FB Ads Session 2: Organize Campaigns, Ad Sets & Ads
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Jeff Ebbing hosted a session on Facebook ads and provided tips and best practices. He discussed testing different ad types and content to see what works best. Ebbing also covered setting campaign objectives, using pixels to track website traffic, organizing ads into campaigns and ad sets, and creating engaging visual content for ads. He recommended testing variations, using insights to schedule posts, and seeking help from Facebook resources or hiring a consultant.
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FB Ads Session 2: Organize Campaigns, Ad Sets & Ads
- 1. li: Jeff Ebbing t: @jeff_ebbing FB ads – session 2
- 2. li: Jeff Ebbing t: @jeff_ebbing Check out Part 1 on Slideshare
- 3. li: Jeff Ebbing t: @jeff_ebbing What did you work on last time? What worked? What didn’t?
- 4. 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?
- 5. li: Jeff Ebbing t: @jeff_ebbing 70-20-10 Content Rule 70% posts from your brand & add value to your community (tips, news, recent events, survey questions) 20% posts content from others (promote other biz, tagging others, sharing other biz’ posts) 10% posts are promotional (discounts, coupons, sales, new products)
- 6. li: Jeff Ebbing t: @jeff_ebbing
- 7. li: Jeff Ebbing t: @jeff_ebbing Facebook Zero Facebook is a busy place. If you want to be seen, you’re gonna have to pay.
- 8. li: Jeff Ebbing t: @jeff_ebbing Boost it!
- 9. li: Jeff Ebbing t: @jeff_ebbing Chrome Pixel tracker Facebook app Photo editor apps
- 10. li: Jeff Ebbing t: @jeff_ebbing Campaigns, Sets, Ads – and cats! So easy, a cat can explain it.
- 11. li: Jeff Ebbing t: @jeff_ebbing Organize yur adz imaginez a wurld fur, fur away…
- 12. li: Jeff Ebbing t: @jeff_ebbing what u want uzerz 2 do click, visit, download, like campaignz
- 13. li: Jeff Ebbing t: @jeff_ebbing groops u want talk 2 ad sets
- 14. li: Jeff Ebbing t: @jeff_ebbing diff’rnt adz make them do stuffs adz
- 15. li: Jeff Ebbing t: @jeff_ebbing
- 16. li: Jeff Ebbing t: @jeff_ebbing
- 17. li: Jeff Ebbing t: @jeff_ebbing Campaign objective Objectives What do you want people to do?
- 18. li: Jeff Ebbing t: @jeff_ebbing
- 19. li: Jeff Ebbing t: @jeff_ebbing Got a site? Get a pixel!
- 20. li: Jeff Ebbing t: @jeff_ebbing There are 14,000 women age 21- 45 within a 35 mile radius
- 21. li: Jeff Ebbing t: @jeff_ebbing 2,700 of them are moms with little kids
- 22. li: Jeff Ebbing t: @jeff_ebbing
- 23. li: Jeff Ebbing t: @jeff_ebbing Use insights to see when your fans are onlineMust select lifetime budget to schedule by day and hour
- 24. li: Jeff Ebbing t: @jeff_ebbing Graduated billing limits
- 25. li: Jeff Ebbing t: @jeff_ebbing Layout & artwork Pix – yours or fb stock pix 20% text max Remember mobile Clear headline & CTA
- 26. li: Jeff Ebbing t: @jeff_ebbing Pick good stock photos or upload your own
- 27. li: Jeff Ebbing t: @jeff_ebbing Photo editor apps Remember to use mid-to-high resolution images!
- 28. li: Jeff Ebbing t: @jeff_ebbing A word on pix Professional photo of smiling woman is best … HOWEVER, authenticity is powerful
- 29. li: Jeff Ebbing t: @jeff_ebbing They’re not the same! Character limits aren’t the same
- 30. li: Jeff Ebbing t: @jeff_ebbing Campaign overview Ad set overview
- 31. li: Jeff Ebbing t: @jeff_ebbing Shoot for high relevance Results from facebook pixel as measured by campaign objective Individual ad overview
- 32. 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
- 33. li: Jeff Ebbing t: @jeff_ebbing If at first you don’t succeed... Try more variations till your audience responds
- 34. li: Jeff Ebbing t: @jeff_ebbing Editorial calendars High tech or low tech, a little planning goes a long way
- 35. li: Jeff Ebbing t: @jeff_ebbing Need help?
- 36. li: Jeff Ebbing t: @jeff_ebbing The Gold service plan $750 for 30 days: Custom help facebook.com/business/go/
- 37. li: Jeff Ebbing t: @jeff_ebbing The Budget service plan Facebook help Youtube Slideshare Trial & error Google search
- 38. li: Jeff Ebbing t: @jeff_ebbing Page love links Adweek who uses social infographic http://www.adweek.com/news/advertising-branding/new-social-stratosphere-who-using-facebook-twitter-pinter Getting started: sprout social: http://sproutsocial.com/insights/facebook-advertising-guide/ Cover page photo tips: http://blog.hubspot.com/marketing/facebook-cover-photos-best-practices-ht 10 content tips: https://www.facebook.com/business/a/online-sales/page-post-tips Content ideas: http://www.forbes.com/sites/jaysondemers/2014/06/25/100-killer-ideas-for-your-social-media-content/ Social Media etiquette post dos & don’ts: http://www.outboundengine.com/blog/social-media-etiquette-for-business-25-dos-donts/
- 39. li: Jeff Ebbing t: @jeff_ebbing More page love links 17 Sprout stats – when to post, graphics: http://sproutsocial.com/insights/facebook -stats-for-marketers/ How to get 1000 fb fans: http://blog.hubspot.com/marketing/get-facebook-fans How to craft the best social media posts: http://blog.hubspot.com/marketing/create-perfect-social-media-posts-slideshare Why don’t my fans see my posts? http://blog.hubspot.com/marketing/facebook-declining-organic-reach?utm_campaign= blog-rss-emails&utm_source=hs_email&utm_medium=email&utm_content=28165356 Social media content calendar: http://blog.hubspot.com/blog/tabid/6307/bid/33415/The-Social-Media-Publishing-Schedule-Every-Marketer-Ne Why you need a social media calendar: http://blog.marketo.com/2014/08/why-you-need-an-editorial-calendar-for-social.html Why your organic reach is falling and what to do about it: http://www.forbes.com/sites/jaysondemers/2015/05/13/why-your-organic-facebook-reach-is-still- falling-and-what-to-do-about-it/#5e6c8d672c84
- 40. li: Jeff Ebbing t: @jeff_ebbing Ad love links 13 must-know tips for fb business: http://blog.hubspot.com/marketing/facebook-for-business-tips? utm_campaign=Social%20Topic%3A%20Social %20Media&utm_content=31137574&utm_medium=social&utm_source=linkedin 14 tools to create infographics images for social: http://www.huffingtonpost.com/belle-beth-cooper/14- tools-to-create-engagi_b_4804924.html Nanigans Facebook ad types cheat sheet: http://www.nanigans.com/2014/06/26/facebook-ad-types- cheat-sheet-infographic/ Facebook advertising: https://www.facebook.com/business/products/ads Facebook for Business: https://www.facebook.com/business Facebook Blueprint online training: https://www.facebook.com/blueprint
- 41. li: Jeff Ebbing t: @jeff_ebbing Find Part 1 on Slideshare
- 42. li: Jeff Ebbing t: @jeff_ebbing More preso fun from Jeff
Editor's Notes
- Discoverable & connected Timely & insightful Here’s is where you start to ID your audience and make connections with fans and customers Who knows of a good business page? Or a business that uses facebook well? This isn’t just for your page – it’s your complete online presence
- 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)