facebook

PRESENTS

or engagement with your brand. To harness the value of Facebook advertising, you will need to dedicate time and resources to test, analyze, monitor and tweak your ads.

FACEBOOK ADS 101why facebook ads?

ENGAGEMENTINTERACTION

TRAFFIC

YOUR BRAND

Getting started is simple, just go to your search barand type Facebook ads. Then go to the info tab andclick the ads/create link.

setting up your account:

STEP 1: DESIGNING YOUR ADpicking your destination:There are two targeting options when creating an ad: a destination within Facebook or a destination URL. A destination within Facebook is a page, group, event or app. A destination outside of Facebook is a URL, such as your website.

I want to advertise something I have on Facebook

DESTINATON URL OUTSIDE FACEBOOKDestination URL ads only allow users to Like the ad or click through to a website.

Ads targeting destinations on Facebook enable users to Like a page from within the ad or visit the page on Facebook. This type of ad also keeps users on Facebook and helps to increase your Facebook community, thus allowing you to engage with more users on an ongoing basis.

DESTINATION WITHIN FACEBOOK

Before you launch your campaign it’s important to think about who you want to reach. It is key to know your

target audience and to tailor your advert copy to them. Remember to test out different messages and images.

TITLE IS 25 CHARACTERS

BODY IS 135 CHARACTERS

PICK A CLEAR, EYE CATCHING IMAGE

advert copy:

designing your ad checklist:

A. Pick your ad destination

B. Identify your target audience

C. Create a relevant title and copy

D. Use a clear, catchy image

E. Think about your advertising goals

STEP 2: CHOOSE YOUR TARGET AUDIENCE

picking your audienceFor a successful campaign, it’s important to target your ad toward people who will be compelled by your message. You can target varied audiences by altering the location, demographics, likes and interests, education,and work.

Location: city, region, province or country.

Demographics: age, gender or language.

Likes and interests: interests, hobbies,

outlets, brands or companies that are represented on Facebook.

Education and work: direct your campaign

how to target:

Facebook lets you target users whose friends are already connected to your fan page, which can be a powerful tool for increasing the relevance of an ad. The downside of the Friends of Connections

friends of connections:

target audience checklist:

A. Create multiple target audiences

B. Play around with demographics and psychographics

C. Remember “Friends of Connections”

D. Trial and error

STEP 3: CAMPAIGN NAME AND PRICINGname your campaign A Campaign is an advert or group of adverts that share a daily budget and schedule.

can create more adverts for the same campaign or create new campaigns.

SET YOUR NAME

USE A PREVIOUS NAME

budget vs. spend Daily spend limit is the cap set on your account by Facebook. Your daily ad spend limit is automatically set to $50 per day. So, if you have a daily budget of $500 for

To change your daily spend limit, you must contact Facebook directly.

max bid

how bidding works

thousand views of your advert, depending on whether you have a CPC or CPM campaign.

Facebook Adverts work on an auction-based bidding system, which means the market

to determine which advert gets displayed to the target audience and how much you ultimately pay.

CPC You pay each time someone clicks on your advert. Use this pricing when you want to drive

Page.

You pay based on the number of people who view your advert. Use this payment type if you want to raise general awareness within a targeted audience.

CPM

adverts pricing:

name and pricing checklist:

A. Create your campaign name

B. Decide if a CPC or CPM will be more effective

C. Choose a daily budget you’re comfortable with

D. Monitor your campaign carefully

FACEBOOK ADS PART 2

Now that your ads are set it’s time to get into the nitty gritty of managing a campaign.Understanding Facebook Insights will help you monitor the performance of your adverts and better understand how to make them more successful.

multiple access:Managing an ad account alone can be daunting. Luckily, under SETTINGS, there is a PERMISSIONS section that will let you add other users to your ad account. Combining users under one account helps overall measurement and analysis because data between separate accounts cannot be automatically combined.

test ads with cpm:If you have time to invest, testing your ads on a CPM (cost per thousand) basis will

CPC. Using a CPM model will help you to

also provide the greatest opportunity to minimize campaign cost.

ad costs and ctr:

actions:

Click-through rate (CTR) is a key measurement, and Facebook judges the success of your ad on the ad’s ability to get a relatively high percentage of people to click. Facebook rewards successful ads with a lower cost per click or cost per impression and more visibility. If your ad drops below a certain CTR threshold it’s better to start a new ad than to tweak the one you have. Having one below a 0.1 CTR will almost always result in an underperforming ad.

An Action is an in-ad like. You can

into an ad in the Insights section. Actions are important to track if your goal is about gaining more fans. Actions are a great base level estimate for fan acquisition, but it only tells half of the story. The other half is the percentage of people who did click through to your page and Liked it then.

landing page:Once fans start clicking through to your page it is important to compel them to “Like” you. One way of doing this is to have a landing page with a simple call to action. This encourages any new person that lands on

Want to learn how Antler can help your company make the most out of Facebook and other social media channels? Then give us a shout.

WWW.ANTLERAGENCY.COM

Interested in more Facebook News?Check out the The Antler Blog for more updates.

thank you

Remember, it takes time . . . Facebook advertising requires a lot of trial and error. Everyone will have a different message and audience, and knowing how a given audience will respond is impossible before getting in there and actually trying it.

Create ads, lots of new ads every day.

There are a lot of different variables that can be tested. Test them all .

Look at daily analytics. CTRs and CPCs/CPMs change from day to day. An ad can start out with a great CTR, but gradually decrease over time.