5 cheat codes for facebook ads
DESCRIPTION
TRANSCRIPT
by John Haydon
Five Cheat Codes
for Facebook Ads
What we’re talking about today
Five Cheat Codes for Facebook Ads
• How are Facebook Ads unique?1) Let Insights tell you you how to target Facebook Ads2) How to game the News Feed with Promoted Posts3) How to let Graph Search show you lateral targets4) How to target your customers with Facebook Ads5) Using Facebook Ads to do customer research• Salt and Pepper• Facebook ad cheatsheet
How are Facebook Ads unique?
Five Cheat Codes for Facebook Ads
Over 1.2 billion active users, and 700 million
active mobile users!
79% U.S. adults use social media (http://zmb.me/VTPZ2k)
Facebook has the most users
How are Facebook Ads unique?
Five Cheat Codes for Facebook Ads
In sidebar:
In newsfeed:
Ad content is created from content, comments,
likes, shares
Social content as ad copy
Five Cheat Codes for Facebook Ads
How are Facebook Ads unique?
People trust the recommendations of
their friends way more than brands
Recommendations from strong ties
Five Cheat Codes for Facebook Ads
How are Facebook Ads unique?
Target ads to speci!c segments of friends
of your fans!
Hyper-targeting
Five Cheat Codes for Facebook Ads
How are Facebook Ads unique?
Hyper-targeting
Five Cheat Codes for Facebook Ads
How are Facebook Ads unique?
Target ads to speci!c segments of friends
of your fans!
Hyper-targeting
Five Cheat Codes for Facebook Ads
How are Facebook Ads unique?
Target ads to speci!c segments of friends
of your fans!
Facebook adstarget what people likeGoogle ads target what
people search for
Facebook ads reach their intended audience 90%of the time VS an online industry standard of 35% (http://zmb.me/Ua1Nfm)
Different (not better) than Google ads
Five Cheat Codes for Facebook Ads
How are Facebook Ads unique?
Let Insights tell you you how to target Facebook Ads
Five Cheat Codes for Facebook Ads
Cheatcode #1
Don’t just pull targets out of your butt
Five Cheat Codes for Facebook Ads
Let Insights tell you you how to target Facebook Ads
Yeah, that seems right...
Five Cheat Codes for Facebook Ads
Let Insights tell you you how to target Facebook Ads
Much better!
Use actual data on Facebook users
Five Cheat Codes for Facebook Ads
Let Insights tell you you how to target Facebook Ads
Use actual data on Facebook users
Game the News Feed algorithm with Promoted Posts
Five Cheat Codes for Facebook Ads
Cheatcode #2
Facebook Ads vs Promoted PostsPricing
Bene!ts
Results
Cheap, but not as cheap as promoted posts
Loads of highly speci!c targeting options
Quick way to grow Page likes, drive awareness and website traffic
Not for the plumber or barber
Super cheap
Very easy to use and measure (on desktop and mobile)
Get more exposure for posts that are performing well
Very limited targeting options
Five Cheat Codes for Facebook Ads
How to game Edgerank with Promoted Posts
But !rst... what is a Promoted Post?
Downside
Five Cheat Codes for Facebook Ads
How to game Edgerank with Promoted Posts
And... what is this “News Feed algorithm” you speak of?
Four factors that determine whether your fan sees your Page update:
• Relationship between fan and update
• How fans talk about that update (likes, comments, shares)
• How recently the update was published
• How many negative comments the update received
Facebook wants you to Promote "important" posts. But what’s important to you may not always be important to your community.
Five Cheat Codes for Facebook Ads
The problem with Promoted Posts
How to game Edgerank with Promoted Posts
Facebook wants you to Promote "important" posts. But what’s important to you may not always be important to your community.
Likes, comments and shares are the name of the game!
Five Cheat Codes for Facebook Ads
The problem with Promoted Posts
How to game Edgerank with Promoted Posts
You’re only paying for Reach. So you could waste a lot of money if you’re not careful!
Reach should never be your goal on Facebook
Five Cheat Codes for Facebook Ads
How to game Edgerank with Promoted Posts
Remember: Likes, comments and shares are the name of the game!
Reach should never be your goal on Facebook
If you promote crappy content, you will only hear more crickets.
Five Cheat Codes for Facebook Ads
How to game Edgerank with Promoted Posts
Instead, only promote posts that your fans already love!
Five Cheat Codes for Facebook Ads
Only promote awesome
How to game Edgerank with Promoted Posts
Five Cheat Codes for Facebook Ads
Only promote awesome
How to game Edgerank with Promoted Posts
This leads to more News Feed exposure in the long run.
Five Cheat Codes for Facebook Ads
Only promote awesome
How to game Edgerank with Promoted Posts
Only promote posts to fans
Five Cheat Codes for Facebook Ads
How to game Edgerank with Promoted Posts
You increase the likelyhood of negative comments by promoting to friends of fans.
You increase the likelyhood of negative comments by promoting to friends of fans. Consider deleting this ad in the campaign.
Only promote posts to fans
https://www.facebook.com/ads/manage/campaigns/
Five Cheat Codes for Facebook Ads
How to game Edgerank with Promoted Posts
Go back over the past three months. Are there any posts you can promote?
Mine for gold in your order posts
Five Cheat Codes for Facebook Ads
How to game Edgerank with Promoted Posts
How to target your customers with Facebook Ads
Five Cheat Codes for Facebook Ads
Cheatcode #3
How to target your customers with Facebook Ads
Five Cheat Codes for Facebook Ads
Create custom audiences
Custom audiences is a Facebook Ad feature that allows you to target your customers among Facebook users,
using their email address, SMS or Facebook ID.
How to target your customers with Facebook Ads
Five Cheat Codes for Facebook Ads
Create custom audiencesThese people downloaded that eBook!
How to target your customers with Facebook Ads
Five Cheat Codes for Facebook Ads
Create custom audiences
• Reach former customers with messaging that recaptures their interest. • Present different Page content based on various different donor levels.• Getting your top customers talking about you more. • Turn !rst time SMS members into Facebook Page fans.• Target customer segments with upsell ads. • Enhance open, click and conversion rates.• Suppress messaging from speci!c customers.
How to target your customers with Facebook Ads
Five Cheat Codes for Facebook Ads
Here’s a video tutorial
http://www.johnhaydon.com/2012/09/how-target-your-donors-or-email-subscribers-facebook-ads/
How to let Graph Search show you lateral targets
Five Cheat Codes for Facebook Ads
Cheatcode #4
These are interests that your customers share that are NOT directly related to your business.
How to let Graph Search show you lateral targets
Five Cheat Codes for Facebook Ads
What are lateral targets?
Facebook Graph search lets you search Facebook’s massive database of interests.
How to let Graph Search show you lateral targets
Five Cheat Codes for Facebook Ads
What is Facebook Graph Search?
How to let Graph Search show you lateral targets
Five Cheat Codes for Facebook Ads
What is Facebook Graph Search?
You can use this info to more effective target ads
How to let Graph Search show you lateral targets
Five Cheat Codes for Facebook Ads
What is Facebook Graph Search?
1. My friends who like [your org]2. Favorite interests of people who like [your page]3. Favorite interests of people who like [your org] and [competing page]4. Groups of people who like [your org]5. Pages liked by people who like [your page]6. Pages liked by women who like [your page]7. Pages liked by men who like [your page]8. Fans of [your page] and [another page]9. Restaurants in [your city] visited by people who like [your page]10. Pages like by people who live in [your city] and like [your page]
How to let Graph Search show you lateral targets
Five Cheat Codes for Facebook Ads
10 graph searches to start with
1. Research lateral interest2. Post content that appeals to those interests (be creative)3. Promote the ones with the highest engagement4. Split test to discover best approach
How to let Graph Search show you lateral targets
Five Cheat Codes for Facebook Ads
Use lateral targets wisely
Using Facebook Ads to do customer research
Five Cheat Codes for Facebook Ads
Cheatcode #5
Using Facebook Ads to do customer research
Five Cheat Codes for Facebook Ads
Imagine being able to view a living, breathing “persona” that represents your customer base?
Using Facebook Ads to do customer research
Five Cheat Codes for Facebook Ads
Imagine being able to view a living, breathing “persona” that represents your customer base?
You can overlay Custom audiences with other Facebook Graph criteria.For example...
Using Facebook Ads to do customer research
Five Cheat Codes for Facebook Ads
Combine custom audience with other criteriaI had no idea...
Using Facebook Ads to do customer research
Five Cheat Codes for Facebook Ads
Combine custom audience with other criteriaI had no idea...
Using Facebook Ads to do customer research
Five Cheat Codes for Facebook Ads
Combine custom audience with other criteriaI had no idea...
Using Facebook Ads to do customer research
Five Cheat Codes for Facebook Ads
Combine custom audience with other criteriaI had no idea...
Salt and Pepper
Five Cheat Codes for Facebook Ads
Nope...
Five Cheat Codes for Facebook Ads
Salt and pepper
Content, community and strategy first!
Five Cheat Codes for Facebook Ads
Salt and pepper
Facebook Ads work best when they enhance the “#avor” of your content marketing strategy.
Five Cheat Codes for Facebook Ads
Cheat Sheet
• Page Engagement: Total number of times people have engaged with your Page or post. Engagement includes things such as liking your Page, liking, commenting on, or sharing a post, or clicking on a link within 24 hours after seeing your ad or 28 days after clicking on it, it's counted as engagement.
• Campaign Reach: This is the number of people that saw your ads.• Frequency :This is the avegrage number of times a person was exposed to your ad during the
campaign.• Total Spent: This is the total you've spent on this campaign during the dates selected.• Below the Page Engagement or Click graph you will see a button allowing you to view the full
report. Once you select this, you will be able to select the date range for the report and view the following data at the top of the report (from left to right):
• Impression: this is the total number of times your ad was displayed during the campaign. • Clicks: This is the number of clicks your ads have received. This number includes Page Likes, event
RSVPs, and app installs from the ad.• Actions: This data includes all actions taken by people within 24 hours after viewing an ad or
Sponsored Story, or within 28 days after clicking it. You’ll only see data here if you’re promoting a Page, event, or app.
• CTR (Click-through rate): The number of clicks on your ad divided by the number of impressions.• Spent: The amount of money you’ve spent so far during a campaign, or the total suspense once
your campaign is !nished.• CPM: This is the cost per 1,000 impressions.• CPC: This is the avergage cost per click.
Five Cheat Codes for Facebook Ads
De!nitions
Founder: Inbound Zombie - a non-pro!t social media consultancy in Cambridge, MA and the Social Media Fundraising Club.
Trainer: Charityhowto and MarketingProfs.
Speaker: Nonpro!t Technology Conference, New Media Expo, 140 Conference, Blackbaud BBCon, Social Media for Nonpro!ts Boston, etc.
Contributing Writer: Huffington Post, SocialBrite, Care2 Frog Loop, Social Media Today, Digital Marketing Monthly, Examiner.
Author: Facebook Marketing for Dummies and All-in-One (2014).
Clients include: Oceana, EpicChange, Share Our Strength, Environmental Defense Fund, Shriners Hospitals for Children, Bucks County Library System, Scholastic, TechSoup, MarketingProfs, WaterAid America, Twin Cities Habitat for Humanity, University of Massachusetts, National Wildlife Federation and Susan G. Komen Greater NYC
About John
Five Cheat Codes for Facebook Ads