Facebook Whitepaper

FACEBOOK
ADVERTISING 101
Prepared by:
JOE WHYTE
LEO RONDEAU
Colling Media
14362 N Frank Lloyd Wright Blvd
#1270, Scottsdale, AZ 85260

www.collingmedia.com 1
CONTENT
Facebook Advertising: A Must-Have Guide for Every
Business Owner…………………………………….3
Types of Campaigns.................................................3
Drive Traffic to Your Website ..............................................4
Domain Ad............................................................................4
Page Post Link ......................................................................5
Multi-Product Ad ..................................................................6
Page Likes and Engagement..................................................7
Page Like Ad.........................................................................7
Page Post Ads........................................................................8
Visitors for Your Online Store or Event Attendees...............9
Post Page Event Ads .............................................................9
Post Page Offer Ads............................................................10
Installs for Mobile and Desktop Apps.................................11
Mobile App .........................................................................11
Desktop App Ad..................................................................12
Targeting Options...................................................13
Custom Audiences ..............................................................13
Lookalike Audiences...........................................................14
Location .............................................................................15
Demographics .....................................................................16
Age & Gender .....................................................................17

Interests..............................................................................18
Behaviors ...........................................................................18
Connections.........................................................................19
Bidding Options ...................................................20
Facebook Remarketing.........................................21
Conversion Tracking............................................22
Getting Some Help to Keep Your Facebook Ads
Competitive ..........................................................23

Facebook Advertising: A Must-Have Guide for Every
Business Owner
Social media advertising has become the norm, having outpaced paid search by a whopping 82
percent in growth on a quarter-to-quarter basis. With Facebook ads, companies can get their sites,
content and offers in front of a wider audience, thus increasing brand recognition, driving more
qualified traffic, skyrocketing their page likes, and ultimately generating a more substantial return
on investment (ROI).
Facebook’s rapid growth and evolution has brought an abundance of new advertising opportunities
for companies looking to expand their outreach and formulate an executable plan around the
platform’s vast targeting and measurement options. Statistics show that companies allocate around
57 percent of their social media advertising budget to Facebook ads[1]
. What’s more, the social
network has pulled in 75 percent of total advertising spending on social networks[2]
, accounting for
$11.4 billion of the $15.3 billion market.
Fifty-six percent of Facebook users have admitted that they have clicked an advertisement back in
2014.[3]
Not only does this allow companies to reach out to a wider audience, but it also promises
greater customer engagement, and an exponential increase in sales.
A good understanding of Facebook ads terminology, as well as the different elements that make up
a campaign, is necessary for companies to implement efficient advertising strategies. The goal of
this white paper is to analyze these elements and educate business owners on the importance of
each one.
Types of Campaigns
When creating a Facebook advertising campaign, you have several options to choose from based on
your objective.

1. Drive Traffic to Your Website
Domain Ad
A domain ad is the simplest type of Facebook advertising campaign and also at the bottom of cost-
per-click rates. Domain ads show up on the right side of Facebook pages, and they essentially
redirect users to your website when the link within the ad is clicked.
Domain ads are the best for direct-response campaigns that are intended to generate conversions
outside of Facebook. Since they are not mobile friendly, they will not show up to users who access
Facebook from tablets or smartphones.
Creative specs:
 Ad title: 25 characters
 Ad text: 90 characters
 Domain link: 1 line
 Placement: Right column

Page Post Link
The most common form of Facebook ads, page post link campaigns are an ideal choice for
companies that want to promote their external website. Available placements include the right
column and newsfeed on both desktop and mobile. This makes the ads versatile and available for
every device used by Facebook users.
Creative specs:
 Ad title: 1-2 lines
 Ad description: 2-3 lines
 Domain link: 1 line
 Placement: Right column, newsfeed (desktop and mobile)

Multi-Product Ad
Released in June 2014, multi-product is a newer ad format that allows eCommerce stores to feature
up to three products in their advertisements. Each ad includes its own link, picture and title.

Available only in the Newsfeed on both desktop and mobile devices, multi-product advertisements
offer stores the opportunity to showcase their best products, pique prospects’ interest, and
potentially generate more sales.
Creative specs:
 Product description (x 3): 30 characters
 Domain link: 1 line (x 3)
 Placement: Newsfeed (desktop and mobile)
2. Page Likes and Engagement
Page Like Ad
For companies that want to increase their page likes, this particular type of campaign is a superior
option. Page like ads include an image that can capture your audience’s eye as well as a call to
action to immediately ‘Like’ your page. While this may be a good option given that page like ads

are fully compatible with all devices, it’s important to accurately target these ads to the right
audience to avoid getting low-quality likes.
Creative specs:
 Page name: 1 line
Page Post Ads
This type of ad is known to drive the most qualified traffic and generate enormous interactions
from targeted Facebook users. Companies can quickly turn any type of content they have already
posted on their Facebook page into ads that can skyrocket conversions and increase brand
recognition. Several types of page post ads are available:
 Page post text ad: Provides the most space to showcase photos and engage your target
audience.
 Page post photo ad: Provides 90 characters of ad text creative you can sponsor to drive
traffic to your Facebook page.
 Page post video ad: Brands have the opportunity to showcase videos that convey their set of
values, competitive advantages and products/and or services.

 Page post link ad: Ideal for companies that consistently publish quality content or update
their offering with new products and/or services, this type of ads allows for inclusion of a
link to a certain page on your corporate website, a title and 90 characters of ad text.
 Page post question ad: Questions can generate engagement, and this is why a page post
question ad can be a good option for companies in search of new marketing strategies.
Questions related to your brand or to interesting facts may quickly pique your audience’s
interest.
Although most page post ads have different creative specs, they are generally the same for every
type of ad involved:
 Domain link: 1 line (if applicable)
3. Visitors for Your Online Store or Event Attendees
Post Page Event Ads
Thanks to Facebook Events, organizers and event managers can attract more users to attend their
specific events. These ads are excellent to boost reach to certain events like concerts, corporate

meetings, trade shows, conferences and more. A sound strategy using event ads can definitely
generate more engagement from enthusiastic users. However, companies should utilize certain
targeting options within local areas where events are held to ensure the best advertising results.
Creative specs:
 Number of events: 1 event
Post Page Offer Ads
If your website is not receiving enough engagement, one of the most effective ways to increase
users’ interest is offering promotions or coupons they can redeem with the click of the button. Post
page offer ads let you create an offer that will be displayed to your prospects. Every time a user
clicks the ‘Get the offer’ button and redeems the offer, he or she will receive an email with the

details and terms. However, you are required to have a Facebook page with at least 50 likes to post
an offer ad.
Creative specs:
 Page name: 1 line
4. Installs for Mobile and Desktop Apps
Mobile App
If you have recently developed a mobile app and would like to increase your outreach, a mobile app
ad will be an ideal choice. Users can click the “Install” call to action, and they will be immediately
prompted to the App Store where they can conveniently download and install the app. Additional

targeting options are available with mobile app ads. For example, you can let users know if the app
is available on both tablet and smartphone users, or to just one group.
Creative specs:
 App details: star ratings (for apps with at least 250 ratings in the App Center); social context
(shows if other users have the app)
 Placement: Newsfeed (mobile)
Desktop App Ad
Although relatively new, this type of ads enables companies with a Facebook app to drive more
users to it. However, due to the nature of Facebook apps, these ads will show up only on desktop
newsfeed which may limit your outreach potential. The rating of the app as well as number of
people using it will show up under the picture.
Creative specs:
 App details: star ratings (for apps with at least 250 ratings in the App Center); social context
(shows if other users have the app)
 Placement: Newsfeed (desktop)

Targeting Options
Targeting is one of the most powerful tools within Facebook ads. It enables companies to target
specific audiences in order to ensure that their calls to action will be followed. The resulting
engagement will bring a substantial return on investment.
Facebook offers a number of effective options that allow for accurate targeting:
1. Custom Audiences
The ability to create custom audiences is by far one of the best targeting options offered by
Facebook. Companies can create custom audiences by uploading lists of email addresses, phone
numbers, Facebook user IDs and mobile advertiser IDs. When these lists are uploaded, Facebook
matches them against their existing list of users’ hashed IDs, adding matches to your custom
audiences. At the end of the process, both matched and unmatched hashes are deleted, leaving only
your list of customers.
Custom audiences can be created using:
 Ads Manager
 Ad Creation
 Power Editor
 Analytics for Apps

When creating ad campaigns, you can select to include your custom audiences by clicking the text
box for “Custom Audiences” under “Who do you want your ads to reach?” and choosing “Include.”
2. Lookalike Audiences
Lookalike audiences are audiences that comprise Facebook users who are similar to your custom
audience. In essence, you can use your custom audience to create a lookalike audience that includes
other people who may be interested in your products or services. Companies can create lookalike
audiences using the Ads Manager and Power Editor.
The most notable benefit of lookalike audiences is the ability to expand your outreach without
having to implement other marketing campaigns or spending any additional money. A lookalike
audience may be useful if you want to attract new customers without targeting your custom
audience as well. You can choose to include your lookalike audience but exclude the custom
audience for better targeting.

3. Location
Location targeting involves targeting your ads to Facebook users located in any country, state, city
or provinces of your choice. This means that only people in those locations will be able to see your
ads. In many cases, this localized targeting improves the odds of leads following your call to action.
This call to action could be liking your page, visiting your website, downloading your mobile app
or redeeming an offer.
With location targeting, you can select what locations to include or exclude based on who you want
to reach with your Facebook ads campaign. If you want to target users in any location except
France, you can select “All” and add France in the “Exclude” field. If you want to target solely a
certain state in the United States, such as Michigan, you can simply include “Michigan, United
States.” You can use any choices in any combination.
Geotargeting prospects is especially beneficial to companies that want to market their products to a
very specific audience. This helps save money and direct it to displaying your ads to more qualified
leads within that specific audience.

4. Demographics
In addition to location, companies can also target their customers based on demographics such as
education level, fields of study and specific graduation years. This narrows down your audience
and ensures that your ads will be effectively displayed to people who may be more interested in
your product or service. Typically, this specificity can help make your leads more likely to respond
to your call to action and/or interact with your brand.

4. Age & Gender
Targeting customers based on their age is entirely possible with Facebook ads. The default age
range is 18 – 65+, but it can be adjusted based on the age of those who may find your ads relevant.
If you are selling clothing, you may want to adjust the age range to 18 – 35 based on the people
who may be interested in purchasing from your store. On the other hand, if you are advertising your
law firm, an age range of 30 – 65+ may be ideal.
As far as gender targeting, the default is set to “All,” and should not be changed unless you want to
specifically target women or men. While street-style or fashion jewelry may be appealing mostly to
women, a law firm can help both women and men in case they ever need assistance from a
professional attorney.

5. Interests
Narrowing down your audience based on their interests can help you better target your ads.
Interests can include apps people use, pages they like, things they share on their timeline, and other
activities. Companies can select broad and specific interest categories (e.g. “women jewelry”), as
well as other pages their audience likes (e.g. “Tiffany & Co.”). If you are an online store selling
kids’ toys, you can choose a broad category like “Children” or “Babies,” a more specific one like
“Toys” or “Kids’ toys,” and a page like Toys ‘R Us.
6. Behaviors

Behaviors refer to activities that people do on and off Facebook. Behaviors help determine
purchase behaviors and intents, device usage, travel preferences, and more. For example, if you
want to boost conversions through the help of Facebook ads, you can target customers based on
their purchase behaviors. If you want to make people download your app, you will want to adjust
the device usage to “mobile” only (which includes both tablets and smartphones). If a Facebook
user is likely to perform a specific action, he/she may be likely to engage with your product, service
or app as well.
7. Connections
Image by Ryan Shaw
Connections targeting enables companies to target people who have a connection with them, people
who don’t have a connection with them, both of these groups, or friends of people who have a
connection with them. This option is recommended if you want to reach out to new customers who
may be interested in your brand and follow the call to action displayed with your ad.
For example, if you want to offer a coupon code specifically to those who have a connection with
you, it is possible to exclude all other groups and show your ads to your fans only. If you want to
give prospects a reason to like your page or make a purchase, you can also offer a different deal
that will be available to those who don’t have a connection with you only.

Bidding Options
When you are ready to run your own Facebook campaign, you must decide on a budget, and choose
a bidding option: cost per click (CPC), cost per impression (CPM), and cost per action (CPA).
 Cost per click – With cost per click, you pay a certain amount for every click your ads
receive. The minimum CPC is $0.01. Although cost-per-click bidding is the best option for
most companies, one major drawback is that you will be paying for every link in your ad,
whether it’s your domain link, a link to your Facebook page, the share, like or comment
buttons. This means that you may end up with only 120 clicks towards your website from the
200 clicks you’ve paid for.
 Cost per impression – When you choose cost per impression, you pay a certain amount to
have your ad displayed to 1,000 users. If you set your budget to $200, it means that you’re
willing to pay $200 for 1,000 impressions, so the average cost per impression is $0.2. This
bidding option is a good fit for companies who want to expand their outreach by increasing
brand awareness. However, when you pay for impressions, you may spend your budget
without very significant results.
 Cost per action – The cost-per-action bidding option involves paying for every action a user
takes in regard to your ad. Possible actions include page likes, mobile app installs, offer
claims or website links. This bidding model is suitable for companies that want to
pay only when a user takes action, and not for every click or impression the ad generates.

Facebook Remarketing
For many companies, Facebook remarketing may sound quite challenging. Remarketing refers to
creating custom audiences from your website that allow you to target your ads to users who have
visited your website and remarket to those who have expressed an interest in your products or
services.
To do this, you must create a custom audience and select “Custom audience from your website,”
then copy and paste the code you will be given to every web page on your website. After you do
this, you will be prompted to set up your audience. At this point, you will need to name your
audience and enter an optional description, choose from one of the four options to add people to
your audience (e.g. all people who have visited your website or people who have visited certain
pages), and finally create your ad.
When you choose Facebook remarketing, this is what happens[4]
: Someone visits your website.
They leave without completing your desired action (e.g. sign up for your newsletter or buy a
product). When they browse Facebook, they see and engage with your new ads, then they return to
your website and complete the desired action. This results in more conversions, sales, and a higher
return on investment.

Conversion Tracking
As its name suggests, conversion tracking reports on the actions people take when viewing your ad
– like your page, visit your website, download and install your mobile app, or redeem your offer.
With conversion tracking, you can see if your ads are effective, and measure your return on
investment based on the reports you receive from Facebook.
The concept involves placing a 1x1-pixel image on your website that sends a message back to
Facebook when someone visits your site or takes an action. The pixel image should be placed on
the website you want to track.
For example, if you’re offering a free eBook or report, you can place the pixel image on the signup
page. When a person loads that page, the code tells Facebook that the conversion has occurred.
Then, Facebook matches that conversion against the set of people who viewed an ad or clicked on
an ad, providing accurate information on how much you have spent, and what your return on
investment is.
Conversion tracking is necessary for companies that want to measure the success of their ads. If the
results are not as expected, you can always come back to your ad and change the creative as many
times as needed until your ROI is the one you aimed for.

Getting Some Help to Keep Your Facebook Ads
Competitive
Facebook advertising is a process that can push many companies to the wall. Given the vast
targeting options Facebook offers, it’s difficult to accurately set them in order to ensure that your
ads will be shown by people who matter and may convert into customers. The budget you invest in
Facebook ads campaigns can reach unimaginable heights, especially since you are essentially
battling with thousands of other businesses trying to make their ads stand out.
At Colling Media, we combine traditional advertising with digital marketing in order to reach a
wider audience, give a more cohesive brand experience, and ultimately increase conversions at a
lower cost. With years of experience in digital marketing and social media advertising, we are fully
capable of implementing Facebook ad campaigns that bring you the results you want. Visit our
website at CollingMedia.com to learn more about our services.
References:
[1] http://www.go-gulf.com/blog/social-media-advertis...
[2] http://marketingland.com/facebook-accounted-for-7...
[3] http://www.invesp.com/blog/social-media-ad-spendi...
[4] https://www.adroll.com/product/facebook

14362 N Frank Lloyd Wright Blvd.
Suite 1270 Scottsdale,
AZ 85260
480-448-2906
info@collingmedia.com
www.collingmedia.com

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