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Lessons Learned From Spending & €1m on Facebook Ads #InOrbit18 - by @NedPoulter of @PoleStarDigital

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Lessons Learned From Spending & €1m on Facebook Ads #InOrbit18 - by @NedPoulter of @PoleStarDigital

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In a world where focus is shifting away from keywords and more towards audiences, how do we keep up and stay ahead of the curve? And how do we master the true potential that Facebook’s advertising product provides?

The paid landscape is changing. Year-on-year incremental CPC increases have forced paid marketers to look beyond search advertising. In a world where focus is shifting away from keywords and more towards audiences, how do we keep up and stay ahead of the curve? And how do we master the true potential that Facebook’s advertising product provides?

With the recent announcement that the Facebook algorithm is changing, brand and marketers are having to adapt and, if they’re not already, look into investing into paid Facebook advertising.

This talk is aimed at all those wishing to understand the truly impressive results that Facebook can provide when used properly and to help you master Facebook ads. The talk with share insights, best practices, tips, tricks and tools learned from spending > €1 Million on Facebook Ads.

In a world where focus is shifting away from keywords and more towards audiences, how do we keep up and stay ahead of the curve? And how do we master the true potential that Facebook’s advertising product provides?

The paid landscape is changing. Year-on-year incremental CPC increases have forced paid marketers to look beyond search advertising. In a world where focus is shifting away from keywords and more towards audiences, how do we keep up and stay ahead of the curve? And how do we master the true potential that Facebook’s advertising product provides?

With the recent announcement that the Facebook algorithm is changing, brand and marketers are having to adapt and, if they’re not already, look into investing into paid Facebook advertising.

This talk is aimed at all those wishing to understand the truly impressive results that Facebook can provide when used properly and to help you master Facebook ads. The talk with share insights, best practices, tips, tricks and tools learned from spending > €1 Million on Facebook Ads.

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Lessons Learned From Spending & €1m on Facebook Ads #InOrbit18 - by @NedPoulter of @PoleStarDigital

  1. 1. LESSONS LEARNED FROM SPENDING > € 1M ON FACEBOOK ADS FACEBOOK ADS @ INORBIT BY @NEDPOULTER OF @POLESTARDIGITAL
  2. 2. FOUNDER & CEO I’M NED POULTER
  3. 3. FACEBOOK ADS @ INORBIT BY @NEDPOULTER
  4. 4. TO DATE, I’VE SPENT >€1 MILLION ON FACEBOOK ADS. FACEBOOK ADS @ INORBIT BY @NEDPOULTER
  5. 5. ALONG THE WAY I’VE PICKED UP A NUMBER OF TIPS & TRICKS. FACEBOOK ADS @ INORBIT BY @NEDPOULTER
  6. 6. I’M GOING TO SHARE SOME OF THESE WITH YOU TODAY. FACEBOOK ADS @ INORBIT BY @NEDPOULTER
  7. 7. 1/ SETTING THE SCENE. FACEBOOK ADS @ INORBIT BY @NEDPOULTER
  8. 8. AS DIGITAL MARKETING CONSULTANTS OUR JOB IS TO EXPLORE & INNOVATE. FACEBOOK ADS @ INORBIT BY @NEDPOULTER
  9. 9. WE ARE TASKED WITH UNCOVERING OPPORTUNITIES IN NEWER OR LESS UTILISED CHANNELS... FACEBOOK ADS @ INORBIT BY @NEDPOULTER
  10. 10. …AND PRODUCE CREATIVE APPROACHES TO RESULTS-FOCUSED SOLUTIONS FACEBOOK ADS @ INORBIT BY @NEDPOULTER
  11. 11. THE PROBLEM WE’RE FACING IS… WE’VE REACHED A LEVEL OF MATURITY IN PAID MARKETING FACEBOOK ADS @ INORBIT BY @NEDPOULTER
  12. 12. LETS TAKE THE SERPS AS AN EXAMPLE… FACEBOOK ADS @ INORBIT BY @NEDPOULTER
  13. 13. ADs FACEBOOK ADS @ INORBIT BY @NEDPOULTER
  14. 14. LOCAL FACEBOOK ADS @ INORBIT BY @NEDPOULTER
  15. 15. NEWS FACEBOOK ADS @ INORBIT BY @NEDPOULTER
  16. 16. ORGANIC FACEBOOK ADS @ INORBIT BY @NEDPOULTER
  17. 17. FACEBOOK ADS @ INORBIT BY @NEDPOULTER
  18. 18. Q: HOW DO WE REACH PEOPLE THAT AREN’T SEARCHING? FACEBOOK ADS @ INORBIT BY @NEDPOULTER
  19. 19. IT’S NATURAL THAT WE LOOK FOR OTHER OPPORTUNITIES… FACEBOOK ADS @ INORBIT BY @NEDPOULTER
  20. 20. News Feed posts rank by: 1. Friends & family 2. Information 3. Entertainment More info BUT… NOT ALL PLATFORMS ARE CREATED EQUAL Photos / video rank by: 1. How likely you’ll be interested 2. Your relationship to user posting 3. Timeliness of post More info Feed ranked to help you ‘catch up’ on the best Tweets you missed while away from app. More info Content is classified by: Image, Text, Video, Long Form, Link. Content distributed to sample set of users, interaction then determines ‘quality’ Content ranked by: video views/popularity, av. Length of video, # of shares, # channel subscribers, video naming structure, tag on videos, video quality, links to video, comments on video FACEBOOK ADS @ INORBIT BY @NEDPOULTER
  21. 21. BUT, WHY SPEND SO MUCH TIME ON THIS OPPORTUNITY? FACEBOOK ADS @ INORBIT BY @NEDPOULTER
  22. 22. 50 MILLION ACTIVE BUSINESSES REGISTERED ON FACEBOOK FACEBOOK ADS @ INORBIT BY @NEDPOULTER
  23. 23. 4 MILLION ACTIVE BUSINESSES USING FACEBOOK ADS FACEBOOK ADS @ INORBIT BY @NEDPOULTER
  24. 24. THAT’S ONLY 8% OF BUSINESSES ON FACEBOOK... FACEBOOK ADS @ INORBIT BY @NEDPOULTER
  25. 25. … AND 70% OF THEM ARE IN THE US FACEBOOK ADS @ INORBIT BY @NEDPOULTER
  26. 26. # OF MONTHLY ACTIVE SOCIAL MEDIA USERS WORLDWIDE 2008-17 FACEBOOK ADS @ INORBIT BY @NEDPOULTER
  27. 27. PEOPLE ARE MOVING THEIR PAID BUDGETS TO SOCIAL NETWORKS… FACEBOOK ADS @ INORBIT BY @NEDPOULTER
  28. 28. BUT… CPCS ARE A’BOOMING! [CONT.] FACEBOOK ADS @ INORBIT BY @NEDPOULTER
  29. 29. AND… ORGANIC REACH IS DECLINING! FACEBOOK ADS @ INORBIT BY @NEDPOULTER
  30. 30. SO… WHAT’S HAPPENING? More people/brands means more content created + shared FACEBOOK ADS @ INORBIT BY @NEDPOULTER 1 2 3 Av. ~1,500 stories in a persons newsfeed every time they log in to Facebook (the algorithm then distills this to ~300) Posts on platforms now contain multiple different media types (posts, images, videos, live video, polls, events, frames … etc)
  31. 31. Small and mid-size brands are flocking to advertise on Facebook …AS A RESULT Facebook’s CPMs & CPCs are rising fast Advertisers aren’t afraid to increase budgets even as the auction gets more expensive FACEBOOK ADS @ INORBIT BY @NEDPOULTER
  32. 32. FACEBOOK ADS @ INORBIT BY @NEDPOULTER ZUCKS HAS LITERALLY TOLD US THAT IT IS… (EVENTUALLY)
  33. 33. WE’RE SEEING… AN INCREASINGLY COMPETITIVE BID-BASED LANDSCAPE FACEBOOK ADS @ INORBIT BY @NEDPOULTER 1 2 3 INCREMENTAL CPC INCREASES DIFFERENT PLATFORMS ADAPTING TO HAVING A ‘PAY TO PLAY’ METHODOLOGY (IN DOING SO, DIMINISHING ORGANIC REACH)
  34. 34. SAME AUDIENCE OVER TIME CLIENT EXAMPLE: INCREMENTAL CPM INCREASES FACEBOOK ADS @ INORBIT BY @NEDPOULTER
  35. 35. SO… IF SEARCH CPCS ARE INCREASING AND WE’RE HAVING TO PAY FOR MORE EXPOSURE ON FACEBOOK… WHAT DO WE DO?? FACEBOOK ADS @ INORBIT BY @NEDPOULTER
  36. 36. WE GOTTA GET BETTER! FACEBOOK ADS @ INORBIT BY @NEDPOULTER
  37. 37. 2/ GET GREAT AT BUILDING & TESTING AUDIENCES. FACEBOOK ADS @ INORBIT BY @NEDPOULTER
  38. 38. FACEBOOK USES 98 DATA POINTS TO SERVE ADS TO YOU FACEBOOK ADS @ INORBIT BY @NEDPOULTER
  39. 39. WE NEED TO TRIANGULATE AT LEAST 3 OF THESE, TO NARROW OUR AUDIENCES… FACEBOOK ADS @ INORBIT BY @NEDPOULTER
  40. 40. PAGE LIKES GO SET UP THESE AUDIENCES AS A MINIMUM PAGE ENGAGERS FACEBOOK ADS @ INORBIT BY @NEDPOULTER WEBSITE VISITORS (7/15/30/60/90/120/150/180 DAYS and/or specific parts of your website e.g. /blog/) KEY WEBSITE INTERACTORS (core site conv. points) EMAIL SUBSCRIBERS CUSTOMERS / ENQUIRERS / CONVERTED ENQUIRERS 1 2 3 4 5 6
  41. 41. PAGE LIKES THEN CREATE LOOKALIKES OF THESE… PAGE ENGAGERS FACEBOOK ADS @ INORBIT BY @NEDPOULTER WEBSITE VISITORS (7/15/30/60/90/120/150/180 DAYS and/or specific parts of your website e.g. /blog/) KEY WEBSITE INTERACTORS (CORE SITE CONV. POINTS) EMAIL SUBSCRIBERS CUSTOMERS / ENQUIRERS / CONVERTED ENQUIRERS LOOKALIKES
  42. 42. THAT SHOULD GIVE YOU AT LEAST >20 AUDIENCES TO SPLIT-TEST FACEBOOK ADS @ INORBIT BY @NEDPOULTER
  43. 43. HERE’S ONE I MADE EARLIER… FACEBOOK ADS @ INORBIT BY @NEDPOULTER
  44. 44. 2 NEWER FEATURES TO TRY: ‘DWELL TIME’ & ‘LINK SHARING’ MORE INFO HERE FACEBOOK ADS @ INORBIT BY @NEDPOULTER
  45. 45. PAGE LIKES PAGE ENGAGERS WEBSITE VISITORS AT A BARE MINIMUM... WE SHOULD CONSIDER PAYING FOR REACH ‘INTERNAL’ AUDIENCES FACEBOOK ADS @ INORBIT BY @NEDPOULTER
  46. 46. FACEBOOK ADS @ INORBIT BY @NEDPOULTER TOP TIP! OPTIMISE FOR DAILY UNIQUE REACH
  47. 47. RUN SEQUENTIAL ADVERTISING FACEBOOK ADS @ INORBIT BY @NEDPOULTER
  48. 48. USE VIDEO TO DEVELOP ENGAGED AUDIENCE - THEN SHOW THEM SEQUENTIAL ADS! (E.G. A RE-ENGAGEMENT AUDIENCE) CREATE VIDEO VIEWS AUDIENCE SERVE ADDITIONAL CONTENT TO ENGAGERS CREATE BROAD TARGET AUDIENCE SERVE VIDEO ADS CONTINUE DEVELOPING YOUR FUNNEL FACEBOOK ADS @ INORBIT BY @NEDPOULTER
  49. 49. THE SAME CAN BE DONE WITH CANVAS ADS… CREATE ‘OPENED THIS CANVAS’ AUDIENCE SERVE ADDITIONAL CONTENT TO ENGAGERS SERVE CANVAS ADS FACEBOOK ADS @ INORBIT BY @NEDPOULTER CREATE BROAD TARGET AUDIENCE CONTINUE DEVELOPING YOUR FUNNEL
  50. 50. THE SAME CAN BE DONE WITH LEAD GEN ADS… CREATE ‘ENGAGED WITH LEAD FORM’ AUDIENCE SERVE ADDITIONAL CONTENT TO ENGAGERS SERVE LEAD GEN ADS FACEBOOK ADS @ INORBIT BY @NEDPOULTER CREATE BROAD TARGET AUDIENCE CONTINUE DEVELOPING YOUR FUNNEL
  51. 51. FACEBOOK ADS @ INORBIT BY @NEDPOULTER
  52. 52. 3/ LIVE AND DIE BY YOUR CREATIVE. FACEBOOK ADS @ INORBIT BY @NEDPOULTER
  53. 53. CHECK IT OUT HERE - https://adespresso.com/academy /ads-examples/ FACEBOOK ADS @ INORBIT BY @NEDPOULTER
  54. 54. CHECK IT OUT HERE - https://www.facebook.com/ads/c reativehub/gallery/ FACEBOOK ADS @ INORBIT BY @NEDPOULTER
  55. 55. AVOID CRAP/SCARY CREATIVE! FACEBOOK ADS @ INORBIT BY @NEDPOULTER
  56. 56. STRIVE TO MAKE GREAT CREATIVE! 72 SHARES OF AN AD! FACEBOOK ADS @ INORBIT BY @NEDPOULTER
  57. 57. DON’T HAVE A DESIGN/CREATIVE TEAM? WHO CARES? EYEEM STENCIL CANVA FLIXEL BANNERWISE REFUEL4 PEXELS TWENTY20 FACEBOOK ADS @ INORBIT BY @NEDPOULTER
  58. 58. STEAL THINGS!* *WITHIN REASON FACEBOOK ADS @ INORBIT BY @NEDPOULTER
  59. 59. MOST OF THE BIGGEST SOCIAL MEDIA PROPERTIES DO THIS ALL THE TIME TO NAME BUT A FEW… FACEBOOK ADS @ INORBIT BY @NEDPOULTER
  60. 60. TOOLS TO HELP YOU STEAL THINGS!! FACEBOOK ADS @ INORBIT BY @NEDPOULTER SOCIAL INSIDER SEEKMETRICS SOCIAL BAKERS
  61. 61. DEFINE SUCCESSFUL FORMATS: VIEW ENGAGEMENT PER POST TYPE FACEBOOK ADS @ INORBIT BY @NEDPOULTER
  62. 62. IDENTIFY TOP POSTS IN TIME PERIOD FACEBOOK ADS @ INORBIT BY @NEDPOULTER
  63. 63. COLLABORATE ON CREATING/PREVIEWING SOCIAL POSTS FACEBOOK ADS @ INORBIT BY @NEDPOULTER
  64. 64. SCHEDULE CONTENT ACROSS YOUR SOCIAL PROPERTIES FACEBOOK ADS @ INORBIT BY @NEDPOULTER
  65. 65. MACHINE-OPTIMISE YOUR ORGANIC CONTENTCAL PLANABLE FACEBOOK ADS @ INORBIT BY @NEDPOULTER MEETEDGAR SOCIALBEE COPY OTHERS + SCHEDULE
  66. 66. EXPERIMENT WITH CREATIVES/NEW AD FORMATS. FACEBOOK ADS @ INORBIT BY @NEDPOULTER
  67. 67. ECOMERCE? TRY FACEBOOK COLLECTIONS! FACEBOOK ADS @ INORBIT BY @NEDPOULTER
  68. 68. RECRUITMENT? TRY JOB POSTINGS / LEAD GEN FACEBOOK ADS @ INORBIT BY @NEDPOULTER
  69. 69. FACEBOOK 360 VIDEO/AR MORE INFO: https://facebook360.fb.com/ FACEBOOK ADS @ INORBIT BY @NEDPOULTER
  70. 70. OR, JUST BLUFF IT! CHECK OUT RESORT_VR ON INSTAGRAM FACEBOOK ADS @ INORBIT BY @NEDPOULTER
  71. 71. IN PARTICULAR I’D RECOMMEND… FACEBOOK CANVAS THINK OF IT AS A FACEBOOK LANDING PAGE BUILDER FACEBOOK ADS @ INORBIT BY @NEDPOULTER
  72. 72. 4/ USE VIDEO. FACEBOOK ADS @ INORBIT BY @NEDPOULTER
  73. 73. FACEBOOK ADS @ INORBIT BY @NEDPOULTER
  74. 74. “I SEE VIDEO AS A MEGATREND” “I’M GOING TO KEEP PUTTING VIDEO FIRST ACROSS OUR FAMILY OF APPS” FACEBOOK ADS @ INORBIT BY @NEDPOULTER
  75. 75. FACEBOOK ADS @ INORBIT BY @NEDPOULTER Traffic from online videos with constitute 82% of all consumer internet traffic globally by 2020.
  76. 76. FACEBOOK ADS @ INORBIT BY @NEDPOULTER Live video will grow 15-fold from 2016-2021.
  77. 77. TOOLS TO HELP YOU CREATE VIDEO FOR YOUR CAMPAIGNS FACEBOOK ADS @ INORBIT BY @NEDPOULTER IOGRAPHER CAMTASIA MEVO
  78. 78. SAAS COMPANY/TOOL PROVIDER? CREATE PRODUCT WALK- THROUGH + USE THAT AS YOUR CREATIVE FACEBOOK ADS @ INORBIT BY @NEDPOULTER
  79. 79. FACEBOOK ADS @ INORBIT BY @NEDPOULTER SAAS COMPANY/TOOL PROVIDER? CREATE PRODUCT WALK- THROUGH + USE THAT AS YOUR CREATIVE
  80. 80. USE VIDEO TO DEVELOP YOUR FUNNEL CREATE VIDEO VIEWS AUDIENCE SERVE ADDITIONAL CONTENT TO ENGAGERS CREATE BROAD TARGET AUDIENCE SERVE VIDEO ADS CONTINUE DEVELOPING YOUR FUNNEL FACEBOOK ADS @ INORBIT BY @NEDPOULTER
  81. 81. OPTIMUM LENGTH OF VIDEO 60-90 SECONDS FACEBOOK ADS @ INORBIT BY @NEDPOULTER
  82. 82. OPTIMUM LENGTH OF LIVE VIDEO 15-60 MINUTES FACEBOOK ADS @ INORBIT BY @NEDPOULTER
  83. 83. BRILLIANT FACEBOOK VIDEOS ARE ONE OF 4 THINGS… FACEBOOK ADS @ INORBIT BY @NEDPOULTER
  84. 84. TOP VIDEO TAKEAWAYS Add your branding early on – The earlier the better. FACEBOOK ADS @ INORBIT BY @NEDPOULTER 1 2 3 Cut/edit videos short – Shorter videos perform better. Attention declines after 10 seconds . Make the message clear from the start – Don’t wait to make your message known. 4 Use other brand elements throughout – Colours, fonts, aesthetic, etc.
  85. 85. 5/ BE TIDY! ADOPT GOOD PRACTICES FOR YOUR CAMPAIGN STRUCTURE + TAXONOMY. FACEBOOK ADS @ INORBIT BY @NEDPOULTER
  86. 86. USE A GOOD NAMING STRUCTURE! [Campaign name] - [Objective] - [Placement] - [Date] - [Audience] - [Content] FACEBOOK ADS @ INORBIT BY @NEDPOULTER CAMPAIGN [Campaign name] - [Objective] - [Placement] - [Date] [Campaign name] - [Objective] - [Placement] - [Date] - [Audience] - [Content] AD SET AD
  87. 87. EXAMPLE OF A GOOD NAMING STRUCTURE! InOrbit Campaign – Website Conversions - FB – Jan-Mar 2018 – Website Visitors (30 Days) – Only 3 Days Left for Early Bird Prices! FACEBOOK ADS @ INORBIT BY @NEDPOULTER CAMPAIGN InOrbit Campaign – Website Conversions - FB – Jan-Mar 2018 InOrbit Campaign – Website Conversions - FB – Jan-Mar 2018 – Website Visitors (30 Days) – Only 3 Days Left for Early Bird Prices! AD SET AD
  88. 88. SPLIT CAMPAIGNS BY PLACEMENT FACEBOOK ADS @ INORBIT BY @NEDPOULTER
  89. 89. EXAMPLE CAMPAIGN STRUCTURE CAMPAIGN 1 TARGET AUDIENCE 1 TARGET AUDIENCE 2 1 CAMPAIGN AD SET ADVERTS 2 3 1 2 3 1 2 3 1 2 3 AD SET PLACEMENT 1 AD SET PLACEMENT 2 AD SET PLACEMENT 1 AD SET PLACEMENT 2 FACEBOOK ADS @ INORBIT BY @NEDPOULTER TARGET AUDIENCE 3 TARGET AUDIENCE 4 1 2 3 1 2 3 1 2 3 1 2 3 AD SET PLACEMENT 1 AD SET PLACEMENT 2 AD SET PLACEMENT 1 AD SET PLACEMENT 2
  90. 90. EXAMPLE CAMPAIGN STRUCTURE INORBIT CONTENT CAMPAIGN PAGE ENGAGERS WEBSITE VISITORS 1 CAMPAIGN AD SET ADVERTS 2 3 1 2 3 1 2 3 1 2 3 FACEBOOK NEWSFEED INSTAGRAM FACEBOOK NEWSFEED INSTAGRAM FACEBOOK ADS @ INORBIT BY @NEDPOULTER EMAIL SUBSCRIBERS ECRM LOOKALIKES 1 2 3 1 2 3 1 2 3 1 2 3 FACEBOOK NEWSFEED INSTAGRAM FACEBOOK NEWSFEED INSTAGRAM
  91. 91. BIG CAMPAIGN? SPLIT-TESTING? FACEBOOK ADS @ INORBIT BY @NEDPOULTER
  92. 92. DEFINITELY TRY DYNAMIC CREATIVE FACEBOOK ADS @ INORBIT BY @NEDPOULTER
  93. 93. DYNAMIC CREATIVE UPLOAD MULTIPLE IMAGES/VIDEOS UPLOAD MULTIPLE AD COPY TEST MULTIPLE CTAs FACEBOOK ADS @ INORBIT BY @NEDPOULTER
  94. 94. INTERNATIONAL CLIENT? MULTI-LANGUAGE CAMPAIGN? FACEBOOK ADS @ INORBIT BY @NEDPOULTER
  95. 95. DEFINITELY TRY DYNAMIC LANGUAGE OPTIMISATION FACEBOOK ADS @ INORBIT BY @NEDPOULTER
  96. 96. DYNAMIC LANGUAGE OPTIMISATION CLICK CREATE IN DIFFERENT LANGUAGE WRITE MULTI- LANGUAGE AD COPY RUN SINGLE-CAMPAIGN FOR INTERNATIONAL CAMPAIGNS FACEBOOK ADS @ INORBIT BY @NEDPOULTER
  97. 97. FACEBOOK ADS @ INORBIT BY @NEDPOULTER 6/ CREATE A SEAMLESS CONVERSION- FOCUSED FUNNEL (E.G. LEAD ADS FTW!).
  98. 98. EMAIL TARGET AUDIENCES LEAD GEN ADS FACEBOOK ADS @ INORBIT BY @NEDPOULTER CREATE A LEAD GENERATION MACHINE [GOOD]
  99. 99. CREATE A LEAD GENERATION MACHINE [BETTER] LEAD-TO- EMAIL ZAP ECRM AUTO- RESPONDER TARGET AUDIENCES LEAD GEN ADS FACEBOOK ADS @ INORBIT BY @NEDPOULTER
  100. 100. ZAPIER FACEBOOK LEAD-TO-EMAIL FACEBOOK ADS @ INORBIT BY @NEDPOULTER
  101. 101. ‘BRIDGE’ SOFTWARE ECRMTARGET AUDIENCES LEAD GEN ADS MARKETING AUTOMATION (W/ FUNNELS) FACEBOOK ADS @ INORBIT BY @NEDPOULTER CREATE A LEAD GENERATION MACHINE [BEST]
  102. 102. DON’T FORGET TO CREATE A RE-ENGAGEMENT CAMPAIGN! CREATE ‘ENGAGED WITH LEAD FORM’ AUDIENCE SERVE OPTIMISED AD COPY TO ENGAGERS SERVE LEAD GEN ADS FACEBOOK ADS @ INORBIT BY @NEDPOULTER CREATE BROAD TARGET AUDIENCE CONTINUE DEVELOPING YOUR FUNNEL
  103. 103. CASE STUDY I OBJECTIVE: Increase sign-ups leading up to new bar launch SOLUTION: 1. Link eCRM to Facebook via ’bridge’ (LeadsBridge) 2. Setup 4 custom audiences 3. Advertise to individuals within a 17KM radius for new bar 4. Create + run lead gen ad 5. Optimise to best performing audience FACEBOOK ADS @ INORBIT BY @NEDPOULTER
  104. 104. Q: WHICH DO YOU THINK PERFORMED BETTER? A/ WEBSITE VISITORS B/ WEBSITE VISITOR LOOK- A-LIKE C/ BRAND LIKES D/ FRIENDS OF BRAND LIKES FACEBOOK ADS @ INORBIT BY @NEDPOULTER
  105. 105. WORST PERFORMING AUDIENCE A/ WEBSITE VISITORS 195% BETTER THAN WORST PERFORMING AUDIENCE B/ WEBSITE VISITOR LOOK- A-LIKE 102% BETTER THAN WORST PERFORMING AUDIENCE C/ BRAND LIKES 154% BETTER THAN WORST PERFORMING AUDIENCE D/ FRIENDS OF BRAND LIKES FACEBOOK ADS @ INORBIT BY @NEDPOULTER SHOWS ITS WORTHWHILE INVESTING IN AUDIENCE DEVELOPMENT
  106. 106. THAT’S MORE LIKE IT! FACEBOOK ADS @ INORBIT BY @NEDPOULTER STANDARD CPL USUALLY >£2
  107. 107. CASE STUDY II OBJECTIVE: Develop leads through social media for legal firm (target CPL £100) SOLUTION: 1. Setup Zapier ‘Facebook lead-to-email’ automation 2. Setup Zapier automation to deliver leads to client contact centre 3. Setup multiple custom audiences (internal + external) 4. Create + run lead gen ads 5. Optimise/iterate based on best performing audiences FACEBOOK ADS @ INORBIT BY @NEDPOULTER
  108. 108. CASE STUDY II FACEBOOK ADS @ INORBIT BY @NEDPOULTER
  109. 109. CASE STUDY II FACEBOOK ADS @ INORBIT BY @NEDPOULTER
  110. 110. CASE STUDY II FACEBOOK ADS @ INORBIT BY @NEDPOULTER 33 LEADS £14.82 PER LEAD -£85.18 CHEAPER THAN TARGET CPL
  111. 111. THESE WERE THE RESULTS AFTER 5 DAYS. FACEBOOK ADS @ INORBIT BY @NEDPOULTER
  112. 112. 7/ BID AUTOMATION BEST PRACTICES. FACEBOOK ADS @ INORBIT BY @NEDPOULTER
  113. 113. BID AUTOMATION FTW! FACEBOOK ADS @ INORBIT BY @NEDPOULTER
  114. 114. TOOLS TO HELP BID AUTOMATION FACEBOOK ADS @ INORBIT BY @NEDPOULTER AD ESPRESSO REVEALBOT FACEBOOK
  115. 115. SOME IDEAS FOR AUTOMATIONS I USE. FACEBOOK ADS @ INORBIT BY @NEDPOULTER
  116. 116. TURN OFF POOR PERFORMING ADS FACEBOOK ADS @ INORBIT BY @NEDPOULTER
  117. 117. TURN OFF POOR PERFORMING ADS [CONT.] FACEBOOK ADS @ INORBIT BY @NEDPOULTER
  118. 118. TURN UP WELL PERFORMING ADS FACEBOOK ADS @ INORBIT BY @NEDPOULTER
  119. 119. TOP BID AUTOMATION TAKEAWAYS DEFINE YOUR CAMPAIGN LIMITATIONS Use these to govern your campaign. E.g. few purchases today, few purchases in last X days, cost-per-action >£XX… FACEBOOK ADS @ INORBIT BY @NEDPOULTER 1 2 3 CALCULATE & UNDERSTAND YOUR GOAL E.g. Maximum cost-per-purchase / lead / download / content view … etc. CHECK RULES AGAINST ONE ANOTHER Rules need to work in harmony, apply too many and you’ll choke off your campaign. 4 IMPLEMENT RULES INCREMENTALLY Monitor your campaigns closely when you implement your rules to understand the changes are making the desired effect.
  120. 120. FACEBOOK ADS @ INORBIT BY @NEDPOULTER 8/ DEVELOP YOUR OWN CHATBOT(?).
  121. 121. TOOLS TO HELP YOU BUILD A CHATBOT FACEBOOK ADS @ INORBIT BY @NEDPOULTER CHATFUEL SMOOCH.IO MOTION.AI
  122. 122. FACEBOOK ADS @ INORBIT BY @NEDPOULTER IDEA: BUILD A CUSTOMER SERVICES BOT!
  123. 123. WWW.MOTION.AI FACEBOOK ADS @ INORBIT BY @NEDPOULTER APPLY LOGIC FROM YOUR EXISTING CUSTOMER SERVICES/SALES TEAM
  124. 124. FACEBOOK ADS @ INORBIT BY @NEDPOULTER HELP TO BRING POTENTIAL CUSTOMERS THROUGH THE FUNNEL
  125. 125. FACEBOOK ADS @ INORBIT BY @NEDPOULTER GEARBEST ARE ALREADY DOING IT!
  126. 126. FACEBOOK ADS @ INORBIT BY @NEDPOULTER 9/ FUTUREGAZING.
  127. 127. FACEBOOK AS A RECRUITMENT PLATFORM? VS. FACEBOOK ADS @ INORBIT BY @NEDPOULTER
  128. 128. FACEBOOK AS A RECRUITMENT PLATFORM FACEBOOK ADS @ INORBIT BY @NEDPOULTER
  129. 129. FACEBOOK AS A CUSTOMER SERVICE PLATFORM VS. FACEBOOK ADS @ INORBIT BY @NEDPOULTER
  130. 130. …ON FACEBOOK FACEBOOK ADS @ INORBIT BY @NEDPOULTER
  131. 131. …ON FACEBOOK FACEBOOK ADS @ INORBIT BY @NEDPOULTER
  132. 132. …ON YOUR WEBSITE FACEBOOK ADS @ INORBIT BY @NEDPOULTER
  133. 133. …ON YOUR WEBSITE FACEBOOK ADS @ INORBIT BY @NEDPOULTER
  134. 134. FACEBOOK ADS ARE DEVELOPING AT A RAPID PACE HIGHER AD REVENUES = FASTER GROWTH FACEBOOK ADS @ INORBIT BY @NEDPOULTER
  135. 135. PAID MEDIA NOW GOES WELL BEYOND KEYWORDS GIVING US THE ABILITY TO TARGET INTELLIGENT AND COMPLEX AUDIENCE TARGETING CAPABILITIES FACEBOOK ADS @ INORBIT BY @NEDPOULTER
  136. 136. ALLOW YOURSELF THE TIME TO EXPERIMENT… FACEBOOK ADS @ INORBIT BY @NEDPOULTER
  137. 137. ALLOW YOURSELF THE TIME TO FAIL…. FACEBOOK ADS @ INORBIT BY @NEDPOULTER
  138. 138. ALLOW YOURSELF TIME TO BECOME BETTER THAN THE REST FACEBOOK ADS @ INORBIT BY @NEDPOULTER
  139. 139. LEARN, HACK, INNOVATE YOUR WAY TO BEING AWESOME! FACEBOOK ADS @ INORBIT BY @NEDPOULTER
  140. 140. @NedPoulter /NedPoulter

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