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

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(877) 521-7448