Social Media 106: How To Write Effective Facebook Ads That Get Clicks
Michelle Hummel CEO of… Thanks for joining me today! <ul><li>Web Media Expert:   Social Media Agency </li></ul><ul><li>Lik...
<ul><li>2 nd  most visited website </li></ul><ul><li>800,000,000 users worldwide </li></ul><ul><li>57% female 47% male </l...
Facebook Ads Versus Google Ads etc. <ul><li>Google AdWords, Yahoo Search Marketing or Bing Search Ads – Ads targeted by  k...
Facebook Targeting Options <ul><li>Location - city, state or country </li></ul><ul><li>Demographics – birthday, relationsh...
Facebook Ad Approval Process <ul><li>Facebook approval team works on Pacific standard time (PST).  </li></ul><ul><li>Ads a...
Facebook Advertising  <ul><li>Set a daily advertising budget </li></ul><ul><li>Decide how long the ad will run </li></ul><...
Defining CPC <ul><li>Short for cost-per-click,  advertisers pay based on the number of clicks on their ad </li></ul><ul><l...
CPC Marketing Tips <ul><li>  </li></ul><ul><li>Start your CPC bid low </li></ul><ul><li>More targeting = more expensive </...
Determine Ad Performance, CTR <ul><li>CTR = Click Through Rate  </li></ul><ul><li>Total clicks, divide by the number of im...
Getting Started With Facebook Ads, Best Practices
Headlines That Say YES! <ul><li>25 max characters available </li></ul><ul><li>Are you Single? Recently Engaged? Getting Ma...
Hypnotic Headlines <ul><li>Evoke Emotion:  Need a laugh? </li></ul><ul><li>Ask Why :  Why I lost weight </li></ul><ul><li>...
Good Headline Examples GOOD AD – qualifies “like” BAD AD - too general
Images With a Human Touch Ads with people, and especially close ups of faces and eyes tend to get a higher click through r...
Maximize Your Image Space It’s best to upload horizontal (landscape) images to ensure you’re maximizing the space availabl...
Transparent Image Backgrounds Eliminate unnecessary surroundings either by giving it a transparent background or a white o...
Give a Reason to Click LIKE Give a compelling reason to click: access to promotions (deals, coupons, sweepstakes, contests...
Copy Relevant to Target Audience <ul><li>135 max characters for body copy </li></ul><ul><li>Tie your target details (likes...
Targeting Success Story  <ul><li>CM Photographics </li></ul><ul><li>Strategy: Targeted 24-30 yr old women who indicated th...
Targeting Success Story <ul><li>StorQuest Self Storage </li></ul><ul><li>Strategy: Targeted college students at 21 campuse...
Test Multiple Ad Targets, Optimize <ul><li>Target College Students </li></ul><ul><li>Late night hours </li></ul><ul><li>Ta...
Promote Facebook Group, Event or App Do you have an event you could promote?
Break Out For Learning Session <ul><li>Pick a partner </li></ul><ul><li>Learn about their business </li></ul><ul><li>Defin...
PPC Marketing Techniques
Promote Your Facebook Fan Page <ul><li>Keep users in Facebook for best results, click to fan page </li></ul><ul><li>Target...
PPC Ad & Landing Page Techniques 2,181 coupons were redeemed and more customers in the door
PPC & Landing Page Technique “ Your Song in a Movie” Contest on Facebook
Facebook Reveal Tab Technique Before the LIKE  After the LIKE
Create Facebook Ad Example <ul><li>Destination:  External URL </li></ul><ul><li>Title: Recently Engaged? </li></ul><ul><li...
PPC References <ul><li>Create your Ad </li></ul><ul><li>http:// www.facebook.com /ads/create/ </li></ul><ul><li>Webinars, ...
Keys to PPC Success <ul><li>Define Your Target Market </li></ul><ul><li>Create An Attention Grabbing Headline </li></ul><u...
Takeaways <ul><li>What product or service can you giveaway? </li></ul><ul><li>Do you have an email database to collect lea...
Social Media Enthusiasts <ul><li>Introducing Social Media Enthusiasts </li></ul><ul><li>Social Media Hands On Training </l...
Web Media University <ul><li>Introducing  WebMediaUniversity.com </li></ul><ul><li>8 Modules of Social Media Training  </l...
Special Limited Offer Today Only <ul><li>1 FREE Month of Web Media University $19.99 </li></ul><ul><li>1 Hour FREE One-on-...
Questions and Answers <ul><li>What questions can I help answer? </li></ul><ul><li>Thank you for participating! </li></ul><...
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Social Media 106 How to Write Effective Facebook Ads That Get Clicks!

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Learn how to write effective Facebook ads that get clicks!

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Social Media 106 How to Write Effective Facebook Ads That Get Clicks!

  1. 1. Social Media 106: How To Write Effective Facebook Ads That Get Clicks
  2. 2. Michelle Hummel CEO of… Thanks for joining me today! <ul><li>Web Media Expert: Social Media Agency </li></ul><ul><li>Like Social Media: Business Directory & Ranking Tool </li></ul><ul><li>Send Social Media: Social Media Management Dashboard </li></ul><ul><li>Social Media Matcher:   Social Media Applications Directory </li></ul><ul><li>Web Media University: Social Media Training and Certification </li></ul><ul><li>COMING SOON! </li></ul><ul><li>My book: The Social Media Magnet “ Everything you need to know to attract customers with social media” by Michelle Hummel </li></ul><ul><li>  </li></ul><ul><li> </li></ul>
  3. 3. <ul><li>2 nd most visited website </li></ul><ul><li>800,000,000 users worldwide </li></ul><ul><li>57% female 47% male </li></ul><ul><li>Fastest growing demographic 35+ </li></ul>Facebook Overview Do you have a Personal Facebook Profile? Credits: Amodiovaleria Verde
  4. 4. Facebook Ads Versus Google Ads etc. <ul><li>Google AdWords, Yahoo Search Marketing or Bing Search Ads – Ads targeted by keyword search </li></ul><ul><li>Facebook Ads – Ads targeted by users interests Favorite movies, books, hobbies, passions and interests. </li></ul>Have you advertised on Facebook or Google?
  5. 5. Facebook Targeting Options <ul><li>Location - city, state or country </li></ul><ul><li>Demographics – birthday, relationship status, age, gender or language spoken </li></ul><ul><li>Likes and interests </li></ul><ul><li>Education and work - specific company, college or level of education </li></ul><ul><li>Connections - target or exclude users who like certain pages, events, groups and/or apps </li></ul>What is your target audience?
  6. 6. Facebook Ad Approval Process <ul><li>Facebook approval team works on Pacific standard time (PST). </li></ul><ul><li>Ads are typically approved during the hours of 8am to about 8pm </li></ul><ul><li>Takes between 1-6 hours to get an ad approved </li></ul><ul><li>If you are having trouble getting your ad approved be sure to read the guidelines: www.facebook.com/ad_guidelines.php </li></ul>How many ads have you placed on Facebook?
  7. 7. Facebook Advertising <ul><li>Set a daily advertising budget </li></ul><ul><li>Decide how long the ad will run </li></ul><ul><li>Determine timeframe to be published </li></ul><ul><li>Turn your ad on and off at anytime </li></ul>How many ads have you placed on Facebook?
  8. 8. Defining CPC <ul><li>Short for cost-per-click, advertisers pay based on the number of clicks on their ad </li></ul><ul><li>EXAMPLE </li></ul><ul><li>Set your CPC at $0.50/per click </li></ul><ul><li>1000 impressions (views) were served with 50 clicks on your ad </li></ul><ul><li>50 clicks X $0.50 = $25.00 </li></ul><ul><li>Your ad campaign costs $25.00 </li></ul>How much can you spend per day on Facebook?
  9. 9. CPC Marketing Tips <ul><li>  </li></ul><ul><li>Start your CPC bid low </li></ul><ul><li>More targeting = more expensive </li></ul><ul><li>Pay more = your ad targets a very specific demographic example: women, age 30, Ohio, married </li></ul><ul><li>Pay less = your ad targets a broad demographic example: women from the United States </li></ul>How many ads have you placed on Facebook?
  10. 10. Determine Ad Performance, CTR <ul><li>CTR = Click Through Rate </li></ul><ul><li>Total clicks, divide by the number of impressions (views), expressed in percentage.  </li></ul><ul><li>Average CTR is 2% </li></ul><ul><li>EXAMPLE </li></ul><ul><li>PPC at $0.50 </li></ul><ul><li>1000 impressions were served with 50 clicks on your ad </li></ul><ul><li>50 clicks/1000 impressions = 5% CTR </li></ul>What is your average CTR on Facebook?
  11. 11. Getting Started With Facebook Ads, Best Practices
  12. 12. Headlines That Say YES! <ul><li>25 max characters available </li></ul><ul><li>Are you Single? Recently Engaged? Getting Married? 30 and single? </li></ul><ul><li>New to Cincinnati? </li></ul><ul><li>Like Motorcycles? Like Massages? </li></ul><ul><li>Birthday Today? </li></ul><ul><li>FREE gift on your birthday, printable coupon, redeem in store only </li></ul>What engaging “yes” headlines can you write?
  13. 13. Hypnotic Headlines <ul><li>Evoke Emotion: Need a laugh? </li></ul><ul><li>Ask Why : Why I lost weight </li></ul><ul><li>How to : How to sleep soundly </li></ul><ul><li>Numbered lists : 101 ways to smile </li></ul><ul><li>Best or worst : Best US Beaches </li></ul><ul><li>Rhyme: No delay, start today </li></ul><ul><li>Hypnotic words : Amazing, Free, Secret, Killer, Awesome </li></ul>What hypnotic ad headlines can you write?
  14. 14. Good Headline Examples GOOD AD – qualifies “like” BAD AD - too general
  15. 15. Images With a Human Touch Ads with people, and especially close ups of faces and eyes tend to get a higher click through rate. Give your ads a human touch!
  16. 16. Maximize Your Image Space It’s best to upload horizontal (landscape) images to ensure you’re maximizing the space available, which is 110×80 pixels
  17. 17. Transparent Image Backgrounds Eliminate unnecessary surroundings either by giving it a transparent background or a white one. You don’t want to distract people from what you want them to notice.
  18. 18. Give a Reason to Click LIKE Give a compelling reason to click: access to promotions (deals, coupons, sweepstakes, contests, giveaways) is the number one reason people become fans
  19. 19. Copy Relevant to Target Audience <ul><li>135 max characters for body copy </li></ul><ul><li>Tie your target details (likes, interests or demographics) into your title and/or body copy </li></ul><ul><li>An ad targeting users living in the “Bay Area” should use “Bay Area” in the ad copy </li></ul><ul><li>More relevant ad copy to audience = more clicks </li></ul>
  20. 20. Targeting Success Story <ul><li>CM Photographics </li></ul><ul><li>Strategy: Targeted 24-30 yr old women who indicated they were engaged </li></ul><ul><li>Results: Over 12 months they generated $40,000 in revenue from a $600 investment on Facebook! </li></ul>
  21. 21. Targeting Success Story <ul><li>StorQuest Self Storage </li></ul><ul><li>Strategy: Targeted college students at 21 campuses prior to summer break </li></ul><ul><li>Results: 50% increase in total rentals versus prior year at same store </li></ul>
  22. 22. Test Multiple Ad Targets, Optimize <ul><li>Target College Students </li></ul><ul><li>Late night hours </li></ul><ul><li>Target Parents </li></ul><ul><li>Children discounts </li></ul><ul><li>Playdates </li></ul><ul><li>Targets Geo </li></ul><ul><li>10 miles from shop </li></ul><ul><li>Flavors of the week </li></ul><ul><li>New products </li></ul>
  23. 23. Promote Facebook Group, Event or App Do you have an event you could promote?
  24. 24. Break Out For Learning Session <ul><li>Pick a partner </li></ul><ul><li>Learn about their business </li></ul><ul><li>Define their PPC targets </li></ul><ul><li>Create an engaging PPC AD Headline and Body Copy </li></ul>
  25. 25. PPC Marketing Techniques
  26. 26. Promote Your Facebook Fan Page <ul><li>Keep users in Facebook for best results, click to fan page </li></ul><ul><li>Target users who “don’t already like your fan page” to get new fans </li></ul><ul><li>Create a custom landing page with a strong offer, coupon or sweepstakes entry </li></ul><ul><li>Provide an email signup form offering a free guide </li></ul><ul><li>Setup email auto-responders to make additional offers </li></ul>
  27. 27. PPC Ad & Landing Page Techniques 2,181 coupons were redeemed and more customers in the door
  28. 28. PPC & Landing Page Technique “ Your Song in a Movie” Contest on Facebook
  29. 29. Facebook Reveal Tab Technique Before the LIKE After the LIKE
  30. 30. Create Facebook Ad Example <ul><li>Destination: External URL </li></ul><ul><li>Title: Recently Engaged? </li></ul><ul><li>Body: Enter to win a $1,500 Live Webcam Wedding! Guests unable to attend? We make it easy to share your big day with everyone. </li></ul><ul><li>Targets: US,18-35, Women, Engaged </li></ul><ul><li>Budget: $10.00 per day </li></ul><ul><li>Timeframe: 2 weeks </li></ul><ul><li>Pay for Clicks (CPC): $0.50 </li></ul><ul><li>CREATE YOUR AD </li></ul><ul><li>Contest Example – 53 entries in 7 days!! </li></ul>
  31. 31. PPC References <ul><li>Create your Ad </li></ul><ul><li>http:// www.facebook.com /ads/create/ </li></ul><ul><li>Webinars, Case Studies </li></ul><ul><li>http:// www.facebook.com/FacebookAds </li></ul><ul><li>Images For Your Ad </li></ul><ul><li>http:// www.iconfinder.net </li></ul>
  32. 32. Keys to PPC Success <ul><li>Define Your Target Market </li></ul><ul><li>Create An Attention Grabbing Headline </li></ul><ul><li>Follow Through With A Consistent Landing Page </li></ul><ul><li>Optimize Your Campaign For Better Results </li></ul>
  33. 33. Takeaways <ul><li>What product or service can you giveaway? </li></ul><ul><li>Do you have an email database to collect leads? </li></ul><ul><li>How many leads would make this ad campaign a success? </li></ul><ul><li>How do you plan on staying educated about social media? </li></ul>
  34. 34. Social Media Enthusiasts <ul><li>Introducing Social Media Enthusiasts </li></ul><ul><li>Social Media Hands On Training </li></ul><ul><li>Social Media Networking Events </li></ul><ul><li>Social Media Makeover Giveaways $1,150 </li></ul><ul><li>Social Media Book Giveaways </li></ul><ul><li>Features Local Web Media University Experts </li></ul><ul><li>Includes In Depth Training for Social Networking, Video Marketing, LinkedIn, Local Marketing, Brand Building and much more! </li></ul>
  35. 35. Web Media University <ul><li>Introducing WebMediaUniversity.com </li></ul><ul><li>8 Modules of Social Media Training </li></ul><ul><li>Social Media Case Studies Library </li></ul><ul><li>Social Media Book Reviews </li></ul><ul><li>Social Media Matcher Toolkits Directory </li></ul><ul><li>Social Media Enthusiasts Recorded Training </li></ul><ul><li>Social Media National Events Calendar </li></ul><ul><li>Ability to get Social Media Certification </li></ul><ul><li>Constantly updated with fresh Social Media Training </li></ul>
  36. 36. Special Limited Offer Today Only <ul><li>1 FREE Month of Web Media University $19.99 </li></ul><ul><li>1 Hour FREE One-on-One Marketing Consultation $100 </li></ul><ul><li>3-5 page Social Media Analysis Report $450 </li></ul><ul><li>Total Value = *$550+ FREE </li></ul><ul><li>*Be sure to signup for this offer before you leave! </li></ul>*4 month minimum membership required
  37. 37. Questions and Answers <ul><li>What questions can I help answer? </li></ul><ul><li>Thank you for participating! </li></ul><ul><li>Michelle Hummel </li></ul><ul><li>Web Media University </li></ul><ul><li>http://www.WebMediaUniversity.com </li></ul><ul><li>Phone: 513-204-9324 </li></ul><ul><li>[email_address] </li></ul>

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