6th session of the Facebook for Business Master class where we talked about the details of Facebook advertising.

1. Session 06
Facebook
Advertising
By Chris Meylan @
Facebook.com/socialmedialounge

2. Learning Outcomes
Understand how Advertising works on Facebook
and understand the process you need to go
through to create good adverts.

3. Little local success
story with Facebook

5. ?
Why advertise
on Facebook

6. Why should we advertise on FB?
Access to hundreds of millions of people.
Advertising available to any business regardless of budget.
Allows you to PUSH customers to a Page, contest, website –
whatever you want.
Facebook Insight gives you an effective and fast way to learn
about how customers respond to advertising.

7. Advertising on FB – Context
According to Facebook, content that brands post to Facebook
Pages reaches only about 16% of their fans.
This is a problem for brands, which is why Facebook launched a
new advert system for guaranteed distribution.

8. Advertising on FB – Context
Facebook encourages that all ads will begin as content initially
posted to a Page.
The content published to Facebook and the data associated
with it, are the front end of the ad system.
Continue to create great content, just as you have in the past,
and then use engagement metrics to distribute the most
engaging content further.
Facebook said it best: “Ads are more effective when they start
from Page Posts.”

9. Sponsored Stories VS. Adverts
According to Facebook, users want to engage with “stories,”
not “ads”—the difference being that ads are one-way
communication and stories are more conversational and
participatory.
Facebook have presented research results showed higher
click-through and brand recall rates for ads that contained the
social context of a friend’s name (i.e., “Elgin Liked this”)
compared to a traditional advertising message.
Let’s talk about creating an advert...

10. How to Create an Advert
Access the admin panel.
You need to be logged-in with your personal profile.

11. Boost Post
This tactic can be used
whenever you want previous
people to see your content
posted directly in the newsfeed
of your friends, and of their
friends.

12. How to Create an Advert
Different types of ads, depending on what you want to achieve.

13. Creating successful Ads
1. Identify your goals;
2. Know your target market;
3. Create your advert and set
your budget.
4. Monitor Performance

14. 1. Identify your goals
What is the most important to
you as a business owner?
- Drive awareness of your
company’s Page?
- Increase recognition and
awareness of your business
brand or name?
- Acquire new sales leads?
- Get more people to visit your
company website or store?
- Increase sales by offering a
special discount code?
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15. 2. Know Your Audience
What is the most important to
you as a business owner?
- Who buys on your website?
- Who tells friends about your
hotel today?
- Where are your customer
located?
- Are your customer a specific age
range?
- Does your audience share an
interest in a particular topic?
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16. Different adverts for different t.m.
For example, let’s say we own a pizza restaurant.
Our customers fall into 3 main groups:
- College students studying,
- Busy families in the local area,
- Bargain diners who look for special offers,
We could create three different ads, each with slightly different
goals, to target each of these groups.
We would then start to learn what images and advert text work
best for each customer group.

17. Different adverts for different t.m.

18. Different adverts for different t.m.

19. 3. Create you advert
Once you know what goal you want to focus on and the
audience you want to target, start creating the advert:
a. Design your ad,
b. Choose your target audience,
c. Control your costs,
d. Review and submit your advert.

20. a. Design your Advert
A step-by-step process for
creating a good advert:
- Destination URL - the address
you want your ad to link to,
- Ad Title - if you ad links to your
Page, Event, or App, your ad
title will be the name of your
Page.
- Ad Title - If you are directing
users to your website, use 25
characters to capture people’s
interest.

21. a. Design you advert (2)
- Ad Body Text - In 135
characters or less, describe
the benefits of your product or
service.
- Ad Body Text - If you want
customers to click through
your advert to take specific
action, be sure to call that out
with simple, active language
like “Learn more now” or “Like
us now to receive special
offers”
Tip
The most successful ads
include images that are
clear, easy to spot and
directly related to the
content of your advert.

22. b. select your Target Audience
To make your ad more successful, it’s important to target the ad
to reach only the people who would find the ad text most
compelling.

23. Targeting on FB is really unique
Targeting combinations/permutations are endless and relatively
inexpensive. You can reach people based on their:
- Location – by city, state, province, or country,
- Demographics – by age range, gender, language, relationship
status,
- Likes and interests – what are your customers’ hobbies or
passions? You can target people by their interests. For example, if
you are targeting students, think about the interests of those
students. Is there a particular tv program that your target audience
are likely to be interested in?
- Education and work – you can direct your campaign to students in a
specific university or people with a particular level of education

24. Example

25. c. Control your costs
There are 3 factors that
determine the cost of your
campaign:
- Campaign budget,
- Ad Schedule,
- Bidding option chosen.

26. c. Campaign budget
You can choose to budget
for your campaign in 1 of 2
ways:
- Daily budget - the amount you
are willing to spend on this
specific campaign for each
day that it’s running,
- Lifetime budget - amount to
spend between a finite period
of time. For example $100 will
be the budget for a 10-day
campaign.

27. c. Ad Schedule
You choose when you want
your ad to run.
You can select to run your
ad continuously from the
day you set it up
Or you can select it to only
run through specified
dates.

28. c. Bidding option
The bidding option you
choose and the bid you set
will also change the cost of
the advert.
What should you choose?
CPC or CPM?
- Cost Per Click (CPC) - A type of
campaign pricing where you pay
each time someone clicks on
your ad. This is the best type of
campaign pricing to use when
you want to drive specific action
on your website or Page.
- Cost Per Thousand Impressions
(CPM) - A type of campaign
pricing where you pay based
on the number of people who
view your ad. This is the best
type of campaign pricing to
use if you want to raise
general awareness of your
business within a targeted
audience.

29. c. Bidding option
How to choose your max bid?
- Facebook will suggest a bid price to
you based on your targeting options.
You can choose to keep this bid,
especially if CPC bidding matches
your goal.
- Choose your own: Alternatively, by
selecting the advanced mode you can
enter your own CPC or CPM bid. We
show you a suggested bid that falls
within the range of bids currently
winning the auction among ads
similar to yours. You can use the
suggested bid or enter your own.
Tip
If you bid below the suggested
range, your ad might lose the
auction because other
businesses, targeting similar
customers, may have higher
bids, causing their ad to be
shown instead. Bid within or
above the suggested range to
make sure your ad is displayed.

30. c. Bidding considerations
Daily vs. Lifetime
CPC vs. CPM

31. 4. Monitor Performance
Facebook has a suite of tools
that give us the information we
need to make quick decisions
about our advertising
campaign.
But we need to make sure
that we are clear on the goal of
the advert we want to analyse.
What response were we
looking for, what metrics
would help we see if the ad is
successful?

32. 4. Monitor Performance
Estimated Reach:
920 people

33. The main metrics shown are:
Social: the percentage of your ad’s impressions where the
viewers saw at least one friend who liked your Page, Event,
Application.
Clicks: each time a user clicks on your ad.
Impressions: each time an ad is shown to a user, regardless of
whether the user clicks or takes any other action on the ad.
CTR (click-through rate): the number of clicks your ad receives
divided by the number of times your ad is shown on the site
(impressions) in the same time period.
Avg. CPC (cost-per-click): the amount you’re paying on average for
each click on your ad.

34. The main metrics shown are:
Social: the percentage of your ad’s impressions where the
viewers saw at least one friend who liked your Page, Event,
Application.
Clicks: each time a user clicks on your ad.
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Avg. CPC (cost-per-click): the amount you’re paying on average for
each click on your ad.

35. The main metrics shown are:
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36. How do Adverts
fit in with the
entire Facebook
Page ecosystem?

37. Answer from Facebook

38. Conclusions

39. Little Homework in groups of two
Create your own advert for the Social Media Lounge. Keep all
the different factors that we have just covered together in
terms of:
-
Your target audience,
Your goal,
The type of advert,
The copy of the advert,
And the picture that will be used.
Come prepared with everything in advance. Next session
(week 14), we will create the adverts together for real.
And on week 16, we will evaluate the results.