In this #SFGettingSmarter presentation Dani runs through how to use Facebook ads. What you will learn in this presentation: - Who's on Facebook and Why? - Why Marketers Use Facebook - Facebook Ads Breakdown - Campaign Optimisation - How Ads Tie in With Social - Hit and Miss - Testing

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Getting Smarter - An Introduction to Facebook Ads

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The Agenda.
1. Who’s on Facebookand Why?
2. Why Marketers Use Facebook
4. Campaign Optimisation
5. How Ads Tie In With Social
6. Hit & Miss
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7. Summary & Questions
3. Facebook Ads Breakdown

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Who’s on Facebook and Why?
Who?
Everyone. 18-34 is the largest age proportion of users, but even your Grandma is online.
Why?
People are here to engage, learn, discover, and share.
How many?
1.23 billion registered users on Facebook. 757 million daily visitors. 556 million of those are on
mobiles. Facebook & Instagram make up 20% of all phone use time.
Why mobiles?
Digital has made a shift to mobile. Now mobiles are part of our extended self image. Like a limb, our
phones are now constantly attached to us. 79% of smartphone users part with their phone for just 2
hours a day.

4. #SFGettingSmarter
The Agenda.
1. Who’s on Facebook and Why?
2. Why Marketers Use Facebook
4. Campaign Optimisation
5. How Ads Tie In With Social
6. Hit & Miss
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7. Summary & Questions
3. Facebook Ads Breakdown

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Why Marketers Use Facebook.
Don’t just push
• Two way dialogue
• Build relationships
• Raise brand awareness
• Create a personality
• Receive reviews
• Communicate through video - Facebook is the worlds top source of video discovery
Ads Manager
Ads Manager on Facebook provides excellent targeting options and is generally cost effective. Recent
updates make you more able to drives business results - brand awareness, preference, loyalty, and
sales.
What’s different about Facebook to other ad platforms?
• Facebook - About connection, engagement and discovery.
• Twitter - Immediate. Seeking current conversations and trending topics, and has a larger potential to
impact brand personality.
• LinkedIn - One-on-one conversations, group discussions, professional support, creating business
value, education, upskilling, problem solving.
• AdWords - People using engine with search intent.
And on a side note…
Facebook is adding an array of advertising products to their portfolio. Social, PPC, & Search.
Potential advertising options there in the future.

6. #SFGettingSmarter
The Agenda.
1. Who’s on Facebook and Why?
3. Facebook Ads Breakdown
4. Campaign Optimisation
5. How Ads Tie In With Social
6. Hit & Miss
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7. Summary & Questions
2. Why Marketers Use Facebook

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Facebook Ads Breakdown.
What Makes Facebook Ads Successful?
What works?
A number of factors influence what the best type of ad creative and message delivery strategy for a
company will be in any given campaign.
• Industry
• Product
• Campaign objective
• Target market
• Time of day
• Sequential messaging
• Type of content to share
How do we find out what works best for us?
Facebook outlines best practices around design and messaging to improve reach and frequency.
Use best practices as a guide… and test!

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Facebook Ads Breakdown.
Ads Manager & Power Editor
A special mention to Audience Insights
Audience size, demographics, page likes, location, activity in the last 30 days, & devices used.
Household and purchase information is soon to be released in Australia.
Power Editor
Power Editor is to Facebook as AdWords Editor is to AdWords. It allows us to make bulk edits fast! It
has undergone an incredible amount of development in the past few months (sometimes presenting
changes every 1-2 weeks) and I expect this will continue.

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Different Campaigns for Different Objectives
Campaigns can be set up with 1 of 10 objectives.
Most objectives give the ads a unique layout proven to convert best for the given objective.
The 10 Objectives
1. Send people to your website - Direct people to a landing page (most common objective)
2. Increase conversions on your website - Reach people when they are most likely to convert.
3. Boost your posts - Promote social content posted to your page
4. Promote your page - Promote page likes and drive traffic to your page
5. Get installs of your app
6. Increase engagement in your app - Drive re-engagement
7. Reach people near your business - Find locals
8. Raise attendance at your event - Drive event ticket sales
9. Get people to claim your offer - Online coupons
10. Get video views - I want them to look
Facebook Ads Breakdown.
Campaign Types and Purposes

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Core Audience
Facebook is where people go to share information about themselves, so naturally targeting metrics
are vast. Core audiences allow marketers to target users based on 5 key factors:
1. Location - Countries, States, Cities, Zip Codes
2. Demographics - Age, Gender, Employment Company, Relationship Status, Income, Parental Status,
Life Events, Online Behaviour, Device Owner
3. Interests - Broad category groups and specific interests
4. Behaviours - Digital activities, devices used, purchases and travel
5. Connections - Affiliations with brands, companies and people
Lookalike Audience
Create audiences based on similar Facebook profiles to the people who matter to your business.
These are built from either:
• Customer database list
• Website visitors
• Page fans
Custom Audience
Build a custom audience from your own data you want to match with Facebook profiles for accurate
targeting of current potential and actual customers. Can reach people based on specific actions taken
on your website.
Facebook Ads Breakdown.
Targeting

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The Agenda.
1. Who’s on Facebook and Why?
4. Campaign Optimisation
5. How Ads Tie In With Social
6. Hit & Miss
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7. Summary & Questions
2. Why Marketers Use Facebook
3. Facebook Ads Manager Breakdown

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Campaign Optimisation.
Why optimise?
Improving ad performance will improve ad reach and help optimise the number of conversions
received for your given objective.
A good place to start campaign optimisation is A/B testing creative elements and offers.
What should I optimise?
Facebook gives us a great summary of 7 creative elements proven to increase conversions. These are
a great place to start looking when creating an engaging ad.
1. Focal Point - Make it easy for the user to know where to focus
2. Brand Link - Does the audience know who the brand is?
3. Brand Personality - Does it convey the personality of the brand?
4. Informational Reward - We’re here for interesting information - long and short
5. Emotional Reward - Make them feel
6. Noticeability - Cut through the noise. Cinemagraphs are a great use of Facebook autoplay
video feature that does this.
7. Call to Action - A strong call to action lets the audience know what they should do next

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The Agenda.
1. Who’s on Facebook and Why?
5. How Ads Tie In With Social
6. Hit & Miss
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7. Summary & Questions
2. Why Marketers Use Facebook
3. Facebook Ads Breakdown
4. Campaign Optimisation

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How Ads Tie In With Social.
We know why they’re there
Facebook users are there to engage, learn, discover and share what they love with 100s of their
friends.
Ads in Social
Facebook ad formats are not intrusive to user experience.
Creative rules for advertisers pushing paid content.
Increased reach for boosted social posts.
Ads provide a means to engage with an audience socially. Create a two way conversation and build
relationships.
Social vs Promotional
On newsfeed, get your content balance right. 1 in 5 promotional posts is a good place to start testing.
Test engagement further with a content schedule and monthly optimisation practices.

15. #SFGettingSmarter
The Agenda.
1. Who’s on Facebook and Why?
6. Hit & Miss
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7. Summary & Questions
2. Why Marketers Use Facebook
4. Campaign Optimisation
5. How Ads Tie In With Social
3. Facebook Ads Breakdown

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Hit & Miss.
Facebook isn’t perfect
• Missing functionality
• Features rough around the edges during rollout - which happens often
• The rollout in different countries can make the interface confusing for international marketers
• Broad targeting vs tight targeting - you can expect mixed results

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The Agenda.
1. Who’s on Facebook and Why?
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7. Summary & Questions
2. Why Marketers Use Facebook
3. Facebook Ads Manager Breakdown
4. Campaign Optimisation
5. How Ads Tie In With Social
6. Hit & Miss

18. #SFGettingSmarter
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