Facebook ads can appear in the News Feed on desktop and mobile as well as the right column on desktop. Ads are personalized and targeted based on users' interests, activities, connections and other data. Advertisers can use tools like the Ad Manager, Power Editor, and Business Manager to create and manage their campaigns. Campaigns have budgets, schedules, bids and go through an auction process. Advertisers choose objectives like awareness, clicks or conversions. They select ad formats, placements, and build audiences to target. Insights help optimize ads and Audience Network extends reach outside of Facebook. Restrictions apply around inappropriate or deceptive content.

1. SOCIAL MEDIA MARKETING
By Girish Menon

2. What is an Ad on Facebook?
Ads can appear in News Feed on
desktop, News Feed on mobile,
and in the right column of
Facebook on desktop. Ad content
is sometimes paired with news
about social actions that your
friends have taken, like liking a
Page. Your friends might see news
about the social actions you have
taken in Facebook ads.

3. FB Ads are Social
• 1.94 billion monthly active users
• 55mins daily time spent on facebook
You can reach out to people in their social
environment during their social activities.

4. FB Ads are personalized & microtargeted
• What is even more important, you can target Facebook users by their
specific interests, activities and hobbies, family status, shopping
habits, Facebook connections and even by their date of birth, to
create highly personalized messages to them. main objectives for an
fb ads campaign build/increase Audience.

5. FB Tools
facebook Ad manager
The Default Simple Solution
facebook power editor
The Advanced Tool For Bulk Editing
facebook Business Manger
Third party Sophisticated Tools Which Cover Special Needs And Are
Mostly Expensive Eg-BoosterBerg

6. Purchasing Funnel

7. Budget, Scheduling, Bidding
Ad Auction
For each ad impression, our ad auction system selects the best ads to run based on the maximum bids and
performance of the ad. All ads on Facebook compete against each other in this process, and those most likely
to succeed as determined by our system will win the auction.
Conversion Optimization
A tool for advertisers who want to drive actions on their mobile apps or websites. It allows advertisers to
optimize their ad delivery specifically for the outcomes they care about by showing their ads to the people
most likely to convert. When you optimize your ad for conversion, you enter a bid that reflects how much each
conversion is worth to you. Bidding higher allows Facebook to explore more people who show potential to
convert, or you can let Facebook set the bid for you and we'll try to get you as many conversions as possible
based on your budget.
Cost Per Click (CPC)
The average amount you pay for each click on your ad. Average CPC is calculated as the total cost of the ad
divided by total clicks.
Cost Per 1000 Impressions (CPM)
Your average CPM is the amount you're paying on average for every 1,000 impressions of your ad. This is
calculated as the total cost of the ad divided by the total number of impressions, divided by 1,000.
Impressions
This is the number of times your ad was served. On mobile apps, an ad is counted as served the first time it's
viewed. On all other Facebook interfaces, it's the first time your ad is placed in someone's News Feed or a
Facebook Right Column.
Reach and Frequency
Reach and frequency buying on Facebook and Instagram gives you predictability and control over your ad
delivery when reaching audiences of 200,000 or more people. This buy lets you set your campaign's unique
reach on Facebook and Instagram and control how many times your audience will see your campaign.

9. Many Advetisers, Many Objectives!
When you create a Facebook or Instagram campaign, you first choose an objective. Your objective is what you want to achieve with
your ads, such as increase website conversions or increase app engagement. The objective you choose will determine the ad format
and placement options that are available to you. We currently offer these objectives:
• Reach people near your business
• Increase brand awareness
• Send people to your website
• Get installs of your app
• Raise attendance at your event
• Get video views
• Collect leads for your business
• Increase conversions on your website
• Increase engagement in your app
• Promote your page
• Get people to claim your offer
• Boost your posts

11. Ad Format
• Image
• Video-On both Facebook and Instagram, you have the opportunity to capture your
audience’s attention with the use of autoplay videos.
• Carousel
• Slideshow
• Canvas
Ad Placement
• Your placement is where you would like to display your ads. For each ad, you can
choose multiple placements. We offer these placement options:
• Mobile News Feed
• Desktop News Feed
• Facebook Right Column
• Instagram
• Audience Network
Canvas Carousel

12. Audience Network
Audience Network helps advertisers extend the reach of their
Facebook ad campaigns by delivering them in third-party
mobile apps and mobile websites.
ATLAS
“Forty percent of ads do not reach the right people. Atlas is
designed to change that and is all about making ads relevant to
the right people.”

16. Audience Network
Audience Network helps advertisers extend the reach of their Facebook ad campaigns by delivering
them in third-party mobile apps and mobile websites.
Audience Network is available whenever you choose any of these objectives for your targeted ad campaigns:
•Mobile App Installs
•Mobile App Engagement
•Clicks to Website
•Video Views
•Website Conversions
•Product Catalog Sales

18. Succes story of Audience Network
OLX
• The online marketplace brand started using Audience Network to increase the total
number of mobile app installs in India.
• OBJECTIVE- OLX wanted to increase the number of high-quality users who
downloaded its app on both iOS and Android.
• RESULT-
• reduce its cost per acquisition by 23%
• lower its cost per engagement by 30%
• and lower its cost per click by 11%.

19. Ad Set
• Ad set includes one or more ads, a budget, and a schedule.
• You can create an ad set for each of your audience segments by making the
ads target the same audience within the ad set.
• This helps control the amount you spend on each audience, decide when
each audience will see your ads, and see how well the ads performed with
each audience.
• You can also determine where the ads appear on Facebook within the ad
set. In short, you define your targeting, budget, schedule, bidding, and
placement at the ad set level.

20. Audience Insight
• Insights from Facebook allows you to learn more
about your target audience so that you can tailor your
marketing messages to drive results.
• Facebook Audience Insights allows you to learn more
about your customer segments, whether you care
about geography, demographics, lifestyle, purchase
behavior, or all of the above. Regardless of whether
your customers are fans, known customers or
Facebook users, these insights are available so you
can create marketing messages that drive results. The
more you know about your customers, the better you
can tailor your message and creative.

21. AD Restrictions
• promoting adult content
• promote or facilitate the sale or consumption of drugs
• promote online gambling
• promote the sale of weapons, ammunitions, or explosives
• business an online pharmacy
• business’s ads promote the sale of tobacco
• Ads can’t assert or imply — directly or indirectly — that you know a person’s personal characteristics. This includes a person’s name, race, ethnic
origin, sexual orientation, physical or mental disability or medical condition, financial status, and more. You also can’t call attention to perceived
imperfections.
• Vulgar Language
• Deceptive Claims
• Landing Pages
• Misleading Buttons
• “before and after” images or images of unexpected or unlikely results
• overly sexual, imply nudity, show excessive amounts of skin or cleavage, or focus unnecessarily on body parts — even if portrayed for artistic or
educational reasons.
• scary, gory, or sensationalized aren’t allowed

22. Text Penalty
• When you use images, try to
include as little text as
possible on the image itself
• Ads with higher amounts of
text will receive less or no
delivery as a penalty.
• For any text you use in your
ad, we recommend that you
include it in the post, rather
than the image.

23. Case study
You can click on this above
picture for more info.

24. Success Stories
You can click on this above
picture for more info.

25. THANK YOU