Facebook Ads Now: Getting Started Off Right
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Facebook Ads Now: Getting Started Off Right

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Building your customer base through paid social is an important piece of today’s marketing landscape, but with so many ad types and targeting options, advertising on Facebook can get confusing. ...

Building your customer base through paid social is an important piece of today’s marketing landscape, but with so many ad types and targeting options, advertising on Facebook can get confusing. Fight through the clutter in understanding Facebook's capabilities to bring success to your next paid campaign.

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Facebook Ads Now: Getting Started Off Right Presentation Transcript

  • 1. Portent, Inc. Facebook Ads Now: Getting Started Off Right Chad Kearns August 28, 2014
  • 2. #PortentU
  • 3. bit.ly/Facebook-Ads-Now
  • 4. #PortentU Facebook Ads Now About me. Chad Kearns PPC Essentials Program Manager @Chad_Kearns Manage Portent’s PPC Essentials service offering Specialize in small business and new account setup Support the sales team with account audits and sales pitches
  • 5. #PortentU Facebook Ads Now Why we’re here 1. You want to start advertising on Facebook but don’t know much about it 2. You have tried advertising on Facebook before but we were unsuccessful
  • 6. Why we’re really here.
  • 7. 829 million daily active users worldwide
  • 8. 152 million daily active users in the US & Canada
  • 9. 152 million daily potential customers
  • 10. $1.3 billion spent by advertisers in the US & Canada
  • 11. $1.3 billion spent by advertisers in the US & Canada *In Q2 of 2014
  • 12. 54% Year over year ad spend growth
  • 13. I’m Ready! Take my money! PPicikck m mee! !
  • 14. #PortentU Facebook Ads Now Goal setting Ad selection Ad execution Audience targeting Bidding & pricing What we’ll talk about
  • 15. #PortentU Facebook Ads Now 1. Provide guidelines for setting a goal 2. Introduce the ad types available 3. Show the ways to target an audience 4. Leave you with four key takeaways What I want to accomplish
  • 16. *
  • 17. * What the…
  • 18. * What the… This must be important
  • 19. * Facebook changes
  • 20. * Facebook changes A lot.
  • 21. * That’s why this is called Facebook Ads Now
  • 22. Goal setting
  • 23. 26 #Portent U Facebook Ads Now Make it quantitative Set a timeline Use parameters How to set a goal?
  • 24. 27 #Portent U Facebook Ads Now We want to earn 500 Page Likes in 4 weeks with a $4,000 budget Work towards
  • 25. 28 #Portent U Facebook Ads Now We want to earn 500 Page Likes in 4 weeks with a $4,000 budget Work towards
  • 26. 29 #Portent U Facebook Ads Now We want to earn 500 Page Likes in 4 weeks with a $4,000 budget Work towards
  • 27. 30 #Portent U Facebook Ads Now We want to earn 500 Page Likes in 4 weeks with a $4,000 budget Work towards
  • 28. 31 #Portent U Facebook Ads Now We want to see 2,500 website visits in 10 days through post promotion Work towards
  • 29. 32 #Portent U Facebook Ads Now We want to see 2,500 website visits in 10 days through post promotion Work towards
  • 30. 33 #Portent U Facebook Ads Now We want to see 2,500 website visits in 10 days through post promotion Work towards
  • 31. 34 #Portent U Facebook Ads Now We want to see 2,500 website visits in 10 days through post promotion Work towards
  • 32. 35 #Portent U Facebook Ads Now Let’s spend $7,000 this month and see what happens Try to avoid
  • 33. 36 #Portent U Facebook Ads Now Let’s drive on-site conversions. We want 10,000 transactions at a CPA of $10 in Q3 of this year Try to avoid
  • 34. 37 #Portent U Facebook Ads Now Let’s drive on-site conversions. We want 10,000 transactions at a CPA of $10 in Q3 of this year Try to avoid
  • 35. 38 #Portent U Facebook Ads Now Let’s drive on-site transactions. We want 10,000 transactions at a CPA of $10 in Q3 of this year Try to avoid
  • 36. 39 #Portent U Facebook Ads Now Identify a measurable number Give yourself a due date Place workable guidelines Don’t forget
  • 37. 40 #Portent U Facebook Ads Now Advertising for direct response can be hard Don’t forget
  • 38. Ad types Ad Types
  • 39. 42 #Portent U Facebook Ads Now Select your ad type
  • 40. 43 #Portent U Facebook Ads Now Choose what to promote
  • 41. 44 #Portent U Facebook Ads Now Choose what to promote
  • 42. 45 #Portent U Facebook Ads Now Page Post Engagement Page Likes Clicks to Website The basics
  • 43. 46 #Portent U Facebook Ads Now Website Conversions App Installs App Engagement Event Responses Offer Claims Video Views Going farther
  • 44. 47 #Portent U Facebook Ads Now Page Post Engagement
  • 45. 48 #Portent U Facebook Ads Now • Great for boosting content reach • Ability to drive visitors to pages off Facebook • Promote published and unpublished posts Page Post Engagement
  • 46. 49 #Portent U Facebook Ads Now Page Likes
  • 47. 50 #Portent U Facebook Ads Now • Designed to grow page engagement numbers • Conversion opportunity in ad or on page • Recommended copy specifics • 25 character title • 90 character body Page Likes
  • 48. 51 #Portent U Facebook Ads Now Clicks to Website
  • 49. 52 #Portent U Facebook Ads Now Clicks to Website
  • 50. 53 #Portent U Facebook Ads Now • Direct users to high value landing pages off Facebook • Utilize link UTM tags to track users on-site • Ability to create ads not linked to your company page Clicks to Website
  • 51. 54 #Portent U Facebook Ads Now Website Conversions
  • 52. 55 #Portent U Facebook Ads Now • Requires Facebook tracking pixel implementation • Used for lead generation and ecommerce initiatives • Must connect ads to a company page Website Conversions
  • 53. 56 #Portent U Facebook Ads Now App Installs
  • 54. 57 #Portent U Facebook Ads Now • Sends visitors directly to the appropriate app store for conversion • Automatically pulls star ratings from app stores • Recommended copy specifics • 25 character title • 32 character app name • 90 character description App Installs
  • 55. 58 #Portent U Facebook Ads Now App Engagement
  • 56. 59 #Portent U Facebook Ads Now • Re-engage current app owners to drive app usage metrics • Ads are image only (no video) • Recommended copy specifics • 25 character title • 32 character app name • 90 character description App Engagement
  • 57. 60 #Portent U Facebook Ads Now Event Responses
  • 58. 61 #Portent U Facebook Ads Now • Right rail only • Must link directly to your Facebook event • Recommended copy specifics • 25 character title • 90 character description Event Responses
  • 59. 62 #Portent U Facebook Ads Now Offer Claims
  • 60. 63 #Portent U Facebook Ads Now • Must direct users to your offer on Facebook • Must have 50 page likes for eligibility • Recommended copy specifics • 25 character title • 90 character description • 900 character terms & conditions Offer Claims
  • 61. 64 #Portent U Facebook Ads Now Video Views
  • 62. 65 #Portent U Facebook Ads Now • .mov, .mp4, .avi files supported • 16:9 aspect ratio • Recommended copy specifics • 90 character description Video Views
  • 63. Links
  • 64. 67 #Portent U Facebook Ads Now Third-party tracking software Google Analytics Omniture Yahoo Web Analytics etc. Third-party tracking
  • 65. 68 #Portent U Facebook Ads Now UTM tags source= medium= campaign= Tagging
  • 66. 69 #Portent U Facebook Ads Now UTM tagging source=facebook medium=cpc campaign=webinar domain.com/?utm_source=facebook&utm_medium=cpc&utm_campaign=webinar Tagging
  • 67. 70 #Portent U Facebook Ads Now Required for Website Conversion ads • Pick your conversion type • Create your pixel • Place your code Facebook pixel
  • 68. 71 #Portent U Facebook Ads Now Track what you are doing! bit.ly/UTM-Builder Link best practices
  • 69. Ad Images
  • 70. 73 #Portent U Facebook Ads Now Images by default
  • 71. 74 #Portent U Facebook Ads Now 1200 Image sizes 628 600 314
  • 72. 75 #Portent U Facebook Ads Now 1200 628 20% Text Limitation Image guidelines
  • 73. 76 #Portent U Facebook Ads Now Bright colors Clear images Kids & animals Logos Image best practices
  • 74. Ad Copy Ad Copy
  • 75. 78 #Portent U Facebook Ads Now Character limit recommendations • 25 character headline • 90 character body Punctuation • Copy cannot start with a punctuation • Copy cannot have duplicate punctuation except (…) Basic guidelines
  • 76. 79 #Portent U Facebook Ads Now Keep it concise Call to action Copy best practices
  • 77. Audience targeting
  • 78. 81 #Portent U Facebook Ads Now Start simple • age • location • gender Building personas
  • 79. 82 #Portent U Facebook Ads Now Start simple • age • location • gender Get detailed Building personas • interests • purchasing behaviors • education level • relationship status • employment history or career path • family • living situation
  • 80. 83 #Portent U Facebook Ads Now Audience Definition
  • 81. 84 #Portent U Facebook Ads Now Understand your audience size
  • 82. 85 #Portent U Facebook Ads Now Understand your audience size
  • 83. 86 #Portent U Facebook Ads Now Understand your audience size
  • 84. 87 #Portent U Facebook Ads Now Locations Age Gender Language Audience basics
  • 85. 88 #Portent U Facebook Ads Now More demographics
  • 86. 89 #Portent U Facebook Ads Now Remember that persona you are making? Detailed demographics
  • 87. 90 #Portent U Facebook Ads Now Business & industry Entertainment Family and relationships Fitness and wellness Food and drink Hobbies and activities Shopping and fashion Sports and outdoors Technology Interests
  • 88. 91 #Portent U Facebook Ads Now Food and drink > Beverages > Coffee Interests
  • 89. 92 #Portent U Facebook Ads Now Fitness and wellness > Bodybuilding Interests
  • 90. 93 #Portent U Facebook Ads Now Automotive Charitable donations Digital activities Financial Mobile device user Purchase behavior Residential profiles Travel Behaviors
  • 91. 94 #Portent U Facebook Ads Now Food and drink > Beverages > Coffee (K-Cup) Behaviors
  • 92. 95 #Portent U Facebook Ads Now Segment users by connection to your company Only people already connected to you Only people not connected to you Connections
  • 93. 96 #Portent U Facebook Ads Now Get detailed Target users connected to specific pages, apps, and events Exclude users connected to specific pages, apps, and events Target users with friends connected to specific pages, apps, and events Advanced connections
  • 94. 97 #Portent U Facebook Ads Now Advanced connections
  • 95. 98 #Portent U Facebook Ads Now Upload & segment outside customer data Direct from MailChimp CSV or .txt upload Custom audiences
  • 96. 99 #Portent U Facebook Ads Now Identify personas Think deeper about you audience Expand into new segments Separate audiences by campaign Audience keys
  • 97. Pricing & bidding
  • 98. 101 #Portent U Facebook Ads Now Optimize for action Optimize for clicks Optimize for impressions Bid types
  • 99. 102 #Portent U Facebook Ads Now Optimize for action Optimize for clicks Optimize for impressions Bid types
  • 100. 103 #Portent U Facebook Ads Now Automatic vs. Manual Automatic bidding around clicks/impressions Manual bidding set by the advertiser Bidding options
  • 101. #Portent U Facebook Ads Now Takeaways 4 Takeaways
  • 102. #Portent U Facebook Ads Now #1 Create a goal Make it quantitative Set a timeline Use parameters
  • 103. #Portent U Facebook Ads Now #2 Optimize your ad Clear images Call to action
  • 104. #Portent U Facebook Ads Now #3 Get detailed on your audience Build personas Group into segments Try customization
  • 105. #Portent U Facebook Ads Now #4 Track your progress Set conversion code Use UTM tagging
  • 106. bit.ly/Facebook-Ads-Now
  • 107. YOU. Thank Portent, Inc. 506 2nd Ave. Suite 1700 Seattle. WA 98104-2354 | Tel: 206.575.3740 Chad Kearns chad@portent.com @Chad_Kearns