Facebook Advertising Made Easy - a guide for maximising paid options

pantone solid coated: pantone 1925 C

pantone 425 C

pantone solid coated: pantone 426 C pantone solid coated: pantone 422 C

pantone 425 C

pantone solid coated: pantone 426 C© 2014 Zuni | All Rights Reserved | Confidential

FACEBOOK ADVERTISING MADE EASY


pantone 425 C


pantone 425 C


© 2014 Zuni | All Rights Reserved | Confidential

WHAT’S YOUR MARKETING GOAL? •  Build a database •  Generate compe33on entries

•  Awareness / branding •  Calls to customer service

•  A specific response or ac3on THINK ABOUT

•  Conversa3ons •  Interac3ons •  Customer Service


pantone 425 C


pantone 425 C



Advertising

Options


pantone 425 C


pantone 425 C



DESKTOP News Feed MOBILE News Feed

PREMIUM Home Page Op<ons


pantone 425 C


pantone 425 C



PREMIUM LOGOUT PAGE (Video or Link)


pantone 425 C


pantone 425 C



PAGE LIKE DRIVE A FAN BASE

PAGE POST/VIDEO PHOTO DRIVE AWARENESS & ENGAGEMENT

PAGE POST TEXT DRIVE AWARENESS & ENGAGEMENT

PAST POST LINK DRIVE TRAFFIC OFF FACEBOOK TO YOUR WEBSITE


pantone 425 C


pantone 425 C



DESKTOP AD DRIVE APP INSTALLATION OR RE-ENGAGEMENT

DOMAIN AD DRIVE WEBSITE VISITS

EVENT AD DRIVE EVENT REGISTRATIONS/FEEDBACK/ ENGAGEMENT

DESKTOP AD DRIVE APP INSTALLATION OR RE-ENGAGEMENT


pantone 425 C


pantone 425 C



Offer Ad

DRIVE INSTORE TRAFFIC


pantone 425 C


pantone 425 C



Old algorithm that Facebook uses to determine who sees what Algorithm changes ≅ 400 times a day DEVALUED •  Text updates from brand pages •  Memes •  “Like this” posts (but not Facebook

Like Ads) INCREASED VALUE •  New content •  Current content receiving social

endorsements (shares, likes, comments)

= +

FIRST WORLD PROBLEMS MEME

EdgeRank is dead

ORGANIC REACH

FREE DISTRIBUTION

PEOPLE WHO SHARE


pantone 425 C


pantone 425 C



ALGORITHM TIPS

1.  Focus on engagement

2.  Study, analyse and understand why your fans click the

like buRon for content

3.  Avoid overuse of strong calls to ac3on

4.  Avoid using memes

5.  Study, analyse and understand which source is the

most well received

6.  Increase post frequency only with engaging content

7.   TEST: different 3mes of day, different content

8.   LEARN 9.   OPTIMISE

10.  Keep up to date with changes


pantone 425 C


pantone 425 C



•  Bid values based on competitors, reach and targeting •  Bid based on what you’re willing to spend for the marketing objective

HOW MUCH DOES IT COST?

Daily budget (min $1)

Life3me Budget

Every Case Study you could ask for – with filters https://www.facebook.com/business/success


pantone 425 C


pantone 425 C



POSTS THAT YOU PAY TO:

Reach

more people who like your page

Expand

your audience to everyone on Facebook using

location targeting for relevancy

PROMOTED POSTS

The more engaging & interesting it is to your

audience, the more organic reach it will have


pantone 425 C


pantone 425 C



Parents Singles etc

On & off FB (3rd parties)

Devices Purchases

Education level Schools

Fields of Study Graduation Year

LOCATION AGE GENDER CONNECTIONS

INTERESTS BROAD CATEGORIES

BEHAVIOUR EDUCATION

Relevance to the business

Age Verification Youth / Senior

specific

A/B ads for gender (shoes for men & women)

People who like your page

Friends of People who like your page

Attended an Event Joined a Group Used your app

Offers that match interests

Relationship Status

Languages

TARGETING OPTIONS


pantone 425 C


pantone 425 C



AD CREATE

TOOLS TO MANAGE ADS

POWER EDITOR

FACEBOOK EXCHANGE

•  Generate Ads quickly and easily •  Set specific goals •  First level targeting options •  Input conversion tracking

•  Chrome based app •  Manage & optimise lots of different campaigns and ads •  Test different images, headlines, body copy against

different target audiences •  Create custom audiences

•  Target based on online actions, ie search activity or website visits

•  DSP based tracking of behaviour •  Online conversion objective •  Consumer intent


pantone 425 C


pantone 425 C



PROMOTED PAGE POSTS that aren’t on your timeline but still

drive traffic

LARGE NUMBER OF POSTS, highly

targeted to each segment

•  Create a post but don’t publish it

•  Create highly targeted FB ads to drive people to the post

•  Need Power Editor to test posts

DARK POSTS

Improve your targeting

Split testing your messages & call to

action


pantone 425 C


pantone 425 C



DARK POSTS- Step by Step

Article: http://bit.ly/1hay737

Video: http://on.fb.me/OgyD2C


pantone 425 C


pantone 425 C



AUDIENCE DEFINITION


pantone 425 C


pantone 425 C



•  Create custom audiences using email addresses, phone numbers or Facebook User IDs

•  You need a CSV file or upload through Mail Chimp

•  Need Ads Manager or Power Editor •  Can exclude an audience of your current

customers if you're running a campaign to acquire new customers (Lookalike audiences or Exclusion Audiences)

•  Should have minimum 1,000 people per audience

•  Expect 70% match rate

CUSTOM AUDIENCES


pantone 425 C


pantone 425 C



•  Target audiences that are similar to your current audience segments, eg expanding into a new market

•  Upload your sources (CSV file) and select your targets

•  Increase reach and engagement of Facebook apps

•  Can take 6-24 hours for lookalike audiences to be available for targeting

•  Need Power Editor

Step by Step Article: http://on.fb.me/1q2gkMF

LOOKALIKE AUDIENCES


pantone 425 C


pantone 425 C



•  Use up to 6 images at once •  Facebook will automatically optimise the best performing creative execution •  Typically 80% of ads won’t be successful – that’s ok – test & learn •  Choose the right landing page – they absolutely matter! •  Check on campaigns at least twice a day •  Pause ads that are getting lots of clicks but not converting (you want high click +

high conversion or low clicks + high conversion)

CREATIVE OPTIMISATION


pantone 425 C


pantone 425 C



COSTINGS/OPTIONS

CPA

COST PER ACQUISITION

CPM

COST PER THOUSAND IMPRESSIONS

CPC

COST PER CLICK


pantone 425 C


pantone 425 C



Always report against your objective (ie website visits, conversions, likes, app downloads etc)

Impressions Clicks CTR Spend

Who sees it Who clicks on it

Time between seeing an impression and the action taken (click) (view through window)

Impressions Clicks Likes Photo views Video plays

Impressions Clicks CTR Avg position in news feed

REPORTING ON YOUR CAMPAIGNS

ADVERTISING PERFORMACE

RESPONDER DEMOGRAPHICS

ACTIONS BY IMPRESSION

TIME

ONLINE IMPRESSIONS NEWS FEED

��© 2014 Zuni | All Rights Reserved | Confidential

Thank You Valen<na Borbone Client Rela3onship Director E: [email protected] P: 02 9516 5480 T: valen3na1975 L: au.linkedin.com/in/valen3naborbone/

Social Media

Facebook Advertising Made Easy - a guide for maximising paid options