Buying Facebook Ads

If you choose to purchase ads on Facebook, start with this page: Facebook.com/advertising

Read this section about how Facebook ads work. Then, in order to determine costs for your specific target (demographic, psychographic and geographic characteristics), you'll have to essentially build an ad that is supposedly for a page that you own. If you do not have administrative rights to a "page," you should work with a friend who does. You won't be actually buying ads, of course. You won't be spending any money. But this is the way to determine actual costs.

So, when you have access to a "page," you can then click "Create an Ad," which starts the process of determining how much Facebook ads might cost for your specific needs.

I recommend you start learning this tool with a "clicks to website" goal. You'll have to enter a URL to start the process. Once you get to the next screen, that's where you'll enter your target's interests. I also recommend that under "Bidding and Pricing" you click the "Manually set your maximum bid for clicks (CPC)" option, which will then trigger an indicator as to how many people you're likely to reach, along with a suggested bid. As with all of your media choices for the media plan, you are choosing how much money you want to spend. But the meter that indicates how many people you'll be reaching is necessary for you to calculate the CPM for  your Facebook expenditure.