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FB ads – session 2
li: Jeff Ebbing t: @jeff_ebbing
Check out Part 1 on Slideshare
li: Jeff Ebbing t: @jeff_ebbing
What did you work on last time?
What worked?
What didn’t?
li: Jeff Ebbing t: @jeff_ebbing
What do you do if nobody likes your page??
40% people don’t like any brand pages – so your posts will never pop up.
How do you reach them?
li: Jeff Ebbing t: @jeff_ebbing
70-20-10 Content Rule70% posts from your brand & add value to
your community (tips, news, recent events, survey questions)
20% posts content from others (promote other biz, tagging others, sharing other biz’ posts)
10% posts are promotional (discounts, coupons, sales, new products)
li: Jeff Ebbing t: @jeff_ebbing
li: Jeff Ebbing t: @jeff_ebbing
Facebook Zero
Facebook is a busy place. If you want to be seen,
you’re gonna have to pay.
li: Jeff Ebbing t: @jeff_ebbing
Boost it!
li: Jeff Ebbing t: @jeff_ebbing
Chrome
Pixel trackerFacebook appPhoto editor apps
li: Jeff Ebbing t: @jeff_ebbing
Campaigns, Sets, Ads – and cats!
So easy, a cat can
explain it.
li: Jeff Ebbing t: @jeff_ebbing
Organize yur adz
imaginez a wurld fur, fur away…
li: Jeff Ebbing t: @jeff_ebbing
what u want uzerz 2 do click, visit, download,
like
campaignz
li: Jeff Ebbing t: @jeff_ebbing
groops u want talk 2
ad sets
li: Jeff Ebbing t: @jeff_ebbing
diff’rnt adz make them do stuffs
adz
li: Jeff Ebbing t: @jeff_ebbing
li: Jeff Ebbing t: @jeff_ebbing
li: Jeff Ebbing t: @jeff_ebbing
Campaign objective
Objectives
What do you want people
to do?
li: Jeff Ebbing t: @jeff_ebbing
li: Jeff Ebbing t: @jeff_ebbing
Got a site? Get a pixel!
li: Jeff Ebbing t: @jeff_ebbing
There are 14,000 women age 21-45 within a 35
mile radius
li: Jeff Ebbing t: @jeff_ebbing
2,700 of them are moms with little
kids
li: Jeff Ebbing t: @jeff_ebbing
li: Jeff Ebbing t: @jeff_ebbing
Use insights to see when
your fans are onlineMust select
lifetime budget to schedule by day and hour
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Graduated billing limits
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Layout & artwork
Pix – yours or fb stock pix20% text maxRemember mobileClear headline & CTA
li: Jeff Ebbing t: @jeff_ebbing
Pick good stock photos or
upload your own
li: Jeff Ebbing t: @jeff_ebbing
Photo editor apps
Remember to use mid-to-high
resolution images!
li: Jeff Ebbing t: @jeff_ebbing
A word on pix
Professional photo of smiling woman is
best …
HOWEVER, authenticity is
powerful
li: Jeff Ebbing t: @jeff_ebbing
They’re not the same!
Character limits aren’t the same
li: Jeff Ebbing t: @jeff_ebbing
Campaign overview
Ad set overview
li: Jeff Ebbing t: @jeff_ebbing
Shoot for high relevance
Results from facebook pixel as measured by campaign objective
Individual ad overview
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Landing pages
Your facebook pixel goes in the code of this page
Make sure page answers question posed by the ad
li: Jeff Ebbing t: @jeff_ebbing
If at first you don’t succeed...Try more variations till your
audience responds
li: Jeff Ebbing t: @jeff_ebbing
Editorial calendars
High tech or low tech, a little
planning goes a long way
li: Jeff Ebbing t: @jeff_ebbing
Need help?
li: Jeff Ebbing t: @jeff_ebbing
The Gold service plan
$750 for 30 days:
Custom help
facebook.com/business/go/
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The Budget service plan
Facebook helpYoutubeSlideshareTrial & errorGoogle search
li: Jeff Ebbing t: @jeff_ebbing
Page love linksAdweek who uses social infographic http://www.adweek.com/news/advertising-branding/new-social-stratosphere-who-using-facebook-twitter-pinterest-tumblr-and-instagram-2015-and-beyond-1622
Getting started: sprout social: http://sproutsocial.com/insights/facebook-advertising-guide/
Cover page photo tips: http://blog.hubspot.com/marketing/facebook-cover-photos-best-practices-ht
10 content tips: https://www.facebook.com/business/a/online-sales/page-post-tips
Content ideas: http://www.forbes.com/sites/jaysondemers/2014/06/25/100-killer-ideas-for-your-social-media-content/
Social Media etiquette post dos & don’ts: http://www.outboundengine.com/blog/social-media-etiquette-for-business-25-dos-donts/
li: Jeff Ebbing t: @jeff_ebbing
More page love links17 Sprout stats – when to post, graphics: http://sproutsocial.com/insights/facebook-stats-for-marketers/
How to get 1000 fb fans: http://blog.hubspot.com/marketing/get-facebook-fans
How to craft the best social media posts: http://blog.hubspot.com/marketing/create-perfect-social-media-posts-slideshare
Why don’t my fans see my posts? http://blog.hubspot.com/marketing/facebook-declining-organic-reach?utm_campaign=blog-rss-emails&utm_source=hs_email&utm_medium=email&utm_content=28165356
Social media content calendar: http://blog.hubspot.com/blog/tabid/6307/bid/33415/The-Social-Media-Publishing-Schedule-Every-Marketer-Needs-Template.aspx
Why you need a social media calendar: http://blog.marketo.com/2014/08/why-you-need-an-editorial-calendar-for-social.html
Why your organic reach is falling and what to do about it: http://www.forbes.com/sites/jaysondemers/2015/05/13/why-your-organic-facebook-reach-is-still-falling-and-what-to-do-about-it/#5e6c8d672c84
li: Jeff Ebbing t: @jeff_ebbing
Ad love links13 must-know tips for fb business: http://blog.hubspot.com/marketing/facebook-for-business-tips?utm_campaign=Social%20Topic%3A%20Social%20Media&utm_content=31137574&utm_medium=social&utm_source=linkedin
14 tools to create infographics images for social: http://www.huffingtonpost.com/belle-beth-cooper/14-tools-to-create-engagi_b_4804924.html
Nanigans Facebook ad types cheat sheet: http://www.nanigans.com/2014/06/26/facebook-ad-types-cheat-sheet-infographic/
Facebook advertising: https://www.facebook.com/business/products/ads
Facebook for Business: https://www.facebook.com/business
Facebook Blueprint online training: https://www.facebook.com/blueprint
li: Jeff Ebbing t: @jeff_ebbing
Find Part 1 on Slideshare
li: Jeff Ebbing t: @jeff_ebbing
More preso fun from Jeff
