April 13, 2023Design ©2014 Social Media Examiner, Content Copyright Presenter • Do not distribute

Advanced Facebook

Advertising: How to

Maximize Your

ImpactPresented by

Alex Houg and Dennis YuPresented by

Alex Houg and Dennis Yu

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Facebook Advertising: Defining

It’s Success

Understanding why Facebook ads are about message delivery, getting the right message to the right people, and driving awareness/engagement/conversions through paid approaches.

The Social Amplification Engine

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The Viral Cycle

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Social advertising is about amplifying user actions, not broadcasting creative.

Marketing Automation: Your Key to Turn-Key Leadgen

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Learn how marketing automation makes things easier.

Infusionist Customer Lifecycle

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Facebook Ad Formats

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AO and CE Ads

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CE (Content Excellence) Ads: Re-

amplifying your best performing page

posts to capitalize on what has

already done well.

AO (Always On) Ads:

Were a function in

Facebook to always

promote your most

recent page posts.

Comparison of AO and CE

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In some cases, switching to CE saw a drop of $0.70 CPA, or an 85% reduction.

Laser Target Ads Down to Specific Interest Targets

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Friends of Fans (FoF)

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•Brand appears trustworthy from friends

approval.

•Gets 5-10x response rates than from

unconnected users

•Can only be used for users already

connected to your page

Workplace Targeting

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Reach people by where they work – Great for B2B/Promoting materials to media targets!

Custom Audiences

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What other ways can you use Custom Audiences? Find out here!

Facebook: Expansion of Facebook Audiences

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• Facebook has added new ways to help advertisers create lookalike audiences.

• Find more people similar to your customers and page fans.

• You can now build custom audiences from:

• Your website

• Your mobile app

• Facebook conversion pixel data

• Page fans

Lookalike Audiences

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•Built from existing Custom Audiences.

•Has similar interests and backgrounds,

but aren’t connected to you.

Use your Custom Audiences to refine a whole new segment of potential fans.

What other ways can you use Custom Audiences? Find out here!

Unpublished (Dark) Posts

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•Don’t appear on your page’s timeline.

•Designed to be used for ads.

•Good for controlling which message you’re

promoting to different audiences.

Why/how do I set these up? Learn here!

Conversion Tracking (Offsite) Pixel

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•Is code placed on your site to signal

when a user lands on a certain page.

•Used to track user behavior

throughout conversion funnel and

report.

Offsite what-now? Confused? Learn more here!

Website Custom Audiences

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•Collects users as they visit your

website, allowing you to advertise

directly to them.

•Useful for bringing potential customers

back.

•Similar to Google Remarketing.

Want to learn more / Set this up? Click here!

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BUILD AUDIENCE

ENGAGEMENT

CONVERSION

• Post Frequency

• Competitive Benchmarking

• Fan Acquisition• Newsfeed Reach

• Social Reach

• Search Ranking

• Likes and Comments

• Earned Media• Email Collection

• Coupon Redemption

• Purchase

• Sharing

• Retargeting

The Engagement Funnel: Ad Types

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•Page Like (Interests+Friends Of Fans)•Page Like (Media Workplace)•Page Like (Custom Audiences)

•Page Post (Most Recent to Fans)•Page Post (Most Recent to Friends Of Fans)•Page Post (Custom Audience) •Page Post (Lookalike)•Sponsored Story (Page post Like to Interests)•Dark Post (Email Collection / To App or Tab)

•Conversion Pixel (Site Conversion Tracking)•Website Custom Audiences•Call-To-Action Dark Post

Campaign Level 1: Audience Awareness

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You’ve promoted thoughtful content, and your intended

audience has noticed your brand in their newsfeed

Building Your Audience

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Page Like Ads using interests and Friend-of-Fans (FOF)

Building Your Audience

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Gaining fans using Custom Audiences

(This is why we told you to grow your email list in Module 1!)

Campaign Level 2: Engagement

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They’ve liked your page, are commenting and sharing, and are curious about using your

brand

Engaging Your Fans

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Promoting your most recent post to your fans

Engaging Your Fans

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Serving page post ads to a custom audience

Engaging Your Fans

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Serving page post ads to lookalike audiences

Engaging Your Fans

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Promoting sponsored stories based on interests

Engaging Your Fans

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Using unpublished (dark) posts to collect emails or attract to an app / tab

Campaign Level 3: Conversion

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They’ve met your end goal and acted- Buying from you or using your service

Turning Fans Into Customers

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Using a conversion pixel to track conversions on your site

Campaign Structure: Types of Ads to Create

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•Page Like ads Interests+Friends Of Fans•Page Like ads to industry workplaces•Page Like ads to Custom Audiences

•Promote most Recent post to Fans•Promote most recent post to Friends-Of-Fans•Promote page to your custom audience•Promote page to Lookalike audience•Sponsored Story post to literal interests•Sponsored story post to lateral interests

•Dark Post to Fans of your page

•Dark Post to your custom audience

•One Ad using FBX Remarketing site-wide

•External Google Adwords Remarketing campaign

Define Your Audience by Value and Size

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Social media success is about pinpoint precision targets

Use MAA as well to Refine Your Goals

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Connect Your Audiences Together

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Unify Your Social Presence

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Social media only works when people can see what you

have to say – Put your message everywhere!

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Are you personally responding to influencers, participating in

communities, and optimizing based on response?

Use services like FancyHands and Fiverr to generate fresh new content

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What’s some funny uses for a duffle bag? Let’s find out…

Need help finding interesting content? Use a service like Fiverr / Fancyhand

What you can do with a Duffle Bag

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Build an Editorial Calendar to Produce Content at a Steady

Pace

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Marketo’s “How to set-up an

editorial Calendar for Facebook”

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Make Sure to set-up an Editorial Calendar

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Since social amplifies everything else…

Produce Content that is Recyclable

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Alex Houg

Email:

alex@blitzmetrics.com

Twitter:

@alexhoug

Our Comprehensive Training Guide:

blitzmetrics.com/smmw