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Instructor: Noah Freeman As a digital marketer, its essential to have a knowledge of all the available advertising channels to choose from. Among the plethora of services currently out there, Facebook has risen as a force to be reckoned with. With over 1 billion users, it's vast knowledge of its users' personal details and interests, and its ability to highly target ads to specific groups, Facebook makes an attractive option for any company. Noah will teach you all you need to know in order to make the most out of your Facebook advertising strategy. What You'll Learn Types of Facebook ad offerings How to target your ad Using page promotion and boosted posts The elements of a great ad
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Fundamentals of Facebook Advertising
NOAH FREEMAN @SocialFulcrum
Noah FreemanNoah Freeman is the Vice President of Acquisition and Analytics of Social Fulcrum, a digital marketing agency in NYC and Boston. In addition, he manages the online customer acquisition campaigns for Testive and Working Advantage. Noah's an expert in Facebook advertising, in addition to having heavy experience in search retargeting, site retargeting, custom audiences, automated email management, email marketing, & lead nurturing. A graduate of Harvard, Noah most recently attended Startup Institute Boston in the technical marketing track.
Facebook AdvertisingNoah Freeman
@Social Fulcrum
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 StructureCampaign: 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 TestingCampaign: One campaign per objective (sales, clicks, etc)
Ad Group: Set Budget
Ad Group: Set Budget
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
Ad: Text & Image
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 “thank you”
page, NOT on the “checkout” page
Facebook Dial Settings: Part 1
● Start to create an ad: *à”Create Ads” ● Choose “Website Conversions” and enter your landing page !!!!!
● Choose your conversion pixel that corresponds with “success” (i.e. 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 you 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?
