widenet u: social media 301 - facebook advertising

Social Media 301

Part 1: Facebook Advertising

Topics of Discussion• Part 1: Facebook Audiences & Conversions

o Audience Building• Data Targeting• Pixels

o Custom Conversions• Part 2: Facebook & Instagram Ad Creation

o Facebook: Ad Types and How to Use Themo Cross platform advertising

• Part 3: Organic Content: Instagram & Snapchat o Utilizing Storieso The “hustle” aspecto Video

• Part 3: Making It Work Togethero Utilizing multiple platforms at onceo Cross posting and promotion

Building An Audience• What is a Facebook Audience?

o Group of users that you target your advertising too This is what makes Facebook ads so powerful.

• Audiences are built based on various different criteria.

• There are two primary ways to build a Facebook audienceo Data targeting

• When you manually build an audience based off of demographics, behaviors, and interests

o Facebook Pixels• Code snippet that builds an audience based on website visits

Data Targeting Options

• Interestso Can cross with Demographics. Don’t make this mistakeo Measured by people who like pages on FB related to interest

• Demographicso Income, Home Ownership (including size, landownership), Relationship,

Family makeup, Religion, Politics, Job, and more• Behaviors

o Purchase behaviors• Connections

o People connected to your pageo People connected to your page and their friendso People who are not connected to your page

Ad Types & Target Options

• Boosted Post vs Ado Boosted post – Facebook post with light advertising & targeting

options• Boost from page• Age, sex, location• Interests • Connections

o Connected with pageo Connected with page and their friendso People you choose

o Ad – An actual ad that does not post to your timeline• Must go through Ad Manager• Includes all above• Demographics• Behaviors

Data Targeting Dashboard

When creating a Facebook ad, you’ll be brought to this screen.

Building An Ad Audience

• Choose your locationo Can target by country, state, city, or drop a pin

• People in this location• People who live in this location• Exclude people in this location

• Choose the age group you want to target• Choose the gender you want to target• Choose the demographics, interests, & behaviors• Add a connection type• Click “Save This Audience”

o When saved, you can choose this audience for future ads

Things to Consider When Targeting

• Try to be as specific as possibleo Hyper-Personalization

• Think about personal experience AND stereotypes• Target consumer and influencer• Create multiple audiences to test different

messages• Let the audience influence your ad

o Ad Typeo Delivery

• Messenger ads• Lead ads

o Creatives

Facebook Pixel Overview

• Facebook Pixel is a snippet of HTML code that goes on your website that can track visits to your site from Facebook

• Once on your website, you can create multiple “Audiences” and track visits to specific pages

• Once your audience generates 1,000+ people, you can target or retarget ads directly to them o Very useful for people who visited a product page but didn’t buy

Creating A Pixel• In the top left of your

ad dashboard, click Ads Manager, and then choose Pixels

Creating A Pixel

Creating A Pixel

Facebook Pixel

Creating A Pixel Audience

Choose “Create Audience” from the Pixel page

Fill out the criteria for you audience, and then click “Create Audience”

Viewing A Pixel AudienceIn the top left of your screen, click Pixels, and then select Audiences from the drop down menu

Viewing A Pixel Audience

Custom ConversionsCustom Conversions are specific goals you set up for your Facebook ads to better track their effectiveness

Custom Conversions

Custom Conversion

Takeaways• Facebook allows you to customize the entire ad

experience. This is where the power of Facebook advertising comes in

• Through custom audiences and conversions, you can better track the performance and strength of your ad

• If you’re using Facebook advertising, but NOT targeting, then it probably won’t work for you

• If you want to use Facebook ads, but don’t have the time, WideNet is happy to help