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Facebook advertising is set up on ‘display’. This means that instead of users having to enter in specific search terms in order to view your advertisement, you can trigger your ads to appear based on the actual content on the page or a specific action carried out by a Facebook member. For example, if you are interested in targeting “work at home moms”, you could set up an advertisement that is triggered to appear only when a user is browsing a page about work at home, or has written a post, update or joined a group focusing on ‘Work at home”. rather than search.

This advertising format gives you far more control over when your advertisements appear, and to who they appear.

To set up your first Facebook advertisement, visit Facebook and scroll to the bottom of the main page. Click on “Advertising” as shown below:

You’ll now be on the main advertising page where you will be able to set up your first advertisement.

Click on “Create An Ad” to begin:

The first thing you will want to do is determine whether you are interested in CPC (pay per click) or CPM (impression). Whether you choose CPC or CPM will depend on your overall goals and objectives. If you are primarily interested in generating targeted traffic to your website, or promoting a ‘one time’ product, then CPC is probably the better choice, since you’ll only pay whenever someone clicks on your advertisement. If you are interested in building brand awareness, establishing a presence in your niche market or ‘testing’ the waters, you should consider running your ads on an impression basis. Note that there is a minimum CPC cost of $0.01 and a minimum CPM cost of $0.02.

While you’ll receive fewer clicks than with CPC, you will be able to keep your advertisement in front of your target audience as your advertisement is consistently circulated throughout the Facebook community.

When setting up your Facebook advertisements, you can also customize WHEN If your target audience resides in a specific area, consider how their time zone may influence your ads exposure, and set your ads up to appear during peak hours of the day. your ads are triggered to appear, such as during specific hours of the day or night, or on a continual basis. You can also pause your campaign at any time if you need to.

Create Highly Targeted Advertisements

One of the most important elements of a successful Facebook advertisement is in creating highly targeted advertisements. You can create ads that target specific segments of your market, including: Advertisements based on:

• Age
• Gender
• Location
• Education Levels
• Profile Information
• Keywords

It’s important that you take the time to carefully tailor your advertisement so that it is focused on your target audience.
If your product is primarily of interest to certain age groups, limit your advertisement to being displayed only to those people who are within your target age range.

Just the same, if your product is only available in certain areas, you can set up targeted advertisements that are only visible to people who live in specific regions, countries or exact location matches.

This is important: The more carefully you create highly targeted advertisements, the better your ads will perform, so make sure you spend a bit of time crafting your ads so that they effectively target your customer base.

Setting Your Maximum Budget

When setting up your Facebook advertisements, you will have to choose a “daily budget”.

Your daily budget represents the maximum amount that you are willing to spend for each day that you are advertising within Facebook. Once your maximum budget has been reached, Facebook will stop showing your advertisements, and you will never accrue charges in access of your daily budget. Facebook will provide a suggested maximum bid based on the content of your advertisement and your targeting configuration.

Consider setting your maximum bid slightly lower than Facebook’s recommended minimum and adjust it as you need to based on your advertisements conversion rates and overall exposure.

Enhance Your Advertisement with Images

Images are an incredible asset in maximizing conversion rates because you can tailor the images used in your ads to push the “right buttons” or pull at emotional triggers that you know will have an impact on your average customer.
For example, if you were placing an advertisement that offered a teeth whitening kit, you could place a simple image of a “before” and “after” that offers the reader with a visual aid that leaves an incredible impression.

Images can ultimately be one of the LEADING motivators in getting targeted customers to click through your advertisements and explore your offer.

You may want to test running multiple ads using slightly different images to determine which combination works the best for your market.

Another factor that plays a part in the advertisements that are shown to Facebook users is based on whether they “vote” for current advertisements.

You see, with every advertisement featured within the Facebook network, there is a ‘thumbs up’ icon that appears below the advertisement that allows someone viewing the ad to ‘vote’ for it. If someone votes for an advertisement, it indicates to Facebook that they should display additional advertisements of the SAME kind (based on category, keywords and overall relevancy), ensuring the best experience possible for Facebook members.

These are just a few basic tips to help you get started and make better use of Facebook for your advertising and marketing campaigns.