A Definitive Guide to Reaching Your Marketing Goals with Facebook

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A Definitive Guide to Reaching Your Marketing Goals with Facebook covers all of the Facebook ad units and how they are best utilized to achieve your marketing goals. General campaign management tips, …

A Definitive Guide to Reaching Your Marketing Goals with Facebook covers all of the Facebook ad units and how they are best utilized to achieve your marketing goals. General campaign management tips, that have been used by Ampush, are also shared in this highly engaging presentation.

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  • 1. The Definitive Guide to Reaching Your Marketing Goals With Facebook October 2013
  • 2. Facebook has evolved to become one of the most effective marketing platforms on the planet
  • 3. Thinking of Facebook as only part of a social marketing strategy causes you to miss out on its major advantage over print, radio, and television…
  • 4. Facebook lets you reach an engaged audience at the right place, at the right time, with the right message
  • 5. Shortly after Apple announced the iPhone 5s fans took to social platforms such as Facebook to voice their opinion of the new devices
  • 6. T-Mobile took advantage of the opportunity by targeting mobile Facebook users in the U.S. (right place) just 24 hours after the announcement (right time) with the right message
  • 7. This kind of targeting and dynamic marketing is not possible through traditional advertising channels
  • 8. Facebook helps brands and direct response advertisers achieve measurable business goals
  • 9. Recent changes to Facebook Ad products now focus ad units on clear marketing goals: Awareness Create awareness about a new product announcement Engagement Engage your community with dynamic owned content User Acquisition Encourage new users to sign up for your product/service Mobile App Installs Drive installations for your brand’s mobile application Transactions Generate eCommerce sales and incentivize offline purchases Mobile Engagement & Sales Boost conversion and reengagement of your mobile app Loyalty Deepen customer loyalty through remarketing
  • 10. Goal: Mobile Engagement & Sales  Reengage existing users Take advantage of the Mobile App ad to connect with users who have already installed your app to make purchases or use the app again through the seven universal and vertical specific CTAs  Leverage deep links for specific promotions Mobile app ads lets advertisers link to customized locations inside apps for sales, promotion, or specific content  Integrate Facebook SDKs for iOS and Android By integrating Facebook SDKs you’ll be able to measure the effectiveness of mobile app ads for any one of 14 predefined or custom events such as “purchased” or “level achieved” Mobile App Ad Mobile Engagement & Sales Boost conversion and reengagement of your mobile app  Open Link  Use App  Shop Now  Watch Video  Listen Now  Book Now  Play Game Calls-to-action include:
  • 11. Goal: Build Awareness Awareness Create awareness about a new product announcement  Recommended Creative Keep headlines 90 characters or less and use compelling images sized 1200x900px with image ratios of 4:3 (Facebook will automatically resize) for HD displays  Focus on Page Post ads and News Feed placement Share news and promotions using Page Post Photo, Video, Text, and Link Ads served in the News Feed  Maximize your reach Leverage Page Posts with the highest engagement by amplifying their reach with paid ads Page Post Like Ad Page Post Photo Ad Page Post Video Ad Page Post Text Ad Page Post Link Ad
  • 12. Goal: Engagement  Creative Tip Authentic images and video that are relevant to your audience will see the most engagement, not the images that best promote your brand  A/B Split Test Your Content Test various combinations of images, content, and deals before scaling to a wider audience  Diversify your posts In addition to images consider promoting video and text-only posts that prompt a response to keep things fresh and boost engagement Engagement Engage your community with dynamic owned content Page Post Like Ad Page Post Photo Ad Page Post Video Ad Page Post Text Ad Mobile App Ad
  • 13. Goal: User Acquisition  Leverage Open Graph for additional exposure Integrating your app with Open Graph allows in-app actions to be shared on Facebook’s most visible asset: News Feed  Drive Installs directly to mobile and tablets Mobile App Install ads allow you to target users of mobile and tablet devices in order to encourage installations without ever leaving Facebook  Page Post Link ads can drive sales Page Post Link ads feature an eye catching 1200x627 image that will drive users to any landing page, allowing for high quality product showcases that lead directly to a sale User Acquisition Encourage new users to sign up for your product/service Page Post Link AdMobile App Install Ad
  • 14. Goal: e-Commerce Sales and Offline Purchases  Leverage your existing CRM and 3rd party data Use Custom Audience, Lookalike Audience, and Partner Categories to target users you’ve already established a relationship with or who mirror your buyer personas  Use Broad & Interest targeting liberally Segment your audience into many distinct groups and test the relevancy of your creative against each one, adjusting your messaging as you gather more data  Generate buzz with News Feed Place share buttons on post transaction pages to encourage buyers to share their purchase activity on News Feed Transactions Generate eCommerce sales and incentivize offline purchases Page Post Link AdDomain Ad Mobile App Ad
  • 15. Goal: Mobile App Installations  Creative Optimization Customize images and text for each target audience group in order to boost your conversion and click-through rates  Frictionless buying process Users with iOS 6 can now install an app from the app store without leaving their Facebook experience, which reduces friction in the buying process  Downstream Measurements Understand ARPDAU, LTV, ARPU, 1 and 7-day retention, DAU/MAU and other metrics Mobile App Installs Drive installations for your brand’s mobile application Mobile App Install Ad
  • 16. Loyalty Deepen customer loyalty through remarketing Goal: Loyalty  Calls to action are key Use powerful language, sentence case, and strong calls to action in your Domain ads in order to drive visits back to your site  Retarget abandoned carts FBX retargeting can be used to recapture users who leave your site or abandon their carts  Generate buzz through activity Leverage your Facebook Page to engage followers, make exclusive offers, and post relevant content that resonates with your market Domain Ad
  • 17. Campaign Tips  Always be testing Test 3-5 creative and copy options to see what works best. Don’t forget to also test targeting groups, bids, and ad types  Refine your targeting Target >250K people per ad when starting to discover what creative and target audiences work best. Then hyper target the successful ads through segmentation and testing  Testing strategy: Vary ads Experiment with a 2-3 different themes around your creative and messaging in order to find what works best with each targeting group  Improve your targeting with broad categories, Custom Audience, and Lookalike Audience Broad categories allows you to target groups who have an affinity for your product or service, while Custom Audience lets you target those who are already buyers. Lookalike audiences mimic users similar to your current consumer base.  Target specific devices Target only one device in each ad in order to measure the effectiveness of a campaign on different devices.  Keep ads fresh Creative that gets old or overused will decrease the ad's success. Keep an eye on performance and change these factors at least every two weeks to improve performance
  • 18. Ampush is an ad technology company and Facebook Strategic Preferred Marketing Developer (sPMD) helping brands and direct response advertisers achieve performance at scale with Facebook Ads. Ampush delivers advertiser ROI with its fully managed ad technology (AMP Social Marketing Platform) across mobile and desktop native advertising platforms. Learn how our solutions can work for you at ampush.com Facebook® is a registered trademark of Facebook, Inc.