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Facebook Ads 101 2015

Facebook Ads 101 Brave New Media

2015

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Facebook Ads 101 2015 Overview With the Facebook algorithm crushing organic (unpaid) reach of posts from business pages over the last couple of years (down to less than 5% of audiences see organic posts), businesses are becoming savvy in how to use Facebook ads to reach the audience they already accumulated as well as reach new targets. What this guide sets out to do is create a Facebook ads tutorial to optimize paid media spending. In short, this guide is here to help you make your dollars make more sense. Getting to Facebook Ads On the upper left hand side of your page, there are some page management options. Beneath your name and the option to edit your profile, you’ll see the News Feed, Events, and your Ads Manager.

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Facebook Ads 101 2015 When you select the Ads Manager, you’ll be taken to a page that looks like this:

From here there are two ways to get to the ad creator. Either the green button in the upper right hand part of the screen that says “Create Ad” or the “Create an Ad” option with the megaphone icon on the far left above “Campaigns.” Both will take you to the same place where you select your objective and type of ad, this page:

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Facebook Ads 101 2015 Types of Facebook Ads There are 11 types of Facebook ads:

• Send people to your website - Increase the number of visits to your website. • Increase conversions on your website - Send people to your website to take a

specific action, like signing up for a newsletter. Use a pixel to measure your conversions.

• Boost your posts - Get more people to see and engage with your Page posts. This type of post allows for reaching more people.

• Promote your Page - Connect more people with your Page, get more Page likes. • Get installs of your app - Send people to the store where they can purchase

your app. • Increase engagement in your app - Get more people to use your Facebook or

mobile app. • Reach people near your business - Promote your business to people who are

nearby. • Raise attendance at your event - Promote your Facebook event to increase your

attendance. • Get people to claim your offer - Promote timely discounts or other deals for

people to claim in your store. • Get video views - Promote videos that show behind-the-scenes footage, product

launches or customer stories to raise awareness about your brand. Don’t let that scare you! There are a variety of ad types in order to help you select the right one for your objective. Here’s a quick breakdown of each. Consider who you’re targeting and what a successful conversion for your ad is. Some options offer more targeting than others. Send people to your website

• Type in the URL that you’d like to reach • Select the Page you’d like connected to that website • You can create a new, or use an existing, audience, using as much or as little of

these targeting options as you’d like: o Location o Age o Gender o Languages o Relationship status o Education o Work o Financial o Home

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Facebook Ads 101 2015 o Ethnic Affinity o Generation o Parents o Politics o Life Events o Interests o Behaviors o Connections

• Select your budget, either daily amount or the total for the duration of your

campaign, then choose start and end dates. The totals will tally beneath the numbers as you change your preferences.

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Facebook Ads 101 2015

• You can choose to optimize these ads for:

o Clicks to Website – serve ads to people who are more likely to click from your ads to your website

o Clicks – serve ads to people who might click on your ad (CPC) o Daily unique reach – serve your ad to people up to once per day o Impressions – serve your ads to people as many times as possible (CPM)

• Choose how you’d like your ad to look

o Generally speaking, the more visuals you can use, the better! Consider the new “carousel” ads, that let you ad copy and images for up to 5 scrolling ads at no extra cost. If you want to keep it simple or only feel strongly about one image, use that – a polished ad is better than an overblown, but poor quality set of ads.

o Choose different images to create multiple ads. Good news – you can ad up to six images for your ads here (for single-image ads). An added bonus is that Facebook provides stock images at no additional charge, meaning high-quality, polished ads every time.

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Facebook Ads 101 2015

• Edit your text carefully o Headline max: 25 Characters o Text max: 90 Characters o Advanced Options: Always select – this gives you an additional 200

characters to sell your special, deal, business, or website to your audience

• Call-To-Action Button: select the most accurate option for what they’ll get most from your website (ie. Shop Now, Book Now, Learn More, Sign Up, Download, Watch More, or Contact Us)

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Facebook Ads 101 2015

Increase conversions on your website

• Works very similarly to “Send people to your website,” with the difference of being sure to add a pixel to the website for tracking purposes

Boost your posts

• Boosting your post can be done either from the Ads Manager or directly from your page

• From the Ads manager o Select the business page as well as the post you’d like to boost o Demographic, Geo-targeting, and Interest/behavior targeting are

available from here, as with previous ads • From the page

o Only 3 audience options: Page fans, Those who like your page and their friends, Create audience

o Create Audience targeting is limited to geotargeting, age, gender, and interests

o Duration of boost is limited to 7 days from here

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Facebook Ads 101 2015

Promote your Page

• Similar targeting options as previous ads • CTA automatically to “Like” page • Headline 25 Characters

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Facebook Ads 101 2015 • Text 90 Characters

Get installs of your app & Increase engagement in your app

• Similar targeting options to previous ads • Must enter app or app URL to access this ad type

Reach people near your business

• Select Company • Choose your radius for reach from pre-selected options or create your own

custom distance – the number on the right hand side will show potential reach based on area

• Select Budget & Duration • Upload images • Select Call To Action • Select Advanced Options to add more copy • Demographic targeting limited to place, age, and gender

Raise attendance at your event

• The Date & Time of your Facebook Event will automatically show in your ad • This can be created either from Ads Manager or from Boosting an event created

on a Facebook page • As with boosted posts, targeting options are more limited when boosted

directly from Facebook Events page

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Facebook Ads 101 2015 • Can be optimized for Event Responses, Daily unique reach, Clicks, or

Impressions • Free stock images available for use from Facebook

Get people to claim your offer

• Can also be done from Facebook business page or Ads manager • Ads manager allows for more specific targeting options

Get video views

• Can be optimized for Video Views or Daily unique reach • Optional Call To Action – Shop now, Book now, Learn more, Sign up,

Download, Watch more • Limited space for copy

General Ad Guidelines – Frequent Reasons Posts are Rejected

• Ads on Facebook may not include images with text that covers more than 20% of the image's area.

• Some ads on Facebook aren’t approved because they might be trying to show photos or messages to an audience that's too young. For example, ads for alcohol must meet certain guidelines which include restrictions on age based on the targeted location's laws on alcohol ads.

• Sometimes you may need to refer to Facebook in an ad. There are a few rules to remember when you do this.

o Write “Facebook” with a capital “F” o Don’t use an altered version of the Facebook logo in the image for

your ad, use the logo instead of the name, or make Facebook plural, use it as a verb or abbreviate it

• Do not use content that asserts or implies personal attributes. This includes direct or indirect assertions or implications about a person’s race, ethnic origin, religion, beliefs, age, sexual orientation or practices, gender identity, disability, medical condition (including physical or mental health), financial status, membership in a trade union, criminal record, or name.

• Do not use bad grammar or punctuation. Symbols, numbers, and letters must be used properly.

• Learn more about Facebook policies here: https://www.facebook.com/policies/ads/

Spending Amounts The good news about Facebook ads is that one doesn’t need to spend a lot to make an impact. If you’re going to boost a post, even small spends will generally reach a nice

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Facebook Ads 101 2015 portion of established audiences. If you’re doing outreach or ads, the spend should depend upon the targeting and audience size, as well as the goals of the outreach. Targeting can narrow reach because it is going out to people more likely to engage with the content. Spending is subjective to the goals, the business, the content, and the audience. There is no hard and fast dollar amount for this, as it depends specifically on the goal. However, one approach that businesses have taken in order to boost cost-effectiveness is a 3-pronged approach:

1) Set up images and copy for boosted posts for the duration of the campaign, boost to current audience and their friends at $5 each.

2) Set up a page outreach (page like) campaign at a low dollar amount to increase awareness of the business and have that run continuously through the duration of the campaign. Facebook lets you know while setting up the ad what sort of response it anticipates, use this as guardrails for your spend.

3) Ads – using either local business awareness or a specific conversion (sign up for, visit website, etc.), set up an ad to run simultaneously with the campaign in order to gain brand interaction. Once a potential consumer/client/customer interacts with your brand, they’re more likely to continue.