Module 3: Marketing with Facebook Ads

80 Pages·2017·2.41 MB·English

Module 3:
Marketing with
Facebook Ads
Social Media
Marketing Learning Objectives Skills Aquired Challenge
Students will learn to create Determine the right ad objective Create a simple ad campaign
Facebook Ads using Ads for a business’s goals for your organization that is in
line with their specific business
Manager
Use tools to target specific goal(s). For example, this could be
audiences for an ad campaign creating awareness through an
Understand the basic process event, generating leads for new
needed to create an ad Set a specific budget and members, selling a product or
schedule for an ad campaign service, or boosting loyalty to the
Understand how to determine an organization.
objective for an ad campaign Produce ads of different types
(images, videos, slideshow,
Understand how to use Ads carousel, etc.)
Manager to target ads to specific
audiences Use tools to monitor, measure, and
edit an ad campaign to meet the
Understand how to set a budget campaign goals
and schedule for an ad campaign
Understand how to use Ads
Manager to create various types
of ads (image, video, slideshow,
carousel, etc.)
6-8
Understand how to use Ads
Manager to monitor and measure
hour
the performance of an ad
campaign class duration

sessions
3
plus out-of-class
homework
2
Social Media The rise of social In this module, you will work with your
Marketing organization to create and run at
media has had a
least two ad campaigns. Because the
dramatic effect process can be a little complicated,
we’ll take you through it step by step
on how people
in the following six lessons:
communicate with
WhyAds?
friends and how news Organic vs paid ads
is spread, but possibly
The Basics
no industry has seen Overall process
more change than
Choose Audience
than the advertising Target specific audiences
world.
Ad Placement
When and where your ads are
Remember Nielsen ratings? That’s shown
where data is gathered on the
viewing habits of one or two million Budget and Schedule
people in order to understand Determine a good budget
what they are watching on TV, and
it’s used to determine the cost of Create Your Ad
television commercials. It used to Create beautiful, compelling ads
be best way to estimate what an
audience would do. Today, that data Manage and Measure Your Ads
is much more comprehensive and Ad performance
much more specific.
Remember, this is the fun part! This
The more you know how to appeal is the chance to get creative and
to specific demographics and how learn how to create compelling ads
to measure your ad’s effectiveness, that help your organization add
the better prepared you will be as a members, sell products or services,
social media marketer. Even if your have a successful event, or whatever
organization is nonprofit, advertising business goal you have!
is an excellent outreach tool.
3
Module 3: Lesson 1
Why Ads?
Social Media Why should I buy ads on Facebook?
Marketing
Resources 1 Advertising on Facebook This graph from Brian Carter’s Moz
is relatively inexpensive as article really says it all. In terms of
https://moz.com/
compared to other channels. cost to reach a thousand people,
blog/1-dollar-per-day-on-
facebook-ads Facebook is far less expensive than
all other channels (online and offline):
Cost to reach 1000 people
Newspaper $32.00
Magazine $20.00
Radio $8.00
Cable TV $7.00
Google AdWords $2.75
LinkedIn Ads $0.75
Facebook Ads $0.25
Module 3 Lesson 1: Why Ads? 5
Social Media Why should I buy ads on Facebook?
Marketing
2 Facebook’s tools for targeting
specific audiences are excellent.
Along with tons of different ad
types, like video ads, the level of
detail you can get with Facebook
targeting capabilities is vast.
Whether it be by demographics,
connections, age ranges,
languages, or locations, you
can dig pretty deep with these
targeting capabilities.
Module 3 Lesson 1: Why Ads? 6
Social Media Why should I buy ads on Facebook?
Marketing
3 Facebook’s tools for measuring
and reporting ads are excellent.
With Facebook advertising you
can clearly see what you have
spent and what results it has
provided. You can report on a
range of performance metrics
including the number of times
your ad was shown, the number
of clicks on your ad, and the cost
per click you received.
Module 3 Lesson 1: Why Ads? 7
Social Media What are best practices related
Marketing
to advertising on Facebook?
There are 3 key things to remember 2 Target your audience specifically.
when thinking about advertising on Take the time to narrow your
Facebook: audience targeting to make sure
your ad will appear where the
1 Be clear about your business people you want to see it will be.
goals before you start.
Know the purpose of your 3 Rotate your ads regularly.
Facebook Ad before you decide To avoid ad fatigue, rotate your
on a budget. Understand whether Facebook ads regularly. “Ad
the aim is to increase for brand fatigue” is when people see your
awareness, conversions, video ad too many times, so they can
views, etc. Each action made by get bored and stop clicking.
your audience on your Facebook And, when people stop clicking,
ad costs money, so make sure running an ad can get expensive.
you are clear about your goals
before spending the money.
Module 3 Lesson 1: Why Ads? 8
Module 3: Lesson 2
The Basics
Social Media What do I need to start creating an ad?
Marketing
Resources You will create your ads using Ads Your ad objective
Manager, which is easy to use. There Your target audience
https://www.facebook.
are five things you’ll need to have Where you want to place your ad
com/business/learn/
facebook-ads-basics thought about before you start Your budget and when you’d like
creating your ad: your ad to appear
Your content for the ad
Module 3 Lesson 2: The Basics 10