facebook ads: advanced training for beginners
TRANSCRIPT
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I’M SO FREAKIN’ CONFUSED
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Theatre, Classical music, wine, Info-products Digital Marketing SINCE 1996
Facebook marketing since 2009
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AGENDA
The number one research tool
to find your ideal audience.
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The one thing you MUST do whenever you advertise on
FacebookDon’t leave money on the table
AGENDA
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HOW TO MAXIMIZE TRUST WHEN RUNNING
YOUR ADS
AGENDA
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Audience Data
why facebook?
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time
money
YOUR INVEStment
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HAVE YOU EVER RUN FACEBOOK ADS?
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RUN AN AD TO your ideal client
TRAFFIC
THE ONLINE MARKETING FANTASY
YOUR ADYOUR OFFER
MAKE MONEY
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YOU ONLY GET10 CLICKS
TRAFFIC
WHAT ACTUALLY HAPPENS
YOUR ADYOUR OFFER
MAKE MONEY
People have banner blindness for ads that don't resonate
with them or are from companies they don't know
Cold leads who click on your ad are not ready to make a purchase at that
time. And... you have no way to follow-up with non-buyers.
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NOT QUITE THE FANTASY
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Here's the reality of the situation...
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You've got up to 8 seconds to make a
positive impression on a first time visitor before
they leave your site
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On average, only 2% of site visitors actually
purchase something from a site when they visit
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It takes an average of 7 interactions to get a lead
to open up their wallet and spend money with you
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So what should you do?
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what's the shortcut?
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bad news...
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There isn't one!
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...and that's why so few businesses see a decent return on their online
investment
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but today, you're going to discover the secret sauce
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here it comes...
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provide value first
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develop a communication channel to build a lasting and trusting relationship
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This is called a "value exchange"
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here's the blueprint...
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Identify your ideal audience
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RESEARCH: AUDIENCE INSIGHTS
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RESEARCH: AUDIENCE INSIGHTS
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RESEARCH: AUDIENCE INSIGHTS
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side note: Twitter ads
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CREATING THE AD
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CAMPAIGN
This is where you tell Facebook what you’re
trying to achieve.
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AD SET
start small and scale
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THE AD
This is where you tell Facebook where you want it shown and... CREATE YOUR AWESOME AND COMPELLING COPY.
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ARE YOU WITH ME SO FAR?
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running the ad
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YOUR FIRST AD
PRE-FRAME
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YOUR FIRST AD
establish authority
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running the ad
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HAVE YOU EVER RUN RETARGETING ADS?
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running the ad
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Retarget + split-test
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KEEP EVERYTHING INSIDE FACEBOOK