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Accelerate Your Growth With Facebook Advertising

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A run through of how to rapidly grow your business using Facebook advertising. If you're new to Facebook advertising, this presentation gives you a run through of what's possible and things you should consider.

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Accelerate Your Growth With Facebook Advertising

  1. 1. ACCELERATE GROWTH WITH FACEBOOK ADVERTISING
  2. 2. WHY IS PAID SOCIAL VITAL FOR STARTUPS?
  3. 3. 1. IT’S WHERE YOUR AUDIENCE ARE
  4. 4. 2. AMAZING RETURNS CAN BE ACHIEVED
  5. 5. 3. BUILD YOUR EMAIL LIST FAST
  6. 6. 4. BUILD A PRE-QUALIFIED AUDIENCE YOU CAN SELL TO
  7. 7. PAID SOCIAL IS NOT SOCIAL MEDIA STRATEGY.
  8. 8. PAID SOCIAL IS NOT THE SAME AS PAID SEARCH.
  9. 9. IT IS A SEPARATE CHANNEL. STRATEGIES SHOULD BE DIFFERENT.
  10. 10. LunaBusiness Company A LUNA Clean and Strong Business Template About Me: • Have been in online marketing and SEO for 10 years
 • Owner of Overdrive Digital Ltd - specialising in paid search and social campaigns • Work with clients across B2B and B2C • I also run a number of my own projects, testing growth ideas on a daily basis • Get in touch! jon@overdrivedigital.co.uk
  11. 11. MY (FICTIONAL) BRIEF
  12. 12. jon@overdrivedigital.co.uk Increase Sales Leads Increase lead volume, reduce CPL, reduce non-converting traffic Grow Engaged Audience Grow email list, increase engagement, build remarketing lists
  13. 13. FIRST - SOME BASIC PRINCIPLES
  14. 14. jon@overdrivedigital.co.uk • Newsfeed - the most native of all placements • Right-hand side - stands out from the newsfeed, can offer cheaper CPMs • Messenger - great for customer service and sales teams • Instagram - often better for content promotion rather than direct sales • Audience Network - placements outside of Facebook Regularly test placements:
  15. 15. jon@overdrivedigital.co.uk • Reach / Impressions • Traffic • Engagements • Sales • Leads • Video Views Choose your campaign objectives wisely:
  16. 16. TEST AD FORMATS REPEATEDLY
  17. 17. jon@overdrivedigital.co.uk Single Image Ads Single image ads tend to be great for: • Direct action • Promoting content • Fast execution
  18. 18. jon@overdrivedigital.co.uk Storytelling with carousel ads: Carousel ads tend to be great for: • Mobile campaigns • Showcasing multiple products • Brand campaigns
  19. 19. jon@overdrivedigital.co.uk Showcasing products with dynamic ads Dynamic ads tend to be great for: • Retargeting campaigns • Large ecommerce sites • Fast execution (very little ad creation needed!)
  20. 20. jon@overdrivedigital.co.uk Drive sales with collection ads Collection ads tend to be great for: • Retargeting campaigns • Luxury goods • Combining brand awareness with product promotion
  21. 21. jon@overdrivedigital.co.uk Drive in-store purchases by promoting offers Offer claim ads tend to be great for: • Driving footfall • Encouraging repeat business • Avoiding affiliate commissions
  22. 22. TEST YOUR TARGETING OPTIONS
  23. 23. jon@overdrivedigital.co.uk 02 01 03 Audience Targeting Options Lookalike Audiences Allow Facebook to create larger audiences based on seed data Website Custom Audiences Retargeting website visitors or members of your email newsletter Interest Targeting Target people who express interests in relevant topics.
  24. 24. jon@overdrivedigital.co.uk Investigate your audience Facebook’s audience insights tool can be great for getting a sense of who to target, and quantifying the size of your audience.
  25. 25. jon@overdrivedigital.co.uk Test audiences across multiple ad sets Your highest level of control is at the ad set level. This is where you manage targeting, budgets and scheduling. In Facebook, the hierarchy is as follows: • Account • Campaign • Ad Set • Ad
  26. 26. GETTING YOUR ACCOUNT SET UP
  27. 27. jon@overdrivedigital.co.uk 27 Non-Negotiable: Install your pixel Without a pixel you will be unable to track conversion data and audience behaviour. As a result you won’t be able to optimise your efforts or build website custom audiences.
  28. 28. jon@overdrivedigital.co.uk 28 Set your pixel events A set of further events can be added to track specific actions on your website, and therefore trigger remarking ads at very granular points of a customer journey.
  29. 29. BACK TO THE BRIEF…
  30. 30. jon@overdrivedigital.co.uk Increase Sales Leads by 25% Increase lead volume, reduce CPL, reduce non-converting traffic Grow Our Engaged Audience Grow email list, increase engagement, build targeting remarketing lists
  31. 31. OBJECTIVE 1 - DRIVE LEADS
  32. 32. jon@overdrivedigital.co.uk How we’re going to do it: Test Ad Formats Test sending traffic to a landing page vs. Lead Gen Ads Drop Retargeting Cookie Build an audience of non-converting traffic, entice them back with an offer Create & Test Audiences Set up ad sets targeting interest based audience, and test against Lookalike Measure Cost Per Lead Identify which audiences and ad formats generate the best cost per lead n à Ã
  33. 33. jon@overdrivedigital.co.uk Step 1: Set up conversion campaign Choosing a ‘conversion’ campaign means Facebook will optimise your ad deliver to people who are most likely to purchase.
  34. 34. jon@overdrivedigital.co.uk Step 2: Target people who are most likely to want luxury travel Here, we are setting up targeting in the ad set to try and show our ad to people who might be looking to book a honeymoon.
  35. 35. jon@overdrivedigital.co.uk Step 3: Create Lookalike audience based on historic leads I always recommend testing an ‘interest’ audience against a lookalike. It’s amazing how well Lookalike audiences based on website behaviour or customer data work.
  36. 36. jon@overdrivedigital.co.uk Step 4: Use carousel ad format to showcase top destinations Using a carousel ad, we can show the best resorts the company has to offer. 
 Locations can be quickly updated based on business needs and spaces that need filling.
  37. 37. jon@overdrivedigital.co.uk Step 5: Repeat, but with this time with Lead Gen ads With the carousel ads we’ll send people to a landing page. With the lead gen ads we can collect data within the ad. However, sometimes this can reduce lead quality.
  38. 38. jon@overdrivedigital.co.uk Step 5: Use Zapier to connect leads to Google Sheets Data can then be sent from the lead gen ads directly to a Google Sheet or your CRM. Following that, feedback should be collected on lead quality so we can optimise for higher value enquiries
  39. 39. RETARGET NON-CONVERTING TRAFFIC
  40. 40. jon@overdrivedigital.co.uk Step 1: Build custom audience for non-converting traffic This means we can target people who engaged with the landing page, but didn’t go on to convert. Make sure you exclude converters!
  41. 41. OBJECTIVE 2 - AUDIENCE GROWTH
  42. 42. jon@overdrivedigital.co.uk How We’re Going to Achieve Audience Growth Pre-Qualify with Web Visit Rather than immediately pushing products, qualify brand interest with an engaged web visit. Capture Email Adresses Capture email addresses and nature towards a sale using content. Target Cold Traffic Build and test cold audiences, where people are brand un-aware. Pre-Qualify with Video Views Additionally, use video view campaigns as a cost effective way to qualify interest. n à Ã
  43. 43. jon@overdrivedigital.co.uk Step 1: Showcase the Blog section of the website This is a great example of how to promote a series of content pieces using carousel ads. In the case of our brief, carousel ads could be used to promote content to a cold audience.
  44. 44. jon@overdrivedigital.co.uk We can then set up a new audience to capture the higher quality traffic for future use. Here we’ve set the audience to record traffic that view the /blog/ directory more than twice, but haven’t yet enquired. Step 2: Set your pre-qualification criteria
  45. 45. PRE-QUALIFY WITH VIDEO VIEWS
  46. 46. jon@overdrivedigital.co.uk A video view campaign means your delivery will be optimised for people who are most likely to engage with your video. Step 1: Set up video view campaign
  47. 47. jon@overdrivedigital.co.uk Video view ads look very similar to single image ads. Note - they automatically play with sound muted. Therefore sub-titles are key. Step 2: Use informative, not promotional video
  48. 48. jon@overdrivedigital.co.uk Again, we can build a set of audiences based on the qualification of videos. Video views can make an incredibly cost effective entrance to a funnel, with views often costing less than $0.01. Step 3: Set your audience qualification criteria
  49. 49. BUILD NEWSLETTER
  50. 50. jon@overdrivedigital.co.uk Email Sign-Ups Followed By Content Nurturing Nurture Keep the focus on content for the initial few weeks Run Lead Gen Ads Either to a cold or pre- qualified audience Sell Once ready, start gently introducing commercial offers Send Auto-Response Onboard with an overview of content and value adding information
  51. 51. jon@overdrivedigital.co.uk Step 1: Connect to email software If you use MailChimp to run email marketing, this can be connected to your Facebook ad account to auto- sync email contacts. If not, Zapier can be used for most major Email campaign managers.
  52. 52. LunaBusiness Company MEASURING YOUR SUCCESS
  53. 53. jon@overdrivedigital.co.uk Build Dashboards The Facebook ad manager makes it hard to find some data. Build your own! Supermetrics makes this easy Connect Facebook ads, Twitter ads, Mailchimp, YouTube, Google Analytics and more to Google Docs
  54. 54. LunaBusiness Company KEY TAKEAWAYS
  55. 55. jon@overdrivedigital.co.uk If you’re going to do four things, do these: • Adapt your strategies from other channels • Start small with a budget of around $20 USD per day, and test until you find what works • Think carefully about your business objectives and try to find which ones are best suited to Facebook. • Keep in touch!
  56. 56. jon@overdrivedigital.co.uk Useful tools and resources: • Supermetrics - for building dashboards in Google Docs / Excel • Unbounce - for landing page creation / testing • Canva - for a cost effective way to create ads • Facebook Audience Insights - for researching your audience targeting • AdEsspresso - for ad inspiration • HotJar - for tracking user behaviour onsite • Zapier - for connecting to other tools and services • jonloomer.com - great information and content • Unsplash - free images • Mail Chimp - email marketing software
  57. 57. THANK YOU - ANY QUESTIONS? CONTACT: JON@OVERDRIVEDIGITAL.CO.UK

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