.
Video Create an audience of people who watched one of your videos on Facebook or Instagram.
Lead Form Create an audience of people who opened or completed a form in one of your lead generation ads on Facebook or Instagram.
Instant Experience Create an audience of people who opened your Instant Experience on Facebook or Instagram
Shopping Create an audience of people who interacted with your products in a shopping experience on Facebook or Instagram.
Augmented Reality Create an audience of people who interacted with your AR Experience or effect on Facebook or Instagram.
Instagram Account Create an audience of people who visited or interacted with your Instagram profile, posts or ads. You will need a professional account, which can be either a business or creator account.
Events Create an audience of people who interacted with one of your events on Facebook.
Facebook Page Create an audience of people who follow or interacted with you Page.
On-Facebook Listings Create an audience of people who interacted with the on-Facebook listings from your catalog.

Lookalike Audience Information:

Facebook can create audiences similar to ones you’ve already created or based on an uploaded list.


These will only be as strong as your custom audiences.

***Based on custom audiences