A review of how to set up, create, target, and measure advertising on Facebook, including targeting, pricing, and bidding strategies to optimize performance and ROI.

1. Facebook Advertising Strategy:
Targeting & Messaging

2. What Are Your Goals
• Direct Response, Conversions, Sales
• Business Page Like Growth
• Branding/ Awareness
• Increased Engagement

3. Social Ads Have Higher Recall

4. Marketplace Ad Choices

5. Standard Ads
•Landing Page
•Analytics and Conversion
Goals
•Test Offers

6. Like Ads
Eye Catching Image
Give audiences a “like”
Benefit
Link to Timeline or a Tab on
Your Business Page
(Welcome, App, Contest)

7. Other Ad Formats
RSVP ad App Ad

8. Out of the Box; Grab Attention
• Compelling Images
– Shocking, Animals, Women, Action Shots, Relevant,
Looks good when viewed as small image
• Compelling Copy
– Questions, Ego, Reflect Demographics, Clear Benefit,
Strong Calls to Action, Sense of Urgency

9. Ad Testing
CTR- CPC- Cost Per Action, # of Actions
Note: Test ads in different campaigns,
otherwise FB will automatically show more
impressions to better performers

10. Sponsored Stories
Marketplace ads that appear when friends interact with a Fan page

11. Sponsored Story- Mobile Newsfeed
Need a FB developer with a FB API or use the Power Editor
Power Editor: For
advanced placements
options- multiple
ad/campaign
management, bulk
editing

12. FB Power Editor
Placement Options-Sponsored Stories
Newsfeed Posts
typically get
higher
engagement
(Facebook says
22x more)
Using Power
Editor gives you
placement
options:
•Newsfeed
•Right Hand
•Desktop
•Mobile

13. Promoted Page Posts
Promote content from your page within the timeline or newsfeed of
friends of fans

14. Promoted Page Post-Option 1:
As a Marketplace Ad
Promote an engaging post
to attract likes and
comments
Promote your most
recent posts to keep
messaging fresh, but,
keep an eye on photo
quality and message
length- most important
words first

15. Promoted Page Post-Option 2:
As a Newsfeed Ad
•Must have at least 400 page likes
•Target likes, or likes and friends of likes
•Allows message reach to audiences not
as engaged although they like your page
•Posts lasts until budget is used
•Options for spending; tied into an ad
account
•Ensures Promotion appears in news
feeds rather than right side marketplace
•Promote compelling photos, videos,
offers, events, or questions

16. Page Post Photo Best Practices

17. Page Post Video Best Practices

18. Test Performance: Promoted Posts
versus Sponsored Stories

19. Targeting

20. Geo-Targeting and Key Demos
Target Radius – 10, 20, 50 miles

21. Precise Interest Targeting (No Hashtag)
•Precise interests are the likes and
interests people have shared in
their Facebook profiles.
•Precise Interest targeting is
intended for advertisers with
carefully managed lists of specific
interests, or those seeking to
optimize their targeting at an
extremely detailed level.
Example Advertiser: Ski Resort

22. Topic Targeting (Hashtag)
Topics (indicated with a # symbol) combine overlapping precise interests to enable
easier targeting. For example, topic #skiing covers precise interests downhill skiing,
alpine skiing, etc.
If you know that your ideal audience is likely to have a particular set of
interests, but don’t need to manage a complicated list of keywords, Topic targeting is
a simple way to reach your customers without having to select every relevant term
separately
Example Advertiser: Seller
of ski and snowboard
equipment and jackets

23. Broad Categories
•Broad categories combine interests and other profile content users have shared
to create simple, high-level groups that you can easily target. With Broad
Category targeting, interests like “Skiing” would be combined with snowboarding,
and skateboarding into a category for people who like “Extreme Sports”
•Target Broad Categories if you want your message to easily reach a range of
people with shared characteristics, without managing very specific interests.
Example Advertiser: Sports
Drink, Alternative Rock Band
CD

24. Connection Targeting
Advanced Connection
Targeting:
Target audiences who
have engaged with your
app or RSVP’d an event, or
did not do the above.
When you select this
option, social content
(“Paul likes this page”) is
displayed with your ad,
Advertise to connections: Have an exclusive deal, offer or making it more relevant
announcement and personal, as it implies
endorsement by a friend.
Advertise to non-connections: Attract Page Likes

25. Advanced Targeting
Think about targeting if you sell or
promote:
•Diamonds around the holidays
•Newly Built Homes or Townhouses
•Night clubs
•Home Equity Loans

26. Facebook Ad Pricing

27. Should I Do CPC?
You only pay for clicks; with CPM you’re paying for impressions; targeting those
who may not be interested in your product. CPC programs typically get you
more clicks.
CPC ads can get preferred placement, deliver more clicks and higher CTR.
But, it’s CPC, not cost-per-like. You may be paying for clicks who do not like
your page.

28. Should I do CPM
Paying for optimized impressions is the best way to achieve your goal if
you’re advertising a Page, event or app. It ensures your ad and sponsored
stories will show to the people who are more likely to take the action you
want.
But, it’s CPM; some days you may not get clicks or likes. The objective is
exposure, and FB will ensure you reach your budget. It’s suggested that you
use CPM when attracting audiences to like your page or app.

29. Or, Let Facebook Automatically
Optimize Bidding
Auto CPM
Auto CPC
Facebook will automatically run more successful ads (CTR) more often, and less
successful ads less often. Facebook’s version of quality score!

30. Bidding Strategies
• Goals: High CTR (click-thru rate), Low CPC
• Begin bidding low; capture as much data as possible, create benchmarks; set the
stage for testing
• FB will reward you for high CTR by lowering your CPC. Remove or tweak non-
performing ads
• Bid higher for specific targeting (more competition); bid lower for broader
targeting
• For high performers (CTR over 1%), begin lowering bids and keep an eye on
impressions- again good performers get preference
• Fine tune audience targeting, messaging, and bids for non-performing campaigns
or ads

31. Reporting/ Facebook Ad Manager

32. Track Campaign Performance

33. Track Ad Performance

34. Track Ad Interactions

35. Track Demographics

36. Facebook Power Editor
Use Power Editor to manage and track multiple clients or
complicated campaigns

37. Effective Facebook Ads

38. Premium Advertising?
We won’t discuss premium advertising options; need
to be a managed account with higher budgets

39. And, You’ll Need a Preferred Marketing
Developer with a FB Ads API;

40. Should You use the Ads API?

41. If You Happen to be a Big Brand or
Agency that manages multiple clients..

42. One More Thing- Generate Leads
Tab Developers/ Email Programs
Can Supply Web Form Code for
Custom Tabs

43. Questions? Need Help?
• Contact Paul Mosenson of NuSpark
Marketing
• pmosenson@nusparkmarketing.com
• 610-604-0639
• www.nusparkmarketing.com
• @nusparkmktg
Happy to Help! That’s
my Job!