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Facebook Advertising: How to Launch
Campaign That Really Works
Carly Rodgers
@crodgers11
Facebook  Advertising:
How  to  launch  a  campaign  that  really  works.
@crodgers311
What  will  we  cover?
The  key  components  to  a  successful  Facebook  adverAsing  
campaign
• How  to  idenAfy  and  r...
Make  it  rain.
(aka  generate  revenue)
How?
-­‐TARGETING
-­‐CREATIVE
Who  are  you  trying  to  reach?
Start  with  what  you  know
•LocaAon
•Demographic
•Likes  and  Interests
•RelaAonships
•EducaAon
•Workplaces
Create  Custom  Audiences
•Find  you  current  customers  on  Facebook
•Match  email  addresses  or  phone  numbers
•Segme...
Build  Affinity  Models
Create  Lookalike  Audiences  from  Custom  Audiences
• Similarity  or  Reach
Leverage  3rd  party  data
Expand  your  reach  using  Partner  Categories
Over  500+  categories:
• Off  Facebook  acAvity...
What  do  you  want  them  to  do?
What  do  you  want  them  to  do?
What  do  you  want  them  to  do?
How  to  create  a  compelling  ad
• A^ract  eyeballs  with  engaging  imagery
• Ensure  relevancy  (targeAng  &  delivery...
The  20%  text  rule
Link	
  to	
  FB’s	
  Grid	
  Tool
Who  am  I?
• Female
• Born  on  March  11,  1985
• Living  in  Boston,  MA,  USA
• Married
• University  of  Delaware  Alumni
• Emplo...
qEngaging  imagery
qRelevant
qCreates  intent  to  purchase
qFocus  on  product
qMessage  is  short  &  sweet
qNewsf...
qEngaging  imagery
qRelevant
qCreates  intent  to  purchase
qFocus  on  product
qMessage  is  short  &  sweet
qNewsf...
Link  Page  Post qEngaging  imagery
qRelevant
qCreates  intent  to  purchase
qFocus  on  product
qMessage  is  short ...
Link  Page  Post qEngaging  imagery
qRelevant
qCreates  intent  to  purchase
qFocus  on  product
qMessage  is  short ...
Photo  Page  Post
qEngaging  imagery
qRelevant
qCreates  intent  to  purchase
qFocus  on  product
qMessage  is  short...
Photo  Page  Post
qEngaging  imagery
qRelevant
qCreates  intent  to  purchase
qFocus  on  product
qMessage  is  short...
Photo  Page  Post
qEngaging  imagery
qRelevant
qCreates  intent  to  purchase
qFocus  on  product
qMessage  is  short...
Photo  Page  Post
qEngaging  imagery
qRelevant
qCreates  intent  to  purchase
qFocus  on  product
qMessage  is  short...
Photo  Page  Post
qEngaging  imagery
qRelevant
qCreates  intent  to  purchase
qFocus  on  product
qMessage  is  short...
Let’s  make  some  ads!
Tools  to  create  your  Facebook  ads
Basic:  Ads  Manager
More  Advanced:  Power  Editor
Most  Advanced:  Facebook  PMD
Overview  of  Ads  Manager
•Simple,  easy  to  use
•Auto-­‐generate  ads  from  the  content  on  your  page  or  website
...
Overview  of  Ads  Manager
•Simple,  easy  to  use
•Auto-­‐generate  ads  from  the  content  on  your  page  or  website
...
Benefits  of  Power  Editor
Custom  Audiences
Lookalike  
Audiences
Saved  Target  
Groups
Partner  Categories
Track  conv...
Benefits  of  Power  Editor
Custom  Audiences
Lookalike  
Audiences
Saved  Target  
Groups
Partner  Categories
Track  conv...
Setting  up  your  campaign
qSet  up  conversion  tracking
qUpload  Custom  Audiences,  create  Lookalikes,  and  build ...
Conversion  Tracking
Saved  Target  Groups
•LocaAon
•Demographic
•Likes  and  Interests
•RelaAonships
•EducaAon
•Workplaces
•Partner  Categories
Custom  Audiences  
Lookalike  Audiences
Ad  Placement  Customization
Bid  Options
Best  practices
•Segment  your  target  audience  
•Set  up  one  campaign  per  audience  segment
•Test  2-­‐4  ads  per ...
Need  more?  Work  with  a  PMD
•Make  opAmizaAon  adjustments  in  real  Ame
•Leverage  custom  bidding  and  budgeAng  a...
Key  takeaways
•To  start,  use  what  you  know  about  your  current  customers  and  build  from  
there
•Focus  on  cr...
QuesAons?
Carly  Rodgers
AddiAonal  Resources:
Thank  You!
• h^ps://www.facebook.com/adverAsing
• h^p://www.nanigans.com/blog/
• h^p...
Course Title
Course Title
INSTRUCTOR NAME
Facebook Advertising: Launch a Campaign That Really Works
Facebook Advertising: Launch a Campaign That Really Works
Facebook Advertising: Launch a Campaign That Really Works
Facebook Advertising: Launch a Campaign That Really Works
Facebook Advertising: Launch a Campaign That Really Works
Facebook Advertising: Launch a Campaign That Really Works
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Facebook Advertising: Launch a Campaign That Really Works

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Buying ads on Facebook is easy -- launching a Facebook ad campaign that that actually brings in more customers and generates good ROI get's a little more complicated. Enter Carly Rodgers. Carly's been rocking Facebook ad campaigns for years (see her article on how she generated 1 Million Dollars in Revenue from Facebook Ads) and can help answer any of your questions from how to find your target audience to knowing if CPC or CPM is a better tactic for your company.

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Transcript of "Facebook Advertising: Launch a Campaign That Really Works"

  1. 1. presents Facebook Advertising: How to Launch Campaign That Really Works Carly Rodgers @crodgers11
  2. 2. Facebook  Advertising: How  to  launch  a  campaign  that  really  works. @crodgers311
  3. 3. What  will  we  cover? The  key  components  to  a  successful  Facebook  adverAsing   campaign • How  to  idenAfy  and  reach  your  target  audience • Which  ad  units  to  buy  and  why • Using  Power  Editor  for  best  results • OpAmizing  to  your  performance  goals
  4. 4. Make  it  rain. (aka  generate  revenue)
  5. 5. How?
  6. 6. -­‐TARGETING -­‐CREATIVE
  7. 7. Who  are  you  trying  to  reach?
  8. 8. Start  with  what  you  know •LocaAon •Demographic •Likes  and  Interests •RelaAonships •EducaAon •Workplaces
  9. 9. Create  Custom  Audiences •Find  you  current  customers  on  Facebook •Match  email  addresses  or  phone  numbers •Segment  by  demographic,  interests  and/or  acAons  for  best   results
  10. 10. Build  Affinity  Models Create  Lookalike  Audiences  from  Custom  Audiences • Similarity  or  Reach
  11. 11. Leverage  3rd  party  data Expand  your  reach  using  Partner  Categories Over  500+  categories: • Off  Facebook  acAvity • Lifestyle • Online  &  offline  purchase  behavior • Job  role
  12. 12. What  do  you  want  them  to  do?
  13. 13. What  do  you  want  them  to  do?
  14. 14. What  do  you  want  them  to  do?
  15. 15. How  to  create  a  compelling  ad • A^ract  eyeballs  with  engaging  imagery • Ensure  relevancy  (targeAng  &  delivery  locaAon) • Drive  purchase  intent  (strong  call  to  acAon) • Focus  on  products • Keep  messaging  to  the  point • Focus  on  the  newsfeed
  16. 16. The  20%  text  rule
  17. 17. Link  to  FB’s  Grid  Tool
  18. 18. Who  am  I?
  19. 19. • Female • Born  on  March  11,  1985 • Living  in  Boston,  MA,  USA • Married • University  of  Delaware  Alumni • Employed  at  Nanigans • Interests:   • The  Handle  Bar • BostInno • Back  Bay  Yoga • Zappos • Fab.com • Allfacebook.com • Gilt  City • Piperlime.com • Recent  AcAvity: • Ran  10.94  miles  with  MapMyRun • Favorited  Culture  at  Nanigans  on  Slideshare Who  am  I?
  20. 20. qEngaging  imagery qRelevant qCreates  intent  to  purchase qFocus  on  product qMessage  is  short  &  sweet qNewsfeed  placement Domain  Ad
  21. 21. qEngaging  imagery qRelevant qCreates  intent  to  purchase qFocus  on  product qMessage  is  short  &  sweet qNewsfeed  placement Domain  Ad
  22. 22. Link  Page  Post qEngaging  imagery qRelevant qCreates  intent  to  purchase qFocus  on  product qMessage  is  short  &  sweet qNewsfeed  placement
  23. 23. Link  Page  Post qEngaging  imagery qRelevant qCreates  intent  to  purchase qFocus  on  product qMessage  is  short  &  sweet qNewsfeed  placement
  24. 24. Photo  Page  Post qEngaging  imagery qRelevant qCreates  intent  to  purchase qFocus  on  product qMessage  is  short  &  sweet qNewsfeed  placement
  25. 25. Photo  Page  Post qEngaging  imagery qRelevant qCreates  intent  to  purchase qFocus  on  product qMessage  is  short  &  sweet qNewsfeed  placement
  26. 26. Photo  Page  Post qEngaging  imagery qRelevant qCreates  intent  to  purchase qFocus  on  product qMessage  is  short  &  sweet qNewsfeed  placement
  27. 27. Photo  Page  Post qEngaging  imagery qRelevant qCreates  intent  to  purchase qFocus  on  product qMessage  is  short  &  sweet qNewsfeed  placement
  28. 28. Photo  Page  Post qEngaging  imagery qRelevant qCreates  intent  to  purchase qFocus  on  product qMessage  is  short  &  sweet qNewsfeed  placement Bonus  points  for  Social   Context!
  29. 29. Let’s  make  some  ads!
  30. 30. Tools  to  create  your  Facebook  ads Basic:  Ads  Manager More  Advanced:  Power  Editor Most  Advanced:  Facebook  PMD
  31. 31. Overview  of  Ads  Manager •Simple,  easy  to  use •Auto-­‐generate  ads  from  the  content  on  your  page  or  website •OpAmize  to  get  new  users,  increase  app  engagement,  or  manually  bid   for  clicks •Define  your  audience  using  demographic  informaAon,  broad   categories,  and  precise  interests •Track  conversions  off  Facebook •Create  one  ad  at  a  Ame
  32. 32. Overview  of  Ads  Manager •Simple,  easy  to  use •Auto-­‐generate  ads  from  the  content  on  your  page  or  website •OpAmize  to  get  new  users,  increase  app  engagement,  or  manually  bid   for  clicks •Define  your  audience  using  demographic  informaAon,  broad   categories,  and  precise  interests •Track  conversions  off  Facebook •Create  one  ad  at  a  Ame
  33. 33. Benefits  of  Power  Editor Custom  Audiences Lookalike   Audiences Saved  Target   Groups Partner  Categories Track  conversions   off  Facebook OpAmize  to   conversions  off   Facebook Ad  Placement   CustomizaAon Bid  Types:  CPM,   CPC,  or  OpAmized   CPM   Bulk  Ad  CreaAon
  34. 34. Benefits  of  Power  Editor Custom  Audiences Lookalike   Audiences Saved  Target   Groups Partner  Categories Track  conversions   off  Facebook OpAmize  to   conversions  off   Facebook Ad  Placement   CustomizaAon Bid  Types:  CPM,   CPC,  or  OpAmized   CPM   Bulk  Ad  CreaAon
  35. 35. Setting  up  your  campaign qSet  up  conversion  tracking qUpload  Custom  Audiences,  create  Lookalikes,  and  build   Saved  Target  Groups qBuild  campaigns  &  ads qDefine  budgets  and  select  bid  type
  36. 36. Conversion  Tracking
  37. 37. Saved  Target  Groups •LocaAon •Demographic •Likes  and  Interests •RelaAonships •EducaAon •Workplaces •Partner  Categories
  38. 38. Custom  Audiences  
  39. 39. Lookalike  Audiences
  40. 40. Ad  Placement  Customization
  41. 41. Bid  Options
  42. 42. Best  practices •Segment  your  target  audience   •Set  up  one  campaign  per  audience  segment •Test  2-­‐4  ads  per  audience  segment  (depending  on  budget) •Use  oCPM  bids  to  opAmize  to  an  event  that  occurs  at  least  1/10   clicks
  43. 43. Need  more?  Work  with  a  PMD •Make  opAmizaAon  adjustments  in  real  Ame •Leverage  custom  bidding  and  budgeAng  algorithms •Robust  tracking  and  reporAng •OpAmize  to  and  report  on  revenue  earned •Boost  return  with  FBX  retargeAng •Professional  services
  44. 44. Key  takeaways •To  start,  use  what  you  know  about  your  current  customers  and  build  from   there •Focus  on  creaAng  high  quality  ads  that  will  be  relevant  to  your  target   audience •Put  your  ads  where  the  eyes  are  (in  the  newsfeed!) •Not  all  audience  segments  are  the  same •Leverage  oCPM  bidding  and  offsite  conversion  pixels  for  the  be^er  return
  45. 45. QuesAons?
  46. 46. Carly  Rodgers AddiAonal  Resources: Thank  You! • h^ps://www.facebook.com/adverAsing • h^p://www.nanigans.com/blog/ • h^p://www.allfacebook.com/ carly@nanigans.com @crodgers311 h^p://www.linkedin.com/pub/carly-­‐rodgers/8/122/b93
  47. 47. Course Title Course Title INSTRUCTOR NAME
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