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Intro to Facebook Advertising


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Get started with Facebook Advertising! In this presentation, you'll learn the 3 aspects to a great Facebook ad, how to setup and structure your campaigns, how to choose your target audience, and more!

*Originally used for a class at the Startup Institute

Published in: Marketing, Technology, Business
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Intro to Facebook Advertising

  1. 1. Facebook Advertising
  2. 2. Facebook Basics • When it works: • when you are selling something defined by WHO someone is, not time sensitive • There are 2 ways to use Facebook • As a social media platform • Post to your facebook page, hope others share it, etc • “New Facebook” makes this very inefficient • As a targeted advertising platform • This is what we are going to focus on • How to make facebook work • Experiment, experiment, experiment
  3. 3. Facebook Ad Structure Campaign: One campaign per objective (sales, blog reads, etc) Ad Group: Set Budget Ad Group: Set Budget Ad: Text & Image Ad: Text & Image Ad: Text & Image Ad: Text & Image When Not Testing Campaign: One campaign per objective (sales, clicks, etc) Ad Group: Set Budget Ad Group: Set Budget Ad: Text & Image Ad: Text & Image When Testing Facebook chooses which ad to run within the ad group: good for long term efficiency, bad for testing When testing ad text & image, only put one ad in each ad group, so that all ads get equal spend & exposure
  4. 4. 3 Aspects to a great facebook ad • Facebook “Dial Settings” • Ad content • Audience
  5. 5. Setup Before Running Ads: • Need a Facebook page & need to be admin • Doesn’t matter if you have any fans, etc • Need a facebook ad account & need to be admin • Facebook Conversion Pixels • • Create one pixel for each stage of the process you want people to do • Place the pixels on each page (instructions online) • Each pixel must be a different “category” • Each pixel goes on the page AFTER the behavior – ie the “Checkout” pixel goes on the “thankyou” page, NOT on the “checkout” page
  6. 6. Facebook dial settings: Part 1 • Start to create an ad: *”Create Ads” • Choose “Website Conversions” and enter your landing page • Choose your conversion pixel that corresponds with “success” (ie checkouts, email signups, etc)- typically your thank you page
  7. 7. Facebook dial settings: Part 2 • Turn off “sidebar & right column” ads • 2 places • Bid Settings: • Choose daily budget • Bidding “For website conversions”
  8. 8. 3 Aspects to a great facebook ad • Facebook “Dial Settings” • Ad content • Audience
  9. 9. Ad Content: Introduction Ad content is divided into image, and 3 distinct text fields
  10. 10. Image: • Its purpose is to catch the eye • Don’t • Boring product pictures • Images that are “stockish” • Obsess over image relevance • No one cares about your logo • Do- REMEMBER THE IMAGE IS ONLY TO MAKE PEOPLE SEE THE AD • Kittens, puppies • Striking, unusual images • WHEN IN DOUBT, DEFAULT TO KITTENS & PUPPIES
  11. 11. Text: 3 Distinct Fields • Text: • This is basically a headline • Don’t worry about informing, go for goofy & catching • “Every time you go skating on those lame skates your mother bought you, a kitten dies. Please, think of the kittens” • Headline: • Very short, this part is clickable • Aggressive call to action “CLICK ME” • “Our skates rock. Join us!” • News Feed Link Description: • Short description of what you are actually selling • “Rockn skates are designed to help you shred all night long, and won’t give you blisters! Learn more now”
  12. 12. Good & Bad Ads A Mediocre Ad
  13. 13. Good & Bad Ads A Mediocre Ad A Better Ad
  14. 14. Exercise: Think of images and headlines for your product
  15. 15. 3 Aspects to a great Facebook ad • Facebook “Dial Settings” • Ad content • Audience
  16. 16. Facebook Audience Choice • Basic Demographics • Age, gender, geography, language, etc • Interest & Behavior Targeting • Interests • If someone “likes” the red sox, they are put in the interest group “red sox”, “baseball”, “Pro sports” & “Specator sports” • What interests define your audience? • Can be narrow or very wide • Behaviors • This is grouping supplied by facebook & other vendors • Frequenty grocery shoppers, parents with kids at home, new vehicle shoppers, etc You have to EXPERIMENT WITH AUDIENCES A LOT to figure out what wins
  17. 17. Exercise • For your product, what are you confident of about audience targeting? • What would you want to test?