This document provides information about using Facebook advertising effectively. It discusses why Facebook advertising is useful, important terminology, how to calculate ad budgets, different ad types, targeting audiences, using the Power Editor, retargeting, and steps to set up a campaign. Key points include how Facebook advertising allows for trackable, affordable, and mobile-friendly ads. It also emphasizes testing multiple ad images, audiences, and bid types to optimize campaigns for conversions or clicks.

1. Facebook Marketing
Workshop
By Aniekan Okono(Teachera.org)

2. “Doing business without
advertising is like winking at a
girl in the dark. You know what
you are doing but nobody else
does.” ― Steuart Henderson Britt

3. Introduction
1. Why Facebook?
2. Terminologies
3. Advertising budgets
4. Ad Types
5. Audiences
6. Power Editor
7. Retargeting
8. Steps
Things we’ll talk about and put into
practice.

4. Why Facebook
Advertising?
● Trackable
● Remarketing possibilities
● Affordable( Depending on
optimizations etc)
● Uber- Perfect for Mobile App
Downloads
● Good for Business to
Consumers(B2C)
● Good for SEO(Engagements
and social signals)*
● Useful when you don’t have
existing resources to tap into

5. Digital
Advertisement
Terminologies you’ll come across.
● oCPM (Optimized CPM is a bid
type that shows your ad to
people who are more likely
take the action you want.)
● CPM( Cost Per Mille or
Impression or Thousand)
● CPC( Cost Per Click)
● CTR(Click thru rate or
conversion rate)
● Bid or Bidding

6. No one knows
exactly how
much a specific
campaign is
going to cost.

7. The quality of
your ad can send
the cost of your
ad skyrocketing
or lower it
dramatically.

8. Calculating
your ad
budget
My favorite calculator online
http://www.entrepreneur.
com/calculators/payperclickroi.html
● CTR based on visitors on your
site.
● CTR or conversion rates varies
based on colors, call to action
on the site, responsiveness of
the website, loading speeds etc
● Check the industry average of
CTR for your product or service
and or conduct an experiment.
● Use 0.7% or 0.9% to have a
very realistic view and then try
1.2%

10. Calculate Buyer’
s Life-Time
Value (LTV)

11. Calculating
your ad
budget
● What is the cost per buyer or
Customer Acquisition Cost?
● How much will the person buy
from you or Average Order
Value?
http://customerlifetimevalue.co/

12. Pro Tips
So you’ll get reduced bounce rates
● Install Hotjar or any other
mouse tracking tool.
● Allow Facebook auto bid
● Facebook can or will send your
ads to people who just like
clicking anything.
● Posts to page audience has
been downgraded to 8% . Is it
worth still to pay for likes?
● Try clicks to website and pay
per impression.

14. The audience
you choose will
directly affect
how much you’
re paying for
Facebook Ads.

15. Know you ad
relevancy scores

17. The higher an
ad’s relevance
score is, the less
it will cost to be
delivered.

18. Example of
different cost for
different ad
images.

19. Source: Adespresso.com

20. Conversions or
cost? Or both?
Or None?

21. Average costs
suggestions
according to
Adespresso’s
research

25. Cheap likes? 0.01 Cents.
Some Not Useful. Why?

28. Cost Per App
Installs ?

31. Ad Types
Which ones are the best?
● Carousel(Sell complementary
items)
● Video Views
● Local Awareness
● Offer Claims
● Slideshows(Video or
alternative)

35. Offer Claims
Things to note
● Little space for messages or
content.
● Suitable for re-targeting
● Customer may abandon
completion if certain variables
don’t fit their criteria. Be smart!
● Can sometimes be more
expensive. Watch out!

37. Sponsored
Post
● Use it as an advert through
power editor.
● Sponsored post alone can be
expensive.
● Can add one or two links or
more. All links will be shown on
the advert copy. Better than
using create ads directly.
● Can’t edit post after(Drawback)

40. Facebook
Leads
● Useful if you only need emails
addresses, phone numbers ,
first and last name.
● Useful to test ideas.
● Useful to build newsletters
audience.
● Not useful for getting users. It is
double work. Unless they allow
you get passwords or users
automatically signup with
Facebook button.
● Only through power editor

44. Audiences
Basic Business Questions
● Who are your customers?
● Where do they live?
● What type of jobs do they
have?
● What is their education level?
● How old are they?
● What languages do they speak?

45. Laser Targeting
Where
Necessary

51. Start small and
test many
things..

52. Power Editor
● Image Library - Reuse images.
● Create Campaign
● Create Advert SET under
campaign
● Create Advert under Advert
SET under campaign
● Only works in Chrome browser

53. Power Editor
● Allow Facebook Bid.
● CPM or CPC?
● Create Advert SET under
campaign
● Create Advert under Advert
SET under campaign
● Only works in Chrome browser

55. Power Editor
● CPC means all things clickable
(beware).
● Post Engagements and page
likes are two different things.
Page likes are part of post
engagement
● Website conversions and Clicks
to website are two different
things
● Maybe you need conversions
instead of engagements. Page
likes come by default even
while running the ads unless
you want to speed it up.

56. Retargeting
Retargeting your ads to increase
conversions.
● You get back some lost traffic
● You can use it to send
reminders by changing the
message.
● Facebook offers reduced cost
per conversion
● Requires a pixel to be added to
your website.

58. Pro Tip
● 1 USD 1 Euro
● 0.01 USD not 0.01 INR (Indian
Rupees)
● Difference in currency can be 5
or 3 extra clicks
● Developing countries are way
cheaper.
●

60. Steps to
proceed
1. Create your audience
2. Create a post. Add a suitable
image.
3. Boost the post.
4. After the post is approved,
pause it.
5. Get on power editor.
6. Create Campaign-Advert SET,
use the existing audience.
7. Create advert using the existing
post on your Facebook page.
8. Add Pixel and create
conversions if you did not do so
before starting. (Optional)

61. Multiple advert
sets per
campaign

62. Make sure your
targets know
what they are
ordering or
signing up to.

63. Multiple images
per advert set.
Pause non
performing ones.

64. Summary
Things to remember.
● Why you need Facebook Ads
● Terminologies
● Calculating your budget
● Different Advert Types
● Audiences
● Using the power editor
● Retargeting
● Steps to proceed
● Conversions or clicks or
impressions or engagement

65. Questions ?

66. Make
recommendations
on Linkedin
(Aniekan Okono)