Is this help file for me?

If you are interested in paid advertising through Facebook for your business, product or service  then this help file is for you. There are many ways to advertise on Facebook and creating a targeted ad is one way. The ad will show based on demographic information found within user profiles.

Where do I see Facebook ads?

Once you are in the Ads Manager area, click on the Create an Ad button on the right.

1)      Design your Ad You will begin by entering your Destination URL which is the place you want people to land once the ad is clicked.

a)      Enter the URL or choose the option for I want to advertise something I have on Facebook. See examples below

·         If you enter a URL (your own web page), choose a landing page on the web that offers a call to action and ultimately will lead to completing a transaction.

·         If you are linking to a Facebook URL, then you will choose from a list of options of Facebook content. These options include, pages you are an admin of, applications, events or groups. These options will be associated with your user profile.

b)      Give the ad a title. You only have 25 characters in the title to get your message across. So be clear and think about what would stand out to a user and make them click the ad. You can be short and sweet because you still have the image and the body of the ad to describe your advertisement.

c)       Give the ad body text. This is your chance in 135 characters or less to sale your product or service. Be clear, be short, and offer the user something that makes them want to click and engage with you.

d)      Add an image to your ad. Images need to be 110x80 before you upload the image. Often, folks will upload their company logo. Don’t do this. Add an image that will help relate to the targeted group. This is your chance to appeal to them.  

e)      Preview the ad Notice you can see a real time view of the ad to the right of the Destination URL area.

2)      Targeting Target your ad to reach your desired audience. Default settings reach all FB users that are 18 years of age are older.  If you target your ads to a more specific group of people it will allow you are write a call to action that is more appealing to users you are trying to reach.

a)      Enter a location. Location is based off a users IP address or profile location information.

·         If you target Everywhere your estimated reach is much more but the quality of reach will not be as authentic. Everyone, everywhere may not care about an event taking place in Houston, TX.  Or they may. You decide.

·         If you target By State/Province, you then have the ability to target states or provinces which will greatly drop the reach but you will reach a more qualified audience depending on the location of sale.

·         If you target by City, you can drill down even more into a targeted audience. You can choose to include surrounding areas by adding them or include cities within 10, 25, or 50 miles. Watch the estimated reach number change.  Example: Houston would be the main city and then you can add suburbs or auto include them. Let the estimated reach being your driving force here.

·         REMEMBER it may not always the greater number of reach for ad success but the quality of the audience reached that may be interested in your offering. Think quality and not quantity especially if you choose pay per impression.

·         The Facebook ad quality FAQ is located here and may help answer more questions you may have.

b)      Age Enter age groups you wish to reach

c)       Keywords Enter keywords that will help to improve the quality of reach.  Keywords are based off of profile information that comes from from interest to activities etc.

·         For example, if you choose to target the keyword "Dave Matthews Band," then your ad will only display on users’ accounts that have listed Dave Matthews Band in the "Favorite Music" section on their profile, or are members of a Dave Matthews Band group or Facebook Page. (example above is from Facebook’s help center)

d)      Education Choose education. This is pulled from profile information. This may drop the reach number significantly.  But it may also help the ad perform better if you are targeting users that will be interested in your ad.

·         For example, if you want to target a Master’s Degree program, then you would  choose College grad.

·         You can even drill down into College or Major type if need be.

e)      Workplaces You can enter in workplaces or organizations if you want to only target folks within a certain group that list that information in their profile.

f)       Relationships You can specify relationships which may be help to enter single if you are running a singles ad. Then the ad would only reach folks that are listed as single. In most cases, I leave this blank unless there is a specific need.

g)      Interested In You can drill down into those who are interested in male or female.

h)      Estimated Reach Watch this number change as you tweak your ad. Remember targeting more specific groups of people help with ad performance and success of the ad.

3)      Campaigns

a)      Create a new campaign if you need to create a new budget and schedule.

b)      Ads in an existing campaign, share a daily budget and schedule.

c)       If create a new campaign, enter the following:

·         Campaign name: should be general so that other ads could fit under this campaign

·         Daily Budget: Set the daily budget. This is the amount you will spend per day on the ad. Once the amount is reached the ad will not show until the next day.

·         Schedule: You can run your ads continuously or during specific dates. Specific dates are useful if you have stats on when your targeted group is browsing Facebook.

·         Pay for Impressions If you choose this option you will be charged each time the ad appears on a profile.

·         Pay for Clicks This option is recommended because you will only be charged when a user clicks the ad.

·         Max Bid The higher your bid the more likely your ad is to be shown. You will never pay higher than the max bid.

·         You can look at the estimate of clicks per day and adjust bids accordingly.

4)      CREATE the ad

a)     Now you are in Review of the ad

b)    Take a final look at the ad, targets, and budget then

c)     Place the Order

d)      You will then be brought to a secure payment screen to enter credit card information.

 

e)      The credit card information is saved to your account and you can change it through the ads manager.

f)       Facebook must approve the ad before it launches. It may take up to 24 hours.

g)      You can always go back and adjust your ad after you look at ad statistics through the ads manager.

h)      You cannot give another users admin access to your ad and only the creator of the ad will be able to review ad stats etc.

You can visit our Social Media Consulting page to see if Schipul would be a good fit to help you launch a successful social media campaign.