Facebook Advertising Plan

Facebook Advertising Plan

- Goals

- Ad Campaign Plan

- Targeting

- Budget

- Tracking

1. Set up Your Goals

Target all the users in (country/region) and accumulate (Target page likes) in the next (number of days/months). Send traffic to (particular Facebook Page) in order to convert page visitors into fans.

2. Outline Your Ad Campaign Plan

Set up a formal campaign that outlines different types of ads that you can split test. Split testing involves changing one piece of the ad, such as the photo, and keeping the other elements the same to see which ad performs better. Rotate the ads every couple of days to keep them fresh.

3. Decide Who to Target

Research targeting options before running the ad. Watch how the estimated reach and the suggested bid changes as you add different targets. Optimize the bid price and reach to get the best price.

LOCATION

Target by country – Country, cities and so forth...

AGE

Age range is set up to “define the target audience by age.”

INTERESTS

Select interests and terms in order to target a specific audience.

CONNECTIONS ON FACEBOOK

Sponsored stories in order to help people discover your page through their friends. No increase in budget is required.

ADVANCED DEMOGRAPHICS

Many of these selections limit your audience heavily, so you have to choose carefully the interests of your audience.

4. Define the Budget

Decide how much you are going to spend per day and for the whole campaign. Keep track of results every day and optimize the budgets and the copy if needed.

Have at least two running campaigns.

Test both Facebook Ad campaigns (be it an ad for likes, engagement or app installs).

The Ad that shows better results has to continue to be active.

The winning campaign will compete with a new version and that is how you have to continue to test until you get the best optimized results and achieve your target.

This way you will eliminate the ads that do not convert well and you will give your best ad the best chance to get more clicks by bidding high.

5. Track Your Progress

Know which metrics you must watch to determine if your ads are successful. Make sure you know how to determine if the click comes from the Facebook ad versus other traffic.

Trackable links and custom landing pages are great options to track clicks.

Now that you are driving all this traffic to your FB page, you have to measure it.

Using an analytics software, you can drill down into the Facebook statistics and see what is working and what isn’t.