media planning & brand management - stella...

Media Planning & Brand Management

Stella RomagnoliMarketing & Digital Communication

LUMSA 2019-2020

Lesson 9. FacebookBusiness

Stella RomagnoliMedia Planning & Brand Management - LUMSA 2019/20 2

Agenda

• Facebook Business dashboard

• FB Business channels• FB Business ad types

• Facebook campaign process• KPIs



Where do ads appear?

On instagram

Call to action



Setting up a Facebook advertising campaign


We need a Facebook page

WARNING:Facebook dashboard is

constantly changing.It could be different from

these slides

Right end side of the menu


Facebook business


Facebook Business channels


With Facebook Business we can advertise on:

• Facebook

• Instagram• Audience Network (as Google FB is another Ad Network)

• Messanger• Workplace (it’s like an intranet)

• WhatsApp Business


WhatsApp Business


Workplace


Is Facebook copying Google or the otherway round?


Tutorials


What types of ad can we do?


From Resources: Ad Specs – Ads Guide


Ad Formats


Facebook Business ad formats

• Video

• Image (single)• Collection

• Carousel• Slideshow

• Instant Experience


Design recommendations for every formatFacebook Video


We can choose the placement



Instagram instructions

For each ad type


We saw the FB channelsand the ad types



Let’s create a campaign

Facebook campaign process

Before creating our ads, we need to

1. Identify our goals and Structure the campaign2. Define our target audience3. Set the budget



1. We need to define our goals

Facebook’s objectives


4’59’’

Use Facebook Business Manager


NOT the easiest way proposed by Facebook (Facebook Ads)!


Otherwise, after selecting your goal…


They forse you to create the ad…


Beware of the «create ad» bottoms


Look for Business Manager in the footer


Ads Manager


And from here you can create Campaigns, Ad Groups, etc.


Define the objective for our campaign


For each objective, Facebook applies a different algorithm to

reach the defined audience(with the same segmentation

characteristics)



2. We structure the campaign

Facebook advertising structure


2’46’’

Facebook advertising structure


One campaign for each objective


One ad set for each target


Each ad set could have different ads



One campaign for each objective


One ad set for each target group


3. identifying our target audience (for each ad set)

Identifying our target audience


4’15’’

Target


How to identify the Facebook target audience

1. Geographical segmentation

2. Demographics (age, gender, education, etc.)3. Interests (hobbies and pages they like)

4. Behaviour (prior purchase behaviour, device used, etc.)5. Connections (to our FB page or our events)

6. Contact list (our clients list), website visitors and appusers

7. Lookalike audience



BUTHow much do Facebook

Ads cost?

Facebook too works like an auction

What this means is that you, as an advertiser, will say how much you’re willing to pay for specific actions on an ad (like views, clicks, or conversions)—you can actually manuallyadjust this

If you don’t, Facebook will automatically calculate a bid for you based on your budget and how long you choose to have your ad run.


https://adespresso.com/blog/facebook-ads-cost/

Factors that can affect how much Facebook Ads cost

These factors can include:– The time of year, the day of the week, and even the specific hour

your campaigns are running. There are peak times, and when competition is highest, costs go up.

– Your bidding strategy. You can set an average bid or choose to set a bid limit on each individual bid.

– The placement you choose. Different ad placements will have different costs. Instagram, as you’ll see, often costs more than most other placements.

– Relevance. Your relevance score, which is calculated partially by engagement and clicks, can directly affect how much Facebook charges you.

– The audience you’re targeting. If other advertisers are trying to reach the same audience members, costs go up because their newsfeed space is not unlimited


Some benchmark data on prices


Facebook CPM

CPM decreased by 5.8% year over year in Q3 2018


ADSTAGE | Q3 2018 Paid Search and Paid Social Benchmark Report

Facebook Cost Per Click



Facebook CTR

CTR decreased by 23.8% year over year in Q3 2018



Instagram CPM

CPM decreased by 19% since Q2 2018



Instagram Cost Per Click



Instagram median CTR is below 1%

CTR increased by 8.9% since Q2 2018




Vs. Google Ads?

Google Ads median CPC is higher than FB & Instagram

CPC decreased by 29.2% since Q2 2018



Google Ads median CPM is really high

Why do you thinkCPM is so HIGH?



Google Ads median CTR is 128% higher than FB’s




OK we’re ready


Let’s make a campaign for this course

Campaign objective: drive more traffic to my Facebook page


My Facebook campaign

1. My goal is: increasing traffic to my FB page

2. Campaign structure: 2 ad groups for 2 target groups


Campaign structure


CampaignRMedia | web

traffic

Ad set 1English speaking

graduatedstudents

Ad: imagine Ad: Video

Ad set 2English speakingpeople interestedon course topics

Ad: imagine A Ad: imagine B ad: Carousel

My Facebook campaign

1. My goal is: increasing traffic to my FB page

2. Campaign structure: 2 ad groups for 2 target groups3. Target audience (1 target group): English speaking

graduated student 21-25 years old, living in Rome4. For my ad group I’ll prepare different ads (1 video, 1

image, 1 carousel…)

5. Budget…


Click on “Advertising on Facebook”


We create an ad


Beware of the default “automated option”!


That leads you to create automated ads… on all FB channels


We have to click on Ads Manager (at the very end of the page)


Or even better Business Manager on the footer


Create a new campaign


And we start by defining our objective and giving a name to the campaign


If you go to quick creation switch to guided creation


We have to set up our account


Then we have to define the target audience


But we can do much more…


3’05’’

Some examples


We could also choose people interested in LUMSA


But we must check the meter… the target audience group becomes too small


Then we have to choose the placement


I need to uncheck the automatic placement (default)

We want to select our channels!


We have to check where we want our ads appear(and uncheck what we don’t want)For Facebook EVERYTHING IS CHECKED FOR DEFAULT

Then we define our daily budget and the schedule


There is an auction also here… we are charged by CPM but we can change



And now let’s be creative!

We choose the ad format


We can also use shutterstock images for free (or upload our own)


Creating the ad content


6’35’’

We write the text and the headline (that is below the image)


Text

Headline, URL and call to action


HeadlineMax 40

characters

Call to action

Instagram preview


And lastly we have to select the payment method…


ReportsAnd successful metrics


Successful metrics


3’48’’

From facebook.com/adsmanager


Mine it’s empty…


Thank you.Sources:

Advertising on Facebook – Megan Adams – Lynda.com

https://adespresso.com/blog/facebook-ads-cost/


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