e-CBD Worshop: Facebook Advertising<br />Luke Garfield<br />September 2011<br />
Facebook Advertising Adgenda<br />
How to set up a Facebook Advertising<br /><ul><li>E-mail Address:  someonesname@yourdomain.com (run ads from your current ...
Password: f@ceb00kad5 - use a secure password
Time zone: Au - Sydney
Billings: AUD</li></li></ul><li>Facebook & Your Business<br />
Types of Facebook Ads<br />Like Ads<br />Sponsored Stories<br />Standard Direct Ads<br />
Facebook Advertising Steps<br />3<br />Design GREAT Ads<br />Define Your Target Audience<br />2<br />Define Your Goals for...
What Are Your Goals?<br /><ul><li> Leads
 Sales
 Likes
 Branding
Page Views
Other? (Waste Money on Advertising)</li></li></ul><li>Target your exact audience<br />
demo and geo<br />targeting<br />likes, interests, education, work<br />targeting<br />connection<br />targeting<br />Segm...
Search & Display VS. Facebook<br />
Facebook Ads VS. Search Ads<br />
Display Ads VS. Facebook Ads<br /><ul><li> Broadcast Targeting
 Create Ad Graphic
 Create Own Ad graphics & Copy
 Micro Targeting</li></li></ul><li>Display Advertising – Old Thinking<br />BROAD TARGET CONSUMER<br />Broad Target User:<b...
Facebook DR – Micro Targeting<br />.<br />Fashion<br />Neighbors<br />Audio Gear<br />Foo Fighters<br />The Office<br />Sn...
Creating Facebook Ads<br />
What You Need<br />Destination Page (Landing Page)<br />Enticing Heading<br />Enticing/Eye Catching Image<br />Well Crafte...
Use A Landing Page<br />
25% - 200% Increase In Conversions<br />Strong Message Match – Less bounced traffic<br />Focus and Simplicity – makes it e...
Landing Page – Huh?<br />
Landing Page - Better<br />
Landing Page – Very Nice<br />
“The Milton”<br />
Use “The Right” Image<br />
Image Tips<br /><ul><li>Use 110px by 80px PNG files for clearest resolution.
Use images of people and products – logos aren’t overly successful.
Use images with good colours and contrast.
Close up images that take up most of the frame work well.
Images that are eye catching or unusual.
Try using multiple images for the same ad</li></li></ul><li>A Pictures Worth a ... You Get the Idea<br />
Test Ad Images to see which perform the best.<br />1st<br />3rd<br />2nd<br />5th<br />4th<br />Like Ad - Best<br />
Are you tired? Avoid Ad Fatigue<br />Rule of thumb: Refresh your ad images when that ad generates impressions that are 3x ...
Refresh images with simple changes<br />
Refresh creative with simple changes<br />
Refresh creative with simple changes<br />
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Facebook Advertising Beginners Masterclass

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A beginners masterclass explaining the ins and outs of advertising on Facebook. Brought to you by e-CBD (www.e-cbd.com).

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Facebook Advertising Beginners Masterclass

  1. 1. e-CBD Worshop: Facebook Advertising<br />Luke Garfield<br />September 2011<br />
  2. 2. Facebook Advertising Adgenda<br />
  3. 3. How to set up a Facebook Advertising<br /><ul><li>E-mail Address: someonesname@yourdomain.com (run ads from your current business facebook page – have you got one? Have you got a custom tab?)
  4. 4. Password: f@ceb00kad5 - use a secure password
  5. 5. Time zone: Au - Sydney
  6. 6. Billings: AUD</li></li></ul><li>Facebook & Your Business<br />
  7. 7. Types of Facebook Ads<br />Like Ads<br />Sponsored Stories<br />Standard Direct Ads<br />
  8. 8. Facebook Advertising Steps<br />3<br />Design GREAT Ads<br />Define Your Target Audience<br />2<br />Define Your Goals for Advertising<br />1 <br />4<br />Pick & Manage Your Budget<br />5<br />Review, Test & Optimise<br />
  9. 9. What Are Your Goals?<br /><ul><li> Leads
  10. 10. Sales
  11. 11. Likes
  12. 12. Branding
  13. 13. Page Views
  14. 14. Other? (Waste Money on Advertising)</li></li></ul><li>Target your exact audience<br />
  15. 15. demo and geo<br />targeting<br />likes, interests, education, work<br />targeting<br />connection<br />targeting<br />Segment and micro-target<br />
  16. 16. Search & Display VS. Facebook<br />
  17. 17. Facebook Ads VS. Search Ads<br />
  18. 18. Display Ads VS. Facebook Ads<br /><ul><li> Broadcast Targeting
  19. 19. Create Ad Graphic
  20. 20. Create Own Ad graphics & Copy
  21. 21. Micro Targeting</li></li></ul><li>Display Advertising – Old Thinking<br />BROAD TARGET CONSUMER<br />Broad Target User:<br />Age: 18-55<br />Gender: Male<br />Interest: Health, Sport, Driving<br />Sites: Men's Health, FHM, Auto Trader<br />BROADCAST ADVERTISING<br />
  22. 22. Facebook DR – Micro Targeting<br />.<br />Fashion<br />Neighbors<br />Audio Gear<br />Foo Fighters<br />The Office<br />Snatch<br />28-29<br />29-30<br />30-31<br />32-33<br />33-34<br />34-35<br />35-36<br />User Likes and Interests<br />
  23. 23. Creating Facebook Ads<br />
  24. 24. What You Need<br />Destination Page (Landing Page)<br />Enticing Heading<br />Enticing/Eye Catching Image<br />Well Crafted Body Text<br />Pick Your Target Audience<br />Choose Your Budget & Bid Price<br />
  25. 25.
  26. 26.
  27. 27. Use A Landing Page<br />
  28. 28. 25% - 200% Increase In Conversions<br />Strong Message Match – Less bounced traffic<br />Focus and Simplicity – makes it easy for the visitor to complete the MDA (most desirable actions)<br />Less Interaction Points – avoids “wandering”<br />But Why?<br />
  29. 29. Landing Page – Huh?<br />
  30. 30. Landing Page - Better<br />
  31. 31. Landing Page – Very Nice<br />
  32. 32. “The Milton”<br />
  33. 33. Use “The Right” Image<br />
  34. 34. Image Tips<br /><ul><li>Use 110px by 80px PNG files for clearest resolution.
  35. 35. Use images of people and products – logos aren’t overly successful.
  36. 36. Use images with good colours and contrast.
  37. 37. Close up images that take up most of the frame work well.
  38. 38. Images that are eye catching or unusual.
  39. 39. Try using multiple images for the same ad</li></li></ul><li>A Pictures Worth a ... You Get the Idea<br />
  40. 40. Test Ad Images to see which perform the best.<br />1st<br />3rd<br />2nd<br />5th<br />4th<br />Like Ad - Best<br />
  41. 41. Are you tired? Avoid Ad Fatigue<br />Rule of thumb: Refresh your ad images when that ad generates impressions that are 3x your target audience size <br />OR <br />Every 10 - 12 days<br />
  42. 42. Refresh images with simple changes<br />
  43. 43. Refresh creative with simple changes<br />
  44. 44. Refresh creative with simple changes<br />
  45. 45. Reporting & Testing<br />
  46. 46. Use reporting to Optimise<br />
  47. 47. Responder demographics report<br /><ul><li>Visible if enough users have interacted with your ads, or if there is enough variety among the users that have been interacting with your ads</li></li></ul><li>… And revamp your targeting strategy<br /><ul><li>Look at the CTR of different subsets of your target audience based on age, gender and location</li></li></ul><li>Hints, Tips & Best Practices<br />
  48. 48. Ask questions<br />The more question marks there are in an ad, the higher the CTR is.<br />Having a question in the title can also provide a slight boost. (1%)<br />Don’t overdo it though! If it doesn’t make sense to have a question, just leave it out.<br />
  49. 49. Include a time prompt<br />Encourage users to act immediately.<br />Words like “now” or “today” and phrases like “limited time” can help emphasize the importance of taking action.<br />
  50. 50. Emphasize discounts and free offers<br /><ul><li>Everyone likes free/cheap things, so highlight this in the ad text.
  51. 51. Try using words like:
  52. 52. Free
  53. 53. Discount
  54. 54. Promotional
  55. 55. Trial
  56. 56. Complimentary</li></li></ul><li>Use the third person<br />Users seem to favour ads that use the third person (he/she), over the first (I/we) or second (you). <br />This may be difficult to work into ad text, so don’t force it. <br />It may work particularly well for businesses that sell products that can be bought as gifts for another person. <br />
  57. 57. Facebook Auction System<br />
  58. 58. Factors influencing bid prices<br />Competition with other advertisers and inventory available<br />Ad performance (High CTR for CPC Ads)<br />User feedback (small X next the ad or button)<br />
  59. 59. Questions?<br />
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