Facebook Advertising: Big Ideas for Small Biz part 2
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Got a small biz? Thinking about launching a Facebook page? Tune in for part 2 and see what it takes to get up and running with paid promo. Check out part 1 to see how to start your page and learn content basics.
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Facebook Advertising: Big Ideas for Small Biz part 2
- 1. li: Jeff Ebbing t: @jeff_ebbing FB ads – session 2
- 2. li: Jeff Ebbing t: @jeff_ebbing Tune into Part 1 on Slideshare
- 3. li: Jeff Ebbing t: @jeff_ebbing What do you do if nobody likes your page?? 40% people don’t like any brand pages – so your posts will never pop up. How do you reach them?
- 4. li: Jeff Ebbing t: @jeff_ebbing Get in their feed! Page likes are where it’s at – expand your reach Focus on organic, supplement with paid
- 5. li: Jeff Ebbing t: @jeff_ebbing Rule of thirds 1/3 posts from your brand & add value to your fans (tips, news, events, surveys) 1/3 posts content from others (tag others, share related biz’ posts) 1/3 posts direct promotions (discounts, coupons, sales, new products)
- 6. li: Jeff Ebbing t: @jeff_ebbing Facebook Zero Facebook is crowded. Want to be seen regularly? You’re gonna have to pay.
- 7. li: Jeff Ebbing t: @jeff_ebbing When’s the best time to post?
- 8. li: Jeff Ebbing t: @jeff_ebbing But wait!
- 9. li: Jeff Ebbing t: @jeff_ebbing Whaa???? https://sproutsocial.com/insights/best-times-to-post-on-social-media/
- 10. li: Jeff Ebbing t: @jeff_ebbing Boost it!
- 11. li: Jeff Ebbing t: @jeff_ebbing Boost it!
- 12. li: Jeff Ebbing t: @jeff_ebbing Chrome Pixel tracker Facebook app Photo editor apps
- 13. li: Jeff Ebbing t: @jeff_ebbing Get the app! Manage your page from your phone
- 14. li: Jeff Ebbing t: @jeff_ebbing Campaigns, Sets, Ads – and cats! So easy, a cat can explain it.
- 15. li: Jeff Ebbing t: @jeff_ebbing Organize yur adz imaginez a fazebukz page fur, fur away…
- 16. li: Jeff Ebbing t: @jeff_ebbing Pick ur goal: wat u want uzerz 2 do!!!!! clicks,, signz up,,, downlodz,, like stuffs!!!! Wat iz campaignz???
- 17. li: Jeff Ebbing t: @jeff_ebbing groops u want talk 2 Ad setz;;
- 18. li: Jeff Ebbing t: @jeff_ebbing diff’rnt adz make them do stuffs!!! Adz!!!!!
- 19. li: Jeff Ebbing t: @jeff_ebbing
- 20. li: Jeff Ebbing t: @jeff_ebbing Objectives What do you want people to do? Tips
- 21. li: Jeff Ebbing t: @jeff_ebbing
- 22. li: Jeff Ebbing t: @jeff_ebbing Got a site? Get a pixel!
- 23. li: Jeff Ebbing t: @jeff_ebbing There are 13,000 women age 21- 45 within a 35 mile radius
- 24. li: Jeff Ebbing t: @jeff_ebbing 2,600 of them are moms with little kids
- 25. li: Jeff Ebbing t: @jeff_ebbing Lots of options - FB, web, insta - Know your audience & pick accordingly
- 26. li: Jeff Ebbing t: @jeff_ebbing You pick $ Turn on/off any time you like
- 27. li: Jeff Ebbing t: @jeff_ebbing Use insights to see when your fans are online Must select lifetime budget to schedule by day and hour
- 28. li: Jeff Ebbing t: @jeff_ebbing Billing thresholds
- 29. li: Jeff Ebbing t: @jeff_ebbing Pix – yours or fb stock pix 20% text max Remember mobile Clear headline & CTA
- 30. li: Jeff Ebbing t: @jeff_ebbing Don’t have your own? Search for free stock pix
- 31. li: Jeff Ebbing t: @jeff_ebbing A word on pix Professional photo of smiling woman is best … HOWEVER, authenticity is powerful Photo taking tips: https://www.facebook.com/business/a/photo- boosted-post-creative-tips
- 32. li: Jeff Ebbing t: @jeff_ebbing They’re not the same! Character limits aren’t the same
- 33. li: Jeff Ebbing t: @jeff_ebbing Speaking of text… Link titles >100 characters get cut off 40-characters = 86% more engagement. 80-characters = 66% more engagement. Questions 100-119 characters drive more engagement.
- 34. li: Jeff Ebbing t: @jeff_ebbing Less is more You can’t load your pic with text
- 35. li: Jeff Ebbing t: @jeff_ebbing Image ad specs Video ad specs
- 36. li: Jeff Ebbing t: @jeff_ebbing Carousel ads
- 37. li: Jeff Ebbing t: @jeff_ebbing FB Ads Guide https://www.facebook.com/business/ads-guide/video/messenger-home Head here to stay up to date
- 38. li: Jeff Ebbing t: @jeff_ebbing Campaign overview Ad set overview
- 39. li: Jeff Ebbing t: @jeff_ebbing Shoot for high relevance Reach = people Impressions = times viewed Individual ad overview
- 40. li: Jeff Ebbing t: @jeff_ebbing Landing pages Your facebook pixel goes in the code of this page Make sure page answers question posed by the ad
- 41. li: Jeff Ebbing t: @jeff_ebbing If at first you don’t succeed... Try more variations till your audience responds
- 42. li: Jeff Ebbing t: @jeff_ebbing Editorial calendars High tech or low tech, a little planning goes a long way
- 43. li: Jeff Ebbing t: @jeff_ebbing Need help?
- 44. li: Jeff Ebbing t: @jeff_ebbing Earn your badge
- 45. li: Jeff Ebbing t: @jeff_ebbing
- 46. li: Jeff Ebbing t: @jeff_ebbing DIY help & learning Facebook help Youtube Google search Hubspot & others Trial & error
- 47. li: Jeff Ebbing t: @jeff_ebbing Find Part 1 on Slideshare
- 48. li: Jeff Ebbing t: @jeff_ebbing More Slideshare fun from Jeff
Editor's Notes
- Ogilvy article: http://social.ogilvy.com/facebook-zero-considering-life-after-the-demise-of-organic-reach/ March 12 – lost 150-ish fans. Reach is dropping. Considering weekly budget ($20) for posts. April review, decide in May. Pull some recco’s from the whitepaper
- Campaign – objective (click, like, download, whatever) Ad set – audience, budget, schedule Ad – creative and message for ad set audience (different creative for each audience to get them to complete your objective)
- Campaign – objective (click, like, download, whatever)
- Ad set – audience, this is where you enter your demo & geo filters to sort audience this is also how you do ad split test audiences
- Ad – creative and message for ad set audience (different creative for each audience to get them to complete your objective) You can set budget at the ad level – daily or lifetime. Turn on/off as you want. This lets you be very specific with your messaging for the particular audience (ad set) that you want to perform your desired action (campaign goal)
- Clicks to Website: Get people to visit your website. Website Conversions: Promote specific conversions for your website. You'll need a conversion pixel first Page Post Engagement: Promote your Page posts. Page Likes: Get Page likes to grow your audience and build your brand. App Installs: Get people to install your mobile or desktop app. App Engagement: Get people to use your desktop app. Offer Claims: Create offers for people to redeem in your store. Event Responses: Increase attendance at your event. Video Views: Create ads that get more people to view a video
- Total control – max lifetime spend limits Turn on/off, change $ any time Billing thresholds per billing period View history, statements, print PDFs
- Best reach = pix of actual students! Visuals & creative – pretty stock lady fail Purrrty lady, ugly performz Stock pix = too pretty, sanitized Is it relevant to your audience? Too ad-ish = low relevance Need some quick-n-dirty ads for fast turn Good standby campus & student pix Brand your flag if you can, but if it’s visibly recognizable, might not even need that
- Landing pages help a lot – be kind to your peeps segue from fb ad, to landing sell, to click action Coordinate visuals when you can – logos, pix, copy THIS TAKES TIME AND COORDINATION!
- Wall calendar pic inset Google spreadsheet inset Really helps you plan and integrate with other marketing, budgeting helps too (you can get a lot of $$$ out there if you’re not careful)