Facebook Advertising Playbook

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1 Facebook Advertising Playbook

2 TABLE OF CONTENTS I. INTRODUCTION 6 II. ABOUT THIS REPORT 6 III. ABOUT IMPARTURE 7 1. INTRODUCTION TO FACEBOOK ADVERTISING UNDERSTANDING TERMINOLOGY 8 2. THE CASE FOR FACEBOOK ADVERTISING OBJECTIVES BUILDING AN AUDIENCE FACEBOOK ADVERTISING STRATEGY TECHNICAL OVERVIEW FACEBOOK AD TYPES CAMPAIGN STRUCTURE OPTIMISING ADS SETTING A CAMPAIGN OBJECTIVE USING POWER EDITOR TO UPLOAD CAMPAIGNS ADS CREATE TOOL CREATING AN AD AUDIENCE TARGETING CAMPAIGN MANAGEMENT AD PLACEMENT AD TARGETING LOCATION DEMOGRAPHICS FACEBOOK CATEGORIES AND INTERESTS CREATING AUDIENCES WITH AUDIENCE INSIGHTS CUSTOM AUDIENCES CUSTOM AUDIENCES AND MEASURING OFFLINE SALES 48 2

3 6.7 THE LEGALITY OF A CUSTOM AUDIENCE LOOKALIKE AUDIENCES PARTNER CATEGORIES NEWS FEED ADS EDGERANK AND GRAPH RANK CREATING A NEWS FEED AD PROMOTED POSTS ORGANIC REACH CREATING A PROMOTED POST BOOSTED POSTS PROMOTED PAGE UNPUBLISHED POSTS TYPES OF UNPUBLISHED POSTS CREATING AN UNPUBLISHED POST BENCHMARKING SIDEBAR ADS CREATING A SIDEBAR AD ADS VS. PROMOTED POSTS FACEBOOK MOBILE ADVERTISING CREATING A MOBILE AD MOBILE APP INSTALL ADS TARGETING BUDGETING MOBILE ADVERTISING BEST PRACTICE THE FUTURE IS MOBILE FACEBOOK EXCHANGE (FBX) ABOUT RETARGETING THIRD PARTY FBX PROVIDERS 88 3

4 13. FACEBOOK AUDIENCE NETWORK TECHNICAL INFORMATION ATLAS AD DESIGN WORKING WITHIN THE 20% TEXT RULE FACEBOOK IMAGE GUIDELINES SELECTING IMAGES BEST PRACTICE FACEBOOK VIDEO ADVERTISING CREATING A VIDEO AD BUILDING AN AUDIENCE BUDGETING BEST PRACTICE AD COPY BEST PRACTICE ESTABLISHING YOUR TONE OF VOICE ADS MANAGER TECHNICAL OVERVIEW CAMPAIGN MANAGEMENT AD ACCOUNTS AND PERMISSION LEVELS MOBILE ADS MANAGER SCHEDULING ADS BUSINESS MANAGER FACEBOOK ADS WIDGET BUDGETING CPC VS CPM BID MANAGEMENT BID STRATEGY BUDGET TYPES BILLING 138 4

5 18.6 ACCOUNT LIMIT CLOSING YOU ADS ACCOUNT SPLIT TESTING BEST PRACTICE POWER EDITOR TECHNICAL OVERVIEW AD CAMPAIGN MANAGEMENT AD PLACEMENTS AUDIENCE TARGETING SCHEDULING ADS BIDDING CONVERSION TRACKING PAGE POST MANAGEMENT BULK UPLOADING RECOMMENDED FACEBOOK ADVERTISING TOOLS THIRD PARTY TOOLS LANDING PAGES CREATING A FACEBOOK LANDING TAB THIRD PARTY TOOLS FACEBOOK ADVERTISING ANALYTICS AD REPORTING CONVERSION TRACKING VALUE OF A CONVERSION 203 5

6 I. INTRODUCTION II. ABOUT THIS REPORT This playbook has been written for business professionals who want to understand and establish a voice using one of the biggest online phenomenon s of the last two decades: Facebook. With over one billion users worldwide, Facebook is a place where people connect with friends, families and brands, and is seen as an essential tool for many businesses along with their customers. Social media platforms such as Facebook are bridging the gap between consumers and businesses by giving brands a better understanding of their audience and giving consumers an instant way of getting their message across. Although harnessing the power of digital media is not something that can be learned overnight, thanks in part to the pace at which technology evolves and improves, this playbook contains everything you need to know about discovering how Facebook is used, and then effectively using it as a marketing tool. We ll explain and guide you in understanding the way Facebook s users interact and engage with new content and each other. Now is the time for you to listen to what your customers are saying and put yourself in the shoes of your consumer. With such a large audience of mainstream and business owners, there are still some people who have never used Facebook, partly due to confusion and also because some think it gives you too many options. Don t worry, in this playbook we ll arm you with the tools you need to both understand and harness the essential options for your business. Clear guides and stepby-step guidance will give you the confidence to increase online sales, promote your products and build brand awareness. Facebook can feel complicated, but we break things down to provide the knowledge you need to confidently reach out to your intended audience and use your voice to tell stories and engage with new and loyal fans. 6

7 III. ABOUT IMPARTURE Imparture is a dedicated social media knowledge resource for business professionals. Through its provision of training, reports and Playbooks, Imparture works with companies to maximise business social media results. Imparture has offices both in the UK and the US. 7

8 1. INTRODUCTION TO FACEBOOK ADVERTISING With 1.35 billion active monthly users (and counting), Facebook is a very powerful advertising platform. Facebook ads appear in a user s timeline amongst regular content from their connections in their News Feed, providing a native advertising opportunity. Using Ads Manager or Power Editor, both advertising tools built-in to Facebook, it is easy to monitor, edit and create ads with the platform. Ads Manager is Facebook s standard tool and Power Editor is for advanced marketers. No longer do brands need to have substantial budgets or teams of designers art-working ads. Facebook ads are accessible to anyone wishing to advertise, regardless of budget or technical ability. For as little a 1 a day, anyone can run a Facebook ad. This accessibility means that all brands, regardless if they are corporate, not-for-profit or a governmental body can use Facebook to reach and grow an audience. This also means that Facebook ads run in a competitive marketplace. As more people take advantage of the opportunities offered by Facebook, a strategy is necessary to ensure a return on investment (ROI). 1.1 UNDERSTANDING TERMINOLOGY Before advertising on Facebook, become familiar with some of the basic terms. Term Ad Ad set Campaign Placement Creative Connections CPC What it means The individual ad that users see; each has its own imagery and text A grouping of related ads that have the same objective Contains ad sets and ads all with the same objective. Each ad and ad set must have a campaign. Where the ad appears; Facebook offers 5 different placement locations The imagery and text for an ad The ability to target people who are connected to either your page, an app or an event Cost per click 8

9 CPM Conversion tracking Custom audience FBX Lookalike audience Partner categories Power Editor Promoted post Offsite pixel Cost per 1,000 impressions Tracking a users behaviour when not on Facebook through websites that have pixels installed An audience consisting of offline customers that use Facebook; created by using addresses or phone numbers Facebook ad exchange; works like a stock market for real-time ads used in retargeting users An audience that is 1% or 5% similar to your current audience Lifestyle and purchase behaviour information provided to Facebook by third party data companies Facebook s advanced ads management software Promoting an organic post made to a page A snippet of code that gets placed on a website so that users can be tracked once they log on to Facebook Mobile Advances in technology mean that the way we use devices is changing. Facebook sees the future as mobile. As of October 1 st, 2014, Facebook recorded 1.12 billion monthly mobile users. 78% of monthly users in America only use mobile to access the platform. This mobile revolution means that 19 million advertisers have already optimised for mobile. And Facebook has been introducing a host of tools for mobile advertising. Facebook s Ad Exchange (FBX) is a real-time ads bidding platform, where advertisers can buy ads that retarget potential customers. Another offering is the Audience Network letting advertisers serve ads within partner mobile apps. Most recently, Facebook has launched ATLAS a mobile platform that can track users mobile browsing activity without the need for cookies, which was a previous mobile constraint. 9

10 The development of multiple mobile advertising platforms isn t just Facebook trying to diversify its portfolio, it s a sign that mobile ads are working and in demand. Keeping up to date with changes Since the introduction of ads almost a decade ago, Facebook s platform is ever evolving. This can be a source of frustration, as you may sometimes need to adapt a strategy or not be able to find a tool you frequently use. To stay on top of all current and future changes, bookmark Facebook for Business in your web browser and be sure to check it often. This is where Facebook post all company announcements related to its advertising offering. Popular, reputable technology websites always announce any changes Facebook makes and not just for its advertising platform. Facebook s press office notifies select publications when changes are to be announced so keep an eye out on sites like Tech Crunch and Mashable for the most recent changes. Make sure you re also familiar with Facebook s Privacy policy. Follow updates and changes on Facebook s Privacy page. Future developments Facebook s founder, Mark Zuckerberg has on many occasions been forthcoming about Facebook s future plans. These plans focus heavily on mobile. Facebook s recent acquisitions of multiple mobile only platforms including WhatsApp, Instagram, Lightbox, Karma and Moves App confirm this direction. New users and audiences around the world that use mobiles to access the Internet are Facebook s next area for growth. 10

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