the editors and copywriters guide to facebook ads
Post on 20-Jan-2017
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An Editorial Guide to Facebook Ads
Paid, Owned, and Earned
EARNED PAID
OWNED
EARNED
Shares
Reposts
Mentions
Reviews
PAID
Paid Social
Paid Search
Display Ads
Retargeting
OWNED
Website
Blog
Social Media
Video
Comprehensive Marketing Strategy
More than 1.4 billion people use Facebook, and more than
900 million visit every day.
THAT’S A LOT OF PEOPLE.
SO HOW DO WE USE IT?
SAMPLE SERVICE LINE CAMPAIGN SITE WORKFLOW
We create targeted ads to reach different audiences.
FACEBOOK: TARGETED ADS
Location:Reach your customers in the areas they live or where they do business with you. Target ads by country, state, zip code, or
even the area around your business.
FACEBOOK: TARGETED ADS
Demographics:Choose the audiences that should
see your ads by age, gender, interests—and even the languages
they speak and their ethnic affinity.
FACEBOOK: TARGETED ADS
Interests:When people are interested in your business, they're more likely to take action on your ad.
Choose from hundreds of categories like music, movies, sports, games, shopping, and so much
more to help you find just the right people.
FACEBOOK: TARGETED ADS
Behaviors:Find customers based on the things they do—like shopping behavior, the type of phone they use, or if they're looking to
buy a car or house.
FACEBOOK: TARGETED ADS
Connections:Reach the people who like your Page or
your app—and reach their friends, too. It's an easy way to find even more people
who may be interested in your business.
FACEBOOK: TARGETED ADS
Partner Categories:Partner Categories are targeting options provided by third-party data partners. Reach people based
on offline behaviors, such as owning a home, being in the market for a new car or being a loyal
purchaser of a specific brand or product.
FACEBOOK: TARGETED ADS
Custom Audiences:Custom Audiences help you find your existing customers among all the people who are on
Facebook. You can create a Custom Audience using a customer contact list, your website traffic
or activity in your app.
FACEBOOK: TARGETED ADS
Lookalike Audiences:Lookalike Audiences let you find more people who are similar to your best customers. It’s a
great way to use the insights you’ve gained from your Facebook marketing to find more people
who’ll love your products and services.
FACEBOOK: TARGETED ADS
FACEBOOK: ANATOMY OF AN AD
DESCRIPTION
IMAGE
HEADLINE
LINK DESCRIPTIO
N
Articles● Educate● Build
Relationships● Ask for your
audience’s time● Proof carefully
Ads vs Articles
Ads● Engage● Convert● Command your
audience’s time● Iterate quickly
TOGETHER: Ads + Articles = Dream Team
EARNED PAID
OWNED
EARNED
Shares
Reposts
Mentions
Reviews
PAID
Paid Social
Paid Search
Display Ads
Retargeting
OWNED
Website
Blog
Social Media
Video
Comprehensive Marketing Strategy
Facebook Ad Applications
A Note about B2B vs B2C
It Begins With Your Audience
90% of the work is understanding your
audience.Once you understand your audience, copy
comes quickly.
It Begins With Your Audience
Stages of Awareness● Unaware● Problem Aware● Solution Aware● Product Aware● Most Aware
The One Reader Approach
Ads for the Unaware
Ads for the Unaware Audience Should:
● Introduce your brand● Make a great impression● Name the prospect’s problem ● Move prospect from Unaware to
Problem-Aware
Facebook Ad Types: Unaware
Facebook Ad Types: Unaware
Ads for the Problem-Aware
Ads for the Problem-Aware Audience Must:
● Agitate the prospects pain/problem● Introduce solutions to the prospects
pain/problem● Move from problem-aware to solution
aware
Facebook Ad Types: Problem-Aware
Facebook Ad Types: Problem-Aware
Ads for the Solution-Aware
Ads for the Solution-Aware Audience Must:
● Introduce specific and actionable solutions
● Move from solution-aware to product-aware
Facebook Ad Types: Solution-Aware
Facebook Ad Types: Solution-Aware
Ads for the Product-Aware
Ads for the Product-Aware Audience Must:
● Introduce your specific products or services
● Provide a harder call-to-action● Move from product-aware to
most-aware
Facebook Ad Types: Product-Aware
Facebook Ad Types: Product-Aware
Ads for the Most-Aware
Ads for the Most-Aware Audience Must:
● Alleviate doubt and risk● Make it easy for them to buy● Close the deal
Facebook Ad Types: Most-Aware
Facebook Ad Types: Most-Aware
TOP 4 TAKEAWAYS
#1
Facebook allows for some of the best targeting by using specific demographics, custom lists, and remarketing techniques.
#2Facebook has a huge range of ad types to fulfill your campaign goals.
#3Less is more. Stick to one audience, one offer, and one goal.
#4
Test and learn. It is easy to test copy or creative on Facebook. Get to know your audience even better by testing and iterating often.
Resources
● The In-Depth Template for Understanding Your One Reader
● Copy formulas for Ads (and emails, landing pages, etc.)
Resources
Thank you!Any Questions?
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