Facebook

(Ad Fundamentals)

BY:

SONIA GROVER

PGDM1

Way of getting in front of Right people at Right time

When is that Right time is

When they are more likely to be interested in your product or service

Flexible---- Works on small budget and large budget

Traffic to website

Exposure on new product

Views to Fb page

Mobile App download

-- What do you want to achieve

Message- hook the reader

Headline & Description

Screenshot

Sidebar Ad

Ad Types

Image

Link

Video

Just text

Special discount

Promotion

Shows in News feed

Who all will like the page will

see the content

Drive to install App

Runs only on

Mobile Devices

Targeting

Demographic

LocationAge, Gender

and

Education

Interest

Sell Spices

People who like

• Cooking

• Cooking Shows

• Recipe sites

DO NOT

FORGET

Share Customized Ad

with people

Terminology

Click

CTR- Click

through

Rate

Number of users

that click on a

specific link out of

the total users that

view the page.

Cost Per Mille( CTR)

Cost to get 1000

impressions

Cost per

Click(CPC)

Amount Spend/

Clicks ReceivedFrequency

Frequency

Reach

Lets take an example Reach= 100

Frequency= 7(Each saw your ad 7

times)

=> Impressions= 700

Fb Adjust Ads into 3 levels:

Campaigns

Adsets

Ads

Leads to

Easy to organize

Measure

Optimize

“The

Performance”

Let’s start…

Need to decide on Billing first

Creating an Ad

Landing Page

Default Headline

by Fb

On the basis of

your Landing page

Changed Headline

Select Target Audience

More Demographics

Refine your Audience

Promoting Page

Campaigns

Ad set1 Ad set2

Ad1 Ad2

Setting Budget Goal

Decide GoalHow much are you willing to pay

Let’s take an example:

Budget= $35

Cost of Acquisition= $5 ( for every sale)

CTR= 3%

If Ad has 1000 impressions, 30

have clicked it

Let’s say 5% of 30 will buyOnly 1 will buy

(.05 * 30)

$5 for 1 customer or 1000 impressions

CPM= $5 (Cost per 1000 impressions)

OR,

$0.16/ click ($5 divided by 30)

Create Similar Ads

Keep in mind:

Create Ad customized to Audience

And see which Ad works the best

Image selection- Simple, Eye-catching and

Relevant

Don’t Forget to Refine Audience

Don’t ignore to boost the page

Great Ads

Understand Target Market

Position themselves into natural

and engaging manner

Include Call to Action

Include Call to Action

Highlight Benefits and Offers

DO NOT

FORGET

TO

TEST!

TEST!TEST!

Bibliography

Lynda.com

Facebook.com