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FACEBOOK ADVERTISING 101
BROUGHT TO YOU BY:
#WOWWEBINAR
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ABOUT WHEREOWARE
• 19 years of experience
• Personalized websites
• Email campaigns
• Cloud based solutions
• Mobile applications
• Data integration
• Analytics
• SEO/PPC
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AD TYPES
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HOW FACEBOOK ADS ARE STRUCTURED:
CAMPAIGN
AD SET AD SET
AD AD AD AD
Set campaign objective
Set audience, placement, budget, & schedule
Set format, media, & creative
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BOOSTED POST VS FACEBOOK AD
VS
WHERE: Facebook timeline
TARGETING, BIDDING,
PLACEMENT, FORMAT: Limited
DIFFICULTY: Super simple
WHERE: Facebook ad manager
TARGETING, BIDDING, PLACEMENT, FORMAT: Advanced
DIFFICULTY: More advanced
BOOSTED FACEBOOK AD
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AD OPTIONS
SINGLE IMAGE
• Standard Ad
• Image with minimal text.
• Tools: https://www.facebook.com/ads/tools/text_overlay#
*We’ll send our Ad Types + Design Specifications resource out after the webinar.
SINGLE VIDEO AD
DO:
• Grab attention within 2-3 seconds
• Keep length to 15-30 seconds long
• Pique interest with the thumbnail
• Provide context
• Target mobile users, only when connected to Wi-Fi
CAROUSEL
• Product images for high-intent customers
• Lifestyle imagery to target new customers
• Test storytelling or themes
• Add a CTA
SLIDESHOW
Combine multiple images, text and sound to create video ads without video production
• 3–10 images or a video assets
• Add music: if you don't have an audio track, they have music to choose from.
• Choose your thumbnail wisely
• Add a CTA
COLLECTION
Curate products for your audience:
• Gift for Him
• Top Holiday Sellers
• Sale Items
CANVAS
Canvas is a full screen experience for mobile devices.
It can be used with all Facebook ad formats – carousel, single image, single video, slideshow or collection.
DYNAMIC REMARKETING
• Automatically promote products, events, or services to your website visitors
• Requires a product data feed (if featuring products) and Facebook pixel
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FACEBOOK AUDIENCES
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AUDIENCE TYPES
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CUSTOM AUDIENCES
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CUSTOMER FILE
How:
• Connect to MailChimp or upload a file
• Select your identifiers
When to use it:
• B2B companies
• If your goal is conversion
• Retargeting
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WEBSITE TRAFFIC
How: Install Facebook pixel
• Base install
• Standard Events: • View content
• Add to cart
• Checkout
• Custom Events
When to use it: Remarketing/conversion ads
* Install Facebook Pixel Helper to check if pixels are working correctly
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ENGAGEMENT
How: Target based on how people interacted with you
When to use it: Great for follow up ads
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LOOKALIKE AUDIENCE
• Choose a source audience (recommend 1,000-50,000 people)
• Facebook then finds people who are similar to (or "look like") them.
• You choose the size of a Lookalike
• Audience Source audience quality matters.
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SAVED AUDIENCES
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SAVED AUDIENCES
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IN ACTION: MUD PIE
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MUD PIE FACEBOOK CAMPAIGN
Campaign: Standard (lookalike) + Retargeting Ads
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CAMPAIGN RESULTS
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NEXT STEPS
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GET STARTED WITH OUR HOW-TOS
We’ll send you:
• Today’s recorded presentation
• Step-by-step directions to get started:
• Setting up your Ad account
• Creating your first ad
• Ad placement basics (where will your ad display?)
• Ad design specs and technical requirements (What size should your image be? What resolution? Etc.)
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QUESTIONS? WE’LL HELP YOU GET STARTED WITH:
PAY-PER-CLICK ADVERTISING
PAID SEARCH AUDIT
GOOGLE SHOPPING
ADVERTISING
REMARKETING ADVERTISING
SOCIAL ADVERTISING
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THANKS FOR WATCHING!We’ll send a follow up email with slides, how-to’s, + recording
14399 Penrose Pl #450Chantilly, VA 20151
CONTACT US:
facebook.com/whereoware
@whereoware
FOLLOW US ON:
info@Whereoware.com
(877) 521-7448
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