How to Leverage Facebook Advertising to Grow Your Business

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This presentation is from Affiliate Summit East 2014 (August 10-12, 2014 New York City). …

This presentation is from Affiliate Summit East 2014 (August 10-12, 2014 New York City).
Session Description: Attendees to this session will leave knowing how to use Facebook ads to grow their following, increase engagement, build a list, retarget site visitors on Facebook, and increase affiliate sales.

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  • This session is for white-hat, above board, facebook advertising strategies. Don’t bother asking questions about black-hat techniques.
    I’m not a Facebook fan-boy. They frustrate me as much as anyone else, but I am a fan of a platform that allows me to target every online consumer
  • Science guy that made a video about FB ads. That would be like me making a video about 15th century Chinese art. I don’t know anything about it, and he knows nothing about FB ads!
  • https://www.facebook.com/business/a/online-sales/conversion-tracking
    Create a JavaScript code snippet to place on your conversion pages.
    Put the code on the page your want to track.
    Example: to track checkouts:, you would put the conversion tracking pixel on the checkout confirmation page that people see after completing a checkout. Whenever a person loads that page in his or her browser, the code tells Facebook that the conversion event has occurred. Facebook then matches that conversion event against the set of people an ad was served to/or that clicked on an ad so that we can provide you with information that helps understand the return on investment for your ad spend.
  • https://developers.facebook.com/blog/post/2013/10/01/beyond-installs--announcing-mobile-app-ads-for-engagement-and-conversion/
  • https://www.youtube.com/watch?v=pyQA31quB2E
  • http://techcrunch.com/2014/04/23/facebook-passes-1b-mobile-monthly-active-users-in-q1-as-mobile-ads-reach-59-of-all-ad-sales/?ncid=rss
  • http://techcrunch.com/2014/04/23/facebook-passes-1b-mobile-monthly-active-users-in-q1-as-mobile-ads-reach-59-of-all-ad-sales/?ncid=rss
  • Default- I can test up to six images and FB will serve up the highest converting. Go over upload options.
  • Default- mistake I see so many people making is using their logo. Unless you are an extremely well known brand with a recognizable logo, use this pic for something more relatable!
  • Using images from Shutterstock, for free!
  • Segment your audience. Know who you’re speaking to. What are their issues, fears, problems, etc. Create customer personas.
    (This is an example of a mom who is worried about money, her mean boss, time and her kid feeling abandoned)
  • One way you can define an audience is using emails you already have. Upload data you’ve collected on your site or from mail chimp.
  • Or, you can create your own audience based on your segmentation
    Examples of how far you can drill down into an audience
  • Look! Fb knows who is spending money.
  • This baby is like “Stop Targeting My Mom On Facebook! I can’t Handle it anymore!”
  • Whoa. That’s really really really specific
  • That’s actually my daughter. She’s creeped out by how much facebook knows about her.
  • Once you’ve defined your audience personas, you can put this into the ad rather than accepting fb’s default entries. I’m addressing some of the mom’s worries here, as well as using an image that will appeal to how she wants to see herself. Remember the six images? I would use up all six!
  • Compare the two.
  • Addressing some FAQ’s that I get
    Set rules for WCA list
  • Target users of pages with engaged, relevant followers. In the interests section, try typing in the name of the page. Often, the page will come up…not foolproof.
    Look for engaged audiences within your niche and pages that your target audience find interesting
  • Organic reach average was 40K
    Organic reach is possible, with the right audience and content
  • Giveaways should be for relevant prizes. A fashion blogger shouldn’t be giving away fishing tackle. Create promotions that lure your target audience.
  • Page insights vs audience insights
    page shows post performance
    audience shows info about your current audience
  • 3 Ad create methods
    PE is only available on Chrome browser
    Not as pretty, but more powerful
  • 3 Ad create methods
    PE is only available on Chrome browser
    Not as pretty, but more powerful
  • 3 Ad create methods
    PE is only available on Chrome browser
    Not as pretty, but more powerful
  • This session is for white-hat, above board, facebook advertising strategies. Don’t bother asking questions about black-hat techniques.
    I’m not a Facebook fan-boy. They frustrate me as much as anyone else, but I am a fan of a platform that allows me to target every online consumer

Transcript

  • 1. Welcome To Our Session! How to Leverage Facebook Advertising to Grow Your Business • Nathan Smith @CoffeeNate • Shannon Vogel @TheBeScene • Ashley Coombe @AshleyBCoombe Session slides link just tweeted by @CoffeeNate
  • 2. Remember this tool?
  • 3. Facebook ads don’t work! To ensure that your Facebook ads don’t work… – Start without a strategy – Don’t use meaningful targeting – Use the “Boost” and “Page Promote” buttons – Drive clicks to a website that doesn’t convert or a Facebook page that doesn’t create desirable content.
  • 4. Ad Types: Page Post Engagement • Boost your posts • Increase likes • Increase Comments • Increase Shares • Increase Video Plays • Increase Photo Views
  • 5. Ad Types: Boost Post
  • 6. Ad Types: Increase Page Likes
  • 7. Ad Types: Clicks to website
  • 8. Ad Types: Website Conversions
  • 9. Conversion Tracking Pixels
  • 10. Ad Types: App Installs
  • 11. Ad Types: App Engagement
  • 12. Ad Types: Event Responses
  • 13. Ad Types: Offer Claims
  • 14. Ad Types: Video Views
  • 15. Ad Locations
  • 16. Ad locations: News feed | Desktop
  • 17. Ad locations: Mobile
  • 18. Mobile Monthly Active Users
  • 19. Mobile Only Monthly Active Users
  • 20. Ad locations: Sidebar
  • 21. Quick Hits Create sales funnels with your Facebook ads, by targeting the Website Custom Audience list. Get creative with WCA rules. Expand your reach with “Lookalike Audiences” Using Facebook’s automatic bid is actually effective You can target only your ‘fans’ (found in connections) Note that the most options are available to US accounts.
  • 22. Target Fans of Highly Active Pages Not Folgers… 174 “Likes”
  • 23. Organic Reach is NOT Dead
  • 24. Mystical Keys to Organic Reach “People want to see posts that are educational, entertaining, and evoke emotion. They don’t care about how great you think you are.”
  • 25. Use FB ads to Grow Your List • Create a landing page or custom app/tab to host your opt-in form • Offer users a checklist, eBook, guide, coupon, relevant giveaway, etc. • Create an ad to drive targeted traffic to it
  • 26. Understanding Facebook Ad Reports • Creating custom reports that are relative to your objectives is simple • Schedule reports
  • 27. See who makes up your audience. Segment by any category found in ad creation Ability to create an ad from the tool, using that audience Audience Insights Tool
  • 28. Why Power Editor?
  • 29. Why Power Editor? - Every new ad tool is first made available through PE. - More targeting options - Increased control of campaigns - Bulk Editing of Ads - Ability to create unpublished page posts as ads only
  • 30. Time for Q & A How can we help you?
  • 31. How to Leverage Facebook Advertising to Grow Your Business • Nathan Smith @CoffeeNate • Shannon Vogel @TheBeScene • Ashley Coombe @AshleyBCoombe Session slides link tweeted by @CoffeeNate