Date post: | 06-May-2015 |
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Facebook Ads:You Can Make Them Work!
Learn to “Like” Facebook in 25
minutes.
#likeFacebookAds
trada.comtrada.com#likeFacebookAds
Anna Sawyer, Marketing Manager@annafsawyer
trada.com
Chad Hacker,Director of Optimizer Enablement
@trada
EVERY DAY
IMPRESSIONS4
Facebook Ads are the most versatile,
targeted way to advertise online. And
they have incredible reach.
Chad Hacker: @trada Anna Sawyer: @annafsawyer
The bottom line:
Challenges with Facebook advertising
(why it’s scary)
Chad Hacker: @trada Anna Sawyer: @annafsawyer
BANNER BLINDNESS
You have to hire a graphic artist to make
all the ad creative.
Targeting is powerful - but how do you get your ads
in front of the right people?
Who sees your ads?
Chad Hacker: @trada Anna Sawyer: @annafsawyer
Connections
Facebook Glossary
The number of individuals who liked your Facebook page, RSVPed to your event, or installed your app within 24 hours of seeing your ad or sponsored story.
Basically, a connection is a conversion.
Chad Hacker: @trada Anna Sawyer: @annafsawyer
Reach
Facebook Glossary
The number of individual people who saw your sponsored stories or ads.
Reach can be equated to unique user impressions.
Chad Hacker: @trada Anna Sawyer: @annafsawyer
Social Reach
Facebook Glossary
The number of people who saw your sponsored stories or ads because their friends liked your page, RSVPed to your event, or used your app.
Chad Hacker: @trada Anna Sawyer: @annafsawyer
Frequency
Facebook Glossary
The average number of times each person saw your campaign's sponsored story or ad.
This is helpful for gauging ad fatigue.
Chad Hacker: @trada Anna Sawyer: @annafsawyer
Basic Ad Formats
Chad Hacker: @trada Anna Sawyer: @annafsawyer
Basicads
Links to tab on Facebook page
“Like” ad
Chad Hacker: @trada Anna Sawyer: @annafsawyer
Links to event
Event ad
Chad Hacker: @trada Anna Sawyer: @annafsawyer
Links to application
Application ad
Chad Hacker: @trada Anna Sawyer: @annafsawyer
Links to specified URL
Standard ad
Chad Hacker: @trada Anna Sawyer: @annafsawyer
Sponsored Stories
Chad Hacker: @trada Anna Sawyer: @annafsawyer
SponsoredStories
Chad Hacker: @trada Anna Sawyer: @annafsawyer
Page “Like” Story
Mary-Jane likes your page
Page “Like” Story lets Mary-Jane’s friends know about the like
Chad Hacker: @trada Anna Sawyer: @annafsawyer
Page Post Story
You published a post to your page’s fans
Page Post Story allows this post to show up in more fans’ news feeds
Chad Hacker: @trada Anna Sawyer: @annafsawyer
Page Post “Like” Story
Fidji liked one of your page posts in
the last 7 days
Page Post “Like” Story lets Fidji’s
friends know about post like
Chad Hacker: @trada Anna Sawyer: @annafsawyer
App Used and Game Played Story
Lauryn played/used your app/game
App Used/Game Played Story tells her
friends about this action
Chad Hacker: @trada Anna Sawyer: @annafsawyer
App Share Story
Hayes shared a story from your app in the
last 7 days
App Share Story lets Hayes’ friends know
about the share
Chad Hacker: @trada Anna Sawyer: @annafsawyer
Check-in Story
Lisa checked in or claimed a deal using
Facebook Places
Check-in Story lets Lisa’s friends know
about it
Chad Hacker: @trada Anna Sawyer: @annafsawyer
Domain Story
Mike liked/shared content from your website or pasted a link from your site to
his wall
Domain Story lets Mike’s friends know
about this action
Chad Hacker: @trada Anna Sawyer: @annafsawyer
[WEBINAR]Facebook Ads:
Which Ad Types and Targeting are
for You?
January 19, 2012
The complexity and potential of targeting
There are so many ways to target ads in Facebook, it can be incredibly confusing.
age
apps
interests
timelinecontent
event RSVPs
likes
education
birthday
friends
fans
When choosing targets, focus on two
things:
Narrowing your audience
Thinking outside the box
Chad Hacker: @trada Anna Sawyer: @annafsawyer
Demo and Geo Targeting
Workplace & Education Targeting
Likes and Interest
Targeting
Leverage Targeting Options:
Targeting Overview Segment & Hypertarget
Target by: Favorite TV Shows, Movies, Books, Music, Hobbies, Religion, Political Views
Target by: Country, State, Province City or Zip Code Targeting
Target by: Workplace, Education, Preferred Language
Target by: Gender, Age, Birthday, Relationship Status, Language
800 Million Users
Small number of targeted users
Let’s say you want to sell golf clubs.
Thinking outside the box:
Chad Hacker: @trada Anna Sawyer: @annafsawyer
Nick is an obvious target.
Chad Hacker: @trada Anna Sawyer: @annafsawyer
Barbara doesn’t like gold - but she does like the Palm Beach
Country Club.
Chad Hacker: @trada Anna Sawyer: @annafsawyer
Chaz doesn’t have the word golf
anywhere on his profile. But he plays golf for a living: he’s a
sales guy.
Chad Hacker: @trada Anna Sawyer: @annafsawyer
Yes, you should try the obvious targets. But Facebook’s best advertisers use non-
linear thinking to target ads.
Chad Hacker: @trada Anna Sawyer: @annafsawyer
Campaign organization tips
Chad Hacker: @trada Anna Sawyer: @annafsawyer
Let’s compare Facebook to paid search!
Paid Search Facebook
Campaign Account
Ad group Campaign
comparableto
comparableto
Chad Hacker: @trada Anna Sawyer: @annafsawyer
Don’t create campaigns with many different targets and ads. Keep your campaigns small!
Do not put all segmented target
groups in one campaign - as your ads are competing within the campaign.
Chad Hacker: @trada Anna Sawyer: @annafsawyer
Prevent ad fatigue, or banner blindness,
by changing ads frequently.
Chad Hacker: @trada Anna Sawyer: @annafsawyer
As soon as click-through rate trends down, submit new content!
Anna Sawyer: @annafsawyer trada.com
[WEBINAR]Facebook Ads:
Which Ad Types and Targeting are
for You?
January 19, 2012
Leveraging standard ads and sponsored stories
Hypertargeting tips
Measure your Facebook ROI
Facebook’s NEW new bidding!
trada.com
Here’s where we take two minutes to show you how
Trada can help you run Facebook advertising...
... and it doesn’t cost any more than if you were to do it
yourself.
Trada has a community of Facebook ads experts and ad creatives (designers) who do
the work for you.
Multiple experts work on your campaign at
the same time.
You get:
Intuitive hypertargeting
Constant optimization
Free ad creative
trada.com
There are no fees to use the Trada-for-Facebook
Marketplace and have access to our certified experts.
You can get started right away!
KP Elements: Trada for Facebook Case Study
KP Elements: Trada for Facebook Case Study
CAMPAIGN STATS:
Unique Ads: 390
Click-Through-Rate: 142% increase
Cost-Per-Click: $0.31 (45% improvement)
“I was spending at least 10 hours a week on Facebook, and it was a nightmare. I ended up paying a
ton of money on clicks that weren’t converting. I decided to abandon it because I figured I
couldn’t crack the code. Trada’s solution solved the problem
almost overnight.”
– Bill D’Alessandro, FounderKP Elements
KP Elements: Trada for Facebook Case Study
For more information or to schedule a Trada demo, email [email protected]
trada.com
@annafsawyerTime for questions!@trada