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.
1 
8 Golden Rules for Sure-Fire 
Success with Facebook Ads
2 
what we’ll cover 
The state of Facebook ads 
Types of Facebook ads 
Case studies 
Best practices 
Questions?
3 
Bio Stuff: 
* @arikhanson 
* Independent 
* Blogger 
* Schells! 
•#GoGophers
4 
The State of 
Facebook Ads
5 
First things first…you might have noticed 
Facebook ain’t exactly “free” these days.
6
7
8
9
10 
Social ads are projected to be 19.5% of total ad 
spend by 2017
11 
Stated objectives of social media advertising 
Branding: 45% 
Direct: 16% 
Both: 45%
12 
Facebook lingo overload
13 
Types of 
Facebook ads
14 
Page post ad (most common) 
• Where it shows up: News feed, 
right-hand side of page, or in 
search results. 
• Why yo...
15 
Page like ad (second most common) 
• Where it shows up: Right-hand 
side, news feed 
• Why you use it: To spur page li...
16 
Promoted post 
• Where it shows up: News feed 
• Why you use it: Promoting to existing 
fans and friends of fans (also...
17 
FBX (retargeting) 
• Where it shows up: mobile news feed 
• Why you use it: retarget consumers 
who have visited one o...
18 
Mobile download ads 
• Where it shows up: News feed 
• Why you use it: drive downloads of 
mobile apps and use of Face...
19 
Audience matching 
• Where it shows up: can be used on 
all ad types 
• Why you use it: Segment your 
audience based o...
20 
Case Study #1
21 
What was our approach? 
• Test imagery early and often—and maximize those that 
perform well 
• Stretch limited advert...
22 
Small spend=making promoted posts work for us
23 
Lesson #1: A little bit of budget 
goes a lllooonnnggg ways.
24
25 
Lesson #2: Facebook=the ultimate 
traffic driver.
26
27 
• $50 total spend 
• Ran for two days 
• Visuals we knew performed 
well 
• Almost 12,000 impressions 
• Primary objec...
Lesson #3: Believe it or not, you can 
“sell” on Facebook. 
28
29 
• $125 spent 
• 111,000+ impressions 
• Goal: Drive in-store traffic 
• Target: Nearby zip codes, 
interesting: health...
30 
By the numbers 
• Increased traffic to C4C.org by 95% YOY 
• Increased number of impressions 284% over previous 
three...
31 
Case study #2
32 
What was our approach? 
• Build an audience on Facebook using page like ads 
• Drive engagement through page post ads ...
33 
Page like ads did the heavy lifting early on
Page post ads focusing on unique restaurants 
really spurred engagement—and that pride factor. 
34
35
36 
Lesson #4: Don’t forget, your 
existing fans are your BIGGEST 
FANS. Evoke that pride with your 
Facebook ads.
37 
Promoted posts were cost-effective amplifiers
38 
Lesson #5: Test. Tweak. Amplify.
39 
Still don’t think Facebook ads are worth it? 
Still don’t think Facebook ads are worth it?
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...
41 
Case study #3
42 
What was our approach? 
• Build an audience on Facebook using page like ads. 
• Drive traffic to BikeWalkMove.org—spec...
43
44
45 
Lesson #6: Identify your best 
visual assets—and plan 
Facebook ads around 
them.
46
47 
WITH Facebook ad 
support. 
WITHOUT Facebook ad 
support.
48 
Topic: Quicker to drive or 
bike in the city? 
Topic: More cost-effective to 
drive or bike?
49 
Lesson #7: Amplify engagement-focused 
posts to spike likes, 
comments and shares.
50
Lesson #8: Do your homework. 
Give fans what they want. 
51 51
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 ...
53 
8 Tips: 
• A little bit of budget on Facebook goes a lllooonnnggg ways 
• Facebook advertising=the ultimate traffic dr...
54 
Trends/Upcoming Changes 
“Creative” must get better 
Page like ads might be dead 
No more “selling” in the newsfeed 
I...
55 
q + a
56
Upcoming SlideShare
Loading in …5
×

of

8 Golden Rules for Sure-Fire Success with Facebook Ads Slide 1 8 Golden Rules for Sure-Fire Success with Facebook Ads Slide 2 8 Golden Rules for Sure-Fire Success with Facebook Ads Slide 3 8 Golden Rules for Sure-Fire Success with Facebook Ads Slide 4 8 Golden Rules for Sure-Fire Success with Facebook Ads Slide 5 8 Golden Rules for Sure-Fire Success with Facebook Ads Slide 6 8 Golden Rules for Sure-Fire Success with Facebook Ads Slide 7 8 Golden Rules for Sure-Fire Success with Facebook Ads Slide 8 8 Golden Rules for Sure-Fire Success with Facebook Ads Slide 9 8 Golden Rules for Sure-Fire Success with Facebook Ads Slide 10 8 Golden Rules for Sure-Fire Success with Facebook Ads Slide 11 8 Golden Rules for Sure-Fire Success with Facebook Ads Slide 12 8 Golden Rules for Sure-Fire Success with Facebook Ads Slide 13 8 Golden Rules for Sure-Fire Success with Facebook Ads Slide 14 8 Golden Rules for Sure-Fire Success with Facebook Ads Slide 15 8 Golden Rules for Sure-Fire Success with Facebook Ads Slide 16 8 Golden Rules for Sure-Fire Success with Facebook Ads Slide 17 8 Golden Rules for Sure-Fire Success with Facebook Ads Slide 18 8 Golden Rules for Sure-Fire Success with Facebook Ads Slide 19 8 Golden Rules for Sure-Fire Success with Facebook Ads Slide 20 8 Golden Rules for Sure-Fire Success with Facebook Ads Slide 21 8 Golden Rules for Sure-Fire Success with Facebook Ads Slide 22 8 Golden Rules for Sure-Fire Success with Facebook Ads Slide 23 8 Golden Rules for Sure-Fire Success with Facebook Ads Slide 24 8 Golden Rules for Sure-Fire Success with Facebook Ads Slide 25 8 Golden Rules for Sure-Fire Success with Facebook Ads Slide 26 8 Golden Rules for Sure-Fire Success with Facebook Ads Slide 27 8 Golden Rules for Sure-Fire Success with Facebook Ads Slide 28 8 Golden Rules for Sure-Fire Success with Facebook Ads Slide 29 8 Golden Rules for Sure-Fire Success with Facebook Ads Slide 30 8 Golden Rules for Sure-Fire Success with Facebook Ads Slide 31 8 Golden Rules for Sure-Fire Success with Facebook Ads Slide 32 8 Golden Rules for Sure-Fire Success with Facebook Ads Slide 33 8 Golden Rules for Sure-Fire Success with Facebook Ads Slide 34 8 Golden Rules for Sure-Fire Success with Facebook Ads Slide 35 8 Golden Rules for Sure-Fire Success with Facebook Ads Slide 36 8 Golden Rules for Sure-Fire Success with Facebook Ads Slide 37 8 Golden Rules for Sure-Fire Success with Facebook Ads Slide 38 8 Golden Rules for Sure-Fire Success with Facebook Ads Slide 39 8 Golden Rules for Sure-Fire Success with Facebook Ads Slide 40 8 Golden Rules for Sure-Fire Success with Facebook Ads Slide 41 8 Golden Rules for Sure-Fire Success with Facebook Ads Slide 42 8 Golden Rules for Sure-Fire Success with Facebook Ads Slide 43 8 Golden Rules for Sure-Fire Success with Facebook Ads Slide 44 8 Golden Rules for Sure-Fire Success with Facebook Ads Slide 45 8 Golden Rules for Sure-Fire Success with Facebook Ads Slide 46 8 Golden Rules for Sure-Fire Success with Facebook Ads Slide 47 8 Golden Rules for Sure-Fire Success with Facebook Ads Slide 48 8 Golden Rules for Sure-Fire Success with Facebook Ads Slide 49 8 Golden Rules for Sure-Fire Success with Facebook Ads Slide 50 8 Golden Rules for Sure-Fire Success with Facebook Ads Slide 51 8 Golden Rules for Sure-Fire Success with Facebook Ads Slide 52 8 Golden Rules for Sure-Fire Success with Facebook Ads Slide 53 8 Golden Rules for Sure-Fire Success with Facebook Ads Slide 54 8 Golden Rules for Sure-Fire Success with Facebook Ads Slide 55 8 Golden Rules for Sure-Fire Success with Facebook Ads Slide 56
Upcoming SlideShare
Innovating with Facebook Ads for Restaurants
Next
Download to read offline and view in fullscreen.

4 Likes

Share

Download to read offline

8 Golden Rules for Sure-Fire Success with Facebook Ads

Download to read offline

8 tips to help you bolster your Facebook advertising--as presented by Arik Hanson at Social Media Breakfast New Ulm on Nov. 21, 2014.

Related Books

Free with a 30 day trial from Scribd

See all

Related Audiobooks

Free with a 30 day trial from Scribd

See all

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 C4C.org 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 BikeWalkMove.org—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
  • basicsharp

    Jan. 8, 2015
  • tlyden

    Dec. 15, 2014
  • PytheasFair

    Nov. 25, 2014
  • michellehals

    Nov. 25, 2014

8 tips to help you bolster your Facebook advertising--as presented by Arik Hanson at Social Media Breakfast New Ulm on Nov. 21, 2014.

Views

Total views

1,245

On Slideshare

0

From embeds

0

Number of embeds

3

Actions

Downloads

21

Shares

0

Comments

0

Likes

4

×