Session 23: Getting Started with Facebook Advertising | A Marketing Podcast

Session 23: Getting Started with Facebook Advertising

In session 23 of A Marketing Podcast, Part 4 of How to advertise your business online, I’m talking about getting started with Facebook Advertising. I walk through the options available to you and the setup of a campaign.

Session 23: Getting Started with Facebook Advertising

Why use Facebook advertising?

First off here’s some stats (thanks to Zephoria.com):

  • Worldwide, there are over 1.71 billion monthly active Facebook users (Facebook MAUs) which is a 15 percent increase year over year.
  • Age 25 to 34, at 29.7% of users, is the most common age demographic.
  • Facebook users are 76% female
  • Every 60 seconds on Facebook: 510 comments are posted, 293,000 statuses are updated, and 136,000 photos are uploaded
  • At 1.49 billion, Facebook has more monthly active users than WhatsApp (500 million), Twitter (284 million) and Instagram (200 million)—combined.

As you can see the pure volume and usage of Facebook make it a viable place to spend your advertising dollars.

However, the real advantage, in my opinion, is the amazing level of targeting that can be achieved through Facebooks advertising platform. Everything from location based targeting, to those who like a certain page and those who match the profiles of those who like a certain page. Meaning you can actually target people who like a competitor, and those who match the profiles of those who like your competitor.

Another reason to give Facebook a try for is that it’s fairly inexpensive to run some trail campaigns to see what sort of results you can expect.

There are many more reasons to give Facebook a try, but the biggest one is the different options they provide for your advertising. From building your Facebook community, to driving traffic to your promotions on your website, to purchases right in the app.

Personal Accounts & Business Manager

In order to perform advertising within Facebook you need to make use of a personal account, or link an account to a business through Facebooks Business Manager.

Business Manager allows you to work with others in Facebook and manage many other elements of your business in one place without having to give access to your personal account like you had to back in the day.

Your options and strategies behind each

Awareness

  • Boost your Facebook Posts
  • Promote your page
  • Reach people near your business
  • Increase brand awareness

Consideration

  • Send people to your website
  • Get installs of your app
  • Raise attendance at an event
  • Get Video Views
  • Collect leads for your business

Conversion

  • Increase conversions on your website
  • increase engagement in your app
  • Get people to claim your offer
  • Promote a product catalog

Creating your first campaign

It’s super easy so lets walk through it. Once logged in navigate to the “Create Ad” option in your Facebook menu items (top right little down arrow).

Getting Started with Facebook Advertising

You’ll be presented with the options I mentioned a minute ago, and all you have to do is select the one that aligns best with your campaign/desired outcome. Facebook will pre-populate some of the settings you need to configure to achieve that options objectives.

Facebook Advertising options

Simple work through those options and enter the configurations your ‘re after.

They are:

  • Audience
  • Placements – where your ad shows within the Facebook site and mobile apps.
  • Budget & Schedule
  • The Ad or Post to use in your advertising

It’s that simple. Your first campaign is good to go. Of course you’ll need to add your credit card before ads will be approved.

Facebooks 20% rule

Facebook reviews and approves your ads before they start showing in other peoples feeds. One of the biggest seasons why ads a denied is due to Facebook’s 20% text rule.

So make sure that with your creative, in particular your designed banner ads, that your imagery does not include more than 20% of the image in text.

Reporting and monitoring

As with the other advertising channels I’ve discussed t’s imperative that you setup your goals/conversions in Google Analytics so we can cross check Facebook’s recorded data and the effect it had on our website.

Pixel Tracking – Make sure to install your Facebook tracking pixel. It will provide that valuable conversion data that we need to measure our campaigns effectiveness and ROI.

The Facebook pixel allows you to achieve several things:

  • Conversion tracking (conversions)
  • Remarketing list building (custom audiences)

Links & Resources

Thanks for listening in!

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