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How to Advertise on Instagram and Facebook -What You Need to Know

Do you want to invest in paid traffic to generate sales and are you looking for tips to learn how to advertise on Instagram and Facebook? If the answer is yes, this article is for you!

There's no denying it, both Instagram and Facebook have become essential for anyone who wants to attract more leads to their business.

People access social media daily and spend hours consuming content that is published on them.

Therefore, not investing in online ads on Facebook Ads (paid traffic tool) means losing sales possibilities.

It is worth mentioning that Facebook Ads is also the platform used to create ads for Instagram, and not only for Facebook itself.

When planning your affiliate marketing strategy, it is critical that you keep online ads in mind to generate more sales leads.

If you want to learn how to advertise on Instagram and Facebook, read on and check out some tips I've separated!

Come on!

What is needed to create online ads on Facebook Ads?

Before checking out the walkthrough I created, I want you to ask yourself: is it really worth creating online ads on Facebook and Instagram?

Well, I've already done an analysis on the subject and the conclusion I've come to is that yes, it's worth it!

That's because these social media get access to thousands of people every day and you can reach them with your communication, regardless of what you sell.

If you have a business and want to boost it on the internet, paid traffic on Facebook and Instagram is a great option.

But can you start creating your ads online right now? How to include Instagram account in Facebook Ads? And how should the advertising strategy be?

Better understand these and other important points to invest in paid traffic on Facebook Ads.

Point 1: Prerequisites for creating Facebook Ads

Here are some prerequisites for you to be able to create your ads in the tool:

  • Have an active personal profile on Facebook with at least 6 months of creation;
  • Create a Business Manager account on Facebook – often referred to as “BM” (Ads Manager). To do this, just access the Business Facebook link ;
  • Have a Facebook page;
  • Have a business account on Instagram;
  • Access Business Settings and connect your Instagram page to Facebook Business Manager;
  • Having a website – will be mandatory soon to be able to advertise with conversion campaigns. If you're selling something or capturing leads, you'll need to build your website.

Point 2: How to include the Instagram account in Facebook Ads?

After you create your BM account, follow these steps:

  • Go to Business Manager;
  • Click on Business Settings;
  • Choose the “Pages” option;
  • Go to “Add”. Here, you will have to choose between creating a new page – if you don't have one -, or adding a ready-made page;
  • To add your Instagram account, just go to the “Instagram Accounts” option, click on “Add” and add your account.

Once this is done, you will be able to advertise on both Facebook and Instagram.

Point 3: Strategy for creating online ads

To be successful with the step-by-step I will teach you to advertise on Instagram and Facebook, it is extremely important that you understand what strategy is needed.

It's not enough to simply create your Facebook Manager account and start advertising without planning. If you do that, you will be at a loss.

So, here are some important points that should be part of your strategy.

1. Market

What is your business model? That is, what do you make or sell? It is very important that you have a clear definition of your business model, which for example can be:

  • Affiliates ;
  • Producers;
  • Coproducers;
  • Physical business and so on.

2. Sales Funnel

The sales funnel is a process designed for you to take the person on a buying journey.

This journey begins when the person becomes aware of your product or service, and they get to know your solution more until they make the purchase decision.

So, you need to have that sales funnel to get the people you've captured with Facebook Ads.

3. Copywriting

You need copywriting in your strategy so you can create persuasive communication that will ensure people do what you need them to do.

For example, to capture leads, it is necessary to have the email contact of each of them.

If you want that, you'll need copywriting in the ad creation process to persuade people to make their email available.

In short, it is necessary to have persuasive communication to have results with an online ad strategy.

4. Facebook Ads Strategies

It is worth mentioning that it is possible to choose between different strategies within Facebook Ads itself.

You can choose between: lead capture, WhatsApp capture, use of Messenger, send directly to Instagram, etc.

Point 4: Facebook Ad Structure

Facebook Ads works with: campaigns, ad set and ads. And as already mentioned in the article, it serves both to create ads on Facebook and Instagram.

The tool also has a pixel system, which is a tracking code on Facebook that we put on our website and also on the platform where the product is promoted, such as: Eduzz, Hotmart, Monetizze, etc.

This pixel is used to monitor people's behavior to see if they are buying, clicking, becoming leads, and so on.

Another important point is campaigns. With them, we can define the objective we want to achieve and the budget.

We can also optimize the budget at the ad set level. Generally speaking, I'm currently working on budget optimization at the campaign level, but it's also possible to have good results with this other option.

How to define one or the other? Testing! Digital Marketing, as a whole, assumes that you will always need to be testing.

Still on the ad set, we define the target audience, the positioning we want to advertise, whether it is on Facebook or Instagram, etc.

Initially, I recommend that you invest in automatic placement and then scale up to specific placements.

The last important issue related to the structure of Facebook ads is the ads themselves, also called “Creatives”. They could be:

  • Single image;
  • Image carousel;
  • Video.

You'll also need to define the ad text and headline, as well as the destination link, where you'll send people. This link can be to a capture page, sales page, WhatsApp, and so on.

It is worth mentioning that it is not mandatory that you include a destination link, it will depend on your objective.

Step by step to create the first campaign in Facebook Ads

Without further ado, let's go step-by-step to learn how to invest in paid traffic by creating a Facebook Ads campaign.

  1. Login : Log in to the Facebook Ads manager, click on “Ads Manager” and then on “Create”;

  2. Campaign objective : you will be able to choose between different types of campaign objectives. Some of these goals are:

  • Brand recognition and reach – to promote the brand;
  • Traffic – to take the person to some page;
  • Engagement – ​​for people to engage with the post;
  • Messages – to send the person to WhatsApp, Messenger or Instagram Direct;
  • Conversions – is used to generate leads and sales.

For the walkthrough, I'll use the conversion campaign objective option. To do this, simply choose the option and fill in the information to identify this campaign, such as the name it will receive, for example.

You can put anything you want in these fields. It's the way you organize and will identify your ad campaigns. After filling, just click continue.

  1. Campaign budget : you will see some information that has already been defined, such as the objective of the campaign. Now, go to the “Campaign Budget Optimization” option to enable it at the campaign level.

Just click on “Activated” and enter how much you want to spend per day on this campaign. It is worth mentioning that the minimum budget is 1 dollar, that is, it will depend on how much the currency quote will be.

  1. Ad Set Information: Now you will define the target audience and also the conversion. You will place the pixel – already created – in the field to include the option.

Under “Conversion event” I use the option to “Start checkout”. This means that when the person arrives at the shopping cart, Facebook Ads will mark a conversion.

“But Douglas, this is still not a purchase, why are you putting this objective?”

Because Facebook works with optimization and requires us to make 50 conversions per week that we want to optimize. It's a way he does to have enough data to be able to better perform the campaign.

So initially you won't be able to make 50 sales. However, 50 “initiate checkout” is much more possible.

Therefore, we go back a step in the purchase journey, taking the person to the cart, since for them to buy, they will need to go through this page.

For example, imagine that the person accesses the Formula Negócios Online sales page. On the page, she clicks the button to register and will arrive in the shopping cart (checkout page).

This process is to initiate checkout. When the person reaches this stage, Facebook will consider it a conversion.

Of course, not everyone will arrive on this page who will buy, but there are other strategies to get that sale, such as remarketing, for example.

  1. Audience Information: In this step you will be able to create segmented audiences based on interest, gender, age and so on.

To include this information it is very important that you know who your target audience is. It is from this configuration that you will be able to reach people who are interested in the products you will be promoting as an affiliate.

You can also set according to location. For example, you can choose just the city of São Paulo or the whole of Brazil. A lot will depend on your strategy and target audience.

In this part of the ad set you will find several configuration options to reach your potential customers. Be very careful when defining them and remember: testing is very important.

Another option you can use to reach potential customers is by using custom audiences, such as Lookalike audiences.

Lookalike audience is when you upload an email list to Facebook and it analyzes who those people are to look for an audience similar to the one you uploaded the information to.

To do this, you can take the email list of customers who have already purchased the product you promote and upload it to Facebook. Soon, the tool will look for people who have the same behavior as those on the list.

Nowadays, this is one of the best strategies to get customers with online ads on Facebook Ads, whether for affiliates or for those who work with another type of business.

  1. Positioning: I recommend leaving it automatic for this walkthrough.

  2. Creation of the ad: once you have set up all the information in the Ad Set, just click on Next and start creating the ad.

You will need to set the Facebook page and Instagram profile. Under “Creative”, you must include the single image, image carousel, or video that you want to use in your ad.

You also need to include the main text of your ad. This is where the concepts of copywriting come in, that is, it is time to create a persuasive text.

You can also include one more title, which is optional, a description and the URL of the page you want to direct the person who clicks on your ad, if that's your strategy.

Finally, you should also choose the CTA (Call to Action), which is essential to encourage the person to do what you want. For example, if you are promoting an e-book, you can choose the “Download” option.

But there are also other CTAs, such as:

  • Apply now;
  • Contact us;
  • Know more;
  • Watch More, among other CTA options.

After that, just click on “Publish”. Your ad will go through a review process and, once approved by Facebook, it will run to reach the audience you've defined.


Investing in paid traffic is essential for anyone who wants to succeed with internet sales.

However, to really get the best results possible, it is very important to know how to create online ads, no matter if you are in the affiliate world or if you have another type of business.

I hope that with the step-by-step that I taught you today, it will be clearer how to advertise on Instagram and Facebook Ads and that you will be able to easily create your first campaigns!

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