Presented by Karen Porter UM School of Business Administration & ImpactOnlineMarketing.com Advertising on Facebook Presented by Karen Porter Department of Management & Marketing School of Business Administration The University of Montana

Facebook for Business Build a Fan base Develop relationships with Fans 4:1 Rule for promotion Not everyone sees your posts Average in 2013 – 16% Average in 2015 – 2% How to increase post delivery: Engagement! Boost post feature (not recommended) Advertise to your fan base (preferred)

Two Basic Types of Ads Right Column Ads Show on right side of Facebook feeds Newsfeed Ads Appear in regular newsfeed of those targeted Regular “ads” Post engagement ads (a regular post – just promoted)

Sample Regular Newsfeed Ad

Sample Ad for Regular Post Note: As seen from inside client page.

Set Goal of Your Facebook Ad

Right Column Ads Best for building LIKES Also used for general brand awareness Photos are vital! (tool: PicMonkey.com) Headline important Copy brief – goal is to get people to LIKE Key to lowest cost is precise targeting Walk through example….

Newsfeed Goals Reach more of your own fans Promoted post Reach prospects To gain post engagement To get LIKES for your page To click through to Facebook page To click through to your website Others…

Using Newsfeed to Expand Reach “Boost” feature for promoting posts Can reach ONLY Fans Can reach Fans (10%) and friends of fans (90%) Somewhat limited targeting options Promoted Post is a better option Can reach very finely targeted prospects Targeted by interests, shopping habits, etc. Generally much better ROI – be sure to track!

Leveraging the Newsfeed – cont. Promoted Posts continued… Can also be targeted to just about any interest based on any demographic Newsfeed Ads As above, can also be precisely targeted to: Specific demographics Specific interests groups Educational institutions, place of employment, types of positions, etc.

Placing Your Ad Be specific as you Name a campaign Name an ad group Name your ad Select daily spend limit Select type of bidding (use default) Select start / stop date of campaign Preview ad Place order