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Facebook Tutorial


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The purpose of this presentation is to educate businesses and individuals who have Facebook Fan Pages on how to market and advertise via Facebook.

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Facebook Tutorial

  1. 1. How To Guide: Facebook Marketing & Advertising Anthony Pascale
  2. 2. Abstract The purpose of this presentation is to educate businesses and individuals who have Facebook Fan Pages on how to market and advertise via Facebook.
  3. 3. Facebook Ads & Posts Facebook currently has many options and features for marketing your business. This presentation will address many, but the cornerstones are: • Facebook Posts • Facebook Ads
  4. 4. Writers, S. (2012, August 15). What is a Facebook Post? Retrieved July 5, 2019, from Facebook Post “What is a Facebook Post? A Facebook post or “status update is a message in a special delivery cyber-bottle. It is a comment, picture or other media that is posted on the user’s Facebook page or “wall.””(
  5. 5. Facebook Post: Samples
  6. 6. Facebook Post: How To Post Step 1: Navigate to your page Step 2: Click the area that says “Write a post…” Step 3: Write your post! Step 4: Click the “Share Now” button. Once you have made your post on your Facebook Fan Page, it will begin to appear in the Facebook feeds of people who “Like” your page. This is Organic Reach. You can choose to Boost Your Post. This means that you pay money to have the post be seen by more people. This is called Paid Reach.
  7. 7. Facebook Post: Boost Your Post Step 1: Click “Boost Post” Step 2: Define your parameters Step 3: What do you want to happen? Step 4: Choose Button.
  8. 8. Facebook Post: Boost Step 5: See slide: Choose relevant demographics Step 6: See slide: “Ad Sets: Placement” Step 7: Set your daily budget and how many days to run the boost for. Step 8: You must have your pixel set up or you will not be able to track the analytics of the post. Step 9: Have you card on file!
  9. 9. Facebook Organic Reach vs. Paid Reach When you create a post on Facebook, there will be a certain amount of people it reaches without you putting any money into. Free Reach = Organic Reach. When you Boost a post or run an ad, the Reach you get is Paid Reach.
  10. 10. Facebook Reach vs. Impressions Reach = How many people have seen the ad. Impressions = The total amount of times the ad has been seen. Reach: In this example, the bottom ad was seen by 2,427 people. Impressions: The ad was seen a total of 6,264 by those people. Frequency: The ad was seen at an average of 2.58 times per person.
  11. 11. Facebook Ads Manager If you will be running ads on Facebook, you will need to learn how to use Facebook Ads Manager. To access the Ads Manager, click the dropdown arrow in the top bar and select Manage Ads.
  12. 12. Facebook Ads Manager Facebook ads and posts that are boosted will appear in your Ads Manager. You will not see every single post from your wall in here. You will see any ad or post you have put money into.
  13. 13. Facebook Ad Campaigns, Ad Sets, & Ads People will often differentiate between “Backend ads” and “Posts”. Posts happen on the Facebook wall. The “Backend ads” they are referring to are created in the Ads Manager. They are comprised of 3 levels: • Campaign • Ad Set • Ad
  14. 14. Facebook Ad Campaigns, Ad Sets, & Ads: Campaigns The first step of setting up a campaign is deciding what your objective is: We are choosing “Traffic” as the objective. This will attempt to get users to click a link to a website.
  15. 15. Facebook Ad Campaigns, Ad Sets, & Ads: Campaigns There are not rules on how you have name Campaigns, Ad Sets, or Ads. It is good to come up with a convention that make each piece easily recognizable when you see each campaign listed inside of the Facebook Ads Manager. 1 2 3 This campaign was named in 3 sections: 1. Objective. 2. The thing that is being promoted. 3. Time frame.
  16. 16. Facebook Ad Campaigns, Ad Sets, & Ads: Ad Sets Once the campaign has been created, it is time to create ad set. First, we have to name it: The ad set section will define: • Targeting- Who do you want to see the ads? • Budget- How much do you want to spend daily? • Schedule- When do you want to start and end the ad? • Bidding- How much money will you spend per action? • Placement- Where do you want your ads to be seen? *Again, the names do not have to be long and complex. Yet, descriptive names can help you in the long run when trying to remember what is what.
  17. 17. Facebook Ad Campaigns, Ad Sets, & Ads: Ad Sets- Targeting & Audiences From a mechanical, how-to perspective, targeting is very simple. It is just a matter of choosing who you want to see your ads. From a strategic perspective, targeting is a very complex moving target that requires perpetual analysis and maintenance. 1. Name your audience. 2. Choose a geographic area. 3. Choose an age range. 4. Choose a gender. 5. Choose a language. 6. Choose targeting based on interests and attributes. 7. Choose connection types relative to your page: 8. Save!
  18. 18. Facebook Ad Campaigns, Ad Sets, & Ads: Ad Sets: Budget Your daily budget, combined with other factors, will determine your daily reach and impressions. Example: $5/day = 1,000 Reach & 1,300 Impressions $10/day = 2,000 Reach & 2,600 Impressions *To reiterate, there is more to performance than daily budget. Simply dumping money into ad campaigns will not guarantee results.
  19. 19. Facebook Ad Campaigns, Ad Sets, & Ads: Ad Sets: Schedule You can run your ad set continuously, or customize a start and end date.
  20. 20. Facebook Ad Campaigns, Ad Sets, & Ads: Ad Sets: Bidding For many people, this might be one of the single most difficult concepts to understand. You create your ads, decide who you want to see them, when you want to run them, and how much to spend. Life is good. But how will those people actually come to see your post or ad?
  21. 21. Facebook Ad Campaigns, Ad Sets, & Ads: Ad Sets: Bidding Think of Facebook users as consumers. They scroll through their feed and very quickly ingest a medley of posts from their friends, family, and advertisements. The time they spend looking at each post is measured in seconds. Facebook attempts to create the most pleasurable and relevant experience as possible.
  22. 22. Facebook Ad Campaigns, Ad Sets, & Ads: Ad Sets: Bidding If your ad is potentially relevant to a given consumer, it is put in queue with other posts or ads that might be of use to the consumer. When it comes time for Facebook to place an ad in the feed, it will serve the ad of the highest bidder. For example, you might end up spending $0.03 for an Impression $0.57 for a Link Click $12.72 for a completed Lead Form
  23. 23. Facebook Ad Campaigns, Ad Sets, & Ads: Ad Sets: Placement Facebook allows you to let them decide where to place your ads or you can customize it to your needs. If you are a novice at running ads, or have not gathered sufficient data, it might be advisable and choose automatic placements until you have the skills and reasons for narrowing it down.
  24. 24. Facebook Ad Campaigns, Ad Sets, & Ads: Ad Sets: Placement It might seem silly to micromanage sending ad only to certain mobile devices. However, based on the nature of what you are advertising and insights gathered from analytics, you could easily have a moment of insight: “Wow, I guess I need to target people using iPhones in New Haven County.”
  25. 25. Facebook Ad Campaigns, Ad Sets, & Ads: Ad Creation Now that all of your parameters are set in your Campaign an Ad Set, it is time to get creative and actually create the Ad(s)! Back to naming convention: Remember that long name for the ad set? Consider following the same convention for naming your ad…
  26. 26. Facebook Ad Campaigns, Ad Sets, & Ads: Ad Creation It is possible to manage several Business Pages Accounts. Make sure to select the proper pages you want this ad to run for! Facebook Page Instagram Page Choose a format.
  27. 27. Facebook Ad Campaigns, Ad Sets, & Ads: Ad Creation Add a picture or video. Once you add your media and press the “Continue” button, your selected media will show up in the preview in the right column.
  28. 28. Facebook Ad Campaigns, Ad Sets, & Ads: Ad Creation This particular ad is geared towards creating resumes for Massage Therapists. The website url list brings the visitor to a specialized landing page for this service. Pick a Call to Action (CTA) button. Attach active Facebook Pixel to ad. Click “Review”!
  29. 29. Facebook Ad Campaigns, Ad Sets, & Ads: Ad Creation Once you have clicked the “Review” button, a modal window will pop up recapping all of the information you have just input. You can edit sections or press “Save to Draft” button. This will put your Campaign into review. Once it is approved, it will begin to distribute.
  30. 30. Facebook Likes, Comments, Shares Likes, comments, and shares are probably the most recognizable features of Facebook. These features have become a hallmark of social media and are used by other sites such as Instagram and LinkedIn. It is important to remember that what sets social media apart from traditional marketing and advertising is the concept of Social Proof. Having users interact with content is vital for the success of social media campaigns. It has given way to a whole culture of Influencers. These people can often monetize their social following ranging from a bit of supplemental income to six and seven figure incomes.
  31. 31. Facebook Likes, Comments, Shares: Likes Love Facebook users can respond to posts in their feeds with the Like option. It is essentially an icon representing an emotion. In the recent past, the Like function was only the thumbs up like. Now, the is also love, haha, wow, sad, and mad. Glancing at the number of these reactions on a post is an indicator of its popularity and influence.
  32. 32. Facebook Likes, Comments, Shares: Comments Facebook users can respond to content with a written response. Commenting on a post or an ad is a much deeper level of engagement than a Like. It is easy to simply click one of the Like emotions while rapidly going through a feed. Taking the time to write a comment is more meaningful. The speedy and interactive nature of social media makes it extremely important for marketers to “Get it right” with their messaging. A good reaction can catapult a business. A bad reaction…
  33. 33. Facebook Likes, Comments, Shares: Shares Facebook users have the ability to Share your post or ad. Essentially, this means is that they duplicate your content on their personal Facebook feed. They can also Share the content into a private message.
  34. 34. Facebook Pixel The Facebook Pixel is a block of code that gets injected into the pages of your website and sends event data back to Facebook to create analytics.
  35. 35. Facebook Pixel The Facebook Pixel and analytics are a complete topic in and of themselves. Short and sweet: The Facebook Pixel creates data and enables you to create custom and lookalike audiences which become powerful tools for retargeting potential customers.
  36. 36. Facebook Live Facebook Live is an opportunity to have a live stream in your Facebook feed where viewers can interact with you in real-time.
  37. 37. Facebook Events If you are organizing a function for your business, you can create a Facebook Event to manage the whole event. You can invite attendees, set parameters, and manage the dates and times.
  38. 38. Facebook Offers With Facebook Offers you can create a promotion and send out like an ad.
  39. 39. Facebook Jobs: Job Post
  40. 40. Facebook Jobs: Job Application Facebook Users can apply instantly to jobs. Facebook auto fills the relevant fields with the information that is available in the user’s Facebook Profile. The upside is that creating jobs on Facebook is very effective and you can choose to spend as much or as little as you want promoting it. The downside is that super fast applications lead to a higher frequency of unqualified applicants.
  41. 41. Facebook Page Likes vs. Post Likes As addressed earlier, a Post Like is essentially a reaction to your post or ad. A Page Like is more like a subscription to your page. So, if your page has 794 likes, it is like saying your page has 794 subscribers.
  42. 42. Facebook Page Likes: Side Story After several years of managing different Facebook Pages, I have noticed something interesting. Local businesses will often decide to create a Business Page. What is the first thing they do? Invite their friends and family to Like the page. There is an early spike, the number plateaus, but they are happy that they now have a Facebook business page with 300 Likes. THEN. They don’t make posts. They don’t run ads. The number stays the same. THEN! In the future, they decide to take Facebook more seriously and do the things needed to generate traffic. What happens next!?
  43. 43. Facebook Page Likes: Side Story All of sudden, you notice some people are unliking your page! :/ “Should I stop running ads?” No! The fact is that your friends and family are (generally) not your customers. They Liked your page to be supportive, but once you start acting like a business, and they are forced to see your stuff all of the time, they might unlike or unfollow your page.
  44. 44. Facebook Page Likes: Side Story I used to get sick to my stomach when I saw the red triangles, but now I take it as a sign that we are being seen enough. It is okay! People unliking your page will not support or patronize your business/cause so don’t worry. Caveat: If you are seeing drastic drop offs and/or disproportionate negativity to positivity, you might want to reevaluate your content, strategy, frequency, etc. But if you are seeing a ton of engagement, don’t freak out because a few people want to unsubscribe.
  45. 45. Facebook: Where to learn more (Official) Facebook has created a large learning platform to help you along the way:
  46. 46. Facebook: Where to learn more (Unofficial) YouTube is full of Facebook training videos. Search terms examples: • Facebook Marketing • Facebook Pixel • Facebook Advertising Kevin David Neil Patel Gary “Gary V” Vaynerchuk
  47. 47. Facebook: Tips for on Learning on YouTube YouTube is an amazing ecosystem for learning many, if not all, aspects of social media marketing, digital marketing, web development etc. Here are some tips to optimize learning how to use Facebook via YouTube: 1. Use Filters: Facebook is an ever-changing landscape. This doesn’t mean that older videos are worthless, but it is certainly worth keeping an eye on what is “hot-off- the-press” and what is now less relevant.
  48. 48. Facebook: Tips for on Learning on YouTube 2. Learn Everything, Keep Most of It : Let’s imagine that everyone posting teaching content is well-intentioned and competent. With that said, take everything with a grain of salt. No form of marketing is purely defined. Social Media Marketing is a vast entity being created rapidly and in real-time. Experiment, compare, and be consistent. Don’t give too much credit or place too much blame in the direction of the gurus.
  49. 49. Facebook: Tips for on Learning on YouTube 3. Learn Skills and Concepts Independent of Facebook : Many people put in charge of the company Facebook are do not even work in marketing and do not wish to. This leads to trying to learn “Facebook Marketing” in a bubble. But traditional skillsets still apply. The one example for now is copywriting. A good resource to learn copywriting on YouTube to use on Facebook or anywhere is : Marie Forleo (Pro Tip: LEARN the “Spotlight Method”.)