facebook advertising essentials

Gladys Henriquez www.GladysHenriquez.com

Gladys Henriquez

Project Manager, Marketer & Entrepreneur

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http://www.gladyshenriquez.com/


Presents

Essentials of Facebook Advertising

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Monitor

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Identify

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Reach

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Engage

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FACEBOOK ADVERTISING LIFECYCLE

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Gladys Henriquez www.GladysHenriquez.com 4

1. IDENTIFY YOUR TARGET AUDIENCE



1. IDENTIFY YOUR TARGET AUDIENCE

Before you even start using the Facebook ads interface, you need to identify your ideal customers and what they have in common

Identify a few distinct groups of people

When creating target groups consider the following top targeting options:

LocationInterestsAgeBroad CategoriesGender Connections

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2. REACH YOUR AUDIENCE




Now that you are ready to reach your identified audience, get started by setting up your first ad on Facebook. Go to: Facebook.com/Advertising

The first step is choosing what you want to promote under What would you like to do?

PagePlaceAppEvent

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Important Ad Creating Tips

When writing your ad text, make sure to explain what you are advertising, the details of your products, services and offersUse an eye-catching image that will look good when viewed in a small thumbnail size (100x72 pixels)Sponsored stories are messages coming from friends about them engaging with your business and are the best way to encourage word of mouth

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The second step is Choosing Your Audience

The estimated audience size indicates the total number of people your ad will have the opportunity to reach if your bid and budget are high enough

Choose the basic demographic of the audience you want to reach by their

LocationAgeGender

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Connections: You can select your audience based on whether or not they are connected to any of your Pages, apps or events

Audience Targeting

TIPS

Advanced Targeting: You can further narrow your search by selecting the people they are interested in (gender), their relationship status, language, education & workplace

Precise Interest: You can target people based on their interests. In this area Facebook looks at things such as pages they’ve liked, their interests & activities

Location: If you are a local business or have limited funds, it is recommended you start with selecting a particular state, city or even neighborhood and grow from there

Broad Categories: Use this area to target people who share similar interests and traits. This information is pulled from what people have published in their timeline 10




More tips:

Naming your campaign: Be sure to give each campaign a different name, which displays the targeting you chose. **Facebook automatically allocate more of your daily budget to higher performing ads. It’s important to put your ads in different campaigns when you’re testing them**

Select your budget: Be sure to select a budget that’s in or above the suggested by Facebook

Set the schedule for your campaign: After you place your order, your ad will be reviewed by Facebook. This can take up to 24 hours

Select your pricing method: Unless you’ve chosen Advanced Options in the goals section, you’ll pay for impressions (CPM). Personally, I always use CPC

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3. ENGAGE YOUR AUDIENCE




When you post content and have conversations on your Page, you‘re building loyalty and creating opportunities to generate sales.

Keep your audience interested by:

Posting quality content regularly

Promoting your posts through ads

Reviewing Page insights

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Quality Post Writing

Make sure your posts are relevant to your audience and business

Be succinct, friendly and conversational

Share photos and videos because they tend to be more engaging

Ask questions or seek input

Give access to exclusive information and specials

Be timely by posting about current events, holidays or news

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More Tips

Post at least 1 or 2 times per week so you stay top-of mind and relevant to the people who like your Page

Continue to engage: Encourage people to develop a relationship with your page, make sure you respond to comments and private messages

Address specific people: If a lot of people have commented on a post, to address a specific person, you can tag them in your response by typing @ before their name.

Keep track of messages: When people send you a private message, you’ll see a notification about it in your admin panel. Keep track of new messages and respond to them to let customers know that you’re listening.

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4. MONITOR YOUR EFFORTS




Be sure to constantly check your

Page Insights: Provides information such as which posts are working along with an overview of who is connected to your business. Download Page Insights Guide> Ads Manager: Reviewing ads performance will ensure you know what’s working for your audience, see how your ads are performing against your goals, and calculate their return on investment. Download Ads Manager Guide>

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http://fbrep.com//SMB/Ads_Manager_Guide.pdf

http://fbrep.com//SMB/Ads_Manager_Guide.pdf



Test Multiple ads

Running multiple versions of ads can help determine what your target audience will respond to. In the sample on the left, we are using different images. Be sure to…

Have a test and control: Use an original version of the ad as a control to test your changes against.

Change one part at a time: This will help you to clearly see which change impacts the performance of your ad.

Create multiple versions of your ads: Replicate an d by clicking on ‘Create a Similar Ad’ when looking at a specific ad in the Ads Manager

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WHAT‘S NEXT

Do you have any questions?

Are you interested in hiring my marketing & project mgmt.

services?

Would you like me to present on this or other marketing

topics?

Want to partner up?

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FEEL FREE TO CONTACT ME

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Address: 601 W. 26th St. Ste. 325 New York, NY 10001

Mobile: 917-743-9411

E-Mail: [email protected]

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THANK YOU!

And look forward to hearing from you

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facebook advertising essentials

Business

target audience

events audience

audience connections

identified audience

audience important ad

estimated audience size

audience quality post

specific people