Post on 18-Oct-2014
description
presents
Facebook Advertising: How to Launch Campaign That Really Works Carly Rodgers@crodgers11
Facebook Advertising:How to launch a campaign that really works.
@crodgers311
What will we cover? The key components to a successful Facebook adverAsing campaign• How to idenAfy and reach your target audience• Which ad units to buy and why• Using Power Editor for best results• OpAmizing to your performance goals
Make it rain.(aka generate revenue)
How?
-‐TARGETING-‐CREATIVE
Who are you trying to reach?
Start with what you know•LocaAon•Demographic
•Likes and Interests•RelaAonships•EducaAon•Workplaces
Create Custom Audiences•Find you current customers on Facebook
•Match email addresses or phone numbers
•Segment by demographic, interests and/or acAons for best results
Build Affinity ModelsCreate Lookalike Audiences from Custom Audiences• Similarity or Reach
Leverage 3rd party dataExpand your reach using Partner CategoriesOver 500+ categories:• Off Facebook acAvity• Lifestyle• Online & offline purchase behavior• Job role
What do you want them to do?
What do you want them to do?
What do you want them to do?
How to create a compelling ad
• A^ract eyeballs with engaging imagery• Ensure relevancy (targeAng & delivery locaAon)• Drive purchase intent (strong call to acAon)• Focus on products• Keep messaging to the point• Focus on the newsfeed
The 20% text rule
Link to FB’s Grid Tool
Who am I?
• Female• Born on March 11, 1985• Living in Boston, MA, USA• Married• University of Delaware Alumni• Employed at Nanigans• Interests:
• The Handle Bar• BostInno• Back Bay Yoga• Zappos• Fab.com• Allfacebook.com• Gilt City• Piperlime.com
• Recent AcAvity:• Ran 10.94 miles with MapMyRun• Favorited Culture at Nanigans on Slideshare
Who am I?
qEngaging imageryqRelevantqCreates intent to purchaseqFocus on productqMessage is short & sweetqNewsfeed placement
Domain Ad
qEngaging imageryqRelevantqCreates intent to purchaseqFocus on productqMessage is short & sweetqNewsfeed placement
Domain Ad
Link Page PostqEngaging imageryqRelevantqCreates intent to purchaseqFocus on productqMessage is short & sweetqNewsfeed placement
Link Page PostqEngaging imageryqRelevantqCreates intent to purchaseqFocus on productqMessage is short & sweetqNewsfeed placement
Photo Page PostqEngaging imageryqRelevantqCreates intent to purchaseqFocus on productqMessage is short & sweetqNewsfeed placement
Photo Page PostqEngaging imageryqRelevantqCreates intent to purchaseqFocus on productqMessage is short & sweetqNewsfeed placement
Photo Page PostqEngaging imageryqRelevantqCreates intent to purchaseqFocus on productqMessage is short & sweetqNewsfeed placement
Photo Page PostqEngaging imageryqRelevantqCreates intent to purchaseqFocus on productqMessage is short & sweetqNewsfeed placement
Photo Page PostqEngaging imageryqRelevantqCreates intent to purchaseqFocus on productqMessage is short & sweetqNewsfeed placement
Bonus points for Social Context!
Let’s make some ads!
Tools to create your Facebook adsBasic: Ads Manager
More Advanced: Power EditorMost Advanced: Facebook PMD
Overview of Ads Manager•Simple, easy to use
•Auto-‐generate ads from the content on your page or website
•OpAmize to get new users, increase app engagement, or manually bid for clicks
•Define your audience using demographic informaAon, broad categories, and precise interests
•Track conversions off Facebook•Create one ad at a Ame
Overview of Ads Manager•Simple, easy to use
•Auto-‐generate ads from the content on your page or website
•OpAmize to get new users, increase app engagement, or manually bid for clicks
•Define your audience using demographic informaAon, broad categories, and precise interests
•Track conversions off Facebook•Create one ad at a Ame
Benefits of Power Editor
Custom Audiences Lookalike Audiences
Saved Target Groups
Partner CategoriesTrack conversions off Facebook
OpAmize to conversions off
Ad Placement CustomizaAon
Bid Types: CPM, CPC, or OpAmized
CPM Bulk Ad CreaAon
Benefits of Power Editor
Custom Audiences Lookalike Audiences
Saved Target Groups
Partner CategoriesTrack conversions off Facebook
OpAmize to conversions off
Ad Placement CustomizaAon
Bid Types: CPM, CPC, or OpAmized
CPM Bulk Ad CreaAon
Setting up your campaignqSet up conversion tracking
qUpload Custom Audiences, create Lookalikes, and build Saved Target Groups
qBuild campaigns & ads
qDefine budgets and select bid type
Conversion Tracking
Saved Target Groups•LocaAon•Demographic
•Likes and Interests•RelaAonships•EducaAon•Workplaces
•Partner Categories
Custom Audiences
Lookalike Audiences
Ad Placement Customization
Bid Options
Best practices•Segment your target audience
•Set up one campaign per audience segment
•Test 2-‐4 ads per audience segment (depending on budget)
•Use oCPM bids to opAmize to an event that occurs at least 1/10 clicks
Need more? Work with a PMD•Make opAmizaAon adjustments in real Ame
•Leverage custom bidding and budgeAng algorithms
•Robust tracking and reporAng•OpAmize to and report on revenue earned
•Boost return with FBX retargeAng•Professional services
Key takeaways•To start, use what you know about your current customers and build from there
•Focus on creaAng high quality ads that will be relevant to your target audience
•Put your ads where the eyes are (in the newsfeed!)•Not all audience segments are the same
•Leverage oCPM bidding and offsite conversion pixels for the be^er return
QuesAons?
Carly Rodgers
AddiAonal Resources: Thank You!
• h^ps://www.facebook.com/adverAsing
• h^p://www.nanigans.com/blog/
• h^p://www.allfacebook.com/
carly@nanigans.com
@crodgers311
h^p://www.linkedin.com/pub/carly-‐rodgers/8/122/b93