1. Facebook Ads For Business John McGarry For the Monaghan
Ecommerce Forum
2. Facebook Strategy
In developing a Facebook Strategy you should do so with the
knowledge that in general
People go to Facebooknot to make buying decisionsbut to talk to
their friends.
3. Facebook is not Google i.e. It is not a keyword based search
engine.
4. Facebook marketing is based onwho people areand not what
they want.
5. Goals of a Facebook Strategy
Build awarness of your products and services with your target
market.
6. Develop a mail list for your business of potential
clients
7. Increase your Social Credibility On-line
8. Selling directly from a Facebook Ad is Very difficultbased
on reasons from previous slideand is not one of our goals
here.
9. Use Facebook Ads to achieve Goals
10. Build awareness of yourproducts and servicesin your target
market
Select the group of people you are targeting on Facebook about
your product or service.
11. Construct an Ad on Facebook to show to that target
group.
12. Send people who click on your FB Ad to a tab dedicated to
that service you are promoting.
13. Ensure your dedicated Tab has a Fan Gate and an offer
ofenough value to encourage them to click Like on your Page.
14. Targeting on Facebook
Facebook targeting is based on who people are, not what they
want and the options are endless, people on Faceboook can be
Irish and like cooking (110,580)
15. Irish and into Gardening (18,500) and live within 80 km of
Monaghan(760) , 40 km ( 200)
16. Irish and into Gardening 16 km Dublin(8,400)
17. SME Owner and within 16km Dublin(30,620)
18. Irish and aParent with children aged between 4 &
12(11,840)
19. Irish, Male and into Fashion(100,000)/ Irish Male, into
Fashion and over 40 year old(9200)/ Irish, Male info Fashion >
40 and married( 2760)or single( 2000)
20. Have an accountancy related degree( 960)
21. Irish & Like the TV show Ramsay's Kitchen Nightmares(
1900 )
22. Writing Facebook Ads Butt In
When considering your Facebook Ad do not forget
People have not gone to Facebook to read Ads
23. They want to have a conversation with their friends.
24. Your job in all of this is tobutt inon that chat
25. You can butt in by creatingAds that appeal to people on an
emotional Level
26. What's In it for the Client
27. Make an offerin yourAd that is good enough to entice them
to click through to avail of the offer. Offers could be
More information on a topic
28. A discount on a purchase
29. Entry into a competition
30. Elements of A Facebook Ad
There are four distinct elements of a Facebook Ad The Picture
The most important element, use an Image the grabs
peopleattention, don't be afraid to be a bit in your client's
face,you need their attention.
31. Pictures of people seem to do better on Facebook
The Ad headline ( 25 Characters )
If you target a Facebook page the Ad headline will default to
the name of your Facebook Page.You can target an external URL, if
you do this you can create you own Ad headline.
32. Use what you already know about the potential client in
your headline Over 40 And Single
33. Make an Offer Over 40 & Single,Don't Worry ( > 40
& alone-Don't Panic)
34. Elements of A Facebook Ad...
The Ad Body ( max 135 characters)
Expand on your offer to entice people to click on your Ad.
35. Use what you already know about the potential client
36. Over 40 ? Click here to see the 7 top tips for looking half
your Age.
37. Gordon Ramsey would kill me for telling you how to cook
Turkey like a professional but I don't care.
38. Who says Accountants are boring ! Check out the latest X
Class Merc here.
39. The Ad Budget
40. You can set your Ad to run for a specific period and assign
a daily budget to it.
41. Always over bid on FB's budget recommendation, FB will not
charge you as much as you have bid.
42. Start using Pay Per Click and if Ad successful then
consider CPM.
43. Landing Tab for Ad
After people click on your Facebook Ad it is best if
You send them to Facebook and not your web site,current stats
indicate you get a better responcewhen you keep them in
Facebook.
44. You do not send them to your Facebook Wallbut a Tab
dedicated to what it isyou are selling or promoting.
45. Facebook Tabs
46. A Tab is a like a sub page on your Business Facebook
Page.
47. To install a tab you need to install an App such as Static
IFRAME or Static HTML on your Facebook Page. Use Facebook search
box to look for static html or Static Iframe and follow
instructions. These are free Apps. There are other Apps that are
paid for such as Lujure,
48. You can add, text , images , video etc to your New
Tab.
49. Calls To Action
Ok so you now have a client on your dedicated Facebook Tab,
what next
Ensure you deliver on the promise in the Ad
50. Have the video of the X Class Merc doing its thing.
51. Let the client know how to cook the perfectturkey
52. Show the seven tips on looking half your age.
53. Ensure you at least ask for a LIKE,point to the Like button
to ensure people understand what you want.
54. Include any other Calls to Action appropriate to the
campaign
55. Phone 047 56876 Now or Email me on[email_address]
56. Make your calls to action big and bold on the Page so on
one can miss them or mis-understand them.
57. Fan Gate Tab
A Fan Gate Tab allows you to present different content to a
user depending on weather they have liked your page or not.It is a
very useful tool to help you encourage people to Like your
page.
On Non Fan Page present the first 3 tips on looking younger
with the Call to Action of Click Like to see the next 4 tips
58. Click Like and the Discount Code will be revealed.
59. Now you know how to cook Turkey Like a Pro Click Like to
see How to cook the Ham as well.
60. Click Like to get access to our Competition Form.
61. Static Html & Static iframe Appswill both setup Fan
Gates for you.
62. What's in a Like
Reasons you want people to LIKE you
They will receive your status updates for a while, about 3
weeks without any need for them to engage with your Status
Updates.
63. You can target these people directly with an Ad
64. You can target the friends of people who have liked you
with an Ad, Facebook will by default add thefriends name to the Ad.
Like a virtual word of mouth recommendation.
65. Social Credibility , it looks better when lots of people
like your page and implies you provide a good service that has made
lots of clients happy.
66. Facebook Social Plugins are snippits of code that you can
add to your web site to allow people to like your FB page or view
status updates from your web site. Again been able to show a large
amount of likes to your potential client is better than a small
amount of likes.
67. Build your Email Database
To get them to do so you need to give them a good reason to do
so by extending the offer to them.
Signup here for further cooking tips.
68. Register now to get discounts on Top Design Fashion.
69. Programs like MailChimp, Constant Contact or Infusionsoft
can be integrated directly into your Facebook page so that the
registration details flow directly into these packages.
Having got people to Like your page, try to get them to engage
in a deeper way with you by asking them to register their email
details with you.
Ask for the minimal amount of details, if you only need email
address now then ask for just that, you can get more details
later.
70. Ad Fatigue
Remember Facebook Ads are targeted based on who people are.This
can lead to
The same people seeing the same Ad over and over again. People
can see the same Ad over 20 times in a day.
71. You may end up paying to show an Ad to people who have
already responded or who have seen it and are not going to
respond.
72. As you Ad becomes less effective Facebook will either
charge you more or stop showing your Ad.
73. You can prevent Ad Fatigue by
74. Stopping and starting your Ad so that it is visible at
different times of the day.
75. Have different versions of your Ad
76. Once your Ad has run for an appropriate period you should
suspend it all together and re-run it in a few weeks or
months.
77. websites
Bdfoods raising the profile of their product by acookery
competition