building successful facebook ads campaigns

Make it easy for customers.Online Advertising 101

Advertising OnlineBuilding Successful

Facebook Ads


RETHINK MARKETING?

We are a digital marketing agency focused squarely on helping our clients and the local business community achieve great results online.


Who?Anthony Congdon has spent the past 22

years the ICT sector in sales and marketing roles. He has a B.Bus, P.Grad DipBus(IS), is a

MAMI, AWIA, and is recognised as a CPM.


Why Facebook?

• 15m Australian active users• Unparalleled reach • Unparalleled targeting• Unparalleled accountability

.


51:00[Number of hours the average Australian user spends on Facebook each month]


That’s 100 minutes the average Australian spends on Facebookevery single day…


demographics + psychographics +

behavior

And you can target them based on...

Combined together and you have the most powerful

advertising option available!


Location!Oh, and don’t forget...

Advertise around the world, or only within 5

minutes of your business .


But we’re just scratching the surface! Let’s dig a little deeper...


ADVERTISING ON FACEBOOK

Here are my 9 Reasons you should be


1. Reach• 51 percent of Internet users• Over 15 million Australians daily• Huge number of every demographic• Spending increasing time on Facebook


2. Precision targeting• Location (postcodes, suburbs, etc.)• Age and birthday• Education• Demographics• Interests• Relationship status• Buying behavior


3. Cost control• Advertisers (you) control how much you

spend for each campaign• Budgets can be very low• Better targeting = less wasted spend


4. Cost efficiency• Precision = efficiency• FB’s measurability means you can

keep driving down your cost per click• Dollar for dollar, there’s no better way to get

the word out with relevancy


5. Interests targeting• Target people who have already shown

interest in particular topics and products!• Display ads to the people who are most

likely to be interested in your product or service

• Customize your ad so it’s more appealing to the audience you’re trying to reach


6. A/B testingJohn Wanamaker famously said that ‘Half of his advertising was wasted...he just didn’t know which half.’ With Facebook ads, it’s easy to test and know!


7. Social proofSOCIAL PROOF IS POWERFUL STUFF!• 68% of FB users say a friend’s referral would

increase their chances of purchasing• Facebook ads are easily ‘liked’ and shared,

giving you the benefit of social proof • You can advertise to ‘friends of fans’ to

leverage social proof


8. Mobile targeting• Mobile traffic has surpassed desktop• 30% of purchases are now made from

mobile devices• Facebook is a VERY popular mobile app• Reach your prospects on the go!


9. Organic Reach Declining• On average there are

1500+ stories which could appear in someone's news feed at any time, but the news feed shows only 300 of them


AND START WITH A PURPOSE IN MIND…Work out why you are advertising

Make it easy for customers.Online Advertising 101Exactly what do you want your ads

drive…• Traffic and Leads for Your Website• Sales and Leads for Your Product or

Service• Likes & Engagement for Your Page• Installs for Mobile or Desktop Apps• Visitors for Your Store or Event


Offer Claims Lead AdsEvent Responses

Page Likes Clicks to Websites

Website Conversions

App Installations

Page Post Engagements

Choose the right tool


TARGETING YOUR AUDIENCE…Work out who you are trying to reach


Do your research• Take advantage of targeting!• Use Facebook Audience Insights to find

targets to pursue• Research your audience to get their

demographic makeup (even if you think you already know)

• What other websites and brands do they frequent?


Target very specific audiences• Women• Student• Ages 15 - 18• Lives in South West• Interests MTB• Likes Go Pro


DESIGNING ADS THAT ENGAGE

Create something that people want to engage with


State your purpose…Include a clear call to action you want your audience to take in the body text of your ad

– “Learn more”– “Join us”– “Click here”– “Enter your email address”– “Buy now”


Answer WIFM?Highlight any benefits, sales or similar specials that your business is offering

WhatsInIt

ForMe?


Use eye-catching imageryAlways:

– Uncluttered– Evocative– NOT STOCK– Relevant

Consider:– Close-ups– White background– Branded


DO, MEASURE, ANALYSE, RE DO

Set about optimising your campaigns…


Track your results• Keep your eye on your analytics!!!• Look for a solid click through rate

(≥ 0.02%) or try a different approach• Focus on the conversion rate• Use built-in reporting to refine your

targeting• ALWAYS A/B TEST!


Don’t give up too easily• Does your ad suck? (Be honest)• Does your image stink?• Have you split tested?• Facebook advertising has worked for almost

every industry at this point – it’s about having the right strategy


Facebook AdsGet out there and

make them work for you

building successful facebook ads campaigns

Business