This document provides an overview of how to get started with Facebook advertising. It discusses building an effective target audience based on demographics and interests. It also covers choosing an advertising objective like clicks, conversions, or brand awareness. The document then explains the different ad placement and format options on Facebook and Instagram. It emphasizes the importance of understanding ad performance metrics and optimizing campaigns by testing images, copy, audiences and placements. The goal is to improve relevance and lower the cost per desired action or result.

1. How to Get Started with
Facebook Advertising
marketing@surefirelocal.com
04/27/17

2. ABOUT US
The Surefire Local Marketing Cloud
● Simple & complete operating system that “just works”
● Unified “best of breed” essential tools in one place
● Perspective/ROI with reporting on leads & sales
● Choice to pick & choose services via the Marketplace
● Support with personalized account services support
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OUR CLIENTS

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Today’s Speaker
Lisa Zawacki
Senior Marketing Manager

4. Agenda
● Why use Facebook Advertising?
● Building an effective Target Audience
● Choosing an Advertising Objective
● Selecting your Ad Placements & Format
● Measuring Performance/Campaign Optimization
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5. WHY USE FACEBOOK ADVERTISING?
How to Get Started with Facebook Advertising

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On average, only 2% of your fans will see your content
organically
Every 60 seconds* on Facebook…
● 510K comments
● 293K status updates
● 136K photos uploaded
It’s an Overcrowded World
*Source: Zephoria

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Introduction to Facebook Ads
A way to better reach people near your
business, who are most likely to be interested
in buying your products / services
“
”

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Introduction to Facebook Business Manager
A tool that helps you manage your Facebook business
page and ad account in one place

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● Helps you to work faster and better
● Gives you increased control
● Keeps personal life and business work separate
● Define Page & Ad roles for employees & agencies

10. HOW DO YOU BUILD AN
EFFECTIVE TARGET AUDIENCE?
How to Get Started with Facebook Advertising

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Building an Audience
Age Interests
Gender Behaviors
Languages Categories

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Use Connections to target competitor’s fans

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Considerations for Targeting
● Country, City/State or Zip Codes
● Male or Females, age ranges
● Education level/financial status
● Interests and Behaviors: things, places,
activities
● Connections to your page or
competitors

14. CHOOSING THE RIGHT ADVERTISING
OBJECTIVES AND WHY IT MATTERS
How to Get Started with Facebook Advertising

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Types of Ad
Objectives
Clicks to website
Website conversions
Brand awareness
Page likes
Boost posts
Offers
Drive store visits

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Types of Ad Objectives
Page Likes Increase your Page Likes
Engagement Boost page posts
Traffic Drive to website
Video Views Get more eyeballs/awareness
Brand Awareness Reach more people
Lead Generation Get form fills inside Facebook
Conversions Convert to action on your site
Store Visits Target ppl nearby in real-time

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Types of Ad Campaigns
Store Visit Ads
Offer Ads

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How much will it cost to accomplish your objectives?
Trust us on this...always choose lifetime budget!
Daily Budget Lifetime Budget
$10 per day x 30 days $300 spent over 1 mth
You spent the same amount of money in 1 month...
But the Lifetime Budget allows Facebook more
time to optimize to your ideal target audience.

19. DECODING THE MANY AD PLACEMENTS
& FORMATS OFFERED BY FACEBOOK
How to Get Started with Facebook Advertising

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Facebook
● Feed
● Instant Articles
● In-Stream Video
● Right Column
Instagram
● Feed
● Stories
*An Instagram account is NOT required

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Where do you start? Ask yourself…
● What do you have available to you?
● Who are you targeting and how do they engage?
● What have you learned from past ads?

22. UNDERSTANDING YOUR AD
PERFORMANCE & OPTIMIZATION
How to Get Started with Facebook Advertising

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Performance
Metrics
● Start with high level results and costs
● How often are they seeing your ad; is it relevant to
them?
● Drill down to WHO is taking action & what that costs

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Ad Placement Performance
● Which placements are driving the most
reach/engagement?
● Determine which channels/placements to stop and
optimize your ads for your best performing placements

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Dig Deeper!

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Relevance Score Matters!
Use it to test Ad copy and
images to ultimately lower your
cost per result.

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Test & Learn
1. Use multiple images in one Ad and see which one
performs the best (lowest cost per result)
2. Choose the winning image and test that with different
copy (lowest cost per result)
3. With your driving image and copy then test different
audience groups (most engaged; lowest cost per
result)
Have a winner? Start your campaign!

28. FINAL THOUGHTS
How to Get Started with Facebook Advertising

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Write engaging copy that
resonates with your target
audience
1

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Use high-quality images of
your products / services2

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Start with a broad audience,
then narrow as you test3

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4
Check in regularly to see
how you can optimize your
Ad performance

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5 Never stop testing!

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