Facebook is easy if you know how. This is a short guide (part 1, part 2, part 3, part 4) for learning how to start Facebook Advertising.

Facebook Data.

The most well researched ad won’t do you much good if you don’t take advantage of FaceBook’s reporting and metric functionality.

It isn’t enough to post an ad; you must also take a minute to see what is working and what isn’t.

Facebook metrics make it easy to review ad data and info on users who view or click it.

Understand your environment.

Understanding whom an ad appeals to or who clicks the giant go away button can help you craft more effective ads.

To be effective, review profile information, click through rates, impressions, social likes, and even information on those where your ad was cancelled (stopped). Keep in mind that a low CTR is expected. If you are used to seeing 2-4% click through on Google Adwords for example, don’t expect that for Facebook. The key is to continue the cycle explained in each of the Facebook Guide posts we’ve shared with you.

Testing images, titles and body text and running reports to see how you do will be important. Keep in mind, different times of day will have an impact as well. You can add a special URL tracker to see where the biggest impact (clicks/engagement) happens.

Related articles for Facebook Reporting and Metrics

• Facebook Click-Through Rates Are Below Average and Shrinking (observer.com)
• Facebook Ads Get Half the Clicks of Network Banners (clickz.com)
• The Fallacy of Social Media Evaluation (thesocialweb.co.uk)