SlideShare a Scribd company logo
Social Advertising
Elena Levin
@Elanabrooklyn
Beth Becker
@Spedwybabs
#org20fbads
Questions to Ask First
What do we want people who see our ad to do?
What content collateral do we have that we can repurpose for the ad?
Who is our target audience?
What is our budget?
How are we going to measure success?
#org20fbads
Understand how Facebook Ads are Delivered
Meet Tom…the Facebook Ad Algorithm
#org20fbads
Ad Glossary
CPM Cost Per Mille- 1000 impressions
CPC Cost Per Click
CPV Cost Per View
CPE Cost Per Engagement
CPA Cost Per Acquisition
Universe Targeted Demographic
#org20fbads
What do you want people to do?
#org20fbads
Who is our target audience?
Location
Age
Gender
Language
Relationship Status
Education Level
Work
Income Levels
Home Ownership
Ethnicity
Generation
Parents
Political Affiliations
Life Events
Interests
Behaviors
Connections
#org20fbads
What content collateral do we have that we can repurpose for the ad?
#org20fbads
Content Tips & Tricks
20% Rule!
#org20fbads
Content Tips & Tricks
Clear Call to Action coupled with Strong Image
#org20fbads
Custom and Look A Like Audiences
#org20fbads

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Organizing 2.0 2016 Facebook ads

  • 1. Social Advertising Elena Levin @Elanabrooklyn Beth Becker @Spedwybabs #org20fbads
  • 2. Questions to Ask First What do we want people who see our ad to do? What content collateral do we have that we can repurpose for the ad? Who is our target audience? What is our budget? How are we going to measure success? #org20fbads
  • 3. Understand how Facebook Ads are Delivered Meet Tom…the Facebook Ad Algorithm #org20fbads
  • 4. Ad Glossary CPM Cost Per Mille- 1000 impressions CPC Cost Per Click CPV Cost Per View CPE Cost Per Engagement CPA Cost Per Acquisition Universe Targeted Demographic #org20fbads
  • 5. What do you want people to do? #org20fbads
  • 6. Who is our target audience? Location Age Gender Language Relationship Status Education Level Work Income Levels Home Ownership Ethnicity Generation Parents Political Affiliations Life Events Interests Behaviors Connections #org20fbads
  • 7. What content collateral do we have that we can repurpose for the ad? #org20fbads
  • 8. Content Tips & Tricks 20% Rule! #org20fbads
  • 9. Content Tips & Tricks Clear Call to Action coupled with Strong Image #org20fbads
  • 10. Custom and Look A Like Audiences #org20fbads