Facebook Ads Getting Started Guide
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1 The Facebook Mission Give people the power to share and make the world more open and connected
2 Introduction Facebook offers a new marketing solution for businesses. People use Facebook to keep in touch with their family and friends, learn about what businesses their friends like, comment about what they are doing and upload photos. They are part of an ongoing conversation that takes place in an open and authentic setting. And they want their favourite businesses to be part of that conversation too.
3 Facebook Ads Explained 4 Difference From Search 4 Create a Successful Ad 6 Identify your goals 7 Know your audience 8 Create your ad and set your budget 10 Understand Facebook’s advertising policies 18 Top Tips for Ongoing Management 20
4 Facebook Ads Explained Difference from search Facebook Ads are integrated into the Facebook user experience, meaning that advertisers can target potential customers before they search, offering interaction and engagement unseen on other advertising platforms. With search advertising you target users based on what you think they will be searching for. With Facebook Ads you target using the information people share and enter in their profiles.
5 Ray’s Pizza Ray owns a Pizza restaurant in Birmingham, England. He created a Facebook Page for his business, connecting with customers in his area. Now he wants to increase his customer base using Facebook Ads.
6 To create successful ads you need to: Identify your goals Know your audience Create your ad and set your budget nderstand Facebook’s advertising U policies and ad approval process
7 Identify your goals What is most important to you as a business owner? Do you want to: • D rive awareness of your company’s Facebook Page? • I ncrease recognition and awareness of your business brand or name? • Acquire new sales leads? • G et more people to like your Facebook Page? • G et more people to visit your company website or online store? • I ncrease sales by offering a special discount code for Facebook customers? Tip • T he most effective ad campaigns focus on just one goal a
8 Know your audience Who do you want to reach with your ad? What information will get their attention? • W ho shops in your store, buys on your website or tells friends about your business today? Tip For example, let’s say you own a pizza restaurant.
9 Ray’s Pizza My Audience I have three main groups of customers and an ad for each group Show your student card for a 20% discount on delicious pizzas! Open 7 days until midnight! David Nguyen likes this. Like College kids studying Busy Families Ray’s Pizza Find your nearest store & order online, for delicious pizza delivery! David Nguyen likes this. Like Bargain diners Ray’s Pizza 2 for 1 deal on takeout pizza. Order here to claim this offer! David Nguyen likes this.
10 1313 4242 263 1313 424 2 263 Photos Add Photo Events Create your ad and set your budget Gifts Security / Privacy Friend Mobile Payment Options Best P a Design your ad Create Your First Ad Once you know what goal you want to focus on and the audience you want Poke to target, start creating Add a friend Motion your ad: facebook.com/advertising a Design your ad b Choose your target audience • Y our ad is made up of a title, ad body text and image.
11 Here’s a step by step process for creating your ad: • D estination URL – the web address you want your ad to link to • A d Title – If your ad links to your Facebook Page, Event or Application, your ad title will be the name of your Facebook Page, Event or Application. If you are directing users to your website, use the 25 characters to capture people’s interest • A d Body Text – In 135 characters or less, describe the benefits of your product or service.
12 b Choose your target audience To make your ad more successful, it’s important to target the ad to reach only the people who would find the ad text most compelling.
13 I want to target special offers to college students in this city, Birmingham Good targeting Gender: Males & females Age: 18–22 Location: Birmingham Interests: Pizza, Italian food, takeouts, Italian pizza, Pizzas, Pizza Napolenta, Pizza rolls, Pizza ristorante, Italian food lovers, Italian cuisine Education: In College Bad targeting Gender: Males & females Age: 13–65 Location: United Kingdom Interests: Food Education: All
14 c Control your costs There are 3 factors that determine the cost of your campaign: 3 The bidding option you choose and the max bid you set 1 Campaign budget What should I choose? CPC or CPM? This largely depends on your advertising goals: 2 Ad schedule • C ost Per Click (CPC): A type of campaign pricing where you pay each time someone clicks on your ad.
15 d Review and submit your ad Daily vs. Lifetime Daily I only want to spend $10 per day Lifetime I want to spend $100 for the entire promotion The final step of this process is to submit your ad. Once you submit, your ad will be reviewed to ensure it meets our guidelines (you can view these at the end of this guide). You will receive an email once it has been approved. It is important that you monitor the performance of your ad over the first few days it is live. CPC vs.
16 Monitor Performance We have a suite of tools that give you the information you need to make rapid and informed decisions about your advertising campaign. Where do I start? Make sure you are clear on the goal of the ad you want to analyze. What response were you looking for, what metrics would help you see if your ad is successful? When you log into your Ads Manager you will see the main statistics for each campaign.
17 Campaign Status Budget Impressions Social % Clicks CTR (%) Avg. CPC Spent College pizza $40.00 Daily 0 0.0% 0 0.000% $0.00 $0.00 Family pizza $10.00 Daily 335,601 0.1% 92 0.027% $0.33 $30.00 Bargain diners pizza $10.00 Daily 224,602 0.1% 100 0.045% $0.30 $30.00 560,203 0.1% 192 0.034% $0.31 $60.00 Totals Tip To make sure you analyse your campaign performance regularly, schedule reports that you want to receive on a daily or weekly basis.
18 Understand Facebook’s advertising policies and ad approval process Advertising Guidelines At Facebook, we believe that every part of our site, including the ads, should contribute to and be consistent with the overall user experience. Thus, we are committed to protecting our users experience by keeping the site clean, consistent and free from misleading advertising.
19 Key Resources Advertising guidelines and policies: www.facebook.com/ad_guidelines.php Guide to Facebook Ads: facebook.com/adsmarketing Receive ongoing tips: facebook.com/facebookads Create a Facebook Page: facebook.com/pages/create.php Use social plugins: developers.facebook.
20 Top Tips for Ongoing Ads Management Keep this list close by and refer to it regularly. Body text: 1 Ask questions to engage your audience 2 Include a call to action – tell users what you want them to do Keep testing and improving The most successful advertisers on Facebook refresh their ad creatives every 10–12 days. Test multiple ads and use the reporting in your Ads Manager to see which has the biggest impact.
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