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8 Golden Rules for Sure-Fire Success with Facebook Ads

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what we’ll coverThe state of Facebook ads

Types of Facebook ads

How to manage large social ad campaigns

Case studies

Questions?

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About your presenters

Bio stuff:• @arikhanson• Will work for food• Jeans+Jacket• Go KU

Bio stuff:• @mrdolson• Works for top agency in MSP• Red pants!• Go Mizzou

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The State of Facebook Ads

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First things first…you might have noticed Facebook ain’t exactly “free” these days.

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Social ads are projected to be 19.5% of total ad spend by 2017

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Average spend breakdown, by channel

57% 13% 13% 15%

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Social ads are an efficient content amplifier

Organic Impressions 200% Increasew/ Paid Media

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Stated objectives of social media advertising

Branding: 45%

Direct: 16%

Both: 45%

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Facebook lingo overload

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Types of Facebook ads

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• Where it shows up: News feed, right-hand side of page, or in search results.

• Why you use it: Spur page likes, engagement or traffic to off-domain URLs.

• Suggested metrics: likes, comments, shares, impressions, page views.

Page post ad (most common)

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• Where it shows up: Right-hand side, news feed

• Why you use it: To spur page likes

• Suggested measurement: Page likes, cost-per-click

Page like ad (second most common)

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• Where it shows up: News feed• Why you use it: Promoting to existing

fans and friends of fans (also cheaper than other options)

• Suggested measurement: Impressions, engagement

Promoted post

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• Where it shows up: News feed• Why you use it: Gain new page likes

by showing friends which friends have interacted with your posts.

• Suggested measurement: new page likes, impressions

• Sunsetting in April

Sponsored stories

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• Where it shows up: mobile news feed• Why you use it: retarget consumers

who have visited one of your web destinations

• Suggested measurement: clicks, conversions

FBX (retargeting)

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• Where it shows up: News feed• Why you use it: drive downloads of

mobile apps and use of Facebook apps

• Suggested measurement: clicks, conversions

Mobile download ads

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• Where it shows up: can be used on all ad types

• Why you use it: Segment your audience based on existing customer database information

• Suggested measurement: depends on ad type

Audience matching

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How to Manage Large Facebook Campaigns

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When to look for help• Depending on your organization or agency structure, it might be the most efficient use of time and dollars to engage a social ad vendor• Minimum spend for looking to engage an ad partner is around $15K/three months

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Advantages to outsourcing ad management• Frees up your hours for strategy, analysis and optimization• Automates the A/B process, which is otherwise manual and time-consuming• Often gets you early access to new ad units• If you don’t spend enough money to get the attention of your Facebook rep, they can help

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Case study #1

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What was our approach?First: understand the value of a Meijer Facebook fan

Drive registrations in Meijer’s digital loyalty program (Primary goal)

Test the digital to in-store efficacy of Facebook ads

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Lesson #1: If you know

your audience, target the

hell out of them.

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What worked, what didn’t?

Using Meijer’s existing customer database to target loyalty members and non-loyalty members allowed us to tailor the distinct messages appropriately

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Showing the product that was being offered with an image outperformed text-only posts 6-to-1 in terms of engagement

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Sustaining the offer over multiple days, and repeating the offer with different products to test long-term potential

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Lesson #2: If

you’re seeking an

action outside of

Facebook, make

sure the leap is

intuitive

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By the numbers

Set two new records for single-day traffic to loyalty site

At the end of the campaign, 75% of all coupon clippers converted in-store

Nearly 75% of those customers purchased items in addition to their free offer

New loyalty members increased at more than 230% of the annual average

The new revenue brought in from new, lapsed and existing customers means the campaign brought in almost twice as much as it cost

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Case study #2

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What was our approach?First: Build an audience on Facebook using page like and page post ads

Raise awareness for the Green Line opening in 2014.

Promote events along the Green Line as a way to drive interest in local businesses.

Build traffic and momentum for local businesses.

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What worked, and what didn’t•Constantly shifting paid media strategies•Started with page like ads—big impression numbers (1.5 million-plus for first five months)•Migrated to page post ads to drive engagement AND page likes•Wound down campaign focusing on mix of page like ads (to fuel page growth) and promoted posts (to spur engagement among existing fans)

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Page post ads focusing on unique restaurants really spurred engagement—and that pride factor.

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Lesson #3: Don’t forget, your

existing fans are your BIGGEST

FANS. Evoke that pride with your

Facebook ads.

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Page like ads did the heavy lifting

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Promoted posts were cost-effective amplifiers

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Lesson #4: Build. Amplify. Engage.

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Still don’t think Facebook ads are worth it?Still don’t think Facebook ads are worth it?

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By the numbersGrew page from 170 likes to 5,308 in 18 months

17,723,702 impressions driven by Facebook ads.

19,421 post likes

1,359 post comments

Total spend: $15,944 (over two years; roughly $600-$800 per month)

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Case study #3

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What was our approach?First: implement an always-on content amplification campaign

Drive awareness of Red Stamp and trial of its product (primary)

Grow Red Stamp’s fan base

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What worked, what didn’t?

Because Red Stamp is primarily used in its mobile native app form, our greatest success was targeting users based on device.

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Lesson #5: if mobile

makes sense for your

brand, leverage

Facebook mobile ads

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Lifestyle content with beautiful images drove a much higher CTR and engagement percentage than product ads

Retargeting site visitors with FBX ads reminded lapsed or previous users of the brand during a behavioral mindset that made sense.

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By the numbers

Page post ads achieved CPC of $0.05 ($0.75 goal)

Page post ads achieved a CTR of 3.61 (72% higher than goal)

App ads drove 17K downloads in two months

Cost of new app user 1/20th of ARPU

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Case study #4

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What was our approach?First: Build an audience on Facebook using page like and page post ads

Drive traffic to BikeWalkMove.org—specifically to timely blog posts

Raise awareness for biking/walking among key audiences in Minneapolis/St. Paul

Solicit input/feedback from Facebook fans on key topics around biking/walking

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Lesson #6: Identify your best visual

assets—and plan Facebook ads

around them.

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WITH Facebook ad support.

WITHOUT Facebook ad support.

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Topic: Quicker to drive or bike in the city?

Topic: More cost-effective to drive or bike?

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Lesson #7: Amplify engagement-

focused posts to spike likes,

comments and shares.

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5656

Lesson #8: Do your homework.

Give fans what they want.

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By the numbersGrew page from 106 likes to 1,720 likes in 9 months

33,960,248 impressions

14,777 clicks

CPC: $.61

Spent: $8,983

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8 Tips:•If you know your audience, target the hell out of them.

•If you’re seeking an action outside of Facebook, make sure the leap is intuitive

•Don’t forget, your existing fans are your BIGGEST FANS. Evoke that pride.

•Build. Amplify. Engage.

•If mobile makes sense for your brand, leverage Facebook mobile ads

•Identify your best visual assets—and plan ads around them.

•Amplify engagement-focused posts to spike likes, comments and shares.

•Do your homework. Give fans what they want.

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Trends/Upcoming Changes

Sponsored Stories sunsetting in April

“Creative” must get better

Need a stronger link from Facebook ads to offline sales

More page post ads—fewer page like ads

New call-to-action buttons on page post ads

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