A specific guide on how to create Page Like ad from images, text and links, audience, campaign and ad set, bidding and pricing

1. Introduction to Facebook
Page Likes Ad
By Qinglu Zhang

2. What is a Page Likes Ad
Page Likes ads are created to attract and
obtain new likes/followers for your Page.

3. How to create a Page Likes campaign
First, choose “Create Ads” in this drop down
menu and click:

4. How to create a Page Likes
Then you’ll be led to this page, and choose
“Page Likes”:

5. How to create a Page Likes campaign
After clicking “Page Likes”, you’re going to
choose the page that you want to advertise:

6. How to create a Page Likes campaign
Now, you are on the page to create a Page Likes
ad. This page consists of 5 sections and we’ll talk
about each of them in the following slides:
• Images
• Text and Links
• Audience
• Campaign and Ad Set
• Bidding and Pricing

7. How to create a Page Likes campaign
Images

8. How to create a Page Likes campaign
Images
• Number of images. Since you can add up to 6
images, upload at least 2 images. So you’ll
know which one would drive in more likes.
• Source of images. Upload from your own
computer. Use stock images provided by
Facebook (previous slide “Search” button). Use
Google Images to search for images you want.
Use free stock images website, such as:

9. How to create a Page Likes campaign
Images
http://www.stockfreeimages.com/
• Features of images. 1. Avoid images that’ll
blend into Facebook’s theme color: white
and blue. 2. Eye-catching. Avoid tacky,
generic stock images. 3. Happy women
images are considered converting best, such
as

10. How to create a Page Likes campaign

11. How to create a Page Likes campaign
Images
• Always preview images. Under “Images”
section and in “Text and Links” section, you
can preview your images, see how it actually
looks like for desktop or mobile news feed
and right column. Change the size of images
or to a new image to get the best result.

12. How to create a Page Likes campaign
Images

13. How to create a Page Likes campaign
Text and Links

14. How to create a Page Likes campaign
Text and Links
Create text:
• Be concise and clear. Text is restricted to 90
characters. So within 90 characters, let
customers know what you’re trying to sell,
what problem you’re trying to solve, what
benefits you’re offering, and what
customers can get from you .

15. How to create a Page Likes campaign
Text and Links
Create text:
• Action-orientated. Strong call-to-action. Use
verbs, and tell people what to do.
• Use eye-catching words and phrases:
Limited Time, Off, Discount, Exclusive, Free,
Special, Now, New, Save.

16. How to create a Page Likes campaign
Text and Links
Create headline:
For Page Likes ad, the default headline is your
page’s name. If you want to create and build a
brand or want people to recognize your brand,
just keep the default headline.
Or else

17. How to create a Page Likes campaign
Text and Links
Create headline:
• Speak directly to audiences you’re targeting.
Headline is restricted to 25 characters,
which is about 4 or 5 words. Don’t waste
any character.
• Be punchy. Grab attention.

18. How to create a Page Likes campaign
Text and Links
Create headline:
• Give people incentive to click, such as:
special offers, free trial, free e-book
download, demos, unique benefits, etc.
• Strong call to action: try, download, sign up.
• Ask a question.

19. How to create a Page Likes campaign
Text and Links
Landing View. Choose a section of your page
where people land after clicking your ad.

20. How to create a Page Likes campaign
Text and Links
Preview ads to make sure there is no typo in
text or headline, and the ad is actually how
you want it to look.

21. How to create a Page Likes campaign
After “Images” and “Text and Links” sections,
you finish creating an ad. But you haven’t
started to create a GOOD ad.
To create a good ad, you need to
• Constantly create new ads, test new images,
new headlines and texts.
• Do A/B testing. For example, when try to
figure out which of two images drives more

22. How to create a Page Likes campaign
like, you create two ads: ad A and ad B. Ad A
uses one image and ad B uses a different
image. But every other parts of ad A and ad B
are identical, i.e., same headline, same text,
same targeted audience, same bidding and
budgeting.
Based on the number of likes two ads
obtain, you can decide which image of the two
drives in more likes.

23. How to create a Page Likes campaign
Audience
Custom Audiences:
You can use email address, phone number,
Facebook user ID, App user ID, or website data
(who have visited your website) to create and
save an audience. You can create ads specifically
to target people in an audience you created.

24. How to create a Page Likes campaign
Audience
If you don’t have existing data to create a
custom audience, you can have a targeting
audience based on location, age, gender,
languages, interests, behaviors, and so on:

26. How to create a Page Likes campaign
Audience
On the right side, you can see the number of
audiences based on restrictions you set up:

27. How to create a Page Likes campaign
Audience
Don’t make the number of targeted audience
too small, if you’re trying to figure out what
your audience look like. Otherwise you may
miss some potential audience.
But if you have a very specific group of people
to target, then laser-targeting won’t be a
problem.

28. How to create a Page Likes campaign
Campaign and Ad Set

29. How to create a Page Likes campaign
Campaign and Ad Set
Campaign
• Give a meaningful campaign name, such as
“Page Likes – Sept 2014” or “Increase Page
Likes – aim at small business owners”. Indicate
some features of a campaign.
• Don’t use names like “Campaign 1”, since you
may create more campaigns in the future and
naming system like this will be confusing.

30. How to create a Page Likes campaign
Campaign and Ad Set
Ad Set
Similar to naming a campaign, give a
meaningful name to ad set, indicate some
features of an ad set.
Next slide will explain the relations among
campaign, ad set, and ad.

31. How to create a Page Likes campaign
Campaign
Ad Set 1
Ad
Ad
Ad Set 2
Ad
Ad
Ad Set 3
Ad
Ad

32. How to create a Page Likes campaign
Bidding and Pricing
There are 3 types of bidding:
• CPC: cost per click. You’ll be charged each time
someone clicks your ads.
• CPM: cost per 1,000 impressions. Average cost
you’ve paid to have 1,000 impressions on your
ads.
• oCPM, optimized cost per 1,000 impressions.
The system will automatically bid on behalf of
you while the cost will be constrained by the
budget you set up.

33. How to create a Page Likes campaign
Bidding and Pricing
What bid type to choose for your ads
CPM: is best for getting people to VIEW your ad.
• When you’re buying CPM, you’re basically
telling Facebook that you care the most about
VIEWS of your ads. Facebook will deliver as
many impressions as it can, because Facebook
wants to deliver as many views as it can.

34. How to create a Page Likes campaign
Bidding and Pricing
What bid type to choose for your ads
CPC: is best for getting people to CLICK your
ad.
• When you’re buying CPC, you’re telling
Facebook you care the most about people to
CLICK on your ads. Facebook will deliver
your ads to people who Facebook believes
are most likely to click your ads.

35. How to create a Page Likes campaign
Bidding and Pricing
What bid type to choose for your ads
oCPM: is best for showing your ad to the
people who are most likely to take action on
your ad, e.g., liking your Page or clicking a link.
• By buying oCPM, you’re telling Facebook
you care about ACTIONS people take after
clicking or viewing your ads.

36. How to create a Page Likes campaign
Bidding and Pricing
In this case, Page Likes ads, gaining Page likes
is the goal. You care about people “Like” your
Page after viewing or clicking your ads. So
choose oCPM for Page Likes ads.

37. How to create a Page Likes campaign
Bidding and Pricing
If you use CPC or CPM and manually set up
your bid for CPC or CPM, you will need to
choose a maximum bid:

38. How to create a Page Likes campaign
Bidding and Pricing
How maximum bid will affect your ads:
For CPC, your maximum bid will determine
how often your ad shows.
For CPM, your ad will be optimized to the
people most likely to help you meet your goal,
based on the daily and lifetime budget you’ve
set.

39. How to create a Page Likes campaign
Bidding and Pricing
Suggested bid range: is based on how many
other advertisers are competing to show their
ad to the same audience as you are.
You don’t have to choose a bid in this range,
but you should use it to help you pick a bid
that will result in a good amount of
impressions and clicks.

40. How to create a Page Likes campaign
Bidding and Pricing
How an ad is selected to run:
All ads compete with each other equally
regardless of whether they’re paying for clicks
or impressions. For any available ad inventory,
the best ad is selected to run based on the
budget, quality and ad performance.

41. How to create a Page Likes campaign
Reference
https://developers.facebook.com/docs/refere
nce/ads-api/optimizedcpm
https://www.facebook.com/help/355670007
911605
https://www.facebook.com/help/527780867
299597/