{"id":14280,"date":"2017-02-15T10:41:19","date_gmt":"2017-02-15T17:41:19","guid":{"rendered":"https:\/\/memberpress.com\/?p=14280"},"modified":"2017-09-19T14:15:31","modified_gmt":"2017-09-19T20:15:31","slug":"facebook-101-part-2-of-2-advertising-on-facebook","status":"publish","type":"post","link":"https:\/\/memberpress.com\/es\/blog\/facebook-101-part-2-of-2-advertising-on-facebook\/","title":{"rendered":"Facebook 101\u2014Part 2 of 2: Advertising on Facebook"},"content":{"rendered":"

\u00a0<\/p>\n

In our December article \u201cFacebook 101, Part 1<\/a>,\u201d we shared the benefits of having a Facebook company page as well as several tips for making it work for your business\u2014not only for your customers but also for your employees. And we promised more information on using Facebook for business. So pick up your notepad! We\u2019ve got a lot to share.<\/p>\n

Now that you\u2019ve set up your company page (we\u2019ll assume you have, but if not, refer to our previous post), you need to get it in front of potential customers. Sure, you may already have likes from friends, family, colleagues, and current clients, but wouldn\u2019t you like more likes, more leads, and more business? Yes? Well, the very best way to get your page in front of hundreds of potential customers is through Facebook Ads<\/a>. And while this does require a little upfront spending, chances are it\u2019ll pay you back in the end.<\/p>\n

Facebook advertising allows you to create and promote custom ads for your business and to target content (either an existing or new post) to a specific audience. Your ads can appear in a person\u2019s news feed or on the right-hand column of their Facebook page. And Facebook\u2019s ad reports and metrics allow you to gather important data to help with future ad targeting.<\/p>\n

So how do you set one up? And how do you know who to target when you\u2019re selecting your audience? And where can you view those awesome data reports? Don\u2019t worry\u2014we\u2019ll show you where you can find all of this important information.<\/p>\n

Ads Manager<\/h4>\n

Facebook\u2019s Ads Manager is where you set up your ads, see your billing summaries and history, and review reports. The company\u2019s informative guide<\/a>, found in their help center, takes you through the basics of setting up your ads account. And once you set that up, your dashboard will show you several options for creating your ad. Think of your dashboard as your marketing assistant. Even if you have no marketing background, Facebook\u2019s dashboard and helpful tips can help you create an ad targeted specifically to your audience.<\/p>\n

The Steps<\/h4>\n
Come up with an advertising plan.<\/h5>\n

As with any type of marketing, you want to have a goal in mind. What do you want to accomplish with the ad you\u2019re running? Who\u2019s attention do you want to capture? In what time frame will you run the ad?<\/p>\n

Determine your objective.<\/h5>\n

Are you going to run an \u201cawareness campaign\u201d to promote your brand, to find local clients, and to reach more customers? Or are you looking for a \u201cconsideration campaign,\u201d which is designed to drive more traffic to your page\/website, increase engagement on posts, help you promote your videos and app installs, and create lead generation right within Facebook rather than redirecting visitors to your opt-in page (Heyo has a great article on lead ads<\/a>). Or you are you looking for a \u201cconversion campaign,\u201d where you encourage product purchases and store visits and where you can promote a product catalog. To sell directly on Facebook, you\u2019ll initially need to set up an ecommerce store on your company page. Stores are still new to Facebook, but you can find more information about them on Facebook\u2019s Shop help page<\/a>.<\/p>\n

Choose your audience.<\/h5>\n

Who do you want to reach with this ad? You can specify a location within a certain radius and set factors such as age, gender, interests, and behaviors. For example, if you run a doggy day care, you\u2019ll be reaching out to dog owners looking for pet care either because they are at work or going on vacation. You can create a custom audience using your contacts, website traffic, app activity, and\/or Facebook engagement.<\/p>\n

Choose your placements.<\/h5>\n

Facebook ads are automatically placed where audiences will most likely see them\u2014in Facebook\u2019s feed, on the right-hand column of your Facebook page, on Instagram, and on Audience Network. But you can choose to edit the placement based on what you think is best.<\/p>\n

Set your budget.<\/h5>\n

You determine exactly what you\u2019ll spend on Facebook ads. Your daily budget can run continuously, or you can set a start and end date with a \u201clifetime budget.\u201d You can also choose to be charged by impression or engagement. The minimum pricing for impressions (where people see the ad on Facebook) is a dollar a day. For engagements (clicks, likes, video views, or post engagement), it\u2019s five dollars a day.<\/p>\n

Design your ad.<\/h5>\n

Choose the format and text for your ad, then select the page for which you\u2019re advertising (if you manage multiple company pages). Facebook also places their ads on Instagram, and you\u2019ll need to decide whether to have your ad go out on Instagram ads or connect to an existing Instagram account (or you can create a new one for your business).<\/p>\n

Now that you\u2019ve added your payment information and reviewed your ad, you\u2019re ready to roll! And once your campaign starts, you can track the performance and review the data for your account. Pretty easy, right? Yep. You can create ads directly from your page by clicking Promote on the left-hand column or Advertise My Business in the center column.<\/p>\n

Then you\u2019ll select:<\/p>\n