Social Advertising Fundamentals, Facebook Ad Structure and Campaign Options/Targeting, Advanced Audience Research and Targeting

To begin audience research start with one of 3 audience sizes

Everyone on Facebook, People Connected to your Page or a Custom Audience

Goal of Boost Page

Expand the reach of a post that had organic success

Facebook makes Suggestions

For what you should boost in the ads manager

Lookalike Audience particularly useful

If customers have many characteristics and behaviours in common

A great ad objective is to boost a page post engagement

If you are just starting out in social ads and you don't have a lot of support or data about customers

Example of using Lookalike Audience

If you have a custom audience of people who have purchased from your online store, you can generate a lookalike audience that has a higher chance of making similar purchase

Custom Audience can be especially useful

If you have a small Facebook following but a large email list

If audience sample size too small

Include additional relevant interests that build a large enough audience to provide actionable insights

To maintain a historical record of Ad performance

It's best to turn off ads rather than delete them entirely

When promoting your page

It's important to get precise with geographical marketing rather than spend money sharing it to audience who won't find it relevant/

The incredible value from Facebook ads campaign

Lies in wealth of data about your target audience

Criteriea for narrowing down target of all Facebook Users

Locations, age, gender, languages, demographics, interests, behaviors and connections

If using campaign to increase web conversions

Must create a conversion pile so all conversion can be accurately tracked and recorded

Campaign Types

Part of Facebook Ads Campaign Structure, designed to align with business goals. Begin each campaign by choosing an objective that best fits your needs.

Ad Sets

Part of Facebook Ads Campaign Structure, level at which budget, scheduling, targeting, bidding, and ad placement are defined. Ad variations organized into these.

Ad Variations

Part of Facebook Ads Campaign Structure, with different images, videos, wording buttons, links and calls to action.

Cost Per Impression (CPM)

Pay each time your ad is shown to a member of targeted audience

Optimized Cost Per Impression (oCPM)

Pay for your ad based on impressions but Facebook uses an algorithm to get it in front of people who are most likely to engage with it within targeted audience you define.

As a guideline, posts should have the following qualities before boosting them

Promotes a product or service provided by your business, guides visitors to website or blog, spreads awareness of time-bound campaign such as contest or limited time offer

Lookalike Audience

Shares characteristics to source audience and is therefore more likely to behave in a similar fashion

Can run a Facebook Offer

Targeted by city or if if within the US, can target people in a specific zip code

After you've chosen a campaign objective

The next step is to find your target audience and decide on campaign spending

Facebook Audience Insights

Tool to help you learn more about a particular audience

When allocating a campaign budget and optimizing your bid

Understand difference between Cost per Click (CPC) Cost Per Impression (CPM), Optimized Cost Per Impression (oCPM)

Cost Per Impression (CPM) Good

When the focus of your campaign is exposure

When researching people connected to page

You can see if mostly male/female, if they use Facebook actively, if they engage with ads more than average Facebook user and what other Facebook pages they follow

By gaining greater understanding of who your paying customers are

You can target your ads intelligently at those who share their attributes.

To begin advertising on Facebook

You must have admin level permissions on company Facebook page as well as a Facebook ads account

To research people connected to page

You must have at least 1,000 followers to that page

Cost per Click (CPC) Great If

You want to quickly gauge the effectiveness of your ad and see how many are engaging

Take time to research

Your audience ahead of a Facebook campaign

Can build a Facebook lookalike audience

from a custom audience, a Facebook page or a conversion pixel data set

If you don't yet have a large Facebook Following

A great ad objective is to promote your page

For brick and mortar businesses

A great way to connect people with an online audience through an offline interaction is with special offers

If you are operating in a niche market

After narrowing audience research search by interests, one interest may not be enough and can yield a sample size that's too small.

Re-Allocate accordingly

After tracking which ads and ad sets are performing the best.

Custom Audience

An advanced tactic that lets you build an audience from unique data such as phone numbers, emails, and visitors to website

facebook Audience Insights can help you

Assess the characteristics of your existing audience and provide you with information about new prospective customers

If you don't have a large Facebook Following

Begin audience research with everyone on Facebook and narrowing search by interests

3 Tiers of Facebook Ads Campaign Structure

Campaign Types (top of structure), Ad variations (bottom of structure), Ad Sets

For US based audiences, researching people connected to page

Can also find out about their household incomes and purchase histories

Cost per Click (CPC)

Charged each time an action is taken on your ad by clicking it to visit website, like, share or leave a comment

If business makes use of special offers

Consider Facebook campaign to get people to claim your offer

Target your custom audience ad set from

Customer emails or IDs, list of visitors to your website or users of your app or narrow down target of all Facebook users