Tag Archives: advertising

Understanding Facebook Advertising

While online advertising has been in the advertiser’s toolbox for some time now, social media options like Facebook advertising might be unchartered territory for some. As an agency, we provide clients with options and recommendations to reach their audiences. More and more, we find ourselves talking about Facebook advertising as a targeted and economical tool to consider, but often clients are less than familiar. There’s a ton to learn if you are a first-timer, but once you’re well-versed you can start getting creative and trying ideas like taking advantage of new Facebook advertising features or  animated cinemagraphs to captivate your target audiences. Maybe that was jumping a little ahead. Let’s stick with the basics to get you started.

Boosted post or Facebook ad?
There are a few options to understand before you start spending on Facebook advertising. First, you can promote an existing post in your brand’s page timeline to increase engagement (likes, comments, shares) by boosting the post. Boosted posts are a bit simpler to set up and may be a good option to get your feet wet. It offers great targeting options but is a little more limiting than using the ads create tool, which allows you to create an ad separate from your page’s timeline and provides many more customization options.

Facebook Advertising - Boost Post

One easy way to boost a post is to look for the “boost post” icon below your post.

Choose an ad objective
Before you choose your direction, consider your objective for advertising. Facebook offers several options including obtaining page likes, clicks to a website, app installs or views for a video, among others. Facebook automatically optimizes the ad to meet the chosen objective.

Choose your audience
Audience targeting is where Facebook advertising really shines. Ads can be hyper-targeted to reach very specific audience segments – from the basic demographic parameters of location, age and gender to targeting specific interests and hobbies. Facebook can even hone in on a wide array of behaviors like what type of mobile device a person uses, a person’s travel preferences and activity, if someone is a homeowner or if someone owns or leases a vehicle to name a few.

There are countless targeting combinations, and every setting tweak will impact your potential audience reach. Generally, more targeting filters used will result in lower total reach. Pay attention to the Audience Definition meter to make sure your search doesn’t become too narrow. Facebook recommends defining an audience of more than 10,000 people for the best performance.

Facebook Advertising Audience Meter

Here is an example of the Facebook Audience Meter for a targeted ad promoting a grant entry period for high school baseball and softball programs within specific eligible Michigan regions.

Set your budget and timeframe
A common theme I hear from clients is Facebook advertising wasn’t budgeted for. The good news is a small budget can make an impact and result in a high ROI with the people you really want to see your information. You’d be surprised how far a few hundred dollars will get you.

In setting up an ad, you can choose a daily budget or a lifetime budget. The daily option controls how much a campaign spends each day – ads stop running once you hit your daily limit – while a lifetime budget allows you to set a ceiling for spending over the course of your full campaign. If you choose the daily option, setting a start and end date can help manage your budget as well. I prefer the lifetime option because it offers more flexibility. You never know which day during your campaign will spike a lot of activity and I’d hate to see my ads stop running due to a daily dollar constraint during a time with high potential to deliver results.

Create your ad
If you’re just boosting a post that already exists, this step is pretty much done, but if you are creating an ad from scratch, this is where you customize the look and feel of your ad, optimize it for viewing newsfeeds on a desktop or mobile device and for placement in the right column. You’ll also be able to tweak and preview your ad until it’s to your liking. Be sure to check Facebook’s ads product guide for optimal image sizes based on your objective.

Track your ad performance
After your ad is published, be sure to check in on your ads performance. Within the ads manager tool, you can see real-time metrics including clicks, cost per click, reach and budget status. These tools can be great to determine which objectives and targeting options work best for reaching your audience.

Hopefully this gives newcomers a good idea of the basics of Facebook advertising. For those who have some experience, feel free to share any tips and tricks you’ve learned in our comments below.

Joe Ferlito is an account manager at Franco Public Relations Group. You can reach him at (313) 567-5031 or ferlito@franco.com.

Paid, owned and earned media – Finding the right balance

Advertising and public relations can work together to find the perfect balance of paid, owned and earned media for a company to effectively communicate its messages to each of its audiences.

One of the most important decisions a company can make while constructing its media strategy is to decide the type and location of content that will have the greatest influence on its audience. For many, the first question that comes up in making this decision is whether to focus on creating paid, owned or earned content.

Paid and owned media, such as advertisements, brochures or newsletters gives the company full control over the content included in the media. These forms are great for targeting internal audiences or broadcasting self-promotional information. However, when targeting external audiences such as potential customers, earned media gives the audience a sense of trust.

At Franco, we generate earned media for our clients in a variety of ways. Through media relations, we are able to work with reporters to spread the word about their businesses without the use of paid or owned media.

In addition to working with traditional media, social media posting can help generate earned media. Social networks allow users to take posted information, whether it comes in the form of owned media (posts to your own page) or paid media (sponsored posts or site advertisements), and share it with their friends and connections. Each time that post is shared, it becomes earned media.

The combination of traditional media relations and an effective social media strategy allows your messages to reach to audiences through a variety of trusted third-party voices.

Dan Horn is an assistant account executive at Franco Public Relations Group. You can reach him at (313) 567-5008 or horn@franco.com. You can also follow him on Twitter @DanHorn90.


GY PR Niche

Finding your niche in PR

The key to loving what you do is finding what you’re good at and matching it with what you’re passionate about. If you’re thinking about a career in PR, here are some skills any pro must have:

  • Ability to think and write like a reporter.
  • Ability to communicate clearly and concisely, in both writing and speech.
  • Masterful organization
  • Ability to multi-task – you must know how to do 10 things at once.
  • Solid understanding of social media – you must know the difference between Facebook, Twitter, Instagram, YouTube, Flickr, Yelp, Foursquare and Pinterest and how powerful these social media networks can be.

Check out The Princeton Review for more information about a career in PR.

If you know you want to find a career in public relations, first ask yourself “Do I want to work for a corporation, agency or non-profit?”

GY PR Niche

An agency is a great place to start if you have no idea which route you want to take.

Whether an internship or your first real gig, working at a PR agency is beneficial because it exposes you to multiple clients in many different industries. Agencies also provide the opportunity to work with a team, develop leadership skills and be involved with almost every aspect of a client’s needs. On any given day, you’ll find us writing media materials, drafting a speech, chatting with a producer at local TV stations, tweeting, Facebooking, planning an event, negotiating an ad buy, blogging and brainstorming. It’s that kind of variety that makes me love my job.

Here at Franco PR, I have had the opportunity to work with clients across the board. Be it a circus, museum, restaurant, insurance company, hospital, nonprofit or bank, I’ve seen a lot. And actually, I’ve enjoyed working on every one of those accounts in one way or another. During my relatively short time at Franco, I’ve found that I really enjoy working with nonprofit and retail clients.

Maybe traditional PR is not for you.

So you’ve found yourself deep in the trenches of your PR career and you’re still unsatisfied. Don’t worry, you’ve got options. Many people with PR experience choose to take a more targeted path and start careers in fields like marketing, advertising, social media management, media planning, event planning and freelance writing. It’s all relative.

Which PR sector do you most enjoy working in? What’s your favorite part about your job?

Genna Young is an assistant account executive at Franco Public Relations Group. You can reach her at (313) 567-5014 or young@franco.com. Follow her on Twitter at @GennaYoung.