How to post an ad on Facebook. What is advertising on Facebook?

Facebook advertising is a good source of website traffic. But it is difficult for beginners to understand this topic - there is little sensible information, and almost no one writes about setting up advertising. The reasons are simple: Facebook’s advertising account is constantly changing, and structuring knowledge is difficult.

We create a general portrait of the target audience for advertising on Facebook

• Age
• Place of residence
• Family status
• Education
• Job
• Prosperity
• Interests

Please note, this is not the final portrait of the target audience, but only general description. Still need to work with him

Segmenting your target audience for advertising on Facebook

Users should be divided into several unique categories based on demographics and behavior.

The target audience behaves differently in reality and on the Internet. For example, you sell expensive plastic windows. Your main customers are men 25-50 years old with above-average income. But who sifts through a bunch of information on the Internet, chooses a product and says “buy it, buy it”? Their wives. This means that we will show advertising to them.

And these wives can also be of different ages and interests. They are motivated by different things and this needs to be taken into account. Create separate ads for each audience segment:

• at 40 years old, a woman may not be aware of the latest trends, but wants to install normal windows to make the house warmer;
• at 20, she may be more interested in interior design and wants windows for a shabby chic room.

Select one parameter in each interest column in the advertising manager. This way you will more accurately reach your target audience.

Don't forget to go into behavioral criteria. There's a lot of interesting stuff there: for example, you can select only those people who view Facebook on an iPhone. Or those who perceive new technologies faster than others. Sometimes this setting can be decisive.

Determining your Facebook advertising budget

I recommend the second option: the cost of a click will directly depend on the quality of your ad. If you choose the right audience and correctly compose a teaser, a click on the site will be cheaper than you might think.

Should you limit advertising display by time of day? It's up to you, depending on your service. Perhaps you should only advertise after business hours or only on Tuesday mornings. If you are advertising throughout Russia, it is better not to limit your time. We have many time zones.

To avoid wasting money, place an ad for a week with a budget of 400 rubles. A day later, see the first results. If you are satisfied, increase the time and budget. If you don't like it, turn it off.

Evaluating the benefits of Facebook advertising for users

The fourth point in order, but not in importance. Remember: no one cares about a product/service/company if it doesn’t solve a problem and change life for the better.

Each audience segment has its own “pain” and its own approach to it. Try to determine why your offer is interesting to these people. Understand how you can use your product or service to solve their problem.

We select a teaser for website promotion on Facebook

Facebook offers two ad options:

Select images only good resolution, interesting and not cut off anywhere. Avoid standard staged photos from photo banks.

When composing the text, think about what “pain” you will relieve? Ask the person a question. Identify the problem, offer a solution. Laconic and short.

Don't praise yourself, write about the user.

Specifics of placement in Facebook advertising.

Where to show the ad? There is no recipe or magic formula that will tell you where it is better to place an ad. But there are trends:

6 Steps to Proper Facebook Advertising

Let's summarize. To bring good traffic to your website from Facebook:

• We draw up a portrait of the target audience, taking into account general demographics and interests;
• we segment the target audience, specify the segments of the target audience by interests, income, age, etc.;
• we formulate the value of the offer for the target audience;
• we select good images and texts, involve a designer in the work;
• choose the right placement. This can be fixed when the ad is already running, so we test different options;
• We pay Facebook money.

For dessert, here are a few of my results, which are several times, and sometimes tens of times, cheaper than traffic from the context (as happened, for example, with advertising for PVC windows). Click on the pictures.

Update of the article (01/09/2014) due to a change in the Facebook advertising manager interface

This is the first part of three about Facebook advertising, in which I will walk you through how to create and set up an ad. In the second part I will tell you how to manage and monitor advertising campaign and in the third - I will share the secrets of successful advertisements (pictures, texts - long, short) and campaigns, features of reducing the cost per click and the factors that influence it, choosing the target audience.

Facebook advertising is divided into several types, which can be schematically depicted as follows:

Creating your first advertisement

Follow this link http://www.facebook.com/advertising/ to the Facebook advertising platform. The first time you'll be asked to authorize the Facebook Ads app so you can create and manage ads. Then click the “Create ad” button at the top right.

will appear before you step by step ad settings (the next step will appear only after completing the current step, so you can’t get confused):

Step 1— select from the list what goal you want to achieve: 1) promote the publication to get more engagement for it, 2) get more fans for the Page, 3) more transitions to the site, 4) get not only transitions, but also conversions (targeted actions) on the site, 5) to your Facebook or mobile app could immediately install, 6) so that they interact more with your Facebook application, 7) promote the Event, 8) is no longer relevant. When you hover your mouse over each item, hints appear. I'll choose "Page Likes" because in this article I'll show an example of creating an ad specifically for a fan page.

Step 2— I write the name of my fan page and select it from the drop-down list.

Step 3— loading pictures. They can be loaded from 1 to 6. In this case, Facebook will create an appropriate number of ads, which will differ only in pictures. You can upload images from your computer, select from previously downloaded ones, or use the free image database (the “Image Search” button). Note! For ads in the right column, the image sizes are 100 pixels by 72 pixels (read the section on how to choose an effective image). For News Feed ads, the minimum size is 600 pixels by 315 pixels (as long as the aspect ratio is 1.91:1). Therefore, it is better to create a separate ad for the right column with a suitable picture, and then create a similar ad only for the News Feed, also with a suitable picture. In this example, I'll create an ad for the right column only.

Step 4— then I move on to the rest of the ad settings. On the left I fill necessary information. On the right I see the result in a preview. Next to the “News Feed” heading, I click delete, thereby leaving only the advertisement in the right column. So, you need to fill in the following fields:

• Heading— displayed at the top of the ad next to the name of the fan page (the number of characters is limited and is displayed to the right at the top).
• Text— everything is clear, this is the text of the advertisement (the number of characters is limited and is displayed to the right at the top).
• Advertising News- I leave the checkbox. What it is? When a new fan appears on your fan page, his friends can see an advertising message that “Your friend Vanya Ivanov has become a fan of the Page” (and then there is the friend’s avatar, the avatar and cover of the Page, its name and the avatars of other friends who joined the fan page previously, and the “Like” button). Such advertising news has a good click-through rate. They show up in your News Feed and are very effective, so I recommend using them all the time.
• Below, be sure to open the advanced options if they are hidden.
• Goals page spread— this is the tab that users will be taken to after clicking on an ad. Be sure to do it and set it up so as not to lose conversion.

Targeting

Step 5— I select the parameters of the target audience that will see my advertising, i.e. I target advertising. You can select your target audience using the following options:

The right column under the “speedometer” displays the current potential target audience according to your targeting. And in big bold numbers is the recommended range of bids per click or impressions.

Campaign, schedule and price

Step 6— here you set the budget, schedule and price for your advertising.

Each of your ads should be part of some kind of advertising campaign. Therefore, you need to come up with a name for your first advertising campaign or use the one suggested by Facebook. You can change the name later at any time.

When installing Budget There are two options: “On the day” and “For the entire validity period”. If you choose the first option, then you need to indicate maximum amount(in dollars) you want to spend on advertising per day. Once this limit is reached, advertising will stop showing until the next day. If you select “for the entire period,” then you need to indicate the amount that will be spent throughout the entire advertising campaign.

Schedule— you can check the box “conduct an advertising campaign constantly, starting from this day” (for example, advertising of my fan page is ongoing), or you can set time limits (for example, for advertising a competition).

Rates and Prices

Initially, Facebook automatically sets the price per click or per impression so that you don’t have to worry about this issue. For example, Facebook suggests optimizing my ad impressions for those users who are more likely to become fans. In this case, the price for impressions will be determined automatically.

But these can be very high prices, so for beginners I recommend setting your cost per impression or per click manually. To do this, in the drop-down list of bids, select “Bid for impressions” or “Bid for clicks”. When paying for clicks, check the “Manually set the maximum bid for clicks (CPC)” checkbox.

What to choose depends on your goals. If your goal is to increase brand awareness, then it makes sense to choose Pay Per Impression.

If you are running an advertising campaign aimed at achieving a certain conversion (visits to a fan page, website, purchases, etc.), then you should select the “Click rate”, because in this case you will only pay when someone... then they will click on your ad, regardless of the number of impressions.

I'll select "Click bid" and then select the "Manually set maximum click bid (CPC)" checkbox.

Facebook recommends a certain bid range, which in its opinion will allow your ad to pass the auction and start showing to users. You can take this rate into account or not. Your experience will tell you this when you run several advertising campaigns.

Facebook says you won't pay above this range, but below this range the price may go down, which is good for us. In order for the price to drop below the recommended bid, your ad must have a high CTR (Click The Rate). But more on that in the article. For the first time, set the average cost per click from the suggested range.

That's it, the settings are ready. Click the “Place an order” button.

It remains to indicate the method of payment for advertising. This could be a bank card, PayPal, or a Facebook coupon (but the coupon must be linked to one of the first payment sources). There is no other way today. So if you don't have a bank debit card, now is the time to open one.

After creation, the ad is sent for approval, which can last from one hour to one day (if a day has passed, but the ad is awaiting moderation, then delete it and create a new one). What violations can there be? You cannot use the word “Facebook”, you cannot offer illegal products, the picture must not contain images prohibited by law and morality :) If there are no violations in the advertisement, it will automatically begin to appear after moderation. You will receive an email from Facebook about this event.

Completion

This article covered creating and targeting your first Facebook ad. The next article will tell you how to monitor a campaign and how to create and manage multiple ads and campaigns.

The modern world can no longer be imagined without advertising on the Internet. This method is the most effective for promoting any goods and services. In social networks alone, the flow of users reaches 1 billion people around the world within a day. It is not surprising that many are interested in the question of advertising on Facebook, how to place it and how much it costs? Let's look at all the details and find out the price.

Advertising formats

In order to start effectively advertising on Facebook, a person does not need to have special knowledge in the field. computer technology. Special tools of this social network make this easy to do. The format is like this:

• Photos. This method perfectly helps to express your brand and make it attractive to customers. This format is very simple; it allows you to post pictures and descriptions of them in 90 characters, even on your own page.
• Videos. Their use helps to communicate the advantages of your organization with a unique description of goods or services. Training videos are also very popular; they make it easier to promote pages.
• Slide show. This format is designed to accommodate the fact that not everyone has a high-speed Internet connection. Facebook users will be able to view pictures in the form of slides with descriptions even at low speed.
• Collection. Here you can place both photos and descriptions in the form of videos in one ad. This allows potential clients to personally determine the most comfortable viewing format.
• Circular gallery. This is an excellent opportunity to create a group of ads into which you can insert no more than 10 video files with pictures and links to them.
• Text format. Thus, it will be possible to interest the public with text of up to 500 characters.
• Canvas. Makes it possible to display pictures, videos, galleries, as well as blocks with texts according to the advertiser’s preference.

To promote on Facebook, there are many formats that allow you to create publications. It all depends on the user’s goal, it can be sales, promotion or public promotion.

Place an advertisment

To post ads on Facebook, users can use the following three types:

You can publish an ad in a group yourself using Ads Manager. Even a beginner can do this. IN this manager The interface is clear and there will be no problems understanding the settings. There is a function to control the number of users who clicked on the ad and other useful features.

The advantages of posting ads yourself are:

• The user controls finances.
• If the target audience on Facebook is not defined, then the advertiser can try it himself various ways settings and choose the most effective option.
• The advertiser has the opportunity to personally analyze and predict their product or website and remove them at the right time.

To maximize the effect, it is better to use several methods, but first you should advertise in thematic communities, and then personally conduct an analysis and choose the most suitable method. Let's take a step-by-step look at how to place an advertisement yourself:

• Step 1. In your account, you need to click the triangle in the upper right corner, and then the “Create advertisement” menu item. After that, Facebook will ask you to select a goal. It should be chosen depending on the expected result. You can learn about each of them in the “Help” section. The first 3 options on the list are best to start with.
• Step 2: Now you need to create a campaign. If you want to direct traffic to your website, you should select "Increase website conversions." If you need to create an advertisement for a group on Facebook, then you need to select the first 2 points.
• Step 3. Next, you need to set up an advertising account. FB selects the country and time zone automatically. The user must indicate to whom the advertisement will be shown and to what target audience.
• Step 4. Now you need to determine the budget and advertising location. Facebook independently offers the best option for your budget, but you can also customize it. In the “Placement” section, you need to choose from four options for advertising placement.
• Step 5. Now you need to create an advertisement. You need to choose one or more images, attach a Facebook page (if it doesn’t exist, you need to create one), come up with ad text, select a call to action button (optional).
• Step 6. Set up a payment method.

How much does it cost and how to pay for it

• Payment for 1 thousand ad impressions. This means that the advertiser can independently set the advertising budget rate and determine his own target audience. The administration of the social network allows the possibility of going beyond the advertiser's budget by 25%.
• Pay for the number of clicks. The price of advertising may vary depending on the specific purpose of the ad and which targeting option is selected. The cost of clicking on the link ranges from 8 to 20 rubles.

What happens if you don't pay for advertising?

Placing, as well as publishing your own advertisements on social media Facebook networks, is carried out on the principle of prepayment. They will continue to appear until this loan is completed. After this period, the administrator may decide to stop displaying advertising until the debt is fully repaid. The advertiser's account may also be blocked.

Cost of advertising through the community

In order to place advertisements in groups, you need to negotiate this with their administrators. The average price is from 1 to 2 thousand rubles per 1 day. Then it is removed. If the advertiser paid for the placement of an ad on an ongoing basis, then this service costs at least 2 times more than a daily subscription.

Advertising setup

So that a Facebook advertising campaign gives maximum effect, it must be configured correctly. This social network has all the tools for this. They allow you to ensure that advertising is shown to the target audience. The advertiser can independently choose who exactly to broadcast it to. When setting up an ad, you need to clearly indicate the following parameters:

• Which audience is the user interested in?
• Selecting the age category, gender of readers and language of communication.
• Selection of target audience based on place of residence. Here you can set the country, region, city.
• Selection by demographics. There are settings for education level, marital status and other similar indicators.
• Hobby customization. The advertiser can select a target audience based on interests such as travel, cinema, fashion, music and more.
• Setting up ad displays based on time of day.

This is not the entire list of parameters by which you can set up an advertising campaign on Facebook. But it’s worth considering that the choice of who the advertisement will be shown to depends on its effectiveness. The fact is that the social network analyzes in detail how users behave, what they write about, and what groups they subscribe to. FB accurately determines who exactly to show advertising to. Correct settings will help the advertiser use his own funds as efficiently as possible.

Facebook provides ample opportunities to set up and launch an advertising campaign. With its help, millions of people were able to significantly increase product sales, attract customers and promote their own brand.

At first glance, it seems to users of the social network that setting up an advertising campaign is too difficult, but if you look carefully, this is not so. Anyone can understand all the nuances in just an hour. If for some reason this does not work out for him, then you can turn to specialists. They can set up advertising quickly and for a small fee, on average 500 rubles. To find them, just visit specialized exchanges freelancing, for example, Kwork. Posting ads on Facebook is the best promotion tool.

Internet advertising – modern and effective method promotion of news pages, many products and services. On social networks alone, the flow of people reaches a billion per day! The chances of going unnoticed are minimal, and placing an ad does not require much effort or investment. Let's look at one of the most popular social networks on the Internet Facebook as a platform for advertising.

Facebook Ad Formats

Facebook is a truly powerful paid traffic channel. Effective advertising placement does not require extensive programming knowledge. Available formats and necessary tools will help you create attractive publications that will allow you to quickly achieve your goal.

• Photo - great way express yourself, make your brand more recognizable and attract the attention of users. One of the simplest formats that can be placed even on your page. A short description of up to 90 characters can be added to the picture.

The types differ in that in the first case the advertiser negotiates with the administrators in the groups, and in the other two, Facebook must pay for the placement directly.

The advantages of publishing in communities on Facebook are:

• , who not only fits the targeting criteria, but enters the group and is interested in the product;
• more active responses, therefore – increased spontaneous sales;
• the advertising block is placed in the TOPs for at least an hour a day - more active purchases occur during this period;
• Until the administrator removes the ad, it produces results.

Without the help of a specialist, you can publish an ad using the Ads Manager tool. Ad Manager's detailed tutorial makes it user-friendly even for a beginner.
Advertising account on Facebook

The benefits of self-hosting are:

How much does Facebook advertising cost and how to pay for it?

Facebook offers the following methods for setting prices for posting ads.

• Payment for 1,000 impressions. The advertiser sets the daily budget and determines the target audience. The standard auction procedure is carried out, the administration allows 25% to go beyond the budget.
• Pay per click. Depending on the purpose of placing an ad, the cost of advertising differs. The price for clicking on a link ranges from 8 to 20 rubles. Costs may increase depending on your targeting options.

Payment options are presented by bank card(Visa, MasterCard, Discover) and payment system PayPal.

What happens if you don't pay for Facebook advertising?

How much does it cost to advertise through the community?

Typically, the administration of groups sets the price from one to two thousand rubles per day. Subsequently, the publication must simply be removed, of course, if the advertiser did not pay for its permanent placement without subsequent removal (this service will cost approximately twice as much as a daily “subscription”).

Setting up Facebook ads

As already mentioned, a publication is created using the Manager Facebook advertising. It offers many settings options that allow you to attract the right users, determine your budget and display time.

• Preparatory stage: creating a working page and website, if necessary, make a link to it, choosing a bright slogan and association picture.
• Next, you need to decide on the purpose of creating the publication. This could be advertising a page or website, promoting messages, or a set of “likes.”
• Selecting the target audience. Facebook provides many targeting options, showing how many people can view a post.
• Decide on a daily budget, as well as a schedule for displaying your ad. The system automatically determines a certain amount that can be adjusted.
• The advertising format is selected and the publication is finalized.

There is absolutely nothing complicated about the Manager settings. It is possible to control everything using the reporting function of the number of users interested in the ad, while adjusting the display options.

If problems arise with promoting a page, there are special Facebook advertising exchanges - services where social network posts are posted for a fee in order to promote them. These are kind of intermediaries who use many platforms. The most popular is the Plibber advertising exchange; besides it, Forumok and SocialTask ​​are also known.

Facebook provides truly ample opportunities for advertising. Placing publications and properly setting up their display help to significantly increase product sales and attract potential clients or become more popular on the Internet.