Facebook Advertising
-
Upload
ashley-ward -
Category
Social Media
-
view
137 -
download
1
description
Transcript of Facebook Advertising
@SemplicitaMrkt
DOWNLOAD this presentation
Bitly.com/ PubconFacebook
Really BAD Facebook Ads
@SemplicitaMrkt
@SemplicitaMrkt
• No clear call to ac:on • No url/link shorteners • Poor image choices and pixila:on
• No clear correla:on with company
• Just really bad ads
What’s Wrong With Those Ads?
@SemplicitaMrkt
@SemplicitaMrkt
Target your exact customer among the 699 million people on Facebook everyday Reach more than 800M people a month globally who use Facebook on mobile phones Increase Mobile App downloads with one click to the App Store or Google Play Store Encourage foot traffic into your store and online visits with new customers Connect with your customers 24/7 on a more personal level Increase website engagement and overall purchases 0-‐No Organic reach… you’re going to need ads
Why Use Facebook Ads?
@SemplicitaMrkt
Start With An Objective
@SemplicitaMrkt
In order for your ad to perform at it’s best, Facebook recommends targe:ng at least 10,000 people.
A smaller audience will be harder to reach, and may increase your CPC, but will also help narrow down exactly who you want to target
Choose your audience size based on the exact demographic you want to target-‐ large, or small
Analyze How Broad Your Target Audience Is
@SemplicitaMrkt
• Loca:on (mandatory) Country, state/province, city and zip code Exclude specific loca:ons Accurate targe:ng from people’s Timeline and validated by IP address.
• Demographics (profile info) Age Gender Rela:onship status Language
• Behaviors (third par:es) Buying habits Interests Device usage Online and offline ac:vity
Define Your Target Market
Good For:
Companies who manage several ads at a :me Quick edits to your ads using bulk edi:ng Edi:ng the conversion pixels and tracking Facebook introduces new ad features in power editor before regular ads manager*** Partner Categories: Facebook has partnered with three data-‐mining companies (Axciom, Datalogix and Epsilon) that collect data from users related to purchase history and lifestyle** Control the ad mobile placement Save an audience target that you will need to re-‐target frequently Create a custom audience
Use The Power Editor
@SemplicitaMrkt
Connect With A Custom Audience
Custom Audiences is Ideal For:
• People who are already engaging with your business:
Email database you’ve collected Visited your company website Interacted with a similar business Have used your app Lookalike audience from your page fans, list and website visitors
@SemplicitaMrkt
Write Content That Matters
@SemplicitaMrkt
Your ad copy should be clear in what it’s offering or promo:ng. Make your message easily understandable. What’s the offer? Who’s it from? What’s the benefit?
Avoid sounding spammy. Don’t use several “!”. An exclama:on point here and there to define your CTA is okay, just don’t abuse them!!!!
Always use a call to ac:on: “Buy Today!”, “Get Yours Now”, “Call Now” “Hurry, before we run out!”
@SemplicitaMrkt
Ad Copy Tips
Choose Ad Placement
@SemplicitaMrkt
@SemplicitaMrkt
Newsfeed Ads = More Engagement
@SemplicitaMrkt
Ad A Ad B
@SemplicitaMrkt
Maximize ROI with A/B Testing
A/B tes:ng is a strategy in which two versions, A and B, are tested against each other.
Using A/B tes:ng, you are able to see which of your adver:sements are performing bemer, and focus your spend
budget on that specific ad.
@SemplicitaMrkt
What is A/B Testing?
Base your budget on your goals: • 10,000 New Facebook Fans • 10,000 New Email Subscribers • 150,000 Website Referrals • 5,000 Trackable Product Sales • 5,000 App Installs
• If you already have an established fanbase, you can put all of your ads budget towards your conversion goals, otherwise you’ll want to establish an ini:al budget for growing your fanbase.
@SemplicitaMrkt
Establish A Budget Once you have conducted you’re A/B tes:ng and have chosen the most effec:ve ad, you want to develop a budget you are comfortable spending daily, weekly, etc. for a specific ad and for Facebook ads as whole.
Facebook App Measurement Tracking
@SemplicitaMrkt
Analyze your ROI by tracking people’s behaviors-‐ switching from a mobile ad to later purchasing from their desktop
Target who you need to target with what you need them to see – get specific with your app ads
Avoid was:ng budget by choosing not to serve video to users with slow devices and networks
Export daily and weekly reports using Facebook’s ad repor:ng system
Adjust your ads accordingly – if you’re not reaching your goals, try conduc:ng another A/B test
• Swap out the image • Change the offer • Adjust the text • Concentrate or broaden the audience
@SemplicitaMrkt
Analyze Your Ad’s Performance
Uses it’s own collected data for targe:ng, without adding more ads to users’ newsfeed
Facebook-‐powered ads will follow you around on the web, not just on Facebook
Gives developers an easy op:on for mone:za:on by hos:ng Facebook’s ads
Most likely will put Facebook into more direct compe::on with Google’s AdMob, Yahoo’s Flurry, and Twimer’s MoPub for mobile adver:sing
@SemplicitaMrkt
Facebook Audience Network
Source: Techcrunch
Facebook Audience Network pipes in Facebook’s top-‐notch ad targe:ng and its huge supply of 1.5 million ac:ve adver:sers
Install Facebook’s SDK to begin running the ads and geqng paid
Facebook doesn’t own a mobile opera:ng system like iOS or Google, so this is its way to be what CEO Mark Zuckerberg called “a cross-‐plasorm plasorm” at f8.
@SemplicitaMrkt Source: Techcrunch
@SemplicitaMrkt
Does This Totally Creep You Out?
@SemplicitaMrkt
Opt Out On Your Mobile Phone Ads powered by Facebook following you and
your behavior on the web can be premy creepy. Opt out through your phone’s seqngs:
iOS users can go to Se7ngs 1) Privacy 2) Adver:sing 3) Enable “Limit Ad Tracking”
On Android 1) Google Seqngs 2) Opt out of interest tracking in the
Adver:sing ID op:ons
@SemplicitaMrkt
Atlas For Facebook • Atlas allows brands and agencies to track the buyer process across mul:ple devices
• Solves cookie issue by using Facebook’s ID instead of a cookie to measure user ac:vity and conversions on mobile and desktop, tracking full user behavior
• Focus: Targe:ng people-‐based and mobile marke:ng
• Atlas also enables media mix modeling, helping adver:sers understand how to allocate their budgets across devices.
• According to Erik Johnson, managing director of Atlas, 32% of all purchases start on one device and move to another (typically moving smaller to larger -‐-‐ phone to tablet or laptop)
Source: Ad Age
Double-‐Check The Stats Compare Facebook’s repor:ng against Google Analy:cs for a more accurate account of conversions, clicks, etc.
You Get What You Give When deciding a budget, I generally tell clients you can expect to spend about $1-‐$3 per objec:ve. So if you have $1,000 budget for a new page likes campaign, expect to receive around 800 new likes, depending upon your targe:ng. Bid High
Facebook’s CPC is generally a low number, depending upon how defined or broad your audience is. If it’s between $0.60-‐$1.30 CPC, bid $1.00 and then adjust axer a few days.
CPC, CPM, CPM OpImized Cost Per Click (CPC) is the best way to go when you are tes:ng an ad. Once you’ve A/B tested and know what people are amracted to, switch over to Cost Per Impressions (CPM) Op:mized for a less expensive cost per click. Plus, Facebook prefers to op:mize your budget themselves.
@SemplicitaMrkt
Last Minute Insider Tips
www.ThunderSEO.com Follow @SemplicitaMrkt #PubConNOLA @SemplicitaMrkt
@semplicitamrkt
linkd.in/ashleyward90
DOWNLOAD
Bitly.com/pubconfacebook
Q&A�Ashley Ward
Image Sources 1. Facebook Ads: hmp://www.ciu.cat/index.php?en::es=112&type=MS 2. Firebelly Stoves Facebook ad: hmp://searchenginewatch.com/ar:cle/2161613/Facebook-‐Ads-‐Rogues-‐Gallery-‐The-‐Good-‐the-‐Bad-‐the-‐Inexplicable 3. Apple pie ad: hmp://www.cmswire.com/cms/customer-‐experience/facebook-‐gives-‐adver:sers-‐{x-‐ad-‐targe:ng-‐based-‐in-‐news-‐feeds-‐020240.php 4. Thinking Face: darksouls.wikia.com 5. Lulumon Facebook ad: hmp://adespresso.com/wp-‐content/uploads/2013/05/ellie-‐facebook-‐ad-‐example.png 6. Starsky and Hutch: hmp://pwnwear.com/wp-‐content/uploads/2009/11/Owen-‐Starsky-‐Hutch-‐Signature-‐Do-‐It.jpg 7. A/B tes:ng: hmp://entrepreneursky.com/wp-‐content/uploads/2014/04/AB-‐Test.jpg 8. Custom Audience: hmps://www.facebook.com/business/a/online-‐sales/ad-‐targe:ng-‐details 9. Audience defini:on: hmps://www.facebook.com/business/a/online-‐sales/ad-‐targe:ng-‐details 10. Power Editor: hmp://www.socialmediaexaminer.com/facebook-‐power-‐editor-‐guide/ 11. Right hand ads bullshit: hmp://wewant2believe.files.wordpress.com/2013/01/bullshitspam.jpg 12. Mobile measurement: hmps://developers.facebook.com/docs/ads-‐for-‐apps/measurement 13. Content Jasper examples of ads: hmp://www.insidefacebook.com/2014/03/05/5-‐best-‐prac:ces-‐for-‐great-‐facebook-‐ad-‐crea:ve/ 14. Obama Budget: hmp://buelahman.files.wordpress.com/2009/03/obama_money.jpg 15. Facebook newsfeed ad for content: hmp://www.socialmediaexaminer.com/facebook-‐news-‐feed-‐ads/ 16. Mark Zuckerberg’s concentra:on: hmp://news.bbcimg.co.uk/media/images/73568000/jpg/_73568500_180336946.jpg 17. Mark Zuckerberg: hmp://engrave.in/image/cache/data/3-‐mark-‐zuckerberg-‐quote-‐canvas-‐print-‐525x525.jpg 18. Founder of Facebook take two: hmp://sta:c1.businessinsider.com/image/5138aa3feab8eaf90c00000e-‐1200/on-‐his-‐early-‐passion-‐i-‐got-‐my-‐first-‐computer-‐in-‐
the-‐6th-‐grade-‐or-‐so-‐as-‐soon-‐as-‐i-‐got-‐it-‐i-‐was-‐interested-‐in-‐finding-‐out-‐how-‐it-‐worked-‐and-‐how-‐the-‐programs-‐worked-‐and-‐then-‐figuring-‐out-‐how-‐to-‐write-‐programs-‐at-‐just-‐deeper-‐and-‐deeper-‐levels-‐within-‐the-‐system.jpg
19. Mark Zuckerberg: hmp://www.bms.co.in/wp-‐content/uploads/2014/06/mark-‐zuckerberg.jpg 20. Mark Zuckerberg creepy slide: hmp://i4.mirror.co.uk/incoming/ar:cle1276048.ece/alternates/s615/Mark%20Zuckerberg 21. Facebook’s Audience Reach: hmp://i4.mirror.co.uk/incoming/ar:cle1276048.ece/alternates/s615/Mark%20Zuckerberg 22. Facebook Ads: hmp://techcrunch.com/2014/10/07/facebook-‐audience-‐network-‐ads/ 23. Opt out now protest: hmps://www.indybay.org/olduploads/550_opt_out_1.jpg 24. Computer and mobile phone: hmp://yutle.com/wp-‐content/uploads/2014/10/file8-‐650x400.jpg