Facebook Advertising

Facebook Basics

• When it works: • when you are selling something defined by WHO someone is, not time sensitive

• There are 2 ways to use Facebook• As a social media platform

• Post to your facebook page, hope others share it, etc• “New Facebook” makes this very inefficient

• As a targeted advertising platform• This is what we are going to focus on

• How to make facebook work• Experiment, experiment, experiment

Facebook Ad Structure

Campaign: One campaign per objective (sales, blog reads, etc)

Ad Group: Set Budget

Ad Group: Set Budget

Ad: Text

& Image

Ad: Text

& Image

Ad: Text

& Image

Ad: Text

& Image

When Not Testing

Campaign: One campaign per objective (sales, clicks, etc)

Ad Group: Set Budget

Ad Group: Set Budget

Ad: Text

& Image

Ad: Text

& Image

When Testing

Facebook chooses which ad to run within the ad group: good for long term efficiency, bad for testing

When testing ad text & image, only put one ad in each ad group, so that all ads get equal spend & exposure

3 Aspects to a great facebook ad

• Facebook “Dial Settings”• Ad content• Audience

Setup Before Running Ads:

• Need a Facebook page & need to be admin• Doesn’t matter if you have any fans, etc

• Need a facebook ad account & need to be admin

• Facebook Conversion Pixels• https://www.facebook.com/ads/manage/convtrack/• Create one pixel for each stage of the process you want people to do• Place the pixels on each page (instructions online)• Each pixel must be a different “category”• Each pixel goes on the page AFTER the behavior – ie the “Checkout” pixel goes on the

“thankyou” page, NOT on the “checkout” page

Facebook dial settings: Part 1

• Start to create an ad: *”Create Ads”• Choose “Website Conversions” and enter your landing page

• Choose your conversion pixel that corresponds with “success” (ie checkouts, email signups, etc)- typically your thank you page

Facebook dial settings: Part 2

• Turn off “sidebar & right column” ads• 2 places

• Bid Settings: • Choose daily budget• Bidding “For website conversions”

3 Aspects to a great facebook ad

• Facebook “Dial Settings”• Ad content• Audience

Ad Content: Introduction

Ad content is divided into image, and 3 distinct text fields

Image:

• Its purpose is to catch the eye• Don’t

• Boring product pictures• Images that are “stockish”• Obsess over image relevance• No one cares about your logo

• Do- REMEMBER THE IMAGE IS ONLY TO MAKE PEOPLE SEE THE AD• Kittens, puppies• Striking, unusual images• WHEN IN DOUBT, DEFAULT TO KITTENS &

PUPPIES

Text: 3 Distinct Fields

• Text:• This is basically a headline• Don’t worry about informing, go for goofy & catching

• “Every time you go skating on those lame skates your mother bought you, a kitten dies. Please, think of the kittens”

• Headline:• Very short, this part is clickable• Aggressive call to action “CLICK ME”

• “Our skates rock. Join us!”

• News Feed Link Description:• Short description of what you are actually selling• “Rockn skates are designed to help you shred all night long, and won’t give you blisters! Learn more

now”

Good & Bad AdsA Mediocre Ad

Good & Bad AdsA Mediocre Ad A Better Ad

Exercise: Think of images and headlines for your product

3 Aspects to a great Facebook ad

• Facebook “Dial Settings”• Ad content• Audience

Facebook Audience Choice

• Basic Demographics• Age, gender, geography, language, etc

• Interest & Behavior Targeting• Interests

• If someone “likes” the red sox, they are put in the interest group “red sox”, “baseball”, “Pro sports” & “Specator sports”

• What interests define your audience?• Can be narrow or very wide

• Behaviors• This is grouping supplied by facebook & other vendors• Frequenty grocery shoppers, parents with kids at

home, new vehicle shoppers, etc

You have to EXPERIMENT WITH AUDIENCES A LOT to figure out what wins

Exercise

• For your product, what are you confident of about audience targeting?

• What would you want to test?