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8 Golden Rules for Sure-Fire Success with Facebook Ads

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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 Case studies Best practices Questions?
  3. 3. 3 Bio Stuff: * @arikhanson * Independent * Blogger * Schells! •#GoGophers
  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
  7. 7. 7
  8. 8. 8
  9. 9. 9
  10. 10. 10 Social ads are projected to be 19.5% of total ad spend by 2017
  11. 11. 11 Stated objectives of social media advertising Branding: 45% Direct: 16% Both: 45%
  12. 12. 12 Facebook lingo overload
  13. 13. 13 Types of Facebook ads
  14. 14. 14 Page post ad (most common) • Where it shows up: News feed, right-hand side of page, or in search results. • Why you use it: Spur engagement or traffic to off-domain URLs. • Suggested metrics: likes, comments, shares, impressions, page views.
  15. 15. 15 Page like ad (second most common) • Where it shows up: Right-hand side, news feed • Why you use it: To spur page likes • Suggested measurement: Page likes, cost-per-click
  16. 16. 16 Promoted post • 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
  17. 17. 17 FBX (retargeting) • 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
  18. 18. 18 Mobile download ads • Where it shows up: News feed • Why you use it: drive downloads of mobile apps and use of Facebook apps • Suggested measurement: clicks, conversions
  19. 19. 19 Audience matching • 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
  20. 20. 20 Case Study #1
  21. 21. 21 What was our approach? • Test imagery early and often—and maximize those that perform well • Stretch limited advertising budget ($5,000 over 3-4 months) • Boost engagement among fans with proximity to shop • Drive traffic—both in-store and online
  22. 22. 22 Small spend=making promoted posts work for us
  23. 23. 23 Lesson #1: A little bit of budget goes a lllooonnnggg ways.
  24. 24. 24
  25. 25. 25 Lesson #2: Facebook=the ultimate traffic driver.
  26. 26. 26
  27. 27. 27 • $50 total spend • Ran for two days • Visuals we knew performed well • Almost 12,000 impressions • Primary objective: Drive traffic
  28. 28. Lesson #3: Believe it or not, you can “sell” on Facebook. 28
  29. 29. 29 • $125 spent • 111,000+ impressions • Goal: Drive in-store traffic • Target: Nearby zip codes, interesting: health/wellness
  30. 30. 30 By the numbers • Increased traffic to by 95% YOY • Increased number of impressions 284% over previous three months • Boosted referral traffic from Facebook by 229% over 2013 • Increased Page Likes by 114% in three months • 398% increase in page post likes, 388% increase in post comments and 333% increase in post shares.
  31. 31. 31 Case study #2
  32. 32. 32 What was our approach? • Build an audience on Facebook using page like ads • Drive engagement through page post ads • Then move to using a mix of page like ads (to fuel page growth) and promoted posts (to spur engagement among existing fans) • 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.
  33. 33. 33 Page like ads did the heavy lifting early on
  34. 34. Page post ads focusing on unique restaurants really spurred engagement—and that pride factor. 34
  35. 35. 35
  36. 36. 36 Lesson #4: Don’t forget, your existing fans are your BIGGEST FANS. Evoke that pride with your Facebook ads.
  37. 37. 37 Promoted posts were cost-effective amplifiers
  38. 38. 38 Lesson #5: Test. Tweak. Amplify.
  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? • Build an audience on Facebook using page like ads. • Drive traffic to—specifically to timely blog posts—using page post ads. • Raise awareness for biking/walking among key audiences in Minneapolis/St. Paul • Solicit input/feedback from Facebook fans on key topics around biking/walking
  43. 43. 43
  44. 44. 44
  45. 45. 45 Lesson #6: Identify your best visual assets—and plan Facebook ads around them.
  46. 46. 46
  47. 47. 47 WITH Facebook ad support. WITHOUT Facebook ad support.
  48. 48. 48 Topic: Quicker to drive or bike in the city? Topic: More cost-effective to drive or bike?
  49. 49. 49 Lesson #7: Amplify engagement-focused posts to spike likes, comments and shares.
  50. 50. 50
  51. 51. Lesson #8: Do your homework. Give fans what they want. 51 51
  52. 52. 52 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
  53. 53. 53 8 Tips: • A little bit of budget on Facebook goes a lllooonnnggg ways • Facebook advertising=the ultimate traffic driver • Believe it or not, you can actually sell on Facebook • Don’t forget, your existing fans are your BIGGEST FANS. Evoke that pride. • Build. Amplify. Engage. • 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.
  54. 54. 54 Trends/Upcoming Changes “Creative” must get better Page like ads might be dead No more “selling” in the newsfeed Increased focus on mobile
  55. 55. 55 q + a
  56. 56. 56

Editor's Notes

  • Organic page outreach may eventually plummet to 0—it may as well be there right now
  • Just last week, Facebook came out and said it will be penalizing brands who make overtly promotional posts starting in January
  • Big news just this week as Forrester says brands should stop wasting their time with Facebook.
    Some people (Olgivly execs) reporting clients have pages where reach is less than 2%
  • Mobile ad spend on FB is growing--QUICKLY
  • SocialBakers study 2014—polling companies with more than 5,000 employees
  • Source: PriceWaterhouseCoopers
    Emarketer survey last Oct. said 92% of marketers only spend 10% of total marketing budget on paid social media.
  • Takeaway: Branding—not leads—dominant social ad goal.
    1—Branding still the most popular reason people use paid social media ads (you would think it would be direct response/leads)
  • Way too much lingo—it can be overwhelming
    You don’t have to pay attention to all of it—just focus on the basics
  • Boost traffic to by 20 percent over 2013
    Increase number of impressions by 50 percent over previous three months
    Boost referral traffic from Facebook by 20 percent over 2013
  • Challenge: Many of the businesses and restaurants along the Green Line did not have web sites or web presences or Facebook pages (no place to drive people to for more information/deals/specials)
  • Spent: $50; Results: 84 page likes, 10,510 impressions; $.48 cost per click
  • We frequently highlighted restaurants we KNEW people loved—to spur that “I love that place” factor
  • Another key point: I passed along many of the key supportive comments (verbatim) to the client as examples of people saying great things about their establishment (great way for us to build momentum, however small)
  • Cost: $20 to promote. Results: 120 likes, 9 comments, reach: 3,988; cost per click: $.12
  • Lost advertising budget as of Dec. 31, 2013 and management of the page was taken over by another agency. The results speak for themselves. Non-existing engagement and fewer than 100 people are seeing each post. Remember to set expectations appropriately.
  • Didn’t have a lot of hard number goals at the start of the campaign—really just focused on branding and raising awareness and traffic for businesses; but anecdotally, we heard from many people on FB—and off—about their support.
  • Challenge—Not selling a product or service, but an IDEA or CONCEPT
    Advantage: HUGE and SUPPORTIVE bicycling community here in MSP
  • Facebook like ads built a community on the front end…
  • Using Facebook ads to drive awareness of key stats (via broken-up infographics)—broke up larger infographic that we created for $2,000 or less and used the in MULTIPLE Facebook posts/ads
  • Instead of focusing on copy first—focus on VISUALS first! Plan around your visuals and invest in capturing great photography/visuals that will work specifically for Facebook.
    For BWM, what we did was take stock of existing visual assets, built around ad assets we were creating, and captured the rest via Instagram and iPhones
  • Using Facebook ads to drive traffic to the Bike Walk Move blog. FB page was consistently our top traffic driver to the site (other than direct and search).
  • Using Facebook ads to promote repurposed ad content. Quick math: .02% of people engaged with post on the left; banner ad click-thru rates hover around .01%. So, FB ads are twice as effective (in this case) AND cheaper (in this case we spent $100 on this page post ad). Win-Win!
  • Using Facebook ads to kick-start conversations around core topics for BWTC.
  • Using Facebook ads to promote maps we knew our audiences craved.
    203,000 impressions, CPC: $.31, $300, 106 new page likes, 48 likes, 13 comments, 32 shares
  • Thanks to Google Analytics research, we knew our fans wanted more maps detailing MSP bike routes—so we gave it to them by creating this map/grid that highlighted routes supported by BWTC.
  • Substantial growth for a smaller page—even though like growth wasn’t a primary goal
    Impression and engagement numbers exceeded client expectations—and client was happy to see productive conversations around biking/walking happening on FB regularly
    Social also a primary traffic driver to during campaign