This presentation includes links to resources in Facebook for those who are interested in starting to use Facebook Advertising (ads). (Prepared for "Social Media in Higher Education," Downstate Regional Conference, Public Affairs Center at the University of Illinois in Springfield, IL, Friday, April 16, 2010.)

1. Creating
Facebook
Ads
1, 2, 3…
Only 3 easy
steps…
http://www.facebook.com/advertising/

2. But first…
Facebook
Functions
User Profiles
 For individuals
(people) or…

3. But first…
Facebook
Functions
User Profiles
 …for individual
“user accounts,”
i.e., “Non-Credit
Programs” at
Western Illinois
University
 Sign up at http://www.facebook.com

4. More on…
Facebook
Functions
Groups
 Facebook Groups:
For group work…
communication tool
& sharing tool
 A group does not
work like a Facebook
user profile or a fan
page
 More information about Groups @
http://www.facebook.com/help/?page=414

5. More on…
Facebook
Functions
Pages
 Facebook Pages:
“Create a presence that looks
and behaves like user
profiles to connect and
engage with your customers
and amplify your voice to
their friends”
Create a page @ http://www.facebook.com/advertising/?pages

6. Now…
Facebook
Ads
Manage Your Ads
 Log in through a user
profile. This graphic
shows you two places
that you can click on to
get to the place in FB
where you can manage
your Facebook ad
campaigns.

7. Facebook Ads
To Manage
 Once you have started
using Facebook ads,
this interface will
enable you to access
your ad campaigns,
view ad “metrics,”
and provides links to
helpful information
(“Reports,” Billing,”
etc.) about your
Facebook ad campaigns.

8. Step 1
Design
 URL – for
Web site
 Ad title (25
characters)
 Ad text (135
characters)
 Image (upload)

9. Step 2
Targeting
 Target your ad to
those on FB — who
you want the ad to
reach — by…
 Demographics
 Likes & Interests
 Education & Work
 FB Connections

10. Step 3
Campaigns
and Pricing
 Name your
campaign(s)
 Enter your
budget
 Decide to
pay for
impressions
or clicks

11. Review Ad
Take a look…
 Review how your
ad looks
 Review target
audience
 Review pricing
plan

12. Approval Process
 Once you create your ad and submit it to Facebook,
it will be reviewed (by Facebook staff). You will
receive an e-mail message (to the e-mail account
address you used to start the Facebook user profile
account) from Facebook that will let you know your
ad is pending approval.
 You’ll get another e-mail message once the ad is
approved. Approval time is generally about 1 day.

13. Tracking
Tools
 Use Facebook’s
tools — graphs,
links to help, i.e.,
the “Campaign
Performance
Glossary” — to
help determine
your ROI with
Facebook ads

14. Privacy
Settings
 How to
control
who
sees what

15. Privacy Settings
 Use your settings to control
who (which “friends”) can see
your content

16. Friend Lists
 Use them to manage
your privacy on FB
 Facebook Help Center
http://www.facebook.com/help/

17. Friend Lists
 From “Home,”
left-hand column
you can…
 Edit lists

18. Friend Lists
 From “Home,”
account dropdown
menu
 Edit lists
 See who is on
which list

19. Facebook Resources
 Facebook Statement of Rights and Responsibilities
http://www.facebook.com/terms.php
 Facebook Advertising Guidelines
http://www.facebook.com/ad_guidelines.php
 Facebook Advertising
http://www.facebook.com/advertising/
 Facebook Help Center
http://www.facebook.com/help/

20. Facebook Resources
 Facebook Fan Pages
http://www.facebook.com/advertising/?pages
 Facebook Blog
http://blog.facebook.com/blog.php
 Facebook User Name (for custom URL)*
http://www.facebook.com/username/
* Enables you to create a custom user name for your profile or a
Facebook Fan Page, i.e., facebook.com/teresa.koltzenburg or
facebook.com/wiu.edu
(Note: Facebook Fan Pages require 25+ fans to be eligible for a
Facebook Fan Page user name/custom URL)