Digital Marketing Training Week 28 Create a Facebook Ad Campaign

Task 28: Create a Facebook Ad Campaign

This week, spend a few hours creating a Facebook ad campaign.
Why is this important?

▪ Promote your Page to get more likes.

▪ Promote Page posts.

▪ Reach a targeted audience in the largest social networking community.

▪ Create greater brand exposure.

▪ Promote sales.

▪ Inexpensive compared to other online pay-per-click ads.

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Step #1: Create an Ad

▪ From the bottom of any Facebook Page, click the option Create an Ad, as shown below or just click here.

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Create an Ad Option at the Bottom of a Facebook Page

▪ You can either create the ad on your own or if it is your first ad, have it set up by the Facebook sales team for free. To have it set up, call 1-800-258-2590 or send a request.

▪ If you want to create the ad on your own, click on the green button at the top right-hand corner.

▪ Choose what you want to advertise: External URLs, Places, Events, Applications, Pages or Facebook URLs.

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Step #2: Choose Ad Targeting Options
Here we are going to talk about how to promote a Facebook Page. (Choose Pages in the step above.) You can get more fans to engage with your brand on Facebook by promoting your page via ads.
You can promote your Facebook page by focusing on:

▪ Getting more Page Likes.

▪ Promoting Page posts.

Both of these options will result in your ad being shown on the right side column and as sponsored stories within peoples’ news feeds.
If you choose Get More Page Likes, your ads will feature new people liking your Page, as shown in the screenshot below:
Ad Previews for the Get More Page Likes Option

Ad Previews for the Get More Page Likes Option
If you choose Promote Page Posts, both the side column ad and sponsored story ad will display people interacting with specific posts on your page. See the screenshot below:
Ad Previews for the Promote Page Posts Option

Ad Previews for the Promote Page Posts Option
Once you have chosen which way to promote your Page, continue with either ad structure by completing the following steps:

▪ Choose the Location of the audience you would like to target. Choose a Country, State, City or Zip Code.

▪ Choose the Age of the audience most likely to be interested in your Page.

▪ You can choose to target one Gender for your ads, however, not all Facebook profiles specify gender so it is wise to use the option All to include both males and females.

▪ You may enter any Precise Interests, which are keywords likely to be found on your audience’s Facebook profiles within the interests section. Choose from specific activities, education, job titles, Pages they have liked and groups they belong to.

▪ Choose from the Broad Categories provided by Facebook, which are determined using words included in numerous Facebook timelines. While Precise Interests are specific, these keywords broadly classify audience types.

▪ Under Connections, choose either people who like your page or people who like other related pages, apps and events. This ensures that your ad is targeted to a relevant audience.

Interests and Connections Options for a Facebook Ad

Interests and Connections Options for a Facebook Ad

▪ Other miscellaneous targeting options include Friends of Connections, Relationship Status, Languages, Education and Workplaces.

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Step #3: Choose a Campaign and a Budget
There are two types of Facebook ad campaigns:

▪ Cost Per Impression.

▪ Cost Per Click.

The default option is cost per impression. Choose this when your goal is to get your ads seen in hopes that people will be inspired to engage by Liking, Sharing or Commenting. Depending on your targeted audience and ad content, this should improve brand exposure and conversions. This is much cheaper than the other option of cost-per-click ads.
Under Advanced Pricing, choose cost-per-click when you want your ad to target conversions. This ad campaign can also be chosen to promote external URLs, such as your website. This campaign is costlier than cost per impressions.
The following are options related to the Facebook ad budget:

▪ Under your Campaign Budget, choose to set an amount as the maximum you would like to spend per day or as the maximum amount for the lifetime of the ad. If you choose the per day rate, Facebook will distribute your ad budget throughout each day. If you choose the Lifetime rate, Facebook will distribute your ad budget throughout the duration of the campaign, the length of which you determine by specifying start and end dates.

Campain and Budget Options within Facebook Ad Settings

Campain and Budget Options within Facebook Ad Settings

▪ The pricing of your ad is determined by how you optimize it. Under Get More Page Likes, the default option is to optimize the ad to get more likes on your page. UnderPromote Your Post, the default is to increase engagement with your post. These are paid based on number of impressions, i.e. the number of times someone sees your ad or sponsored story. See the screenshot below:

Optimization of a Facebook Ad

Optimization of a Facebook Ad Designed for Getting More Page Likes

▪ When you switch to the advanced pricing option you can choose to pay as a cost-per-click or cost-per-impression. The higher you bid per click/impression the more likely your ads are to be shown. Facebook guarantees that you will never pay more than the maximum bid.

▪ For cost-per-click ads, choose the Advanced Options at the top of the page or within the pricing section, as shown in the screenshots below:

Advanced Pricing Option at Top of Page

Advanced Pricing Option at Top of Page
Advanced Pricing Option at Bottom of Page

Advanced Pricing Option at Bottom of Page

▪ Choose your pricing per click/impression. You can either set the bidding option to the automatic setting or the manual one. The manual option to set your bids is shown below:

Manual Cost-Per-Click Payment Option

Manual Cost-Per-Click Payment Option

▪ It is better to pay for impressions rather than clicks, as when you optimize for clicks your ad will be shown to people likely to click on your ad but not necessarily likely to engage by liking, sharing or commenting on the ad. Thus your goals will probably be met more precisely by the cost per impressions pricing format.

You can track your ad statistics by clicking the option Ads Manager on the left-hand side column of your Facebook profile.
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Resources for Further Learning:

▪ Blog Article: How to Make Facebook Ads Work for You

▪ Blog Article: How to Create Your First Facebook Ad Campaign

▪ Video: Advertising on Facebook

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