Agenda
• Facebook Business dashboard
• FB Business channels• FB Business ad types
• Facebook campaign process• KPIs
Stella RomagnoliMedia Planning & Brand Management - LUMSA 2019/20 3
Stella RomagnoliMedia Planning & Brand Management - LUMSA 2019/20 7
Setting up a Facebook advertising campaign
With Facebook Business we can advertise on:
• Instagram• Audience Network (as Google FB is another Ad Network)
• Messanger• Workplace (it’s like an intranet)
• WhatsApp Business
Stella RomagnoliMedia Planning & Brand Management - LUMSA 2019/20 13
Is Facebook copying Google or the otherway round?
Stella RomagnoliMedia Planning & Brand Management - LUMSA 2019/20 16
From Resources: Ad Specs – Ads Guide
Stella RomagnoliMedia Planning & Brand Management - LUMSA 2019/20 20
Facebook Business ad formats
• Video
• Image (single)• Collection
• Carousel• Slideshow
• Instant Experience
Stella RomagnoliMedia Planning & Brand Management - LUMSA 2019/20 22
Design recommendations for every formatFacebook Video
Stella RomagnoliMedia Planning & Brand Management - LUMSA 2019/20 23
We saw the FB channelsand the ad types
Stella RomagnoliMedia Planning & Brand Management - LUMSA 2019/20 30
Facebook campaign process
Before creating our ads, we need to
1. Identify our goals and Structure the campaign2. Define our target audience3. Set the budget
Stella RomagnoliMedia Planning & Brand Management - LUMSA 2019/20 32
NOT the easiest way proposed by Facebook (Facebook Ads)!
Stella RomagnoliMedia Planning & Brand Management - LUMSA 2019/20 36
Otherwise, after selecting your goal…
Stella RomagnoliMedia Planning & Brand Management - LUMSA 2019/20 37
They forse you to create the ad…
Stella RomagnoliMedia Planning & Brand Management - LUMSA 2019/20 38
Beware of the «create ad» bottoms
Stella RomagnoliMedia Planning & Brand Management - LUMSA 2019/20 39
Look for Business Manager in the footer
Stella RomagnoliMedia Planning & Brand Management - LUMSA 2019/20 40
And from here you can create Campaigns, Ad Groups, etc.
Stella RomagnoliMedia Planning & Brand Management - LUMSA 2019/20 42
Define the objective for our campaign
Stella RomagnoliMedia Planning & Brand Management - LUMSA 2019/20 43
For each objective, Facebook applies a different algorithm to
reach the defined audience(with the same segmentation
characteristics)
Stella RomagnoliMedia Planning & Brand Management - LUMSA 2019/20 44
Facebook advertising structure
Stella RomagnoliMedia Planning & Brand Management - LUMSA 2019/20 46
2’46’’
One campaign for each objective
Stella RomagnoliMedia Planning & Brand Management - LUMSA 2019/20 48
Each ad set could have different ads
Stella RomagnoliMedia Planning & Brand Management - LUMSA 2019/20 50
Stella RomagnoliMedia Planning & Brand Management - LUMSA 2019/20 51
One campaign for each objective
Stella RomagnoliMedia Planning & Brand Management - LUMSA 2019/20 52
One ad set for each target group
Stella RomagnoliMedia Planning & Brand Management - LUMSA 2019/20 53
3. identifying our target audience (for each ad set)
Identifying our target audience
Stella RomagnoliMedia Planning & Brand Management - LUMSA 2019/20 54
4’15’’
How to identify the Facebook target audience
1. Geographical segmentation
2. Demographics (age, gender, education, etc.)3. Interests (hobbies and pages they like)
4. Behaviour (prior purchase behaviour, device used, etc.)5. Connections (to our FB page or our events)
6. Contact list (our clients list), website visitors and appusers
7. Lookalike audience
Stella RomagnoliMedia Planning & Brand Management - LUMSA 2019/20 58
Stella RomagnoliMedia Planning & Brand Management - LUMSA 2019/20 59
BUTHow much do Facebook
Ads cost?
Facebook too works like an auction
What this means is that you, as an advertiser, will say how much you’re willing to pay for specific actions on an ad (like views, clicks, or conversions)—you can actually manuallyadjust this
If you don’t, Facebook will automatically calculate a bid for you based on your budget and how long you choose to have your ad run.
Stella RomagnoliMedia Planning & Brand Management - LUMSA 2019/20 60
https://adespresso.com/blog/facebook-ads-cost/
Factors that can affect how much Facebook Ads cost
These factors can include:– The time of year, the day of the week, and even the specific hour
your campaigns are running. There are peak times, and when competition is highest, costs go up.
– Your bidding strategy. You can set an average bid or choose to set a bid limit on each individual bid.
– The placement you choose. Different ad placements will have different costs. Instagram, as you’ll see, often costs more than most other placements.
– Relevance. Your relevance score, which is calculated partially by engagement and clicks, can directly affect how much Facebook charges you.
– The audience you’re targeting. If other advertisers are trying to reach the same audience members, costs go up because their newsfeed space is not unlimited
Stella RomagnoliMedia Planning & Brand Management - LUMSA 2019/20 61
Facebook CPM
CPM decreased by 5.8% year over year in Q3 2018
Stella RomagnoliMedia Planning & Brand Management - LUMSA 2019/20 63
ADSTAGE | Q3 2018 Paid Search and Paid Social Benchmark Report
Facebook Cost Per Click
Stella RomagnoliMedia Planning & Brand Management - LUMSA 2019/20 64
ADSTAGE | Q3 2018 Paid Search and Paid Social Benchmark Report
Facebook CTR
CTR decreased by 23.8% year over year in Q3 2018
Stella RomagnoliMedia Planning & Brand Management - LUMSA 2019/20 65
ADSTAGE | Q3 2018 Paid Search and Paid Social Benchmark Report
Instagram CPM
CPM decreased by 19% since Q2 2018
Stella RomagnoliMedia Planning & Brand Management - LUMSA 2019/20 66
ADSTAGE | Q3 2018 Paid Search and Paid Social Benchmark Report
Instagram Cost Per Click
Stella RomagnoliMedia Planning & Brand Management - LUMSA 2019/20 67
ADSTAGE | Q3 2018 Paid Search and Paid Social Benchmark Report
Instagram median CTR is below 1%
CTR increased by 8.9% since Q2 2018
Stella RomagnoliMedia Planning & Brand Management - LUMSA 2019/20 68
ADSTAGE | Q3 2018 Paid Search and Paid Social Benchmark Report
Google Ads median CPC is higher than FB & Instagram
CPC decreased by 29.2% since Q2 2018
Stella RomagnoliMedia Planning & Brand Management - LUMSA 2019/20 70
ADSTAGE | Q3 2018 Paid Search and Paid Social Benchmark Report
Google Ads median CPM is really high
Why do you thinkCPM is so HIGH?
Stella RomagnoliMedia Planning & Brand Management - LUMSA 2019/20 71
ADSTAGE | Q3 2018 Paid Search and Paid Social Benchmark Report
Google Ads median CTR is 128% higher than FB’s
Stella RomagnoliMedia Planning & Brand Management - LUMSA 2019/20 72
ADSTAGE | Q3 2018 Paid Search and Paid Social Benchmark Report
Stella RomagnoliMedia Planning & Brand Management - LUMSA 2019/20 74
Let’s make a campaign for this course
Campaign objective: drive more traffic to my Facebook page
Stella RomagnoliMedia Planning & Brand Management - LUMSA 2019/20 75
My Facebook campaign
1. My goal is: increasing traffic to my FB page
2. Campaign structure: 2 ad groups for 2 target groups
Stella RomagnoliMedia Planning & Brand Management - LUMSA 2019/20 76
Campaign structure
Stella RomagnoliMedia Planning & Brand Management - LUMSA 2019/20 77
CampaignRMedia | web
traffic
Ad set 1English speaking
graduatedstudents
Ad: imagine Ad: Video
Ad set 2English speakingpeople interestedon course topics
Ad: imagine A Ad: imagine B ad: Carousel
My Facebook campaign
1. My goal is: increasing traffic to my FB page
2. Campaign structure: 2 ad groups for 2 target groups3. Target audience (1 target group): English speaking
graduated student 21-25 years old, living in Rome4. For my ad group I’ll prepare different ads (1 video, 1
image, 1 carousel…)
5. Budget…
Stella RomagnoliMedia Planning & Brand Management - LUMSA 2019/20 78
Click on “Advertising on Facebook”
Stella RomagnoliMedia Planning & Brand Management - LUMSA 2019/20 79
Beware of the default “automated option”!
Stella RomagnoliMedia Planning & Brand Management - LUMSA 2019/20 81
That leads you to create automated ads… on all FB channels
Stella RomagnoliMedia Planning & Brand Management - LUMSA 2019/20 82
We have to click on Ads Manager (at the very end of the page)
Stella RomagnoliMedia Planning & Brand Management - LUMSA 2019/20 83
Or even better Business Manager on the footer
Stella RomagnoliMedia Planning & Brand Management - LUMSA 2019/20 84
And we start by defining our objective and giving a name to the campaign
Stella RomagnoliMedia Planning & Brand Management - LUMSA 2019/20 86
If you go to quick creation switch to guided creation
Stella RomagnoliMedia Planning & Brand Management - LUMSA 2019/20 87
Then we have to define the target audience
Stella RomagnoliMedia Planning & Brand Management - LUMSA 2019/20 89
But we can do much more…
Stella RomagnoliMedia Planning & Brand Management - LUMSA 2019/20 90
3’05’’
We could also choose people interested in LUMSA
Stella RomagnoliMedia Planning & Brand Management - LUMSA 2019/20 92
But we must check the meter… the target audience group becomes too small
Stella RomagnoliMedia Planning & Brand Management - LUMSA 2019/20 93
Then we have to choose the placement
Stella RomagnoliMedia Planning & Brand Management - LUMSA 2019/20 94
I need to uncheck the automatic placement (default)
We want to select our channels!
Stella RomagnoliMedia Planning & Brand Management - LUMSA 2019/20 95
We have to check where we want our ads appear(and uncheck what we don’t want)For Facebook EVERYTHING IS CHECKED FOR DEFAULT
Then we define our daily budget and the schedule
Stella RomagnoliMedia Planning & Brand Management - LUMSA 2019/20 96
There is an auction also here… we are charged by CPM but we can change
Stella RomagnoliMedia Planning & Brand Management - LUMSA 2019/20 97
We can also use shutterstock images for free (or upload our own)
Stella RomagnoliMedia Planning & Brand Management - LUMSA 2019/20 100
Creating the ad content
Stella RomagnoliMedia Planning & Brand Management - LUMSA 2019/20 101
6’35’’
We write the text and the headline (that is below the image)
Stella RomagnoliMedia Planning & Brand Management - LUMSA 2019/20 102
Text
Headline, URL and call to action
Stella RomagnoliMedia Planning & Brand Management - LUMSA 2019/20 103
HeadlineMax 40
characters
Call to action
And lastly we have to select the payment method…
Stella RomagnoliMedia Planning & Brand Management - LUMSA 2019/20 105