5 Cheat Codes for Facebook Ads

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5 Cheat Codes for Facebook Ads

  1. 1. Five Cheat Codes for Facebook Ads by John Haydon
  2. 2. What we’re talking about today • How are Facebook Ads unique? 1) 2) 3) 4) 5) Let Insights tell you you how to target Facebook Ads How to game the News Feed with Promoted Posts How to let Graph Search show you lateral targets How to target your customers with Facebook Ads Using Facebook Ads to do customer research • Salt and Pepper • Facebook ad cheatsheet Five Cheat Codes for Facebook Ads
  3. 3. How are Facebook Ads unique? Five Cheat Codes for Facebook Ads
  4. 4. How are Facebook Ads unique? Facebook has the most users Over 1.2 billion active users, and 700 million active mobile users! 79% U.S. adults use social media (http://zmb.me/VTPZ2k) Five Cheat Codes for Facebook Ads
  5. 5. How are Facebook Ads unique? Social content as ad copy In newsfeed: Ad content is created from content, comments, likes, shares In sidebar: Five Cheat Codes for Facebook Ads
  6. 6. How are Facebook Ads unique? Recommendations from strong ties People trust the recommendations of their friends way more than brands Five Cheat Codes for Facebook Ads
  7. 7. How are Facebook Ads unique? Hyper-targeting Target ads to specific segments of friends of your fans! Five Cheat Codes for Facebook Ads
  8. 8. How are Facebook Ads unique? Hyper-targeting Target ads to specific segments of friends of your fans! Five Cheat Codes for Facebook Ads
  9. 9. How are Facebook Ads unique? Hyper-targeting Target ads to specific segments of friends of your fans! Five Cheat Codes for Facebook Ads
  10. 10. How are Facebook Ads unique? Different (not better) than Google ads Facebook ads target what people like Google ads target what people search for Facebook ads reach their intended audience 90% of the time VS an online industry standard of 35% (http://zmb.me/Ua1Nfm) Five Cheat Codes for Facebook Ads
  11. 11. Let Insights tell you you how to target Facebook Ads Cheatcode #1 Five Cheat Codes for Facebook Ads
  12. 12. Let Insights tell you you how to target Facebook Ads Don’t just pull targets out of your butt Yeah, that seems right... Five Cheat Codes for Facebook Ads
  13. 13. Let Insights tell you you how to target Facebook Ads Use actual data on Facebook users Much better! Five Cheat Codes for Facebook Ads
  14. 14. Let Insights tell you you how to target Facebook Ads Use actual data on Facebook users Five Cheat Codes for Facebook Ads
  15. 15. Game the News Feed algorithm with Promoted Posts Cheatcode #2 Five Cheat Codes for Facebook Ads
  16. 16. How to game Edgerank with Promoted Posts But first... what is a Promoted Post? Facebook Ads vs Promoted Posts Cheap, but not as cheap as promoted posts Super cheap Loads of highly specific targeting options Very easy to use and measure (on desktop and mobile) Results Quick way to grow Page likes, drive awareness and website traffic Get more exposure for posts that are performing well Downside Not for the plumber or barber Very limited targeting options Pricing Benefits Five Cheat Codes for Facebook Ads
  17. 17. How to game Edgerank with Promoted Posts And... what is this “News Feed algorithm” you speak of? Four factors that determine whether your fan sees your Page update: • Relationship between fan and update • How fans talk about that update (likes, comments, shares) • How recently the update was published • How many negative comments the update received Five Cheat Codes for Facebook Ads
  18. 18. How to game Edgerank with Promoted Posts The problem with Promoted Posts Facebook wants you to Promote "important" posts. But what’s important to you may not always be important to your community. Five Cheat Codes for Facebook Ads
  19. 19. How to game Edgerank with Promoted Posts The problem with Promoted Posts Facebook wants you to Promote "important" posts. But what’s important to you may not always be important to your community. Likes, comments and shares are the name of the game! Five Cheat Codes for Facebook Ads
  20. 20. How to game Edgerank with Promoted Posts Reach should never be your goal on Facebook You’re only paying for Reach. So you could waste a lot of money if you’re not careful! Remember: Likes, comments and shares are the name of the game! Five Cheat Codes for Facebook Ads
  21. 21. How to game Edgerank with Promoted Posts Reach should never be your goal on Facebook If you promote crappy content, you will only hear more crickets. Five Cheat Codes for Facebook Ads
  22. 22. How to game Edgerank with Promoted Posts Only promote awesome Instead, only promote posts that your fans already love! Five Cheat Codes for Facebook Ads
  23. 23. How to game Edgerank with Promoted Posts Only promote awesome Five Cheat Codes for Facebook Ads
  24. 24. How to game Edgerank with Promoted Posts Only promote awesome This leads to more News Feed exposure in the long run. Five Cheat Codes for Facebook Ads
  25. 25. How to game Edgerank with Promoted Posts Only promote posts to fans You increase the likelyhood of negative comments by promoting to friends of fans. Five Cheat Codes for Facebook Ads
  26. 26. How to game Edgerank with Promoted Posts Only promote posts to fans You increase the likelyhood of negative comments by promoting to friends of fans. Consider deleting this ad in the campaign. https://www.facebook.com/ads/manage/campaigns/ Five Cheat Codes for Facebook Ads
  27. 27. How to game Edgerank with Promoted Posts Mine for gold in your order posts Go back over the past three months. Are there any posts you can promote? Five Cheat Codes for Facebook Ads
  28. 28. How to target your customers with Facebook Ads Cheatcode #3 Five Cheat Codes for Facebook Ads
  29. 29. How to target your customers with Facebook Ads Create custom audiences Custom audiences is a Facebook Ad feature that allows you to target your customers among Facebook users, using their email address, SMS or Facebook ID. Five Cheat Codes for Facebook Ads
  30. 30. How to target your customers with Facebook Ads These people downloaded that eBook! Create custom audiences Five Cheat Codes for Facebook Ads
  31. 31. How to target your customers with Facebook Ads Create custom audiences • • • • • • • Reach former customers with messaging that recaptures their interest. Present different Page content based on various different donor levels. Getting your top customers talking about you more. Turn first time SMS members into Facebook Page fans. Target customer segments with upsell ads. Enhance open, click and conversion rates. Suppress messaging from specific customers. Five Cheat Codes for Facebook Ads
  32. 32. How to target your customers with Facebook Ads Here’s a video tutorial http://www.johnhaydon.com/2012/09/how-target-your-donors-or-email-subscribers-facebook-ads/ Five Cheat Codes for Facebook Ads
  33. 33. How to let Graph Search show you lateral targets Cheatcode #4 Five Cheat Codes for Facebook Ads
  34. 34. How to let Graph Search show you lateral targets What are lateral targets? These are interests that your customers share that are NOT directly related to your business. Five Cheat Codes for Facebook Ads
  35. 35. How to let Graph Search show you lateral targets What is Facebook Graph Search? Facebook Graph search lets you search Facebook’s massive database of interests. Five Cheat Codes for Facebook Ads
  36. 36. How to let Graph Search show you lateral targets What is Facebook Graph Search? Five Cheat Codes for Facebook Ads
  37. 37. How to let Graph Search show you lateral targets You can use this info to more effective target ads What is Facebook Graph Search? Five Cheat Codes for Facebook Ads
  38. 38. How to let Graph Search show you lateral targets 10 graph searches to start with 1. My friends who like [your org] 2. Favorite interests of people who like [your page] 3. Favorite interests of people who like [your org] and [competing page] 4. Groups of people who like [your org] 5. Pages liked by people who like [your page] 6. Pages liked by women who like [your page] 7. Pages liked by men who like [your page] 8. Fans of [your page] and [another page] 9. Restaurants in [your city] visited by people who like [your page] 10. Pages like by people who live in [your city] and like [your page] Five Cheat Codes for Facebook Ads
  39. 39. How to let Graph Search show you lateral targets Use lateral targets wisely 1. 2. 3. 4. Research lateral interest Post content that appeals to those interests (be creative) Promote the ones with the highest engagement Split test to discover best approach Five Cheat Codes for Facebook Ads
  40. 40. Using Facebook Ads to do customer research Cheatcode #5 Five Cheat Codes for Facebook Ads
  41. 41. Using Facebook Ads to do customer research Imagine being able to view a living, breathing “persona” that represents your customer base? Five Cheat Codes for Facebook Ads
  42. 42. Using Facebook Ads to do customer research Imagine being able to view a living, breathing “persona” that represents your customer base? You can overlay Custom audiences with other Facebook Graph criteria.For example... Five Cheat Codes for Facebook Ads
  43. 43. Using Facebook Ads to do customer research I had no idea... Combine custom audience with other criteria Five Cheat Codes for Facebook Ads
  44. 44. Using Facebook Ads to do customer research I had no idea... Combine custom audience with other criteria Five Cheat Codes for Facebook Ads
  45. 45. Using Facebook Ads to do customer research I had no idea... Combine custom audience with other criteria Five Cheat Codes for Facebook Ads
  46. 46. Using Facebook Ads to do customer research I had no idea... Combine custom audience with other criteria Five Cheat Codes for Facebook Ads
  47. 47. Salt and Pepper Five Cheat Codes for Facebook Ads
  48. 48. Salt and pepper Nope... Five Cheat Codes for Facebook Ads
  49. 49. Salt and pepper Content, community and strategy first! Facebook Ads work best when they enhance the “flavor” of your content marketing strategy. Five Cheat Codes for Facebook Ads
  50. 50. Cheat Sheet Five Cheat Codes for Facebook Ads
  51. 51. Definitions • • • • • • • • • • • • Page Engagement: Total number of times people have engaged with your Page or post. Engagement includes things such as liking your Page, liking, commenting on, or sharing a post, or clicking on a link within 24 hours after seeing your ad or 28 days after clicking on it, it's counted as engagement. Campaign Reach: This is the number of people that saw your ads. Frequency :This is the avegrage number of times a person was exposed to your ad during the campaign. Total Spent: This is the total you've spent on this campaign during the dates selected. Below the Page Engagement or Click graph you will see a button allowing you to view the full report. Once you select this, you will be able to select the date range for the report and view the following data at the top of the report (from left to right): Impression: this is the total number of times your ad was displayed during the campaign. Clicks: This is the number of clicks your ads have received. This number includes Page Likes, event RSVPs, and app installs from the ad. Actions: This data includes all actions taken by people within 24 hours after viewing an ad or Sponsored Story, or within 28 days after clicking it. You’ll only see data here if you’re promoting a Page, event, or app. CTR (Click-through rate): The number of clicks on your ad divided by the number of impressions. Spent: The amount of money you’ve spent so far during a campaign, or the total suspense once your campaign is finished. CPM: This is the cost per 1,000 impressions. CPC: This is the avergage cost per click. Five Cheat Codes for Facebook Ads
  52. 52. About John Founder: Inbound Zombie - a non-profit social media consultancy in Cambridge, MA and the Social Media Fundraising Club. Trainer: Charityhowto and MarketingProfs. Speaker: Nonprofit Technology Conference, New Media Expo, 140 Conference, Blackbaud BBCon, Social Media for Nonprofits Boston, etc. Contributing Writer: Huffington Post, SocialBrite, Care2 Frog Loop, Social Media Today, Digital Marketing Monthly, Examiner. Author: Facebook Marketing for Dummies and All-in-One (2014). Clients include: Oceana, EpicChange, Share Our Strength, Environmental Defense Fund, Shriners Hospitals for Children, Bucks County Library System, Scholastic, TechSoup, MarketingProfs, WaterAid America, Twin Cities Habitat for Humanity, University of Massachusetts, National Wildlife Federation and Susan G. Komen Greater NYC Five Cheat Codes for Facebook Ads

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