Facebook advertising

HalvorsonNewMedia.com 1
Using
Facebook’s Paid
Options Effectively
Presented by Christine Halvorson
Halvorson New Media

Disclaimer
Whatever I say today will be
outdated by the time you go out
the door.
Particularly true of
Facebook Paid Options

What kind of
paid
advertising
do you do
now?

What we’ll cover
Facebook Paid
Advertising Options

Paid Options in FacebookPaid Options in Facebook
(An ever-changing array)(An ever-changing array)

An ad you
didn’t ask for &
can’t do anything
about
Something about cats
Also called
Newsfeed ad,
sponsored
story, or
boosted post
Something about cats
Your newsfeed

Reasons to consider using Facebook paid
ads
 You have a new Facebook Business
Page
 You are new in business
 You have a new product or service
 You are holding an event

More reasons…
 They’re cheap!
 Easy to find a hyper-local audience
 You will know instantly if they are
working (unlike traditional paid
advertising in newspapers, etc.)
 Created & changed easily (and that’s
what you SHOULD do)

Find this- “Create
Ads” menu, leads to
Ad Manager

So that
Facebook can
charge your
credit card
When creating
ads, you are a
PERSON, not the
business

1) Think in terms of
“campaigns”, then
2) Name the campaign
something you’ll recognize long
into the future

Here are my 2 latest…

First
step:
Decide
goals
We’ll
start here
We won’t
bother
with
these
tonight

19
We’ll talk budgets later but…
Facebook ads can cost whatever you WANT
to spend!

…This is what
makes these
ads magical…
Your objectiveLet’s look at a
few more
things and
then we’ll take
it live…

Upload
photo of
your choice
or banner

Add text
Your
objective

Too broadChoose your audience…
1)Location, plus
2)Age
All of U.S. on FB = 185.million!
Be thinking about YOUR
audience for our test

Too narrow

This could reach 6000
Just right!

More
demographics

Interest targets
Use sparingly

Behavior
targets
Also use sparingly

Set your budget—
Daily or lifetime
$5 a day won’t get
ALL 6,000

Less $

More $

Likes, clicks, or
impressions
Let’s talk
a little
more…

What are impressions?
 People see your ad floating by them as
they go about their business
 Likened to print advertising
 Value to be seen even if the reader takes
no action

Cost per click
 The reader actually takes action to click
through to wherever you send them
 These are considered somewhat more
valuable by Facebook, so you’re charged
more than impressions
 Not necessarily better – all depends on
your objectives

NEWSFEED
MOBILE RIGHT

Right side ads don’t work if
people don’t know you yet
 News feed is best

The big guys will
create multiple ads at
once

Search for “Ads Create Tool”
within Facebook or Ads Manager
or Power Editor (all work)

Spent $5, got
310 sets of
eyeballs

Paste the
name from
the actual
page you lik

Real life example: New product

Ads manager anatomy
Spent on
specific recent
daysCurrent ads
running
Every campaign/ad you’ve ever run

Continuous reporting/daily details
Click onto the line to get total

HalvorsonNewMedia.com 46Shows 3 clicks to website that day

Targets were
1) 3 cities
where people
read e-books
2) women

Data shows
Lexington,
KY was best
target
Now could
beef up that
budget

Campaign results
 Goals: Get early reviews and visibility
(branding)
 Ultimately spent 50 cents for each
click
 On Sales Page, we can see the Amazon sales
came from targeted areas
 In Reviews of the book show they’ve come
from the cities targeted

Some best practices…

Images—Best Practices
 Directly relevant to your product or
service (Facebook may reject otherwise)
 Clear at a very small size—think
mobile!
 20% text max allowed by Facebook
(Facebook WILL reject) Built-in tool
let’s you test

53
A close-up of a face is best
• If using stock photos shouldn’t be “too”
professional
• Take your own!

Call to Action!!!
 Click here
 Order here
 Sign up today
Tell reader
what to do

Boosted posts…

Find best posts from past in Insights

Experiment, experiment, experiment
Analyze your
data daily

After running a successful ad…
Make sure your Page is
populated with interesting
posts, relevant to the
reader and helpful to your
brand

“Facebook Ads: Getting Started
Guide”

Builds the ad for you, but you can
customize

Some best practices…

In other
words, do
make
promises

Handout
 Subscribe to these folks’ e-
newsletter

Summary
 They can be highly targeted
 You will know if they are working (unlike
traditional paid advertising in
newspapers, etc.)
 They are inexpensive
 They can be created and changed easily

About
Halvorson New Media
chris@HalvorsonNewMedia.com
Facebook:
http:/www.Facebook.com/HalvorsonNewMedia
Twitter
https://twitter.com/ChrisHalvorson
LinkedIn
www.linkedin.com/in/chrishalvorson
Website
http://HalvorsonNewMedia.com

Multiple Image ads
 Both ads ran for the same time.
The multiple images ad had more clicks, lower
cost-per-click, further reach, better numbers
overall.
The last two days of the "campaign," I
increased my daily budget to $5 on this ad as
we got closer to the event.
In my experience, 72 clicks is a really good
result. 27 of those clicks were the last day

Basic “Get more
likes” ad

New from Summit class 215

One good
goal would be
to build an
email list

Granular
targeting

Facebook’s
success is
making it less
free—this is
my
summation

Your customers are there

People don’t WANT to see your
ads
 Catch their attention
 They are they to chat with friends and
families
 You’re intruding

My thought…
 You’re probably not in business to
become like a Mad Men cast member (not
that I’ve watched Mad Men)…
 But paid advertising is complex and

Auto pilot?

If you’re
doing
many
ads, you
won’t
annoy
people

“less
salesl
what F
requir

In other
words, do
make
promises

Look like real
people; not
crappy photo
stock? Not so
much

Canva has a Facebook Ad
template

Paste the
name from
the actual
page you lik

 Build pixels into your landing page that
ads manager provides (I think) so that
you can track conversions

Boosting Post versus…
 He’s not a fan
 Really need to know a WHY here—clear
on the objective
 Page Post ad is better—so can I get at
these?

End of summit class…

Blue may
get lost

Facebook advertising

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