Building your customer base through paid social is an important piece of today’s marketing landscape, but with so many ad types and targeting options, advertising on Facebook can get confusing. Fight through the clutter in understanding Facebook's capabilities to bring success to your next paid campaign.
4. #PortentU
Facebook Ads Now
About me.
Chad Kearns
PPC Essentials Program Manager
@Chad_Kearns
Manage Portent’s PPC Essentials
service offering
Specialize in small business and new
account setup
Support the sales team with account
audits and sales pitches
5. #PortentU
Facebook Ads Now
Why we’re here
1. You want to start advertising on
Facebook but don’t know much
about it
2. You have tried advertising on
Facebook before but we were
unsuccessful
16. #PortentU
Facebook Ads Now
Goal setting
Ad selection
Ad execution
Audience targeting
Bidding & pricing
What we’ll talk about
17. #PortentU
Facebook Ads Now
1. Provide guidelines for setting a goal
2. Introduce the ad types available
3. Show the ways to target an audience
4. Leave you with four key takeaways
What I want to accomplish
48. 48
#Portent U
Facebook Ads Now
• Great for boosting content reach
• Ability to drive visitors to pages off Facebook
• Promote published and unpublished posts
Page Post Engagement
50. 50
#Portent U
Facebook Ads Now
• Designed to grow page engagement numbers
• Conversion opportunity in ad or on page
• Recommended copy specifics
• 25 character title
• 90 character body
Page Likes
53. 53
#Portent U
Facebook Ads Now
• Direct users to high value landing pages off Facebook
• Utilize link UTM tags to track users on-site
• Ability to create ads not linked to your company page
Clicks to Website
55. 55
#Portent U
Facebook Ads Now
• Requires Facebook tracking pixel implementation
• Used for lead generation and ecommerce initiatives
• Must connect ads to a company page
Website Conversions
57. 57
#Portent U
Facebook Ads Now
• Sends visitors directly to the appropriate app store for conversion
• Automatically pulls star ratings from app stores
• Recommended copy specifics
• 25 character title
• 32 character app name
• 90 character description
App Installs
59. 59
#Portent U
Facebook Ads Now
• Re-engage current app owners to drive app usage metrics
• Ads are image only (no video)
• Recommended copy specifics
• 25 character title
• 32 character app name
• 90 character description
App Engagement
61. 61
#Portent U
Facebook Ads Now
• Right rail only
• Must link directly to your Facebook event
• Recommended copy specifics
• 25 character title
• 90 character description
Event Responses
63. 63
#Portent U
Facebook Ads Now
• Must direct users to your offer on Facebook
• Must have 50 page likes for eligibility
• Recommended copy specifics
• 25 character title
• 90 character description
• 900 character terms & conditions
Offer Claims
67. 67
#Portent U
Facebook Ads Now
Third-party tracking software
Google Analytics
Omniture
Yahoo Web Analytics
etc.
Third-party tracking
68. 68
#Portent U
Facebook Ads Now
UTM tags
source=
medium=
campaign=
Tagging
69. 69
#Portent U
Facebook Ads Now
UTM tagging
source=facebook
medium=cpc
campaign=webinar
domain.com/?utm_source=facebook&utm_medium=cpc&utm_campaign=webinar
Tagging
70. 70
#Portent U
Facebook Ads Now
Required for Website Conversion ads
• Pick your conversion type
• Create your pixel
• Place your code
Facebook pixel
71. 71
#Portent U
Facebook Ads Now
Track what you are doing!
bit.ly/UTM-Builder
Link best practices
78. 78
#Portent U
Facebook Ads Now
Character limit recommendations
• 25 character headline
• 90 character body
Punctuation
• Copy cannot start with a punctuation
• Copy cannot have duplicate punctuation except (…)
Basic guidelines
79. 79
#Portent U
Facebook Ads Now
Keep it concise
Call to action
Copy best practices
81. 81
#Portent U
Facebook Ads Now
Start simple
• age
• location
• gender
Building personas
82. 82
#Portent U
Facebook Ads Now
Start simple
• age
• location
• gender
Get detailed
Building personas
• interests
• purchasing behaviors
• education level
• relationship status
• employment history or career path
• family
• living situation
89. 89
#Portent U
Facebook Ads Now
Remember
that persona
you are
making?
Detailed demographics
90. 90
#Portent U
Facebook Ads Now
Business & industry
Entertainment
Family and relationships
Fitness and wellness
Food and drink
Hobbies and activities
Shopping and fashion
Sports and outdoors
Technology
Interests
91. 91
#Portent U
Facebook Ads Now
Food and drink > Beverages > Coffee
Interests
92. 92
#Portent U
Facebook Ads Now
Fitness and wellness > Bodybuilding
Interests
93. 93
#Portent U
Facebook Ads Now
Automotive
Charitable donations
Digital activities
Financial
Mobile device user
Purchase behavior
Residential profiles
Travel
Behaviors
94. 94
#Portent U
Facebook Ads Now
Food and drink > Beverages > Coffee (K-Cup)
Behaviors
95. 95
#Portent U
Facebook Ads Now
Segment users by connection to your company
Only people already connected to you
Only people not connected to you
Connections
96. 96
#Portent U
Facebook Ads Now
Get detailed
Target users connected to specific pages, apps, and events
Exclude users connected to specific pages, apps, and events
Target users with friends connected to specific pages, apps, and events
Advanced connections
98. 98
#Portent U
Facebook Ads Now
Upload & segment outside customer data
Direct from MailChimp
CSV or .txt upload
Custom audiences
99. 99
#Portent U
Facebook Ads Now
Identify personas
Think deeper about you audience
Expand into new segments
Separate audiences by campaign
Audience keys
101. 101
#Portent U
Facebook Ads Now
Optimize for action
Optimize for clicks
Optimize for impressions
Bid types
102. 102
#Portent U
Facebook Ads Now
Optimize for action
Optimize for clicks
Optimize for impressions
Bid types
103. 103
#Portent U
Facebook Ads Now
Automatic vs. Manual
Automatic bidding around clicks/impressions
Manual bidding set by the advertiser
Bidding options