How to Target Facebook
Ads to Promote your Brand
Why Facebook Advertising?
• Cost efficient
• Targeting is amazing
• The variety of ads you can
post
• The metrics
• Your audience IS on
Facebook
Scheduling Facebook Posts
If you aren’t already scheduling posts for your Facebook page, you
need to start!
Boosts vs. Adverts
• Boosting a post is NOT the same as creating a Targeted Facebook
Ad Campaign
• A Boosted Post is the most basic advertising you can do on
Facebook – you are allocating budget to a post you are sharing
directly on the page
• A Facebook Advert is a more advanced way to advertise & gives
you more options
Why Boost?
• Low organic reach on
Facebook
• To reach your current
audience
• Increase your exposure to
new audiences
Which posts & how often?
Which posts?
• Anything you want to ensure your audience sees
• Evergreen content
• If you want to target people in a specific area
How often?
Set a budget – whether that’s $50 per week or $50 per
month, and ensure you are boosting 2 – 3 posts per week
working within your budget.
How to boost: step-by-step
1. Once you have shared your post on
Facebook, click on the ‘boost post’
button that appears at the bottom right
2. You will then have several options to
choose from (see screenshot)
3. Set your daily budget or lifetime budget
(you have to spend a minimum of $1
per day on boosted posts)
4. And boost!
=
Facebook Adverts
• Multiple varieties
• Appear in multiple places
• Allow for detailed targeting
• Set budgets that get you the
highest ROI
Targeting
On Facebook, you can target based on:
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Location
Age
Gender
Interests
Connections
Relationship Status
Languages
Education
Workplaces
Facebook Advertising Campaigns
• There are three levels to the Ad
Campaign structure on
Facebook
1. Advert: the creative
1. Advert Set: targeting &
budget
2. Campaign: where you define
the objective
Ad Campaign Structure
Video: https://www.facebook.com/business/help/613846972027099
A/B Testing
• Comparing two versions of a webpage, newsletter, or Facebook Ad
to see which one performs better
Retargeting or Remarketing
• Remarketing / Retargeting shows ads for
your business to people after they have
already engaged with you
• Visited your website
• Used your mobile app
• Given you their email address
• Step-by-Step on setting up a retargeting
campaign:
http://www.acquisio.com/blog/agency/4simple-steps-create-facebook-retargetingcampaign/
Budget
• How much should you spend?
• Every business is different
• Set a budget
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Weekly
Monthly
Yearly
Per Campaign
Measuring your ROI
• Facebook Insights
Facebook Adverts Manager Metrics
• Results
• Reach
• Cost per result
• Total Budget
• Amount Spent
• People taking action
• Link Clicks
• Website Purchases
• Button Clicks
Measuring Brand Awareness
• Brand awareness is an important measurable when it comes to
social media marketing
• Measuring brand awareness is not as straightforward but still
important
Facebook & Instagram
• In 2012, Facebook bought Instagram for
$1-billion
• Ads are now integrated
• You can view all results in one place on
Facebook
+
Step-by-step: Setting up
your first Facebook Ad
Step 1
Step 2 & 3:
Step 4:
Step 5:
Content Considerations for Facebook Ads
Graphic Considerations for Facebook Ads
• Base your image around your
objective
• Less text is more
• Show people using your product
• Use high resolution imags
• Play around!
Resources:
• Facebook has advertising policies:
https://www.facebook.com/policies/ads
• Image Text Check:
https://www.facebook.com/ads/tools/text_overlay
Facebook Ad Campaign Template
*Adapted from Blue Steele Marketing: https://bluesteelesolutions.com/facebook-advertising-template-need-template-plan/
Let’s get creative!
Time to build an ad
campaign.
Additional Resources
I know everything I know about Facebook
Advertising through trial & error and lots and
lots and lots of googling!
• Dan Dasilva YouTube Videos
• Blue Steele Facebook Ad Campaign Template https://bluesteelesolutions.com/facebookadvertising-template-need-template-plan/
• Hootsuite Social Blog:
https://blog.hootsuite.com/
• Facebook Blueprint:
https://www.facebook.com/blueprint
• Social Media Examiner:
http://www.socialmediaexaminer.com
Stay in touch!
amberyharding.com
@amberyharding