Workshop at the AMA Houston 2017-04 Academy. The basics of strategy and how to begin Facebook Advertising for paid social.

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Why FacebookAudience continues to grow, 2nd screen
Social Proof, Authority,
Brand and Demand
Generation
Social
Paid and Organic traffic,
Demand Capture
Search
Foundation of all
online activities
Analytics
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Contact
EmailWeb
Multiple touches
before someone makes an
online decision for
contact, newsletter or
purchase.
Multi-Touch Channels
News Feeds
Social
Reviews
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Comparison

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Pay to Play vs Level Playing FieldNow everyone has access to same data
10-20%
2%
• Affinity, Engagement and Paying for Reach
• EdgeRank changed the game, Organic posts only reach about 2% of high
affinity audience in initial post.
• But, everyone has same access to the data if they learn how to utilize it.

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How to get
Started

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Pixel Setup
Magic happens beyond this point
Facebook Pixel Helper in Chrome for verification

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Boost vs
Campaign
Monitor Posts for Activity

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Define the Campaign

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Aware Problem Solution Deal
How do you create the funnel? What role should it play?
Who is the audience? How do we know if reaching them?
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Define the
Objective

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Choose Location
Mobile Ads
Device Specific
Desktop Feed
Mobile Feed
Right Column Ads
Instagram
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Different locations have different conversion rates and costs

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Audience
Targeting
Demographics
Interactions
Multiple Smaller
Audiences
Local, National,
Or Worldwide
Interests

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Look AlikePost, Page,
Engagements
Custom
Audience
Power of Data Connections
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Email
Subscribers
Page Likes
Topic and
Interest
Website
Visitors
Let Facebook Make the Connection
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Targeting
Look Alike
Audiences
Don’t have to be creepy

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Details Matter
Get Fancy
Combinations
Don’t have to be creepy

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Create Successful
Facebook Ads
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2 components:
Great Design, Right Audience

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Choose Your Creative
Start With an Image to Keep It Simple

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Facebook Ad
Typical Elements of an Ad

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Headlines
Short and Simple
Limited Space – Get to the Point
Science of Successful Facebook Ads

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What Works
• Pattern Interrupt
• Data and Numbers
• Yours, Now, New – But not You
• Sentiment Neutral
• Include Domain URL
• Learn, Shop, Sign Up
Science of Successful Facebook Ads

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Sell to Someone
Who Knows You
Don’t forget to introduce yourself
first.
Sales not likely if they don’t know
who you are.

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Photo Standards

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https://www.facebook.com/ads/tools/text_overlay
20% Rule
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Image Text Check

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https://docs.google.com/spreadsheets/d/1IpTYTTMJLcS
XcPDtW9zSbPBHQyRdrLfKERohGIIkE_Q/edit#gid=19901
45635
1:1, 1.9:1
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Creative Sizes

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Budget and
Analysis
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Testing Ads
Like Images
Call To Action
Test Headlines
Audiences

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10
12
0
If you increase budget rapidly,
Parameters are reset.
Increase Slowly
Adjust budget to winning
campaigns and duplicate.
Turn Off Under Performing
Decide where on website
Ad slots will be placed and the size.
Start Low
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Reporting
https://www.marketingcloud.com/sites/exacttarget/files/Facebook-Ad-Benchmarks-SFMC.pdf

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ResourcesSo much information, here are a few reliable resources
• https://adespresso.com/academy/guide/
• https://blog.kissmetrics.com/high-converting-
facebook-ad/
• https://www.searchenginejournal.com/5-facebook-
advertising-tips-service-based-businesses/173948/
• https://www.sparkreaction.com/blog/5-reasons-
using-facebook-ads
• https://www.marketingcloud.com/sites/exacttarget/fil
es/Facebook-Ad-Benchmarks-SFMC.pdf

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Contact us
White Hat Ops
Ethical, Sustainable Search
Facebook.com/whitehatops
info@whitehat-ops.com
Thank You