facebook ads don't suck

Kabbage Kam Webinars#KabbageKam

Facebook Ads Don’t SuckTips to Leverage Them for Your Small Business

by @MassimoCw

• Facebook ads vs. Google PPC ads• Ad design & placement• Facebook interest targeting and custom audiences• Bidding guidelines, CPM & CPC• Find and target your customers in Facebook ads

Meet the speakers…

Andres ThomasCustomer Success, Kabbage• MODERATOR

Massimo Chieruzzi CEO, AdEspresso

Massimo ChieruzziCEO, AdEspresso

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So… Do FB Ads really suck for

Small Businesses?

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That’s me here,disagreeing.

Everyone else agree :(

…Suckers !

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Facebook Ads don’t suck.They can be great for your business but…

It’s tough to get them right.

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People don’t go to Facebook to make decisions. They go to Facebook to avoid

making decisions!

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Facebook vs. GoogleDifferent Channels. Different approaches.

• Google is great for demand fulfillment: Need -> Search -> Buy

• Facebook is great for demand generation: Discovery -> Engage -> Buy

• Complex to get it right. Lower conversion rate. Bigger opportunity.

• Google’s lifecycle: SetUp, Test, Fine-tune, Forget

• Facebook’s lifecycle: SetUp, Test, Fine-tune, Repeat… You constantly need to test different ad designs and audiences to target

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Facebook vs. GoogleWhy is Facebook the bigger opportunity?• Imagine you’ve just invented a new, revolutionary razor and

want to market it.

• Most men use and buy razors frequently. It’s a huge market but…

• How many of them actually search Google for ”shaving” or ”razor” before buying?

• Not many, I’d guess! The addressable market on Google would be incredibly small!

• Alternately, with Facebook you can target any man in the world older than 14…

THAT’S A HUGE OPPORTUNITY!

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The Ad’s Design

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Designing Facebook Ads

Create Buyer Personas. For each persona, highlight specific Value Propositions

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Designing Facebook Ads

Social proof & clear, not spammy call-to-action

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Designing Facebook Ads

Landing page should be consistent with the Ad’s wording and design

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Designing Facebook Ads

Creating visual contrast can be bad branding but it often works (at first…)

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The Ad’s Placement

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Facebook Ad PlacementWhere should you display your ads?

NewsfeedHighest CTR & EngagementGreat to drive Sales & LeadsCan generate additional organic results

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Facebook Ad PlacementWhere should you display your ads?

Right-Hand ColumnLow performances & priceGood for retargeting

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Facebook Ad PlacementWhere should you display your ads?

Mobile NewsfeedGreat for Mobile App Installs & EngagementTough to get website conversions

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The Ad’s Targeting

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Targeting Facebook Ads

• CountryHuge price & performance differences. Never mix in same AdSet.

• Custom AudiencesBest targeting right now! Require a big email list. Great for b2b startups.

• InterestsUsed to be the best option. Less effective due to spam & like buying. Still relevant.

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How do we find which interests to target?

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Graph Search is awesome!

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Bidding for Ads

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Bidding Guidelines

• Always track conversions!

• Optimized CPM nowadays is usually the best choice

• Use CPC or CPM when you’ve already nailed down your perfect audience

• Don’t bid too low. You may not reach enough people and, generally, you get what you pay for

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oCPM Best Practices

• Daily budget should be at least 5x your bid

• To train oCPM, conversion goal should generate at least 25 conversions per day with >0.5% conversion rate

• If the conversion rate is not high enough, move to a higher funnel conversion pixel

• Targeted audience size must be bigger than when using CPC. Around 1 million is optimal!

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Custom Audiences

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Custom Audiences

• Upload a list of eMails, phone numbers, user IDs and create an audience of people you’ll be able to target with ads

• On average 50-70% of the contacts are matched.

• Facebook creates a BIG audience of users very similar to yours.

Lookalike Audiences

massimo@adespresso.comemail1@gmail.com

email2@gmail.com

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Lookalike Audiences

Custom Audiences from Website

• Add a Facebook’s pixel and create an audience with anyone who visits your website (or specific pages)

• Extremely effective. Analyze up to 180 days of data.

• Add the pixel immediately!

• The more users you have in your audience, the better the lookalike will be!

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Some ideas to try

• Convert Newsletter subscribers into customers

• Retarget people who put a product in their cart but never checked out

• Exclude from your targeting, users who are already your customers

• Create a Lookalike audience of users very similar to your customers

• Promote your mobile app to your website’s users and vice versa

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Key MetricsWhat you should keep an eye on…

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You won’t grow your business with Likes…

Track: Cost per Conversion, Revenues & ROI

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More Metrics to monitor

• CTR & Conversion Rate: Quickly understand if the problem is the Ad or the Landing Page. Optimize for greatest impact

• Frequency: Number of times, on average, a unique user has seen your ads. After a while either they’ve clicked or they don’t care. A high frequency can increase your costs by 163%. Try to keep the frequency below 5.

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I’ve tried everything. Yet, they’re not buying!

Already tried everything and still no sales?

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Move…

• Move your goal higher up the funnel and generate Leads.

• Do some Lead nurturing via email to close sales

From Here

To Here

Visitors

Prospects

Leads

Sales

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Save Time & Money Optimizing you Facebook Ads Campaigns

AdEspresso.com/kabbage

for 3 Months-30%-30%

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Apply for a Kabbage loan by May 31, and you’ll be entered to win $500 worth of Facebook advertising.

Get $500 for Facebook Ads

Visit Kabbage.com to get qualified

Let us know any questions you have for our speakers in the chat box in the left

sidebar of your webinar screen.

Questions?

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by @MassimoCw

Thank you!

www.adespresso.com

@AdEspresso