Welcome to Facebook Ads, According to Buffer Ninety one percent of marketers invested in Facebook advertising last year And it s easy. to understand why when you look at the data more than 1 18 billion people use Facebook every day and on. average each person spends more than 50 minutes a day across Facebook Messenger and Instagram. Whether you are part of the 91 that used Facebook Ads last year or part of the 9 who are just getting. started here is your crash course to get you started. Part 1 What are You Promoting Selecting an Ad Type. Part 2 Selecting an Audience,Part 3 Ad Placement,Part 4 Setting a Budget and Schedule. Part 5 The Ad,Part 6 Tracking,Part 7 Other Resources for Reference. Making Facebook Ads Work for Your Business ME Marketing Services 2017 2. Part 1 What are You Promoting Selecting an Ad Type. When running a Facebook ad you need to know what you are promoting and why you are promoting it. First decision what are you promoting This is something only you can define. Second decision will you run your ad via Auction or by Reach Frequency. Auction Ads make bids on your behalf to reach the most people at the lowest cost. Reach Frequency Ads you pay a fixed price to predictably reach your brand s audience. Third Decision what type of ad will you choose You can choose from the following ad types. To create awareness ads to generate interest in your product or service. Brand Awareness Ads auction or reach frequency,Local Awareness Ads auction. Reach auction or reach frequency,Awareness ads for best for small budgets. For their consideration ads to get people to start thinking about your business and find out more. Create Traffic Ads auction or reach frequency,For Engagement Ads auction or reach frequency. For App Installs auction or reach frequency,Video Views Ads auction or reach frequency. Lead Generation Ads auction, To make conversions ads that encourage people to purchase or use your product or service. Conversion Ads auction or reach frequency,Product Catalog Sales Ads auction. Create Store Visits Ads auction, Making Facebook Ads Work for Your Business ME Marketing Services 2017 3. Part 2 Selecting an Audience, Selecting your audience is the most important part more important than the ad itself When selecting your. audience you are narrowing in to target the ideal customer client. You can create an audience based on, o Here is where you determine where your ad will be seen For businesses that want to target. only local people you can set your ad to be shown within a 50 mile radius of your town or. neighboring towns For businesses with a global reach you can select the countries you want. your ad to be seen in,Demographics, o Here is where you can have some fun Sample demographic targeting includes education level. how far someone went in school income net worth square footage of someone s house. household composition grandparents young hip working women new parents etc moms. actual options include corporate moms fit moms green moms soccer moms trendy. o The interest portion comes from what people s interests are on Facebook the pages they have. liked and topics that relate to that, o Examples Motherhood graphic design digital marketing online shopping etc. o These options come from Facebook users purchase behavior and intentions. o Sample Options include Anniversary in 61 90 days new vehicle shoppers having 9 lines of. credit having a high end department store credit card genre of TV shows watched type of. device people use purchase behavior including buyer profiles travel etc. Once you set your audience you can save it for later so you do not have to re create it every time You can. save multiple audiences based on the ad s you are running. Making Facebook Ads Work for Your Business ME Marketing Services 2017 4. Custom Audiences, You can also use custom audiences to target your ad as well. You can use custom audiences to target people,Who have visited your website. o This list comes from the tracking pixel you hopefully have installed on your website There are. two pixels the Facebook pixel and the pixel for tracking conversions For more information on. Facebook pixels visit https www facebook com business help 952192354843755. o When you import this list you have several options to choose from. Target everyone who has visited your domain,Target people who visited specific pages. Target people who visited specific pages but not others. Target people who haven t been to your site for a while. Other custom combinations,Are on your mailing list. o Using this option you can copy and paste your data from wherever you are sourcing it or you. can directly import from MailChimp, o When you import you have 15 identifiers to choose from to be imported. o For more on creating a custom audience from a customer list visit. https www facebook com business help 341425252616329. Making Facebook Ads Work for Your Business ME Marketing Services 2017 5. People who have interacted on your Facebook page, o This custom audience is made up of people who have engaged with your posts on Facebook. Facebook deems engagement in this manner like spending time viewing a video or opening. your lead forms or canvas ad more on those here https canvas facebook com. o As of January 2017 there are 3 engagement options to choose from. 3 second video views 10 second views 30 second views videos watched at. 25 50 75 95 and 100, Person opened the form opened the form but didn t click submit opened the. form and submitted it,Canvas Ads, Person either opened it or opened and clicked on the link. People based on app activity, o If you have an iOS or Android app you can create an audience based on the actions they took in. o To use this option you have to register your app and set up app events to reach specific users. See more here https developers facebook com docs app events. o For more on creating a custom audience from all activity visit. https www facebook com business help 285857478228227. These are the ones who are actively seeking you out and engaging with you. If you want to dive in even further there are 8 expert level custom audiences. 1 Retarget all past website visitors, 2 Retarget people who visited specific landing pages. 3 Retarget blog readers for higher engagement,4 Retarget new and past converters. 5 Retarget your newsletter subscribers,6 Retarget free trial and freemium users. 7 Target Facebook Lookalike audiences to reach new brand prospects. 8 Retarget everyone who engaged with your content on Facebook. For more detailed information on how to create those campaigns visit. https klientboost com ppc facebook custom audience. Making Facebook Ads Work for Your Business ME Marketing Services 2017 6. Lookalike Audiences, Lookalike audiences allow you target Facebook users who are similar to their customers away from Facebook. Smaller lookalike audiences more closely match your source audience larger lookalike audiences increases. your reach but reduces how similar your lookalike audience is to the source audience Facebook recommends. a source audience between 1 000 to 50 000 people You can create up to 500 Lookalike Audiences from one. source audience, Your source audience is a custom audience not created with a data partner ex MailChimp your Facebook. pixel date your app data or fans of your page, For more information on how to create a Lookalike Audience visit. https www facebook com business help 465262276878947 helpref faq content. Making Facebook Ads Work for Your Business ME Marketing Services 2017 7. Part 3 Ad Placement, Facebook gives you several options on where to place your ad. Your choices for placement are,Desktop Right Side, Audience Network this lets you extend your ad campaigns beyond Facebook to reach your audiences. on mobile apps mobile websites and videos We use the same Facebook targeting measurement and. delivery to make sure each ad on Audience Network helps you reach your campaign goals at the most. cost effective price, Instant Articles See more here https www facebook com business help 825186870955247. In stream Video, If you re not sure Facebook will recommend using the default placements for your objective. Brand awareness including Reach Frequency buying Facebook and Instagram. Engagement including Reach Frequency buying Facebook and Instagram. Video views including Reach Frequency buying Facebook Instagram and Audience Network. App installs Facebook Instagram and Audience Network. Traffic for website clicks and app engagement Facebook and Audience Network. Product catalog sales Facebook and Audience Network. Conversions Facebook and Audience Network,For more information on ad placements visit. https www facebook com business help 175741192481247 helpref related. Making Facebook Ads Work for Your Business ME Marketing Services 2017 8. Part 4 Setting a Budget and Schedule, Ah the budget Here s where you determine how much you are going spend for your ad You have two. choices daily budget how much you spend per day or lifetime budget how much you want to spend for the. entire campaign, Not sure how much to spend on your ad Here s some statistics from Buffer AdEspresso current as of 2016. The average Cost Per Click CPC is about 0 35 globally and about 0 28 in the U S. The average cost per like is 0 23 in the U S, The average cost per app install is 2 74 in the U S. What does Facebook take into consideration when displaying your ad According to Facebook. Creating value for advertisers by helping them reach and get results from people in their target. Providing positive relevant experiences for people using Facebook Instagram or Audience Network. The best way for us to do this is to hold an auction in which both interests are represented That way. advertisers are reaching people receptive to their ads and users are seeing something they re interested in This. is different than a traditional auction because the winner isn t the ad with the highest monetary bid but the ad. that creates the most overall value,So how does the Facebook ads auction work. Facebook advertising space is not determined by the highest bidder instead they determine the potential. value created by your ad by looking at 3 factors, 1 Advertiser bid this shows how interested invested you are in having your ad shown. 2 Ad Quality Relevance this is decided by how interested Facebook thinks a person will be in your ad. a Facebook provides a Relevance Score metric for your ads When the ad relevance is high. Facebook will show your ad more than ads with lower RS metrics See more here. https www facebook com business help 672330766217827. 3 Estimated Action Rates Facebook calculates this by how likely Facebook thinks a person will take. action you are advertising, Facebook combines those 3 facts into a total value and displays the ad with the highest value So if you have a. higher quality ad that s more relevant than your competitors it doesn t matter how much you spend it will. Making Facebook Ads Work for Your Business ME Marketing Services 2017 9. How do you decide how much to spend, There are two options of Facebook Ad Bidding Automatic and Manual. Automatic Bidding Facebook decides the bid for you If you are unsure about how much you want to. bid go with this option Facebook spends your set budget to maximize the visibility of your ad based. on the 3 factors above, Manual Bidding Here you choose how much you are willing to spend to achieve the action you want. ex 5 per click One note about manual even if you bid the highest amount you ll still end up. paying the lowest amount possible to get your ad delivered or action taken. Also taken into account in your ad spending is how many people you want to see your ad The more you. spend the more will see your ad Facebook will keep track of it on the right side the Budget Schedule. portion of the creation process See below, Like traditional advertising you need to also factor in the time of year you are advertising The holiday season. will see more competition for ad space than for example March This is something to keep in mind when. planning your budget You may have to pay more to be seen. Ad Spend Minimums, Yes you can run an ad for as little as 1 day but not every ad will let you do that Here are the spend. If the ad set gets charged for impressions its daily budget must be at least 1 a day. If the ad set gets charged for clicks Likes video views or post engagement its daily budget must be at. least 5 a day, If the ad set gets charged for low frequency events like offer claims or app installs its budget must be. at least 40 a day,For more information on ad spend minimums visit. https www facebook com business help 203183363050448. Making Facebook Ads Work for Your Business ME Marketing Services 2017 10. Part 5 The Ad, Now the second most important part of the whole process creating your ad. You can choose an existing post as your ad or you can create one from scratch. If you are creating an ad from scratch you have 5 formats to choose from. Note Formats will vary based on the ad objective you have chosen. Making Facebook Ads Work for Your Business ME Marketing Services 2017 11. Facebook Ad Image Sizes, A note about images PLEASE PLEASE PLEASE make sure you are using an image you created or own or use one. you have licensed Also images with real people tend to do better than standard stock images something to. Single Image Ads,Photo Source Buffer,Single Video Ad. Photo Source Buffer, Making Facebook Ads Work for Your Business ME Marketing Services 2017 12. Video Specs,Video format MOV or MP4,Aspect ratio 16 9. Resolution at least 720p,File size 2 3 GB max,Facebook length 60 minutes max. Instagram length 60 seconds max,Thumbnail image size 1200 x 675 pixels. Thumbnail image ratio Should match the aspect ratio of your video. Caption length text Text only max 2 200 characters. For supported video types see here https www facebook com business help 1640701476174343. For all supported aspect ratios https www facebook com business ads guide video views facebook video. Video Ad Guide from Facebook https www facebook com business ads guide video views facebook video. Carousel Ads,Photo Source Buffer,If using videos in your ad here are your specs. Video format MOV or MP4,Aspect ratio 1 1 square,Resolution at least 720p. File Size max 2 3 GB,Facebook length 60 minutes max. Instagram length 60 seconds max,Thumbnail image size 1080px x 1080px. Thumbnail image ratio Should match the aspect ratio of your video. Making Facebook Ads Work for Your Business ME Marketing Services 2017 13. Note If you want to run this type of ad using the video view objective you will ONLY be able to use videos in. your ad Likewise if you are using the app engagement offer claims objectives you can ONLY use images hat. tip to Buffer for that tip,Slideshow Ads,You can use up to 10 images Here are your specs. Image Size 1280px x 720px,Image Ratio 16 9 1 1 or 2 3. Video Format MOV or MP4,Copy Text 90 characters,Headline Text 25 characters. Description Text 30 characters,Canvas Ads, This is Facebook s newest type of ad It is only available in mobile devices but you can create highly engaging. mobile ads You have 6 objectives to choose from,1 Boost post. 2 Increase brand awareness,3 Increase your reach,4 Send people to a destination on or off Facebook. 5 Get video views,6 Increase conversions on your website. Photo Source Facebook, Making Facebook Ads Work for Your Business ME Marketing Services 2017 14. With Canvas Ads you have a variety of multimedia options to choose from Here s a screenshot of your. Photo Source Buffer,If you choose a Canvas Ad here are your specs. Copy Text 90 characters,Headline Text 25 characters. Description Text 30 characters,Image Size 1200px x 628px. Image Ratio 1 9 1,Video Format MOV or MP4,Video Aspect Ratio 16 9 or 1 1. Canvas Ad Options, Full Screen Image like the Minion example above photo on the right These have 3 sizing options. Fit to Screen Width linkable width of 1080px, Fit to Screen Width tap to expand minimum height of 1080px. Fit to Screen Height tilt to pan height of 1920px, For all 3 images use full width by default and must be a jpg or png You can use up 20 photos. Making Facebook Ads Work for Your Business ME Marketing Services 2017 15.
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