Viper Training

Guide to Facebook published for Cambridge Marketing College

- News article posted on Monday 17 May 2010 at 17:23 by Neil Wilkins

How to get the best from Facebook has been a challenge for marketers over recent months as the service grows exponentially as it forges its path to becoming the core of social networking on the internet.

The guide highlights some of the challenges, issues and opportunities posed by Facebook as well as giving helpful hints on setting up an Ad Campaign:

Setting up your Campaign

Facebook advertising campaigns can be achieved following a few basic steps:

Preparation Creation Optimisation

1. Preparation
Decide whether you want to advertise your own web page, viral video, online campaign or a location on Facebook such as a Page, Application, Group or Event.

2. Ad Message
Write clear, targeted adverts with concise text that speak directly to the audience you are targeting. The title can have up to 25, and
the body up to 135 characters. As you are creating your advert, a preview of it will be shown to you.

3. Image
Put an attractive and relevant image in your advert (optional) that is appropriate for the product or service being advertised. Image will be resized to fit in a 110px wide by 80px high box.

4. Links
Decide whether you want people to be directed to your own web page or something on Facebook like a Page, Application, Group or Event. If you are already the administrator of your Facebook Page, Group, Event or Application, you can select it from the drop-down option.

5. Target
In this step, you may also choose to precisely target by Location, Age, Gender, Keywords, Education, Workplace, Relationship Status, Interests, Languages. If you tick the boxes, Facebook will add content that notifies a user of their friends' interactions with your brand or business on Facebook. This advocacy will significantly increase the effectiveness of your ads.By default, Facebook targets all users 18 and older in the default location.

6. Estimates
Ensure you reference the approximate reach figure for an estimate of the number of people who match your criteria. This figure should then be factored into your campaign objectives and measured regularly.

7. Campaign Name
Name your campaign but keep in mind that ads in the same campaign share a daily budget and schedule.

8. Daily Budget and Schedule
The minimum budget is US $1.00 a day. Do you want your campaign to run continuously starting once the advert is approved or at a specified start and end date? Decide whether you want to pay for clicks or pay for views. For more information about best practices for each payment type, take a look at Facebook’s FAQs.

9. Set Limits
Confirm the maximum you are willing to pay per click or per 1000 impressions depending on your payment method. The suggested bid range shows you what other advertisers are currently bidding to reach people in your target. For best results, you should bid at least as much as the minimum suggested bid.

10. Review the Ad
Check the targeting, budget and advert itself for errors. You can go back to change any of the details by clicking "Change Advert". Once you are happy, enter your credit/debit card information and click "Place Order". All adverts go through a quality review prior to being shown.

11. Monitor and Tune
As you run your campaign, test other options for bidding, targeting and timing until you find an optimum setting.

For more details download a print friendly copy of the guide

- Posted on Monday 17 May 2010 at 17:23 by Neil Wilkins