Facebook advertising is a pretty hot tool for online marketers right now. We all know Facebook has been, and continues to, explode on a massive level, and business are quick to jump on the social bandwagon. Everywhere you look, companies are asking you to “like” them or “become a fan”. Part of your social marketing efforts should be Facebook advertising. When we’re talking about Facebook advertising, we’re not talking about Facebook websites or Facebook pages. We’re talking specifically about their advertising program, similar to Google Adwords. Facebook advertising can be a little confusing, since there are so many options to choose from and many are used to the Adwords interface. So here’s a boiled down version, simplified just enough to make sense and to get you started.
Create Your Ad
To get started on Facebook advertising, be sure to be logged in to your Facebook account and navigate to http://www.facebook.com/advertising. Once there, follow these simple steps to create your first Facebook ad!
Choose Your Destination – Decide where you want your consumers to go. This can be anywhere from a page on an external website, your Facebook page, your Facebook group, or even an event.
Choose Your Ad Type – You have two choices here: a standard Facebook ad or a Sponsored Story. Many people get confused about what the difference between the two are. A Facebook ad is a standard ad where you, the advertiser, can manipulate the ad copy and display picture. A sponsored story gives you more distribution on News feed, and you are not able to edit ad copy. So, for example, while a Facebook ad is like any other ad you’ve written up before, a sponsored story would be something like “X likes Company A” or “X wrote on Company A’s Wall”. Based on your choice, you’ll want to take the following steps.
Choose Your Destination Tab – Here you’ll want to choose the where you’d like to steer your audience to.
Choose A Title – Create a compelling and concise title. This has to be the most eye-catching portion of your ad
Create Your Ad Copy – Pretty self-explanatory. Remember, though, with Facebook you want to keep your copy short and sweet.
Choose An Image – Though optional, you’ll definitely want to choose an image. This eye-catching necessity increases your click-through rate exponentially.
Preview & Approve – Preview your ad, make changes if necessary, and approve you so can move on to the next step.
Choose Your Story Type – There are three types to choose from: Page Like Story, Page Post Story, and Page Post Like Story. When someone likes your page, their friends see a story appear when you choose the ‘Page Like Story’. When you post something on your page, your fans see the post in their news feed when you choose ‘Page Post Story’. When someone likes your page post, their friends see a story appear about it when you choose ‘Page Post Like Story’.
Preview & Approve – Preview your story, make changes if necessary, and approve you so can move on to the next step.
Target Your Ad
Leaving your ad open to the entire world won’t do you any good and it will cost you a small fortune. Instead, target your ad to an audience that will be interested in your service/product. First, choose a country that you’d like to target. You can choose one or more, however, if you choose multiple countries, you won’t be able to filter down by specific cities. Next, filter by demographics. Do you want to target just males? Just females? What age bracket? While you’re filtering, you can see a real-time estimate of your audience reach in the upper-right hand corner. You can also filter by interests, connections, language, relationship status and more.
Set Pricing And Scheduling
Next, choose a payment type and a budget for your campaign. In the Pricing area, select the ‘Set a Different Bid (Advanced Mode)’ link. Here you’ll find suggested bids. If you’d like to change your bids manually, you can do so here. Choose either “CPM” (pay for impressions) or “CPC” (pay for clicks). Since impressions can run pretty high and clicks are less common, it would be fiscal to choose CPM. Finally, review your ad and its setting once last time, and publish it!Google+