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Facebook Ads - The Shifting Landscape from Keywords to Audiences - Ned Poulter #SearchLeeds

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Having consulted and trained a myriad of companies, from small start up brands right up to some of the biggest social media properties in Britain and further afield, Ned Poulter (Pole Star Digital) has a wealth of knowledge when it comes to strategising and implementing paid social media strategies. Along the way he has picked up a broad array of leading tips and tricks, which will be shared enabling you to capitalise on your Facebook advertising.

Whether you’re just starting out, or you now utilise Facebook ads as part of your broader paid marketing at scale, this talk will aim to equip you with the tools, tips and tricks to move beyond keyword and leverage audiences; taking your efforts to the next level. The talk will focus on inspiration and examples with a mission to make sure you leave knowing at least one thing you didn’t already know going into it!

Published in: Marketing
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Facebook Ads - The Shifting Landscape from Keywords to Audiences - Ned Poulter #SearchLeeds

  1. 1. VISIT www.polestardigital.com EMAIL ned@polestardigital.com CALL 0161 669 4749 FOLLOW @nedpoulter FACEBOOK ADS: THE SHIFTING LANDSCAPE, FROM KEYWORDS TO AUDIENCES
  2. 2. FOUNDER & CEO Why this guy?
  3. 3. FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER
  4. 4. ENTER… FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER
  5. 5. FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER
  6. 6. FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER Age Demographic Gender City Country Language Job title Relationship status Education Level Income Categories App Engagement Website Visitors
  7. 7. HERE ARE 7 EXAMPLES OF FACEBOOK AUDIENCES THAT YOU CAN TRY AT HOME…
  8. 8. FACEBOOK [LIVE] VIDEO. FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER
  9. 9. CREATE A CUSTOM AUDIENCE BASED ON PEOPLE WHO HAVE ENGAGED WITH YOUR VIDEO… FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER
  10. 10. FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER
  11. 11. TOP TIP! TAG PRODUCTS FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER
  12. 12. 37.9 MILLION VIEWS!!!
  13. 13. FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER TOP TIP! USE COST PER VIEW
  14. 14. FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER EXAMPLE USE 1 – LEADING UP TO A PRODUCT RELEASE/EVENT
  15. 15. FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER EXAMPLE USE 2 – PROMOTE TOPICAL CONTENT POST IS ABOUT VIDEOS, MAKE THE SOCIAL POST A VIDEO TOO!
  16. 16. FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER GREAT IDEA FOR… START-UPS NEW PRODUCT LAUNCHES SAAS COMPANIES
  17. 17. FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER TOP CONTENT CONSUMERS.
  18. 18. FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER
  19. 19. FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER
  20. 20. FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER TOP TIP! OPTIMISE FOR DAILY UNIQUE REACH
  21. 21. FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER EXAMPLE USE 1 – INCREASE POST ENGAGEMENT
  22. 22. FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER EXAMPLE USE 2 – PROMOTE ENGAGEMENT W/ NEW CONTENT
  23. 23. FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER GREAT IDEA FOR… MEDIA COMPANIES BLOGGERS
  24. 24. FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER LINKEDIN CROSS- TARGETING.
  25. 25. FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER
  26. 26. FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER
  27. 27. UPLOAD THE EMAIL ADDRESSES OF YOUR LINKEDIN CONNECTIONS FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER
  28. 28. FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER EXAMPLE USE 1 – MARKETING AN EVENT #SEARCHLEEDS ;-)
  29. 29. FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER EXAMPLE USE 2 – MARKETING A WEBINAR/TRAINING SESSION
  30. 30. FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER TOP TIP! OPTIMISE FOR REACH
  31. 31. FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER TOP TIP! ADAPT CTA TO TAKE IMMEDIATE ACTION (E.G. SIGN UP/REGISTER)
  32. 32. FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER Look-a-Like Audiences + Similar Audiences Act-a-Like Audiences TOP TIP! TEST THIS BEYOND FACEBOOK…
  33. 33. FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER TOP TIP: TRIAL GOOGLE SPONSORED PROMOTIONS
  34. 34. FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER TOP TIP: TRIAL TWITTER TAILORED AUDIENCES TRY NOT TO GET YOUR HOPES UP THOUGH…
  35. 35. FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER REMEMBER!
  36. 36. FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER GREAT IDEA FOR… EVENT MARKETING LEAD GENERATION / SALES CONTENT PROMOTION
  37. 37. FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER FUNNEL NON-COMPLETERS.
  38. 38. FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER
  39. 39. FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER TOP TIP! SET-UP AD SEQUENCING
  40. 40. FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER TOP TIP! AD SEQUENCING = WINNING! http://bit.ly/2rzN5u6
  41. 41. FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER EXAMPLE USE 1 – FOLLOW UP ON TRIALERS
  42. 42. FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER EXAMPLE USE 2 – PROMOTE EVENT SIGN-UPS
  43. 43. FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER GREAT IDEA FOR… EVENT MARKETING SAAS COMPANIES ECOMMERCE COMPANIES
  44. 44. FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER HYPER-LOCAL.
  45. 45. FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER TOP TIP! MAKE CTA IMMEDIATELY ACTIONABLE! YOU FREE BECAUSE INSTANTLY NEW
  46. 46. FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER EXAMPLE USE 1 – BOOST RESTAURANT PROMOTIONS
  47. 47. FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER EXAMPLE USE 2 – BOOST RESTAURANT PROMOTIONS
  48. 48. FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER EXAMPLE USE 3 – PROMOTE LOCAL SERVICE
  49. 49. FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER GREAT IDEA FOR… TIME-BASED PROMOTIONS RESTAURANTS / BARS LOCAL BUSINESSES
  50. 50. FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER CUSTOMER WIN-BACK.
  51. 51. TOP TIP: ASSIGN THIS TO VARIOUS EVENTS FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER DOESN’T JUST HAVE TO BE SALES
  52. 52. EXAMPLE USE 1 – INCENTIVISE RE-ORDER FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER
  53. 53. EXAMPLE USE 2 – INCENTIVISE RE-ORDER FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER
  54. 54. FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER EXAMPLE USE 3 – INCENTIVISE SIGN-UP
  55. 55. FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER EXAMPLE USE 4 – INCENTIVISE BASED ON ORDER HISTORY
  56. 56. FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER GREAT IDEA FOR… ECOMMERCE COMPANIES RESTAURANTS / BARS SAAS COMPANIES
  57. 57. FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER HIGH CLTV LOOK-A-LIKES.
  58. 58. FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER TOP TIP: APPLY PARETO PRINCIPLE, THEN CREATE LOOKALIKES
  59. 59. FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER Av. value of sale x no. of repeat transactions x av. retention for typical customer (months/years) = CLTV THINKING CAPS ON…
  60. 60. FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER £75 (Av. value of sale) x 9 (# of repeat transactions) x 3 (Av. Customer retention – years) CLTV = £2,025 (£675 per year) EXAMPLE
  61. 61. FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER Take the top 20% of customers… …create a lookalike audience from them THINKING CAPS ON…
  62. 62. FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER EXAMPLE USE 1 – INCENTIVISE FIRST-TIME ORDER
  63. 63. FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER EXAMPLE USE 2 – REASSURE PURCHASE DECISION W/ GUARANTEE
  64. 64. FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER GREAT IDEA FOR… ECOMMERCE COMPANIES SAAS COMPANIES
  65. 65. @NedPoulter /NedPoulter
  66. 66. Thank You. VISIT www.polestardigital.com EMAIL ned@polestardigital.com CALL 0161 669 4749 FOLLOW @nedpoulter

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