Understanding your advertising goals is a crucial step in creative an effective campaign. The right objective = more conversions. In this training, we’ll be analyzing the various advertising objectives Facebook offers and showing you which ones work the best to get you more conversions. In this presentation, we cover: - Why 95% of marketers say that Facebook is the best platform the advertise on. - How to get the most out of your advertising campaign, regardless of your industry. - Awareness, Consideration, Conversions: What each of these overarching objectives really mean and how they can work to increase your business. - The importance of campaign strategy and how it should align with your business goal. - Quit showing ads to people who have no intention of buying: Most ad spend is wasted on showing campaigns to the wrong people; but it doesn't have to be that way. - Brand awareness and direct response marketing: how these two strategies can work together to get you a great ROI. If you're ready to turn more of your advertising dollars into higher profits for your business, and get one step closer to mastering the minefield of social media advertising, then you’ll want to check out this awesome free resource!

1. Leveraging Facebook’s
Advertising Objectives to
Increase your Conversions
presented by:

2. 2
Leveraging Facebook’s Advertising Objectives
to Increase your Conversions
Introduction
Why Social Media?
Advertising Objective #1 - Awareness
Advertising Objective #2 - Consideration
Advertising Objective #3 - Conversions
Needls Demo
Summary
Using the Objectives
SPECIAL GIFT!
Q&A

3. 3
Jennifer Sintime
Director of Communications
Contributing author of Women, Work and The Web (2014), an anthology focused on web entrepreneurship.
In 2013, designed and created the curriculum for online business development course. Background in
strategic content development and digital marketing.

4. Fish taco addict
Karaoke Queen
Cat Lady in the making
Borderline Wine Snob
4

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Needls. is The Easiest and
Most Effective Way to Advertise on
Facebook Instagram

6. 6
Why not traditional media?
US$0
US$25
US$50
US$75
US$100
Internet
Advertising
TV Advertising Radio
Advertising
Consumer
Magazine
Advertising
Newspaper
Advertising
Out-of-home
Advertising
Trade
Magazine
Advertising
Cinema
Advertising
US$0.9
US$4.7
US$10.9
US$14.9US$16.8US$18.4
US$81.7
US$93.5
US$0.9
US$4.6
US$9.2
US$18.8US$16.8US$17.8
US$73.0
US$68.1
2016 2020
US Advertising Media Market Sizes
Data source: PwC Global Entertainment and Media Outlook: 2016-2020
(in US$ billions)

7. 7
Spending on Social Media
will exceed $35B in 2017
eMarketer

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Why Social Media?

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Why advertise on Social Media?
80% of marketers have, or will have,
invested in social advertising in 2017
Gartner Inc.

10. “71% of consumers who have had a good
Social Media service experience with a
brand are likely to recommend it to others.
Source: Ambassador
”

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Twitter
317 Million active
users per month
100 Million Daily
Twitter users
500 Million Tweets
sent per day
Data: Omnicore

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Pinterest
150 Million active
users per month
50+ Billion
Pinterest Pins
1+ Billion
Pinterest Boards
Data: Omnicore

13. 13
Linkedin
467 Million
Linkedin Users
106 Million
Active Monthly
2 New Linked in
Members every
second
Data: Omnicore

14. 14
Instagram
700 Million
Monthly Active
Users
400 Million
Active Daily
Users
4.2 Billion
Instagram
Likes per Day
Data: Omnicore

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Facebook
2 Billion Monthly
Active Users
1.57 Billion
Mobile Daily
Users
1.18 Billion
Desktop Daily
Active Users
Data: Omnicore

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Social ad spending 2X in
the last two years
Why Facebook / Instagram?

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Ad revenue on FB grew
53% from 2015-2016
mediakix
Why Facebook / Instagram?

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In 2015 Facebook influenced 52% of
consumers’ online and offline purchases,
up from 36% in 2014.
The Drum
Why Facebook / Instagram?

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95.8% of Social Media
Marketers said Facebook
gets them the highest ROI
Why Facebook / Instagram?

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Only 2% of a brand’s
audience sees their organic
posts on Facebook
The Problem

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65 million other SMBs are on FB,
but only 4 million are using the ad platform
This $%#@ is HARD!

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We surveyed users on our platform and 88%
either have tried Social Media advertising and
failed, or didn't even know where to start
88%

23. We’re here
to help!

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Direct Response Advertiser
What kind of advertiser are you?
Brand Advertiser
E-commerce Organizations
& Associations
Professional
Services
Health Entertainment
& Media
GamingEducation Dating Financial
Services
Beverages &
Packaged
Foods
Personal
Care &
Cleaning
Retail Travel Technology Consumer
Packaged
Goods
Automotive Government
& Politics
Telecommunications

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Choose your own ‘Adventure’
App Installs
Traffic
Conversions

26. Why Do Objectives Matter?

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A Consumer’s Journey
Awareness
Consideration
Conversion

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Consideration

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A Consumer’s Journey
Awareness
Consideration
Conversion

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The Three Over-Arching Objectives
Awareness Consideration Conversions

31. Awareness

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Awareness

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Awareness
Brand Awareness
Reach people more likely to pay attention to
your ads and increase awareness for your brand.

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Awareness
Reach
Show your ad to the maximum number of people in
your audience and how frequently they can be seen.

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Awareness

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Awareness

37. ”
“ By analyzing hundreds of brand campaigns
we found that the longer someone spends
with an ad, the more likely they are to
remember what they’ve seen.
Facebook, 2015
Brand Recall and Recognition

38. “ 2% of shoppers convert on the first visit to
an online store. Retargeting brings back
the other 98%
AdRoll
”
Remarketing: From window shoppers to buyers

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Who Benefits from an Awareness Objective?

40. Consideration

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Consideration

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Consideration
Traffic
Increase the number of visits to your website
or get more people to use your web app.

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Who Benefits from the Traffic Objective?

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#needlsHACK

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Consideration
App installs
Send people to an app store where they can
download your app.

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Consideration: Engagement

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Boost your posts

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Promote your Page (Page likes)

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Get people to claim an offer on your Page
(Offer claims)

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Raise attendance at an event on your Page
(Event responses)

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Consideration
Video Views
Promote videos that show behind-the-
scenes footage, product launches or
customer stories to raise awareness about
your brand.

52. “4x as many customers would rather watch
a video about a product than read about it
(Animoto).
Invisia
”

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Consideration
Lead generation
Collect lead information, such as email
addresses, from people interested in your
business.

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Lead Ads

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Is Lead Generation for You?

56. 56
Who Benefits from the Consideration objective?

57. “ 81% of consumers conduct online research
before they actually make a purchase.
Adweek
”

58. Conversions

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Conversions
Conversions
Get more people to use your website,
Facebook app, or mobile app. To track and
measure conversions, use the Facebook
pixel or app events.

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What is a pixel?

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Conversions

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Conversions

63. “ Choose your conversion wisely!
”
#needlsHACK

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Conversions
Product Catalog Sales
Show products from your product catalog
based on your target audience

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Conversions

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Conversions

67. 67
Conversions
Store visits
Promote multiple business locations to
people who are nearby.

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How do Store Visits Work?

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Who benefits from the Conversion Objective?

70. Choosing the Right Objective

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Direct Response Advertiser
Brand Advertiser
E-commerce Organizations
& Associations
Professional
Services
Health Entertainment
& Media
GamingEducation Dating Financial
Services
Beverages &
Packaged
Foods
Personal
Care &
Cleaning
Retail Travel Technology Consumer
Packaged
Goods
Automotive Government
& Politics
Telecommunications

72. 72
A Consumer’s Journey
Awareness
Consideration
Conversion

73. 73
We’re just getting started

75. 75
Michael
Hartzman

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Remember, this is how we work. Create, target, optimize. We make it
super easy so that you don't even need to think about your objective using
data science, machine learning, let alone all the other steps that are
involved in creating an effective campaign.
Create Target Optimize

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Questions?

78. 78
Thank you!
Webinar35