facebook ads now: getting started off right
DESCRIPTION
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.TRANSCRIPT
Portent, Inc. Facebook Ads Now:
Getting Started Off Right
Chad Kearns August 28, 2014
#PortentU
bit.ly/Facebook-Ads-Now
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
#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
Why we’re really here.
829 million daily active users worldwide
152 million daily active users in the US & Canada
152 million daily potential customers
$1.3 billion spent by advertisers in the US & Canada
$1.3 billion spent by advertisers in the US & Canada
*In Q2 of 2014
54% Year over year ad spend growth
I’m Ready!
Take my money!
Pick me! Pick me!
#PortentU Facebook Ads Now
Goal setting
Ad selection Ad execution
Audience targeting Bidding & pricing
What we’ll talk about
#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
*
* What the…
* What the…
This must be important
* Facebook changes
* Facebook changes
A lot.
* That’s why this is called
Facebook Ads Now
Goal setting
26
How to set a goal?
#Portent U Facebook Ads Now
Make it quantitative
Set a timeline
Use parameters
27
Work towards
#Portent U Facebook Ads Now
We want to earn 500 Page Likes in 4 weeks with a $4,000 budget
28
Work towards
#Portent U Facebook Ads Now
We want to earn 500 Page Likes in 4 weeks with a $4,000 budget
29
Work towards
#Portent U Facebook Ads Now
We want to earn 500 Page Likes in 4 weeks with a $4,000 budget
30
Work towards
#Portent U Facebook Ads Now
We want to earn 500 Page Likes in 4 weeks with a $4,000 budget
31
Work towards
#Portent U Facebook Ads Now
We want to see 2,500 website visits in 10 days through post promotion
32
Work towards
#Portent U Facebook Ads Now
We want to see 2,500 website visits in 10 days through post promotion
33
Work towards
#Portent U Facebook Ads Now
We want to see 2,500 website visits in 10 days through post promotion
34
Work towards
#Portent U Facebook Ads Now
We want to see 2,500 website visits in 10 days through post promotion
35
Try to avoid
#Portent U Facebook Ads Now
Let’s spend $7,000 this month and see what happens
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
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
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
39
Don’t forget
#Portent U Facebook Ads Now
Identify a measurable number Give yourself a due date Place workable guidelines
40
Don’t forget
#Portent U Facebook Ads Now
Advertising for direct response can be hard
Ad Types
Ad types
42 #Portent U Facebook Ads Now
Select your ad type
43 #Portent U Facebook Ads Now
Choose what to promote
44 #Portent U Facebook Ads Now
Choose what to promote
45
The basics
#Portent U Facebook Ads Now
Page Post Engagement Page Likes Clicks to Website
46
Going farther
#Portent U Facebook Ads Now
Website Conversions App Installs App Engagement Event Responses Offer Claims Video Views
47
Page Post Engagement
#Portent U Facebook Ads Now
48
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
49
Page Likes
#Portent U Facebook Ads Now
50
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
51
Clicks to Website
#Portent U Facebook Ads Now
52
Clicks to Website
#Portent U Facebook Ads Now
53
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
54
Website Conversions
#Portent U Facebook Ads Now
55
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
56
App Installs
#Portent U Facebook Ads Now
57
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
58
App Engagement
#Portent U Facebook Ads Now
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
60
Event Responses
#Portent U Facebook Ads Now
61
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
62
Offer Claims
#Portent U Facebook Ads Now
63
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
64
Video Views
#Portent U Facebook Ads Now
65
Video Views
#Portent U Facebook Ads Now
• .mov, .mp4, .avi files supported
• 16:9 aspect ratio • Recommended copy specifics
• 90 character description
Links
67
Third-party tracking
#Portent U Facebook Ads Now
Third-party tracking software
Google Analytics
Omniture Yahoo Web Analytics etc.
68
Tagging
#Portent U Facebook Ads Now
UTM tags
source= medium= campaign=
69
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
70
Facebook pixel
#Portent U Facebook Ads Now
Required for Website Conversion ads
• Pick your conversion type • Create your pixel
• Place your code
71
Link best practices
#Portent U Facebook Ads Now
Track what you are doing! bit.ly/UTM-Builder
Ad Images
73
Images by default
#Portent U Facebook Ads Now
74
Image sizes
#Portent U Facebook Ads Now
1200
628
600
314
75
Image guidelines
#Portent U Facebook Ads Now
1200
628 20% Text Limitation
76
Image best practices
#Portent U Facebook Ads Now
Bright colors Clear images Kids & animals Logos
Ad Copy
Ad Copy
78
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 (…)
79
Copy best practices
#Portent U Facebook Ads Now
Keep it concise Call to action
Audience targeting
81
Building personas
#Portent U Facebook Ads Now
Start simple
• age • location • gender
82
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
83
Audience Definition
#Portent U Facebook Ads Now
84
Understand your audience size
#Portent U Facebook Ads Now
85
Understand your audience size
#Portent U Facebook Ads Now
86 #Portent U Facebook Ads Now
Understand your audience size
87
Audience basics
#Portent U Facebook Ads Now
Locations Age Gender Language
88
More demographics
#Portent U Facebook Ads Now
89
Detailed demographics
#Portent U Facebook Ads Now
Remember that persona you are making?
90
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
91
Interests
#Portent U Facebook Ads Now
Food and drink > Beverages > Coffee
92
Interests
#Portent U Facebook Ads Now
Fitness and wellness > Bodybuilding
93
Behaviors
#Portent U Facebook Ads Now
Automotive Charitable donations Digital activities Financial Mobile device user Purchase behavior Residential profiles Travel
94
Behaviors
#Portent U Facebook Ads Now
Food and drink > Beverages > Coffee (K-Cup)
95
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
96
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
97
Advanced connections
#Portent U Facebook Ads Now
98
Custom audiences
#Portent U Facebook Ads Now
Upload & segment outside customer data Direct from MailChimp CSV or .txt upload
99
Audience keys
#Portent U Facebook Ads Now
Identify personas Think deeper about you audience Expand into new segments Separate audiences by campaign
Pricing & bidding
101
Bid types
#Portent U Facebook Ads Now
Optimize for action Optimize for clicks Optimize for impressions
102 #Portent U Facebook Ads Now
Optimize for action Optimize for clicks Optimize for impressions
Bid types
103 #Portent U Facebook Ads Now
Automatic vs. Manual Automatic bidding around clicks/impressions Manual bidding set by the advertiser
Bidding options
#Portent U Facebook Ads Now
4 Takeaways
Takeaways
#Portent U Facebook Ads Now
#1
Create a goal
Make it quantitative Set a timeline Use parameters
#Portent U Facebook Ads Now
#2
Optimize your ad
Clear images Call to action
#Portent U Facebook Ads Now
#3
Get detailed on your audience
Build personas Group into segments Try customization
#Portent U Facebook Ads Now
#4
Track your progress
Set conversion code Use UTM tagging
bit.ly/Facebook-Ads-Now
Thank Portent, Inc. 506 2nd Ave. Suite 1700 Seattle. WA 98104-2354 | Tel: 206.575.3740
YOU.
Chad Kearns [email protected] @Chad_Kearns