13. When a user clicks on the ad,
send him/her somewhere specific.
Don’t make it harder to
accomplish the objective.
14. Headline (25 characters)
› Name of page / business
Body (90 characters)
Button
15. Choose several
Size [1200px x 628px]
The color blue
Popular images
› Smiling faces
› Animals
› Food
16. Location
Age
Gender
Marital status
Education
Interests
And so much more …
17. Determines how often your ad will be
shown
Manual or optimized
Cost per day or lifetime of the ad
18.
19. Let the campaign run for a few days
Visit Ads Manager
Make adjustments
20. RESULTS
› The number of times a person performed the
intended action of the campaign.
Example
› For a campaign directing users to a website;
the number of clicks through to the website.
21. COST
› Price per objective accomplished
Example
› For a campaign directing users to a website;
the cost per website click.
22. REACH
› The number of people the ad
was displayed to.
Example
› People had the opportunity to see the ad,
among mobile newsfeed, newsfeed, and
right-column ad placements.
› Does not mean they interacted with it.
23. FREQUENCY
› The average number of times the ad
was displayed to a person.
› As frequency reaches 6-8, consider pausing
those ads.
Example
› The same ad showed up to a person 4 times.
24. CLICKS
› The number of times a person performed
any action within the campaign.
› Includes RESULTS and other actions.
Example
› For a campaign directing users to a website;
the number of clicks through to the website
+ clicks to Like the page.
25. CLICK-THROUGH RATE
› The number of clicks received divided by the
number of times the ad was displayed
› Clicks / (Reach x Frequency)