The document outlines a comprehensive guide on Facebook advertising strategies by Team Twobees, led by Jennifer D. Begg. It discusses various aspects such as the difference between advertising and organic reach, boosting posts, campaign structure, and a three-tier ad strategy aimed at attracting, engaging, and converting audiences. Additionally, it offers a call to action for signing up for a coaching session and the Facebook advertising success course.

1. FACEBOOK ADVERTISING
Planning & Implementing a successful Campaign

2. WHO
ARE
WE?
Team TwoBees

3. JENNIFER D BEGG
➤ Co Founder & CEO
➤ Over a decade working in media including 6 years
at The Guardian
➤ One of 8 trainers for Facebook
#SheMeansBusiness campaign with Enterprise
Nation, Federation of Small Businesses &
Facebook
➤ Trained thousands of people to use digital tools
better!
➤ “Annoyingly enthusiastic”

4. If a digital tool isn’t replacing something that isn’t
working for you OR having such a positive impact on
your business you can’t ignore it then you need to rethink
-Jennifer D Begg

5. WHO WE’VE HELPED

6. STICK AROUND
Online Course Special Offer

7. WHAT WE’LL COVER
➤Advertising vs Organic on
Facebook
➤Boosting Posts (do’s & don’ts)
➤Campaign structure & A/B testing
➤3 Tier Ad Strategy

8. Organisational
Goals
Target Audience &
Platform
Measure & Improve Content
©The
Cube
Method

9. Organisational
Goals
Target Audience &
Platform
Measure & Improve Content
©The
Cube
Method
1. Transactional
2. Educational
3. Behaviour
Change
1. Who are they?
2. Where do they
spend their time?
1. Does your content
add value?
2. Listen & learn
1. Which Metrics?
2. Do you have
tracking in place?

10. ADVERTISING VS
ORGANIC ON
FACEBOOK

11. ADVERTISING VS ORGANIC
➤ Video will generally get you more organic reach on Facebook
➤ Images and slideshow also perform higher than average overall
➤ Topic wise – you are at the mercy of what that day’s hot topics are
➤ Advertising let’s you control how much reach your posts get
➤ Still a waste of money to push your message at the wrong time

12. BOOST POST BUTTON

13. BOOST POST BUTTON
Do…
➤ Use it as a way to ensure your followers
see the content you know they enjoy
➤ Use it to show your content to follower
friends
➤ Use it to test new styles of content with
your current followers
Don’t…
➤ Use it for targeted advertising campaigns
➤ Use it for cost per click (because you
can’t)
➤ Get too trigger happy, make sure boosting
is part of a wider strategy

14. BOOSTING A POST

15. STRUCTURING YOUR CAMPAIGN
Ad
(Creative
copy)
Ad Set
(Target
Audience)
Campaign
FB Webinar Promo
#SheMeansBusiness
Video
Graphic
TwoBees Lookalike
Video
Graphic

16. LIVE EXAMPLE

17. 3 TIER AD
STRATEGY

18. MARKETING FUNNEL
Attract
Engage
Nurture
Convert
Ad 2: Having
collected a custom
audience based on
users who consumed
Ad1, we then target
with a ‘sign up’ ad.
For example: register
to download a free
eBook.
This can be done
with advertising but it
better done with your
email marketing &
social media
community
management.
Ad 1: Share
interesting and
engaging content that
doesn’t ask anything
of the viewer in terms
of action
Ad 3: Target Ad 2
custom audience with
a straight up “Buy
now” or “Do this thing
now” message

19. WHAT DOES THIS LOOK LIKE IN FACEBOOK?
➤Plan your ad copy for all 3 Campaigns
➤Have them running at the same time so that
you build a sustainable Sales Funnel
➤Make sure you are continually reviewing your
ROI for all 3 campaigns combined

20. AD 1:
➤ Looking at your website analytics, what
stands out as being a popular article or topic?
➤ Knowing what works with your current
customers, what could you create / publish
that would be most valuable or useful to
them?

21. AD 1:
➤ Decide which audience you want to warm up
➤ Consider running at least 2 Ad Sets: 1
retargeting a Custom Audience, 1 targeting
a new audience that represent the interests
and demographics that you want to reach

22. AD 1:
➤No sales message or call to action
beyond – read this / watch this
➤Go 100% on value to the audience. What
will get your target audience excited and
wanting to click or watch?

23. AD 2:
➤Did enough people engage to enable
you to retarget them?
➤Set up your second campaign as a
Conversion advertisement
➤Choose your Custom Audience as your
Ad Set

24. TOP TIP!
You can start
collecting a custom
audience of engaged
video viewers now
using your organic
video views (this
could save you your
Ad1 spend!)

25. AD 2:
➤If you choose a Lead Generation form
for your free offer, make sure it’s simple
and doesn’t require lots of details
➤For Conversion ads they will go directly
to a landing page and you would track
who arrives on the ‘Thank You’ page
URL

26. AD 2:
➤If you ran a Lead Generation ad you
have the option to create a Custom
Audience of email sign ups or do the
same with visitors to your landing page
from Conversions
➤This sets you up both for an email sales
funnel or a follow up Facebook sales Ad

27. MARKETING FUNNEL
Attract
Engage
Nurture
Convert
Ad 2: Having
collected a custom
audience based on
users who consumed
Ad1, we then target
with a ‘sign up’ ad.
For example: register
to download a free
eBook.
This can be done
with advertising but it
better done with your
email marketing &
social media
community
management.
Ad 1: Share
interesting and
engaging content that
doesn’t ask anything
of the viewer in terms
of action
Ad 3: Target Ad 2
custom audience with
a straight up “Buy
now” or “Do this thing
now” message

28. AD 3:
➤This is straight up CONVERSION
➤Drive this audience straight towards a
product or service that is a natural
progression from the last two ads

29. FACEBOOK STORE
➤Make sure you are adding your
products to your Facebook Page
➤This enables you to tag products
within your images

30. FACEBOOK STORE

31. MARKETING FUNNEL
Attract
Engage
Nurture
Convert
Ad 2: Having
collected a custom
audience based on
users who consumed
Ad1, we then target
with a ‘sign up’ ad.
For example: register
to download a free
eBook.
This can be done
with advertising but it
better done with your
email marketing &
social media
community
management.
Ad 1: Share
interesting and
engaging content that
doesn’t ask anything
of the viewer in terms
of action
Ad 3: Target Ad 2
custom audience with
a straight up “Buy
now” or “Do this thing
now” message

32. WHAT NOW?
➤ Use our Facebook Ad planner to plot out all your
requirements before you get started with your ad
➤ Test it out!
➤ Take advantage of our Webinar offer for Facebook
Advertising Success!
➤ Join Facebook.com/groups/teamtwobees
➤ Email thehive@teamtwobees.com

33. SIGN UP FOR OUR FACEBOOK
ADVERTISING SUCCESS
COURSE WITHIN 48 HOURS…

34. SIGN UP WITHIN 48 HOURS
FREE 30 MINUTE ONLINE COACHING SESSION.
Great for:
➤ Trouble shooting your Facebook Pixel installation
➤ Checking through your first campaign before you
launch
➤ Helping you to understand your advertising
outcomes
➤ Training you on creating great ad copy