Facebook Advertising Guide
A practical guide to the opportunities that exist for advertising on Facebook
How will this guide help me and my business?
You will know that Facebook is comfortably the most popular social network with over two billion users, so offers tremendous reach to influence both consumers and businesses.
Yet Facebook like other social networks has updated its algorithms so that organic reach levels are at an all time low. Brands need to pay if they want better visibility of their social updates in the newsfeeds, even to their own fans.
Brands can still set up Facebook Pages and enjoy some organic exposure free of charge, but as a platform, Facebook is now very much “pay to play”.
This also means that advertisers can reap the benefits that the Facebook Advertising platform can offer. For example, retargeting your messages to previous site visitors is only available via advertising.
So does this mean you need to invest a lot of money in Facebook?
No, 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 2 billion monthly active users, Facebook is not a platform which marketers can afford to either ignore or to get wrong.
What if I don't invest in paid Facebook activity?
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 is this guide for?
This guide is aimed at marketing professionals involved in setting media strategy including those working in:
- Customer acquisition
- Digital marketing
- Social media
- Public Relations
The guide is also helpful for small and medium businesses who may want to consider the options for investing in Facebook Advertising. For our other guides to Facebook marketing see the guides for Facebook re-targeting and organic reach covered below.
How is this guide structured?
This guide follows a comprehensive 9 step 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
About the authors
This 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 The Digiterati, a collective of specialist digital marketing consultants providing actionable training and proven tactical marketing input to clients.
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