Download - Facebook advertising the why and how
Facebook Advertising: The Why and How
Agenda:
How to leverage Facebook ads to achieve your business goals
Measure, report & learn from datathat matters
Case study: Facebook pays off for small business
Sound Familiar?
Users aged 25-34
‘Likes’ every day
4.5 Billion
29.7%
New profiles every minute
People logged in daily
890 million
300
Facebook Dominates Social Universe
$$ Doubled YoY(November 2014)
ROI
Facebook Ads: By The Numbers
accuracy on targeting efforts 94%
Facebook has
Hours spent on Facebook each month
6:35
Facebook visits coming from mobile
8.25%
Where do small businesses fit in?
Social Media Influences Purchase Decisions
Social drives roughly equal amounts of online and in-store sales.
Source: Vision Critical 2013 and IBM Survey 2014
of social media users have purchased
a product after sharing or liking on
Facebook, Pinterest or Twitter43%
Facebook is more than just a “like” machine
How to leverageFacebook ads to achieveyour business goals
1: Optimize Your Business Page
Logo (180x180 pixels)
Cover Image
Company-centric (851x315 pixels)
About Section
Be descriptive. Excite people. Compel them to visit your website, call or walk
inside.
Profile Picture
• Add fun to the experience with quizzes, contests, photos and videos
• Invite your audience to share their personal stories
• Curate outside content and news
• Monitor trending posts and hashtags
• Stay true to your brand identity, products you sell, stories you tell and experiences you build every day
Mix Up Content To Keep It Fresh & Fun
of Facebook “shares”Happen on Saturday40%
To Do List:
Never stop optimizing
Stay brand focused with Profile picture and Cover image
Be descriptive in About section to compel offline actions
Experiment with different types of content
Respond directly and in a timely manner
Identify goals you want to achieve• More website traffic?
• More phone calls?
• More leads?
• More in-store sales?
• More positive reviews?
• More direct dialogue with Facebook users?
Think strategically, not tactically
It’s not just about deploying ads, but about targeting them to the right people at the righttimes and places
2: Define Your Goals
To Do List:
Set specific goals
Always be customer-centric
Start slowly but surely, then expand
Analyze data for historical patterns
Be realistic with expectations
Build a trust-based rapport with your marketing provider
Don’t let intentions – or lack of intentions – hold you back.
• Target the right audience –moms, families
• Stay true to Facebook users social tendencies
• People are more likely to click if an incentive offers at least 30% off
3: Make Ads Worthwhile and Relevant Enough To Act
To Do List:
Identify all of your audience segmentsCreate a compelling Offer for desired audience
Test multiple variations for optimal ROI
Establish system for tracking results
Train staff to review, measure and report on data regularly
4: Make Every Visual Count
Title
Description
Image
Expiration Date
Claim Limit
To Do List:
Make call-to-action in Title section fit into 25 character limit
Describe offers well enough in just 90 characters
Pick the right image (1200 x 628 pixels) and use less than 20% text
Set expiration date
Claim limit set
Limit terms and conditions copy to 900 characters
Gender
Languages
Location
Age
Interests
Behaviors
Connections
5: Target The Right Audience
To Do List:Tailor your offer based on users’ location
Reach your target demographic (age)
Think about gender
Use the appropriate language
Personalize to users’ interests
Take into account past online behaviors
Look at your connections – fans vs. non-fans
6: Set Your Budget Accordingly
Budget
Schedule
Optimize For
Pricing
To Do List:
Set your budget, by day or lifetime
Schedule start and end dates
Optimize for the right objective
Confirm pricing
Focus on compelling users to act, rather than spraying-and-praying
7:Test & Learn To Drive Optimal ROI
Try our new chocolate ice cream and get 50% off your entire offer.
Ice Cream Store
Try our new chocolate ice cream and get 50% off your entire offer.
Ice Cream Store
A B
To Do List:
Increase or decrease your budget
** For accurate testing only change up one variable at a time **
Adjust your bidding type
Refine your audience
Narrow or expand your location
Change up your visual
Measure, Report & Learn From Data That Matters
Metrics: Measure What Matters
• Track conversions (contest signups, ecommerce, etc.)
• Measure for online and offline success
Case study: Facebook pays off for small business
Challenge: Boost post-holiday sales
Strategy: Target and incentivize Facebook users to redeem promotional offer and buy in-store
Outcome:
• 257 Offers Claimed
• 60 In-Store Redemptions
• $5,500 Net Store Sales
• 1,100% Increased ROI
Personalized Ads Amplify Seasonal Sales
Thank You!