Facebook ads appear in the newsfeed between stories

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Facebook Ads appear in the newsfeed between stories and on the right hand side column (when viewing from desktop). There are five key benefits of Facebook advertising: 1. Gain page likes 2. Increase brand awareness 3. Increasing traffic to a website 4. Drive local sales i.e. drive people nearby to visit a business 5. Promote downloads of mobile apps or content According to Facebook, direct advertising on the site reaches approximately 89 percent of the intended audience (versus 38 percent for standard online advertising). By using the tools provided by Facebook, advertisers can create ads targeted at very specific audiences. In addition, real time insights allow organisations to test ad variations to see which ones work most effectively for a target audience. Also note that there are ‘custom audience’ options with Facebook. These are targeting options that enable advertisers to upload their own email or phone list to Facebook. They may be leads who have yet to be converted, or customers who have yet to renew, or others valued as high-quality leads. Facebook matches up the contact information to those people, and can target them with a specific ad. Facebook boosted posts Boosted posts is a paid tool that allows an organisation’s posts to reach more viewers in their newsfeeds. Boosted posts is simple to implement, and Facebook will estimate expected costs based on the audience size and daily budget entered. The aim is to engage fans with content and encourage them to share this content with their networks. However, growing Facebook page likes without a resulting increase in engagement will tell Facebook that a page’s content is less engaging and decrease its organic reach. Organisations that choose to participate in Facebook Ads or Boosted Posts need to tailor their messages accordingly and strive for maximum engagement with each post.
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114 WORKBOOK | © 2018 SOCIAL MEDIA COLLEGE 10118NAT DIPLOMA OF SOCIAL MEDIA MARKETING | MAINSTREAM SMM_V1.2 Activity 4.1 1. Below is a short exert on storytelling marketing from The Beginner’s Guide to Online Marketing by Quick Sprout. After reading this, way are three ways you can humanise your brand on Facebook?
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115 WORKBOOK | © 2018 SOCIAL MEDIA COLLEGE 10118NAT DIPLOMA OF SOCIAL MEDIA MARKETING | MAINSTREAM SMM_V1.2 2. Facebook Blueprint Advertising Using your own Facebook account, log in to Facebook Blueprint . facebook.com/blueprint and complete all modules within the ‘Advertising Objectives’ and ‘Ad Placements and Formats’: Achieving Scale with the Reach Objective App Installs Audience Network Book More Business With Dynamic Ads for Travel Boost Your Posts Brand Awareness Clicks to Website Collection Ad Format Engaging Your Audience with Interactive Canvas Units Facebook Events Video Views/Video Ads Having completed this training on Facebook, what was the most interesting quality you learnt about Facebook advertising?
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116 WORKBOOK | © 2018 SOCIAL MEDIA COLLEGE 10118NAT DIPLOMA OF SOCIAL MEDIA MARKETING | MAINSTREAM SMM_V1.2
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