Put Facebook Ad Online

Writing your ad message

Facebook is about making connections.

 Ad copy should reflect this spirit
and maintain a familiar, conversational tone. With a friendly attitude in your
headline and body, social stories generated around your ad have a more
natural flow within the Home page News Feed. Given a 25-character limit on
the title and a 135-character limit on the body, you can’t waste a whole lot
of words. Be direct, be straightforward, and be honest with your objective.
Facebook is also about building trust, and your copy must show an openness
and willingness to share and connect with your audience.
Facebook ads should entertain if the subject calls for it. Ads with a humorous
message deliver higher rates of user engagement.

Choosing an image

Ads accompanied by images overwhelmingly perform better than text-only
ads. Therefore, we strongly recommend that you include an image in your
Facebook ad. If you use a photo, include a high quality picture with the maximum
allowed size of 110 pixels wide by 80 pixels tall with an aspect ratio of
4:3 or 16:9. Image files cannot exceed 5MB.
Preferably, use images that are easily recognizable, not too intricate in detail,
and feature bright colors without the use of the dark blue so strongly identified
with the Facebook logo and navigational color scheme.

Targeting your audience

Facebook has made it very easy to target your desired audience. In fact,

selecting your target audience is central to the Facebook self-serve platform.

You can target by location, age, relationship status, and interests. You can

even target by language, as Facebook is available in 40 languages with many

more in development.

Targeting your audience is as important as the message itself. Develop personas

to represent your target audience. Learn what they’re interested in —

their educational background, relationship status, and where they live. Reach

only the audience you desire by targeting to meet your specific business’s

ideal customer profile. 

Facebook has focused its advertising strategy around its vast member data,

allowing advertisers to target an audience segment precisely. You can say

that Google’s AdSense is more a question of where your ad is seen, while

Facebook is all about who sees your ad. In fact, Facebook offers advertisers

the ability to reach their exact audience — from a broad demographic, to a

geographic preference, and to a more granular interest.

Facebook advertising is not directly contextual, meaning ads don’t necessarily

correlate to the content being displayed. An advertiser can’t pinpoint where

on the site their ads should appear. Google’s AdSense, on the other hand,

is a contextual-based advertising platform. Google’s text-based ads are tied

directly into the keywords being queried.

Targeting by location

Facebook allows for precise location targeting, based in part on your profile

data and the IP address of the computer you log in with. Most cities in the

U.S., Canada, and the U.K. allow you to add surrounding areas of 10, 25, and

50 miles for advertisers looking to reach specific regional markets.Here is example
of facebook targeting:

targeting your audience on facebook

Targeting by keywords

Facebook leverages its members’ profile data to allow advertisers to drill
down to specific keywords. These keywords represent a member’s interests.
Topics that users are passionate of, such as their musical tastes, television
preferences, religious views, and other valuable psychographic data 
, can be used to further micro-target your audience. Never before
has there been a mass medium that allows for this kind of precise targeting.
By adding keywords to your targeting, you can reach consumers based on
the interests listed on their profile page.

By micro-targeting, you’re limiting the total reach of your campaign. By casting
a wide net, you might be reaching outside of your target audience.

Money, money, money — setting a budget

After you create your ad and identify your targeted audience, setting the
budget is the final step before you can launch your advertisement. Facebook
employs a bidding structure for its advertising inventory based on supply
and demand. If there’s greater demand to reach a specific demographic,
the ad typically has higher bids. The company also provides a suggested
bid based on the approximate range of what other ads reaching this demographic
have historically cost.
Facebook’s ads are based on a closed bidding system. You can’t see what
others pay for ads, or can they see your bid. Facebook provides a recommended
bidding range. As a strategy, setting your bid initially on the low side
of the suggested range is a good idea. You can monitor your campaign to see
whether the ad is performing at your given bid. Although Facebook allows
you to bid as low as one cent, expecting a bid at that price to deliver any
impressions is unrealistic.
You don’t have to follow the Facebook pricing guidelines, but remember, if
you bid too low, your ad won’t appear.
Facebook also allows you to purchase ads based on a pay for clicks (CPC)
or pay for thousand impressions (CPM). If your goal is to drive traffic to a
specific page, paying based on CPC is probably the best performer for you.
If your objective is to get as many people within your target demographic
to see the ad, but not necessarily click thru, then ads based on a CPM basis
could be your best option.
On Facebook, ads purchased on a CPC basis are more cost efficient at driving
traffic to a given Web site or Facebook destination than ads purchased on a
CPM basis. However, if your goal is more of a brand awareness campaign and
you’re trying to gain exposure to as many people as possible, ads purchased
on a CPM basis could be a more effective strategy.

Putting your ad to the test

The social network offers marketers a full range of metrics to measure success,
both from the Web site’s internal ad management measurement or via
Facebook’s internal reports and measures. Because replicating an ad and creating
different iterations for testing is easy, Facebook is quickly becoming the
advertising platform of choice for savvy marketers.