1. Setting up your Facebook Ads
Jenn Mathews
President
Wappow, Inc
and
Jasmine Stark
A step-by-step beginner‘s guide to setting up your Facebook Ad
wappow.com

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Table of Contents
Introduction
Learn the basics of Facebook marketing: Six Elements
Ask the right questions: Before you get started
Identify the four types: Anatomy of a Facebook Ad
Set Up Your Facebook Ad: Step-by-step guide
Launch a Facebook Ad: Guidelines
Glossary
Jenn Mathews @SEOGoddess Wappow, Inc (877) 5-WAPPOW
Jasmine Stark @JasmineStark9 PO Box 45076
Seattle, WA 98145-0076

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Introduction
Why Advertise on Facebook?
A very good question to ask—and it is asked often.
In this Book we‘ll talk you through the step-by-step process of setting up your Facebook Ads—the who, when, where, why, what
and what-not elements of advertising on Facebook
Targeting
Facebook collects data from its users in a very comprehensive way. It expands the opportunities to advertise products and
services to targeted audiences. Like never before, you can fine-tune your online marketing capabilities.
With Facebook you have the ability to connect with over 500 million customers. You can reach your audience(s) by streamlining
your Facebook Ads to target users by location, age, and interests.
Social interaction
Facebook Ads interact with Page, Event, and App features. So, users can ‗Like‘ a Page, say they are attending an Event, or
download an App, without ever being distracted from the page they were on.
Build a community around your business
If you create—or already have—a strong presence on Facebook, you can use Pages or Events with your Facebook Ad to turn
your advertising message into a trusted referral. By including content from a user's network of friends who are already affiliated
with your products, those friends trust what they see and, therefore, are more likely to take action.
People treat Facebook as a genuine part of their day-to-day lives, which means that you can connect with real people who have
a real interest in your product or service.
Going Local
Facebook allows Local advertisers to be sensible in who they target, without resorting to running broad targeted ads and hoping
that they reach the right people. Facebook Ads can be micro-targeted to a geographic location and appeal to people who relate
to your product. So, you can build a local community presence.
Jenn Mathews @SEOGoddess Wappow, Inc (877) 5-WAPPOW
Jasmine Stark @JasmineStark9 PO Box 45076
Seattle, WA 98145-0076

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Learn the basics of Facebook marketing: Six Elements
Brand Awareness
Whether you want to advertise locally or globally, Facebook Ads let you display your brand logo in the Image or mention your
brand in the Title or Body.
 Set-up a Facebook Page for your company, include product pages, and run ads that drive ‗Like‘s to those pages, all
while targeting demographics that you know are interested in your product or service.
 Plan Events in your locale or around the globe.
 Point your Facebook Ad to the event and encourage users to ―attend‖.
 Have an App developed that works with your product or service—then point your Facebook Ad to drive downloads and
interaction to your App.
With all of these elements in place, Facebook users will see you everywhere--and start talking!
Customer Engagement
People need people. Social media gives us a means to socialize.
At the 2011 Emerging Media Conference, David Evans, Ph.D. (CEO of Psychster)
noted that Abraham Maslow‘s Hierarchy of Needs—five physiological and
psychological conditions—affect all of us.
According to Maslow, as our most basic needs are met, our need for love, friendship
and intimacy become more vital to us. We gradually climb higher up the pyramid,
where our self-esteem and feelings of accomplishment emerge. Self-actualization is a
process of growing and developing as a person to achieve individual potential.
Maslow believed that these needs are similar to instincts and play a major role in
motivating behavior.
Facebook Ads let you engage with the needs and desires of your customers in ways
that go beyond other marketing channels.
Customer Service
Social networks are becoming increasingly important as a means of customer engagement.
 Create a Facebook Event to engage with your customers.
 Run a Facebook Ad to manage customer relations and highlight features, products, services, and a variety of
customizable communications.
With Sponsored Stories, you can encourage social interaction by sharing comments, photos, and links from satisfied
customers. Users can comment, ‗Like‘, or share the Sponsored Story directly from the Facebook Ad.
Reputation Management
Let‘s face it, we have all had our moments when a Web site went down, a call center failed, or an event didn‘t go smoothly—and
our customers expressed dissatisfaction. Facebook lets you interact with your customers on a personal level. With Facebook‘s
Sponsored Stories you can highlight the positive feedback that gets shared on your Facebook Wall. With Facebook Ads, you
can also offer special discounts to people connected to a Facebook Page or Event.
Lead Generation
Some people need to think about a product or service before they make a decision to buy.
Jenn Mathews @SEOGoddess Wappow, Inc (877) 5-WAPPOW
Jasmine Stark @JasmineStark9 PO Box 45076
Seattle, WA 98145-0076

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With Facebook Ads, customers can flow through the decision-making process and get feedback from their friends--all in one
place.
Whether you‘re selling insurance or software, buyers are looking for you--and most of them are on Facebook. Use Facebook
Ads to find new people and point them to your landing page, microsite, or a Facebook Page created to take them through a
buying process.
Customer Reach
Facebook Ads have many benefits. You can fine-tune your ads to demographic audiences. Because Facebook has more than
500 million users, you can refine your marketing strategies across the globe.
What are you selling? Clothes? Cosmetics? Car accessories? Fast food franchises? Fragrances? Flip-flops?
Where are the buyers?
Target your social media marketing campaigns. Or create a broad match and show up on every profile, in every city, in every
country—which gives new meaning to ―the sky is your limit‖ and ―the world is your oyster.‖
Jenn Mathews @SEOGoddess Wappow, Inc (877) 5-WAPPOW
Jasmine Stark @JasmineStark9 PO Box 45076
Seattle, WA 98145-0076

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Ask the right questions: Before you get started
What would you like to achieve with your Facebook Ad?
There are several reasons why businesses would like to advertise on Facebook. Consider one or more of the following options
before you start creating your Facebook Ad.
 Brand Awareness
 Product Awareness
 Increase Page ‗Like‘s
 Increase Traffic to Website
 Generate Revenue
 Promotion
 Customer Service
 Build Community
Who is your Audience?
Once you know what it is you would like to accomplish the next step is to understand who your audience is. Facebook
Advertising allows for demographic targeting to a minute level. By knowing who that specific person is that you want to click your
ad and complete the action following, the better you‘ll be able to streamline your targeting to find them.
Where is your Audience?
Now that you know who your audience is you can now understand where to show your ad to appeal to your customer segment.
Do you want to focus locally or on specific interests? Understanding where your audience is going to spend their time within
Facebook is going to help you streamline your targeting so that your Facebook Ad gets in front of the right people.
Jenn Mathews @SEOGoddess Wappow, Inc (877) 5-WAPPOW
Jasmine Stark @JasmineStark9 PO Box 45076
Seattle, WA 98145-0076

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Identify the four types: Anatomy of a Facebook Ad
Each type of Facebook Ad appears different to the user that sees it. The format and social actions are relevant to whether you
are advertising an External URL, a Facebook Page, an Event, or a Sponsored Story.
When people see Ads for Pages, Events and Apps that their friends have connected with, that interpersonal relationship
encourages them to respond to your Ad.
When you advertise an external URL, Facebook pulls information from it. But, you can edit the content in the Title, Image, and
Body.
For more information, see the Set up your Facebook Ad: Step-by-step guide.
When you advertise an Event, the Title in your Facebook Ad cannot be edited.
To spark interest in the Event, Facebook will display what friends are attending. This is a very powerful way to advertise and
increase attendance for an event.
Jenn Mathews @SEOGoddess Wappow, Inc (877) 5-WAPPOW
Jasmine Stark @JasmineStark9 PO Box 45076
Seattle, WA 98145-0076

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When you set up a Facebook Page, the Title is pulled from the name of the Page. The default Image will appear on the Page.
You can change the Image and the Body.
Facebook will show the total number of people who ‘Like’ your Facebook Page in your Facebook Ad – the more people who
‘Like’ the page, the more their connections are probably going to ‘Like’ the Page.
A Sponsored Story is a great way to highlight something shared on a Facebook Page. A Link, Photo, or particular update can
be turned into a Facebook Ad and presented to folks that ‘Like’ the Page.
The Image, Page Title, Body content, and Post Title can be edited. Social Actions allow the user to comment, ‘Like’, or
Share the item in the Facebook Ad.
Understanding where your Facebook audience will spend their time helps you to streamline your targeting, so that your
Facebook Ad gets in front of the right people.
Jenn Mathews @SEOGoddess Wappow, Inc (877) 5-WAPPOW
Jasmine Stark @JasmineStark9 PO Box 45076
Seattle, WA 98145-0076

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Jenn Mathews @SEOGoddess Wappow, Inc (877) 5-WAPPOW
Jasmine Stark @JasmineStark9 PO Box 45076
Seattle, WA 98145-0076