Facebook Advertising Beginners Masterclass

e-CBD Worshop: Facebook Advertising
Luke Garfield
September 2011

Facebook Advertising Adgenda

How to set up a Facebook Advertising
E-mail Address: someonesname@yourdomain.com (run ads from your current business facebook page – have you got one? Have you got a custom tab?)
Password: f@ceb00kad5 - use a secure password
Time zone: Au - Sydney
Billings: AUD

Facebook & Your Business

Types of Facebook Ads
Like Ads
Sponsored Stories
Standard Direct Ads

Facebook Advertising Steps
3
Design GREAT Ads
Define Your Target Audience
2
Define Your Goals for Advertising
1
4
Pick & Manage Your Budget
5
Review, Test & Optimise

What Are Your Goals?
Leads
Sales
Likes
Branding
Page Views
Other? (Waste Money on Advertising)

Target your exact audience

demo and geo
targeting
likes, interests, education, work
targeting
connection
targeting
Segment and micro-target

Search & Display VS. Facebook

Facebook Ads VS. Search Ads

Display Ads VS. Facebook Ads
Broadcast Targeting
Create Ad Graphic
Create Own Ad graphics & Copy
Micro Targeting

Display Advertising – Old Thinking
BROAD TARGET CONSUMER
Broad Target User:
Age: 18-55
Gender: Male
Interest: Health, Sport, Driving
Sites: Men's Health, FHM, Auto Trader
BROADCAST ADVERTISING

Facebook DR – Micro Targeting
.
Fashion
Neighbors
Audio Gear
Foo Fighters
The Office
Snatch
28-29
29-30
30-31
32-33
33-34
34-35
35-36
User Likes and Interests

Creating Facebook Ads

What You Need
Destination Page (Landing Page)
Enticing Heading
Enticing/Eye Catching Image
Well Crafted Body Text
Pick Your Target Audience
Choose Your Budget & Bid Price

Use A Landing Page

25% - 200% Increase In Conversions
Strong Message Match – Less bounced traffic
Focus and Simplicity – makes it easy for the visitor to complete the MDA (most desirable actions)
Less Interaction Points – avoids “wandering”
But Why?

Landing Page – Huh?

Landing Page - Better

Landing Page – Very Nice

“The Milton”

Use “The Right” Image

Image Tips
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

A Pictures Worth a ... You Get the Idea

Test Ad Images to see which perform the best.
1st
3rd
2nd
5th
4th
Like Ad - Best

Are you tired? Avoid Ad Fatigue
Rule of thumb: Refresh your ad images when that ad generates impressions that are 3x your target audience size
OR
Every 10 - 12 days

Refresh images with simple changes

Refresh creative with simple changes

Reporting & Testing

Use reporting to Optimise

Responder demographics report
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

… And revamp your targeting strategy
Look at the CTR of different subsets of your target audience based on age, gender and location

Hints, Tips & Best Practices

Ask questions
The more question marks there are in an ad, the higher the CTR is.
Having a question in the title can also provide a slight boost. (1%)
Don’t overdo it though! If it doesn’t make sense to have a question, just leave it out.

Include a time prompt
Encourage users to act immediately.
Words like “now” or “today” and phrases like “limited time” can help emphasize the importance of taking action.

Emphasize discounts and free offers
Everyone likes free/cheap things, so highlight this in the ad text.
Try using words like:
Free
Discount
Promotional
Trial
Complimentary

Use the third person
Users seem to favour ads that use the third person (he/she), over the first (I/we) or second (you).
This may be difficult to work into ad text, so don’t force it.
It may work particularly well for businesses that sell products that can be bought as gifts for another person.

Facebook Auction System

Factors influencing bid prices
Competition with other advertisers and inventory available
Ad performance (High CTR for CPC Ads)
User feedback (small X next the ad or button)

Questions?

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Facebook Advertising Beginners Masterclass

by e-CBD on Sep 08, 2011

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Facebook Advertising Beginners Masterclass — Presentation Transcript