Facebook Ad Guide


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Facebook Ad Guide

  1. 1. PRESENTSfacebook
  2. 2. FACEBOOK ADS 101why facebook ads?or engagement with your brand. To harness the value of Facebook advertising, you will need to dedicate timeand resources to test, analyze, monitor and tweak your ads. INTERACTION YOUR BRAND ENGAGEMENT TRAFFIC
  3. 3. setting up your account:Getting started is simple, just go to your search barand type Facebook ads. Then go to the info tab andclick the ads/create link.
  4. 4. STEP 1: DESIGNING YOUR ADpicking 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. 5. advert copy:Before you launch your campaign it’s important to think about who you want to reach. It is key to know yourtarget audience and to tailor your advert copy to them. Remember to test out different messages and images. TITLE IS 25 CHARACTERS BODY IS 135 CHARACTERSPICK A CLEAR, EYECATCHING IMAGE
  6. 6. designing your ad checklist:A. Pick your ad destinationB. Identify your target audienceC. Create a relevant title and copyD. Use a clear, catchy imageE. Think about your advertising goals
  7. 7. STEP 2: CHOOSE YOUR TARGET AUDIENCEpicking your audienceFor a successful campaign, it’s important totarget your ad toward people who will becompelled by your message. You can targetvaried audiences by altering the location,demographics, likes and interests, education,and work.
  8. 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. 9. friends of connections:Facebook lets you target users whose friends are already connected to your fan page, which can bea powerful tool for increasing the relevance of an ad. The downside of the Friends of Connections
  10. 10. target audience checklist:A. Create multiple target audiencesB. Play around with demographics and psychographicsC. Remember “Friends of Connections”D. Trial and error
  11. 11. STEP 3: CAMPAIGN NAME AND PRICINGname your campaignA Campaign is an advert or group ofadverts that share a daily budget andschedule.can create more adverts for the samecampaign or create new campaigns. SET YOUR NAME USE A PREVIOUS NAME
  12. 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. 13. name and pricing checklist:A. Create your campaign nameB. Decide if a CPC or CPM will be more effectiveC. Choose a daily budget you’re comfortable withD. Monitor your campaign carefully
  14. 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. 15. multiple access:Managing an ad account alone can bedaunting. Luckily, under SETTINGS, thereis a PERMISSIONS section that will letyou add other users to your ad account.Combining users under one account helpsoverall measurement and analysis becausedata between separate accounts cannot beautomatically combined.test ads with cpm:If you have time to invest, testing your adson a CPM (cost per thousand) basis willCPC. Using a CPM model will help you toalso provide the greatest opportunity tominimize campaign cost.
  16. 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 geta relatively high percentage of people to click. Facebook rewards successful ads with a lower cost per click or cost perimpression and more visibility. If your ad drops below a certain CTR threshold it’s better to start a new ad than to tweakthe 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 caninto an ad in the Insights section.Actions are important to track ifyour goal is about gaining morefans. Actions are a great baselevel estimate for fan acquisition,but it only tells half of the story.The other half is the percentageof people who did click through toyour page and Liked it then.
  17. 17. landing page:Once fans start clicking through to your page it is important to compel them to “Like” you. One way of doingthis is to have a landing page with a simple call to action. This encourages any new person that lands on
  18. 18. Remember, it takes time . . .Facebook advertising requires a lot of trial and error. Everyone will have a different message and audience, and knowing howa 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