@EllyDeutch
#SMSsummit
FACEBOOK ADVERTISING:
MASTERING CUSTOMER
TARGETING STRATEGIES
By Elly Deutch
SMSS CHICAGO
APRIL 2014
@EllyDeutch
#SMSsummit
AGENDA
•  Welcome and introduction to Elly Deutch
•  Fast Facts about Facebook Advertising
•  The v...
@EllyDeutch
#SMSsummit
@EllyDeutch
#SMSsummit
FAST FACTS
•  Facebook has over 1.9 billion active users
•  On average, Americans “Like” 70 busines...
@EllyDeutch
#SMSsummit
WHAT’S THE POINT?
REACH MORE PEOPLE THAT NORMALLY WOULDN’T
SEE
INTERACT
LIKE
SHARE
YOUR BUSINESS PA...
@EllyDeutch
#SMSsummit
VARIOUS FACEBOOK AD OPTIONS
•  Desktop •  Mobile Newsfeed •  Right Column
@EllyDeutch
#SMSsummit
@EllyDeutch
#SMSsummit
NEW AD STRUCTURE
@EllyDeutch
#SMSsummit
BEFORE YOU START
Compile necessary resources
–  Embed FB Conversion Pixel into your site
–  Goals/O...
@EllyDeutch
#SMSsummit
@EllyDeutch
#SMSsummit
CONVERSION PIXELS
Embed Conversion Pixels on your website to track
-  Checkouts
-  Registrations
- ...
@EllyDeutch
#SMSsummit
MANAGING YOUR CONVERSION PIXELS
@EllyDeutch
#SMSsummit
SETTING UP YOUR FACEBOOK ADS
•  Login to your Ads Manager
•  Create Conversion Pixels
•  Click “Cre...
@EllyDeutch
#SMSsummit
CREATING YOUR FACEBOOK ADS
•  Ad copy
–  25 character limit for
headline
–  90 character limit for ...
@EllyDeutch
#SMSsummit
AD COPY TIPS FROM FACEBOOK
•  Include a clear action you want your audience to take
in the body tex...
@EllyDeutch
#SMSsummit
REFINING YOUR TARGETING
@EllyDeutch
#SMSsummit
AUDIENCE TARGETING TRICKS
•  Ads with higher budgets will reach more people of the
potential audien...
@EllyDeutch
#SMSsummit
CUSTOM AUDIENCES
•  Create Custom Audiences in Ads Manager, Ads Create tool or
Power Editor
•  Targ...
@EllyDeutch
#SMSsummit
“LOOKALIKE” AUDIENCE FEATURE
@EllyDeutch
#SMSsummit
THE ALMIGHTY POWER EDITOR
•  Allows you to create and manage multiple ads
(20+) and sponsored stori...
@EllyDeutch
#SMSsummit
ANALYZING AD DATA
•  Always have goals top of mind
•  Monitor bidding structure daily
•  Spot under...
@EllyDeutch
#SMSsummit
REPORTING DASHBOARD
@EllyDeutch
#SMSsummit
BEST PRACTICES
•  Use a clear, strong visual that grabs people’s attention (no logos)
•  Accompany ...
@EllyDeutch
#SMSsummit
QUESTIONS?
Thanks! Tweet me @EllyDeutch
with #SMSsummit to learn more
@EllyDeutch
#SMSsummit
http://ellydeutch.com
ellydeutch@gmail.com
@EllyDeutch on Twitter
http://linkedin.com/in/ellydeutch
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Social Media Strategies Summit Chicago: Mastering Custom Targeting Strategies with Facebook Advertising by Elly Deutch

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Facebook Advertising allows your brand to build meaningful relationships and reach people who are actually interested in learning what you have to offer.

Learn how to use the various features of Facebook Advertising and

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Social Media Strategies Summit Chicago: Mastering Custom Targeting Strategies with Facebook Advertising by Elly Deutch

  1. 1. @EllyDeutch #SMSsummit FACEBOOK ADVERTISING: MASTERING CUSTOMER TARGETING STRATEGIES By Elly Deutch SMSS CHICAGO APRIL 2014
  2. 2. @EllyDeutch #SMSsummit AGENDA •  Welcome and introduction to Elly Deutch •  Fast Facts about Facebook Advertising •  The various Facebook Ad Options •  Things to know before you start •  Setting up and running effective ads •  Customizing your audience targeting •  Analyzing your ad data •  Tips, tricks and best practices
  3. 3. @EllyDeutch #SMSsummit
  4. 4. @EllyDeutch #SMSsummit FAST FACTS •  Facebook has over 1.9 billion active users •  On average, Americans “Like” 70 business pages •  Page Post visibility algorithm has changed, causing decrease in organic reach (avg. -44% visibility) •  Average cost of a page like is $0.64 in the U.S. •  Ad campaigns that rotate creatives gain 60% higher CTRs and 70% lower costs per fan •  Ads with highly-targeted, custom audiences generate 387% greater conversion rates
  5. 5. @EllyDeutch #SMSsummit WHAT’S THE POINT? REACH MORE PEOPLE THAT NORMALLY WOULDN’T SEE INTERACT LIKE SHARE YOUR BUSINESS PAGE OR CONTENT
  6. 6. @EllyDeutch #SMSsummit VARIOUS FACEBOOK AD OPTIONS •  Desktop •  Mobile Newsfeed •  Right Column
  7. 7. @EllyDeutch #SMSsummit
  8. 8. @EllyDeutch #SMSsummit NEW AD STRUCTURE
  9. 9. @EllyDeutch #SMSsummit BEFORE YOU START Compile necessary resources –  Embed FB Conversion Pixel into your site –  Goals/Objective of advertising campaign –  Landing page –  Imagery –  Ad Copy (90 characters) –  Target Demographic –  Budget –  Daily CPC desired
  10. 10. @EllyDeutch #SMSsummit
  11. 11. @EllyDeutch #SMSsummit CONVERSION PIXELS Embed Conversion Pixels on your website to track -  Checkouts -  Registrations -  Leads -  Key Page Views -  Adds to Cart -  Other Website Conversions
  12. 12. @EllyDeutch #SMSsummit MANAGING YOUR CONVERSION PIXELS
  13. 13. @EllyDeutch #SMSsummit SETTING UP YOUR FACEBOOK ADS •  Login to your Ads Manager •  Create Conversion Pixels •  Click “Create Ads” and choose corresponding Conversion Pixel •  Select and upload creative(s) –  Cross check image with Grid Tool –  600 x 225 pixels for creative
  14. 14. @EllyDeutch #SMSsummit CREATING YOUR FACEBOOK ADS •  Ad copy –  25 character limit for headline –  90 character limit for ad copy •  Always optimize for Mobile •  Target audience by age, gender, geography, language, relationship status, interests or behaviors •  Choose your bid settings –  Page Likes, CPC or impressions
  15. 15. @EllyDeutch #SMSsummit AD COPY TIPS FROM FACEBOOK •  Include a clear action you want your audience to take in the body text of your ad •  Highlight any benefits, sales or similar specials that your business is offering •  Use a simple, eye-catching image that is related to your ad text •  If you’re advertising a website, include your business name or other key information in the headline
  16. 16. @EllyDeutch #SMSsummit REFINING YOUR TARGETING
  17. 17. @EllyDeutch #SMSsummit AUDIENCE TARGETING TRICKS •  Ads with higher budgets will reach more people of the potential audience •  Use “Interests” to narrow your potential audience •  Think outside the typical keywords or search terms for your company •  The more “niche” the better off you’ll be •  Actual audience size depends on your budget and the duration of your campaign •  If you’re only targeting a few interests, think about adding more related interests.
  18. 18. @EllyDeutch #SMSsummit CUSTOM AUDIENCES •  Create Custom Audiences in Ads Manager, Ads Create tool or Power Editor •  Target Facebook users by email address, phone numbers, Facebook IDs or mobile Advertiser IDs •  Have at least 1,000 people to ensure meaningful reach •  Create a Custom Audience from your website for any group of customers or prospective customers that you'd like to reach •  Prepare .csv file with one column (no heading) and upload •  Select “Audiences” and “Create Audience”
  19. 19. @EllyDeutch #SMSsummit “LOOKALIKE” AUDIENCE FEATURE
  20. 20. @EllyDeutch #SMSsummit THE ALMIGHTY POWER EDITOR •  Allows you to create and manage multiple ads (20+) and sponsored stories at once •  Can create custom and “lookalike” audiences •  Includes partner category targeting •  “Dark” or unpublished post options
  21. 21. @EllyDeutch #SMSsummit ANALYZING AD DATA •  Always have goals top of mind •  Monitor bidding structure daily •  Spot underperforming ads and adjust, re-test or shut off •  View only relevant data by adding/subtracting columns and exporting reports •  Aim for high CTR, Impressions and low Average price and frequency
  22. 22. @EllyDeutch #SMSsummit REPORTING DASHBOARD
  23. 23. @EllyDeutch #SMSsummit BEST PRACTICES •  Use a clear, strong visual that grabs people’s attention (no logos) •  Accompany with light-hearted, witty and funny text (it’s likely they won’t even read it anyways) •  Add a border to your image •  Encourage Call To Action •  No mass targeting - refine your scope •  Use “Create Similar Ad” tool for AB testing •  Always optimize for mobile app ads •  Test “Offer” tool on your community •  Remember: Sponsored Stories are now integrated with all ad types
  24. 24. @EllyDeutch #SMSsummit QUESTIONS? Thanks! Tweet me @EllyDeutch with #SMSsummit to learn more
  25. 25. @EllyDeutch #SMSsummit http://ellydeutch.com ellydeutch@gmail.com @EllyDeutch on Twitter http://linkedin.com/in/ellydeutch

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