Why should you advertise on Facebook?
Placing ads on Facebook provides one of the
most targeted advertising opportunities today
for reaching targeted audience globally..
Online advertising has gone through incredible
growth in the last few years and social
advertising is no exception
Facebook has a wealth of information about its
The social network knows its members’
sex, age, location, likes, and interests. This, in
turn, translates into Facebook’s ability to target
users’ specific tastes.
Facebook Ads vs. Google Ads.
A key difference in Google Ads vs. Facebook Ads is that with Google you are
bidding on keywords people are actually searching for.
With Facebook ads, you bid on “likes” and interests in people’s profiles. The
people who have those keywords in their profiles may not need your
product or service at this time.
Setting Up Your Engagement Ad
When you advertise your Facebook
Page, the ad title will default to the title of
your Facebook ad.
If you have a long Facebook Page
title, your Page title will be cut off. The
title of your ad is limited to 25 characters.
In this example you will see a call-to-action
to “Get Your Free Chapter,” with
the body of the ad revealing more
information about what Facebook users will
News Feed Exposure
This ad is to make sure that your fans see your posts.
If you’re a big brand, only a few percent of fans may be seeing your posts in the
news feed, versus 10 percent to 20 percent for others.
Select your page from the drop-down, then the middle option for “promote page
posts,” and then the check box for promoting the most recent post.
Content is critical for success on
The success of your Facebook
advertising depends on the quality of
your creative content.
Spend time here creating really
interesting content that will grab the
attention of your targeted personas
To create really engaging posts, share
a photo that contains less than 20
Include a short snippet of text with a
link to your website at the end of the
Advertising through Sponsored stories
First, a person needs to engage with your real estate on Facebook: she might “like”
your page or check in to a place, for instance.
The activity shows up on her friends’ News Feed.
With Sponsored Stories, this activity also gets prominent display in the right-hand
side of the News Feed of this person’s friends.
Types of Sponsored Stories
Page Like story
Page Post story
App used/shared &
game played story
How to Design Your Sponsored Story
To design your Sponsored
Story, choose the
destination of the ad, then
select the Sponsored Story
If you have selected a Place
or an App as the
destination, you will be able
to choose the check-in story
or app story, respectively.
How to Design Facebook Ad
as @ or $.
and address the
Make it clear
not too busy as
only be 110 by
Use the picture area to add more words to your
Another strategy you can implement is to have a
picture that also conveys your message.
Use both the title and the picture to tell a story.
Keep the call-to-action is short and sweet
It must be less
than 5 MB.
Deconstructing the Targeting Categories
Connections on Facebook
The Science of bidding
When you start the bidding process, the radio button on the Pricing section defaults
to “Cost Per Click (CPC).”
Paying for impressions, which looks cheaper in the bidding process, may end up
costing you more than getting the same number of clicks
Tons of Attention
This ad is for a sponsored post so it would show up in the News Feed, where
there is tons of attention.
If the messaging and the image are interesting, and the ad is well-designed, so it
naturally appealed to people who are interested in page layout, one of the
attributes of our targeted persona.
Make sure you have defined goals before
you start advertising.
Watch the performance of the ad to
ensure that it’s leading to your desired
Measure the ratio of organic and viral
traffic to paid traffic, which you can find at
the reach statistics at the bottom of the
post when you’re logged in as an
administrator on your page.
If the post doesn’t gain engagement traction (shares, likes, comments), then let
it die, learn from the campaign, and try again.
If it gains traction, then continue advertising to keep it afloat.
How Retargeting Works
Retargeting can drive incremental success
to all of your marketing efforts.
Remember that Facebook is all about amplifying actions.
You should set up separate Facebook News Feed ad campaigns that promote
different actions, such as page post likes.
This will increase the awareness of your brand and increase the visibility of your
If someone comments on one of your stories, you should run a page post
comment story targeting the friends of the person who made the comment.
“After a while, you’ll
see a difference in the
performance of your