A quick Facebook ad guide for the most basic marketplace features.

1. Facebook Advertising Training
June 2012

2. Overview
Facebook advertising has changed significantly over the last 12 months and will continue to
do so as Facebook attempts to monetize. Reaching our target audiences organically is
becoming increasingly challenging, and Facebook is rewarding advertisers heavily to
establish its platform as a major advertising player. Bonfire must take advantage of this
cost-effective opportunity to target our clients’ target demographics precisely.

3. SIMPLE IMAGERY & COPY
Part 1

4. Standard Advertisements
Key Guidelines
• Maximum 25 character title
• Maximum of 90 characters of copy. The shorter the message can come
across, the better.
• When linking to a Facebook page, title cannot be edited from the page name
• Imagery used must speak directly to the target demographic
• Imagery must be simple and easily recognizable – best to have 1 object with a
single color background
25 character title
(external link)
90 characters of copy
Facebook page title
(link to FB page)
Image size:
100w X 72h

5. Standard Advertisements
What do the following ads do well? Poorly?

6. Standard Advertisements: Good Examples
Demographic Relevance
Clear, simple imagery
Brief, catchy copy

7. Standard Advertisements: Bad Examples
Confusing imagery
No results
Novel
This is targeted at football fans?
Lengthy Copy
Complex imagery

8. Sponsored Stories
Key Guidelines
• Also referred to as “Page Post Ads” – ads created from a Facebook post.
• 90 characters of copy is visible
• Post must be very compelling and spark curiosity
• Click-throughs link to the Facebook post, not an optimized landing page.
“Stories about their friends liking
Target”
Sponsored Story

9. Promoted Posts
Use When:
• Marketing to existing fan base (often most powerful influencers)
• Look to drive conversion among those who already have awareness of
the product or service
Key Notes
• Only paid unit that markets in the news feed, where 90% of content consumed
• Completely automated by Facebook – very minimal management
• Estimated reach can be exceeded significantly by reaching friends of fans
• CTR is high and CPC is very low, but reach is lowest of all ad units

10. PRECISE TARGETING
Part 2

11. Targeting: Broad
Broad Targeting
• Use when you want to cover an entire category or demographic
• Use for mass appeal
• Broad targeting = higher reach = lower CTR

12. Targeting: Precise
Precise Targeting
• Choose individual Facebook pages or #keywords
• #hashtags signal keyword association within the user profile
• #iPad = target anyone who is a fan of iPad related pages, has
mentioned iPad in status updates, has interacted with content
abut iPad
• Generally shoot for a minimum reach of 200K to gain traction
• Narrow targeting = lower reach = higher CTR
• Best option to reach the most relevant audience

13. CONVERSION
Part 3

14. Conversion
Generating clicks and exposure within Facebook is just the beginning. There is always a
second action we are driving the user to take, whether it is becoming a fan, entering a
contest, or subscribing to a newsletter. Careful consideration of where you are driving
the user after the click is crucial in driving the results clients are looking for. Think
through where the calls-to-action are, who you’re speaking to, and what you want
them to take action on before launching any Facebook Advertising campaign.

15. Conversion Path: Example
Landing Page
Ad
Goal:
Drive Fan Growth

16. Conversion Path: Example
Ad
Landing Page
Goal:
Drive Fan Growth