This document provides information on various Facebook advertising options: 1. Reach & Target Blocks ensure ads are seen by the entire target demographic. 2. Page Post Ads are eligible to appear in the Newsfeed and can promote external URLs using Unpublished Page Post Ads. 3. Facebook Offers, Sponsored Stories, Sponsored Results, and Custom Audiences allow targeting of specific groups through interests, behaviors, and uploaded contact lists.

3. Reach & Target Block
A reach/target block ensures that every single person in
your target demographics sees your ads.

4. The Logout Experience

5. Market Place / RHS
• Marketplace ads appear anywhere on Facebook.
• Best to promote applications
• Need: 110 x 72 pixel images
• Wording: 25 characters include space for headline, 90
characters include space for body copy
Good
Examples
Bad Examples

6. Page Post Ads
• Eligible to appear in Newsfeed.
• FB 20% Text Rule applies.
• How to check? https://www.facebook.com/ads/tools/text_overlay

8. Unpublished PAGE POST ADS
Essentially the same as Page Post ads – With a
link.
Use to promote external url

9. Facebook Offers

10. Facebook Offers
Requires
USD $ 5.00
Very, very, Very Viral

11. Sponsored Stories
• Page Like
• Page Post Comments
• Page Post Likes
• Page Post Shares
Sponsored Stories only target the friends of your fans.

12. Sponsored Result
NO MORE AVAILABLE
on 9 JULY
Targeting fans friends who liked
the Pages, Apps and people
who subscribe enabled.
People will see the ad when
the targeted entity appears in
their search results.
It only appear in desktop
search results.

13. 1. Identify
2. Find
3. Reach
CUSTOM AUDIENCE
What you need:
A list of:
-Facebook User IDs
-Email Addresses
-Telephone Numbers
*You are recommended to have a list of at least 5,000 to 10,000 entries
the people you want to talk to
them on Facebook
them with relevant ads

14. Facebook Exchange

15. Facebook Exchange

16. Facebook Exchange

17. Engagement
Mobile targeting
Ads appear in the most
engaging place on FB, mobile
news feed
Ads can be targeted to exactly
the right mobile audience using
all targeting options
Mobile App Install

18. Marketing Funnel
AWARENESS
CONSIDERATION
CONVERSION
LOYALTY Targeting with Custom Audiences
Page Post Ads & Sponsored Stories
Targeting with Custom Audiences
Facebook Exchange
Page Post Ads
Facebook Offer
The Logout Experience
Reach & Target Blocks
Page Post Ads & Sponsored
Stories

19. Ensuring sufficient reach for posts
• Page post ad must be less than six days old for delivery
Targeting
• Keep overall demographic and interest targeting broad for a campaign,
including device targeting, to ensure maximum reach.
Structure
• Maximize success by separating ads out into different campaigns
• Ensure that ads aren’t competing with each other by targeting the same
audience.
TIPS & TRICK

20. Creative:
• Make the page post interactive with a call to action.
• Try to optimize the first 90 characters for your posts to include the
main message.
• Photos and videos tend to drive 2x more engagement than plain text,
so try to include images when relevant.
Bidding to ensure your ad is seen
• Can use optimized CPMs or CPCs.
• Average CPC bids will generally be higher than average CPCs paid
• When in doubt, bid higher than the suggested bid.
TIPS & TRICK