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Facebook Advertising Guide

A practical guide to the opportunities that exist for advertising on Facebook

About this guide

There have been a number of recent changes to how ads are set up and reported on within Facebook. This guide will update you with all the latest changes and give you practical advice on setting up and optimising your Facebook ads to get the best possible results. It is packed full of examples of good and poor practice, so you can avoid costly mistakes and get better ROI from Facebook.

Guide structure

  • Step 1: An introduction to adverting on Facebook
  • Step 2: What goals can we achieve using Facebook advertising?
  • Step 3: Targeting using Facebook
  • Step 4: Placement: Where and when will my ads appear?
  • Step 5: Ad types and what they offer
  • Step 6: Bid types: What are the options on bidding?
  • Step 7: Tools: How are ads created? Understanding the Ad Manager, Power Editor and Business Manager
  • Step 8: Creative Best Practice
  • Step 9: Tracking and Reporting: How do I know if my ads have been effective?

Why a guide on Facebook Advertising?

With so many brands on Facebook and with the realisation that just because a business is on Facebook they will be seen as being an incorrect reality, in addition to organic reach levels being at an all time low. Brands are paying for visibility of updates, even to their own fans. Brands can still set up Facebook Pages and enjoy some exposure free of charge, but as a platform Facebook is now very much “pay to play”, but it also means that advertisers can reap the benefits that the Facebook Advertising platform can offer.

It doesn’t mean that you need to make a huge investment in Facebook advertising – it can be more cost-effective than many other promotional opportunities, and offers great opportunities for targeting. With over 1.7 billion monthly active users, Facebook is not a platform which marketers can afford to either ignore or to get wrong. So, without a little monetary investment, you simply aren’t going to get the visibility you potentially could.

There have been a number of recent changes to how ads are set up and reported on within Facebook. This guide will update you with all the latest changes and give you practical advice on setting up and optimising your Facebook ads to get the best possible results. It is packed full of examples of good and poor practice, so you can avoid costly mistakes and get better ROI from Facebook.

Who this guide is for?

This guide is aimed at marketing professionals working in:

  • Social Media
  • Advertising
  • Public Relations
  • E-commerce
  • Digital Marketing professionals in general

The guide is also helpful for small and medium businesses who may wish to invest in Facebook Advertising.

Resource Details

About the authors

marie pageThis Guide was first produced by Marie Page who you may know as a regular Expert Commentator contributing to Smart Insights focusing on social media marketing and in particular Facebook. Marie is co-founder and senior consultant at of The Digiterati, a collective of specialist digital marketing consultants providing actionable training and proven tactical marketing input to clients.

Rhian Simms Rhian Harris (was Simms) is an online marketing all-rounder and guest blogger for Smart Insights. With over 8 years of experience of all digital media and ecommerce from utilities, travel, charity and retail sectors, Rhian is now a digital marketing consultant working with businesses to deliver and optimise their performance on any aspect of their strategy. IDM qualified, Rhian also contributes to the Econsultancy blog and other expert websites as well as her own business, Consult&C Digital. You can connect with Rhian on LinkedIn, Google+, Twitter and Facebook.

How is the guide structured?

This in-depth guide is helpfully broken down into 10 sub-sections, so if you are already familiar with the fundamentals of Facebook ad creation, you can skip straight onto the more advanced sections. The subsections are:

  • An introduction to advertising on Facebook
  • What goals can we achieve using Facebook advertising?
  • Targeting using Facebook
  • Placement: Where and when will my ads appear?
  • Ad types and what they offer
  • Bid types: What are the options on bidding?
  • Tools: How are ads created?
  • Understanding the Ad Manager
  • Power Editor and Business Manager
  • Creative Best Practice
  • Tracking and Reporting: How do I know if my ads have been effective?
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