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How to create effective Facebook Ads
- 1. 5 April 2017 EkaterinaFilippova - eKat Communication www.ekatcommunication.ch
- 2. Programme About me Reasons forpoor ad performance Levels of promotion control Overview of Facebook Ads creation process: 1. Choose marketing objectives 2. Target the right audience 3. Select optimal ad placement 4. Select appropriate ad format 5. Select impactful images 6. Write appropriate text Review of marketing objective formats Result monitoring and evaluation
- 3. Aboutme 13+ years inSwitzerland 8 years in American corp in European communications department Master’s in Media & Communications 2,5 years of freelance work in digital communication English, French & Russian
- 4. Aboutme Entrepreneurs & smallbusinesses
- 5. Reasonsforpooradperformance Your targeting isnot accurate Your ad is not aligned with the marketing funnel stage Your ad format is not appropriate for your objective The placement is not optimal Your visuals are unappealing Your text is not clear You don’t have a Call-to-Action (CTA)
- 6. Levelsofpromotioncontrol Post boosting • Canadd CTA, set audience, budget & duration
- 7. Levelsofpromotioncontrol Ads Manager • Createad campaigns, set marketing objectives, set audience, delivery methods, choose different ad formats etc • Simpler to use, better for small scale and less frequent advertisers = small businesses
- 8. Levelsofpromotioncontrol Power Editor • Essentiallysame functionality as Ads manager with more options • More complicated with more features, better for large scale advertisers = corporations & agencies
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- 10. 1.Choosemarketingobjectives Facebook’s version ofmarketing funnel
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- 12. Optionsforchoosingaudience Option 1: Customaudience Using existing audience (remarketing): • Contacts’ email addresses or phone numbers • Website visitors • Interactions with Facebook page Option 2: Lookalike audience Creating audience similar to existing audience: • Custom audience • Facebook fans Choose countries & matching % (from 1% to 10% of population) => Need to have an existing audience of considerable size (>500-1000 fans)
- 13. Optionsforchoosingaudience Option 3: Newaudience Creating audience based on several parameters: • Locations (include & exclude places, set radius) • Age • Gender • Languages • Detailed targeting based on: • Demographics • Interests • Behaviours • Connection type (w/FB page) => English-speaking women in canton of Geneva, age 30-45
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- 15. Detailedtargetingoptions Demographics • Life events Source:http://www.wordstream.com/images/facebook-ad-targeting-options-infographic-wordstream-large.jpg
- 16. Detailedtargetingoptions Demographics • Parents • Relationship •Work Source: http://www.wordstream.com/images/facebook-ad-targeting-options-infographic-wordstream-large.jpg
- 17. Detailedtargetingoptions Demographics => With amaster’s degree, who recently moved to Geneva, married with small children between 3 and 8 y.o., working in UN agencies Source: http://www.wordstream.com/images/facebook-ad-targeting-options-infographic-wordstream-large.jpg
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- 23. Detailedtargetingoptions Interests => Who likecomedies & romance novels, running, Chinese food and online shopping Source: http://www.wordstream.com/images/facebook-ad-targeting-options-infographic-wordstream-large.jpg
- 24. Detailedtargetingoptions Interests targeting -not 100% accurate => Who like comedies & romance novels, running, Chinese food and online shopping Source: http://www.wordstream.com/images/facebook-ad-targeting-options-infographic-wordstream-large.jpg
- 25. Detailedtargetingoptions Behaviours • Anniversary • Digitalactivities Source: http://www.wordstream.com/images/facebook-ad-targeting-options-infographic-wordstream-large.jpg
- 26. Detailedtargetingoptions Behaviours • Expats (+friends & family of expats) • Mobile device users • Travel Source: http://www.wordstream.com/images/facebook-ad-targeting-options-infographic-wordstream-large.jpg
- 27. Detailedtargetingoptions Behaviours => Who isan expat’s wife and a frequent business traveller Source: http://www.wordstream.com/images/facebook-ad-targeting-options-infographic-wordstream-large.jpg
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- 29. 3.Selectoptimaladplacement Desktop newsfeed Mobilenewsfeed Source: https://www.facebook.com/business/ads-guide/; https://econsultancy.com/blog/66689-how-brands-are-using-instagram-ads/
- 30. 3.Selectoptimaladplacement Right column InstagramAudience network Source: https://www.facebook.com/business/ads-guide/; https://econsultancy.com/blog/66689-how-brands-are-using-instagram-ads/
- 31. 5.Selectappropriateadformats Carousel - showcaseproducts/services, tell a story, provide instructions, share resources Single image - highlight specific products/services, focus on one item Single video - same as single image + animation effect Slideshow - same as carousel + animation effect Canvas (on mobile only) - similar to landing page + interactive effect
- 32. 5.Createimpactfulimages Minimal text -most important info Use high-quality proprietary images if possible Use Creative Commons 0 (CC0) license images (Unsplash, Pixabay, Life of Pix etc) Personalise CC0 images w/short text, logo, collage etc If you add text, use Photoshop or Canva for professional look Check recommended photo sizes in pixels
- 33. 6.Writeappropriatetext Keep it short- 90 characters Focus on a single thought State the benefits Make them care Tell audience WHAT to do & WHY Don’t forget a Call-to-Action! • Sign up / Register - Call us for a quote - Visit our website - Read the blog post - Check out the event description - Claim the offer - Comment to win etc Source: https://copyhackers.com/2016/06/writing-facebook-ads/
- 34. 6.Writeappropriatetext Make them care Tellaudience WHAT to do & WHY Don’t forget a Call-to-Action! • Sign up / Register - Call us for a quote - Visit our website - Read the blog post - Check out the event description - Claim the offer - Comment to win etc Source: https://copyhackers.com/2016/06/writing-facebook-ads/
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- 36. Awarenessobjectives Brand awareness Localawareness Reach Audience choice Choose any audience Can only choose location, age & gender Choose any audience Optimisation for 1) Brand awareness (recommended by FB) or 2) Reach N/A 1) Reach (recommended by FB) or 2) Impressions Charged for Impression N/A Impression Shown to People likely to be interested Local population As many people as possible Ad formats Carousel, image, video, slideshow or Canvas Carousel, image, video & slideshow Carousel, image, video, slideshow or Canvas CTA options No button, Contact us, Learn more, Shop now, Sign up etc No button, Call now, Get directions, Learn more, Send message, Save No button, Contact us, Learn more, Shop now, Sign up etc
- 37. Trafficobjective Send audience towebsite, app or Facebook messenger Use it to: • Increase visits to your blog • Promote specific blog posts • Promote online & offline events • Promote e-courses & freebies • Promote products in your e-shop • Promote special offers
- 38. Trafficobjective Audience choice Chooseany audience Optimisation for 1) Link clicks (recommended by FB); 2) Impressions; 3) Daily Unique Reach Charged for 1) Link click; 2) Impression Shown to People likely to click Ad formats Carousel, image, video, slideshow, Canvas + offer CTA options No button, Apply now, Contact Us, Download, Get quote, Learn more, Send message, Sign up, Subscribe, Shop now etc
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- 43. Engagementobjective Facebook-only engagement Use itto: • Increase interaction with your posts (likes, shares, comments) • Increase page likes • Improve online & offline event attendance • Create special Facebook offers
- 44. Engagementobjective Post engagement Pagelikes Event responses Offer claims Audience choice Choose any audience Choose any audience Choose any audience Choose any audience Optimisation for 1) Post engagement (recommended by FB; 2) Impressions; 3) Daily Unique Reach Page likes 1) Event response (recommended by FB; 2) Impressions; 3) Post engagement; 4) Daily Unique Reach 1) Link clicks (recommended by FB; 2) Conversions; 3) Post engagement Charged for 1) Impression; 2) Post engagement 1) Impression; 2) Page like Impression 1) Link click; 2) Impression Shown to People likely to interact w/post People likely to like your page People likely to show interest in event People likely to click on offer Ad formats Published posts Image, video, slideshow Image, video, slideshow Offer CTA options N/A Like page (default) N/A Get offer (default)
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- 49. Leadgenerationobjective Collect lead information(name, email address etc) by offering something of value (freebies, discounts etc) Use it to: • Build email list Can integrate with CRM
- 50. Leadgenerationobjective Audience choice Chooseany audience Optimisation for 1) Leads (recommended by FB); 2) Link clicks Charged for Impression Shown to People likely to share their info in exchange for value Ad formats Carousel, image, video & slideshow CTA options Apply now, Download, Get quote, Learn more, Sign up, Subscribe
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- 53. Process Create an offerin exchange for details
- 54. Process Once the personclicks your offer, they get redirected to a lead form to fill out
- 55. Process Check leads onPublishing Tools tab on your page
- 56. Conversionsobjective Send audience toyour website, app or Facebook messenger Use to: • Increase visits to your blog • Promote specific blog posts • Promote e-courses & freebies • Promote online & offline events • Promote products in e-shop • Promote special offers NB: needs Facebook Pixel installed on your website
- 57. Conversionsobjective Audience choice Chooseany audience Optimisation for 1) Conversions (recommended by FB; 2) Impressions; 3) Link clicks; 4) Daily Unique Reach Charged for Impression Shown to People likely to take desired action Ad formats Carousel, image, video, slideshow, Canvas + offer CTA options No button, Apply now, Contact Us, Download, Get quote, Learn more, Send message, Sign up, Subscribe, Shop now etc
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- 59. Performanceindicators Results • Link clicks,post engagements, event responses, leads, offer claims Reach Cost per result • Click, 1000 impressions, engagement Relevance score (1 to 10)
- 60. Howtoimproveyouradresults Review your targeting Reviewmarketing funnel stage vs ad objectives Match ad type to objective Check your text Check your visuals Experiment!
- 61. Thankyouforbeinghere! Ekaterina Filippova eKat Communication +4176 296 8958 contact@ekatcommunication.ch ekatcommunication.ch facebook.com/ekatcommunication