Facebook Advertising Basics

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Businesses are getting more value in advertising through Facebook. Similarly to Google AdWords, there are a lot of aspects you have to pay attention to get better results. So below you can find the main areas to think about:

Creating a Facebook Ad Campaign

There are three main steps for creating a Facebook Ad campaign:

  1. Identify your goals;

  2. Define who you want to reach;

  3. Creating your ads and setting the budget.

1. Identify your goals

Before you start, you need to know, what you want to achieve with your campaign. Do you want to increase the Like’s of your company’s Facebook page, increase traffic to your website, build brand awareness, sell a product or generate leads.

If you have more than 1 goal, I suggest you make a different ad campaigns for each goal. For example, 1 campaign for increasing the Like’s of your Facebook page and another campaign to increase traffic to your website.

2. Target your audience

You can create insanely targeted ads using Facebook advertising. And the narrower the target group, the more effective your campaign is.

Because users supply so much infromation to Facebook through their profiles, you can access more demographic data than in any other advertising platform, even Google AdWords.

Facebook offers targeting based on the following parameters:

  • Location. By city, state, province, or country.

  • Demographics. By age range, gender, language or marital status (you can even target users based on their birthdays).

  • Likes and interests. For example, If I indicate on my profile that I enjoy reading. Company that sells books would benefit for including that term in their ad campaign.

  • Education and work. You can direct your campaign to students in a specific college or people with a particular level of education.

  • Connections on Facebook. Includes connections to Groups, Pages, Events or Facebook apps.

3. Creating your ads and setting the budget

The steps for creating Facebook ads are:

  1. Design the ad
  2. Determine the target audience
  3. Select a name for the campaign
  4. Set pricing
  5. Submit the ad for review by Facebook.

Design the Ad

Facebook Ads consists of a title(25 characters), body(135 characters), a destination URL that is hyperlinked from the title, and a image(110x80px)

Some limitations:
If you’re promoting your company Facebook page, Facebook’s policy is to use the name of your Fan page as the title of your ad. So when choosing this option, you can’t get creative with your ad title.

Name you campaign & set the pricing

A campaign is an ad or group of ads that share a daily budget and schedule. There’s no limit on how many ads you can have in an ad group.

Ad Pricing

You can choose between two different types of bids on Facebook. Cost Per Click (CPC), which means that payment is only required when someone clicks the ad. And Cost Per Thousand Impressions (CPM), which means that payment is made each time your ad has been shown 1000 times.

Daily budget

With daily budget you can set the maximum amount you want to spend on your ads in one day.

Lifetime budget

Instead of setting your budget for a day, with Lifetime Budget you can set it for the entire lifetime of your campaign.

Max bid

Facebook will recommend max bid for you, but usually you can set your bid lower than that. But remember that you are bidding against other advertisers, so it pays to be competitive.

Submit your ad

So you’ve designed your ad, set the target group and budget, it’s now time to submit your ad to Facebook. It will be reviewed by Facebook and if your ad meets the site’s Advertising Guidelines, you’re ready to go!

After your campaign

1. Regularly update your Ad texts. This can involve the smallest things like rearranging words in a sentence. You can also try to combine ads; take the headline from Ad1 and use it with the body text of Ad2 and vice versa.
2. Regularly update your Ad images. For example; if you’re using simple graphic ad images, just change the background color. Sometimes just changing the image will double your Click-Through Rate.
3. Change or widen your target audience. Use this when you keep getting impressions from the same people and not generating clicks.