Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Building Successful Facebook Ads Campaigns

168 views

Published on

Facebooks Ads Suck...or so you might think if you asked enough small business people who have used them. This short slide show, takes you through the best practices around Facebook Ads, using the conversion tracking, and ad optimisation

Published in: Business
  • Be the first to comment

  • Be the first to like this

Building Successful Facebook Ads Campaigns

  1. 1. Make it easy for customers. Online Advertising 101 Advertising Online Building Successful Facebook Ads
  2. 2. Make it easy for customers. Online Advertising 101 RETHINK MARKETING? We are a digital marketing agency focused squarely on helping our clients and the local business community achieve great results online.
  3. 3. Make it easy for customers. Online Advertising 101 Who? Anthony Congdon has spent the past 22 years the ICT sector in sales and marketing roles. He has a B.Bus, P.Grad DipBus(IS), is a MAMI, AWIA, and is recognised as a CPM.
  4. 4. Make it easy for customers. Online Advertising 101 Why Facebook? • 15m Australian active users • Unparalleled reach • Unparalleled targeting • Unparalleled accountability .
  5. 5. Make it easy for customers. Online Advertising 101 51:00[Number of hours the average Australian user spends on Facebook each month]
  6. 6. Make it easy for customers. Online Advertising 101 That’s 100 minutes the average Australian spends on Facebook every single day…
  7. 7. Make it easy for customers. Online Advertising 101 demographics + psychographics + behavior And you can target them based on... Combined together and you have the most powerful advertising option available!
  8. 8. Make it easy for customers. Online Advertising 101 Location! Oh, and don’t forget... Advertise around the world, or only within 5 minutes of your business .
  9. 9. Make it easy for customers. Online Advertising 101 But we’re just scratching the surface! Let’s dig a little deeper...
  10. 10. Make it easy for customers. Online Advertising 101 ADVERTISING ON FACEBOOK Here are my 9 Reasons you should be
  11. 11. Make it easy for customers. Online Advertising 101 1. Reach • 51 percent of Internet users • Over 15 million Australians daily • Huge number of every demographic • Spending increasing time on Facebook
  12. 12. Make it easy for customers. Online Advertising 101 2. Precision targeting • Location (postcodes, suburbs, etc.) • Age and birthday • Education • Demographics • Interests • Relationship status • Buying behavior
  13. 13. Make it easy for customers. Online Advertising 101 3. Cost control • Advertisers (you) control how much you spend for each campaign • Budgets can be very low • Better targeting = less wasted spend
  14. 14. Make it easy for customers. Online Advertising 101 4. Cost efficiency • Precision = efficiency • FB’s measurability means you can keep driving down your cost per click • Dollar for dollar, there’s no better way to get the word out with relevancy
  15. 15. Make it easy for customers. Online Advertising 101 5. Interests targeting • Target people who have already shown interest in particular topics and products! • Display ads to the people who are most likely to be interested in your product or service • Customize your ad so it’s more appealing to the audience you’re trying to reach
  16. 16. Make it easy for customers. Online Advertising 101 6. A/B testing John Wanamaker famously said that ‘Half of his advertising was wasted...he just didn’t know which half.’ With Facebook ads, it’s easy to test and know!
  17. 17. Make it easy for customers. Online Advertising 101 7. Social proof SOCIAL PROOF IS POWERFUL STUFF! • 68% of FB users say a friend’s referral would increase their chances of purchasing • Facebook ads are easily ‘liked’ and shared, giving you the benefit of social proof • You can advertise to ‘friends of fans’ to leverage social proof
  18. 18. Make it easy for customers. Online Advertising 101 8. Mobile targeting • Mobile traffic has surpassed desktop • 30% of purchases are now made from mobile devices • Facebook is a VERY popular mobile app • Reach your prospects on the go!
  19. 19. Make it easy for customers. Online Advertising 101 9. Organic Reach Declining • On average there are 1500+ stories which could appear in someone's news feed at any time, but the news feed shows only 300 of them
  20. 20. Make it easy for customers. Online Advertising 101 AND START WITH A PURPOSE IN MIND… Work out why you are advertising
  21. 21. Make it easy for customers. Online Advertising 101 Exactly what do you want your ads drive… • Traffic and Leads for Your Website • Sales and Leads for Your Product or Service • Likes & Engagement for Your Page • Installs for Mobile or Desktop Apps • Visitors for Your Store or Event
  22. 22. Make it easy for customers. Online Advertising 101 Offer Claims Lead Ads Event Responses Page Likes Clicks to Websites Website Conversions App Installations Page Post Engagements Choose the right tool
  23. 23. Make it easy for customers. Online Advertising 101 TARGETING YOUR AUDIENCE… Work out who you are trying to reach
  24. 24. Make it easy for customers. Online Advertising 101 Do your research • Take advantage of targeting! • Use Facebook Audience Insights to find targets to pursue • Research your audience to get their demographic makeup (even if you think you already know) • What other websites and brands do they frequent?
  25. 25. Make it easy for customers. Online Advertising 101
  26. 26. Make it easy for customers. Online Advertising 101 Target very specific audiences • Women • Student • Ages 15 - 18 • Lives in South West • Interests MTB • Likes Go Pro
  27. 27. Make it easy for customers. Online Advertising 101 DESIGNING ADS THAT ENGAGE Create something that people want to engage with
  28. 28. Make it easy for customers. Online Advertising 101 State your purpose… Include a clear call to action you want your audience to take in the body text of your ad – “Learn more” – “Join us” – “Click here” – “Enter your email address” – “Buy now”
  29. 29. Make it easy for customers. Online Advertising 101 Answer WIFM? Highlight any benefits, sales or similar specials that your business is offering Whats In It For Me?
  30. 30. Make it easy for customers. Online Advertising 101 Use eye-catching imagery Always: – Uncluttered – Evocative – NOT STOCK – Relevant Consider: – Close-ups – White background – Branded
  31. 31. Make it easy for customers. Online Advertising 101 DO, MEASURE, ANALYSE, RE DO Set about optimising your campaigns…
  32. 32. Make it easy for customers. Online Advertising 101 Track your results • Keep your eye on your analytics!!! • Look for a solid click through rate (≥ 0.02%) or try a different approach • Focus on the conversion rate • Use built-in reporting to refine your targeting • ALWAYS A/B TEST!
  33. 33. Make it easy for customers. Online Advertising 101 Don’t give up too easily • Does your ad suck? (Be honest) • Does your image stink? • Have you split tested? • Facebook advertising has worked for almost every industry at this point – it’s about having the right strategy
  34. 34. Make it easy for customers. Online Advertising 101 Facebook Ads Get out there and make them work for you

×