Strategies For Facebook Advertising

Creating a Facebook Ad

facebook ads

Creating your ad in Facebook is quick and easy. Whether you’re creating a
text ad, display ad (text and image), or building in social actions, such as a fan
request, getting your ad up and running in Facebook requires some basic steps:

1. Scroll to the bottom of your screen, and click the Advertising link.

2. At the top of your screen, click the Ads Manager link to see the Facebook Ads page.

3. Click the Create an Ad button on the upper right of your screen.

Design your ad

When it comes to designing your Facebook ad, it’s best to keep it simple. Focus
on one simple objective and be direct. Ads with images generally perform better
than straight text ads. And, if your image features people, the chances are even
greater that someone will click through (see Figure 9-7). For more information
on designing your ad, see the “Exploring a Facebook Ad” section earlier in this
chapter.

1. Under Destination URL, click the I Want to Advertise Something I
Have on Facebook link.

A list of your Facebook Pages, Events, and/or Groups that you manage
appears depending on what you’ve designated for your business.

3. Type a title, or headline for your ad.
Note you only have 25 characters and must adhere to the Facebook
formatting policies.

4. Add body copy with up to 135 characters.
Using all caps or title case caps is prohibited under Facebook ad
guidelines.

5. Upload an image.
Please note that this step is optional, but it is a proven fact that images
do a better job at attracting attention than a text-based ad.
Note also that as you start building your ad, you’ll see it in near-real time
on the right.

Target your ad

After designing your ad, you need to target your audience. You can think of
targeting in terms of an archer’s bull’s eye. The closer you get to the center,
the narrower the circles; the farther out you go, the wider the area. 


Following are steps to target your Facebook ad campaign:

1. Select the location of the user you want your ad to be seen by.
There are nearly 100 countries from which to target and each ad can
reach up to 25 countries. You can also drill down to the state/province
or city level. For many cities, you can even specify between 10, 25, and
50 miles surrounding the city.

2. Select the age range of the audience you want to see the ad.
You can use the default, Any, to reach the widest possible audience. Keep
in mind, Facebook doesn’t allow targeting to members younger than 13.

3. Select Male, Female, or both.
You see Male and Female checked in the default mode, making the ad
available to the widest amount of members possible.

4. Type any keywords you want to specifically target.
Keywords are based on the information a user chooses to include in
their Facebook profile. When you start typing a term, you see a range of
possible words appear. You can click one of these words without completing
your term. If the keyword you enter is not identified in enough
Facebook members’ profiles, it’s not statistically large enough to target.
You can enter as many keywords as are relevant.

5. Select the desired education level of the audience.
You can reach high school, college, college graduate, or all.

6. Target down to the workplace.
When you begin to enter the workplace, you see a range of workplace
possibilities with those letters appear. If the workplace you’re seeking to
enter isn’t statistically large enough to support an ad, it remains blank.

7. Select the status of the audience’s relationship.
You can choose between Single, In a Relationship, Engaged, and Married.

8. Select which sex your target audience is interested in, Men or Women.

9. Type the target audience’s language preference.
There are 40 languages listed and nearly 100 countries, and growing.
Facebook offers a truly global campaign from one centralized management
platform

Note: As you narrow your audience, you’ll see a revised Estimate of the
potential audience based on your selected criteria on the bottom of the
Targeting section. The estimate also recaps the targeting attributes that
you have selected.
When using keywords of interest to target an ad campaign, it’s always a

good idea to include those keywords in the ad copy.