Facebook best practices

The
Facebook
Factor
SOCIAL CONNECT • ENGAGEMENT • EXPERIENCE
tejomdigital.com | 99034 72194

Demographics
IndiaJan2018

Posting
Strategy
 When crafting updates for your page, you need to aim for fan
engagement as your main goal.
 You'll need to determine:
 what kind of identity & tone you'd like your page to have
 what content gets the best reaction from potential customers & fans

Posting
Strategy
 Be Human:
 Try to be personal and not generic
 Reply to comments using the person's first name
 Show Empathy
 Treat people with Respect
 Kill people with Kindness
 Hashtags gain momentum on Facebook they’ll help you expand your
reach to people who are looking at posts in your topic. Use Hashtags
Intelligently:
 Don't use hashtags in every post
 Don't hijack a common hashtag just to try and show up in results
 Don't hashtag senseless words - like #huzzah or #awesome

Post Images &
videos
 Post photos and images ( Never use more than 20% text in the
images…it is a cardinal error)
 Post Infographics
 PostVideos

Page
Management
 Have a story to tell
 Use the cover to optimize campaigns
 Minimize the Number of Page Apps:
 Show off your site
 You can sell products/services within Facebook
 Run Contests
 Collect Emails
 Do a Giveaway
 Have a great profile pic
 Optimize for mobile use (71% user access Facebook through
mobile)

6 Things
recommended by
Tejom Digital
for an effective
Facebook
Page
1. Use a Clear Cover Photo – that is in sync with your identity and change
based on existing campaigns, trends, market scenario but keep the basic
essence intact
2. Optimize the Profile Pic – it appears everywhere.
3. Fill the About Section as much as possible
4. Optimize for MobileViews – about 71% users access through mobile.
5. Use Third-Party Page Apps to create engagements. Here are a few for
you to check out: ShortStack •TabSite • Heyo • Antavo •WooBox
6. Have a Posting Strategy – I recommend that pages publish three
types of posts on a regular basis on their pages – Photo,Text update &
Links

Why toAd &
Not Boost Post
Honestly, “boosting” or “promoting” a post re a similar thing. After Facebook introducing the feature,
many marketeers are using “Boost” to increase reach and engagements as in Facebook ads. Facebook Ad
and Business Managers atTejom Digital prefer promotion over boosting. Learn why to avoid Boost post.
What separates the two Boost Post and manually promoting through a Business Manager are the
available options.With Boosted Posts, targeting and all settings are compressed into one campaign.
Some of the major limitations of Boosting a post are:
1. Being limited only to interests targeting, with no behavioral or demographic options.
2. Broad outline of fans plus “friends of fans” targeting.
3. Absence of placement or device targeting (Desktop vs. Mobile vs. Column).
4. limited duration of ad flights and no options for alterations, which is vital since Facebook is a real-time
media.
5. Absence of features like custom audience or conversion tracking.
If you look at the options that are with your business manager on Facebook you will see far superior
targeting options rather than depending on the limited options available through your Boost button.
When you create ads by precise targeting, it can be analyzed which audience is performing
(engaging/clicking/converting) best for the business.That’s the point, isn’t it? Getting the most from
every rupee you spent.
The best part of online advertising is that it empowers us to manage that budget efficiently; Boosting
Post simply takes it away.

How the
FacebookAd
AuctionWorks
& How It
Affects
FacebookAds
Cost
To determine which competing advertiser gets their ad displayed,
Facebook doesn’t consider max bid, but overall ad quality.They look for
ads that they score as being the most relevant to users and therefore
will be best-received by users.
Facebook looks at these factors to determine which ad will land on
Facebook:
 Bid –Which advertiser is willing to pay the most?
 Ad Relevance –Which ad best fits the position in relation to the
defined audience?
 Projected Ad Success –Which ad is most likely going to get the most
conversions?
To get your ad to display, you will need to prove to Facebook that your
ad is a good fit for your chosen audience. By starting with a competitive
bid and creating a highly targeted audience with ads tailored to that
audience, your ad will be determined a good fit by Facebook’s internal
relevancy scoring. Once the ad is live and gains traction, your ad will
outrank competitors who do not have a history of good ad
performance—even if their bid is higher.

FactorsThat
Influence
FacebookAds
Cost
Facebook uses an algorithm to determine if and when an ad will display,
as well as at what price. Many factors are considered, though what
Facebook is really looking for comes down to which of the competing
ads best serves the audience. It’s not in Facebook’s interest to show
ads that they deem aren’t relevant to the audience or don’t provide
their users a good experience, as this would make users less likely to
click on ads or take actions.
Factors that influence the cost of Facebook ads include:
1. Audience – Who exactly you want to see your ad.
2. Bid – What you are willing to pay for ads.
3. Competition – How many others are competing for the same ad placement.
4. Ad Objective – What your goal is and how likely your ad will achieve that goal
or objective.
5. Ad Placement – Where you want your ads to display.
6. Ad Quality – How relevant your ad’s media, messaging/copy, and your landing
page is to your audience.

Facebook
Ads (Inorganic)
Reachout –
broadcastorNarrowcast
Beyondyourfanbase
Plane create and execute ad campaigns as per your marketing
objectives:

FacebookAd
Objectives &
SupportedAd
Types
Main Objective Specific Objective Outcome
Awareness Brand Awareness To get people familiar with
your business
Reach To get people to begin thinking
about your business
Consideration Traffic Increase the number of visits to
your website
App Installs Increase the number of installs
of your app
Engagement Get more people to see and
interact with you on Facebook
Video Views Use videos to raise awareness
of your business
Lead Generation Collect user’s information such
as email addresses via ads
Messages Get people to start
conversations with you on
Facebook
Conversions Product Catalog Sales Advertise items you have for
sale
Store Visits Promote your brick-and-
mortar business to a local
audience
Conversions Get people to use and take
action on your website, such as
purchases
The 3 primary Facebook Ad
objectives are:
Awareness –To capture
recognition from those who
have never heard of your
business.
Consideration –To foster
interest and to drive user’s
through the sales funnel.
Conversion –To drive and
close sales.

Overview of
Top 7
Facebook
Targeting
Options
Targeting Option What it Does
Demographics Defines basic user information such as age, gender,
education, workplace, relationship, language, and location.
Interests Target users who have identified specific interests from
personal finance to bodybuilding.
Life Events Ads can be targeting on recent life events like anniversaries
or starting a new job.
Lifestyle & Financial This option targets users living a certain lifestyle, including
travel frequency and event attendance.
Connections This targeting option creates an audience using friends of
your Facebook fans.
Behaviors Targets users who have recently taken specific action
advertisers select from a list.
Retargeting Targets users who have previously clicked on an ad or visited
your website.

FacebookAd
Placement
Options
 Facebook Feed
 Facebook RightColumn
 Facebook InstantArticles
 Facebook In-StreamVideo
 Facebook Marketplace
 Facebook Stories
 Instagram Stories
 Instagram Feed
 Audience Network Native, Banner and Interstitial
 Audience Network In-StreamVideo
 Audience Network RewardedVideo
 Messenger Inbox
 Sponsored Message

Example of
How a
BusinessCan
Use Facebook
AdTargeting
Campaign 1: Local Commuters
They want to attract local commuters—those who grab a morning
coffee on the go—as competing coffee shops tend to have long wait
times, leading many commuters to choose coffee chains.To capture
these people, they target audiences by location, interests, and even
workplace, while excluding students and setting an ad schedule of
6:00 a.m. to 9:00 a.m. Using ads that highlight their fast morning
service, they create a campaign that speaks to the needs of
commuters.

Example of
How a
BusinessCan
Use Facebook
AdTargeting
Campaign 2: Lunch Crowd
Many people aren’t aware that the cafe offers a lunch menu, so to
attract more than just coffee drinkers, they create a campaign to
advertise their lunch offerings.They start by targeting those who
have checked-in to local competing lunch spots and those within a
walkable radius who have shown an interest in organic food on
Facebook. Now, local users perusing their Facebook around 11 a.m.
to 1 p.m. who fit this criteria will see this ad denoting their great
lunch menu.

Example of
How a
BusinessCan
Use Facebook
AdTargeting
Campaign 3: University Students
They know local university students want a cafe where they can
leisurely get a coffee and work on their laptops or convene with
friends. Looking to keep the cafe full until they close at 5 p.m., they
target students who currently attend the nearby university who
have indicated an interest in coffee and cafes. Using this target
audience, they created an ad that shows in the afternoons,
promoting their freeWi-Fi, interior conducive to studying, and their
student discount.

Average
FacebookCPC
&Other
Benchmarks
by Industry
Industry Apparel Automotive B2B Beauty
Consumer
Services
Education
Employment &
Job Training
Finance &
Insurance
Avg. CPC
(in INR)
31 156 175 126 214 74 189 262
Industry Fitness
Home
Improvement
Healthcare
Industrial
Services
Legal Real Estate Retail Technology
Travel &
Hospitality
Avg. CPC
(in INR)
132 204 92 149 92 126 49 88 44
(Source:Wordstream)

Estimating
Return onAd
Spend (ROAS)
 CPC – How much does each click cost?
 MonthlyAd Spend – How many clicks does your ad spend yield?
 Conversion Rate –What percent of those clicks become
customers?
 Customer LifetimeValue (CLTV) –What is average the total value
of each new customer?

Some key
Dimensions
 Cover – 851 px X 315 px (Content to be limited to 563 X 315)
 Profile pic: 180 px X 180 px
 Facebook CoverVideo:
 Format – MP4
 20-90 second duration (Recommended 30 – 60sec)
 Minimum Resolution – 820 X 462 (Recommended 1280X720)
 max 30 fps
 Audio: stereo aac, 128kbps+ preferred

Facebook
Insights

Facebook A modern wonder to connect & reach out

Should we take it
forward…
tejomdigital2017@gmail.com | tejomdigital.com | 99034 72194

Facebook best practices

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