Date post: | 14-Sep-2014 |
Category: |
Social Media |
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FACEBOOK ADVERTISING: MASTERING CUSTOMER TARGETING STRATEGIES
By Elly Deutch SMSS CHICAGO
APRIL 2014
@EllyDeutch #SMSsummit
AGENDA • Welcome and introduction to Elly Deutch
• Fast Facts about Facebook Advertising
• The various Facebook Ad Options
• Things to know before you start
• Setting up and running effective ads
• Customizing your audience targeting
• Analyzing your ad data
• Tips, tricks and best practices
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@EllyDeutch #SMSsummit
FAST FACTS • Facebook has over 1.9 billion active users • On average, Americans “Like” 70 business pages • Page Post visibility algorithm has changed, causing
decrease in organic reach (avg. -44% visibility) • Average cost of a page like is $0.64 in the U.S. • Ad campaigns that rotate creatives gain 60%
higher CTRs and 70% lower costs per fan
• Ads with highly-targeted, custom audiences generate 387% greater conversion rates
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WHAT’S THE POINT?
REACH MORE PEOPLE THAT NORMALLY WOULDN’T
SEE INTERACT LIKE SHARE
YOUR BUSINESS PAGE OR CONTENT
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VARIOUS FACEBOOK AD OPTIONS
• Desktop • Mobile Newsfeed • Right Column
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@EllyDeutch #SMSsummit
NEW AD STRUCTURE
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BEFORE YOU START Compile necessary resources – Embed FB Conversion Pixel into your site
– Goals/Objective of advertising campaign
– Landing page
– Imagery
– Ad Copy (90 characters)
– Target Demographic
– Budget
– Daily CPC desired
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@EllyDeutch #SMSsummit
CONVERSION PIXELS
Embed Conversion Pixels on your website to track
- Checkouts - Registrations - Leads - Key Page Views - Adds to Cart - Other Website
Conversions
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MANAGING YOUR CONVERSION PIXELS
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SETTING UP YOUR FACEBOOK ADS • Login to your Ads Manager • Create Conversion Pixels • Click “Create Ads” and choose corresponding Conversion Pixel • Select and upload creative(s) – Cross check image with Grid Tool – 600 x 225 pixels for creative
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CREATING YOUR FACEBOOK ADS • Ad copy – 25 character limit for
headline – 90 character limit for ad copy
• Always optimize for Mobile • Target audience by age, gender,
geography, language, relationship status, interests or behaviors
• Choose your bid settings – Page Likes, CPC or
impressions
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AD COPY TIPS FROM FACEBOOK • Include a clear action you want your audience to take
in the body text of your ad
• Highlight any benefits, sales or similar specials that your business is offering
• Use a simple, eye-catching image that is related to your ad text
• If you’re advertising a website, include your business name or other key information in the headline
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REFINING YOUR TARGETING
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AUDIENCE TARGETING TRICKS • Ads with higher budgets will reach more people of the
potential audience
• Use “Interests” to narrow your potential audience
• Think outside the typical keywords or search terms for your company
• The more “niche” the better off you’ll be
• Actual audience size depends on your budget and the duration of your campaign
• If you’re only targeting a few interests, think about adding more related interests.
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CUSTOM AUDIENCES • Create Custom Audiences in Ads Manager, Ads Create tool or
Power Editor
• Target Facebook users by email address, phone numbers, Facebook IDs or mobile Advertiser IDs
• Have at least 1,000 people to ensure meaningful reach
• Create a Custom Audience from your website for any group of customers or prospective customers that you'd like to reach
• Prepare .csv file with one column (no heading) and upload
• Select “Audiences” and “Create Audience”
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“LOOKALIKE” AUDIENCE FEATURE
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THE ALMIGHTY POWER EDITOR
• Allows you to create and manage multiple ads (20+) and sponsored stories at once
• Can create custom and “lookalike” audiences
• Includes partner category targeting
• “Dark” or unpublished post options
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ANALYZING AD DATA • Always have goals top of mind
• Monitor bidding structure daily
• Spot underperforming ads and adjust, re-test or shut off
• View only relevant data by adding/subtracting columns
and exporting reports
• Aim for high CTR, Impressions and low Average price and frequency
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REPORTING DASHBOARD
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BEST PRACTICES • Use a clear, strong visual that grabs people’s attention (no logos)
• Accompany with light-hearted, witty and funny text (it’s likely they won’t even read it anyways)
• Add a border to your image
• Encourage Call To Action
• No mass targeting - refine your scope
• Use “Create Similar Ad” tool for AB testing
• Always optimize for mobile app ads
• Test “Offer” tool on your community
• Remember: Sponsored Stories are now integrated with all ad types
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QUESTIONS? Thanks! Tweet me @EllyDeutch with #SMSsummit to learn more
@EllyDeutch #SMSsummit
http://ellydeutch.com [email protected] @EllyDeutch on Twitter
http://linkedin.com/in/ellydeutch