facebook ads now: getting started off right

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Building your customer base through paid social is an important piece of today’s marketing landscape, but with so many ad types and targeting options, advertising on Facebook can get confusing. Fight through the clutter in understanding Facebook's capabilities to bring success to your next paid campaign.

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Page 1: Facebook Ads Now: Getting Started Off Right

Portent, Inc. Facebook Ads Now:

Getting Started Off Right

Chad Kearns August 28, 2014

Page 2: Facebook Ads Now: Getting Started Off Right

#PortentU

Page 3: Facebook Ads Now: Getting Started Off Right

bit.ly/Facebook-Ads-Now

Page 4: Facebook Ads Now: Getting Started Off Right

About me.

#PortentU Facebook Ads Now

Manage Portent’s PPC Essentials service offering Specialize in small business and new account setup Support the sales team with account audits and sales pitches

Chad Kearns PPC Essentials Program Manager @Chad_Kearns

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#PortentU Facebook Ads Now

Why we’re here 1. You want to start advertising on Facebook but don’t know much about it

2. You have tried advertising on Facebook before but we were unsuccessful

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Why we’re really here.

Page 7: Facebook Ads Now: Getting Started Off Right

829 million daily active users worldwide

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152 million daily active users in the US & Canada

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152 million daily potential customers

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$1.3 billion spent by advertisers in the US & Canada

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$1.3 billion spent by advertisers in the US & Canada

*In Q2 of 2014

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54% Year over year ad spend growth

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I’m Ready!

Take my money!

Pick me! Pick me!

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#PortentU Facebook Ads Now

Goal setting

Ad selection Ad execution

Audience targeting Bidding & pricing

What we’ll talk about

Page 17: Facebook Ads Now: Getting Started Off Right

#PortentU Facebook Ads Now

1. Provide guidelines for setting a goal

2. Introduce the ad types available 3. Show the ways to target an audience

4. Leave you with four key takeaways

What I want to accomplish

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*

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* What the…

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* What the…

This must be important

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* Facebook changes

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* Facebook changes

A lot.

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* That’s why this is called

Facebook Ads Now

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Goal setting

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26

How to set a goal?

#Portent U Facebook Ads Now

Make it quantitative

Set a timeline

Use parameters

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27

Work towards

#Portent U Facebook Ads Now

We want to earn 500 Page Likes in 4 weeks with a $4,000 budget

Page 28: Facebook Ads Now: Getting Started Off Right

28

Work towards

#Portent U Facebook Ads Now

We want to earn 500 Page Likes in 4 weeks with a $4,000 budget

Page 29: Facebook Ads Now: Getting Started Off Right

29

Work towards

#Portent U Facebook Ads Now

We want to earn 500 Page Likes in 4 weeks with a $4,000 budget

Page 30: Facebook Ads Now: Getting Started Off Right

30

Work towards

#Portent U Facebook Ads Now

We want to earn 500 Page Likes in 4 weeks with a $4,000 budget

Page 31: Facebook Ads Now: Getting Started Off Right

31

Work towards

#Portent U Facebook Ads Now

We want to see 2,500 website visits in 10 days through post promotion

Page 32: Facebook Ads Now: Getting Started Off Right

32

Work towards

#Portent U Facebook Ads Now

We want to see 2,500 website visits in 10 days through post promotion

Page 33: Facebook Ads Now: Getting Started Off Right

33

Work towards

#Portent U Facebook Ads Now

We want to see 2,500 website visits in 10 days through post promotion

Page 34: Facebook Ads Now: Getting Started Off Right

34

Work towards

#Portent U Facebook Ads Now

We want to see 2,500 website visits in 10 days through post promotion

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Try to avoid

#Portent U Facebook Ads Now

Let’s spend $7,000 this month and see what happens

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36

Try to avoid

#Portent U Facebook Ads Now

Let’s drive on-site conversions. We want 10,000 transactions at a CPA of $10 in Q3 of this year

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37

Try to avoid

#Portent U Facebook Ads Now

Let’s drive on-site conversions. We want 10,000 transactions at a CPA of $10 in Q3 of this year

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38

Try to avoid

#Portent U Facebook Ads Now

Let’s drive on-site transactions. We want 10,000 transactions at a CPA of $10 in Q3 of this year

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39

Don’t forget

#Portent U Facebook Ads Now

Identify a measurable number Give yourself a due date Place workable guidelines

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Don’t forget

#Portent U Facebook Ads Now

Advertising for direct response can be hard

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Ad Types

Ad types

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42 #Portent U Facebook Ads Now

Select your ad type

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43 #Portent U Facebook Ads Now

Choose what to promote

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44 #Portent U Facebook Ads Now

Choose what to promote

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45

The basics

#Portent U Facebook Ads Now

Page Post Engagement Page Likes Clicks to Website

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Going farther

#Portent U Facebook Ads Now

Website Conversions App Installs App Engagement Event Responses Offer Claims Video Views

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Page Post Engagement

#Portent U Facebook Ads Now

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Page Post Engagement

#Portent U Facebook Ads Now

•  Great for boosting content reach

•  Ability to drive visitors to pages off Facebook

•  Promote published and unpublished posts

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Page Likes

#Portent U Facebook Ads Now

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Page Likes

#Portent U Facebook Ads Now

•  Designed to grow page engagement numbers

•  Conversion opportunity in ad or on page

•  Recommended copy specifics •  25 character title •  90 character body

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51

Clicks to Website

#Portent U Facebook Ads Now

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52

Clicks to Website

#Portent U Facebook Ads Now

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Clicks to Website

#Portent U Facebook Ads Now

•  Direct users to high value landing pages off Facebook

•  Utilize link UTM tags to track users on-site •  Ability to create ads not linked to your company page

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Website Conversions

#Portent U Facebook Ads Now

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Website Conversions

#Portent U Facebook Ads Now

•  Requires Facebook tracking pixel implementation

•  Used for lead generation and ecommerce initiatives •  Must connect ads to a company page

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App Installs

#Portent U Facebook Ads Now

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App Installs

#Portent U Facebook Ads Now

•  Sends visitors directly to the appropriate app store for conversion

•  Automatically pulls star ratings from app stores •  Recommended copy specifics

•  25 character title •  32 character app name •  90 character description

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58

App Engagement

#Portent U Facebook Ads Now

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59

App Engagement

#Portent U Facebook Ads Now

•  Re-engage current app owners to drive app usage metrics

•  Ads are image only (no video)

•  Recommended copy specifics •  25 character title •  32 character app name •  90 character description

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60

Event Responses

#Portent U Facebook Ads Now

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Event Responses

#Portent U Facebook Ads Now

•  Right rail only

•  Must link directly to your Facebook event

•  Recommended copy specifics •  25 character title •  90 character description

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62

Offer Claims

#Portent U Facebook Ads Now

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Offer Claims

#Portent U Facebook Ads Now

•  Must direct users to your offer on Facebook •  Must have 50 page likes for eligibility

•  Recommended copy specifics •  25 character title •  90 character description •  900 character terms & conditions

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Video Views

#Portent U Facebook Ads Now

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65

Video Views

#Portent U Facebook Ads Now

•  .mov, .mp4, .avi files supported

•  16:9 aspect ratio •  Recommended copy specifics

•  90 character description

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Links

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Third-party tracking

#Portent U Facebook Ads Now

Third-party tracking software

Google Analytics

Omniture Yahoo Web Analytics etc.

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Tagging

#Portent U Facebook Ads Now

UTM tags

source= medium= campaign=

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Tagging

#Portent U Facebook Ads Now

UTM tagging

source=facebook medium=cpc campaign=webinar

domain.com/?utm_source=facebook&utm_medium=cpc&utm_campaign=webinar

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70

Facebook pixel

#Portent U Facebook Ads Now

Required for Website Conversion ads

•  Pick your conversion type •  Create your pixel

•  Place your code

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71

Link best practices

#Portent U Facebook Ads Now

Track what you are doing! bit.ly/UTM-Builder

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Ad Images

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Images by default

#Portent U Facebook Ads Now

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Image sizes

#Portent U Facebook Ads Now

1200

628

600

314

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Image guidelines

#Portent U Facebook Ads Now

1200

628 20% Text Limitation

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Image best practices

#Portent U Facebook Ads Now

Bright colors Clear images Kids & animals Logos

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Ad Copy

Ad Copy

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Basic guidelines

#Portent U Facebook Ads Now

Character limit recommendations •  25 character headline •  90 character body

Punctuation

•  Copy cannot start with a punctuation •  Copy cannot have duplicate punctuation except (…)

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Copy best practices

#Portent U Facebook Ads Now

Keep it concise Call to action

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Audience targeting

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Building personas

#Portent U Facebook Ads Now

Start simple

•  age •  location •  gender

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Building personas

#Portent U Facebook Ads Now

Start simple

•  age •  location •  gender

Get detailed •  interests •  purchasing behaviors •  education level •  relationship status •  employment history or career path •  family •  living situation

Page 83: Facebook Ads Now: Getting Started Off Right

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Audience Definition

#Portent U Facebook Ads Now

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Understand your audience size

#Portent U Facebook Ads Now

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Understand your audience size

#Portent U Facebook Ads Now

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86 #Portent U Facebook Ads Now

Understand your audience size

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Audience basics

#Portent U Facebook Ads Now

Locations Age Gender Language

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More demographics

#Portent U Facebook Ads Now

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Detailed demographics

#Portent U Facebook Ads Now

Remember that persona you are making?

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Interests

#Portent U Facebook Ads Now

Business & industry Entertainment Family and relationships Fitness and wellness Food and drink Hobbies and activities Shopping and fashion Sports and outdoors Technology

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Interests

#Portent U Facebook Ads Now

Food and drink > Beverages > Coffee

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Interests

#Portent U Facebook Ads Now

Fitness and wellness > Bodybuilding

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Behaviors

#Portent U Facebook Ads Now

Automotive Charitable donations Digital activities Financial Mobile device user Purchase behavior Residential profiles Travel

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Behaviors

#Portent U Facebook Ads Now

Food and drink > Beverages > Coffee (K-Cup)

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Connections

#Portent U Facebook Ads Now

Segment users by connection to your company

Only people already connected to you Only people not connected to you

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Advanced connections

#Portent U Facebook Ads Now

Get detailed

Target users connected to specific pages, apps, and events Exclude users connected to specific pages, apps, and events Target users with friends connected to specific pages, apps, and events

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Advanced connections

#Portent U Facebook Ads Now

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Custom audiences

#Portent U Facebook Ads Now

Upload & segment outside customer data Direct from MailChimp CSV or .txt upload

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Audience keys

#Portent U Facebook Ads Now

Identify personas Think deeper about you audience Expand into new segments Separate audiences by campaign

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Pricing & bidding

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101

Bid types

#Portent U Facebook Ads Now

Optimize for action Optimize for clicks Optimize for impressions

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102 #Portent U Facebook Ads Now

Optimize for action Optimize for clicks Optimize for impressions

Bid types

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103 #Portent U Facebook Ads Now

Automatic vs. Manual Automatic bidding around clicks/impressions Manual bidding set by the advertiser

Bidding options

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#Portent U Facebook Ads Now

4 Takeaways

Takeaways

Page 105: Facebook Ads Now: Getting Started Off Right

#Portent U Facebook Ads Now

#1

Create a goal

Make it quantitative Set a timeline Use parameters

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#Portent U Facebook Ads Now

#2

Optimize your ad

Clear images Call to action

Page 107: Facebook Ads Now: Getting Started Off Right

#Portent U Facebook Ads Now

#3

Get detailed on your audience

Build personas Group into segments Try customization

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#Portent U Facebook Ads Now

#4

Track your progress

Set conversion code Use UTM tagging

Page 109: Facebook Ads Now: Getting Started Off Right

bit.ly/Facebook-Ads-Now

Page 110: Facebook Ads Now: Getting Started Off Right

Thank Portent, Inc. 506 2nd Ave. Suite 1700 Seattle. WA 98104-2354 | Tel: 206.575.3740

YOU.

Chad Kearns [email protected] @Chad_Kearns