How to Buy a New Facebook Sponsored Ad

Posted by Michael Neubarth
Michael Neubarth
Michael Neubarth is Vice President of Marketing for and founder and Director of eMatrix Media Comm...
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on Thursday, 12 January 2012 in Social Media

Facebook’s sponsored News Feed ads have gone live. These ads (now called "Featured") enable you to link an advertisement to what a Facebook member has indicated he or she likes. If you are interested in buying a Facebook sponsored ad for your business, the process is fairly simple.

Begin by accessing the Facebook Ads page. 


Click on the “Create an Ad” button in the upper right and a form appears that allows you to choose the type and design of your ad via menu options. You can select either “Sponsored Stories” or normal “Facebook Ads.”


When you choose Sponsored Stories, a screen appears that enables you to select targeting information—the location of where your ad will appear and demographic data, including age, sex, relationship status, education, interests, etc.


You can input any specific interests of your target audience or choose from a "Broad Category Targeting" menu. Clicking a broad category on the left column—such as Music, Movie/film, or Family Status—gives you a number of finer-grain options on the right for that category.


You also select who will see the ad among fans and the general public.

Another portion of the form enables you to choose your ad scheduling and spending options—including your currency, time zone, and your ad’s start time. You can select the default “Run my campaign continuously starting today” or click on the calendar options and choose dates and times.


Lower down, you select your campaign budget and input a dollar amount to spend per day or over the lifetime of the ad.


You also select a bid amount. The form provides a field for you to input your maximum bid, and the tool offers a suggested bid. You are given the option of clicking on “Use Suggested Bid,” which inputs the bid amount the tool suggests.


Here's an example of a suggested bid: 


"Based on your targeting options, Facebook suggests a bid of $0.99 per click. You may pay up to this much per click, but you will likely pay less.


Note: Tax is not included in the bids, budgets and other amounts shown."

Clicking on “Set a Different Bid (Advanced Mode)” allows you to specify a different bid amount and gives you the option of paying per number of impressions (CPM), which is the cost per thousands of times the ad loads, or paying per click (CPC).


Facebook also gives you an Estimated Reach for your ad, which appears in the upper right corner of your screen, based on the demographics you have chosen.


Finally, a ”Review Ad” button at the bottom brings up a screen summarizing your order. You can hit “Edit” to change the parameters or “Place Order” to set the ad in motion.


For help, a button in the form of an envelope appears at the bottom of the

page labeled “Questions about your ad?” This link brings up a form you can fill in and send to the Facebook Help Center.

A “Design Your Ad” FAQ provides answers and details about the process. For example, your ad must include an image and must include a title and body, and is limited to 25 characters for the title and 135 characters for the body.

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Michael Neubarth is Vice President of Marketing for and founder and Director of eMatrix Media Communications. Michael has a comprehensive marketing, communications, PR, analytical, and editorial background, including strategic marketing, communications, and market intelligence roles at IBM, FatWire Software, and Brodeur Worldwide, and as an analyst at Meta Group covering advanced technologies. His experience includes roles as editor-in-chief of Internet World, NetGuide, and Windows magazines, and expert contributor to Michael is a well-known writer on information technology, digital marketing, and social media issues, and his articles and blogs are cited widely online.


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