This document provides an overview of Facebook advertising basics. It discusses why Facebook is a good platform for advertising, noting its large active user base and time spent on the site. It outlines Facebook's targeting capabilities including demographics, location, interests and connections. It then covers different Facebook ad formats and objectives, bidding strategies, custom audiences, and how to interpret analytics. The document aims to give advertisers an introduction to using Facebook ads effectively.

1. Facebook advertising
basics.

2. Why Facebook and Social Media?
• 28 % of all time is spent on Social Media
Sites
• Engaging audience and dose not sit on the
side lines.
1.5 Billion
Active users
50 % of users login daily
20 Minutes Average
time Spent

3. Demographic groups
• Audience majorly young in the age of 18-25.
• Key audiences in buying bracket of 25+
• Educated and highly evolved audience

4. Demographics Groups
location
gender
keywords
education
workplace
connections
interested
relationship

5. What can we achieve with this?
• Facebook is 2nd
Most visited website on the internet.
• FB offers targeted advertising.
• Engage your fans with ads, offers and pages.
• More flexible formats than Adwords.
• Choose between CPM and CPC structures. FB advertising can be
affordable.
• Ability to reach smartphone users.
• A/B testing abilities.

6. Where the engagement is happening?
• Mobile
• Mobile App installs and
engagement ad.
• Mobile news feed and usage has
been continuously increasing
• Desktop
• Page posts and like ads.

7. The Road To Facebook
advertising

8. Why FB paid ads?
• Declining FB Organic search.
• Fine targeting which FB ads allow help us precisely target users and
get them to convert.
• Drive up ROI with minimum spent.
• News feed algorithm changes.

9. Facebook advertising goals
• The Facebook advertising objectives is going to impact the way you
set your ads from CPC to maximum budget and ad design.
• There are different types of FB ads.
• Face book lets you set your “goals” from the start and fairly wide and
comprehensive options are provided

10. Face Book Ad objectives
• Improving engagement of posts.
• Getting more likes to Facebook page.
• Getting more clicks or leads for your website.
• More App installs for Mobile ads.
• Promoting event or offers.

11. • It makes sense to select “Website conversions” to promote an
external page rather than “Website clicks”
• Website conversion means you are looking for sales or e-letter
signups rather than clicks.

12. CPM and CPC bidding strategy
• CPM bidding for ads gives you
more visibility. But does not
guarantee ROI. Sometimes turns
out to be cheaper.
• CPC You pay for only clicks. So
much controlled budgeting.
• Lesser volume of impressions.

13. Custom Audience the real Jewel of FB Ads

14. What are Facebook Custom audiences
Email ids and
phone number
lists uploaded.
App user lists created
using cookies
Audiences you make
yourself using cookies
Website traffic lists made
using cookies

15. How this helps?
• Cuts cost by targeting specific group of people.
• Driving conversion due to highly relevant targeting.
• Create look alike audience of your custom audience to expand your
reach

16. FB Adunits
• On Fb we can advertise across
desktop and mobile ads.
• Instagram has opened up recently
which is only App.

17. Mobile Ad-units
• Mobile news feed ads.
• App Install ads.
• Re –engagement ads

18. Page engagement ads
• Keeps traffic within FB.
• Video, text and image ads
available.

19. Page Link - ad
• Helps drive traffic out of FB
towards your site.
• The website link when posted,
allows Facebook to pull up a
thumbnail image from the
website.
• This image shows up large with a
500 character text description
on the post before the link.

20. Page Like ads
• This ad is designed to increase
your page likes. This is marketing
your page.
• It will be displayed on all
Facebook ad placements and the
post comes along with a “like”
clickable button

21. Multi product ad
• Multi-product ads allow advertisers to
showcase multiple products within
one ad.
• Viewers can scroll through the
images and click on individual links to
each product.
• You can promote multiple of
anything, not just products --
like different blog posts, ebooks, or
webinars.
• These ads can be created in the
Facebook Power Editor.

22. Targeting levels

23. Audiences on FB
• Gender and age: The percentage of people
who saw any content about your Page for
each age and gender bracket, based on the
info people enter in their personal profiles.
• Countries: The number of people who saw
any content about your Page grouped by
country, based on IP address.
• Cities: The number of people who saw any
content about your Page grouped by city,
based on IP address.
• Language: The number of people who saw
any content about your Page grouped by
language, based on default language settings.

24. Beginners Guide
• Choose newsfeed only ads to limit the times a fan sees an ad. Fans can see ads 4
x day. Non – fans get them 2 x day.
• Align Facebook ads towards the larger content strategy.
• Follow FB ads guidelines.
• 38% of FB ads rejected because they were Violating the Guidelines
Facebook.com/ad_guidelines.php.
• Use Photos with close up and clear images.
• Clear text with clear call to action.
• Time your ads and don’t bombard or SPAM your audience with ads.

25. Good, Bad and Ugly ads

26. • Good Ads. • Bad Ads

27. Comparing with Google search ads?
• Google search ad is limited to
guessing your interests by sites you
have visited.
• Pull marketing. You need to wait for
your audience
• Placement targeting
• Key word targeting.
• Facebook has knowledge of your
likes, interests, Gender and
Location.
• This helps in close targeting.
• Precise targeting of audience
according to likes and interests.

28. How to interpret FB Insights
• Post Reach: Total Reach is the number of unique
people who have seen any content associated with
your Page, including ads, during the last 7 days. Post
Reach shows the number of unique people who have
seen your Page posts.
• Engagement: People Engaged is the number of unique
people who have clicked, liked, commented on or
shared your posts during the last 7 days. Likes,
Comments, Shares and Post Clicks show the totals for
these actions during the last 7 days.
• Page Likes: Total Pages Likes is number of unique
people who like your Page. New Page Likes shows the
number of new likes your Page received during the last
7 days, compared with the previous 7-day period.

29. Just Start……

30. Thank you
Aditya D’souza
Aditya.david@gmail.com
8976474536
Aditya D’souza
Aditya.david@gmail.com
8976474536