Facebook Advertising Playbook

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I. INTRODUCTION

II. ABOUT THIS REPORT

This playbook has been written for business professionals who want to understand and establish a voice using one of the biggest online phenomenon’s of the last two decades: Facebook. With over one billion users worldwide, Facebook is a place where people connect with friends, families and brands, and is seen as an essential tool for many businesses along with their customers.

Social media platforms such as Facebook are bridging the gap between consumers and businesses by giving brands a better understanding of their audience and giving consumers an instant way of getting their message across.

Although harnessing the power of digital media is not something that can be learned overnight, thanks in part to the pace at which technology evolves and improves, this playbook contains everything you need to know about discovering how Facebook is used, and then effectively using it as a marketing tool. We’ll explain and guide you in understanding the way Facebook’s users interact and engage with new content and each other. Now is the time for you to listen to what your customers are saying and put yourself in the shoes of your consumer.

With such a large audience of mainstream and business owners, there are still some people who have never used Facebook, partly due to confusion and also because some think it gives you too many options. Don’t worry, in this playbook we’ll arm you with the tools you need to both understand and harness the essential options for your business. Clear guides and step-by-step guidance will give you the confidence to increase online sales, promote your

products and build brand awareness.

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III. ABOUT IMPARTURE

Imparture is a dedicated social media knowledge resource for business professionals.

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1. INTRODUCTION TO FACEBOOK ADVERTISING

With 1.35 billion active monthly users (and counting), Facebook is a very powerful advertising platform. Facebook ads appear in a user’s timeline amongst regular content from their connections in their News Feed, providing a native advertising opportunity.

Using Ads Manager or Power Editor, both advertising tools built-in to Facebook, it is easy to monitor, edit and create ads with the platform. Ads Manager is Facebook’s standard tool and Power Editor is for advanced marketers.

No longer do brands need to have substantial budgets or teams of designers art-working ads. Facebook ads are accessible to anyone wishing to advertise, regardless of budget or

technical ability. For as little a £1 a day, anyone can run a Facebook ad.

This accessibility means that all brands, regardless if they are corporate, not-for-profit or a governmental body can use Facebook to reach and grow an audience. This also means that Facebook ads run in a competitive marketplace. As more people take advantage of the opportunities offered by Facebook, a strategy is necessary to ensure a return on investment (ROI).

1.1 UNDERSTANDING TERMINOLOGY

Before advertising on Facebook, become familiar with some of the basic terms.

Term What it means

Ad The individual ad that users see; each

has its own imagery and text

Ad set A grouping of related ads that have the

same objective

Campaign Contains ad sets and ads all with the

same objective. Each ad and ad set must have a campaign.

Placement Where the ad appears; Facebook offers

5 different placement locations

Creative The imagery and text for an ad

Connections The ability to target people who are

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CPM Cost per 1,000 impressions

Conversion tracking Tracking a users behaviour when not on

Facebook through websites that have pixels installed

Custom audience An audience consisting of offline

customers that use Facebook; created by using email addresses or phone numbers

FBX Facebook ad exchange; works like a

stock market for real-time ads used in retargeting users

Lookalike audience An audience that is 1% or 5% similar to

your current audience

Partner categories Lifestyle and purchase behaviour

information provided to Facebook by third party data companies

Power Editor Facebook’s advanced ads management

software

Promoted post Promoting an organic post made to a

page

Offsite pixel A snippet of code that gets placed on a

website so that users can be tracked once they log on to Facebook

Mobile

Advances in technology mean that the way we use devices is changing. Facebook sees the future as mobile. As of October 1st_{, 2014, Facebook recorded 1.12 billion monthly mobile}

users. 78% of monthly users in America only use mobile to access the platform.

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The development of multiple mobile advertising platforms isn’t just Facebook trying to diversify its portfolio, it’s a sign that mobile ads are working and in demand.

Keeping up to date with changes

Since the introduction of ads almost a decade ago, Facebook’s platform is ever evolving. This can be a source of frustration, as you may sometimes need to adapt a strategy or not be able to find a tool you frequently use.

To stay on top of all current and future changes, bookmark Facebook for Business in your web browser and be sure to check it often. This is where Facebook post all company announcements related to its advertising offering.

Popular, reputable technology websites always announce any changes Facebook makes – and not just for its advertising platform. Facebook’s press office notifies select publications when changes are to be announced so keep an eye out on sites like Tech Crunch and Mashable for the most recent changes.

Make sure you’re also familiar with Facebook’s Privacy policy. Follow updates and changes on Facebook’s Privacy page.

Future developments

Facebook’s founder, Mark Zuckerberg has on many occasions been forthcoming about Facebook’s future plans. These plans focus heavily on mobile.

Facebook Advertising Playbook

TABLE OF CONTENTS

I. INTRODUCTION

1. INTRODUCTION TO FACEBOOK ADVERTISING