Facebook Ads Tutorial
There are many different types of Facebook ads you can create, but the two main categories are Pay Per Click and Sponsored.
However, there are many variations of PPC Facebook ad, and it’s important to choose the type that is right for your business and your goals. So before we look at different types of models, let’s clarify what Facebook ads can be used for.
Facebook Ad Goals
Step One: Clarify Your Advertising Goal
Every Facebook ad should target a goal. Common goals are:
- Increasing awareness of your brand
- Making conversions to sales
- Generating leads (subscribers)
- Increasing your fan base and celebrity status
That covers what you want your Facebook ad to do.
But what about exactly how to do it?
Facebook allows you a number of strategies, including:
- Number of “Likes”
- Number of impressions
- Actual Conversions
- Return on Investment
In addition, decide whether or not you need to make money back on the ad straight away… or if you can afford to invest in brand and reputation building.
So which goal and which method will work best for you? Here’s how to find out…
Step Two. Educate Yourself
Knowing your Facebook advertising options is essential to success.
Premium products are displayed in the feed to the right-hand side of home pages. These are most often used to:
- Encourage event sign ups
- Promote contests
- Inform people about sales and special promotions
- Send people to your videos
- Send people to a website landing page
- Introduce a new product or feature
For example, here’s an ad with right-hand side placement whose sole objective is to (a) let people know about their promotional video (b) drive people to watch it. (The video itself is the vehicle that does the selling.)
Such a simple ad – but there are five hidden aces built into it and played correctly.
Can you tell what these are? Before you read the answers, below, see if you can analyze the ad for yourself.
Okay. So these are the strong elements of this particular ad:
- Their website name and URL features prominently and noticeably, adding credibility to the ad
- The little video “Play” arrow actually acts as a call to action, prompting people to click
- It promises a short, specific, easy engagement if the viewer takes the action, broken down into manageable segments (“10 steps”)
- By including the brand new current year, it promises up-to-date, leading edge information
- It features a real person facing the camera, ready to connect and engage
Where does the ad fail, causing a segment of its viewers to hesitate on clicking, or pass altogether?
That’s more subjective. For example, some people could be put off by the white-shirt. It might trigger associations with old-style would-be “guru” ads.
Others might find the white shirt reassuringly conservative: It really all depends on the viewer’s associations and history. (And, yes, the shirt actually seems to be lilac, but it “reads” as white.)
The simplicity and directness of this ad is ultimately much in its favor. As for its type, it’s a Premium ad, with right-hand placement.
Here are your Placement options…
- Premium ad (RH placement)
- Sponsored page-post (your feed)
- Premium sponsored post (RH placement)
- Marketplace ads
- Marketplace sponsored stories
Your ad targeting choice is a toss-up between…
- Cost Per Click
- Cost Per Mille (impression)
With CPC, you only pay when people actually click through on your ad.
With CPM, you pay every time the ad is served up on peoples’ pages.
CPM is a great way to go if you’re trying to convince people that your new Teddy Bear Cola rivals Coke or Pepsi. See your ad enough times, and people get to “know” your brand and accept it, if you position your product expertly.
However, it’s easy to run up huge bills with CPM, so be very sure to think through your goals and set the right limits and targeting criteria.
The last thing you want to do is repeatedly annoy the wrong demographic – one that would never buy or click on your ad under any circumstances – and that can all too easily happen on Facebook.
Case in point: The infamous “Faithful Single Women Wanted” ad, endlessly pushed to Facebook account holders whose marital status firmly says “Married”.
Without insider knowledge, who can say whether or not Facebook is being unscrupulous, distributing the ad indiscriminately?
+Far more likely is that the advertiser forgot to specifically exclude those whose marital status is “in a relationship” or married – though married friends have reported that Facebook has not respected repeated requests from them to remove the ads from their feed. “That darned ad keeps reappearing and reappearing,” says Teresa P., who is “very exclusively married”.
Educate yourself about all your advertising options before:
- Setting your goals
- Choosing your ad type
Facebook Ad Tutorial Summary
So far we discussed the goal of your ad, educating ourselves, learning how to use the 5 aces in an ad, and ad placement. We also learned about CPC and CPM advertising payment options. Next we will create our ad and touch on ad tracking in Facebook.