This document provides an overview of Facebook ads and how to optimize them. It discusses how Facebook's Edgerank algorithm works and how to increase reach beyond just organic posts. It recommends using sponsored stories and ads to promote content once a week and increase engagement. The document then covers how to set goals, design ads, target audiences, bid on ads, and manage ad campaigns over time through testing. Resources for learning more about Facebook ads are also provided.

1. Want to learn about
Facebook Ads?

2. But first
Everything you need to
know about Facebook
in 5 minutes

3. Edgerank
∑u w d
edges e
e e e
Ue – affinity score between viewing user and edge creator
We – weight for this edge type (create, comment, like, tag, etc.)
De – time decay factor based on how long ago the edge was created

4. Edgerank
In other words…
• If I like you less than my significant other
• If my friends don’t Like your post
• If I’ve been away from Facebook for more than three
hours
…I most likely wont see your post.

5. You Are Not More Interesting Than Than
This…

6. Or This…

7. Or This…

8. Or This…

9. Turns out he’s
not always That interesting either…

10. The Secret
to Facebook success

11. Be
Awesome
once a week

12. Pin to Top your awesomeness
Once a Week
h"ps://www.facebook.com/help?faq=235598533193464

13. Facebook says…
“You only reach 16% of your fans in the newsfeed.”

14. Facebook says…
“Sponsored stories can get you 3 to 5 times the reach.”

15. Use Facebook Ads to increase reach
xyz
xyz
xyz

16. Use Sponsored Stories to get fans
xyz
xyz
xyz

17. Use Facebook Ads to Make money
xyz
page
xyz
Do
this
now!
xyz
Do
this
now!

18. results
• Consistently high engagement rate
• New fans faster and for less money
• Drive traffic to your offer = measurable ROI

19. Now on to kicking ass with
Facebook Ads

20. Types of Facebook Ads #
Ads
• Page • App
• Post • URL
Sponsored Stories
• Page like story
• Page post story

21. Set goals #
• Fans
• Engagement
• Conversion
(sales, email sign up, etc.)

22. Design your ad
(think web UI design)
#
Great image Brief copy
Lorem ipsum dolor sit Lorem ipsum dolor sit
amet, consectetur amet, consectetur#
adipisicing elit, sed do
eiusmod tempor
incididunt ut labore et
dolore magna aliqua. Ut
enim ad minim veniam, #

23. Or This…

24. Or This…

25. Or This…

26. Target your ads
(It’s different than
Google Adwords)
• It’s about interests & inventory
• Not search & volume

27. People with interests

28. People with credit cards and friends
xyz
xyz
xyz
xyz

29. rich people
xyz

30. How to bid
on ads

31. Pricing
xyz

32. Manage Your Ads
xyz
xyz
Ad
1
xyz
Ad
2
xyz
Sponsored
Story

33. Manage Your Ads
• Testing
– Give ads a few days to acclimate
– Always use a control ad
• Note that your audience reach will reset with a
new campaign
• Ads get stale (sometimes)

34. Metrics

35. Process
• Set goals
– Fan Growth
– Engagement
– Conversion (sales, email sign up, etc.)
• Micro Target Your Audience
• Metrics
• Test, Test, Test, and Test some more

36. Resources
Facebook Ads Guide
– www.facebook.com/business/ads/
• Download the PDFs at the bottom
Facebook Marketing Stuff
– www.facebook.com/business/fmc
– www.learnfacebookpages.com
– www.learnpageinsights.com
TimHomuth@gmail.com
linkedin.com/in/timhomuth
facebook.com/timhomuth
twitter.com/timhomuth#