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MAKE facebook MARKETING WORK
SHOULD YOU HOW DO YOU WHAT TO AVOID
EXPENSIVE HARD TO CHANGE
ONE-WAY HARD TO MEASURE
WASTEFUL
Traditional Marketing
AFFORDABLE FLEXIBLE
TWO-WAY MEASURABLE
HIGHLY-TARGETED
Social Media Marketing
Monthly Active Users:
Daily Active Users:
2.4 Billion
1.6 BillionFacebook Investor Relations Presentation 4/2019
Monthly Active Users:
Daily Active Users:
1 Billion
500 MillionInstagram for Business 4/2019
BUT…
Organic Facebook Reach
Bonsey Jaden - Truth about Facebook Organic Reach
of Facebook revenue is from small/medium sized businesses
80%Social Media Examiner 4/2019
of small businesses feel like their Facebook Ads are failing
62%Weebly Small Business Study
YOUR MESSAGING DOESN’T MATCH YOUR TARGETING
BRAND AWARENESS
• Objective is to build ad recall
• Ads reach audience up to 2x every 5 days(i.e. over a 4-week campaign, people will see ad ~10x)
REACH
• Objective is to build awareness, or changing brand perception
• Measured by reach or impressions
TRAFFIC
• Objective is to drive people to a destination away from Facebook (e.g website or an app)
• Also good for Top-of-Funnel as click throughs can be used to build Retargeting campaigns
• Measured in Link Clicks or Landing Page Views
ENGAGEMENT (Boosted Post)
• Objective is to get more people to engage with your Facebook content(e.g. comments, shares, likes, event responses)
• Measured buy engagement, likes, event responses (attending or interested)
APP INSTALLS
• Drive people to App Store to download your app
• Requires Facebook SDK on App
VIDEO VIEWS
• Drive viewership of videos on Facebook
• Measured in 2-second views, 10-second views, and ThruPlay (15 seconds)
• Also great for Retargeting
LEAD GENERATION
• Objective is to collect data from potential customers who are interested in your business (email addresses, phone numbers, etc.)
• Custom Form generated within Facebook
• Measured in completed forms submitted
• Form data can be downloaded or integrated to CRM
MESSAGES
• Objective is to answer questions, offer support, increase transactions, or generate leads
• Starts a FB Messager conversation from the ad
CONVERSIONS
• Take specific action on your website, app, Messenger or WhatsApp
• Measured in completed actions (purchase)
CATALOG SALES
• Show ads that dynamically populate based on your target audience
• Must create a catalog on Facebook
STORE TRAFFIC (Beta)
• Objective to drive visits to a physical location by showing ads to people nearby
• Great for multi-unit locations
• Can generate customized ads for each location
• Reports store visits after 1 day, 7 days and 28 days
• Utilizes location services data from your mobile phone
• Can filter out employees
• Call-To-Action: Get Directions / Call Now
FIND YOUR AUDIENCE
DEMO
TOP 5 THINGS TO AVOID IN FACEBOOK ADVERTISING
YOUR AD LEADS TO A POOR MOBILE EXPERIENCE
YOU GIVE UP ON ORGANIC POSTS
YOU’RE SETTING & FORGETTING
YOU’RE CHANGING TOO QUICKLY
SHOWING THE SAME AD TO THE SAME AUDIENCE FOR TOO LONG
YOUR MESSAGING DOESN’T MATCH YOUR TARGETING
[email protected] @adlgmarketing