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1AMA Houston and White Hat Ops
Why FacebookAudience continues to grow, 2nd screen
Social Proof, Authority, Brand and Demand Generation
Social
Paid and Organic traffic, Demand Capture
Search
Foundation of all online activities
Analytics
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ContactEmailWeb
Multiple touchesbefore someone makes anonline decision for contact, newsletter or purchase.
Multi-Touch Channels
News Feeds
SocialReviews
Comparison
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Pay to Play vs Level Playing FieldNow everyone has access to same data
10-20%2%
• Affinity, Engagement and Paying for Reach• EdgeRank changed the game, Organic posts only reach about 2% of
high affinity audience in initial post. • But, everyone has same access to the data if they learn how to utilize
it.
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Pixel SetupMagic happens beyond this point
Facebook Pixel Helper in Chrome for verification
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Aware Problem Solution Deal
Choose Your Audience How do you create the funnel? What role should it play?
Who is the audience? How do we know if reaching them?
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Choose LocationMobile Ads
Device Specific
Desktop FeedMobile Feed
Right Column AdsInstagram
Different locations have different conversion rates and costs
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AudienceTargeting
Demographics
Interactions
Multiple Smaller Audiences
Local, National,Or WorldwideInterests
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Look Alike Post, Page, Engagements
Custom AudiencePower of Data Connections
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Email Subscribers
Page Likes
Topic andInterest
WebsiteVisitors
Look Alike AudienceLet Facebook Make the Connection
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Targeting
Look Alike AudiencesDon’t have to be creepy
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Details Matter
Get FancyCombinationsDon’t have to be creepy
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Create Successful Facebook Ads
2 components:Great Design, Right
Audience
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Choose Your CreativeStart With an Image to Keep It Simple
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Facebook Ad
Typical Elements of an Ad
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Headlines
Short and SimpleLimited Space – Get to the Point
Science of Successful Facebook Ads
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What Works
• Pattern Interrupt• Data and Numbers• Yours, Now, New – But not You• Sentiment Neutral• Include Domain URL• Learn, Shop, Sign Up
Science of Successful Facebook Ads
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Sell to SomeoneWho Knows You
Don’t forget to introduce yourself first.Sales not likely if they don’t know who you are.
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https://www.facebook.com/ads/tools/text_overlay
20% Rule
Image Text Check
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https://docs.google.com/spreadsheets/d/1IpTYTTMJLcSXcPDtW9zSbPBHQyRdrLfKERohGIIkE_Q/edit#gid=1990145635
1:1, 1.9:1
Creative Sizes
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01
Testing AdsLike Images
Call To Action
Test Headlines
0203
04
Audiences
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1012
0
If you increase budget rapidly, Parameters are reset.
Increase Slowly
Adjust budget to winning campaigns and duplicate.
Turn Off Under Performing
Decide where on websiteAd slots will be placed and the size.
Start Low
$5 Min
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Reporting
https://www.marketingcloud.com/sites/exacttarget/files/Facebook-Ad-Benchmarks-SFMC.pdf
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ResourcesSo much information, here are a few reliable resources
• https://adespresso.com/academy/guide/• https
://blog.kissmetrics.com/high-converting-facebook-ad/• https://www.searchenginejournal.com/5-facebook-ad
vertising-tips-service-based-businesses/173948/
• https://www.sparkreaction.com/blog/5-reasons-using-facebook-ads
• https://www.marketingcloud.com/sites/exacttarget/files/Facebook-Ad-Benchmarks-SFMC.pdf
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Contact usWhite Hat OpsEthical, Sustainable Search
Facebook.com/whitehatops
Thank You
