Advertising Through Facebook


professional blogger, and social media enthusiast. Her work has been featured on some of the top marketing blogs including Social Media Examiner, Search Engine Watch, and KISSmetrics. to advertise your business on facebook]Ready to start advertising your business on Facebook, but not sure where to begin? offers some of
the most robust options when it comes to advertising options & specific audience targeting. You can use ads to do a variety of things, from grow your Facebook audience to promote your apps on mobile. advertising options available & how to use them.


By Terry Lozoff
October 6, 2010
bringing new people to your fan page. To truly HARNESS THE VALUE OF resources to test, analyze, monitor and tweak your ads. Do this and you may just FIND A SEA OF OPPORTUNITY WAITING FOR YOUR


The biggest challenge with Facebook advertising is maximizing the efficiency of your ads. In short, this means getting as many Likes for as little money as possible. To help you win this challenge sooner rather than later, HERE ARE SEVEN IMPORTANT FACTS YOU SHOULD KNOW ABOUT FACEBOOK ADVERTISING that will help you

get moving in the right direction.



A destination within Facebook is a page, group, event or application. A destination outside of Facebook is a URL such as
When creating a new ad campaign from scratch, the Facebook Design Your Ad screen defaults to advertising a destination outside of Facebook. A primary distinction between these two types of ads is that with an outside URL, users are only able to Like the ad. For destinations on As a final thought on this subject, one of the inherent

benefits of Facebook is that you can BRING INDIVIDUALS INTO YOUR NETWORK and engage with them on an ongoing basis. By driving people away from consequently defeating one of the primary purposes of advertising on Facebook in the first place. On the surface, there is only a subtle difference between advertising something on Facebook and advertising an outside URL. But there are actually major differences between the two. Make sure


FACEBOOK HAS THREE SALES CHANNELS: Direct, Inside and Online. * DIRECT sales deals with the largest global brands, for which Facebook has dedicated account teams to manage the relationship directly with the advertiser and their agencies. These are generally referred to as managed accounts. The first

important point to note only available to managed accounts. * INSIDE sales handles the next tier of clients, who may be spending in the hundreds of thousands of dollars per year on Facebook. These clients will have a sales rep whom they deal with directly to buy support as managed accounts. * That means the rest of us interact with Facebook sales via the ONLINE, or self-serve, channel. There are companies

developing buying process for self-serve advertisers. Platforms such as Ad Parlor
beneficial to those spending enough to justify an investment in automation and optimization. But when it comes to the type of advertising available, these yourself through the Facebook self-serve interface
According to Facebook, users want to engage

campaign dashboard screengrabs, and billing records show a confusing, acrimonious dispute in which both sides believe the other acted

badly. Campaign budget data seen by Business Insider appear to show that Brar ran at least $489,000 in ads on Facebook. One email from Facebook demands payment of an unpaid bill for $370,000. Brar himself believes he ran up to $640,000 in ads. To be fair to Facebook, this is the advertising business your money. Clearly, the vast majority of businesses that use Facebook revenues, up 63% last quarter, indicate it is only getting more successful at selling advertising, not less. And, of course, Brar is a disgruntled former customer with a bone to pick. There is a

fair amount of he-said, she-said in the retelling of what happened between Brar and Facebook. Obviously, both sides dispute what the other is saying. A Facebook spokesperson told us, "This business owner is using press as a customer service channel. In fact, very recently he has asked us to allow him to run more Facebook ads on credit. We have been in touch with Raaj and hope to continue working with him directly, and not through the media, to find a solution. When he asked us

to look into a specific click report to verify referral traffic, we did so with and verified that the number of clicks reported were accurate." advertising on Facebook in 2012, and he took it seriously. He went to advertising interface. They set up the campaign, and ran a small "beta" test. Then, in late October Brar pulled the trigger on a Analytics to measure the

number of clicks his campaign was generating. The results were disastrous, Brar says.


Facebook advertising. Even if your singular goal is to grow fans, need to KEEP A CLOSE EYE ON CTR. Essentially, Facebook judges the high percentage of people to click. Facebook rewards successful ads with a lower cost per click or cost per impression and more visibility. Unfortunately, if

your ad drops below a certain CTR threshold it will be nearly impossible to bring it back up. In that case, have. From my experience, HAVING BELOW A 0.1 CTR WILL ALMOST ALWAYS RESULT IN AN UNDERPERFORMING AD. But the criteria for establishing a threshold will depend on the goals you establish.


The next section allows you to name your campaign as well as enter your budget and a schedule when you want the ads to be displayed. As I just wanted to give Facebook advertising a test run and did not want to risk a significant amount of money I limited the budget to just $4 per day. I figured that

I spent around that much on coffee each day and could easily hold off on my daily caffeine hit to negate $0.88 per click. After clicking on the Review Ad button, you are given one more opportunity to make sure everything is in order. If you would like to ad will not become active until Facebook reviews it to ensure that it complies with their advertising guidelines
complies, you will receive an alert email from Facebook advising that your ad has been approved and is now active.


Facebook offers extensive targeting options, and choosing the best target audience will maximize the value of your

ad spend. Start by targeting your ad based on location, age, gender, and targeting options: * DEMOGRAPHICS allows you to filter for nine demographic categories: education, ethnic affinity, generation, household composition, life * INTERESTS breaks the many interests Facebook users indicate through their social media activity down into nine broad categories: business and industry, entertainment, family and relationships, fitness and wellness, food and drink, hobbies and activities, shopping and fashion, sports and outdoors, and technology. Each of these has multiple subcategories, so

you can drill down quite deep in your targeting. * BEHAVIORS allow you to filter users based on their behaviors on Facebook and information Facebook gathers from partners. You can also choose to target or exclude people who already have a friends. Facebook also lets you create a custom audience
email addresses, phone numbers, Facebook user IDs, or app user IDs. You can then use lookalike audiences
other people on Facebook that are similar to that audience. your focus even further based on type of device, and even whether the Facebook user is connected via data or Wi-Fi.


Standard video

ads on Facebook can be created for specific people, such as those who have already viewed your content. For example, you can come up with a follow up video for already captured leads to help them transition from awareness to consideration and affinity. Most of There is also the option of using the Custom Audience feature
while creating Facebook

ads. This will target the videos to your existing audiences, after you upload their user IDs, mobile IDs, numbers, and/or email addresses. This will enable you to reach audiences who already know about you and inspire them to take action through the video. The feature will be quite useful to recover lost customers or encourage those customers And for reaching new customers, you can setting the target for a video ad.


likes and new followers kept on piling up. Normally, an advertiser would be pleased at such a result, but every time Brar checked a sample of the new

fans he found people with dubious names; a picture of a flower as a profile shot; and fewer than 10 friends Facebook advertising has a little-discussed problem: When you run an ad, people operating fake profiles will click on the ad and like your page simply to make their own fake profile look more genuine, as if it is being operated by a real person. These fake clicks come from click farms, which are an entirely separate illegitimate underworld within social media marketing. Often based in

Asia, click farms exist to defraud legitimate advertisers by delivering vast numbers of cheap clicks that would otherwise not occur. Genuine advertisers attract fake clicks in two ways: Directly, through fraudulent clicks on their ads; and indirectly, when click farms try to camoflage their fake user profiles by clicking randomly on whatever ads are targeted at them. Facebook works hard to get rid of fake accounts. In its annual report
the company said that only about 0.4% - 1.2% of all active users are abusive accounts that create fake likes. Nonetheless, a badly targeted campaign can generate huge numbers of fake fans and bogus likes
This appears to be what happened to Brar. pages are

growing at 100,000-plus new likes every week. And I bet that

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