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Facebook Ads 101: A Beginner’s Guide

Facebook Ads 101: A Beginner’s Guide


Hello, this is Kathy Gray, Social Media
Marketing Strategist for Pole Position Marketing. Today, we’re going to be
talking about Facebook ad basics. Let’s get started. First, why should your
business use Facebook ads? Facebook is ubiquitous in everyday life, and has the
most active user base of all social networks. Seventy percent of Facebook
users use the network on a daily basis, versus 36% of users who use Twitter daily.
I believe much of this can be contributed to the rise in mobile as an option and
Facebook mobile app usage. It’s becoming easier and easier to use the network.
Facebook advertising can be very precise. Want to target male cat lovers who
recently visited Hartville, Ohio? You can do that. Facebook ads are also
cost-effective. I took a look at all of our client ad accounts over the last six
months. The average cost per 1,000 impressions was only $5.94. Our local
little newspaper in Hartville, Ohio, who has a circulation of approximately 2,500
charges $15 per square column inch. So Facebook ads are even more cost-effective
than our little, small town newspaper. Let’s take a look at Facebook ad targeting
options and ad types. The ad here is a great example of precise targeting. I grew up in the tiny village of Grand Rapids, Ohio. No one makes clothing for Grand
Rapids, Ohio. They perfectly targeted this ad to Facebook users who had Grand Rapids,
Ohio listed as their hometown. I didn’t end up buying one, but I did share it with
friends and family who also grew up in Grand Rapids. Facebook allows you to
create saved audiences in Facebook Ads Manager. This should be your first step.
You can use a combination of demographics and interests to target a precise
audience. For a super-relevant audience, I recommend creating custom audiences. You
can create a website custom audience, which will give you a tracking pixel to
place on your website. This pixel will then track all visitors to your website,
and match them to their Facebook user account. You can then target your website
visitors directly on Facebook. You can segment those website visitors further by
how recently they visited your website, which pages or sections of your website
they visited, and by demographics and interests. When you get precisely the
audience you want, you can save that audience to use again and again. You can
also create a custom audience from your email list. Facebook will match the email
addresses in your list to Facebook user accounts, and just like website visitors
you can filter this audience by demographics and interests. In addition to
creating audiences from interests and demographics, you can also create
lookalike audiences. You can create a lookalike audience from your website
custom audience or email list custom audience. Facebook will then create an
audience of the top 1% of Facebook users who are most like your website visitors or
email list. This lookalike audience can then be filtered by demographics and
interests. Again, you can then save that audience once you get it perfect the way
you want it, and use it again and again. You can also target your page Likes
directly, or exclude them from your other audiences. Here is an example of advanced
interest targeting. If we want to target male cat lovers who recently visited
Hartville, we can filter Facebook users by those interested in the Cat Fanciers’
Association, or American Cat Fanciers’ Association. Take a look at magazines,
other businesses, even your competitors, or associations that your target customers
have an interest in. The more specific you can get, the more successful your ad will
be. Whatever you do, don’t use the Easy button. This is a common mistake many
businesses make, because it is so easy. You click Boost Post, and then click on
Friends of Page Likes or Page Likes, and that’s how I ended up receiving this very
poorly targeted ad in my timeline. I live in Ohio. This ad is for a grand duplex in
St. Louis. I have no plans to move to St. Louis, and I never will. They were way
off. But I’m friends with someone who Likes his page, and he just wasted money
by targeting friends of page Likes and not narrowing that group of people further. He
could’ve taken friends of page Likes, and then narrowed it down within a 10-mile
radius of that specific apartment or duplex. If you’re not going to use the
Easy button, what should you use? You have three different options. The first is Ads
Manager. This is going to give you additional targeting capabilities over the
Boost Post button. It gives you additional organizational capabilities. You can
customize the names of your campaigns, ad sets, and ads, which will make organizing
your Ads account even easier so that you can easily compare the effectiveness of
each of your ads. This is perfect for the owner/operator. If you use Ads Manager,
it’s automatically tied to your personal Facebook account. This means that if
you’re not the owner/operator and you have, let’s say your marketing manager
create the Ads account for your business, it’s going to be tied to their personal
Facebook account. Your credit card will be tied to their personal Facebook account.
This is not a good situation. It gets very messy really quick. So the better option
is to use Business Manager, unless you are that owner/operator who is never going to
have anybody else handle your Facebook ads. So Business Manager is very easy to
set up. You go to business.facebook.com. Through Business Manager, you can create
an Ads account that is tied to your business page, not tied to any one
person’s personal Facebook account. You can use Ads Manager through Business
Manager, and you have the additional abilities of adding an agency access to
your Ads account. Again, your payments and reporting are tied to the business, and
not to the personal profile. You can also set levels of accessibility for any
employees or outside agencies working with you. The next level is for the super-user,
and you may want to just work up to this. This is Power Editor. It’s not as
intuitive as Ads Manager. Again, you can use this through Business Manager. Power
Editor gives you granular controls. There are shortcuts. There’s bulk ad import. But
it’s not as intuitive. There are also a lot of times when Facebook will release a
new Ads opportunity, and they will release it first in Power Editor, before adding it
to Business Manager or Ads Manager. For example, right now, this past week
Facebook introduced lead ads. These ads are only available in Power Editor right
now. So if you’re not using Power Editor, you can’t create those types of ads. Now,
we’re going to take a look at the most common ad types businesses use, with this
type being the most common, Boost Your Posts. This is essentially the same thing
as the Boost Post button. However, you can get more detailed with your ad targeting.
This ad objective takes a post you’ve published on your page and promotes it to
the audience you create or select. The next objective is to send people to your
website, or it’s commonly referred to as website clicks. It looks very similar to a
boosted post. However, the website click ad is an ad. It’s not a post that has been
first published on your business page. So the only people who are going to see this
are the people you are advertising to. Website click ads have a better conversion
rate than boosted posts when sending people to your website. One features the
website click ad has that a boosted post doesn’t is the Call to Action button. You
can choose from Shop Now, Book Now, Learn More, Sign Up, Download, Watch More,
Contact Us, Apply Now, and Donate Now. Those buttons are what help you get the
additional clicks and conversions on your website. The next objective is Facebook
offers, or get people to claim your offer. Facebook offers can be a great way to
encourage the immediate sale or increased foot traffic in a retail location through
Facebook. You can outline the terms of your offer, set an expiration date, and
even set the maximum number of offers that can be claimed. It can be anything you
want. It can be dollar off. It can be a percentage. It’s all up to you and under
your control what the offer is. This is a very popular, but tricky ad option and one
that you need to be really careful with. If building your fan base through ads, you
need to do so in a highly targeted manner. You don’t want to be paying for fair-weather fans. Typically, we only recommend clients target website visitors that are
filtered by demographics and interests, or their email list again filtered by
demographics and interests. It’s better to have 100 high-quality fans, than 1,000
people who may never buy anything from your brand. This was a really quick
introduction to Facebook ads. Here are a few resources to learn more. The first
three are resources from Facebook. First is how to create custom audiences. The
second is Facebook ads tutorials, and included in that are some really great
videos for getting you started. The third is the “Facebook Ads Guide”, which that’s
going to give you detailed information on all of the ad objectives and ad types that
we discussed, and all of the limitations on text and images for creating those ads.
The last resource is my favorite Facebook ads blog. Jon Loomer shares fantastic
information and advice that is always spot-on. He also does webinars and paid
training courses, which are well worth the money. Have questions or thoughts?
Give me a shout. You can find me on Twitter at kagray, or email me. Thanks for tuning in.

1 thought on “Facebook Ads 101: A Beginner’s Guide

  1. Thanks Pole Position Marketing for your awesome "Facebook Ads 101: A Beginner’s Guide" video.
    I also use this to manage facebook ads which works great for me: http://www.clkmg.com/clickngo/createfacebookads

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