42% of college students say that TV ads are the most effective type of advertising, far outstripping their closest competitors, magazine (10%) and Facebook (8%) ads, per results from a Barnes & Noble College Marketing (BNCM) study released in August.
The prominence of TV ads comes despite the widespread use of social media and mobile communications on campus.
Marketing, advertising, communications & public relations trends, statistics, charts, graphs, infographics, presentations, and video that are not published to the e-Strategy Internet Marketing Blog or to eStrategy TV. David Erickson, VP of Online Marketing at Minneapolis Public Relations firm, Karwoski & Courage. Advertising on Facebook can provide you with the most targeted form of gaining access to your audience known to man (provided you do it right). Each of these methods for creating ads on Facebook provides you with varying levels or control and you receive varying levels of success as a direct result of which method you choose. Here is some information to assist you in choosing which method of creating Facebook Ads is best for your business.
The boost post option is an entry level tool that offers limited control over targeting, budget, placement or when your ad is shown. If you are using Facebook’s Boost Post feature as your only form of Facebook Ads, then I encourage you to step it up to the next level so that you can start achieving better results for your budget. The next step up in terms of the amount of control you have over your ads is the Facebook Ads Manager tool. Your ability to design ads based on your objectives makes this a great option for the majority of businesses who want to deliver ads to those people that are most likely to take your desired action. Website Custom Audiences – Target people that have visited your website (that were logged into Facebook at the time) and serve ads to those people within the Facebook Platform. Data File Custom Audiences – Target those people that have opted-in to receive marketing from your business. These highly targeted audiences provide a mechanism for targeting people who have already shown some interest in your business and are therefore more likely to convert to your desired objective. You can further refine these audiences by layering additional demographics (including interests, behaviours and categories) and advanced connection targeting (if required) within the Ads Manager tool. The Ads Manager Tool allows you greater flexibility over your budget and schedule, as well as allowing you to choose how you ad will be optimised, with it being optimised for your chosen ad objective by default.
You create the copy for your ads within the Ads Manager tool, with the format of the ads being dictated by the type of ad objective you have chosen.
Within some ad objectives, you also have the choice to include a call to action button in your ad. You also have the ability to choose the placement of your ad, turning on or off news feed, right column or mobile as desired. If you have chosen an ad objective that has the potential to result in an off-Facebook conversion, then you can track those conversions via a Conversion Pixel that Facebook provides. All of these features allow you to create highly targeted, powerful ads that have the potential to convert for your business. The Ads Manager is the main ad creation tool for Facebook and Facebook is continually updating the features available via this tool, so expect to see the functionality of what you can do via the Ads Manager tool increase over time. As well as allowing you to do everything that the Facebook Ads Manager tool can do, it also has some additional more powerful features. Power Editor provides you with the ability to track multiple Conversion Pixels within the one ad (you can only use one in Ads Manager). As well as targeting custom audiences, you can also exclude particular audiences when using Power Editor. If you have ever created multiple ads in the Ads Manger tool before that target a similar audience, this can become very frustrating, time consuming and open you up for potential errors when you have to manually input your audience demographics, interests, behaviours, categories and connection targeting every time.


There is also access to additional targeting data within the Power Editor, such as Partner Categories, although the bulk of this data is only available within the USA. Power Editor allows you to apply tags, allowing you to easily group similar campaigns and ads together based on things like Page, objective, product, client or any other tags you create as appropriate to your business. You have even greater control over you budget using Power Editor, with the ability to manually set your Cost Per Action (CPA) bidding for cost per thousand impressions (CPM), cost per click (CPC) and opimised CPM. In Power Editor you can schedule your ads to show on specific days and times via the day parting feature. One of the best features of Power Editor is the ability to create an unpublished post (or dark post as it is also called). Whilst Power Editor is the best option for creating high performing Facebook Ads, it is also the most difficult option to learn and use. Facebook has changed considerably over the past twelve, six, three and even in the last one month. I would like to invite you to join the program so that I can help you leverage the power of Facebook to make it more profitable for your business. As well as providing you with the key strategies for building your Facebook Page, connecting with your ideal customers and engaging with your audience, this program will focus on conversion and incorporate how you can use Facebook Advertising (using both the Ads Dashboard and Power Editor) to assist in achieving your overall business goals. Filed Under: Facebook, Social Media Platforms About Loren BartleyLoren Bartley is as a social media strategist, educator, coach, public speaker, blogger, early adopter, self-confessed lover of all things geek-eske, and mother of three. As the founder of Impactiv8, Loren helps businesses grow using the power of social media and lifecycle marketing automation. Loren has created three online training programs: Social Media Success, FB Business Success and Linked Business Success and she also offers bespoke social media presentations, workshops, one-on-one coaching and social media implementation services.
Loren is also the producer and co-host of the highly successful #BusinessAddicts The Podcast, which she hosts in conjunction with Fiona Redding from The Happiness Hunter. Even if people don't immediately make a purchase because of the Facebook ad, many of them wind up "liking" her business, she said, which lets Blue Star Bazaar create a database of potential customers.
And if the content you are promoting proves to be popular and receives a lot of "likes," you will start receiving free traffic from Stumbles, which can go on for months, even after you have stopped advertising. Leavy uses a site called Quentin's Friends, an invitation-only network where members can post recommendations and offers for their products and services for a very small fee. If you own a B2B company, a good way to reach your target audience is through LinkedIn Ads .
LinkedIn Ads has worked well for the company, because it allows them to target a specific audience by geography, demographics, job title or LinkedIn Group.
As for distribution, "hire some high school or college students and have them put the flyers on parked cars, attach them to house entry doors and distribute them inside area businesses (to employees and on any bulletin boards, if allowed) and apartment complexes," he advised. While not every method will work for every business, each advertising strategy is inexpensive enough that you should be able try a few to find out what works for you.
TV commercials also rank as one of the top ways for a company or brand to reach students: 19% of respondents chose TV, slightly behind email (20%), but ahead of coupons (14%), Facebook ads (9%) and on-campus word-of-mouth (9%).
Nevertheless, the influence of TV commercials is not surprising when viewed in the context of other studies that have similarly found TV to be the single most influential advertising medium among American adults as a whole, and among online consumers.
The more control you have over the creation of your ads, the greater your level of success will be and the higher return on investment you will receive.
This is achieved by adding a single pixel to the head tag of your website template so that Facebook can track your website visitors to create the audience.
If you don’t sufficient data to create custom audiences, then you can just use the targeting options available within the Ads Manager tool, which provides more detail than what is available within the Boost Post option.
As part of the ad design, you have the ability to upload multiple images for your ad (with the option to choose from stock images from Shutterstock if required).


If you are looking for even more control over your Facebook Ads (and potentially even better results), then Power Editor is the tool for you. With multiple Conversion Pixels within the one ad, you can place different pixels on each success page that leads from the various options available on the landing page (e.g. For example, you can target your subscribers, but exclude those that have purchased the product that you are advertising.
The Power Editor allows you to create Saved Audiences (also known as Saved Target Groups), making this a big plus for using the Power Editor. In addition to this, you can also edit ads in bulk and easily duplicate ads, making split testing much easier. This is a great feature if you know there are particular times when your Fans are more likely to be active on Facebook or in a position to take the desired action that you have set as your ad objective. This allows you to create multiple ads that do not appear on your Facebook Page by default. It is hard to navigate your way around Power Editor and not very user friendly, although it is getting better. This requires a mindset shift and an understanding of the strategies and tactics that are working on Facebook NOW!
Not only does this provide you with potential traffic and leads to your business, it also helps establish you as an expert in your related field," said Kostanecki. And even with a fee, that kind of endorsement is typically more effective and less expensive than a banner ad.
Also, many of the sites mentioned, such as Google AdWords and Facebook, periodically offer advertising credits or discounts, which small business owners should use to their advantage. This information is then matched against Facebook user data to create the audience for you to advertise to.
Adding multiple images to the one add allows Facebook to test performance and then deliver only those that are performing best for your business, without you having to split test multiple ads. This allows you to create multiple ad variations that are targeted to specific audiences unbeknown to an outsider looking at your Page. The layout and functionality of Power Editor changes regularly (without notice) as Facebook tests and rolls out new features in Power Editor first. So to find how to get the greatest return on your advertising investment, Small Business Computing surveyed small business owners.
While the bounce rate is more often than not higher when using these ads, it's a great way to advertise contests, giveaways and big promotions," he said.
That's because when other vendors who participated in the Rally saw what a great job his company did building and maintaining the Rally website, they hired Coleman to help them with their websites. Chances are you have someone in your company, or a friend or family member, who can help you design the flyer inexpensively (or for free) – and you can print the flyer in house or find an inexpensive printer. With a bit of knowhow you can even edit this code to report on the value of your conversions so you can track your return on investment for your ad spend in real time from within the Ads Manager dashboard. This then allows the Ads Report to provides accurate conversion values based on which conversion pixel was triggered as a result of the ad.
If each of these ads were published on your Page, it would look like you were spamming your audience. However, if your business could benefit from these more advanced functions and you are up for the challenge, then I highly recommend using Power Editor as your preferred method for creating Ads on Facebook.



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