1. FACEBOOK PAID MEDIA OVERVIEW

2. AGENDA
• Introduction to Facebook advertising platform
• Why?
• Types of ads
• Setting up ads
• Different ads for different purposes
• Facebook advertising for Project Health Colorado
• Background
• Examples
• Results

3. FACEBOOK PAID MEDIA
OVERVIEW

4. WHY FACEBOOK ADS?
• Give your social media a boost
• If you’ve just launched a Facebook page
• If your engagement / conversation has stalled
• Target and reach your current audiences
• Target and reach new audiences who are receptive to your message
• Generate conversation
• Drive traffic to your website or Facebook page
• Low costs – you control how much you want to spend

5. PROMOTED POSTS VS
TRADITIONAL FACEBOOK ADS
PROMOTED POSTS
• Promoted posts help boost a
status update and reach more
fans and friends of fans
• Promoted posts help ensure
that important updates are
seen by your fans

6. PROMOTED POSTS VS
TRADITIONAL FACEBOOK ADS
TRADITIONAL ADS
• Traditional ads grow your fan
base and drive users to a
chosen destination (e.g.,
Facebook page or website)
• Used to acquire new fans

7. GETTING STARTED
• Click on “Ads Manager” on the left of your Facebook page
• Then click “Create an ad” on the right side of the page

8. CHOOSE AD DESTINATION
• Decide where to drive users once they click on the ad
• Tip: Keeping users on Facebook usually delivers the best results

9. CHOOSE AD TYPE
Choose whether to promote your page or specific posts on the page
• Generally, promoting posts isn’t advised without a well established
fan base

10. BUILD YOUR AD
Choose your headline, body copy, and creative
• Simple text and un-crowded images tend to perform best
• Social activity helps create a brand connection

11. SPONSORED STORIES
Add sponsored stories to help grow fan base
• These posts help make the page seem more familiar and are
mobile friendly
• Sponsored stories work best for pages with 100+ fans

12. DETERMINE TARGETING
Choose your audience by demographics, attitudes and connections
• Some targeting is necessary, too much can be hindering

13. SET PRICING DETAILS
Input budget, schedule and type of optimization
• Selecting “Optimize for clicks” allows Facebook to automatically
optimize your campaign in real time

14. FACEBOOK ADVERTISING BEST
PRACTICES
Keep headlines, body copy and images simple and direct
• A clear, succinct call to action is key to driving clicks
Utilize sponsored stories to increase engagement
• Connecting ads to a Facebook user’s friends makes them 80%
more likely to engage with the ad/brand
Define clear target demographics and match copy and imagery
• Choosing targets is key to successful Facebook advertising
• Create multiple ads with different creative and targeting mixes
• Facebook will optimize and increase rotation to the most
successful ads in the campaign

15. PROJECT HEALTH COLORADO
FACEBOOK PAID MEDIA
CAMPAIGN

16. CAMPAIGN OBJECTIVES
• Bring new Facebook users into the PHC funnel with traditional
ad units.
• Convert traffic from traditional ad units into new fans with
relevant page content
• Leverage the social networks of new fans with sponsored
stories to attract their friends to the PHC Facebook page
• Spur engagement and interaction among Facebook users
around Project Health Colorado

17. TARGETING
Traditional ad units targeted the following segmentations:
• Colorado women (age 18+)
• Colorado Hispanics (age 18+)
• Older Coloradans (age 55+)

18. SPONSORED STORIES

19. SPONSORED STORIES
• Tip: Promote content with visuals

20. SOLUTIONS APP

21. CAMPAIGN RESULTS

22. CAMPAIGN RESULTS
• Ran from Nov 1 to Dec 31
• Over 10.5 million impressions generated
• 2,938 new fans added
• 1,713% growth in Facebook fan base

23. THANK YOU

24. CONTACT
Brandon Zelasko, SE2
Phone: (303) 892-9100 x21
Email: Brandon@publicpersuasion.com