5 Facebook Ad Cheat Codes

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This webinar with John Haydon, author of Facebook Marketing for Dummies, and Marcus Whitney, Co-founder and CTO of Moontoast, gives you shortcuts to reach greater engagement with your fans and higher …

This webinar with John Haydon, author of Facebook Marketing for Dummies, and Marcus Whitney, Co-founder and CTO of Moontoast, gives you shortcuts to reach greater engagement with your fans and higher social ROI in 2014.

Learn tactics you can use right away, including:
- How to let Graph Search and Facebook Insights tell you how to target your ads.
- How to game Facebook's News Feed algorithm with Promoted Posts.
- How to use the Power Editor to do a demographic analysis of your donors, volunteers and subscribers.

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  • 1. Five Cheat Codes for Facebook Ads #FacebookAdTips by John Haydon
  • 2. Your hosts John Haydon Marcus Whitney Author of Facebook Marketing for Dummies @JohnHaydon Co-Founder and CTO of Moontoast @MarcusWhitney #FacebookAdTips Five Cheat Codes for Facebook Ads
  • 3. What we’re talking about today • How are Facebook Ads unique? 1) 2) 3) 4) 5) Let Insights tell you how to target Facebook Ads How to game the News Feed with Promoted Posts How to target your customers with Facebook Ads How to let Graph Search show you lateral targets Using Facebook Ads to do customer research PLUS! A Social Rich Media tip for each cheat code! • Salt and Pepper • Facebook ad cheatsheet POST YOUR QUESTIONS ON TWITTER WITH #FACEBOOKADTIPS #FacebookAdTips Five Cheat Codes for Facebook Ads
  • 4. How are Facebook Ads unique? #FacebookAdTips Five Cheat Codes for Facebook Ads
  • 5. How are Facebook Ads unique? Facebook has the most users Over 1.2 billion active users, and 700 million active mobile users! 79% U.S. adults use social media (http://zmb.me/VTPZ2k) #FacebookAdTips Five Cheat Codes for Facebook Ads
  • 6. How are Facebook Ads unique? Social content as ad copy In newsfeed: Ad content is created from content, comments, likes, shares #FacebookAdTips In sidebar: Five Cheat Codes for Facebook Ads
  • 7. How are Facebook Ads unique? Recommendations from strong ties People trust the recommendations of their friends way more than brands #FacebookAdTips Five Cheat Codes for Facebook Ads
  • 8. How are Facebook Ads unique? Hyper-targeting Target ads to specific segments of friends of your fans! #FacebookAdTips Five Cheat Codes for Facebook Ads
  • 9. How are Facebook Ads unique? Hyper-targeting Target ads to specific segments of friends of your fans! #FacebookAdTips Five Cheat Codes for Facebook Ads
  • 10. How are Facebook Ads unique? Hyper-targeting Target ads to specific segments of friends of your fans! #FacebookAdTips Five Cheat Codes for Facebook Ads
  • 11. How are Facebook Ads unique? 4 Different (not better) than Google ads Facebook ads target what people like Google ads target what people search for Facebook ads reach their intended audience 90% of the time VS an online industry standard of 35% (http://zmb.me/Ua1Nfm) #FacebookAdTips Five Cheat Codes for Facebook Ads
  • 12. SOCIAL RICH MEDIA PRO TIP Target ads to specific segments of friends of your fans! #FacebookAdTips Five Cheat Codes for Facebook Ads
  • 13. Let Insights tell you how to target Facebook Ads Cheatcode #1 #FacebookAdTips Five Cheat Codes for Facebook Ads
  • 14. Let Insights tell you you how to target Facebook Ads Don’t just pull targets out of your butt Yeah, that seems right... #FacebookAdTips Five Cheat Codes for Facebook Ads
  • 15. Let Insights tell you you how to target Facebook Ads Use actual data on Facebook users Much better! #FacebookAdTips Five Cheat Codes for Facebook Ads
  • 16. Let Insights tell you you how to target Facebook Ads Use actual data on Facebook users #FacebookAdTips Five Cheat Codes for Facebook Ads
  • 17. Social Rich Media Pro Tip Once you've used Insights to target your Facebook Ads, you can use Social Rich Media Ad units to reach higher engagement. EXAMPLE: If your ad is promoting your product, you can use Rich Media to create an ad unit that allows a consumer to enter in their information for an exclusive discount or sweepstakes.  #FacebookAdTips Five Cheat Codes for Facebook Ads
  • 18. Work the News Feed algorithm with Promoted Posts Cheatcode #2 #FacebookAdTips Five Cheat Codes for Facebook Ads
  • 19. How to work the News Feed with Promoted Posts But first... what is a Promoted Post? Facebook Ads Pricing vs Promoted Posts Cheap, but not as cheap as promoted posts Super cheap Loads of highly specific targeting options Very easy to use and measure (on desktop and mobile) Results Quick way to grow Page likes, drive awareness and website traffic Get more exposure for posts that are performing well Downside Not for the plumber or barber Very limited targeting options Benefits #FacebookAdTips Five Cheat Codes for Facebook Ads
  • 20. How to work the News Feed with Promoted Posts And... what is this “News Feed algorithm” you speak of? Four factors that determine whether your fan sees your Page update: • Relationship between fan and update • How fans talk about that update (likes, comments, shares) • How recently the update was published • How many negative comments the update received #FacebookAdTips Five Cheat Codes for Facebook Ads
  • 21. How to work the News Feed with Promoted Posts The problem with Promoted Posts Facebook wants you to Promote "important" posts. But what’s important to you may not always be important to your community. #FacebookAdTips Five Cheat Codes for Facebook Ads
  • 22. How to work the News Feed with Promoted Posts The problem with Promoted Posts Facebook wants you to Promote "important" posts. But what’s important to you may not always be important to your community. Likes, comments and shares are the name of the game! #FacebookAdTips Five Cheat Codes for Facebook Ads
  • 23. How toto game Edgerank with Promoted Posts How work the News Feed with Promoted Posts Reach should never be your goal on Facebook You’re only paying for Reach. So you could waste a lot of money if you’re not careful! Remember: Likes, comments and shares are the name of the game! #FacebookAdTips Five Cheat Codes for Facebook Ads
  • 24. How toto game Edgerank with Promoted Posts How work the News Feed with Promoted Posts Reach should never be your goal on Facebook If you promote crappy content, you will only hear more crickets. #FacebookAdTips Five Cheat Codes for Facebook Ads
  • 25. How toto game Edgerank with Promoted Posts How work the News Feed with Promoted Posts Only promote awesome Instead, only promote posts that your fans already love! #FacebookAdTips Five Cheat Codes for Facebook Ads
  • 26. How toto game Edgerank with Promoted Posts How work the News Feed with Promoted Posts Only promote awesome #FacebookAdTips Five Cheat Codes for Facebook Ads
  • 27. How toto game Edgerank with Promoted Posts How work the News Feed with Promoted Posts Only promote awesome This leads to more News Feed exposure in the long run. #FacebookAdTips Five Cheat Codes for Facebook Ads
  • 28. How toto game Edgerank with Promoted Posts How work the News Feed with Promoted Posts Only promote posts to fans You increase the likelyhood of negative comments by promoting to friends of fans. #FacebookAdTips Five Cheat Codes for Facebook Ads
  • 29. How toto game Edgerank with Promoted Posts How work the News Feed with Promoted Posts Only promote posts to fans You increase the likelyhood of negative comments by promoting to friends of fans. Consider deleting this ad in the campaign. https://www.facebook.com/ads/manage/campaigns/ #FacebookAdTips Five Cheat Codes for Facebook Ads
  • 30. How to work the News Feed with Promoted Posts Social Rich Media Pro Tip Social Rich Media can deepen your interaction with fans once you have found content that had good interaction on Social. EXAMPLE: You posted a Vine video and there was a high amount of Likes and Comments. You then create a Social Rich Media ad unit that shows your fans a gallery of Vine videos. #FacebookAdTips Five Cheat Codes for Facebook Ads
  • 31. How to target your customers with Facebook Ads Cheatcode #3 #FacebookAdTips Five Cheat Codes for Facebook Ads
  • 32. How to target your customers with Facebook Ads Create custom audiences Custom audiences is a Facebook Ad feature that allows you to target your customers among Facebook users, using their email address, SMS or Facebook ID. #FacebookAdTips Five Cheat Codes for Facebook Ads
  • 33. How to target your customers with Facebook Ads These people downloaded that eBook! #FacebookAdTips Create custom audiences Five Cheat Codes for Facebook Ads
  • 34. How to target your customers with Facebook Ads Create custom audiences • • • • • • • Reach former customers with messaging that recaptures their interest. Present different Page content based on various different donor levels. Getting your top customers talking about you more. Turn first time SMS members into Facebook Page fans. Target customer segments with upsell ads. Enhance open, click and conversion rates. Suppress messaging from specific customers. #FacebookAdTips Five Cheat Codes for Facebook Ads
  • 35. How to target your customers with Facebook Ads Here’s a video tutorial http://www.johnhaydon.com/2012/09/how-target-your-donors-or-email-subscribers-facebook-ads/ Five Cheat Codes for Facebook Ads #FacebookAdTips
  • 36. Social Rich Media Pro Tip Your Custom Audience is a group you have already engaged with, but Social Rich Media, targeted at mobile, can boost that engagement even more. EXAMPLE: Build a Social Rich Media ad unit that allows your audience to have a voice instead of just collecting data, ie. A unit that let’s them vote and feel like they are a part of your community. #FacebookAdTips Five Cheat Codes for Facebook Ads
  • 37. How to let Graph Search show you lateral targets Cheatcode #4 #FacebookAdTips Five Cheat Codes for Facebook Ads
  • 38. How to let Graph Search show you lateral targets What are lateral targets? These are interests that your customers share that are NOT directly related to your business. #FacebookAdTips Five Cheat Codes for Facebook Ads
  • 39. How to let Graph Search show you lateral targets What is Facebook Graph Search? Facebook Graph search lets you search Facebook’s massive database of interests. #FacebookAdTips Five Cheat Codes for Facebook Ads
  • 40. How to let Graph Search show you lateral targets What is Facebook Graph Search? #FacebookAdTips Five Cheat Codes for Facebook Ads
  • 41. How to let Graph Search show you lateral targets You can use this info to more effective target ads #FacebookAdTips What is Facebook Graph Search? Five Cheat Codes for Facebook Ads
  • 42. How to let Graph Search show you lateral targets 10 graph searches to start with 1. My friends who like [your org] 2. Favorite interests of people who like [your page] 3. Favorite interests of people who like [your org] and [competing page] 4. Groups of people who like [your org] 5. Pages liked by people who like [your page] 6. Pages liked by women who like [your page] 7. Pages liked by men who like [your page] 8. Fans of [your page] and [another page] 9. Restaurants in [your city] visited by people who like [your page] 10. Pages like by people who live in [your city] and like [your page] #FacebookAdTips Five Cheat Codes for Facebook Ads
  • 43. How to let Graph Search show you lateral targets Use lateral targets wisely 1. 2. 3. 4. Research lateral interest Post content that appeals to those interests (be creative) Promote the ones with the highest engagement Split test to discover best approach #FacebookAdTips Five Cheat Codes for Facebook Ads
  • 44. Social Rich Media Pro Tip Once you have determined who your lateral target is, Social Rich Media can be used to showcase content that will interest them. EXAMPLE: Your lateral target audience Likes Instagram on Facebook, so you create a Social Rich Media ad unit that showcases your product through an Instagram gallery. #FacebookAdTips Five Cheat Codes for Facebook Ads
  • 45. Using Facebook Ads to do customer research Cheatcode #5 #FacebookAdTips Five Cheat Codes for Facebook Ads
  • 46. Using Facebook Ads to do customer research Imagine being able to view a living, breathing “persona” that represents your customer base? #FacebookAdTips Five Cheat Codes for Facebook Ads
  • 47. Using Facebook Ads to do customer research Imagine being able to view a living, breathing “persona” that represents your customer base? You can overlay Custom audiences with other Facebook Graph criteria.For example... #FacebookAdTips Five Cheat Codes for Facebook Ads
  • 48. Using Facebook Ads to do customer research I had no idea... #FacebookAdTips Combine custom audience with other criteria Five Cheat Codes for Facebook Ads
  • 49. Using Facebook Ads to do customer research I had no idea... #FacebookAdTips Combine custom audience with other criteria Five Cheat Codes for Facebook Ads
  • 50. Using Facebook Ads to do customer research I had no idea... #FacebookAdTips Combine custom audience with other criteria Five Cheat Codes for Facebook Ads
  • 51. Using Facebook Ads to do customer research I had no idea... #FacebookAdTips Combine custom audience with other criteria Five Cheat Codes for Facebook Ads
  • 52. Social Rich Media Pro Tip Social Rich Media can engage your audience based on the research done through Facebook ads. EXAMPLE: You discovered that your audience are between the ages of 30-40 and have young kids. So you create a Social Rich Media ad unit that showcases kid-friendly activity. #FacebookAdTips Five Cheat Codes for Facebook Ads
  • 53. Salt and Pepper #FacebookAdTips Five Cheat Codes for Facebook Ads
  • 54. Salt and pepper Nope... #FacebookAdTips Five Cheat Codes for Facebook Ads
  • 55. Salt and pepper Content, community and strategy first! Facebook Ads work best when they enhance the “flavor” of your content marketing strategy. #FacebookAdTips Five Cheat Codes for Facebook Ads
  • 56. Cheat Sheet #FacebookAdTips Five Cheat Codes for Facebook Ads
  • 57. Questions? POST YOUR QUESTIONS ON TWITTER USING #FACEBOOKADTIPS #FacebookAdTips Five Cheat Codes for Facebook Ads
  • 58. Definitions • • • • • • • • • • • • Page Engagement: Total number of times people have engaged with your Page or post. Engagement includes things such as liking your Page, liking, commenting on, or sharing a post, or clicking on a link within 24 hours after seeing your ad or 28 days after clicking on it, it's counted as engagement. Campaign Reach: This is the number of people that saw your ads. Frequency :This is the avegrage number of times a person was exposed to your ad during the campaign. Total Spent: This is the total you've spent on this campaign during the dates selected. Below the Page Engagement or Click graph you will see a button allowing you to view the full report. Once you select this, you will be able to select the date range for the report and view the following data at the top of the report (from left to right): Impression: this is the total number of times your ad was displayed during the campaign. Clicks: This is the number of clicks your ads have received. This number includes Page Likes, event RSVPs, and app installs from the ad. Actions: This data includes all actions taken by people within 24 hours after viewing an ad or Sponsored Story, or within 28 days after clicking it. You’ll only see data here if you’re promoting a Page, event, or app. CTR (Click-through rate): The number of clicks on your ad divided by the number of impressions. Spent: The amount of money you’ve spent so far during a campaign, or the total suspense once your campaign is finished. CPM: This is the cost per 1,000 impressions. CPC: This is the avergage cost per click. #FacebookAdTips Five Cheat Codes for Facebook Ads
  • 59. About John Founder: Inbound Zombie - a non-profit social media consultancy in Cambridge, MA and the Social Media Fundraising Club. Trainer: Charityhowto and MarketingProfs. Speaker: Nonprofit Technology Conference, New Media Expo, 140 Conference, Blackbaud BBCon, Social Media for Nonprofits Boston, etc. Contributing Writer: Huffington Post, SocialBrite, Care2 Frog Loop, Social Media Today, Digital Marketing Monthly, Examiner. Author: Facebook Marketing for Dummies and All-in-One (2014). Clients include: Oceana, EpicChange, Share Our Strength, Environmental Defense Fund, Shriners Hospitals for Children, Bucks County Library System, Scholastic, TechSoup, MarketingProfs, WaterAid America, Twin Cities Habitat for Humanity, University of Massachusetts, National Wildlife Federation and Susan G. Komen Greater NYC #FacebookAdTips Five Cheat Codes for Facebook Ads
  • 60. About Marcus Marcus Whitney is at the center of the social/ mobile revolution as co-founder and CTO of Moontoast. He drives product vision and helps customers design and execute campaign strategies that deliver results leveraging the power of the platform. Marcus is also a co-founder and Managing Director of Jumpstart Foundry and former partner at Emma, Inc., where he has demonstrated his commitment to positively shaping the universal digital landscape and growing a vibrant and fertile technology business environment to match Nashville’s world-famous music and healthcare industries. #FacebookAdTips Five Cheat Codes for Facebook Ads