This presentation was given to an audience of local businesses at the LSA Bootcamp, a one day digital marketing intensive in Atlanta 8/30/15. For more about the event and for a look at future events visit www.LSABootcamp.com.

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Facebook Advertising
Dr. Jim Ruether

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Digital Marketing Foundation
Phase One: Setup
Phase Two: Content Building
Phase Three: List Building
Phase Four: Paid Advertising
Phase Five: Analytics
Phase Six: Automation

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Facebook Mission Statement

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A Decade w/ Facebook

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Facebook Ads
Facebook Ads: 2007
Side Bar Ads
Engage / Not Interrupt
Right Message
Right Audience
Business Page: 2008
Engage-able Ads
Like / Share / Comment
Authentic / Legitimate
Non-Intrusive

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Facebook Ads
Facebook Fans: 2009
Like Button
Geo-Targeting
Custom Audience: 2012
Bulk Data Uploads
Targeted Ad Campaigns

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Facebook Ads
Facebook Exchange (FBX): 2013
Retargeting – Using Cookies
Track Behavior – Real Time Ads

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Massive Shift to Mobile
Mirrors TV viewing phenomenon of the 50’s
Accessibility:
First thing / Last thing we check daily
Consumer Behavior shifts to Mobile
88.6% of Smartphone users visit Facebook Monthly
Mobile is the closest connection to your Customer

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Massive Shift to Mobile
News Feeds
Multiple Device Experience
Constantly Updating
Ads do not feel intrusive
More Powerful Metrics
Proven Business Results
Content / Images / Video
4 Billion Videos per day
Preference / Brands
Beyond likes / follows
Awareness / Loyalty / Sales

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Why Advertise on Facebook
The 4P’s, 5C’s, STP of Marketing
The 3 Pillars of Value
Target Reach – Right people @ Right time
Customer Engagement
Trackable Results

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Reach

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Engagement

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Results

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Advertising = Outcomes
Measure
Optimize engagement
Trackable Results
Real People / Real Time
Better ROI
Reach new customers
Launch new products
Increase foot traffic (events)
Increase online sales

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Facebook Ad Terms
Conversion Pixel
• Allows you to track ad effectiveness outside of the
Facebook network to other properties on the web.
Unpublished Page Post
• A Page post ad that is targeted to a specific audience
and only appears in the Feed of the target audience.

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Conversion Pixels

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Facebook Ad Terms
ROAS (Return on Ad Spend)
• Used to measure the effectiveness of a Facebook
marketing campaign.
Conversion Lift
• A scientific approach that uses randomized test and
control groups to determine reach potential.

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Types of Ads
Cost Per Action (CPA) - The average amount you are
paying for each action people take on your ads.
Cost Per Click (CPC) - The amount you're paying on
average for each click on your ad.
Cost Per 1000 Impressions (CPM) - The amount you're
paying per 1,000 impressions of your ad.
Impressions - The number of times your ad was served.
(Mobile – per viewed / Desktop – per placement)

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Facebook Ads Placement

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How the Ad Auction Works

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Ad Selections
• Clicks - Total number of clicks on your ad.
• Boosted Post - Pay to enhance its reach.
• Promoted Post (Sponsored) - between a standard post
and an ad.
• Conversion - completed actions, like purchases or
adding to a cart on a website.
• Video Views - Number of times your video was viewed
for 3 seconds or more

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Mobile News Feed

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Desktop News Feed

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Right Column - Sidebar

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Types of Target Audience
• Targeting - Core Audiences
• Targeting - Custom Audiences
• Targeting - Lookalike Audiences
• Facebook Exchange – Partner Relationships

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Targeting Tools
Interests / Demographics / Location / Behavior

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Best Practices
Plan Your Campaign
• Define your Goals and Objectives
• Test Measurement Strategy
• Define Key Performance Indicators (Success)
• Set short and long-term goals
Audience Insights
• Segmentation – Demographics / Psycho-graphics
• Geo-targeting
• Message context to Target audience (Mirror)

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Best Practices – Ad Design
• One Focal Point per Ad
• Make Ad Noticeable
• Provide Information
• Provide Emotional Moments
• Mirror Content w/ Client
• Create Brand Personality
• Strong Call to Action
• Test / Test / Text

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Power Editor – Tool set

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Manage – Mass Operations
• Edit campaign settings
• Create multiple variations
• Change bids
• Modify budgets
http://www.facebook.com/ads/manage/powereditor
• Add creative elements to ads
• Bulk Edit
• Saved or Split Audience
• Plan scheduling

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Power Editor – Bulk Ads Manager

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Campaigns / Ad Sets / Ads

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Facebook Ads Reporting

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Ads Manager
Ads Manager allows you to:
• View all of your campaigns, ad sets and ads
• Stop or restart your campaigns, ad sets and ads
• Make changes to your bids and budgets
• Access your billing summary to see your payment history and
payment method information
• Access and export your ad performance reports

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Ads Manager

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Business Manager

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The Technology Platform
Fully integrated
digital marketing
and analytics
platform

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Questions?
Dr. Jim Ruether
Director of Research, Bizwire
678.541.1806
jimruether@bzwire.net
http://Bizwire.net
Thank you!!

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References
Facebook:
https://facebook.exceedlms.com/uploads/resource_courses/targets/296417/original/build/index.html#/id/co-01
https://facebook.exceedlms.com/uploads/resource_courses/targets/296417/original/build/index.html#/id/co-02
https://facebook.exceedlms.com/uploads/resource_courses/targets/296417/original/build/index.html#/id/co-04
https://facebook.exceedlms.com/uploads/resource_courses/targets/296417/original/build/index.html#/id/co-05
https://facebook.exceedlms.com/uploads/resource_courses/targets/295760/original/build/index.html#/id/co-02
https://facebook.exceedlms.com/uploads/resource_courses/targets/295760/original/build/index.html#/id/co-03
https://facebook.exceedlms.com/uploads/resource_courses/targets/291695/original/build/index.html#/id/co-01
https://facebook.exceedlms.com/uploads/resource_courses/targets/291695/original/build/index.html#/id/co-02
https://facebook.exceedlms.com/uploads/resource_courses/targets/291687/original/index.html#/id/co-02
https://www.facebook.com/business/ads-guide/?tab0=Right%20Column
https://facebook.exceedlms.com/uploads/resource_courses/targets/291680/original/build/index.html#/id/co-02
https://facebook.exceedlms.com/uploads/resource_courses/targets/291702/original/build/index.html#/id/co-01
https://www.facebook.com/business/products/ads/
https://www.facebook.com/business/goals/build-awareness/
https://www.facebook.com/business/goals/increase-online-sales/
https://facebook.exceedlms.com/student/catalog#_=_