FACEBOOK ADVERTISING pptx

Reach and Frequency T he New Facebook Advertising Features Facebook Ad Creation The Facebook Ads Manager T racking Ad Performance The Power Editor Guidelines for Facebook Advertising Pro

FACEBOOK ADVERTISING

“PROFIT WITH FACEBOOK’S

NEW PROMOTIONAL TOOLS ”

By Alex BeckisSecond edition May 2013

© Copyright eswebstudio publications All Rights Reserved

This book is protected under International and Federal Copyright Laws and Treaties and any

unauthorized reprint or use of this material is strictly prohibited It may not be reproduced in whole or inpart, by any means, without the written permission from the copyright holder

DISCLAIMER The information in this e-book represents the view of the author as of the date of

publication and not necessarily the view of the publisher Because of the rate at which changes, modificationand additions are added to the platform and program features described in this e-book, the author reservesthe right to alter and update the material

THIS E-BOOK IS FOR INFORMATIONAL PURPOSES ONLY While every attempt has been made toverify the information provided in this book neither the author, nor the publisher, assume any responsibilityfor error, inaccuracies or omissions

No responsibility will be accepted for any damage, loss of data or other malfunctions that may occur as aresult of using the information presented in this book

Table of Contents

Facebook advertising

“Profit With Facebook’s New Promotional Tools”

Who Should Read This Book

What Is This Book All About?

Why Should You Read This Book?

Terminology Used in This Book

Perspectives of Facebook and Social Media Marketing

Facebook in Perspective

Social Media in Perspective

The Essence of Social Communication

How to Listen If Nobody Is Saying Anything?

My T akeaway

The EdgeRank Algorithm

What Is Edgerank?

How to Improve Your EdgeRank Score

Pages Feed (November, 2012 Update)

Facebook Advertising

Click-T hrough-Rates vs Reach and Frequency

T he New Facebook Advertising Features

Facebook Ad Creation

The Facebook Ads Manager

T racking Ad Performance

The Power Editor

Guidelines for Facebook Advertising

Promoted Posts

Who Will See Promoted Posts

What Stories Should I Promote?

How to Promote Page Posts

Sponsored Stories

Types of Sponsored Stories

How to Order a Sponsored Story

The Facebook Ad Exchange (FBX)

Who Will See Your Offer?

How to Create an Offer

Custom Audience

How To Create a Custom Audience

How T o Use Custom Audience in Ad Campaign

Keeping Your Custom Audience Up T o Date

Lookalike Audience

How T o Create a Lookalike Audience

Audience Selection Using Partner Categories

What are Partner Categories?

How to Use Partner Categories

Understanding Facebook Reach

Facebook’s New Definition of Reach

Why You Need to Monitor Reach

How to Monitor Reach in Facebook

T he Likes panel

T he Reach panel

T he “ Talking About This” panel

Managing Posts

How to Schedule Posts

How to Pin Posts to the Top of the Timeline DisplayHow to Configure “Who Sees My Posts”

How to Structure Posts to Maximize Reach

Social Media Best Practices

Objectives and Branding

Integration and Syndication

Harnessing Referral T raffic

Books I Have Published

Recommended Social Media Products

Contact

Follow Me

Book Updates

Finally…

Who Should Read This Book

This book targets people who are interested in promoting their brand, product or service on Facebookand want to become familiar with and use the new promotional and advertising features that Facebook hasintroduced

Big brand companies successfully promote their brand with a Facebook brand page that usually features

a range of applications that encourage user engagement from millions of fans If you want to see examples

of how this is done, I suggest you visit the brand pages of companies like CocaCola, Starbucks, Red Bull orMashable However, judging by recent research data, small businesses are having a hard time in their pursuit

of social media marketing, whether they use Facebook or some other social media platform

My target audience, then, is people who need to improve their pursuit of Facebook marketing and

achieve an improved ROI from their efforts Many authors describe this as the pursuit of rising above the

noise generated by Facebook’s 1 billion users.

Most of the features described in the first edition of this book were introduced in the latter part of 2012.This is the 2nd edition and it includes updates introduced in 2013 The content assumes that the reader alreadyhave a Facebook brand page but need to formulate a social media marketing campaign using Facebook Forreaders who do not have a Facebook brand page, The Resource section at the end of this book lists suitablematerial for learning how to set up Facebook Timeline pages and Facebook apps as well as other Facebookand social media references

What Is This Book All About?

As the title suggests, this book describes how to use the new tools and features that Facebook hasintroduced to encourage business to better connect and reach out to their target audience To get started,however, you need to understand the effects and the opportunities provided by the two significant features

that Facebook introduced in 2012 - the EdgeRank algorithm and the paid ad platform EdgeRank, in

particular, created a lot of controversy amongst Facebook users To see this issue in perspective, I

recommend you scroll forward to the next chapter and look at the statistics presented under the heading

Facebook in Perspective,

Facebook introduced EdgeRank in order to show users the most relevant and interesting posts in theirNews Feed The end result is that only 15% or less of status updates posted by fans and friends are shown

and herein lies the problem While students want to see all the posts their school friends post, I very much

doubt that CocaCola would want to scroll through all the status updates posted by its 54 million fans Itwould expose them to an endless list of unfathomable clutter

So, starting in November, 2012, Facebook caters for both camps By default, the News Feed shows thefiltered list but a new menu addition allows you to see all posts

As a marketer, you now face a slight dilemma While your fans may select to see all status updates

posted by pages they have liked, will they? Again, I encourage you to look at the usage statistics shown inthe next chapter and then decide the likelihood of your campaign posts reaching their target audience

The scenario outlined above is the central theme of this book, the problem of information overload and

clutter to which your audience may be exposed and the new tools and features you can now use to penetrate

the noise in order to reach your audience

In sequence, the new tools and features described in this book include:

The Facebook EdgeRank Algorithm This is not a marketing tool but you absolutely must understand

how this ranking formula works in preventing your posts from reaching your target audience unless you

structure your Facebook activities correctly and post content that encourages your fans to interact All isexplained

The New Advertising Tools The new Ads Manager was introduced mid-2012 and updated in 2013 It

comes complete with Promoted Posts, Sponsored Stories, Offers, vastly improved ad targeting and, in itslatest version, comprehensive ad performance and goal tracking The new Ads Manager is explained in detail

It provides integrated ad creation with the following new features:

Promoted Posts, introduced in June 2012, is explained in detail in a separate chapter.

Sponsored Stories was introduced in 2011 and you will discover what it is and how to use it.

Promoted Posts and Sponsored Stories both enable you to offset the negative effects of the EdgeRankalgorithm

The New Facebook Ad Exchange (FBX) Facebook launched FBX as late as September, 2012 In

association with participating ad exchanges, FBX opens Facebook ad space to the very latest technologies

available in real-time, direct-response and event-triggered marketing, including re-targeting and real-timeprice bidding.

Mobile Ads This feature, available since early 2012 in combination with desktop display ads, was

changed in June, 2012 and advertisers can now create four different types of mobile ads which are onlydisplayed on mobile devices As will be shown, mobile ad performance is significantly superior to desktopads

Facebook Offers Again, this is a relatively new Facebook feature which enables you to advertise special

deals and discount offers which can be redeemed in-store with special barcodes, or on-site with redemptioncodes

Custom and Lookalike Audiences You can create a custom audience based on a list of email

addresses, Facebook User Ids or telephone numbers that you possess Once in place, you can then create alookalike audience of people who share the similar attributes to your custom audience

Partner Categories This is a new addition to Facebook’s ad targeting but is only available to U.S.

users A separate chapter explains this ad targeting feature

Facebook Reach Facebook modified this metric in July, 2012 to more accurately show how many

people see your posts, promoted posts, sponsored stories and ads Find out how to analyze your reach usingFacebook Insights This is essential for measuring the success of both organic reach and advertising

campaigns

Managing Posts This chapter describes how to schedule posts, pin posts, manage who sees your posts

and how to structure posts for maximum reach

Social Media Best Practices This chapter is a summation of the strategies and methods industry

experts consider best practices for formulating successful social media campaigns In themselves, theirsuccess depends on your social media foundation strategy, integration with other social media platforms andthe creation and distribution of meaningful and engaging content

Recent Updates Facebook modifications and additions happen frequently and the six month leading up

to April, 2013 have seen a lot of changes This chapter outlines recently introduced features that are related,but not directly relevant to advertising, and features that are in beta or experimental stage of development as

of April, 2013

Why Should You Read This Book?

The core concept with social media centers on communication, interaction and user engagement

Facebook is now a massive networking platform of 1 billion users and climbing It offers great

opportunities for social engagement and a base from which you can promote a brand, a business, a product

The new tools and features described in this book are all designed to aid your efforts in reaching youraudience and motivate them to like, share and comment on your content This must be your ultimate goal asengagement in various forms (all weighed and assigned a different score in EdgeRank) will ultimately enableyou to place your brand and your products in front of a targeted audience

Terminology Used in This Book

The Facebook platform is evolving rapidly with new features introduced or modified on a weekly basis

It should also be obvious to people who follow development that the terminology used when referring tovarious program and features follow suit

Regrettably, a great deal of online information refers to Facebook features using different terminology.For this reason, I will use the terminology that most commonly appears in Facebook documentation

Brand page These are the pages that are frequently referred to as business pages, fan pages or custom

pages You now access these pages via a Custom Tab displayed below the cover photo on your

mandatory, personal Timeline page

Composer This is the dialog box for entering status updates It is also known as the page updater,

update field and sharing tool

Username Previously referred to as a “Vanity URL” It is the access URL to your Facebook Timeline

page.

Perspectives of Facebook and Social Media Marketing

If you look at the statistics shown below, you will better appreciate the challenge you face in reachingyour chosen target audience on Facebook

The vast majority of Facebook users are individuals who use Facebook to share personal informationwith their friends Millions of users produce an enormous amount of clutter and your chances of penetratingthe noise in order to reach your target audience have diminished dramatically

You may currently promote your products or services on your own brand page but you need to realizethat the status updates you publish will be shown in the News Feed of your fans This means on theirpersonal account in amongst all the clutter published by other fans and their friends

With the introduction of the EdgeRank algorithm, Facebook has taken action to reduce the amount ofclutter by filtering and prioritizing the status updates that get posted onto a user’s News Feed

While the main purpose of this book is to describe new features that you can use to better reach yourtarget audience, it is necessary to first explain EdgeRank which, by its very nature, does the very opposite byfiltering out status updates that do not engage other users However, I will describe the actions you need totake to overcome and reduce the effects of EdgeRank

Facebook in Perspective

In the final quarter of 2012, Facebook has acquired 1 billion users

A Jan 2012 report claims that users post an average of 17.5 million status updates per hour This equals

420 million updates per day

Facebook users enter and average of 2.7 billion “likes” per day

Facebook publishes some 37 million pages

250 million photos are uploaded to Facebook every day

54% of users, currently a user base of 543 million users, access Facebook via mobile devices

What scenario do these statistics paint about Facebook? I think I could offer an opinion using one single

word This level of activity produces clutter Facebook users post billions of updates every single day The

vast majority of these status updates are personal and very trivial in nature

Here’s what you need to consider:

After the introduction of EdgeRank, Facebook claims that only 15% of status updates a brand pagepublishes are shown on the News Feed of fans Other sources claim the figure is lower

Research by Napkin Labs reveal that only 6% of your fans will interact with your content.

Social Media in Perspective

The Vertical Response email marketing company recently surveyd 500 small businesses and received thefollowing responses:

90% of small businesses are on Facebook

70% are on Twitter

More than half have a blog

1/3 of business owners wished they could spend less on social media.

But, but, but… here comes the real cruncher

A Forrester research report concluded that social tactics are not meaningful sales drivers because less

than 1% were driven by social media, I will show research results that show how people respond to

online advertising in a following chapter The news is not a great deal more encouraging

Herein lies the naked truth why most small business fails with social media More to the point, it presents

a substantial challenge for us who engage in Facebook marketing Keep reading please

The Essence of Social Communication

Every good book start with a story so let me share mine as it very much relates to social media

interaction and I will draw its parallels with social media marketing

I had (past tense) a friend who was passionate about what he called “the new social order” This passionlargely rested on his perception of world-wide conspiracy theories concocted by an elite segment of bankers,

financiers and backroom power brokers spread around various parts of the world but loosely interconnected

by breed, associations and secret societies

He traced these conspiracies back to the ancient histories of Egypt and Mesopotamia and vaxed lyrical aboutits manifestation in town design, architecture, symbolic icons placed on public buildings as well as covertexpressions in public and private media channels

Here comes my point While, in theory, his theories could and should have produced engaging and interestingconversations with a focus on exploring its origins and future implications, he was completely incapable ofengaging me He simply felt obliged to “shove his theories down my throat” Unable or unwilling to passivelyaccept theories that span the entire history of mankind my one and only reaction was resentment and

unwillingness to continue listening, because, there was no exchange and no conversational interaction.Sensing my resentment but being unable to understand its cause - an overwhelming feeling of being preached

to and lectured - he ended up accusing me of suffering an inferior intellect, a compliment that abruptly endedour friendship

So, what’s the moral of this story, other than to recognize that we were born with one mouth and twoears and should use them in that proportion? The fact is that social media comes with a more complexproblem that is not so obvious when you produce content for publication It is a bit of a paradox best

expressed with the following question

How to Listen If Nobody Is Saying Anything?

I’ll let another person answer this paradox as he does it so much better than I could

Here it is, courtesy Nick Westergaard, in his article titled “Brand Driven Social Updated”

Social media is different from every other form of media in one unique way If done properly, it focusesmore on listening than talking

When you consider virtually every other marketing channel such as TV, radio, online ads, even email, all

of them focus more on the brand’s uni-directional message rather than the thoughts and needs of the

It could be as simple as, “How was your Monday?” or as complex and probing as, “Be honest Whatcould we do better to meet your needs?”

Another media built around the other person — but also includes an audience — is a talk show How is atalk show formatted?

Are you listening to your community or talking at an audience?

The EdgeRank Algorithm

A major development on the Facebook platform is the introduction of EdgeRank, a ranking formula thatdetermines which posts are displayed on the News Feed of fans and friends This algorithm filters andprioritizes the posts your fans will see and the order in which they are shown on their News Feed

This chapter describes Edgerank and how it affects your Facebook activities? To understand Edgerank,you need to look at the Facebook statistics shown in the previous chapter Facebook had to introduce aranking algorithm to reduce the amount of clutter displayed on people’s News Feed We also need to clarify

the meaning of the term edge as the ranking formulae itself is based on this rather esoteric term.

To overcome the effects of Edgerank, you need to understand how to create and manage the updatesyou post on Facebook, how to time these updates and how to engage with fans and friends using Facebookfeatures like Likes, Share and Comments Unless you fully embrace the concept of engagement, your statusupdates will simply not show up on the News Feed of your fans

What Is Edgerank?

Edgerank is a Facebook algorithm that controls which status updates are displayed in each user’s NewsFeed Edgerank not only filters what posts are displayed, it also sorts and prioritizes the order in which theyare shown

To start, let’s clarify the term edge Looking at the image shown below may put YOU on edge, but do

not fear We shall clarify its meaning in an easy-to-understand manner

As it applies to Facebook, every interaction a user performs that produces a piece of content is known as

an edge

For example, the following user actions are in themselves known as edges:

1 Posting a status update

2 Uploading a photo or video

3 Clicking, liking, tagging, sharing, commenting and befriending people

4 Listening to a song

5 Changing the classification of a fan or friend

Every one of these actions generates an edge which, depending on its EdgeRank score, may be displayed

in a user’s News Feed Looking at the actions shown in the above list, you can already see that Edgerankmonitors your engagement and this, to a large extent, determines if your status updates will be shown on theNews Feed of your fans and friends

Now, let’s examine a more scientific definition of EdgeRank The algorithm is defined by the formulashown in the following image:

Edgerank is measured by the aggregation of three separate factors which, on account of the terminologyused, may seem a little difficult to grasp

Affinity (u) This entity essentially tracks your interaction with fans Each action produces a different

weight that measures the effort involved which, by itself, demonstrates the level of interest a user has in thecontent posted Posting and commenting produces a higher score than clicking or liking Using Facebook

parlance, the affinity score is also based on how connected a user is with an action The more you interact

with a particular person, the more connected you become

Edge Weight (w) Each edge category has a different weight (score) which determines what type of

content Facebook considers valuable for posting onto the News Feed of fans and friends Highest on theirranking is videos, photos and links The more comments, likes or shares a post update accumulates, thehigher its edge weight

Recency (d) This factor relates to the “time decay” of status updates As a post ages, it loses points It

is assumed that Facebook adjusts the recency score based on the time elapsed since the user last logged into

Facebook and also how frequently the user is active on Facebook.

Like the Google algorithm that determines page rank, the precise equations contained in the Edgerankalgorithm are not publicly known and you can assume that the algorithm will change and evolve over time.However, the above explanations should give you a reasonable insight into the factors that determine whetherparticular posts will show up in your News Feed as well as those of your fans

Finally, do not assume that you can check, measure or calculate EdgeRank because there is no generalscore You can, however, measure the effects of EdgeRank by using the Facebook analytics tools to seehow much engagement from other users your posts accumulate A separate chapter later in this book

describes the Insights analytics feature.

How to Improve Your EdgeRank Score

If you market your brand, product or service on Facebook, you need to consider how you can bestimprove your EdgeRank score The reason is simple Unless you pay attention to EdgeRank, the majority ofyour fans and friends may never see your status updates

According to the latest available research, only 6% of your fans will interact with your content (Napkin

Here’s the mindset you need to adopt when you post updates, photos or videos in Facebook:

Don’t try to trick the EdgeRank formula to rank your content higher Instead, create content thatmotivates your fans and friends to like, comment and share the content

Aim to create a community of followers

As is the case with the Calls-To-Action items you embed in sales letters and/or squeeze pages, you mustTELL people what to do or they won’t do it Clearly state what you want your fans to do “Leave acomment below”, “Click Like if you agree”, “Click the Share button now” Every action your fans takewill improve the Affinity score of the EdgeRank algorithm and this will increase the number fans thatsee your post in their News Feed

You will find a summary of the actions you need to take in order to offset the effects of the EdgeRank

algorithm in the final chapter, titled Social Media Best Practices.

Pages Feed (November, 2012 Update)

Facebook has responded to mounting criticism from users who want to see all status updates posted bypages the have liked

Commencing mid-November, 2012, a new menu item labelled Pages Feed was added to the left-hand

column of the News Feed page

When you click this link, a new stream is displayed that shows recent updates from pages you have

liked

Facebook Advertising

In this brief chapter, let’s look at some new research that focuses on the core issues of creating anadvertising campaign I will then outline the many new advertising features that Facebook now provides

Click-Through-Rates vs Reach and Frequency

People traditionally view ad performance by the click-through-rate (CTR) achieved Later research, now

strongly supported by Facebook, claims that campaigns that focus on reach and frequency perform far

better Here are some details of current research on this issue

1 Research by the Nielsen organization shows a 0.07% correlation between high click-through rates and

actual sales

2 A study by Datalogix found that no less than 99% of sales generated from ad campaigns came from

people who saw an ad, but didn’t interact with the ad (did not click through to the landing page)

3 The same study claims that campaigns that focuses on reach generated an average 70% higher ROI compared to campaigns that did not an, campaigns that maximized frequency had a 40% higher ROI.

In case you are not familiar with the ad terms used in this section, they are defined as follows:

Reach The number of different people who are exposed to an advertisement at least once.

Frequency The number of times one person is exposed to an advertisement.

Click-through-Rate (CTR) The number of clicks an ad attracts divided by the number of times the ad

Facebook has recently introduced some significant improvements to their advertising platform Facebookbecame a publicly listed company in 2012 and, as users, we cannot question their quest for monetizing theplatform in order to boost revenue However, as a marketer you will appreciate the innovations provided asthey enable you to reach a wider and more targeted audience

In this chapter, I will introduce you to the new advertising features, most of which introduced in thelatter part of 2012 Each new feature will then be described in detail in the following chapters of this book

Promoted Posts You pay an advertising fee to ensure that your posts will be seen by a larger

proportion of people who have liked your page and by a larger percentage of the friends of people who

have interacted with your posts This feature does not affect who can see your posts; it only bumps the

post higher in the News Feed of your fans

Sponsored Stories You pay an advertising fee in order to sponsor actions that your fans take when

they interact with your page, or you sponsor a status update that you yourself have posted There areseven different actions that you can sponsor

Mobile Ads Facebook introduced mobile-only advertising in June, 2012 As there is no side column on

mobile devices, mobile ads will appear in the News Feed of users

Custom Audience This feature is only available with the Power Editor tool, described in detail in the

next chapter of this book A custom audience is a list of people you can target, using their email

address, Facebook User Id, or telephone number

Lookalike Audience It is an audience that shares similar characteristics to an existing Custom

Audience You can create such an audience using the Power Editor once you have a custom audience inplace

The Facebook Ad Exchange (FBX) This is the latest and most significant addition to the Facebook

advertising services

The Facebook Ad Exchange was released in September, 2012 In essence, Facebook sells ad inventory

to a range of participating ad exchanges This means that you, as an advertiser, do not engage this service

via Facebook Instead, you need to open account with one of the participating ad exchanges.

While the Facebook advertising services provide a wide range of features for targeting ads to a specificaudience, the participating FBX ad exchanges offer the latest available technologies for demand-driventargeting These technologies come with terminology that is likely to be totally foreign to people who do notwork directly in the marketing or advertising industries To target your advertisements to very specificpeople, the offer features like these:

Multi-touch attribution

View-through conversions

Global frequency capping

Day-parting

All these technologies are designed to serve the right ad to the right people at the right time

Readers who are unfamiliar with these terms can find definitions at the end of the chapter titled

“Facebook Ad Exchange”

Facebook Ad Creation

There are two separate ad creation tools available to users

The Facebook Ads Manager

The Power Editor

The first is the standard Facebook interface for creating ads; the Power Editor is a Chrome browser

add-on for managing ads in bulk Let’s start by describing the standard interface

The Facebook Ads Manager

You can download the new Facebook Ads Manager Guide here:

http://fbrep.com/SMB/Ads_Manager_Guide.pdf

The Facebook interface for creating ads has changed significantly over a period of time and will

undoubtedly continue to do so as Facebook develops new features to boost their ad revenue

In this section, I will show the current range of options and the applicable screens on which you createyour ad, select the type of advertising you prefer, target your audience and set your budget

You can access the Ads Manager in a few different ways

1 Click the drop-down menu in the top right-hand corner of your page and select Create an Ad

2 From your brand page, click Build Audience and select Create an Ad

3 Enter http://facebook.com/ads/create and then select a destination page, e.g your brand page

You will be taken to the initial ad creator screen shown below

What do you want to advertise?

Your first choice on this screen is to select what you want to advertise You can select your Facebook

brand page or enter an external website URL Facebook pre-populates an ad template and displays an imageshowing how the ad will appear as a Display Ad in the right-hand side of your Facebook page

Get More Page Likes This is the default selection.

If you select your Facebook brand page, the ad template is populated with your brand page username

and the ad text with the text you have entered in the About box shown below the cover photo.

If you enter a website URL, the ad template displays your website logo and information from the homepage

In addition, Facebook displays a suggestion for Sponsored Stores that would show in peoples NewsFeed You can remove this latter option or you can alter the default by entering specific URL tags todisplay specific posts

You can change these entries to your liking

Promote Page Posts This is the Promoted Posts option Using the drop-down menu displayed, you can

select any post from your brand page Timeline ticker An ad template shows how the ad will appear Asecond option offers you the choice of adding Sponsored Stories and an example ad shows how they willappear in the News Feed of people’s page

Advance Options This option gives you some more flexibility First, you can select to promote an

existing page post or create a new ad about your brand page If you select to promote an existing page post,

you can set an option that will automatically promote the most recent post you have added to your Timelinebrand page

Choose Your Audience Facebook enables you to target a very specific audience Options include:

Location by Country and City.

Age and Gender.

Precise Interests (you can select these from a section titled Suggested Likes and Interests).

Broad Categories and sub-categories (select from menu entries shown) You can target mobile ads from

this menu

Connections (select anyone or select an audience who interact with you brand page in specific ways) Friends of Connections (enter page, app or event name).

Interested In as a choice of All, Men or Women.

Relationship Status as one or more of All, Single, In a Relationship, Married, Engaged or Not Specified Languages.

Education as a choice of Anyone, In High School, In College or College Grad.

Workplaces as a manual entry.

Campaign, Pricing and Scheduling

1 Campaign Budget Set price in US$ per day or for lifetime of campaign

2 Campaign Schedule Checkbox enables you to commence campaign today or, alternatively, you uncheckthis box and select a Start and End date

For help about pricing, visit

https://www.facebook.com/help/318171828273417/

Tracking Ad Performance

The last major update to the Ads Manager introduced extensive ad tracking that enables you to see whatactions visitors take after seeing your ads

You can measure ad performance against your advertising goals and calculate your return on investment

The following screen, courtesy Facebook Ads Manager Guide, illustrates a campaign summary page

where you can view ad performance against goals, reach, frequency and cost (cost per page like etc)

You can now set your advertising goals and the Ads Manager displays the user actions visitors take as ameasure of ad performance against these goals

The Ads Manager allows you to choose from the following list of advertising goals:

Get More Page Likes measured as Page Likes.

Promote Page Posts measured as Post Engagement.

Get New Users measured as App Installs.

Increase App Engagement measured as App Engagement.

Increase Attendance measured as Event Responses.

Finally, advertisers who use conversion tracking with their ads can see the conversions reported in theAds Manager, including Cost per Conversion for each ad

The Power Editor

This is an online tool available as an add-on to the Google Chrome browser This tool is best suited for

people who want to manage multiple ad campaigns or create multiple ads.

Using this took, users can create ads in bulk and save time by easily managing multiple campaigns andpage posts There are also features for sorting ads by performance statistics

The Power Editor also allows you to create mobile app install ads that can be displayed in mobile News

Feeds

An 2013 update enables you to use the Power Editor to create custom and lookalike audiences More onthis in later chapters

To access the Power Editor, follow these step-by-step instructions

1 Open the Chrome browser in Windows or Mac

2 Go to http://www.facebook.com/ads/manage./

3 Click the Power Editor link situated on the left side of the Ads Manager.

4 Select Install Power Editor and open the program.

5 Click Add to Chrome button at the top-right hand corner of the page.

6 Download the ad accounts and pages you want to manage

Facebook has a comprehensive online User Guide for this tool You can access this guide by followingthis link Facebook Power Editor User Guide

Guidelines for Facebook Advertising

Choose the Page you want to promote and under ‘What would you like to do?' you can:

Get More Page Likes: Reach people who aren’t connected to your Page yet You’ll be asked to design

your ad including headline, body text and image

Promote Page Posts: Promote a specific post for the purpose of increased reach and improved chance

of placement in a user’s News Feed

Advanced Options: See all creative and bidding options in one place You can toggle your bidding

options between CPM and CPC

Reach the right audience

Do you have an idea of the ideal customer you want to target? After choosing your ads and sponsoredstories, you will be able to choose the specific audience for your ad

The estimated audience size indicates the total number of people your ad has the opportunity of

reaching if your bid price and budget are high enough

Location, Age and Gender allow you to choose the basic demographics of the audience you want toreach

Ads targeting tips

Precise Interests are determined by what people are connected to on Facebook, such as pages and apps Broad Categories allow you to select broader groups of people, based on their Activities, Family Status

or Music preferences

Use Connections to select your audience based on whether or not they are connected to any of your

Pages, apps or events

Click on advanced targeting options to see more ways you can target your audience.

Campaign, pricing and scheduling

Name your campaign, select your budget and set the schedule for your campaign

Unless you have chosen Advanced Options in the goals section, you’ll pay for impressions (CPM).These impressions will be optimized so your ad shows to the people most likely to help you reach yourgoal

You will never pay more than your budget, and you'll never pay more than the actual cost to reach thepeople who are more likely to help you achieve your goal

Promoted Posts

Facebook introduced promoted posts to allow people to pay for posts to be displayed in the News Feed

of fans and friends The sponsored posts will appear in the News Feed of fans and will be labeled as

“Sponsored” As you most likely know, the News Feed is where people see content posted by fans andpages to which they are connected

This may well be the most practical solution you have for placing your posts and offers in front of yourtarget audience As we noted in the introductory chapter, Facebook has disclosed that content placed on abrand page only reaches 15% of fans Other sources claim the penetration rate is less and possibly as low as6%

Consider these facts:

Unless you interact with your fans, the Facebook EdgeRank algorithm (described in a previous chapter)

prevents your posts from appearing in the News Feed of your fans

Given the enormous rate at which status updates are posted to Facebook and, regardless of the postsappearing or not, people are likely to be overwhelmed by the sheer volume of posts appearing in their

News Feed This is particularly so if they do not log in to their account very frequently.

Unless you post content of interest to your fans, they will simply ignore your posts and continue toscroll down to the next post

Who Will See Promoted Posts

Promoting a post does not affect who can see it; it only bumps the post higher in the News Feed of your

fans

Facebook states that your posts will be seen by a larger proportion of people who have liked your pageand by a larger percentage of the friends of people who have interacted with your posts

You can target promoted posts by language and location To do so, click the Public button located next

to the Promote button and select your target settings

What Stories Should I Promote?

To reach the widest possible audience, you should post stories that you think your audience (fans) willlike, share or comment on

You should explore the Insights section of your page to find out what type of content your fans prefer.

To access Insights, you need to display the Admin Panel to see a graph as shown below To expand

Insights, click the See All link in the top right corner and you will see detailed charts of Likes, Reach and

People “Talking About This”

Facebook provides advice on best practices for promoted posts and claim the following types of content

provide the best results:

Photos and videos People are innately visual by nature and respond best to bright and attention-grabbing

images Show interesting pictures of your products or images of how people put your services to best use

Events and News Consider posting content that details the launch of an upcoming product, exhibition or

in-store event such as time-limited discounts

Questions Post questions that demonstrate that you value their opinion You could ask them to compare

and rate different product offerings, or vote on the comparative value of different services you provide

Offers, discounts, coupons People are always interested in “specials” and are very likely to share

information about such events with their friends (see Facebook Offers in a following chapter for moredetails)

How to Promote Page Posts

This feature is only visible on Facebook brand pages with more than 400 Likes On such pages, aPromote button will appear in two separate places:

At the bottom of the post created

On the Composer interface

The images shown below illustrate the placement

Once you click the Promote button, you will be presented with a dialog box where you can set yourbudget for promoting the post The image shown below illustrates this dialog box The amount you select isthe lifetime cost for an estimated reach, not a daily budget

You can promote any type of status update you have posted onto your page using the Composer at a datelater than June 21, 2012 You can promote photos, offers, videos, questions and status updates An example

of a sponsored post, displayed in the News Feed of a fan, is shown below You will notice that fans canUnlike, Comment and Share the post

The cost of a promoted post will be billed to the primary funding source you have designated in theFacebook Ads Manager You may change this source for individual posts as follows:

1 Click the Promote button in the Composer or at the bottom of a sponsored post

2 Click the gear drop-down icon

3 Click Change Payment Method

You can also change your funding source in the Ads Manager

You can use the above step-by-step instructions to Stop Promotion This will Pause your promotion and you can Resume Promotion later using the same interface.

You can monitor the performance of your Promoted Post by checking the performance figures displayed

at the bottom of your post entry displayed on your Timeline These figures show how many people haveliked the post and its reach expressed in numbers and as a percentage of you fan audience