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Facebook Advertising


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Title: Facebook Advertising

Facebook Advertising
Session Objectives
  • Facebook Ads Intro
  • Goal Setting
  • Making the Most of Your Budget
  • Advertising Options
  • Tools

Importance of Ads
  • Due to the size of Facebooks user base, ads can
    be a powerful and affordable marketing option for
    your page or website
  • With planning and testing you could get your
    business in front of a huge audience for a few
    dollars per day

Facebook ad funnel
What can you do with facebook ads?
  • Increase page Likes from your target market
  • Increase page visibility engagement improved
    EdgeRank score
  • Remember Only 16 of page content is seen by
    fans organically!
  • Find new, potential customers
  • Drive traffic

Source Facebook Marketing Research
Example Ads
Determine your goals
  • Are you trying to
  • grow your Facebook page?
  • find new travelers?
  • advertise a deal or fill a cancelation?
  • promote page content?
  • send traffic to your website?

Making the most of your budget
  • Align goals with budget
  • Traffic to your website might cost more than an
    ad for engaging with your content on Facebook
  • Use engagement ad budget on most important
  • Empty dates, deals, reviews
  • Target wisely to not waste money
  • Identify who your travelers are and profile based
    on that
  • The higher the ad engagement, the lower the cost
    per click
  • Average ad cost is .80 CPC versus 2.50 on Google
  • No minimum spend/budget requirements

5 steps to a live facebook ad!
Advertising options
  • Step 1
  • Advertise your page or website?

Advertising options
  • Step 2 Determine Your Objective

Advertising options
  • Step 2 Determine Your Objective
  • Build your audience by getting more Likes on your
  • This ad option lets you
  • Write your ad copy
  • Ad title will always be your page title
  • If your page title is longer than 25 characters
    it will be cut off

Advertising options
  • Step 2 Determine Your Objective
  • Get people to see and engage with your content
  • Good for increasing engagement, not as good for
    increasing page Likes
  • This ad option lets you
  • Choose your page post that you want to promote
  • Designate the audience that will see the post

Advertising options
  • Step 2 Determine Your Objective
  • Choose to advertise a page post or create a
    custom ad
  • Good option if advertising your website
  • This ad option lets you
  • Write your custom ad title copy
  • Or you can promote a page post
  • Customize bid options

Advertising options
  • Step 3 Create Your Ad
  • Choose your page post
  • Write copy
  • Create headline
  • Choose photo
  • Tip Photos with people usually perform best

Advertising options
  • Step 4 Choose Your Audience
  • Audience Selection
  • Location
  • Country, State, City, Zip
  • Age
  • Gender
  • Interests
  • Connection to your page
  • Friends of Connections

Advertising options
  • Step 5 Choose Your Budget
  • Budgeting
  • Choose an ad campaign
  • Determine run dates
  • Decide if you want to pay for clicks, views or

Facebook ad tips
  • In the body text of your ad, include a clear
    action you want your audience to take
  • Highlight benefits, sales or specials
  • Use a simple, eye-catching image that is related
    to your ad text
  • If youre advertising your website, a sale, etc.,
    include your business name or other key
    information in the headline

Facebook Ad Tips Continued
  • Photos with people generally perform better
  • If you post a video to your page and create an ad
    the video thumbnail will display
  • Change ad copy and images regularly ads becomes
    stagnant quickly
  • Combined click-through rates on all Facebook ads
    average 075, but vary greatly by ad type. Set
    realistic expectations.

Source All Facebook/Spruce Media, Q3 2012
Facebook Ad setup
  • HomeAway Community
  • Social Media Group
  • http//community.homeaway.com/groups/social-media
  • Facebook Ads Interface
  • Facebook Ads Power Editor Advanced Ad
  • Need Google Chrome to Run Power Editor
  • Learn about your Audience
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