facebook ads & power editor workshop - smckc lunch april 2014
Post on 14-Sep-2014
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Presentation on Facebook Ads Best Practices & Using Power Editor, given to the Social Media Club of KC on 04/17/2014.TRANSCRIPT
Facebook Advertising
A Crash Course Beginner’s Guide for Dummies to Make You Stop Worrying and Start Living
Jason Harper • @jasonfharper • #SMCKC
Jane Doe, John Smith, and 2 Other Friends Agree…
• Social Context Is Here• Sponsored Stories Are Gone
Big Nielsen Study Thing, 2010
What Are Facebook Ads?
• Always $@#&^?% Changing!
Seriously, What Are Facebook Ads?
#ZUCKERFACT: Facebook Increased the Number of Ads It Served by 85% in 2013 (Adobe Digital Index)
Why Facebook Ads?
• Cheap to Reach Lots of People• Highly Targetable – 94% accuracy (Nielsen)• Flexible Creativity & Placement (now)• Trackable, Robust Analytics• Always Changing & Evolving Platform
CTR up 365% in 2013, CPC the same (Adobe Digital Index)
• War on Organic Reach?
Before Getting Started: Questions to Ask
1. What Is My Strategy?
2. How Will I Measure Success?
3. Who Is My Audience?
4. What Do I Want Them to Do?
What’s My Strategy?
• Page Posts• Website
Click/Convert• Boosted Posts
• Organic Content• Boosted Posts
• Page Like Ads• Page Posts• Website
Click/Convert
• Page Like Ads• Page Posts
(Display)
Awareness Interest
LIKE!Engagement
Interest Targeting
Community Building
How Will I Measure Success?
• Page Likes• Actions (Engagement)• Impressions• Reach• Cost• CTR• “Website Clicks”• Conversions: Checkouts, Registrations, Revenue• App Engagement: Downloads, Installs, Uses
Who Is My Audience?
• Who Are They? - Age- Gender- Language- Work - Relationship, - Life Events
• What Do They Like?- Interests- Behavior
• Do I Already Have Access to Them? - Email List- Website Visitors
#ZUCKERTIP: Go to www.facebook.com/ads/manage to try sample targeting schemes
What Do I Want Them to Do?
On Facebook• Like Page
• Landing View App• Share/Like/Comment on Post• Engage App• RSVP to Event• Claim Offer
Off Facebook• Click Out to Website
• Great Experience!• Mobile-Friendly!• Tracking Enabled!
• Download/Install/Engage App
Next: Choose Ad Type
• Page Post Engagement: Likes, Comments, Shares to a Single Post
• Page Likes: Ups your likes • Clicks to Website: Drives traffic
off Facebook to your website.• Website Conversions: Drives
traffic to site and optimizes based on conversion tracking goals.
• App Installs: Installs• App Engagement: Installs, Uses,
Credit Spends• Event Responses: RSVPs• Offer Claims: Ditto Fulfillment counted w/in
- 24 hours of seeing- 28 days of Clicking
Wait, What About This?
#ZUCKERTIP:Boosted Posts are OK for reaching your own fans.
Building a Campaign
Step-by-Step, Ooh Baby
Getting Started
• Create New Business ID Account• Download Power Editor• Build & Launch Campaign > Ad Set
> Ad• Monitor for Feedback• Measure
Sample Case: Waxtrax Records
• Business: Record Store• Objectives: Sell More Online Inventory, Build
Community• Audience:– Classic Rock Fans– Record Collectors– Email List
• Assets: Online Catalog, Facebook Page• Metrics: Likes, Reach, Conversions, Actions
Create Business ID
• Go to: https://www.facebook.com/business/contact-us
• Choose “Account Management” > “Business Account Creation”
• Fill out form w/ your business email• Hope for the best in 24 hours
#ZUCKERTIP: Do NOT Click “Create Ad” NO NO NO NO NO!!!!
The Greatness of Power Editor
POWER EDITOR• Google Chrome Plugin• More powerful features
– Custom Audiences (Lookalike, Website)
– Saved Target Groups– Conversion Tracking– Placement Control– Custom Bidding– Bulk Ads– Dark Posts
ADS MANAGER• Browser App• “Create Ad”• Just the Basics• Essential For:
– Reporting– Billing
http://facebook.com/ads/manage/powereditor
VS.
Anatomy of Power Editor
Anatomy of Power Editor: Top Bar
Accounts, Manage Pages
Download = Important First Step Upload to Make
Ads & Changes Live
Anatomy of Power Editor: Top Bar
Ad Tools- Uploaded Images- Saved Audiences- Campaign
Dashboard- Conversions &
Reporting (Ads Mgr)
Anatomy of Power Editor: Filters
What’s selected here… Appears here.
Campaigns, Ad Sets and Ads
Pecking Order Defined By
CAMPAIGN • OBJECTIVE – Page Likes, Website Clicks, etc.• BUYING TYPE – Auction, Fixed)
AD SET • BUDGET – Daily or Lifetime• SCHEDULE – Start/End(• AUDIENCE – Really But Not Listed Here)
AD • CREATIVE – IMAGE, Copy, Content• TRACKING – Conversion Pixel, UTM links• PLACEMENT – Desktop News Feed, Mobile, RH• AUDIENCE – Defined Here But Doesn’t Change Between Ads• BIDDING – CPC, CPM, Optimized CPM
Creating a Campaign
• Elements of Campaign Name: Date, Objective
• Buying Type: Auction is “Standard” bidding, Fixed allows to pay for prefixed amt. of impressions
From Campaign view, click Create Campaign
Creating an Ad Set
• Name: Same as Campaign, but with Audience details
• Budget: Lifetime for when you have a known budget and end date; Daily for when you want to run continously
• Start & End dates: Note timezone
Creating an Ad: Choose Creative
ART• Choose a relevant image• Cater to audience• No text or logo over image (if so, obey 20% rule)• Include people’s faces• Experiment w/ multiple images per ad set• Get the size right (1200 x 627 for link ads)
COPY• Be brief! 90 characters• Include a clear call-to-action in text• Write for engagement (include a question)
#ZUCKERTIP: for sizes go to http://www.jonloomer.com/2014/01/20/facebook-image-dimensions/ -- that guy knows everything!
Creating an Ad: Ads = Images
• Test same copy, same audience, same bid w/ different image for each ad.
• Optimized CPM will choose most popular.
• Pause ads that don’t perform
Waxtrax’s Ad
Copy: Are you a vinyl junkie? We’ve got 50% off Classic Rock LPs. Limited Time Only!
Create Ad: Unpublished Post
WaxTrax
• Parts of Ad Process
• Name = Campaign + Set + Creative Keyword
• Objective = Website Conversions (No pixel: Website Clicks)
• Content = Page Post
• Facebook Page/Place = Select Your Page
• Click “Create New Unpublished Page Post”
Create Ad: Unpublished Post• URL: Link to landing
page
• Post Text: 90-char (or more) Status Update
• Call to Action: Button
• Link Headline: Clickable text under image in Newsfeed / Right-hand Headline
• Display Link: Link that shows to users
• Description: Gray text under link
• Options at bottom: Check if you want post published to page.
The Dark Side: Unpublished Posts
“View Post on Page”
RH Preview
Creative Tab: Placement & Tracking
WaxTrax
• URL Tags: Google UTM builder (doesn’t always work)
• Conversion Tracking: Create Pixel Code Snippet
• Choose Placement: Desktop vs. Mobile• Mobile Newsfeed
= Most Engagement• Desktop Newsfeed
= Slightly less engagement but still high
• Right Hand = Most Exposure/Impressions for Cost (Use if creative allows)
• All Facebook
Defining Your Audience
• Be “Inclusively Exclusive”• Find the Largest Group of People Actually Likely to
Buy or…• The Biggest Niche• Don’t Believe “Potential Audience” > Actual Reach
Targeting Options in Power Editor
• Custom Audiences: Email Addresses, Mail Chimp, App Users, Website Visitors (a la Google) – 20-60% Matching Rate
• Lookalike Audiences• Excluded Custom Audiences• Saved Target Groups• Partner Categories: “Behavior” – third party
marketing databases (Acxiom, Datalogix)• The Usual Stuff: Interests, Demographics,
Connections
Optimization & Pricing (aka Bidding)
CPC = Cost Per ClickPay $.01 more than next-highest bidderUseful on Off-FB campaigns w/ no tracking pixel
CPM = Cost Per 1,000 ImpressionsIf you want to pay for impressions/awareness to an audience.
Optimized CPMOptimizes based on audience completion of Objective
#ZUCKERTIP: If you’re gonna do CPC or CPM, bid at least 30% higher than the highest “suggested bid … EVERY DAY.
How Optimization Works
• Platform boosts ad that gets best return on objective.• Cost decreases as engagement increases. • In 24-48 hours, will increase delivery of best-performing ad,
decrease others.• When this happens, pause other ads in set.• That’s why we use multiple ads and make images the only
variables!
Measuring & Reporting
Learning to Love Your Own Data
Measuring Ad Performance
• Facebook.com/ads/manage – NOT Insights
• Reach, Frequency, Impressions, Clicks, Unique Clicks, CTR, Unique CTR, CPM, Spend, CPC, Actions, People Taking Action, Page Likes, Social Reach, Social Spend, Cost Per 1,000 People Reached, Post Likes, Offer Claims, Website Clicks, Page Mentions, Gift Sales, Leads, Conversions, Adds to Cart, Mobile App Ratings Conversion Value …
Pick and Choose Data Through “Edit Columns”
#ZUCKERTIP: Actions is where the action’s at: website clicks, conversions, engagement – they’re all here!
A Few Average Benchmarks
• Impressions: 30% of audience per week• Clicks: 3% of impressions• Conversion rate: 1 - 3% of impressions• CTR goal: 0.08% is great - 0.05% is the bar• Average CPC: $1• Cost Per Page Like: Varies by audience -
some $0.01, others $5 (I’ve seen mostly in the $1 range)
• Frequency: 4+ is mildly annoying; 7+ is spam
Judge Metrics Based on Objectives, Audience
Campaign Reach Frequency Impressions Clicks CTR Website Clicks Page Likes
AMTAX - FAMT - Website 110880 2.03 224983 775 0.34 376 75
Join AMTA - Stud/Grad - Likes - Schools 20059 2.01 40229 694 1.73 7 558
National Convention 48077 8.36 401932 1239 0.31 876 107
CE Classes 26860 4.86 130477 797 0.61 523 5
Join AMTA - Professionals - Website 37857 1.85 69882 91 0.13 42 8
• Am I Reaching My Target Audiences?• Are They Clicking/Engaging?• Are They Converting?• Are They Seeing the Same Ads too
Often?
Real-Time Reports in Ads Manager
“National Convention” Campaign
Always Be Optimizing
• Reach Low? – Adjust Targeting, Budget (if possible)
• Clicks Falling Off? – Adjust Creative, Targeting
• Too Frequent? – Time for New Creative
• Above all, if you have the money, test Test TEST!
Give ‘em what they want.
Resources
• Power Editor Guidehttps://www.facebook.com/help/162528860609436/
• Ad Sizes & other great resources:http://www.jonloomer.com/2014/01/20/facebook-image-dimensions/
• Start to Success program (requires $1500 ad spend)https://www.facebook.com/business/start-to-success
• Business Manager - apply for beta programhttps://business.facebook.com/
Thank You
Questions? @jasonfharper [email protected]