Digital Advertising: Building a More Effective Facebook Ad Campaign Through Micro-targeting

Turks and Caicos Social Business Summit 2014 Regent Palms Resort & Spa July 14, 2014

Dave Serino, Strategist & Founder TwoSix Digital

Gary V. - The Game Has Changed• We have good tools, but use

bad mechanics• ROI is determined by how

well you use the tool• Digital scalability has

changed• It’s a time of heavy human

touch….

“There is really no excuse for someone to

see your ad who doesn’t want your

product”

Dan Slagen, SVP, Nanigans

Creating Demand with Ads

Facebook Ads

Create Sustainability

Types Of Advertising

Like Ads:

- Low Barrier- Creates Awareness- Builds Audience- Helps future

engagement

Types Of Advertising

Promoted Post:

- Appears naturally in newsfeed

- Increases Engagement

- Leverages the power of your current Facebook audience

Types Of Advertising

Call to Action:

- Appear in the newsfeed and mobile

- Renders well- Creates awareness- Builds audience- Inspires users to take

action

Types Of Advertising

Right Rail Ads:

- Appears on desktop- Creates awareness- Builds audience

Types Of Advertising

Mobile Ads:

- Take advantage of the hot medium

- Appears in the feed- Creates awareness- Builds audience- Inspires users to take

action

Research

Research

Building the Audience

Use Your Resources!

• Customer phone numbers

• Customer email addresses

• Web site pixel

Building a Campaign

Like Gate Facebook Tab

Sign Up Form Facebook Tab

Response Image Facebook Tab

Contest Results via the App Tab

A Closer Look:

What Happened withLookalike Audiences and Call to Action Ads

Call to Action Ads

Two of ads that were run targeted at a Look-a-Like Audience, with specific interests focused on spa and golf. We also added in geographic targets from the states of Michigan, Indiana. Ohio and Illinois to narrow the targeting.

2 ads - interest image focused (spa/golf) - and used a Lookalike Audience that was targeted to 4 feeder states with specific interests (ie, golf & spa related).

This flight generated 5,283 clicks at .28/click from “high-value” prospects

828 entries (email Opt-ins to enter) into the sweepstakes

2,070 Likes during this period

Results Mapping

Takeaways - Ad Development• Focal point : The image has one obvious focal point• Brand link : How easy is it to identify the advertiser?• Brand personality : How well does the ad fit with what 

you know about the brand?• Informational reward : Does the ad have interesting 

information?• Emotional reward : The ad appeals to you emotionally• Noticeability : While browsing online, this image 

would grab your attention• Call to action : This ad urges you to take a clear action

Facebook For Business

Takeaways - Targeting• Never Use “Boost Post”• Utilize Lookalike Audiences to the Max!

- Email Lists- Purchase Lists- Page Lookalikes- Web Site Pixels

• Research and utilized common “Page Likes” and “Behavior” data

Dave SerinoFounder & StrategistDave@TwoSixDigital.comCell: 810-623-1505

Skype: dave.serinowww.Twitter.com/DaveSerinowww.FaceBook.com/TwoSixDigital