Transcript of "Facebook Advertising 101 - Spring 2014"
Over 1 billion people use Facebook to connect
Facebook is on three of every four smartphones
More than half of people on Facebook visit every day
Facebook’s ads reach an average of 89% of its intended
Establish your goals
Increase in-store sales - Increase foot traffic and make it
easier for people to find and share information about
Increase online sales - Find new customers and deepen
relationships with people who’ll click through and buy.
Launch a new product - Generate excitement and
maintain momentum around a new product or service.
Build Awareness - Express what makes your business
unique and stay top-of-mind for future product decisions.
Promote your mobile App - Get your app into the hands
of the right people and keep them engaged.
Create Your Page
Ecommerce - make it easy for people to browse and buy
Storefront – make sure your page has all the info people
need to find you
For product launch – post teaser images and videos in
Pick a cover photo to showcase your environment or
products in the best light
Upload photos and videos that bring your business to life.
These can be product photos or even photos of your
establishment and the people who work there.
Add at least 1 Category to your page so you get found in
Identify Your Target Market
What do your favorite customers have in common? Who
else would you like to bring in?
Which few distinct groups of people would you like to bring
in? What are their age ranges and interests? Where do they
How can your business help them?
Would one group be more interested in trying out specific
products, a sale or a timely offer?
Create Compelling Content
Create posts that highlight the best of your business. Use
photos and information that will bring your business to
life and give people a reason to visit.
Be inviting, and be yourself. Authenticity (for example,
asking questions, expressing why you’re passionate about
your business and your customers) can help people
Post regularly, and at the right times. If you’d like to catch
people on their morning commute or just before their
lunch hour, you can. If you’re busy at those times, you can
Reach The Right People
Promoting posts and creating ads for specific audiences
helps you reach more of the people who matter most to
Find new customers by creating ads for people using
targeting options like location, demographics, interests
and behaviors. To get the most out of your existing
Facebook audience, you can also create ads for the
people who like your Page and their friends.
Offers are one of the best ways to increase foot traffic.
Offers are like coupons, perfect for encouraging people to
come in soon.
Ads on Facebook are shown to specific groups of highly
engaged people on desktop and mobile.
The more you boost your Page posts and create targeted
ads for specific groups of people, the more people will
see them when they visit Facebook.
When you set up an ad on Facebook, you’ll be asked to
choose your goal, targeting options, etc.
Facebook Ad Types
Page like Ad - get more likes for your Page
Page post video, photo and text Ad - drive awareness and
engagement of your message with a video, image or plain
Offer Ad - drive people to your store with an offer
Event Ad - drive responses to your event
Page Post Link Ad and Domain Ads - Drive clicks to your
Preparing to Advertise
What is your objective – Like the page? RSVP for an
event? Go to your website?
Conversion Tracking Pixel
When you advertise a website off of Facebook and there’s a
specific action you want people to take as a result of your
ad (ex: buying something), you can set up conversion
tracking pixels so you know whether or not your ads are
paying off. See more: Conversion Pixel in Facebook Help.
Choose your ad creative
When you create an ad on Facebook, you’ll be given the
option to upload up to 6 different images as an easy way
to understand which ad performs best and get the most
out of your advertising spend.
When you provide multiple images,Facebook creates
multiple ads for you under one campaign, so you can use
your campaign budget toward the ad that’s performing
better than the others. You’ll only be charged once for the
budget you decide on even if you use multiple images.
Interests – Pages they’ve liked, interests and activities
Behaviors – Purchase behaviors or intents; device usage
More Categories – Facebook categories you’ve requested
Campaign – can have multiple ad sets
Ad Set – group of ads under 1 campaign
Budget – Maximum amount you want to spend – daily or
Bidding – Can bid for your objective or per click or
You can choose to bid for your objective (e.g., Page Likes),
bid for clicks or impressions
Optimized CPM - Facebook automatically manages the
bid to show your ad to people most likely to take action
on it. This is generally the best approach for most
Can also set a manual bid for clicks (CPC) or manual bid
for impressions (CPM)
If you manually set your bid amount, pay attention to the
suggested range provided by Facebook. This is based on
how many people are competing to show ads to your
target market. Stay within the range. Cost is per 1,000.
Submit and Manage your ad
Click on Place your order, Facebook will review and
approve your ad
To monitor and manage: facebook.com/ads/manager
Select the campaign
You can boost any post you share from your News Feed,
Timeline or Page, including status updates, photos, videos
and offers. Any post you boost will appear higher in News
Feed to help more people see it.
Boosted posts appear in News Feed and show up higher,
so there's a better chance the audience for the posts will
see them. Boosted posts are labeled Sponsored. Boosted
posts don’t appear in the right column of Facebook.
Go to any post you've recently created.
Click Boost Post at the bottom of your post.
Choose your audience and budget based on how many
people you want to reach. You can also click More
Options to select the duration of your boost or change
your payment method.
Click Boost Post.
Boosting Posts - Cost
The cost to boost a post depends on how many people
you want to reach. To see different budget options, go
your post and click Boost Post. In the dropdown menu
next to Maximum Budget, you'll see the estimated reach
for each budget. To create a custom budget, select
Choose Your Own.
The budget you choose is a lifetime budget that will be
spent throughout the duration of your boosted post.
You'll be charged for the impressions on your post, which
may sometimes be less than your budget.
Boosted Posts - Performance
Shortly after boosting a Page post, you’ll be able to see its
performance in ads manager and in the Posts tab of your
Boosted Posts - Performance
You can also go to the post on your Page's Timeline to see
how it's performing. In the bottom left of your post, you'll
see the total number of unique people who saw your
post. Hover over or click this number to see the following