Reach the exact audience you want with relevant targeted ads
Facebook Advertising Masterclass
General housekeeping rules
Round the table
Welcome!
Facebook Advertising Masterclass
• Understand FB advertising part of your over all SM strategy
• Potential FB adverts can have on your business
• 4 main ways to advertise on Facebook
• Why the more targeted your adverts are, more cost effective & successful they will be
• Reasons for using FB ads – more fans, more leads, new customers
• How to set up and run a Facebook advert
• Importance of testing and analysing campaigns
By the end of this morning you will be able to ……
Facebook Advertising Masterclass
Pillars of marketing
Facebook advertising should only be one of the pillars of your overall digital marketing strategy.
Another aid to get customers through the marketing funnel. Facebook will aid qualifying those potential customers.
Facebook Advertising Masterclass
Businesses pay Facebook to show adverts to people who might be interested In their message…
• 97% of marketers stated they reply on SM marketing more than ever for their business. They also agreed that their businesses are really starting to invest in Facebook paid ads.*
• Facebook generated over $5 billion during 2013 in Facebook advertising alone.
• 64% of advertisers expected to increase SM spending during 2014.
*Social Media Examiner
Facebook Advertising …what is it and why?
Facebook Advertising Masterclass
TITLE
Paid Ad’s
Facebook Advertising Masterclass
Facebook path to the £££’s
The basics first…
1. Get more Fans – Ave no. of friends per person is 229
2. Get Lots of leads – To convert them into contact information
3. Get new customers – Only % of Facebook pool will become paying customers. Are you attracting the right kind of visitors?
Facebook Advertising Masterclass
4 Ways to Advertise on Facebook
1. Page promotion
2. Boosted posts
3. Offers/ Events
4. Facebook advertising
Facebook Advertising Masterclass
1. Page Promotion Ad (*Under Build Audience)
An ad which is used to build your audience by encouraging people to like your Page.
When people like your Page, it shows in their list of likes and their friends may also see that they’ve liked you through a story in News Feed.
The people who like your Page will also see your most engaging Page content in their news feeds.
Best used for Getting Page ‘Likes’ & Brand awareness
• Specifically meant for new businesses (to Facebook) without sophisticated targeting needs & looking to get more ‘Likes’ according to the company
Facebook Advertising Masterclass
Facebook Advertising Masterclass
2. Promoted PostsPromoting Page posts helps your post reach more people.
When you promote a post, you can choose to reach more of the people who like your Page or expand your audience to everyone on Facebook.
Whether a post is promoted or not, the more engaging and interesting it is to your audience, the more organic reach it will have.
Click on “Boost Post” while you’re creating a post, or once it’s already posted, to promote it.
Best used for getting more people to see your posts (Promoting special events, offers and news.
Facebook Advertising Masterclass
Facebook Advertising Masterclass
Facebook Advertising Masterclass
Facebook Advertising Masterclass
3. Offers & EventsFacebook Offers are posts about a special discount or promotion that can be created right from the sharing tool on your Page.
An offer post is special because when it shows to people in News Feed, it has a Get Offer button that encourages people to claim it. People have the option to share offers they claim with their friends, which means you’ll reach more people.
You can track the success of your offers not just through the number of claims, but also by counting how many customers walk into your store and spend money. You can even create a barcode for your offer so that it's easy to scan them and keep track of sales.
When you set up an offer, you need to add a budget to promote it. You'll be able to choose from different budgets, depending on how many people you want to reach.
Best for Increasing sales in your store by encouraging foot traffic,Engagement and virality.
Facebook Advertising Masterclass
Facebook Advertising Masterclass
Who is your target market?
Take 5 mins to define your ‘perfect’ customer for your product/service
• Location• Age• Gender• Relationship status• Education• Size of business (B2B)• Interests
o Gardeningo Video gameso Movieso Fashiono Bookso Theatreo Home Improvement
Facebook Advertising Masterclass
Time for a 15min break!
Facebook Advertising Masterclass
4. Facebook AdvertisingThe ad create tool is designed to help you meet your most important business goals & includes a powerful set of targeting options so you reach just the right people for your business.
If you’re advertising a Page, app, or event, you’ll be asked to choose a goal:- Get more Page likes- Promote Page posts- Get more app users- Increase app engagement- Increase event attendance
If you’re advertising a website off of Facebook, you won’t be asked to select a goal, but you can link your ad to a Page on Facebook so that it can show in the News Feedin addition to the right column.
Best used for achieving specific goals & Targeting the right Audience
Facebook Advertising Masterclass
Creating your Ad
1. Who is your target market?
2. Objective of your campaign
3. How to create your ad
Facebook Advertising Masterclass
Facebook Ad…
Facebook Advertising Masterclass
Where to send leads?
1. On-site – to a Fan page/ Business Page/ App2. Off-site – to a website3. Squeeze pages – On of Off Facebook4. Facebook Events5. Facebook Store (www.Ecwid.com etc.)
Facebook Advertising Masterclass
How to Create your Ad
Facebook Advertising Masterclass
Define your objective
How to Create your Ad
Facebook Advertising Masterclass
Step 1 - Find a suitable image
For all ads, the best size image to upload is 1200x627 pixels.
A minimum width of 600 pixels for images appearing in News Feed.
Facebook Advertising Masterclass
Step 2 – Create your ad content
Facebook Advertising Masterclass
Step 3 – Find an audience
Facebook Advertising Masterclass
Facebook Advertising Masterclass
Facebook Advertising Masterclass
Step 4 – Bidding
Facebook Advertising Masterclass
Common reasons ads are not approved
1. Improper grammar and capitalisation
2. Images that are not appropriate or contain more than 20% of
text
3. Deceptive or unclear offers
4. Inaccurate ad text
5. Poor ad targeting
Facebook Advertising Masterclass
Measuring your Results
Facebook Advertising Masterclass
Measuring your Results
Facebook Advertising Masterclass
Measuring your Results
Facebook Advertising Masterclass
Facebook Ads – Useful Tips
Change images frequently
Check Facebook Ad GuidelinesSharpen your focus
Set a budget
Pick your focus
Inject personality
Ask for what you wantStand out from the crowd
Split test your Ads
Ugly designs work!
Facebook Advertising Masterclass
Glossary of Facebook Ad Terms
http://www.facebook.com/help/447834205249495/
Facebook for Business:
http://www.facebook.com/business
http://www.facebook.com/marketing
http://www.facebook-studio.com/
Facebook Advertising Masterclass
Facebook Advertising Masterclass
Turbo charge your online marketing in 2014
Join the Digital Eyes Media Academy starting on 24th April
1. The shocking truth about Google Analytics2. The secrets that SEO professionals don’t want you to know3. Understanding which social media channel is for you (if any)!4. How not to lose your shirt when using Pay Per Click5. Why 70% of websites don’t work and how to avoid it6. Build a legion of followers by having a kick ass blog that’s the
envy of your competition
£67 per month £17First month for just
Facebook Advertising Masterclass
Offer ends 28th February 2014
“These days everyone needs to have an awareness of online marketing techniques. The course is great value and I recommend it to both beginners and intermediate practitioners alike”
Graham DoyleD2NA