This document provides an overview of the basics of Facebook advertisements. It explains that Facebook ads can be displayed on Facebook and reach over 1.23 billion users. It also outlines the targeting options available, types of placements including newsfeed and right column, and metrics for evaluating ad success like results, cost, reach, frequency, clicks, and click-through rate.

1. Facebook advertisements have zillions of factors;
today we are only discussing the BASICS.

2.  Ads that run within Facebook
 Users must be on Facebook to see
these ads

3.  Facebook has an audience of
1.23 billion
 Relatively inexpensive
 Powerful targeting options
 Lots of detail available on ad success

4.  Easiest way to increase your audience
on Facebook
 Shows an existing post to people outside
of the fan base
 One time cost

7. NEWSFEED

8. RIGHT
COLUMN

9. MOBILE
NEWSFEED

10. https://www.facebook.com/ads/manage
 Add a payment source
 Think about what you want to
accomplish

13. When a user clicks on the ad,
send him/her somewhere specific.
Don’t make it harder to
accomplish the objective.

14.  Headline (25 characters)
› Name of page / business
 Body (90 characters)
 Button

15.  Choose several
 Size [1200px x 628px]
 The color blue
 Popular images
› Smiling faces
› Animals
› Food

16.  Location
 Age
 Gender
 Marital status
 Education
 Interests
And so much more …

17.  Determines how often your ad will be
shown
 Manual or optimized
 Cost per day or lifetime of the ad

19.  Let the campaign run for a few days
 Visit Ads Manager
 Make adjustments

20.  RESULTS
› The number of times a person performed the
intended action of the campaign.
 Example
› For a campaign directing users to a website;
the number of clicks through to the website.

21.  COST
› Price per objective accomplished
 Example
› For a campaign directing users to a website;
the cost per website click.

22.  REACH
› The number of people the ad
was displayed to.
 Example
› People had the opportunity to see the ad,
among mobile newsfeed, newsfeed, and
right-column ad placements.
› Does not mean they interacted with it.

23.  FREQUENCY
› The average number of times the ad
was displayed to a person.
› As frequency reaches 6-8, consider pausing
those ads.
 Example
› The same ad showed up to a person 4 times.

24.  CLICKS
› The number of times a person performed
any action within the campaign.
› Includes RESULTS and other actions.
 Example
› For a campaign directing users to a website;
the number of clicks through to the website
+ clicks to Like the page.

25.  CLICK-THROUGH RATE
› The number of clicks received divided by the
number of times the ad was displayed
› Clicks / (Reach x Frequency)