facebook ads lookbook 2015
TRANSCRIPT
Facebook Ads Lookbook 2015
With more and more people on Facebook, the ability to organically reach consumers in their newsfeed is steadily declining. The amount of content being produced is outnumbering the amount of space that the newsfeed allows for, making it very hard for businesses to get their posts seen by their own fans, as the average person is connected to 80 different fan pages. Just 11% of Facebook posts are viewedorganically according to our research.
The best way to combat organic decline is with paid advertising. Small business owners may be wary about paying for a platform that they’ve always used for free, but the results for paid advertising on Facebook could very well change their mind. 1 million small businesses arealready advertising on Facebook.
It takes more than having an employee that likes Facebook do your marketing. Anyone can post an update, but if your end game is increasing sales, you need to be posting for profit.
Facebook ads are clearly a good investment, so we’ve broken down some Facebook ads we’ve run for some of our clients for inspiration on how to optimize your own ads.
If you have any questions about Facebookadvertising, contact us at 800.926.2451,tweet our digital strategists or email us at [email protected].
We do this every day for 1,000s of clients! It is fun and it really is marketing magic.
$85 average ecommerceorder value from aFacebook referral.Source: AdWeek
47% say Facebookis their #1influencer ofpurchases.Source: G/O Digital
The average CTRsfor retailers whouse FacebookAds are up 375%.Source: Venture Beat
80% hunt for bargainson Facebook atleast once a week. Source: G/O Digital
70% of marketers useFacebook to gainnew customers.Source: jeffbullas.com
152% ROI for retailFacebookadvertisers.Source: MediaPost
As the digital world continues to grow, and mobile usage exponentially increases, Facebook is continuing to see a staggering increase in users and daily visits to the site. The site has over 1.49 billion users and 128 million of those users visit the site every day in the U.S. alone.
Breakfast and brunch spot with four locations spread out across the Midwest and Nevada
WHAT WENT DOWN Goal: Page LikesAudience: Winnemucca, NV; Meridian, ID; Eagle, ID; Boise, ID; 25-54 yrs; Boise State athletics fans and University ofNevada athletics fans; Buncha brunch food interestsAmount Spent: $50
RESULTS People reached: 4,507 Page likes: 171Cost per result: 28 cents Result rate: 2.14%
movingtargets.com
The main goal when they came to us was to expand the fanbaseby targeting people in each of their four cities. $50 got the page171 new likes in just one month. Also, how could you look at thatpicture and not want those crepes.Alex Beard DIGITAL MARKETING STRATEGIST @AlexFromMT
The sheer suggestion of growing your fan base by more than 10 percent in one month may seemdaunting, but it’s more reasonable than you’d think, as long as you have a good understanding ofyour audience and spot-on targeting to reach your ideal prospective customer! (Scrumptiouscrepes don’t hurt either; because humans are such visual beings, an appealing photo is an almostunfailing component of a successful Facebook ad.)Michelle Bizon V.P. MARKETING SOLUTIONS [email protected]
Family car care center in Baldwin Place, NY
WHAT WENT DOWN Goal: Post engagementAudience: Balwin Place, NY + 5mi (middle of nowhere kinda place), Interested in Custom Cars, Kustom Cars, Street Racing, Racing, Street Car, Drag RaceAmount spent: $10
RESULTS People reached: 1,915 Post engagements: 177Cost per result: 6 cents Result rate: 9.10%
movingtargets.com
When a new family moves to town and is invited into visittheir shop, a vibrant online presence positions themas an expert in the industry and helps alleviate the newresident’s skepticism.Terry Siff VP OF SALES [email protected]
Fans like it when you ask their opinion and show an interest intheir interests. This ad worked because it was part of a series ofads asking about fans favorite features.Ian Repko P.M.S. DIRECTOR @enflepflow
Sports bar/pizzeria/restaurantin Chicago, Illinois
WHAT WENT DOWN Goal: Post EngagementAudience: Only in Chicago, ages 22 to 42
Amount Spent: $15
RESULTS People reached: 7,489Cost per result: 2 centsResult rate: 7.18%
movingtargets.com
It’s a good picture of their cheeseburgers (actual photostypically get more engagement than stock photos) and wastargeted to just area around the restaurant. The restaurant isin a very densely populated area, which aided in the viralcapability of the ad.Lauren Springer DIGITAL MARKETING STRATEGIST @laspringer10
When she started working with us, their two big goalswere not just gaining new customers with Facebook ads,but also strengthening the relationships they already had.Authenticity is key. Regularly showcasing their own foodrather than stock images makes the business stand abovetheir competitors who may not be as active or savvy online.Tina Martellucci MARKETING CONSULTANT [email protected]
Nightclub/Bar in Salisbury MA
WHAT WENT DOWN Goal: Post EngagementAudience: Only in Salisbury, ages 21 to 35 Amount Spent: $9.99
RESULTS People reached: 2,244Cost per result: 1 centResult rate: 51.69%
Videos have proven to be content king on social media.Posting a video of your new product/dish/service is agreat way to show it off and guarantee people see it.Lauren Springer DIGITAL MARKETING STRATEGIST @laspringer10
Not being on the beach in a resort town presents a challenge:Potential customers have tons of businesses competing for theirattention, and it’s tough to beat a great spot on the beach. Socialmedia ads and a great online reputation rope in vacationersduring their stay and turn locals into loyal customers.Terry Siff VP OF SALES [email protected]
movingtargets.com
breakfast and brunch spot with four locations spread out across the Midwest and Nevada
WHAT WENT DOWN Goal: Page LikesAudience: Winnemucca, NV; Meridian, ID; Eagle, ID; Boise, ID; 25-54 yrs; Boise State athletics fans and University of Nevada athletics fans; Buncha brunch food interestsAmount Spent: $50
RESULTS People reached: Cost per result: Result rate:
Bitty -- the main goal when they came to us was to expand the fanbase by targeting people in each of their four cities. $50 got the page 171 new likes in just one month. Also, how could you look at that picture and not want those crepes
Philly-style cheesesteaks in Los Angeles, CA
WHAT WENT DOWN Goal: Post engagementAudience: Relevant LA-area neighborhoods25-54 yrs. University of Southern Cal athletics fans, mostly (They are right down the street from campus)Amount Spent: $10
RESULTS People reached: 1,737 Cost per result: 5 centsResult rate: 8.6%
They have a great reputation in Los Angeles, so simple engagement posts like thiscan greatly benefit from a $10 boost to tap into the buzz surrounding the business.Alex Beard DIGITAL MARKETING STRATEGIST @AlexFromMT
Expert target marketing is a powerful tool and gets a very attractive ROI– in this case, appealing to USCfans that we know live in immediate neighborhoods. Using pictures of your products as props whenengaging people is effective, but the pictures have to look good, and those cheesesteak look amazing.Blake Wilcox MARKETING CONSULTANT [email protected]
movingtargets.com
movingtargets.com
Hot Rod Garage in Augusta, KS
WHAT WENT DOWN Goal: Post engagementAudience: Augusta, KS +7mi, interested in Mustangs, Hot Rods, American MuscleAmount spent: $50
RESULTS People reached: 4,438 Post engagements: 171Cost per result: 29 cents Result rate: 1.76%
This particular collision shop specializes in hot rods and Mustangs. The owner has a very positiverelationship with his community and fellow hot rod owners. We placed the ad to run through theweekend and targeted to based on the owner’s demographics in his own POS database.Ian Repko P.M.S. DIRECTOR @enflepflow
If there’s one thing gearheads are passionate about, it’s sports cars!Promoting a post asking Mustang enthusiasts to weigh in on theirpreferred paint color is all but guaranteed to elicit a strong response.Combine that with effective ad targeting — namely, reaching out toFacebook users similar to current customers from your POS system— and you’ve got a winning post that reaches an audience severaltimes larger than just your core group of existing Facebook fansMichelle Bizon V.P. Marketing Solutions [email protected]
movingtargets.com
Restaurant/Bar in Sellersville, PA
WHAT WENT DOWN Goal: Video viewsAudience: Sellersville +3 miles, ages 21-57, like Founders Brewing, Free Will Brewing, and a few other craft beersAmount spent: $10
RESULTS People reached: 2,118 View views: 797Cost per result: 1 cent Result rate: 35.27%
They partnered with two very important breweriesfor a patio opening. We made this video and targetedlocal beer lovers and also specifically people that likeFounders and Free Will. As a result, this ad performedvery well as we compiled beautiful shots of their patio,bar and staff, during the build up to the event. Ian Repko P.M.S. DIRECTOR @enflepflow
In video ads, the first few seconds are the key to success. Attracting customers back to your localwatering hole after a cold, snowy winter indoors is no small feat, but enticing clips of a cold beerand a sunny patio — plus, a clear call to action! — pull you in right off the bat. Michelle Bizon V.P. Marketing Solutions [email protected]
movingtargets.com
Family-oriented breakfast place in Norco, CA
WHAT WENT DOWN Goal: Post engagements Audience: Norco +3 miles, Amount spent: $33.05 18-60, likes breakfast and brunch
RESULTS People reached: 1,886 Page likes: 115Cost per result: 12 cents Result rate: 5.21%
Facebook Ads are especially important when you’re opening a newrestaurant. You can target your ad specifically to reach those peoplethat are most likely to become your loyal customers – your neighbors.Marguerite Hulett TMS Director @MargueriteWrtes
There’s serious competition in the brunch game in NorCal, sonew restaurants have almost insurmountable barriers to stealingprospects away from their routine spots. Targeting potentialcustomers to let them know they can head just around the cornerto indulge in the delicious-looking treats pictured is a surefire wayto attract positive attention with your ad. Michelle Bizon V.P. Marketing Solutions [email protected]
movingtargets.com
Family oriented sushi restaurant in Arlington, VA Family oriented sushi restaurant in Arlington, VA
WHAT WENT DOWN Goal: Page likesAudience: Arlington +8 miles,24-55, interested in sushiAmount spent: $33.05
RESULTS People reached: 1,665Page likes: 65Cost per result: 51 centsResult rate: 3.02%
Don’t be afraid to show off any accolades you’ve won! People today valuequality, so let them know why your restaurant is worth their time and money.Marguerite Hulett TMS Director @MargueriteWrtes
Sushi lovers will travel far and wide for their favorite sushi, especially in the D.C. metro area. It’sone thing to say you’re the best — but it’s another thing entirely for an outside, unbiased party tohelp promote you, which lends you major credibility with both experimenting locals and tourists. Michelle Bizon V.P. Marketing Solutions [email protected]
movingtargets.com
Pizza restaurant in Marietta, GA
WHAT WENT DOWN Goal: Page likesAudience: 25+ miles from Atlanta, GA interested in:Chicago White Sox, Chicago Bulls, Chicago Cubs,Chicago Bears and Chicago BlackhawksAmount spent: $105
RESULTS People reached: 10,117 Page likes: 417Cost per result: .25 cents Result rate: 2.91%
For Georgians who grew up in the Chicago area, it can be hard to find a pizza joint thatbrings back memories of home. This ad set worked well because we targeted people inthe Atlanta area with interests in Chicago sports, which allowed us to reach the idealcustomer. Guests will now drive up to three hours to get a taste of home!Christa Vohs DIGITAL MARKETING SOLUTIONS DIRECTOR @christavohs
With families constantly moving into new homes in new states, it can be tough for smallbusinesses to reach their ideal customers. Direct mail can corral many new movers, buteffective social targeting can reach people with regional interests – like sports teams – in areas that might be outside the prospect’s hometown. Lisa Seidler MARKETING CONSULTANT [email protected]
Upscale restaurant and bar in Harlem, NY
WHAT WENT DOWN Goal: Promoting local businessAudience: 3 mile radius around business, ages 21-50Amount spent: $13.15
RESULTS People reached: 7,634 Impressions: 9,104Cost per result: .001 cent Result rate: 100%
Understand what you’re trying to promote! In this situation,the owner wanted to increase his customers during lunchhour. People usually don’t want to travel far for lunch, so wefocused solely on people within 3 miles of the restaurant.Marguerite Hulett TMS Director @MargueriteWrtes
Due to their ever-changing community, the owner feels socialmedia is the best way to reach those neighborhoods with peoplewho are most likely to become longtime patrons. Using socialmedia in tandem with their other marketing efforts, they haveseen a steady stream of new and return customers.Lisa Seidler MARKETING CONSULTANT [email protected]
movingtargets.com
movingtargets.com
Family car care center in Baldwin Place, NY
WHAT WENT DOWN Goal: Website clicks Audience: 8 mile radius aroundAmount spent: $50 business, ages 21-57
RESULTS People reached: 5,871 Website clicks: 153Cost per result: 33 cents Result rate: .94%
This ad helped soft sell a promotionand the business saw a generousconversion rate in regards to thenumber of visits to the page. Ian Repko P.M.S. DIRECTOR @enflepflow
While some auto shop owners may not see thevalue of an intense social presence, Facebookadvertising is the best way to spread informationabout specials, promotions and general brandawareness to prospects who maybe have neverconsidered bringing their business to your shop.Terry Siff VP OF SALES [email protected]
movingtargets.com
Nightclub/Party Bar in Wilmington, NC
WHAT WENT DOWN Goal: Ticket sales + post engagement Audience: City of Wilmington, only women ages 21-45Amount spent: $5
RESULTS People reached: 2,998 Website clicks: 259Cost per result: .02 cents Result rate: 4.49%
The Facebook newsfeed is flooded with content and organic reachis down, getting the word out about your event takes a lot morecreativity now than it used to. We used the explicit nature of thisevent to our advantage by posting a picture of the performers andtargeting the ad only to women. Ticket sales were enhanced furtherby offering a special price.Christa Vohs DIGITAL MARKETING SOLUTIONS DIRECTOR @christavohs
What more is there to say? Look at those studs! By expertlytargeting ads to a key demographic, nightclubs and bars canbuild buzz and drive ticket sales for upcoming events. In manycases, running multiple ads simultaneously and experimentingwith targeting can yield incredible results.Tina Martellucci MARKETING CONSULTANT [email protected]
movingtargets.com800.926.2451
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