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Facebook Advertising 101
- 4. TODAY How to increase the impact of your organic social media strategy and reach the customers you want • How to grow your fan base with genuinely interested prospects • How to create Facebook Ads that convert to website traffic • How to create Promoted/Boosted Posts • How to maximise the reach of your posts and engage the right people • How much you should spend • how to know if your ads are cost-effective
- 5. The problem we face We post great content, but our fans just don’t see it. We see low reach for our posts despite having a growing fanbase or following So we end up asking, “What is the point of posting at all if nobody is going to see it, let alone interact with us?”
- 6. SOCIAL MEDIA ADVERTISING VS TRADITIONAL MEDIA Albert & Logan: Circulation: 74,194 Cost of an Ad: min $2,760 for a half page horizontal Great for geo-targeting specific areas/people. No analytics, no concrete reporting. Those people could be ANYBODY living in that area.
- 7. SOCIAL MEDIA ADVERTISING VS TRADITIONAL MEDIA Facebook Adverts: Target your audience in a VERY SPECIFIC and MEASURABLE WAY. You can target: Females aged 27 – 45 Married, Engaged or Defacto With children under 10 years old Living in a home they own Living in the suburb of Daisy Hill That watch Masterchef, are interested in yoga and clean eating That use their mobiles to access Facebook, upload photos regularly and have purchased something online in the last 30 days
- 8. REMARKETING You can ALSO target the people who have visited your website in the last 30, 60 or 180 days and run ads to just these groups. You can ALSO create Lookalike Audiences – A Lookalike audience is a group of people who are similar to those who have visited your website and are most likely to be interested in your product/services.
- 9. LET’S CREATE SOME ADS.
- 10. Facebook ad best practice Image Guidelines 1200 x 444 pixels, image ratio 8:3, NO MORE THAN 20% TEXT Headline Guidelines 1. Ask A Question 2. Keep it simple 3. Think about the problem you solve and 4. what your customer would click on Hint: Look at the mobile view preview – does it look good? Is the image positioned properly? Do you need to shorten your copy? Do you need a Call To Action button?
- 11. Other Cool Ads CANVAS ADVERTS – A series of images with links to web pages.
- 12. OTHER COOL ADS
- 13. CASE STUDY 1. Foxtel Game Of Thrones Canvas Advert Campaign 2. Flick Electric Co Strategy – web, Video, Ads, Remarketing, Using Insights.
- 14. Mobile Ads 78% of Facebook Advertising revenue comes from Mobile Ads. 47% of Facebook users ONLY access Facebook from a mobile device. 89% of daily Facebook users are accessing from their mobile device. Source:http://newsroom.fb.com/company-info/
- 15. As a business owner, it can be a challenge finding the time to spend on your marketing, let alone your social media. It can also be frustrating posting day after day, week after week without knowing if you're actually getting results - and by results I mean money in the bank. Wouldn't it be FANTASTIC if you could see a financial return on investment from your social media activity? Wouldn't it be AMAZING if you knew what you were posting (and when you were posting it) was actually of value to your customers? And it would be awesome if it was stress-free too.
- 16. After interviewing my clients, business connections and friends, I've put together this course on how to create a Social Media Strategy for your business that is guaranteed to grow your database and grow your business.
- 17. We're going to ignore the social media stuff that you don't need to know - we will CUT THROUGH THE CLUTTER and FOCUS on the important and relevant aspects of social media that will actually help your business. You will create a creative strategy for your business to do three things: 1. Grow your social following 2. Create a community that shares information of value and interacts with your brand 3. Measure an increase in sales as a direct result of implementing your strategy
Editor's Notes
- Every day we empower business owners to grow and achieve their business goals by utilising social media marketing.
- Jump to Facebook. There are two types of Ads – we can create Ad Campaigns, or we can Boost Posts (also known as Promoted Posts). We’re going to create an Ad Campaign first. The first thing we do is go to our Ads Manager – this can be accessed on the right hand side of the Facebook Nav Bar. Then go to your Advert account. I have a few here as you can see! Now, you’ll notice there’s this thing up here called Power Editor – Power Editor is a tool designed for larger advertisers (like agencies or big companies) who need to create lots of ads at once and have precise control over their campaigns. We’re not going to go into Power Editor today as it can get a bit technical – rather we’re going to stick with Facebook Ads Manager and create just a single advert. So, click “Create Advert”. Then Choose your objective – for this demonstration, we will choose Promote your Page. You’ll then be asked to select which page you’re advertising for – type that in. Click Set audience and budget.. Check out this Custom Audience section! Otherwise, create a new audience now: Choose Your Budget – for this we’re going with $10/day for 7 days. This is going to be a split test campaign. Optimisation – best thing to do is go for Automatic – you’ll get the max results for your buck, plus there’s been a few tech issues within Ads Manager recently when people have selected Manual. Choose Your Advert Creative: When doing a split test campaign, we’re testing which images are the most effective in getting the desired response – do the best thing to do is choose images for this campaign. Facebook has partnered with Shutterstock to provide free stock images in a small library availabale to advertisers – but the best images to use are your own. Rules with images – don’t use your logo. The images have to invoke an emotional response in the viewer – and someone who has never come across your brand before will have zero response to your logo. Choose images you’ve taken yourself of your product or service in action, your staff, your shop etc. Image guidelines: 1200 x 444 pixels, image ratIo 8:3, NO MORE THAN 20% TEXT (checking this). Text. Conversion Tracking (optional) Look at your advert preview, and UNTICK the right hand column adverts and insta adverts. We only want to do mobile and newsfeed. Click place order! This will take anywhere up to an hour to be approved – you’ll get an email notification when this happens. Sometimes ads are disapproved – but facebook will generally tell you why and what you need to fix. This happens all the time. Because we chose 5 different images, by the end of the campaign, we will see which image was clicked on the most – we then know that for whatever reason, this is the most effective image to use when targeting this audience with this specific campaign. We can then use this image with a greater budget for future campaigns. We’re going to move on to Promoting posts now, so if you have any questions please book mark them and we will cover them in a Q and A session at the end. Promoting posts – first, create your post. Know why you want to promote it – what is the purpose? This shouldn’t just be any post, but perhaps featuring a product or service, or a new team member, or an event you’re running, or a special offer. Get a great image Write your copy – keep it short – 100 words max. This post could even have a link in it to your website or blog. So you create your post, post it, and he’s what we do next – DON’T click Boost post. Instead, we’re going to go back to Facebook Ads Manager and promote the post from inside there – we have greater control over our targeting this way. Promote the post. Ok!
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