HOW TO LEVERAGE FACEBOOK - Adglow · Facebook has an ad format that matches whichever stage of the...
Transcript of HOW TO LEVERAGE FACEBOOK - Adglow · Facebook has an ad format that matches whichever stage of the...
Index
3 Introduction
5 Facebook Statistics
6 Top7BenefitsOfFacebookAdvertising
10 TypesofFacebookAds
17 Conclusion
IntroductionFacebookhasevolvedfromaplatformwherefriendsconnectintoaglobaladvertisingnetworkthathelpsbrandstobuildanonlinepresence,generateleadsanddriveasignificantreturnfortheirbusiness.
There’snodoubtaboutit,Facebookishuge,andifyou’renotusingittoadvertiseyourbrandthenyou’remissingoutonagoldenopportunitytogrowyourbusiness.
Inthisguide,we’llwalkyouthroughthemainadvantagesofFacebookadvertisingandhowyoucanleveragetheplatformtoreachyourbusinessgoals.
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TOP REASONSTO ADVERTISEON FACEBOOK
BROADAUDIENCE
Facebookhasover1.28billiondailyactiveusers,1.15billionof
whichaccessthesocialnetworkviaamobile
device
ATTENTIONTheaverageuserspends20minutes
on Facebook per session
TARGETINGBusinessescantarget
specificusersbylocation,age,gender,
interests,andbehaviourwhichmeansyou
engagesolelywithyourdesiredmarket
COST-EFFECTIVEFacebookadvertisingismorecosteffective
than traditional methods(e.g,televisionadvertisingorprint)
AD FORMATSThereareawholehostofadformatsavailableforyouradvertisingcampaignstogetthebest results possible
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Facebook StatisticsFacebookhasanenormousglobaluserbaseprovidingbusinesseswiththelargestadvertisingopportunitysincesearch.
Younowhavethepowertoreachyouridealaudienceinthechannelwheretheyaremostactive,engagedandreadytoconnect.
Themind-blowingnumbersspeakforthemselves:
Source: Facebook, Emarketer, Brandwatch, CNBC
1.28BGLOBAL DAILYACTIVE USERS
47%OF USERS ARE MALE
53%OF USERS ARE FEMALE
1.15BGLOBAL MOBILE
DAILY ACTIVE USERS
42%MARKETERS REPORT THAT FACEBOOK IS CRITICAL OR IMPORTANT TO THEIR BUSINESS
20min.AVERAGE TIMESPENT PER A VISIT
every 60 seconds
136Kphotos are uploaded
293Kstatuses
are updated
510Kcommentsare posted
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ACCESS TO A HUGE USER BASE
Withover2billionactivemonthlyusers,andover1.28billiondailyactiveusersyoucanguaranteethatalargepercentageofyourtargetaudienceisonFacebook.
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1REACHA MOBILE AUDIENCE
Facebookcurrentlyhasover1.15billiondailyuserswhoaccesstheplatformviamobile.Withmanyofusspendingourleisuretimeonourmobiledevicestoresearch,browseandshop,theneedforbusinessestogomobilehasneverbeenmoreimportant.AdvertisingonFacebookprovidesbrandwiththeopportunitytoreachaudiencesusingtheplatformintheirsparetimeandwhentheyaremorelikelytobereceptivetolearningaboutyourproductsorservices.
Top 7 BenefitsOf Facebook Advertising
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3PRECISELY TARGETYOUR IDEALCUSTOMER
BusinessescantargetuserswithFacebookAdsbylocation,demographics,age,gender,interests,behavior,andconnections.WhereGoogleSearchreliesonspecificexpressionsofintentthroughkeywords,FacebookisabouttargetinguserswhohaveimpliedinterestthroughtheirbehaviourFacebookadvertisingallowsyourbrandtogetyourmessageinfrontofspecificandmotivated,segmentsofyouraudiencesothat you can:
● Tapintorecentpurchasebehavior● Getcreativewithlife-eventtargeting● Usecustomaudiencestonurtureleadsandbuildloyalty● Createaudiencesthatlooklikeyourowntargetsor customers(‘lookalikeaudiences’)
Whetheryouwanttopromoteyourconsultancy,sellclothingorpromoteyourlocalrestaurant,Facebook’sversatiletargetingoptionsallowyoutotargetandretargetuntilyou’veachievedyourdesiredbusinessobjective.
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4 MOREBANG FOR YOUR BUCK
ThankstothelargeaudienceonFacebook,yourAdscaninstantlytargetthousandsofpeoplethatmeetyourcriteriaandonabudgetthatworksforyourbrand.Withmultiplebidtypesavailable,youhavetheflexibilitytochoosethemostappropriatebiddingstructureforyourbrand.
KEEP TRACK OFPERFORMANCE AND ROI
Facebookadvertisingallowsyoutokeepacloseeyeonyourspendandcampaignresults.YoucanseehowyourAdsareperforming,viewhowmanypeopleclickedorengagedwithyourAdandthenumberofconversionsyourbrandhasmade.Facebook’svaluabledataprovidesyouwithinstantfeedbackontheperformanceofyourcampaignssoyourbrandcanclaimthebestROI.
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GROWYOURBRAND
WithFacebookuserscheckingtheirnewsfeedmultipletimesaday,yourbusinesscanprovideyouridealaudiencewithrepeatedbrandexposure.Evenifusersaren’tinitiallyclickingonyourAds,thecontinuedvisibilityofyourbrandwillhelpyourbusinesstobuildtrustandprovideavaluableretargetingopportunityinthefuture.
PROMOTE BRANDED CONTENT
Ifyourbrandisconsistentlycreatingcontentthatyouwantpeopletoknowabout,relyingonorganicreachisnotenough.Facebookisfastbecominga“pay-to-play”advertisingnetwork.Ifyouwanttoamplifyyourcontent,advertisingonFacebookwillgetyoutheresultsneededtostayaheadofyourcompetitors.
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Now that we’ve talked about the benefits of Facebook advertising let’s discuss the different Ad formats available for your business
Types ofFacebook Ads
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Facebookhasanadformatthatmatcheswhicheverstageofthebuyerjourneyandnicheyourcustomersarein.Themostpopularformatsare:
Ad types for brand awareness & website trafficIfyourmarketingobjectiveistopromoteyourbrandanddrivetrafficbacktoyourwebsite,thefollowingadformatswillhelpyoutoachieveyourgoal.
Video View AdsVideoViewAdscanbeusedforavarietyof
advertisingobjectives.Whetheryou’reboostingapost,promotingyourpageorcollectingleadsforyour
business.TheadisattachedtoavideoalongwithtextandacalltoactionandappearsonaFacebook
user’snewsfeed.
Link Click AdsLink Click Ads appear on a Facebook user’s newsfeed.Theadisattachedtoanimage/orvideoalongwiththetext.Thevisualshelpgrabattentionanddrivetrafficbacktotheirwebsite.
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Carousel AdsIfyouhavemultipleproductsandservicestosell,youcannowdosoinasinglead.Thecarouseladformatallowsyoutoshowcaseuptotenimages/orvideoeachwithitslinkandtitlewhichcanhelpyoutodiscoverwhichcreativeisperformingbest.
Dynamic AdsDynamicAdsretargetuserswhohavetakenpastactionsonyourwebsitewithperfectlytimedads.
Forexample,Ifsomeonehaslandedonyourwebsiteandhasclickedonacertainproduct/serviceandnottakenadesiredaction(e.gpurchase),adynamicad
willretargetthatuserwiththeitemtheywerelookingatandpromptthemtotakeaction.
Ad types for Direct ResponseIfyouwanttogetadirectresponseorgenerateleadsforaspecificproductorservice,theadformatsbelowprovideyouwithspecificcallstoactiontosupporttheseobjectives.
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Canvas AdsCanvasAdsareaninteractivemobileadformatthatallowscustomerstoswipe,tiltandzoomintoacarouselofimages.Themultipleviewfeatureisidealforproductswhichhavevariousdimensionsthatauserwouldliketosee.
Lead AdsWantyouraudiencetodownloadyourcontentor
signupforaneventordemo?Thenlooknofurtherthanleadads.
LeadadsallowuserstosignuptoanofferwithouthavingtoleaveFacebook.Auseronlyneedsto
makeacoupleoftapsontheirsmartphoneandyoucanquicklycapturetheirdetails.
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Ad type for mobile app installsIfyourgoalistogenerateappinstallsforyourbrand’smobileapp,theadformatbelowisspecificallydesignedforthatpurpose.
Mobile App AdsTheMobileAppAdformatallowsuserstoinstallanappwithadirectlinktotheAppstoreandaretargetedtousersbasedoniOS/Androidfunctionalityonbothmobileandtablets.
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Ad types for Event and Shop visitorsIfyourbrandwantstopromoteanevent,aspecialin-storeofferorraiseawarenessforyourlocalbusinesstheadformatsbelowcanhelpyoutodoso.
Event AdsIfyouwanttoattractmorevisitorstoanevent,theEventAdformathelpsyoutoboostyourreachandgeneratebookings.
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Offer AdsIfyouwanttoattractpeopletoyourstorewithanexclusiveoffer,youcancreateanOfferAd.When
auserclicksonanOfferAd,they’llbeabletoredeemyourofferandreceiveanemailoutlining
termsofuse.
Store Visit AdsIfyourgoalistoraiseawarenessofyourlocalshop,StoreVisitAdsallowyoutorunlocation-basedtargetingthathelpsyourlocalcustomerstobecomeawareofyourproductsorservicessotheycancontactyoumoreeasily.
With so many ad formats available, Facebook gives you the flexibility to tailor your campaigns around specific objectives so that your
business gets the best results possible for your spend
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www.adglow.com [email protected]
ConclusionFacebookisapowerfulandflexibleadvertisingplatformthattailors
yourmarketingtofityourbrand,budget,andtimeline.
Ifyourbusinessgoalsaretoconnectwithcustomers,capturetheirattentionandgetresults,Facebookadvertisingmakesiteasyfor
anytypeofbusinesstoreachtheirbusinessobjectives.
Withnewadvertisingfeaturescontinuallybeingrolledout,ifFacebookadvertisingisn’tapartofyourmarketingcampaign,it
shouldbe.
If you would like to unlock the full potential of Facebook advertising,
speak to our expert team
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