You can rebrand this deck to match your organization.

Session Five: Facebook Ads- Ad Placement, Budgets & Scheduling, & Creating, Managing and Measuring your Ads Replace these with your name and logo Introduction — experience with FB, and something as an icebreaker

Reminder: Download COMPLETE course PDF here. Replace these with your name and logo Introduction — experience with FB, and something as an icebreaker

The link to the course materials: https://www. wesst   The password is:  W3SST

Questions and Remote Location Check-in Mark Gilboard WESST Business Consultant & Trainer mgilboard@wesst.org Questions and Remote Location Check-in

Agenda REVIEW – Facebook Ad Basics, and Audiences Lesson 1: Ad Reach Lesson 2: Budget, Schedule, & Delivery Lesson 3: Create Your Ad Lesson 4: Manage & Measure Ads

Review – Outline clear goals- each audience action costs $ – Any questions? Narrow your audience – Any questions? Rotate and freshen your ads – Any questions?

Review – Jot down five important things: 1. Ad objective – (Ads Manager, Campaigns, Create Ad) 2. Target audience – (Under Ad Set, then Audience) 3. Your desired budget amount 4. Your actual ad content – (Image and Video are the best to start with.)

Conduct a Review “Walkaround/Talkaround” (Remote Locations Use Our Group Activity Wall!)

Lesson 1: Ad Reach & Placement Facebook only, Facebook & Instagram, or Facebook, Instagram, Messages & “Audience Network” I recommend AGAINST Audience Network, because as Katana Media mentions: “Whether you opt into Facebook’s Audience networks depends on what your objectives are: If you are looking to expand your reach far beyond Facebook, this is a great feature to capitalize on. However, we wouldn’t recommend this for brand awareness campaigns. Audience networks is a feature that is beneficial for CRO (conversion rate optimization) because it optimizes towards a purchase by remaining salient in the user’s mind outside of Facebook. For brands who want to get their name out there, Facebook is the resource to accomplish successful brand awareness.”

Lesson 1: Ad Reach & Placement Ad Placements: Facebook Feeds Instagram Instant Articles Feed In-Stream Videos Right Column Suggested Videos Marketplace Stories

Lesson 1: Ad Reach & Placement There are two approaches to using placements: automatic and manual. Most people will use the automatic placement that allow Facebook to optimize placements across the system. (Under Ads Manager, Ad Set, Placements) Automatic: tells the “system” to find the most relevant people and cost-effective results available across all of these placements. Manual: using the Edit Placements option. Generally, though, doing this involves understanding a lot about your audience and their behaviors and is a more advanced set of skills than we cover in this workshop.

Facebook Ad Placement Explorations Lesson 1: Ad Placement Facebook Ad Placement Explorations Resource: https://charlielawrance.com/the-ultimate-guide-to-facebook-ad-placement/ Automatic vs. Edit – let’s take a look!

New Material Lesson 2: Budget The auction system – Total value isn’t how much an advertiser is willing to pay to show their ad. It’s a combination of 3 major factors: the advertiser bid, the estimated number of clicks or purchases (or other action) the system estimates the ad will generate, and the quality and the relevance of the ad to the person who will see it. How to set the bid - Facebook will automatically suggest a bid amount based on your industry and audience. This is usually a reliable estimate, so if you don’t feel like playing around with bids, you can leave this as is.

New Material Lesson 2: Budget What happens when I increase or lower my bid? Adjusting your bid amount will affect your ad performance. You are competing with other advertisers who are trying to reach the same audience. The more competition for the ad, the higher the suggested bid. Increasing the bid improves the odds of your ad getting shown. If your ad isn’t getting shown often enough to reach your daily budget, you may need to raise. Lowering the bid decreases the odds, AND it means you’re paying less per click. Lowering the bid might be smart if you’re reaching your daily budget a lot and want to spread your dollars further. Just be careful— bidding too low may drop views of your ad altogether.

New Material Lesson 2: Budget Daily Budget Lifetime Budget Your ad runs until your maximum budget is met each day, for a pre- specified number of days. Lifetime Budget Your ad runs continuously until a maximum amount is reached, or the advertising end date arrives.

New Material Lesson 2: Budget A daily budget gives you the most control, since you know exactly how much you’re spending each day. With a lifetime budget, your spend will vary from day to day. Both models can be adjusted or terminated at any time, so as long as you’re keeping a close eye, you don’t have to worry about unexpected charges.

New Material Lesson 2: Schedule Schedule - Your ad will be eligible to start running after Facebook reviews and approves it. The review process typically takes up to 24 hours, although in some cases it may take longer. If you’ve scheduled your campaign to start immediately, it’ll start running once it’s been reviewed. You can also schedule your ad to start at a specific date and time for a specific period of time.

New Material Lesson 2: Delivery Delivery – Lowest Cost When the bid has the goal of getting you the lowest possible cost per optimization event while also spending your entire budget by the end of the day or your ad set’s (or campaign’s) lifetime (depending on its budget type—daily or lifetime).

New Material Lesson 2: Delivery Delivery – Target Cost When the bid has the goal of achieving an average cost per optimization event as close to your cost target as possible. (This strategy is only available when using the following objectives: Lead Generation, App Installs, Conversions, or Catalog Sales.)

New Material Lesson 2: Budgets & Scheduling Facebook Budget Explorations Daily vs. Lifetime – only if you have a lifetime budget, you can schedule your ad set to run on a specific day and time. Let’s Take a Look!

New Material Lesson 3: Create Your Ad 1. Single Image Ads- Good for new orgs & businesses, especially for awareness. Similar to a simple page post, only created within Ads Manager. 2. Video Ads – Tell stories, make a connection. To show how people are using your products or services, to show the impact of your work, and to help people understand who you are as an organization. Also similar to a simple page video post.

New Material Lesson 3: Create Your Ad Final Ad Creation Tips: Have a goal – Brand awareness? Pique interest? Gain customers? Show people using your product. Make it visual, make it relevant, Have a value proposition, have a call to action

New Material Lesson 3: Create Your Ad Facebook Ad Effectiveness Explorations Let’s take a look! Visual? Relevant? Valuable? Call to action? What elements of this ad strike you as effective? What might you change to make it better? Are there strategies here that you can apply to your ads?

Lesson 4: Measure and Manage Ads Use Ads Manager to analyze results and make adjustments and changes: Quickly duplicate your ads, ad sets, and campaigns. Edit all your ad settings, such as targeting and budget, from one place. See all the metrics that matter to you, right from one consolidated view. Customize your graphs and tables to see the metrics most important to you.

Lesson 4: Measure and Manage Ads Charts are numerous and allow you to see too many metrics to count. Check which metrics you wish to review. Good ones to start are age, gender and location, along with time of day.

Lesson 4: Measure and Manage Ads Cost per click vs. cost per 1,000 impressions CPC is for certain actions visitors take. CPM is for people merely viewing your ad.

Lesson 4: Measure and Manage Ads Measuring how much you are spending and what you are getting for your spend: In the Billing section of Ads Manager, you’ll find all your final charges including the specific ads you paid for and exactly what you paid for, like running an ad for awareness or getting people to click your ad.

Lesson 4: Measure and Manage Ads Setting spending limits – IMPORTANT An account spending limit is an overall limit on how much your ad account can spend over its lifetime. It doesn’t reset automatically. To continue advertising after you’ve reached your limit, you can reset, the amount spent toward your limit to $0.

New Material Facebook Ads reference articles https://buffer.com/resources/facebook-marketing/amp http://www.out-smarts.com/2013/01/create-a-content-schedule-for-facebook/ FACEBOOK PIXEL: https://www.facebook.com/business/help/742478679120153

New Material Facebook Ads Reference: https://www.facebook.com/business/help/ https://www.agorapulse.com/social-media-lab/link-posts-facebook https://m.facebook.com/marketing/

New Material Let’s Build an Ad!

New Material Part 1 Prepare the creative for your ads. You’ll want to prepare 2-3 ads to run in this first campaign. Try to experiment with different ad formats as much as you can. Gather the photos and/or videos (or go take a few if you need to!) you want to use. Write the copy you’ll use. Keep it as short and engaging as you can— just like you would in a post. Decide on your call to action. You’ll want to make sure you are asking your audience to DO something in response to your ad—Like your Page, go to your website, sign up for an event, buy something.

New Material Part 2 Use Ads Manager to create your first ad campaign. You will use all that you’ve prepared in this module to create your first real, running ad. Make sure you have the following things ready before you start: Your ad objective Information you will use to target your audience (demographics, age, location, interests, behaviors) The amount of money you want to spend on the campaign The creative—photos, videos, copy—for your ad

New Material Using the ad objective you chose earlier, use this form to think about each of the ways you can target your audience. Don’t worry if it’s not too targeted at first, you can change and refine your settings as you run your ad. Keep the form for later. You’ll want to refer to it when you are creating your ad. Discussion Questions: What have you noticed about the age and gender of most of the people involved in your organization? What type of person would be very unlikely to join your organization? Even if your organization wants all types of people, what type of person is most interested? What would a young person say was great about your organization? What would an older person say is great about it? Are those different things?

New Material location: age: gender: language: demographic: interests: behaviors:

New Material

New Material https://www.youtube.com/watch?v=5g_cCHVyTdo   https://www.youtube.com/watch?v=5g_cCHVyTdo https://www.youtube.com/watch?v=SMkyhRXpK1M https://www.youtube.com/watch?v=xU0v3eCF0mg

New Material Any Questions? Next Week – INSTAGRAM!