This document provides guidance on how to build an effective Facebook ad for promoting a Facebook fan page. It discusses determining your goals for the ad, designing the ad components like type, body, and image, targeting your audience, setting pricing and scheduling, and analyzing reporting metrics to improve the ad's performance over time. Key recommendations include customizing your page's landing content, focusing the ad targeting, starting with a mid-range bid price, and regularly reviewing reports to optimize the ad.

1. How to build your Facebook Ad for your Facebook Fan Page! Farid HUMBLOT @fhumblot

2. What will we go through? Why Part! Design your Ad Targeting Pricing and schedule Reporting Questions?

3. Why?? Ask yourself “why do I want to set up a Facebook Ad?” That’s will help you to design the most efficient Ad for you. Then Design it!!

4. Why you should I design a Facebook AD ? Easy to set up Right time to do it CPM still relatively low Huge numer of impressions Targeting by interest Reporting Want to promote your Facebook Page!

5. But Before Customize your landing page! If you want people to like YOUR Facebook Page, you must tell why in your ad and in your Landing Page! Have good content on your Facebook Fan Page

6. DESIGN YOUR AD! Type Body Image

7. Type Depending of what you want!

8. Facebook Ads or Sponsored Stories Same goal: Promote your Page! Facebook Ads: Create Custom Message Call to Action Sponsored: No custom Message but More distribution on News Feed! Need to have content and fan base!

9. Body 135 Characters! Every word counts! Tell people why we should click on the ad: “Win...” “Discover” If you had a press converage, using a quote can also be interesting.

10. Image Image is the key component of your Ad. You have to be creative and at the same time be relevant. If you have a picture of a park and your FFP is about chocolate, people will run away!

11. TARGETING Narrow your audience Focus on People that may like your page Will increase your Click Through Rate (CTR) Average CTR in 2010 0.051 percent Very low because design not good, wide targeting, pricing strategy

12. You can choose by country or city (useful for small businesses) Age & Sex This is the place that narrow your audience. You can add as many as you want. Pick them wisely Demographics If you have a wedding planner agency for example you may want to select engaged & In a relationship

13. PRICING AND SCHEDULING Define your max budget/day Choose wisely Start your campaign during a week day. Tuesday or Wednesday because of Facebook traffic!

14. Pricing First Choice CPC v CPM CPC: You pay when people click on your AD, generally more expensive. Good if you want people to go to your page. Princing more important because it is determine your place in the AD Space CPM: You pay everytime your ad is shown up. The price is for 1 thousand impressions. Good for brand awareness

15. Price There is a Suggested Bid that depend on your targeting. Why should I do concerning my price? It depends on your daily budget Your goal But I will say that you should set a price in between the suggested price at the beginning. If it is not working you can still change it after.

16. Choose the campaign that you want to change the princing Edit it SET your new price!

17. Reporting Key to learn and improve your skills Three formats available Webpage Excel (.csv) Multilanguage Excel (.csv) (I recommed this one) Four main reports Advertising Performance Responder Demographics Responder Profiles Conversions by Impression Time

18. Schedule Reporting If you plan to run a long term campaign (which I do not agree with), you have the opportunity to do schedule your reports so you can tweat it if necessary.

19. Advices before Design your Ad Know why! Define your target & Budget Schedule and analyze reports Read the Common Ad Mistakes http://www.facebook.com/ads/mistakes.php Read the Facebook Ad Guidelines http://www.facebook.com/ad_guidelines.php

20. Ressources http://www.facebook.com/ads/mistakes.php http://www.facebook.com/ad_guidelines.php http://www.webtrends.com/

21. Questions? @fhumblot http://twitter.com/fhumblot