Keeping Up With Facebook's Pay-to-Play Model

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Keeping Up with Facebook’s Pay-to-Play Model Heather Gjerde | @LilMsSociable Scripps Health Social Media Specialist Tweet along during this presentation: @LilMsSociable | #GeekGirlTechCon

description

Are you frustrated by Facebook’s shrinking brand page reach? As a result of recent Facebook algorithm updates, even the most engaged brand pages are seeing only approximately 1-2% organic post reach. It may not be time to abandon your page posting strategy (yet). If Facebook is a key component of your marketing strategy, advertising could help drastically increase your exposure and engagement. In this session, Heather will walk through Facebook advertising options along with best practices for using them effectively.

Transcript of Keeping Up With Facebook's Pay-to-Play Model

Page 1: Keeping Up With Facebook's Pay-to-Play Model

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Keeping Up with Facebook’s Pay-to-Play Model

Heather Gjerde | @LilMsSociableScripps Health Social Media Specialist

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o Scripps Health Social Media Specialisto Former PR pro, hailing from the Midwesto Eager to adapt to new digital trendso Experienced Facebooker, Instagrammer,

Tweeter, Foursquare mayor, Pinner, you get it. ;)

o Loves walking her dog Izzie along the beach

ABOUT ME

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Why Facebook advertising is no longer optional for brand

pages. It’s necessary.

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The harsh truth:Organic posts are only

reaching 2-6% of your fan base.

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Organic Reach Decline

Organic Reach Now

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Don’t React Like This

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Reconsider Your Strategy for Maximum Impact

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Determine if a Facebook presence is meeting your company’s objectives.o Is your it driving lead generation?

o Is the traffic driven to your site resulting in sales?

If not, it might be time to reconsider where you are putting your energy and resources.

Before You Invest in Facebook Advertising …

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That being said, Facebook isn’t going anywhere, anytime soon.

Let’s get started with advertising!

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Understand what success means for your brand.

Sample success measurements: • Page Like campaign: Increase page

likes by X%• Engagement campaign: Increase

likes, comments and shares by X per post.

• Clicks to Website campaign: Increase clicks to your website by X%.

Before you Dive In, Define Success

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Review your Facebook insights. Who is already engaging with your page? Are they your target audience?

If not, Facebook advertising could be a great way to grow your fan base with your ideal target audience.

Redefine your target and use as a baseline for content selection and advertising demographics.

Understand Your Audience

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Once your target audience is defined, begin with a Facebook “like” campaign to grow a relevant audience.

Like campaign considerations: Budget: Start small, with a set amount of dollars on a daily basis. We

started with just $15 a day. Messaging: Include the value of following your page. What will you be

providing for the end user on a regular basis? Creative: Use an image that also appears somewhere on your page for

maximum impact. Consider using your cover photo.

Note: While organic reach to fans may be low, you can advertise to this audience down the line. Don’t discount the power of a vested fan base.

Build a Relevant Audience

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Target visitors from your website through Custom Audiences.

Create custom audiences made up of your email lists and visitors to your site. Note: Contacts will not know they’ve been added to a Facebook audience list and won’t be contacted without your permission.

Target Your Customers!

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Create a custom audience based on your email subscribers:1. Name: My Email List (suggestion).2. Data type: Emails (email must be .csv or .txt

format with one record per row.3. Upload your file.4. Apply: Create an advertising campaign

specifically geared toward this audience since you know they’re already interested in your brand.

Custom Audiences: Email List

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Create a Website Custom Audience (WCA):1. Start in Power Editor. Click on “Manage

Ads” drop down and select “Audiences.”2. Click “Create Audience” and select

“Custom Audience.”3. Select “Custom Audience from your

Website” in the dialog box that pops up.

Website Custom Audiences

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Creating WCAs in Ads Manager

(source: http://www.jonloomer.com/)

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Creating WCAs in Ads Manager

(source: http://www.jonloomer.com/)

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Creating WCAs in Ads Manager

(source: http://www.jonloomer.com/)

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4. Follow the steps to define your WCA. The most common type of WCA is for visitors to a specific page.

5. Click the “View Remarketing Pixel” the first time you’ve created a WCA.

6. Install the pixel through your site’s CMS. Paste the code before the closing /HEADER tag of your website’s template.

7. Within Power Editor, create a bunch of WCAs to target users with very specific, timely messages (see next slide).

Website Custom Audiences Cont.

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WCA Creation: Have Options

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8. Facebook starts building your audience as visitors to your website are cookied.

9. Target these custom audiences in Power Editor ads within: Audience Advanced Custom Audiences.

10.Messaging: Craft copy to compliment the WCAs you’ve created.

Website Custom Audiences Cont.

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Sample Message toCustom Audiences

(source: http://www.jonloomer.com/)

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Increase the number of click-throughs to your site by sharing valuable content.

Consider content that has a proven success rate.

Secure an ongoing budget to proactively promote great content, not just campaign messaging.

Content Continues to be King

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Create Campaign in Facebook Power Editor.

1. Name your campaign.2. Select “Buying Type.”3. Choose your Objective.

Creating a Facebook Advertising Campaign

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• Create multiple ad sets to try different audiences and messages around the same goal.

• Set your budget and timing.

• Monitor and optimize throughout the campaign! Pause ad sets that prove they aren’t performing down the line.

Create Multiple Ad Sets

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BUT FIRST: Post what you plan to advertise onto your brand page first in order to select it under “page post” within page editor.• Placement: Create a few ads with different placements

to see which has the best click-through rate. Pause the ones that aren’t performing as well.

• Audience: Target your custom audiences or define your target audience through general demographics, interests, etc., here.

• Optimization & Pricing: When possible, choose “Optimized CPM.”

It’s Time to Create Your Ads!

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Monitor Facebook advertising campaigns you’ve created while they’re running. o Pause ad sets and ads that aren’t performing

as well.o Extend campaigns if adjustments are needed.

Emulate successful campaigns! Create new campaigns based on ones that performed well in the past.

Measure and Optimize

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Understand Facebook is RENTED SPACE.

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It should be just one tool in your toolkit to drive web traffic and

build your email list!

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Questions, comments, concerns?

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Play Model