facebook ads 101 - spring 2014
DESCRIPTION
FAcebook ads and promoted posts - how small and medium-sized businesses can leverage facebok ads to grow their business.TRANSCRIPT
Facebook � Over 1 billion people use Facebook to connect � Facebook is on three of every four smartphones � More than half of people on Facebook visit every day � Facebook’s ads reach an average of 89% of its intended target audience
Establish your goals � Increase in-‐store sales -‐ Increase foot traffic and make it easier for people to find and share informaDon about your business.
� Increase online sales -‐ Find new customers and deepen relaDonships with people who’ll click through and buy.
� Launch a new product -‐ Generate excitement and maintain momentum around a new product or service.
� Build Awareness -‐ Express what makes your business unique and stay top-‐of-‐mind for future product decisions.
� Promote your mobile App -‐ Get your app into the hands of the right people and keep them engaged.
3
Create Your Page � Ecommerce -‐ make it easy for people to browse and buy � Storefront – make sure your page has all the info people need to find you
� For product launch – post teaser images and videos in advance
� Pick a cover photo to showcase your environment or products in the best light
� Upload photos and videos that bring your business to life. These can be product photos or even photos of your establishment and the people who work there.
� Add at least 1 Category to your page so you get found in Facebook searches
IdenDfy Your Target Market � What do your favorite customers have in common? Who else would you like to bring in?
� Consider: � Which few disDnct groups of people would you like to bring in? What are their age ranges and interests? Where do they live?
� How can your business help them? � Would one group be more interested in trying out specific products, a sale or a Dmely offer?
Create Compelling Content � Create posts that highlight the best of your business. Use photos and informaDon that will bring your business to life and give people a reason to visit.
� Be inviDng, and be yourself. AuthenDcity (for example, asking quesDons, expressing why you’re passionate about your business and your customers) can help people connect.
� Post regularly, and at the right Dmes. If you’d like to catch people on their morning commute or just before their lunch hour, you can. If you’re busy at those Dmes, you can even
Reach The Right People � PromoDng posts and creaDng ads for specific audiences helps you reach more of the people who ma^er most to your business.
� Find new customers by creaDng ads for people using targeDng opDons like locaDon, demographics, interests and behaviors. To get the most out of your exisDng Facebook audience, you can also create ads for the people who like your Page and their friends.
� Offers are one of the best ways to increase foot traffic. Offers are like coupons, perfect for encouraging people to come in soon.
7 7
Facebook Ads � Ads on Facebook are shown to specific groups of highly engaged people on desktop and mobile.
� The more you boost your Page posts and create targeted ads for specific groups of people, the more people will see them when they visit Facebook.
� When you set up an ad on Facebook, you’ll be asked to choose your goal, targeDng opDons, etc.
8 8
Facebook Ad Types � Page like Ad -‐ get more likes for your Page � Page post video, photo and text Ad -‐ drive awareness and engagement of your message with a video, image or plain text
� Offer Ad -‐ drive people to your store with an offer � Event Ad -‐ drive responses to your event � Page Post Link Ad and Domain Ads -‐ Drive clicks to your website
‹#› 9
Facebook Likes Ad
10
Page Post Ad -‐ Video
11
Page Post Ad -‐ Photo
12
Page Post Ad -‐ Text
13 13
Offer Ad
14 14
Event Ad – Right Side Only
15
Page Link Ad
Ad Placement -‐ Mobile
17 17
Ad Placement -‐ Newsfeed
Ad Placement – Right Column
19 19
Preparing to AdverDse � What is your objecDve – Like the page? RSVP for an event? Go to your website?
� Conversion Tracking Pixel � When you adverDse a website off of Facebook and there’s a specific acDon you want people to take as a result of your ad (ex: buying something), you can set up conversion tracking pixels so you know whether or not your ads are paying off. See more: Conversion Pixel in Facebook Help.
20 20
Choose your ad creaDve � When you create an ad on Facebook, you’ll be given the opDon to upload up to 6 different images as an easy way to understand which ad performs best and get the most out of your adverDsing spend.
� When you provide mulDple images, Facebook creates mulDple ads for you under one campaign, so you can use your campaign budget toward the ad that’s performing be^er than the others. You’ll only be charged once for the budget you decide on even if you use mulDple images.
21 21
Gecng Started � Facebook.com/ads/create
22 22
23 23
24 24
25 25
26 26
27 27
28 28
29 29
Terms � Interests – Pages they’ve liked, interests and acDviDes � Behaviors – Purchase behaviors or intents; device usage � More Categories – Facebook categories you’ve requested access to
� Campaign – can have mulDple ad sets � Ad Set – group of ads under 1 campaign � Budget – Maximum amount you want to spend – daily or lifeDme
� Bidding – Can bid for your objecDve or per click or impression
30 30
Bidding Types
Bidding � You can choose to bid for your objecDve (e.g., Page Likes), bid for clicks or impressions
� OpDmized CPM -‐ Facebook automaDcally manages the bid to show your ad to people most likely to take acDon on it. This is generally the best approach for most adverDsers.
� Can also set a manual bid for clicks (CPC) or manual bid for impressions (CPM)
Bidding � If you manually set your bid amount, pay a^enDon to the suggested range provided by Facebook. This is based on how many people are compeDng to show ads to your target market. Stay within the range. Cost is per 1,000.
Submit and Manage your ad � Click on Place your order, Facebook will review and approve your ad
� To monitor and manage: facebook.com/ads/manager � Select the campaign
34 34
35
BoosDng Posts � You can boost any post you share from your News Feed, Timeline or Page, including status updates, photos, videos and offers. Any post you boost will appear higher in News Feed to help more people see it.
36 36
� Boosted posts appear in News Feed and show up higher, so there's a be^er chance the audience for the posts will see them. Boosted posts are labeled Sponsored. Boosted posts don’t appear in the right column of Facebook.
37 37
BoosDng Posts � Go to any post you've recently created. � Click Boost Post at the bo^om of your post. � Choose your audience and budget based on how many people you want to reach. You can also click More Op/ons to select the duraDon of your boost or change your payment method.
� Click Boost Post.
38 38
BoosDng Posts -‐ Cost � The cost to boost a post depends on how many people you want to reach. To see different budget opDons, go your post and click Boost Post. In the dropdown menu next to Maximum Budget, you'll see the esDmated reach for each budget. To create a custom budget, select Choose Your Own.
� The budget you choose is a lifeDme budget that will be spent throughout the duraDon of your boosted post. You'll be charged for the impressions on your post, which may someDmes be less than your budget.
BoosDng Posts -‐ Budget
40 40
BoosDng Posts -‐ TargeDng
‹#› 41
BoosDng – Stop or Pause
42 42
Boosted Posts -‐ Performance � Shortly aier boosDng a Page post, you’ll be able to see its performance in ads manager and in the Posts tab of your Page Insights.
43 43
Boosted Posts -‐ Performance � You can also go to the post on your Page's Timeline to see how it's performing. In the bo^om lei of your post, you'll see the total number of unique people who saw your post. Hover over or click this number to see the following breakdown:
44 44
Thank you!!
Slideshare.net/gibbonsdigital
Facebook.com/gibbonsdigital www.gibbonsdigital.com
45