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Facebook Advertising for Beginners
Many people turn to Google AdSense for Pay for Click advertising, but Facebook can be a really fun, easy-to-use alternative, especially if you want to target a very specific sort of audience, or target people based on jobs, college majors, likes, interests, and/or hobbies. It's easy to start a campaign on Facebook, and since you've already got an account, getting started is a cinch. I'll show you how to get started below.
Benefits of CPC Advertising on Facebook
- Option to connect with your Facebook page
- Easy to use
- Great for targeting
Summary of Steps for Creating CPC Adverts on Facebook
- Create an account on Facebook (if you don't have one already)
- If you haven't already, create a Facebook page for that which you are advertising (just good social media policy - doesn't have to have anything to do with your ad campaign)
- Create an advertisement & campaign (you can assign multiple advertisements to one campaign)
- Choose your targeting
- Establish a schedule and payment details
- Launch and monitor your campaign
Creating your advertisement: step-by-step
- Go to Facebook.com/pages
- Click on "pages | admin"Click on "Marketing" in the sidebarClick "Advertise on Facebook"At this point, you can copy an existing ad or create one from scratch.
Designing the Facebook Ad
The first step in creating a Facebook ad involves designing it. I'll walk you through the components below:
Copy an existing ad: This lets you use an ad you already made as a template, and will auto-fill the fields with the previous ad's content. This is helpful if you only want to make small changes
Destination URL: This is where people will end up when they click on your ad, so select a Destination URL carefully!
Suggest an Ad: This allows you to submit a URL you're advertising and have Facebook automatically fill the ad with suggestions. I say it's better to design your own ad.
"I want to advertise something I have on Facebook": Clicking on this will direct the ad to one of your Facebook pages instead of an external site. To switch back, click on the text reading "I want to advertise a web page."
Title: You have 25 character max; be clear and succinct.
Text: You have a maximum of 135 characters, so treat it like a tweet and be brief!
Image: The dimensions are 180 X 110 pixels right now; you'll want something that is engaging and relevant to what you're advertising
Targeting your Facebook Ad
The targeting part of creating a Facebook ad is REALLY fun. You can target by location, demographics, likes and interests, and connections on Facebook (e.g. people who are connected with a certain Facebook page, person, Event, Group, or Application). You can even make it so that people see certain ads only on their birthdays, and narrow your target audience by relationship status, preference, language, education, and workplace. Simply fill in text boxes or check details as needed.
As you narrow your target audience, you'll see a summary of your selection and an overview of your ad's estimated reach to the right.
Establishing Campaigns, Pricing, and Scheduling
In the final step before creating a Facebook ad, you establish the logistical and monetary details. First, you set your campaign and budget - either associating your advert with a campaign you already have going, or establishing a new one.
If you decide to create a new campaign, you'll be prompted to give it a name and budget. You can establish either a lifetime amount (e.g. I only want to spend $250 on this entire campaign) or a per day amount (e.g. I only want to spend $20 a day).
Setting scheduling is very straightforward - you can either set a start and end date, or check a box to have your campaign start right away.
Finally, you'll need to set pricing. You have two options - CPM and CPC.
The CPM option means that you'll be paying for impression - essentially paying a certain amount for every thousand people who will see your Facebook advert. CPM campaigns are great for increasing brand awareness.
The CPC option means that you'll be paying for actual clicks on your advertisements. This is best for very action-oriented campaigns.
The pricing you decide on comes in the form of a maximum bid for what you'd be willing to pay for either 1,000 impressions for 1 click. There will be a suggested bid in the text to the side of your box. This number will really depend on your budget, time frame, and goals with the campaign.
When you're finished entering all of your information click the "Review Ad" button at the bottom to make sure you're happy with everything. If you are, simply click the "Place Order" button. Once you've done this, you may want to ad more advertisements to this campaign. You can add, remove, and edit ads in a campaign at any time as you go along.