Facebook Ads: The Basics

30 Jun

Upcoming posts will focus on how to implement a Facebook Ad campaign for your small business. We’ll take it step-by-step and by the end of this series you’ll know how to implement a campaign technically and strategically. To set the stage, I want to provide some basic Q&A of how Facebook Ads work.

Q: Where are Facebook Ads displayed?

A: Facebook Ads are placed on the right hand side of users Facebook account. Here is what they look like:

Q: How does Facebook know what ads to show a user?

A: When a business creates an ad, it selects targets based on geography, age, sex and education. But what makes the ads truly unique is the ability to select interests users indicate on their profile. These can be as broad as” running” and as specific as “running the Eugene Women’s Half Marathon”. We’ll discuss more about how to target your ads in an upcoming post.

Q: How much does a Facebook Ad cost?

A: You pay for a Facebook Ad every time someone clicks on it. The price is called the CPC (cost-per-click). You can also pay by every 1000 impressions, which is every time the ad is viewed, this is called the CPM. I always recommend the CPC method. You still get numerous impressions, but only pay when there is action. Costs vary per ad, based on the demand for the criteria you have selected. The more people wanting to run an ad for runners in the Portland area, the more the ad costs. However, most Facebook Ads cost around  $1-$2 per click. You can select a maximum amount you’re willing to pay-per-click (your bid) as well as a daily or campaign budget. Facebook will help guide you on what you should bid for your ad.

Those are the essentials you need to know to get started. Tomorrow’s post will discuss how to access the Facebook Ads interface.




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