Facebook is considered as the biggest social platform online. In fact, it’s been reported by Zephoria that there are over 2.27 billion monthly active users worldwide, as of the 3rd quarter of 2018.

It’s no wonder most, if not all, companies and businesses are flocking to the social networking website to market and advertise their products and/or services.

But considering how big Facebook is, are you familiar with all of its marketing tools that can make it easier and more convenient?

If not, then you’re in the right place!

Check out our simple and basic guide to Facebook Marketing Tools below:

Facebook Marketing Tools

Facebook Ads Creation Tools

Ads Manager

Ads Manager is considered as the command center when creating ads for your business on Facebook, Messenger, Audience Network, and even Instagram.

It has become a popular marketing tool among marketers and advertisers since you can create, review, publish, and purchase ad campaigns that will cater to your business objectives.

  • Brand awareness
  • Improve reach
  • Drive traffic
  • Boost engagement
  • App installs
  • Video views
  • Lead generation
  • Conversions
  • Catalog sales
  • Store visits
  • Messages

How does it work?

First, visit Facebook Ads Manager and click on the Campaigns tab then choose create to start on your ad campaign.

Choose your business objective and name your campaign.

Set up your Ad Account and input your account details.

Afterwards, you have to target your audience, selecting the chosen location, age, and gender. You can also use Detailed Targeting, which defines your audience by including or excluding demographics, interests, and behaviors; and Connections that allows you to reach people who have a connection to your Facebook Page, app, or event; further narrowing your audience.

Decide on your placement and set a budget and schedule of your ad. Once done, you can create your ad by entering your copy and media (photo, video, etc.). You can choose from a variety of ad format:

  1. Photo
  2. Video
  3. Carousel
  4. Slideshow
  5. Collection
  6. Instant Experience
  7. Lead
  8. Messenger

Once done, use the Preview tool to review your ad and make adjustments, if necessary. Once you’re satisfied with how it looks, click “Confirm” and wait for the approval email from Facebook.

AR Studio

Just recently announced on F8 2018 was AR Studio, the latest tool that can help marketers create AR (Augmented Reality) ads.

A step forward in innovating online advertisements, users can visualize and interact with products. Check out Sephora’s AR ad for Facebook Messenger:

F8: Sephora AR Experience for Messenger

This week at #F8 we launched the ability for brands to integrate AR Camera Effects into their Messenger experience. While messaging with a brand that has AR Camera Effects, you can tap on a button to open up the camera, which will be pre-populated with effects specific to the brand.With the new SEPHORA AR experience for Messenger, you can try on six different looks each incorporating three beauty products for eyes, cheeks and lips.Check out the Sephora AR experience for Messenger here:

Posted by Messenger on Friday, May 4, 2018

Facebook also launched other tools that can help you create better AR experience:

  • Tracking: AR Target Tracker, High-Fidelity Face Tracking, Body Tracking (coming soon), Hand Tracking (coming soon), and more.
  • Patch Editor: allows you to control audio, add interactions, and even create your very own shaders with no need to write any code.
  • Free-to-use assets: read-made sound files from from Facebook’s free library and 3D models (thanks to Facebook’s partnership with Sketchfab).
  • Background Segmentation: create different backgrounds that users can enjoy.
  • Location AR: enable location to your AR effects, using pre-determined experiences when users get to a certain location.
  • Semantic Scene Understanding: enjoy circumstantial experiences (i.e having heat waves rise up when a coffee up is recognized)
  • Analytics for AR effects by Facebook Pages (coming soon)
  • 3D Posts in Camera: take 3D posts from your News Feed and experience it on your phone with Facebook Camera.

You can create your own AR experience here!

FB Stories

According to Facebook Business, more than 300 million people use Facebook and Messenger Stories everyday.

This can help increase brand awareness and reach for businesses everywhere. As such, Facebook Stories ad conveys the brand message in a full screen and immersive way.

Just like in Instagram, you can choose the business goals and objectives: reach, brand awareness, video views, app install, conversion, traffic, and lead generation.

How to create Facebook Stories Ad:

Go to Ads Manager and click on Create. Just follow the usual steps in Ads Manager, however keep in mind that you can choose Facebook Stories as a standalone placement. Instead, choose Automatic Placements, which is included as a placement, and select a business goal supporting Facebook Stories.

Afterwards, choose the Facebook Page of your business and pick Single Image or Single Video as the ad format. Don’t forget to comply with the aspect ratio and length requirements when creating your Stories ad.

Video Creation Kit

The Video Creation Kit is available when creating video or slideshow ads. It allows you to create mobile-friendly video ads using existing photo assets, text overlays, and logos.

This kit provides templates that you can personalize in Ads Manager or your Facebook page.

How to open Video Creation Kit on Ads Manager

  1. Click on Create and select a business goal that supports video.
  2. Determine targeted audience, placement, and budget & schedule.
  3. Select either Single Video or Slideshow ad format.
  4. Select Use Template in the Video section, opening Video Creation Kit.
  5. Create your video accordingly.

How to open Video Creation Kit on Facebook Page

  1. Click on your managed Page and go to Publishing Tools
  2. Select Video Library
  3. Click on Use Video Template to open Video Creation Kit

How to use Video Creation Kit

You can choose either Square or Vertical Templates. In their tabs, you can check the requirement and maximum video length of each template.

Choose the scene you want to edit by adding a background, logo and/or text overlay ( up to 30 characters). The images or logo you’ll use should be at least 1080 pixels.

Once you’re done editing, click Use Video to create your ad.

Facebook Analytics and Measurement Tools

Facebook Insights

This is a useful tool to track and review the activities and performance of your Facebook Page and posts.

Facebook Insights Sections:

  • Overview: show the data of the last 7 days and focuses on page likes, post reach, and engagement.
  • Likes: consists of page likes, net likes (number of new likes minus the number of unlikes), and where your page likes happened.
  • Reach: shows post reach, likes, comments and shares, hide, report as spam and unlikes, total reach.
  • Visits: indicates page and tab visits, and external referrers (number of times users visit the page from a different website).
  • Posts: divided into three sections of when your fans are online, posts type, top posts from Pages you watch.
  • Video: includes video views, 30 second views, and top videos.
  • People: comprises of your fans, people reached, and people engaged.

Video Metrics

This tool helps advertisers and marketers measure video engagement, making it easier to understand video consumption.

Video Metrics Sections:

  • Duration metrics: measures engagement and consumption, reporting on 2-second continuous video views, 3-second video views, and 10-second video views.
  • Milestone metrics: indicates when different points of a video is reached by having it watched continuously or skipping to a specific part of a video, reporting on video watches at 25%, 50%, 75%, 95%, and 100%.

Facebook also recently updated some of their video ad metrics to further improve video reports of businesses:

  • Video ads on Facebook can be rewinded and repeated, unlike pre-roll and mid-roll ads. As such, it is possible to measure unrepeated seconds with their 3-second video views and 10-second video views.
  • 3-second Video Views: this is the number of times a video is played for at least 3 seconds or for nearly its total length if it’s less than 3 seconds.
  • 10-second Video Views: this is the number of times a video is played for at least 10 seconds or for nearly its total length if it’s less than 10 seconds.

It should be noted that replays of the video is not included in the two metrics.

  • Video Plays is a new feature in Video Metric in Ads Manage and the Ads API. This determines the number of video ads that start to play when users are scrolling through their News Feed.
  • Facebook has also removed 30-second Video View and Video Percentage Watch since these are considered redundant and not frequently used.

Value-Based Lookalike Audience

This new feature helps in widening your reach to people who are similar to your higher value customers.

It automatically examines and analyzes purchase behavior collected by Facebook Pixel or SDK, shared from your website, catalog, app, or offline events. Facebook then determines a relative value to each customer based on their previous activity, or uses the value you provide from a customer file.

Through this data, it creates a new value-based lookalike audience that you can use to show ads to potential customers who have somewhat similar traits and characteristics of your valuable customers.

How to use Value-based Lookalike Audience

Go to Facebook Business Manager and click on Audience Insights. Choose Lookalike Audience from the Create Audience tab.

Select Create Value-based Lookalikes from pixel, mobile app, or product catalog events. If you choose pixel, you can pick your source from purchase event or events with value; and if you choose product catalog, you can select purchase event or events with value.

Keep in mind that if you don’t have an uploaded customer file with a value column, Facebood will need to access your website or app traffic to determine customer values needed to establish a value-based lookalike audience.

Test and Learn

This measuring tool is important in creating advertising tests and reviewing the results, helping you know what effective marketing and advertising strategies that are beneficial to your business.


It lets you create tests that can help you understand how much value your Facebook ads are driving and which strategies works best.

It’s easy too! Just pick a business question from the following:

  • Which campaign causes the lowest cost conversions to occur?
  • How much impact are all my Facebook ads having on my business?
  • How much impact is my campaign having on brand perception?
  • Will setting a campaign budget improve performance?

Once you’ve picked a question, it will choose the right test to answer your question and guide you through a basic setup process.

You can learn more about Test and Learn here!

If you need any help with your social media marketing, we’re here to help! We’ll help you with managing your social media account and create monthly reports for your business. Just contact us at and even get a FREE digital marketing blueprint!

A New Form of Digital Advertisement: Transport Advertising
Remalyn Estuesta

Author Remalyn Estuesta

Remalyn Estuesta writes content for blogs and social media of Innov8tive Design and Development's clients. When she's not working, she's either reading YA novels, writing short proses, or playing video games.

More posts by Remalyn Estuesta

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