This document provides information about promoting a business on Facebook. It discusses setting goals for off-site traffic like driving visitors to a website, or on-site engagement like promoting a Facebook page. Standard ads are Facebook's traditional option shown on the right side of profiles and pages. The document also covers Facebook offers to send discounts, promoted page posts, and sponsored stories to turn user interactions into recommendations.

1. Promote your Business on

2. BEFORE YOU START…
Who?
• Pareto's Principle - The 80-20 Rule
• Create a profile of your best clients
What?
• Start with the end in mind
• What do you want to accomplish?

3. WHAT ARE YOUR GOALS?
Off-Site Traffic
Drive traffic to your website
• Standard Ad
• Facebook Offers
• Mobile Ads
On-Site Engagement
Drive traffic to a Facebook Page, App, or Event
• “Like” Ads
• Promoted Posts
• Sponsored Stories

4. STANDARD AD
Drive Traffic
• Facebook’s traditional ad option
• Right-hand side of the page homepage,
events, pages, user profiles, apps and
next to photos in photo albums.
• CPM – cost per 1,000 impression
• 99×72 pixels
• 90 characters

5. STANDARD AD

6. STANDARD AD
What is your Goal?
• URLs
• Facebook Pages
“Like” AD
• Applications
• Events
• Places

7. STANDARD AD
• Clearly explain what you’re advertising
• Details of your product or service and special offers
• Calls to action
• Eye-catching image

8. STANDARD AD
Who is your ideal
customer?
• Location, age,
gender, and
interests
• Test multiple
version of

9. STANDARD AD
•Unless you’ve chosen Advanced Options, you’ll pay for
impressions (CPM = cost per 1000 impressions0)
•These impressions will be optimized so your ad shows to the
people most likely to help you reach your goal
•You will never pay more than your budget

10. CPM vs. CPC
CPM - cost per thousand impressions
• Will be charged when users view your ads, regardless of whether
or not they click on them.
• Facebook will ensure a certain amount of views
• If there are few clicks, you will still get the same exposure
• If there are lots of clicks, you will pay the same amount
CPC - cost per click
• Will be charged when user clicks on your ad
• If there are few clicks, Facebook will not give you good exposure
• If there are lots of clicks, you will pay more money

11. FACEBOOK OFFERS
Make Me an Offer
• Send discounts and promotions directly to
customers, who can then print out the deal or
redeem a code online.
• Promote your Offer by using the Promote button.
• Once an Offer has been claimed, that activity as
well as Offer details will appear in that person’s
News Feed for friends to see.

12. FACEBOOK OFFERS

13. Page Posts
Spread the news
• Promoted posts appear in News Feed on both
mobile and desktop
• Show up higher so the audience for the post has
more chance to see them.
• It doesn’t change the original post in terms of
appearance
• Draws traffic back to the Page that posted it
• They can be liked, commented and shared

14. Sponsored Stories
Turn Ads into Recommendations
• Each time someone interacts with one of your
Facebook entities a story is created.
Example: Someone liked your Page
• The most interactive form of ads on Facebook
• Advertisers can sponsor check-ins, offer claims,
Likes on individual posts

15. Sponsored Stories

16. Sponsored Stories

17. THANK YOU!
ADRIANA SERNA
Facebook: BlueCompassGroup
Twitter: @CompassB
WWW.BLUECOMPASSGROUP.COM