the editors and copywriters guide to facebook ads

An Editorial Guide to Facebook Ads

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Comprehensive Marketing Strategy

Facebook

More than 1.4 billion people use Facebook, and more than

900 million visit every day.

FACEBOOK

THAT’S A LOT OF PEOPLE.

SO HOW DO WE USE IT?

SAMPLE SERVICE LINE CAMPAIGN SITE WORKFLOW

We create targeted ads to reach different audiences.

FACEBOOK: TARGETED ADS

Location:Reach your customers in the areas they live or where they do business with you. Target ads by country, state, zip code, or

even the area around your business.

FACEBOOK: TARGETED ADS

Demographics:Choose the audiences that should

see your ads by age, gender, interests—and even the languages

they speak and their ethnic affinity.

FACEBOOK: TARGETED ADS

Interests:When people are interested in your business, they're more likely to take action on your ad.

Choose from hundreds of categories like music, movies, sports, games, shopping, and so much

more to help you find just the right people.

FACEBOOK: TARGETED ADS

Behaviors:Find customers based on the things they do—like shopping behavior, the type of phone they use, or if they're looking to

buy a car or house.

FACEBOOK: TARGETED ADS

Connections:Reach the people who like your Page or

your app—and reach their friends, too. It's an easy way to find even more people

who may be interested in your business.

FACEBOOK: TARGETED ADS

Partner Categories:Partner Categories are targeting options provided by third-party data partners. Reach people based

on offline behaviors, such as owning a home, being in the market for a new car or being a loyal

purchaser of a specific brand or product.

FACEBOOK: TARGETED ADS

Custom Audiences:Custom Audiences help you find your existing customers among all the people who are on

Facebook. You can create a Custom Audience using a customer contact list, your website traffic

or activity in your app.

FACEBOOK: TARGETED ADS

Lookalike Audiences:Lookalike Audiences let you find more people who are similar to your best customers. It’s a

great way to use the insights you’ve gained from your Facebook marketing to find more people

who’ll love your products and services.

FACEBOOK: TARGETED ADS

FACEBOOK: ANATOMY OF AN AD

DESCRIPTION

IMAGE

HEADLINE

LINK DESCRIPTIO

N

Articles● Educate● Build

Relationships● Ask for your

audience’s time● Proof carefully

Ads vs Articles

Ads● Engage● Convert● Command your

audience’s time● Iterate quickly

TOGETHER: Ads + Articles = Dream Team

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OWNED

EARNED

Shares

Reposts

Mentions

Reviews

PAID

Paid Social

Paid Search

Display Ads

Retargeting

OWNED

Website

Blog

Social Media

Video

Comprehensive Marketing Strategy

Facebook Ad Applications

A Note about B2B vs B2C

It Begins With Your Audience

90% of the work is understanding your

audience.Once you understand your audience, copy

comes quickly.

It Begins With Your Audience

Stages of Awareness● Unaware● Problem Aware● Solution Aware● Product Aware● Most Aware

The One Reader Approach

Ads for the Unaware

Ads for the Unaware Audience Should:

● Introduce your brand● Make a great impression● Name the prospect’s problem ● Move prospect from Unaware to

Problem-Aware

Facebook Ad Types: Unaware

Facebook Ad Types: Unaware

Ads for the Problem-Aware

Ads for the Problem-Aware Audience Must:

● Agitate the prospects pain/problem● Introduce solutions to the prospects

pain/problem● Move from problem-aware to solution

aware

Facebook Ad Types: Problem-Aware

Facebook Ad Types: Problem-Aware

Ads for the Solution-Aware

Ads for the Solution-Aware Audience Must:

● Introduce specific and actionable solutions

● Move from solution-aware to product-aware

Facebook Ad Types: Solution-Aware

Facebook Ad Types: Solution-Aware

Ads for the Product-Aware

Ads for the Product-Aware Audience Must:

● Introduce your specific products or services

● Provide a harder call-to-action● Move from product-aware to

most-aware

Facebook Ad Types: Product-Aware

Facebook Ad Types: Product-Aware

Ads for the Most-Aware

Ads for the Most-Aware Audience Must:

● Alleviate doubt and risk● Make it easy for them to buy● Close the deal

Facebook Ad Types: Most-Aware

Facebook Ad Types: Most-Aware

TOP 4 TAKEAWAYS

#1

Facebook allows for some of the best targeting by using specific demographics, custom lists, and remarketing techniques.

#2Facebook has a huge range of ad types to fulfill your campaign goals.

#3Less is more. Stick to one audience, one offer, and one goal.

#4

Test and learn. It is easy to test copy or creative on Facebook. Get to know your audience even better by testing and iterating often.

Resources

● The In-Depth Template for Understanding Your One Reader

● Copy formulas for Ads (and emails, landing pages, etc.)

Resources

Thank you!Any Questions?