facebook advertising: from content to conversions
TRANSCRIPT
PowerPoint Presentation
Session TitlePresenters Name
Facebook AdvertisingFROM CONTENT TO CONVERSIONSPRESENTER:Chris [email protected]
Facebook Ads = Brand Personality
AD:What do I want to say?
AD SET: Who do I want to say it to?
CAMPAIGN:Why do I want to say it?
Why should I post?(CAMPAIGN)
What is the point of the conversation?
CAMPAIGN OBJECTIVE: Boost your posts
CAMPAIGN OBJECTIVE: Boost your posts
CAMPAIGN OBJECTIVE: Conversions
Who do I show my ads to?(AD SET)
Who is your customer?
AD SETS: Best Practices
AD SETS:Targeting by DEMOGRAPHIC
AD SETS:Targeting by INTERESTS
AD SETS:Targeting by CONNECTIONS
AD SETS:Custom Audiences
CUSTOMAUDIENCEEmail list
CUSTOMAUDIENCETraffic
CUSTOMAUDIENCETraffic
CUSTOMAUDIENCELookalike
CUSTOMAUDIENCELookalike
How do I set a budget?(AD SET)
DAILY VS LIFETIMEOPTIMIZATIONBID AMOUNTDAILY UNIQUE REACHACQUISITION VS REMARKETING
What should I post?(AD)
FB ads are just like social posts.
BRAND-oriented ads
SALES-oriented ads
SALES-oriented ads: Products
SALES-oriented ads:Promotions
35% OFF
SALES-oriented ads:Calls to Action
HURRY!
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FREE
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What should I post?
Content step-by-step: photo
Bold compositionsColorPeople DSLRProducts in real-world environmentsText overlay: 20% or less
FULL FRAMESLIDER x5
What should I post?
Content step-by-step: photo
Bold compositionsColorPeople DSLRProducts in real-world environmentsText overlay: 20% or less
What should I post?
Content step-by-step: photo
Bold compositionsColorPeople DSLRProducts in real-world environmentsText overlay: 20% or less
What should I post?
Content step-by-step: video
Lower ratesExcellent engagement and ROILow budget, no problem
VIDEO
VIDEO
Quantity and refreshment
4 ads per ad setRotate every 2 weeksCreate unique ads for different types of campaigns and audiences
ONLY 4 ADS PER AD SET
UNIQUE ADS FOR DIFFERENT AUDIENCES
A typical Campaign structure
Campaign: AcquisitionObjective: ConversionsAd Set: US Lookalike 1%Ad Set: UK Lookalike 10%Ad Set: Men 18-55 who like Adidas
Campaign: RemarketingObjective: ConversionsAd Set: Past 1 Day VisitorsAd Set: Past 15 Day Visitors
Campaign: Post BoostsObjective: Promote your postsAd Set: US Page fans and their friendsAd Set: AU Page fans and their friendsAd Set: UK Page fans and their friendsAd Set: CA Page fans and their friendsAd Set: MY Page fans and their friends
How do my ads fit into a total brand identity?
Ads and your total social identity
An extension of your social media voiceBring new people into the community of your brandFirst contact with your brandOpen a dialogue and invite participation.Monitor comments and participate in them.
FIRST CONTACT
StoriesValueAccessBrand Difference
TrafficConversionsSpecificityGlobal Reach
Session TitlePresenters Name
Contact me for full textand bonus tips:Chris [email protected]