facebook advertising made easy - a guide for maximising paid options
DESCRIPTION
This advertising guide shows you the paid options that Facebook offers and tips & tricks to make your advertising as effective as possible. Learn what works with the new algorithm and what doesn't, how much it all costs and how to measure if your campaigns are successful.TRANSCRIPT
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FACEBOOK ADVERTISING MADE EASY
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WHAT’S YOUR MARKETING GOAL? • Build a database • Generate compe33on entries
• Awareness / branding • Calls to customer service
• A specific response or ac3on THINK ABOUT
• Conversa3ons • Interac3ons • Customer Service
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Advertising
Options
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DESKTOP News Feed MOBILE News Feed
PREMIUM Home Page Op<ons
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PREMIUM LOGOUT PAGE (Video or Link)
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PAGE LIKE DRIVE A FAN BASE
PAGE POST/VIDEO PHOTO DRIVE AWARENESS & ENGAGEMENT
PAGE POST TEXT DRIVE AWARENESS & ENGAGEMENT
PAST POST LINK DRIVE TRAFFIC OFF FACEBOOK TO YOUR WEBSITE
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DESKTOP AD DRIVE APP INSTALLATION OR RE-ENGAGEMENT
DOMAIN AD DRIVE WEBSITE VISITS
EVENT AD DRIVE EVENT REGISTRATIONS/FEEDBACK/ ENGAGEMENT
DESKTOP AD DRIVE APP INSTALLATION OR RE-ENGAGEMENT
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Offer Ad
DRIVE INSTORE TRAFFIC
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Old algorithm that Facebook uses to determine who sees what Algorithm changes ≅ 400 times a day DEVALUED • Text updates from brand pages • Memes • “Like this” posts (but not Facebook
Like Ads) INCREASED VALUE • New content • Current content receiving social
endorsements (shares, likes, comments)
= +
FIRST WORLD PROBLEMS MEME
EdgeRank is dead
ORGANIC REACH
FREE DISTRIBUTION
PEOPLE WHO SHARE
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ALGORITHM TIPS
1. Focus on engagement
2. Study, analyse and understand why your fans click the
like buRon for content
3. Avoid overuse of strong calls to ac3on
4. Avoid using memes
5. Study, analyse and understand which source is the
most well received
6. Increase post frequency only with engaging content
7. TEST: different 3mes of day, different content
8. LEARN 9. OPTIMISE
10. Keep up to date with changes
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• Bid values based on competitors, reach and targeting • Bid based on what you’re willing to spend for the marketing objective
HOW MUCH DOES IT COST?
Daily budget (min $1)
Life3me Budget
Every Case Study you could ask for – with filters https://www.facebook.com/business/success
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POSTS THAT YOU PAY TO:
Reach
more people who like your page
Expand
your audience to everyone on Facebook using
location targeting for relevancy
PROMOTED POSTS
The more engaging & interesting it is to your
audience, the more organic reach it will have
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Parents Singles etc
On & off FB (3rd parties)
Devices Purchases
Education level Schools
Fields of Study Graduation Year
LOCATION AGE GENDER CONNECTIONS
INTERESTS BROAD CATEGORIES
BEHAVIOUR EDUCATION
Relevance to the business
Age Verification Youth / Senior
specific
A/B ads for gender (shoes for men & women)
People who like your page
Friends of People who like your page
Attended an Event Joined a Group Used your app
Offers that match interests
Relationship Status
Languages
TARGETING OPTIONS
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AD CREATE
TOOLS TO MANAGE ADS
POWER EDITOR
FACEBOOK EXCHANGE
• Generate Ads quickly and easily • Set specific goals • First level targeting options • Input conversion tracking
• Chrome based app • Manage & optimise lots of different campaigns and ads • Test different images, headlines, body copy against
different target audiences • Create custom audiences
• Target based on online actions, ie search activity or website visits
• DSP based tracking of behaviour • Online conversion objective • Consumer intent
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PROMOTED PAGE POSTS that aren’t on your timeline but still
drive traffic
LARGE NUMBER OF POSTS, highly
targeted to each segment
• Create a post but don’t publish it
• Create highly targeted FB ads to drive people to the post
• Need Power Editor to test posts
DARK POSTS
Improve your targeting
Split testing your messages & call to
action
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DARK POSTS- Step by Step
Article: http://bit.ly/1hay737
Video: http://on.fb.me/OgyD2C
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AUDIENCE DEFINITION
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• Create custom audiences using email addresses, phone numbers or Facebook User IDs
• You need a CSV file or upload through Mail Chimp
• Need Ads Manager or Power Editor • Can exclude an audience of your current
customers if you're running a campaign to acquire new customers (Lookalike audiences or Exclusion Audiences)
• Should have minimum 1,000 people per audience
• Expect 70% match rate
CUSTOM AUDIENCES
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• Target audiences that are similar to your current audience segments, eg expanding into a new market
• Upload your sources (CSV file) and select your targets
• Increase reach and engagement of Facebook apps
• Can take 6-24 hours for lookalike audiences to be available for targeting
• Need Power Editor
Step by Step Article: http://on.fb.me/1q2gkMF
LOOKALIKE AUDIENCES
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• Use up to 6 images at once • Facebook will automatically optimise the best performing creative execution • Typically 80% of ads won’t be successful – that’s ok – test & learn • Choose the right landing page – they absolutely matter! • Check on campaigns at least twice a day • Pause ads that are getting lots of clicks but not converting (you want high click +
high conversion or low clicks + high conversion)
CREATIVE OPTIMISATION
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COSTINGS/OPTIONS
CPA
COST PER ACQUISITION
CPM
COST PER THOUSAND IMPRESSIONS
CPC
COST PER CLICK
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Always report against your objective (ie website visits, conversions, likes, app downloads etc)
Impressions Clicks CTR Spend
Who sees it Who clicks on it
Time between seeing an impression and the action taken (click) (view through window)
Impressions Clicks Likes Photo views Video plays
Impressions Clicks CTR Avg position in news feed
REPORTING ON YOUR CAMPAIGNS
ADVERTISING PERFORMACE
RESPONDER DEMOGRAPHICS
ACTIONS BY IMPRESSION
TIME
ONLINE IMPRESSIONS NEWS FEED
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Thank You Valen<na Borbone Client Rela3onship Director E: [email protected] P: 02 9516 5480 T: valen3na1975 L: au.linkedin.com/in/valen3naborbone/