Facebook Advertising Made Easy - a guide for maximising paid options

  • View
    632

  • Download
    4

Embed Size (px)

DESCRIPTION

This advertising guide shows you the paid options that Facebook offers and tips & tricks to make your advertising as effective as possible. Learn what works with the new algorithm and what doesn't, how much it all costs and how to measure if your campaigns are successful.

Text of 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 | Condential FACEBOOK ADVERTISING MADE EASY
  • pantone solid coated: pantone 1925 C pantone 425 C 2014 Zuni | All Rights Reserved | Condential WHATS YOUR MARKETING GOAL? Build a database Generate compe33on entries Awareness / branding Calls to customer service A specic response or ac3on THINK ABOUT Conversa3ons Interac3ons Customer Service
  • pantone solid coated: pantone 1925 C pantone 425 C 2014 Zuni | All Rights Reserved | Condential Advertising Options
  • pantone solid coated: pantone 1925 C pantone 425 C 2014 Zuni | All Rights Reserved | Condential DESKTOP News Feed MOBILE News Feed PREMIUM Home Page Op
  • pantone solid coated: pantone 1925 C pantone 425 C 2014 Zuni | All Rights Reserved | Condential PREMIUM LOGOUT PAGE (Video or Link)
  • pantone solid coated: pantone 1925 C pantone 425 C 2014 Zuni | All Rights Reserved | Condential 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 solid coated: pantone 1925 C pantone 425 C 2014 Zuni | All Rights Reserved | Condential 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 solid coated: pantone 1925 C pantone 425 C 2014 Zuni | All Rights Reserved | Condential DRIVE INSTORE TRAFFIC
  • pantone solid coated: pantone 1925 C pantone 425 C 2014 Zuni | All Rights Reserved | Condential 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 solid coated: pantone 1925 C pantone 425 C 2014 Zuni | All Rights Reserved | Condential 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: dierent 3mes of day, dierent content 8. LEARN 9. OPTIMISE 10.Keep up to date with changes
  • pantone solid coated: pantone 1925 C pantone 425 C 2014 Zuni | All Rights Reserved | Condential Bid values based on competitors, reach and targeting Bid based on what youre 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 lters https://www.facebook.com/business/success
  • pantone solid coated: pantone 1925 C pantone 425 C 2014 Zuni | All Rights Reserved | Condential 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 solid coated: pantone 1925 C pantone 425 C 2014 Zuni | All Rights Reserved | Condential 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 Verication Youth / Senior specic 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 solid coated: pantone 1925 C pantone 425 C 2014 Zuni | All Rights Reserved | Condential AD CREATE TOOLS TO MANAGE ADS POWER EDITOR FACEBOOK EXCHANGE Generate Ads quickly and easily Set specic 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 solid coated: pantone 1925 C pantone 425 C 2014 Zuni | All Rights Reserved | Condential PROMOTED PAGE POSTS that arent on your timeline but still drive trac LARGE NUMBER OF POSTS, highly targeted to each segment Create a post but dont 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 solid coated: pantone 1925 C pantone 425 C 2014 Zuni | All Rights Reserved | Condential DARK POSTS- Step by Step Article: http://bit.ly/1hay737 Video: http://on.fb.me/OgyD2C
  • pantone solid coated: pantone 1925 C pantone 425 C 2014 Zuni | All Rights Reserved | Condential AUDIENCE DEFINITION
  • pantone solid coated: pantone 1925 C pantone 425 C 2014 Zuni | All Rights Reserved | Condential Create custom audiences using email addresses, phone numbers or Facebook User IDs You need a CSV le 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 solid coated: pantone 1925 C pantone 425 C 2014 Zuni | All Rights Reserved | Condential Target audiences that are similar to your current audience segments, eg expanding into a new market Upload your sources (CSV le) 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 solid coated: pantone 1925 C pantone 425 C 2014 Zuni | All Rights Reserved | Condential Use up to 6 images at once Facebook will automatically optimise the best performing creative execution Typically 80% of ads wont be successful thats 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 solid coated: pantone 1925 C pantone 425 C 2014 Zuni | All Rights Reserved | Condential COSTINGS/OPTIONS CPA COST PER ACQUISITION CPM COST PER THOUSAND IMPRESSIONS CPC COST PER CLICK
  • pantone solid coated: pantone 1925 C pantone 425 C 2014 Zuni | All Rights Reserved | Condential 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 | Condential Thank You Valen