How To Create a Successful Facebook Campaign

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Facebook Campaign
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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.

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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.

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• 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.

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• 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.

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• 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.

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• 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.

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• 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.

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• 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. 

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• 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.

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• 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. 

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• 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.

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Thank you