Facebook Ads 101 by Steven Duong

1. By Steven Duong

2.  Located in the right side bar and on the Facebook
profile and fan pages under a “sponsored” header
 They can be vertical or horizontal and made up of 3
parts – Title, Body and Image.
Sample ads
Facebook Ads

3. How it works
 Target according to FB profile info – age, interest,
gender, demographic, interests, etc..
 Advertisers can set very precise targeting metrics to
make sure their ads are display on a very targeted
group of individual
 FB can also tell the advertisers how many people
their ad would reach base on the metrics they
specified

4. Cost
 First thing you need to decide is your budget for the
campaign (min. allowed is $0.01USD/click)
 Once you have a set amount for the campaign you
need to decide whether you want to set it as a Daily
Budget or a Lifetime Budget
 In a Daily Budget the ad will stop showing once the
limit is reach (eg: 100,000 people)
 In a Lifetime Budget, the ad keeps going until the
budget is met (eg: $100.00)

5. Type of Ads (part 1)
 Advertisers can also schedule their ad to run from a
certain day/time and end at a certain day/time or
have it run continuously until the budget is reach
 FB also suggest how much you should bid per click,
but you are free to set a different amount
 Ads can be CPM (cost per mille) – representing the
cost per 1,000 impressions. Every time an ad is
shown to a user it counts as one, whether or not its
clicked on or not. You pay for the number of times
your ad is being displayed to users

6. Type of Ads (part 2)
 Ads can be CPC (cost per click). Here you pay every
time you ad is click by the user
 Remember that your amount you set is a bid amount
and you are competing in an auction with similar ads
 You only pay if your bid wins
 What advertisers are bidding on are for the
keywords. Example a common keyword like
“computers” might require a larger amount then one
like “ants”
 CPC are safer for individuals who are new to doing
FB ads as they paying for the actual click to the page

7. Facebook vs Google Ads
(part 1)
 FB and Google ads are different
 FB is based on user personal information such as
gender, interests, age, location, etc..
 Google ads are based on the relevance of what the user
is searching for. Example if a user was searching for
tattoo designs, ads such as tattoo shops, tattoo artists,
body arts, etc.. might show up
 Google’s PPC (pay per click) focuses on the product,
while FB (CPC & CPM) focuses on the people
 These are 2 different forms of targeting. Thus a company
can use both forms of advertisement for the same
product/service

8. Facebook vs Google Ads
(part 2)
 The major difference between FB vs Google ads is
the added demographics. This allows a very specific
market that the advertisers can focus on.
Keywords/interests
Locality
Ads
Keywords/interests
Locality
Demographics
Ads
Google ads
Facebook ads

9. Building an Effective FB
Campaign
1. Define the goal. Whether you want to bring in more “likes”,
raise awareness to your FB site or company website, etc..
2. Identify the locality. Are you focus only on individuals in your
neighbourhood? City? Country? Or international?
3. Define your audience. Gender, interests, demographics,
nationality, etc…
4. Narrowing your focus. Only Scorpios, whose birthdays are
within 2 weeks
5. Offer value. For something of value to make them click the
ad – maybe a contest? Or discount if they click the ad?
6. Test and Measure. Constantly check in on the ad as its
running and make any changes necessary during the period
of time its running. If CPC is not working…try CPM

10. Creating an Ad (part 1)
 Can be done in 3 ways
1. Go to facebook.com/ads/create
2. From you homepage, click “create an ad”
3. On the Admin panel of the business page, go to
“build audience” and click “create an ad”

11. Creating an Ad (part 2)
 Setup your ad by specifying what you want to
promote by typing in the website, page, event, etc..
 Then choose your audience. Now here you can be
broad or very precise. Being broad covers a larger
population, however, being precise would give a
narrower but more targeted group
 You can target your audience by location, age,
gender, language, etc…
 In precise targeting you are now targeting areas
such as personality, interests, likes, etc…

12. Creating an Ad (part 3)
 Within precise, if you type a “#” before the word,
Facebook would also give related interests. Such as if
you type in “#rings”, you will get people interests in
jewelery, diamonds, pearls, sound, telephones, bells,
ruby, etc…without the “#”, you will get only people who
have “rings” as their interest.
 Using both the Broad and Precise, you can get a very
targeted niche market to your product/service
 Note: based on your Broad and Precise target
selection, Facebook with provide a number of
audience that you will reach. Make sure your
audience selection is at least 100,000

13. Creating an Ad (part 4)
 Now you come to the Objective selection
 Based on what objectives you want the ad to do.
Whether its conversions, sales or brand awareness.
 The Objective section lets you specify whether you
want FB to show your ad or sponsored story to the
people most likely to like your page, install your app
or click your ad/sponsored story

14. Creating an Ad (part 5)
 Next you come to the Name, Pricing and Schedule
section
 Here you would name your campaign, set your
maximum budget for either CPC or CPM
 And set your campaign schedule start & end
date/time or whether you want to run it continuously
from the start date/time

15. Creating an Ad (part 6)
 Review Ad and Place Order. Here you are given the
opportunity to review your ad and make any changes
you want
 Once everything is good, you made proceed to
placing your order
 Note that once an order is place it will begin the
advertisement, however, at any time you can go and
make changes until the campaign ends
 You might need to place several FB ads and tweak a
bit at different ones and analyse the results

16. Steven Duong