Facebook Advertising Playbook

Facebook Advertising Playbook

TABLE OF CONTENTS I. INTRODUCTION 6 II. ABOUT THIS REPORT 6 III. ABOUT IMPARTURE 7 1. INTRODUCTION TO FACEBOOK ADVERTISING 8 1.1 UNDERSTANDING TERMINOLOGY 8 2. THE CASE FOR FACEBOOK ADVERTISING 11 2.1 OBJECTIVES 12 2.2 BUILDING AN AUDIENCE 12 3. FACEBOOK ADVERTISING STRATEGY 14 4. TECHNICAL OVERVIEW 17 4.1 FACEBOOK AD TYPES 20 4.2 CAMPAIGN STRUCTURE 23 4.3 OPTIMISING ADS 25 4.4 SETTING A CAMPAIGN OBJECTIVE 26 4.5 USING POWER EDITOR TO UPLOAD CAMPAIGNS 27 5. ADS CREATE TOOL 29 5.1 CREATING AN AD 30 5.2 AUDIENCE TARGETING 32 5.3 CAMPAIGN MANAGEMENT 33 5.4 AD PLACEMENT 35 6. AD TARGETING 38 6.1 LOCATION 39 6.2. DEMOGRAPHICS 40 6.3 FACEBOOK CATEGORIES AND INTERESTS 41 6.4 CREATING AUDIENCES WITH AUDIENCE INSIGHTS 43 6.5 CUSTOM AUDIENCES 44 6.6 CUSTOM AUDIENCES AND MEASURING OFFLINE SALES 48 2

6.7 THE LEGALITY OF A CUSTOM AUDIENCE 48 6.8 LOOKALIKE AUDIENCES 49 6.9 PARTNER CATEGORIES 51 7. NEWS FEED ADS 53 7.1. EDGERANK AND GRAPH RANK 53 7.3 CREATING A NEWS FEED AD 54 8. PROMOTED POSTS 58 8.1 ORGANIC REACH 58 8.2 CREATING A PROMOTED POST 58 8.3 BOOSTED POSTS 63 8.4 PROMOTED PAGE 67 9. UNPUBLISHED POSTS 72 9.1 TYPES OF UNPUBLISHED POSTS 72 9.2 CREATING AN UNPUBLISHED POST 72 9.3 BENCHMARKING 73 10. SIDEBAR ADS 74 10.1 CREATING A SIDEBAR AD 74 10.2 ADS VS. PROMOTED POSTS 75 11. FACEBOOK MOBILE ADVERTISING 77 11.1 CREATING A MOBILE AD 77 11.2 MOBILE APP INSTALL ADS 78 11.3 TARGETING 81 11.4 BUDGETING 83 11.5 MOBILE ADVERTISING BEST PRACTICE 84 11.6 THE FUTURE IS MOBILE 84 12. FACEBOOK EXCHANGE (FBX) 86 12.1 ABOUT RETARGETING 86 12.2 THIRD PARTY FBX PROVIDERS 88 3

13. FACEBOOK AUDIENCE NETWORK 90 13.1 TECHNICAL INFORMATION 91 13.2 ATLAS 91 14. AD DESIGN 92 14.1 WORKING WITHIN THE 20% TEXT RULE 92 14.2 FACEBOOK IMAGE GUIDELINES 93 14.3 SELECTING IMAGES 94 14.4 BEST PRACTICE 95 15. FACEBOOK VIDEO ADVERTISING 97 15.1 CREATING A VIDEO AD 98 15.2 BUILDING AN AUDIENCE 100 15.3 BUDGETING 100 15.4 BEST PRACTICE 100 16. AD COPY 102 16.1 BEST PRACTICE 102 16.2 ESTABLISHING YOUR TONE OF VOICE 104 17. ADS MANAGER 105 17.1 TECHNICAL OVERVIEW 105 17.2 CAMPAIGN MANAGEMENT 112 17.3 AD ACCOUNTS AND PERMISSION LEVELS 119 17.4 MOBILE ADS MANAGER 121 17.5 SCHEDULING ADS 123 17.6 BUSINESS MANAGER 125 17.7 FACEBOOK ADS WIDGET 131 18. BUDGETING 133 18.1 CPC VS CPM 133 18.2 BID MANAGEMENT 134 18.3 BID STRATEGY 135 18.4 BUDGET TYPES 136 18.5 BILLING 138 4

18.6 ACCOUNT LIMIT 138 18.7 CLOSING YOU ADS ACCOUNT 139 19. SPLIT TESTING 141 19.1 BEST PRACTICE 143 20. POWER EDITOR 144 20.1 TECHNICAL OVERVIEW 147 20.2 AD CAMPAIGN MANAGEMENT 153 20.3 AD PLACEMENTS 164 20.4 AUDIENCE TARGETING 168 20.5 SCHEDULING ADS 172 20.6 BIDDING 173 20.7 CONVERSION TRACKING 174 20.8 PAGE POST MANAGEMENT 179 20.9 BULK UPLOADING 181 21. RECOMMENDED FACEBOOK ADVERTISING TOOLS 186 21.1 THIRD PARTY TOOLS 186 22. LANDING PAGES 191 22.1 CREATING A FACEBOOK LANDING TAB 191 22.2 THIRD PARTY TOOLS 193 23. FACEBOOK ADVERTISING ANALYTICS 194 23.1 AD REPORTING 198 23.2 CONVERSION TRACKING 202 23.2.1 VALUE OF A CONVERSION 203 5

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

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

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

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 email 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

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