How to Get Started with Facebook Advertising

How to Get Started withFacebook Advertising

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04/27/17

ABOUT US

The Surefire Local Marketing Cloud

● Simple & complete operating system that “just works”● Unified “best of breed” essential tools in one place● Perspective/ROI with reporting on leads & sales● Choice to pick & choose services via the Marketplace● Support with personalized account services support

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OUR CLIENTS

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Today’s Speaker

Lisa ZawackiSenior Marketing Manager

Agenda

● Why use Facebook Advertising?

● Building an effective Target Audience

● Choosing an Advertising Objective

● Selecting your Ad Placements & Format

● Measuring Performance/Campaign Optimization

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WHY USE FACEBOOK ADVERTISING?

How to Get Started with Facebook Advertising

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On average, only 2% of your fans will see your content organically

Every 60 seconds* on Facebook…

● 510K comments● 293K status updates● 136K photos uploaded

It’s an Overcrowded World

*Source: Zephoria

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Introduction to Facebook Ads

A way to better reach people near your business, who are most likely to be interested in buying your products / services

“”

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Introduction to Facebook Business Manager

A tool that helps you manage your Facebook business page and ad account in one place

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● Helps you to work faster and better● Gives you increased control● Keeps personal life and business work separate● Define Page & Ad roles for employees & agencies

HOW DO YOU BUILD AN EFFECTIVE TARGET AUDIENCE?


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Building an Audience

Age Interests

Gender Behaviors

Languages Categories


Use Connections to target competitor’s fans


Considerations for Targeting

● Country, City/State or Zip Codes● Male or Females, age ranges● Education level/financial status● Interests and Behaviors: things, places,

activities● Connections to your page or

competitors

CHOOSING THE RIGHT ADVERTISING OBJECTIVES AND WHY IT MATTERS



Types of Ad Objectives

Clicks to website

Website conversions

Brand awareness

Page likes

Boost posts

Offers

Drive store visits


Types of Ad Objectives

Page Likes Increase your Page Likes

Engagement Boost page posts

Traffic Drive to website

Video Views Get more eyeballs/awareness

Brand Awareness Reach more people

Lead Generation Get form fills inside Facebook

Conversions Convert to action on your site

Store Visits Target ppl nearby in real-time


Types of Ad Campaigns

Store Visit Ads

Offer Ads


How much will it cost to accomplish your objectives?

Trust us on this...always choose lifetime budget!

Daily Budget Lifetime Budget

$10 per day x 30 days $300 spent over 1 mth

You spent the same amount of money in 1 month...

But the Lifetime Budget allows Facebook more time to optimize to your ideal target audience.

DECODING THE MANY AD PLACEMENTS & FORMATS OFFERED BY FACEBOOK



Facebook● Feed● Instant Articles● In-Stream Video● Right Column

Instagram● Feed● Stories

*An Instagram account is NOT required


Where do you start? Ask yourself…

● What do you have available to you?● Who are you targeting and how do they engage?● What have you learned from past ads?

UNDERSTANDING YOUR AD PERFORMANCE & OPTIMIZATION



Performance Metrics

● Start with high level results and costs

● How often are they seeing your ad; is it relevant to them?

● Drill down to WHO is taking action & what that costs


Ad Placement Performance

● Which placements are driving the most reach/engagement?

● Determine which channels/placements to stop and optimize your ads for your best performing placements


Dig Deeper!


Relevance Score Matters!

Use it to test Ad copy and images to ultimately lower your cost per result.


Test & Learn

1. Use multiple images in one Ad and see which one performs the best (lowest cost per result)

2. Choose the winning image and test that with different copy (lowest cost per result)

3. With your driving image and copy then test different audience groups (most engaged; lowest cost per result)

Have a winner? Start your campaign!

FINAL THOUGHTS



Write engaging copy that resonates with your target audience

1


Use high-quality images of your products / services2


Start with a broad audience, then narrow as you test3


4Check in regularly to see how you can optimize your Ad performance


5 Never stop testing!
