Facebook Ads

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Campaign

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4

Who Am I?

Rod Greensage

▸ Founder of Focus4Marketing

▸ Was An IT Support Person For COSA

▸ Took Business Interest In Social Media For My Business

▸ Liked Online Marketing So Much Changed Careers

You can find me at rod@focus4marketing.com, @focus4marketing, or Facebook.com/Focus4Marketing▸ www.Focus4Marketing.com

Contact Information

A FEW FACEBOOK STATISTICS

▸ 40 million businesses now have a Facebook Page.▸ 19 million businesses have optimized their Fan Page for

mobile.▸ 1.5 million businesses now spend money on Facebook

ads.▸ 399 million Facebook users only use Facebook on mobile

each month.▸ 829 million people use Facebook on a daily basis, an

increase from 802 million last quarter.

Additional Things To Know ▸ Technically, you could reach every single Facebook user –

around 860 million active users.

▸ Best targeting advertisement today, hands down. Granular targeting. I.E. Trying to reach 43 year old single male, Star Trek fans who live in Chandler, Arizona and love Diet Coke? Easy.

▸ Reach all of your Facebook fans. Your posts will organically reach only around 16% of fans on average. So advertising is being stated as essential for larger visibility.

▸ Advertise your website, your Facebook page, your app, your content or your event. So whether it’s traffic, leads, fans or engagement you are after, Facebook Ads have got you covered.

▸ These ads can be incredibly cheap (depending on your industry and campaign), dropping to as little as a few cents per click for “Page Post Like Story” ads.

Main Objectives:

• Before The Ad

• During The Ad

• After The Start Of The Ad

Today we will go over some basic things to do when considering Facebook Advertising.

Catalyst Shoes

For this workshop, we will use the fictitious company name of “Catalyst Shoes” for our advertising campaigns.

Before Ad Objectives:

• Facebook Terms Of Service

• What’s The Goal Of The Campaign

• Type Of Ad: Graphics And/Or Video

• Mapping Out Your Target Audience

Facebook Terms Of Service

Each ad will be reviewed by Facebook BEFORE being placed.

Here are some of their Terms Of Service:

▸ Ads may not include images with text that covers more than 20% of the image's area.

▸ Be careful when using the word “Facebook” in an ad. Capital F. Can’t alter the look and feel of the word by using different fonts and replacing the logo for the word.

What Are Facebook Ads Terms Of Service?

▸ Age Restricted Material—Make sure that your ads aren’t targeting minors inappropriately.

Ads must not promote the sale or use of the following:

▹ illegal, prescription, or recreational drugs;

▹ Tobacco products and related paraphernalia;

▹ Unsafe supplements, as determined by Facebook in its sole discretion;

▹ Weapons, ammunition, or explosives; or

▹ Adult products or services (except for ads for family planning and contraception).

What Are Facebook Ads Terms Of Service? Cont’d

Most dating ads are not allowed.

Online gambling

State Lotteries

Online Pharmacy

Supplements

Most subscription services

Examples Of Restricted Content:

What’s The Goal Of The Campaign?

Choose your advertising objective

Clicks to Website: Get people to visit your website.Website Conversions: Promote specific conversions for your website. Page Post Engagement: Promote your Page posts.Page Likes: Get Page likes to grow your audience and build your brand.App Installs: Get people to install your mobile or desktop app.App Engagement: Get people to use your desktop app.Offer Claims: Create offers for people to redeem in your store.Event Responses: Increase attendance at your event.Video Views: Create ads that get more people to view a video.

Some Listed Goals For Facebook

Why Facebook Page is important

Website—It’s important to have a full fledged website.

Some marketing people are substituting a landing page.

But in my opinion this isn’t the best idea.

Mainly because you have less control/features, as well as less credibility.

2 Things You Should Have Before getting

started:

Facebook Page—You simply can not advertise is the prized Mobile Newsfeeds area without one.

It’s also where you build your engagements, updates, and interactions with those that follow you.

Plus people need to build up their knowledge and trust in you.

2 Things You Should Have Before getting

started:

Types Of Ads & Placements

Anatomy Of An Ad

Ad Types

• Likes Shows up on people’s profiles. Friends may see this in your newsfeeds. Prompt them to like.

• Offers A special discount or promotion. Can even create a bar code to track sales.• Buy An ad that will give you an immediate option to buy. Takes you to their shopping cart.• Mobile App Use this to drive people to download an app onto their smart phone.• Page Post Just looks like a regular status update. This is to drive user awareness/engagement.

Ad Types (Other examples)

Ad Types (Other examples)

Placement Of An Ad

Placement Of Ads

On a mobile phone, an ad shows up on a large majority of the screenOn a desktop/laptop devices, you can choose to have an show up in the right hand or center (Newsfeeds)

News Feed mobile

News Feed desktop

Right-hand side on Facebook - Timeline

Right column on Facebook

1200 x 628 pixels

Examples Of How Ads Are Related To Your Profile

Tips On Video AdsMake your video as captivating as possible right from the very beginning.  Believe it or not, people make snap judgments on your videos in as little as 2 to 3 seconds.

Make sure that your video is so interesting that even if sound isn't available, they are compelled to keep watching.

Start with your best still frame possible.  Before a video starts the still frame can be the difference between someone stopping to click play, to scrolling right on by.

Having a great description within the text (copy right) is great but try to keep it short and to the point.

Take a look at this video from Red Bull https://www.facebook.com/redbull/videos/10155524032325352/

Laser Targeting Capabilities

Potential Reach (Get more specific as necessary)

Facebook Ads TargetingLocation—This is most often the main focus point. Countries, Cities, and even neighborhoods where you want to do business.

Demographics—Such as age, gender, education.

Interests—This is what makes Facebook Advertising so effective. You can reach people based on their interests, hobbies, and pages that they liked on Facebook. Facebook forms their analysis from peoples comments and websites they’ve visited. This helps them to be very accurate in their targeting.

Behaviors—Target people based on purchase habits, device usages, and even recent life events.

Connections—Reach people connected to your page, event, or app. As well as their friends. This is good for promoting an event by showing ads to people who’ve already RSVP’d on Facebook.

Custom Audiences—Based on your own customer data. Such as email, phone #s, or user IDs. Good way to target those who signed up for your newsletter. Or bought a product from you before.

A/B Testing

In the marketing world it is very important to do this, but especially in social media marketing.

It is very important to pay attention to the A/B testing and always keep on top of your ads to see how they are doing.

Subtle changes to an ad, maybe some of the wording, maybe a different picture. It’s important to do this to test the responses of people and track this in your reporting.

Audience Participation

Later we are going to show the actual targeting for our example company.

During Ad Objectives:

• Intro Of Ads Manager

• Building An Ad

• Example Of Good Ad Practices

• Why Ads Can Be Rejected

• Looking At Your Budget

Intro Of Ads Manager

Ads Manager Examples

More Examples

Building An Ad

Catalyst Shoes ExamplesAd Hierarchy

Catalyst Shoes ExamplesAd Hierarchy

Catalyst Shoes Examples

Now that we understand the hierarchy, let’s actually start to target our ideal customers.

So I am asking for demographic examples including their interests and behaviors.

Paying particular attention to the size of the audience. And how broad or specific we were able to get.

Example Of Good Ad Practices

Example Items Of a Good Ad:

A very simple question that causes the viewer to say yes or no (Cut and dry)

Next, you should outline the reason why they should continue to view this Ad.

Why should they take time away from Facebook to view this?

Landing Page has to be a solid page that is easy to view, understand, and navigate to the conversion goals

Worse thing is to make a page that is complicated and causes the viewer to click away

Example Items Of a Good Ad:

A very simple question that causes the viewer to say yes or no (Cut and dry)

Next, you should outline the reason why they should continue to view this Ad.

Why should they take time away from Facebook to view this?

Landing Page has to be a solid page that is easy to view, understand, and navigate to the conversion goals

Worse thing is to make a page that is complicated and causes the viewer to click away

Example Items Of a Good Ad:

A very simple question that causes the viewer to say yes or no (Cut and dry)

Next, you should outline the reason why they should continue to view this Ad.

Why should they take time away from Facebook to view this?

Landing Page has to be a solid page that is easy to view, understand, and navigate to the conversion goals

Worse thing is to make a page that is complicated and causes the viewer to click away

Landing Page Example

Landing Page Example

Why Ads Get Rejected

Reasons Why Ads Can Get RejectedFirst of all, since it is Facebooks playground, they make the

rules. That has to be respected. Below are some of the most common

reasons why ads can be rejected.

• Ads, contests, and page posts must comply with Facebook Terms Of Service.

• Use of Custom Audiences must comply with Custom Audience Policy. (No User or Email ID scraping is the big one)

• Do not position in a sexually suggestive manner• Do not exploit political agendas for commercial use• Must use symbols, numbers or letters per their actual meanings.• No more than 20% text in images• No promotion of tobacco• No promotion of drug or tobacco paraphernalia• Online gambling ads only allowed in certain countries and if

approved by Facebook•  Online pharmacies generally prohibited unless allowed by

Facebook.

If you would like to see a number of other restrictions, go to this page. http://www.jonloomer.com/2015/03/10/facebook-ads-rejected-account-banned/

Advertising Budget

Budget

Now it’s time to figure out how much to spend.

At the start it may be difficult to figure out how much you want to spend. I wish there was an easy solution to determine how much to spend.

But the truth is your budget is largely determined by your goals.

The following slides will show how some of the budget areas look like, but we will also take a look at it from the standpoint of Catalyst Shoes.

Examples Of What Budget Interface Looks Like

Daily Budget

Cost Per Click

Cost Per Millenia

Facebook Optimization

Examples Of What Budget Interface Looks Like

Estimated Reach For An Ad Post Lifetime Budget

After Ad Launch Objectives:

• Importance Of Reports

• Facebook Analytics Terms

• What Is Audience Reporting

• More Reporting Options

• Google Tools To Integrate Within Facebook Ads

• Exporting Your Reports

Importance Of Reports

How Important Are Reports?

There is a saying about reports that has always stuck out to me. It goes something like this….”You’re not really marketing, unless you are measuring.”

In essence, it’s the temperature, the measuring stick, the performance indicators, that will guide you during any of your campaigns.

Reports will help you to view your performance, refine ads, and have outlined documentation for accurate record keeping for your organization.

Example Of Facebook Analytics/Reporting

Reviewing Your Business Metrics Are Important To Measuring Your Success

This helps us review the goals discussed & actions necessary.

Facebook Analytic Terms

Common Facebook Report TermsReach—This is the number of people who saw your ads. Reach is different from impressions because it ONLY counts the unique people who have seen your ad

Impressions—This is how many total times the ad has been shown to a Facebook user. Ads can be shown multiple times to users if they are logging in several times during your campaign.

Frequency—Average number of times each person saw your ad. They get this by taking impressions divided by the Reach.

Clicks—Actual number of clicks of the ad. This can include a click if someone liked your Facebook Page right from the ad itself. A single user could click on your ad multiple times and you are charged for each click. Clicks can be anywhere in the ad.

CTR—Click Through Rate is the number of times your ad was clicked, divided by the number of times your ad was shown (impressions).

Common Facebook Report TermsUnique Clicks—How many different clicks did an ad receive. This is helpful for knowing whether the same person happened to be shown your ad twice and clicked it both times. Because the 2nd click wouldn’t be considered a unique click.

CPC—Cost Per Click is how much each click of your ad will actually cost you. This is calculated even if you didn’t use the CPC model. This is good to use for comparison to see which is better CPC or CPM

CPM—Cost Per Millennia is the total cost for each 1000 impressions. Even if you didn’t bid with this model, it will calculate this for your reference.

Spend—The amount you spent for the time you chose for the report.

Cost Per Action—This let’s you see exactly how much it costs per Page Like or website conversion (If you have the conversion pixel) or other types of actions you received from the ad.

Now Let’s Look At Some Actual Reporting

Exporting Your Reports

Exporting Reports

 There may be times where you want to review, share, or turn in your reports to a client or stakeholder. You can, Save, Share, and Export a report.

If you work with your data in Excel, Numbers, or another desktop application, it can be helpful to get your reports off of Facebook.You might want to do this, say, to create your own charts. When you click Export, you can choose to download an Excel formatted file or a CSV. 

When making custom reports, you will need to make those changes first and then export your report.

Show an example of where to go to do this.

Tools To Help With Facebook Ads

Tools To Integrate

 Google Analytics—Is a way to track traffic that comes to your website. Info about how many people came to your site. What pages they viewed. From which resource did they find your site. Yusuf is the guru on this.

Facebook Conversion Pixels—This allows you to see the results when someone goes to a particular conversion page

Facebook Retargeting Pixel—Allows the marketer to place a placemarket in the form of an ad or instance about your website back on the Facebook profile. The is so they can be retargeted. Maybe they got distracted or for one reason or another didn’t complete the conversion process.

Final Thoughts & Mindset

Some final thoughts

When it comes to Facebook Advertising, you must approach it with a trial & error and try again attitude. You will learn so many things and many things will surprise you. Then revise your campaigns as you improve your skill sets and monitor your results.

 And just like any other advertising campaign, you must know that there is risk involved. It is not just about Facebook Marketing alone, it involves paid adverts.

Facebook Advertising is not impossible to do on your own, but I do recommend talking to a marketing specialist.

Main Objectives:

• Before The Ad

• During The Ad

• After The Start Of The Ad

Today we will go over some basic things to do when considering Facebook Advertising.

THANKS!Any questions?

www.Focus4Marketing.comYou can find me at rod@focus4marketing.com, @focus4marketing, or Facebook.com/Focus4Marketing