This document provides instructions for setting up and optimizing a Facebook business page. It discusses identifying the target audience, creating compelling content, and advertising to drive awareness and sales. Specifically, it recommends: 1) Setting up a Facebook page to make the business discoverable, connected, and insightful; 2) Identifying the ideal target audience based on demographics, interests, and behaviors; 3) Creating authentic, responsive, consistent content that tests what engages audiences; and 4) Using advertising to reach more people by targeting friends of existing fans with specific messages tailored to audiences.

3. HOW?
1.Set up your Page.
2.Identify your Audience.
3.Create compelling Content.
4.Advertise.
5.Measure and adjust.

4. Set up your Page
Page is used to Create the hub for your business on Facebook. It
makes your business -
• Discoverable: When people search for you on Facebook, they'll be
able to find you.
• Connected: Have one-to-one conversations with your customers,
who can like your Page, read your posts and share them with
friends, and check in when they visit.
• Timely: Your Page can help you to reach large groups of people
frequently, with messages tailored to their needs and interests.
• Insightful: Analytics on your Page will give you a deeper
understanding of your customers and your marketing activities.
Request a web address such as "facebook.com/BSLI", which makes it
easy to find.

5. Identify your Audience
To reach the specific people who are most likely to become
your customers. To help you connect, consider:-
• What do your ideal customers have in common?
• How old are they and where do they live?
• How can your business help them?
• Would one group be more interested in specific
messages, products or services? A sale or a timely offer?
Location, Demographics, Interests, Behaviors, Connections,
Custom Audiences, Lookalike Audiences

6. Create compelling content
As you post updates, photos and more, think about what
your customers find interesting and inspiring:-
• Be Authentic: Share what you're genuinely excited about
and your customers will be excited too.
• Be Responsive: When people comment on your posts,
show that your business is listening and that you care.
• Be Consistent: The more regularly you post, the greater
an opportunity you have for connecting with people and
building trust(Setting schedule).
• Do what works: Replicate your success on posts that get
more engagement.
• Make successful posts into successful promotions: When
you notice that a post is getting a lot of engagement,
promote it to reach even more people.

7. Advertise
To raise awareness, stay connected and drive sales:-
• You can create an advert directly from the admin panel of
your Page to engage more people, or you can use the advert
creation tool.
• Use the advert creation tool to target your adverts to reach
the friends of the people who already like your Page.
• Be specific about the audiences for different adverts (You can
create sets of adverts to connect with different target audiences).
People are more likely to respond to a message crafted just
for them.
• To make sure that your adverts look great wherever they're
seen on Facebook, you can see the Facebook Adverts guide
for detailed specifications such as image dimensions.

10. Costing & Lil’ more
• The Bidding - Reason why knowing how much
Facebook Ads cost is so important.
Facebook works like an auction. There’s no set answer to “how much
does Facebook Ads cost?”
You can either manually adjust this in the pricing and bidding section.
If you don’t, Facebook will automatically calculate a bid for you based
on your budget and how long you choose to have your ad run.
You are entering a bid. Plenty of other advertisers are trying to get
that same ad space in a users’ Newsfeed, too, and Facebook limits the
number of ads each user sees.

11. Factors Influence the Cost
of Facebook Ads
• The Audience You’re Targeting
Yoga Equipment eg.(Customer with multiple brands after them)
How to do it?
By increasing other factors and creating a high quality ad,
you’ll be able to stand out amongst your competition when
you’re trying to bid for an ad.
You could pay significantly less than your competition is
paying to advertise to the same exact user.

12. Quality of Your Ad
• Two metrics you want to look at when evaluating the
quality of your ad
1. Relevance score
2. Click through rate
Relevance score
Each score to each ad, between 1 and 10, it’s
measuring how relevant your ad is to the audience
you’re targeting, continually change as more users
interact with your ad, Likes(+)& Report(-).
The higher your relevance score is, the less you’ll
pay on ads

14. • Click through rate
It is the number of clicks on your ad divided by
the number of impressions.
higher click-through rate will indicate a higher
relevance- lower the cost

15. The Time of Year
• More competition for ads, and you’ll pay more as a result.
1. Diwali
2. Christmas & New Year
3. Festivals of every religions
4. Holidays
5. Academic/Financial Year beginnings etc.

16. Bidding Options
1. Cost per click (CPC): You are paying only for each user that
clicks on your ad.
2. Impressions (CPI): You’re paying for cost per 1,000
impressions(Lower than CPC)
3. Cost per action/conversion (CPA): You’re paying and bidding
on a specific action being taken(more conversion and more
costly)
4. Cost per like: Used in campaigns where the objective is to gain
likes on your Page.
5. Conversions: Facebook will deliver your ad to people who are
most likely to complete the designated action you’ve chosen.
6. Clicks on your ad/to your site: Facebook will deliver your ad to
the people who are most likely to click to your site.
7. Daily Unique Reach: Facebook focuses on delivering your ads
to people up to once a day, affecting frequently.