Facebook is used by over 1 billion people daily. It reaches 89% of its intended target audience through ads. The document provides guidance on using Facebook to establish business goals, create an engaging page, target the right audience, develop compelling content, promote posts and ads, and prepare advertising campaigns. The goal is to increase engagement, sales, and awareness through an optimized Facebook strategy.

2. Facebook
— Over
1
billion
people
use
Facebook
to
connect
— Facebook
is
on
three
of
every
four
smartphones
— More
than
half
of
people
on
Facebook
visit
every
day
— Facebook’s
ads
reach
an
average
of
89%
of
its
intended
target
audience

3. Establish
your
goals
— Increase
in-­‐store
sales
-­‐
Increase
foot
traffic
and
make
it
easier
for
people
to
find
and
share
informaDon
about
your
business.
— Increase
online
sales
-­‐
Find
new
customers
and
deepen
relaDonships
with
people
who’ll
click
through
and
buy.
— Launch
a
new
product
-­‐
Generate
excitement
and
maintain
momentum
around
a
new
product
or
service.
— Build
Awareness
-­‐
Express
what
makes
your
business
unique
and
stay
top-­‐of-­‐mind
for
future
product
decisions.
— Promote
your
mobile
App
-­‐
Get
your
app
into
the
hands
of
the
right
people
and
keep
them
engaged.
3

4. Create
Your
Page
— Ecommerce
-­‐
make
it
easy
for
people
to
browse
and
buy
— Storefront
–
make
sure
your
page
has
all
the
info
people
need
to
find
you
— For
product
launch
–
post
teaser
images
and
videos
in
advance
— Pick
a
cover
photo
to
showcase
your
environment
or
products
in
the
best
light
— Upload
photos
and
videos
that
bring
your
business
to
life.
These
can
be
product
photos
or
even
photos
of
your
establishment
and
the
people
who
work
there.
— Add
at
least
1
Category
to
your
page
so
you
get
found
in
Facebook
searches

5. IdenDfy
Your
Target
Market
— What
do
your
favorite
customers
have
in
common?
Who
else
would
you
like
to
bring
in?
— Consider:
— Which
few
disDnct
groups
of
people
would
you
like
to
bring
in?
What
are
their
age
ranges
and
interests?
Where
do
they
live?
— How
can
your
business
help
them?
— Would
one
group
be
more
interested
in
trying
out
specific
products,
a
sale
or
a
Dmely
offer?

6. Create
Compelling
Content
— Create
posts
that
highlight
the
best
of
your
business.
Use
photos
and
informaDon
that
will
bring
your
business
to
life
and
give
people
a
reason
to
visit.
— Be
inviDng,
and
be
yourself.
AuthenDcity
(for
example,
asking
quesDons,
expressing
why
you’re
passionate
about
your
business
and
your
customers)
can
help
people
connect.
— Post
regularly,
and
at
the
right
Dmes.
If
you’d
like
to
catch
people
on
their
morning
commute
or
just
before
their
lunch
hour,
you
can.
If
you’re
busy
at
those
Dmes,
you
can
even

7. Reach
The
Right
People
— PromoDng
posts
and
creaDng
ads
for
specific
audiences
helps
you
reach
more
of
the
people
who
ma^er
most
to
your
business.
— Find
new
customers
by
creaDng
ads
for
people
using
targeDng
opDons
like
locaDon,
demographics,
interests
and
behaviors.
To
get
the
most
out
of
your
exisDng
Facebook
audience,
you
can
also
create
ads
for
the
people
who
like
your
Page
and
their
friends.
— Offers
are
one
of
the
best
ways
to
increase
foot
traffic.
Offers
are
like
coupons,
perfect
for
encouraging
people
to
come
in
soon.
77

8. Facebook
Ads
— Ads
on
Facebook
are
shown
to
specific
groups
of
highly
engaged
people
on
desktop
and
mobile.
— The
more
you
boost
your
Page
posts
and
create
targeted
ads
for
specific
groups
of
people,
the
more
people
will
see
them
when
they
visit
Facebook.
— When
you
set
up
an
ad
on
Facebook,
you’ll
be
asked
to
choose
your
goal,
targeDng
opDons,
etc.
88

9. Facebook
Ad
Types
— Page
like
Ad
-­‐
get
more
likes
for
your
Page
— Page
post
video,
photo
and
text
Ad
-­‐
drive
awareness
and
engagement
of
your
message
with
a
video,
image
or
plain
text
— Offer
Ad
-­‐
drive
people
to
your
store
with
an
offer
— Event
Ad
-­‐
drive
responses
to
your
event
— Page
Post
Link
Ad
and
Domain
Ads
-­‐
Drive
clicks
to
your
website
‹#› 9

10. Facebook
Likes
Ad
10

11. Page
Post
Ad
-­‐
Video
11

12. Page
Post
Ad
-­‐
Photo
12

13. Page
Post
Ad
-­‐
Text
1313

14. Offer
Ad
1414

15. Event
Ad
–
Right
Side
Only
15

16. Page
Link
Ad

17. Ad
Placement
-­‐
Mobile
1717

18. Ad
Placement
-­‐
Newsfeed

19. Ad
Placement
–
Right
Column
1919

20. Preparing
to
AdverDse
— What
is
your
objecDve
–
Like
the
page?
RSVP
for
an
event?
Go
to
your
website?
— Conversion
Tracking
Pixel
— When
you
adverDse
a
website
off
of
Facebook
and
there’s
a
specific
acDon
you
want
people
to
take
as
a
result
of
your
ad
(ex:
buying
something),
you
can
set
up
conversion
tracking
pixels
so
you
know
whether
or
not
your
ads
are
paying
off.
See
more:
Conversion
Pixel
in
Facebook
Help.
2020

21. Choose
your
ad
creaDve
— When
you
create
an
ad
on
Facebook,
you’ll
be
given
the
opDon
to
upload
up
to
6
different
images
as
an
easy
way
to
understand
which
ad
performs
best
and
get
the
most
out
of
your
adverDsing
spend.
— When
you
provide
mulDple
images,
Facebook
creates
mulDple
ads
for
you
under
one
campaign,
so
you
can
use
your
campaign
budget
toward
the
ad
that’s
performing
be^er
than
the
others.
You’ll
only
be
charged
once
for
the
budget
you
decide
on
even
if
you
use
mulDple
images.
2121

22. Gecng
Started
— Facebook.com/ads/create
2222

23. 2323

24. 2424

25. 2525

26. 2626

27. 2727

28. 2828

29. 2929

30. Terms
— Interests
–
Pages
they’ve
liked,
interests
and
acDviDes
— Behaviors
–
Purchase
behaviors
or
intents;
device
usage
— More
Categories
–
Facebook
categories
you’ve
requested
access
to
— Campaign
–
can
have
mulDple
ad
sets
— Ad
Set
–
group
of
ads
under
1
campaign
— Budget
–
Maximum
amount
you
want
to
spend
–
daily
or
lifeDme
— Bidding
–
Can
bid
for
your
objecDve
or
per
click
or
impression
3030

31. Bidding
Types

32. Bidding
— You
can
choose
to
bid
for
your
objecDve
(e.g.,
Page
Likes),
bid
for
clicks
or
impressions
— OpDmized
CPM
-­‐
Facebook
automaDcally
manages
the
bid
to
show
your
ad
to
people
most
likely
to
take
acDon
on
it.
This
is
generally
the
best
approach
for
most
adverDsers.
— Can
also
set
a
manual
bid
for
clicks
(CPC)
or
manual
bid
for
impressions
(CPM)

33. Bidding
— If
you
manually
set
your
bid
amount,
pay
a^enDon
to
the
suggested
range
provided
by
Facebook.
This
is
based
on
how
many
people
are
compeDng
to
show
ads
to
your
target
market.
Stay
within
the
range.
Cost
is
per
1,000.

34. Submit
and
Manage
your
ad
— Click
on
Place
your
order,
Facebook
will
review
and
approve
your
ad
— To
monitor
and
manage:
facebook.com/ads/manager
— Select
the
campaign
3434

35. 35

36. BoosDng
Posts
— You
can
boost
any
post
you
share
from
your
News
Feed,
Timeline
or
Page,
including
status
updates,
photos,
videos
and
offers.
Any
post
you
boost
will
appear
higher
in
News
Feed
to
help
more
people
see
it.
3636

37. — Boosted
posts
appear
in
News
Feed
and
show
up
higher,
so
there's
a
be^er
chance
the
audience
for
the
posts
will
see
them.
Boosted
posts
are
labeled
Sponsored.
Boosted
posts
don’t
appear
in
the
right
column
of
Facebook.
3737

38. BoosDng
Posts
— Go
to
any
post
you've
recently
created.
— Click
Boost
Post
at
the
bo^om
of
your
post.
— Choose
your
audience
and
budget
based
on
how
many
people
you
want
to
reach.
You
can
also
click
More
Op/ons
to
select
the
duraDon
of
your
boost
or
change
your
payment
method.
— Click
Boost
Post.
3838

39. BoosDng
Posts
-­‐
Cost
— The
cost
to
boost
a
post
depends
on
how
many
people
you
want
to
reach.
To
see
different
budget
opDons,
go
your
post
and
click
Boost
Post.
In
the
dropdown
menu
next
to
Maximum
Budget,
you'll
see
the
esDmated
reach
for
each
budget.
To
create
a
custom
budget,
select
Choose
Your
Own.
— The
budget
you
choose
is
a
lifeDme
budget
that
will
be
spent
throughout
the
duraDon
of
your
boosted
post.
You'll
be
charged
for
the
impressions
on
your
post,
which
may
someDmes
be
less
than
your
budget.

40. BoosDng
Posts
-­‐
Budget
4040

41. BoosDng
Posts
-­‐
TargeDng
‹#› 41

42. BoosDng
–
Stop
or
Pause
4242

43. Boosted
Posts
-­‐
Performance
— Shortly
aier
boosDng
a
Page
post,
you’ll
be
able
to
see
its
performance
in
ads
manager
and
in
the
Posts
tab
of
your
Page
Insights.
4343

44. Boosted
Posts
-­‐
Performance
— You
can
also
go
to
the
post
on
your
Page's
Timeline
to
see
how
it's
performing.
In
the
bo^om
lei
of
your
post,
you'll
see
the
total
number
of
unique
people
who
saw
your
post.
Hover
over
or
click
this
number
to
see
the
following
breakdown:
4444

45. Thank
you!!
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Facebook.com/gibbonsdigital
www.gibbonsdigital.com
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