Facebook Advertising 101 - Spring 2014


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Facebook Advertising 101 - Spring 2014

  1. 1. Facebook  Over 1 billion people use Facebook to connect  Facebook is on three of every four smartphones  More than half of people on Facebook visit every day  Facebook’s ads reach an average of 89% of its intended target audience
  2. 2. Establish your goals  Increase in-store sales - Increase foot traffic and make it easier for people to find and share information about your business.  Increase online sales - Find new customers and deepen relationships with people who’ll click through and buy.  Launch a new product - Generate excitement and maintain momentum around a new product or service.  Build Awareness - Express what makes your business unique and stay top-of-mind for future product decisions.  Promote your mobile App - Get your app into the hands of the right people and keep them engaged. 3
  3. 3. Create Your Page  Ecommerce - make it easy for people to browse and buy  Storefront – make sure your page has all the info people need to find you  For product launch – post teaser images and videos in advance  Pick a cover photo to showcase your environment or products in the best light  Upload photos and videos that bring your business to life. These can be product photos or even photos of your establishment and the people who work there.  Add at least 1 Category to your page so you get found in Facebook searches
  4. 4. Identify Your Target Market  What do your favorite customers have in common? Who else would you like to bring in?  Consider:  Which few distinct groups of people would you like to bring in? What are their age ranges and interests? Where do they live?  How can your business help them?  Would one group be more interested in trying out specific products, a sale or a timely offer?
  5. 5. Create Compelling Content  Create posts that highlight the best of your business. Use photos and information that will bring your business to life and give people a reason to visit.  Be inviting, and be yourself. Authenticity (for example, asking questions, expressing why you’re passionate about your business and your customers) can help people connect.  Post regularly, and at the right times. If you’d like to catch people on their morning commute or just before their lunch hour, you can. If you’re busy at those times, you can even
  6. 6. Reach The Right People  Promoting posts and creating ads for specific audiences helps you reach more of the people who matter most to your business.  Find new customers by creating ads for people using targeting options like location, demographics, interests and behaviors. To get the most out of your existing Facebook audience, you can also create ads for the people who like your Page and their friends.  Offers are one of the best ways to increase foot traffic. Offers are like coupons, perfect for encouraging people to come in soon. 77
  7. 7. Facebook Ads  Ads on Facebook are shown to specific groups of highly engaged people on desktop and mobile.  The more you boost your Page posts and create targeted ads for specific groups of people, the more people will see them when they visit Facebook.  When you set up an ad on Facebook, you’ll be asked to choose your goal, targeting options, etc. 88
  8. 8. Facebook Ad Types  Page like Ad - get more likes for your Page  Page post video, photo and text Ad - drive awareness and engagement of your message with a video, image or plain text  Offer Ad - drive people to your store with an offer  Event Ad - drive responses to your event  Page Post Link Ad and Domain Ads - Drive clicks to your website ‹#› 9
  9. 9. Facebook Likes Ad 10
  10. 10. Page Post Ad - Video 11
  11. 11. Page Post Ad - Photo 12
  12. 12. Page Post Ad - Text 1313
  13. 13. Offer Ad 1414
  14. 14. Event Ad – Right Side Only 15
  15. 15. Page Link Ad
  16. 16. Ad Placement - Mobile 1717
  17. 17. Ad Placement - Newsfeed
  18. 18. Ad Placement – Right Column 1919
  19. 19. Preparing to Advertise  What is your objective – Like the page? RSVP for an event? Go to your website?  Conversion Tracking Pixel  When you advertise a website off of Facebook and there’s a specific action you want people to take as a result of your ad (ex: buying something), you can set up conversion tracking pixels so you know whether or not your ads are paying off. See more: Conversion Pixel in Facebook Help. 2020
  20. 20. Choose your ad creative  When you create an ad on Facebook, you’ll be given the option to upload up to 6 different images as an easy way to understand which ad performs best and get the most out of your advertising spend.  When you provide multiple images,Facebook creates multiple ads for you under one campaign, so you can use your campaign budget toward the ad that’s performing better than the others. You’ll only be charged once for the budget you decide on even if you use multiple images. 2121
  21. 21. Getting Started  Facebook.com/ads/create 2222
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  29. 29. Terms  Interests – Pages they’ve liked, interests and activities  Behaviors – Purchase behaviors or intents; device usage  More Categories – Facebook categories you’ve requested access to  Campaign – can have multiple ad sets  Ad Set – group of ads under 1 campaign  Budget – Maximum amount you want to spend – daily or lifetime  Bidding – Can bid for your objective or per click or impression 3030
  30. 30. Bidding Types
  31. 31. Bidding  You can choose to bid for your objective (e.g., Page Likes), bid for clicks or impressions  Optimized CPM - Facebook automatically manages the bid to show your ad to people most likely to take action on it. This is generally the best approach for most advertisers.  Can also set a manual bid for clicks (CPC) or manual bid for impressions (CPM)
  32. 32. Bidding  If you manually set your bid amount, pay attention to the suggested range provided by Facebook. This is based on how many people are competing to show ads to your target market. Stay within the range. Cost is per 1,000.
  33. 33. Submit and Manage your ad  Click on Place your order, Facebook will review and approve your ad  To monitor and manage: facebook.com/ads/manager  Select the campaign 3434
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  35. 35. Boosting Posts  You can boost any post you share from your News Feed, Timeline or Page, including status updates, photos, videos and offers. Any post you boost will appear higher in News Feed to help more people see it. 3636
  36. 36.  Boosted posts appear in News Feed and show up higher, so there's a better chance the audience for the posts will see them. Boosted posts are labeled Sponsored. Boosted posts don’t appear in the right column of Facebook. 3737
  37. 37. Boosting Posts  Go to any post you've recently created.  Click Boost Post at the bottom of your post.  Choose your audience and budget based on how many people you want to reach. You can also click More Options to select the duration of your boost or change your payment method.  Click Boost Post. 3838
  38. 38. Boosting Posts - Cost  The cost to boost a post depends on how many people you want to reach. To see different budget options, go your post and click Boost Post. In the dropdown menu next to Maximum Budget, you'll see the estimated reach for each budget. To create a custom budget, select Choose Your Own.  The budget you choose is a lifetime budget that will be spent throughout the duration of your boosted post. You'll be charged for the impressions on your post, which may sometimes be less than your budget.
  39. 39. Boosting Posts - Budget 4040
  40. 40. Boosting Posts - Targeting ‹#› 41
  41. 41. Boosting – Stop or Pause 4242
  42. 42. Boosted Posts - Performance  Shortly after boosting a Page post, you’ll be able to see its performance in ads manager and in the Posts tab of your Page Insights. 4343
  43. 43. Boosted Posts - Performance  You can also go to the post on your Page's Timeline to see how it's performing. In the bottom left of your post, you'll see the total number of unique people who saw your post. Hover over or click this number to see the following breakdown: 4444
  44. 44. Thank you!! Slideshare.net/gibbonsdigital Facebook.com/gibbonsdigital www.gibbonsdigital.com bridget@gibbonsdigital.com 45