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Facebook Ads 101 - Spring 2014


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FAcebook ads and promoted posts - how small and medium-sized businesses can leverage facebok ads to grow their business.

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Facebook Ads 101 - Spring 2014

  1. 1. Facebook     —  Over  1  billion  people  use  Facebook  to  connect   —  Facebook  is  on  three  of  every  four  smartphones   —  More  than  half  of  people  on  Facebook  visit  every  day   —  Facebook’s  ads  reach  an  average  of    89%  of  its  intended   target  audience  
  2. 2. Establish  your  goals   —  Increase  in-­‐store  sales  -­‐  Increase  foot  traffic  and  make  it   easier  for  people  to  find  and  share  informaDon  about   your  business.   —  Increase  online  sales  -­‐  Find  new  customers  and  deepen   relaDonships  with  people  who’ll  click  through  and  buy.   —  Launch  a  new  product  -­‐  Generate  excitement  and   maintain  momentum  around  a  new  product  or  service.   —  Build  Awareness  -­‐  Express  what  makes  your  business   unique  and  stay  top-­‐of-­‐mind  for  future  product  decisions.   —  Promote  your  mobile  App  -­‐  Get  your  app  into  the  hands   of  the  right  people  and  keep  them  engaged.   3
  3. 3. Create  Your  Page   —  Ecommerce  -­‐  make  it  easy  for  people  to  browse  and  buy   —  Storefront  –  make  sure    your  page  has  all  the  info  people   need  to  find  you   —  For  product  launch  –  post  teaser  images  and  videos  in   advance   —  Pick  a  cover  photo  to  showcase  your  environment  or   products  in  the  best  light   —  Upload  photos  and  videos  that  bring  your  business  to  life.   These  can  be  product  photos  or  even  photos  of  your   establishment  and  the  people  who  work  there.   —  Add  at  least  1  Category  to  your  page  so  you  get  found  in   Facebook  searches  
  4. 4. IdenDfy  Your  Target  Market   —  What  do  your  favorite  customers  have  in  common?  Who   else  would  you  like  to  bring  in?     —  Consider:   —  Which  few  disDnct  groups  of  people  would  you  like  to  bring   in?  What  are  their  age  ranges  and  interests?  Where  do  they   live?   —  How  can  your  business  help  them?   —  Would  one  group  be  more  interested  in  trying  out  specific   products,  a  sale  or  a  Dmely  offer?  
  5. 5. Create  Compelling  Content   —  Create  posts  that  highlight  the  best  of  your  business.  Use   photos  and  informaDon  that  will  bring  your  business  to   life  and  give  people  a  reason  to  visit.   —  Be  inviDng,  and  be  yourself.  AuthenDcity  (for  example,   asking  quesDons,  expressing  why  you’re  passionate  about   your  business  and  your  customers)  can  help  people   connect.   —  Post  regularly,  and  at  the  right  Dmes.  If  you’d  like  to  catch   people  on  their  morning  commute  or  just  before  their   lunch  hour,  you  can.  If  you’re  busy  at  those  Dmes,  you   can  even    
  6. 6. Reach  The  Right  People   —  PromoDng  posts  and  creaDng  ads  for  specific  audiences   helps  you  reach  more  of  the  people  who  ma^er  most  to   your  business.   —  Find  new  customers  by  creaDng  ads  for  people  using   targeDng  opDons  like  locaDon,  demographics,  interests   and  behaviors.  To  get  the  most  out  of  your  exisDng   Facebook  audience,  you  can  also  create  ads  for  the   people  who  like  your  Page  and  their  friends.   —  Offers  are  one  of  the  best  ways  to  increase  foot  traffic.   Offers  are  like  coupons,  perfect  for  encouraging  people  to   come  in  soon.   77
  7. 7. Facebook  Ads   —  Ads  on  Facebook  are  shown  to  specific  groups  of  highly   engaged  people  on  desktop  and  mobile.     —  The  more  you  boost  your  Page  posts  and  create  targeted   ads  for  specific  groups  of  people,  the  more  people  will   see  them  when  they  visit  Facebook.   —  When  you  set  up  an  ad  on  Facebook,  you’ll  be  asked  to   choose  your  goal,  targeDng  opDons,  etc.   88
  8. 8. Facebook  Ad  Types   —  Page  like  Ad  -­‐  get  more  likes  for  your  Page   —  Page  post  video,  photo  and  text  Ad  -­‐  drive  awareness  and   engagement  of  your  message  with  a  video,  image  or  plain   text   —  Offer  Ad  -­‐  drive  people  to  your  store  with  an  offer   —  Event  Ad  -­‐  drive  responses  to  your  event   —  Page  Post  Link  Ad  and  Domain  Ads  -­‐  Drive  clicks  to  your   website   ‹#› 9
  9. 9. Facebook  Likes  Ad   10
  10. 10. Page  Post  Ad  -­‐  Video   11
  11. 11. Page  Post  Ad  -­‐  Photo   12
  12. 12. Page  Post  Ad  -­‐  Text   1313
  13. 13. Offer  Ad   1414
  14. 14. Event  Ad  –  Right  Side  Only   15
  15. 15. Page  Link  Ad  
  16. 16. Ad  Placement  -­‐  Mobile   1717
  17. 17. Ad  Placement  -­‐  Newsfeed  
  18. 18. Ad  Placement  –  Right  Column   1919
  19. 19. Preparing  to  AdverDse   —  What  is  your  objecDve  –  Like  the  page?    RSVP  for  an   event?    Go  to  your  website?   —  Conversion  Tracking  Pixel   —  When  you  adverDse  a  website  off  of  Facebook  and  there’s  a   specific  acDon  you  want  people  to  take  as  a  result  of  your   ad  (ex:  buying  something),  you  can  set  up  conversion   tracking  pixels  so  you  know  whether  or  not  your  ads  are   paying  off.    See  more:  Conversion  Pixel  in  Facebook  Help.   2020
  20. 20. Choose  your  ad  creaDve   —  When  you  create  an  ad  on  Facebook,  you’ll  be  given  the   opDon  to  upload  up  to  6  different  images  as  an  easy  way   to  understand  which  ad  performs  best  and  get  the  most   out  of  your  adverDsing  spend.   —  When  you  provide  mulDple  images,  Facebook  creates   mulDple  ads  for  you  under  one  campaign,  so  you  can  use   your  campaign  budget  toward  the  ad  that’s  performing   be^er  than  the  others.  You’ll  only  be  charged  once  for   the  budget  you  decide  on  even  if  you  use  mulDple   images.   2121
  21. 21. Gecng  Started   —   2222
  22. 22. 2323
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  29. 29. Terms   —  Interests  –  Pages  they’ve  liked,  interests  and  acDviDes   —  Behaviors  –  Purchase  behaviors  or  intents;  device  usage   —  More  Categories  –  Facebook  categories  you’ve  requested   access  to   —  Campaign  –  can  have  mulDple  ad  sets   —  Ad  Set  –  group  of  ads  under  1  campaign   —  Budget  –  Maximum  amount  you  want  to  spend  –  daily  or   lifeDme   —  Bidding  –  Can  bid  for  your  objecDve  or  per  click  or   impression   3030
  30. 30. Bidding  Types  
  31. 31. Bidding   —  You  can  choose  to  bid  for  your  objecDve  (e.g.,  Page  Likes),   bid  for  clicks  or  impressions   —  OpDmized  CPM  -­‐  Facebook  automaDcally  manages  the   bid  to  show  your  ad  to  people  most  likely  to  take  acDon   on  it.    This  is  generally  the  best  approach  for  most   adverDsers.   —  Can  also  set  a  manual  bid  for  clicks  (CPC)  or  manual  bid   for  impressions  (CPM)  
  32. 32. Bidding   —  If  you  manually  set  your  bid  amount,  pay  a^enDon  to  the   suggested  range  provided  by  Facebook.  This  is  based  on   how  many  people  are  compeDng  to  show  ads  to  your   target  market.    Stay  within  the  range.    Cost  is  per  1,000.  
  33. 33. Submit  and  Manage  your  ad   —  Click  on  Place  your  order,  Facebook  will  review  and   approve  your  ad   —  To  monitor  and  manage:   —  Select  the  campaign   3434
  34. 34. 35
  35. 35. BoosDng  Posts   —  You  can  boost  any  post  you  share  from  your  News  Feed,   Timeline  or  Page,  including  status  updates,  photos,  videos   and  offers.  Any  post  you  boost  will  appear  higher  in  News   Feed  to  help  more  people  see  it.   3636
  36. 36. —  Boosted  posts  appear  in  News  Feed  and  show  up  higher,   so  there's  a  be^er  chance  the  audience  for  the  posts  will   see  them.  Boosted  posts  are  labeled  Sponsored.  Boosted   posts  don’t  appear  in  the  right  column  of  Facebook.     3737
  37. 37. BoosDng  Posts   —  Go  to  any  post  you've  recently  created.   —  Click  Boost  Post  at  the  bo^om  of  your  post.   —  Choose  your  audience  and  budget  based  on  how  many   people  you  want  to  reach.  You  can  also  click  More   Op/ons  to  select  the  duraDon  of  your  boost  or  change   your  payment  method.   —  Click  Boost  Post.   3838
  38. 38. BoosDng  Posts  -­‐  Cost   —  The  cost  to  boost  a  post  depends  on  how  many  people   you  want  to  reach.  To  see  different  budget  opDons,  go   your  post  and  click  Boost  Post.  In  the  dropdown  menu   next  to  Maximum  Budget,  you'll  see  the  esDmated  reach   for  each  budget.  To  create  a  custom  budget,  select   Choose  Your  Own.   —  The  budget  you  choose  is  a  lifeDme  budget  that  will  be   spent  throughout  the  duraDon  of  your  boosted  post.   You'll  be  charged  for  the  impressions  on  your  post,  which   may  someDmes  be  less  than  your  budget.    
  39. 39. BoosDng  Posts  -­‐  Budget   4040
  40. 40. BoosDng  Posts  -­‐  TargeDng   ‹#› 41
  41. 41. BoosDng  –  Stop  or  Pause   4242
  42. 42. Boosted  Posts  -­‐  Performance   —  Shortly  aier  boosDng  a  Page  post,  you’ll  be  able  to  see  its   performance  in  ads  manager  and  in  the  Posts  tab  of  your   Page  Insights.   4343
  43. 43. Boosted  Posts  -­‐  Performance   —  You  can  also  go  to  the  post  on  your  Page's  Timeline  to  see   how  it's  performing.  In  the  bo^om  lei  of  your  post,  you'll   see  the  total  number  of  unique  people  who  saw  your   post.  Hover  over  or  click  this  number  to  see  the  following   breakdown:   4444
  44. 44. Thank  you!!   45