introduction to facebook ads

Introduction to Facebook Ads

Spring, 2013!

1 How to Set Up Your Account

2 Ad Products

3 Ads Creative Details

4 How Facebook Targeting Works

5 How to Create Ads

6 Reporting Overview

7 Helpful Links

8 Questions?

Agenda

How to Set Up Your Account

Getting Started – Add a Funding Source ▪  In order to start spending, you need to add a funding source to your account. This

can be a credit card, PayPal or Direct Debit.

▪  To add a funding source, go to your account, click “Billing” then “Funding Source” on the left-hand menu. From there, click the “Add New Funding Source” in the upper right hand corner and follow the steps to add a new funding source.

▪  Your funding source will be charged daily based on the previous day’s total spend.

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Getting Started – Make Your Account an Administrator of Your Page

▪  In order to run ads originating from your Page, you need to make your account an administrator of your Facebook page. If your account is already an administrator of your Facebook page, you can skip this step.

▪  To make your account a Page administrator, have a current Page administrator follow these steps:

Tip: *Note that you'll either have to be friends with them on Facebook, or if the user has their email privacy set to public, you'll be able to add the email address associated with their Facebook account.

▪  On the top of your Page, select “Edit Page”

▪  Select “Manage Admin Roles”

▪  Enter the name or email address of the person you’d like to add.

▪  Click the “Manager” drop down and choose their admin role (reference chart to the right).

▪  Click Save.

Getting Started – Make Your Account an Administrator of Your Page

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Getting Started – Add others as ads admins so they can manage campaigns

▪  You can add additional administrators and users to the ad accounts if needed.

▪  To add an account as an advertising administrator, first go to Settings and click the “Add a User” button. From there, enter the name or email address of the person you want to grant access.*

▪  Choose the access level (Admin, General User, Reports Only). Generally, you would want to use the Admin option for anyone who manages billing, and the General User option for those who are running and managing the ads.

Tip: *Note that you'll either have to be friends with them on Facebook, or if the user has their email privacy set to public, you'll be able to add the email address associated with their Facebook account.

Getting Started – Add others as ads admins so they can manage campaigns

Go to the Settings Page:

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Click “Add User”

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Ads Products

Ads overview 1.  Page post text ad 2.  Page post photo ad

3.  Page post video ad 4.  Page post link ad 5.  Event ad 8.  Page like ad 9.  Domain ad

Placement •  Homepage •  News feed (desktop and mobile)

•  All Facebook

Homepage

News feed desktop

Right-hand side on homepage

News feed mobile

All Facebook

Sponsored

Right-hand side on Facebook News feed desktop News feed mobile

News feed

News feed desktop News feed mobile

News feed desktop

News feed mobile

Ads: Creative Details

This is what a Page looks like to you

40% of Facebook users’ time on site is spent in News Feed – that’s where they consume your content

View your page as a source, not a destination

You’re competing with family and friends

Page post ads come from turning posts on your Facebook page into ads

They also include a “Like Page” button to drive likes and engagement with your page

Page Post Ads are marked as “Sponsored” under the post

News feed desktop News feed mobile Right Hand Side of homepage

Right Hand Side of Facebook

Page post text ad

Best use cases • Share news of an upcoming event in your District or

information about current legislation that affects your constituents



Page post photo ad

Best use cases ▪  Share photos from relevant events ▪  Promote photos from key sites/businesses in your

district

Tip: As you are choosing photos, please remember that the photos you choose follow all franking rules.



Page post video ad

Best use cases •  Drive awareness for specific initiatives with your

constituents (legislation, scholarships, weekly video updates on Hill activity that affects your constituents, etc.)

Tip: In order to create a video page post ad, the video has to be uploaded to Facebook. To promote a post that includes a YouTube video, you would be running a link page post ad since the video is hosted offsite.



Page post link ad

Best use cases

•  Promote relevant news articles and/or press releases that are important to your constituents

•  Drive traffic to your official website to provide additional resources to your constituents

News feed desktop News feed mobile RHS of homepage RHS of Facebook

Event ad

Best use cases

•  Drive awareness and RSVPs to events in your District

RHS of Facebook

Page like ad

Best use cases

•  Increase page fan base by targeting just your constituents

RHS of homepage RHS of Facebook

Domain ad

Best use cases

•  Driving visits to your official website •  Driving to offsite locations for event sign ups/

RSVPs

Summary of our products by individual placement

News Feed desktop

News Feed mobile Right-hand side of homepage

Right-hand side of Facebook

X X X X

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Page Post Ads

Page Like Ads

Offsite Domain Ads

How Facebook Targeting works

▪  Geography

▪  Demographics:

▪  Age, Gender

▪  Interests/Broad Category Targeting

▪  Connections

▪  Relationship Status

▪  Education and Workplace

Targeting and Reach

Facebook’s advanced location targeting allows you to target your message to just your constituents

▪  Options include:

▪  City (10, 25, 50 mile radius)

▪  Zip Code

Demographic Targeting

▪  Age: based on constituents’ Facebook registration data

▪  Choose ‘exact age match’ if you need to target exact ages

▪  If you don’t select “Require exact age match,” the system will optimize outside of the target ages if performance is strong

▪  Gender: based on constituents’ Facebook registration data

Interests Targeting

▪  Keywords

▪  Collected from all sources of text generated by the user

▪  Interests become targetable if the keyword(s) match at least 400 users

▪  Tool auto populates ‘suggested likes & interests’

▪  Keywords are dynamically updated

Tip: As you are choosing targeting options, please remember to follow all House Administration guidelines.

Broad Category Targeting

▪  Pre-built clusters

▪  Can select multiple categories

▪  Targetable users will be in at least one category

▪  Dynamically updated

Tip: Remember that House rules forbid targeted based on political and voting affiliation.

Connections Targeting ▪  You must be an administrator of the page or app in order to use this

targeting option

▪  Standard ads can target existing connections, or users who are not yet connected

▪  Engagement ads (like/event) can target existing connections, users who are not yet connected, and friends of connections

Connections Targeting ▪  Advanced connections targeting allows you to target users of other

pages you are an admin of

▪  For example – if you want to target ads to fans of another member, you can do so if the member adds you as an admin to their page. Once added, the member would show up as an option under ‘Enter your Page, Event or App’

Relationship & Language Targeting ▪  Relationship status and orientation is self declared

▪  Language:

▪  Primarily languages listed in a constituent's Facebook profile

▪  Also considers languages used in a constituent's Facebook profile, status updates and messages

Education & Workplace Targeting ▪  College grad: constituents who have specified themselves as alumni,

or listed a college without a class year

▪  In college: constituents who have a college and valid class year

▪  In high school: constituents who have a high school and a valid class year

▪  Workplace: self declared

How to Create Ads

Ads Manager Interface To create an ad, visit https://www.facebook.com/ads/create, or click on the “Create an Ad” button in your ad account interface: https://www.facebook.com/ads/manage

Creating a Page Post Ad

Choose a Facebook destination (usually your Page) 1

Tip: For offsite right hand side domain ads, simply enter the URL in the box and follow the steps. For domain ads, skip step 2, and for step three, you will enter in your headline (max 25 characters), body copy (max 90 characters) and image.


Choose your campaign objective: 2

•  Get More Page Likes: Use for Fan Acquisition efforts. Includes ads and the option to run sponsored stories (friends of fans endorsement).

•  Promote Page Posts: Use to promote posts originating from your page. Choose the most recent post or past posts and run ads with the option of running sponsored stories.


Choose the page post you want to promote: 3

•  You can choose an existing page post from the drop down menu

•  Alternately, you can create a new page post through the “Create a new ad” option

•  Right hand side and mobile ad previews will show up as you are selecting the options

Fill Out Targeting

4 Choose the location, age and gender of constituents you want to target.

Tip: You can use any combination of targeting as you’d like (1, 2 or all three options), but remember the more granular you get, the fewer constituents you’ll potentially reach with your ads.

Create a Campaign and Set a Budget

Choose to upload to an existing campaign, or create a new campaign, then set a budget. There are two different budget options:

•  Per Day: Sets a max per-day budget, meaning once you spend that budget in a day, the ads won’t serve anymore.

•  Lifetime: Sets a max campaign lifetime budget. This option paces your spend over the course of the entire campaign, meaning daily spend could vary based on volume.

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Schedule your campaigns

There are two scheduling options available for your campaigns:

•  Run continuously: the campaign runs continuously as soon as you launch it, and only stops once you pause it or the budget runs out

•  Start and end dates: The campaign runs during the specified dates and times

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Choose a bidding option

Choose how you want to optimize and pay for ads based on your objectives: •  Engagement: Your ad will automatically optimize to serve to constituents who

are likely to engage with your post (like, share, comment).

•  Clicks: Your ad will automatically optimize to serve to constituents who are more likely to click on your post. The manual option requires you to input a maximum cost per click. The system automatically suggests bids for you. The auto option optimizes to the click for you and no max bid is required.

•  Impressions: The system will attempt to serve the ads as many times as possible, and you pay for every 1,000 views (CPM pricing).

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Launch Your Ads

Set your ads live by clicking “Place Order” 8

Example: Creating a Page Post Ad Scenario: You have just launched a weekly photo contest where you will be featuring one constituent’s photo each week on your Facebook Page and boosting them with page post ads. Your first winner is from Santa Clarita, so you want to target the ads just in that area. You have a $300 budget, and only want to run the campaign for three days. What would you do? Images provide the perfect opportunity to launch photo page posts ads targeted to constituents in the Santa Clarita, CA area.

•  Step 1: Choose the Facebook destination: for this example: Rep. John Smith

•  Step 2: Choose the campaign objective: for this example: Promote Page posts

•  Step 3: Choose the Page post you want to promote: for this example: “Photo Winner 1”

•  Step 4: Choose the location, gender and age targeting: for this example: Santa Clarita, CA (city radius button unchecked); gender: all; age: all

•  Step 5: Create a new campaign and set a budget: for this example: Campaign name: “Photo Winner 1”; Budget: set at a daily budget of $100

•  Step 6: Set the campaign schedule: for this example, setting a start date of today and an end date of next end of day three days from now

•  Step 7: Choose a bidding option: for this example, optimizing for engagement since we want constituents to like, comment and share the photo

•  Step 8: Click “Place Order and launch ad:

Example: Creating an Offsite Domain Ad Scenario: Today is Thursday. You have a town hall meeting in your district (Los Angeles) scheduled for next Wednesday. You want to reach your constituents, specifically those between the ages of 25-34. You want to drive constituents to your website to RSVP. You have a budget of $250. What could you do? One option is to run offsite right hand side ads, which require an image and copy (25 character headlines; 90 in the body copy).

•  Step 1: Enter the destination URL: for this example: House.gov

•  Step 2: Choose campaign objective: not necessary for offsite domain ads

•  Step 3: Enter in Creative Information, including body copy and image: for this example: Headline: Town Hall Next Wednesday; Body copy: Rep. Smith is hosting a community town hall next Wednesday! RSVP now!

•  Step 4: Choose the location, gender and age targeting: for this example, city: Los Angeles, CA (city radius button unchecked); gender: all; age: 25-34

•  Step 5: Create a new campaign and set a budget: for this example, campaign name: Wednesday Town Hall; budget: set at the lifetime level – $250

•  Step 6: Set the campaign schedule: for this example, setting a start date of today and an end date of next Tuesday at 11:59 p.m. (that way, it gives people enough notice so they can plan to come)

•  Step 7: Choose a bidding option: for this example, manually bidding for clicks since we are aiming for as many RSVPs as possible

•  Step 8: Click “Place Order and launch ad:

▪ Ads are displayed based on a combination of…

▪ Click Through Rate

▪ Bid Price

▪ Ad quality (user feedback)

▪ Engagement (likes, shares, comments)

▪ Inventory / Market competitiveness

How the Auction Works

▪ Every ad created is approved by our online sales operations team. To ensure your ads are approved quickly…

▪  Avoid excessive capitalization

▪  Use correct punctuation

▪  For more information on ad guidelines, visit http://www.facebook.com/ad_guidelines.php

Ad Review & Avoiding Common Errors

Ads Best Practices

▪ Highlight unique selling point of advertised product

▪  Ask questions

▪  Be precise – shorter body copy

▪  Avoid excessive capitalization

▪ Ensure images are clear

Reporting Overview

Advertising Performance

▪  Includes statistics like impressions, clicks, click through rate (CTR), and spend

▪  Two ways to get to it:

▪  Click on ‘full report’

▪  Click on ‘report’

Full Report

▪  Can edit date range

▪  Can export to excel

Reporting Filters

▪  Summarize by account, campaign or ad

▪  Pull daily, weekly or monthly

Reporting Definitions

▪  Hover over the ‘?’ for definitions:

Helpful Links ▪ Ads Creation Page

▪ Ads Reporting Page

▪ Facebook Help Center

▪ Overview of Admin Levels for Ad Accounts

▪ Overview of Admin Levels for Pages

▪ Ad Guidelines

▪ How to Guide for Setting up Open Graph Tags on your Website

Questions?

introduction to facebook ads

Documents