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Don't Boost: Making The Most Out Of Facebook Ads

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In a time of ever-changing social media obstacles, it's inevitable you'll be tempted to dip your toes into the waters of paid social media advertising. But is it worth it? Can you afford it? More importantly, can you afford not to do it?

On October 8th, 2014, Josh Krakauer of Sculpt helped answer the question that has existed longer than Facebook's "Boost" button: "How do I make the most out of
social ads without throwing money away?"

Learn more about Sculpt: http://wearesculpt.com/

Published in: Marketing

Don't Boost: Making The Most Out Of Facebook Ads

  1. 1. HashtagDontBoost DON’T BOOST. MAKING THE MOST OUT OF ! SOCIAL MEDIA ADS. WITH JOSH KRAKAUER
  2. 2. HashtagDontBoost October 8, 2014 Sponsored by
  3. 3. HashtagDontBoost “WHAT ARE SOME OF YOUR BURNING QUESTIONS ABOUT FACEBOOK ADS?”
  4. 4. HashtagDontBoost @JHKRAK
  5. 5. WE ARE SCULPT. HashtagDontBoost
  6. 6. HashtagDontBoost
  7. 7. HashtagDontBoost WE LOVE FACEBOOK.
  8. 8. HashtagDontBoost (we talked about it here in 2012)
  9. 9. HashtagDontBoost BUT SOMETHING HAPPENED.
  10. 10. HashtagDontBoost AND THEN, MORE HAPPENED.
  11. 11. “EVERY TIME YOU BOOST A POST, A KITTEN DIES, PROBABLY THIS ONE.” wearesculpt.com HashtagDontBoost
  12. 12. HashtagDontBoost how many people on facebook does it take to have a successful boosted post how to manage and boost a facebook page edit boosted post facebook is boost post the same as an ad best way to boost facebook post why cant i boost post on facebook best 4me to boost facebook post how to add interests to promote your facebook page promote or boost facebook favebook boost post when is the best 4me to boost facebook posts how to boost post on facebook should i use the promote boost on facebook whats more useful boos4ng posts or ads how good is the boost page in facebook what is boost post on facebook page what is boost posts on facebook how does facebook boost a post facebook boost post not working best 4me to boost facebook ads boos4ng a post vs ads manager interests for boos4ng 9 post how to boost post on facebook boosted posts on 9 how to promote now that facebook is making you boost posts facebook boosted post dura4on boost post how to boost facebook page facebook boost interest promoted post vs boost post does facebook boost post work facebook adver4sing versus facebook boosts boost on facebook fscebook and boost posts facebook boost post mul4ple how to best use a facebook boost boost post interests facebook boost vs promote facebook boost post targe4ng iowa city sculpt is page boos4ng be:er than promo4ng page wham boos4ng versus promo4ng facebook boos4ng facebook posts with interests no link to boost facebook post elements of office culture boost post vs sponsored post posts to boost boost post how to used interests in promo0ng pages in 3 3 how to boost a post is boost post the same as an ad best way to boost facebook post why cant i boost post on facebook best 0me to boost facebook post sculpt media { ORGANIC SEARCHES }
  13. 13. HashtagDontBoost TO BOOST, OR NOT.
  14. 14. HashtagDontBoost DIFFERENT TOPICS FOR A DIFFERENT DAY.! ! SETTING UP ADS ACCOUNT. MAKING THE CASE FOR SOCIAL. SOCIAL MEDIA STRATEGY BEST PRACTICES. OTHER PAID DIGITAL MEDIA PLATFORMS. (josh@wearesculpt.com)
  15. 15. HashtagDontBoost TODAY, HERE’S HOW I WILL HELP.
  16. 16. PROVIDE TIPS TO HELP YOU UNDERSTAND HashtagDontBoost AUDIENCE AND TARGETING.
  17. 17. MAP OUT THE RIGHT ADS, FOR THE HashtagDontBoost RIGHT OBJECTIVES.
  18. 18. WALK YOU THROUGH HOW TO SETUP ADS HashtagDontBoost PROPERLY. TEST. THEN OPTIMIZE.
  19. 19. HashtagDontBoost HELP YOU DIG INTO THE DATA.
  20. 20. HashtagDontBoost WALK THROUGH A REAL CASE STUDY.
  21. 21. HashtagDontBoost TOUCH ON TWITTER ADS.
  22. 22. HashtagDontBoost LEAVE TIME FOR YOUR BURNING QUESTIONS.
  23. 23. HashtagDontBoost BUT FIRST.
  24. 24. HashtagDontBoost “DON’T BOOST.” - ME.
  25. 25. HashtagDontBoost HERE’S WHY.
  26. 26. HashtagDontBoost QUICK. EASY. EFFECTIVE.
  27. 27. HashtagDontBoost ONLY ONE AD AT A TIME NO PLACEMENT TARGETING LIMITED INTERESTS TARGETING BROAD FRIEND OF FANS TARGETING REACH BASED, NOT OBJECTIVE BASED
  28. 28. HashtagDontBoost
  29. 29. HashtagDontBoost LET’S DO IT THE RIGHT WAY.
  30. 30. HashtagDontBoost
  31. 31. HashtagDontBoost
  32. 32. ADS MANAGER BUSINESS MANAGER POWER EDITOR HashtagDontBoost
  33. 33. HashtagDontBoost 1) UNDERSTAND OBJECTIVES
  34. 34. HashtagDontBoost WHAT DO YOU CARE ABOUT?
  35. 35. HashtagDontBoost DRIVING IN-STORE TRAFFIC REFERRING WEBSITE TRAFFIC ACQUIRING NEW CUSTOMERS OR LEADS GENERATING BRAND AND TOP-OF-MIND AWARENESS BUILD AN ENGAGED AUDIENCE OF CUSTOMERS
  36. 36. MATCH YOUR BUSINESS GOALS WITH OBJECTIVES. HashtagDontBoost
  37. 37. HashtagDontBoost
  38. 38. HashtagDontBoost CLICKS TO WEBSITE.
  39. 39. HashtagDontBoost PAGE POST ENGAGEMENT.
  40. 40. HashtagDontBoost TIP: PROMOTE AWESOME ORGANIC CONTENT. ONLY.!
  41. 41. HashtagDontBoost PAGE LIKES.
  42. 42. HashtagDontBoost 2) UNDERSTAND STRUCTURE
  43. 43. HashtagDontBoost AD CAMPAIGN = OBJECTIVE LEVEL AD SET = TARGETING LEVEL INDIVIDUAL ADS = CREATIVE LEVEL
  44. 44. HashtagDontBoost 3) UNDERSTAND BIDDING.
  45. 45. HashtagDontBoost CPM - IMPRESSIONS CPC - CLICKS CPA - ACTIONS oCPM - OPTIMIZED FOR ACTIONS
  46. 46. HashtagDontBoost
  47. 47. HashtagDontBoost GOAL: LOWER THAN $1 / ACTION* *Helpful benchmark to start
  48. 48. HashtagDontBoost 4) UNDERSTAND AUDIENCES + TARGETING
  49. 49. HashtagDontBoost LOCATION, LOCATION, LOCATION.
  50. 50. HashtagDontBoost KNOW YOUR PLACEMENTS.
  51. 51. HashtagDontBoost DESKTOP (NEWS FEED) LOWER IMPRESSIONS. CAN BE MORE EFFECTIVE FOR LEAD GEN.
  52. 52. HashtagDontBoost MOBILE (NEWS FEED) TYPICALLY MOST EFFECTIVE FOR SOCIAL ENGAGEMENT AND REACH.
  53. 53. HashtagDontBoost RIGHT COLUMN TIP: SETUP IN SEPARATE AD SET.
  54. 54. (video) HashtagDontBoost
  55. 55. HashtagDontBoost TARGETING: KNOW YOUR AUDIENCES. DEMOGRAPHICS INTERESTS BEHAVIORS! CONNECTIONS CUSTOM (CUSTOMER)
  56. 56. HashtagDontBoost DEMOGRAPHICS
  57. 57. HashtagDontBoost DEMOGRAPHICS
  58. 58. HashtagDontBoost TARGETING: CUSTOM AUDIENCES
  59. 59. *ADVANCED* CUSTOMER LIST EMAIL LIST HashtagDontBoost WEBSITE VISITORS MOBILE APP USERS
  60. 60. *ADVANCED* HashtagDontBoost TARGETING: LOOKALIKE AUDIENCES REACH NEW PEOPLE WHO ARE SIMILAR TO AN AUDIENCE YOU CARE ABOUT. “ ”
  61. 61. *ADVANCED* CUSTOMER LIST EMAIL LIST HashtagDontBoost TARGETING: LOOKALIKE AUDIENCES FACEBOOK PAGE FANS WEBSITE VISITORS
  62. 62. HashtagDontBoost TIP: DOWNLOAD YOUR DATA - ACCOUNT SETTINGS - DOWNLOAD A COPY - ADS.HTM
  63. 63. HashtagDontBoost TIP: LEVERAGE GRAPH SEARCH
  64. 64. HashtagDontBoost (video)
  65. 65. HashtagDontBoost TIP: SPLIT-TEST ADS
  66. 66. EXPERIMENT.
  67. 67. MEASURE.
  68. 68. LEARN.
  69. 69. HashtagDontBoost TIP: SPLIT-TEST ADS
  70. 70. HashtagDontBoost BEWARE OF 20% TEXT RULE *IMPORTANT*
  71. 71. HashtagDontBoost TIP: SPLIT-TEST AD SETS! ! MOBILE VS. DESKTOP MALE VS. FEMALE INTEREST ONE VS. INTEREST TWO
  72. 72. HashtagDontBoost 1.125% 2.02% 1.889%
  73. 73. HashtagDontBoost PUTTING IT ALL TOGETHER.
  74. 74. HashtagDontBoost 5) UNDERSTAND GREAT CREATIVE.
  75. 75. HashtagDontBoost 6) UNDERSTAND THE DATA
  76. 76. *ADVANCED* HashtagDontBoost CONVERSION TRACKING.
  77. 77. *ADVANCED* CONVERSION TRACKING. HashtagDontBoost
  78. 78. HashtagDontBoost *ADVANCED* DIG INTO AD REPORTS.
  79. 79. (video) HashtagDontBoost
  80. 80. HashtagDontBoost CASE STUDIES IN ACTION.
  81. 81. HashtagDontBoost PATRICK, THE COMPUTER GUY The Computer Guy serves the home and home office computer user with reasonable rates and reliable service. We specialize in virus removal, home networking and data recovery. TARGET AUDIENCE My audience tends to be females in a 50 mile radius of Hampton, Iowa who are between 40 - 75. OBJECTIVES - Drive website traffic - Acquire new customers or leads - Generate brand and top-of-mind awareness - Build an engaged audience of past and prospective customers
  82. 82. HashtagDontBoost I want to know how to best run an ad campaign that will draw customers to my Facebook page, website and cellphone.” “
  83. 83. HashtagDontBoost ` d
  84. 84. HashtagDontBoost TARGETING Gender: females Location: 50 mile radius of Hampton, Iowa Age: 35-44, 45-54, 55-64, 65+ RECIPE • Target email list (custom audience) and lookalike fans • Limited time offers for maintenance or routine services • Direct Response link posts (free / low-risk offer) with CTA buttons, that track submissions or downloads • Promote most engaging posts to fans only, and target audience • Page Lookalike Audience targeting for new fans
  85. 85. HashtagDontBoost
  86. 86. HashtagDontBoost TWITTER ADS: WHAT TO KNOW
  87. 87. HashtagDontBoost WEBSITE CARDS LEAD GEN CARDS
  88. 88. AUDIENCE MANAGER CONVERSION TRACKING HashtagDontBoost
  89. 89. HashtagDontBoost NEVER STOP LEARNING (RESOURCES)
  90. 90. HashtagDontBoost facebook.com/advertising
  91. 91. HashtagDontBoost
  92. 92. HashtagDontBoost
  93. 93. HashtagDontBoost SO, IS IT WORTH IT.
  94. 94. HashtagDontBoost 1) TARGET APPROPRIATELY. 2) OPTIMIZE USING INSIGHTS. 3) UNDERSTAND OBJECTIVES. 4) TEST EVERYTHING.
  95. 95. HashtagDontBoost “DON’T BOOST.”
  96. 96. HashtagDontBoost HOW CAN I HELP YOU?

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