Give Your Facebook a Boost
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Learn the basics of Facebook advertising by learning how to boost a post or create an ad. Also find out more tools and tips.
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Give Your Facebook a Boost
- 1. Give Your Facebook a Boost: What You Need to Know to About Advertising on Facebook November 19, 2015 #ECISMG
- 2. About Me • Building professional websites for 10 years • Practicing digital marketing for 5 years • Very understanding wife, 3 crazy children • Lover of video games, Cubs, Colts, and CrossFit #ECISMG
- 3. Don’t be shy! •Ask questions: @bkcoppernoll •Keep the conversation going: #ECISMG •Follow: @ECISocial #ECISMG
- 4. Why You’re Here •Difference between Boosted posts vs. Advertising •How to boost posts •How to create ads •Tools and Tips photo credit: dmnews.com #ECISMG
- 5. Before You Get Started •Set a goal for your ad •Determine your target audience •Set a budget •Be ready to be wrong •Try again #ECISMG
- 6. Boosted posts increase your reach on already published posts and stay in your feeds longer. Ads offer more capability on targeting and the content you’re promoting – including (CTA). Boosted Posts vs. Ads #ECISMG
- 8. Why boost posts? Boosted posts are great to reach more of your page’s followers with specific content for an extended period of time. #ECISMG
- 9. What to boost •Content that always engages your audience. •Always boost your own content. •Visuals help. #ECISMG
- 10. #ECISMG How to boost a post
- 11. #ECISMG Choose an audience (start with people who like your Page)
- 12. #ECISMG Set your budget Set your duration
- 14. Facebook Ads Ads are made using the Ads Creator or the Power Editor. #ECISMG Ads can have a call to action Show up as sponsored
- 15. Why use a Facebook ad? Facebook ads are great for getting your target audience to engage with your Page on more personal/dynamic levels. #ECISMG
- 16. Different Objectives of Ads •Page post engagement •Page Likes •Clicks to Websites •Website Conversions •Video Views •App Installs •App Engagement •Event Responses •Offer Claims #ECISMG
- 17. Ad Creator vs. Power Editor Facebook Ads Creator is a simpler approach to creating ads. The Power Editor provides more tools and options to create the perfect ad. #ECISMG
- 18. #ECISMG How create an ad www.facebook.com/ads/manager
- 20. #ECISMG Set target location Be specific
- 21. #ECISMG Choose demographics: Age Gender Languages Interests Behaviors Categories of Interest Connections Save your audience
- 22. #ECISMG Find out how specific your audience definition is – you can get an idea of how many people you may reach
- 23. #ECISMG Set your budget (daily or lifetime) Set your schedule Set your ad delivery
- 24. #ECISMG Create the look of your ad Select your image(s) See recommended sizes
- 25. #ECISMG Connect your FB Page Fill in headline, text, CTA button, and description Preview your ad
- 26. Facebook Tools and Tips #ECISMG
- 27. #ECISMG Facebook Grid Tool www.facebook.com/ads/tools/text_overlay Text needs to be <20%
- 28. #ECISMG Facebook Ads Manager www.facebook.com/ads/manager Review performance
- 29. #ECISMG Engagement Numbers Cost per engagement goal
- 30. So there you have it #ECISMG
- 31. Resources •Facebook Ads Basics www.facebook.com/business/learn/facebook-ads-basics •A Beginners Guide to Facebook Advertising sproutsocial.com/insights/facebook-advertising-guide #ECISMG
- 33. Thank You! How to stay in touch: • BC Digital Marketing Blog bcdigitalmarketing.com • LIKE on Facebook www.facebook.com/bcdigitalmarketing • Follow on Twitter twitter.com/bcdigimarketing #ECISMG
Editor's Notes
- It’s a lot easier to boost a post or create an ad if you follow these steps. Set a goal Figure out your target audience Set a budget (you don’t have to set much) Be ready to be wrong – it’s not necessarily a bad thing – your campaigns can be changed at any time – but you have to be ready to change things up Try again – don’t give up
- Boosted posts require you to have an already publish post – this is great to increase your reach on your existing content. Promoted posts and advertising don’t require published posts – so you can create something specific that won’t show up on your page’s timeline. This also allows you more targeting options to get to the people you need to reach.
- The post on the left is a post that hasn’t been boosted yet. It shows it’s general reach and gives me the option to click and boost the post. It looks like all other posts you see on your timeline. The post on the right has been boosted. It shows you a basic graph to show you its general reach. The lighter color is the number of users reached through organic reach and the darker color is paid reach. You can also get more details on your boosted posts with the View Results button.
- Content could be a picture, blog post, video, or something else you want more of your audience to see.
- Look through your content and get to know what typically engages your audience. This is great content to be boosted first. Always boost your own content. Don’t boost posts for someone else’s work. The best content to boost is visual: videos, pictures, blog posts (with pictures). Pictures!
- People who like your Page and their friends is a common boosted post method – this is typically because boosted posts are to reach more of your already established audiences. If you’re looking to choose through targeting – consider an ad.
- You can set your total budget from premade values given by Facebook or enter your own. You can set how long you’d like the ad to run – don’t go too long because you’ll limit your daily reach during the time it’s run.
- Facebook currently allows a primary and secondary payment methods. Your primary is always used unless it’s unavailable. So make sure you set your primary to an account you don’t mind being used.
- Facebook ads, like boosted posts, show up in your news feed as “Sponsored.” The easiest way to spot the difference is the call to action. This one uses Download as the CTA. Ads are created in the Ads Creator or the Power Editor.
- There are many different objectives your Facebook Ads could fulfill.
- Page Post Engagement – promoting your posts Page Likes – get more page likes and grow your brand audience Clicks to Websites – get people to visit your website Website Conversions – get people to perform an action on your site (requires a Facebook tracking pixel) Video Views – get people to watch a Facebook video App Installs – get people to install your desktop or mobile app App Engagement – get people to use your desktop app Event Responses – increase your Facebook event attendance Offer Claims – create offers to redeem at your store
- There are many different objectives your Facebook Ads could fulfill.
- Start at www.facebook.com/ads/manager. If you haven’t created an Ads account before, you will need to create one. Facebook walks you through it.
- I traditionally like to name it something that I’ll be able to scan a list of campaigns and know what it is.
- We’re assuming you haven’t created an audience before, so here’s what you need to do early on. First, select the location(s) you want to target people. You can be very, very specific. Something that is a bit hidden is the “Everyone in this location” dropdown below the map. You can select “people who live in this location” or “traveling in this location.” So be specific
- This is where you can get really creepy – I mean specific – about your audience. You can select as many different things you want.
- As you’re building out your audience demographics, Facebook will give you an estimated number based on what you select.
- When setting your budget, you get a lot of options. So take your time to explore. Facebook provides a lot of tips to help you through the process.
- You can choose between a single image ad or show multiple ads at once (up to 5). These carousel ads give you flexibility in how your ad looks. You can browse your library of already uploaded images, select free stock images, or upload new images. Pay close attention to the recommended image specs on the right. This can help your ad look great. Images should have no more than 20% text.
- Connect your Facebook page to the ad. This is important for helping users to see who is promoting this ad. Fill in your headline, text, a CTA button, and news link description. On the right, you can see how your ad looks on all devices. Now available – not shown here – Instagram ads. At the bottom, you can review and place your order.
- Facebook Grid Tool: www.facebook.com/ads/tools/text_overlay All post and ad images should be less than 20% text. You can upload your image before creating your ad and find out how much text you have. The goal is to get it less than 20%. This example is 40%.
- Facebook Ads Manager: www.facebook.com/ads/manager Review your performance regularly – especially for long term campaigns. You can adjust them at any time. But you can also pull reports for performance based on goals.
- When reviewing your ad performance, start with your engagement goal and find out cost per engagement goal. If you had a website conversion goal, this is where a Facebook pixel is useful, but Google Analytics can help you decipher this. Look at how many clicks, comments, and shares (depending on your goal) you got. What was that compared to reach. Then how much did you spend to earn that exposure and results.
- Now you know more about Facebook advertising – you might be thinking this.
- Facebook provides a video tutorial and more info. I liked Sprout Social’s full breakdown. Pretty good stuff. Covers much of what I did here and goes into more detail on many topics.
- Obviously, I like memes. Questions?
- Keep in touch. Follow us through our channels here.