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Smart ways to amplify content with facebook ads

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BuzzSumo Experts Series Webinar with Andrea Vahl

Published in: Marketing
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Smart ways to amplify content with facebook ads

  1. 1. Here’s What You’ll Learn. . . • When to Boost a Post and when NOT to • How to split test your ads to make sure you are getting the cheapest cost per click • How to read your Facebook Ad reports so you know what’s working and what isn’t • How to test what types of content work best on Facebook
  2. 2. My Story
  3. 3. Today
  4. 4. A Little More ABOUT ME Co-author of Facebook Marketing All-in-One for Dummies Community Manager for Social Media Examiner for 2 years Creator of Facebook Advertising Secrets online course Cofounder of Social Media Manager School Used Grandma Mary – Social Media Edutainer to start my blog Stand up comedian
  5. 5. Facebook Advertising Fundamentals
  6. 6. Where do Facebook Ads Appear?
  7. 7. Ads can be HIGHLY relevant
  8. 8. Facebook Profiles give Ad targeting data
  9. 9. Top 3 Mistakes people make with Facebook Ads
  10. 10. Top 3 Mistakes in Facebook Ads 1. ONLY using the Boost Post option on Facebook 2. Not split testing multiple ads 3. Not looking at the ad reports correctly
  11. 11. Facebook Ads offer so much more than just the Boosted Post
  12. 12. Boosted Posts – Watch your ROI Boosted Posts are limited in how they are optimized. Test this option against Conversion Ads if your real goal is conversions (need the Facebook Pixel). Use Boosted Posts to re-engage your current Fans or warm audience for better results.
  13. 13. Evaluating Results – not all bad • 76 Engagements • $7.59 spent • 32 Link Clicks • $0.10/engagement • $0.24/link click
  14. 14. Evaluating Results • 67 Engagements • $3.23 spent • 10 Link Clicks • $0.05/engagement • $0.32/link click
  15. 15. Rule #1 Only Boost Your Best Content
  16. 16. Look at Post Data in Insights
  17. 17. Switch to Engagement Rate Engagement Rate is the percentage of people who interact with your post of those who have seen it. Interaction over Reach.
  18. 18. Look for Engagement Rate over 5%
  19. 19. Easily Analyze Your Content with Buzzsumo
  20. 20. Segment content
  21. 21. Rule #2 Know your Goals and Key Performance Metrics
  22. 22. Good Candidate for Boosting My Key Metric is Link Clicks
  23. 23. Boost to my warm audience with Custom Audiences
  24. 24. Split testing to save money
  25. 25. Split Test Demographics First Ad Set #1 US, Women 35-55 Keywords: Small Business Saturday, Entrepreneur Ad #1 Ad #1Ad #1 Ad Set #2 US, Women 35-55 Keywords: Marie Forleo, Ali Brown, Success Magazine Ad Set #3 US, Women 35-55 Job Titles: Marketing, Social Media Manager Campaign
  26. 26. Split Testing Ads – Local Business Ad Set #1 Local area + demographics Ad Image #1 Ad Slideshow Video Ad Image #2 Ad Set #2 Local Area + demographics Ad Set #3 Local Area + demographics Campaign
  27. 27. Find your best keywords with split testing
  28. 28. Then test images
  29. 29. Understanding Ad Reports
  30. 30. The Key to your Success: Reports
  31. 31. Customize Report Columns to see the right data
  32. 32. Performance and Clicks Best Default Ad Report
  33. 33. Use the Breakdown View to Get More Data
  34. 34. 38
  35. 35. Testing Your Content
  36. 36. Step 1: Create Engaging Content
  37. 37. Step 2: Test different ad methods and optins
  38. 38. Facebook Ads Analysis
  39. 39. Key Takeaways: 1. Amplify content that is already working. 2. Test at least 2 different ads. 3. Watch your key performance metrics to determine your success.
  40. 40. Thank you! Connect with me www.andreavahl.com FREE Facebook Ads Training: www.fbadvertisingsecrets.com/freecourse

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