top 10 lessons learned in 2014 facebook advertising & marketing
TRANSCRIPT
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Top 10 Lessons Learned in 2014
Facebook Advertising & Marketing
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Agenda
• Introduction • About • 2014 Top 10 • Guest Speaker! • Q&A
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About
• Who we are • Why you will benefit from this presentation
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Lesson 1: Less Posts, More Spend
• Competition in the News Feed • Why publish great content every day if no one is seeing it? • Recommended strategy:
• Focus on creating better content, and publish 3 times per week…
• Use the Facebook Advertising Platform to “boost” each post strategically • Study data to determine the highest engaging types of
content and responder demographics • Promote content by setting up an ad to a targeted
audience based on the specific content that is published. Do NOT use the “Boost” button.
• Content will stay in the News Feed longer, reach more people, and get better engagement. Advertising cost as low as $0.01 / engagement!
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Lesson 1: Less Posts, More Spend
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Lesson 2: Test [atleast] 30 Ad Combinations
• If you’re failing at Facebook advertising (paying too much for clicks, CTRs too low, etc), you’re probably not testing enough!
• For each new campaign, we test atleast 30 different ad combinations with different variables (imagery, ad copy, age, gender, interests, ad placements, etc, etc.)
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Lesson 3: RE-boost Past Content • Review past ad promo data (60-120 days) to determine the sponsored content
that resulted in $0.00 - $0.01 / engagement. • RE-boost this content to reach more fans and targeted audiences cost-effectively.
August 2014 December 2014
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Lesson 4: Video Ads
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Lesson 5: Mobile
What’s the first thing you do when you wake up each morning?
• Mobile ads see double/triple the CTR over Desktop (News Feed and Right-Column). The CPCs are usually always much lower as well.
BUT… • Is Mobile “right” for your desired business objectives? • Does your target audience convert (ie buy your
products) on a phone, or on a computer? • Is your website optimized for Mobile traffic? Is your
mobile checkout process fast, efficient and trustworthy?
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Lesson 6: Start with Lookalike Audiences
• What is it? Facebook advertising algorithm that creates a “custom audience” based on conversion data.
• Run Fb ads to this laser-targeted custom audience to double/
triple your conversions!
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Lesson 8: Retargeting
• 96% of first time website visitors leave before converting
• 49% of users visit a website atleast 2-4 times before
converting
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Retargeting (personal example)
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Lesson 9: Optimization / Custom Reports
• You MUST be able to navigate and understand the analytics!
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Lesson 10: Dynamic Ads
• Gamer changer for digital sales for eCommerce businesses?
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Guest Speaker
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Q & A
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THANK YOU!