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Facebook Ad Campaigns That Convert

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How to set up Facebook Ad campaigns that really produce conversions and revenue. Full walkthrough presentation of pre-campaign planning, account structure, and pro-tips for high performing ad creative.

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Facebook Ad Campaigns That Convert

  1. 1. #MasterSocialAds @HeatherCooan Mastering Social Media Advertising Workshop Facebook Ads Creating Campaigns that Convert
  2. 2. #MasterSocialAds @HeatherCooan Revolutionizing the way companies think about and approach growth! www.HDCDigital.com Email to request this deck: hcooan@hdcdigital.com Heather Cooan – Founder & Principal Growth Strategist
  3. 3. #MasterSocialAds @HeatherCooan  We’ll Cover… – Buyer & Customer Journey Campaign Planning – Campaign Objectives – Account Structure & Settings – High Performance Ad Creative – Pro Tips! – Discussion Exercises Agenda
  4. 4. #MasterSocialAds @HeatherCooan Facebook Campaign Planning
  5. 5. #MasterSocialAds @HeatherCooan Buyer & Customer Journey Awareness Consideration Decision Initiate Engage Advocacy
  6. 6. #MasterSocialAds @HeatherCooan AWARENESS Experiencing symptoms and doing research to understand, frame, and give a name to their problem or opportunity. CONSIDERATION Has given a definition and name to their situation, and is committed to researching available approaches and methods to solve it. DECISION Has decided on a solution strategy and is compiling a list of vendors/products. Will whittle down to short list before making decision. INITIATE Has purchased and taken ownership of their purchase. Is getting used to their new purchase. Figuring out new settings, features, et. ENGAGE Is comfortable with their new purchase, continues to learn more about it. Has begun looking into and purchasing complimentary products or services. ADVOCACY Are so pleased with their purchase, complimentary products/services, and experiences that they are sharing with their friends and family. Identify your target audience mindset based on where they are in their buyer or customer journey. Buyer & Customer Journey Stages Defined
  7. 7. #MasterSocialAds @HeatherCooan AWARENESS Experiencing symptoms and doing research to understand, frame, and give a name to their problem or opportunity. CONSIDERATION Has given a definition and name to their situation, and is committed to researching available approaches and methods to solve it. DECISION Has decided on a solution strategy and is compiling a list of vendors/products. Will whittle down to short list before making decision. INITIATE Has purchased and taken ownership of their purchase. Is getting used to their new purchase. Figuring out new settings, features, et. ENGAGE Is comfortable with their new purchase, continues to learn more about it. Has begun looking into and purchasing complimentary products or services. ADVOCACY Are so pleased with their purchase, complimentary products/services, and experiences that they are sharing with their friends and family. Identify your target audience mindset based on where they are in their buyer or customer journey. Buyer & Customer Journey: Volunteer Example
  8. 8. #MasterSocialAds @HeatherCooan Buyer & Customer Personas  Who Are You Trying to Reach? – Demographics • Age, Gender, Location, Language & Slang, Household Income, Marital Status, Children, etc. – Interests • Hobbies, activities, entertainment, etc. – Challenges, Pains, & Frustrations – Goals & Values – Buying Signals
  9. 9. #MasterSocialAds @HeatherCooan Buyer & Customer Personas  Who Are You Trying to Reach? – Where do they hang out online? • How do they interact? – How do they consume content? – Buyers persona’s may be different from customer personas depending on how your product or service impacts your customer – Resource: HubSpot Persona Template • https://offers.hubspot.com/perso na-templates
  10. 10. #MasterSocialAds @HeatherCooan Persona Targeting Journey Stage Objective Content Tobi Day Female, single, ages 20-30, major US cities, tech savvy, highly organized & motivated, no time for BS, self- learner. B – Consideration (has defined the problem she wants to solve) Educate about the category of products or services that solves her problem. Easily digested short- form content that provides obvious solutions quickly. Branded tangibles. Clark Andrews Male, single, ages 20- 30, major US cities (tech hubs), highly technical, values improved health, growth & achievement. Methodical & feeler. B – Decision (know what solution they are looking for) Choose our product over other options. Long-form content that differentiates & validates our product against the competition with data, case studies, feature comparisons. Create Campaign Plan/Map: Example Walkthrough Resource: http://hdcdigital.com/mpl-portfolio/facebook-ads-campaign-planner/
  11. 11. #MasterSocialAds @HeatherCooan Persona Targeting Journey Stage Objective Content Tobi Day Female, single, ages 20-30, major US cities, tech savvy, highly organized & motivated, no time for BS, self- learner. B – Decision (know what solution they are looking for) Choose our product over other options. Clark Andrews Male, single, ages 20- 30, major US cities (tech hubs), highly technical, values improved health, growth & achievement methodical. B – Consideration (has defined the problem she wants to solve) Educate about the category of products or services that solves her problem. Create Campaign Plan/Map: Exercise Resource: http://hdcdigital.com/mpl-portfolio/facebook-ads-campaign-planner/
  12. 12. #MasterSocialAds @HeatherCooan Campaign Objectives
  13. 13. #MasterSocialAds @HeatherCooan Facebook Ads Marketing Objectives: Buyers Journey Awareness Consideration Decision
  14. 14. #MasterSocialAds @HeatherCooan Facebook Ads Marketing Objectives: Customer Journey Initiate Engage Advocacy
  15. 15. #MasterSocialAds @HeatherCooan Facebook Ads Account Structure
  16. 16. #MasterSocialAds @HeatherCooan Facebook Ads Campaign Structure Campaign Indiegogo Indiegogo Launch Adventure InterestedAudience Go Pro Slayer Ad Camera Ad Indiegogo/Kickstarter Interested Audience Contextual Ad Camera Ad Account Ad Set Ads Company Objective Targeting, Placements, Day Parting, Bids, Budget Ad Creative Type, Copy, CTAs
  17. 17. #MasterSocialAds @HeatherCooan Facebook Ads Campaign Structure Indiegogo Indiegogo Launch Adventure InterestedAudience Go Pro Slayer Ad Camera Ad Indiegogo/Kickstarter Interested Audience Contextual Ad Camera Ad Account Campaign Ad Set Ads Company Objective Targeting, Placements, Day Parting, Bids, Budget Ad Creative Type, Copy, CTAs  Account Level – Holds all of your campaigns, ad sets, and ads – Typically, you’d have a single account for your business • Exceptions: brand portfolios, mergers & acquisitions, different divisions • All business assets should all be housed under Business Manager if there are multiple accounts
  18. 18. #MasterSocialAds @HeatherCooan  When in doubt, split it out! – Granularity & performance are directly related • Applies to any high-volume ad platform PRO PERFORMANCE TIP!
  19. 19. #MasterSocialAds @HeatherCooan Campaign Account Ad Set Ads Company Objective Targeting, Placements, Day Parting, Bids, Budget Ad Creative Type, Copy, CTAs Facebook Ads Campaign Structure  Campaign Level – Each campaign corresponds to a single objective • Clearly name campaigns – Campaign Spend Limit
  20. 20. #MasterSocialAds @HeatherCooan Campaign Account Ad Set Ads Company Objective Targeting, Placements, Day Parting, Bids, Budget Ad Creative Type, Copy, CTAs Facebook Ads Campaign Structure  Campaign Level – [New] Campaign Budget Optimizer – Optimizes across ad sets • Lowest Cost = Automatic Bidding (recommended) • Target Cost = Target CPA
  21. 21. #MasterSocialAds @HeatherCooan Campaign Account Ad Set Ads Company Objective Targeting, Placements, Day Parting, Bids, Budget Ad Creative Type, Copy, CTAs Facebook Ads Campaign Structure  Campaign Level – [New] A/B Test Ad Sets – Example Tests • Test the same ad on two different audiences • Test two delivery optimizations
  22. 22. #MasterSocialAds @HeatherCooan Ad Set Ads Targeting, Placements, Day Parting, Bids, Budget Ad Creative Type, Copy, CTAs Facebook Ads Campaign Structure  Ad Set Level – Budget & Scheduling – Audience – Placement – Optimization & Delivery  Excel Friendly Naming Conventions – Advanced Options
  23. 23. #MasterSocialAds @HeatherCooan Indiegogo Launch Adventure InterestedAudience Go Pro Slayer Ad Camera Ad Indiegogo/Kickstarter Interested Audience Contextual Ad Camera Ad Ad Set Ads Targeting, Placements, Day Parting, Bids, Budget Ad Creative Type, Copy, CTAs Facebook Ads Campaign Structure  Ad Set Level – Budget & Scheduling • Lifetime vs. Daily Budgets – Different budgets require separate ad sets • Ad Scheduling – End Dates – Different end dates require separate ad sets
  24. 24. #MasterSocialAds @HeatherCooan Indiegogo Launch Adventure InterestedAudience Go Pro Slayer Ad Camera Ad Indiegogo/Kickstarter Interested Audience Contextual Ad Camera Ad Ad Set Ads Targeting, Placements, Day Parting, Bids, Budget Ad Creative Type, Copy, CTAs Facebook Ads Campaign Structure  Ad Set Level – Budget & Scheduling • Evergreen • Day Parting – Different schedules require separate ad sets – Different time zones require different ad sets
  25. 25. #MasterSocialAds @HeatherCooan Indiegogo Launch Adventure InterestedAudience Go Pro Slayer Ad Camera Ad Indiegogo/Kickstarter Interested Audience Contextual Ad Camera Ad Ad Set Ads Targeting, Placements, Day Parting, Bids, Budget Ad Creative Type, Copy, CTAs Facebook Ads Campaign Structure  Ad Set Level – Audience • Single audience per ad set – Exception: Super small reach • Connections Advanced Combinations – Exclude or target only your fans, app users, or event attendees
  26. 26. #MasterSocialAds @HeatherCooan Facebook Ads Campaign Structure  Ad Set Level – Audience • Custom & look-a-like audiences • [New] Offline Activity Audiences – Offline Event Sets require business manager – Live Event Attendees, Coupon Redemptions, Donors, etc. • [Updated] Engagement Audiences – Any time engaging with any Facebook or Instagram real estate – Great for moving anonymous traffic to conversion action
  27. 27. #MasterSocialAds @HeatherCooan Indiegogo Launch Adventure InterestedAudience Go Pro Slayer Ad Camera Ad Indiegogo/Kickstarter Interested Audience Contextual Ad Camera Ad Ad Set Ads Targeting, Placements, Day Parting, Bids, Budget Ad Creative Type, Copy, CTAs Facebook Ads Campaign Structure  Ad Set Level – Placement • Devices • Platforms
  28. 28. #MasterSocialAds @HeatherCooan Indiegogo Launch Adventure InterestedAudience Go Pro Slayer Ad Camera Ad Indiegogo/Kickstarter Interested Audience Contextual Ad Camera Ad Ad Set Ads Targeting, Placements, Day Parting, Bids, Budget Ad Creative Type, Copy, CTAs Facebook Ads Campaign Structure  Ad Set Level – Placement • Devices – OS Versions – Device Models • Pro Tip: This can be a budget saving area – use GA data to learn about your web traffic or set exclusions based on ad tech.
  29. 29. #MasterSocialAds @HeatherCooan Indiegogo Launch Adventure InterestedAudience Go Pro Slayer Ad Camera Ad Indiegogo/Kickstarter Interested Audience Contextual Ad Camera Ad Ad Set Ads Targeting, Placements, Day Parting, Bids, Budget Ad Creative Type, Copy, CTAs Facebook Ads Campaign Structure  Ad Set Level – Placement • No mobile? You can’t play. • Separate ad sets for separate placements for clarity of data – Algorithms are smart enough to combine & reporting is getting better • [New] Asset Customization – Allow you to customize assets by placement in a single ad
  30. 30. #MasterSocialAds @HeatherCooan Facebook Placements  Facebook Placements – Feeds – Instant Articles – In-Stream Videos – Right Column – Suggested Videos – Marketplace • Use ‘View Media Requirement’ link below preview for specs  Multiple concurrent flights  Consult your campaign map
  31. 31. #MasterSocialAds @HeatherCooan Instagram Placements  Instagram Placements – Feed – Stories • Use ‘View Media Requirement’ link below preview for specs  Multiple concurrent flights  Consult your campaign map  Swipe Up CTA’s
  32. 32. #MasterSocialAds @HeatherCooan Audience Network Placements  Audience Network Placements – Native, Banner and Interstitial – In-Stream Videos – Rewarded Videos • Websites • Inside apps • Inside games • Use ‘View Media Requirement’ link below preview for specs  Similar to Google’s Display Network – All the exclusions, all the time!
  33. 33. #MasterSocialAds @HeatherCooan Indiegogo Launch Adventure InterestedAudience Go Pro Slayer Ad Camera Ad Indiegogo/Kickstarter Interested Audience Contextual Ad Camera Ad Ad Set Ads Targeting, Placements, Day Parting, Bids, Budget Ad Creative Type, Copy, CTAs Facebook Ads Campaign Structure  Ad Set Level – Block Lists – Exclusions
  34. 34. #MasterSocialAds @HeatherCooan Messenger Placements  Messenger Placements – Home – Sponsored Messages • Use ‘View Media Requirement’ link below preview for specs – Consult your campaign map
  35. 35. #MasterSocialAds @HeatherCooan Don’t Be a Donkey!
  36. 36. #MasterSocialAds @HeatherCooan Adventure InterestedAudience Go Pro Slayer Ad Camera Ad Audience Contextual Ad Camera Ad Ad Set Ads Parting, Bids, Budget Ad Creative Type, Copy, CTAs Facebook Ads Campaign Structure  Ad Level – Each ad set can include multiple ads with different images, text, call-to-action buttons, links or video. – Test Often!
  37. 37. #MasterSocialAds @HeatherCooan Adventure InterestedAudience Go Pro Slayer Ad Camera Ad Audience Contextual Ad Camera Ad Ad Set Ads Parting, Bids, Budget Ad Creative Type, Copy, CTAs Facebook Ads Campaign Structure
  38. 38. #MasterSocialAds @HeatherCooan Adventure InterestedAudience Go Pro Slayer Ad Camera Ad Audience Contextual Ad Camera Ad Ad Set Ads Parting, Bids, Budget Ad Creative Type, Copy, CTAs Facebook Ads Campaign Structure
  39. 39. #MasterSocialAds @HeatherCooan Facebook & Instagram Ad Creative
  40. 40. #MasterSocialAds @HeatherCooan Ad Creative Best Practices  High Performing Ads – Simple Images – High Contrast – Bright Colors – Happy People
  41. 41. #MasterSocialAds @HeatherCooan Ad Creative Best Practices  High Performing Ads – Minimal Text…or else!
  42. 42. #MasterSocialAds @HeatherCooan No Creative Team? No Problem
  43. 43. #MasterSocialAds @HeatherCooan No Creative Team? No Problem
  44. 44. #MasterSocialAds @HeatherCooan Instagram Case Study Library https://business.instagram.com/success
  45. 45. #MasterSocialAds @HeatherCooan Facebook Case Study Library https://www.facebook.com/business/success
  46. 46. #MasterSocialAds @HeatherCooan hcooan@hdcdigital.com @HeatherCooan https://www.linkedin.com/in/hcooan/ Thanks, Let’s Connect! www.HDCDigital.com
  47. 47. #MasterSocialAds @HeatherCooan LEARN MORE: UPCOMING @SMX EVENTS THANK YOU! SEE YOU AT THE NEXT #SMX

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