nedma14: 10 tips to boost facebook advertising performance - britt teravainen
DESCRIPTION
This presentation was given by Britt Teravainen, a Digital Marketing Strategist at Boathouse Group, at NEDMA's Annual Conference on May 14, 2014.TRANSCRIPT
©2014 Boathouse 260 Charles Street Waltham, MA 02453
10 Tips to Boost Facebook Advertising Performance
Britt TeravainenDigital Marketing Strategist
Boathouse Inc@brittybap
©2014 Boathouse 260 Charles Street Waltham, MA 02453
Agenda
1. Facebook update
2. What it means for you
3. 10 Tips for boosting Facebook Ad Performance
©2014 Boathouse 260 Charles Street Waltham, MA 02453
Facebook is not dead.
GROWTH of Facebook usage is slowing, but USAGE of Facebook is NOT slowing.
©2014 Boathouse 260 Charles Street Waltham, MA 02453
But, it’s complicated
Organic Reach is down….
6.51%!!!!
©2014 Boathouse 260 Charles Street Waltham, MA 02453
It’s hard to stand out….
• The average Facebook user has roughly 1,500 stories per day that could appear in their news feed.
• Facebook surfaces about 20% of those stories.
Source: Mashable
©2014 Boathouse 260 Charles Street Waltham, MA 02453
And, everything keeps changing…
©2014 Boathouse 260 Charles Street Waltham, MA 02453
So, what does this mean?
We are frustrated and struggling with Facebook.
©2014 Boathouse 260 Charles Street Waltham, MA 02453
10 Facebook tips
©2014 Boathouse 260 Charles Street Waltham, MA 02453
#1: Change your perspective
• Facebook is a “freemium” service
• It’s not a website; it’s a utility.
• It’s up to you to figure it out.
©2014 Boathouse 260 Charles Street Waltham, MA 02453
#2: Don’t try to understand the algorithm….
• Follow the Edgeranker blog to stay up to date on all changes.
• http:/edgerankchecker.com/blog/
…Just pay attention to it.
©2014 Boathouse 260 Charles Street Waltham, MA 02453
For example….
• Did you know that if you tag another brand in your post, that content will now reach fans of both pages?
©2014 Boathouse 260 Charles Street Waltham, MA 02453
#3: Use campaigns
Set up campaigns instead of boosting posts
©2014 Boathouse 260 Charles Street Waltham, MA 02453
#4: Always use oCPM
©2014 Boathouse 260 Charles Street Waltham, MA 02453
#5: Take advantage of targeting options
Find fans that care and will convert
©2014 Boathouse 260 Charles Street Waltham, MA 02453
#6: Use Custom Audiences
©2014 Boathouse 260 Charles Street Waltham, MA 02453
#7: Place conversion pixels
©2014 Boathouse 260 Charles Street Waltham, MA 02453
#8: Go mobile
• More than 70% of Facebook’s traffic comes from mobile users.
• Tailor your ad for the best mobile experience when running in the mobile newsfeed.
• Stick to mobile friendly CTA’s such as Like, Click, or Call
©2014 Boathouse 260 Charles Street Waltham, MA 02453
#9:Consider best practices
• Eye catching, relevant visuals
• Catchy, yet straightforward headlines
• Offer value• Use the CTA
button
©2014 Boathouse 260 Charles Street Waltham, MA 02453
#10: Test, learn, & optimize
©2014 Boathouse 260 Charles Street Waltham, MA 02453
Recap
1. Change your perception2. Pay attention to the algorithm3. Use campaigns4. Take advantage of targeting options5. Always use optimized CPM6. Use custom audiences7. Place conversion pixels8. Run mobile specific campaigns9. Test, Learn, and Optimize10.Run, good ads
©2014 Boathouse 260 Charles Street Waltham, MA 02453
THANK YOU