This is our presentation from Social Effects 2.0 - delivered to 60 local businesses in Conroe, TX on Feb 8, 2018. It explains why your posts aren't reaching your audience organically, creating custom and lookalike audiences, the anatomy of an ad campaign and 2 sample campaigns that most businesses can run immediately.

1. FACEBOOK AD BASICS
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DISCLAIMER
If you are unfamiliar with Facebook advertising, this
presentation could feel like drinking from a firehose.
Just try an get the big picture.
These slides will be available after the event.

2. FACEBOOK AD BASICS
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3. FACEBOOK AD BASICS
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Now, when we
post something
that we know our
audiences will
love…

4. FACEBOOK AD BASICS
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It’s Like…

5. FACEBOOK AD BASICS
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WHY?

6. source: Social@Ogilvy
Businesses were able to post
UNLIMITED messages
to their fans. For Free.
2007 FAN PAGES LAUNCH
Only 16% of a Page’s Fans
see that Page’s content
in their News Feed.
2012
Organic Reach for Pages
down on average to 6.5%,
sometimes as low as 2%
2014
Reach lower than
2% for most pages.
2016
Organic reach for
Pages and Brands is
DEAD.
2018
ORGANIC
GROWTH

7. FACEBOOK AD BASICS
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“recently we’ve gotten feedback from our
community that public content — posts
from businesses, brands and media — is
crowding out the personal moments [from
friends and family] that lead us to connect
more with each other…
[users will see] less public content like
posts from businesses, brands, and media”
- Mark Zuckerberg (January 11, 2018)

8. FACEBOOK AD BASICS
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So, does that mean we should stop producing the kind of
engaging, quality content that our fans like?
(Because they won’t see it anyway)

9. FACEBOOK AD BASICS
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Of course not.
It just means that you have to pay to play.
Which means that ad inventory is going to go down and
prices are likely to go up.
It’s important to have BOTH a content and an advertising
strategy that will help make sure your ad dollars are put to
good use and you aren’t wasting $$$.

11. FACEBOOK AD BASICS
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BEGIN AS YOU MEAN TO GO - CREATE STELLAR AUDIENCES
▸ There are 2 Billion Monthly Active Facebook users.
▸ Facebook knows A LOT about it’s users. Like A LOT.
▸ Facebook wants to create a good experience for it’s users by
making sure that any ads that they see are relevant to them and
add value. So…
▸ While Facebook protects its user’s privacy by making their data
anonymous, advertisers can still use that data to create amazing
audiences to deliver the right message to the right person at
the right time.

12. FACEBOOK AD BASICS
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WHAT ARE AUDIENCES?
“Audiences” are lists of
Facebook users that you create
(using your own and
Facebook’s data) to segment
people based on their
interests, online activity,
demographic info, and other
various data points.

13. FACEBOOK AD BASICS
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BEGIN AS YOU MEAN TO GO - CREATE STELLAR AUDIENCES
If you haven’t already, set up your Facebook Business
Manager and install the Facebook tracking Pixel on your
website (if you have one). We’ve put together a step-by-step
guide here:
https://hubs.ly/H09P-CT0

14. FACEBOOK AD BASICS
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BEGIN AS YOU MEAN TO GO - CREATE STELLAR AUDIENCES
From the main Business Manager menu, find and click on
“Audiences”.

15. FACEBOOK AD BASICS
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BEGIN AS YOU MEAN TO GO - CREATE STELLAR AUDIENCES
Now, create as many specific
Custom Audiences as you
possibly can that will help
achieve your marketing goals.

16. FACEBOOK AD BASICS
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BEGIN AS YOU MEAN TO GO - CREATE STELLAR AUDIENCES
Types of Custom Audiences that you can create:
▸ Email or Phone Subscriber Lists. Segmented Lists? Even Better.
Name them appropriately. If you use Mailchimp or CallRail, you can
sync so these lists are always up to date.
▸ Website Traffic. Think about creating audiences based on certain
page visits that would be interested in specific marketing messages.
▸ Engagement. Think about the goals of your campaign and create
lists based on people that have engaged with your page, Instagram
profile, videos, or events.

17. FACEBOOK AD BASICS
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BEGIN AS YOU MEAN TO GO - CREATE STELLAR AUDIENCES
Now… Create Lookalike Audiences for all of your Custom
Audiences. Set the location to United States and Size to “1”.

18. FACEBOOK AD BASICS
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BEGIN AS YOU MEAN TO GO - CREATE STELLAR AUDIENCES
Facebook will now use everything it knows about the people
in your custom audiences (which is a lot) and go out and find
people who are VERY similar.

20. FACEBOOK AD BASICS
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2 TYPES OF ADS
▸ Branding and Awareness
▸ Asking someone to do something with a specific call to
action.

21. FACEBOOK AD BASICS
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2 TYPES OF ADS - EXAMPLES

22. FACEBOOK AD BASICS
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THE ANATOMY OF AN AD CAMPAIGN
▸ Each campaign
corresponds to a single
advertising objective.
▸ Define Targeting,
Placement, and Bid
Settings at Ad Set level
▸ Each Ad Set can contain
multiple ads with
different images, texts,
links, videos, or calls-to-
action.

24. FACEBOOK AD BASICS
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SAMPLE CAMPAIGN #1: PROMOTE YOUR POSTS TO ENGAGED AUDIENCES
Step 1: Make sure the stuff being posted to your page is real
and has your ideal personas in mind. Identify a post or posts
that you want to promote.
Step 2: Set up your campaign like this
▸ Ad Type. Promote Page Post.
▸ Placement. Auto Placements will work for this one.

25. FACEBOOK AD BASICS
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SAMPLE CAMPAIGN: PROMOTE YOUR POSTS TO ENGAGED AUDIENCES
▸ Audience. Use both your Custom and Lookalike Audiences
for people who have engaged with your Page, Posts, Ads,
and Instagram Profile.
▸ Budget. $2 to $3 per day is usually sufficient for local
engagement campaigns like this one.
▸ Optimization. Optimize for Post Engagement.

30. FACEBOOK AD BASICS
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ADESPRESSO
With a platform like AdEspresso, you
can automatically turn all recent posts,
or certain types of posts (posts with
links, videos, etc.) into ads.
This can automate sample campaign
#1

31. FACEBOOK AD BASICS
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SAMPLE CAMPAIGN: ASK FOR THE CONVERSION
Step 1: Determine what you want the audience to do and where the
conversion will take place.
Step 2: Set up your campaign like this:
▸ Ad Type. You have options here depending on where you want the
conversion to take place. Use external website to direct your
audience to a landing page on your site, use lead gen ads to
deliver downloadable offers or request information, Messenger
ads can allow them to ask questions or engage with your staff
directly, Instagram story can be great if you have a short video to
use, and event is great if you are seeking registrations for an event.

32. FACEBOOK AD BASICS
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SAMPLE CAMPAIGN: ASK FOR THE CONVERSION
▸ Placement. Your options will change depending on the Ad
Type you chose.
▸ Audience. Target the Custom Audience that has already
indicated that they are interested in your service and is
likely to take the action that you are asking them to take.
You can also run a separate Ad Set to test the related
Lookalike Audience to reach new, similar people.

33. FACEBOOK AD BASICS
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SAMPLE CAMPAIGN: ASK FOR THE CONVERSION
▸ Budget. Start small and scale the campaign elements that convert
well. Here are a few guidelines:
•The bigger the budget the bigger the audience.
•Audiences smaller than 5k can be very expensive. It’s an auction.
•If your budget is small <$200 for whole campaign, target
100-200k users
•For everything else the best audience is 500k-1M users.
▸ Optimization. Optimize for Conversion. If you have a target Cost
per Acquisition, play around with some custom rules to maximize
your ROI.

38. FACEBOOK AD BASICS
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RESOURCES
▸ How to Set up Facebook Business Manager
▸ ManyChat
▸ AdEspresso
▸ Three Free Image Tools for Healthcare Marketing
▸ Facebook Text Overlay Tool

39. FACEBOOK AD BASICS
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RESOURCES
For a more holistic resource
on digital strategy:
The Roadmap: How to Start
and Plan a Digital Marketing
Strategy.

40. FACEBOOK AD BASICS
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THANK YOU!