The Complete, Always-Updated Guide to Facebook Advertising

Social media has been found to be the most effective digital advertising channel for getting more impressions, clicks, and conversions. Facebook in particular stands out – in some cases, 7x cheaper than the next most affordable social media ads channel (Twitter).

 

You can spend as little as $5 per day on Facebook advertising and see significant results.

 

Sounds great, right!

 

We’d love to make it easy for you to get up and running with Facebook Ads. These are the exact steps and lessons we’ve been taking to build up our own paid ads campaigns, and we’ll be keeping this post up-to-date with the latest news and learnings.

 

Got any ideas on how to make this post better? We’d love your comments! Drop us a line here and we’ll review and update the post (and give you a shoutout!).

 

 

 

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How to navigate this guide

 

There’s a lot to learn with Facebook Ads! And I know I’m going to leave a lot out. This article is our best shot at covering all the important aspects of Facebook advertising for someone who is just starting out. To make it easier to digest, we’ve broken this guide down into four chapters. Here’s where to find any info you might need:

 

Chapter 1: An Introduction to Facebook Ads: a high-level look at the factors businesses and brands consider when choosing Facebook ads and some quick tips on getting started with ads.

 

Chapter 2: How to guides: Information and screenshots on where to find everything and how to get set up with the various types of Facebook ads.

 

Chapter 3: How to choose an audience for your ads: Audience targeting is where Facebook advertising can become truly powerful and significant. Here we show you how to find the right audience for your ads.

 

Chapter 4: Budgeting, Analysis, and Successful Strategies: Hoping to answer the question “What am I supposed to do here?” Strategies for audience, budget, ad types, messaging, and visuals.

 

 

 

 

Chapter 1:

 
 

An Introduction to Facebook Ads

 

All the basics you need to get up and running with Facebook Ads.  

 

facebook-ads-chapter1

 

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First things first: Why use Facebook ads?

 

Facebook Advertising is now one of the most effective tools out there to grow your business, create loyal customers, and generate leads and sales. There are now over 3 million businesses advertising on Facebook and there’s never been a better time to start than now.

 

Here are just a few reasons why Facebook Advertising is hugely exciting for marketers:

 
 
    • Audience size: Facebook now boasts over 1.13 billion daily active users on – 1.03 billion of which access the social network via mobile devices.
 
 
    • Oragnic reach decline: Organic reach on Facebook has been in decline for a few years now and has almost hit zero. If you want to break through now, Facebook is all butt a pay-to-play network.
 
    • Targeting: The targeting options within Facebook Ads is incredible. Business can target users with by location, demographics, age, gender, interests, behavior, and much more.
 
 

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Pros and cons of Facebook advertising

 

Before we get too deep into the specifics of Facebook advertising, I wanted to share this amazing list of pros and cons from the Moz blog, which was so helpful in our deciding how to pursue Facebook Ads for Buffer.

 

Pros

 
 
    • Campaigns are easy to track
 
    • Immediate influx of traffic
 
    • Complete control over your daily budget and maximum Cost-per-click
 
    • Instant return on investment (You can easily define a cost per conversion and understand what your profit is)
 
    • More targeting options, including, towns, regions, age, likes/interests, income bracket, and other demographics
 
    • Easier to set up than Google AdWords
 
    • The ability to reach people early on in the buying process, before they are aware of their need, while capturing those who are aware of the need in a subtle way
 
    • You can use images and videos to capture the interest of your target market, helping you to sell your products and services
 
    • CPC is relatively cheap, depending on your industry (On average, no more than $0.61 per click)
 
 

Cons

 
 
    • If set up and managed incorrectly, it can be costly, but less so than Google AdWords
 
    • Depending on your target market, the majority of the large potential audience can be irrelevant (For instance, we would not recommend Facebook Advertising if someone only served or supplied their products and services to one town)
 
    • There is no option to target your ads at certain times within the day or on certain days of the week unless you choose a lifetime budget
 
    • Most suitable for those operating in B2C markets
 
    • Reaching people too early in the buying cycle could potentially reduce your goal conversion rate
 
 

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Getting started

 

To get to your Facebook Ads dashboard, you can head to https://www.facebook.com/ads/manager or click the dropdown arrow in the upper-right corner of Facebook and choose “Manage Ads” from the drop-down.

 

Manage Ads menu

 

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Finding your way around the dashboard

 

From the ads dashboard, you’re able to manage every aspect of your Facebook ads experience. There’s a lot here! This is where to find all the essential tools, menus, and buttons.

 

Facebook-advertising

 

We’ll get into each of these options in the article sections below. Feel free to use CTRL+F or CMD+F to find any exact phrase you need.

 

 
 

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Chapter 2:

 
 

The 11 different types of Facebook Ad

 

(And How To Set Up Each One)

 

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Facebook Ads are extremely versatile and there are now 11 different variations you can use to solve a whole host of business problems from driving traffic to your website to reaching people in your local area.

 

Below is a list of the various Ads available to Facebook advertisers and throughout this chapter, we’ll walk you through each type individually.

 
 
    1. Boost your posts
 
    1. Promote your Page
 
    1. Send people to your website
 
    1. Increase conversions on your website
 
    1. Get installs of your app
 
    1. Increase engagement in your app
 
    1. Reach people near your business
 
    1. Raise attendance at your event
 
    1. Get people to claim your offer
 
    1. Get video views
 
    1. Collect leads for your business
 
 

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How to choose your ad type

 

When you go to create a new Facebook ad (by clicking the green button on your ads dashboard), you’ll get to choose among these 11 different options, all of which with a unique focus for growing your business or your page.

 

FB-ads

 

The general setup for each will be similar: You’ll go from choosing the type of ad (the objective), to choosing the audience and the budget (the ad set), to making the ad itself (the ad).

 

Here’s a quick run down of each of the 11.

 

1. Boost your posts

 

Boosted Post - Facebook ads

 

What’s involved:

 

After you click to create a new ad and choose “Boost your posts,” the next steps are:

 
 
    1. Choose one of your Facebook Pages or enter its URL
 
    1. Select a previous update that you’ve published to your page (or create a new update)
 
    1. Give this campaign a name
 
 

At the next step, you can set your audience and budget. (Jump to the section in this post about audience and budget.)

 

After setting audience and budget, you can move ahead into the ad creative. The good news with boosted post campaigns: The ad creative is already set for you! The creative is the post!

 

From this screen, you can change the post you’d like to boost, and (here’s the most hands-on part of this step) you can view how your boosted posts will look in three different locations within Facebook:

 
 
    1. Desktop News Feed
 
    1. Mobile News Feed
 
    1. Desktop right column
 
 

Within the Ad Preview, you can click to view each location:

 

facebook-ads-preview-views

 

And from here, you can also set which locations you’d like your ad to appear. For any spots you’d rather not show your ad, click the Remove link to the right of the preview.

 

facebook ads creative remove locations

 

Tip: You can also boost posts directly from your Facebook Page or Newsfeed. To do this simply click on the Boost post button 11414404_852751124794907_953613502_n  displayed on any of your posts.

 

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2. Promote your page

 

Page Likes - Facebook ads

 

What’s involved:

 

After you click to create a new ad and choose “Promote your Page,” the next steps are:

 
 
    1. Choose one of your Facebook Pages or enter its URL
 
    1. Give this campaign a name
 
 

At the next step, you can set your audience and budget. (Jump to the section in this post about audience and budget.)

 

After setting audience and budget, you get to set the creative elements of the ad: photo, text, and more. First off, you’ll be asked to select an image to use; you can choose to upload your own, select from a collection of searchable stock photos from Shutterstock, or pick from a library of images you’ve used on previous ads.

 

To easily create variations of your ad and test how different images perform, you can create up to 6 ads at once by uploading multiple images from this one screen.

 

For choosing images, Facebook offers these guidelines:

 
 
    • 1,200 x 444 pixels (width and height)
 
    • Image ratio: 8:3 (basically, if you divide the width of your image by 8 and the height by 3, the result should be the same)
 
    • Your image is best with minimal test, ideally 20% or less of the image should be text
 
 

This last guideline is an interesting one! Up until a few weeks ago, this was a rule, rather than a guideline. Ads would be rejected if the image exceeded 20% text.

 

Facebook has since softened its stance on this. As Jon Loomer reported:

 

Your ads will no longer be rejected for having too much text. However, the more text in your image, you can expect less distribution and higher costs.

 

The 20% guideline was put in place for a very good reason: Facebook is mindful of the aesthetic of having ads appear on its network and wants to ensure the highest quality and best experience possible for its users. Facebook users prefer ads with less text.

 

20-text-rule

 

Facebook offers a tool to check the 20% text rule and see if your image meets the guideline. Visit the tool and upload your image. Facebook adds a grid overlay to the image, and you can click any box that includes text. If the boxes you’ve selected make up less than 20% of the image, you’re good to go!

 

facebook ads 20 percent text rule grid

 

Additionally, you can upload a series of three to seven photos that Facebook will stitch together as a slideshow video. You can select the shape of the slideshow (square or rectangle), the length that the image stays visible, and the transition (none or fade) from one image to the next.

 

And if you have a video that you’d prefer to use for the page promotion, you can add it here also.

 

After selecting an image, slideshow, or video, you can customize the text that appears as the update above the ad. Click in the “Text” box to edit. You have an upper limit of 90 characters to use.

 

update text Facebook ad

 

From the right-hand panel of the Ad Editor, you can preview your ad and select which locations you want it to appear. By default, Facebook will show the ad on the desktop News Feed, mobile News Feed, and the desktop right column. Click to remove any of these options.

 

Under “Show Advanced Options,” there are three additional places to customize.

 

1. Add a headline (this only appears in the desktop right column).

 

Headline right side ad Facebook

 

2. Choose where the visitor ends up should they click through to your page. By default, people will arrive at your Timeline. You can also select any other page that you have linked to from your Facebook Page menu, like Video, Photos, Events, or custom pages.

 

Facebook page menu options

 

3. You can also track conversions. Conversion tracking with Facebook involves the installation of a conversion pixel, which I’ll cover in a section below. Hop there now if you’re curious.

 
 

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3. Send people to your website

 

Send Traffic - Facebook ads

 

What’s involved:

 

After you click to create a new ad and choose “Send people to your website,” the next steps are:

 
 
    1. Enter the URL of the page you’d like to promote (e.g., https://buffer.com/agency)
 
    1. (Optional) Choose a conversion pixel to further track the performance of the ad (more on pixels here)
 
    1. Give this campaign a name
 
 

At the next step, you can set your audience and budget. (Jump to the section in this post about audience and budget.)

 

After setting audience and budget, you get to build the creative. The first customization option for website traffic ads is choosing if you’d like to show a single image or video in the ad or show multiple images in the ad (up to five).

 

single image or ad

 

For choosing a single image or video, you’ll see the same image options that you had for the “Promote your Page” ad: single image, slideshow, or video.

 

For the multiple image option, you get to build a carousel of pictures, each with their own headlines and descriptions.

 

With multiple images, you’ll have the choice to customize four different aspects of the carousel images:

 
 
    1. Image: Upload a new image or choose one from your library. You can crop the image from within the editor so you get just the right parts showing.
 
    1. Headline
 
    1. Description (optional)
 
    1. Call to Action: Changes to the call-to-action are reflected on all your carousel slides. You can choose among Apply Now, Book Now, Contact Us, Donate Now, Download, Learn More, Shop Now, Sign Up, Watch More, or no button.
 
 

(Bonus: You can change the destination URL for each image also, if for instance you might have special landing pages for each unique feature that you’re pitching.)

 

fb-ads-layout

 

Additionally, for the multiple image option, you can choose to have Facebook show the best-performing image first (the one that the most people are clicking on), and at the end of your carousel, you can opt for Facebook to add an additional slide with your Page’s profile picture and a call-to-action to “See more at [your website].”

 

Similar to the previous ad types, with the “Send people to your website” ad, you can choose to show it in the News Feed on desktop and/or mobile and in the right column on desktop. Additionally, you can choose a couple more options:

 
 
    1. Showing your ad on Facebook’s Audience Network, other mobile apps and networks owned by Facebook.
 
    1. Showing your ad on Instagram.
 
 

Each option comes with previews within the ads editor so you can see your ads in action.

 

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Tip: When you’re driving traffic from a specific Facebook ad to your website, think carefully about the landing page that traffic will be hitting. Does the page feel aligned with the copy of your ad? Are there clear CTAs? Do the ad and the page feel related?

 

4. Increase conversions on your website

 

Increase Conversions - Facebook ads

 

What’s involved:

 

After you click to create a new ad and choose “Increase conversions,” the next steps are:

 
 
    1. Enter the URL that you’d like to promote
 
    1. Important: Choose a conversion pixel to track the conversions of the ad (more on pixels here)
 
    1. Give this campaign a name
 
 

At the next step, you can set your audience and budget. (Jump to the section in this post about audience and budget.)

 

After setting audience and budget, you can build the creative for your ad. This works the same way as it does for the “Send people to my website” ad type, mentioned above. You can choose among a single image, a single video, or multiple images. All the same options are present here:

 
 
    • Connect a Facebook page
 
    • Write a headline that appears under your chosen images/video
 
    • Add description text to go above the images/video
 
    • Choose a call-to-action
 
    • Choose where you’d like the ad to appear: In the News Feed (desktop and/or mobile), on Facebook’s Ad Network, on Instagram, and in the Right Column (desktop only)
 
 

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5. Get installs of your app

 

Get installs of your app - Facebook ads

 

What’s involved:

 

After you click to create a new ad and choose “Get installs,” the next steps are:

 
 
    1. Choose an app, either by typing in the name of your app or by pasting a URL from the iOS App Store or the Google Play Store. ( You can advertise any app that you’ve registered on Facebook’s developer site.)
 
    1. Give this campaign a name
 
 

At the next step, you can set your audience and budget. (Jump to the section in this post about audience and budget.)

 

After setting audience and budget, you can build the creative for you ad. Like other ads, here you’ll have the choice between a single image/video or multiple images. Other customization options will be familiar, too: Headline, text, Facebook page, etc.

 

For this ad type in particular, there are just a handful of differences.

 

1. Ad Preview: App install ads only appear on mobile apps and websites.

 

2. Deep links: You can link directly to a particular screen or state within your app. For instance, if you have a URL that points to a specific product page or account page within the app, you can link directly there.

 

3. Call to Action buttons: There are a few additional, specific app CTAs that you can choose from. Here’s the full list:

 
 
    • Book Now
 
    • Download
 
    • Install Now (default)
 
    • Learn More
 
    • Listen Now
 
    • Play Game
 
    • Shop Now
 
    • Sign Up
 
    • Use App
 
    • Watch More
 
    • Watch Video
 
 

4. Add conversion tracking. More here.

 

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6. Increase engagement in your app

 

Increase engagement in app - Facebook ads

 

What’s involved:

 

After you click to create a new ad and choose “Increase engagement,” the next steps are:

 
 
    1. Choose an app, either by typing in the name of your app or by pasting a URL from the iOS App Store or the Google Play Store.
 
    1. Give this campaign a name
 
 

At the next step, you can set your audience and budget. (Jump to the section in this post about audience and budget.)

 

After setting audience and budget, you can build the ad’s creative elements. For the “Increase app engagement” ad type, the settings here are the exact same as they are for the “Get app installs” ad type. The main difference between the two is in the destination and goal for each. For app installs, you’ll typically be interested in gaining more point-of-entry signups, linking to the installation page for your app.

 

With the “Increase app engagement” ad type, you’ll likely be interested in Facebook’s Deep Links settings, where you can link to specific places within the app and drive more engagement there. For instance, at Buffer, we might advertise to current app users and include a link for them to view the posts in their queue (and link directly there).

 

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7. Reach people near your business

 

Facebook Local Ads - Facebook ads

 

What’s involved:

 

After you click to create a new ad and choose “Reach people near you,” the next steps are:

 
 
    1. Choose one of your Facebook Pages or enter its URL
 
    1. Give this campaign a name
 
 

At the next step, you can set your audience and budget. Unlike all other Facebook ad types here, the Audience settings for “Reach people near you” will ask you to choose an area from a map and then target the ad toward people in those areas.

 

By default, the map will center on your business’s street address. You can enter any address you’d like in the text box below the map and set the Radius to any of 8 defaults (from 1 mile to 50 miles) or a custom mile radius.

 

facebook-map-options3

 

Once the map is in place, you can also click to move the target area to a different point in the map.

 

(For more info and tips these settings,  jump to the section in this post about audience and budget.)

 

After setting audience and budget, you can create the ad itself. These localization ads have four different opportunities to gain engagement for your business:

 
 
    • Like Page
 
    • Call Now
 
    • Learn More
 
    • Send Message
 
 

For the “Like Page” option, the ad will be geared toward driving Page likes. You can change the images, the main text, the headline, and the link description for this ad.

 

For “Call Now”, you can make the same changes as with the “Like Page” campaign, plus you can also include your phone number.

 

For “Learn More,” when people click the Learn More button, they’ll be taken to any URL you choose. All the same customization options appear here (images, text, headlines) plus an additional box for the URL of your choosing.

 

For “Send Message,” when people click the Send Message button, they’ll have the chance to send you a message through your Facebook page.

 

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8. Raise attendance at your event

 

facebook ad raise attendance

 

What’s involved:

 

After you click to create a new ad and choose “Raise attendance,” the next steps are:

 
 
    1. Choose one of your Facebook events or enter a Facebook event URL
 
    1. Give this campaign a name
 
 

At the next step, you can set your audience and budget. The ad’s audience will default to a segment near the location of your event.

 

(Jump to the section in this post about audience and budget.)

 

After setting audience and budget, you can create the ad itself. Facebook will grab the main image for the event automatically and suggest it as an image to use in the ad. Like other ad types, you can create up to six ads to test by uploading multiple images. There’s always just the one image per ad.

 

Most of the rest of the ad is taken care of for you. Facebook automatically includes the date, the time, the event’s title, the location, and the number of people interested and attending. The call-to-action button on the desktop News Feed is “Interested.”

 

You can see an ad preview above for the specific layout of these elements.

 

Things vary slightly for mobile …

 

facebook ad attendance mobile news feed

 

… and for the desktop right column.

 

facebook ad attendance right side

 

For additional customization, you can change the text that appears as the update above the ad. You can also ad custom URL tags and conversion pixel tracking.

 

Tip: As with all types of Facebook Ads, a great image is key for event promotion ads. Try to ensure your image gives insight into the type of event you’re promoting. (Like the bubbles in the Bubble Run event, above.)

 

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9. Get people to claim your offer

 

facebook ad claim your offer

 

What’s involved:

 

After you click to create a new ad and choose “Get people to claim your offer,” the next steps are:

 
 
    1. Choose one of the offers you’ve published to your Facebook Page or create a new offer
 
    1. Give this campaign a name
 
 

For creating an offer, you can do this directly from the ad editor itself, or you can create offers from your Facebook Page directly. If you’re on your Facebook Page, click on the “Offer” link just above the text editor:

 

create-offer-facebook

 

For the offer, you can call it out directly in the headline and text, then link to a landing page or include a promo code. In addition, you can set the dates of the offer as well as a limit to the number of people who take advantage.

 

create offer facebook settings

 

Once you’ve created/chosen an offer to boost, you can set your audience and budget. (Jump to the section in this post about audience and budget.)

 

After setting audience and budget, you can preview how the ad will look in the desktop/mobile News Feed and the desktop right column. There aren’t really any customization options here, other than adding URL tags and conversion pixels. Much like a boosted post, this one will go out looking near identical to the original offer post.

 

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10. Get video views

 

Get video views - Facebook ads

 

What’s involved:

 

After you click to create a new ad and choose “Get video views,” the next steps are:

 
 
    1. Choose one of your Facebook Pages or enter its URL
 
    1. Give this campaign a name
 
 

At the next step, you can set your audience and budget. (Jump to the section in this post about audience and budget.)

 

After setting audience and budget, you can create the ad. First, you’ll want to upload a video to share. You can also pull from a post on your page that has included a video. When uploading a video, Facebook recommends the following:

 
 
    • .mov or .mp4 file format
 
    • At least 720p resolution
 
    • Widescreen (16:9 aspect ratio) is recommended
 
    • 60 minutes and/or 2.3 GB max for Facebook
 
    • 60 seconds and/or 2.3 GB max for Instagram
 
 

Alternately, you can use a series of 3 to 7 images as a slideshow, which will autoplay as a video in the News Feed.

 

After the video’s been selected, you can edit the way the ad appears by customizing the text and buttons. By default, Facebook does not show a button, allowing the ad to focus on purely gaining more video views. You can edit the text that appears above the video.

 

If you’d like to include a button with the ad, there are seven choices from the “Call to Action” dropdown:

 
 
    1. No button (default)
 
    1. Book Now
 
    1. Download
 
    1. Learn More
 
    1. Shop Now
 
    1. Sign Up
 
    1. Watch More
 
 

For each of these button options, you can customize four additional text fields: the website URL, the display URL, the headline, and the link description.

 

Tip: Video is huge on Facebook right now! It’s likely to be successful at all times of day (we’ve seen high video views at all hours). To maximize your views and your money, test out various times to see when your video content best resonates with the Facebook audience.

 

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11. Collect leads for your business

 

Facebook Lead Ads example

 

What’s involved:

 

After you click to create a new ad and choose “Boost your posts,” the next steps are:

 
 
    1. Choose one of your Facebook Pages or enter its URL
 
    1. Give this campaign a name
 
 

At the next step, you can set your audience and budget. (Jump to the section in this post about audience and budget.)

 

After setting audience and budget, you’ll go to the ad creative. Building the ad will be the same as it is for most other campaigns. You can customize the image and the text that appears in all places on the ad.

 

Where the Facebook lead ad distinguishes itself is with its Lead Form. In the ad itself, there are options for six different buttons:

 
 
    1. Apply Now
 
    1. Download
 
    1. Get Quote
 
    1. Learn More
 
    1. Sign Up
 
    1. Subscribe
 
 

Each of these buttons will link to a form that you can create within the Facebook ad editor.

 

Below the customization section is the Lead Form section, and in here you can choose to attach an existing Lead Form that you’ve previously created or create a new one.

 

Here are the steps to create a new Facebook Lead Form:

 

1. Give the form a name and choose the primary language.

 

2. Select which information you’d like to receive.

 

By default, Facebook will suggest the email and full name of the person. You can click below these two options to expand the listing to include 19 more options (admittedly, some of them more useful than others).

 

Facebook lead form

 
 
    1. First name
 
    1. Last name
 
    1. Phone number
 
    1. Street address
 
    1. City
 
    1. State
 
    1. Province
 
    1. Country
 
    1. Post code
 
    1. Zip code
 
    1. Date of birth
 
    1. Gender
 
    1. Marital status
 
    1. Relationship status
 
    1. Company name
 
    1. Military status
 
    1. Job title
 
    1. Work phone number
 
    1. Work email
 
 

You can also ask three custom questions in addition to the options above. Facebook suggests particular info you might wish for here, or you can type a fully custom question of your own choosing. The preset suggestions include things like buyer intent (“When do you plan to make a purchase?”) to car details (“Choose a car model.”). The open-ended question can be whatever you’d like.

 

You can customize the answers for each question, or leave it open-ended as well.

 

After settling on your questions and information, you’ll then be asked for a link to the privacy policy of your website and any legal disclaimers.

 

And (final step) you can include a link to your website for people to visit upon completing the Lead Form.

 

Optional: Context Cards

 

Additionally, before someone fills out a Lead Form, you can show a Context Card, which adds a bit more detail about the offer or next steps. With this card, you can edit:

 
 
    1. The headline
 
    1. The benefit text (either a paragraph or bullet list)
 
    1. The button text
 
 

The context card works great for explaining the benefits of what you’re offering!

 

Context Cards overview

 

After settling on all these details, you’ll get a chance to preview the flow of your form and then confirm and save. You can now use this form from any Lead Ad you create moving forward.

 

Tip: Lead Ads are slightly different from other types of Facebook Ads. One top tip is to focus on the value behind your chosen button. For example, why should someone join your email list? Write your copy and choose your images to match the answer.

 

 
 

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Chapter 3:

 
 

How to choose an audience for your Facebook ad

 

Megaphone

 

– Jump to the section on audience strategies –

 

In each ad set, you’ll have the chance to target a specific audience with your ad, and this is where Facebook advertising can become truly powerful and significant. There is lots to understand about how these audience segments work, and there’re plenty of strategies to try, too. Here’s a quick overview of how and what to do with choosing a Facebook ad audience.

 

Finding your way around the audience settings

 

The audience settings tab will be the second screen you see after choosing your Facebook ad type. And there’s a lot to see here! This is a quick overview of the Facebook ads audience settings:

 

 

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