Effective Facebook Advertising - Active Networks · Facebook or it can be used to generate leads...

Effective Facebook

Advertising

Digital, Social & Print Work Together 3

Effective Facebook Advertising 4

Facebook Goals 5

Choosing The Facebook Objective 6

Set Up and Live 10

Reporting 12

Connecting with your community

This e-book explains how to create effective Facebook adverts, but at Active Networks we are great believers in using multiple channels to get your marketing message across.

Rather than think ‘Facebook advertising’ or ‘Google advertising’ or ‘EDMs’ or ‘print advertising’, I’d encourage you to adopt a wholistic approach, which covers a combination of social media, Google, print and email, working together to improve your ROI.

Traditional advertising, of which print is one, and digital advertising – think Adwords, Facebook,

Instagram – work hand-in-hand. Each should be applied for its strengths.

Digital is very tactical; you can turn it off and on and it is generally transactional-focused. Advertising in magazines is best used building brand awareness.

A well-developed Marketing strategy combining Print and Digital gives you an opportunity to achieve a common goal. Multiple channels, including social platforms, contribute to your end goal and help build trust. Ultimately, encouraging consumers to engage or use your product or service.

Digital, Social & Print Work Together

Effective Facebook Advertising I 3

Maximise your ROI So, what am I saying? If you want to improve the return on your advertising investment, then you need to advertise across traditional and digital.

Where do you sit on these statements?1. People are more inclined to do business with you if

they know and trust your brand2. To be effective, your advert needs to be noticed

I’m sure you agreed with these statements, but just to reinforce my point, ask yourself how you behave when you utilise a search engine. Do you randomly select from the 10 or more search results or do you first scan the sponsored ads and search results for a brand that you recognise and trust? Me – I will always go for trust first, random second.

Some simple things to remember1. Keep your style guide (image) consistent across print

and digital. You want consumers to recognise your brand from the look of your adverts.

2. Ensure that the messaging is similar. You do not want to be running one promotion in print and a different one in digital. It is, however, fine to use print to drive the brand, promotion free, and use digital tactically with a call to action to drive sales.

3. Frequency is key – the more times and the more places that people see the same thing, the greater the engagement and the better the ROI.


4 I Effective Facebook Advertising

It feels like yesterday when Facebook arrived and reshaped society. A few years later, the social media site threw a grenade into the marketing world when it made its advertising tool available to all.

Too often we talk to businesses who swear by Facebook, but are not able to tell us what their Facebook return on investment is.

Facebook is here to stay as one of the world’s most powerful marketing tools, but you will only be rewarded if you use it correctly, like any other marketing tool.

If you don’t use the Facebook advertising tool correctly, it will be a waste of money. Simple as that.

This document will take you through the steps towards building a successful Facebook campaign. Forget about the likes, reach, views and shares, you want dollars in your bank, right?

To measure your results properly, you must still plan, build, report and improve your campaigns. At Active Networks, we follow the steps below for all our Facebook advertising.

OVERVIEW

Don’t fail to plan

Effective Facebook Advertising

4 Steps to successful Facebook advertising

GOALS What we aim to

achieve

1 CHOOSING THE FACEBOOK

‘OBJECTIVE’ The best channel to hit those goals

2SET-UP & LIVE

Refining the content, target audiences and

live period

3 REPORTING Measuring the success of the

campaign

4

You must have a clear understanding of what you want to get out of your Facebook campaign before you begin. These are your goals. Every business is different, so your goals may vary considerably, but they will determine which Facebook advertising objective you choose when you start creating your campaign.

What do you want to achieve from your campaign?

Here are some examples of what your goal might be;

1: Facebook Goals


Remember, you do not have to focus on just one of the goals above. If you aim to hit more than one of the above goals, you can set up your Facebook campaigns to work together.

For example, at Active Networks we set up a brand awareness campaign to promote our brand to as many Facebook users as possible within our target audience, before setting up a conversion campaign targeting those within the target audience who were most engaged.Identify your goals and you are ready to select the most effective objective for your Facebook campaign.

CONVERSION: Complete an action

• Online sale• Complete a sign-up form• Complete a survey• Enter a competition• Complete a product review

CONSIDERATION: Drive online traffic to your website or app

• Read an article or blog• Be informed about an event• Read product reviews• Click through to watch a video• Join a Facebook group

AWARENESS: Have as many Facebook users as possible view your brand

• Promote your business• Promote your Facebook page• Promote one of your

Facebook posts• Watch a branding video within

Facebook’s environment• Look at a picture gallery


Now that you have identified your goals, you are ready to start using Facebook’s advertising platform.

The first choice you must make when setting up a Facebook campaign is to choose which advertising option you would like to use – Facebook call this an ‘Objective’. This decision directly links to the end goal.

Similarly to when we identified your goal, Facebook gives you options of Awareness, Consideration and Conversions to decide which objective to use. To make your decision you need to understand the value of each objective for your business. I explain the different objectives for you.

CONVERSION is designed to optimise valuable sales on your website or in your app, serve your retail products to users within your target audience and drive users to your bricks-and-mortar location.

If a financial transaction is your goal, this objective is perfect as it allows you to track conversions that take place outside of the Facebook environment, like your website.

The tracking element requires a little work by a developer or marketing specialist to set up the conversion pixel (to record conversions), enabling you

to track the progress of the user. Here is the Facebook Pixel Implementation Guide. Your report will show the COST PER CONVERSION for this advertising model.

CONSIDERATION is about generating traffic to your website, application or landing page. It can be used for increasing engagement around your post within Facebook or it can be used to generate leads within the Facebook environment.

If your goal is to generate leads, you can track the success of those leads throughout your sales cycle. Your report will show a COST PER CLICK for this advertising model.

AWARENESS is more for branding, where you effectively present your brand and story to as many users as possible within your target audience. For this advertising model, your report with show the COST PER REACH (how much you spent to reach 1,000 users).

Here’s what that looks like in Facebook:

2: Choosing The Facebook Objective

What’s your marketing objective?

Awareness

Brand awareness Traffic

Engagement

App installs

Video views

Lead generation

Conventions

Product catalog sales

Store visits

Reach

Consideration Conversion


Below I have provided examples of businesses which might use each ‘Objective’:

1. ConversionRather than losing yourself in the big numbers of reach and views and clicks, the conversion option will tell you exactly how many conversions took place throughout your campaign, and the value of those conversions if a financial transaction was required.

This means that Facebook will show your advert to the people who are most likely to purchase your product, or complete whichever goal you have identified, based on your target demographic.

When to use the Conversion option• E-commerce (on your website)

• Sign-up form (outside of the Facebook environment

• Enter a competition (outside of the Facebook environment)

Your Facebook report will show• Budget: amount you spent on advertising

through Facebook

• Conversions: number of completed goals (only counting those sales which were initiated through your Facebook advertising)

• Conversion Value: revenue generated through the conversions

• Cost Per Conversion: Average amount spent per conversion

• RESULT: Conversion value – your budget spent = Return on your advertising spend

ScenarioJohn owns an e-commerce website and is only interested in conversions on his website.

Set UpTo measure the performance, John asks his website developer to implement a Facebook conversion pixel before setting up the campaign

Conversion

Budget/Spend: $100

Number of Conversions /Sales: 10Conversion Value/$: $1000Cost Per Conversion: $10Return on Advertising Spend: $900

ReportUsing this objective, John can expect his report to look something like:



2. ConsiderationThe consideration option enables you to send traffic to your website to read an article or visit a landing page, encourage Facebook users to ‘engage’ with your Facebook posts, watch videos or generate leads.

You will set up your campaign to achieve your desired goal, and Facebook will show your adverts to the users that are most likely to complete that goal, based on your target demographic.

When to use the consideration option• Direct users to your website

• Direct users to a landing page, like a blog or promotional offer

• Encourage users to watch your video

• Generate leads and collect their data


through Facebook

• Reach: number of users who saw your advert

• Goal: Number of goals you achieved (link clicks, video views or leads)

• Cost Per Goal: Number of goals achieved/your budget spent

ScenarioJohn is looking for more leads for his sales team, but his website is not built to capture leads.

Set UpJohn builds a lead generation campaign in Facebook, and states what data he would like from the leads. E.g Name, Email, Phone number and Company name

Consideration

Budget/Spend: $100

Reach: 1,000Goals (Leads): 20Cost Per Lead: $5 per lead


Data: John can export the leads, along with all their data to an excel file and start marketing to these warm leads to generate sales


3. AwarenessThis option will have your advert ‘reach’ the most amount of Facebook users within your budget. You will see bigger numbers, as the advert is seen by the users within your target demographic, but it will not take users outside of the Facebook environment. These adverts are there to be seen and be remembered, not necessarily to be acted on.

An awareness campaign can dovetail with your marketing activity using other channels, such as print, radio, direct mail and outdoors (billboards, buses, trains and bus shelters), presenting a consistent message.

When to use the consideration option• Branding in conjunction with your other

marketing activity

• Delivering a message which does not require an action. E.g. Shop opening soon


through Facebook

• Reach: number of users who saw your advert

• Estimate Ad Recall Lift: Number of users who will remember your advert.

ScenarioJohn is hosting a free event that is not ticketed. It will appeal to a very broad audience so he wants to spread the word to as many local people as possible within Facebook, working alongside his advertising in print, email and on local bus shelters.

Set UpJohn builds an advert in Facebook, sets his target audience and budget.

Choosing The Facebook Objective

Budget/Spend: $100Reach: 6,000Estimated Ad Recall Lift: 1,200


Active Networks will often use more than one of the objectives above to generate the best possible results. We may use the awareness objective to deliver a message to as many people as possible, followed by a conversion or consideration campaign with a direct call-to-action to drive conversions.



You have defined your Facebook goals, you have decided which form of Facebook adverting (Objectives) you will use to advertise within Facebook, so now you are ready to set up and publish your campaign.

Set Up

Within Facebook you need to complete the following steps to set up your campaign:

1. Define audience 2. Set budget 3. Schedule timeframe 4. Build advert

1. Defining your audience: This is a really important part of the process, where you decide who will see your advert. We know the age, gender, location, interests, jobs & languages of the Facebook community, so you want to create a segment that best fits your target audience. When it comes to defining your audience, you should test as much as possible. Try broad audiences and detailed segmentations to decide which method provides the best results for your business.

Don’t be afraid to think outside the box here. Dig around for like-minded brands and audiences. For example, if you are a boutique surf brand, do not be afraid to target by age, location, AND those who show an interest in other surf brands who are your competitors.

It takes time to find the sweet spot, but this is the area where marketing specialists will show their worth. After all, you want to spend your budget on the Facebook users who have the best chance for reaching your goals.

2. Set budget: Decide how much you would like to invest into your Facebook campaigns. Choose between the following:

• Daily Budget (the maximum that you will spend each day)• Lifetime budget (the maximum amount that you will

spend throughout your whole campaign)

3. Timeframe: You have the choice between the following:

• Continuous (no end date)• Start and End Date (campaign starts and ends on a set date)

4. Build Advert: This is where you engage the consumer through great content. However, you should be aware of some restrictions, which you often have to be creative to get around:

Image: Facebook want you to have as little text as possible on your image. Too much text and Facebook will penalise you. As a rule, you should have less than 20% of text on your campaign graphic. Facebook will also block your advert if it does not pass their strict criteria to prevent obscene/inappropriate imagery. Here is a tool to check your image: https://www.facebook.com/ads/tools/text_overlay

3: Set Up and Live


Set Up and Live

Text: if your advert could cause any offence, Facebook will likely block your advert, so you must comply. This can be difficult for businesses within the beauty industry, as images which show excessive skin, or are deemed to make user question their own appearance are deemed inappropriate by Facebook. Here is more information about their advertising policies: https://www.facebook.com/policies/ads/#

It is also really import that you test your content as much as possible to see what works best. Here are some elements that you can test within your Facebook campaign;

• Images (compare two to start with, using the same text)

• Text (long vs small)

• Call-to-action (Learn More v Buy Now)

You want to keep your advert content as informal as possible. After all, Facebook users are in an informal and social mind-frame when they are browsing Facebook

Live

Once you have completed the set-up process, and proofed the content, you are ready to publish your campaign. I suggest that you publish your campaign to start in 48hrs time, as it can sometimes take a couple of days for the advert to be approved by Facebook.

Once your campaign is live, assuming you passed the policies outlined above, it’s easy to sit back and forget about your campaign because it may feel like the hard work is done, but you should check on your campaign every day to ensure it’s performing to its full potential. When you visit your campaign each day, look out for high and low scoring segments in the following areas. You may find that small changes in demographic have a big effect on your results and ROI:

• Gender • Location • Age

Improve

Now, it’s great you’ve set up your KPIs to measure success, but your reports will not be used to their full potential if you are not using the data to improve future campaigns.

Below I have outlined some of the common targeting features which should be optimised to improve your overall results. For example, if your campaigns are seeing a much higher conversion rate within the 25-34 age range when compared with the 35-44 age range, consider refining your age targeting to improve your overall conversion rate.

Location: Facebook advertising enables you to target your advertising by country, state, city and suburb. You can also use the radius tool to create a target radius. E.g Manly +10miles.

Age: You can select your target age range, from 18yrs to 65+yrs and every age in between. Refine your age range around past success.

Gender: You can choose between men, women and All. Use your campaign reports to decide which of the three options works best for you.

Interests: Facebook gives you the opportunity to detail your targeting based on interests. This can include job titles, past activity, field of study. E.g if my Facebook campaign is set up to engage the ‘mums’ market, I can focus my targeting around:• Demographic: Parent• Interests: Stay-at-home mum• Job Title: Stay-at-home parent



4: Reporting

Like with all your marketing activity, you want to be as thorough as possible with your Facebook reporting, so that you know as much as possible about what works and what doesn’t. You should create a set of KPIs to measure your Facebook campaign progress.

Facebook has more than 200 different metrics to measure, so it’s easy to get lost in your Facebook reporting. Below I have condensed sets of KPIs which will enable you to measure real success, depending on your chosen goals and objective.

Remember, don’t get lost in the massive numbers with your Facebook reporting. For example, if your objective is ‘Conversions’, don’t pay too much attention to the Reach, Views or Likes – you want to focus on the number of Conversions, Conversion Value and Cost Per Conversion.

Here are some important metrics to measure your goal success. If you can measure each metric, you will either get a lot of success from your Facebook campaign or will know that Facebook advertising is not right for your business:

Facebook Objective Goal Key Metrics Targeting

Awareness Brand Awareness 1. $ Spend2. Ad Recall Lift3. Cost Per Ad Recall Lift4. Frequency5. Relevance Score

• Gender of Ad Recall Lift• Location of Ad Recall Lift• Age of Ad Recall Lift

Reach 1. $ Spend2. Reach3. CPM (cost per 1,000

reach)4. Frequency5. Relevance Score

• Gender of Reach• Location of Reach• Age of Reach

Consideration Website Traffic 1. $ Spend2. Clicks3. Click Through Rate4. Cost Per Click5. Frequency6. Relevance Score

• Location of clicks• Age of clicks• Gender of clicks

Engagement• Post Engagement• Page Likes• Event Responses• Offer Claims

1. $ Spend2. Reach3. Engagement (Post

Share, Post Like, Post Comment, Post Click)

4. Action (Page Like, Event Response, Offer Claim)

5. CPA (cost per action6. Frequency7. Relevance Score

• Location of Action• Age of Action• Gender of Action


4: Reporting

Facebook Objective Goal Key Metrics Targeting

Video Views 1. $ Spend2. Views3. CPV (cost per view)4. Frequency5. Relevance Score

Location of ViewsAge of ViewsGender of Views

Lead Generation 1. $ Spend2. Leads3. CPL (Cost Per Lead)4. LCV (Lead to

Customer Volume)5. Cost Per New

Customer6. New Customer Value

($ value)7. Frequency8. Relevance Score9. ROI (Return on

Investment)

• Gender of Reach• Location of Reach• Age of Reach

Conversions Conversions • Purchase • Sign-Up • Download

1. $ Spend2. No. online

Conversions3. No. offline

conversions4. Cost Per Conversion5. Conversion Value

($ Value)6. Cost Per Conversion7. Frequency8. Relevance Score9. ROI (Return on

Investment)

• Location of conversions• Age of conversions• Gender of conversions

Store Visits 1. $ Spend2. Reach3. CPM (cost per 1,000

reached)4. Store Visits5. Cost Per Store Visit6. Frequency7. Relevance Score

• Location of store visits• Age of store visits• Gender of store visits


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Effective Facebook Advertising - Active Networks · Facebook or it can be used to generate leads...

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