Facebook Advertising 

It's easier than you might expect and almost everyone you want to reach is there.


"With Facebook Ads, you choose the type of people you want to reach and we deliver your ads to them. This makes your ads more relevant for the people who see them and brings you real results," according to Facebook.

Users go to Facebook to learn about their friends and family, to see their pictures, to hear how they are doing. Facebook ads are placed among this content in the stream. Your message will appear among vacation pictures and "life events".

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It's Good for Mobile

You've been optimizing your website for mobile. So has Facebook. Almost a billion people visit Facebook every day on their phones and tablets. Facebook ads are meant to be viewed via mobile. The picture is the right size. The text is easy to read.

It can match your goals

With a Facebook Ad, "people can get directions to your store, download your app, view your videos, add an item to a shopping cart, or take another action on your website". They can donate to your organization. They can become a member of your group. They can sign a petition.

It's Totally Targetable

You can be very specific about who you'd like to reach with your ads.

You can target people according to:

  • Location - Reach people according to where they live or where they do business with you. You can target a country, state, post code, or even the area around your business.

  • Demographics - Target who sees your ad according to age, gender or language.

  • Interests - Target people who share the interests of your organization. "Choose from hundreds of categories like music, movies, sports, games, shopping, and so much more to help you find just the right people."

  • Behaviors - You can target people according to the things they do, including "shopping behavior, the type of phone they use, or if they're looking to buy a car or house." Did they give to a charity in the last year?

  • Connections - "Reach the people who like your Page or your app - and reach their friends, too."

  • Custom Audiences - Facebook's Custom Audiences feature helps you find your existing customers. "You can create a Custom Audience using a customer contact list, your website traffic or activity in your app."

  • Lookalike Audiences - Facebook's Lookalike Audiences feature helps you find people "who are similar to your best customers."

Facebook offers a variety of ad options and placements, but all ads can be broken down into three elements:

  • Campaigns - The campaign houses all of your ads.

  • Ad sets - If you're targeting separate audiences with different characteristics, you'll need an individual ad set for each.

  • Ads - Your actual ads live within your ad sets. Each ad set can hold a variety of ads that vary in color, copy, images, etc.

Choose your Objective

Choosing an objective gives Facebook a better idea of what you want so they can provide you with the best-suited ad options. Ad options include:

  • App Engagement

  • Event Responses

  • Offer Claims

  • Video View

  • Local Awareness

  • Page Post Engagements

  • Page Likes

  • Click to Website

  • Website Conversions

  • App Installs

Key Metrics

What key metrics should you look for when you are measuring the success of your campaign? Facebook provides its own analytics dashboard. Facebook suggests that you should measure:

  • Performance - Includes metrics like results, reach, frequency and impressions.

  • Engagement - Includes metrics like Page likes, Page engagement and post engagement.

  • Website - Includes metrics like website actions (all), checkouts, payment details, purchases and adds to cart.

  • Apps - Includes metrics like app installs, app engagement, credit spends, mobile app actions and cost per app engagement.

  • Events - Include metrics like event responses and cost per event response.

  • Clicks - Includes metrics like clicks, unique clicks, CTR (click-through rate) and CPC (cost per click).

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