Questions to answer in order to build a successful strategy
• Write down specific objectives on why you want to
be on Facebook
• Who are you target audience? List their
demographics in detail?
• What tone of voice represents your brand most?
• How will you handle negative complaints about your
• Who will be responsible for running your Facebook
We shall Focus on Two
Basics in this PPT:
[A] Boost your Posts =
Engage your fan base
[B] Promote Your Page =
Build your Fan Base
• Clicks to Website: Send people to your website
• Website Conversions: Increase conversions on your website. You'll need a
conversion pixel for your website before you can create this ad
• App Installs: Get installs of your app
• App Engagement: Increase engagement in your app
• Offer Claims: Create offers for people to redeem in your store
• Local Awareness: Reach people near your business
• Event Responses: Raise attendance at your event
• Video Views: Create ads that get more people to view a video
Step 2-C: Optimize
Optimize for PAGE LIKES
You can choose to bid for your objective, clicks or impressions. Your choice determines how you pay and who your ad is
For example, when you optimize your bid for the Page like objective, you'll be charged when your ad is served to people
within your audience who are more inclined to like your Page.
Optimize for CLICKS
You can choose automatic or manual bid pricing.
Using automatic will set your bid so that it's optimized to help you reach your objective.
Using manual will let you pick a maximum bid. You can choose to pay per click (CPC) or per 1,000 impressions (CPM).
Your ads won't be optimized to help you reach your objective.
Step 3: Create your Ad
Each image you add will create a
different ad in your ad set. After
your campaign starts, you can
monitor how audiences respond
to the different images.
Accordingly you can decide
which Ads to keep, and which
ones to stop for best results.
Step 4: Wait for your Ad to be Reviewed
Facebook reviews ads to make sure they are inline with the
platform design guidelines and advertising guidelines.
• Recommended image size: 1,200 x 444 pixels
• Your image may not include more than 20% text
• Text: 90 characters
Understanding your Facebook Ads Manager
• Status: Allows you to start/stop your Ads
• Ad: The name you've given your Ad
• Delivery: Indicates if your Ad is running or not, or whether its approved or not
• Results: The number of actions as a result of your ad depending on your Ad
• Cost: The average you paid for each action associated with your objective
• Reach: The number of people your Ad was served to
• Frequency: The average number of times your ad was served to each person
• Clicks: The total number of clicks the Ad received.
• Click-Through Rate (CTR): The number of clicks you received divided by the
number of times your ad was served by Facebook
• Total Spent: What has been spent so far during your campaign
• Max Bid: If you chose manual bidding rather than optimizing, this is the max bid
you set when creating your Ad
• Average Price: The average amount you paid for each action, click, or 1,000
10 TIPS BEFORE STARTING YOUR
About the Author
With a strong background as a Social Media
Strategist, Lara is a blogger, who brings together
her online experience and business background to
set the direction and strategy for clients. Her
diverse list of clientele in which social media
strategies was tailored for include both local and
Lara holds an MBA from the New York Institute of Technology,
and offers social media training for individuals and organizations,
along side consultancy and strategy.