Facebook Ads Getting Started Guide

The Facebook Mission

Give people the power to share and make the world more open and connected

Introduction

Facebook offers a new marketing solution for businesses. People use Facebook to keep in touch with their family and friends, learn about what businesses their friends like, comment about what they are doing and upload photos. They are part of an ongoing conversation that takes place in an open and authentic setting. And they want their favourite businesses to be part of that conversation too.

Facebook gives businesses the opportunity to form personal and ongoing relationships with their customers, through publishing content to their Facebook Page on a regular basis and listening to feedback. This two-way relationship helps turn these customers into their greatest advocates. Facebook is the ﬁrst platform that enables effective word-of-mouth marketing at scale.

Facebook Ads provide the most powerful combination of reach and engagement available to marketers today. Marketing on Facebook lets you engage with people who are most likely to be interested in your business.

At Facebook’s core is the social graph, a map of people and their connections to everyone and everything they care about. The most successful businesses on Facebook are a part of that social graph, either through a Facebook Page or implementing Social Plugins on their own websites and actively promoting that presence.

This guide will focus on Facebook Ads and help you get started:

facebook.com/advertising

Facebook Ads Explained 4

Difference From Search 4

Create a Successful Ad 6

Identify your goals 7

Know your audience 8

Create your ad and set your budget 10

Understand Facebook’s advertising policies 18

Top Tips for Ongoing Management 20

Facebook Ads Explained

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Difference from search

Facebook Ads are integrated into the Facebook user experience, meaning that advertisers can target potential customers before they search, offering interaction and engagement unseen on other advertising platforms.

With search advertising you target users based on what you think they will be searching for. With Facebook Ads you target using the information people share and enter in their proﬁles. You can target broadly by demographic and geographic preferences or you can get granular by targeting people’s speciﬁc likes and interests.

Privacy First

While targeting on Facebook allows companies to reach the most likely users based on information they list in their proﬁles, it does not reveal any personal data of the people who ﬁt into the targeting categories.

Through a series of simple social actions, such as liking your business’ Facebook page or RSVPing to your event, people can quickly interact with your business, without ever leaving their current page. When this happens, a user sees a friend’s name in your ad, giving the ad a personal recommendation. Just like in real life, recommendations from friends on Facebook are really powerful. If a user sees a friend’s name in an ad on Facebook, they are 68% more likely to remember the ad and twice as likely to remember the brand.

Ray’s Pizza

Ray owns a Pizza restaurant in Birmingham, England. He created a Facebook Page for his business, connecting with customers in his area. Now he wants to increase his customer base using Facebook Ads.

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To create successful ads you need to:

Identify your goals

Know your audience

Create your ad and set your budget

Understand Facebook’s advertising

policies and ad approval process

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