Facebook Ad Campaigns in 5 Easy Steps

We’ve talked about how to create and customize a Facebook page for your business, and 10 tips for promoting your page. Now how do you reach the right mix of the 200 million active Facebook users that might be interested in your products or services but aren’t fans of your page?

Consider using a Facebook ad.

First, sign in to your Facebook page; there you’ll see it as an option below Edit Page for “Promote Page with an Ad”:

You can use a Facebook ad campaign to promote either a Facebook page or any website.

And you can develop your campaign in just five simple steps:

1. Determine the purpose of the ad.

Are you trying to increase readership of your blog? Increase sales? Raise brand awareness?

Know what your goal is and make the rest of your decisions with that goal in mind–including the headline, copy, image, and call to action.

2. Decide who you’re trying to reach.

Who is your target market? What are they interested in?

Facebook allows you to be very specific about who you want to reach:

You can select your target audience by any combination of these parameters, including keywords they might have entered about their interests; if you have a product or service related to bicycles, for example, put in some keywords related to bikes.

A great feature is the running total at the bottom of how many registered users qualify under your parameters, so you’ll know if your search criteria is getting too narrow (or too broad).

There is no way to set your ad to run only at specific times of the day, so if you’re trying to reach a West Coast audience, you’ll want to set up your campaign to target them geographically.

3. Plan Your Budget

There are several components to the budget: How much do you want to spend overall? How long do you want the ad to run?

Divide your total budget by the number of days and you’ll get your maximum daily budget; this means your ad will run each day until your daily budget runs out.

You can either choose to pay by impressions (the number of times your ad is seen) or clicks (the number of times someone actually clicks on your ad).

If you choose impressions, you’ll enter a maximum bid per 1,000 times the ad is seen. If you choose clicks, you’ll enter a maximum bid for time the ad is clicked.  The bids are the maximum you’ll pay for each – you can pay less (and yes, it really can be less).

It depends on how many other advertisers are competing for the same audience, so the more targeted your can be for your audience, the better chance you have of appearing most frequently and cost-effectively to the people most likely to be interested in your products or services.

4. Direct your traffic to a specific place. And decide what you want people to do when they get there.

Decide whether you want the ad to drive visitors to your Facebook page or your website. And what you want them to do once they are there. Include a strong call to action in your ad and ensure the information they need is on the page when they arrive.  You can also choose to incorporate Social Actions into your ads.

As you’re creating your ad text, you should also be aware of Facebook’s editorial guidelines so that your ad is not rejected for incorrect punctuation, inappropriate targeting, inappropriate ad text, deceptive offers, etc.

5. Review, Launch and Monitor

Once you’ve entered all the information, you’ll have a chance to review the ad. Check it over and then launch. Once the ad is running, check back and monitor how it’s doing. You may need to adjust the targeting, headline or call to action to improve results.

We’ve had some great successes with Facebook campaigns.

  • How have you fared?
  •  Or are you now planning to try a new campaign?

Get more fans and customers by promoting your Facebook page with a targeted ad campaign. CDG Interactive can help; contact us to learn more.

Lisa Crotty

Marketing Manager

Lisa is a Senior Optimization Specialist at Innate – her friends even teased that she A/B tested her name change. Lisa studied Philosophy of Science & Technology at Virginia Tech and is always asking why.

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