Facebook Marketing All-in-One For Dummies

Andrea Vahl, John Haydon, Jan Zimmerman

• Publisher: For Dummies
• Year: 2014
• ISBN:
  9781118816004
• Edition: 3
• Topic: Negocios y empresa
• Subtopic: Marketing digital

Reach your customers with the latest Facebook marketing strategies

Facebook Marketing All-in-One For Dummies, 3 rd Edition is a detailed resource for businesses, brands, and people who are interested in promoting themselves, their goods, and their services on Facebook. Fully updated to cover new Facebook features, this new Third Edition includes guidance on Graph Search, the updated News Feed design, cover photo rules, advertising changes, updated mobile apps, and more. Examples and case studies illustrate best practices, and the book provides step-by-step guidance on creating a successful Facebook marketing campaign, from setting up a fan page to analyzing results.

Facebook is considered the most fully-engaged social media platform for most marketers. With more than a billion users who comment over 3.2 billion times per day, Facebook provides a ready and willing customer base to businesses savvy enough to take advantage. Facebook Marketing All-in-One For Dummies, 3 rd Edition walks you through the creation of a customized fan page, and guides you through interacting with fans and building a community around your brand. The book explains Facebook applications and Facebook advertising, and shows you how to make Facebook come alive.

• Learn how to claim your presence on Facebook
• Build pages to engage, retain, and sell to customers
• Discover advanced Facebook marketing tactics
• Find out why measuring, monitoring, and analyzing are important

Create and curate engaging content, including photos, video, contests, and more, and watch your fan base grow. Social media marketing is a major force in the success of a business, and Facebook is at the forefront of it all. Facebook Marketing All-in-One For Dummies, 3 rd Edition provides the guidance and information you need to get in there and claim your space.

Book VII

Facebook Advertising

For more on viewing performance metrics in Power Editor, go to www.dummies.com/extras/facebookmarketingaio.

Contents at a Glance

Chapter 1: Advertising in Facebook

Chapter 2: Creating a Facebook Ad

Chapter 3: Exploring Power Editor

Chapter 4: Testing, Measuring, and Modifying Your Ad

Chapter 1

Advertising in Facebook

In This Chapter

Attracting new clients with Facebook advertising

Understanding how advertising works on Facebook

Developing ad campaigns to meet your goals and objectives

Setting your budget and time frame

According to Business Insider, Facebook posted almost $7 billion in advertising revenue in 2013. And, in a rebuff to its many critics, Facebook’s mobile advertising revenue started outpacing its web-based revenue in fourth quarter 2013, with mobile advertising accounting for 53 percent of advertising receipts. That gave Facebook its first-ever quarter with more than $1 billion in mobile ad revenue. (For more information on using Facebook’s mobile advertising, see Book VIII, Chapter 4.)

By any measure, that’s a lot of money, so it shouldn’t surprise anyone that Facebook makes an effort to keep that revenue stream a-flowin’. Clearly, Facebook has a vested interest in making the ads an easy and pleasant experience for both the marketer and the Facebook community.

In this chapter, you find out how to make strategic and tactical advertising decisions that produce the results you want. You discover how to set your marketing goals and objectives, allocate a budget, and set your time frame.

In Chapter 2 of this minibook, you learn the mechanics of using the Ads Create tool to set up a campaign, write and target an ad, and start running it. Chapter 3 deals with the Power Editor for more complex campaigns. By the time Chapter 4 of this minibook comes around, you’ll be ready to hone your advertising skills by setting up ad testing, measuring your test results with the Ads Manager tool, and modifying your campaign if needed. Hang on — it’s going to be fun!

Introducing Facebook Advertising

Placing ads on Facebook provides one of the most targeted advertising opportunities on the Internet today. You decide exactly which Facebook users will see your ad. Your choices include (but are not limited to) age, gender, education, location, language, interests, relationship status, and keywords in your targets’ Profiles. You can even choose to advertise only to people who have a birthday within a specific week. When you can narrow your target audience to that granular level, you can be pretty sure that whoever clicks your ad is a prospective customer.

Within Facebook Ads, you can advertise an external URL (directing people out of Facebook to your website), or you can advertise something internal to Facebook, such as your Page, an event, a post, or an application.

Understanding auction bidding

Facebook uses an auction-based system, in which you bid on how much you’re willing to pay for each action. (By action here, we mean each time someone clicks your ad or each time Facebook places your ad in front of 1,000 people.)

There are two different bidding processes for advertising: One process is for advertising by clicks you receive, and the other is advertising by the number of times your ad appears (impressions).

Before we dive deeper into Facebook Ads, we want to introduce the terminology.

• Cost per click (CPC): Cost per click is a model in which you pay for an ad only when someone clicks on your ad, whether it appears in the right-side column of a Facebook Page or within someone’s News Feed. This works particularly well when you want to direct people to your website or other external URL.
• Cost per impressions (CPM): You pay based on how many thousands of people see your ad — a measurement known as impressions, or CPM. (CPM stands for cost per thousand. Okay, really, it stands for cost per mille; mille means one-thousand in French.) You may find this option works better for branding purposes, or when you’re trying to direct people to someplace within your own Facebook presence. Facebook optimizes the delivery of your ads to target the people most likely to help you reach your stated objective, such as Likes or joining an Event.

Facebook Ads competes on more than price. Facebook will show the ads that it determines are the most likely to be successful — that is, the ads that will give Facebook the most revenue!

The actual amount needed to “win” a bid fluctuates constantly. That’s partly because Facebook continually evaluates ad performance and partly because the pool of competing ads is always changing.

You can make your ad more competitive by raising your bid. Facebook will only charge the amount necessary to win the auction even if that amount is less than your maximum bid. Therefore, you have nothing to lose by entering your true maximum bid.

You’ll never be charged more than the maximum cost per click you set. And you’ll never be charged more than your daily or lifetime budget for your ads, regardless of the option you choose.

Setting a flat fee to promote a post

Facebook’s Promoted posts are a special type of internal advertising. Instead of paying by click or by thousands of impressions, you pay a flat fee to have Facebook to push a post directly into the News Feeds of your fans.

You will be able to set a lifetime budget that lasts for the time frame you set for your Promoted post campaign. Charges, which are incurred by impression, will be deducted from your budget.

Why would you want to pay to advertise your Page Post? Facebook enables you to reach out to other Facebook users who might not have another means of discovering your company’s expertise, product, event, application, or service. You may also want to target Friends of your existing fans to show social proof (that is, your Friend likes me, so you should, too). Or you may want to push an important sales message or update into the News Feeds of your community for people who may not see your updates otherwise.

We discuss Promoted posts (sometimes called Promoted Page posts) in more detail later in this chapter.

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