FACEBOOK AD ESSENTIALS

Janet Fouts, Tatu Digital Media

BUSINESS CASE FOR FACEBOOK MARKETING

What are your objectives?

Key message?

Budget?

Timeline?

What does your fan-base want?

WHAT ARE YOUR GOALS?

WHERE ARE YOUR FANS?

WHERE ARE YOUR FANS?

HOW DO YOU TELL YOUR STORY?

Photos

Video

Carousel

Slideshow

Canvas (Mobile experience)

Collection showcase (products)

LOCAL TARGETING

Call to action “Get Directions”

Very effective for mobile

OFFER CLAIM

Mobile or desktop, claim reward in store

Use location targeting

Unique value

Seasonal or timely

LEADS ADS

Must qualify first

Creates a form within Facebook

Add a tracking pixel

Collect data or emails

Offer coupons or discount codes

Simple to use, mobile friendly

INSTAGRAMCarousel ads

App recommendation

Call to action

Shop now

Watch video

Download

Sign up

Learn more

Play game

Listen now

Book now

DESIGNING ADS

• Match image to message

• Use emotion

• Think with the customers’ eye

• Give insight into your business

• Always upload videos

• Change images often

• View across platforms

• Test, test, test

AD PLACEMENT

AD DIMENSIONS

In general 1200X628 PX

Carousel ads 600X600

For specifics:

facebook.com/business/ads-guide

TO BOOST OR NOT TO BOOST!

In theory boosting is the same as regular ads

Who are you marketing to?

THE POWER EDITOR

Download existing ads to power editor

Manage ads in bulk

Easily see creative, audiences and produce custom reports

Bulk import ads

Save audiences for re-use

Split testing

Conversion tracking

Facebook and Instagram ads

BIDDING

Cost Per Click to website

Click on ad

Impressions

Video views

Bid Types:

CPM (cost per 1,000) highly engaged audience

CPC (Cost Per Click) Any click at all unless you specify an action

Daily Unique reach -usually higher than CPM- only shown once/day

ADS ON A BUDGET

Choose bids manually to set your top $

Goal for cost per conversion

Carefully target

Create variations and test

Check your data

Pause ads that have high conversion costs

TARGETING

Custom Audience

Website or mobile app

Lookalike audience

CUSTOM AUDIENCES

Visit your website

In your customer / email list

Downloaded your app

Lookalike audiences

RETARGETING

Custom audience from your website

Create a pixel

In ads manager, create custom audience

Choose Website Traffic

Target specific pages with URL keywords

(pickles)

Audience behavior tracked for 30 days

***Must have traffic for this to be useful!

MEASURE SUCCESS

Take baselines

Use tracking pixels

Custom URLs

Keep records

Rinse-repeat

QUESTIONS?

Janet@JanetFouts.com

JanetFouts.com

Twitter- @Jfouts

Facebook.com/jfouts

Linkedin - JanetFouts

408.216.7423