This document provides a guide for using Facebook advertising to generate traffic to EURAXESS national platforms. It discusses defining goals such as attracting visitors and building the platform as a trusted resource. It also covers understanding the target audience of researchers, Facebook's targeting options, and walking through setting up an advertising campaign step-by-step including objectives, audiences, budget, ad creation, and monitoring results. The overall aim is helping administrators motivate researchers to visit and actively use EURAXESS national portal services.

1.
Generating​ ​traffic​ ​trough
Facebook​ ​advertising​ ​-​ ​a
quick​ ​guide​ ​for
administrators​ ​of
EURAXESS​ ​national
platforms
0

2.
Introduction 2
The​ ​power​ ​of​ ​the​ ​cookies 2
Why​ ​to​ ​advertise​ ​on​ ​Facebook? 3
How​ ​to​ ​start? 4
Define​ ​goals 4
Practice 4
Get​ ​to​ ​know​ ​your​ ​target​ ​audience 5
Facebook​ ​targeting​ ​options 5
Practice 5
Practice 8
Facebook​ ​Ads​ ​Manager​ ​-​ ​an​ ​example​ ​of​ ​traffic​ ​to​ ​website​ ​campaign​ ​step​ ​by​ ​step 9
Setup​ ​and​ ​objective 9
Location​ ​and​ ​audiences 10
Placements 12
Budget​ ​and​ ​shedule 13
Optimisation​ ​and​ ​bidding​ ​-​ ​how​ ​to​ ​plan​ ​your​ ​advertising​ ​budget 14
Practice 15
Ad​ ​creation 16
Website​ ​URL​ ​for​ ​the​ ​ad 18
Ad​ ​creation​ ​continued 19
Billing​ ​and​ ​payment​ ​settings 21
Monitoring​ ​the​ ​campaign 21
Billing​ ​section 23
List​ ​of​ ​links​ ​and​ ​additional​ ​resources 24
1

3.
Introduction
Facebook​ ​is​ ​a​ ​vast​ ​social​ ​media​ ​platform​ ​that​ ​eats​ ​peoples​ ​time​ ​and​ ​creates​ ​addiction.​ ​It​ ​is
also​ ​a​ ​place​ ​where​ ​people​ ​get​ ​together,​ ​communicate,​ ​search​ ​for​ ​a​ ​specific​ ​information,​ ​event
to​ ​attend,​ ​or​ ​an​ ​organization/institution/brand​ ​to​ ​address...​ ​Researchers​ ​-​ ​our​ ​main​ ​target
audience,​ ​are​ ​there​ ​too​ ​but​ ​are​ ​we​ ​talking​ ​to​ ​them?
Facebook​ ​advertising​ ​provides​ ​immense​ ​possibilities​ ​for​ ​reaching​ ​them​ ​directly.​ ​In​ ​this​ ​quick
guide​ ​we​ ​will​ ​go​ ​through​ ​the​ ​basics,​ ​tips​ ​&​ ​tricks​ ​and​ ​practical​ ​advices​ ​on​ ​how​ ​to​ ​target
researchers​ ​through​ ​Facebook​ ​ads,​ ​and​ ​motivate​ ​them​ ​to​ ​visit​ ​and​ ​actively​ ​use​ ​EURAXESS
national​ ​portals​ ​and​ ​all​ ​the​ ​offered​ ​services.
The​ ​author​ ​of​ ​this​ ​guidebook​ ​is​ ​Jelena​ ​Ožegović,​ ​marketing​ ​and​ ​communications​ ​associate​ ​at
the​ ​Serbian​ ​national​ ​internet​ ​domain​ ​registry​ ​Foundation​ ​(RNIDS).​ ​Since​ ​2014,​ ​Jelena​ ​is​ ​finding
ways​ ​to​ ​target​ ​and​ ​reach​ ​specific​ ​audiences​ ​using​ ​social​ ​media,​ ​advertising​ ​and​ ​various​ ​online
channels,​ ​by​ ​working​ ​as​ ​a​ ​marketing​ ​and​ ​communications​ ​associate​ ​at​ ​the​ ​Serbian​ ​national
internet​ ​domain​ ​registry​ ​Foundation​ ​(RNIDS).​ ​Before​ ​that,​ ​she​ ​was​ ​working​ ​in​ ​public​ ​relations
for​ ​the​ ​nonprofit​ ​sector​ ​and​ ​as​ ​a​ ​journalist,​ ​starting​ ​her​ ​career​ ​in​ ​2009​ ​after​ ​graduating
at​ ​the​ ​Faculty​ ​of​ ​political​ ​sciences​ ​at​ ​the​ ​Belgrade​ ​University.​ ​She​ ​is​ ​also​ ​active​ ​in​ ​outreach
programs​ ​within​ ​the​ ​Internet​ ​Corporation​ ​for​ ​Assigned​ ​Names​ ​and​ ​Numbers​ ​(ICANN)​ ​and​ ​she
authored​ ​the​ ​guidebook​ ​for​ ​promotion​ ​of​ ​educational​ ​profiles​ ​in​ ​high​ ​schools.
2

4.
The​ ​power​ ​of​ ​the​ ​cookies
Whatever​ ​we​ ​do​ ​on​ ​Facebook​ ​or​ ​even​ ​on​ ​apps​ ​that​ ​are​ ​connected​ ​to​ ​our​ ​FB​ ​accounts,​ ​it​ ​is
being​ ​tracked​ ​through​ ​cookies.
Here’s​ ​how​ ​Facebook​ ​explains​ ​it:
“Cookies​ ​are​ ​small​ ​pieces​ ​of​ ​text​ ​used​ ​to​ ​store​ ​information​ ​on​ ​web​ ​browsers.​ ​Cookies
are​ ​used​ ​to​ ​store​ ​and​ ​receive​ ​identifiers​ ​and​ ​other​ ​information​ ​on​ ​computers,​ ​phones,
and​ ​other​ ​devices.​ ​Other​ ​technologies,​ ​including​ ​data​ ​we​ ​store​ ​on​ ​your​ ​web​ ​browser​ ​or
device,​ ​identifiers​ ​associated​ ​with​ ​your​ ​device,​ ​and​ ​other​ ​software,​ ​are​ ​used​ ​for​ ​similar
purposes.​ ​In​ ​this​ ​policy,​ ​we​ ​refer​ ​to​ ​all​ ​of​ ​these​ ​technologies​ ​as​ ​“cookies.”
We​ ​use​ ​cookies​ ​if​ ​you​ ​have​ ​a​ ​Facebook​ ​account,​ ​use​ ​the​ ​Facebook​ ​Services,​ ​including
our​ ​website​ ​and​ ​apps​ ​(whether​ ​or​ ​not​ ​you​ ​are​ ​registered​ ​or​ ​logged​ ​in),​ ​or​ ​visit​ ​other
websites​ ​and​ ​apps​ ​that​ ​use​ ​the​ ​Facebook​ ​Services​ ​(including​ ​the​ ​Like​ ​button​ ​or​ ​our
advertising​ ​tools).”
Facebook​ ​uses​ ​cookies​ ​for​:
● Advertising,​ ​insights​ ​and​ ​measurement
● Site​ ​features​ ​and​ ​services
● Analytics​ ​and​ ​research
And​ ​we​ ​can​ ​use​ ​them​ ​for:
● Getting​ ​to​ ​know​ ​researchers​ ​as​ ​our​ ​audience
● Reach​ ​out​ ​to​ ​them​ ​with​ ​relevant​ ​messages​ ​and​ ​advertising
● Get​ ​them​ ​to​ ​visit​ ​EURAXESS​ ​national​ ​platforms
● Give​ ​them​ ​a​ ​reason​ ​to​ ​come​ ​back​ ​and​ ​remember​ ​us
MORE​ ​INFO:
On​ ​Facebooks’​ ​cookies​ ​policy:​ ​​https://www.facebook.com/policies/cookies/
Why​ ​to​ ​advertise​ ​on​ ​Facebook?
Information​ ​overload
In​ ​60​ ​seconds​ ​time​ ​​-​ ​​452,000​ ​tweets​ ​are​ ​being​ ​sent,​ ​3.5​ ​million​ ​Google​ ​search​ ​queries​ ​are
being​ ​made,​ ​4.1​ ​million​ ​videos​ ​is​ ​viewed​ ​on​ ​YouTube​ ​and​ ​156​ ​million​ ​emails​ ​is​ ​being​ ​sent…
Humans​ ​have​ ​shorter​ ​attention​ ​lifespan​ ​than​ ​a​ ​golden​ ​fish
3

5.
All​ ​the​ ​information​ ​we’re​ ​exposed​ ​to,​ ​made​ ​our​ ​attention​ ​lifespan​ ​shorter​ ​and​ ​now​ ​it​ ​can’t​ ​last
more​ ​than​ ​eight​ ​seconds.​ ​Scientists​ ​have​ ​proved​ ​that​ ​the​ ​average​ ​attention​ ​span​ ​for​ ​the
golden​ ​fish​ ​is​ ​nine​ ​seconds.​ ​Feeling​ ​depressed?​ ​Wait​ ​until​ ​you​ ​read​ ​more...
Only​ ​2%​ ​of​ ​fans​ ​actually​ ​sees​ ​the​ ​information​ ​you​ ​share​ ​on​ ​your​ ​Facebook​ ​pages
Organic​ ​reach​ ​-​ ​is​ ​the​ ​number​ ​of​ ​people​ ​who​ ​see​ ​the​ ​content​ ​you​ ​publish​ ​on​ ​your​ ​Facebook
pages​ ​without​ ​advertising.​ ​As​ ​the​ ​number​ ​of​ ​FB​ ​Pages​ ​and​ ​amount​ ​of​ ​content​ ​being​ ​shared
has​ ​increased​ ​through​ ​the​ ​years,​ ​this​ ​organic​ ​reach​ ​has​ ​dramatically​ ​declined.​ ​By​ ​2012
Facebook​ ​Page​ ​posts​ ​had​ ​been​ ​seen​ ​16%​ ​of​ ​fans,​ ​by​ ​early​ ​2014​ ​this​ ​had​ ​dropped​ ​to​ ​6.5%​ ​and
by​ ​early​ ​2016​ ​it​ ​was​ ​below​ ​a​ ​devastating​ ​2%​ ​of​ ​your​ ​entire​ ​Facebook​ ​audience.
People​ ​are​ ​overwhelmed​ ​with​ ​information​ ​from​ ​all​ ​sides.​ ​How​ ​do​ ​you​ ​expect​ ​them​ ​to​ ​see​ ​your
content​ ​on​ ​EURAXESS​ ​portals​ ​or​ ​on​ ​your​ ​social​ ​media​ ​channels?
Keep​ ​calm​ ​and​ ​use​ ​FB​ ​advertising…​ ​It​ ​is​ ​not​ ​a​ ​magic​ ​stick​ ​and​ ​a​ ​one-time​ ​solution,​ ​but​ ​it​ ​will
make​ ​a​ ​change​ ​and​ ​help​ ​you​ ​reach​ ​your​ ​audiences​ ​better.
MORE​ ​INFO:
● What​ ​happens​ ​online​ ​in​ ​60​ ​seconds:
https://www.inc.com/tom-popomaronis/every-60-seconds-an-incredible-breakdown-of
-what-happens-on-the-internet.html
● Legth​ ​of​ ​attention​ ​lifespan:​ ​​http://time.com/3858309/attention-spans-goldfish/
● Wordstream​ ​paid​ ​reach​ ​estimation​ ​tool:
https://www.wordstream.com/facebook-advertising
● On​ ​organic​ ​reach​ ​declination:
http://www.adgo.io/blog/2017/6/8/facebook-organic-reach-is-declining-heres-6-ways-t
o-fight-it
How​ ​to​ ​start?
Define​ ​goals
Ask​ ​yourself:​ ​what​ ​do​ ​we​ ​want​ ​to​ ​achieve?​ ​Why​ ​do​ ​we​ ​want​ ​to​ ​achieve​ ​it?​ ​How​ ​will​ ​we​ ​achieve
and​ ​measure​ ​the​ ​results?
Practice
The​ ​answers​ ​to​ ​those​ ​question​ ​might​ ​look​ ​something​ ​like​ ​this:
● We​ ​want​ ​to​ ​attract​ ​visitors​ ​to​ ​our​ ​EURAXESS​ ​national​ ​platform​ ​and​ ​build​ ​it​ ​as​ ​trustworthy
and​ ​relevant​ ​source​ ​of​ ​information​ ​for​ ​researchers.
● We​ ​want​ ​to​ ​be​ ​problem​ ​solvers​ ​and​ ​give​ ​people​ ​a​ ​reason​ ​to​ ​care​ ​about​ ​our​ ​platform.​ ​We
will​ ​do​ ​that​ ​by​ ​attracting​ ​new​ ​users​ ​and​ ​nurturing​ ​the​ ​returning​ ​ones,​ ​by​ ​creating​ ​fresh
4

6.
and​ ​engaging​ ​content​ ​which​ ​will​ ​be​ ​promoted​ ​and​ ​advertised​ ​continually.
● We​ ​will​ ​start​ ​using​ ​Facebook​ ​ads​ ​to​ ​attract​ ​new​ ​and​ ​re-engage​ ​existing​ ​users​ ​of​ ​the
platform.​ ​We​ ​will​ ​invest​ ​first​ ​€100​ ​and​ ​test​ ​the​ ​results,​ ​trying​ ​to​ ​reach​ ​at​ ​least​ ​1.000
website​ ​visits​ ​in​ ​the​ ​first​ ​month​ ​of​ ​advertising.
● The​ ​results​ ​will​ ​be​ ​tracked​ ​and​ ​measured​ ​within​ ​the​ ​Facebook​ ​Ads​ ​Manager,​ ​Google
Analytics​ ​and​ ​Facebook​ ​Pages​ ​Insights.
The​ ​explanation​ ​above​ ​is​ ​just​ ​an​ ​illustration,​ ​and​ ​you​ ​may​ ​use​ ​it​ ​or​ ​modify​ ​it​ ​to​ ​better​ ​fit​ ​your
needs​ ​and​ ​goals.​ ​Try​ ​to​ ​write​ ​down​ ​similar​ ​goals​ ​and​ ​see​ ​if​ ​they​ ​fit​ ​in​ ​your​ ​case.
Get​ ​to​ ​know​ ​your​ ​target​ ​audience
This​ ​should​ ​be​ ​peace​ ​of​ ​cake​ ​right?​ ​Well,​ ​researchers​ ​are​ ​your​ ​target​ ​audience​ ​of​ ​course!
Take​ ​a​ ​look​ ​at​ ​the​ ​image​ ​below,​ ​and​ ​ask​ ​yourself​ ​on​ ​what​ ​do​ ​you​ ​know​ ​about​ ​researchers.​ ​You
might​ ​have​ ​information​ ​about​ ​the​ ​demographics,​ ​but​ ​do​ ​you​ ​know​ ​their​ ​psychographics?
Image​ ​source
Tools​ ​that​ ​can​ ​be​ ​used​ ​to​ ​get​ ​to​ ​know​ ​your​ ​target​ ​audiences:
● Google​ ​Analytics​ ​data
● Questionnaires,​ ​surveys
● Frequently​ ​asked​ ​questions
● Facebook​ ​Audience​ ​insights​​ ​-​ ​especially​ ​useful​ ​if​ ​you​ ​want​ ​to​ ​know​ ​more​ ​about​ ​their
psychographics​ ​better.​ ​Visit:​ ​​https://www.facebook.com/ads/audience-insights​,​ ​select
5

7.
your​ ​Facebook​ ​page​ ​and​ ​you​ ​will​ ​see​ ​a​ ​lot​ ​of​ ​useful​ ​data​ ​about​ ​the​ ​people​ ​who​ ​are​ ​fans
of​ ​your​ ​page.
Facebook​ ​targeting​ ​options
Following​ ​are​ ​basics​ ​for​ ​FB​ ​advertising​ ​targeting​ ​that​ ​will​ ​also​ ​help​ ​you​ ​to​ ​understand​ ​the
researchers​ ​better.
Take​ ​a​ ​look​ ​at​ ​the​ ​following​ ​images​ ​and​ ​the​ ​options​ ​marked​ ​yellow,​ ​for​ ​they​ ​might​ ​give​ ​you​ ​a
wider​ ​idea​ ​on​ ​how​ ​to​ ​target​ ​researchers​ ​in​ ​your​ ​advertising​ ​campaigns.
Practice
All​ ​of​ ​these​ ​options​ ​can​ ​be​ ​combined​ ​and​ ​used​ ​simultaneously.​ ​That​ ​very​ ​fact​ ​makes​ ​FB
advertising​ ​powerful​ ​as​ ​it​ ​is.​ ​While​ ​watching​ ​at​ ​these​ ​images,​ ​try​ ​to​ ​think​ ​on​ ​ways​ ​how​ ​these
options​ ​might​ ​be​ ​used​ ​and​ ​combined​ ​to​ ​create​ ​a​ ​tailored​ ​message,​ ​to​ ​a​ ​certain​ ​niche​ ​of
researchers.
Think​ ​about​ ​what​ ​wording​ ​and​ ​messages​ ​would​ ​you​ ​use​ ​to​ ​communicate​ ​with​ ​the​ ​researchers
who​ ​are,​ ​for​ ​example:​ ​working​ ​mothers​ ​with​ ​young​ ​children,​ ​or​ ​young​ ​families​ ​looking​ ​for
housing​ ​and​ ​healthcare​ ​support,​ ​scientists​ ​looking​ ​for​ ​job​ ​opportunities​ ​in​ ​certain​ ​countries
and​ ​etc…
Image​ ​source
6

8.
7

9.
Especially​ ​useful​ ​targeting​ ​option​ ​is​ ​the​ ​one​ ​below​ ​that​ ​gives​ ​you​ ​the​ ​option​ ​to​ ​show​ ​your​ ​ad
and​ ​content​ ​to​ ​the​ ​people​ ​who​ ​are​ ​expats​ ​currently​ ​in​ ​a​ ​country​ ​where​ ​your​ ​target​ ​audience​ ​is.
Besides​ ​this,​ ​Facebook​ ​also​ ​gives​ ​you​ ​the​ ​option​ ​to​ ​target​ ​families​ ​of​ ​expats​ ​or​ ​even​ ​friends​ ​of
expats.​ ​Check​ ​below​ ​for​ ​options:
Practice
Besides​ ​looking​ ​at​ ​the​ ​options​ ​that​ ​are​ ​marked​ ​yellow​ ​at​ ​the​ ​images​ ​above,​ ​check​ ​other
options​ ​too​ ​and​ ​try​ ​to​ ​write​ ​down​ ​the​ ​ones​ ​you’ve​ ​picked.​ ​Do​ ​you​ ​see​ ​additional​ ​traits​ ​of​ ​your
8

10.
audience?​ ​Write​ ​them​ ​down​ ​too​ ​and​ ​think​ ​about​ ​the​ ​types​ ​of​ ​content​ ​and​ ​the​ ​tone​ ​of
communication​ ​you​ ​can​ ​use.
Here​ ​are​ ​some​ ​examples​ ​and​ ​ideas:
● General​ ​promotion​ ​of​ ​the​ ​portal:​ ​„Join​ ​our​ ​platform…“
● Targeting​ ​specific​ ​areas:​ ​engineering,​ ​biology,​ ​environment,​ ​medicine.​ ​Advertising​ ​job
opportunities​ ​and​ ​support​ ​within​ ​these​ ​areas
● „Contact​ ​us​ ​for​ ​health,​ ​travel,​ ​housing​ ​support.​ ​We​ ​know​ ​how​ ​hard​ ​it​ ​is​ ​to​ ​change
environment​ ​/​ ​country​ ​/​ ​be​ ​a​ ​working​ ​mother…“
● „Looking​ ​funds​ ​for​ ​your​ ​research​ ​project?​ ​Join​ ​our​ ​platform​ ​and​ ​reach​ ​out​ ​to​ ​investors…“
MORE​ ​INFO:
● Strategies​ ​for​ ​setting​ ​goals:​ ​​https://blog.bufferapp.com/goal-setting-strategies
● Psychographics​ ​explained:​ ​​https://conversionxl.com/psychographics/
● More​ ​on​ ​psychographics:
https://hbr.org/2016/03/psychographics-are-just-as-important-for-marketers-as-demo
graphics
● How​ ​to​ ​use​ ​Facebook​ ​Audience​ ​Insights​ ​tool:
https://www.facebook.com/business/help/697694370291354
● Complete​ ​guide​ ​trough​ ​FB​ ​advertising:
https://www.advertisemint.com/complete-guide-facebook-ad-targeting/
Facebook​ ​Ads​ ​Manager​ ​-​ ​an​ ​example​ ​of​ ​traffic​ ​to​ ​website
campaign​ ​step​ ​by​ ​step
Setup​ ​and​ ​objective
Log​ ​into​ ​your​ ​Facebook​ ​profile​ ​and​ ​click​ ​the​ ​“Create​ ​Ads”​ ​option​ ​from​ ​the​ ​dropdown​ ​menu:
9

11.
Welcome​ ​to​ ​Facebook​ ​Ads​ ​Manager!
The​ ​menu​ ​from​ ​the​ ​left​ ​side​ ​shows​ ​the​ ​steps​ ​you​ ​will​ ​need​ ​to​ ​go​ ​through​ ​to​ ​set​ ​your​ ​first
advertising​ ​campaign.
The​ ​menu​ ​in​ ​the​ ​middle​ ​of​ ​the​ ​page,​ ​shows​ ​you​ ​three​ ​phases​ ​of​ ​customer​ ​or​ ​acquisition
journey:​ ​​awareness,​ ​consideration​ ​and​ ​conversion​.​ ​They​ ​are​ ​our​ ​starting​ ​point,​ ​since
generating​ ​traffic​ ​to​ ​a​ ​website​ ​(which​ ​is​ ​our​ ​goal​ ​for​ ​advertising)​ ​isn​ ​within​ ​the​ ​consideration
objective.
To​ ​continue,​ ​click​ ​“​Traffic​”​ ​and​ ​to​ ​see​ ​more​ ​about​ ​each​ ​of​ ​the​ ​offered​ ​options,​ ​click​ ​to​ ​the​ ​“i”​ ​in
the​ ​right​ ​angle.​ ​A​ ​pop-up​ ​info​ ​will​ ​appear.
10

12.
Yes,​ ​I​ ​want​ ​to​ ​send​ ​more​ ​people​ ​to​ ​my
national​ ​EURAXESS​ ​portal.​ ​Click​ ​to
“​Set​ ​Up​ ​Ad​ ​Account​”
Set​ ​your​ ​account’s​ ​basic​ ​info:​ ​the
country,​ ​currency​ ​and​ ​time​ ​zone.
Location​ ​and​ ​audiences
After​ ​naming​ ​the​ ​campaign,​ ​go​ ​to​ ​Audience​ ​and​ ​stay​ ​within​ ​the​ ​“Create​ ​New”​ ​section.​ ​As​ ​you
see,​ ​within​ ​the​ ​“​Location​”​ ​button​ ​there​ ​is​ ​a​ ​drop​ ​down​ ​menu​ ​that​ ​lets​ ​you​ ​choose​ ​who​ ​do​ ​you
11

13.
want​ ​to​ ​target​ ​within​ ​a​ ​certain​ ​geographic​ ​territory.​ ​Target​ ​“People​ ​traveling​ ​in​ ​this​ ​location”​ ​is
not​ ​necessary​ ​and​ ​it​ ​is​ ​chosen​ ​in​ ​the​ ​image​ ​below​ ​only​ ​as​ ​an​ ​example.
Depending​ ​on​ ​the​ ​goal​ ​you​ ​want​ ​to​ ​achieve​ ​and​ ​the​ ​audience​ ​you​ ​want​ ​to​ ​reach,​ ​choose​ ​one​ ​of
the​ ​options.
As​ ​you​ ​go​ ​through​ ​these​ ​settings,​ ​change​ ​the​ ​limit​ ​of​ ​years​ ​of​ ​choose​ ​gender,​ ​you​ ​will​ ​see​ ​the
counter​ ​from​ ​the​ ​top​ ​right,​ ​showing​ ​the​ ​size​ ​of​ ​your​ ​audience,​ ​with​ ​the​ ​estimation​ ​of​ ​your
results​ ​below.​ ​Make​ ​sure​ ​to​ ​​always​ ​keep​ ​it​ ​in​ ​the​ ​green​ ​zone​​ ​of​ ​the​ ​counter,​ ​for​ ​red​ ​or​ ​yellow
mean​ ​that​ ​your​ ​audience​ ​is​ ​either​ ​too​ ​small​ ​or​ ​too​ ​big.​ ​Entering​ ​those​ ​colors​ ​means​ ​you're
either​ ​not​ ​going​ ​to​ ​get​ ​any​ ​results,​ ​or​ ​you’re​ ​going​ ​to​ ​spend​ ​all​ ​your​ ​money​ ​for​ ​over-showing
the​ ​add​ ​to​ ​audience​ ​which​ ​is​ ​too​ ​broad.
Note:​ ​use​​ ​Languages​​ ​setting​ ​to​ ​limit​ ​yourself​ ​only​ ​to​ ​a​ ​specific​ ​language,​ ​if​ ​that​ ​is​ ​your​ ​goal.​ ​If
not,​ ​leave​ ​this​ ​field​ ​blank.
Detailed​ ​targeting​​ ​is​ ​where​ ​the
magic​ ​happens.​ ​This​ ​is​ ​where
you​ ​will​ ​find​ ​all​ ​of​ ​those​ ​options
from​ ​the​ ​​Facebook​ ​targeting
options​​ ​previously​ ​mentioned​ ​in
this​ ​guidebook.
12

14.
Just​ ​for​ ​the​ ​sake​ ​of​ ​practice,​ ​in​ ​this​ ​example,​ ​we​ ​are​ ​going​ ​to​ ​target​ ​Serbia​ ​(pick​ ​everyone​ ​who
are​ ​in​ ​this​ ​location),​ ​people​ ​from​ ​25​ ​to​ ​65+​ ​who​ ​are​ ​expats,​ ​highly​ ​educated​ ​and​ ​in​ ​their​ ​job
description​ ​state​ ​that​ ​they​ ​are​ ​researchers​ ​in​ ​the​ ​field​ ​of​ ​engineering​ ​for​ ​example.
If​ ​you​ ​start​ ​choosing​ ​the​ ​targeting​ ​options​ ​and​ ​you​ ​see​ ​that​ ​the​ ​audience​ ​is​ ​still​ ​too​ ​broad,​ ​try
using​ ​​Exclude​ ​People​​ ​of​ ​​Narrow​ ​Audience​​ ​options​ ​to​ ​be​ ​more​ ​specific.
If​ ​you​ ​tick​ ​the​ ​“Expand​ ​interests”​ ​option,​ ​FB​ ​will​ ​automatically​ ​expand​ ​some​ ​of​ ​the​ ​selected
interest​ ​if​ ​there​ ​is​ ​a​ ​chance​ ​to​ ​reach​ ​more​ ​people​ ​likely​ ​to​ ​click​ ​your​ ​link.​ ​Make​ ​sure​ ​to​ ​follow
the​ ​change​ ​of​ ​the​ ​size​ ​of​ ​your​ ​audience​ ​if​ ​you​ ​click​ ​this,​ ​it​ ​might​ ​increase​ ​it​ ​significantly​ ​and
cost​ ​more​ ​so​ ​pay​ ​attention​ ​if​ ​you​ ​decide​ ​to​ ​click​ ​this.
With​ ​the​ ​options​ ​“​Connection​ ​type​”​ ​you​ ​can​ ​choose​ ​to​ ​target​ ​only​ ​fans​ ​of​ ​your​ ​FB​ ​page,​ ​friend
of​ ​their​ ​friends​ ​(as​ ​targeting​ ​similar​ ​type​ ​of​ ​people),​ ​or​ ​even​ ​exclude​ ​them​ ​all.​ ​You​ ​can​ ​also
target​ ​people​ ​who​ ​responded​ ​to​ ​your​ ​event,​ ​used​ ​your​ ​app,​ ​or​ ​combine​ ​few​ ​of​ ​those​ ​within​ ​the
“Advanced​ ​Combinations”​ ​section.
Remember​ ​to​ ​follow​ ​the​ ​changes​ ​in​ ​the​ ​size​ ​of​ ​your​ ​audience​ ​while​ ​you​ ​check​ ​or​ ​uncheck
those​ ​options.​ ​Sometimes​ ​they​ ​may​ ​dramatically​ ​reduce​ ​the​ ​size​ ​of​ ​audience​ ​and​ ​affect​ ​the
expected​ ​results.
Finally,​ ​if​ ​you​ ​want​ ​to​ ​test​ ​different​ ​types​ ​of​ ​ads​ ​to​ ​one​ ​audience​ ​or​ ​you​ ​just​ ​want​ ​to​ ​use​ ​it​ ​in
future,​ ​click​ ​the​ ​“​Save​ ​the​ ​Audience​”​ ​button​ ​to​ ​speed​ ​up​ ​the​ ​process​ ​next​ ​time.
Placements
This​ ​section​ ​is​ ​where​ ​you​ ​determine​ ​where​ ​you​ ​want​ ​your​ ​ad​ ​to​ ​be​ ​shown.
It​ ​is​ ​always​ ​recommended​ ​to​ ​​edit​ ​the​ ​placements​ ​rather​ ​than​ ​let​ ​FB​ ​to​ ​automatically​ ​set
them​.​ ​This​ ​is​ ​very​ ​important,​ ​for​ ​you​ ​may​ ​not​ ​want​ ​your​ ​ad​ ​to​ ​be​ ​shown​ ​to​ ​your​ ​Instagram
followers​ ​for​ ​example.
13

15.
Having​ ​that​ ​we​ ​are​ ​targeting​ ​people​ ​who​ ​are​ ​most​ ​likely​ ​going​ ​to​ ​visit​ ​our​ ​EURAXESS​ ​national
platform,​ ​it​ ​is​ ​also​ ​recommended​ ​to​ ​​uncheck​ ​the​ ​“Audience​ ​Network”​.​ ​This​ ​means​ ​that​ ​your
ads​ ​will​ ​not​ ​be​ ​shown​ ​to​ ​the​ ​audiences​ ​in​ ​various​ ​mobile​ ​apps​ ​in​ ​which​ ​they​ ​logged​ ​in​ ​with
their​ ​Facebook​ ​accounts.
The​ ​experience​ ​showed​ ​that​ ​people​ ​click​ ​those​ ​ads​ ​by​ ​mistake​ ​and​ ​if​ ​they​ ​even​ ​get​ ​to​ ​the
website,​ ​they​ ​leave​ ​it​ ​almost​ ​immediately​ ​to​ ​go​ ​back​ ​to​ ​using​ ​the​ ​app​ ​where​ ​the​ ​ad​ ​unwantedly
popped​ ​up​ ​in​ ​the​ ​first​ ​place.​ ​This​ ​leaves​ ​you​ ​with​ ​thousands​ ​of​ ​visits​ ​from​ ​mobile​ ​devices​ ​that
bounced​ ​back​ ​dramatically.​ ​Keep​ ​this​ ​placement​ ​unchecked,​ ​until​ ​you​ ​have​ ​a​ ​clearer​ ​idea​ ​or
content​ ​more​ ​relevant​ ​for​ ​that​ ​type​ ​of​ ​audience.
Budget​ ​and​ ​shedule
Here​ ​is​ ​where​ ​you​ ​get​ ​the​ ​answer​ ​to​ ​your​ ​question:​ ​​how​ ​much​ ​money​ ​do​ ​I​ ​need?
First,​ ​define​ ​what​ ​type​ ​of​ ​budget​ ​suits​ ​best​ ​your​ ​goals.
Lifetime​ ​budget​​ ​is​ ​better
if​ ​you​ ​have​ ​strict​ ​and
limited​ ​resources​ ​and​ ​it
is​ ​the​ ​maximum​ ​you'll
spend​ ​during​ ​the​ ​lifetime
of​ ​your​ ​advertising
campaign.
Have​ ​in​ ​mind​ ​that​ ​if​ ​you
choose​ ​to​ ​have​ ​a​ ​​daily
budget​,​ ​the​ ​amount​ ​you
set​ ​is​ ​only​ ​an​ ​the
average​ ​you'll​ ​spend
every​ ​day,​ ​actual​ ​spent
may​ ​vary​ ​from​ ​day​ ​to
day.
14

16.
It​ ​is​ ​always​ ​recommended​ ​to​ ​have​ ​a​ ​limited​ ​campaign​ ​(with​ ​a​ ​​start​ ​and​ ​an​ ​end​ ​date​),​ ​and
preferably​ ​not​ ​longer​ ​than​ ​two​ ​weeks​ ​in​ ​the​ ​first​ ​iteration.
Have​ ​in​ ​mind​ ​that​ ​when​ ​the​ ​campaign​ ​starts,​ ​you​ ​can​ ​always​ ​pause​ ​it,​ ​edit​ ​it,​ ​deactivate​ ​and
activate​ ​it​ ​latter​.​ ​Advertising​ ​the​ ​same​ ​content​ ​to​ ​the​ ​same​ ​audience​ ​(especially​ ​if​ ​it​ ​is​ ​a
smaller​ ​and​ ​a​ ​limited​ ​one)​ ​for​ ​a​ ​longer​ ​period​ ​of​ ​time,​ ​may​ ​cause​ ​repetition​ ​and​ ​an​ ​effect​ ​of
spamming.​ ​Instead​ ​of​ ​motivating​ ​your​ ​audience​ ​to​ ​talk​ ​to​ ​you,​ ​you​ ​will​ ​become​ ​boring,​ ​and
that​ ​is​ ​the​ ​situation​ ​we​ ​do​ ​not​ ​want​ ​in​ ​any​ ​case.
Optimisation​ ​and​ ​bidding​ ​-​ ​how​ ​to​ ​plan​ ​your​ ​advertising
budget
Facebook​ ​will​ ​ask​ ​you​ ​how​ ​would​ ​you​ ​like​ ​them​ ​to​ ​deliver​ ​your​ ​ads.
They​ ​can​ ​optimize​ ​for​​ ​link​ ​clicks​,​ ​which​ ​would​ ​be​ ​the​ ​default​ ​and​ ​the​ ​recommended​ ​setting​ ​for
traffic​ ​campaigns​ ​such​ ​is​ ​ours.
So​ ​basic​ ​point​ ​that​ ​Facebook​ ​gives​ ​you​ ​here​ ​is​ ​​Cost​ ​Per​ ​Click​ ​or​ ​in​ ​short​ ​CPC​​ ​-​ ​which​ ​means
you​ ​will​ ​be​ ​charged​ ​when​ ​someone​ ​clicks​ ​on​ ​your​ ​ad,​ ​or​ ​in​ ​this​ ​case​ ​-​ ​when​ ​someone​ ​clicks​ ​on
the​ ​link.​ ​This​ ​means​ ​Facebook​ ​will​ ​charge​ ​you​ ​when​ ​people​ ​click​ ​to​ ​the​ ​​link​ ​to​ ​your​ ​EURAXESS
national​ ​portal​ ​which​ ​is​ ​in​ ​the​ ​ad.
Now​ ​when​ ​we​ ​have​ ​set​ ​the​ ​targeted​ ​audience,​ ​we​ ​do​ ​the​ ​bidding​ ​and​ ​decide​ ​on​ ​how​ ​much​ ​and
in​ ​what​ ​way​ ​we​ ​are​ ​willing​ ​to​ ​pay​ ​as​ ​an​ ​advertiser.​ ​Here​ ​are​ ​the​ ​options:
1. Automatic​ ​bid​ ​amount​​ ​is​ ​recommended​ ​for​ ​less​ ​experienced​ ​advertisers,​ ​for​ ​Facebook
will​ ​really​ ​take​ ​care​ ​to​ ​get​ ​the​ ​most​ ​results​ ​at​ ​the​ ​best​ ​price​ ​within​ ​your​ ​initial​ ​budget.
This​ ​setting​ ​is​ ​recommended​ ​for​ ​your​ ​first​ ​campaigns​ ​and​ ​you​ ​should​ ​check​ ​it.​ ​But,
here’s​ ​an​ ​advice​ ​on​ ​how​ ​to​ ​estimate​ ​the​ ​budget​ ​you​ ​need:
2. Testing​ ​with​ ​​manual​ ​bid​ ​amount​ ​will​ ​give​ ​you​ ​a​ ​clear​ ​idea​ ​on​ ​how​ ​large​ ​budget
should​ ​you​ ​allocate​ ​and​ ​give​ ​an​ ​estimation​ ​of​ ​results​ ​you​ ​might​ ​expect​.​ ​See​ ​the
image​ ​below:
15

17.
The​ ​bid​ ​range​ ​shows​ ​a​ ​spectrum​ ​of​ ​bids​ ​that​ ​are​ ​currently​ ​winning​ ​auctions​ ​to​ ​reach​ ​the​ ​same
audience​ ​you're​ ​targeting.​ ​The​ ​budget​ ​you​ ​entered​ ​and​ ​market​ ​data​ ​for​ ​the​ ​country​ ​you​ ​are
targeting​ ​-​ ​are​ ​also​ ​affecting​ ​the​ ​price​ ​per​ ​link​ ​click.​ ​Have​ ​in​ ​mind​ ​that​ ​​Facebook​ ​has​ ​different
advertising​ ​prices​​ ​for​ ​each​ ​and​ ​every​ ​country​ ​in​ ​the​ ​world​ ​and​ ​that​ ​average​ ​cost​ ​per​ ​click
(CPC)​ ​will​ ​not​ ​be​ ​the​ ​same​ ​in​ ​Serbia​ ​and​ ​Italy,​ ​for​ ​example.
Now,​ ​when​ ​you​ ​do​ ​the​ ​manual​ ​bidding,​ ​Facebook​ ​will​ ​always​ ​suggest​ ​an​ ​optimal​ ​amount​ ​and
give​ ​the​ ​lowest​ ​and​ ​highest​ ​suggestion.​ ​Having​ ​that​ ​we​ ​entered​ ​€100​ ​lifetime​ ​budget,​ ​and​ ​also
taking​ ​into​ ​consideration​ ​the​ ​type​ ​of​ ​our​ ​audience​ ​and​ ​the​ ​fact​ ​that​ ​we​ ​are​ ​targeting​ ​people​ ​in
Serbia,​ ​suggested​ ​bid​ ​for​ ​our​ ​campaign​ ​is​ ​€0.13​ ​per​ ​link​ ​click​ ​(as​ ​you​ ​may​ ​see​ ​in​ ​the​ ​image
above).
If​ ​you​ ​look​ ​at​ ​the​ ​right​ ​side​ ​in​ ​the​ ​image,​ ​you​ ​will​ ​see​ ​that​ ​the​ ​estimated​ ​daily​ ​results​ ​for​ ​this
budget​ ​and​ ​suggested​ ​CPC​ ​are:​ ​reaching​ ​up​ ​to​ ​44,000​ ​people​ ​and​ ​generating​ ​up​ ​to​ ​550​ ​link
clicks​ ​on​ ​a​ ​daily​ ​basis.
Pay​ ​attention​ ​to​ ​the​ ​grey​ ​amount​ ​besides​ ​these​ ​numbers,​ ​and​ ​you​ ​will​ ​see​ ​that​ ​the​ ​estimation
is​ ​that​ ​the​ ​entire​ ​campaign​ ​will​ ​result​ ​in​ ​up​ ​to​ ​2,400​ ​link​ ​clicks.​ ​If​ ​we​ ​take​ ​into​ ​account​ ​that​ ​on
average​ ​80%​ ​of​ ​link​ ​clicks​ ​will​ ​result​ ​in​ ​website​ ​visits,​ ​than​ ​it​ ​is​ ​estimated​ ​that​ ​the​ ​budget​ ​of
€100​ ​(for​ ​this​ ​specific​ ​audience,​ ​country​ ​and​ ​bid)​ ​will​ ​approximately​ ​result​ ​in​ ​around​ ​1,920
website​ ​visits.
This​ ​calculation​ ​is​ ​the​ ​basic​ ​that​ ​you​ ​should​ ​take​ ​into​ ​consideration​ ​for​ ​your​ ​budget
estimate.
Note:​​ ​it​ ​is​ ​an​ ​unsigned​ ​rule​ ​that​ ​the​ ​very​ ​cost​ ​per​ ​link​ ​click​ ​is​ ​almost​ ​always​ ​significantly​ ​lower
than​ ​the​ ​one​ ​you​ ​manually​ ​suggested.​ ​Also​ ​keep​ ​in​ ​mind​ ​that​ ​these​ ​are​ ​just​ ​estimates​ ​and​ ​that
the​ ​real​ ​results​ ​are​ ​often​ ​times​ ​better​ ​(you​ ​will​ ​achieve​ ​more​ ​website​ ​visits​ ​by​ ​a​ ​lower​ ​CPC).
Use​ ​this​ ​calculation​ ​only​ ​as​ ​an​ ​overall​ ​prediction​ ​for​ ​a​ ​budget​ ​planning.
Practice
Try​ ​changing​ ​the​ ​targeted​ ​country​ ​and​ ​keep​ ​the​ ​manual​ ​bidding​ ​to​ ​see​ ​the​ ​difference​ ​in​ ​the
suggested​ ​bid​ ​per​ ​link​ ​click.
16

18.
Change​ ​the​ ​audiences’​ ​age​ ​limit,​ ​detailed​ ​targeting​ ​and​ ​other​ ​options​ ​and​ ​see​ ​how​ ​the
suggested​ ​bid​ ​and​ ​estimated​ ​results​ ​change.
Try​ ​to​ ​use​ ​this​ ​calculation​ ​to​ ​set​ ​an​ ​initial​ ​goal.​ ​For​ ​example:​ ​achieving​ ​5.000​ ​websites​ ​visits
during​ ​the​ ​two​ ​weeks​ ​advertising​ ​campaign.​ ​How​ ​much​ ​money​ ​would​ ​you​ ​need​ ​to​ ​invest​ ​to
reach​ ​this​ ​goal​ ​by​ ​targeting​ ​an​ ​audience​ ​from​ ​a​ ​specific​ ​country?
MORE​ ​INFO:
● More​ ​on​ ​bidding:​ ​​https://www.facebook.com/business/help/213140778716849
● About​ ​CPC​ ​and​ ​other​ ​optimisation​ ​tactics:
https://blog.wishpond.com/post/74072092834/facebook-advertising-costs-cpc-cpm-c
pa-cpl-guide
● CPC​ ​per​ ​country:
http://www.siteadwiki.com/2014/01/facebook-country-ads-average-performance.html
● Why​ ​do​ ​Facebook​ ​ad​ ​clicks​ ​not​ ​match​ ​website​ ​visits?
https://www.facebook.com/business/help/community/question/?id=1015748119731
0327
● Facebook​ ​ads​ ​and​ ​Google​ ​Analytics​ ​mismatch​ ​explained:
http://www.stateofdigital.com/facebook-ads-google-analytics-data-mismatch/
Ad​ ​creation
You​ ​have​ ​an​ ​option​ ​of​ ​using​ ​an​ ​existing​ ​post​ ​at​ ​your​ ​Facebook​ ​page​ ​or​ ​​create​ ​a​ ​new​ ​one
which​ ​can,​ ​(as​ ​you​ ​see​ ​the​ ​options​ ​at​ ​the​ ​image​ ​below)​ ​contain​ ​multiple​ ​images,​ ​single​ ​image,
video,​ ​slideshow​ ​or​ ​a​ ​combination​ ​of​ ​all​ ​of​ ​it.
It​ ​is​ ​always​ ​recommended​ ​to​ ​create​ ​a​ ​new​ ​post​ ​for​ ​the​ ​sake​ ​of​ ​easier​ ​tracking​ ​the​ ​generated
traffic​ ​in​ ​Google​ ​Analytics.
If​ ​you​ ​have​ ​multiple​ ​images​ ​or​ ​messages​ ​to​ ​convey,​ ​you​ ​may​ ​use​ ​the​ ​carousel​ ​option​ ​for​ ​it
gives​ ​you​ ​the​ ​possibility​ ​of​ ​creating​ ​a​ ​story.​ ​If​ ​you​ ​choose​ ​to​ ​use​ ​a​ ​video,​ ​make​ ​sure​ ​it​ ​is​ ​not
longer​ ​than​ ​3-5​ ​minutes​ ​and​ ​that​ ​it​ ​leads​ ​to​ ​a​ ​relevant​ ​landing​ ​page​ ​at​ ​your​ ​website​ ​(which​ ​is
our​ ​ultimate​ ​goal,​ ​don’t​ ​forget).
17

19.
For​ ​now,​ ​we​ ​will​ ​go​ ​with​ ​the​ ​single​ ​image​ ​ad​ ​format.
Click​ ​“Add​ ​image”​ ​and​ ​upload​ ​them​ ​from​ ​your​ ​computer.​ ​From​ ​the​ ​right​ ​side​ ​you​ ​will​ ​see​ ​the
recommendations​ ​about​ ​the​ ​picture​ ​(the​ ​size​ ​and​ ​the​ ​requirements).​ ​​Make​ ​sure​ ​that​ ​your
picture​ ​doesn’t​ ​contains​ ​more​ ​than​ ​20%​ ​of​ ​text​.
To​ ​make​ ​sure​ ​it​ ​doesn’t,​ ​test​ ​it​ ​with​ ​this​ ​tool:
https://www.facebook.com/ads/tools/text_overlay
Pictures​ ​that​ ​contain​ ​too​ ​much​ ​text​ ​are​ ​against​ ​Facebook​ ​regulations​ ​and​ ​even​ ​if​ ​they​ ​approve
the​ ​campaign​ ​in​ ​the​ ​beginning,​ ​they​ ​might​ ​cancel​ ​it​ ​later,​ ​of​ ​significantly​ ​diminish​ ​the​ ​reach​ ​of
your​ ​ad.​ ​Make​ ​sure​ ​not​ ​to​ ​use​ ​images​ ​with​ ​too​ ​much​ ​text​ ​and​ ​if​ ​possible,​ ​use​ ​pictures​ ​of
people​ ​and​ ​of​ ​course,​ ​keep​ ​in​ ​mind​ ​copyright​ ​and​ ​usage​ ​rights​ ​when​ ​planning​ ​to​ ​use
something​ ​you​ ​find​ ​online.​ ​See​ ​more​ ​in​ ​the​ ​“More​ ​info”​ ​section​ ​and​ ​provided​ ​links.
18

20.
Website​ ​URL​ ​for​ ​the​ ​ad
It’s​ ​very​ ​important​ ​“to​ ​prepare”​ ​the​ ​URL​ ​you’re​ ​about​ ​to​ ​use​ ​in​ ​your​ ​ad​ ​and​ ​in​ ​few​ ​steps​ ​we​ ​will
learn​ ​how​ ​to​ ​use​ ​​Google​ ​Campaign​ ​URL​ ​Builder​​ ​which​ ​is​ ​a​ ​free​ ​tool​ ​available​ ​at:
https://ga-dev-tools.appspot.com/campaign-url-builder/
This​ ​tool​ ​allows​ ​you​ ​to​ ​add​ ​campaign​ ​parameters​ ​(descriptions)​ ​to​ ​URLs​ ​so​ ​you​ ​can​ ​track
the​ ​visits​ ​that​ ​came​ ​to​ ​your​ ​website​ ​through​ ​this​ ​URL,​ ​latter​ ​in​ ​Google​ ​Analytics.
Paste​ ​the​ ​URL​ ​of​ ​your​ ​landing​ ​page​ ​you​ ​want​ ​to​ ​advertise​ ​in​ ​the​ ​“Website​ ​URL”​ ​section​ ​like​ ​in
the​ ​image​ ​below:
Campaign​ ​Source​​ ​is​ ​the​ ​source​ ​of​ ​traffic​ ​that​ ​will​ ​be​ ​drawn​ ​to​ ​your​ ​website.​ ​Write:​ ​facebook​ ​in
that​ ​field.​ ​​Medium​​ ​is​ ​the​ ​way​ ​that​ ​your​ ​traffic​ ​will​ ​be​ ​generated.​ ​In​ ​this​ ​case,​ ​that​ ​is​ ​paid​ ​traffic
so​ ​cpc​ ​(cost​ ​per​ ​click​ ​-​ ​the​ ​metric​ ​we​ ​explained​ ​earlier)​ ​is​ ​the​ ​correct​ ​parameter.
Name​ ​your​ ​campaign​ ​to​ ​be​ ​able​ ​to​ ​recognize​ ​the​ ​traffic​ ​you’ll​ ​generate​ ​letter​ ​in​ ​the​ ​Google
Analytics.​ ​The​ ​text​ ​written​ ​above​ ​is​ ​just​ ​a​ ​suggestion​ ​and​ ​you​ ​may​ ​modify​ ​it​ ​to​ ​fit​ ​your​ ​needs
best.
19

21.
After​ ​you​ ​fill​ ​in​ ​all​ ​the​ ​required​ ​fields,​ ​URL​ ​builder​ ​will​ ​generate​ ​an​ ​URL​ ​for​ ​you​ ​to​ ​use​ ​it​ ​in​ ​your
advertising​ ​campaign:
Copy​ ​this​ ​link​ ​and​ ​paste​ ​it​ ​in​ ​the​ ​Website​ ​URL​ ​field​ ​in​ ​FB​ ​Ads​ ​Manager:
By​ ​“building”​ ​a​ ​URL​ ​that​ ​you​ ​will​ ​use​ ​in​ ​your​ ​advertising​ ​activities,​ ​you​ ​will​ ​be​ ​able​ ​to​ ​precisely
track​ ​the​ ​traffic​ ​your​ ​FB​ ​ads​ ​will​ ​generate​ ​in​ ​Google​ ​Analytics,​ ​so​ ​this​ ​feature​ ​is​ ​extremely
useful​ ​for​ ​future​ ​reporting​ ​and​ ​analytics​ ​efforts.
Ad​ ​creation​ ​continued
When​ ​you​ ​paste​ ​the​ ​generated​ ​URL,​ ​Facebook​ ​will​ ​start​ ​showing​ ​you​ ​previews​ ​of​ ​your​ ​ad​ ​in
different​ ​formats,​ ​devices​ ​and​ ​channels:
20

22.
After​ ​adding​ ​the​ ​headline,​ ​text​ ​and​ ​the
description​ ​(see​ ​the​ ​image​ ​below),​ ​click
the​ ​dropdown​ ​menu​ ​in​ ​the​ ​​Ad​ ​Preview
section​ ​to​ ​see​ ​how​ ​will​ ​your​ ​ad​ ​be
shown​ ​in​ ​different​ ​formats.
Test​ ​the​ ​best​ ​​Call​ ​to​ ​action​​ ​in​ ​your​ ​text
copy.​ ​Make​ ​sure​ ​to​ ​be​ ​clear​ ​about​ ​the
action​ ​you​ ​want​ ​people​ ​to​ ​take.​ ​Literally
say:​ ​“visit​ ​our​ ​website,​ ​sign​ ​up​ ​to​ ​our
mailing​ ​list,​ ​apply​ ​for​ ​a​ ​job,​ ​upload​ ​your
CV​ ​to​ ​our​ ​base…”​ ​or​ ​whatever​ ​you
exactly​ ​want​ ​people​ ​to​ ​do.
Never​ ​forget​ ​that​ ​your​ ​message​ ​is​ ​only
one​ ​in​ ​a​ ​thousand​ ​of​ ​pieces​ ​of​ ​similar
information​ ​your​ ​audience​ ​will​ ​see​ ​while​ ​they​ ​browse​ ​Facebook.​ ​​Keep​ ​it​ ​short,​ ​simple​ ​and
actionable​.
Choose​ ​the​ ​most​ ​relevant​ ​Call​ ​to​ ​action​ ​button.​ ​Facebook​ ​lets​ ​you​ ​choose​ ​multiple​ ​options
from​ ​the​ ​dropdown​ ​menu.
The​ ​text​ ​above​ ​is​ ​just​ ​a​ ​suggestion​ ​and​ ​taken​ ​from​ ​the​ ​EURAXESS​ ​website.​ ​You​ ​are
recommended​ ​to​ ​create​ ​something​ ​relevant​ ​for​ ​the​ ​message​ ​you​ ​want​ ​to​ ​send.
After​ ​finishing​ ​the​ ​text​ ​editing,​ ​check​ ​the​ ​Ad​ ​preview​ ​section​ ​and​ ​make​ ​sure​ ​you​ ​are​ ​satisfied
with​ ​the​ ​way​ ​your​ ​ad​ ​will​ ​appear​ ​across​ ​multiple​ ​platforms.
Have​ ​you​ ​defined​ ​the​ ​audience,​ ​ad​ ​copy,​ ​placements,​ ​budget,​ ​images​ ​and​ ​everything?​ ​Are​ ​you
ready​ ​to​ ​start?​ ​Click​ ​the​ ​green​ ​button​ ​“​Confirm​”.
21

23.
MORE​ ​INFO:
● FB​ ​ad​ ​Image​ ​text​ ​check:​ ​​https://www.facebook.com/ads/tools/text_overlay
● How​ ​to​ ​make​ ​or​ ​choose​ ​a​ ​good​ ​photo:
http://www.convinceandconvert.com/content-marketing/photography-for-social-medi
a-5-ninja-tips/
● Where​ ​to​ ​find​ ​free​ ​and​ ​usable​ ​photos​ ​online:
https://www.digitaltrends.com/photography/where-to-download-public-domain-image
s/
● Images,​ ​copyright​ ​and​ ​Creative​ ​commons:
https://teacherchallenge.edublogs.org/step-7-images-copyright-and-creative-common
s/
Billing​ ​and​ ​payment​ ​settings
After​ ​you​ ​click​ ​the​ ​confirm​ ​button,​ ​you
have​ ​to​ ​​set​ ​the​ ​payment​ ​method​.​ ​Enter
the​ ​info​ ​about​ ​the​ ​card​ ​and​ ​have​ ​in​ ​mind
that​ ​you​ ​will​ ​have​ ​available​ ​receipts​ ​for
each​ ​payment​ ​you​ ​make.
After​ ​you​ ​ad​ ​the​ ​payment​ ​method,
Facebook​ ​will​ ​check​ ​if​ ​your​ ​copy​ ​and
settings​ ​fulfill​ ​the​ ​standards​ ​and
approve​ ​it​ ​in​ ​the​ ​course​ ​of​ ​maximum​ ​15
minutes.​ ​If​ ​you​ ​got​ ​everything​ ​right,​ ​your
campaign​ ​is​ ​on!
Monitoring​ ​the​ ​campaign
When​ ​campaign​ ​goes​ ​on,​ ​it’s​ ​very​ ​important​ ​for​ ​you​ ​to​ ​track​ ​its​ ​performance​ ​and​ ​react​ ​with
editions​ ​if​ ​needed.​ ​You​ ​may​ ​monitor​ ​all​ ​your​ ​campaigns​ ​from​ ​the​ ​Ads​ ​Manager​ ​section​ ​from
the​ ​main​ ​menu​ ​(see​ ​image​ ​below),​ ​or​ ​from​ ​the​ ​Ads​ ​Reporting​ ​section​ ​which​ ​will​ ​bring​ ​you​ ​to
the​ ​Power​ ​Editor.
22

24.
Let’s​ ​see​ ​how​ ​it​ ​looks​ ​like​ ​from​ ​the​ ​Ads​ ​Manager:
Top​ ​right​ ​is​ ​the​ ​time​ ​period​ ​for​ ​the​ ​reporting.​ ​As​ ​you​ ​see,​ ​the​ ​card​ ​menu​ ​gives​ ​you​ ​access​ ​to
campaign,​ ​ad​ ​set​ ​or​ ​ad​ ​level​ ​so​ ​you​ ​may​ ​edit​ ​and​ ​monitor​ ​each​ ​specifically.
The​ ​default​ ​view​ ​of​ ​the​ ​results​ ​is​ ​the​ ​Performance,​ ​but​ ​if​ ​you​ ​click​ ​the​ ​drop​ ​down​ ​menu​ ​of
“Columns”,​ ​you​ ​can​ ​see​ ​additional​ ​level​ ​of​ ​details​ ​about​ ​your​ ​campaign.​ ​Choose​ ​“​Performance
and​ ​clicks​”​ ​and​ ​scroll​ ​the​ ​right​ ​to​ ​see​ ​all​ ​the​ ​metrics​ ​you​ ​have​ ​available.
The​ ​recommended​ ​ones​ ​to​ ​follow​ ​are:
● Results:​​ ​shows​ ​you​ ​the​ ​number​ ​of​ ​times​ ​somebody​ ​clicked​ ​to​ ​the​ ​link​ ​in​ ​your​ ​ad​ ​(as​ ​we
mentioned​ ​earlier,​ ​not​ ​all​ ​link​ ​clicks​ ​will​ ​result​ ​in​ ​website​ ​visits​ ​so​ ​keep​ ​this​ ​discrepancy
in​ ​mind​ ​when​ ​reporting)
● Reach:​​ ​the​ ​number​ ​of​ ​people​ ​who​ ​saw​ ​your​ ​ad​ ​at​ ​least​ ​once
● Frequency:​​ ​average​ ​number​ ​of​ ​times​ ​each​ ​person​ ​saw​ ​your​ ​ad​ ​(you​ ​can’t​ ​control​ ​this
as​ ​FB​ ​doesn’t​ ​give​ ​this​ ​option,​ ​so​ ​that’s​ ​why​ ​it’s​ ​important​ ​for​ ​your​ ​campaign​ ​not​ ​to​ ​last
too​ ​long)
● Cost​ ​per​ ​result​ ​and​ ​amount​ ​spent
● CTR​ ​(click​ ​through​ ​rate):​​ ​it’s​ ​the​ ​percentage​ ​of​ ​times​ ​when​ ​people​ ​saw​ ​your​ ​ad​ ​and
clicked​ ​to​ ​it​ ​or​ ​to​ ​the​ ​website​ ​link​ ​it​ ​contains.​ ​Note​ ​that​ ​there​ ​is​ ​a​ ​difference​ ​between
CTR​ ​All​​ ​and​ ​​CTR​ ​(link​ ​click​ ​through​ ​rate)​.​ ​The​ ​second​ ​one​ ​refers​ ​to​ ​the​ ​link​ ​clicks
which​ ​is​ ​important​ ​to​ ​us.​ ​The​ ​higher​ ​this​ ​number​ ​is​ ​the​ ​better​ ​and​ ​average​ ​values​ ​for
this​ ​metric​ ​go​ ​from​ ​1​ ​to​ ​5%.
23

25.
MORE​ ​INFO:
● What​ ​is​ ​a​ ​good​ ​CTR​ ​on​ ​Facebook​ ​ads:
http://uhurunetwork.com/good-facebook-ads-ctr/
● Using​ ​reporting​ ​tools​ ​to​ ​understand​ ​ad​ ​performance:
https://www.facebook.com/business/help/510910008975690
Billing​ ​section
From​ ​the​ ​main​ ​menu,​ ​click​ ​the​ ​Billing​ ​&​ ​Payment​ ​Methods.​ ​It​ ​is​ ​the​ ​same​ ​place​ ​where​ ​you​ ​can
edit​ ​your​ ​payment​ ​methods,​ ​set​ ​your​ ​billing​ ​cycle​ ​and​ ​download​ ​receipts.
When​ ​you​ ​enter​ ​this​ ​section,
from​ ​your​ ​right​ ​you​ ​will​ ​see​ ​the
option​ ​to​ ​set​ ​your​ ​account
spending​ ​limit.​ ​This​ ​is​ ​not
necessary,​ ​but​ ​it​ ​is​ ​useful​ ​if
you​ ​want​ ​to​ ​be​ ​strictly​ ​limited
with​ ​budgets​ ​and​ ​have​ ​control
in​ ​the​ ​beginning.
Bellow​ ​the​ ​Current
balance​ ​section,​ ​you
will​ ​see​ ​the​ ​option​ ​to
manage​ ​your​ ​billing
preferences​​ ​and​ ​to
set​ ​the​ ​amount​ ​you
want​ ​to​ ​be​ ​billed
each​ ​time.
Note​ ​that​ ​in​ ​the
beginning,
Facebook​ ​will
24

26.
automatically​ ​bill​ ​you​ ​for​ ​you​ ​have​ ​a​ ​fresh​ ​and​ ​a​ ​new​ ​account.​ ​But​ ​once​ ​you​ ​cross​ ​some
threshold,​ ​it​ ​will​ ​allow​ ​you​ ​to​ ​manually​ ​set​ ​the​ ​amount​ ​you​ ​and​ ​your​ ​finances​ ​department​ ​are
most​ ​comfortable​ ​with.
As​ ​the​ ​campaign​ ​roll,​ ​in​ ​this​ ​section​ ​you​ ​will​ ​see​ ​and​ ​be​ ​able​ ​to​ ​download​ ​each​ ​receipt​ ​for​ ​each
of​ ​the​ ​amount​ ​Facebook​ ​billed​ ​you.
Now,​ ​off​ ​to​ ​create​ ​your​ ​first​ ​campaign.​ ​Remember​ ​to​ ​be​ ​creative,​ ​always​ ​think​ ​about​ ​the​ ​needs
of​ ​your​ ​target​ ​audience​ ​and​ ​the​ ​way​ ​you​ ​can​ ​help​ ​them.
Good​ ​luck!
List​ ​of​ ​links​ ​and​ ​additional​ ​resources
● On​ ​Facebooks’​ ​cookies​ ​policy:​​ ​https://www.facebook.com/policies/cookies/
● What​ ​happens​ ​online​ ​in​ ​60​ ​seconds:
https://www.inc.com/tom-popomaronis/every-60-seconds-an-incredible-breakdown-of
-what-happens-on-the-internet.html
● Length​ ​of​ ​attention​ ​lifespan:​​ ​http://time.com/3858309/attention-spans-goldfish/
● Wordstream​ ​paid​ ​reach​ ​estimation​ ​tool:
https://www.wordstream.com/facebook-advertising
● On​ ​organic​ ​reach​ ​decline:
http://www.adgo.io/blog/2017/6/8/facebook-organic-reach-is-declining-heres-6-ways-t
o-fight-it
● Strategies​ ​for​ ​setting​ ​goals:​​ ​https://blog.bufferapp.com/goal-setting-strategies
● Psychographics​ ​explained:​​ ​https://conversionxl.com/psychographics/
● More​ ​on​ ​psychographics:
https://hbr.org/2016/03/psychographics-are-just-as-important-for-marketers-as-demo
graphics
● How​ ​to​ ​use​ ​Facebook​ ​Audience​ ​Insights​ ​tool:
https://www.facebook.com/business/help/697694370291354
● Complete​ ​guide​ ​trough​ ​FB​ ​advertising:
https://www.advertisemint.com/complete-guide-facebook-ad-targeting/
● More​ ​on​ ​bidding:​​ ​https://www.facebook.com/business/help/213140778716849
● CPC​ ​per​ ​country:
http://www.siteadwiki.com/2014/01/facebook-country-ads-average-performance.html
● Why​ ​do​ ​Facebook​ ​ad​ ​clicks​ ​not​ ​match​ ​website​ ​visits?
https://www.facebook.com/business/help/community/question/?id=1015748119731
0327
● Facebook​ ​ads​ ​and​ ​Google​ ​Analytics​ ​mismatch
explained:
http://www.stateofdigital.com/facebook-ads-google-analytics-data-mismatch/
● FB​ ​ad​ ​Image​ ​text​ ​check:​ ​​https://www.facebook.com/ads/tools/text_overlay
● How​ ​to​ ​make​ ​or​ ​choose​ ​a​ ​good​ ​photo:
http://www.convinceandconvert.com/content-marketing/photography-for-social-medi
a-5-ninja-tips/
25

27.
● Where​ ​to​ ​find​ ​free​ ​and​ ​usable​ ​photos​ ​online:
https://www.digitaltrends.com/photography/where-to-download-public-domain-image
s/
● Images,​ ​copyright​ ​and​ ​Creative​ ​commons:
https://teacherchallenge.edublogs.org/step-7-images-copyright-and-creative-common
s/
● Google​ ​Campaign​ ​URL​ ​Builder:
https://ga-dev-tools.appspot.com/campaign-url-builder/
● What​ ​is​ ​a​ ​good​ ​CTR​ ​on​ ​Facebook​ ​ads:
http://uhurunetwork.com/good-facebook-ads-ctr/
● Using​ ​reporting​ ​tools​ ​to​ ​understand​ ​ad​ ​performance:
https://www.facebook.com/business/help/510910008975690
26