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Facebook Advertising: Launch a Campaign That Really Works
The document provides a comprehensive guide on launching effective Facebook advertising campaigns, highlighting key components such as audience targeting, ad unit selection, and performance optimization. It emphasizes the importance of creating engaging ads, utilizing tools like Ads Manager and Power Editor, and leveraging customer data for better targeting. Additionally, it outlines best practices including audience segmentation, testing, and tracking conversions to maximize ad performance.
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Facebook Advertising: Launch a Campaign That Really Works
- 1. presents Facebook Advertising: Howto Launch Campaign That Really Works Carly Rodgers @crodgers11
- 2. Facebook Advertising: How to launch a campaign that really works. @crodgers311
- 3. What will we cover? The key components to a successful Facebook adverAsing campaign • How to idenAfy and reach your target audience • Which ad units to buy and why • Using Power Editor for best results • OpAmizing to your performance goals
- 4. Make it rain. (aka generate revenue)
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- 7. Who are you trying to reach?
- 8. Start with what you know •LocaAon •Demographic •Likes and Interests •RelaAonships •EducaAon •Workplaces
- 9. Create Custom Audiences •Find you current customers on Facebook •Match email addresses or phone numbers •Segment by demographic, interests and/or acAons for best results
- 10. Build Affinity Models Create Lookalike Audiences from Custom Audiences • Similarity or Reach
- 11. Leverage 3rd party data Expand your reach using Partner Categories Over 500+ categories: • Off Facebook acAvity • Lifestyle • Online & offline purchase behavior • Job role
- 12. What do you want them to do?
- 13. What do you want them to do?
- 14. What do you want them to do?
- 15. How to create a compelling ad • A^ract eyeballs with engaging imagery • Ensure relevancy (targeAng & delivery locaAon) • Drive purchase intent (strong call to acAon) • Focus on products • Keep messaging to the point • Focus on the newsfeed
- 17. The 20% text rule
- 19. Link to FB’s Grid Tool
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- 21. • Female • Born on March 11, 1985 • Living in Boston, MA, USA • Married • University of Delaware Alumni • Employed at Nanigans • Interests: • The Handle Bar • BostInno • Back Bay Yoga • Zappos • Fab.com • Allfacebook.com • Gilt City • Piperlime.com • Recent AcAvity: • Ran 10.94 miles with MapMyRun • Favorited Culture at Nanigans on Slideshare Who am I?
- 25. qEngaging imagery qRelevant qCreates intent to purchase qFocus on product qMessage is short & sweet qNewsfeed placement Domain Ad
- 26. qEngaging imagery qRelevant qCreates intent to purchase qFocus on product qMessage is short & sweet qNewsfeed placement Domain Ad
- 27. Link Page PostqEngaging imagery qRelevant qCreates intent to purchase qFocus on product qMessage is short & sweet qNewsfeed placement
- 28. Link Page PostqEngaging imagery qRelevant qCreates intent to purchase qFocus on product qMessage is short & sweet qNewsfeed placement
- 29. Photo Page Post qEngaging imagery qRelevant qCreates intent to purchase qFocus on product qMessage is short & sweet qNewsfeed placement
- 30. Photo Page Post qEngaging imagery qRelevant qCreates intent to purchase qFocus on product qMessage is short & sweet qNewsfeed placement
- 31. Photo Page Post qEngaging imagery qRelevant qCreates intent to purchase qFocus on product qMessage is short & sweet qNewsfeed placement
- 32. Photo Page Post qEngaging imagery qRelevant qCreates intent to purchase qFocus on product qMessage is short & sweet qNewsfeed placement
- 33. Photo Page Post qEngaging imagery qRelevant qCreates intent to purchase qFocus on product qMessage is short & sweet qNewsfeed placement Bonus points for Social Context!
- 34. Let’s make some ads!
- 36. Tools to create your Facebook ads Basic: Ads Manager More Advanced: Power Editor Most Advanced: Facebook PMD
- 37. Overview of Ads Manager •Simple, easy to use •Auto-‐generate ads from the content on your page or website •OpAmize to get new users, increase app engagement, or manually bid for clicks •Define your audience using demographic informaAon, broad categories, and precise interests •Track conversions off Facebook •Create one ad at a Ame
- 38. Overview of Ads Manager •Simple, easy to use •Auto-‐generate ads from the content on your page or website •OpAmize to get new users, increase app engagement, or manually bid for clicks •Define your audience using demographic informaAon, broad categories, and precise interests •Track conversions off Facebook •Create one ad at a Ame
- 39. Benefits of Power Editor Custom Audiences Lookalike Audiences Saved Target Groups Partner Categories Track conversions off Facebook OpAmize to conversions off Facebook Ad Placement CustomizaAon Bid Types: CPM, CPC, or OpAmized CPM Bulk Ad CreaAon
- 40. Benefits of Power Editor Custom Audiences Lookalike Audiences Saved Target Groups Partner Categories Track conversions off Facebook OpAmize to conversions off Facebook Ad Placement CustomizaAon Bid Types: CPM, CPC, or OpAmized CPM Bulk Ad CreaAon
- 41. Setting up your campaign qSet up conversion tracking qUpload Custom Audiences, create Lookalikes, and build Saved Target Groups qBuild campaigns & ads qDefine budgets and select bid type
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- 43. Saved Target Groups •LocaAon •Demographic •Likes and Interests •RelaAonships •EducaAon •Workplaces •Partner Categories
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- 48. Best practices •Segment your target audience •Set up one campaign per audience segment •Test 2-‐4 ads per audience segment (depending on budget) •Use oCPM bids to opAmize to an event that occurs at least 1/10 clicks
- 49. Need more? Work with a PMD •Make opAmizaAon adjustments in real Ame •Leverage custom bidding and budgeAng algorithms •Robust tracking and reporAng •OpAmize to and report on revenue earned •Boost return with FBX retargeAng •Professional services
- 50. Key takeaways •To start, use what you know about your current customers and build from there •Focus on creaAng high quality ads that will be relevant to your target audience •Put your ads where the eyes are (in the newsfeed!) •Not all audience segments are the same •Leverage oCPM bidding and offsite conversion pixels for the be^er return
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- 52. Carly Rodgers AddiAonal Resources: Thank You! • h^ps://www.facebook.com/adverAsing • h^p://www.nanigans.com/blog/ • h^p://www.allfacebook.com/ carly@nanigans.com @crodgers311 h^p://www.linkedin.com/pub/carly-‐rodgers/8/122/b93
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