Anatomy of Ads Manager for Facebook and Instagram

There are 3 main areas:

Ads Manager – 3 Levels

  • Campaign
  • Ad Set
  • Ads
There are multiple ways to get to your ads manager. One way is to Click on the drop-down arrow in the upper-right corner of any Facebook page (that you have Admin access to) and select “Manage Ads” in the drop-down menu.
Once there, the very first time, you will be prompted to set up and ad and go through all these levels.
The layout of how it looks in the main ads manager area is in this picture below. These are tabs where you can jump back and forth from each area.

Level 1: Campaign Level

This is where the GOAL of the ad is chosen.
Note – once you have picked your goal, you cannot change it. So, pick your campaign level goal wisely.

Let’s break down each goal in the campaign level.
  • Brand Awareness – Increase awareness for your brand by reaching people who are more likely to be interested in it
  • Reach – Show your ad to the maximum number of people.
  • Traffic – Send more people to a destination on or off Facebook such as a website, app or Messenger conversation.
  • Engagement – Get more post engagements, Page likes, event responses or offer claims.
  • App Installs – Get more people to install your app.
  • Video Views – Get more people to view your video content.
  • Lead Generation – Drive more sales leads, such as email addresses, from people interested in your brand or business.
  • Messages – Get more people to send messages to your business in Messenger or WhatsApp.
  • Conversions – Drive valuable actions on your website, app or in Messenger.
  • Catalog Sales – Create ads that automatically show items from your catalog based on your target audience.
  • Store Visits – Drive visits to your physical stores by showing ads to people who are nearby.

Level 2: Ad Set Level

The main categories under ad set are:
  • Conversion goal (If you chose conversion at Campaign level) – Increase awareness for your brand by reaching people who are more likely to be interested in it
  • Audiences – Who do you want to see your ads? This is where you add your demographics, interests and behaviors.
  • Placements – Where do you want it to show up? Facebook, Instagram, Mobile, Desktop, Marketplace, Instant Articles, Audience Network, Messenger, etc.
  • Budget and Schedule – What do you want to spend? Spend daily or overall campaign? Do you want an end date? (This will be moving to campaign level in Sept. of 2019)

Level 3: Ad Level

Ad level is all about creative.
  • Identity – Find your Page (some have multiple pages, so pick the right one) and Instagram account
  • Format – Do you want a graphic or video? Multiple graphics? Options are Carousel, Single Image, Single Video, Slideshow, Collection
  • Upload Area – This is where you upload the video or graphics
  • Links – This is where your links and full ad copy, calls-to-action go
  • Ad Preview– On the right hand side, you can view what your ad will look like in all formats

This is the full breakdown – anatomy of ads manager for Facebook and Instagram. It’s pretty simple actually once you learn these. 3 Main areas where you can jump back and forth.

To review the anatomy of ads manager:

Campaign – Set your ad goal
Ad Set – Audience, Placement, Budget and Schedule
Ad – Creative and Copy

Learn these, play around in ads manager a bit and you will overcome a lot of confusion people have with ads manager.


Janet E Johnson has more than 20 years of experience and millions of dollars earned for clients and her own business using online marketing strategies. Her career started on the internet selling on eBay in 1998. She runs a social media agency and training company. She specializes in Facebook and Instagram marketing and social media content marketing.

She is also the host of a popular marketing podcast, Business Growth Time.
In her career, Janet has worked with large brands, as well as local business and entrepreneurs.
She has been featured on National Institute of Social Media, Social Media Today, Social Media Pros, Social Media Strategies Summit, World Youth Forum, Entrepreneur, and a number of other top internet marketing publications.