What You Need to Know About Using Facebook Ads by Merry Morud

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What You Need to Know About Using Facebook Ads by Merry Morud of Aimclear

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What You Need to Know About Using Facebook Ads by Merry Morud

  1. 1. aimClear, © 2013, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
  2. 2. @MerryMorud, Social Advertising Director, aimClear, © 2013, is a publication of aimClear®
  3. 3. @MerryMorud, Social Advertising Director, aimClear, © 2013, is a publication of aimClear®
  4. 4. @MerryMorud, Social Advertising Director, aimClear, © 2013, is a publication of aimClear®
  5. 5. @MerryMorud, Social Advertising Director, aimClear, © 2013, is a publication of aimClear®
  6. 6. Overview | FB Ads Best Practices • News Feed vs. Right-Rail • Targeting – Limitations – Qualifiers • Bidding Strategies • Conversion Tracking for B2B (& B2C) Success @MerryMorud, Social Advertising Director, aimClear, © 2013, is a publication of aimClear®
  7. 7. Why I Fell in <3 with Facebook Ads: @MerryMorud, Social Advertising Director, aimClear, © 2013, is a publication of aimClear® Flickr Image Credit: Calamity Photograph
  8. 8. @MerryMorud, Social Advertising Director, aimClear, © 2013, is a publication of aimClear® Flickr Image Credit: Mararie
  9. 9. Why I Fell in <3 with Facebook Ads: They’re FLASHY(er)! @MerryMorud, Social Advertising Director, aimClear, © 2013, is a publication of aimClear®
  10. 10. Why I Fell in <3 with Facebook Ads: They’re FLASHY(er)! @MerryMorud, Social Advertising Director, aimClear, © 2013, is a publication of aimClear®
  11. 11. BRAND FB Ads: News Feed | FB Ads Best Practices BRAND Text = 90 Characters 315px 600px BRAND Headline = 25 Characters @MerryMorud, Social Advertising Director, aimClear, © 2013, is a publication of aimClear®
  12. 12. FB Ads: Right-Rail Making a Case | FB Ads Best Practices Headline = 25 Characters Text = 90 Characters 72px 100px @MerryMorud, Social Advertising Director, aimClear, © 2013, is a publication of aimClear®
  13. 13. Ads: News Feed vs. Right-Rail | FB Ads Best Practices @MerryMorud, Social Advertising Director, aimClear, © 2013, is a publication of aimClear®
  14. 14. Ads: News Feed vs. Right-Rail | FB Ads Best Practices @MerryMorud, Social Advertising Director, aimClear, © 2013, is a publication of aimClear® Flickr Image Credit: yiie
  15. 15. News Feed Ads: INVESTIGATE Your Data | FB Ads Best Practices @MerryMorud, Social Advertising Director, aimClear, © 2013, is a publication of aimClear®
  16. 16. News Feed Ads: INVESTIGATE Your Data | FB Ads Best Practices @MerryMorud, Social Advertising Director, aimClear, © 2013, is a publication of aimClear®
  17. 17. News Feed Ads: INVESTIGATE Your Data | FB Ads Best Practices @MerryMorud, Social Advertising Director, aimClear, © 2013, is a publication of aimClear® Flickr Image Credit: yiie
  18. 18. News Feed Ads – A Brand’s Nightmare? | FB Ads Best Practices @MerryMorud, Social Advertising Director, aimClear, © 2013, is a publication of aimClear®
  19. 19. @MerryMorud, Social Advertising Director, aimClear, © 2013, is a publication of aimClear® Flickr Image Credit: Pumpkincat210
  20. 20. New Updates Driving Advertisers Insane| FB Ads Best Practices • Cannot Edit URLs after Creation in Create Flow • Editing Ad… Reverts Ad Name to default (URL) @MerryMorud, Social Advertising Director, aimClear, © 2013, is a publication of aimClear®
  21. 21. @MerryMorud, Social Advertising Director, aimClear, © 2013, is a publication of aimClear®
  22. 22. @MerryMorud, Social Advertising Director, aimClear, © 2013, is a publication of aimClear®
  23. 23. @MerryMorud, Social Advertising Director, aimClear, © 2013, is a publication of aimClear® Flickr Image Credit: Calamity Photograph
  24. 24. | FB Ads Best Practices SERIOUSLY DEEP TARGETING @MerryMorud, Social Advertising Director, aimClear, © 2013, is a publication of aimClear® Flickr Image Credit: YoTuT
  25. 25. | FB Ads Best Practices Only Available in Power Editor @MerryMorud, Social Advertising Director, aimClear, © 2013, is a publication of aimClear®
  26. 26. Targeting: 3rd Party Data | FB Ads Best Practices @MerryMorud, Social Advertising Director, aimClear, © 2013, is a publication of aimClear®
  27. 27. Targeting | FB Ads Best Practices @MerryMorud, Social Advertising Director, aimClear, © 2013, is a publication of aimClear®
  28. 28. Targeting: Facebook Categories | FB Ads Best Practices @MerryMorud, Social Advertising Director, aimClear, © 2013, is a publication of aimClear®
  29. 29. Targeting: Facebook Categories | FB Ads Best Practices @MerryMorud, Social Advertising Director, aimClear, © 2013, is a publication of aimClear®
  30. 30. Targeting: Facebook Categories | FB Ads Best Practices @MerryMorud, Social Advertising Director, aimClear, © 2013, is a publication of aimClear®
  31. 31. Targeting: Facebook Categories | FB Ads Best Practices @MerryMorud, Social Advertising Director, aimClear, © 2013, is a publication of aimClear®
  32. 32. Targeting: Facebook Categories | FB Ads Best Practices @MerryMorud, Social Advertising Director, aimClear, © 2013, is a publication of aimClear®
  33. 33. Targeting: Precise Interests | FB Ads Best Practices @MerryMorud, Social Advertising Director, aimClear, © 2013, is a publication of aimClear® Flickr Image Credit: woodleywonderworks
  34. 34. @MerryMorud, Social Advertising Director, aimClear, © 2013, is a publication of aimClear® Flickr Image Credit: Muffet/calliope
  35. 35. Targeting: Precise Interests Caveat | FB Ads Best Practices #Restaurant management, #Hotel manager, restaurant management, mgs restaurant, restaurant owner, restaurant manager, assistant restaurant manager, restaurant general manager, restaurant week @MerryMorud, Social Advertising Director, aimClear, © 2013, is a publication of aimClear®
  36. 36. Whole Human Targeting Occupations & Employment Groups &Affiliations Publications Online & Off Product Categories Classic Mainstream Interests Freaky Predilection Competitors @MerryMorud, Social Advertising Director, aimClear, © 2013, is a publication of aimClear®
  37. 37. Focus Your Audience @MerryMorud, Social Advertising Director, aimClear, © 2013, is a publication of aimClear® Flickr Image Credit: daveograve
  38. 38. Targeting: Focus & Qualify Your Audience | FB Ads Best Practices @MerryMorud, Social Advertising Director, aimClear, © 2013, is a publication of aimClear®
  39. 39. FB Ads: Bidding Strategy | FB Ads Best Practices • TEST for Yourself • Large Audiences = CPC • Overbid • Small Audience = (forced) CPM @MerryMorud, Social Advertising Director, aimClear, © 2013, is a publication of aimClear®
  40. 40. FB Ads: Bidding Strategy | FB Ads Best Practices @MerryMorud, Social Advertising Director, aimClear, © 2013, is a publication of aimClear®
  41. 41. FB Ads: Bidding Strategy for SATURATION | FB Ads Best Practices Metrics to WATCH: • Reach • Frequency @MerryMorud, Social Advertising Director, aimClear, © 2013, is a publication of aimClear®
  42. 42. FB Ads: Tracking Conversion| FB Ads Best Practices Conversions & Success Actions: • Sales • Alt. Cart Abandons • Lead-Gen/Registration • • • • • • • • • Asset Download Free Trial Community Signup New Release Signup Google Analytics Tracking: • URL Parameters + “Events” in Analytics Asset View/Download Video View App Download Request for More Info/Service/Support Etc… @MerryMorud, Social Advertising Director, aimClear, © 2013, is a publication of aimClear®
  43. 43. Facebook Ads Best Practices | Takeaways • Facebook = Volume + Time on Site • News Feed Ads: Bigger, Flashier, Better Real Estate… – EVALUATE Clicks to Website – Careful… can’t see/control comments – Pain to create • Bidding: – Small Audience = CPM • Targeting: Use Categories to Focus Your Audience • Precise Interest are Still Valuable @MerryMorud, Social Advertising Director, aimClear, © 2013, is a publication of aimClear®
  44. 44. Thanks! aimClear, © 2013, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.

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