CREATE AND DESIGN EFFECTIVE FACEBOOK ADS FOR YOUR STUDIO

Presented by: Jill Tirone

What You’ll Learn•  How to create a highly effective

Facebook ad campaign including easy advertising strategies to attract more fans and target new students.

•  Step-by-step training on how to

decide on the perfect ad type for your studio and how to make sure your ad targets your ideal audience.

•  Avoid pitfalls by learning why most

ads get rejected and track your progress to know if your ad is working.

Ad Placement

• Desktop Right Side • Shown only on Desktop – not visible to mobile users

• Desktop News Feed • Mobile News Feed

Like Campaigns vs. Building Your List•  It is important to have a solid fan base, but getting more likes isn’t the most important part of your Facebook marketing

• List building and Facebook go hand in hand • You can target your audience

• You can give something away – once they opt in your can promote

• Once on your list, you can turn your fans into loyal customers

Decide What To Advertise

• Your Studio’s Website • Get People To Visit Your Website

• Your Facebook Page •  Increase Your Page Likes

• Facebook Page Post • Promote Engagement

• Event Responses •  Increase attendance at your event

Start With A Plan

• What are you advertising? • Is the message clear? • Do you have a landing page on your website? – This is KEY! • Landing Pages = Try a free class, Coupon for FREE tights with registration

•  Is there a clear message on the landing page? •  Is your website up-to-date? • Can you customers find info easily?

Write Your Ad

• Surf Facebook to see what ads catch your eye

• Come up with ideas for multiple ads

• Title = 25 Characters • Body Text = 90 Characters • Image = Varies based on ad location

Targeting Your Audience• Find out where your audience is spending time on Facebook

• Target other Facebook pages that have fans you want to attract or an audience that is aligned with your services.

• Use Graph Search

Graph Search• Use it to find where your audience is spending time.

•  “Pages liked by people who like [insert your studio page]

•  “Interests liked by people who like [insert your studio or your competition]

Custom Audiences•  Allows you to get your

ad in front of people you already know on Facebook

•  Need to have a list of at least 100 email addresses or phone numbers (in .csv format)

•  Mailchimp integration is available

•  In Ads Manager, select ‘Audiences’ to upload your list as a custom audience

Retargeting Campaigns•  Retargeting reaches out to visitors

who visited your website and encourages revisits

•  Can also target visitors who visited a particular section or page of your website but did not complete an action, i.e., registration

•  Requires use of the Power Editor •  Remarketing Pixel must be installed

on all pages of your website (this code needs only to be placed one time and should be inserted before the </body> tag of your site)

Turn Fans Into Loyal Customers•  Turning a fan into a customer is more difficult than turning a

fan into a lead. Use your marketing over time to turn that lead into a loyal customer.

•  Build up a relationship with the lead. Email marketing is a great way to do that.

•  Your fans will see ads in their newsfeeds and receive emails from you so you’re building brand awareness.

•  You can give something away – once they opt-in you can promote.

•  Once on your list, you can turn your fans into loyal customers!

Ads Create Tool vs. Power Editor Ads Create Tool •  If you’re just starting out you’ll get some good results

with the traditional ads create tool (ads dashboard) • Easy to use • Available in all browsers

Power Editor • More robust and has more bells and whistles • Not as easy as the ads dashboard • Allows you to duplicate ads quickly • More flexibility with placement of ads • More flexibility with your spending dollars • Only available in Chrome browser

Unpublished Posts• Sometimes referred to as Dark Posts

• Can only be created through the Power Editor

• You add the text of the ad, you upload the image, you add a link where that ad is going to land, and you get to add the title and the description. Every single piece of an unpublished post is your copy

• Unpublished ads are the only ads that when you click on the image, it goes to whatever link you want to link to

Optimizing Ads for Mobile Devices•  Over 70% of Facebook users are logging on to

Facebook via a mobile device.

•  Right hand column ads do NOT show on mobile devices.

•  If you want your ad seen on mobile, create it to show in the newsfeed.

•  Power editor lets your choose where to show your ads (desktop, mobile, or both).

•  Mobile ads tend to be a bit more expensive, but worth it since the majority of your audience is on mobile.

Facebook’s 20% Rule• Ads that have more than 20% of text will be rejected

• Too much text looks like spam & makes ad appear low quality.

• Use headline and body of ad to tell people about why you're advertising and what you want them to do.

Use Grid Tool https://www.facebook.com/ads/tools/text_overlay

Takeaways •  Facebook is extremely powerful and

it’s definitely where your audience is spending time.

•  Be creative with Graph Search. •  Experiment with Facebook ads to see

what works best for your studio.

•  Don’t spend time worrying about your page’s reach. Spend a small amount of advertising dollars on Facebook ads, boost your engagement, and build your list.

•  Take an engaging post that is doing well and convert it into an ad.

Resources & Tools Facebook For Business:

https://www.facebook.com/business/products/ads

Facebook Creative Specs: http://fbrep.com/SMB/Facebook_Creative_Specs_One-Sheeter.pdf

Facebook Help Center: https://www.facebook.com/help/458369380926902?ref=fbbusiness

Facebook Help – Creating An Ad: https://www.facebook.com/help/326113794144384/

http://www.leadpages.net/products/ http://www.marismith.com/mari-smith-blog/ http://www.jonloomer.com/ http://www.amyporterfield.com/