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@creativecollect | @yradams | @trainingcollect #clickdigital PRESENTED BY YVETTE ADAMS WHAT YOU NEED TO KNOW ABOUT FACEBOOK ADS

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Page 1: FACEBOOK ADS WHAT YOU NEED TO KNOW ABOUT · So if you want to get 100 new likes on Facebook, allocate $100 and you could probably achieve this in 20 days if spending $5/day If you

@creativecollect | @yradams | @trainingcollect#clickdigital

PRESENTED BY YVETTE ADAMS

WHAT YOU NEED TO KNOW ABOUT FACEBOOK ADS

Page 2: FACEBOOK ADS WHAT YOU NEED TO KNOW ABOUT · So if you want to get 100 new likes on Facebook, allocate $100 and you could probably achieve this in 20 days if spending $5/day If you

THE ENTREA BIT ABOUT ME: YVETTE ADAMS

● Originally from New Zealand, had a gap decade travelling for 7 years in my 20s, wound up on the Sunshine Coast of Qld

● Started 6 businesses, sold 2, currently running 3 - The Creative Collective, The Training Collective & awardshub.com

● Multi-award winning business woman● Mum of 2 aged 9 & 12● Written a book on kids & technology - ‘No

Kidding - Why Our Kids Know More About Technology Than Us & What We Can Do About It’

● LOVE tech products, entrepreneurs, music, travel & water sports!!

● Have my own show - Young Entrepreneurs - download the app Brin from App Store or Google Play - free!

Page 3: FACEBOOK ADS WHAT YOU NEED TO KNOW ABOUT · So if you want to get 100 new likes on Facebook, allocate $100 and you could probably achieve this in 20 days if spending $5/day If you

THE ENTRE● What Facebook Business Manager is and why you need it

● Why boosting posts is NOT necessarily the best way to get results on Facebook

● Why implementing Facebook tracking and conversion pixels on your website is essential to

see how your Facebook ads are performing

● How you can upload any databases you have onto Facebook and find out who your target

audience is

● The pin-point level of targeting you can achieve with Facebook

● Why you'd be crazy not to remarket people who visit your website through Facebook

advertising

● The 20% rule on images

● An introduction to Instagram advertising

● Questions

WHAT WE’LL RUN THROUGH TODAY

Page 4: FACEBOOK ADS WHAT YOU NEED TO KNOW ABOUT · So if you want to get 100 new likes on Facebook, allocate $100 and you could probably achieve this in 20 days if spending $5/day If you

WANT THE SLIDES?GIVE ME YOUR BUSINESS CARD

AT THE END

Page 5: FACEBOOK ADS WHAT YOU NEED TO KNOW ABOUT · So if you want to get 100 new likes on Facebook, allocate $100 and you could probably achieve this in 20 days if spending $5/day If you

On 21 January 2014, Facebook put through a game-changing algorithm update, forcing all business users

to seriously consider advertising just to have their posts be seen on Facebook.

Page 6: FACEBOOK ADS WHAT YOU NEED TO KNOW ABOUT · So if you want to get 100 new likes on Facebook, allocate $100 and you could probably achieve this in 20 days if spending $5/day If you

THE ENTREWHY BOOSTED POST ARE FOR FOOLS

Page 7: FACEBOOK ADS WHAT YOU NEED TO KNOW ABOUT · So if you want to get 100 new likes on Facebook, allocate $100 and you could probably achieve this in 20 days if spending $5/day If you

WHY AD MANAGER JUST WON’T CUT IT

Page 8: FACEBOOK ADS WHAT YOU NEED TO KNOW ABOUT · So if you want to get 100 new likes on Facebook, allocate $100 and you could probably achieve this in 20 days if spending $5/day If you

THE ENTREWHY AD MANAGER JUST WON’T CUT IT

Easier to give other people access (staff,

agencies etc.)

Easier to do product ads

Just easier to get organised and see

overall performance

You can’t share pixels between

different accountsEasier to manage multiple accounts

Over time it’s likely to phase out

Facebook Business Manager is what

Facebook recommends!

Page 9: FACEBOOK ADS WHAT YOU NEED TO KNOW ABOUT · So if you want to get 100 new likes on Facebook, allocate $100 and you could probably achieve this in 20 days if spending $5/day If you

THE ENTREINTRODUCING FACEBOOK BUSINESS MANAGER

Get into it at: http://business.facebook.com

Page 10: FACEBOOK ADS WHAT YOU NEED TO KNOW ABOUT · So if you want to get 100 new likes on Facebook, allocate $100 and you could probably achieve this in 20 days if spending $5/day If you

THE ENTRETHE CORRECT WAY TO ESTABLISH FB BUSINESS MANAGER

STEP 1: Go to business.facebook.com/create - establish an account (it’s free)STEP 2: Add the Facebook Pages that you wish to manage in the one locationSTEP 3: Create a Facebook Ad AccountSTEP 4: Invite anyone you’d like to work on your accounts for you - team members or an outsourced agency

WORD OF WARNING: Be careful you select the right currency, time zone and name for your account.

You can’t change it later!

Page 11: FACEBOOK ADS WHAT YOU NEED TO KNOW ABOUT · So if you want to get 100 new likes on Facebook, allocate $100 and you could probably achieve this in 20 days if spending $5/day If you

THE ENTRETHE ROLES REQUIRED FOR A SUCCESSFUL CAMPAIGN

Page 12: FACEBOOK ADS WHAT YOU NEED TO KNOW ABOUT · So if you want to get 100 new likes on Facebook, allocate $100 and you could probably achieve this in 20 days if spending $5/day If you

THE ENTREHOW TO ADD AN AGENCY

STEP 1: Provide your Page URLSTEP 2: Provide your Account IDSTEP 3: The Agency will send a request to access your page and ad account.STEP 4: Approve both requests

Page 13: FACEBOOK ADS WHAT YOU NEED TO KNOW ABOUT · So if you want to get 100 new likes on Facebook, allocate $100 and you could probably achieve this in 20 days if spending $5/day If you

THE ENTREOBJECTIVES FACEBOOK OFFERS THROUGH ADVERTISING

Page 14: FACEBOOK ADS WHAT YOU NEED TO KNOW ABOUT · So if you want to get 100 new likes on Facebook, allocate $100 and you could probably achieve this in 20 days if spending $5/day If you

THE FACBEOOK ADVERTISINGPROCESS & ALL

CONSIDERATIONS...

Page 15: FACEBOOK ADS WHAT YOU NEED TO KNOW ABOUT · So if you want to get 100 new likes on Facebook, allocate $100 and you could probably achieve this in 20 days if spending $5/day If you

THINGS YOU SHOULD HAVE IN PLACE BEFORE YOU GET STARTED❏ Website set up with good converting landing pages❏ Facebook Business Page setup❏ Facebook Business Manager set up & shared with the agency who will

help you❏ Google Analytics in place❏ Conversion tracking in place❏ Google Tag Manager in place❏ Facebook pixels in place❏ Download any databases you have for upload❏ A budget allocated (minimum $5-$7/day PER OBJECTIVE & PER

AUDIENCE you want to target) ❏ GREAT IMAGES - 1200px x 628px ❏ Video content?❏ A great offer/hook

Page 16: FACEBOOK ADS WHAT YOU NEED TO KNOW ABOUT · So if you want to get 100 new likes on Facebook, allocate $100 and you could probably achieve this in 20 days if spending $5/day If you

CHOOSING YOUR AUDIENCE ON FACEBOOK

Page 17: FACEBOOK ADS WHAT YOU NEED TO KNOW ABOUT · So if you want to get 100 new likes on Facebook, allocate $100 and you could probably achieve this in 20 days if spending $5/day If you
Page 18: FACEBOOK ADS WHAT YOU NEED TO KNOW ABOUT · So if you want to get 100 new likes on Facebook, allocate $100 and you could probably achieve this in 20 days if spending $5/day If you

LIVE DEMO OF TARGETING ON FACEBOOK

Page 19: FACEBOOK ADS WHAT YOU NEED TO KNOW ABOUT · So if you want to get 100 new likes on Facebook, allocate $100 and you could probably achieve this in 20 days if spending $5/day If you

PLAN: PAGE INSIGHTS

Page 20: FACEBOOK ADS WHAT YOU NEED TO KNOW ABOUT · So if you want to get 100 new likes on Facebook, allocate $100 and you could probably achieve this in 20 days if spending $5/day If you

PLAN: PAGE INSIGHTS

Page 21: FACEBOOK ADS WHAT YOU NEED TO KNOW ABOUT · So if you want to get 100 new likes on Facebook, allocate $100 and you could probably achieve this in 20 days if spending $5/day If you

CUSTOM AUDIENCES

Page 22: FACEBOOK ADS WHAT YOU NEED TO KNOW ABOUT · So if you want to get 100 new likes on Facebook, allocate $100 and you could probably achieve this in 20 days if spending $5/day If you
Page 23: FACEBOOK ADS WHAT YOU NEED TO KNOW ABOUT · So if you want to get 100 new likes on Facebook, allocate $100 and you could probably achieve this in 20 days if spending $5/day If you

CUSTOM AUDIENCE INSIGHTS

Page 24: FACEBOOK ADS WHAT YOU NEED TO KNOW ABOUT · So if you want to get 100 new likes on Facebook, allocate $100 and you could probably achieve this in 20 days if spending $5/day If you

CUSTOM AUDIENCE INSIGHTS

Page 25: FACEBOOK ADS WHAT YOU NEED TO KNOW ABOUT · So if you want to get 100 new likes on Facebook, allocate $100 and you could probably achieve this in 20 days if spending $5/day If you

LOOKALIKE AUDIENCE

Page 26: FACEBOOK ADS WHAT YOU NEED TO KNOW ABOUT · So if you want to get 100 new likes on Facebook, allocate $100 and you could probably achieve this in 20 days if spending $5/day If you

THE STATS DON’T LIE - WHAT MAKES A GREAT FB POST...

Page 27: FACEBOOK ADS WHAT YOU NEED TO KNOW ABOUT · So if you want to get 100 new likes on Facebook, allocate $100 and you could probably achieve this in 20 days if spending $5/day If you

WHAT TO POST ON FB - THE AMAZING 30/30/30/10 RULE!

GIVE VALUE - NO SALE IN IT FOR

YOU OR THE NEXT PERSON

INSPIRATION - MEMES,

CARTOONS, QUOTES, PHOTOS

SELF PROMOTE - COMPANY NEWS,

NEW HIRES, AWARD WINS, SPECIAL OFFERS, NEW

PRODUCTS ETC.

PROMOTE OTHERS

NOTE - SOME POSTS MAY BE ‘HYBRID POSTS’ i.e.

THEY ARE A CROSS BETWEEN THESE

DEFINITIONS.

Page 28: FACEBOOK ADS WHAT YOU NEED TO KNOW ABOUT · So if you want to get 100 new likes on Facebook, allocate $100 and you could probably achieve this in 20 days if spending $5/day If you

PLACEMENT

Page 29: FACEBOOK ADS WHAT YOU NEED TO KNOW ABOUT · So if you want to get 100 new likes on Facebook, allocate $100 and you could probably achieve this in 20 days if spending $5/day If you

BUDGET & SCHEDULE

Page 30: FACEBOOK ADS WHAT YOU NEED TO KNOW ABOUT · So if you want to get 100 new likes on Facebook, allocate $100 and you could probably achieve this in 20 days if spending $5/day If you

WHAT TO BUDGET...

$5-$7/day PER OBJECTIVE you want to fulfill

Average cost per action on Facebook = $1Average CTR = 1-2%

So if you want to get 100 new likes on Facebook, allocate $100 and you could probably achieve this in 20

days if spending $5/day

If you want to get 100 people clicking through to your website in a month, you’ll need to get 1000 people clicking

on your Facebook ads = $1000 (and you’d want a high converting website)

NOTE - These formulas should be used as a guide only. Results will vary from campaign to campaign.

Page 31: FACEBOOK ADS WHAT YOU NEED TO KNOW ABOUT · So if you want to get 100 new likes on Facebook, allocate $100 and you could probably achieve this in 20 days if spending $5/day If you

ROI - RETURN ON INVESTMENTSo if you got 100 people on your website, on a good

converting website you could expect a 1-2% conversion rate

If you sell widgets for $100 = 1-2 widget sales = $100 - $200 in the bank.

Are you getting your ROI?

How does this ROI compare to other marketing channels?

Can you boost your conversion rate?

NOTE - These formulas should be used as a guide only. Results will vary from campaign to campaign.

Page 32: FACEBOOK ADS WHAT YOU NEED TO KNOW ABOUT · So if you want to get 100 new likes on Facebook, allocate $100 and you could probably achieve this in 20 days if spending $5/day If you

THE ENTREMEDIA & TEXT

Keep it short - character count = - 25 header- 90 characters for text- 200 for newsfeed link

Call to action

Page 33: FACEBOOK ADS WHAT YOU NEED TO KNOW ABOUT · So if you want to get 100 new likes on Facebook, allocate $100 and you could probably achieve this in 20 days if spending $5/day If you

THE ENTRECHOOSING YOUR CREATIVE:

YOUR OPTIONS FOR IMAGERY ON FB ADVERTISING

Page 34: FACEBOOK ADS WHAT YOU NEED TO KNOW ABOUT · So if you want to get 100 new likes on Facebook, allocate $100 and you could probably achieve this in 20 days if spending $5/day If you

THE ENTREYOUR OPTIONS FOR IMAGERY ON FB ADVERTISING

Page 35: FACEBOOK ADS WHAT YOU NEED TO KNOW ABOUT · So if you want to get 100 new likes on Facebook, allocate $100 and you could probably achieve this in 20 days if spending $5/day If you

FOR GRAPHICS WE CAN’T LIVE WITHOUT CANVA.COM!

BUY THE MODULE!http://thetrainingcollective.com.au/product/create-digital-images/

Page 36: FACEBOOK ADS WHAT YOU NEED TO KNOW ABOUT · So if you want to get 100 new likes on Facebook, allocate $100 and you could probably achieve this in 20 days if spending $5/day If you
Page 37: FACEBOOK ADS WHAT YOU NEED TO KNOW ABOUT · So if you want to get 100 new likes on Facebook, allocate $100 and you could probably achieve this in 20 days if spending $5/day If you

20% RULE

https://www.facebook.com/ads/tools/text_overlay

https://www.facebook.com/ads/tools/text_overlay
https://www.facebook.com/ads/tools/text_overlay
Page 38: FACEBOOK ADS WHAT YOU NEED TO KNOW ABOUT · So if you want to get 100 new likes on Facebook, allocate $100 and you could probably achieve this in 20 days if spending $5/day If you

VIDEO WORKS REALLY WELL ON FACEBOOK!

Page 39: FACEBOOK ADS WHAT YOU NEED TO KNOW ABOUT · So if you want to get 100 new likes on Facebook, allocate $100 and you could probably achieve this in 20 days if spending $5/day If you

THE ALL IMPORTANT CONVERSION & TRACKING PIXELS

Page 40: FACEBOOK ADS WHAT YOU NEED TO KNOW ABOUT · So if you want to get 100 new likes on Facebook, allocate $100 and you could probably achieve this in 20 days if spending $5/day If you

IF PIXELS ARE FIRING IT WILL LOOK LIKE THIS...

Page 41: FACEBOOK ADS WHAT YOU NEED TO KNOW ABOUT · So if you want to get 100 new likes on Facebook, allocate $100 and you could probably achieve this in 20 days if spending $5/day If you

AN INTRO TO INSTAGRAM ADVERTISING

Page 42: FACEBOOK ADS WHAT YOU NEED TO KNOW ABOUT · So if you want to get 100 new likes on Facebook, allocate $100 and you could probably achieve this in 20 days if spending $5/day If you

WE REGRET TO INFORM YOU WE DON’T KNOW MAGIC We can get you likes and leads but we can’t make people buy.

Making sure you:

1/ have a good product/service2/ at a good price

3/ on a good website4/ which converts

is therefore key!

[BE OPEN TO FEEDBACK]

Page 43: FACEBOOK ADS WHAT YOU NEED TO KNOW ABOUT · So if you want to get 100 new likes on Facebook, allocate $100 and you could probably achieve this in 20 days if spending $5/day If you

● CAMPAIGN PERIOD = 18 May - 19 August (3 months)● TOTAL CAMPAIGN SPEND NET TO FACEBOOK = $784.29● TOTAL CAMPAIGN CLICKS = 2,455● TOTAL CAMPAIGN REACH = 38,197● Unique Click-Through Rate = 6.43% (industry average = 1%)● Average cost per click = $0.21 (industry average = $1)● Client was booked out for first 3 weeks upon opening!

CASE STUDY: THE FLOAT SPACE LAUNCH

Page 44: FACEBOOK ADS WHAT YOU NEED TO KNOW ABOUT · So if you want to get 100 new likes on Facebook, allocate $100 and you could probably achieve this in 20 days if spending $5/day If you

• Facebook Page likes from 520 to 2,681 (increase 515%)• Paid campaign reach: 37,981• Restaurant Visits: 3,880• Page likes direct from advertising: 1,894• Click through rate from retargeting: 19%

CASE STUDY: ROOM 81 - SOFITEL GOLD COAST

Page 45: FACEBOOK ADS WHAT YOU NEED TO KNOW ABOUT · So if you want to get 100 new likes on Facebook, allocate $100 and you could probably achieve this in 20 days if spending $5/day If you

THE ENTRECASE STUDY:

Good Beer - Australia’s First Social Enterprise Beer

Total spend $2032USD4795 results443826 impressions1.08% result rate277,341 reach0.42USD cost per resultClient raised near $40,000AUD to establish the business(And we all enjoyed drinking some beer that does good!)

Page 46: FACEBOOK ADS WHAT YOU NEED TO KNOW ABOUT · So if you want to get 100 new likes on Facebook, allocate $100 and you could probably achieve this in 20 days if spending $5/day If you

CASE STUDY: FOOT IN THE DOOR

Page 47: FACEBOOK ADS WHAT YOU NEED TO KNOW ABOUT · So if you want to get 100 new likes on Facebook, allocate $100 and you could probably achieve this in 20 days if spending $5/day If you

KEY TAKEAWAYS1. Make sure you have Facebook Business Manager

established

2. Make sure you have tracking and conversion pixels in

place and that they are firing.

3. Locate any databases you can upload for custom

audiences and look alike audiences

4. Have great landing pages

5. Find a great team to work with and trust them

6. Be prepared to commit some $$$ to your FB campaign -

it can produce some big results

Page 48: FACEBOOK ADS WHAT YOU NEED TO KNOW ABOUT · So if you want to get 100 new likes on Facebook, allocate $100 and you could probably achieve this in 20 days if spending $5/day If you

GET IN TOUCH!THECREATIVECOLLECTIVE.COM.AU/EVENTS

NEED HELP?

Page 49: FACEBOOK ADS WHAT YOU NEED TO KNOW ABOUT · So if you want to get 100 new likes on Facebook, allocate $100 and you could probably achieve this in 20 days if spending $5/day If you

LEARN MORE...Upcoming events...

See more at:www.thecreativecollective.com.au/events

22 Nov - SUNSHINE COAST - Social Media Workshop - FULL DAY23 Nov - NEWCASTLE - LUNCH BOX LEARNING - Harnessing the power of Facebook advertising for your

business06 Dec - SUNSHINE COAST - Wordpress for Business - FULL DAY

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Page 50: FACEBOOK ADS WHAT YOU NEED TO KNOW ABOUT · So if you want to get 100 new likes on Facebook, allocate $100 and you could probably achieve this in 20 days if spending $5/day If you

SELF PACED LEARNING

ONLINE MODULES = $49.95AUD PER MODULEwww.thetrainingcollective.com.au/online-modules

ONLINE PROGRAMS = $495AUD PER PROGRAMhttp://thetrainingcollective.com.au/programs/

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Page 51: FACEBOOK ADS WHAT YOU NEED TO KNOW ABOUT · So if you want to get 100 new likes on Facebook, allocate $100 and you could probably achieve this in 20 days if spending $5/day If you

QUESTIONSwww.thecreativecollective.com.au

@creativecollect | @yradams | @trainingcollect#lunchathub #fbwithyvette #bpwlunchtime


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