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Facebook Advertising Strategy Guide
The document outlines a comprehensive Facebook advertising strategy focusing on targeting, messaging, ad formats, and pricing models to achieve various business goals such as conversions and brand awareness. It discusses the importance of compelling imagery and copy, the use of Facebook's Power Editor for advanced ad management, and the effectiveness of different targeting options to reach specific audiences. Additionally, it emphasizes measuring ad performance and optimizing bidding strategies to maximize click-through rates and engagement.
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Facebook Advertising Strategy Guide
- 1. Facebook Advertising Strategy: Targeting & Messaging
- 2. What Are YourGoals • Direct Response, Conversions, Sales • Business Page Like Growth • Branding/ Awareness • Increased Engagement
- 3. Social Ads HaveHigher Recall
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- 5. Standard Ads •Landing Page •Analytics and Conversion Goals •Test Offers
- 6. Like Ads Eye Catching Image Give audiences a “like” Benefit Link to Timeline or a Tab on Your Business Page (Welcome, App, Contest)
- 7. Other Ad Formats RSVPad App Ad
- 8. Out of theBox; Grab Attention • Compelling Images – Shocking, Animals, Women, Action Shots, Relevant, Looks good when viewed as small image • Compelling Copy – Questions, Ego, Reflect Demographics, Clear Benefit, Strong Calls to Action, Sense of Urgency
- 9. Ad Testing CTR- CPC- Cost Per Action, # of Actions Note: Test ads in different campaigns, otherwise FB will automatically show more impressions to better performers
- 10. Sponsored Stories Marketplace adsthat appear when friends interact with a Fan page
- 11. Sponsored Story- MobileNewsfeed Need a FB developer with a FB API or use the Power Editor Power Editor: For advanced placements options- multiple ad/campaign management, bulk editing
- 12. FB Power Editor PlacementOptions-Sponsored Stories Newsfeed Posts typically get higher engagement (Facebook says 22x more) Using Power Editor gives you placement options: •Newsfeed •Right Hand •Desktop •Mobile
- 13. Promoted Page Posts Promotecontent from your page within the timeline or newsfeed of friends of fans
- 14. Promoted Page Post-Option1: As a Marketplace Ad Promote an engaging post to attract likes and comments Promote your most recent posts to keep messaging fresh, but, keep an eye on photo quality and message length- most important words first
- 15. Promoted Page Post-Option2: As a Newsfeed Ad •Must have at least 400 page likes •Target likes, or likes and friends of likes •Allows message reach to audiences not as engaged although they like your page •Posts lasts until budget is used •Options for spending; tied into an ad account •Ensures Promotion appears in news feeds rather than right side marketplace •Promote compelling photos, videos, offers, events, or questions
- 16. Page Post PhotoBest Practices
- 17. Page Post VideoBest Practices
- 18. Test Performance: PromotedPosts versus Sponsored Stories
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- 20. Geo-Targeting and KeyDemos Target Radius – 10, 20, 50 miles
- 21. Precise Interest Targeting(No Hashtag) •Precise interests are the likes and interests people have shared in their Facebook profiles. •Precise Interest targeting is intended for advertisers with carefully managed lists of specific interests, or those seeking to optimize their targeting at an extremely detailed level. Example Advertiser: Ski Resort
- 22. Topic Targeting (Hashtag) Topics(indicated with a # symbol) combine overlapping precise interests to enable easier targeting. For example, topic #skiing covers precise interests downhill skiing, alpine skiing, etc. If you know that your ideal audience is likely to have a particular set of interests, but don’t need to manage a complicated list of keywords, Topic targeting is a simple way to reach your customers without having to select every relevant term separately Example Advertiser: Seller of ski and snowboard equipment and jackets
- 23. Broad Categories •Broad categoriescombine interests and other profile content users have shared to create simple, high-level groups that you can easily target. With Broad Category targeting, interests like “Skiing” would be combined with snowboarding, and skateboarding into a category for people who like “Extreme Sports” •Target Broad Categories if you want your message to easily reach a range of people with shared characteristics, without managing very specific interests. Example Advertiser: Sports Drink, Alternative Rock Band CD
- 24. Connection Targeting Advanced Connection Targeting: Target audiences who have engaged with your app or RSVP’d an event, or did not do the above. When you select this option, social content (“Paul likes this page”) is displayed with your ad, Advertise to connections: Have an exclusive deal, offer or making it more relevant announcement and personal, as it implies endorsement by a friend. Advertise to non-connections: Attract Page Likes
- 25. Advanced Targeting Think about targeting if you sell or promote: •Diamonds around the holidays •Newly Built Homes or Townhouses •Night clubs •Home Equity Loans
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- 27. Should I DoCPC? You only pay for clicks; with CPM you’re paying for impressions; targeting those who may not be interested in your product. CPC programs typically get you more clicks. CPC ads can get preferred placement, deliver more clicks and higher CTR. But, it’s CPC, not cost-per-like. You may be paying for clicks who do not like your page.
- 28. Should I doCPM Paying for optimized impressions is the best way to achieve your goal if you’re advertising a Page, event or app. It ensures your ad and sponsored stories will show to the people who are more likely to take the action you want. But, it’s CPM; some days you may not get clicks or likes. The objective is exposure, and FB will ensure you reach your budget. It’s suggested that you use CPM when attracting audiences to like your page or app.
- 29. Or, Let FacebookAutomatically Optimize Bidding Auto CPM Auto CPC Facebook will automatically run more successful ads (CTR) more often, and less successful ads less often. Facebook’s version of quality score!
- 30. Bidding Strategies • Goals:High CTR (click-thru rate), Low CPC • Begin bidding low; capture as much data as possible, create benchmarks; set the stage for testing • FB will reward you for high CTR by lowering your CPC. Remove or tweak non- performing ads • Bid higher for specific targeting (more competition); bid lower for broader targeting • For high performers (CTR over 1%), begin lowering bids and keep an eye on impressions- again good performers get preference • Fine tune audience targeting, messaging, and bids for non-performing campaigns or ads
- 31. Reporting/ Facebook AdManager
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- 36. Facebook Power Editor UsePower Editor to manage and track multiple clients or complicated campaigns
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- 38. Premium Advertising? We won’tdiscuss premium advertising options; need to be a managed account with higher budgets
- 39. And, You’ll Needa Preferred Marketing Developer with a FB Ads API;
- 40. Should You usethe Ads API?
- 41. If You Happento be a Big Brand or Agency that manages multiple clients..
- 42. One More Thing-Generate Leads Tab Developers/ Email Programs Can Supply Web Form Code for Custom Tabs
- 43. Questions? Need Help? • Contact Paul Mosenson of NuSpark Marketing • pmosenson@nusparkmarketing.com • 610-604-0639 • www.nusparkmarketing.com • @nusparkmktg Happy to Help! That’s my Job!