8 Golden Rules for Sure-Fire
Success with Facebook Ads
February 19, 2014

Arik C. Hanson
Principal, ACH Communications
A little about me…

2
Today’s agenda
•
•
•
•
•
•
•
•

The state of social ads
Lingo overload
Types of Facebook ads
How to set up
Who’s using Fac...
Current state
Social ads are projected to be
19.5% of total ad spend by 2017

4
Current state
• Average spend breakdown

57%

13%

13%

15%
5
Current state

Organic Impressions

200% Increase
w/ Paid Media

6
Current state
Typical objectives of social media:

Branding: 45%

Both: 45%

Direct: 16%
7
Facebook lingo overload!

8
Types of Facebook ads
• Page post ad (most
common):
– Where it shows up:
News feed, right-hand
side of page, or in
search ...
Types of Facebook ads
• Page like ad
(second most
common):
– Where it shows up:
Right-hand side,
news feed
– Why you use i...
Types of Facebook ads
• Promoted post
– Where it shows up:
News feed
– Why you use it:
Promoting to existing
fans and frie...
Types of Facebook ads
• Sponsored stories
– Where it shows up:
News feed
– Why you use it: Gain
new page likes by
showing ...
How to set up a Facebook ad

13
How to set up a Facebook ad

14
How to set up a Facebook ad

15
How to set up a Facebook ad

16
Who’s using Facebook advertising well?

17
18
19
20
Lesson #1: Generating leads? Keep
‘em on Facebook.
21
Case study #1

22
• What was our approach?
– First: Build an audience on Facebook using page
like and page post ads
– Drive traffic and sign...
What worked—and what didn’t

24
Using food-based
posts to spur
engagement,
awareness, and
page likes.

25
Lesson #2: Repurpose
images that perform well
in promoted posts in
page like ads.

26
Targeting more
narrowly routinely
produced better
results

27
Micro-targeting Girl
Scout moms—and
addressing hotbutton topics—
yielded results.

28
Lesson #3: If you know your audience,
target the hell out of them.

29
By the numbers
–
–
–
–
–

From 105 likes to 1,007 in nine months
1,181,943 impressions driven by Facebook ads
14,040 click...
Case study #2

31
• What was our approach?
– First: Build an audience on Facebook using page
like and page post ads
– Drive in-store traffic...
What worked—and what didn’t

33
• Constantly shifting paid media strategies
• Started with page like ads—big impression
numbers (1.5 million-plus for firs...
35
Lesson #4: Build. Amplify. Engage.

36
Page post ads focusing on unique restaurants
really spurred engagement—and that pride
factor.

37
Lesson #5: Don’t forget, your existing
fans are your BIGGEST FANS. Evoke
that pride with your Facebook ads.

38
Promoted posts were cost-effective amplifiers

39
Page like ads did the heavy lifting

40
Still don’t think Facebook ads are worth it?

41
By the numbers
– Grew page from 170 likes to 5,308 in 18 months
– 17,723,702 impressions driven by Facebook ads.
– 19,421 ...
Case study #3

43
• What was our approach?
– First: Build an audience on Facebook using page
like and page post ads
– Drive traffic to BikeW...
What worked—and what didn’t

45
46
Lesson #6: Identify your best visual
assets—and plan Facebook ads
around them.

47
48
WITH Facebook ad
support.

WITHOUT Facebook ad support.
49
Lesson #7: Amplify engagementfocused posts to spike likes,
comments and shares.
50
Topic: Quicker to drive or bike
in the city?

Topic: More cost-effective to drive
or bike?
51
52
Lesson #8: Do your homework. Give
fans what they want.

53
By the numbers
– Grew page from 106 likes to 1,720 likes in 9
months
– 33,960,248 impressions
– 14,777 clicks
– CPC: $.61
...
8 Tips:
•
•
•
•
•
•
•
•

Generating leads? Keep ‘em on Facebook
Repurpose images that perform well in promoted posts in pa...
Trends/Upcoming Changes
• Sponsored Stories sunsetting in April
• “Creative” must get better
• Need a stronger link from F...
Questions?

57
More?
• Subscribe: arikhanson.com
• Contact: arik@arikhanson.com
• Tweet: @arikhanson.com

58
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8 Golden Rules For Sure-Fire Success with Facebook Ads

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This presentation, from the Solo PR Summit 2014, focuses on guidelines and best practices shared by Arik Hanson, principal, ACH Communications, around Facebook advertising.

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  • Takeaway: Time to take social advertising seriously.Source: PriceWaterhouseCoopers
  • Takeaway: Facebook advertising still the dominant game in town. For now.
  • Takeaway: Social advertising=the ultimate content amplifier.Trend: Marketers who use a specific formula to determine when content gets amplified. Example: If a post gets 20 likes and 5 shares inside half an hour, we amplify it. This is who marketers are thinking about amplified content today—wait and see what content people react to organically, then amplify.
  • Takeaway: Branding—not leads—dominant social ad goal.1—Branding still the most popular reason people use paid social media ads (you would think it would be direct response/leads)
  • Way too much lingo—it can be overwhelmingYou don’t have to pay attention to all of it—just focus on the basics
  • NOTE: These kinds of ads are sunsetting in mid-April
  • Most will fall in these two bucketsJust pull down the drop-down menu in the upper-right-hand corner on your FB page
  • Here’s what your post will look like in the news feed OR on the right-hand column
  • Now, it’s time to target your ad. Choose from location, age, gender, language (and other new demos). Interests, connections and other categories.
  • Make sure to name your campaign descriptively—if you manage more than one for different clients, it will be hard to pick them out in your reports if you don’t.Per day or Lifetime for budgetSchedule either continuously or with a start and end date (this is what I did with 2-3 day runs)
  • Using sponsored stories and page post ads to drive to Facebook tabs…
  • Marketo driving to many tabs on its FB page.
  • Like this. Great lead generation opportunity. Just five fields. Marketo gets lead. You get free info.
  • Figured out pretty quickly people were responding to food-based posts. Combined that with engagement-focused post here to get people talking. Used a content calendar via G-Docs to map things out.We also used our best food photos in our page like ads to boost likes—this one generated 162 page likes with just a $50 spend!Healthy Snack Idea: Apple rings 176 likesLIKE if you’re a fan of grilled corn!267 likesLIKE if you are filling your healthy, summer plate with veggies today! 294 likesMorning pick-me-up: Yogurt parfaits!170 likesAfternoon snack idea: Spread apple rings with peanut butter and add chocolate chips and...213 likes LIKE is cabin fever is setting in! 163 likes
  • NEED A SOURCE
  • Our targeting for this ad: Age: 25-54, Location: Minnesota (where Allina Hospitals reside); Interest: Teacher and derivations of teacherTeachers: Get your kids moving by seeing how many times… 186 likes
  • Honed in on the patches, since we know all Girl Scouts—and their Moms—want thoseTargeted women ages 30-50 with an interest in Girl Scouts living in Minnesota.
  • Average growth for a fan page is .64% per week (source: Fan Page Karma blog). If no ads, page would have only grown to 181 likes at end of nine months.
  • As ads wrapped up on Dec. 31, 2014, our FB content saw a noticeable downturn in engagement and reach—be careful to set client expectations to adjust for this.
  • Another key point: I passed along many of the key supportive comments (verbatim) to the client as examples of people saying great things about their establishment (great way for us to build momentum, however small)
  • Cost: $20 to promote. Results: 120 likes, 9 comments, reach: 3,988; cost per click: $.12
  • Spent: $50; Results: 84 page likes, 10,510 impressions; $.48 cost per click
  • Lost advertising budget as of Dec. 31, 2013 and management of the page was taken over by another agency. The results speak for themselves. Non-existing engagement and fewer than 100 people are seeing each post.
  • Using Facebook ads to drive awareness of key stats (via broken-up infographics)
  • Instead of focusing on copy first—focus on VISUALS first! Plan around your visuals and invest in capturing great photography/visuals that will work specifically for Facebook.
  • Using Facebook ads to drive traffic to the Bike Walk Move blog. FB page was consistently our top traffic driver to the site (other than direct and search).
  • Using Facebook ads to promote repurposed ad content. Quick math: .02% of people engaged with post on the left; banner ad click-thru rates hover around .01%. So, FB ads are twice as effective (in this case) AND cheaper. Win-Win!
  • Using Facebook ads to kick-start conversations around core topics for BWTC.
  • Using Facebook ads to promote maps we knew our audiences craved.1,564,645 impressions, CPC: $.31, $300, 106 new page likes, 48 likes, 13 comments, 32 shares
  • Thanks to Google Analytics research, we knew our fans wanted more maps detailing MSP bike routes—so we gave it to them by creating this map/grid that highlighted routes supported by BWTC.
  • 1-Sponsored stories go away in April, placing that much more importance on Page Post, Page Like and Promoted Posts.2-Brands are still figuring FB ads out—what creative works best.3-Always been an issue, but brands are demanding more from FB—and they will continue to evolve their ad products4-Emerging trend—more page post ads as they focus on engagement AND page likes5-Shop Now, Learn More, Sign up, Book now, Download
  • 8 Golden Rules For Sure-Fire Success with Facebook Ads

    1. 1. 8 Golden Rules for Sure-Fire Success with Facebook Ads February 19, 2014 Arik C. Hanson Principal, ACH Communications
    2. 2. A little about me… 2
    3. 3. Today’s agenda • • • • • • • • The state of social ads Lingo overload Types of Facebook ads How to set up Who’s using Facebook ads well? Case studies Recent Facebook changes Questions? 3
    4. 4. Current state Social ads are projected to be 19.5% of total ad spend by 2017 4
    5. 5. Current state • Average spend breakdown 57% 13% 13% 15% 5
    6. 6. Current state Organic Impressions 200% Increase w/ Paid Media 6
    7. 7. Current state Typical objectives of social media: Branding: 45% Both: 45% Direct: 16% 7
    8. 8. Facebook lingo overload! 8
    9. 9. Types of Facebook ads • Page post ad (most common): – Where it shows up: News feed, right-hand side of page, or in search results. – Why you use it: Spur page likes, engagement or traffic to off-domain URLs. – Suggested metrics: likes, comments, shares, impressions, page views. 9
    10. 10. Types of Facebook ads • Page like ad (second most common): – Where it shows up: Right-hand side, news feed – Why you use it: To spur page likes – Suggested measurement: Page likes, costper-click 10
    11. 11. Types of Facebook ads • Promoted post – Where it shows up: News feed – Why you use it: Promoting to existing fans and friends of fans (also cheaper than other options) – Suggested measurement: Impressions, engagement 11
    12. 12. Types of Facebook ads • Sponsored stories – Where it shows up: News feed – Why you use it: Gain new page likes by showing friends which friends have interacted with your posts. – Suggested measurement: new page likes, impressions – Sunsetting in April 12
    13. 13. How to set up a Facebook ad 13
    14. 14. How to set up a Facebook ad 14
    15. 15. How to set up a Facebook ad 15
    16. 16. How to set up a Facebook ad 16
    17. 17. Who’s using Facebook advertising well? 17
    18. 18. 18
    19. 19. 19
    20. 20. 20
    21. 21. Lesson #1: Generating leads? Keep ‘em on Facebook. 21
    22. 22. Case study #1 22
    23. 23. • What was our approach? – First: Build an audience on Facebook using page like and page post ads – Drive traffic and sign-ups for HPK.org (Primary goal) – Raise awareness among our key audiences in Minnesota and western Wisconsin – Keep our key audiences engaged—and returning to HPK.org for more lessons 23
    24. 24. What worked—and what didn’t 24
    25. 25. Using food-based posts to spur engagement, awareness, and page likes. 25
    26. 26. Lesson #2: Repurpose images that perform well in promoted posts in page like ads. 26
    27. 27. Targeting more narrowly routinely produced better results 27
    28. 28. Micro-targeting Girl Scout moms—and addressing hotbutton topics— yielded results. 28
    29. 29. Lesson #3: If you know your audience, target the hell out of them. 29
    30. 30. By the numbers – – – – – From 105 likes to 1,007 in nine months 1,181,943 impressions driven by Facebook ads 14,040 clicks driven by Facebook ads Facebook drove 10 percent of all traffic to HPK.org 1,000-plus sign-ups for HPK in 2013 (doubling our goal!) 30
    31. 31. Case study #2 31
    32. 32. • What was our approach? – First: Build an audience on Facebook using page like and page post ads – Drive in-store traffic to businesses along the Green Line. – Raise awareness for the Green Line opening in 2014. – Promote events along the Green Line as a way to drive interest in local businesses. 32
    33. 33. What worked—and what didn’t 33
    34. 34. • Constantly shifting paid media strategies • Started with page like ads—big impression numbers (1.5 million-plus for first five months) • Migrated to page post ads to drive engagement AND page likes • Wound down campaign focusing on mix of page like ads (to fuel page growth) and promoted posts (to spur engagement among existing fans) 34
    35. 35. 35
    36. 36. Lesson #4: Build. Amplify. Engage. 36
    37. 37. Page post ads focusing on unique restaurants really spurred engagement—and that pride factor. 37
    38. 38. Lesson #5: Don’t forget, your existing fans are your BIGGEST FANS. Evoke that pride with your Facebook ads. 38
    39. 39. Promoted posts were cost-effective amplifiers 39
    40. 40. Page like ads did the heavy lifting 40
    41. 41. Still don’t think Facebook ads are worth it? 41
    42. 42. By the numbers – Grew page from 170 likes to 5,308 in 18 months – 17,723,702 impressions driven by Facebook ads. – 19,421 post likes – 1,359 post comments – Total spend: $15,944 (over two years; roughly $600-$800 per month) 42
    43. 43. Case study #3 43
    44. 44. • What was our approach? – First: Build an audience on Facebook using page like and page post ads – Drive traffic to BikeWalkMove.org—specifically to timely blog posts – Raise awareness for biking/walking among key audiences in Minneapolis/St. Paul – Solicit input/feedback from Facebook fans on key topics around biking/walking 44
    45. 45. What worked—and what didn’t 45
    46. 46. 46
    47. 47. Lesson #6: Identify your best visual assets—and plan Facebook ads around them. 47
    48. 48. 48
    49. 49. WITH Facebook ad support. WITHOUT Facebook ad support. 49
    50. 50. Lesson #7: Amplify engagementfocused posts to spike likes, comments and shares. 50
    51. 51. Topic: Quicker to drive or bike in the city? Topic: More cost-effective to drive or bike? 51
    52. 52. 52
    53. 53. Lesson #8: Do your homework. Give fans what they want. 53
    54. 54. By the numbers – Grew page from 106 likes to 1,720 likes in 9 months – 33,960,248 impressions – 14,777 clicks – CPC: $.61 – Spent: $8,983 54
    55. 55. 8 Tips: • • • • • • • • Generating leads? Keep ‘em on Facebook Repurpose images that perform well in promoted posts in page like ads. If you know your audience, target the hell out of them. Build. Amplify. Engage. Don’t forget, your existing fans are your BIGGEST FANS. Evoke that pride. Identify your best visual assets—and plan ads around them. Amplify engagement-focused posts to spike likes, comments and shares. Do your homework. Give fans what they want. 55
    56. 56. Trends/Upcoming Changes • Sponsored Stories sunsetting in April • “Creative” must get better • Need a stronger link from Facebook ads to offline sales • More page post ads—fewer page like ads • New call-to-action buttons on page post ads 56
    57. 57. Questions? 57
    58. 58. More? • Subscribe: arikhanson.com • Contact: arik@arikhanson.com • Tweet: @arikhanson.com 58

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