Advertising on facebook marketer's guide


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A marketer's guide to Advertising on Facebook and how each ad type can be used for specific marketing goals and lead generation.

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Advertising on facebook marketer's guide

  1. 1. How to create Facebook ads in 8 steps
  2. 2. Sign Up for FreeIn earlier posts, I have discussed how a business owner or a marketer canCreate Facebook Ads (Basic News Feed ad) and Set up Facebook ConversionTracking.In this post, I will discuss aboutAdvertising on Facebook and how each type can be used for specificmarketing goals2
  3. 3. Sign Up for Free1. Marketplace/Standard Ads• Marketplace ads are the most familiar ones on Facebook and an advertiser has fullcontrol of the ad’s creative elements – headline, body content and image.• These ads can be seen on the right hand sidebar of your regular news feed page.• The ad should be limited to 99×72 pixels for an image, 90 characters for the bodytext and 25 characters for the title.• This is how the ad looks:
  4. 4. Sign Up for FreeKey Featuresa. You can drive users to your website, external URL or any other page onFacebook. Take a closer look at the image, you will see that just belowthe ad headline, the website has also been mentioned.b. Marketplace ads drive user engagement by letting users see how manyof their friends have ‘liked’ a page. If a friend of a user likes a page, thesame will pop up on the users’ home page.
  5. 5. Sign Up for FreeUse this ad type if your marketing goals are:Lead Generation: Drive visitors to an external landing page. Because of thetargeting options, you can target the ads perfectly so that each click is relevant.Example: An author who has written a romantic novel keeping adolescents and young adultsin mind, he/she can very well target the same group based on demographics, geographiclocation, age group etc.Increase sales: These ads are perfect for B2C marketers to lead users onto theire-commerce websites.Example: E-commerce sites like Jabong, eBay, Voylla etc, drive users directly to their onlineshopping sites when they click on their ads on Facebook.Brand Awareness: Since this ad does not have the option of ‘Like’, an enticing ad caption& image can get curious users to click on the ad, visit your page and engage.Example: With several online shopping portals/small businesses cropping up by the day, itmay not be possible for all Facebook users to know each one of them. These ads are an easyway to get users onto a freshly launched website/landing page.
  6. 6. Sign Up for Free2. Sponsored Ads• These ads are built around user activity, i.e. a marketer pays to highlight an action -like, comment or share that a user has taken and then that action is shown to ausers’ friends & their friends.i. A Facebook User (let’s call him ‘A’) likes a Post on a new Company’s FacebookPage (let’s call the company XYZ Co.).ii. This action can now be advertised by ‘XYZ Co.’ using Sponsored Ads, to A’s friendsand friends’ friends.iii. Check out the image below. Because someone on my friend list has ‘liked’ SamsungMobile’s Facebook Page, a sponsored ad appears in my newsfeed, letting me know ofthe action.
  7. 7. Sign Up for FreeKey Featuresa. You can target a particular section of the audience by narrowing down thespecifications.b. Sponsored ads are available for both business profiles and pages.c. Such ads are triggeredby actions like, liking, commenting, sharing, installing an app, joining an eventor liking/sharing a website. Promoted posts are labelled ‘Sponsored’ postseither on the right hand column or on the desktop of your news feed page.d. Unlike a marketplace ad where you cannot ‘like, ‘comment’ or ‘share’ anad, a sponsored ad lets you do that.
  8. 8. Sign Up for FreeUse this ad type if your marketing goals are:Getting more likes: There is a ‘Like’ button in the ad itself. Apart from liking the ad, thisad can also be used to take a user to the landing page/sign up page.Brand Awareness: Expose your site/brand name to like-minded people.• Example: When a friend likes a page, it shows up on the users’ news feed. The usermight be interested in what his/her friend has liked and visits the page/profile.However, over the next few months, Sponsored Stories, one of Facebook’s more insidiousad campaigns will slowly be cut out.
  9. 9. 3. Page Post Ads• Page Post Ads are geared towards smallbusiness owners/starters who are lookingfor a foothold in Facebook.• These ads can includelinks, photos, videos, offers, events or evenquestions.• These ads come as ‘Recommended Pages’on your right side bar on your news feed.• Whenever your fans are online, they will beshown your post in the form of an ad.• See the image below.• Go to your timeline, can you see thetext which reads, ‘Create an ad to getmore people to like your Page’ and abudget drop down box? Click on thisto increase your page likes.
  10. 10. Sign Up for FreeKey Featuresa. Users are directly led to the particular page once they click on the ad. Thishelps make the content on the page go viral and engage more users. The ad isjust a way of driving more users to ‘like’ your page.b. These ads are aimed at small business owners/starters who do have thetime to go through the elaborate process of creating ads or are looking to gainfoothold on Facebook.
  11. 11. Sign Up for FreeUse this ad type if your marketing goals are:Driving Engagement & Brand Awareness: These ads are visible to anyone who is onFacebook. Unlike marketplace ads, a user can like, share and comment on the ad itselfwithout being swayed into an external URL and it also shows any action that has beentaken by a friend.• Example: Like you can see from the image shown above and the name of the adsuggests, page post ads are mostly added by celebrities, fans who create Pages forcelebrities, communities & groups, fan page etc. Advertisers can specifically target agroup of people with these ads.Get more likes: The most important aspect of this ad is to get more likes on your page.• Example: A new product/service in the market can advertise on Facebook and build ontheir brand awareness. This ad is almost a sure shot way of attracting new fans through‘Likes’.
  12. 12. Sign Up for Free4. Promoted Ad Post• Like the name suggests, these Facebook ads allow you to promoteanything that you can create through the status sharing bar.• When you are updating your status – photos/videos, offers/event/milestone/questions, click on the ‘Boost Post’ button to promotethe feed. The cost of a promoted post can range from anything between$5 and go up to $300, depending on the target you choose.Over the last few months Facebook has been on a drive to simplify things ontheir site and prevent marketers from getting confused. Facebook will soonbe removing the option of posting ‘Questions’. Marketers can simply asktheir questions in a regular post and get answers through comments.
  13. 13. Sign Up for FreeKey Featuresa. This ad appear in News Feeds and not on the right-hand column of a news feed page wherethey might be neglected by some users.b. These ads are also easy to set up and work well for promoting events, special offers andengaging images.c. But, here’s the catch – you can promote a post only when your page has 400 or more likes.d. Here is an example. In the image below see how by increasing your budget, you canincrease your target reach.
  14. 14. Sign Up for FreeUse this ad type if your Marketing Goals are:Get more likes: To help push the ad content to more fans who would nothave organically seen your content.Drive Engagement: To increase engagement on your page. You can set yourbudget based on the estimated reach you have in mind. (Like $300 can reachyour ad to 240000 to 440000 people).Lead Generation: This ad type lets you promote a new post that needs leadgeneration, like a webinar, competition or an event.
  15. 15. Sign Up for FreeHere is a table to quickly summarize things for youMarketplace Ads Sponsored Ad Page Post Ad Promoted AdWhat can youpromote?Facebook pages,Apps, Events,External URLFacebook PagesPosts fromyour FacebookPageAny post onyour FacebookpageWhat is thecontent?Image, headlineand content textcreated by youStories fromFacebook aboutyour pagePage postincludingcomments, likes& sharesPage postincludingcomments, likes& sharesWhere arethey placed?SidebarSide bar anddesktop newsfeedSide barand desktop news feedDesktop newsfeedWhom canyou target?Everyoneregardless ofwhether they areconnected to yourpage or notCan target anyuser (or friends)connected toyour pageEveryoneregardless ofwhether theyare connectedto your page ornotEveryone onFacebookWhere canyou buythem? each poston your page
  16. 16. Generate, Nurture and Follow your LeadsSoftware for Marketing and Lead Generation teamsHow about trying a Lead Generation Software?Sign up for free