Overview of FB Ad Options & Analysis of Best Uses

(rev. April 2016)

Our Itinerary

• Goal Setting• Facebook Pixel• Facebook Targeting Options• Types of Facebook Ads• The Situation Room• Q & A

Goals We Can Support With FB Ads

• Generate Web Traffic• Sell Products• Generate Leads• Grow E-mail Lists• Boost Event Attendance• Promote Sales• Recruit New Employees

• Increase Brand Awareness and Strength

• Display Thought Leadership• Improve Customer Service and

Experience

Measurable Abstract/Difficult to Measure

Facebook Pixel

Facebook’s Targeting Options

This is where we utilize the Facebook Pixel

Facebook’s Targeting Options

Facebook’s Targeting Options

Types of Facebook Ads• Boosted Posts• Website Clicks Ads• Likes Ads• Local Awareness Ads *including Click-to-Call option

• Event Ads• Offer Ads• Video View Ads• Lead Form Ads (not included: App Install Ads & App Engagement Ads)

How do we determine which ad type to use?

We choose the ad type that best serves the goal of the

campaign.

There is a time and a place for every one of these ads. An awareness of the subtle differences will help us

choose the best ad for any situation.

Boosted PostsHow they work:• You make a post to your Page organically – Text, Photo,

Link, Carousel, GIF, Video, etc.• You pay Facebook to target users -- full range of

demographic and custom audience targeting available.• Pay Per “Engagement”

Best uses:• Any time you want something easy to find, as it is anchored

on your page.• Best way to seed blog content.

Other factors:• These help build trust in your brand.• There is a visceral response to seeing that every post on a

brand’s FB Page has hundreds of Likes and an active comments section.

• Keeps more of the users and conversation on Facebook.

Website Clicks AdsHow they work:• You create an ad in Facebook Ads Manager. This is NOT

anchored on your Business Page.• You pay Facebook to target users -- full range of

demographic and custom audience targeting available. • Pay Per Website Click

Best uses:• Good when presenting an offer with a time limit (i.e. “…before it expires on April 31st!” or “…today only!”)• More leads/conversions generated if you send traffic to a

landing page designed specifically for the users we want to use the offer.

Other factors:• More control over titles, descriptions, and callouts.• Notorious “20% Text Rule” is an issue but we’ve been

hearing rumors that this is phasing out.

2 Major Differences

Boosted Posts Website Clicks Adsvs.

1

2Majority of traffic and

engagement remains on Facebook

Majority of traffic moves to website, limited

engagement on FB

Anchored to FB Business Page Feed

Not anchored anywhere, it just pops up randomly within the pool that we determined with

targeting

Page Likes AdsHow they work:• This ad type is optimized to guide the user toward Liking

your page.• You create a Likes Ad in the Facebook Ads Manager and

pay Facebook to target non-followers with the ad.• Full range of demographic and custom audience targeting

available -- Pay Per Page Like.

Best uses:• When a page is built for the first time and it needs an initial

boost of TARGETED, interested followers to whom the content will be served.

Other factors:• IMO – these have limited value.• Since Facebook’s organic reach is dying – Likes Ads are only

useful if it is also part of your strategy to spend money LATER targeting existing page followers.

• Many people want X number of followers for vanity’s sake.

Local Awareness AdsHow they work:• This ad type is optimized to reach a local audience,

providing directions to a particular business.• You create a Likes Ad in the Facebook Ads Manager and can

target any user within.• Targeting limited to single address and radius map -- Pay

Per Page Impression.

Best uses:• Best for local businesses with a storefront

Other factors:• Very low cost per impression. Most similar to TV marketing

(wide net).• While you can only target geographically. One thing you

CAN layer – custom audiences from your Facebook Pixel.• Facebook recently rolled out a Click-To-Call function for this

ad type…

Local Awareness Ads (cont’d)CLICK TO CALL

• Facebook recently rolled out a new option for Local Awareness ads – CLICK TO CALL.

• Ad setup is the same as Local Awareness, except you must choose the CTA “Call Now”.

• This ad can only be served to Mobile audiences using the FB app.

Best uses:• Clients who provide impulse goods

(ex. Pizza shop – “Call us before 4:20PM for our 4:20 special -- $20 flat for a Pizza and 2L delivered right to your door.”)

Other factors:• This ad type is problematic for clients with expensive services.

Painters and Lawyers cost thousands, and users needs more info before they decide they are going to trust such a person and hire them.

• Free consultations may help address that issue.• We can track these calls with Marchex.

Event AdsHow they work:• This ad type is optimized to get FB users to Join a FB event

you created.• You create a FB Event. Then you create an Event Ad in the

Ads Manager. Clicking the callout, “Join”, puts the user on the “Attending” list for the event. This makes them receive all event updates moving forward.

• Full range of demographic and custom audience targeting available -- Pay Per Event Attendee.

Best uses:• When you want to increase awareness and/or foot traffic

for an event or promotion.

Other factors:• Does not need to be a literal event. For example, the

“event” could be a 24-hour sitewide sale that you want to KEEP on the radar of select consumers.

Offer AdsHow they work:• This ad type is optimized to guide the user toward acting

on a particular offer or promotion.• Create the Offer on your Business Page. Create Offer Ad in

FB Ads Manager so that it will reach whatever audience you choose.

• Full range of demographic and custom audience targeting available -- Pay Per Claimed Offer.

Best uses:• When you want users to act on a specific offer or promo.

Other factors:• Users who “Claim Offer” receive an e-mail with the

specifics on how to actually go about acting on the promotion.

• This could include a code for an e-commerce promo, or perhaps directions to the storefront of the bakery in this offer ad to the right.

Video View AdsHow they work:• This ad type is optimized to get your original video content in

front of Facebook users.• Ad designed in Facebook Ads Manager. NOT anchored on your

Page.• Full range of demographic and custom audience targeting

available -- Pay Per Video View.

Best uses:• Making an emotional connection (ex. asking for donations)• Sharing information visually (ex. news, infographics)• Displaying products – images are good but video is better.

Other factors:• Must include subtitles over video for usability.• Any good Facebook content strategy in 2016 should include

video in some format.• If you want your video anchored on your Page: Post the video

directly to your Page’s feed, and then Boost that post. Con of doing this; you lose some of the tagging and Call Out options afforded by the Video View Ad. This is actually what we did here for IVO in the example to the right.

Lead Form AdsHow they work:• This ad type is created in the Ads Manager and looks like a

Website Clicks Ad.• When the CTA is clicked, however, the user is served a

Custom Lead Form that we created.• Full range of demographic and custom audience targeting

available -- Pay Per Lead.

Best uses:• Great for leads on expensive jobs, because we can include

a link to a landing page in addition to the Form feature (building trust).

• Since we have the power to create a CUSTOM form, the possibilities are vast.

Other factors:• Auto-fill as many fields as possible• 3 Custom Questions per Form

Lead Form Ads (cont’d)

<<<<<Our Custom Lead Form for CertaPro<<<<<

The Situation Room

• Boosted Post• Website Clicks Ad• Likes Ad• Local Awareness Ad

(& Click-to-Call)• Event Ad• Offer Ad• Video View Ad• Lead Form Ad

Cheat Sheet

Situation 1:Your client, a Golf store, is opening up a second storefront in a new neighborhood and they want to make sure there are lots of people at their grand opening event.

What could you do to support your client’s grand opening with with Facebook Ads?

The Situation Room

• Boosted Post• Website Clicks Ad• Likes Ad• Local Awareness Ad

(& Click-to-Call)• Event Ad• Offer Ad• Video View Ad• Lead Form Ad

Cheat Sheet

Situation 2:Your plumber client is running a Military Appreciation Month Special – 25% all work done for Vets during the month of May.

What could you do with Facebook Ads to get the word out about your client’s special promotion?

The Situation Room

• Boosted Post• Website Clicks Ad• Likes Ad• Local Awareness Ad

(& Click-to-Call)• Event Ad• Offer Ad• Video View Ad• Lead Form Ad

Cheat Sheet

Situation 3:Your client sells vaporizers and e-cigs online. He wants to coin an “E-Cig and Vape Day” on social media, and do a major sale on his website.

How would you recommend your client support this campaign with Facebook Ads?

Q & A

• Boosted Posts• Website Clicks Ads• Likes Ads• Local Awareness Ads • Event Ads• Offer Ads• Video View Ads• Lead Form Ads

Topics we’ve covered:

Goal Setting

Boosted Posts vs.

Website Clicks Ads

Digitally Measurable Goals

vs. Abstract Goals

Click-To-Call

Custom Forms

Videos & GIFs

Thank You!