Facebook ads are messages that you pay to be amplified in order to increase your reach across Facebook. Facebook ads can be used in a variety of ways to:
Sponsored stories: These are built around user activity, you can pay to highlight an action that users have already taken, in the form of a ‘like’ or a comment for example. You can also highlight actions that a user has undertaken within a Facebook connected app. The action a user has taken can then be shown to the users friends, helping to increase reach and brand awareness. The most common sponsored stories are ‘page like’ stories but advertisers can also sponsor check-ins and offer claims, for example. You can also choose to promote stories regarding users who link from your website to Facebook
Page – Post Ads: Page-post ads work best when used for engagement and content marketing purposes. A page post ad simply promotes a post. Your post may contain a video for example that users can watch, comment on and share with friends.
Promoted Posts: Promoted posts are page posts that get additional reach in the news feed. Promoted posts are similar to page post ads because they both tajke the fork of content on a page, however, the way they are purchased works differently; promoted posts are different from page-post ads because they are bought through the promote button on the post itself, rather than through the ad tool, Power editor or API. Furthermore, with promoted posts advertisers pay a flat rate to reach a given number of users, whereas with page-post ads, sponsored stories and other Facebook ad types, advertisers pay per impression or per click.
Promoted posts are only shown to a page’s existing fans, with an option to reach the friends of those fans. Page post- ads have more flexibility, in that they can reach non-fans and friends of fans. Furthermore, promoted posts do not allow for advertising based on demographics.
Marketplace ads: These ads are desktop and sidebar advertisements which include a headline, image and copy. These ads can lead to a page or app on Facebook or a third party website. Marketplace ads can also include a call to action, such as a like button.
To access the Facebook ads platform, log in using your Facebook profile, then go to the Facebook ads home page. Once you arrive at this page, click the green button in the right hand corner:
You should then be directed to the ad creation page, the first step in the creation of your ad is to choose a destination, you can choose an external URL such as a company product page on your website. You can choose to link to an event, place page or most commonly your Facebook business page. you will be presented with two types of ad; sponsored story or page-post ads.
The most traditional form of Facebook advertising contains a call to action and a custom message. Facebook adsa contain a title, thumbnail image, body copy and a call-to action.
If you choose to create a Facebook ad, an option to select the destination tab on the fan page is given. The title of the Facebook fan page is used as the title of the ad and cannot be edited. Body copy is editable but limited to 136 characters
Next you can choose your ad targeting options. Facebook provides options for Demographic, location, interests and connections. Connections, enables you to choose a target audience based on certain connection options including:
Only show the ad to people who are not fans
Only people who are fans
Facebook provides two payments options: ‘pay per click’ or ‘pay per impression’, a campaign focused on branding usually suits a pay per impression (CPM) approach whereas a campaign focused on initiating some form of conversion activity usually suits the pay per click (CPC) method.
Facebook will then provide you with a bid range, you will never pay more than your maximum bid, with the likelihood being that you will pay less. But remember, the higher the bid the more likely it is that your ad will be shown.