facebook ad fundamentals
TRANSCRIPT
(Ad Fundamentals)
BY:
SONIA GROVER
PGDM1
Way of getting in front of Right people at Right time
When is that Right time is
When they are more likely to be interested in your product or service
Flexible---- Works on small budget and large budget
Traffic to website
Exposure on new product
Views to Fb page
Mobile App download
-- What do you want to achieve
Message- hook the reader
Headline & Description
Screenshot
Sidebar Ad
Ad Types
Image
Link
Video
Just text
Special discount
Promotion
Shows in News feed
Who all will like the page will
see the content
Drive to install App
Runs only on
Mobile Devices
Targeting
Demographic
LocationAge, Gender
and
Education
Interest
Sell Spices
People who like
• Cooking
• Cooking Shows
• Recipe sites
DO NOT
FORGET
Share Customized Ad
with people
Terminology
Click
CTR- Click
through
Rate
Number of users
that click on a
specific link out of
the total users that
view the page.
Cost Per Mille( CTR)
Cost to get 1000
impressions
Cost per
Click(CPC)
Amount Spend/
Clicks ReceivedFrequency
Frequency
Reach
Lets take an example Reach= 100
Frequency= 7(Each saw your ad 7
times)
=> Impressions= 700
Fb Adjust Ads into 3 levels:
Campaigns
Adsets
Ads
Leads to
Easy to organize
Measure
Optimize
“The
Performance”
Let’s start…
Need to decide on Billing first
Creating an Ad
Landing Page
Default Headline
by Fb
On the basis of
your Landing page
Changed Headline
Select Target Audience
More Demographics
Refine your Audience
Promoting Page
Campaigns
Ad set1 Ad set2
Ad1 Ad2
Setting Budget Goal
Decide GoalHow much are you willing to pay
Let’s take an example:
Budget= $35
Cost of Acquisition= $5 ( for every sale)
CTR= 3%
If Ad has 1000 impressions, 30
have clicked it
Let’s say 5% of 30 will buyOnly 1 will buy
(.05 * 30)
$5 for 1 customer or 1000 impressions
CPM= $5 (Cost per 1000 impressions)
OR,
$0.16/ click ($5 divided by 30)
Create Similar Ads
Keep in mind:
Create Ad customized to Audience
And see which Ad works the best
Image selection- Simple, Eye-catching and
Relevant
Don’t Forget to Refine Audience
Don’t ignore to boost the page
Great Ads
Understand Target Market
Position themselves into natural
and engaging manner
Include Call to Action
Include Call to Action
Highlight Benefits and Offers
DO NOT
FORGET
TO
TEST!
TEST!TEST!
Bibliography
Lynda.com
Facebook.com