Facebook has several different options when it comes to creating ads. Here is a basic introduction to the different advertisements, as well as pros and cons of each type. To get a better understanding of the different ad types based on goal, we've laid out a general road map on the step by step process in addition to the best uses for the ads.

1. Overview of FB Ad Options
& Analysis of Best Uses
(rev. April 2016)

2. Our Itinerary
• Goal Setting
• Facebook Pixel
• Facebook Targeting Options
• Types of Facebook Ads
• The Situation Room
• Q & A

3. Goals We Can Support With FB Ads
• Generate Web Traffic
• Sell Products
• Generate Leads
• Grow E-mail Lists
• Boost Event Attendance
• Promote Sales
• Recruit New Employees
• Increase Brand Awareness
and Strength
• Display Thought Leadership
• Improve Customer Service and
Experience
Measurable
Abstract/
Difficult to Measure

4. Facebook Pixel

5. Facebook’s Targeting Options
This is where
we utilize the
Facebook Pixel

6. Facebook’s Targeting Options

7. Facebook’s Targeting Options

8. Types of Facebook Ads
• Boosted Posts
• Website Clicks Ads
• Likes Ads
• Local Awareness Ads
*including Click-to-Call option
• Event Ads
• Offer Ads
• Video View Ads
• Lead Form Ads
(not included: App Install Ads & App Engagement Ads)
How do we determine
which ad type to use?
We choose the ad type that
best serves the goal of the
campaign.
There is a time and a place for every
one of these ads. An awareness of
the subtle differences will help us
choose the best ad for
any situation.

9. Boosted Posts
How they work:
• You make a post to your Page organically – Text, Photo,
Link, Carousel, GIF, Video, etc.
• You pay Facebook to target users -- full range of
demographic and custom audience targeting available.
• Pay Per “Engagement”
Best uses:
• Any time you want something easy to find, as it is
anchored on your page.
• Best way to seed blog content.
Other factors:
• These help build trust in your brand.
• There is a visceral response to seeing that every post on a
brand’s FB Page has hundreds of Likes and an active
comments section.
• Keeps more of the users and conversation on Facebook.

10. Website Clicks Ads
How they work:
• You create an ad in Facebook Ads Manager. This is NOT
anchored on your Business Page.
• You pay Facebook to target users -- full range of
demographic and custom audience targeting available.
• Pay Per Website Click
Best uses:
• Good when presenting an offer with a time limit
(i.e. “…before it expires on April 31st!” or “…today only!”)
• More leads/conversions generated if you send traffic to a
landing page designed specifically for the users we want to
use the offer.
Other factors:
• More control over titles, descriptions, and callouts.
• Notorious “20% Text Rule” is an issue but we’ve been
hearing rumors that this is phasing out.

11. 2 Major Differences
Boosted Posts Website Clicks Adsvs.
1
2
Majority of traffic and
engagement remains on
Facebook
Majority of traffic moves to
website, limited
engagement on FB
Anchored to
FB Business Page Feed
Not anchored anywhere, it
just pops up randomly
within the pool that we
determined with targeting

12. Page Likes Ads
How they work:
• This ad type is optimized to guide the user toward Liking
your page.
• You create a Likes Ad in the Facebook Ads Manager and
pay Facebook to target non-followers with the ad.
• Full range of demographic and custom audience targeting
available -- Pay Per Page Like.
Best uses:
• When a page is built for the first time and it needs an
initial boost of TARGETED, interested followers to whom
the content will be served.
Other factors:
• IMO – these have limited value.
• Since Facebook’s organic reach is dying – Likes Ads are only
useful if it is also part of your strategy to spend money
LATER targeting existing page followers.
• Many people want X number of followers for vanity’s sake.

13. Local Awareness Ads
How they work:
• This ad type is optimized to reach a local audience,
providing directions to a particular business.
• You create a Likes Ad in the Facebook Ads Manager and
can target any user within.
• Targeting limited to single address and radius map -- Pay
Per Page Impression.
Best uses:
• Best for local businesses with a storefront
Other factors:
• Very low cost per impression. Most similar to TV marketing
(wide net).
• While you can only target geographically. One thing you
CAN layer – custom audiences from your Facebook Pixel.
• Facebook recently rolled out a Click-To-Call function for
this ad type…

14. Local Awareness Ads (cont’d)
CLICK TO CALL
• Facebook recently rolled out a new option for Local
Awareness ads – CLICK TO CALL.
• Ad setup is the same as Local Awareness, except you must
choose the CTA “Call Now”.
• This ad can only be served to Mobile audiences using the
FB app.
Best uses:
• Clients who provide impulse goods
(ex. Pizza shop – “Call us before 4:20PM for our 4:20
special -- $20 flat for a Pizza and 2L delivered right to your
door.”)
Other factors:
• This ad type is problematic for clients with expensive
services. Painters and Lawyers cost thousands, and users
needs more info before they decide they are going to trust
such a person and hire them.
• Free consultations may help address that issue.
• We can track these calls with Marchex.

15. Event Ads
How they work:
• This ad type is optimized to get FB users to Join a FB event
you created.
• You create a FB Event. Then you create an Event Ad in the
Ads Manager. Clicking the callout, “Join”, puts the user on
the “Attending” list for the event. This makes them receive
all event updates moving forward.
• Full range of demographic and custom audience targeting
available -- Pay Per Event Attendee.
Best uses:
• When you want to increase awareness and/or foot traffic
for an event or promotion.
Other factors:
• Does not need to be a literal event. For example, the
“event” could be a 24-hour sitewide sale that you want to
KEEP on the radar of select consumers.

16. Offer Ads
How they work:
• This ad type is optimized to guide the user toward acting
on a particular offer or promotion.
• Create the Offer on your Business Page. Create Offer Ad in
FB Ads Manager so that it will reach whatever audience
you choose.
• Full range of demographic and custom audience targeting
available -- Pay Per Claimed Offer.
Best uses:
• When you want users to act on a specific offer or promo.
Other factors:
• Users who “Claim Offer” receive an e-mail with the
specifics on how to actually go about acting on the
promotion.
• This could include a code for an e-commerce promo, or
perhaps directions to the storefront of the bakery in this
offer ad to the right.

17. Video View Ads
How they work:
• This ad type is optimized to get your original video content in
front of Facebook users.
• Ad designed in Facebook Ads Manager. NOT anchored on your
Page.
• Full range of demographic and custom audience targeting
available -- Pay Per Video View.
Best uses:
• Making an emotional connection (ex. asking for donations)
• Sharing information visually (ex. news, infographics)
• Displaying products – images are good but video is better.
Other factors:
• Must include subtitles over video for usability.
• Any good Facebook content strategy in 2016 should include
video in some format.
• If you want your video anchored on your Page: Post the video
directly to your Page’s feed, and then Boost that post. Con of
doing this; you lose some of the tagging and Call Out options
afforded by the Video View Ad. This is actually what we did
here for IVO in the example to the right.

18. Lead Form Ads
How they work:
• This ad type is created in the Ads Manager and looks like a
Website Clicks Ad.
• When the CTA is clicked, however, the user is served a
Custom Lead Form that we created.
• Full range of demographic and custom audience targeting
available -- Pay Per Lead.
Best uses:
• Great for leads on expensive jobs, because we can include
a link to a landing page in addition to the Form feature
(building trust).
• Since we have the power to create a CUSTOM form, the
possibilities are vast.
Other factors:
• Auto-fill as many fields as possible
• 3 Custom Questions per Form

19. Lead Form Ads (cont’d)
<<<<<
Our Custom Lead
Form for CertaPro
<<<<<

20. The Situation Room
• Boosted Post
• Website Clicks Ad
• Likes Ad
• Local Awareness Ad
(& Click-to-Call)
• Event Ad
• Offer Ad
• Video View Ad
• Lead Form Ad
Cheat Sheet
Situation 1:
Your client, a Golf store, is opening up a second storefront
in a new neighborhood and they want to make sure there
are lots of people at their grand opening event.
What could you do to support your client’s grand opening
with with Facebook Ads?

21. The Situation Room
• Boosted Post
• Website Clicks Ad
• Likes Ad
• Local Awareness Ad
(& Click-to-Call)
• Event Ad
• Offer Ad
• Video View Ad
• Lead Form Ad
Cheat Sheet
Situation 2:
Your plumber client is running a Military Appreciation
Month Special – 25% all work done for Vets during the
month of May.
What could you do with Facebook Ads to get the word out
about your client’s special promotion?

22. The Situation Room
• Boosted Post
• Website Clicks Ad
• Likes Ad
• Local Awareness Ad
(& Click-to-Call)
• Event Ad
• Offer Ad
• Video View Ad
• Lead Form Ad
Cheat Sheet
Situation 3:
Your client sells vaporizers and e-cigs online. He wants to
coin an “E-Cig and Vape Day” on social media, and do a
major sale on his website.
How would you recommend your client support this
campaign with Facebook Ads?

23. Q & A
• Boosted Posts
• Website Clicks Ads
• Likes Ads
• Local Awareness Ads
• Event Ads
• Offer Ads
• Video View Ads
• Lead Form Ads
Topics we’ve covered:
Goal Setting
Boosted Posts
vs.
Website Clicks Ads
Digitally
Measurable Goals
vs.
Abstract Goals
Click-To-Call
Custom Forms
Videos & GIFs

24. Thank You!