Placing An AD on Facebook – TDMM Academy #5

Organic Facebook Marketing
TDMM Academy Video Series | Video #5
By Rob Ewing, Director of Marketing Fitness

Placing an ad on Facebook is a fairly intuitive process and is pretty much a step by step process. When you boil it down, the process is deciding a few things:

1. What is your goal?
2. Who is your audience?
3. What is your budget?
4. How long will you have the campaign running?

When we say goal we are asking, what is the end result of your campaign.

This chart shows the options that are currently available. For the most part, you will be using one of 3: Send people to your website, Reach people near your business, or collect leads for your business. The others are all great too, but in my experience we have had the best return from those options. (This will vary if your goal is for someone to download a fitness app, etc.)

Just like last week, the audience section is incredibly important. It will determine if your ad is successful or not. Select your audience carefully and then follow up with your budget and days you would like to run.

There are a variety of scheduling options, and often I will select the option to only show it to a person one time. This will increase the number of people reached and you will prevent yourself from hitting someone who isn’t interested or has already purchased. Similarly, I will usually spread the distribution of posts throughout the day rather than all at once to prevent the chance of missing a target audience by showing it at the wrong time.

That being said, facebook ads work differently for whatever your goal is and I would focus on producing relevant content in ads as well. If your ad is not relevant to the audience that you are targeting you will see it receive a low relevancy score. This score is important because it will influence how your ads are being shown and to how many people.

Just like Adwords, your ad is placed in a bid system where you are bidding against other businesses for the right to show your ad to that specific person. The more specific your audience and niche, the more effective your ad will be and it will also be cheaper. If you are just targeting something like “Fitness, nationwide” you will see your bid price going up, and your distribution going down. You are now competing with the nationwide chains like EXOS, Planet Fitness, 24 Hour, etc. and they will ALWAYS win on the financing front. They are paying more and have a much higher relevancy according to facebook based on their fans, distribution and the amount they are willing to bid for that same spot.