Facebook Advertising
Facebook AdvertisingBoosts, Ads Manager, and Power Editor
Breakdown plus best practices for small business social
managers
By Elliot Johnson
https://www.linkedin.com/in/elliotjohnsonks
You reached thousands of people (yay) but hardly anyone bought
anything (boo).
This happens partly because you targeted people who dont know
anything about who you are and what you sell. (Whats that you say?
You targeted men and women aged 16 to 60? Sorry. Thats not a
demographic. Thats a city.)
-TOD MAFFINSpecial to The Globe and Mail
My Experience
Began advertising two years ago for two movie projects Directed
and managed over $4,000 of ad campaigns on Facebook Used a $1,000
budget that helped sell over $30,000 in DVDs in a 2 month
periodRecently conducted a $750 campaign for Kansas Half Marathon
that was pivotal in doubling the races revenue from 2014-2015.
Overview3 ways to create & monitor ads BoostsAds
ManagerPower EditorStructureCampaignAd SetsAdsBest Practices
StructureCampaign or what do I want the audience to do?View
video, engage with post, visit your websiteAd Sets or who exactly
do I want to target? Demographics, website visitors (using pixel
tracking), email lists, interests, behaviorsCombinations of many of
the aboveAds or what creative do I want to serve?Pictures, copy,
video, links
All of the above can effect pricing. You must monitor &
react quickly.
3 Ways to Create AdsBoostsQuick 1-click ad launch button Limited
targeting though options are expanding interests have been added
plus saved audiences which must be developed through ads manager
& power editor.No serving options, behaviors, advanced
demographics, placements, and pricingAds Manager3 step ad creator
(campaign, ad set, and ad)Simplified version of Power Editor Power
Editor Chrome App used primarily by Advertising Agencies and
Professional Social Media ManagersNew features delivered here first
i.e. Instagram and mobile app ads months before Ads Manager
inclusion Easier campaign search and archival options for working
with many campaigns at once
With the latest feature additions, Ads Manager is the way to go
for any social manager with limited resources.
Power Editor vs Ads ManagerCampaign or objective selection
stepVery Similar though Power Editor receives newest objectives
first
Ad Sets or targeting stepAds manager has made significant
feature additions to make it comparable to Power Editor in the past
8 months (March 2015 November 2015)
Ads or adding the text, video, and/or picture Use Shutterstocks
extensive photo catalog in Power Editor now in Ads manager,
too!Ability tocreate ads using multiple images now in Ads Manager,
too! Ability to set a Display URL now in Ads Manager, too!Extra
characters allowed in the Headline with Power EditorEnabling
multiple tracking pixels with Power Editor. Ads Manager can only
track 1 currently.
*Source: Power Editor vs Ads Manager what are the differences?
The Digiterati by Maria Page
Level by Level Comparison
Best PracticesBUILD OUT TARGETED AUDIENCESCan meet objectives
easier, reach more, and with less costs by targeting audiences
familiar with your brand and/or interested in your contentInvest
time in ads managerSaved audiences can be used in the future in Ads
Manager & Boost Level Need Time to build pixel based audience
embed now to generate large enough audienceTargeted & relevant
content will lower Costs Per Click/Impressions/EngagementMONITOR AD
PERFORMANCECheck relevancy score and then reactLet Facebook
determine cost but monitor fluctuation and performanceTest, pause,
re-test theres no punishment to change ad You may notice that your
suggested bid range changes over time. This is normal and it
depends on several factors, such as:How many other people are
competing for your target audience.Pricing increases which may
impact how many people are competing.An increase in the suggested
bid range because an ad's performance history isn't strong due to
its targeting parameters or creative. Make sure your ad
istargetedto the most relevant audience, uses clear language in the
ad text, has a strong call to action, and has an eye-catching
image.Use multiple audiences, images, and copy to find best
performing ad (which will have lower costs)
Sources and more information:Facebook Advertising Home
Information and Tips for Better AdsAds Manager vs Power Editor How
to Create Custom Audiences on Facebook6 Unique Ways to Target
Facebook Ads
Connect
LinkedIn: https://www.linkedin.com/in/elliotjohnsonksElliot
Johnson, MBA Digital Marketing Professional
