This document provides an overview of using Facebook ads to promote a local business. It discusses targeting ads to specific local audiences based on demographics and interests. It also covers setting up conversion tracking pixels, creating landing pages, and optimizing ads. Finally, it reviews best practices for ad creation in the Ads Manager and provides benchmarks for measuring ad performance.

2. Facebook Business Page
Graph Search
Word of Mouth
Marke:ng
Facebook Ads

3. Why Facebook Ads?
• Age Group
• Educa:on Level
• Gender
• Areas of Interest
• Languages Spoken
• Loca:on
• Workplace
• Rela:onship
Status
• Behaviors

4. Appeal to Local Users
Facebook Offer
• Get people to claim
your offer
Facebook Ads
• Boost your post
• Send people to
your website
• Promote your page
• Reach people near
your business
• Raise aIendance
at your event

5. Save Money!
Save $$$ by targe:ng to your local customers

6. Newsfeed, Mobile & Sidebar Ads
Newsfeed
Mobile
Sidebar

7. Components Of Your Ad
Post Text
Image
Headline
Descrip:on
BuIon Website URL
Increase conversions on your website

8. Create Ad Image
facebook.com/ads/tools/text_overlay
Image Size for Newsfeed Ad 1200X628 pixels

9. The *NEW* Facebook Pixel
Step 1: Create the pixel
Step 2: Install the code on website
Step 3: Select pixel in ad set-up
facebook.com/ads/manage

10. Create An Email Funnel
Ad
Landing /
Sales Page
Stay in touch
via eamil
Your Website using a form
to collect emails
OR

11. Let’s Recap…
Before we jump into CREATING Facebook Ads,
let’s review your prep work:
1. What is the goal of your ad?
2. Who will you ad target?
3. Write headline, text and descrip:on.
4. Create image.
5. Set-up conversion pixel
6. Set-up landing page & email opt-in box
(if sending visitors to your website)
7. Decide on campaign budget

12. 3 Ways to Create Ads
Ads Manager Power Editor Boost Post

13. Facebook Ads Manager
Facebook.com/ads/manage

14. Determine Type of Ad

15. Ad #1 > Reach People Near Your Business

16. Set Loca:on / Age

17. Gender / Budget / Schedule

18. Select Image(s)

19. Text / Headline

20. Call To Ac:on

21. Advanced Op:ons

22. Mobile Preview

23. Ad #2 > Send People To Your Website

24. Facebook Pixel

25. Create Facebook Pixel
Step 1: Create the pixel
Step 2: Install the code on website
Step 3: Select pixel in ad set-up
Facebook.com/ads/manage

26. Saved Audiences

27. Custom Audiences

28. Loca:on

29. Loca:on

30. Age / Gender / Languages

31. More Demographics

32. Interests

33. Target Interest / Pages

34. Behaviors

35. Facebook or Partner Categories

36. Connec:ons

37. Save Your Audience

38. Set Your Budget

39. Schedule

40. Op:miza:on for Ad Delivery

41. Bid Amount

42. When You Get Charged

43. Ad Scheduling

44. Delivery Type / Ad Set Name

45. Create Ad

46. Images / Videos

47. Text & Links

48. Headline / Text / Call To Ac:on

49. Facebook Ad Guide
hIps://www.facebook.com/business/ads-guide

50. Benchmarks
Average Benchmarks
Cost per click - engagement $0.10-$1
Cost per like: $.25-$1.5
Cost per click - web clicks : $0.50-2
Cost per op:n: $0.50-$5
Cost per sale - varies widely
Typical Results
CTR (Click thru rate)
Newsfeed
CTR 1.0% is good
CTR 2.0% is beIer
CTR 2.1% or high =
AWESOME
Sidebar
CTR .07% is good
CTR .10% is beIer
CTR 11% or high =
AWESOME