Facebook Advertising: The Complete Guide (Sample)

Facebook Advertising: The Complete Guide 1

Facebook Advertising The Complete Guide

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Overview


Overview What you’ll learn

How to understand the effectiveness of your ads and if they are performing well. Along with the budgets you need to make a success

Setup

Ad Types & Audiences

Ad Creation Process

Measurement & Budgets

Before running ads on Facebook you’ll need to setup a brand page and get all the required info for your campaign

We define the different types of Facebook ads available and how you should go about targeting your audience

A step by step guide to follow when setting up your ads, the info you need to enter and how it all works


Setup


Setting up a Brand Page

•  In order to run Facebook ads you should setup a Facebook page for your company

•  This will ensure the ads are linked back to your company and customers can find out more information about you if they wish

•  You will need the following to do this: –  Company name

–  Website URL (if you have one)

–  Telephone number

–  Short biography/intro to your company

–  Company logo


Setup

Create a brand page Setup with required information Publish and make live


Setting Up a Facebook Page

•  Locate the “Create Page” icon on the Facebook page home/timeline

•  This should be down the left hand side •  Click this link and you will be taken to a page where

you need to select the page type


Page Type

•  You will be presented with 6 options •  Select the one that is most appropriate for

you •  For the purpose of this tutorial we will

select “Local Business or Place” •  However, the process is almost identical

for each •  This initial option just tells Facebook what

the page is about so that is can represent you in the right ay


Entering the First Pieces of Information

Facebook will then present you with a list of options

For the purpose of this, lets select “Local Business”

Fill in the requested information as above to

complete this section

When done hit “Get Started”


Adding More Info

Next up we need to give Facebook some more information about the company. Add relevant categories (e.g. Hair Salon,

Plumber, Builder, Grocery Shop etc.)

Fill in the category, short description and also the website URL (if you have one)


Important: Setting Your Facebook URL

This next bit is really important as this is where we setup our Facebook URL for the page. The next box, where we have

“MyCoolSalon” is the name we have chosen. Facebook will only let you change this once, so think carefully.

If Facebook already has a page with that name it will tell you ad you’;; need to select another. After this, answer the final question. If the location is physical (e.g. customers can visit), click yes. You’ll

also be asked to confirm you have authorisation to setup the page. Click yes again, then “Save Info”


Adding Company Logo

Next it is time to set your company logo – you can select by uploading from your computer or by adding a link to your

website and attaching from there. For ease, we will upload via computer as you have more control.

After you have dome this, hit “Next”…


Adding To Your Favourites

If you add the page to your favourites then this will allow you to access easily when logging onto Facebook. It will appear at the

top of the left bar next time you come back.

Click the green button to do this.


Setting An Audience

This next setting is useful as will help when you start to use Facebook ads. Add the info about your audience, don’t worry if

this is general. This can be very useful for local/specific businesses. We’ve used a hair salon as an example.

Once you have entered this data or as much as you think is relevant then hit save. You can also skip this step if you feel it isn’t

right for your company.


Finishing Up

Your Facebook page is now live! Before going any further it is worth having a look around and checking all of the information is

correct.

We would suggest that you upload a cover photo and a first post to make sure that your page looks complete for when you start

to advertise.


Other Info to Add

In the about section you can add your opening hours, price range and also click

in and edit info already submitted.

You can also add a CALL TO ACTION – e.g. “Book Now” to send people to your

website booking form. This can help drive orders/sales.

We’d also suggest that you make sure you LIKE the page! Then invite your friends and

family to start joining it!


Page is Ready To Go…

•  You have now setup your Facebook page and added all of the information required

•  This data can be edited at any time •  Now you have the Facebook page up and running,

you are able to create ads for your business •  First off though, we need to define who you are

trying to target to make sure the ads are effective as possible


Defining Audiences

•  Before getting the ads up and running, it is worthwhile trying to define who it is that you want to reach

•  Who is most likely to buy from your company?

•  What do they do? •  Have they a specific customer profile?


Defining Your Audience

AGE: The first thing you should think

about is age. What age brackets do they fit within?

Facebook allows targeting of users 13+ - 65+

LOCATION: The locations. Is your company

relevant to the whole of the UK/World? Or just certain

areas or regions

GENDER: You can target both or just

males or females

LANGUAGE: you can target people that specifically speak a certain

language if this defines your audience


Digging Deeper

JOB TITLE: Is your product relevant to specific to a person with a

certain job? E.g. Sales Manager, Builder etc.?

LIFE EVENT: Have they just got married or engaged or moved to a new

city or town?

EDUCATION: Do they have a certain level, of education? Such as University

or College?

INDUSTRIES: Or do they work for specific

companies or in specific industries?


Digging Deeper

INTEREST: This is one of the most powerful. What are they interested in? Are they

lovers or Fashion and Beauty? Or fans of motorsport?

That’s it. You have now thought about your audience and what makes them tick. Time to groups these so we have specific targets to work with when we get your ads setup.


Audience Groups Lets out your audience into 4 groups. This will allow you to test different groups in your advertising to ensure

you get the best return on your investment.

Audience

Group 1 - General Group 2 - Core Group 3 - Vertical

Age: 18 – 65+ Location: Bedford + 20km Gender: Female

Group 4 - Secondary

Age: 18 – 35 Location: Bedford + 20km Gender: Female Interests: Fashion, Beauty, Style

Age: 18 – 35 Location: Bedford + 20km Gender: Female Interests: Gym, Fitness, Health, Wellbeing

Age: 18 – 65+ Location: Bedford + 20km Gender: Male

Hair Salon Example

23 Facebook Advertising:

The Complete Guide

Audience Groups Complete the below for your company and who you think your audience groups are. Don’t worry if you can’t

define 4! 1 is enough, but this is a process worth going through.

Audience

Group 1 Group 2 Group 3 Group 4


Section Complete

So far you have: ü Learnt how to setup a Facebook page

ü Get in initial information loaded and make ready for advertising ü Learnt about your audience

ü Defined groups that we will use in advertising

Next… We will look at Ad Types and how we setup our audiences and

target people on Facebook


Ad Types & Audiences


End of Sample To get the full guide, book into one of our online training courses and learn how to use Facebook Advertising to get more customers for your business. Click here to book now!

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+44 (0)207 033 6566

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@WeAreAlfred

Photograph is public domain. License info: All photos published on Unsplash are licensed under Creative Commons Zero which means you can copy, modify, distribute and use the photos for free, including commercial purposes, without asking permission from or providing attribution to the photographer or Unsplash. CREATIVE COMMONS ZERO: http://creativecommons.org/publicdomain/zero/1.0/

Facebook Advertising: The Complete Guide (Sample)

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