Facebook advertising

1. Slide 1
FACEBOOK ADVERTISING

2. Slide 2
FACEBOOK MARKETING
Facebook is undoubtedly the most popular social media
platform available with many advantages associated with it. is
primarily a social networking site, however it can be used as a
handy tool for promoting and advertising a business. We can
use Facebook to promote a brand, market a company, or create
awareness about a service or a product. Success with this form
of marketing requires more than a fan page and a few friends.
When used effectively, Facebook marketing can provide a
business with exciting benefits and results. Facebook
marketing can enable businessmen to greatly improve their
brand awareness and reach out to a wider audience.

3. Slide 3
FACEBOOK PAGES
Facebook pages assist businesses, brands and organizations in
sharing information and reaching out to people. Users like the
pages that they are interested in. With this, they can stay in
touch and get updates about different activities. There are a
number of different pages you can create depending on what
sort of organization you are starting.

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HOW CAN POSTS BE EFFECTIVE
TO GROW YOUR BUSINESS
Facebook is a fantastic way to reach out to your audience on
different levels. By posting information, photos, videos and
stories, the content you share can −
Personalize your brand
Drive users to your blog
Generate more traffic directly to your website
Educate and create awareness about your industry
Promote the culture of your organization

5. Slide 5
HOW TO CREATE A FAN
PAGE
A Facebook fan page is an amazing way to promote your
business, build awareness for a cause, and gather support
for your brand. If you would like to create a fan page, follow
these easy steps −
Log in to your Facebook account.
Click on the settings on the top right-hand corner of your
page.
Click on create page.
Click on the type of page you would like to create.
Fill in all the information required.
Click on "get started".
Upload a profile picture and click on save photo.
Complete the 'about' section and click 'save info'.

6. Slide 6
FACEBOOK AS ADVERTISING
MEDIA
Being one of the largest social media platforms, it provides
insight into its users’ interests, likes, dislikes, personal life and
buying behavior.
This large database of information can be tapped into by your
business or organization to generate high quality leads, sales
enquiries and traffic to your website.

7. Slide 7
FACEBOOK ADVERTISING
Is completely scalable as you create campaigns that are
realistic and relevant to your brand. All of this is completely
measurable by utilizing Facebook analytics, giving you the
ability to test, evaluate and adjust the strategy that you are
currently implementing.

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ADVANTAGES OF FACEBOOK
MARKETING FOR YOUR
BUSINESS
Wider Target Customer Reach
Multiple Marketing Platforms
Wider Target Customer Reach
Specific Market Targeting
Business-to-customer Relationship
Budget-friendly Ads

9. Slide 9
ADVANTAGES: WIDER TARGET
CUSTOMER REACH
Although Facebook started as a social network for college
students, it now has millions of users from around the globe.
The largest segment of its users is ranging from 35–54 years
old, while the fastest-growing division of its demographic is 55
years old and above. Regardless of the age bracket of users
that your business wants to target, Facebook can be a great
way to reach them.

10. Slide 10
ADVANTAGES: MULTIPLE
MARKETING PLATFORMS
Facebook has three marketing platforms that anyone can use to
promote their brand:
Pages, Groups and Ads.
Pages are basically free Facebook profiles for businesses,
organizations and public figures. The only difference is that
there are no restrictions on the number of fans that can “like” a
company’s page.
.

11. Slide 11
WIDER TARGET CUSTOMER
REACH
CONT..
Groups are like discussion forums but designed in a User Wall
format.
The Ads, on the other hand, is the social network’s paid
marketing platform that helps businesses reach their
customers based on their desired demographic. However, it can
be very expensive depending on your business’ goals

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ADVANTAGES: SPECIFIC
MARKET TARGETING
Other than having many active users, Facebook also gathers a
huge amount of demographic information from its users.
That’s why businesses can target their desired customers
based on virtually anything there is in a user’s profile

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ADVANTAGES: BUDGET-
FRIENDLY ADS
Facebook’s advertising platforms can run on either a per-
impression or a per-click basis. The social networking giant is
also budget-friendly, since it allows users to set daily limits.
Depending on a business’ niche, it also shows users the
relevant ads open for bidding.

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ADVANTAGES: BUSINESS-TO-
CUSTOMER RELATIONSHIP
Facebook is one way to create and foster a community around
a brand. It encourages a two-way discussion between the
brand owners and its customers, while providing room for
additional marketing campaigns.
With its many marketing platforms and features, Facebook has
proven itself to be powerful and flexible for any type of
businesses. If it’s still not part of your online marketing
campaign, it’s best that you start now and experiment on how
the social networking giant can help you reach your business
goals.

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TYPES OF FACEBOOK PAGES
Local business or place
Company, organization or institution
Brand or product
Artist, band or public figure
Entertainment
Cause or community

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FACEBOOK ADVERTING- AD
OPTIONS
Get traffic to your website
Increase conversion on your website
Boost likes and engagement for your page
Promote your page
Get installs for your app
Increase engagement in your app
Get people to claim your offer
Reach people near your business
Boost your posts

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GET TRAFFIC TO YOUR
WEBSITE
This option is utilized to set the destination when someone
clicks on the advert to a custom URL of your choice. This ad
simply displays a title, short description, and the URL of the
link you wish to display.
This option is best if you want to direct someone to your
homepage, online store, contact page or any other page on
your website that you want people to see.

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INCREASE CONVERSION ON
YOUR WEBSITE
If you choose to implement and increase conversion on your
website campaign you will be given a short code. This code is
added to the page that you wish to track conversion on.
For example, if you want to track how many people subscribe to
a newsletter on your page, you should add this to your
newsletter confirmation page. You can then optimize the ad to
reach out to people in your audience that you would like to
convert.

19. Slide 19
BOOST LIKES AND
ENGAGEMENT FOR YOUR PAGE
Boosting your post will create an ad from a post that you have
already created on your page. This is best used when you want
to get a wider audience to see what you have posted. The goal
for a post boost is to increase the number of people viewing,
liking, commenting and sharing the content that you have
published.

20. Slide 20
PROMOTE YOUR PAGE
Promoting your page gives you the ability to custom set and
optimize a campaign to reach out to people in your target
market. The primary goal of this is, getting users to like and
follow your page. When you have a user liking your page your
posts may appear in their news feed organically. This option is
best used when you want to grow your support base.

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GET INSTALLS FOR YOUR APP
This option creates an ad specifically for mobile and tablets.
The ad contains a link that sends the user directly to the app
store where they can install your app. This is great when you
want to convert Facebook users to mobile app users. These ads
can be optimized for the type of operating systems you want to
target (For example, iOS/Android) and whether you want to
target mobile or tablet.

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INCREASE ENGAGEMENT IN
YOUR APP
This option sends users that click on your ad directly to specific
areas of the app that you want people to go to. This can be
integrated into the app with the Facebook SDK to measure how
successful the campaign is going to be.

23. Slide 23
RAISE ATTENDANCE AT YOUR
EVENT
You can direct people to your business by creating localized
ads. For this, you need to set a custom radius and target
people in locations where you operate. This option is great for
brick and mortar businesses to increase their in-store sales
and local foot traffic.

24. Slide 24
GET PEOPLE TO CLAIM YOUR
OFFER
If you want to create an advert with a couple or discount/deal
code, then the best option is the “Get people to claim your
offer campaign”. This ad can be optimized to choose the
audience that sees your ad. You can also set a limit on how
many people can claim the offer.

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REACH PEOPLE NEAR YOUR
BUSINESS
Reach people near your business by creating localized ads
targeting people around where you operate by setting a custom
radius. This option is great for brick and mortar businesses to
increase their in-store sales and local foot traffic.

26. Slide 26
BOOST YOUR POSTS
Create the post that you would like to promote. Once you are
happy with the post and it has been published, click the ‘boost
post’ button. You can schedule posts for a future publish time
and still organize a paid boost campaign for when the post
becomes active.

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VIDEO PROMOTION
Video promotion provides a different dimension to your social
media campaign. Whilst content and images are static, a video
can provide entertainment and education in a faster and for
some users more interesting way

28. Slide 28
FACEBOOK AD
CHOOSE YOUR OBJECTIVE
Log into Facebook Ads Manager and select
the Campaigns tab, then click Create to get started
with a new Facebook ad campaign.
Facebook offers 11 marketing objectives based on
what you want your ad to accomplish. Here’s how
they align with business goals:

29. Slide 29
Brand awareness: Introduce your brand to a new
audience.
Reach: Expose your ad to as many people in your
audience as possible.
Traffic: Drive traffic to a specific web page or app.
Engagement: Reach a wide audience to increase the
number of post or Page Likes, increase attendance at
your event, or encourage people to claim a special offer.
App installs: Get people to install your app.
Video views: Get more people to watch your videos.
Lead generation: Get new prospects into your sales
funnel.

30. Slide 30
Messages: Encourage people to contact your business using Facebook
Messenger.
Conversions: Get people to take a specific action on your website (like
subscribe to your list or buy your product).
Catalog sales: Connect your Facebook ads to your product catalog to
show people ads for the products they are most likely to want to buy.
Store visits: Drive nearby customers to bricks-and-mortar stores.

31. Slide 31

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PREPARING FOR FACEBOOK
AD
Decide what to advertise.
Design the ad
Identify Targets
Choosing the right audience

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DECIDE WHAT TO
ADVERTISE.
Facebook wants to know what your ad should link to. You can
send users to a specific website, such as a company blog. You
also can direct users to a company Facebook page or promote
other pages you or your business has created on Facebook,
such as events or places.

34. Slide 34
DESIGN THE AD.
it's time to name your campaign, and then set your budget and
schedule. The name should be distinct, perhaps something
related to whom you are targeting. A simple descriptor, such as
"college grads," can be effective as long as it helps keep you
organized

35. Slide 35
IDENTIFY TARGETS
Identifying your target audience is important as it helps you
narrow down on the people who see your posts to the ones that
care the most.
Facebookads assists you in breaking down the target audience
based on location as well as demographics like age, interests,
and gender. You will also be able to target your ad based on
what people do on the Internet outside of Facebook

36. Slide 36
CHOOSING THE RIGHT
AUDIENCE
What device do I want to reach my customers on? Desktop,
mobile, tablet or a combination?
How many campaigns will I be setting up? Will there be relevant
messages that I want to target to specific groups of people?
How will I get the most value from my advert?

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TARGETING OPTIONS TO
CHOOSE FROM
Location, age, gender and language
Interests
Behavior
Categories
Connections (People who are already connected to any of your
pages)

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SET YOUR BUDGET.
Daily budget. If you want your ad set to run continuously
throughout the day, this is the option you'll want to go for.
Using a daily budget means that Facebook will pace your
spending per day.
Lifetime budget. If you're looking to run your ad for a specified
length of time, select lifetime budget. This means that
Facebook will pace your spend over the time period you set for
the ad to run.

39. Slide 39
SCHEDULE
Choose whether or not your want your campaign to run
immediately and continuously or if you want to customize the
start and end dates. You can also set parameters so that your
ads only run during specific hours and days of the week.

40. Slide 40
THREE ELEMENTS OF
FACBOOK ADVERTISING
Campaigns. The campaign houses all of your assets.
Ad sets. If you're targeting separate audiences with different
characteristics, you'll need an individual ad set for each.
Ads. Your actual ads live within your ad sets. Each ad set can
hold a variety of ads that vary in color, copy, images, etc.

41. Slide 41
CREATING A FACEBOOK AD
CAMPAIGN
Step 1:Create a fan page
Step 2: Create your first campaign
Step 3:Create your ad set
Step 4: Create your first ad
Step 5: Create 2 more ads for A/B testing
Step 6: Wait for 24 hours
Step 7: Kill the ads that don’t work
Step 8 [Optional]: Increase your budget

42. Slide 42
FACEBOOK'S AD MANAGER
Facebook's Ad Manager is a sophisticated dashboard that
provides users with an overview of all their campaigns.
Upfront, the dashboard highlights an estimate of how much
you're spending each day. The dashboard is organized by
columns, which makes it easy to filter through your ads so you
can create a custom view of your results. Key numbers like
reach, frequency, and cost are readily available, making
reporting on performance a no brainer

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ADS MANAGER : KEY
METRICS
Performance. Can be customized further to include metrics like
results, reach, frequency and impressions
Engagement. Can be customized further to include metrics like
Page likes, Page engagement and post engagement
Videos. Can be customized further to include metrics like video
views and avg. % of video viewed
Website. Can be customized further to include metrics like
website actions (all), checkouts, payment details, purchases
and adds to cart

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ADS MANAGER : KEY
METRICS
Apps. Can be further customized to include metrics like app
installs, app engagement, credit spends, mobile app actions
and cost per app engagement
Events. Can be further customized to include metrics like event
responses and cost per event response
Clicks. Can be further customized to include metrics like clicks,
unique clicks, CTR (click-through rate) and CPC (cost per click)
Settings. Can be further customized to include metrics like
start date, end date, ad set name, ad ID, delivery, bid and
objective

45. Slide 45
POST FREQUENCY
Facebook’s algorithms have been designed in favor of fresh
and unique content being shown on news feeds. If you post
repetitive information, this will not be beneficial to your page
and your users will not appreciate repetition on their feed.
Post frequency strongly depend on how your audience is
engaging in the content you share

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LIKES PHILOSOPHY
Getting likes from the posts that you publish are great, to a
certain extent. It is now undeniable that social media is a viable
method of marketing and a great way to grow your brand and
generate more traffic and income for your business.

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LIKES PHILOSOPHY CONT..
When someone visits your page and sees that there is a lot of
engaging activity coming from your users, they will be more
likely to trust your brand, which can help shape the brands
identification on Facebook.

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ENGAGING FANS
When you are looking to engage your audience, you need to
ensure that you have content that will drive users to stay
interested in your posts. Even if someone is a fan of your page,
if they are not interested in your posts they can un-follow your
posts from there news feed and will not see anything that you
post.

49. Slide 49
FACEBOOK LIKE BOX PLUGIN TO
YOUR WEBSITE
Associate your website with your official Facebook page. This is
a factor of SEO and helps in the identification and ranking of
your Facebook page.
As you grow your Facebook fan base, a trust factor between the
people and the website will be created.
It can help grow your Facebook page organically, without paid
ads.

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CALL-TO-ACTION BUTTON
The main goal of the call-to-action button is to bring
businesses’ most important objective to the forefront of its
Facebook presence. You can utilize the call-to-action button to
send your fans to any link that you desire. This is a great way
for people that visit your page to straight away interact and
gain access to your pages’ primary objective.

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CALL-TO-ACTION BUTTONS
Book Now
Contact Us
Use App
Play Game
Shop Now
Sign Up
Watch Video

52. Slide 52
CHECKING FACEBOOK
ANALYTICS
How many people engaged with your posts?
How many likes, comments and shares your posts got?
Which country your likes are coming from?
Which age groups liked your specific posts?

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FACEBOOK MARKETING -
PERSONAL BRANDING
The social graph is filled with CEOs, celebrities, Teachers,
politicians and entrepreneurs who can be reached through
Facebook’s without any boundaries or restrictions.

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A/B TESTING
A/B testing, also known as split testing, is a method of working
out which part of your post works the best with your audience.
It splits the post from its −
Headline
Body copy
Images
Call-to-action
A combination of the above

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A/B TESTING : SPLIT TESTING
he best way to implement a test is to create two similar ads in
your ads manager. Don’t post these ads to your wall but run a
small paid campaign. In these ads, you may decide that ad A
will have a short one-line sentence with an image and a
caption. Ad B could have more content in the post but no
writing on the image. You can run these ads with the same
demographic type to see how people will react to the posts.