2. FACEBOOK ADS 101
why facebook ads?
or engagement with your brand. To harness the value of Facebook advertising, you will need to dedicate time
and resources to test, analyze, monitor and tweak your ads.
INTERACTION YOUR BRAND ENGAGEMENT
TRAFFIC
3. setting up your account:
Getting started is simple, just go to your search bar
and type Facebook ads. Then go to the info tab and
click the ads/create link.
4. STEP 1: DESIGNING YOUR AD
picking your destination:
There are two targeting options when creating an ad: a destination within Facebook or a destination URL.
A destination within Facebook is a page, group, event or app. A destination outside of Facebook is a URL,
such as your website.
DESTINATON URL OUTSIDE FACEBOOK
Destination URL ads only allow users to Like the ad or
click through to a website.
I want to advertise something I have on Facebook
DESTINATION WITHIN FACEBOOK
Ads targeting destinations on Facebook enable users
to Like a page from within the ad or visit the page on
Facebook. This type of ad also keeps users on Facebook
and helps to increase your Facebook community, thus
allowing you to engage with more users on an ongoing
basis.
5. advert copy:
Before you launch your campaign it’s important to think about who you want to reach. It is key to know your
target audience and to tailor your advert copy to them. Remember to test out different messages and images.
TITLE IS 25
CHARACTERS
BODY IS 135
CHARACTERS
PICK A CLEAR, EYE
CATCHING IMAGE
6. designing your ad checklist:
A. Pick your ad destination
B. Identify your target audience
C. Create a relevant title and copy
D. Use a clear, catchy image
E. Think about your advertising goals
7. STEP 2: CHOOSE YOUR TARGET AUDIENCE
picking your audience
For a successful campaign, it’s important to
target your ad toward people who will be
compelled by your message. You can target
varied audiences by altering the location,
demographics, likes and interests, education,
and work.
8. how to target:
Location: city, region, province or country.
Demographics: age, gender or language.
Likes and interests: interests, hobbies,
outlets, brands or companies that are
represented on Facebook.
Education and work: direct your campaign
9. friends of connections:
Facebook lets you target users whose friends are already connected to your fan page, which can be
a powerful tool for increasing the relevance of an ad. The downside of the Friends of Connections
10. target audience checklist:
A. Create multiple target audiences
B. Play around with demographics and
psychographics
C. Remember “Friends of Connections”
D. Trial and error
11. STEP 3: CAMPAIGN NAME AND PRICING
name your campaign
A Campaign is an advert or group of
adverts that share a daily budget and
schedule.
can create more adverts for the same
campaign or create new campaigns.
SET YOUR NAME
USE A PREVIOUS NAME
12. adverts pricing:
You pay each time someone clicks on your You pay based on the number of people who
CPC advert. Use this pricing when you want to drive
CPM view your advert. Use this payment type if
you want to raise general awareness within
Page. a targeted audience.
budget vs. spend Daily spend limit is the cap set on your account by Facebook. Your daily ad spend
limit is automatically set to $50 per day. So, if you have a daily budget of $500 for
To change your daily spend limit, you must contact Facebook directly.
max bid thousand views of your advert, depending on whether you have a CPC or CPM
campaign.
how bidding works Facebook Adverts work on an auction-based bidding system, which means the market
to determine which advert gets displayed to the target audience and how much you
ultimately pay.
13. name and pricing checklist:
A. Create your campaign name
B. Decide if a CPC or CPM will be
more effective
C. Choose a daily budget you’re
comfortable with
D. Monitor your campaign carefully
14. FACEBOOK ADS PART 2
Now that your ads are set it’s time to get
into the nitty gritty of managing a campaign.
Understanding Facebook Insights will help
you monitor the performance of your adverts
and better understand how to make them
more successful.
15. multiple access:
Managing an ad account alone can be
daunting. Luckily, under SETTINGS, there
is a PERMISSIONS section that will let
you add other users to your ad account.
Combining users under one account helps
overall measurement and analysis because
data between separate accounts cannot be
automatically combined.
test ads with cpm:
If you have time to invest, testing your ads
on a CPM (cost per thousand) basis will
CPC. Using a CPM model will help you to
also provide the greatest opportunity to
minimize campaign cost.
16. ad costs and ctr:
Click-through rate (CTR) is a key measurement, and Facebook judges the success of your ad on the ad’s ability to get
a relatively high percentage of people to click. Facebook rewards successful ads with a lower cost per click or cost per
impression and more visibility. If your ad drops below a certain CTR threshold it’s better to start a new ad than to tweak
the one you have. Having one below a 0.1 CTR will almost always result in an underperforming ad.
actions:
An Action is an in-ad like. You can
into an ad in the Insights section.
Actions are important to track if
your goal is about gaining more
fans. Actions are a great base
level estimate for fan acquisition,
but it only tells half of the story.
The other half is the percentage
of people who did click through to
your page and Liked it then.
17. landing page:
Once fans start clicking through to your page it is important to compel them to “Like” you. One way of doing
this is to have a landing page with a simple call to action. This encourages any new person that lands on
18. Remember, it takes time . . .
Facebook advertising requires a lot of trial and error. Everyone will have a different message and audience, and knowing how
a given audience will respond is impossible before getting in there and actually trying it.
Create ads, lots of new ads every day.
There are a lot of different variables that can be tested. Test them all .
Look at daily analytics. CTRs and CPCs/CPMs change from day to day. An ad can start out with a great CTR, but gradually
decrease over time.
Interested in more Facebook News?
Check out the The Antler Blog for more updates.
Want to learn how Antler can help your company make the
most out of Facebook and other social media channels?
thank you
Then give us a shout.
WWW.ANTLERAGENCY.COM
