the basics of facebook advertising
TRANSCRIPT
Facebook advertisements have zillions of factors;
today we are only discussing the BASICS.
Ads that run within Facebook
Users must be on Facebook to see
these ads
Facebook has an audience of
1.23 billion
Relatively inexpensive
Powerful targeting options
Lots of detail available on ad success
Easiest way to increase your audience
on Facebook
Shows an existing post to people outside
of the fan base
One time cost
NEWSFEED
RIGHT
COLUMN
MOBILE
NEWSFEED
https://www.facebook.com/ads/manage
Add a payment source
Think about what you want to
accomplish
When a user clicks on the ad,
send him/her somewhere specific.
Don’t make it harder to
accomplish the objective.
Headline (25 characters)
› Name of page / business
Body (90 characters)
Button
Choose several
Size [1200px x 628px]
The color blue
Popular images
› Smiling faces
› Animals
› Food
Location
Age
Gender
Marital status
Education
Interests
And so much more …
Determines how often your ad will be
shown
Manual or optimized
Cost per day or lifetime of the ad
Let the campaign run for a few days
Visit Ads Manager
Make adjustments
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.
COST
› Price per objective accomplished
Example
› For a campaign directing users to a website;
the cost per website click.
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.
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.
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.
CLICK-THROUGH RATE
› The number of clicks received divided by the
number of times the ad was displayed
› Clicks / (Reach x Frequency)