Session 06 Facebook

Advertising

By Chris Meylan @Facebook.com/socialmedialounge

Learning Outcomes

Understand how Advertising works on Facebook and understand the process you need to go

through to create good adverts.

Little local success story with Facebook

Why advertise on Facebook?

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.

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.

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.”

Sponsored Stories VS. AdvertsAccording 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...

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

Boost PostThis 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.

How to Create an AdvertDifferent types of ads, depending on what you want to achieve.

Creating successful Ads

1. Identify your goals;

2. Know your target market;

3. Create your advert and set your budget.

4. Monitor Performance

1. Identify your goalsWhat 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?

Tip The most effective ad

campaign focus on just

one goal at a time.

2. Know Your AudienceWhat 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?

Tip Once you know who’s in your

audience, create different

versions of the ad to appeal

to different customer groups.

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.

Different adverts for different t.m.

Different adverts for different t.m.

3. Create you advertOnce 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.

a. Design your AdvertA 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.

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.

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.

b. select your Target Audience

Targeting on FB is really uniqueTargeting 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

Example

c. Control your costs

There are 3 factors that determine the cost of your campaign:

- Campaign budget,

- Ad Schedule,

- Bidding option chosen.

c. Campaign budgetYou 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.

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.

c. Bidding optionThe 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.

c. Bidding optionHow 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.

c. Bidding considerationsDaily vs. Lifetime

CPC vs. CPM

4. Monitor PerformanceFacebook 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?

4. Monitor Performance Estimated Reach: 920 people

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.

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.

Tip Use this information to understand what

types of users are engaging and interacting

with your ads. The next step is applying what

you’ve learned to your ad campaigns.

The main metrics shown are:

Tip To make sure you analyse your campaign

performance regularly, schedule reports

that you want to receive on a daily or

weekly basis. You can choose to receive

alerts when the reports are available.

How do Adverts fit in with the

entire Facebook Page ecosystem?

Answer from Facebook

Conclusions

Little Homework in groups of twoCreate 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.