e-CBD Worshop: Facebook Advertising

Luke GarfieldSeptember 2011

1 Facebook Account Basics

2 Facebook Ads: Creative & Landing Pages

3 Reporting and Optimising Ads

4 Best Practices

Facebook Advertising Adgenda

How to set up a Facebook Advertising

• E-mail Address: someonesname@yourdomain.com (run ads from your current business facebook page – have you got one? Have you got a custom tab?)

• Password: f@ceb00kad5 - use a secure password

• Time zone: Au - Sydney

• Billings: AUD

Facebook & Your Business

Types of Facebook AdsLike Ads Sponsored Stories Standard Direct Ads

Facebook Advertising Steps

Define Your Goals for Advertising1

Define Your Target Audience2Design GREAT Ads3Pick & Manage Your Budget4Review, Test & Optimise5

What Are Your Goals?

• Leads

• Sales

• Likes

• Branding

• Page Views

• Other? (Waste Money on Advertising)

Target your exact audience

demo and geotargeting

likes, interests, education, work

targeting

connectiontargeting

Segment and micro-target

Search & Display VS. Facebook

Facebook Ads VS. Search Ads

Display Ads VS. Facebook Ads

• Broadcast Targeting• Create Ad Graphic

• Create Own Ad graphics & Copy• Micro Targeting

Display Advertising – Old Thinking

Broad Target User:Age: 18-55Gender: MaleInterest: Health, Sport, DrivingSites: Men's Health, FHM, Auto Trader

BROADCAST ADVERTISING

BROAD TARGET CONSUMER

Facebook DR – Micro Targeting.

28-29

29-30

30-31

32-33

33-34

34-35

35-36Au

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User Likes and Interests

Creating Facebook Ads

What You Need

1. Destination Page (Landing Page)

2. Enticing Heading

3. Enticing/Eye Catching Image

4. Well Crafted Body Text

5. Pick Your Target Audience

6. Choose Your Budget & Bid Price

Use A Landing Page

•25% - 200% Increase In Conversions

•Strong Message Match – Less bounced traffic

•Focus and Simplicity – makes it easy for the visitor to complete the MDA (most desirable actions)

•Less Interaction Points – avoids “wandering”

But Why?

Landing Page – Huh?

Landing Page - Better

Landing Page – Very Nice

“The Milton”

Use “The Right” Image

• Use 110px by 80px PNG files for clearest resolution.

• Use images of people and products – logos aren’t overly successful.

• Use images with good colours and contrast.

• Close up images that take up most of the frame work well.

• Images that are eye catching or unusual.

• Try using multiple images for the same ad

Image Tips

A Pictures Worth a ... You Get the Idea

1st 3rd 2nd

5th 4th Like Ad - Best

Test Ad Images to see which perform the best.

Are you tired? Avoid Ad Fatigue

Rule of thumb: Refresh your ad images when that ad generates impressions that are 3x your target

audience size

OR

Every 10 - 12 days

Refresh images with simple changes

Refresh creative with simple changes

Refresh creative with simple changes

Reporting & Testing

Use reporting to Optimise

Responder demographics report

▪Visible if enough users have interacted with your ads, or if there is enough variety among the users that have been interacting with your ads

… And revamp your targeting strategy• Look at the CTR of different subsets of your target audience based on age, gender

and location

Hints, Tips & Best Practices

Ask questions

• The more question marks there are in an ad, the higher the CTR is.

• Having a question in the title can also provide a slight boost. (1%)

• Don’t overdo it though! If it doesn’t make sense to have a question, just leave it out.

Include a time prompt

• Encourage users to act immediately.

• Words like “now” or “today” and phrases like “limited time” can help emphasize the importance of taking action.

Emphasize discounts and free offers

• Everyone likes free/cheap things, so highlight this in the ad text.

• Try using words like:• Free• Discount• Promotional• Trial• Complimentary

Use the third person

• Users seem to favour ads that use the third person (he/she), over the first (I/we) or second (you).

• This may be difficult to work into ad text, so don’t force it.

• It may work particularly well for businesses that sell products that can be bought as gifts for another person.

Facebook Auction System

Competition with other advertisers and inventory

available

Factors influencing bid prices

Ad performance (High CTR for CPC

Ads)

User feedback (small X next the ad or button)

Questions?