Facebook ads by Steven Duong


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Facebook Ads 101 by Steven Duong

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Facebook ads by Steven Duong

  1. 1. By Steven Duong
  2. 2.  Located in the right side bar and on the Facebookprofile and fan pages under a “sponsored” header They can be vertical or horizontal and made up of 3parts – Title, Body and Image.Sample adsFacebook Ads
  3. 3. How it works Target according to FB profile info – age, interest,gender, demographic, interests, etc.. Advertisers can set very precise targeting metrics tomake sure their ads are display on a very targetedgroup of individual FB can also tell the advertisers how many peopletheir ad would reach base on the metrics theyspecified
  4. 4. Cost First thing you need to decide is your budget for thecampaign (min. allowed is $0.01USD/click) Once you have a set amount for the campaign youneed to decide whether you want to set it as a DailyBudget or a Lifetime Budget In a Daily Budget the ad will stop showing once thelimit is reach (eg: 100,000 people) In a Lifetime Budget, the ad keeps going until thebudget is met (eg: $100.00)
  5. 5. Type of Ads (part 1) Advertisers can also schedule their ad to run from acertain day/time and end at a certain day/time orhave it run continuously until the budget is reach FB also suggest how much you should bid per click,but you are free to set a different amount Ads can be CPM (cost per mille) – representing thecost per 1,000 impressions. Every time an ad isshown to a user it counts as one, whether or not itsclicked on or not. You pay for the number of timesyour ad is being displayed to users
  6. 6. Type of Ads (part 2) Ads can be CPC (cost per click). Here you pay everytime you ad is click by the user Remember that your amount you set is a bid amountand you are competing in an auction with similar ads You only pay if your bid wins What advertisers are bidding on are for thekeywords. Example a common keyword like“computers” might require a larger amount then onelike “ants” CPC are safer for individuals who are new to doingFB ads as they paying for the actual click to the page
  7. 7. Facebook vs Google Ads(part 1) FB and Google ads are different FB is based on user personal information such asgender, interests, age, location, etc.. Google ads are based on the relevance of what the useris searching for. Example if a user was searching fortattoo designs, ads such as tattoo shops, tattoo artists,body arts, etc.. might show up Google’s PPC (pay per click) focuses on the product,while FB (CPC & CPM) focuses on the people These are 2 different forms of targeting. Thus a companycan use both forms of advertisement for the sameproduct/service
  8. 8. Facebook vs Google Ads(part 2) The major difference between FB vs Google ads isthe added demographics. This allows a very specificmarket that the advertisers can focus on.Keywords/interestsLocalityAdsKeywords/interestsLocalityDemographicsAdsGoogle adsFacebook ads
  9. 9. Building an Effective FBCampaign1. Define the goal. Whether you want to bring in more “likes”,raise awareness to your FB site or company website, etc..2. Identify the locality. Are you focus only on individuals in yourneighbourhood? City? Country? Or international?3. Define your audience. Gender, interests, demographics,nationality, etc…4. Narrowing your focus. Only Scorpios, whose birthdays arewithin 2 weeks5. Offer value. For something of value to make them click thead – maybe a contest? Or discount if they click the ad?6. Test and Measure. Constantly check in on the ad as itsrunning and make any changes necessary during the periodof time its running. If CPC is not working…try CPM
  10. 10. Creating an Ad (part 1) Can be done in 3 ways1. Go to facebook.com/ads/create2. From you homepage, click “create an ad”3. On the Admin panel of the business page, go to“build audience” and click “create an ad”
  11. 11. Creating an Ad (part 2) Setup your ad by specifying what you want topromote by typing in the website, page, event, etc.. Then choose your audience. Now here you can bebroad or very precise. Being broad covers a largerpopulation, however, being precise would give anarrower but more targeted group You can target your audience by location, age,gender, language, etc… In precise targeting you are now targeting areassuch as personality, interests, likes, etc…
  12. 12. Creating an Ad (part 3) Within precise, if you type a “#” before the word,Facebook would also give related interests. Such as ifyou type in “#rings”, you will get people interests injewelery, diamonds, pearls, sound, telephones, bells,ruby, etc…without the “#”, you will get only people whohave “rings” as their interest. Using both the Broad and Precise, you can get a verytargeted niche market to your product/service Note: based on your Broad and Precise targetselection, Facebook with provide a number ofaudience that you will reach. Make sure youraudience selection is at least 100,000
  13. 13. Creating an Ad (part 4) Now you come to the Objective selection Based on what objectives you want the ad to do.Whether its conversions, sales or brand awareness. The Objective section lets you specify whether youwant FB to show your ad or sponsored story to thepeople most likely to like your page, install your appor click your ad/sponsored story
  14. 14. Creating an Ad (part 5) Next you come to the Name, Pricing and Schedulesection Here you would name your campaign, set yourmaximum budget for either CPC or CPM And set your campaign schedule start & enddate/time or whether you want to run it continuouslyfrom the start date/time
  15. 15. Creating an Ad (part 6) Review Ad and Place Order. Here you are given theopportunity to review your ad and make any changesyou want Once everything is good, you made proceed toplacing your order Note that once an order is place it will begin theadvertisement, however, at any time you can go andmake changes until the campaign ends You might need to place several FB ads and tweak abit at different ones and analyse the results
  16. 16. Steven Duong