Facebook

NOTE:  Training Video at bottom of this page

Facebook advertising is possibly the most effective way to promote your products to more than 1.5 billion people around the world, whether for beginners or even seasoned marketers.

Facebook advertising offers extensive targeting options for online marketers, whereby potential customers can be targeted by location (countries, states, cities and even zip codes), gender, age, interests, behaviors, life events, and several other descriptions.

In addition to this extensive specific targeting, Facebook offers many advertising tools, including text posts, photos and albums, videos, events, offers, and obviously links to your website.

So when you combine these incredible targeting options with a variety of advertising tools, it is very easy to see why Facebook advertising is truly a powerful tool for any online marketers.

Some interesting facts:

  • Two Billion people use Facebook EVERY MONTH
  • 1 of every 5 minutes that people in the US spend on mobile is on Facebook or Instagram
  • 500 million Instagrammers use the app every day

You can run ads on Facebook, Instagram and Audience Network on any budget.  Some people spend more on coffee each day than they do on their advertising campaigns. The exact cost associated with your ad being shown to someone is determined in Facebooks ad auction.

How much it costs to advertise on Facebook

You tell Facebook how much you want to spend on advertising. Then they will try to get you as many results as possible for that amount. If you want to spend $5 a week, you can. If you want to spend $50,000 a week, you can do that too.

Note: Some types of advanced ads require a minimum amount of spend to work. You'll be notified of this while creating them.

The Basics of Cost

There are two ways to define cost:

  • Overall amount spent
  • Cost of each result you get

You control your overall amount spent through your budget. You control your cost per result through your bid strategy. (If you're not sure what to bid, Facebook can automatically bid for you with the intent of spending your budget evenly throughout your ad's run time.)  In addition, Facebook offer other ways to ensure you spend no more than you want to:

  • Campaign spending limit - Set a maximum amount you're willing to spend on a given advertising campaign.
  • Account spending limit - Set a maximum amount you're willing to spend across all the campaigns you're running.
Audience Selection
Using what you know about your customers, such as demographics, interests and behaviours, you can connect with people similar to them.   There are three main types of audiences you can choose on Facebook:

     1.  Core Audiences if you are looking for people interested in your products, Facebook's core audiences                                                    targeting options - the targeting features built into Ads Manager - allow you to reach                                                      people based on their demographics, location, interests and behaviours.

     Demographics

         Find people based on traits such as age, gender, relationship status, education, workplace, job titles and                  more.

       Location

        Reach people in areas where you want to do business. You can even create a radius around a shop to help             create more walk-ins.

     Interests

         Find people based on what they're into, such as hobbies, favourite entertainment and more.

     Behaviours

         Reach people based on their purchasing behaviours, device usage and other activities.

    2. Custom Audiences   - find your existing customers and contacts on Facebook. By targeting people on                                                                                Facebook who you're already connected to, you can foster relationships and drive                                                                             sales.  Use one of these three sources to build your Custom Audience:

        Loyal Customers

         Get in touch with your current customers and prospects to seal the deal.

        Site Visitors

         People who visit your website are strong potential customers.

        Mobile Users

         Show ads to people who already use your mobile app. 

    3. Lookalike Audiences   - find people on Facebook who are similar to your customers or contacts. It's a                                                               powerful tool that uses the insights that you've gained from marketing on                                                                       Facebook to increase your chances of reaching people who might be interested                                                         in your business.

         Contact Lists

         Using customer contact lists - such as phone numbers or email addresses - you can connect with your                      customers and contacts on Facebook.

        See how to build a Custom Audience from a Contact List

         Website Visitors

          Using the Facebook pixel- a snippet of code that you install on your website - you can create a Custom                    Audience of people who have visited your website. You can even use the website traffic data to show people          ads for things that they've shown interest in on your website.

         See how to build a Custom Audience from your website

         App Users

         The Facebook SDK - a snippet of code that you install in your app - lets you create a Custom Audience of                people who use your app, so you can inspire them to return to a game or view an item that they may be                  interested in buying.

         See how to build a Custom Audience from your Mobile App

Audience Insights

Audience insights help you learn more about your target audiences. You'll gather aggregate attributes about your customers, such as interests and behaviours - and you can use these to find new audiences who may be interested in your business.

Facebook Audience Insights gives you aggregated information about three groups of people - people connected to your Page, people in your Custom Audience and people on Facebook - so that you can create content that resonates and easily find more people similar to the ones in your current audience.

Get a demographics overview

See age and gender breakdowns, education levels, job titles, relationship statuses and more.

Find out what people like

Learn about people's interests and hobbies. Audience Insights also includes third-party information on what products people may be interested in purchasing.

Learn about lifestyles

Audience Insights combines relationship status, income, family size and location to tell you about the types of people who are interested in your business.

What You Get From Facebook

There are two primary things you get from a Facebook ad:

  • The ability to reach a certain number and type of people, and
  • As many of the results you care about (as expressed by the type of boost/promotion you choose on your Page or the optimization event choice you make in ad set creation) as possible from those people.
Given the characteristics of your ad (including its budget, bid, and targeting), Facebook estimate the number of people you can reach and results you can get before you actually order your ad. This can help you decide if you want to order the ad or not. 

During and after your campaign, Facebook will send you notifications about the performance of your ad. You can also view your results on the Insights tab of your Page (if you create the ad from your Page), or in Ads Manager. Facebook recommend viewing your results during and after your campaign, because in addition to helping you understand what you got from your ad, it can also help you make adjustments to hit your performance goals.

If Facebook are not able to get you the result you care about within the constraints of your budget, target and bid strategy, they will stop delivering your ad. You won't get charged unless you're getting you results.

Where to buy Facebook ads

There are two interfaces for buying Facebook ads:

  • Your Page. This is the simplest way to buy ads, but lacks some customization options Ads Manager has. You can do it on a mobile device, a computer or the Pages Manager app.
  • Ads Manager. This interface guides you through the creation of a campaign. It's available on computers and as a mobile app.

You're always in charge

You set your budget and bid.  Facebook will never spend more than your max.

Get results on any budget

Ads are shown to people who are likely to be interested, so you get results.

Pay for the actions you want

Choose your objective - impressions, conversions - and only pay for those.

Submitting your Ad to the Facebook Ad Auction

The ad auction determines which ads should be shown to which people. Using information that you provide in the ad creation process, the auction shows your ad to the people who are most likely to be interested in it - for the price that you bid or less, and never higher.

In the ad creation process, you set parameters that the auction will use to deliver your ad to people, including:

Budget

You set your advertising budget - a total amount that you want to spend daily or over the course of the campaign - and can edit it at any time. You also set a bid - the maximum amount that you're willing to pay when someone sees your ad or takes your desired action.

Audience

Choose who you want to see your ad. You can use demographics, such as age, gender and current cities, to connect with people, or things such as interests, devices or past actions.

Creative

Finally, you decide how you want your ad to look. You can use text, images and videos to capture people's attention. Once you've created your ad, it goes to Facebook's ad auction, where it will start being shown to people.

Options for everyone

To make it easy for every business and agency to purchase ads, Facebook have two speciality buying options. These options empower advertisers who are used to purchasing brand awareness and television media to purchase Facebook, Instagram and Audience Network ads in similar ways.

Reach and frequency

When you want your advertising campaign to reach more than 200,000 people, reach and frequency buying gives you predictable, controlled ad delivery at a locked price.