How To Create a Successful Facebook Campaign - PowerPoint PPT Presentation

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How To Create a Successful Facebook Campaign

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Process and ways to create the Facebook campaign ad – PowerPoint PPT presentation

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Title: How To Create a Successful Facebook Campaign


1
Facebook Campaign
2
INTRODUCTION
  • The social media giant
    offers an easy way for even the smallest
    companies to quickly start a targeted ad
    campaign, displaying business content to Facebook
    users while they browse the site.
  • These campaigns are
  • easier to monitor than complex
  • pay-per-click search engine
  • marketing because they
  • require much less day-to-day
  • tinkering. They also are less
  • expensive than traditional
  • media ad buys.

3
How to Create a Successful Facebook Campaign
  • Log into your personal Facebook account
  • To get started, log into Facebook and
  • go to the page called Advertise on
  • Facebook by clicking Create an Ad in the
  • dropdown menu next to the Home button.
  • This is in the upper right-hand corner of
  • the main Facebook news feed screen.

4
  • Decide what to advertise
  • Next, Facebook wants to know what your ad should
    link to. You can send users to a specific
    website, such as a company blog. You also can
    direct users to a company Facebook page or
    promote other pages you or your business has
    created on Facebook, such as events or places.

5
  • Pick an advertising goal
  • Once you've selected where your ad should link
    to, decide what you want to accomplish. If you
    want to build your social media presence by
    driving fans to a Facebook page, select Get More
    Likes. If you want to promote specific content on
    Facebook such as a blog post, select Promote Page
    Posts.
  • If you want to drive traffic to a website, click
    See Advanced Options. All these options are worth
    experimenting with, but for this demo we will
    focus on advertising a website.

6
  • Design the ad
  • Facebook ads consist of a simple 25-character
    headline and a 90-character description, plus a
    thumbnail photograph. Facebook automatically
    suggests these, but it's usually better to
    rewrite them for your intended audience. These
    can be updated in real-time, so don't be afraid
    of trial and error.
  • The site displays images at 100 by 72
  • pixels, so be sure to use a photo that
  • will still be clear even when it's
  • displayed in a smaller format.
  • Facebook recommends your image
  • be at least this size, although the site
  • automatically resizes images for you.

7
  • Target the ad
  • You can narrow your ad's audience by targeting
    specific users. You can micro-target by location
    down to specific zip codes, then by age, gender
    and interests. In advanced options, you can
    segment by relationship status, languages spoken,
    college attended, workplace or just your own
    fans. By a process of trial and error, you can
    whittle down your audience from Facebook's
    roughly 167 million users in the U.S. to as few
    as 20 people, if your marketing goal is to target
    specific decision-makers.

8
  • Set name, pricing and schedule
  • Next, it's time to name your campaign, and then
    set your budget and schedule. The name should be
    distinct, perhaps something related to whom you
    are targeting. A simple descriptor, such as
    "college grads," can be effective as long as it
    helps keep you organized.
  • Then, tell Facebook how much money
  • you are willing to spend. This can either
  • be a daily budget or a lump sum of
  • total spending while the ad runs.
  • Payment is either per click -- you pay
  • every time someone clicks your ad
  • or per thousand impressions you
  • pay every time one thousand people
  • see the ad.

9
  • Pay for the ad
  • After submitting your first ad, Facebook will
    prompt you for payment information -- credit
    card, direct debit, PayPal or a Facebook Ad
    coupon. Billing is monthly. Facebook can hold
    your ad, usually for about a day, so it can
    approve its content. 

10
  • Monitor your campaign
  • Now that your campaign is up and running, you'll
    want to follow its progress by using the Ads
    Manager tool, accessed from the left-hand side of
    your personal Facebook account. The ads manager
    shows detailed information about your campaigns,
    including budget, spending and schedule.

11
  • Generate a report
  • You can export reports from the Reports tab in
    the ads manager. These are spreadsheets or HTML
    files that can be used to assess and compare ads.
    This critical function provides intricate data
    that offers enterprise-level insight into an ad
    campaign, such as the demographics of people who
    are clicking on your ads or the amount of time
    between when a user clicks on an ad and likes a
    page. 

12
  • Manage your ads and tweak as you go
  • If an ad is underperforming, change its
    attributes by selecting the campaign it belongs
    to and then clicking on the specific ad. You can
    edit the text, increase or decrease your bid, or
    adjust the target audience.
  • You also can use your successful
  • ads as templates by clicking,
  • Create a Similar Ad in the editor.
  • This will launch a new Create
  • an Adpage with settings
  • pre-selected.

13
Thank you
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