This advertising guide shows you the paid options that Facebook offers and tips & tricks to make your advertising as effective as possible. Learn what works with the new algorithm and what doesn't, how much it all costs and how to measure if your campaigns are successful.

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© 2014 Zuni | All Rights Reserved | Confidential
FACEBOOK
ADVERTISING
MADE
EASY

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WHAT’S YOUR
MARKETING GOAL?
• Build
a
database
• Generate
compe33on
entries
• Awareness
/
branding
• Calls
to
customer
service
• A
specific
response
or
ac3on
THINK
ABOUT
• Conversa3ons
• Interac3ons
• Customer
Service

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Advertising
Options

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DESKTOP News Feed
MOBILE News
Feed
PREMIUM
Home
Page
Op<ons

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PREMIUM LOGOUT PAGE (Video or Link)

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PAGE LIKE
DRIVE A FAN BASE
PAGE POST/VIDEO PHOTO
DRIVE AWARENESS & ENGAGEMENT
PAGE POST TEXT
DRIVE AWARENESS & ENGAGEMENT
PAST POST LINK
DRIVE TRAFFIC OFF FACEBOOK TO YOUR WEBSITE

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DESKTOP AD
DRIVE APP INSTALLATION OR RE-ENGAGEMENT
DOMAIN AD
DRIVE WEBSITE VISITS
EVENT AD
DRIVE EVENT REGISTRATIONS/FEEDBACK/ ENGAGEMENT
DESKTOP AD
DRIVE APP INSTALLATION OR RE-ENGAGEMENT

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DRIVE INSTORE TRAFFIC

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Old algorithm that Facebook uses to
determine who sees what
Algorithm changes ≅ 400 times a day
DEVALUED
• Text updates from brand pages
• Memes
• “Like this” posts (but not Facebook
Like Ads)
INCREASED VALUE
• New content
• Current content receiving social
endorsements (shares, likes,
comments)
= +
FIRST
WORLD
PROBLEMS
MEME
EdgeRank is dead
ORGANIC
REACH
FREE
DISTRIBUTION
PEOPLE
WHO
SHARE

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ALGORITHM
TIPS
1. Focus
on
engagement
2. Study,
analyse
and
understand
why
your
fans
click
the
like
buRon
for
content
3. Avoid
overuse
of
strong
calls
to
ac3on
4. Avoid
using
memes
5. Study,
analyse
and
understand
which
source
is
the
most
well
received
6. Increase
post
frequency
only
with
engaging
content
7. TEST:
different
3mes
of
day,
different
content
8. LEARN
9. OPTIMISE
10. Keep
up
to
date
with
changes

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• Bid values based on competitors, reach and targeting
• Bid based on what you’re willing to spend for the marketing objective
HOW
MUCH
DOES
IT
COST?
Daily
budget
(min
$1)
Life3me
Budget
Every Case Study you could ask for – with filters
https://www.facebook.com/business/success

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POSTS THAT YOU PAY TO:
Reach
more people who like your page
Expand
your audience to everyone on
Facebook using
location targeting
for relevancy
PROMOTED POSTS
The more engaging &
interesting it is to your
audience, the more organic
reach it will have

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Parents
Singles etc
On & off FB
(3rd parties)
Devices
Purchases
Education level
Schools
Fields of Study
Graduation Year
LOCATION
AGE
GENDER
CONNECTIONS
INTERESTS
BROAD
CATEGORIES
BEHAVIOUR
EDUCATION
Relevance to
the business
Age Verification
Youth / Senior
specific
A/B ads for
gender (shoes for
men & women)
People who like your
page
Friends of People who
like your page
Attended an Event
Joined a Group
Used your app
Offers that
match interests
Relationship
Status
Languages
TARGETING OPTIONS

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AD CREATE
TOOLS TO MANAGE ADS
POWER
EDITOR
FACEBOOK
EXCHANGE
• Generate Ads quickly and easily
• Set specific goals
• First level targeting options
• Input conversion tracking
• Chrome based app
• Manage & optimise lots of different campaigns and ads
• Test different images, headlines, body copy against
different target audiences
• Create custom audiences
• Target based on online actions, ie search activity or
website visits
• DSP based tracking of behaviour
• Online conversion objective
• Consumer intent

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PROMOTED PAGE POSTS
that aren’t on your timeline but still
drive traffic
LARGE NUMBER OF POSTS, highly
targeted to each segment
• Create a post but don’t publish it
• Create highly targeted FB ads to drive
people to the post
• Need Power Editor to test posts
DARK POSTS
Improve your targeting
Split testing your
messages & call to
action

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DARK POSTS- Step by Step
Article: http://bit.ly/1hay737
Video: http://on.fb.me/OgyD2C

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AUDIENCE DEFINITION

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• Create custom audiences using email
addresses, phone numbers or Facebook
User IDs
• You need a CSV file or upload through
Mail Chimp
• Need Ads Manager or Power Editor
• Can exclude an audience of your current
customers if you're running a campaign to
acquire new customers (Lookalike
audiences or Exclusion Audiences)
• Should have minimum 1,000 people per
audience
• Expect 70% match rate
CUSTOM AUDIENCES

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• Target audiences that are similar to
your current audience segments, eg
expanding into a new market
• Upload your sources (CSV file) and
select your targets
• Increase reach and engagement of
Facebook apps
• Can take 6-24 hours for lookalike
audiences to be available for targeting
• Need Power Editor
Step by Step Article:
http://on.fb.me/1q2gkMF
LOOKALIKE AUDIENCES

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• Use up to 6 images at once
• Facebook will automatically optimise the best performing creative execution
• Typically 80% of ads won’t be successful – that’s ok – test & learn
• Choose the right landing page – they absolutely matter!
• Check on campaigns at least twice a day
• Pause ads that are getting lots of clicks but not converting (you want high click +
high conversion or low clicks + high conversion)
CREATIVE OPTIMISATION

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COSTINGS/OPTIONS
CPA
COST
PER
ACQUISITION
CPM
COST
PER
THOUSAND
IMPRESSIONS
CPC
COST
PER
CLICK

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Always report against your objective (ie website visits, conversions, likes, app
downloads etc)
Impressions
Clicks
CTR
Spend
Who sees it
Who clicks on
it
Time between
seeing an
impression
and the action
taken (click)
(view through
window)
Impressions
Clicks
Likes
Photo views
Video plays
Impressions
Clicks
CTR
Avg position
in news feed
REPORTING ON YOUR CAMPAIGNS
ADVERTISING
PERFORMACE
RESPONDER
DEMOGRAPHICS
ACTIONS
BY
IMPRESSION
TIME
ONLINE
IMPRESSIONS
NEWS
FEED

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Thank You
Valen<na
Borbone
Client
Rela3onship
Director
E:
valen3na.borbone@zuni.com.au
P:
02
9516
5480
T:
valen3na1975
L:
au.linkedin.com/in/valen3naborbone/