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How to Run Facebook and instagram Ads

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How to Run Facebook and Instagram Ads

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How to Run Facebook and instagram Ads

  1. 1. WHY MOST FAIL, BUT YOU WONT CRUSH IT WITH FACEBOOK ADS Part 1 Taught By Molly O’Kane bloggerithm.com https://www.flickr.com/photos/toomuchdew/
  2. 2. Why are you excited about this class? https://www.flickr.com/photos/jdhancock/
  3. 3. My Promise to You 1. What makes a successful Facebook ad 2. Loads of ideas to try out 3. Tips to make your life easier! In about 2 hours you’re going to learn:
  4. 4. Meet Molly Social Media & Marketing Consultant With over a decade of starting new programs from scratch, speaking, and most importantly, real-life, in-the-trenches business experience. I started helping small business owners over three years ago deal with the sometimes overwhelming marketing, advertising & social media aspects of starting a new business.
  5. 5. http://newsroom.fb.com/company-info 1.86
  6. 6. 79 32 31 29 24 0 10 20 30 40 50 60 70 80 90 100 Facebook Instagram Pinterest Linkedin Twitter 79% of Adults are on Facebook % of Adult Internet Users Pew research July 2016
  7. 7. http://www.socialmediaexaminer.com/facebook-marketing-why-it-is-time-to-rethink-everything-mari-smith/ 300 Visible Posts 5000 Pages 5000 Friends 6000 Groups
  8. 8. How People Use Facebook • To pass the time, • Connect with friends & family members or • To be entertained by the content they encounter. • People aren’t searching for anything in particular.
  9. 9. Facebook Pixel Before Running Any Ads: 1. Add your Facebook Pixel to your website 2. Test Using Chrome Extension Facebook Pixel Helper https://www.facebook.com/business/help/952192354843755 https://www.shopify.com/guides/facebook-advertising/pixel
  10. 10. Customer Stages
  11. 11. https://www.youtube.com/watch?v=iXfEc4wG208
  12. 12. Customer Stages In the village a beautiful young girl feels lonely and misunderstood, because she reads books, and seems to be the only one. She daydreams about getting out, getting a better life, meeting a prince. Strangers
  13. 13. Customer Stages Acquaintance Belle, the girl, goes looking for him, finds him there and pleads to let her father go, in return for her staying there with the beast. It's a done deal and Belle is now trapped in the castle with the beast and his staff.
  14. 14. Customer Stages Causal Friend After Gaston failed, Belle was reunited with the Beast.
  15. 15. Customer Stages Intimate Friend Belle did in fact fall in love with the Beast, thus breaking his spell.
  16. 16. Customer Stages Marriage Belle did in fact fall in love with the Beast, thus breaking his spell. Marriage
  17. 17. Let’s Play a Little Game: New Product Line Launch Most Effective Least Effective Marriage Intimate Friend Casual Friend Stranger Acquaintance
  18. 18. Now Let’s Translate this to Facebook Audiences Marriage Intimate Friend Casual Friend Acquaintance Stranger Custom Audience Look A Like Audience Core Audience
  19. 19. Some estimates put the cost of attracting a new customer at 5x more expensive than selling again to an existing client. Custom Audiences perform better than other types of ads; reach people who already have a relationship with your brand. https://www.invespcro.com/blog/customer-acquisition-retention/
  20. 20. Custom Audience 1. Create Custom Audiences off of existing customer data, including emails and phone numbers 2. Build Custom Audiences off of retargeting data, including website visitors and app users 3. Create Custom Audiences off of Facebook engagement data
  21. 21. Custom Audience Existing customer data, including emails and phone numbers Must be able to match at least 100 to use How to Create a Custom Audience 1 email fn ln value elizabetho@fb.com Elizabeth Olsen 20.1 andrewj@fb.com Andrew Jamison 1342.8 margaretj@fb.com Margaret Johnson 600 johnd@fb.com John Doe 505
  22. 22. Custom Audience Retargeting data, including website visitors and app users (Must have 20 matches to use) Too Small Tips: • Expand data range, • Pair with an AdWords campaign & check back when large enough 2
  23. 23. Custom Audience Facebook engagement data (Must have 20 matches to use) Too Small Tips: • Expand date range • Pair with an Facebook reach campaign & check back when large enough • Post Consistently 3
  24. 24. Lookalike Audience • From your customer data Custom Audiences • From your retargeting data Custom Audiences • From your engagement data Custom Audiences How to Create A Look A Like Audience https://www.flickr.com/photos/kkendall/
  25. 25. Lookalike Audience • Start at 1% match • Increase your percentage points from there as needed • (making sure to exclude your previous audience from your next campaign • Expect that your conversion rates may go down as your audience grows larger & their specificity diminishes https://www.flickr.com/photos/kkendall/
  26. 26. Core Audience • Use any demographic data you have, narrowing your target audience as much as possible • Location • Demographics • Interests • Behaviors • Connections https://www.flickr.com/photos/halfrain/
  27. 27. Core Audience • Least effective type of targeting. • Why: you’re targeting by characteristics – not necessarily actions or intent. Exceptions to this rule • Targeting based on hobbies, sports fanaticism or passions where users are particularly interested in specific topics may be enough to convert them right away. https://www.flickr.com/photos/henriquev/ somebody likes running, not necessarily interested in purchasing running shoes at the time.
  28. 28. Audience Size When starting a campaign Start by targeting anywhere from 500,000 to 3,000,000 people. Exception Local Businesses https://www.flickr.com/photos/kristarella/
  29. 29. Audience Ideas https://www.flickr.com/photos/eltonharding/
  30. 30. Google Search • To get list • Top leaders • Top magazines • Top Blogs • Top Websites • Tools use • Associations • Conferences • Schools • Organizations • tradeshows
  31. 31. • Exclude anything that would be too broad • Example: targeting Rock Climbs; • REI also attracts people with other interests (Too Broad) Is this Too Broad?
  32. 32. • Interests • Look at Page likes • 4-5 interests • Ideas for other interests • What is too Broad?
  33. 33. Warning Math Ahead…. Take a deep breath https://www.flickr.com/photos/jimmiehomeschoolmom/
  34. 34. Audience Size Ecommerce Funnel Step Conversi on Rate Required Facebook Ads 1% ? Audience Website 2% ? Website Visitors Total sales $10,000 (average sales $22) ? Sales Total Sales Desired: $10,000 Hint: Start at the Bottom How Many Sales Needed? $10,000/$22=454.55 How Many Website Visits Needed? 454/ 0.02 = 22,700 How large of an audience do I need? 27,000/ 0.01= 2,270,000
  35. 35. Audience Size Ecommerce Funnel Step Conversi on Rate Required Facebook Ads 1% 2,270,000 Audience Website 2% 22,700 Website Visitors Total sales $10,000 (average sales $22) 454 Sales Total Sales Desired: $10,000 Hint: Start at the Bottom How Many Sales Needed? $10,000/$22=454.55 How Many Website Visits Needed? 454/ 0.02 = 22,700 How large of an audience do I need? 27,000/ 0.01= 2,270,000
  36. 36. Audience Size Leads Total Sales Desired: $120,000 Hint: Start at the Bottom How Many Sales? $120,000/$3,000=40 How Many Sales Calls? 40/ 0.20 = 200 How Many Leads? 200/ 0.70 = 285 Funnel Step Conversion Rate Required Facebo ok Ads 1% ? Reach Landin g Page 5% ? Link Clicks Leads 70% ? Leads Sales Calls 20% ? Calls Taken Total sales $120,000 (ave. sale $3000 ? Sales How Many Link Clicks? 285/ 0.05= 5,700 How Large an audience? 5,700/ 0.01= 570,000
  37. 37. Audience Size High Ticket Event or Sale Funnel Step Conversion Rate Required Facebook Ads 1% 570,000 Reach Landing Page 5% 5,700 Link Clicks Leads 70% 285 Leads Sales Calls 20% 200 Calls Taken Total sales $120,000 (ave. sale $3000 40 Sales
  38. 38. Find Your Audience Size Funnel Step Conversion Rate Required Facebook Ads 1% Reach Landing Page 5% Link Clicks Leads 70% Leads Sales Calls 20% Calls Taken Total sales Sales Funnel Step Conversion Rate Required Facebook Ads 1% ? Audience Website 2% ? Website Visitors Total sales ? Sales Ecommerce High Ticket Sale or Event
  39. 39. • Interests • Look at Page likes • 4-5 interests • Ideas for other interests • What is too Broad?
  40. 40. Excluding Audience Exclusions let you better target your ads and can ultimately help: • Lower your cost per action or cost per click • Reduce money spent on wasted clicks • Reach people who are more likely to buy or convert https://www.flickr.com/photos/markusspiske/
  41. 41. Here’s How: • First create a Custom Audience list from your existing customer list • Then, as you're creating your ad, target a relevant interest and exclude the Custom Audience list you've just created Exclude an existing customer list to avoid targeting them twice
  42. 42. • Here’s How: • First, create a Custom Audience from your website and include those who added running shoes to their cart • Then, exclude people who completed a purchase (visited a /thank-you page, for example) to target only those who added running shoes to their cart but did not buy Exclude people who've converted to remarket (made purchase)
  43. 43. Your Turn (20 minutes) Make an audience in Audiences under Assets + Break https://www.flickr.com/photos/emaleth/
  44. 44. 1. Figuring out your sequence • Does your offer follow a flow of a healthy relationship? • Multistep • Remember Belle • Offer is a relationship person to person (12 stages or intimacy Desmond Morris)
  45. 45. Now Let’s Translate this to Customer Journey Marriage Intimate Friend Casual Friend Acquaintance Stranger 7) Advocate 8) Promote 5) Get excited 6) Ascend 3) Subscribe 4) Convert 1) Awareness 2) Engage
  46. 46. Steps (Customer Journey) Stage Example Awareness Really Great Content Engage Compelling Content Subscribe Opt In Convert Stranger to Friend; low commitment offer small purchase or sign up for demo Get excited Deliver on promise Ascend Can I take you out to dinner Advocate When asked Recommend Promote Affiliate or Ambassador (Actively telling others about)
  47. 47. ADs Forced Friendship It's a done deal and Belle is now trapped in the castle with the beast and his staff.
  48. 48. Skipping to Many Steps Forced Marriage In the village the ignorant and manly Gaston is upset that Belle isn't interested in him. When her father claims she is trapped with a beast, Gaston sees the opportunity to have him committed to a mental hospital, thereby forcing Belle to marry him.
  49. 49. Success Stories Pick Two:
  50. 50. 2. Offer Messaging • Does your copy speak to a specific desired end result of your customer? Talk to their specific pain point • Ideal Customer in some state of discontent, that’s why we buy https://www.flickr.com/photos/hadock/
  51. 51. Offer • Hooks • Once they bought, what does their after state look like? Before After Have Feel Average Day Status Proof & Results Speed & Automation (Quicker for someone)
  52. 52. Offer Copy • Call out your audience (not by personal attributes) • Use question to poke at pain points • Solution to pain point=your offer or Call to Action • Be personable • No need to yell “FREE” • Use bullets, asterisks, emojis
  53. 53. Tool to make your ad positive • Check the sentiment of the ad https://text-processing.com/demo/sentiment/
  54. 54. Check what Facebook Sees in Pictures • Open chrome Browser, • go to Facebook copy picture, paste into messages to see what FB sees. • Object and Sentiment • Consulting.com/object-tool • Amazon Rekognition • Consulting.com/emotion-tool & https://www.faceplusplus.com/emotion- recognition/ https://text-processing.com/demo/sentiment/
  55. 55. Turn on: Automatic Advanced Marketing Get more out of pixel with automatic advanced matching Using automatic advanced matching, you will be able to accurately attribute conversions and increase your audience size to drive better results from your Facebook ads. In this article: •About automatic advanced matching •Benefits of automatic advanced matching •Setting up automatic advanced matching About automatic advanced matching With automatic advanced matching, we can capture the hashed customer data (ex: email addresses) you collect from your website during processes like check-out, account sign-in or registration.
  56. 56. 3. Build commitment & micro commitment • Small purchase prior to big purchase • Commitment of time ex. Webinar • Think Promise Ring before a Wedding Ring https://www.flickr.com/photos/mikelao/
  57. 57. 4. Little Victory • Overcome self-doubt Ex. Constant Contact Step 1: design email template upload logo, Step 2: pick colors, Step 3: congrats you crafted first email, Step 4: now upload list. www.sociallystacked.com/2013/05/6-ways-to-leverage-your-facebook-cover-photo https://www.flickr.com/photos/familymwr/
  58. 58. Software-as-a-Service (SaaS) Companies Lead-Gen Businesses A lead-gen business is any service-oriented business that’s using Facebook Ads to find new clients. E-Commerce Sellers
  59. 59. Upsells to higher packages or tiers of service Pushes for referral program participation Requests for feedback, reviews or testimonials Referral marketing incentives (or better referral marketing terms for top advocates) Access to private Facebook groups or forums Recognition of their “top user” status Upsells to higher packages or tiers of service Pushes for referral program participation Requests for feedback, reviews or testimonials Invitations to in-person events Special referral marketing bonuses Extra services not available to the general public Upsells or cross-sells to related products Pushes for referral program participation Requests for feedback, reviews or testimonials Special VIP-only coupon codes Special referral marketing incentives Invitations to in-person events, such as product launches, tradeshows, etc Advocacy/Promote: Custom Audiences (top 20% customers)
  60. 60. Free trials Paid trials Paid subscriptions Pushes to lead-gen landing pages Pushes to webinars Product-specific dynamic retargeting ads Product sales Re-purchase ads (for products that run out) Coupon codes Get Excited/Ascend: Custom Audiences (past purchasers, several visits to website, email engagement above norm, high lead score) Make the Sale
  61. 61. “10X” content Marketing videos Case studies Lead magnets “10X” content Marketing videos Case studies Lead magnets Product reviews Product comparisons Subscribe/Convert : Custom Audiences (email List, Website Visits, Facebook Engagement, Past Customer purchases, app use) & Lookalike Promote Benefits
  62. 62. “10X” content Marketing videos Ungated blog posts Past positive customer reviews and/or testimonials Media mentions on major news outlets “10X” content Marketing videos Ungated blog posts Ungated white papers or case studies Past positive customer reviews and/or testimonials Product introductions Positive reviews and/or testimonials from past customers Product reviews 10X content Influencer/experiential content Awareness/Engage: Core Audience & Lookalike Value, Value, Value
  63. 63. Offer- Should You Show Pricing? Hotel AdsTravel Ads Tip: Check out Competition & analyze their ads to understand why they might be working http://www.bandt.com.au/advertising/how-to-create-better-banner-ads-for-travel-media-and-dining-clients
  64. 64. Choose Images to Convey Hook or marketing message • Tell story • It catches attention of the reader without being flashy or off- brand. • It reflects the brand and customer journey. • Display Product • Play off emotions already associated with imagery https://www.flickr.com/photos/richardsummers/
  65. 65. Better ads • Use smiling people • Use high contrast & colorful photos • Use photos that show the benefit of the product/service, not spammy call- to-action • Address an emotion • Use symbolic images • No more than 20% text on image • Use the image to catch their attention & “sell” them on clicking the ad NOT convince them to buy. You’ll use your sales funnel for that.
  66. 66. https://www.facebook.com/ads/tools/text_overlay Less 20% Text
  67. 67. Get Image Ideas Use Google images, Dreamstime or Creative Common (Flickr)
  68. 68. Choose 2 Facebook Success Stories Continue
  69. 69. Carousel Ad: Charge Cords Audience: • Custom Audience (based on website Traffic) English-speaking • Aged 22–65+ living in either the Oceanic or European region. • Excluded people who had made a purchase from the Charge Cords website in the last 180 days. Event: “Purchase” Call-to-action: “Shop Now” Campaign Results: • 4X increase in sales from Oceanic and European countries • 4X return on ad spend https://www.facebook.com/business/success/charge-cords Back
  70. 70. Collection ad format,(hero video + a shoppable experience) MeUndies Audience: • lookalike audience based on a Custom Audience of its past purchasers Campaign Results (10 days): • 40% increase in conversion rate • 47% increase in new subscriptions from the mobile campaign • 44% boost in new customers from the mobile campaign • 1.5 million people reached https://www.facebook.com/business/success/meundies-2 Back
  71. 71. Video Ad: Series Wander Beauty • application videos • products being applied on different models with different skin tones Audience: • Custom Audience existing customers, & segmented this list based on interests, such as beauty products and accessories, cosmetics and online buyers • Multiple lookalike audiences • Women in the US aged 25–50, with interests in digital retailers, beauty and beauty accessories, fashion, and health and wellness Campaign Results (2 Months): • 4.4X increase in sales • 59% decrease in cost per sale • 2.3X increase in conversion rate https://www.facebook.com/business/success/wander-beauty Back
  72. 72. Video Ad: Manscaped Tested a variety of video thumbnails, ad copy and headlines. Audience: • Custom Audience of past buyers • lookalike audience • general audience of men aged 21–45 Event: “purchase” Campaign Results (2 Months): • 3.4X return on ad spend • 67% decrease in cost per acquisition (compared to the baseline Facebook campaign cost per acquisition) • 53% increase in conversion rate (compared to the baseline Facebook conversion rate on Shopify) https://www.facebook.com/business/success/manscapedBack
  73. 73. Video Ad: Bombas Inspiring Storytelling Audience: • lookalike audience based on people who watched the video • retargeted people who saw the video and visited its site but did not purchase any socks, showing them dynamic ads. Call To Action: “Shop Now” Campaign Results (3 Months): • 30% increase in return on ad spend • 50% increase in click-through rate https://www.facebook.com/business/success/bombas#u_0_f Back
  74. 74. Carousel Ad: Precision Nutrition Audience: • website visitors from last 90 days who didn’t already like Facebook Page • interests similar to Precision Nutrition’s current Page audience Call To Action: “sign up” Campaign Results (4 Months): • 6,000 new newsletter signups or email downloads • 50% lower cost per lead than standard link ads • 50% higher click-through rate than standard link ads • Over 2 million people reached • $0.07 or lower cost per click https://www.facebook.com/business/success/precision-nutrition#u_0_m Back
  75. 75. Offer Ad: Chicago lash “Bombshell Look Lash” package—marked down from $300 to $99. The ad linked to the company website and encouraged people to call the salon to book an appointment. Audience: • 20-mile radius around his business location. • women 24–55 years old • women interested in beauty, makeup, spa, Kim Kardashian and Oprah Winfrey Call To Action: “Book Now” Campaign Results (7 Months): • 50% increase in overall sales • 2X more daily appointment bookings • 3X more lash refills per day • $0.45 per website click from Facebook Ads https://www.facebook.com/business/success/chicago-lashes Back
  76. 76. Store Visits Ad: Cupcakin’ Bake Shop ran in the late afternoon Audience: • people aged 18–55, • living within 5 miles of the shop • who were interested in weddings, flowers and, of course, cupcakes. Call To Action: “Get Directions” Campaign Results (12 Months): • 25% increase in foot traffic since the campaign launch • 30% increase in website traffic since the campaign launch • 4.5X more sales compared to results from print advertising https://www.facebook.com/business/success/cupcakin-bake-shop#u_0_jBack
  77. 77. BetaBrand
  78. 78. Get Ideas
  79. 79. Get Ideas On Instagram From Others 1. Go to Instagram Profile 2. Click … on top right 3. Go to About this Account 4. Active Ads
  80. 80. https://karolakarlson.com/best-facebook-ad-examples/
  81. 81. Your Turn (20 minutes) Make an Offer + Break https://www.flickr.com/photos/emaleth/
  82. 82. Ad Formats
  83. 83. Collections ideal for e-commerce companies Promoting new products and cross- selling with complementary items, aiding increase in conversion rates Mobile Facebook Feed Only Need Product Catalog or Canvas https://www.facebook.com/433382740093484/videos/1194768897288194/ https://www.facebook.com/433382740093484/videos/1194768897288194/
  84. 84. start at 2minutes 48 Seconds
  85. 85. Canvas • Canvas is a full screen experience for mobile devices. • 3 Tips for Using Canvas • Know the story you want to tell about your brand, and use short videos, clear messaging and powerful images • Use high-quality images and video that take advantage of the full screen experience • Mark clear paths through your Canvas with simple steps and actions to take (like descriptive text for buttons and links) You should use a collection with Canvas when: • You don't have a product catalog. • You want to drive traffic or conversions to your website or app. • You want your customers to learn more about your business in a fast-loading, full screen experience. https://www.facebook.com/business/success/cirque-du-soleil-paramour/
  86. 86. Creating a Product Catalog Needed for Collections & Dynamic Ads (retargeting) For a How To Go to these resources: https://www.facebook.com/bus iness/help/1397294963910848 or https://www.jonloomer.com/20 17/04/05/facebook-ad- collection/
  87. 87. Facebook Video Ads Video Story about who you are. Story can be related to how you solve this problem, then a product demo, and then customer testimonial, and finish call to action Examples: • “Hey here’s our story, here’s how we got into this thing, this is the problem we solved, this is a demonstration of our product, here’s a happy customer, check us out” • Customer Testimonial • Top 5 Top 10 lists • Before and after articles • Instructions & how tos Acquaintance Stranger
  88. 88. Facebook Video Ads • Causal Friend→ Intimate Friend • Pitching • Product Demos, new product announcements Marriage Intimate Friend Casual Friend
  89. 89. Example of a video Ad Funnel
  90. 90. New: Instagram advertisers can now convert organic influencer posts into ads https://business.instagram.com/a/branded-content-ads?ref=igb_blog_branded_content
  91. 91. Customer Testimonial Tips • share a review where the customer tells a personal story • consider which stage in the buying cycle your customers are in • use product reviews to target first-time visitors and site reviews for people who already know your store • keep your text short and don’t refer to the review in your copy • find stories and reviews that use words like “I,” “my” or “we.”
  92. 92. https://www.slideshare.net/SKIMgroup/a-view-of-the-customer-experience-through-the-consumer-journey
  93. 93. Messenger as a destination Ad in your newsfeed that looks like a regular link but once click it opens in a message with that brand or Facebook page • 1 in 2 people say more likely to shop with a business they can message • Use at the Subscribe/Convert stages Facebook Messenger Ads •11% higher booking rate through Sephora Assistant •3 steps with Sephora Assistant versus 8 to book https://www.facebook.com/business/success/sephora
  94. 94. • Sponsored messages, sent to Facebook messenger inbox • Send promotions to people you are already talking with messenger bot. Use for Reengagement Facebook Messenger Ads
  95. 95. Abandon Shopping Cart Custom Audiences from your website https://www.facebook.com/business /a/online-sales/custom-audiences- website?campaign_id=648959365201 614&placement=broad&creative=682 61306412&keyword=+facebook++re marketing&extra_1=5823d0dc-ab6d- 4f88-a4fc-ee84016fbdb7
  96. 96. How Long to Run Facebook Ads Start with 3-5 days • 10,000 impressions • Or allow each ad to receive at least 20 conversions • Every change needs another 3-5 days
  97. 97. Where will You Take People?
  98. 98. Make Small Changes Facebook Ads $50 → $200 → $600 $50 → $60 → $72 Don’t Increase Budget more than 20% at a time & let go for 48 hours
  99. 99. General Goals Amy Poterfield Podcast #127 with Rick Mulready Facebook Ads Measuring Costs Every Niche is Different less than $1Less than $8 Cost per lead Cost per click (CPC)
  100. 100. Advertising Benchmarks 2015 Click-Through Rate: The percentage of users that click your ad. The higher, the better.
  101. 101. Warning Math Ahead…. Take a deep breath https://www.flickr.com/photos/jimmiehomeschoolmom/
  102. 102. Facebook Budget Funnel Step Conversion Rate Required Facebook Ads 1% 2,270,000 Audience Website 2% 22,700 Website Visitors Total sales $10,000 (average sales $22) 454 Sales $1 (CPC) x 22,700 Clicks= $22,700 Cost per lead/conversion< sale of product or LTV Customer What if the Cost per Click is ? $0.2 (CPC) x 22,700 Clicks = $4,540 $22,700 >$10,000 $4,540 <$10,000
  103. 103. 50-75% OF ALL ADS FAIL EVEN THE EXPERTS Get Your Mad Scientist on & EXPERIMENT https://www.flickr.com/photos/valiantize/
  104. 104. What to Test? • At least 2-3 different images & ad copy variations including headlines • Test different landing page/optin variations- headlines, images, bullet points • Different Ad placement: desktop, mobile, devices • Break down ad sets down into age ranges & genders Image from Adespresso
  105. 105. Your Turn (20 minutes) Create an Ad Post under Page Posts + Break
  106. 106. Facebook Ad: Start by picking campaign objective Sweet Spot is 50 conversions within 7 day period
  107. 107. Facebook Placements
  108. 108. Placement Facebook Ads • Pro tip: always edit placement • Remove audience network
  109. 109. • Use a lead magnet ad for audience that already has interest in the content & solution you offer • 97-99% people will not be ready to purchase • Goal: Increase email subscribers • Measure: Email sign ups (Website Conversion) Cost per Lead/Sign Up How to Generates Leads
  110. 110. • Use ads to increase reach • Use copy to promote sharing of your content • Goal : Generate more traffic to website & blog • Measure: Clicks to Website- CPC & CTR (traffic) What if I have Small List or Low Traffic To Site
  111. 111. Let’s Not Forget Growing Your email List Thru Ads https://webprofits.agency/blog/ultimate-guide-email-sequences/ Why? Lowers the Cost of Acquiring a Customer
  112. 112. Running more than one ad & ad set Use UTM Codes to track results Create UTM here: https://ga-dev- tools.appspot.com/ca mpaign-url-builder/
  113. 113. Standard Events
  114. 114. Custom Conversion • Page after initial landing page • Example Thank You page • URL contains
  115. 115. Dark Posting Selectively Solicit Feedback More On How to: https://www.youtube.com/watch?v=IVTlqAqQCCQ
  116. 116. Is a Positive Return On Investment https://www.flickr.com/photos/dennism2/
  117. 117. 6 Steps to measuring 1. Set Conversion Goal 2. Track Conversions(Reach, Leads, Conversion Rate, Traffic, Customers) 3. Assign monetary value to each conversion 4. Measure Total Benefits by Channel 5. Determine Costs 6. Analyze Results & Improve http://neilpatel.com/wp-content/uploads/2015/08/Facebook-Ad-That-converts.pdf Facebook Ads Measuring ROI
  118. 118. Warning Math Ahead…. Take a deep breath https://www.flickr.com/photos/jimmiehomeschoolmom/
  119. 119. Generally Speaking $5 should get you 5-30 clicks Here’s how it looks; 100 Website Clicks 40 Optins – (40% Conversion) 2 sales – (5% Conversion) = $100 Revenue – (2 sales @ $50) To break even on this campaign you would need to ensure your cost per website click was $1.00 or less. $1 x 100 visitors = $100 http://neilpatel.com/wp-content/uploads/2015/08/Facebook-Ad-That-converts.pdf Cost per lead/conversion< sale of product Facebook Ads Measuring ROI
  120. 120. Facebook Ads- Pro Tip check relevancy, after 100 interactions, get it over 7 closer the 10 the better Why? lowers ad cost
  121. 121. General Stat Goals Cost per lead less than $8 Cost per click less than $1 Click thru- Rate more than 1% Relevancy score 7 & above Frequency Rate 1-3 Amy Poterfield Podcast #127 with Rick Mulready Facebook Ads Measuring Costs Every Niche is Different
  122. 122. • Your Offer • Your Targeting • Your Ad Copy/Creative • Your Ad Scent Troubleshooting Ads Four likely culprits: https://www.flickr.com/photos/qole/
  123. 123. What We Learned Today All About Facebook Ads • How to create awesome Facebook Audiences • Customer Stages • Perfecting the Offer • Setting up an Ad Campaign • Budgeting
  124. 124. AND IF YOU DO ALL THESE THINGS (You know, as in get all your ducks in a row)
  125. 125. https://www.flickr.com/photos/bayasaa/ Your Sales just might REACH NEW HEIGHTS
  126. 126. If you loved the class, I would love to hear about how you will use what you learned Before you leave write a review @Bloggerithm on Facebook P.S. If you review with 24 hours I will send you a link to Troubleshooting your Facebook Ads
  127. 127. Contact Info: Molly O’Kane bloggerithm@gmail.com Visit: bloggerithm.com
  128. 128. https://www.facebookawards.com/winners-gallery/2017/latam/shortlist/the-mother-of-rock.html
  129. 129. https://www.facebookawards.com/winners-gallery/2017/na/winner/careculator.html
  130. 130. https://www.facebookawards.com/winners-gallery/2017/apac/winner/hungerithm.html
  131. 131. https://www.facebookawards.com/winners-gallery/2017/apac/winner/the-adventures-of-little-brush-big-brush.html

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