Facebook Ads: Learn how to grow your audience by Etienne Alcouffe from effilab
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L EARN HOW TO GROW YOUR AUDIENCE #TFWORKSHOP
Transcript of Facebook Ads: Learn how to grow your audience by Etienne Alcouffe from effilab
LEARN HOW TO GROW YOUR AUDIENCE
#TFWORKSHOP
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#TFWORKSHOP
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LEARN HOW TO GROW YOUR AUDIENCE
ETIENNE ALCOUFFESALES MANAGER @EFFILAB
@ETIENNEAF
Facebook Ads: Learn how to grow your audience
You need a team of pay per click (PPC) experts and we have a team of 30+ consultants. We make it our priority to deliver high quality strategic recommendations and management
services in order to drive optimal account performance.
KEY FIGURES
40+ 50
million € in advertising spend under management
7SEM SMO
Consultants
Countries covered
● Specialized in AdWords & Facebook Ads
● Created in 2008
● International presence
● Performance based advertising
● Conversion optimization
Why Facebook ?
The best place for your business to connect with real people.
1 • Facebook for Business • History
Facebook is about people, stories and connections.
1 • Facebook for business • Mobile
Mobile is the closest you can be to your customer throughout the day.
1 • Facebook for business • Why Facebook ?
As a marketer, you can use Facebook to target, engage and drive business results.
20M users per day.
14 times per day per
user.
11% of
the time spent on the
computer is spent on FB.
What can you use Facebook for?
Advertising objectives and placements.
2 • Getting started with Facebook Ads • Objectives
Sales / Registrations App Install Likes Leads
Create campaigns based on your business objectives.
2 • Getting started with Facebook Ads • Placements
Use News feed ads to reach your target audience and decrease your cost per action.
News Feed Desktop
News Feed Mobile
How can you reach a relevant audience ?
Targeting options.
3 • Targeting • Audiences
Leverage Facebook to get known and to sell.
Brand awareness Custom Audience
-‐
+
Remarketing
Fan Pages
Interests
Targeting options
Lookalike Audience
Demographics
3 • Targeting • Demographics
Use demographic targeting to drive cheap clicks.How does it work? • You can segment and target Facebook
users based on demographic data.
Advantages • You can adapt your message based on
precise sociodemographic criteria.
• Lamaloli is a Children and baby clothing website. Lamaloli can target 40 year old parents for example.
Age
Gender
Location
Relationship
Education
Work
Home
3 • Targeting • Interests
Target interests to reach qualified users.How does it works?
• Facebook identifies users with a specific interest.
Advantages
• Enables you to target users based on their values and interests.
• You advertising ROI increases.
• Chictypes is a men’s clothing service. Chictypes can target users with the following interests: fashion, style, casual.
Audience Facebook
Audience ciblée par intérêts
3 • Targeting • Fans
Target your fans in order to promote your products.How does it work? • Identify users who liked your page on
Facebook.
Advantages
• Enables you to target users that already experienced an interaction with your brand, products and/or services.
• The act of liking your page demonstrates interest for your brand. Therefore, the advertising is not perceived as intrusive but actually welcomed by a user that wants to stay in touch with your brand.
• Hugo Boss can target its large Facebook community (+7M) and increase user engagement.
3 • Targeting • Lookalike
Use lookalike audiences to reach more relevant users.
Client database
Facebook database match
Lookalikeaudiences
Efficient targeting
Engage or re engage
Target your best customers
Convert prospects
3 • Targeting • Remarketing
Push your website audience down the sales funnel.
• A user is looking for an apartment to rent in the 9th arrondissement on seloger.com
• Seloger can target this user on Facebook and serve him/her a dedicated Ad.
How does it work? • Identify users that visited your website or
specific website pages and target them.
Advantages
• Target people that are about to act on your website.
• Achieve a lower cost per conversion.
Your visitors Visitors of a specific URL
Ad 1 Ad 2
3 • Targeting • Custom Audience
Consistently interact with your CRM database.
• Abercrombie & Fitch segments its CRM database in order to identify top purchasers.
• The brand can create custom offers for this very profitable segment with Facebook Ads.
How does it work? • Match your CRM data with Facebook users. • Facebook compares the emails or phone numbers
you import to its database and associates them to a Facebook user ID when possible.
Advantages • Enables you to target clients or prospects acquired
elsewhere on Facebook. • Increase your clients loyalty to your brand.
E-‐mails de sa base clients
Utilisateurs de FacebookClients sur
Messages Spécifiques
What ad format should you use?
Advertising formats & objectives.
4 • Ad formats • Right Hand Column
Increase your visibility on the right hand column.
• New Engaging format: only two ads appear on the right hand column.
• No cap on impression: you can generate a large volume of clicks.
• This format can be useful to build your brand and drive clicks and conversions.
Generate traffic and conversions on your website.
Description
Ad creative
Call to Action
(Learn more, buy...)
• The CTR is higher with a « Learn More » CTA
• The ad without a CTA generated 45% more conversions.
• A/B test call to actions
4 • Ad formats • News feed
Showcase several products at once.
• Your CTR will generaly be higher.
• Create a story with your healines
• An story generates more clicks.
=> Users want to know more !
This format is useful to personalize each landing page. People love and engage with stories. You ads come to life !
4 • Ad formats • News feed carousel
You Facebook for direct response and branding.
Carousel Ad (desktop)
Video Ad (desktop)
Create engaging video ads to tell a story. Build an audience of viewers and remarket them cross device.
4 • Ad formats • Video ads
Acquire leads directly within Facebook.
Lead Ad (Mobile)
The lead ad format was recently launched by Facebook in France. You can use it to capture users information without redirecting them to a landing page outside Facebook.
Results are very encouraging with lower CPAs and more qualified leads.
Lead ads enable you to acquire up to 18 customized fields that are automatically populated with Facebook data. You can also add 3 additional questions if you want to further qualify the lead.
4 • Ad formats • Lead ads
From average to extraordinary results.
Tips and tricks.
5 • Tips and Tricks • Driving online traffic from Facebook
These are Facebook’s recommendations for acquiring customers or remarketing to existing users.
Targeting Ad units Bid Types Measurement
Acquiring new customers
-‐ Core Audiences
-‐ Custom Audiences
-‐ Lookalike Audiences
Link ads in News Feed
-‐ Optimized for conversions
-‐ CPC
Conversion Pixel
Remarketing to existing customers
-‐ Custom Audiences
Link ads in News Feed
-‐ Optimized for conversions
-‐ CPC
Conversion Pixel
5 • Tips and Tricks • Structuring your account
Organize your account for maximum efficiency.
5 • Tips and Tricks • Budget allocation
Allocate your investments according to your objectives and business results.
Similar to your website visitors
Client database
Website visitors
Interest (fashion, sport)
Monthly Acquisition Budget: 5 000 €
1500 € 750 €
1500 €
750 €
Monthly Branding Budget: 500 €
Thank you !
SEE YOU SOON!
LOVE.
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