Facebook Advertising Strategy: Targeting & Messaging

What Are Your Goals

• Direct Response, Conversions, Sales

• Business Page Like Growth

• Branding/ Awareness

• Increased Engagement

Social Ads Have Higher Recall

Marketplace Ad Choices

Standard Ads

•Landing Page •Analytics and Conversion Goals •Test Offers

Like Ads

Eye Catching Image Give audiences a “like” Benefit Link to Timeline or a Tab on Your Business Page (Welcome, App, Contest)

Other Ad Formats

RSVP ad App Ad

Out of the Box; Grab Attention

• Compelling Images – Shocking, Animals, Women, Action Shots, Relevant,

Looks good when viewed as small image

• Compelling Copy – Questions, Ego, Reflect Demographics, Clear Benefit,

Strong Calls to Action, Sense of Urgency

Ad Testing

Note: Test ads in different campaigns, otherwise FB will automatically show more impressions to better performers

CTR- CPC- Cost Per Action, # of Actions

Sponsored Stories Marketplace ads that appear when friends interact with a Fan page

Sponsored Story- Mobile Newsfeed

Need a FB developer with a FB API or use the Power Editor

Power Editor: For advanced placements options- multiple ad/campaign management, bulk editing

FB Power Editor Placement Options-Sponsored Stories

Newsfeed Posts typically get higher engagement (Facebook says 22x more) Using Power Editor gives you placement options: •Newsfeed •Right Hand •Desktop •Mobile

Promoted Page Posts Promote content from your page within the timeline or newsfeed of friends of fans

Promoted Page Post-Option 1: As a Marketplace Ad

Promote an engaging post to attract likes and comments

Promote your most recent posts to keep messaging fresh, but, keep an eye on photo quality and message length- most important words first

Promoted Page Post-Option 2: As a Newsfeed Ad

•Must have at least 400 page likes •Target likes, or likes and friends of likes •Allows message reach to audiences not as engaged although they like your page •Posts lasts until budget is used •Options for spending; tied into an ad account •Ensures Promotion appears in news feeds rather than right side marketplace •Promote compelling photos, videos, offers, events, or questions

Page Post Photo Best Practices

Page Post Video Best Practices

Test Performance: Promoted Posts versus Sponsored Stories

Targeting

Geo-Targeting and Key Demos

Target Radius – 10, 20, 50 miles

Precise Interest Targeting (No Hashtag)

•Precise interests are the likes and interests people have shared in their Facebook profiles. •Precise Interest targeting is intended for advertisers with carefully managed lists of specific interests, or those seeking to optimize their targeting at an extremely detailed level.

Example Advertiser: Ski Resort

Topic Targeting (Hashtag)

Topics (indicated with a # symbol) combine overlapping precise interests to enable easier targeting. For example, topic #skiing covers precise interests downhill skiing, alpine skiing, etc. If you know that your ideal audience is likely to have a particular set of interests, but don’t need to manage a complicated list of keywords, Topic targeting is a simple way to reach your customers without having to select every relevant term separately

Example Advertiser: Seller of ski and snowboard equipment and jackets

Broad Categories

•Broad categories combine interests and other profile content users have shared to create simple, high-level groups that you can easily target. With Broad Category targeting, interests like “Skiing” would be combined with snowboarding, and skateboarding into a category for people who like “Extreme Sports” •Target Broad Categories if you want your message to easily reach a range of people with shared characteristics, without managing very specific interests.

Example Advertiser: Sports Drink, Alternative Rock Band CD

Connection Targeting Advanced Connection Targeting: Target audiences who have engaged with your app or RSVP’d an event, or did not do the above.

When you select this option, social content (“Paul likes this page”) is displayed with your ad, making it more relevant and personal, as it implies endorsement by a friend.

Advertise to connections: Have an exclusive deal, offer or announcement Advertise to non-connections: Attract Page Likes

Advanced Targeting

Think about targeting if you sell or promote: •Diamonds around the holidays •Newly Built Homes or Townhouses •Night clubs •Home Equity Loans

Facebook Ad Pricing

Should I Do CPC?

You only pay for clicks; with CPM you’re paying for impressions; targeting those who may not be interested in your product. CPC programs typically get you more clicks. CPC ads can get preferred placement, deliver more clicks and higher CTR. But, it’s CPC, not cost-per-like. You may be paying for clicks who do not like your page.

Should I do CPM

Paying for optimized impressions is the best way to achieve your goal if you’re advertising a Page, event or app. It ensures your ad and sponsored stories will show to the people who are more likely to take the action you want. But, it’s CPM; some days you may not get clicks or likes. The objective is exposure, and FB will ensure you reach your budget. It’s suggested that you use CPM when attracting audiences to like your page or app.

Or, Let Facebook Automatically Optimize Bidding

Auto CPM

Auto CPC

Facebook will automatically run more successful ads (CTR) more often, and less successful ads less often. Facebook’s version of quality score!

Bidding Strategies • Goals: High CTR (click-thru rate), Low CPC • Begin bidding low; capture as much data as possible, create benchmarks; set the

stage for testing • FB will reward you for high CTR by lowering your CPC. Remove or tweak non-

performing ads • Bid higher for specific targeting (more competition); bid lower for broader

targeting • For high performers (CTR over 1%), begin lowering bids and keep an eye on

impressions- again good performers get preference

• Fine tune audience targeting, messaging, and bids for non-performing campaigns or ads

Reporting/ Facebook Ad Manager

Track Campaign Performance

Track Ad Performance

Track Ad Interactions

Track Demographics

Facebook Power Editor

Use Power Editor to manage and track multiple clients or complicated campaigns

Effective Facebook Ads

Premium Advertising? We won’t discuss premium advertising options; need

to be a managed account with higher budgets

And, You’ll Need a Preferred Marketing Developer with a FB Ads API;

Should You use the Ads API?

If You Happen to be a Big Brand or Agency that manages multiple clients..

One More Thing- Generate Leads

Tab Developers/ Email Programs Can Supply Web Form Code for Custom Tabs

Questions? Need Help? • Contact Paul Mosenson of NuSpark

Marketing • pmosenson@nusparkmarketing.com • 610-604-0639 • www.nusparkmarketing.com • @nusparkmktg

Happy to Help! That’s my Job!