Complete guide to advertising on Instagram and Facebook

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How to create the Facebook (and Instagram) pixel and create conversion events.
Within the Ads Manager, we will click on the menu and go to the events manager.

To create the famous “pixel”, we will click to connect the data sources, select the website and we will see multiple options, for example, through integration with a partner such as WordPress or Shopify or manually.

To configure it manually, we recommend doing it through Google Tag Manager, esinc email database list as it offers us security and greater organization. However, it can be done through the website itself.

Once we have added the pixel, we can create the conversion events.

Now we can start creating the Instagram and Facebook campaigns.

How to create your first Instagram and Facebook campaign
Facebook's structure starts with campaigns, breaks down into ad sets, and finally, we find ads.

We go to the ads manager and click on the green button that says “create”:

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1. We will select the objective of the campaign: awareness, traffic, interaction, leads, app promotion or sales.

2. It will ask you if you want to set up the campaign manually or through Meta Advantage, which offers a simpler default configuration. This is because Meta's AI is responsible for selecting the audiences and placements for you.

We recommend creating a campaign manually as we have more control over our options.


Within the campaign settings:
We will add a name and assign a special ad category if required. We will also add the Advantage+ catalog if we want to advertise multiple products or services.
In the next section we will determine the budget for the entire campaign or for the ad sets.
In the campaigns section you can create A/B tests and run the necessary tests to improve performance.
In campaigns, reports will be created once audience segments are defined.
We will move on to the ad set configuration:


We will select conversion via website, app, messaging apps or calls.
We will select the performance objective such as maximizing the number of conversions, reach, clicks, impressions, among others.
We will incorporate the pixel and the conversion event: purchase, contact, add to cart, lead or custom conversions.
In the ad set we will schedule the start and end date.
In the audience controls, we will add locations, minimum age, languages ​​and audience exclusion.
Advantage+ audiences will allow us to create custom and similar audiences, in addition to demographic data, interests or behaviors. Incorporating our own audiences is fundamental and the most important part of creating a successful Instagram and Facebook campaign.
Then the configuration asks us to attach the beneficiary and payer of the Meta campaign.
Last but not least, we add the locations, which in Meta are the advertising placements. That is, where we want our ads to appear: the IG or FB feed, stories, or others.
Now, let's start creating the ad:

Complete guide to advertising on Instagram and Facebook
To start, we need to attach the Facebook page and the Instagram account
In Ad Settings, first, we need to decide whether to create an ad from scratch or boost the post.
If we promote the post, in the ad content we only need to select or create the post.
If we create the ad from scratch, we add the images, video or catalogue and the format can be flexible, a single video or image, a sequence of content or a collection of articles.
If we create the ad from scratch, in the ad content, we attach the audiovisual content and adapt the images to the different formats for the different placements on the platforms: the feed, the stories or the horizontal format.
We then add the main text, text, description and call to action.
Don't forget to check your ads in the advanced preview and make sure they look good.
In both cases we will leave the multi-advertiser ad option activated since in this way the ads will adapt to the different locations.