Facebook Advertising

Facebook Advertising


Following on from my blog last week about Facebook Likes, I have received a couple of questions about Facebook adverts.  In my last blog, I said that it should only be used as a last resort – that is because there are so many things that you can do before you spend any money! 

But sometimes, you need results quickly and Facebook ads are a good tool to help you grow your audience quickly.  Here is the process that you will go through when you set up a Facebook ad – in my experience, it’s well worth spending time thinking about this before you embark on your Facebook marketing campaign:

What type of advert?  Firstly, you need to work out whether you want an advert of a sponsored story.  I would say that if your brand was widely recognised by consumers, then a sponsored story would work, but for small and medium size businesses, I would recommend a Facebook advert. 

Facebook Ad  Sponsored Story 

What will it cost me?  Facebook ads billing is pretty similar to Google Adwords.  You pay on a PPC (pay per click) basis.  Facebook does offer what your click cost is likely to be once you have inputted your advert details which helps you to set your budget.  Budgets can be set per day or over the lifetime of the advert. 

What do I write in the advert?  There are a number of variables which you can change for your advert.  You can direct your audience to any part of your Facebook presence – an app, a video or your homepage.  You can also choose the image for your advert (make it really eye-catching and impactful!) and the copy in your text – this should also be impactful as it would be for any advert.  Load it with benefits which help your audience out. 

Who do I target?  One of the benefits of Facebook advertising is that you can highly target your audience.  You can target your audience by the below criteria:

  • Location – this can go right down to city level, and you can set a radius, e.g. 20 miles of Birmingham. 
  • Demographics – you can split by sex, age, education and even relationship status (particularly handy if you are selling a lifestyle product)
  • Interests – Facebook is able to develop a profile of a member through their interests, powerful information to you
  • Connections – you can target your audience by what connections they have, or don’t have.  This is a great way to target people who are already connected to your competitors. 

How do I measure?  The key to any advertising campaign is the measurement – has it achieved its objective?  Facebook insights are powerful and very detailed particularly by downloading the CSV files.  They should contain all of the information that you need to measure the campaign success. 

What is your experience of Facebook advertising?  Have you had success or been liked by fake Facebook accounts?  Leave a comment and let me know!

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