8 Golden Rules for Sure-Fire Success with Facebook Ads

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In this presentation, Arik Hanson, ACH Communications, and Danny Olson, Weber Shandwick, review 8 simple--but effective--tips to see real success using Facebook ads through real-life examples and client case studies they have managed in the past.

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8 Golden Rules for Sure-Fire Success with Facebook Ads

  1. 1. 1 8 Golden Rules for Sure-Fire Success with Facebook Ads
  2. 2. 2 what we’ll cover The state of Facebook ads Types of Facebook ads How to manage large social ad campaigns Case studies Questions?
  3. 3. 3 About your presenters Bio stuff: • @arikhanson • Will work for food • Jeans+Jacket • Go KU Bio stuff: • @mrdolson • Works for top agency in MSP • Red pants! • Go Mizzou
  4. 4. 4 The State of Facebook Ads
  5. 5. 5 First things first…you might have noticed Facebook ain’t exactly “free” these days.
  6. 6. 6 Social ads are projected to be 19.5% of total ad spend by 2017
  7. 7. 7 Average spend breakdown, by channel 57% 13% 13% 15%
  8. 8. 8 Social ads are an efficient content amplifier Organic Impressions 200% Increase w/ Paid Media
  9. 9. 9 Stated objectives of social media advertising Branding: 45% Direct: 16% Both: 45%
  10. 10. 10 Facebook lingo overload
  11. 11. 11 Types of Facebook ads
  12. 12. 12 • Where it shows up: News feed, right-hand side of page, or in search results. • Why you use it: Spur page likes, engagement or traffic to off-domain URLs. • Suggested metrics: likes, comments, shares, impressions, page views. Page post ad (most common)
  13. 13. 13 • Where it shows up: Right-hand side, news feed • Why you use it: To spur page likes • Suggested measurement: Page likes, cost-per-click Page like ad (second most common)
  14. 14. 14 • Where it shows up: News feed • Why you use it: Promoting to existing fans and friends of fans (also cheaper than other options) • Suggested measurement: Impressions, engagement Promoted post
  15. 15. 15 • Where it shows up: News feed • Why you use it: Gain new page likes by showing friends which friends have interacted with your posts. • Suggested measurement: new page likes, impressions • Sunsetting in April Sponsored stories
  16. 16. 16 • Where it shows up: mobile news feed • Why you use it: retarget consumers who have visited one of your web destinations • Suggested measurement: clicks, conversions FBX (retargeting)
  17. 17. 17 • Where it shows up: News feed • Why you use it: drive downloads of mobile apps and use of Facebook apps • Suggested measurement: clicks, conversions Mobile download ads
  18. 18. 18 • Where it shows up: can be used on all ad types • Why you use it: Segment your audience based on existing customer database information • Suggested measurement: depends on ad type Audience matching
  19. 19. 19 How to Manage Large Facebook Campaigns
  20. 20. 20 When to look for help • Depending on your organization or agency structure, it might be the most efficient use of time and dollars to engage a social ad vendor • Minimum spend for looking to engage an ad partner is around $15K/three months
  21. 21. 21 Advantages to outsourcing ad management • Frees up your hours for strategy, analysis and optimization • Automates the A/B process, which is otherwise manual and time-consuming • Often gets you early access to new ad units • If you don’t spend enough money to get the attention of your Facebook rep, they can help
  22. 22. 22 Case study #1
  23. 23. 23 What was our approach? First: understand the value of a Meijer Facebook fan Drive registrations in Meijer’s digital loyalty program (Primary goal) Test the digital to in-store efficacy of Facebook ads
  24. 24. 24 Lesson #1: If you know your audience, target the hell out of them.
  25. 25. 25 What worked, what didn’t? Using Meijer’s existing customer database to target loyalty members and non-loyalty members allowed us to tailor the distinct messages appropriately
  26. 26. 26 Showing the product that was being offered with an image outperformed text-only posts 6-to-1 in terms of engagement
  27. 27. 27 Sustaining the offer over multiple days, and repeating the offer with different products to test long-term potential
  28. 28. 28 Lesson #2: If you’re seeking an action outside of Facebook, make sure the leap is intuitive
  29. 29. 29 By the numbers Set two new records for single-day traffic to loyalty site At the end of the campaign, 75% of all coupon clippers converted in-store Nearly 75% of those customers purchased items in addition to their free offer New loyalty members increased at more than 230% of the annual average The new revenue brought in from new, lapsed and existing customers means the campaign brought in almost twice as much as it cost
  30. 30. 30 Case study #2
  31. 31. 31 What was our approach? First: Build an audience on Facebook using page like and page post ads Raise awareness for the Green Line opening in 2014. Promote events along the Green Line as a way to drive interest in local businesses. Build traffic and momentum for local businesses.
  32. 32. 32 What worked, and what didn’t •Constantly shifting paid media strategies •Started with page like ads—big impression numbers (1.5 million-plus for first five months) •Migrated to page post ads to drive engagement AND page likes •Wound down campaign focusing on mix of page like ads (to fuel page growth) and promoted posts (to spur engagement among existing fans)
  33. 33. 33 Page post ads focusing on unique restaurants really spurred engagement—and that pride factor.
  34. 34. 34
  35. 35. 35 Lesson #3: Don’t forget, your existing fans are your BIGGEST FANS. Evoke that pride with your Facebook ads.
  36. 36. 36 Page like ads did the heavy lifting
  37. 37. 37 Promoted posts were cost-effective amplifiers
  38. 38. 38 Lesson #4: Build. Amplify. Engage.
  39. 39. 39 Still don’t think Facebook ads are worth it? Still don’t think Facebook ads are worth it?
  40. 40. 40 By the numbers Grew page from 170 likes to 5,308 in 18 months 17,723,702 impressions driven by Facebook ads. 19,421 post likes 1,359 post comments Total spend: $15,944 (over two years; roughly $600-$800 per month)
  41. 41. 41 Case study #3
  42. 42. 42 What was our approach? First: implement an always-on content amplification campaign Drive awareness of Red Stamp and trial of its product (primary) Grow Red Stamp’s fan base
  43. 43. 43 What worked, what didn’t? Because Red Stamp is primarily used in its mobile native app form, our greatest success was targeting users based on device.
  44. 44. 44 Lesson #5: if mobile makes sense for your brand, leverage Facebook mobile ads
  45. 45. 45 Lifestyle content with beautiful images drove a much higher CTR and engagement percentage than product ads Retargeting site visitors with FBX ads reminded lapsed or previous users of the brand during a behavioral mindset that made sense.
  46. 46. 46 By the numbers Page post ads achieved CPC of $0.05 ($0.75 goal) Page post ads achieved a CTR of 3.61 (72% higher than goal) App ads drove 17K downloads in two months Cost of new app user 1/20th of ARPU
  47. 47. 47 Case study #4
  48. 48. 48 What was our approach? First: Build an audience on Facebook using page like and page post ads Drive traffic to BikeWalkMove.org—specifically to timely blog posts Raise awareness for biking/walking among key audiences in Minneapolis/St. Paul Solicit input/feedback from Facebook fans on key topics around biking/walking
  49. 49. 49
  50. 50. 50 Lesson #6: Identify your best visual assets—and plan Facebook ads around them.
  51. 51. 51
  52. 52. 52 WITH Facebook ad support. WITHOUT Facebook ad support.
  53. 53. 53 Topic: Quicker to drive or bike in the city? Topic: More cost-effective to drive or bike?
  54. 54. 54 Lesson #7: Amplify engagement- focused posts to spike likes, comments and shares.
  55. 55. 55
  56. 56. 56 56 Lesson #8: Do your homework. Give fans what they want.
  57. 57. 57 By the numbers Grew page from 106 likes to 1,720 likes in 9 months 33,960,248 impressions 14,777 clicks CPC: $.61 Spent: $8,983
  58. 58. 58 8 Tips: •If you know your audience, target the hell out of them. •If you’re seeking an action outside of Facebook, make sure the leap is intuitive •Don’t forget, your existing fans are your BIGGEST FANS. Evoke that pride. •Build. Amplify. Engage. •If mobile makes sense for your brand, leverage Facebook mobile ads •Identify your best visual assets—and plan ads around them. •Amplify engagement-focused posts to spike likes, comments and shares. •Do your homework. Give fans what they want.
  59. 59. 59 Trends/Upcoming Changes Sponsored Stories sunsetting in April “Creative” must get better Need a stronger link from Facebook ads to offline sales More page post ads—fewer page like ads New call-to-action buttons on page post ads
  60. 60. 60 q + a
  61. 61. 61

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