Ads on Facebook are unique. They're shown to specific groups of highly engaged people on desktop and mobile. When your ads have great creative content and are well targeted, they get more likes, comments and shares. When someone takes any of these actions, their friends may see your ad, making it more powerful. The more you promote your posts and create targeted ads to specific groups of people, the more likely they are to see it when they visit Facebook.

1. Facebook Advertisment

2. Agenda
 How facebook ads work?
 Types of ads
 Campaign Cost & Budgeting
 Type of Bid
 Targeting Options
 How to track conversions?
 How to use standard targeting
 Reach the right people
 Optimise your Facebook Ads
 Measurement and Insights

3. How facebook ads work?
Reach all the right people more efficiently
Ads on Facebook are unique. They're shown to specific groups of highly engaged
people on desktop and mobile. When your ads have great creative content and are
well targeted, they get more likes, comments and shares. When someone takes any
of these actions, their friends may see your ad, making it more powerful. The more
you promote your posts and create targeted ads to specific groups of people, the
more likely they are to see it when they visit Facebook.
When you set up an ad on Facebook, you’ll be asked to choose your goal. The ads
that are created will be designed to help you be successful, whether that means
driving sales on your website, getting people to install your app or building your
brand through Page engagement.

4. Ad Types
When you create ads, they’ll be shown in different placements on Facebook
depending on your goal and your targeting and creative choices. Your ad may
look slightly different depending on who sees it. For example, if you’re promoting
a Page post and someone sees it because a friend has liked it, they’ll see social
information with your ad that says, “Jane Bloggs liked this.”
We want to make it as easy as possible for you to achieve your advertising goals.
Calls to action are placed prominently on ads that are connected to a
Page, event or app on Facebook so that when people see your ad it’s easy for
them to like your Page, join your event or install your app. Ads can show in the
right column of Facebook or in News Feed on mobile or desktop devices.

5. Campaign Cost & Budgeting
Overall Campaign Cost
The cost of your advertising on Facebook depends on the size of your audience and
your budget. This section will help you determine your budget for your campaign.
When you run your ad or sponsored story you will only be charged for the number of
impressions (CPM) or clicks it receives. The amount that you pay will never be
more than your daily or lifetime budget and there are no additional fees
associated with running ads or sponsored stories on Facebook.
How much Does it cost to advertise on Facebook?
The cost of your ads on Facebook is up to you. You can choose between a daily or
a lifetime budget, as well as a cost per thousand impressions bid (CPM) or cost
per click bid (CPC). You'll only pay for the clicks or impressions you receive, up to
the amount you set for your budget, and can view the cost of your ads in real
time from your ads manager.

6. Type of Bid
The type of bid you choose to use depends on your
advertising objective. There are four different bid
types:
Cost per mille (CPM): This bid type is best for getting people to view your
ad
Cost per click (CPC): This bid type is best for getting people to click your
ad
Optimized cost per mille (oCPM): This bid type is best for showing your
ad to the people who are most likely to take action on your ad. For
example, liking your Page or clicking a link
Cost per action (CPA): When available, this bid type is best for getting
people to take action on your ad. For example, liking your Page or
clicking a link

7. How much should I bid for my ad?
When you choose your bid, we recommend you follow these best practices:
 Bid your true value: for every ad you run, you should think about your
advertising objective and bid the maximum amount you're willing to pay for
that objective. For example, if your advertising objective is Page likes, think
about how much you would pay for a Page like.
 When you set your bid, decide whether you want to maximize for profit or
for growth
Keep in mind that the Facebook advertising system uses maximum bids. This
means that if you bid $5 cost per click (CPC), for example, you'll be charged
no more than $5. And, in most cases, you'll be charged less.

8. Targeting Options
Audience: Create or select a Custom Audience that you can use with your
other targeting options. Custom Audiences let advertisers find their
offline audiences among Facebook users using email addresses.
What are custom Audiences?
Custom Audiences let advertisers find their offline audiences among
people who are on Facebook. Using email addresses, phone
numbers, Facebook user IDs or app user IDs to make the
match, Custom Audiences let you find the exact people you want to talk
to.
You can create a Custom Audience representing any group of customers
or prospective customers that you'd like to reach with targeted
Facebook Ads. For example, you could run a campaign to get more
likes for your Page that is targeted at your current customers who
haven't liked your Page.

9. Top targeting Options
 Location: Helping you make sure you’re reaching people in a location
that’s relevant to your business. If you’re a local business, you should
always use location targeting.
 Age: If you’re advertising something that requires age verification (e.g.
alcohol products). Narrow down your audience to the age group that’s
most likely to become a customer of your business.
 Gender: Ads that are gender specific. Segment your audience—create
two ads that are exactly the same but one is targeted to men and one to
women to see who is most responsive.
 Interests: Reaching people with an interest that’s similar to what you’re
offering.
 Broad Categories: Reaching people who fall into a certain general
category (e.g. parents).
 Connections: Targeting an ad to people who have a certain connection
to your Page (e.g. people who like your Page).

10. How to Track Conversion?
Conversion pixels let you optimize your ads for website
conversions and measure your ad return.
Overview:
 If you want to track the conversions that happen on your website
as a result of ads that you are running on Facebook, you can
create a conversion tracking pixel to put on your website
 By placing the tracking pixel into the web code on your
registration and checkout pages, you will be able to monitor
actions that people take after clicking on your ads
Benefits of conversion pixels:
 Ad optimization: Optimise your ad delivery and ad spend for
website conversions. Once you have created a conversion
pixel, you can use this in combination with the bidding option
"Optimise for website conversions" to show your ads to people
who are most likely to convert.
 Measurement: Measure how many conversions different versions
of your ads are generating, and improve your ads to get more
website conversions

11. How to use standard targeting
Reach the right people, every day, everywhere, to get more
traffic and sales for your website.
Demographics and location
Location:
Target customers in key locations by country, county, city and post code
Demographics:
Target people by age and gender

12. Precise interests
Precise interest targeting lets you define your ideal audience by what they
are interested in, using terms people have shared in their Facebook
Timelines. These may be drawn from their listed
interests, activities, education, job titles, Pages they like or groups to
which they belong.

13. Broad categories
Broad category targeting allows you to more easily reach your intended
audience. Your ad will be shown to people who have included
information in their Facebook Timelines and Pages they like that are
relevant to that category.

14. Connections
 You can use connections targeting to show your ad only to people who
have a connection with you, such as people who have liked your Page
 You can use connections targeting for any Page, group, event or app
you are the admin of, even if it is not what you are advertising
 Click on advanced connection targeting under Connections in the
targeting section and type the name of your Facebook
Page, group, event or app

15. Advanced targeting
Our advanced targeting tools have the capabilities to help you reach people
that are connected to you outside Facebook and who are similar to your
best customers.
Custom audiences: Securely upload a contact list of people you would
like to reach and target your Facebook Ads to these customers
Lookalike audiences: Find people who are similar to your best customers
Facebook Exchange: Reach people on Facebook who have expressed
an interest in your business based on specific actions they have taken
online, such as visiting your website

16. Reach the right people
Whether you want to find new customers or engage your existing
customers, Facebook helps you connect with all the right people.
Choose the right audience
You can create specific ads for current and new customers based
on their:
 Location
 Age & Gender
 Interests
 Connections

17. Reach existing customers and people similar to
them
Our advanced targeting tools have the capabilities to help you reach
people you already have a connection to.
 Custom Audiences
 Lookalike Audiences
 Facebook Exchange

18. Optimise your Facebook Ads
Measure how your ads are performing based on your
objective, and improve them for even higher returns.
Optimise your ads for your objective:
When your objective is to get clicks to your website, your bid is
automatically optimized to:
 Get visitors to your website
 Show your ad to people most likely to click on it
 Pay the right price to reach the people who will help you get more
clicks to your website

19. When your objective is to get website conversions, your bid is
automatically optimized to:
 Get specific conversions for your website
 Measure conversions from your Facebook Ads, such as page
views, sign-ups, sales, and leads, using the conversion pixel you
place on your website
 Show your ad to people who are most likely to convert on your
website

20. Measurement and Insights
Track your results
Page Insights give you an overview of who your customers are and
how they’re connecting with your business. Ads Manager is a
dashboard with powerful tools that let you see how your ads are
performing against your goals.
•Page Insights
•Ads Manager