Facebook Advertising Explained

Christopher Morton - 10332032

An Overview• Written for someone with limited practical knowledge• Someone who may want to use Facebook advertising, but doesn’t

know where to begin• Explains the Facebook advertising process in a clear and concise

way, without the use of buzzwords and technical jargon

• Points out common errors people make, to aid in avoiding mistakes in the future

• Gives the reader the confidence to try it for themselves, and the assurance that if there are further questions, someone is there for them

Why Advertise on Facebook?• Massive Potential Audiences (1.55 billion Monthly Active Users)

• Irish Audience of 2.5 million Monthly Active Users• You may have the audience, but can you reach them? Locowise

suggested in April 2015 that Organic Reach can be as low as 2.6%

• Having great content is good, but what if it not reaching people? This is where Facebook Advertising comes in!

The Basics• Know who you want to reach! Who are your audience? Do you want

to target them, or someone different? Page insights are your starting point for this!• What is your objective? Have a clear goal for your advertising!

Different goals require different methods• Targeting your advert affects who sees it. You can be pinpoint

accurate, or you can be more spread out• Make it eye catching! Images are great, but video is better!

Facebook report an 88% increase year on year in video posts, and more than 50% of Facebook users watch video on Facebook

Advanced Thoughts• Think and plan your campaign! There is more to advertising than

“Boost Post”• Leverage what Facebook advertising has to offer. Different

objectives offer different advert types• You set the price! Facebook will recommend a price to you, but you

can accept or change it. Take advantage of it!• Don’t blindly try to advertise everywhere. Different ad placements

can change click through ratios by as much as 50 times (Wolfgang Digital – 2014)

A Success Story – Low Cost Holidays• The Goal: Drive sales from Facebook using Facebook advertising.

Can Facebook advertising really boost sales?• Their strategy: Test multiple website click ads, using custom

audiences, targeting UK adults interested in travel• Their ads: Strong images focusing on people enjoying their holiday,

while savvy copy lines not emphasising price or sale give a premium feel• Their Results: 3x increase in performance of Facebook activity and

new knowledge of enhanced use of mobile devices

Conclusion• With such a huge and varied audience, Facebook advertising allows

you to reach who you want to reach• It can be so easy to rush in to advertising on Facebook, but stopping

and planning will give you better results• The case study included shows just part of what can be achieved

with Facebook advertising, and more case studies are available• Remember, Facebook want your advert to succeed. They want you

to do well with Facebook advertising, so use what they have available for you!