1

8 Golden Rules for Sure-Fire Success with Facebook Ads

2

what we’ll coverThe state of Facebook ads

Types of Facebook ads

Case studies

Best practices

Questions?

3

Bio Stuff:* @arikhanson* Independent* Blogger* Schells!•#GoGophers

4

The State of Facebook Ads

5

First things first…you might have noticed Facebook ain’t exactly “free” these days.

6

7

8

9

10

Social ads are projected to be 19.5% of total ad spend by 2017

11

Stated objectives of social media advertising

Branding: 45%

Direct: 16%

Both: 45%

12

Facebook lingo overload

13

Types of Facebook ads

14

• Where it shows up: News feed, right-hand side of page, or in search results.

• Why you use it: Spur engagement or traffic to off-domain URLs.

• Suggested metrics: likes, comments, shares, impressions, page views.

Page post ad (most common)

15

• Where it shows up: Right-hand side, news feed

• Why you use it: To spur page likes • Suggested measurement: Page

likes, cost-per-click

Page like ad (second most common)

16

• Where it shows up: News feed• Why you use it: Promoting to existing

fans and friends of fans (also cheaper than other options)

• Suggested measurement: Impressions, engagement

Promoted post

17

• Where it shows up: mobile news feed• Why you use it: retarget consumers

who have visited one of your web destinations

• Suggested measurement: clicks, conversions

FBX (retargeting)

18

• Where it shows up: News feed• Why you use it: drive downloads of

mobile apps and use of Facebook apps

• Suggested measurement: clicks, conversions

Mobile download ads

19

• Where it shows up: can be used on all ad types

• Why you use it: Segment your audience based on existing customer database information

• Suggested measurement: depends on ad type

Audience matching

20

Case Study #1

21

What was our approach?

• Test imagery early and often—and maximize those that

perform well

• Stretch limited advertising budget ($5,000 over 3-4

months)

• Boost engagement among fans with proximity to shop

• Drive traffic—both in-store and online

22

Small spend=making promoted posts work for us

23

Lesson #1: A little bit of budget

goes a lllooonnnggg ways.

24

25

Lesson #2: Facebook=the ultimate

traffic driver.

26

27

• $50 total spend• Ran for two days• Visuals we knew performed well• Almost 12,000 impressions• Primary objective: Drive traffic

28

Lesson #3: Believe it or not, you can

“sell” on Facebook.

29

• $125 spent• 111,000+ impressions• Goal: Drive in-store traffic• Target: Nearby zip codes, interesting: health/wellness

30

By the numbers

• Increased traffic to C4C.org by 95% YOY

• Increased number of impressions 284% over previous

three months

• Boosted referral traffic from Facebook by 229% over 2013

• Increased Page Likes by 114% in three months

• 398% increase in page post likes, 388% increase in post

comments and 333% increase in post shares.

31

Case study #2

32

What was our approach?

• Build an audience on Facebook using page like ads

• Drive engagement through page post ads

• Then move to using a mix of page like ads (to fuel page growth) and promoted posts (to spur engagement among existing fans)

• Raise awareness for the Green Line opening in 2014.

• Promote events along the Green Line as a way to drive interest in local businesses.

• Build traffic and momentum for local businesses.

33

Page like ads did the heavy lifting early on

34

Page post ads focusing on unique restaurants really spurred engagement—and that pride factor.

35

36

Lesson #4: Don’t forget, your

existing fans are your BIGGEST

FANS. Evoke that pride with your

Facebook ads.

37

Promoted posts were cost-effective amplifiers

38

Lesson #5: Test. Tweak. Amplify.

39

Still don’t think Facebook ads are worth it?Still don’t think Facebook ads are worth it?

40

By the numbersGrew page from 170 likes to 5,308 in 18 months

17,723,702 impressions driven by Facebook ads.

19,421 post likes

1,359 post comments

Total spend: $15,944 (over two years; roughly $600-$800 per month)

41

Case study #3

42

What was our approach?

• Build an audience on Facebook using page like ads.

• Drive traffic to BikeWalkMove.org—specifically to timely blog posts—using page post ads.

• Raise awareness for biking/walking among key audiences in Minneapolis/St. Paul

• Solicit input/feedback from Facebook fans on key topics around biking/walking

43

44

45

Lesson #6: Identify your best

visual assets—and plan

Facebook ads around

them.

46

47

WITH Facebook ad support.

WITHOUT Facebook ad support.

48

Topic: Quicker to drive or bike in the city?

Topic: More cost-effective to drive or bike?

49

Lesson #7: Amplify engagement-focused posts to spike likes, comments and shares.

50

5151

Lesson #8: Do your homework.

Give fans what they want.

52

By the numbersGrew page from 106 likes to 1,720 likes in 9 months

33,960,248 impressions

14,777 clicks

CPC: $.61

Spent: $8,983

53

8 Tips:• A little bit of budget on Facebook goes a lllooonnnggg ways

• Facebook advertising=the ultimate traffic driver

• Believe it or not, you can actually sell on Facebook

• Don’t forget, your existing fans are your BIGGEST FANS. Evoke that pride.

• Build. Amplify. Engage.

• Identify your best visual assets—and plan ads around them.

• Amplify engagement-focused posts to spike likes, comments and shares.

• Do your homework. Give fans what they want.

54

Trends/Upcoming Changes

“Creative” must get better

Page like ads might be dead

No more “selling” in the newsfeed

Increased focus on mobile

55

q + a

56