SlideShare a Scribd company logo
Portent, Inc. 
Facebook Ads Now: 
Getting Started Off Right 
Chad Kearns August 28, 2014
#PortentU
bit.ly/Facebook-Ads-Now
#PortentU 
Facebook Ads Now 
About me. 
Chad Kearns 
PPC Essentials Program Manager 
@Chad_Kearns 
Manage Portent’s PPC Essentials 
service offering 
Specialize in small business and new 
account setup 
Support the sales team with account 
audits and sales pitches
#PortentU 
Facebook Ads Now 
Why we’re here 
1. You want to start advertising on 
Facebook but don’t know much 
about it 
2. You have tried advertising on 
Facebook before but we were 
unsuccessful
Why we’re really here.
829 million 
daily active users worldwide
152 million 
daily active users in the US & Canada
152 million 
daily potential customers
$1.3 billion 
spent by advertisers in the US & Canada
$1.3 billion 
spent by advertisers in the US & Canada 
*In Q2 of 2014
54% 
Year over year ad spend growth
I’m Ready! 
Take my money! 
PPicikck m mee! !
#PortentU 
Facebook Ads Now 
Goal setting 
Ad selection 
Ad execution 
Audience targeting 
Bidding & pricing 
What we’ll talk about
#PortentU 
Facebook Ads Now 
1. Provide guidelines for setting a goal 
2. Introduce the ad types available 
3. Show the ways to target an audience 
4. Leave you with four key takeaways 
What I want to accomplish
*
* What the…
* What the… 
This must be important
* Facebook changes
* Facebook changes 
A lot.
* That’s why this is called 
Facebook Ads Now
Goal setting
26 
#Portent U 
Facebook Ads Now 
Make it quantitative 
Set a timeline 
Use parameters 
How to set a goal?
27 
#Portent U 
Facebook Ads Now 
We want to earn 
500 Page Likes 
in 4 weeks 
with a $4,000 budget 
Work towards
28 
#Portent U 
Facebook Ads Now 
We want to earn 
500 Page Likes 
in 4 weeks 
with a $4,000 budget 
Work towards
29 
#Portent U 
Facebook Ads Now 
We want to earn 
500 Page Likes 
in 4 weeks 
with a $4,000 budget 
Work towards
30 
#Portent U 
Facebook Ads Now 
We want to earn 
500 Page Likes 
in 4 weeks 
with a $4,000 budget 
Work towards
31 
#Portent U 
Facebook Ads Now 
We want to see 
2,500 website visits 
in 10 days 
through post promotion 
Work towards
32 
#Portent U 
Facebook Ads Now 
We want to see 
2,500 website visits 
in 10 days 
through post promotion 
Work towards
33 
#Portent U 
Facebook Ads Now 
We want to see 
2,500 website visits 
in 10 days 
through post promotion 
Work towards
34 
#Portent U 
Facebook Ads Now 
We want to see 
2,500 website visits 
in 10 days 
through post promotion 
Work towards
35 
#Portent U 
Facebook Ads Now 
Let’s spend $7,000 this month 
and see what happens 
Try to avoid
36 
#Portent U 
Facebook Ads Now 
Let’s drive on-site conversions. 
We want 
10,000 transactions 
at a CPA of $10 
in Q3 of this year 
Try to avoid
37 
#Portent U 
Facebook Ads Now 
Let’s drive on-site conversions. 
We want 
10,000 transactions 
at a CPA of $10 
in Q3 of this year 
Try to avoid
38 
#Portent U 
Facebook Ads Now 
Let’s drive on-site transactions. 
We want 
10,000 transactions 
at a CPA of $10 
in Q3 of this year 
Try to avoid
39 
#Portent U 
Facebook Ads Now 
Identify a measurable number 
Give yourself a due date 
Place workable guidelines 
Don’t forget
40 
#Portent U 
Facebook Ads Now 
Advertising for direct response can be hard 
Don’t forget
Ad types 
Ad 
Types
42 
#Portent U 
Facebook Ads Now 
Select your ad type
43 
#Portent U 
Facebook Ads Now 
Choose what to promote
44 
#Portent U 
Facebook Ads Now 
Choose what to promote
45 
#Portent U 
Facebook Ads Now 
Page Post Engagement 
Page Likes 
Clicks to Website 
The basics
46 
#Portent U 
Facebook Ads Now 
Website Conversions 
App Installs 
App Engagement 
Event Responses 
Offer Claims 
Video Views 
Going farther
47 
#Portent U 
Facebook Ads Now 
Page Post Engagement
48 
#Portent U 
Facebook Ads Now 
• Great for boosting content reach 
• Ability to drive visitors to pages off Facebook 
• Promote published and unpublished posts 
Page Post Engagement
49 
#Portent U 
Facebook Ads Now 
Page Likes
50 
#Portent U 
Facebook Ads Now 
• Designed to grow page engagement numbers 
• Conversion opportunity in ad or on page 
• Recommended copy specifics 
• 25 character title 
• 90 character body 
Page Likes
51 
#Portent U 
Facebook Ads Now 
Clicks to Website
52 
#Portent U 
Facebook Ads Now 
Clicks to Website
53 
#Portent U 
Facebook Ads Now 
• Direct users to high value landing pages off Facebook 
• Utilize link UTM tags to track users on-site 
• Ability to create ads not linked to your company page 
Clicks to Website
54 
#Portent U 
Facebook Ads Now 
Website Conversions
55 
#Portent U 
Facebook Ads Now 
• Requires Facebook tracking pixel implementation 
• Used for lead generation and ecommerce initiatives 
• Must connect ads to a company page 
Website Conversions
56 
#Portent U 
Facebook Ads Now 
App Installs
57 
#Portent U 
Facebook Ads Now 
• Sends visitors directly to the appropriate app store for conversion 
• Automatically pulls star ratings from app stores 
• Recommended copy specifics 
• 25 character title 
• 32 character app name 
• 90 character description 
App Installs
58 
#Portent U 
Facebook Ads Now 
App Engagement
59 
#Portent U 
Facebook Ads Now 
• Re-engage current app owners to drive app usage metrics 
• Ads are image only (no video) 
• Recommended copy specifics 
• 25 character title 
• 32 character app name 
• 90 character description 
App Engagement
60 
#Portent U 
Facebook Ads Now 
Event Responses
61 
#Portent U 
Facebook Ads Now 
• Right rail only 
• Must link directly to your Facebook event 
• Recommended copy specifics 
• 25 character title 
• 90 character description 
Event Responses
62 
#Portent U 
Facebook Ads Now 
Offer Claims
63 
#Portent U 
Facebook Ads Now 
• Must direct users to your offer on Facebook 
• Must have 50 page likes for eligibility 
• Recommended copy specifics 
• 25 character title 
• 90 character description 
• 900 character terms & conditions 
Offer Claims
64 
#Portent U 
Facebook Ads Now 
Video Views
65 
#Portent U 
Facebook Ads Now 
• .mov, .mp4, .avi files supported 
• 16:9 aspect ratio 
• Recommended copy specifics 
• 90 character description 
Video Views
Links
67 
#Portent U 
Facebook Ads Now 
Third-party tracking software 
Google Analytics 
Omniture 
Yahoo Web Analytics 
etc. 
Third-party tracking
68 
#Portent U 
Facebook Ads Now 
UTM tags 
source= 
medium= 
campaign= 
Tagging
69 
#Portent U 
Facebook Ads Now 
UTM tagging 
source=facebook 
medium=cpc 
campaign=webinar 
domain.com/?utm_source=facebook&utm_medium=cpc&utm_campaign=webinar 
Tagging
70 
#Portent U 
Facebook Ads Now 
Required for Website Conversion ads 
• Pick your conversion type 
• Create your pixel 
• Place your code 
Facebook pixel
71 
#Portent U 
Facebook Ads Now 
Track what you are doing! 
bit.ly/UTM-Builder 
Link best practices
Ad Images
73 
#Portent U 
Facebook Ads Now 
Images by default
74 
#Portent U 
Facebook Ads Now 1200 
Image sizes 
628 
600 
314
75 
#Portent U 
Facebook Ads Now 1200 
628 20% Text 
Limitation 
Image guidelines
76 
#Portent U 
Facebook Ads Now 
Bright colors 
Clear images 
Kids & animals 
Logos 
Image best practices
Ad Copy 
Ad 
Copy
78 
#Portent U 
Facebook Ads Now 
Character limit recommendations 
• 25 character headline 
• 90 character body 
Punctuation 
• Copy cannot start with a punctuation 
• Copy cannot have duplicate punctuation except (…) 
Basic guidelines
79 
#Portent U 
Facebook Ads Now 
Keep it concise 
Call to action 
Copy best practices
Audience targeting
81 
#Portent U 
Facebook Ads Now 
Start simple 
• age 
• location 
• gender 
Building personas
82 
#Portent U 
Facebook Ads Now 
Start simple 
• age 
• location 
• gender 
Get detailed 
Building personas 
• interests 
• purchasing behaviors 
• education level 
• relationship status 
• employment history or career path 
• family 
• living situation
83 
#Portent U 
Facebook Ads Now 
Audience Definition
84 
#Portent U 
Facebook Ads Now 
Understand your audience size
85 
#Portent U 
Facebook Ads Now 
Understand your audience size
86 
#Portent U 
Facebook Ads Now 
Understand your audience size
87 
#Portent U 
Facebook Ads Now 
Locations 
Age 
Gender 
Language 
Audience basics
88 
#Portent U 
Facebook Ads Now 
More demographics
89 
#Portent U 
Facebook Ads Now 
Remember 
that persona 
you are 
making? 
Detailed demographics
90 
#Portent U 
Facebook Ads Now 
Business & industry 
Entertainment 
Family and relationships 
Fitness and wellness 
Food and drink 
Hobbies and activities 
Shopping and fashion 
Sports and outdoors 
Technology 
Interests
91 
#Portent U 
Facebook Ads Now 
Food and drink > Beverages > Coffee 
Interests
92 
#Portent U 
Facebook Ads Now 
Fitness and wellness > Bodybuilding 
Interests
93 
#Portent U 
Facebook Ads Now 
Automotive 
Charitable donations 
Digital activities 
Financial 
Mobile device user 
Purchase behavior 
Residential profiles 
Travel 
Behaviors
94 
#Portent U 
Facebook Ads Now 
Food and drink > Beverages > Coffee (K-Cup) 
Behaviors
95 
#Portent U 
Facebook Ads Now 
Segment users by connection to your company 
Only people already connected to you 
Only people not connected to you 
Connections
96 
#Portent U 
Facebook Ads Now 
Get detailed 
Target users connected to specific pages, apps, and events 
Exclude users connected to specific pages, apps, and events 
Target users with friends connected to specific pages, apps, and events 
Advanced connections
97 
#Portent U 
Facebook Ads Now 
Advanced connections
98 
#Portent U 
Facebook Ads Now 
Upload & segment outside customer data 
Direct from MailChimp 
CSV or .txt upload 
Custom audiences
99 
#Portent U 
Facebook Ads Now 
Identify personas 
Think deeper about you audience 
Expand into new segments 
Separate audiences by campaign 
Audience keys
Pricing & bidding
101 
#Portent U 
Facebook Ads Now 
Optimize for action 
Optimize for clicks 
Optimize for impressions 
Bid types
102 
#Portent U 
Facebook Ads Now 
Optimize for action 
Optimize for clicks 
Optimize for impressions 
Bid types
103 
#Portent U 
Facebook Ads Now 
Automatic vs. Manual 
Automatic bidding around clicks/impressions 
Manual bidding set by the advertiser 
Bidding options
#Portent U 
Facebook Ads Now 
Takeaways 
4 
Takeaways
#Portent U 
Facebook Ads Now 
#1 
Create a goal 
Make it quantitative 
Set a timeline 
Use parameters
#Portent U 
Facebook Ads Now 
#2 
Optimize your ad 
Clear images 
Call to action
#Portent U 
Facebook Ads Now 
#3 
Get detailed on your audience 
Build personas 
Group into segments 
Try customization
#Portent U 
Facebook Ads Now 
#4 
Track your progress 
Set conversion code 
Use UTM tagging
bit.ly/Facebook-Ads-Now
YOU. 
Thank 
Portent, Inc. 506 2nd Ave. Suite 1700 Seattle. WA 98104-2354 | Tel: 206.575.3740 
Chad Kearns 
chad@portent.com 
@Chad_Kearns

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Facebook Ads Now: Getting Started Off Right

  • 1. Portent, Inc. Facebook Ads Now: Getting Started Off Right Chad Kearns August 28, 2014
  • 4. #PortentU Facebook Ads Now About me. Chad Kearns PPC Essentials Program Manager @Chad_Kearns Manage Portent’s PPC Essentials service offering Specialize in small business and new account setup Support the sales team with account audits and sales pitches
  • 5. #PortentU Facebook Ads Now Why we’re here 1. You want to start advertising on Facebook but don’t know much about it 2. You have tried advertising on Facebook before but we were unsuccessful
  • 7. 829 million daily active users worldwide
  • 8. 152 million daily active users in the US & Canada
  • 9. 152 million daily potential customers
  • 10. $1.3 billion spent by advertisers in the US & Canada
  • 11. $1.3 billion spent by advertisers in the US & Canada *In Q2 of 2014
  • 12. 54% Year over year ad spend growth
  • 13. I’m Ready! Take my money! PPicikck m mee! !
  • 14.
  • 15.
  • 16. #PortentU Facebook Ads Now Goal setting Ad selection Ad execution Audience targeting Bidding & pricing What we’ll talk about
  • 17. #PortentU Facebook Ads Now 1. Provide guidelines for setting a goal 2. Introduce the ad types available 3. Show the ways to target an audience 4. Leave you with four key takeaways What I want to accomplish
  • 18.
  • 19. *
  • 21. * What the… This must be important
  • 24. * That’s why this is called Facebook Ads Now
  • 26. 26 #Portent U Facebook Ads Now Make it quantitative Set a timeline Use parameters How to set a goal?
  • 27. 27 #Portent U Facebook Ads Now We want to earn 500 Page Likes in 4 weeks with a $4,000 budget Work towards
  • 28. 28 #Portent U Facebook Ads Now We want to earn 500 Page Likes in 4 weeks with a $4,000 budget Work towards
  • 29. 29 #Portent U Facebook Ads Now We want to earn 500 Page Likes in 4 weeks with a $4,000 budget Work towards
  • 30. 30 #Portent U Facebook Ads Now We want to earn 500 Page Likes in 4 weeks with a $4,000 budget Work towards
  • 31. 31 #Portent U Facebook Ads Now We want to see 2,500 website visits in 10 days through post promotion Work towards
  • 32. 32 #Portent U Facebook Ads Now We want to see 2,500 website visits in 10 days through post promotion Work towards
  • 33. 33 #Portent U Facebook Ads Now We want to see 2,500 website visits in 10 days through post promotion Work towards
  • 34. 34 #Portent U Facebook Ads Now We want to see 2,500 website visits in 10 days through post promotion Work towards
  • 35. 35 #Portent U Facebook Ads Now Let’s spend $7,000 this month and see what happens Try to avoid
  • 36. 36 #Portent U Facebook Ads Now Let’s drive on-site conversions. We want 10,000 transactions at a CPA of $10 in Q3 of this year Try to avoid
  • 37. 37 #Portent U Facebook Ads Now Let’s drive on-site conversions. We want 10,000 transactions at a CPA of $10 in Q3 of this year Try to avoid
  • 38. 38 #Portent U Facebook Ads Now Let’s drive on-site transactions. We want 10,000 transactions at a CPA of $10 in Q3 of this year Try to avoid
  • 39. 39 #Portent U Facebook Ads Now Identify a measurable number Give yourself a due date Place workable guidelines Don’t forget
  • 40. 40 #Portent U Facebook Ads Now Advertising for direct response can be hard Don’t forget
  • 41. Ad types Ad Types
  • 42. 42 #Portent U Facebook Ads Now Select your ad type
  • 43. 43 #Portent U Facebook Ads Now Choose what to promote
  • 44. 44 #Portent U Facebook Ads Now Choose what to promote
  • 45. 45 #Portent U Facebook Ads Now Page Post Engagement Page Likes Clicks to Website The basics
  • 46. 46 #Portent U Facebook Ads Now Website Conversions App Installs App Engagement Event Responses Offer Claims Video Views Going farther
  • 47. 47 #Portent U Facebook Ads Now Page Post Engagement
  • 48. 48 #Portent U Facebook Ads Now • Great for boosting content reach • Ability to drive visitors to pages off Facebook • Promote published and unpublished posts Page Post Engagement
  • 49. 49 #Portent U Facebook Ads Now Page Likes
  • 50. 50 #Portent U Facebook Ads Now • Designed to grow page engagement numbers • Conversion opportunity in ad or on page • Recommended copy specifics • 25 character title • 90 character body Page Likes
  • 51. 51 #Portent U Facebook Ads Now Clicks to Website
  • 52. 52 #Portent U Facebook Ads Now Clicks to Website
  • 53. 53 #Portent U Facebook Ads Now • Direct users to high value landing pages off Facebook • Utilize link UTM tags to track users on-site • Ability to create ads not linked to your company page Clicks to Website
  • 54. 54 #Portent U Facebook Ads Now Website Conversions
  • 55. 55 #Portent U Facebook Ads Now • Requires Facebook tracking pixel implementation • Used for lead generation and ecommerce initiatives • Must connect ads to a company page Website Conversions
  • 56. 56 #Portent U Facebook Ads Now App Installs
  • 57. 57 #Portent U Facebook Ads Now • Sends visitors directly to the appropriate app store for conversion • Automatically pulls star ratings from app stores • Recommended copy specifics • 25 character title • 32 character app name • 90 character description App Installs
  • 58. 58 #Portent U Facebook Ads Now App Engagement
  • 59. 59 #Portent U Facebook Ads Now • Re-engage current app owners to drive app usage metrics • Ads are image only (no video) • Recommended copy specifics • 25 character title • 32 character app name • 90 character description App Engagement
  • 60. 60 #Portent U Facebook Ads Now Event Responses
  • 61. 61 #Portent U Facebook Ads Now • Right rail only • Must link directly to your Facebook event • Recommended copy specifics • 25 character title • 90 character description Event Responses
  • 62. 62 #Portent U Facebook Ads Now Offer Claims
  • 63. 63 #Portent U Facebook Ads Now • Must direct users to your offer on Facebook • Must have 50 page likes for eligibility • Recommended copy specifics • 25 character title • 90 character description • 900 character terms & conditions Offer Claims
  • 64. 64 #Portent U Facebook Ads Now Video Views
  • 65. 65 #Portent U Facebook Ads Now • .mov, .mp4, .avi files supported • 16:9 aspect ratio • Recommended copy specifics • 90 character description Video Views
  • 66. Links
  • 67. 67 #Portent U Facebook Ads Now Third-party tracking software Google Analytics Omniture Yahoo Web Analytics etc. Third-party tracking
  • 68. 68 #Portent U Facebook Ads Now UTM tags source= medium= campaign= Tagging
  • 69. 69 #Portent U Facebook Ads Now UTM tagging source=facebook medium=cpc campaign=webinar domain.com/?utm_source=facebook&utm_medium=cpc&utm_campaign=webinar Tagging
  • 70. 70 #Portent U Facebook Ads Now Required for Website Conversion ads • Pick your conversion type • Create your pixel • Place your code Facebook pixel
  • 71. 71 #Portent U Facebook Ads Now Track what you are doing! bit.ly/UTM-Builder Link best practices
  • 73. 73 #Portent U Facebook Ads Now Images by default
  • 74. 74 #Portent U Facebook Ads Now 1200 Image sizes 628 600 314
  • 75. 75 #Portent U Facebook Ads Now 1200 628 20% Text Limitation Image guidelines
  • 76. 76 #Portent U Facebook Ads Now Bright colors Clear images Kids & animals Logos Image best practices
  • 77. Ad Copy Ad Copy
  • 78. 78 #Portent U Facebook Ads Now Character limit recommendations • 25 character headline • 90 character body Punctuation • Copy cannot start with a punctuation • Copy cannot have duplicate punctuation except (…) Basic guidelines
  • 79. 79 #Portent U Facebook Ads Now Keep it concise Call to action Copy best practices
  • 81. 81 #Portent U Facebook Ads Now Start simple • age • location • gender Building personas
  • 82. 82 #Portent U Facebook Ads Now Start simple • age • location • gender Get detailed Building personas • interests • purchasing behaviors • education level • relationship status • employment history or career path • family • living situation
  • 83. 83 #Portent U Facebook Ads Now Audience Definition
  • 84. 84 #Portent U Facebook Ads Now Understand your audience size
  • 85. 85 #Portent U Facebook Ads Now Understand your audience size
  • 86. 86 #Portent U Facebook Ads Now Understand your audience size
  • 87. 87 #Portent U Facebook Ads Now Locations Age Gender Language Audience basics
  • 88. 88 #Portent U Facebook Ads Now More demographics
  • 89. 89 #Portent U Facebook Ads Now Remember that persona you are making? Detailed demographics
  • 90. 90 #Portent U Facebook Ads Now Business & industry Entertainment Family and relationships Fitness and wellness Food and drink Hobbies and activities Shopping and fashion Sports and outdoors Technology Interests
  • 91. 91 #Portent U Facebook Ads Now Food and drink > Beverages > Coffee Interests
  • 92. 92 #Portent U Facebook Ads Now Fitness and wellness > Bodybuilding Interests
  • 93. 93 #Portent U Facebook Ads Now Automotive Charitable donations Digital activities Financial Mobile device user Purchase behavior Residential profiles Travel Behaviors
  • 94. 94 #Portent U Facebook Ads Now Food and drink > Beverages > Coffee (K-Cup) Behaviors
  • 95. 95 #Portent U Facebook Ads Now Segment users by connection to your company Only people already connected to you Only people not connected to you Connections
  • 96. 96 #Portent U Facebook Ads Now Get detailed Target users connected to specific pages, apps, and events Exclude users connected to specific pages, apps, and events Target users with friends connected to specific pages, apps, and events Advanced connections
  • 97. 97 #Portent U Facebook Ads Now Advanced connections
  • 98. 98 #Portent U Facebook Ads Now Upload & segment outside customer data Direct from MailChimp CSV or .txt upload Custom audiences
  • 99. 99 #Portent U Facebook Ads Now Identify personas Think deeper about you audience Expand into new segments Separate audiences by campaign Audience keys
  • 101. 101 #Portent U Facebook Ads Now Optimize for action Optimize for clicks Optimize for impressions Bid types
  • 102. 102 #Portent U Facebook Ads Now Optimize for action Optimize for clicks Optimize for impressions Bid types
  • 103. 103 #Portent U Facebook Ads Now Automatic vs. Manual Automatic bidding around clicks/impressions Manual bidding set by the advertiser Bidding options
  • 104. #Portent U Facebook Ads Now Takeaways 4 Takeaways
  • 105. #Portent U Facebook Ads Now #1 Create a goal Make it quantitative Set a timeline Use parameters
  • 106. #Portent U Facebook Ads Now #2 Optimize your ad Clear images Call to action
  • 107. #Portent U Facebook Ads Now #3 Get detailed on your audience Build personas Group into segments Try customization
  • 108. #Portent U Facebook Ads Now #4 Track your progress Set conversion code Use UTM tagging
  • 110. YOU. Thank Portent, Inc. 506 2nd Ave. Suite 1700 Seattle. WA 98104-2354 | Tel: 206.575.3740 Chad Kearns chad@portent.com @Chad_Kearns