How to Set Objective, Target, Budget, Create, and Manage Facebook Adverts
*Presented during the Cotabato leg of Go Social: A Digital Marketing Tour Boot Camp last November 2017. #GoSocial is a project of Iligan Bloggers Society, Inc funded by the U.S. Embassy Manila through its Alumni Engagement Innovation Fund.
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Introduction to Facebook Adverts
1. INTRODUCTION TO FACEBOOK ADVERTS
Objective, Target, Budget, Create & Manage
Lovette Jam P. Jacosalem
Cotabato City | November 19, 2017
2. About Me
§ Founder, Iligan Bloggers Society, Inc.
§ Blogger, LovetteJam.com & TravelJams.com
§ Digital Media Professional (since 2010), Digital Marketing Strategist /
Social Media Manager / Content Writer
§ Certified Inbound Marketer (Hubspot)
§ Facebook Ads Specialist (Udemy)
§ Masters in Business Management (MSU-IIT)
3. TOPIC OUTLINE
are Facebook Adverts? invest in Facebook Adverts? to use the Facebook
Ads Manager
WHAT WHY HOW
8. Where do ads appear on Facebook?Where do ads appear on Facebook?
9. WHY INVEST IN FACEBOOK ADVERTS?
Understanding the need and purpose of Facebook Adverts
10. Reason #1: You decide how much you want to spend on your ads.
Reason 1: Spend little.
Even with a PHP 40 daily
budget, you can reach
thousands of people that
meet incredibly specific
targeting criteria.
11. Reason #2: It facilitates interaction with targeted audience.
Reason 2: You can create targeted ads.
Facebook adverts are targeted to the users’ demographic
and interests, not what they’re searching for.
12. Reason #3: You can reach massive audience.
Reason 3: Reach massive audience.
2.07 billion monthly active
Facebook users, Q3 2017
13. Source: Internet World Stats, We are Social SG
* 69,000,000 Facebook users in PH, June 2017, 66.5% penetration.
30. 1. Audience. Define who you want to see your adverts.
2. Placements. Show your ads to the right people in the right places.
3. Budget & Schedule. Define how much you'd like to spend, and when
you'd like your ads to appear.
Step 2: Create Your Ad Set.
STEP 2: AD SET
40. Elements of the Perfect Facebook Adverts
1.Visual - should be clear, appealing, and
branded
2. Relevance - displayed to the right audience
3.Value proposition - offering, promise of
value to be delivered
4.Call-to-action - instruction to the audience
designed to provoke an immediate response
52. View aggregate demographic information on your
audience including age, gender, where they are located
and what devices they used.
1.Go to Ads Manager or Power Editor.
2.Click Campaigns , Ad Sets or Ads .
3.Click to check the box next to the campaign, ad set or
ad you want to view.
4.Click to open the side pane.
Ads Reporting
56. Step 5: Run Experiments
Learn what works and what doesn't with split test.
Split testing lets you try different versions of your adverts so you can see what works
best and improve your future campaigns.
STEP 5: RUN EXPERIMENTS
57. Test one variable at a time!
• Ad Set Level
• Ad Level
A/B Split Testing
58. • Single Photo vs Carousel format
• Women, Age 21-30 versus Women, Age 31-40 versus
Women, Age 41-50
• People living in Cotabato City versus people living in
General Santos City versus people living in South Cotabato
Province
Example, Split Testing at Ad Level:
60. Creating your Facebook Adverts:
Step 1:
Step 2:
Step 3:
Step 4:
Step 5:
How to Create Split Test
61. Creating your Facebook Adverts:
Step 1: Choose your campaign objective (awareness, consideration, decision)
Step 2: Create your ad set (audience, placement, budget & schedule)
Step 3: Set your ad creatives (ad image, text, call-to-action)
Step 4: Measure your results (according to the goals set)
Step 5: Run experiments (A/B Split Test)
How to Create Split Test
62. You can find me at
fb.com/lovettejam
@lovettejam
lovettejam@iliganbloggers.org
slideshare.net/lovettejam
THANKS!
Any questions?
63. REFERENCES
• “Global Digital Statshot Q3 2017”. We Are Social Singapore
• “Digital Marketing vs Traditional Marketing”. Digital Doughnut.
• Slides Template: http://www.slidescarnival.com/
• Images: https://pixabay.com/