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Introductory Facebook PPC Ads - PowerPoint PPT Presentation

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Intro look at Facebook PPC ads and how you can create a successful campaign.

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Presentation Transcript
how fb ads work
How FB Ads Work
  • Advertisers set up campaigns in a FB account, selecting targeting options in which to have their ads shown to.
  • Ads are shown to FB users based on criteria selected by advertiser.
  • Clicks are CPC or CPM. (Go with CPC.)
  • Ad impression rates depend on bid and budget set by advertiser, along with targeting options.
  • Ads can be targeted to a page within FB (group, event, fan page) or page outside of FB.
fb adspros
FB AdsPros
  • Very specific targeting options (age, gender, education, geography, likes/interests, connections, languages, workplace.)
  • Cost is easy to control.
  • You decide who/what to target.
  • You write the ads
  • Images!
  • Changes are easy to make.
  • There’s an on/off switch.
  • No contracts.
  • Email notification options- ad disapproved, scheduled reports.
fb ads cons
FB Ads Cons
  • It’s not for every industry.
  • Assume that whatever money you set aside for it, is spent.
  • If your industry is competitive, it may not be any cheaper than any other method of advertising.
  • Competitive industries require competitive budgets to match.
  • CTRs are like content or display networks, you’re trying to pull an interested audience away from what they are interested in.
getting started

Sign into account that you’re going to do the ads from.

  • Click the “Create an ad” button.
  • You need to be a page admin to direct users in FB to another page in FB.
  • Do your basic demographic research ahead of time.
  • Have your image ready.
  • Have a credit card ready to be your “primary funding source.”
  • You can also pay by PayPal.

Getting Started


For ads that are sending users to another page within Facebook.

Title can’t be edited if you’re advertising something on Facebook.

sponsored stories

Sponsored Stories

Sponsored Stories are stories that your friends published into your News Feed. These show up on the right hand side of pages on Facebook. The types of stories that can be surfaced include: Page Likes, App interactions, Place check-ins and Page posts.

For example, if your friend likes the Starbucks Page and a story about it is published in your News Feed, you may see a Sponsored Story about it if Starbucks has opted to promote it.


Sponsored stories only apply to Facebook page destination URLs.

  • There are two types: Like Story or Page Post Story
    • Like Story promotes News Feed stories about the friends liking your page.
    • Page Post Story promotes News Feed stories about your Facebook page updates.

Watch out for…

  • Facebook is a Content partner of MSN adCenter.
  • Stagnation of ads.
  • Targeting too big is harder to fix than not big enough.
  • Have to be a page admin to be able to send visitors to a page on Facebook.
  • A primary funding source can’t be edited or removed. You need to add another funding source to be able to remove the primary source and make the new funding source primary in it’s place.
  • If your primary funding source fails, FB will bill whatever else they can that is associated with the account (like PayPal).

Tips for Success

  • Start with a new campaign for each venture
  • Set an end date if you’re not going to be paying close attention
  • Change your creative OFTEN- like once a week. Change the picture, the text, mix it up.
  • If you don’t need to use your personal account, don’t.
  • Send people to pages within Facebook, don’t make them leave. Have a link on the FB page you send them to that goes to your external site.
  • Have a goal or conversion option on your Facebook page.
  • Have a CLEAR call to action in the ad that matches the landing page.
  • Make it interesting.
  • Pick a compelling image.

Measuring Success

  • Run reports!
    • Advertising Performance (CTR, clicks, impressions, spend)
    • Responder Demographics (age, gender etc; stats)
    • Responder Profiles (interests of users that clicked)
    • Conversions by Impression Time (length of time between click and conversion)
  • Tag your destination URLs for your analytics program.
  • &utm_source=facebook&utm_campaign=free+coupon
  • Choose a goal. Make it attainable.