The document provides an overview of Part Two of a Facebook advertising training. It covers contests and promotion guidelines, ways to purchase ads including the ad auction, campaign and ad set structure, objectives, targeting options like core audiences and lookalike audiences, using the Ads Manager, and best practices. The training includes a live demo of the Ads Manager and reports. It aims to teach attendees how to effectively set up and optimize their Facebook ad campaigns.

1. SEMBCA FACEBOOK
TRAINING
Part Two
Presented by Logos Communications
June 10, 2015
Call in at 734-746-0035
use code 427-650-306#

2. What we’ll cover in Part Two
• Contests
• The Ad Auction
• Campaign Structure
• Ad Objectives
• Targeting
• Core Audiences Review
• Custom Audiences
• Lookalike Audiences
• The Ads Manager
• Best Practices
• Q&A
Logos Communications, Inc. - SEMBCA Training

3. Contests
You CAN:
• Hold a contest on your timeline OR use a third-party app.
• To collect entries, you can ask people to:
• Like or comment on a post on your page (“Like this post to enter!”)
• Publish to your page
• Send your page a message
You CANNOT:
• Ask people to use personal or friends’ timelines to administer
promotions (“Share this on your (friend’s) profile to win!” or or “Tag
your friends in this post to enter!”)
• Require people to “like” your page to enter
Full Promotion Guidelines can be found at
https://www.facebook.com/page_guidelines.php#promotionsguidelines
(Note these change often.)
Logos Communications, Inc. - SEMBCA Training

4. Ways to Buy Ads
• The Ad Auction
• Everyone can do this
• Facebook Marketing Partners
• Partnering with a Facebook-approved agency
• Insertion Orders
• Directly from a FB sales rep
• Have a guaranteed number of impressions
• Requires a minimum investment threshold
Logos Communications, Inc. - SEMBCA Training

5. The Ad Auction
• Any ad you place is given a score based on 3 factors:
Since you only pay for ads that Facebook users see (ads that win the ad auction
against competing ads), the ad score method ensures you won’t waste money on an
unsuccessful ad campaign.
Logos Communications, Inc. - SEMBCA Training

6. Bidding Options
• Cost per click (CPC)
• Average cost per click for ads, calculated by amount spent divided
by the number of clicks received
• Cost per 1,000 impressions (CPM)
• Average cost you’ve paid to have 1,000 impressions on your ad
• Optimized for conversion (oCPM)
• Allows you to set max bids based on your desired campaign
outcomes (e.g. form fills, engagement, app installs)
Logos Communications, Inc. - SEMBCA Training

7. Handy chart:
Note: FB will recommend what they think is best for your objective, AND you can
always change it.
Logos Communications, Inc. - SEMBCA Training

8. Campaign Structure
• Contains one or more
ad sets and ads
• This is where you
choose your objective
for each campaign
• Allows for better
organization and
optimize per objective
Logos Communications, Inc. - SEMBCA Training

9. Campaign -> Ad Sets
• Ad sets contain one or
more ads
• Set a budget &
schedule for each ad
set
• Where you define
audience, placement,
& bidding
Logos Communications, Inc. - SEMBCA Training

10. Campaign -> Ad Sets -> Ads
• Ads live within ad sets
• Where you define your
creative
• Creating multiple ads in
each ad set will let FB
optimize their delivery
based on variations in
images, links, video, text,
or placements
Logos Communications, Inc. - SEMBCA Training

11. Features at a glance:
Logos Communications, Inc. - SEMBCA Training

12. Ad Objectives
• Clicks to website
• Website Conversions
• Page Post
Engagement
(“Boosts”)
• Page Likes
• App Installs
• App Engagements
• Local Awareness
• Event Responses
• Offer Claims
• Video Views
Logos Communications, Inc. - SEMBCA Training

13. Targeting
• Core Audiences
• Custom Audiences
• Lookalike Audiences
Logos Communications, Inc. - SEMBCA Training

14. Core Audiences
• Pulled from data related
to demographics:
geographic
demographics, life stage
demographics,
purchase-based
demographics, etc.
• Pulled from info you
provide in your profile
and your behavior on FB
Logos Communications, Inc. - SEMBCA Training

15. Custom Audiences
• reaching people you
already know
• would need info from a
CRM such as an email or
phone number list, or work
with third party partners
such as datalogix
• need at least 1000 people
on these lists for them to
be effective
• Also uses “intent data” by
cookies on sites to see
what you were looking at
Logos Communications, Inc. - SEMBCA Training

16. Lookalike Audiences
• helpful for acquiring new
customers
• used to identify people with
characteristics similar to Custom
Audiences or people who Like
your page
• can be optimized for “similarity,
or “reach”
• Needs to include at least 100
people, these CAN be combined
with the rest of FB data targeting
to narrow down additional
graphics or interests
• Once set up, it takes between 6-
24 hours to become ready
Logos Communications, Inc. - SEMBCA Training

17. Live Demo Time!
Logos Communications, Inc. - SEMBCA Training

18. The Ads Manager
• View all campaigns, ad sets, & ads
• Stop or restart campaigns, ad sets, ads
• Make changes to your bids & budgets
• Access your billing summary to see payment history, payment info
• Access & export ad performance reports
• Basically, EVERYTHING ad related.
Logos Communications, Inc. - SEMBCA Training

19. Live Demo of Ads Manager
Logos Communications, Inc. - SEMBCA Training

20. Reports – Live Demo
Logos Communications, Inc. - SEMBCA Training

21. Ad Relevance Score
• An estimate of how relevant an
ad is to its target audience
• Visible after ~500 impressions
• Based on how ad is performing
& factors such as positive
feedback (clicks, shares, etc.) &
negative feedback (someone
clicking “I don’t want to see
this”)
• Demo ways to view Relevance
Score
Logos Communications, Inc. - SEMBCA Training

22. Best Practices to Improve Ad Relevance
• Be more specific with
your targeting
• Consider your ad’s
image/message – how it
resonates with your
audience and keep it
simple
• Refresh your ad with
new image/copy
• Learn from testing
• Avoid using offensive or
misleading content
Logos Communications, Inc. - SEMBCA Training

23. Campaign Best Practices
• Create one or more
campaigns within an ad
account
• Set up campaigns based
on advertising objectives
• Cap how much you spend
across all of your
campaigns
• Track spend on each of
your campaigns
Logos Communications, Inc. - SEMBCA Training

24. Ad Sets Best Practices
• Organize ad set by
audience segment
• Review ad set
performance and refresh
creative
• Review audience targeting
capabilities and utilize ads
reporting to find new
audience segments
Logos Communications, Inc. - SEMBCA Training

25. Ads Best Practices
• Understand which ad
types match your
campaign objective
• Ads within an ad set
should share the same
audience and bid type
• Create as many ads as are
relevant to your specific
audience
Logos Communications, Inc. - SEMBCA Training

26. Q&A
• What are your questions?
• How to reach us: stacy@logos-communications.com;
sue@logos-communications.com
Logos Communications, Inc. - SEMBCA Training