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Spring, 2013!
Agenda
1 2 3 4 5 6 7 8 How to Set Up Your Account Ad Products Ads Creative Details How Facebook Targeting Works How to Create Ads Reporting Overview Helpful Links Questions?
In order to start spending, you need to add a funding source to your account. This can be a credit card, PayPal or Direct Debit. To add a funding source, go to your account, click Billing then Funding Source on the left-hand menu. From there, click the Add New Funding Source in the upper right hand corner and follow the steps to add a new funding source. Your funding source will be charged daily based on the previous days total spend.
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In order to run ads originating from your Page, you need to make your account an administrator of your Facebook page. If your account is already an administrator of your Facebook page, you can skip this step. To make your account a Page administrator, have a current Page administrator follow these steps:
On the top of your Page, select Edit Page Select Manage Admin Roles Enter the name or email address of the person youd like to add. Click the Manager drop down and choose their admin role (reference chart to the right). Click Save.
Tip: *Note that you'll either have to be friends with them on Facebook, or if the user has their email privacy set to public, you'll be able to add the email address associated with their Facebook account.
Getting Started Add others as ads admins so they can manage campaigns
You can add additional administrators and users to the ad accounts if needed. To add an account as an advertising administrator, first go to Settings and click the Add a User button. From there, enter the name or email address of the person you want to grant access.* Choose the access level (Admin, General User, Reports Only). Generally, you would want to use the Admin option for anyone who manages billing, and the General User option for those who are running and managing the ads.
Tip: *Note that you'll either have to be friends with them on Facebook, or if the user has their email privacy set to public, you'll be able to add the email address associated with their Facebook account.
Getting Started Add others as ads admins so they can manage campaigns
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Ads Products
Ads overview
1. 2. 3. 4. 5. 8. 9.
Page post text ad Page post photo ad Page post video ad Page post link ad Event ad Page like ad Domain ad
Placement
Homepage News feed (desktop and mobile) All Facebook
Homepage
All Facebook
Sponsored
News feed
40% of Facebook users time on site is spent in News Feed thats where they consume your content
Page post ads come from turning posts on your Facebook page into ads
Page Post Ads are marked as Sponsored under the post
They also include a Like Page button to drive likes and engagement with your page
Share photos from relevant events Promote photos from key sites/businesses in your district
Tip: As you are choosing photos, please remember that the photos you choose follow all franking rules.
Promote relevant news articles and/or press releases that are important to your constituents Drive trafc to your ofcial website to provide additional resources to your constituents
Event ad
News feed desktop News feed mobile RHS of homepage RHS of Facebook
Page like ad
RHS of Facebook
Domain ad
RHS of homepage RHS of Facebook
Driving visits to your ofcial website Driving to offsite locations for event sign ups/ RSVPs
Geography Demographics:
Age, Gender
Facebooks advanced location targeting allows you to target your message to just your constituents
Options include:
Demographic Targeting
Choose exact age match if you need to target exact ages If you dont select Require exact age match, the system will optimize outside of the target ages if performance is strong
Interests Targeting
Keywords
Collected from all sources of text generated by the user Interests become targetable if the keyword(s) match at least 400 users Tool auto populates suggested likes & interests Keywords are dynamically updated
Tip: As you are choosing targeting options, please remember to follow all House Administration guidelines.
Pre-built clusters
Dynamically updated
Tip: Remember that House rules forbid targeted based on political and voting afliation.
Connections Targeting
You must be an administrator of the page or app in order to use this targeting option Standard ads can target existing connections, or users who are not yet connected Engagement ads (like/event) can target existing connections, users who are not yet connected, and friends of connections
Connections Targeting
Advanced connections targeting allows you to target users of other pages you are an admin of
For example if you want to target ads to fans of another member, you can do so if the member adds you as an admin to their page. Once added, the member would show up as an option under Enter your Page, Event or App
Primarily languages listed in a constituent's Facebook profile Also considers languages used in a constituent's Facebook profile, status updates and messages
College grad: constituents who have specified themselves as alumni, or listed a college without a class year In college: constituents who have a college and valid class year In high school: constituents who have a high school and a valid class year Workplace: self declared
Tip: For offsite right hand side domain ads, simply enter the URL in the box and follow the steps. For domain ads, skip step 2, and for step three, you will enter in your headline (max 25 characters), body copy (max 90 characters) and image.
Get More Page Likes: Use for Fan Acquisition efforts. Includes ads and the option to run sponsored stories (friends of fans endorsement). Promote Page Posts: Use to promote posts originating from your page. Choose the most recent post or past posts and run ads with the option of running sponsored stories.
Choose the location, age and gender of constituents you want to target.
Tip: You can use any combination of targeting as youd like (1, 2 or all three options), but remember the more granular you get, the fewer constituents youll potentially reach with your ads.
Choose to upload to an existing campaign, or create a new campaign, then set a budget. There are two different budget options:
Per Day: Sets a max per-day budget, meaning once you spend that budget in a day, the ads wont serve anymore. Lifetime: Sets a max campaign lifetime budget. This option paces your spend over the course of the entire campaign, meaning daily spend could vary based on volume.
Run continuously: the campaign runs continuously as soon as you launch it, and only stops once you pause it or the budget runs out Start and end dates: The campaign runs during the specified dates and times
Choose how you want to optimize and pay for ads based on your objectives:
Engagement: Your ad will automatically optimize to serve to constituents who are likely to engage with your post (like, share, comment). Clicks: Your ad will automatically optimize to serve to constituents who are more likely to click on your post. The manual option requires you to input a maximum cost per click. The system automatically suggests bids for you. The auto option optimizes to the click for you and no max bid is required. Impressions: The system will attempt to serve the ads as many times as possible, and you pay for every 1,000 views (CPM pricing).
Step 1: Choose the Facebook destination: for this example: Rep. John Smith Step 2: Choose the campaign objective: for this example: Promote Page posts Step 3: Choose the Page post you want to promote: for this example: Photo Winner 1 Step 4: Choose the location, gender and age targeting: for this example: Santa Clarita, CA (city radius button unchecked); gender: all; age: all Step 5: Create a new campaign and set a budget: for this example: Campaign name: Photo Winner 1; Budget: set at a daily budget of $100 Step 6: Set the campaign schedule: for this example, setting a start date of today and an end date of next end of day three days from now Step 7: Choose a bidding option: for this example, optimizing for engagement since we want constituents to like, comment and share the photo Step 8: Click Place Order and launch ad:
Step 1: Enter the destination URL: for this example: House.gov Step 2: Choose campaign objective: not necessary for offsite domain ads Step 3: Enter in Creative Information, including body copy and image: for this example: Headline: Town Hall Next Wednesday; Body copy: Rep. Smith is hosting a community town hall next Wednesday! RSVP now! Step 4: Choose the location, gender and age targeting: for this example, city: Los Angeles, CA (city radius button unchecked); gender: all; age: 25-34 Step 5: Create a new campaign and set a budget: for this example, campaign name: Wednesday Town Hall; budget: set at the lifetime level $250 Step 6: Set the campaign schedule: for this example, setting a start date of today and an end date of next Tuesday at 11:59 p.m. (that way, it gives people enough notice so they can plan to come) Step 7: Choose a bidding option: for this example, manually bidding for clicks since we are aiming for as many RSVPs as possible Step 8: Click Place Order and launch ad:
Click Bid Ad
Price
Engagement Inventory
/ Market competitiveness
ad created is approved by our online sales operations team. To ensure your ads are approved quickly
Avoid Use For
excessive capitalization
correct punctuation
product
Ask questions Be precise shorter body copy Avoid excessive capitalization images are clear
Ensure
Reporting Overview
Advertising Performance
Includes statistics like impressions, clicks, click through rate (CTR), and spend Two ways to get to it:
Click on report
Full Report
Reporting Filters
Reporting Definitions
Helpful Links
Ads Creation Page Ads Reporting Page Facebook Help Center Overview of Admin Levels for Ad Accounts Overview of Admin Levels for Pages Ad Guidelines How to Guide for Setting up Open Graph Tags on your Website
Questions?