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Facebook advertising - Why should you use it & how to do it right?

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While organic reach on Facebook looks like it's falling off a cliff for most businesses, Facebook offers the cheapest and most effective paid advertising platform in history!
The catch is that you need to use it the right way in order to achieve those results (both on effectiveness & price).
Here is an introduction to how to use Facebook advertising the RIGHT way as well as a few things to avoid.

This Slideshare has been adapted to a blog post which you can read on my website:
https://michaelginsburg.info/facebook-advertising/

Published in: Social Media
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Facebook advertising - Why should you use it & how to do it right?

  1. 1. Presented by: Michael Ginsburg MG Web Design & Social Media http://michaelginsburg.info Facebook advertising Why should you use it & how to do it right?
  2. 2. The days of free exposure on Facebook are over! ● “Organic reach” means how many of your page fans you can reach without paying ● Between October 2013 & Feb 2014 organic reach has HALVED and pages with more than 500K likes reach only about 2% of their fans without paying Facebook. ● Smaller pages only reach about 6% (in other words: 94% of your page fans will never see your posts unless you pay!). ● But it gets worse….
  3. 3. The days of free exposure on Facebook are over! In 2015, your “organic reach” hit a rock bottom of 1-2%. This means that 98-99% of your page’s fans will not see your posts unless you ‘pay to play’!
  4. 4. The days of free exposure on Facebook are over! Facebook says: “It’s not about the money, we just want users to have a better experience” So they say...
  5. 5. But the good news is that Facebook advertising is both cheap & effective! Facebook offers the cheapest advertising platform in history!
  6. 6. But the good news is that Facebook advertising is both cheap & effective! And the most effective too (if used correctly)!
  7. 7. The WRONG way to advertise on Facebook Do NOT buy ‘Likes’ for your page!
  8. 8. The WRONG way to advertise on Facebook Move away from Interest targeting as soon as you’re able to do so
  9. 9. The problems with Interest Targeting on Facebook ● People might like a page to enter some contest or to win a prize and not because they are genuinely interested in the topic or brand. ● The page bought fake likes to quickly and artificially boost their fan numbers. These people can’t tell this page from a bar of soap or might not even be real people at all! (bots/fake accounts). ● The Page administrators ran a poorly targeted paid likes campaign within Facebook and got low quality followers (remember the video I showed you?). ● Facebook may have deduced the wrong general interests about you based on the pages you’ve liked (e.g. you liked the McDonalds page to enter a draw so Facebook now thinks you like junk food or meat but you’re actually vegetarian…)
  10. 10. The RIGHT way to advertise on Facebook: remarketing/retargeting ● You only target people that either visited your website within a certain amount of time or subscribed to your email list. ● No more guesswork and inaccurate targeting: you know FOR A FACT that these people have expressed interest in your business. ● Lower your advertising costs ● Increase your ‘conversions’ ● ‘Stalk’ people who might be interested in your offer/product/service but are not quite ready to buy
  11. 11. The Facebook Pixel - What is it? ● A piece of code you get from Facebook and Install on your website ● Once it’s installed, it’ll track all visitors to your website and link them to their Facebook account if they are logged in on their computers or mobile devices. ● It will ‘tag’ them to indicate they have visited your website as well as keep track of the specific pages they have been on. ● It’s probably the only type of ‘stalking’ you can do that’s legal and will not get you in trouble…;) ● This is they KEY to the effective use of Facebook as a business tool!
  12. 12. The Facebook Pixel - What it looks like
  13. 13. The Facebook Pixel - Directly from the ‘Horse’s Mouth’
  14. 14. The Website visitors Custom Audience ● It’s built (& updated!) automatically by Facebook once the Facebook pixel code is installed on your website and you tell Facebook which visitors you want to record. ● You can create website custom audiences based on specific pages visited and time frame (up to 180 days back). ● NO MORE GUESSWORK! You know for a fact that these people have been on your website within the period you define and you can also know which pages exactly.
  15. 15. The Website visitors Custom Audience
  16. 16. The customer list Custom Audience ● Do you have a list of your customers’ emails or phone numbers (which you collected legally obviously...otherwise you’re breaking the law)? ● Upload it to Facebook. ● If they’ve used the same email address for their Facebook account or gave Facebook their mobile number for some reason (e.g. receive login security codes via SMS or to be found on FB messenger), Facebook will match them to their Facebook account. ● You can now advertise to these people (whether they are already fans of your Facebook page or not).
  17. 17. The customer list Custom Audience
  18. 18. Throw in a little ‘Facebook Magic’ - The ‘Lookalike’ Audience ● You already used Facebook to create custom audiences from people who visited your website as well as from your customers’ emails and phone numbers. ● Now you tell Facebook: “Go and find me more people who are almost exactly like these ones”. (hence: “Look-a-like”). ● All you need is at least 100 people in your custom audience who are from the country you are targeting and Facebook will say: “at your service. leave it with me”. ● Most Lookalike audiences are created within 24 hours of you giving Facebook the order.
  19. 19. Throw in a little ‘Facebook Magic’ - The ‘Lookalike’ Audience
  20. 20. Types of Facebook Advertising Campaigns
  21. 21. Types of Facebook Advertising Campaigns ● Boosted posts will show on your page as well as to your target audience ● All other campaign types will be shown to your target audience only (they will not appear on your page) ● Any graphics associated with any type of ad cannot have text covering more than 20% of its surface. ● Campaigns other than boosted posts have strict restrictions on the character length for the headline & body of the ad. ● Ads can be shown in the timeline on desktop & mobile, on the sidebar on desktop and now also on Instagram (provided you linked your FB page to an Instagram account). On Instagram a link can be added unlike unpaid Instagram posts.
  22. 22. Structure of a Facebook Advertising Campaign ● Each campaign has a single objective which determines its type ● Each campaign is made up of different ad sets which can be assigned individual budgets. Each ad set has its own target audience, schedule & budget but must have the same objective defined at the campaign level ● Each ad set is made up of individual ads with their own creative (text, images & video)
  23. 23. Structure of a Facebook Advertising Campaign
  24. 24. Structure of a Facebook Advertising Campaign
  25. 25. Managing your advertising budget Each Ad set within a campaign is assigned its own budget.
  26. 26. Monitoring performance & tweaking The performance dashboard can look intimidating at first but it gets easy once you know what to look for with each campaign type
  27. 27. Monitoring performance & tweaking ● Let each set to run at least 48 hours on a $5 per day budget ● Keep track of which target audience performs better (lowest CPA/CPC) ● Keep track of which creative performs better (aim to only have 1 ad per ad set to get a true A/B test of the various creatives). ● Keep track which campaign type performs better (e.g. direct ‘clicks to website’ campaign versus boosting a post on the page which contains a link). ● Assess ROI (Simple when doing a “website conversions” campaign. More complicated when paying for website clicks or boosting posts). ● Like anything in life: gets easier the more you do it & practice! :)
  28. 28. Presented by: Michael Ginsburg MG Web Design & Social Media http://michaelginsburg.info The end! Any Questions?

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