The Basics of Facebook Advertising: Getting Started Part 1 of 2

Just because you built your Facebook page does not mean people will show up. Facebook pages are no secret and in fact there are a lot of business Facebook pages that currently exist. You may truly have something of value to offer fans of your page and your market once they’ve ‘Liked’ your Facebook page but you have to get people there first.
This mini-series of Getting Started will focus on how to utilize Facebook Advertising to drive traffic to your Facebook page and begin to build your valuable social media community.
Currently the Create an Ad page on Facebook Advertising consists of 3 sections; ‘Design Your Ad’, ‘Targeting’, and ‘Campaigns, Pricing, and Scheduling’.
Step 1 – Design Your Ad
The most recent changes to Facebook better filter content which displays in a persons timeline based on ‘importance’ or ‘relevance’ to the viewer. Bad news for pages is unless you already have a strong following your content is not considered important or relevant. The good news is Facebook created tools and options through it’s advertising platform to increase the visibility of your messages. Such as Sponsored Stories and Page Post Ads (we will talk more about these options in Advanced Facebook Advertising: Maximizing Return).
For now go to and click ‘Create an Ad’:

  1. Select Your Destination – Since your objective is to build your Facebook page community select your page from the drop down list and a targeted landing tab. We recommend creating a custom tab (prior to creating your campaign) as simple as a welcome tab that displays a message or image.
  2. Select Your Type – Select Facebook Ads.
  3. Select the Story Type – You have two options – Either Page Post Ad or Facebook Ads for Pages. By selecting Page Post Ad an advertisement will be dynamically generated based on your most recent page post to your page’s wall. This includes status updates, shared links, and photos. For your first campaign we recommend choosing Facebook Ads for Pages.
  4. What you will need: 1) an engaging call to action in under 135 characters, and 2) a creative design that is 110 pixels wide by 80 pixels tall to be displayed next to your call to action (we will talk more about writing and design in The Basics of Facebook Advertising: Getting Started Part 2 of 2).

Once you’ve written your engaging call to action and selected the design you want displayed, your Facebook Ad design is complete!
Step 2 – Targeting
Good news is Facebook provides a plethora of options to segmenting, targeting, and testing for who your market is. Bad news is (for an inexperienced user of Facebook Ads) Facebook provides a plethora of options… If you know exactly who you want your ads to be displayed to – Great! If not this section will take some thought, some research, and testing. For the do-it-yourselfer our tips are these:

  1. Focus on specific locations. Focus on building a presence in specific areas even as small as zip code. By saturating specific markets you can leverage Facebook’s reach which displays the activity of someone ‘liking’ your page to that person’s friends.
  2. Align your age and gender target with the content of your Ad design. For example if your Ad design is trying to attract potential home buyers we’d imagine you’d be targeting Men and Women over 22.
  3. Targeting Interests, Advanced Demographics, and Education & Work is hugely beneficial. There is not much detail for us to go into here other than choose wisely. The choices you make to target interest are a result of your market research and Ad design prior to starting your campaign.
  4. Since you are building your Facebook page community, we recommend you choose to display your Ad to ‘Only people who are not fans of Your Page’.

Step 3 – Campaigns, Pricing, and Scheduling
For the basics and getting started, this is your last step to launching your first Facebook Ad – Congrats! A few things:

  1. Name your campaign. Make it specific and relevant to this campaign. For example PageName-AdDesignName-Market-Version#. This will help when trying to make sense of your data down the road and post campaign.
  2. What’s a good budget? That depends on your objectives. We’ve seen excellent results for starter campaigns we’ve managed over a 28 day period for $50 and we’ve also seen phenomenal results for advanced campaigns with complex objectives over a 28 day period for $750.
  3. You want people to click on your Ad. So, choose Pay for Clicks (CPC). To Pay for Impressions serves it’s own purpose too. In our scenario we want our actions directly tied into our objectives which is getting people to click and become fans of your Facebook page.
  4. Bidding low is GOOD. Facebook’s Suggested Bid range is accurate to ensure your Ad is displayed. However, there are other factors that play into whether your Ad gets displayed or not outside of bidding. For example the more people to click on your Ad the more it will be displayed to your market. If you properly manage your campaign, closely watch your Click Through Rate (CTR), and update your Ad wording and design when it is not performing well you can bid low and still have your Ad displayed to your market. Our general practice is to bid below Facebook’s Suggested Bid to maximize our spending. The trade-off is time spent managing the campaign to maximize exposure and return.

NEXT: The Basics of Facebook Advertising: Getting Started Part 2 or 2
Topics Covered: Writing engaging call to actions, eye catching designs, and running multiple ads per campaign.
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