1. Facebook advertisements have zillions of factors;
today we are only discussing the BASICS.

2.  Ads that run within Facebook
 Users must be on Facebook to see
these ads

3.  Facebook has an audience of
1.23 billion
 Relatively inexpensive
 Powerful targeting options
 Lots of detail available on ad success

4.  Easiest way to increase your audience
on Facebook
 Shows an existing post to people outside
of the fan base
 One time cost

7. NEWSFEED

8. RIGHT
COLUMN

9. MOBILE
NEWSFEED

10. https://www.facebook.com/ads/manage
 Add a payment source
 Think about what you want to
accomplish

13. When a user clicks on the ad,
send him/her somewhere specific.
Don’t make it harder to
accomplish the objective.

14.  Headline (25 characters)
› Name of page / business
 Body (90 characters)
 Button

15.  Choose several
 Size [1200px x 628px]
 The color blue
 Popular images
› Smiling faces
› Animals
› Food

16.  Location
 Age
 Gender
 Marital status
 Education
 Interests
And so much more …

17.  Determines how often your ad will be
shown
 Manual or optimized
 Cost per day or lifetime of the ad

19.  Let the campaign run for a few days
 Visit Ads Manager
 Make adjustments

20.  RESULTS
› The number of times a person performed the
intended action of the campaign.
 Example
› For a campaign directing users to a website;
the number of clicks through to the website.

21.  COST
› Price per objective accomplished
 Example
› For a campaign directing users to a website;
the cost per website click.

22.  REACH
› The number of people the ad
was displayed to.
 Example
› People had the opportunity to see the ad,
among mobile newsfeed, newsfeed, and
right-column ad placements.
› Does not mean they interacted with it.

23.  FREQUENCY
› The average number of times the ad
was displayed to a person.
› As frequency reaches 6-8, consider pausing
those ads.
 Example
› The same ad showed up to a person 4 times.

24.  CLICKS
› The number of times a person performed
any action within the campaign.
› Includes RESULTS and other actions.
 Example
› For a campaign directing users to a website;
the number of clicks through to the website
+ clicks to Like the page.

25.  CLICK-THROUGH RATE
› The number of clicks received divided by the
number of times the ad was displayed
› Clicks / (Reach x Frequency)