Facebook Ads






https://www.facebook.com/business/learn - done reading



https://blog.hootsuite.com/how-to-advertise-on-facebook/ - done reading
http://www.wikihow.com/Advertise-on-Facebook - done reading
http://www.businessinsider.com/10-rules-for-advertising-on-facebook-2009-7 - done reading, should read again
https://www.postplanner.com/beginners-guide-how-to-advertise-your-business-on-facebook/ - done reading, should read again

How does Facebook Ads work?

When you run an ad, you’re taking part in our ad auction. You’ll choose a budget for your ad, which is the total amount you want to spend. Then you’ll choose a bid—the amount you’re willing to pay to have customers see your ad and click it or take some other action.

What are best practices for Facebook Ads?

  1. Always determine your objectives before you start: It’s important to know the purpose of your Facebook ad before you decide on a budget for advertisements. Understand whether the aim is to increase for brand awareness, conversions, video views, etc. Each action made by your audience on your Facebook ad costs money, so make sure you solidify your objectives before making those investments.
  2. Be specific on your audience targeting: Facebook houses millions, if not billions, of data points. Take the time to get very specific in your audience targeting to ensure your ad will appear where the people you want to see it will be.
  3. Rotate your ads regularly: To avoid ad fatigue, rotate your Facebook ads regularly. This means that when people start to see your ad too many times, they get bored of it and stop clicking. Unfortunately, when your clickthrough rate starts to drop, Facebook penalizes you, driving up your cost per click (CPC)—which makes likes, comments, and clickthroughs more expensive. This affects both acquisition and engagement campaigns. To avoid this, rotate your ads every 3 to 5 days.

How can we set goal for our Facebook Ad?

When creating your goals for your Facebook ads, make sure your goals are S.M.A.R.T. goals. This means that your goals need to be specific, measurable, attainable, relevant, and time-based. Creating these kinds of goals for your Facebook ads will help you achieve a better return on investment.

For example, a goal can be: Acquire 100 registrants for the upcoming Home Improvement Conference in 2 months. This goal will now guide your Facebook ad strategy and help you choose the right type of Facebook ad.

What is an objective?

Depending on what you want to accomplish, you can specify how the advertisement behave. Possibilities are:

  1. Boost your post
  2. Promote your page
  3. Send people to your web site
  4. Increase conversion on your web site
  5. Get install of your app
  6. Increase engagement in your app
  7. Reach people near your business
  8. Raise attendant at your event
  9. Get people to claim your offer
  10. Get video views

What can we do with custom audience?

You can target ads based on location, age, gender, language, interests, and behavior. You can further customize by creating custom audiences to reach people who already know your business, or to remove them from your ad’s target audience so you can reach new people on Facebook. These custom audience can be created through a customer list, website traffic, or app activity.

Is Facebook Ads based on clicks or impressions?

Choose to bid for an objective: clicks or impressions. This will determine how you will pay and who your ad will be served to. For example: if you optimize for the Page like objective, you’ll be charged when your ad is shown to people who might be more inclined to like your Page.

You can choose to either pay per click (CPC) or pay per impression (CPM). If you don't know exactly how you're going to budget your CPM, you should be prepared to pay more money for CPM than CPC.

How can we create a report for our ad?

To create a report on your Facebook Ads go to this getting started site.

  1. Go to Ads Manager and click Reports in the navigation. You’ll automatically see data from the default report called General Metrics over the last 30 days for your active campaigns.
  2. Customize the metrics you see in your report and then click the blue Export button on the top-right column to download your report.

Why should we edit ads with mobile and tablet in mind?

According to some sources, 60% of users accessing Facebook do so on their phones and tablets. In fact, Facebook's mobile ads earn more than 2.5 times than its desktop ads, and the market for mobile is growing: In the first quarter of 2013, mobile-ad sales rose close to 25% from the last quarter. What practical impact does this have? For one, it means no right-hand column, which is where ads are shown on desktop. In order to make the most out of your ads, edit them with this in mind.

Use Facebook's Power Editor in order to select ads that translate to mobile. You need to have Chrome downloaded in order to download and use Power Editor. In order to download Power Editor:

  1. Open a Chrome browser
  2. Navigate to the Ads Manager page on Facebook.
  3. Go to the Power Editor tab on the left hand side
  4. Install the Power Editor application
  5. Once the app is launched, click "download" and follow the remaining instructions

In the Power Editor, pay attention to the ad placement. Some people suggest placing the ad on both desktop and mobile in the news feed in order to optimize click-through rate. You can try different combinations of placements and experiment with how it affects your bottom line.

What are some of the ways that we can target our ad?

  1. Location
  2. Age
  3. Birthday
  4. Sex
  5. Keywords: Keywords will are based on a user’s profile information including Activities, Favorite Books, TV Shows, Movies, and more. I believe job titles are included in this field and I typically spend the most time trying to brainstorm effective keywords. What types of products do your customers like? What’s their job position within an organization? Spend time on this field and you’ll be rewarded.
  6. Education: While you can target based on their level of education, this is most effective for targeting ads based on the schools that people went to. Want to announce a reunion for the University of Illinois class of 1996? This is a great way to promote it.
  7. Workplaces: This is another great targeting filter. Often times you will know the companies that your target market works at. If you are looking to get new clients or looking to spread awareness within specific organizations, this filter can be priceless.
  8. Relationship: Want to target people that are about to get married? This is a great tool for that. If you are a bar or club, you most likely want to go after those people that are single. While this filter can be useful, you also need to keep in mind that selecting any of these settings will remove all users that haven’t selected a relationship status in their profile.
  9. Interested In: This factor is useful if a user’s sexual preferences are relevant to whatever you are advertising.
  10. Languages
  11. Connections: Enable you to include and exclude users based on pages, events, and applications that the users have joined and you happen to be the administrator of. If you’ve created a Page and don’t want the ads to display to people who have already joined, this is a great way to avoid duplicate clicks.

Why should we Friend Users Before You Sell To Them?

Facebook is about relationship marketing, not direct sales. That means it’s more important to build a relationship with a potential client or an existing customer rather than closing a sale right away. So how does this law show up in practice? The most obvious form is through the Facebook Ads for pages and events.

Through these advertisements, users can become a fan or RSVP to an event directly from an ad. At that point, you have the opportunity to interact directly with that individual and build a relationship. If you had directed a user to your website, you would have been forced to have them enter a form or make a purchase right away. The odds of getting a user to fill out a form or make a purchase immediately is far less than getting them to become a fan of a Page or RSVPing to an event.

In addition to having an increased conversion, you are also now able to reach out to individuals directly if you wish. For example if someone RSVPs to an event, but you don’t know who they are, you can send them a message welcoming them to the event and inquiring about more information. This form of relationship building is used to build lasting customers, not one time purchases, and it is core to Facebook marketing.

Why should we understand our market?

On Google, a shoe retailer will develop an advertisement that targets people who are “looking to purchase shoes”. These advertisers will look for people who are carelessly misspelling a word while searching for something in order to convert them into a customer. It’s a great model for generating one-time sales but unfortunately these advertisers don’t always understand their market.

In order to become an effective Facebook advertiser, you need to have effectively defined your market. This will help you to take advantage of the 11 targeting factors that Facebook currently provides. To help define your market, you can go through the market segmentation process. This involves defining the need your company satisfies and then more thoroughly defining who your customer is.

After exhaustively defining who your customer is, you’ll be more effective at defining the targeting factors to be used in Facebook advertisements.

What can we do with the conversion-tracking pixels?

Website Conversions ads allow you to direct visitors to specific pages with the goal of turning those visitors into sales, leads, or subscribers. Before you create your ad, you'll want to add a conversion-tracking pixel to your website. You can create conversion-tracking pixels in your Facebook Ads Manager. You'll create a pixel to be added to each page on your website that signifies the completion of a specific goal, such as the order confirmation page when people make a purchase or the thank you page when people send in a lead form.

Once you set up your conversion tracking pixel, you can create Website Conversion ads. Website Conversion ads can be placed in the news feed for both desktop & mobile users as well as the right sidebar.

What is a premium ad?

Facebook also offers premium ad placement for those that want to guarantee their ad shows up at the top of the news feed or right sidebar for targeted users, or those that want to get placement of a large ad on the logout page.

Premium ads generally need to be purchased as CPM via an IO (insertion order), but some can be created in the Facebook Power Editor. These ads are for larger advertisers with higher ad budgets than the average small to medium sized business owner.

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