In this video, social media strategist Megan Adams helps you understand how Facebook ads can help you reach your advertising and marketing goals. She provides an introduction to the advertising platform and talks you through an ad, dissecting the different pieces and diving into different ad types.
- [Megan] Facebook is a powerful place for businesses and with Facebook advertising, you can now make an even larger impact. Facebook advertising is a great way to get your business in front of the right people and connect them with your business or brand. Basically you're connecting with your customers in a place where they're already active and engaged. You yourself have seen Facebook ads. Now it's time to create your own. One of my favorite things about Facebook ads is just how easy it is to create them and how flexible it is for all types of budgets large or small.
You can run an add for as little as $5 a day. Before you create an ad, you'll need to decide your goal. Is it to get more people to your store online? Is it to get people to install your app or maybe it's to get more people liking and commenting on your Facebook page. After you choose an advertising goal, you'll then decide who it is you want to target and then you'll define a budget and decide how you want to pay for those advertisements. I want to show you some examples from my own news feed as to how Facebook ads look.
Here you see what looks to be a regular post, but you'll notice in the upper left hand corner of the post itself it'll say sponsored. Basically what this means is that this post is part of a paid promotion. You might also notice small ads on the side or the right column of your Facebook news feed and these are called column ads. Often times they show up as suggested pages as well. Let's take a look at the ad on the screen.
Remember, if it says sponsored at the top, it means it's a paid promotion and any ads you run will says sponsored as well. In addition to the prime real estate on your news feed in your targeted customers' news feed, it has the same functionality as a regular Facebook post. Underneath the image, you can see the engagement for it. You can see how many people have liked or interacted with it, the number of comments as well as the shares. If I had any friend or anyone in common that engaged with this post, I would also see that underneath as well.
This creates valuable social proof for your business. In addition to that social information, you can interact with the ad by liking it, commenting and sharing it and you can also see that there is a clear call to action. We have a button here which is the learn more button, but also at the top, we have the like page option as well. Below that you can see this is where people are commenting and I can also share this on my timeline. I can share it to a page, a group or send as a private message.
I also still have the option to interact with it as myself or with a page that I manage. Now if I want to interact with the company that has created this post, I can easily click on the link that is their name, so Hotjar, and then below that, I can click on the sponsored option and get more information on what sponsored ads really are all about. Now let's talk about the ad itself. Up at the top, we have the main text.
This is the messaging. This is what when you post on Facebook, what you're entering into that box. Below that, they have their image, which is linked obviously to their website. You can tell that because if we select learn more, it'll direct us to their landing page. Most ads will have some sort of link and this is something you're going to want to think about when you create them. If you're looking to drive traffic to an online store or a blog or a website, you're going to need a link to send people to.
All of this information that you see here can be customized. Some ads also include a custom call to action. Similar to this ad, right? They want you to see how visitors are really using their website. Great call to action and then in this case, they want you to learn more. Take that step to get to that landing page, also their website. Now it's your turn. In order to really understand how to craft powerful ads, it is always helpful to see what other advertisers are doing on Facebook. Scroll through your own timeline to see if you can pick out the sponsored ads, pay attention to what they're doing well and what can be improved.
Once you do that you can start to determine ways that you might be able to utilize Facebook advertising in your marketing objectives.
Social media strategist Megan Adams takes you through the basics: setting up an account, understanding ad structure, and using the Ads Manager tools. She shows you how to make critical placement and budget decisions wisely. Learn when to promote pages vs. individual posts, when to use photo ads vs. link ads, and whether to place ads in the desktop or mobile news feed, in the sidebar, Instagram, or other places in Facebook's advertising network. Megan also shows you how to run ad reports, so you can determine whether your ads are accomplishing your goals. Finally, leave with some tips for writing great ads, choosing effective images, and improving ad performance.
This course is part of a Learning Path approved by the American Marketing Association.
Gain the skills you need to become an AMA Professional Certified Marketer (PCM) in Digital Marketing by using the industry-leading courses and resources in the Learning Path. Take the AMA certification exam to show that you have what it takes to lead the digital transformation.
- Prepare a Facebook ad that targets the appropriate audience.
- Calculate Impressions using Frequency and Reach.
- List the criteria Facebook considers to assign users to high level interests.
- Name six targeting options.
- Choose the best budget for your ad campaign.
- Analyze advertising reports to track performance.
- Identify the most useful success metrics to help achieve your goals.
Skill Level Intermediate
Q: This course was updated on 07/19/2017. What changed?
A: The following topics were updated: understanding different Facebook ad types, choosing an ad campaign, choosing a budget for your ads, choosing your ad creative, writing your ad content, managing ad placements, and placing your ad order.
Q: This course was updated on 11/07/2017. What changed?
A: The following topics were updated: additional advertising options and how to create Facebook ads.
Q: This course was updated on 1/15/2019. What changed?
A: The following topic was updated: exploring Facebook ad types.