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How to Create a Facebook Ad

by Adam Howitt on Jun 07, 2011

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Learn how to set up a Facebook ad and how to use Facebook’s interest-based targeting effectively.

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Learn how to set up a Facebook ad and how to use Facebook’s interest-based targeting effectively.

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So why advertise on Facebook? First, there’s 500 million Facebook users and 250 million of them log in every day! Imagine the amount of people you could reach with your ads. The most distinguishing tool of Facebook advertising is the ability to target these ads based on what a user says he likes in his Facebook profile.
Facebook recently revamped their analytics tools, and a great improvement in my opinion, that help you monitor the effectiveness of your ads. Another feature is the ease with which you can manage your budgets. Facebook will give you a suggested bid for you to bid at so your ad remains competitive. Also, you can easily see in one spot each campaign's daily budget and how much of it remains for for that day.
You can create a facebook ad in 3 steps. Granted, each step has more details to it, but they’re relatively straight forward.
First, design your ad. Start by selcting where you want to take people once they’ve clicked on your ad. To direct people to your website, select “external URL”. You can also select to direct people to the page you’re an administrator of, but for now I’ll show you how to take people to your site. …Next, place your website URL into the URL box. If you’d like to track your ads in Analytics, append your tracking tags here. Next, come up with an exciting title that fits in the 25 character limit. The body has a 135 character limit, which you can say a lot in, surprisingly. Finally, upload your image.
Facebook advertisingis interest based targeting at its core, but you can also narrow your audience by location, connections, and other facebook profile categories.
First, select the loactions you want to target. Note that the United States is selected by default, but you can add more countries as well. A whopping 70% of Facebook users are located outside the US.
The next part of ad targeting is demographics. Here you can select the age and sex of the audience you'd like to target.
The likes and interests part of targeting is probably the most important part – besides the ad itself- of creating an ad. There’s two types of interest targeting- precise and topic. Precise interests target things people have placed in their profiles- If you’re targeting runners, for example, you can enter “running” here. But don’t just limit it to this; to expand your reach, think like your audience. What are they reading? Probably runners world. How do they incorporate running into their every day lives? Are they training for an elite race like the Boston Marathon? “Boston Marathon” can be one of your keywords. You get the idea.The broad category was very recently added to the platform. We have yet to test any data from here, but I’m assuming your audiences will be much larger, which means you’ll have to watch your click through rates. You can only get as specific as what the righthand box lists- so, you can target by activity, then target people who like cooking. It will be interesting to see how this new feature benefits facebook advertisers.
In the connections box, you can target anyone, or select advanced connection targeting. Select “anyone” to target anyone on facebook that matches the criteria you’ve already input. Advanced connection targeting can only be used by page admins )people who have access to a business's facebook page).
The advanced demographics gives you the opportunity to target people on their birthdays, the type of relationship they’re in, education, and workplace. The image shown are the default settings.
Each time you enter a targeting criteria, such as likes and interests, the estimated reach will change. The 140 million number in the first image represents how many Facebook users there are in the US who are 18 and older. There's no other targeting criteria in place here. The second image tells me that if I target FB users in the US, 18 and older who like online marketing, social media… my ad has a potential reach of almost 743 thousand people.Once you’ve accrued enough performance data, your click through rate will be an indicator if you need to narrow your target audience.
If you’re creating a new campaign, you can name it here. Next set your daily budget and when you’d like your campaign to run.
Facebook has two forms of pricing- you can pay per thousand impressions, or you can pay per click. If you’re aiming to build brand awareness, the better option would be CPM. If you want to drive traffic to your site, then set up a cost per click campaign. Facebook provides a suggested bid that tells you how much to bid to ensure your ad remains competitive. Bid at least within this range to ensure impressions.
Once you’ve completed all of these steps, hit review ad and double check that eveything is correct. Then hit “place order” and send your ad into the approval process. Facebook reviews each ad to make sure it’s inline with their policies before approving it. . Your ad will usually be live within a couple hours, but this depends on the queue of ads facebook has to review. Tryin aiming for mid week, as they seem to take longer on Fridays and the weekends.
If you have any questions, we are Adam howitt consulting, inc, and you can email me at Briana@adamhowitt.com or give us a call. We’re also on twitter at @adamhowitt.

How to Create a Facebook Ad — Presentation Transcript

How to Create Facebook Ads
Overview
Why advertise on Facebook
How to create an ad
Why Advertise on Facebook
Audience
500 million users
50% log in every day
Target by interest
Tools
- Analytics
- Budget management
How to create a Facebook ad
Design your ad
Targeting
Campaigns, Pricing and Scheduling
Design Your Ad
Destination
URL
Ad title
Body
Image
Targeting
Location
Demographics
Likes & Interests
Connections on Facebook
Advanced Demographics
Education & Work
Targeting: Location
Targeting: Demographics
Targeting: Likes and Interests
Targeting: Connections on Facebook
Targeting: Advanced Demographics
Estimated Reach
Campaigns
Pricing
CPM
CPC
Suggested bid range
Launching Your Facebook Ad
- Review
- Submit
- Wait for approval
Summary
Facebook overview
Ad creative
Targeting
Bidding
Questions?
Briana@adamhowitt.com
Twitter: @adamhowitt
312.772.6277
www.adamhowitt.com

How to Create a Facebook Ad

by Adam Howitt on Jun 07, 2011

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How to Create a Facebook Ad — Presentation Transcript