FBX - Understanding Facebook Ad Exchange - Disrupt Media

FBX - Understanding Facebook Ad Exchange common explanations and ideas for advertising with Facebook!

This document has been prepared for restricted distribution and contains materials and information that DISRUPT Media considers confidential, proprietary, and significant for the protection of its business. The distribution of this document is limited solely to those either actively involved in evaluation and selection of DISRUPT Media as the firm to conduct this assignment, or those that will be involved with the program described within.

© 2013 DISRUPT Media. All rights reserved. Conﬁden@al and proprietary.

Why is Facebook Advertising is A Must?    Changes to the Facebook Edgerank algorithm now require the purchase of Facebook ads   to improve organic reach  ! From Facebook.com:" " "The goal of News Feed is to show people the right content at the right time. To make this happen, we look at who and what people are connected to and how they interact with content — such as how often they click, share, read or comment — to determine what to show. ! ! !As a result, competition for each News Feed story is increasing. Because the content in News Feed is always changing, and we’re seeing more people sharing more content, Pages will likely see changes in distribution. For many Pages, this includes a decline in organic reach. ! ! !As the dynamic nature of News Feed continues to follow people’s patterns of sharing, Page owners should continue using the most effective strategy to reach the right people: a combination of engaging Page posts and advertising to promote your message more broadly. The fans you have matter. In addition to being some of the most loyal customers, fans also make the advertising on Facebook even more effective." " Source:! ! https://www.facebook.com/business/news/What-Increased-Content-Sharing-Meansfor-Businesses! " "


Explanation of how advertising works on Facebook

Select your type of ad:



Select the images you want displayed in your ads:



Edit the look and feel of your ad, and see how it will look in the Newsfeed



See how your ad will look in the right column:



Creating an audience. Select by location, age, gender and more:



Chose your campaign budget:



What ads look like and where they appear on mobile



Contrary to a couple answers here, CPC (CLICKS) and CPM (IMPRESSIONS) are not cheaper or more expensive than one another on their own. They are simply two different models for paying for ads. It completely depends on CTR% (click through rate), which is going to be based on the ad creative/copy, targeting, and user interest in what you're advertising. ----

WE suggest...

Dependent of your goals:

-direct response: CPC -brand, relevance, presence: CPM

Average monthly spend:

For information on Facebook Ad Buying and Management please email: ryan@disruptmedia.co


Click through rate: is the number of times that a user made a click on the specific story divided by how many times the story was shown.