facebook ads don't suck

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Kabbage Kam Webinars #KabbageKam Facebook Ads Don’t Suck Tips to Leverage Them for Your Small Business by @MassimoCw

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Page 1: Facebook Ads Don't Suck

Kabbage Kam Webinars#KabbageKam

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

by @MassimoCw

Page 2: Facebook Ads Don't Suck

• 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

Page 3: Facebook Ads Don't Suck

Massimo ChieruzziCEO, AdEspresso

Page 4: Facebook Ads Don't Suck

Kabbage Kam Webinars#KabbageKam

So… Do FB Ads really suck for

Small Businesses?

Page 5: Facebook Ads Don't Suck

Kabbage Kam Webinars#KabbageKam

That’s me here,disagreeing.

Everyone else agree :(

…Suckers !

Page 6: Facebook Ads Don't Suck

Kabbage Kam Webinars#KabbageKam

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

It’s tough to get them right.

Page 7: Facebook Ads Don't Suck

Kabbage Kam Webinars#KabbageKam

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

making decisions!

Page 8: Facebook Ads Don't Suck

Kabbage Kam Webinars#KabbageKam

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

Page 9: Facebook Ads Don't Suck

Kabbage Kam Webinars#KabbageKam

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!

Page 10: Facebook Ads Don't Suck

Kabbage Kam Webinars#KabbageKam

The Ad’s Design

Page 11: Facebook Ads Don't Suck

Kabbage Kam Webinars#KabbageKam

Designing Facebook Ads

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

Page 12: Facebook Ads Don't Suck

Kabbage Kam Webinars#KabbageKam

Designing Facebook Ads

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

Page 13: Facebook Ads Don't Suck

Kabbage Kam Webinars#KabbageKam

Designing Facebook Ads

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

Page 14: Facebook Ads Don't Suck

Kabbage Kam Webinars#KabbageKam

Designing Facebook Ads

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

Page 15: Facebook Ads Don't Suck

Kabbage Kam Webinars#KabbageKam

The Ad’s Placement

Page 16: Facebook Ads Don't Suck

Kabbage Kam Webinars#KabbageKam

Facebook Ad PlacementWhere should you display your ads?

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

Page 17: Facebook Ads Don't Suck

Kabbage Kam Webinars#KabbageKam

Facebook Ad PlacementWhere should you display your ads?

Right-Hand ColumnLow performances & priceGood for retargeting

Page 18: Facebook Ads Don't Suck

Kabbage Kam Webinars#KabbageKam

Facebook Ad PlacementWhere should you display your ads?

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

Page 19: Facebook Ads Don't Suck

Kabbage Kam Webinars#KabbageKam

The Ad’s Targeting

Page 20: Facebook Ads Don't Suck

Kabbage Kam Webinars#KabbageKam

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.

Page 21: Facebook Ads Don't Suck

Kabbage Kam Webinars#KabbageKam

How do we find which interests to target?

Page 22: Facebook Ads Don't Suck

Kabbage Kam Webinars#KabbageKam

Graph Search is awesome!

Page 23: Facebook Ads Don't Suck

Kabbage Kam Webinars#KabbageKam

Bidding for Ads

Page 24: Facebook Ads Don't Suck

Kabbage Kam Webinars#KabbageKam

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

Page 25: Facebook Ads Don't Suck

Kabbage Kam Webinars#KabbageKam

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!

Page 26: Facebook Ads Don't Suck

Kabbage Kam Webinars#KabbageKam

Custom Audiences

Page 27: Facebook Ads Don't Suck

Kabbage Kam Webinars#KabbageKam

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

[email protected]@gmail.com

[email protected]

Page 28: Facebook Ads Don't Suck

Kabbage Kam Webinars#KabbageKam

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!

Page 29: Facebook Ads Don't Suck

Kabbage Kam Webinars#KabbageKam

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

Page 30: Facebook Ads Don't Suck

Kabbage Kam Webinars#KabbageKam

Key MetricsWhat you should keep an eye on…

Page 31: Facebook Ads Don't Suck

Kabbage Kam Webinars#KabbageKam

You won’t grow your business with Likes…

Track: Cost per Conversion, Revenues & ROI

Page 32: Facebook Ads Don't Suck

Kabbage Kam Webinars#KabbageKam

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.

Page 33: Facebook Ads Don't Suck

Kabbage Kam Webinars#KabbageKam

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

Already tried everything and still no sales?

Page 34: Facebook Ads Don't Suck

Kabbage Kam Webinars#KabbageKam

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

Page 35: Facebook Ads Don't Suck

Kabbage Kam Webinars#KabbageKam

Save Time & Money Optimizing you Facebook Ads Campaigns

AdEspresso.com/kabbage

for 3 Months-30%-30%

Page 36: Facebook Ads Don't Suck

Kabbage Kam Webinars#KabbageKam

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

Page 37: Facebook Ads Don't Suck

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

sidebar of your webinar screen.

Questions?

Page 38: Facebook Ads Don't Suck

Kabbage Kam Webinars#KabbageKam

by @MassimoCw

Thank you!

www.adespresso.com

@AdEspresso