Facebook Advertising Beginners Masterclass
description
Transcript of Facebook Advertising Beginners Masterclass
e-CBD Worshop: Facebook Advertising
Luke GarfieldSeptember 2011
1 Facebook Account Basics
2 Facebook Ads: Creative & Landing Pages
3 Reporting and Optimising Ads
4 Best Practices
Facebook Advertising Adgenda
How to set up a Facebook Advertising
• E-mail Address: [email protected] (run ads from your current business facebook page – have you got one? Have you got a custom tab?)
• Password: f@ceb00kad5 - use a secure password
• Time zone: Au - Sydney
• Billings: AUD
Facebook & Your Business
Types of Facebook AdsLike Ads Sponsored Stories Standard Direct Ads
Facebook Advertising Steps
Define Your Goals for Advertising1
Define Your Target Audience2Design GREAT Ads3Pick & Manage Your Budget4Review, Test & Optimise5
What Are Your Goals?
• Leads
• Sales
• Likes
• Branding
• Page Views
• Other? (Waste Money on Advertising)
Target your exact audience
demo and geotargeting
likes, interests, education, work
targeting
connectiontargeting
Segment and micro-target
Search & Display VS. Facebook
Facebook Ads VS. Search Ads
Display Ads VS. Facebook Ads
• Broadcast Targeting• Create Ad Graphic
• Create Own Ad graphics & Copy• Micro Targeting
Display Advertising – Old Thinking
Broad Target User:Age: 18-55Gender: MaleInterest: Health, Sport, DrivingSites: Men's Health, FHM, Auto Trader
BROADCAST ADVERTISING
BROAD TARGET CONSUMER
Facebook DR – Micro Targeting.
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User Likes and Interests
Creating Facebook Ads
What You Need
1. Destination Page (Landing Page)
2. Enticing Heading
3. Enticing/Eye Catching Image
4. Well Crafted Body Text
5. Pick Your Target Audience
6. Choose Your Budget & Bid Price
Use A Landing Page
•25% - 200% Increase In Conversions
•Strong Message Match – Less bounced traffic
•Focus and Simplicity – makes it easy for the visitor to complete the MDA (most desirable actions)
•Less Interaction Points – avoids “wandering”
But Why?
Landing Page – Huh?
Landing Page - Better
Landing Page – Very Nice
“The Milton”
Use “The Right” Image
• Use 110px by 80px PNG files for clearest resolution.
• Use images of people and products – logos aren’t overly successful.
• Use images with good colours and contrast.
• Close up images that take up most of the frame work well.
• Images that are eye catching or unusual.
• Try using multiple images for the same ad
Image Tips
A Pictures Worth a ... You Get the Idea
1st 3rd 2nd
5th 4th Like Ad - Best
Test Ad Images to see which perform the best.
Are you tired? Avoid Ad Fatigue
Rule of thumb: Refresh your ad images when that ad generates impressions that are 3x your target
audience size
OR
Every 10 - 12 days
Refresh images with simple changes
Refresh creative with simple changes
Refresh creative with simple changes
Reporting & Testing
Use reporting to Optimise
Responder demographics report
▪Visible if enough users have interacted with your ads, or if there is enough variety among the users that have been interacting with your ads
… And revamp your targeting strategy• Look at the CTR of different subsets of your target audience based on age, gender
and location
Hints, Tips & Best Practices
Ask questions
• The more question marks there are in an ad, the higher the CTR is.
• Having a question in the title can also provide a slight boost. (1%)
• Don’t overdo it though! If it doesn’t make sense to have a question, just leave it out.
Include a time prompt
• Encourage users to act immediately.
• Words like “now” or “today” and phrases like “limited time” can help emphasize the importance of taking action.
Emphasize discounts and free offers
• Everyone likes free/cheap things, so highlight this in the ad text.
• Try using words like:• Free• Discount• Promotional• Trial• Complimentary
Use the third person
• Users seem to favour ads that use the third person (he/she), over the first (I/we) or second (you).
• This may be difficult to work into ad text, so don’t force it.
• It may work particularly well for businesses that sell products that can be bought as gifts for another person.
Facebook Auction System
Competition with other advertisers and inventory
available
Factors influencing bid prices
Ad performance (High CTR for CPC
Ads)
User feedback (small X next the ad or button)
Questions?