Facebook Ads: Target Real People Real Easy - John A. Lee - #HeroConf 2014

@john_a_lee#heroconf

Forget Likes, Grumpy Cat and Avoiding Your Mother-in-Law.

Target REAL People, REAL

Simple on Facebook Ads

PRESENTED BY JOHN A. LEE

MANAGING PARTNER – CL IX MARKETING

HEROCONF – APRIL 29, 2014


Who the Heck Is This Guy?

Managing Partner – Clix Marketing

Digital Advertising Geek ◦ Emphasis on “Geek”

Prior Sentences Served:◦ Hanapin Marketing ◦ Wordstream

Writer: ◦ Search Engine Watch, ClickZ, Clix

Marketing Blog, Acquisio Blog, PPC Hero

Speaker:◦ SMX, SMX Social, SES / ClickZ Live,

HeroConf, State of Search



Facebook Ads OverviewPPC FOR FACEBOOK: WHAT’S NOT TO LIKE?


Facebook targets Demographic Targets: Location, Age, Gender, Language, Education, Relationship Status, Workplaces

Precise Interests: Specific hashtags, likes, or Facebook pages

Broad Categories: This is a large targeting group, it can be anything from movies the individual may like, mobile device that they are on, stores they frequent, personal finance and more.

Connections: Include people who are already connected to your Facebook page, who are not, or who have friends that are.

Custom Audiences: CRM data is used to target specific customers, groups of customers, or those who look like current customers

Partner Categories: 3rd parties Acxiom, Datalogix, and Epsilon use their data to identify groups of potential costumers.


Facebook Ad Types


Facebook Ads on Mobile Facebook's News Feed was essential to consumer discovery as 46% of people used Facebook to look for deals, promotions, and holiday gift ideas before shopping.

83% of shoppers who follow a retailer or consumer product on Facebook found their posts to be somewhat to very valuable when preparing for holiday shopping.

When the holiday shopping was complete, 89% of shoppers shared their experience on Facebook.


Conversion Pixel Types Facebook currently offers the following Pixel Types

◦ Checkouts◦ Registrations◦ Leads◦ Key Web Page Views◦ Adds to Cart◦ Other Web Conversions

Based on these pixels we would need to know the value associated with the following to accurately calculate ROAS:

◦ Registrations◦ Leads◦ Key Web Page Views◦ Adds to Cart◦ Other Web Conversions


Facebook Campaign Structure

9


Purpose for New Structure

10


The BasicsPPC FOR FACEBOOK: WHAT’S NOT TO LIKE?


Setting Up Ads: #1 Identify Goal

Note: Power editor can only be used in Google Chrome

Classic Facebook Login: Facebook Power Editor:


Setting Up Ads: #2 Creative

Placement

Mobile Specifications

Tag


Call To Action (CTA) Buttons

CTA buttons, while still in their infancy, have proven higher CTR’s and Conversion rates for our book of clients.

Unpublished page posts allow you to target specific groups with specific messaging that will not show on your Facebook page.


Setting Up Ads: #3 Audience

Includes Life Events, Politics, Work, Education, Relationship, etc.

Search function with estimated audience.

Travel, Digital Activities, Mobile Device Preference.

Custom Audience.


Setting Up Ads: #3 (again) Audience

Examples: Blue collar and craftsmen, Educators, Recent Homebuyer, Renter,

Fashionistas


Setting Up Ads: #4 Pricing


Facebook Ads Testing Testing Tips: - Keep your KPI’s in mind when setting up campaigns, allowing for agile testing

during campaigns length- Plan on changing photo/copy at least once a week to ensure visibility - Track all changes

- With so many targeting options its important to track what changes were made and where the impacts lie.

- Constantly test new ad types- Demographics behavior will change based on seasonality and targets very

swiftly, what worked last week will not work next week.


Custom AudiencesPPC FOR FACEBOOK: WHAT’S NOT TO LIKE?


Facebook Custom AudienceUsing current customer database, target or exclude current customers from specific Facebook advertising campaigns. Facebook will also find users who are similar to your current customer database in what is called a ‘look-a-like’ audience, this is a great way to find a new customer base.


Create a Custom Audience


Ideas for LeveragingCustom Audiences

Purchased email address or phone number lists.

Align with CRM and stages of sales cycle.

Target email prospects who never open your emails.

Shape traffic by excluding existing customers.

Download list of LinkedIn connections (comes w/ email addys) and target.

Target previous/existing customers for up-sell, cross-sell or re-engagement.


Thank You!

Have Questions?

Find me at #HeroConf and let’s talk!

@john_a_lee

[email protected]

www.clixmarketing.com

mailto:[email protected]

http://www.clixmarketing.com/