Facebook Advertising For Dummies
When you use Facebook Advertising, you can target a precise audience for your ad from an audience of up to 500 million members. Facebook Ads enable you to start and stop ad campaigns on your schedule, make them fully customizable, and insert an image to go along with your message. To create a successful ad for Facebook pages, know your terms, know your resources, and know your targeting capability.
Words to Know for Creating Facebook Advertisements
Facebook Advertising has its own set of terms and language, some of which may seem familiar to you but could carry another meaning. Here are the most commonly used — and most helpful — terms in Facebook Advertising.
Actions: The number of users who engage with your Facebook Page (by Liking your Page) or your Event (by RSVP-ing Yes to your event) by clicking that action within your ad. Actions don't include clicks on the ad title or the ad message.
Average CPC (cost per click): The average amount of money you spend every time someone clicks your Facebook Ad. This is calculated by dividing the total number of clicks by the total amount spent on that ad so far.
Average CPM (cost per thousand): The average amount of money you spend for every 1,000 impressions of your Facebook Ad. This is calculated by dividing the total multiple of thousands of impressions by the total amount spent on that ad so far.
Call to action: An offer or specific action within an ad or a Web page designed so that the viewer will respond positively to that action.
Campaign: A grouping of ads that you create using your Facebook Ads account. When multiple ads are within one campaign, those ads have the same daily budget and schedule but can retain separate bid amounts and targeting filters. Campaigns allow you to group your advertisements based on your criteria.
Conversion: A state in which the viewer accepts the call to action within the ad, whether it was Liking a Page, buying a product, joining a mailing list, or downloading a trial offer.
CPC: A Facebook Ad payment model in which the advertiser is charged only for each click that ad receives from a viewer. Each separate ad can have its own CPC, depending on the ad message and targets.
CPM: A Facebook Ad payment model in which the advertiser is charged only for each time its ad receives 1,000 impressions on Facebook. Each ad can have its own CPM, depending on the ad message and targets. M refers to the roman numeral that represents 1,000.
CTR (click-through rate): An important ratio calculated by the total number of clicks ad received divided by the number of impressions an ad receives. Facebook places a greater importance on ads with a higher CTR.
Impression: The display of a Facebook Ad on any of its Web pages.
Landing page: The Web page that the viewer sees after clicking a Facebook Ad. This could be a Facebook business Page or your external Web site. The page should be designed to match the offer and look of your ad.
Likes and Interests targeting: Targeting filters that allow you to restrict any of your ad's target audience based on information each user put in a Facebook Profile or in specific Pages, Groups, or content connected with a user's Facebook Profile. These filters don't apply to users searching on those terms.
Important Facebook Advertising Resources
When you create a Facebook Ads campaign, it's important to know the range of possibilities and rules. Designing your Facebook Advertising campaign is easier when you turn to the resources on the following list. It details several helpful Web pages within Facebook that focus on advertising and marketing.
Facebook Ads home page: Create your Facebook ads.
Facebook Ads Manager home page: Log into your account and manage your Facebook Ads.
Facebook Ads Help Center: Get answers to the important (and a few not-as-important) questions.
Facebook Advertising Guidelines: Tells you what you can and can't do with your Facebook Ads.
Facebook Advertising Facebook Page: Read case studies and stay connected with the Facebook Ads team.
Guide to Facebook Ads: Offers advice and examples on the different elements of a Facebook campaign. Watch the 101 Webinar here for more information.
Facebook Marketing Solutions Page: Shows you how companies and brands use Facebook to interact with their customers and users, as reported by Facebook.
Facebook Page Directory: A listing of all business Pages within Facebook, ranked by number of people who Like the Page. You can search through all the Pages (with the search box feature) or browse the directory by the type of page.
Using Targeting Filters in Facebook Advertising
Ensure that your Facebook ad is being shown to the right target audience. Facebook Advertising offers a variety of targeting filters you can use to make sure that only the people who match your criteria will be shown your ad.
Here are the targeting filters available in Facebook Ads.
Gender: Restrict your ads to a male audience, female audience, or both.
Age: Pick one or more age ranges of people to target with your ad: 13–17, 18–24, 25–34, 35–44, 45–54, 55–64, and 65–100. Those users who haven't defined their age within Facebook won't see your ad if you use an age-range filter.
Birthday: Display your ad to people on their birthday, probably to make them a special birthday offer if they click your ad.
Location: Set specific countries (where Facebook users live) as eligible to view your ad. In certain countries (such as the United States), you can specify specific states and in some cases, a specific city (or cities) where your ad is eligible to be shown. These criteria are very helpful for local businesses, for example.
Likes and Interests: Enter keywords that represent a user's potential Likes or Interests (such as a Book, Movie, Television Show, title of a piece of music, or hobby or interest) that users enter into their Facebook Profile. If the user has that keyword(s) in a Profile that match the keywords you provide in this targeting filter, that user is eligible to see your ad.
Interested In: Target people who state they are "Interested in" Men or Women, or you can pick All. A Facebook user who didn't select this in a Profile is ineligible to view your ad if you use this filter.
Relationship: Target a user based on Relationship status in a Profile. Options include Single, In a Relationship, Engaged, or Married. This filter can be helpful, for example, to target Engaged people with wedding products and offers.
Language: Target a user based on the Language(s) set in a Profile.
Education: Target a user based on the Education level in a Profile. Options include In High School, In College, or College Grad.
Workplaces: Target a user based on the company listed as Employer. For the user to see your ad, the spelling of the Employer name must the spelling that you provide.
Connections: Target users already connected to a specific Facebook Page, Event, Group, or application.
Friends of Connections: Target Facebook users who are not only connected to your Facebook business Page but also have at least one Friend connected to your business Page. This way, if you use this filter, the ad indicates which Friend is already connected to your Page.