Facebook Advertising - best practices and how to guide by WSI

Drive business results with Facebook SmartAdvertising Target, Connect, Convert, Collect

By Benoît Gaillard, WSI Business Performance WSIbp.com

Facebook advertising to accelerate your business

• Upsell • Differentiate from competition • Be recognized as an expert • Retarget your own prospects

©2014 WSI. All rights reserved.

Is Facebook advertising right for me?

• B2C or B2B … H2H!

• H2H means you need emotions!


Mindset shift #1 Advertise on Facebook

•  Think of FB as advertising medium = one more contact point

• Advertise between 2 friends posts • Read on my mobile phone during ‘me-

time’


Mindset shift #2 Why should I give you a click?

• Google search = Answer a request •  Main challenge are competitive links •  Main success driver is technical excellence

•  Facebook or Display = Interrupt, Seduce •  Main challenge is distraction •  Main success drivers are:

•  Context: is your advertising welcomed •  Message: is your advertising attractive •  Offer: what’s in it for me


Mindset shift #3 – Relentless testing

•  Significantly different results based on: •  Audience •  Visual •  Placement •  Offer •  Tagline •  Landing page

• Good news! It requires ongoing effort: •  Wear out •  Competition •  Social engagement


Pick up the trend: it’s big and growing!


Will triple by 2017 to $11b Under-utilized: max 10% of spendings … how much time do you spend on social networks? Leverages the mobile trend

Facebook: from community site to a performance environment


DISPLAY AD REVENUE

Facebook can be bigger than Google for some products


Facebook SmartAdvertising

1.  Collect: Start from a business objective and ROI 2.  Convert: Define how Facebook advertising fits in

your conversion funnel

3.  Connect: Create advertising that connects through picture marketing

4.  Target: Be relevant to consumers, optimize ROI

4. Target 3. Connect 2. Convert 1.Collect

1. Collect Set up a business objective

Define ROI


Define how FB advertising fits in your conversion funnel


Suspects

Prospects

Lead

Clients

Or here?

Here? emailing

Retargeting Custom audience

Define business objective for your Facebook advertising campaign

• Example for online sales •  you may want to collect customer details on

Facebook (likely on a mobile device late at night or early am) •  and follow-up with a paypal payment link via

email (likely paid back home on a laptop)

• Define ROI. •  Objective is to set a specific KPI on cost a visit,

social action, conversion to manage efficiently your campaign •  Avinash’s KPI in annex •  Resource on budgeting.


Why don’t we talk about more fans?


Fact: Driving traffic to a website by advertising to your fans is 7 times cheaper than advertising to non-fans

Strong brand and content Product focused

Strategy Brand building long term Promotional one-off

Cost Acquiring fans + driving trafic among fans

Drive traffic through targeted advertising

2. Convert Build your conversion funnel

Drive a sense of urgency

Define ROI


Mobile optimized landing page


• You have interrupted people in between 2 friends’ posts, likely late at night or in transportation • Optimize your conversion to fit this reality •  Visual first: make it intuitive and attractive to

convert, no reading, no options: yes/no choice •  Convert on a 5x10cm screen. Mobile optimized

beyond responsive •  Fluidity: match the advertisement you used to

drive trafic

Drive a sense of urgency


Mobile optimized landing page


http://unbouncepages.com/urech-box -  Mobile redirection code -  Facebook conversion pixel -  Google analytics tracking

Lead? Game vs. a Form!


So-buzz average: 85% conversion!

3. Connect Differentiate - Competitive analysis

Inspire - Create a compelling message Bring it to life with Picture Marketing

Choose the optimal ad campaign set-up


Sell a competitive analysis

• Differentiate: Search for competitors, groups, events on Facebook – Check content, visuals used. • Map content and define your positioning • Graph search – not yet available in all

countries


Creating the advertisement: It is not about the features!


Thanks to adespresso.com for bringing to life this though!

Create a compelling message

•  Inspire an emotional connection with your target consumers leveraging ‘deep human drivers’ model


Deep Human drivers model

§

Pleasure of falling asleep in freshly cut grass

BBQ with friends this week. Welcome them with a perfect grass

Insure your grass is always impeccable

Your neighbour will be jealous of your perfect grass

Bring it to Life – Picture Marketing

• Communicate in 5x10 •  66% of social media usage

happens on mobile

• You scan vs. read a facebook/linkedin feed on mobile • Pictures are the trigger to

stop, engage

Picture Marketing Examples Slimming

© 2013 – Venturi Internet SA – wsibp.com - Confidential

Winner!

Picture Marketing Jewelry


Winner laptop

Winner mobile

Picture Marketing: execution matters


If you had invested 6000$ on one of those visuals, you would have achieved:

Nb of fans Nb of social actions

Picture Marketing - eCommerce

• Back to basics – show the product, show the offer


GOOD BETTER NOT GOOD

Picture Marketing

•  Tricks: visual contrast works … for some time


Picture Marketing - Facebook guidelines

•  bit.ly/PictureMarketingGuide

3 key placement options


Watch out clicks can lead to your FB page, like/comment/share of your post. Track click to website

Click = visit to your website

Newsfeed ad stays in your historical feed.

Benchmarks

CTR % CPC € in Europe

Right column 0.05 < 0.05-0.20€

News feed laptop 0.5 – 0.6 0.15 – 0.30

News feed mobile +1.0 0.20 – 0.30


CPM 2-4€ in the newsfeed Other benchmarks: Nanigans 2013 Mobile vs Fixe

1. Target Basic targeting: center of interests, geographies

Open new opportunities: retargeting similar to fans, website visitors, people who converted


Basic Targeting Upsell opportunity!

• Provide interesting info to your prospects •  Audience size:

•  100’0000 female 35+ who like gardening and live in Geneva

•  Estimate cost per click •  0.4€


Basic Targeting: selecting interests remains experimental

•  http://www.postplanner.com/how-to-search-facebook-for-info-on-competitors-fans/

•  https://www.facebook.com/help/graphsearch


Custom Audience: ROI x5 but quick wear out


Outline: Efficient set-up of Facebook campaign

Get the basics right

Manage expectations

Streamline testing and reporting


How to get started

•  The best step-by-step tutorials to create your first campaign I found is with adespresso: http://adespresso.com/academy/guides/facebook-ads-beginner/


Adespresso: testing many options


Recommended steps

1.  Set-up account so that you can transfer the advertising account to your client. Request client to give you ‘advertiser’ access on their page. Load a credit card or paypal account.

2.  Set-up Facebook tracking code on your website and Facebook conversion pixel on the thank-you page.

3.  Create similar audiences: same as fans, same as people and custom audience: retarget website visitor, email list

4.  Map your account structure and define how to label campaign, ad-group, ads

5.  Start targeting with a narrow audience based on centers of interest matching your actual offer, use CPC manual, slightly above recommended highest bid. Objective is to get clics quickly.

6.  Once you have validated the potential of creatives, audience, placement, landing page to convert:

7.  Optimize your bid type and level

8.  Focus spendings on the placement, age group that deliver the best ROI and turn off others

9.  Create the obvious campaigns: retargeting based on custom audiences website visitors and email list they will give you your best ROI

10. Broaden the audience to other center of interest or open up new custom audiences to expand the market opportunity

11. Target similar audience (similar to fans), custom audience (similar to converting users)


Get basics right

•  Set up a tag to retarget website visitors •  Set up a conversion pixel • Become advertiser of the page to create

similar to fan audience


Recommended reading!


http://adespresso.com/wp-content/eBooks/The-DOs-and-DONTs-of-Facebook-Ads.pdf

Why work with WSI to advertise on Facebook

•  We manage Facebook advertising as a commercial challenge

•  We integrate Facebook advertising as part of a comprehensive Digital strategy that delivers results

•  You need street a smart consultant that will run on-going optimization beyond the initial set-up

•  WSI center of expertise serve +1000 consultants in 80 countries, we learn from this broad experience what works for SME and large corporations

•  Don’t expect much support from Facebook. We are here to help!


Bonus tips: earn more, outsmart competition!

•  B2B retarget Linkedin connections on Facebook: Download your linkedin connections (here) and re-target them on Facebook

•  Get ready with social guidelines. Even click to site ads will get some social comments, be ready to answer with more picture, links in order to control the comment feed.

•  Avoid turning off you current customers. Build a custom audience with your current leads / clients and exclude from your campaign to increase ROI and avoid turning off current customers

•  Get personal targeting by names. Do you know the first name of your contacts? Create custom audience for the most popular first names and customize the ad for that audience


Step by step: Efficient set-up of Facebook campaign

Get the basics right

Manage expectations

Streamline testing and reporting


1. Set up the account

Recommended

•  If you have a FB key account, request opening a new account based on a dummy email that you control and can handover

•  If you don’t have FB key account, request the client to give your email advertiser access. Account access available through ‘parameters’ on the right hand side. Use the email linked to your Facebook profile

Back-up.

•  Run campaigns for multiple clients on your advertising account.

Limitations: •  you can set up only one website to retarget •  you can not transfer the campaign to the client


2/3. Set-up tracking code

•  To retarget your website visitor •  Create a personalized audience •  Set up tracking code

•  To target similar profiles to your converted users •  Create a conversion pixel •  Set up tracking code •  Create a custom audience based on this

tracking code


4. Map your account structure

• Campaign – Advertising type • Ad-group – Audience • Ad - Creative


8. Focus spending


Targeting 25-34 + 45-54 would require seting up 2 ad groups

Menu Reports on the left hand side of the ad manager > Modify columns > Data details

Diving into specifics and Useful resources


WSI - Facebook SmartAdvertising “4x4”


4. Target 3. Connect 2. Convert 1.Collect

-  Select centers of interest

-  Choose demographics et geographies

Broaden opportunities with Smart targeting -  Target from email list -  Retarget your website

visitors or look-a-like profiles

-  List of FB Profiles

1-3 audiences: size, affinity

Pro

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Facebook ad manager

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1.  Understand your target and competition

2.  Create a compelling message: visual + text

3.  Select ad-type and audience

4.  Select placement 5.  Select bid type and

level 6.  Set up your Facebook

campaign

Campaign set up in Facebook ad manager

Turn 100 visitors a day into 1000 profile a day targeted with similar audience

Tip

Picture Marketing eConceptLab

Think visual first! 50% of FB content is consumed on smartphone.

1.  Define your conversion funnel

From Prospect to Lead -  External landing Page -  Game / Contest From Lead to Client -  Couponing -  Emailing 2. Track a conversion goal

Mobile optimized Landing page in synch with your advertisement

Unbounce So-buzz

Ease conversion: yes/no traffic comes from FB, an entertainment platform

Choose a business objective: -  Lead, Sales -  Awareness -  Social engagement -  More fans

Define ROI Example: online sales 100$, margin 60$, 2% conversion. KPI CPC<1.2$

Measurable KPI

Business model canvas applied to digital

Only 7% of your fans see your post. Use FB as a media to buy targeted traffic.

How to get started

•  https://www.facebook.com/advertising

•  http://blog.hubspot.com/blog/tabid/6307/bid/32992/Simple-Step-by-Step-Instructions-for-Setting-Up-a-Facebook-Ad-Campaign.aspx

•  Beyond click to site campaign: http://offers.hubspot.com/how-to-create-epic-facebook-ads

•  Video tutorial https://www.youtube.com/watch?v=d0jZKtugXqA


Define KPI and align dashboard


http://www.kaushik.net/avinash/facebook-advertising-marketing-best-metrics-roi-business-value/

Expert blogs / white paper


http://www.nanigans.com/marketing-resources/ebooks/

1-1 coaching


Case studies

•  http://www.nanigans.com/marketing-resources/case-studies/


Video tips and tricks on to manage comments / FB page


http://www.agorapulse.com/facebook-marketing-university

Benchmark by ad types


June 2013 analysis – ad format changed

Benchmark by industry


Alternative to advertising to fans … contest on your newsfeed


Can you run a contest on your timeline? Yes! Agorapulse makes it easy and free: http://contest.agorapulse.com

FMCG


15% engagement, 20’000 fans in 1 year among 6m consumer base

Picture Marketing FMCG Food

Picture Marketing: success driver

•  Test various visuals to achieve best ROI


Social Engagement x4

Picture Marketing – keep it fresh

• Check out your repetition rate •  If ROI drops and repetition is high, refresh

your creative • No benchmark on repetition rate, really

depends on the offer, type of creative, big type


Manage bid types

•  The challenge is to grab an impression on the newsfeed or right column of high potential profiles.

•  Always track conversions!

•  Click to web site / Cost per click bid type •  Optimized bid

•  Best when you have nailed your audience •  Needs scale: daily budget = 5x bid, 25

conversions a day

•  You may end up with much lower CPC than the

•  Set manually the maximum bid •  Aim high if you need more trafic and can

afford to pay more not to loose a high potential profile.


Day parting

•  Facebook is mobile in essence • You will get trafic late and night and early

morning depending on your trafic • Check out who converts when •  Focus your spending then •  Set-up day parting through power editor or

adespresso / qwaya


UID Facebook extract

•  Enables targeting specifically people liking a competitor page, participating to a group, joining an event

•  Risk of Facebook banning your advertising account

•  Your customers will ask. Opportunity / Risk assessment:

http://ryanshaw.me/facebook-2/should-i-use-a-uid-scraper-with-facebook/

•  Targetedleadfinder is one of them


No capping of repetition

• Watch out for wear out on nicheaudiences


Track a conversion goal

•  Set up a Facebook conversion pixel •  https://www.facebook.com/help/

435189689870514

• Check if your pixel is properly installed (Chrome) •  https://chrome.google.com/webstore/detail/

fb-pixel-helper/fdgfkebogiimcoedlicjlajpkdmockpc


Facebook ad vs. Google Display

• Here it is: •  Analysis Facebook ad vs. Google Display


Other sources to keep an eye on

• http://webtrends.com/solutions/campaign-optimization/facebook-campaign • http://adespresso.com/academy/guide/


Facebook Advertising - best practices and how to guide by WSI

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