Eliseon's Marketing Wizards' Blog

Facebook Marketing: How-to Make Money with the Performance Ad!





So in my last post which you can find here in the Facebook: Miracle, Mystery & Mastery article.  I listed the different types of advertising possibilities available to you on Facebook. I want to start with the first type of Ad, the Performance Ad. The name says it all, doesn’t it? These ads are geared to perform for you.

Basically, these are ads that are targeted at particular users on Facebook. This is where the demographics comes into play…

…you can target your ad to only be seen by people who meet certain criteria. For example if your product is athletic wear, you can target your ad to only show up on user’s who are athlete’s, fans of athletic teams, etc.

Here is an example of what a ‘Performance Ad’ looks like. It shows up on a user’s profile on the left hand side of the page.

I live overseas in Romania, so 95% of the ads I see are in the language of the country I live in. I see ads for companies back in the states too.

Although this ad is in a different language, you still see what the ad is for. Whether you speak Romanian or not.

Need to rejuvenate you skin? Guess what?! Avon can help you out, even in Tulcea (that’s pronounced ‘tool-cha’), Romania!

Creating one of these ads is easy. Your budget is up to you. More on the money factor in a minute…

…but first let’s walk through the process of creating a Perfomance Ad. First thing you need to do is figure out if you want your ad to drive people to an external website, or to your Facebook Page. You can do or both, it’s entirely up to you….

…If you have an external website in addition to a Facebook page, I would do both.

Please note that you DO NOT have to have a Facebook Page to create an ad.  So don’t freak out if you aren’t on Facebook, and don’t really want to create a Facebook account….

…we all have enough on our plates normally without adding more to it….

…So don’t sweat it if you don’t have a page on Facebook, again, it’s NOT necessary in order to create an ad that will drive people to your website.

Okay, you ready to begin?  Good, cause here is what Step-One will look like:

Facebook Ad Design Step 1

Okay, see the big red circle – there’s that choice of gearing your ad towards a Facebook page or external website. I used on own little Facebook Page as an example. It’s a small little page, for all us Ex-Pats who’ve found new homes overseas. Feel free to stop by and say ‘hi’ if you want! 😉

Back to the step at hand, so with this example I’m doing an ad to drive traffic to my little Facebook page. Notice that where it says ‘Title’, that it is already named, and cannot be changed. That’s because it’s going to a page already created in the Facebook world.

Body Text, you are limited if you will notice to 135 characters, not to be confused with words. Obviously you want to keep it short, yet interesting enough for people to click on your ad.

Image is everything, or so the saying goes. So make sure you choose an image that is going to draw attention to your ad. We are a sight oriented species, right? So make sure it’s interesting, something that will draw people’s eyes from status messages. This gets them looking, reading, and if you play your cards right, they’ll click on your ad….

…and ba-da-bing, you’ve got people visiting your page. Becoming fans of your page, and asking for more information about your product…if you are offering a product.

Let’s move forward now shall we? Yes, let’s! Here is what step 2 will look like:

I want you to pay attention to 2 things here. That’s right – I’m goin Dr. Suess on ya, with thing 1 & thing 2. The first is at the very top, where it says ‘Location’. You can target by country, or by city…

…notice that big yellow arrow? Well as you change the targeted countries, or cities in that Location box, that number changes, see:

Do you see how that number jumped from just over 1 million people to over 77 million people? All that simply by changing the location that this ad will be targeted at.

The next part of this second step is the Demographics. Which gender do you want your ad aimed at, or does it matter? Your choices are

‘Any’, ‘Women’, or last, but certainly not least (at least not to me) ‘Men’.

Playing with this will also change that number floating there to the right hand side. In case I didn’t mention it before, or you can’t read what is says above that number in the box, that’s your  Estimated Reach.

Likes & Interests box. You can list things here like: football, music, soccer, Van Morrison (he rocks), cooking, kids….

…you get the point. This can limit your audience though. Not all users complete this section of their profile. It’s up to you if you want to utilize this or not.

‘Connections on Facebook’. This will allow you ‘….to target people connected to pages, events or groups that you are an administrator of.’ [citing Facebook help section ]…

…basically you can aim your ads specifically at people who are or are not fans of pages you co-administrate or own, and even those users friends.

Shall we continue this dance? I’m having fun, how bout you? Are you getting all tangled up?

…Well that’s the joy of doing the tango, if you get tangled up, you just tango on…Al Pacino, ‘Scent of a Woman’….. I know, totally off topic, but somebody’s gotta keep ya on your toes! (oh! you know you love it…so smile!)

Anyway, as you come to the end of the ‘Targeting’ section, you will see a “link” with a + sign and the words ‘Advanced Targeting Options’:

If you click on this little “link”, that targeting section will expand to give you even more choices on who and where to target your ad. This is what those ‘advanced’ options are:

As you can see you can have your ad appear specifically on their birthdays. Do you want people who are married, single, etc., etc. This is all up to you.  Who is your target audience?

For example that Avon Ad I showed you up above is more than likely targeted at women ages 30 and older.

Oh Snap! I just gave away my age didn’t I? Oh well, c’est la vie!

Speaking of French, notice you can also target people who speak certain languages. Most people are quite proud of the fact that they can speak more than one language if they can. So you can bet they will have listed that in their profiles.

Heck, I’m still learning to speak Romanian, and even I’ll brag about being bi-lingual! No, I’m not fluent, I’m just above beginner, but I’m proud of myself, it’s been hell!

Also, notice you can specify if you want high school students or college grads, as well as people who work at a specific companies…

…say you’ve just finished writing your first novel, and you’re looking for a publisher. You’ve got your ‘Fan Page’ set up for yourself, you are marketing your first novel, you’ve posted the first chapter on your page. Now you can target your ad at Facebook Users who work for Random House (remember to send me an autographed copy when you get all famous).

Step 3. We’re almost there, just bear with me for a few more paragraphs. This is where we start talking about the ‘all mighty dollar’.

Like the Targeting section, with it’s advanced options, the same thing goes for the Pricing sections as well. I’m going to show you what it looks like with the ‘Advanced Bid Mode’:

They have several currencies that you can use, depends on where your money is located geographically. Your account time zone, where you are located geographically as well, your home base as it were. My home base is in Romania, GMT +2, that’s right I’m 8 hours ahead of you.

You can name your Ad. For example, I might name this ad “Ex-Pat Promo” since I’m targeting people living in Europe to join my Ex-Pats Unite page. I can also set a daily budget. Notice that the minimum you can spend is $1.00.

When do you want your ad to run? Continuously beginning now, or only on specific dates. If you chose the latter, then it will give you a date box:

This is where the Basic Bidding mode ends. The rest is part of the Advanced Mode, which we will now discuss…

…the Pay for Impression (CPM) is great if you want people to just see your brand, not necessarily click on it. However this can get pricey, since money is deducted from your account every time your ad is shown on a user’s profile.

Then there’s the Pay for Clicks (CPC), which, as the title suggests, money is only deducted from your account when someone clicks your ad. This is the best option if you want interaction, as well as saving money.

When you’re done, click the ‘Review Ad’ button at the very bottom of the page, it will then take you to this:

If everything is the way you want, click Place Order. A window will pop up offering you payment options. You can use Pay Pal or your credit card. Of course if you need to edit the ad click ‘Edit Ad’.  Tweak the ad till you are ready to pay.

Facebook has made creating an Ad easy. You just need to decide if you want the ad to:

  1. Bring people to a Facebook Page, or to an external website, i.e. a site outside the Facebook Platform.
  2. Then think about ‘who’ you want to target: men, women, certain education levels, locations, ages, etc.
  3. Determine your budget, and the type of ad you want; i.e. one where you pay every time your ad is shown, or one where you pay only when your ad is clicked.

And that’s pretty much it, easy-peasy!

Stick with me folks as I amp up Van Morrison tunes, and dance you through creating other types of ads on Facebook.

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Comments (4)

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  1. Angie says:

    Thanks for some quality points there. I am kind of new to online , so I printed this off to put in my file, any better way to go about keeping track of it then printing?

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  2. AVG says:

    I feel overwhelmed about marketing and advertising

    I wish it were easier to understand 🙁

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  3. Daniel says:

    Great read Odessa! I’ve been to Romaina before and hated it lol sorry 🙂

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  4. Joshua says:

    Great post! Thanks for sharing

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