facebook advertising basics
Post on 11-Apr-2017
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Facebook advertising basics.
Why Facebook and Social Media?
• 28 % of all time is spent on Social Media Sites• Engaging audience and dose not sit on the
side lines.
1.5 Billion Active users
50 % of users login daily
20 Minutes Average time Spent
Demographic groups
• Audience majorly young in the age of 18-25.• Key audiences in buying bracket of 25+• Educated and highly evolved audience
Demographics Groups
location
gender
keywords
education
workplace
connections
interested
relationship
What can we achieve with this?
• Facebook is 2nd Most visited website on the internet.• FB offers targeted advertising.• Engage your fans with ads, offers and pages.• More flexible formats than Adwords.• Choose between CPM and CPC structures. FB advertising can be
affordable.• Ability to reach smartphone users.• A/B testing abilities.
Where the engagement is happening?
• Mobile• Mobile App installs and
engagement ad.• Mobile news feed and usage has
been continuously increasing
• Desktop• Page posts and like ads.
The Road To Facebook advertising
Why FB paid ads?
• Declining FB Organic search.• Fine targeting which FB ads allow help us precisely target users and
get them to convert.• Drive up ROI with minimum spent.• News feed algorithm changes.
Facebook advertising goals
• The Facebook advertising objectives is going to impact the way you set your ads from CPC to maximum budget and ad design.• There are different types of FB ads.• Face book lets you set your “goals” from the start and fairly wide and
comprehensive options are provided
Face Book Ad objectives
• Improving engagement of posts.• Getting more likes to Facebook page.• Getting more clicks or leads for your website.• More App installs for Mobile ads.• Promoting event or offers.
• It makes sense to select “Website conversions” to promote an external page rather than “Website clicks”
• Website conversion means you are looking for sales or e-letter signups rather than clicks.
CPM and CPC bidding strategy
• CPM bidding for ads gives you more visibility. But does not guarantee ROI. Sometimes turns out to be cheaper.
• CPC You pay for only clicks. So much controlled budgeting.• Lesser volume of impressions.
Custom Audience the real Jewel of FB Ads
What are Facebook Custom audiences
Email ids and phone number lists uploaded.
App user lists created using cookies
Audiences you make yourself using cookies
Website traffic lists made using cookies
How this helps?
• Cuts cost by targeting specific group of people.• Driving conversion due to highly relevant targeting.• Create look alike audience of your custom audience to expand your
reach
FB Adunits
• On Fb we can advertise across desktop and mobile ads.• Instagram has opened up recently
which is only App.
Mobile Ad-units
• Mobile news feed ads.• App Install ads.• Re –engagement ads
Page engagement ads
• Keeps traffic within FB.• Video, text and image ads
available.
Page Link - ad
• Helps drive traffic out of FB towards your site.• The website link when posted,
allows Facebook to pull up a thumbnail image from the website. • This image shows up large with a
500 character text description on the post before the link.
Page Like ads
• This ad is designed to increase your page likes. This is marketing your page. • It will be displayed on all
Facebook ad placements and the post comes along with a “like” clickable button
Multi product ad
• Multi-product ads allow advertisers to showcase multiple products within one ad.• Viewers can scroll through the images
and click on individual links to each product.• You can promote multiple of anything,
not just products -- like different blog posts, ebooks, or webinars. • These ads can be created in the
Facebook Power Editor.
Targeting levels
Audiences on FB
• Gender and age: The percentage of people who saw any content about your Page for each age and gender bracket, based on the info people enter in their personal profiles.
• Countries: The number of people who saw any content about your Page grouped by country, based on IP address.
• Cities: The number of people who saw any content about your Page grouped by city, based on IP address.
• Language: The number of people who saw any content about your Page grouped by language, based on default language settings.
Beginners Guide
• Choose newsfeed only ads to limit the times a fan sees an ad. Fans can see ads 4 x day. Non – fans get them 2 x day.• Align Facebook ads towards the larger content strategy.• Follow FB ads guidelines.• 38% of FB ads rejected because they were Violating the GuidelinesFacebook.com/ad_guidelines.php.• Use Photos with close up and clear images.• Clear text with clear call to action.• Time your ads and don’t bombard or SPAM your audience with ads.
Good, Bad and Ugly ads
• Good Ads. • Bad Ads
Comparing with Google search ads?
• Google search ad is limited to guessing your interests by sites you have visited.• Pull marketing. You need to wait for
your audience• Placement targeting• Key word targeting.
• Facebook has knowledge of your likes, interests, Gender and Location.• This helps in close targeting.• Precise targeting of audience
according to likes and interests.
How to interpret FB Insights• Post Reach: Total Reach is the number of unique
people who have seen any content associated with your Page, including ads, during the last 7 days. Post Reach shows the number of unique people who have seen your Page posts.
• Engagement: People Engaged is the number of unique people who have clicked, liked, commented on or shared your posts during the last 7 days. Likes, Comments, Shares and Post Clicks show the totals for these actions during the last 7 days.
• Page Likes: Total Pages Likes is number of unique people who like your Page. New Page Likes shows the number of new likes your Page received during the last 7 days, compared with the previous 7-day period.
Just Start……
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