In a time of ever-changing social media obstacles, it's inevitable you'll be tempted to dip your toes into the waters of paid social media advertising. But is it worth it? Can you afford it? More importantly, can you afford not to do it? On October 8th, 2014, Josh Krakauer of Sculpt helped answer the question that has existed longer than Facebook's "Boost" button: "How do I make the most out of social ads without throwing money away?" Learn more about Sculpt: http://wearesculpt.com/

1. HashtagDontBoost
DON’T BOOST.
MAKING THE MOST OUT OF !
SOCIAL MEDIA ADS.
WITH JOSH KRAKAUER

2. HashtagDontBoost
October 8, 2014
Sponsored by

3. HashtagDontBoost
“WHAT ARE SOME OF YOUR
BURNING QUESTIONS ABOUT FACEBOOK ADS?”

4. HashtagDontBoost @JHKRAK

5. WE ARE SCULPT.
HashtagDontBoost

6. HashtagDontBoost

7. HashtagDontBoost
WE LOVE FACEBOOK.

8. HashtagDontBoost
(we talked about it here in 2012)

9. HashtagDontBoost
BUT SOMETHING HAPPENED.

10. HashtagDontBoost
AND THEN, MORE HAPPENED.

11. “EVERY TIME YOU BOOST A POST, A KITTEN DIES, PROBABLY THIS ONE.”
wearesculpt.com HashtagDontBoost

12. HashtagDontBoost
how
many
people
on
facebook
does
it
take
to
have
a
successful
boosted
post
how
to
manage
and
boost
a
facebook
page
edit
boosted
post
facebook
is
boost
post
the
same
as
an
ad
best
way
to
boost
facebook
post
why
cant
i
boost
post
on
facebook
best
4me
to
boost
facebook
post
how
to
add
interests
to
promote
your
facebook
page
promote
or
boost
facebook
favebook
boost
post
when
is
the
best
4me
to
boost
facebook
posts
how
to
boost
post
on
facebook
should
i
use
the
promote
boost
on
facebook
whats
more
useful
boos4ng
posts
or
ads
how
good
is
the
boost
page
in
facebook
what
is
boost
post
on
facebook
page
what
is
boost
posts
on
facebook
how
does
facebook
boost
a
post
facebook
boost
post
not
working
best
4me
to
boost
facebook
ads
boos4ng
a
post
vs
ads
manager
interests
for
boos4ng
9
post
how
to
boost
post
on
facebook
boosted
posts
on
9
how
to
promote
now
that
facebook
is
making
you
boost
posts
facebook
boosted
post
dura4on
boost
post
how
to
boost
facebook
page
facebook
boost
interest
promoted
post
vs
boost
post
does
facebook
boost
post
work
facebook
adver4sing
versus
facebook
boosts
boost
on
facebook
fscebook
and
boost
posts
facebook
boost
post
mul4ple
how
to
best
use
a
facebook
boost
boost
post
interests
facebook
boost
vs
promote
facebook
boost
post
targe4ng
iowa
city
sculpt
is
page
boos4ng
be:er
than
promo4ng
page
wham
boos4ng
versus
promo4ng
facebook
boos4ng
facebook
posts
with
interests
no
link
to
boost
facebook
post
elements
of
office
culture
boost
post
vs
sponsored
post
posts
to
boost
boost
post
how
to
used
interests
in
promo0ng
pages
in
3
3
how
to
boost
a
post
is
boost
post
the
same
as
an
ad
best
way
to
boost
facebook
post
why
cant
i
boost
post
on
facebook
best
0me
to
boost
facebook
post
sculpt
media
{ ORGANIC SEARCHES }

13. HashtagDontBoost
TO BOOST, OR NOT.

14. HashtagDontBoost
DIFFERENT TOPICS FOR A DIFFERENT DAY.!
!
SETTING UP ADS ACCOUNT.
MAKING THE CASE FOR SOCIAL.
SOCIAL MEDIA STRATEGY BEST PRACTICES.
OTHER PAID DIGITAL MEDIA PLATFORMS.
(josh@wearesculpt.com)

15. HashtagDontBoost
TODAY, HERE’S HOW I WILL HELP.

16. PROVIDE TIPS TO HELP YOU UNDERSTAND
HashtagDontBoost
AUDIENCE AND TARGETING.

17. MAP OUT THE RIGHT ADS, FOR THE
HashtagDontBoost
RIGHT OBJECTIVES.

18. WALK YOU THROUGH HOW TO SETUP ADS
HashtagDontBoost
PROPERLY. TEST. THEN OPTIMIZE.

19. HashtagDontBoost
HELP YOU DIG INTO THE DATA.

20. HashtagDontBoost
WALK THROUGH A REAL CASE
STUDY.

21. HashtagDontBoost
TOUCH ON TWITTER ADS.

22. HashtagDontBoost
LEAVE TIME FOR YOUR BURNING
QUESTIONS.

23. HashtagDontBoost
BUT FIRST.

24. HashtagDontBoost
“DON’T BOOST.”
- ME.

25. HashtagDontBoost
HERE’S WHY.

26. HashtagDontBoost
QUICK. EASY. EFFECTIVE.

27. HashtagDontBoost
ONLY ONE AD AT A TIME
NO PLACEMENT TARGETING
LIMITED INTERESTS TARGETING
BROAD FRIEND OF FANS TARGETING
REACH BASED, NOT OBJECTIVE BASED

28. HashtagDontBoost

29. HashtagDontBoost
LET’S DO IT THE RIGHT WAY.

30. HashtagDontBoost

31. HashtagDontBoost

32. ADS MANAGER BUSINESS MANAGER POWER EDITOR
HashtagDontBoost

33. HashtagDontBoost
1) UNDERSTAND OBJECTIVES

34. HashtagDontBoost
WHAT DO YOU CARE ABOUT?

35. HashtagDontBoost
DRIVING IN-STORE TRAFFIC
REFERRING WEBSITE TRAFFIC
ACQUIRING NEW CUSTOMERS OR LEADS
GENERATING BRAND AND TOP-OF-MIND AWARENESS
BUILD AN ENGAGED AUDIENCE OF CUSTOMERS

36. MATCH YOUR BUSINESS GOALS WITH OBJECTIVES.
HashtagDontBoost

37. HashtagDontBoost

38. HashtagDontBoost
CLICKS TO WEBSITE.

39. HashtagDontBoost
PAGE POST ENGAGEMENT.

40. HashtagDontBoost
TIP: PROMOTE AWESOME ORGANIC
CONTENT. ONLY.!

41. HashtagDontBoost
PAGE LIKES.

42. HashtagDontBoost
2) UNDERSTAND STRUCTURE

43. HashtagDontBoost
AD CAMPAIGN = OBJECTIVE LEVEL
AD SET = TARGETING LEVEL
INDIVIDUAL ADS = CREATIVE LEVEL

44. HashtagDontBoost
3) UNDERSTAND BIDDING.

45. HashtagDontBoost
CPM - IMPRESSIONS
CPC - CLICKS
CPA - ACTIONS
oCPM - OPTIMIZED FOR ACTIONS

46. HashtagDontBoost

47. HashtagDontBoost
GOAL: LOWER THAN $1 / ACTION*
*Helpful benchmark to start

48. HashtagDontBoost
4) UNDERSTAND AUDIENCES + TARGETING

49. HashtagDontBoost
LOCATION, LOCATION, LOCATION.

50. HashtagDontBoost
KNOW YOUR PLACEMENTS.

51. HashtagDontBoost
DESKTOP (NEWS FEED)
LOWER IMPRESSIONS. CAN BE MORE EFFECTIVE FOR LEAD GEN.

52. HashtagDontBoost
MOBILE (NEWS FEED)
TYPICALLY MOST EFFECTIVE FOR SOCIAL ENGAGEMENT AND REACH.

53. HashtagDontBoost
RIGHT COLUMN
TIP: SETUP IN SEPARATE AD SET.

54. (video) HashtagDontBoost

55. HashtagDontBoost
TARGETING: KNOW YOUR AUDIENCES.
DEMOGRAPHICS
INTERESTS
BEHAVIORS!
CONNECTIONS
CUSTOM (CUSTOMER)

56. HashtagDontBoost
DEMOGRAPHICS

57. HashtagDontBoost
DEMOGRAPHICS

58. HashtagDontBoost
TARGETING: CUSTOM AUDIENCES

59. *ADVANCED*
CUSTOMER LIST
EMAIL LIST
HashtagDontBoost
WEBSITE VISITORS
MOBILE APP USERS

60. *ADVANCED*
HashtagDontBoost
TARGETING: LOOKALIKE AUDIENCES
REACH NEW PEOPLE WHO ARE SIMILAR
TO AN AUDIENCE YOU CARE ABOUT. “
”

61. *ADVANCED*
CUSTOMER LIST
EMAIL LIST
HashtagDontBoost
TARGETING: LOOKALIKE AUDIENCES
FACEBOOK PAGE FANS WEBSITE VISITORS

62. HashtagDontBoost
TIP: DOWNLOAD YOUR DATA
- ACCOUNT SETTINGS
- DOWNLOAD A COPY
- ADS.HTM

63. HashtagDontBoost
TIP: LEVERAGE GRAPH SEARCH

64. HashtagDontBoost
(video)

65. HashtagDontBoost
TIP: SPLIT-TEST ADS

66. EXPERIMENT.

67. MEASURE.

68. LEARN.

69. HashtagDontBoost
TIP: SPLIT-TEST ADS

70. HashtagDontBoost
BEWARE OF 20% TEXT RULE
*IMPORTANT*

71. HashtagDontBoost
TIP: SPLIT-TEST AD SETS!
!
MOBILE VS. DESKTOP
MALE VS. FEMALE
INTEREST ONE VS. INTEREST TWO

72. HashtagDontBoost
1.125%
2.02% 1.889%

73. HashtagDontBoost
PUTTING IT ALL TOGETHER.

74. HashtagDontBoost
5) UNDERSTAND GREAT CREATIVE.

75. HashtagDontBoost
6) UNDERSTAND THE DATA

76. *ADVANCED*
HashtagDontBoost
CONVERSION TRACKING.

77. *ADVANCED* CONVERSION TRACKING.
HashtagDontBoost

78. HashtagDontBoost
*ADVANCED*
DIG INTO AD REPORTS.

79. (video) HashtagDontBoost

80. HashtagDontBoost
CASE STUDIES IN ACTION.

81. HashtagDontBoost
PATRICK, THE COMPUTER GUY
The Computer Guy serves the home and home office computer
user with reasonable rates and reliable service. We specialize in
virus removal, home networking and data recovery.
TARGET AUDIENCE
My audience tends to be females in a 50 mile radius of
Hampton, Iowa who are between 40 - 75.
OBJECTIVES
- Drive website traffic
- Acquire new customers or leads
- Generate brand and top-of-mind awareness
- Build an engaged audience of past and prospective customers

82. HashtagDontBoost
I want to know how to best run an ad campaign
that will draw customers to my Facebook page,
website and cellphone.”
“

83. HashtagDontBoost
`
d

84. HashtagDontBoost
TARGETING
Gender: females
Location: 50 mile radius of Hampton, Iowa
Age: 35-44, 45-54, 55-64, 65+
RECIPE
• Target email list (custom audience) and lookalike fans
• Limited time offers for maintenance or routine services
• Direct Response link posts (free / low-risk offer) with CTA buttons,
that track submissions or downloads
• Promote most engaging posts to fans only, and target audience
• Page Lookalike Audience targeting for new fans

85. HashtagDontBoost

86. HashtagDontBoost
TWITTER ADS: WHAT TO KNOW

87. HashtagDontBoost
WEBSITE CARDS LEAD GEN CARDS

88. AUDIENCE MANAGER CONVERSION TRACKING
HashtagDontBoost

89. HashtagDontBoost
NEVER STOP LEARNING
(RESOURCES)

90. HashtagDontBoost
facebook.com/advertising

91. HashtagDontBoost

92. HashtagDontBoost

93. HashtagDontBoost
SO, IS IT WORTH IT.

94. HashtagDontBoost
1) TARGET APPROPRIATELY.
2) OPTIMIZE USING INSIGHTS.
3) UNDERSTAND OBJECTIVES.
4) TEST EVERYTHING.

95. HashtagDontBoost
“DON’T BOOST.”

96. HashtagDontBoost
HOW CAN I HELP YOU?