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Dave Serino
- 1. Digital Advertising: Building a More Effective Facebook Ad Campaign Through Micro- targeting Turks and Caicos Social Business Summit 2014 Regent Palms Resort & Spa July 14, 2014 Dave Serino, Strategist & Founder TwoSix Digital
- 18. Gary V. - The Game Has Changed • We have good tools, but use bad mechanics • ROI is determined by how well you use the tool • Digital scalability has changed • It’s a time of heavy human touch….
- 23. “There is really no excuse for someone to see your ad who doesn’t want your product” Dan Slagen, SVP, Nanigans
- 24. Creating Demand with Ads
- 25. Facebook Ads
- 28. Types Of Advertising Like Ads: - Low Barrier - Creates Awareness - Builds Audience - Helps future engagement
- 29. Types Of Advertising Promoted Post: - Appears naturally in newsfeed - Increases Engagement - Leverages the power of your current Facebook audience
- 30. Types Of Advertising Call to Action: - Appear in the newsfeed and mobile - Renders well - Creates awareness - Builds audience - Inspires users to take action
- 31. Types Of Advertising Right Rail Ads: - Appears on desktop - Creates awareness - Builds audience
- 32. Types Of Advertising Mobile Ads: - Take advantage of the hot medium - Appears in the feed - Creates awareness - Builds audience - Inspires users to take action
- 33. Research
- 41. Research
- 44. Building the Audience Use Your Resources! • Customer phone numbers • Customer email addresses • Web site pixel
- 52. Sign Up Form Facebook Tab
- 54. Contest Results via the App Tab
- 56. A Closer Look: What Happened with Lookalike Audiences and Call to Action Ads
- 57. Call to Action Ads Two of ads that were run targeted at a Look-a-Like Audience, with specific interests focused on spa and golf. We also added in geographic targets from the states of Michigan, Indiana. Ohio and Illinois to narrow the targeting.
- 58. 2 ads - interest image focused (spa/golf) - and used a Lookalike Audience that was targeted to 4 feeder states with specific interests (ie, golf & spa related). This flight generated 5,283 clicks at .28/click from “high-value” prospects 828 entries (email Opt-ins to enter) into the sweepstakes 2,070 Likes during this period
- 60. Results Mapping
- 61. Takeaways - Ad Development • Focal point : The image has one obvious focal point • Brand link : How easy is it to identify the advertiser? • Brand personality : How well does the ad fit with what you know about the brand? • Informational reward : Does the ad have interesting information? • Emotional reward : The ad appeals to you emotionally • Noticeability : While browsing online, this image would grab your attention • Call to action : This ad urges you to take a clear action Facebook For Business
- 62. Takeaways - Targeting • Never Use “Boost Post” • Utilize Lookalike Audiences to the Max! - Email Lists - Purchase Lists - Page Lookalikes - Web Site Pixels • Research and utilized common “Page Likes” and “Behavior” data
- 63. Dave Serino Founder & Strategist Dave@TwoSixDigital.com Cell: 810-623-1505 Skype: dave.serino www.Twitter.com/DaveSerino www.FaceBook.com/TwoSixDigi tal
Editor's Notes
- Buffer Slide – How things are changing – Human Touch - Springsteen
- Buffer Slide – How things are changing – Human Touch - Springsteen
- Goal – Strategy - Tactics
- Myles – the resident brewmaster at the borderland brewery gave me a map
- Myles – the resident brewmaster at the borderland brewery gave me a map
- Myles – the resident brewmaster at the borderland brewery gave me a map
- Takeway 2 on SM ROI –
- Takeway 2 on SM ROI –