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Practical guide for Facebook ads: Managing and Monitoring

POSTED ON: June 5, 2012 POSTED BY Lili Petkova

The last, but not least important step of a Facebook ad campaign

Maybe the best, and the worst, thing about online advertising are the dynamics. If you use it to improve your advertising, you’ll get great results on a shoe-string budget – but if you can’t get a handle on it, and you don’t have enough time to monitor the constant changes in your campaign, you won’t be able to get results at all and you will spend a lot of money. I can guarantee this is the case, especially when we’re talking about Facebook campaigns. Completing the designing, targeting and pricing of your campaign is not the end of your job – you can’t sit and wait to see the magic of the social networks. You’ll have to monitor your campaigns, make changes if needed, increase budget and bids, stop some of your ads – in short, you have a lot of work to do, so that you can get maximum results for your money. Here are some top tips for managing and monitoring your campaigns – and don’t worry, it looks hard at first sight, but with time you’ll be convinced that the hours spent learning how to monitor your campaigns and fine tuning them, are some of the most productive you have ever spent.

Tip 1: Make your Ads manager your Home page

You can monitor your campaign statistics by going to your Ads manager; this must be your most regularly visited page during your campaign. You can get demographic information there and see if your ad is actually being viewed. Plus, you can see how much money you’ve spent. Not happy with your ad? This is where you can adjust your copy, images, titles, and target audience. You can see a summary for all your campaigns, how they are running and your daily spending (Picture 1), as well as a Full report with your total impressions, clicks etc. (Picture 2). These reports are helpful if you’re running many campaigns at one time and you want to compare them quickly and easily. You can compare Click Through Rate (CTR) with one look, so you can see which campaigns are more effective and either run them again or use tricks from them in other ads in the future. You can easily monitor your costs so that you don’t overreach your budget. In the Notifications settings, you’ll see notifications when your ads are approved or declined. Read more…

Category: Website Marketing

Do not overpay for Facebook ads: practical guide for Facebook ads, Part 4

POSTED ON: May 30, 2012 POSTED BY Lili Petkova

Choose CPC model and lower bid

Designing your Facebook ad is not an easy job (if you want it to be effective), but the real tricky thing is pricing. In the end, you want to achieve good results with the minimum budget, right? So determining your ads budget and CPM or CPC is as important as their design. Let’s explain quickly what this CPM and CPC are. CPM and CPC are the two options for how you can pay for any internet advertisement. Advertising on Facebook is no different. CPM (Cost per Mille) means that you pay for every 1,000 impressions – i.e. for every 1,000 times that your ad is shown to users.  CPC (Cost per Click) means that you pay for every click on your ad – i.e. when a user actually clicks on the ad, not just when they’ve viewed it.

Which model you choose depends on the goals of your campaign. CPM makes sense when you want your target group to understand a message or you want to create general awareness. CPC is more suitable when you want users to go to your page – and then you pay only for people who have actually interacted with your ad and taken action, rather than those who may or may not have seen the ad (as with CPM). CPM is cheaper than CPC, but keep in mind that you can receive Read more…

Category: Website Marketing

Practical guide for Facebook ads, Part 3: design and targeting

POSTED ON: May 15, 2012 POSTED BY Lili Petkova

After you’ve  defined your choice of  Facebook ads or Sponsored Stories, the next step is to actually create them. Let’s see how you can design and target the ads.

1st step: Landing page

Creating a great Facebook ad campaign will be a waste of time and money if your landing page is bad. Don’t forget the main rules of online advertising – they’re the same in Facebook too. You need to grab the attention of the user, make him click, lead him to a catching landing page, and have a “call-to-action button”. This “call-to-action” may be clicking the “Like” button of the page – if you want to make the user your fan, so that you can interact with him after that as many times as you wish. Or maybe you want to make him use your application, or you may want to make the user a lead, who will then buy your product or service. It depends on the goals of your campaign. The point is: without a good landing page for your adverts it is not reasonable to spend money on Facebook advertising.

2nd step: Design your ad

Go to the Ads creating page. You have a couple of options there that are listed in the order in which you need to define them. Under your account on the top right you have the “Select existing creative” button – there you can choose a design from your previously created ads.

First thing you need to do is choose the Destination of the ad – when a user clicks on your advertisement, where will he be led to? You have a couple of options: External URL or Facebook Pages and Applications which you are the administrator for.

  • Pages and Applications – for the purposes of this post I’m going to give examples with Pages, but it’s the same procedure for Applications.

-   Destination. Here you have to choose the Page that you want to advertise. NB. If you are administrator of more than one Page, make sure you’ve chosen the right one!

-   Type & Story Type. Here you’re choosing Facebook Ads or Sponsored Story. If you choose Sponsored Story, there is not so much to design, or indeed no design at all. This is because of the nature of these types of ads. By Ad from a Page post you have the option of Page Post Selection – here you look through posts form your Page and decide which one you want to advertise. Read more…

Category: Website Performance

Practical guide for Facebook ads, Part 2: Choosing between Facebook ads and Sponsored stories

POSTED ON: May 10, 2012 POSTED BY Lili Petkova

This is the second part of the “Practical guide for Facebook ads”. Read the first part of the series on how to create and manage a facebook ads account.

The choice depends on the fan base you have on your page and the aim of the ad campaign

Facebook gives you a great opportunity to spread your message beyond the fan base on your page, or to attract new fans so that you can interact with them later on. And you can do all this for a relatively low price. It’s done via the small ads that are shown on the left sidebar of your Facebook profile. Actually making a Facebook ad isn’t hard to do, but you do need to invest some time in deciding which way is best for you to ensure you spend your advertising budget effectively. The ad campaign you will create depends on your goals, your specific business and your target group. Let’s see what kind of ad options Facebook offers.

After you’ve set up your Facebook Ads account it’s time to choose your Facebook ads type. Facebook offers two types of advertisements: Facebook ads and Sponsored stories. In this post I’m going to explain, in depth, these two types of ads, as related to Facebook Pages.

Facebook ads

A Facebook ad is a classic branded ad – with picture and copy. It links to an external page, Facebook page or Facebook App. With this kind of ad you can provide a customized message to your target group. There are two types of classic Facebook ads – Ad from a page post and New ad message. Read more…

Category: Website Marketing
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