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How to Create a Facebook Ad: Step 2 (Ad Bidding and Review)


This post is the second of a five-step process to set up, measure, and manage your Facebook ads.

You’ve just finished creating your Facebook ad; now it’s time to finish the setup process.

  • Start by selecting the proper currency and time zone.
  • Choose a campaign name – be mindful that if you’re going to create multiple campaigns, they should be unique enough to describe exactly what that campaign contains.
  • Pick your daily budget. Facebook will never exceed this amount, but be mindful your ad will stop being shown if it reaches a certain ceiling.
  • Schedule: choose to run your ad during a specific time frame (for a special event, for example) or to run it continuously.
  • Pay for impressions (CPM) or for clicks (CPC). Here is Facebook’s official definition of the two:

    If you choose a Pay for Clicks (CPC) model, you will also bid on how much you are willing to pay for each click on your ad. Facebook will display your ad in the Ad Space. The amount you are charged will never exceed your daily budget.

    If you choose a Pay for Views (CPM) model, you will also bid on how much you are willing to pay for every thousand impressions of your ad. Facebook will display your ad in the Ad Space. The amount you are charged will never exceed your daily budget.

  • Finally, choose your maximum bid. Notice Facebook will provide you with the estimated number of clicks you will receive based on your budget and bid.

Review your ad, enter your credit card, and your ad is live!

Next time, we’ll talk about measurement and ad reports.

Nicki Hicks
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This entry was posted on Monday, July 19th, 2010 at 1:18 pm and is filed under Search Engine Marketing. You can follow any responses to this entry through the RSS 2.0 feed. You can skip to the end and leave a response. Pinging is currently not allowed.

  • Rachel

    Do you have an opinion on CPM vs. CPC?

  • http://www.flyte.biz Nicki

    Rachel,

    Awesome question, looks like I left that out!

    CPM v. CPC? Depends on the ad. If you have something that’s going to get a LOT of impressions, you probably want CPC – it’ll be cheaper. For ads that won’t get as many impressions, CPM is probably going to be cheaper.

    Hope that helps :)
    Nicki

  • jeanne

    so if you want to run two ads for one campaign, can you do that? will facebook run them equally?

  • http://www.flyte.biz Nicki

    Jeanne,

    You can certainly run multiple ads under the same campaign. Facebook will simply divide up the budget you’ve set – though it may not always be perfectly equal depending on how popular certain ads are compared to others!

    Nicki

  • Kirsten

    Hi Nicki,

    How do you ensure that your advert is stopped or completed or how do you complete the advert earlier than the original specified date?

  • http://www.flyte.biz Nicki

    Hi Kirsten,

    You can add dates for the campaign – they can be future dates (e.g. July 9th – July 25th) or current day to future date (e.g. April 28th – July 25th). If you want to stop the campaign sooner than the date you’ve added, you can simply login and change the end date :)

    Hope that helps!
    Nicki


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