Facebook advertisements have zillions of factors;

today we are only discussing the BASICS.

Ads that run within Facebook

Users must be on Facebook to see

these ads

Facebook has an audience of

1.23 billion

Relatively inexpensive

Powerful targeting options

Lots of detail available on ad success

Easiest way to increase your audience

on Facebook

Shows an existing post to people outside

of the fan base

One time cost

NEWSFEED

RIGHT

COLUMN

MOBILE

NEWSFEED

https://www.facebook.com/ads/manage

Add a payment source

Think about what you want to

accomplish

When a user clicks on the ad,

send him/her somewhere specific.

Don’t make it harder to

accomplish the objective.

Headline (25 characters)

› Name of page / business

Body (90 characters)

Button

Choose several

Size [1200px x 628px]

The color blue

Popular images

› Smiling faces

› Animals

› Food

Location

Age

Gender

Marital status

Education

Interests

And so much more …

Determines how often your ad will be

shown

Manual or optimized

Cost per day or lifetime of the ad

Let the campaign run for a few days

Visit Ads Manager

Make adjustments

RESULTS

› The number of times a person performed the

intended action of the campaign.

Example

› For a campaign directing users to a website;

the number of clicks through to the website.

COST

› Price per objective accomplished

Example

› For a campaign directing users to a website;

the cost per website click.

REACH

› The number of people the ad

was displayed to.

Example

› People had the opportunity to see the ad,

among mobile newsfeed, newsfeed, and

right-column ad placements.

› Does not mean they interacted with it.

FREQUENCY

› The average number of times the ad

was displayed to a person.

› As frequency reaches 6-8, consider pausing

those ads.

Example

› The same ad showed up to a person 4 times.

CLICKS

› The number of times a person performed

any action within the campaign.

› Includes RESULTS and other actions.

Example

› For a campaign directing users to a website;

the number of clicks through to the website

+ clicks to Like the page.

CLICK-THROUGH RATE

› The number of clicks received divided by the

number of times the ad was displayed

› Clicks / (Reach x Frequency)