Paid Marke*ng Pt. 2: Facebook Ad Campaigns &
Other Tools
Running a Facebook Ad Campaign is EASY!
www.facebook.com/advertising
Facebook Gives You Lots of Options
So First Decide What You Want...
Facebook Page Likes
Drive Traffic to Website OR
If your aim is FACEBOOK LIKES
Try Boosting Post Engagement
Or Creating an Ad for your Page
If your aim is WEBSITE TRAFFIC
Let Facebook help you create an ad linking to your site
then go further and track what people do after they click your Facebook ad
The hard part: Making your campaign GREAT
Preparation 1. Decide on a great offer 2. Demographic Research (for Targeting)
3. Write compelling ads (with good images and written copy)
4. Commit to frequent testing & ad rotation
Targeting Your Audience Create groups of targets prioritized by relevancy and budget accordingly
1. Highest priority, highest spend: Parents
2. Medium priority, medium spend: Middle-aged women
3. Low priority, low spend: Age 65+
TOYS
Write Compelling Ad Copy - Questions - Testimonials - Calls to Action
- Reflect target demographics
Choose a Compelling Image - Shocking - Celebrities - Animals - Smiling People - Picture of a goal / dream - Locally recognizable (if using geotargeting)
Frequent Testing & Ad Rotation - Always test multiple ads at the same time - pause ads that never perform well - pause ads that dip in performance (can
restart them again later) - Edit faltering ads by changing border color, changing headline, or changing image
Other best practices
Use Facebook specific offers, discounts or
checkout codes
Did You Know: Everything We’ve
Shown You Converts to
MOBILE
Ads in Mobile Apps
Ads on Mobile Browsers
SMS Ads
Here are some other tools you might find useful…
1. “Alexa Rankings” -- alexa.com
2. “Google Trends” - Google.com/trends
Know what’s popular when its popular
Advanced Marketing Automation Tools