winning strategies with facebook ads
TRANSCRIPT
searchmarketingexpo.com@DaneCobain
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Introduction
Winning Strategies with Facebook Ads
Hi, I’m Dane!
-Social media specialist of four years
-Currently working at B2B2C creative agency fst the Group
-Strategist/Marketer/Copywriter
-Industry speaker/commentator
-@DaneCobain
-(+44) 1628 498514
searchmarketingexpo.com@DaneCobain
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Introduction
Don’t be Ted!
He’s wasting money pushing ads out at people who are never going to buy his product.
Getting the strategy right for your ad campaign can help to:- Increase clickthrough rates- Lower cost per click/cost per acquisition- Increase engagement levels- Increase organic reach- Generate more ROIReady?
Let’s get started.
searchmarketingexpo.com@DaneCobain
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Introduction
What’s the right strategy for your brand?Typically varies depending upon the goals of your campaign
The main goals of Facebook advertisements:- Generate reach- Generate engagement- Generate salesEach goals requires a different approach
We’ll take a look at each of them in turn
searchmarketingexpo.com@DaneCobain
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Introduction
Let’s have a show of hands!
-Reach
-Engagement
-Sales
searchmarketingexpo.com@DaneCobain
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Generating Reach
1.4 billion active users are waiting
Reach ads are typically used for branding
A good way to gain new followers, but not necessarily engagement
Counters the decreasing organic reach of Facebook pages
TACTICS:
-Reach V.S. impressions-Boosted posts V.S. promoted posts-Converting reach into new likes
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Generating Reach
Reach V.S. Impressions
-Reach = The number of people who see your message-Impressions = The number of times they see your message
-Do you want to reach fewer people more often, or as many people as possible just once? Optimise accordingly
Boosted Posts V.S. Promoted Posts
-Very similar, but results can differ
-Boost a post from on your page
-Promote a post from within ad manager
-Test the two against each other
Boosted
Promoted
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Generating Reach
Converting reach into new likes- Vital to enable you to re-engage with the people you reach
- Otherwise, you’ll have to pay each time you want to speak to them
- Give people a reason to stick around:
- Run ads ahead of Facebook exclusives
- ‘Like’ our page for a chance to win…
- Trivia questions: Answer revealed tomorrow
- When we reach XXXX likes, we’ll celebrate by…
Remember:
Usher people along the funnel: Reach -> Engagement -> Sales
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Generating Engagement
That’s what Facebook’s for!
Don’t dismiss engagement, just because it doesn’t lead to immediate sales
It helps to develop a relationship and ensure customer loyalty
Aiming for direct sales with ads is like trying to score on a first date.
TACTICS:- ‘Dark’ posts-Experimenting with bid types-Split testing
ted bought her this six monthsafter engaging with an H. Samuel ad
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Generating Engagement
Dark posts- Thought leader Gary Vaynerchuk swears by them
- Can be created using Facebook Power Editor
- Effectively allows you to run promoted posts, but on posts that have never been published
- Combine with other types of ad to see what works and what doesn’t
- Particularly important for huge (1m+ follower) pages
- Allows you to try multiple variations of your post and to find out which will work best organically
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Generating Engagement
Experiments- Run these using dark posts
Bid Types:
- Trial all different bid types for the same advert to see which delivers the best ROI
- CPM / CPC / CPA
Split Testing:
- Trial two different versions of the same ad
- I.E. same audience, same messaging, different image
- Invest in the top performer and continue refinements
searchmarketingexpo.com@DaneCobain
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Generating Sales
Every marketer’s dream
Let’s face it – who doesn’t want sales?
But there’s a time and a place for it
Clever advertisers segment ads to target only those who are already considering a purchase
TACTICS:- Hyper-targeting/nano-targeting- Facebook conversion tracking- Retargeting- Creating custom lists
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Generating Sales
Hyper-targeting/nano-targeting- Marketers typically try to reach a large, targeted audience
with ads
- This approach involves tightening that even further
- Pioneered by Dave Kerpen, who relayed messages to and from his wife with ads
Get tactical:
- A competitor’s employees
- Super-focused geographical campaigns around events
- Hone in on specific influencers
- Target specific decision-makers
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Generating Sales
Conversion Tracking/Retargeting- Facebook’s equivalent of Google Analytics/Remarketing
Conversion Tracking:
- Add Facebook’s conversion pixel to your website
- Tracked within Facebook ads
- The ads can then be optimised based on conversions
Retargeting:
- Allows you to run ads at people who visited your site
- Also requires the addition of a pixel to your site
invisible conversion pixel
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Generating Sales
Creating Custom Lists - Allows you to create your own audiences
- For example, target all Facebook accounts associated with e-mail addresses in your database
- Or all Facebook users who’ve visited your pricing page
- Facebook can also enhance your lists with ‘lookalikes’
- Allows you to expand the reach of a smaller custom list
- Experiment with different lists to find out which delivers ROI
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Thanks for listening!
Remember the main goals of Facebook ads:
-Reach
-Engagement
-Sales
Contact Me:
-@DaneCobain
-(+44) 1628 498514