This document provides information on using Facebook advertising effectively. It discusses: 1) Facebook advertising works best for selling things defined by a person's characteristics rather than being time-sensitive. It should be used as a targeted advertising platform rather than solely as a social media page. 2) Facebook ads have a structure of campaigns containing ad groups that have budgets. Ads contain text, images, and can be individually tested by placing one ad per ad group. 3) Great Facebook ads have optimized settings, compelling content in images and text, and target the right audiences. Extensive testing of images, headlines, and audiences is important to success.

1. Facebook Advertising

2. Facebook Basics
• When it works:
• when you are selling something defined by WHO someone is, not time sensitive
• There are 2 ways to use Facebook
• As a social media platform
• Post to your facebook page, hope others share it, etc
• “New Facebook” makes this very inefficient
• As a targeted advertising platform
• This is what we are going to focus on
• How to make facebook work
• Experiment, experiment, experiment

3. Facebook Ad Structure
Campaign: One campaign per
objective (sales, blog reads, etc)
Ad Group: Set
Budget
Ad Group: Set
Budget
Ad:
Text
&
Image
Ad:
Text
&
Image
Ad:
Text
&
Image
Ad:
Text
&
Image
When Not Testing
Campaign: One campaign per
objective (sales, clicks, etc)
Ad Group: Set
Budget
Ad Group: Set
Budget
Ad:
Text
&
Image
Ad:
Text
&
Image
When Testing
Facebook chooses which ad
to run within the ad group:
good for long term
efficiency, bad for testing
When testing ad text &
image, only put one ad in
each ad group, so that all
ads get equal spend &
exposure

4. 3 Aspects to a great facebook ad
• Facebook “Dial Settings”
• Ad content
• Audience

5. Setup Before Running Ads:
• Need a Facebook page & need to be admin
• Doesn’t matter if you have any fans, etc
• Need a facebook ad account & need to be admin
• Facebook Conversion Pixels
• https://www.facebook.com/ads/manage/convtrack/
• Create one pixel for each stage of the process you want people to do
• Place the pixels on each page (instructions online)
• Each pixel must be a different “category”
• Each pixel goes on the page AFTER the behavior – ie the “Checkout” pixel goes on
the “thankyou” page, NOT on the “checkout” page

6. Facebook dial settings: Part 1
• Start to create an ad: *”Create Ads”
• Choose “Website Conversions” and enter your landing page
• Choose your conversion pixel that corresponds with “success” (ie checkouts,
email signups, etc)- typically your thank you page

7. Facebook dial settings: Part 2
• Turn off “sidebar & right column” ads
• 2 places
• Bid Settings:
• Choose daily budget
• Bidding “For website conversions”

8. 3 Aspects to a great facebook ad
• Facebook “Dial Settings”
• Ad content
• Audience

9. Ad Content: Introduction
Ad content is divided into image, and 3 distinct text fields

10. Image:
• Its purpose is to catch the eye
• Don’t
• Boring product pictures
• Images that are “stockish”
• Obsess over image relevance
• No one cares about your logo
• Do- REMEMBER THE IMAGE IS ONLY
TO MAKE PEOPLE SEE THE AD
• Kittens, puppies
• Striking, unusual images
• WHEN IN DOUBT, DEFAULT TO KITTENS &
PUPPIES

11. Text: 3 Distinct Fields
• Text:
• This is basically a headline
• Don’t worry about informing, go for goofy & catching
• “Every time you go skating on those lame skates your mother bought you, a kitten dies. Please, think of the
kittens”
• Headline:
• Very short, this part is clickable
• Aggressive call to action “CLICK ME”
• “Our skates rock. Join us!”
• News Feed Link Description:
• Short description of what you are actually selling
• “Rockn skates are designed to help you shred all night long, and won’t give you blisters! Learn
more now”

12. Good & Bad Ads
A Mediocre Ad

13. Good & Bad Ads
A Mediocre Ad A Better Ad

14. Exercise: Think of images and headlines
for your product

15. 3 Aspects to a great Facebook ad
• Facebook “Dial Settings”
• Ad content
• Audience

16. Facebook Audience Choice
• Basic Demographics
• Age, gender, geography, language, etc
• Interest & Behavior Targeting
• Interests
• If someone “likes” the red sox, they are put in
the interest group “red sox”, “baseball”, “Pro
sports” & “Specator sports”
• What interests define your audience?
• Can be narrow or very wide
• Behaviors
• This is grouping supplied by facebook & other
vendors
• Frequenty grocery shoppers, parents with kids
at home, new vehicle shoppers, etc
You have to
EXPERIMENT WITH
AUDIENCES A LOT to
figure out what wins

17. Exercise
• For your product, what are you confident of about audience
targeting?
• What would you want to test?