How to Set Objective, Target, Budget, Create, and Manage Facebook Adverts *Presented during the Cotabato leg of Go Social: A Digital Marketing Tour Boot Camp last November 2017. #GoSocial is a project of Iligan Bloggers Society, Inc funded by the U.S. Embassy Manila through its Alumni Engagement Innovation Fund.

1. INTRODUCTION TO FACEBOOK ADVERTS
Objective, Target, Budget, Create & Manage
Lovette Jam P. Jacosalem
Cotabato City | November 19, 2017

2. About Me
§ Founder, Iligan Bloggers Society, Inc.
§ Blogger, LovetteJam.com & TravelJams.com
§ Digital Media Professional (since 2010), Digital Marketing Strategist /
Social Media Manager / Content Writer
§ Certified Inbound Marketer (Hubspot)
§ Facebook Ads Specialist (Udemy)
§ Masters in Business Management (MSU-IIT)

3. TOPIC OUTLINE
are Facebook Adverts? invest in Facebook Adverts? to use the Facebook
Ads Manager
WHAT WHY HOW

4. WHAT ARE FACEBOOK ADVERTS?

5. Facebook adverts are paid messages from
businesses that are written in their voice
and help reach the people who matter
most to them.
Definition

6. Facebook adverts are paid messages from
businesses that are written in their voice
and help reach the people who matter
most to them.
Definition

7. Definition

8. Where do ads appear on Facebook?Where do ads appear on Facebook?

9. WHY INVEST IN FACEBOOK ADVERTS?
Understanding the need and purpose of Facebook Adverts

10. Reason #1: You decide how much you want to spend on your ads.
Reason 1: Spend little.
Even with a PHP 40 daily
budget, you can reach
thousands of people that
meet incredibly specific
targeting criteria.

11. Reason #2: It facilitates interaction with targeted audience.
Reason 2: You can create targeted ads.
Facebook adverts are targeted to the users’ demographic
and interests, not what they’re searching for.

12. Reason #3: You can reach massive audience.
Reason 3: Reach massive audience.
2.07 billion monthly active
Facebook users, Q3 2017

13. Source: Internet World Stats, We are Social SG
* 69,000,000 Facebook users in PH, June 2017, 66.5% penetration.

14. In Cotabato City...

15. In Cotabato City...
WHY INVEST IN FACEBOOK ADVERTS?
1. Spend little
2. Create targeted ads.
3. Reach massive audience.

16. BUYER'S JOURNEY
& THE BRAND AWARENESS OBJECTIVE

17. Locate the Ad Manager

18. Locate the Ad Manager
AWARENESS CONSIDERATION DECISION

19. Locate the Ad Manager

20. Locate the Ad Manager

21. HOW TO GET STARTED
A Guide for Small Businesses Getting Started with Facebook Adverts

22. Locate the Ad Manager
Locate the Ad Manager
https://www.facebook.com/ads/manager/

23. Locate the Ad Manager
https://www.facebook.com/ads/manager/

24. Ad Manager Dashboard
Ads Manager Dashboard

25. Step 2: Create Your Ad Set.
CREATING YOUR FACEBOOK ADVERTS

26. Step 1: Set your marketing objective
STEP 1: Choose your campaign objective.

27. Locate the Ad Manager

28. Step 2: Create Your Ad Set.

29. Step 2: Create Your Ad Set.
STEP 1
STEP 2
STEP 3

30. 1. Audience. Define who you want to see your adverts.
2. Placements. Show your ads to the right people in the right places.
3. Budget & Schedule. Define how much you'd like to spend, and when
you'd like your ads to appear.
Step 2: Create Your Ad Set.
STEP 2: AD SET

31. Targeting Variables:
Location
Age
Gender
Interests
* You can make your ads as targeted or
as broad as you want!
Audience
1. Audience.

32. Placement
2. Placement

33. Budget and Schedule
3. Budget and Schedule

34. Step 2: Create Your Ad Set.
STEP 1
STEP 2
STEP 3

35. Step 3: Set the Creatives
STEP 3: SET YOUR AD CREATIVES

36. Step 3: Set the Creatives
Choose your image (s) or video to use.

37. Step 3: Set the Creatives
Ad approval for images

38. Step 3: Set the Creatives
Set your copy and other details.

39. EXAMPLE ADS

40. Elements of the Perfect Facebook Adverts
1.Visual - should be clear, appealing, and
branded
2. Relevance - displayed to the right audience
3.Value proposition - offering, promise of
value to be delivered
4.Call-to-action - instruction to the audience
designed to provoke an immediate response

41. Elements of the Perfect Facebook Adverts

42. Step 2: Create Your Ad Set.
STEP 1
STEP 2
STEP 3

43. STEP 4: MEASURE
Measurement allows you to understand the outcomes you care about
and can help you make informed decisions on what to do next.

44. Step 4: Measure Your Results

45. HOW you measure the success
of your advert depends on the
goal you choose.

46. Engagement: Get likes, comments, and shares

47. Video Views: Get viewers

48. Traffic: Drive people to your website.

49. Lead Generation: Get sales prospects

51. Customize the metrics you want to see.

52. View aggregate demographic information on your
audience including age, gender, where they are located
and what devices they used.
1.Go to Ads Manager or Power Editor.
2.Click Campaigns , Ad Sets or Ads .
3.Click to check the box next to the campaign, ad set or
ad you want to view.
4.Click to open the side pane.
Ads Reporting

53. Performance

54. Demographics

55. Placement

56. Step 5: Run Experiments
Learn what works and what doesn't with split test.
Split testing lets you try different versions of your adverts so you can see what works
best and improve your future campaigns.
STEP 5: RUN EXPERIMENTS

57. Test one variable at a time!
• Ad Set Level
• Ad Level
A/B Split Testing

58. • Single Photo vs Carousel format
• Women, Age 21-30 versus Women, Age 31-40 versus
Women, Age 41-50
• People living in Cotabato City versus people living in
General Santos City versus people living in South Cotabato
Province
Example, Split Testing at Ad Level:

59. How to Create Split Test

60. Creating your Facebook Adverts:
Step 1:
Step 2:
Step 3:
Step 4:
Step 5:
How to Create Split Test

61. Creating your Facebook Adverts:
Step 1: Choose your campaign objective (awareness, consideration, decision)
Step 2: Create your ad set (audience, placement, budget & schedule)
Step 3: Set your ad creatives (ad image, text, call-to-action)
Step 4: Measure your results (according to the goals set)
Step 5: Run experiments (A/B Split Test)
How to Create Split Test

62. You can find me at
fb.com/lovettejam
@lovettejam
lovettejam@iliganbloggers.org
slideshare.net/lovettejam
THANKS!
Any questions?

63. REFERENCES
• “Global Digital Statshot Q3 2017”. We Are Social Singapore
• “Digital Marketing vs Traditional Marketing”. Digital Doughnut.
• Slides Template: http://www.slidescarnival.com/
• Images: https://pixabay.com/