Steps For Facebook Campaign Success

www.toboc.com

Why should you advertise on Facebook? Placing ads on Facebook provides one of

the most targeted advertising opportunities today

for reaching targeted audience globally.. Online advertising has gone through

incredible growth in the last few years and social advertising is no exception

Facebook has a wealth of information about its users.

The social network knows its members’ sex, age, location, likes, and interests. This, in turn, translates into Facebook’s ability to target ads to

users’ specific tastes.

www.toboc.com

A key difference in Google Ads vs. Facebook Ads is that with Google you are bidding on keywords people are actually searching for.

With Facebook ads, you bid on “likes” and interests in people’s profiles. The people who have those keywords in their profiles may not need your product or service at this time.

Facebook Ads vs. Google Ads.

www.toboc.com

Setting Up Your Engagement Ad

When you advertise your Facebook Page, the ad title will default to the title of your Facebook ad.

If you have a long Facebook Page title, your Page title will be cut off. The title of your ad is limited to 25 characters.

In this example you will see a call-to-action to “Get Your Free Chapter,” withthe body of the ad revealing more information about what Facebook users willreceive.

www.toboc.com

News Feed Exposure

This ad is to make sure that your fans see your posts. If you’re a big brand, only a few percent of fans may be seeing your

posts in the news feed, versus 10 percent to 20 percent for others. Select your page from the drop-down, then the middle option for

“promote page posts,” and then the check box for promoting the most recent post.

www.toboc.com

Content

Content is critical for success on Facebook.

The success of your Facebook advertising depends on the quality of your creative content.

Spend time here creating really interesting content that will grab the attention of your targeted personas

To create really engaging posts, share a photo that contains less than 20 percent text.

Include a short snippet of text with a link to your website at the end of the snippet.

www.toboc.com

Advertising through Sponsored stories

First, a person needs to engage with your real estate on Facebook: she might “like” your page or check in to a place, for instance.

The activity shows up on her friends’ News Feed. With Sponsored Stories, this activity also gets prominent display in

the right-hand side of the News Feed of this person’s friends.

www.toboc.com

Types of Sponsored Stories

Page Like story

Page Post story

Check-in story

App used/shared &game played story

Domain story

www.toboc.com

How to Design Your Sponsored Story

To design your Sponsored Story, choose the destination of the ad, then select the Sponsored Story radio button.

If you have selected a Place or an App as the destination, you will be able to choose the check-in story or app story, respectively.

www.toboc.com

How to Design Facebook Ad25

characters.No

abbreviations

or excessivecapitalization allowed.

Make it interesting

and address the

customer’s issue.

Questions make

great titles.

135 characters.

No abbreviation

sor symbols,

suchas @ or $.

Must begrammaticall

ycorrect without

excessivepunctuation,

such as“Buy now!!!!”

Title

Body

……… ………………… ……………..

……. …………………… ……………

www.toboc.com

Make it clear and

not too busy as it will

only be 110 by 80

pixels when shown.

It must be lessthan 5 MB.

Image

…….. …………………… ………….

Use the picture area to add more words to your advertisement.

Another strategy you can implement is to have a picture that also conveys your message.

Use both the title and the picture to tell a story.

Keep the call-to-action is short and sweet

HOT TIP

www.toboc.com

Deconstructing the Targeting Categories

Location

Age

Sex

Interests

Connections on Facebook

www.toboc.com

The Science of bidding

When you start the bidding process, the radio button on the Pricing section defaults to “Cost Per Click (CPC).”

Paying for impressions, which looks cheaper in the bidding process, may end up costing you more than getting the same number of clicks

www.toboc.com

This ad is for a sponsored post so it would show up in the News Feed, where there is tons of attention.

If the messaging and the image are interesting, and the ad is well-designed, so it naturally appealed to people who are interested in page layout, one of the attributes of our targeted persona.

Tons of Attention

www.toboc.com

Measurement

Make sure you have defined goals before you start advertising.

Watch the performance of the ad to ensure that it’s leading to your desired actions.

Measure the ratio of organic and viral traffic to paid traffic, which you can find at the reach statistics at the bottom of the post when you’re logged in as an administrator on your page.

www.toboc.com

If the post doesn’t gain engagement traction (shares, likes, comments), then let it die, learn from the campaign, and try again.

If it gains traction, then continue advertising to keep it afloat.

Continue Advertising

www.toboc.com

How Retargeting Works

Retargeting can drive incremental success to all of your marketing

efforts.

www.toboc.com

Remember that Facebook is all about amplifying actions. You should set up separate Facebook News Feed ad campaigns that

promote different actions, such as page post likes. This will increase the awareness of your brand and increase the

visibility of your sponsored stories. If someone comments on one of your stories, you should run a page

post comment story targeting the friends of the person who made the comment.

Amplifying Actions

www.toboc.com

“After a while, you’ll really

see a difference in the

performance of your ads.”

www.toboc.com