Post on 27-Jan-2017
Facebook Advertising Explained
Christopher Morton - 10332032
An Overview• Written for someone with limited practical knowledge• Someone who may want to use Facebook advertising, but doesn’t
know where to begin• Explains the Facebook advertising process in a clear and concise
way, without the use of buzzwords and technical jargon
• Points out common errors people make, to aid in avoiding mistakes in the future
• Gives the reader the confidence to try it for themselves, and the assurance that if there are further questions, someone is there for them
Why Advertise on Facebook?• Massive Potential Audiences (1.55 billion Monthly Active Users)
• Irish Audience of 2.5 million Monthly Active Users• You may have the audience, but can you reach them? Locowise
suggested in April 2015 that Organic Reach can be as low as 2.6%
• Having great content is good, but what if it not reaching people? This is where Facebook Advertising comes in!
The Basics• Know who you want to reach! Who are your audience? Do you want
to target them, or someone different? Page insights are your starting point for this!• What is your objective? Have a clear goal for your advertising!
Different goals require different methods• Targeting your advert affects who sees it. You can be pinpoint
accurate, or you can be more spread out• Make it eye catching! Images are great, but video is better!
Facebook report an 88% increase year on year in video posts, and more than 50% of Facebook users watch video on Facebook
Advanced Thoughts• Think and plan your campaign! There is more to advertising than
“Boost Post”• Leverage what Facebook advertising has to offer. Different
objectives offer different advert types• You set the price! Facebook will recommend a price to you, but you
can accept or change it. Take advantage of it!• Don’t blindly try to advertise everywhere. Different ad placements
can change click through ratios by as much as 50 times (Wolfgang Digital – 2014)
A Success Story – Low Cost Holidays• The Goal: Drive sales from Facebook using Facebook advertising.
Can Facebook advertising really boost sales?• Their strategy: Test multiple website click ads, using custom
audiences, targeting UK adults interested in travel• Their ads: Strong images focusing on people enjoying their holiday,
while savvy copy lines not emphasising price or sale give a premium feel• Their Results: 3x increase in performance of Facebook activity and
new knowledge of enhanced use of mobile devices
Conclusion• With such a huge and varied audience, Facebook advertising allows
you to reach who you want to reach• It can be so easy to rush in to advertising on Facebook, but stopping
and planning will give you better results• The case study included shows just part of what can be achieved
with Facebook advertising, and more case studies are available• Remember, Facebook want your advert to succeed. They want you
to do well with Facebook advertising, so use what they have available for you!