Facebook Advertising
A Crash Course Beginner’s Guide for
Dummies to Make You Stop Worrying
and Start Living
Jason Harper •...
Jane Doe, John Smith, and 2 Other Friends
Agree…
• Social Context Is Here
• Sponsored Stories Are Gone
Big Nielsen Study T...
What Are Facebook Ads?
• Always $@#&^?% Changing!
Seriously, What Are Facebook Ads?
#ZUCKERFACT: Facebook Increased the Number of Ads It Served
by 85% in 2013 (Adobe Digita...
Why Facebook Ads?
• Cheap to Reach Lots of People
• Highly Targetable – 94% accuracy (Nielsen)
• Flexible Creativity & Pla...
Before Getting Started: Questions to Ask
1. What Is My Strategy?
1. How Will I Measure Success?
2. Who Is My Audience?
3. ...
What’s My Strategy?
•Page Posts
•Website
Click/Convert
•Boosted Posts
•Organic Content
•Boosted Posts
• Page Like Ads
• Pa...
How Will I Measure Success?
• Page Likes
• Actions (Engagement)
• Impressions
• Reach
• Cost
• CTR
• “Website Clicks”
• Co...
Who Is My Audience?
• Who Are They?
- Age
- Gender
- Language
- Work
- Relationship,
- Life Events
• What Do They Like?
- ...
What Do I Want Them to Do?
On Facebook
• Like Page
• Landing View App
• Share/Like/Comment on Post
• Engage App
• RSVP to ...
Next: Choose Ad Type
• Page Post Engagement: Likes, Comments,
Shares to a Single Post
• Page Likes: Ups your likes
• Click...
Wait, What About This?
#ZUCKERTIP:
Boosted Posts
are OK for
reaching your own
fans.
Building a Campaign
Step-by-Step, Ooh Baby
Getting Started
• Create New Business ID Account
• Download Power Editor
• Build & Launch Campaign > Ad Set > Ad
• Monitor...
Sample Case: Waxtrax Records
• Business: Record Store
• Objectives: Sell More Online Inventory, Build Community
• Audience...
Create Business ID
• Go to:
https://www.facebook.com/business/contact-
us
• Choose “Account Management” > “Business
Accoun...
The Greatness of Power Editor
POWER EDITOR
• Google Chrome Plugin
• More powerful features
– Custom Audiences
(Lookalike, ...
Anatomy of Power Editor
Anatomy of Power Editor: Top Bar
Accounts, Manage Pages
Download = Important
First Step
Upload to Make Ads &
Changes Live
Anatomy of Power Editor: Top Bar
Ad Tools
- Uploaded Images
- Saved Audiences
- Campaign Dashboard
- Conversions &
Reporti...
Anatomy of Power Editor: Filters
What’s selected here… Appears here.
Campaigns, Ad Sets and Ads
Pecking Order Defined By
CAMPAIGN • OBJECTIVE – Page Likes, Website Clicks, etc.
• BUYING TYPE ...
Creating a Campaign
• Elements of Campaign Name: Date, Objective
• Buying Type: Auction is “Standard” bidding, Fixed
allow...
Creating an Ad Set
• Name: Same as
Campaign, but with
Audience details
• Budget: Lifetime for
when you have a
known budget...
Creating an Ad: Choose Creative
ART
• Choose a relevant image
• Cater to audience
• No text or logo over image (if so, obe...
Creating an Ad: Ads = Images
• Test same copy, same
audience, same bid w/
different image for each ad.
• Optimized CPM wil...
Waxtrax’s Ad
Copy: Are you a vinyl junkie?
We’ve got 50% off Classic Rock
LPs. Limited Time Only!
Create Ad: Unpublished Post
WaxTrax
• Parts of Ad Process
• Name = Campaign + Set +
Creative Keyword
• Objective = Website...
Create Ad: Unpublished Post
• URL: Link to landing page
• Post Text: 90-char (or more)
Status Update
• Call to Action: But...
The Dark Side: Unpublished Posts
“View Post on Page”
RH Preview
Creative Tab: Placement & Tracking
WaxTrax
• URL Tags: Google UTM
builder (doesn’t always work)
• Conversion Tracking: Cre...
Defining Your Audience
• Be “Inclusively Exclusive”
• Find the Largest Group of People Actually Likely to Buy or…
• The Bi...
Targeting Options in Power Editor
• Custom Audiences: Email Addresses, Mail Chimp, App
Users, Website Visitors (a la Googl...
Optimization & Pricing (aka Bidding)
CPC = Cost Per Click
Pay $.01 more than next-
highest bidder
Useful on Off-FB
campaig...
How Optimization Works
• Platform boosts ad that gets best return on objective.
• Cost decreases as engagement increases.
...
Measuring & Reporting
Learning to Love Your Own Data
Measuring Ad Performance
• Facebook.com/ads/manage – NOT Insights
• Reach, Frequency, Impressions, Clicks, Unique Clicks, ...
Pick and Choose Data Through “Edit Columns”
#ZUCKERTIP: Actions is where the
action’s at: website clicks, conversions,
eng...
A Few Average Benchmarks
• Impressions: 30% of audience per week
• Clicks: 3% of impressions
• Conversion rate: 1 - 3% of ...
Judge Metrics Based on Objectives, Audience
Campaign Reach Frequency Impressions Clicks CTR Website Clicks Page Likes
AMTA...
Real-Time Reports in Ads Manager
“National Convention” Campaign
Always Be Optimizing
• Reach Low? – Adjust Targeting, Budget (if
possible)
• Clicks Falling Off? – Adjust Creative, Target...
Give ‘em what they want.
Resources
• Power Editor
Guidehttps://www.facebook.com/help/162528860609436/
• Ad Sizes & other great
resources:http://www...
Thank You
Questions?
@jasonfharper
jason.harper@summitmarketing.com
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Facebook Ads & Power Editor Workshop - SMCKC Lunch April 2014

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Presentation on Facebook Ads Best Practices & Using Power Editor, given to the Social Media Club of KC on 04/17/2014.

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  • UPDATE 6-6-14: I spoke with a FB rep today who says this is a known issue that they're working on fixing. In the meantime, the reason you may not be able to create a Business ID is because you haven't spend money on ads from your personal account in the past SIX MONTHS. Hence, the best course of action would be to do a few short flights through your personal account, and then see if you are enabled to create a Business ID through the steps on this slide.
       Reply 
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  • NOTE: The 'Create Business ID' steps on slide 16 don't work for everybody. I've heard of people who do not 'see' the contact option at that link. Instead, they see only information for signing up for the Start to Success program. Clearly FB wants to get people into that program, which requires $50/day spend. These same users also do not see an 'Email Support' icon in the left menu in Ads Manager, which would be another way of getting to that page. I also know of one guy who didn't see the Email link one day but did the next. I don't know why this is. It may have something to do with whether you have taken out ads before. My advice: If you have advertising needs now and CAN'T create a Business ID, go ahead and use your personal one, just make sure it's tied to the right credit card. And don't forget to enroll in the beta Business Manager program at https://business.facebook.com/ (I signed up weeks ago and haven't heard anything.)
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Facebook Ads & Power Editor Workshop - SMCKC Lunch April 2014

  1. 1. Facebook Advertising A Crash Course Beginner’s Guide for Dummies to Make You Stop Worrying and Start Living Jason Harper • @jasonfharper • #SMCKC
  2. 2. Jane Doe, John Smith, and 2 Other Friends Agree… • Social Context Is Here • Sponsored Stories Are Gone Big Nielsen Study Thing, 2010
  3. 3. What Are Facebook Ads? • Always $@#&^?% Changing!
  4. 4. Seriously, What Are Facebook Ads? #ZUCKERFACT: Facebook Increased the Number of Ads It Served by 85% in 2013 (Adobe Digital Index)
  5. 5. Why Facebook Ads? • Cheap to Reach Lots of People • Highly Targetable – 94% accuracy (Nielsen) • Flexible Creativity & Placement (now) • Trackable, Robust Analytics • Always Changing & Evolving Platform  CTR up 365% in 2013, CPC the same (Adobe Digital Index) • War on Organic Reach?
  6. 6. Before Getting Started: Questions to Ask 1. What Is My Strategy? 1. How Will I Measure Success? 2. Who Is My Audience? 3. What Do I Want Them to Do?
  7. 7. What’s My Strategy? •Page Posts •Website Click/Convert •Boosted Posts •Organic Content •Boosted Posts • Page Like Ads • Page Posts • Website Click/Convert • Page Like Ads • Page Posts (Display) Awareness Interest LIKE!Engagement Interest Targeting Community Building
  8. 8. How Will I Measure Success? • Page Likes • Actions (Engagement) • Impressions • Reach • Cost • CTR • “Website Clicks” • Conversions: Checkouts, Registrations, Revenue • App Engagement: Downloads, Installs, Uses
  9. 9. Who Is My Audience? • Who Are They? - Age - Gender - Language - Work - Relationship, - Life Events • What Do They Like? - Interests - Behavior • Do I Already Have Access to Them? - Email List - Website Visitors #ZUCKERTIP: Go to www.facebook.com/ads/manage to try sample targeting schemes
  10. 10. What Do I Want Them to Do? On Facebook • Like Page • Landing View App • Share/Like/Comment on Post • Engage App • RSVP to Event • Claim Offer Off Facebook • Click Out to Website • Great Experience! • Mobile-Friendly! • Tracking Enabled! • Download/Install/Engage App
  11. 11. Next: Choose Ad Type • Page Post Engagement: Likes, Comments, Shares to a Single Post • Page Likes: Ups your likes • Clicks to Website: Drives traffic off Facebook to your website. • Website Conversions: Drives traffic to site and optimizes based on conversion tracking goals. • App Installs: Installs • App Engagement: Installs, Uses, Credit Spends • Event Responses: RSVPs • Offer Claims: Ditto Fulfillment counted w/in - 24 hours of seeing - 28 days of Clicking
  12. 12. Wait, What About This? #ZUCKERTIP: Boosted Posts are OK for reaching your own fans.
  13. 13. Building a Campaign Step-by-Step, Ooh Baby
  14. 14. Getting Started • Create New Business ID Account • Download Power Editor • Build & Launch Campaign > Ad Set > Ad • Monitor for Feedback • Measure
  15. 15. Sample Case: Waxtrax Records • Business: Record Store • Objectives: Sell More Online Inventory, Build Community • Audience: – Classic Rock Fans – Record Collectors – Email List • Assets: Online Catalog, Facebook Page • Metrics: Likes, Reach, Conversions, Actions
  16. 16. Create Business ID • Go to: https://www.facebook.com/business/contact- us • Choose “Account Management” > “Business Account Creation” • Fill out form w/ your business email • Hope for the best in 24 hours #ZUCKERTIP: Do NOT Click “Create Ad” NO NO NO NO NO!!!!
  17. 17. The Greatness of Power Editor POWER EDITOR • Google Chrome Plugin • More powerful features – Custom Audiences (Lookalike, Website) – Saved Target Groups – Conversion Tracking – Placement Control – Custom Bidding – Bulk Ads – Dark Posts ADS MANAGER • Browser App • “Create Ad” • Just the Basics • Essential For: – Reporting – Billing http://facebook.com/ads/manage/powereditor VS.
  18. 18. Anatomy of Power Editor
  19. 19. Anatomy of Power Editor: Top Bar Accounts, Manage Pages Download = Important First Step Upload to Make Ads & Changes Live
  20. 20. Anatomy of Power Editor: Top Bar Ad Tools - Uploaded Images - Saved Audiences - Campaign Dashboard - Conversions & Reporting (Ads Mgr)
  21. 21. Anatomy of Power Editor: Filters What’s selected here… Appears here.
  22. 22. Campaigns, Ad Sets and Ads Pecking Order Defined By CAMPAIGN • OBJECTIVE – Page Likes, Website Clicks, etc. • BUYING TYPE – Auction, Fixed) AD SET • BUDGET – Daily or Lifetime • SCHEDULE – Start/End (• AUDIENCE – Really But Not Listed Here) AD • CREATIVE – IMAGE, Copy, Content • TRACKING – Conversion Pixel, UTM links • PLACEMENT – Desktop News Feed, Mobile, RH • AUDIENCE – Defined Here But Doesn’t Change Between Ads • BIDDING – CPC, CPM, Optimized CPM
  23. 23. Creating a Campaign • Elements of Campaign Name: Date, Objective • Buying Type: Auction is “Standard” bidding, Fixed allows to pay for prefixed amt. of impressions From Campaign view, click Create Campaign
  24. 24. Creating an Ad Set • Name: Same as Campaign, but with Audience details • Budget: Lifetime for when you have a known budget and end date; Daily for when you want to run continously • Start & End dates: Note timezone
  25. 25. Creating an Ad: Choose Creative ART • Choose a relevant image • Cater to audience • No text or logo over image (if so, obey 20% rule) • Include people’s faces • Experiment w/ multiple images per ad set • Get the size right (1200 x 627 for link ads) COPY • Be brief! 90 characters • Include a clear call-to-action in text • Write for engagement (include a question) #ZUCKERTIP: for sizes go to http://www.jonloomer.com/2014 /01/20/facebook-image- dimensions/ -- that guy knows everything!
  26. 26. Creating an Ad: Ads = Images • Test same copy, same audience, same bid w/ different image for each ad. • Optimized CPM will choose most popular. • Pause ads that don’t perform
  27. 27. Waxtrax’s Ad Copy: Are you a vinyl junkie? We’ve got 50% off Classic Rock LPs. Limited Time Only!
  28. 28. Create Ad: Unpublished Post WaxTrax • Parts of Ad Process • Name = Campaign + Set + Creative Keyword • Objective = Website Conversions (No pixel: Website Clicks) • Content = Page Post • Facebook Page/Place = Select Your Page • Click “Create New Unpublished Page Post”
  29. 29. Create Ad: Unpublished Post • URL: Link to landing page • Post Text: 90-char (or more) Status Update • Call to Action: Button • Link Headline: Clickable text under image in Newsfeed / Right-hand Headline • Display Link: Link that shows to users • Description: Gray text under link • Options at bottom: Check if you want post published to page.
  30. 30. The Dark Side: Unpublished Posts
  31. 31. “View Post on Page” RH Preview
  32. 32. Creative Tab: Placement & Tracking WaxTrax • URL Tags: Google UTM builder (doesn’t always work) • Conversion Tracking: Create Pixel Code Snippet • Choose Placement: Desktop vs. Mobile • Mobile Newsfeed = Most Engagement • Desktop Newsfeed = Slightly less engagement but still high • Right Hand = Most Exposure/Impressions for Cost (Use if creative allows) • All Facebook
  33. 33. Defining Your Audience • Be “Inclusively Exclusive” • Find the Largest Group of People Actually Likely to Buy or… • The Biggest Niche • Don’t Believe “Potential Audience” > Actual Reach
  34. 34. Targeting Options in Power Editor • Custom Audiences: Email Addresses, Mail Chimp, App Users, Website Visitors (a la Google) – 20-60% Matching Rate • Lookalike Audiences • Excluded Custom Audiences • Saved Target Groups • Partner Categories: “Behavior” – third party marketing databases (Acxiom, Datalogix) • The Usual Stuff: Interests, Demographics, Connections
  35. 35. Optimization & Pricing (aka Bidding) CPC = Cost Per Click Pay $.01 more than next- highest bidder Useful on Off-FB campaigns w/ no tracking pixel CPM = Cost Per 1,000 Impressions If you want to pay for impressions/awareness to an audience. Optimized CPM Optimizes based on audience completion of Objective #ZUCKERTIP: If you’re gonna do CPC or CPM, bid at least 30% higher than the highest “suggested bid … EVERY DAY.
  36. 36. How Optimization Works • Platform boosts ad that gets best return on objective. • Cost decreases as engagement increases. • In 24-48 hours, will increase delivery of best-performing ad, decrease others. • When this happens, pause other ads in set. • That’s why we use multiple ads and make images the only variables!
  37. 37. Measuring & Reporting Learning to Love Your Own Data
  38. 38. Measuring Ad Performance • Facebook.com/ads/manage – NOT Insights • Reach, Frequency, Impressions, Clicks, Unique Clicks, CTR, Unique CTR, CPM, Spend, CPC, Actions, People Taking Action, Page Likes, Social Reach, Social Spend, Cost Per 1,000 People Reached, Post Likes, Offer Claims, Website Clicks, Page Mentions, Gift Sales, Leads, Conversions, Adds to Cart, Mobile App Ratings Conversion Value …
  39. 39. Pick and Choose Data Through “Edit Columns” #ZUCKERTIP: Actions is where the action’s at: website clicks, conversions, engagement – they’re all here!
  40. 40. A Few Average Benchmarks • Impressions: 30% of audience per week • Clicks: 3% of impressions • Conversion rate: 1 - 3% of impressions • CTR goal: 0.08% is great - 0.05% is the bar • Average CPC: $1 • Cost Per Page Like: Varies by audience - some $0.01, others $5 (I’ve seen mostly in the $1 range) • Frequency: 4+ is mildly annoying; 7+ is spam
  41. 41. Judge Metrics Based on Objectives, Audience Campaign Reach Frequency Impressions Clicks CTR Website Clicks Page Likes AMTAX - FAMT - Website 110880 2.03 224983 775 0.34 376 75 Join AMTA - Stud/Grad - Likes - Schools 20059 2.01 40229 694 1.73 7 558 National Convention 48077 8.36 401932 1239 0.31 876 107 CE Classes 26860 4.86 130477 797 0.61 523 5 Join AMTA - Professionals - Website 37857 1.85 69882 91 0.13 42 8 • Am I Reaching My Target Audiences? • Are They Clicking/Engaging? • Are They Converting? • Are They Seeing the Same Ads too Often?
  42. 42. Real-Time Reports in Ads Manager “National Convention” Campaign
  43. 43. Always Be Optimizing • Reach Low? – Adjust Targeting, Budget (if possible) • Clicks Falling Off? – Adjust Creative, Targeting • Too Frequent? – Time for New Creative • Above all, if you have the money, test Test TEST!
  44. 44. Give ‘em what they want.
  45. 45. Resources • Power Editor Guidehttps://www.facebook.com/help/162528860609436/ • Ad Sizes & other great resources:http://www.jonloomer.com/2014/01/20/facebook -image-dimensions/ • Start to Success program (requires $1500 ad spend)https://www.facebook.com/business/start-to-success • Business Manager - apply for beta programhttps://business.facebook.com/
  46. 46. Thank You Questions? @jasonfharper jason.harper@summitmarketing.com

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