facebook ads strategy workshop - blank page consulting (st louis marketing)

Facebook Ads Strategy Workshop

#Liftoff at @BlankPageSTL

Liftoff Class Series

Overview

1. Foundation Check2. Setting Goals3. Targeting4. Messaging5. Content Types6. Ads Overview7. Follow Up*

Foundation Check

Is your website ready to convert?

Is it clear what you want them to do?

Is the value clear?

Is it mobile friendly?

Does the language speak to the audience?

Does it work?

EXAMPLE

https://therisetothetop.com/

https://therisetothetop.com/

GOAL SETTING

a. Work backwards for end goals

b. What needs to happen?

i. They need to be aware of you.

ii. They need to have a NEED - and

YOU need to have a solution.

iii. They need to build trust with you

[Multiple Exposures]


Inbound Marketing Overview


Targeting90%

of problems with Facebook Ads start here.

BUILT IN OPPORTUNITIESBuilt-In Persona Groups in Facebook

● Custom Audiences [Pixel]

○ Website visitors up to 180 days - ALL VISITORS

○ Website visitors who visit a certain page - 180 days

○ Website visitors who visit a certain page but not another - 180 days

○ People who HAVEN”T visited in a period of time [re engagement opp)

○ LOOKALIKE Website Visitors - ALL VISITORS

○ LOOKALIKE Website visitors who visit a certain page

○ LOOKALIKE Website visitors who visit a certain page but not another

○ Your Email List/Customer Database [1000]

○ LOOKALIKE of your email list

● Your Existing Facebook Fans

● Your Facebook Fans + Family & Friends

● People Who Are Connected to Your Competitors


WARM LEADS

SEEKING ADDITIONAL QUALIFIED PEOPLEPersona Research Process

● Who’s engaging with your website & page organically (converting)?

○ Google Analytics > Demographics

○ Facebook Page Insights

● Who are your existing and past customers?

○ Review your customer data system.

○ Ask employees/management to paint a picture.

● Still missing detail? Ask. - Surveys


COLD LEADS

SEEKING ADDITIONAL QUALIFIED PEOPLEPersona Research Process

1. Who are the leaders or “big shots” in my niche?

2. Who are the big brands in my niche?

3. What blogs are they reading?

4. What magazines are they reading?

5. Which books are they reading?

6. What organizations and groups do they belong to?

7. What are they already buying related to my niche?


COLD LEADS

TARGETING THE RIGHT

PEOPLE


Messaging + Format

Ads Process Overview

Meet Sally.


Ads Auction Process

Meet Sally.


Ads Auction Process

Meet the advertisers that want Sally’s attention.


Ads Auction Process

Your total bid is calculated from these factors:● Your stated bid● Placement● How relevant Facebook thinks

your target audience will feel your ad is to them.


Ads Auction Process

● Advertisers can optimize for any of these goals:○ Send people to website○ Increase conversions on website○ Boost posts○ Promote Page○ Get installs of app○ Increase engagement in app○ Raise attendance at event○ Get people to claim offer○ Get video views○ Reach people near business○ Collect leads for business

Budgeting & Ad Delivery

Targeting

The Facebook ad auction optimizes to show the most relevant and engaging content to the right people. It also aims to maximize an advertiser's desired outcomes with the budget they've specified.

expected click-through rate = eCTR

expected click-to-conversion rate = eCVR

Creating an Ad

FirstDetermine your goals + your audiences.

Install a Facebook pixel on your site.

Set up custom audiences.

ThenChoose your ad objective.

● Send people to your website● Increase conversions on your website● Boost your posts● Promote your Page● Get installs of your app● Increase engagement in your app● Raise attendance at your event● Get people to claim your offer● Get video views● Reach people near your business● Collect leads for your business

Ad Types

Links Ad

Drive people to important areas of your website to take a desired action that meets your business goal.

Important: If you have the Facebook pixel installed, you will be able to remarket and retarget them in future ads.

Carousel Ad

Showcase 3-5 images and links within a single ad unit to direct people to specific locations on your website.

Page Post Engagement

Increase views of a particular post on your page to your fans, friends of fans or individuals based on targeted interests.

Pro Tip: “Like” page can cause accidental unfollows with existing fans.

Page Like Ad

Increase views of a particular post on your page to your fans, friends of fans or individuals based on targeted interests.

Pro Tip: “Like” page can cause accidental unfollows with existing fans.

App Install Ad

Get people to install your mobile app. Available with mobile placement only.

App Engagement Ad

Get people to USE your mobile app once downloaded. Available with mobile news feed and Instagram placement only.

Local Awareness Ad

This ad type objective is the best way to reach people when they’re near your business, whether that means walking distance or a few miles. Optimize for likes or directions to your location.


Event Responses

This ad type objective is the best way to reach people when they’re near your business, whether that means walking distance or a few miles. Optimize for likes or directions to your location.

Lead Generation

When someone clicks on your lead ad, a form opens with the person’s contact information automatically populated, based on the information they share with Facebook, like their name and email address. Automatically populating the contact information that people share with Facebook makes filling in the form as fast as two taps. Minimum spend of $100.

Canvas Ads

https://www.facebook.com/business/success/carnival-cruise-line

https://canvas.facebook.com/



Ad Creation Demo

Carnival + Canvas

What to do now?

FOLLOW UP with same audiences.

REVIEW DATA.

IMPROVE.

● Pay close attention to your COST PER LEAD*. Aim for $5 or less (or whatever’s appropriate for you.)

Ad Reporting

Reviewing Ad Performance

5 elements that contribute to ad delivery & performance:

● Relevance● Competition● Delivery Fatigue● Duplication● Budget Limits

Improving Ad Performance

● Better targeting● Updating lists● A/B testing messages and images

Steps to get started

Steps to get started

1. Install pixel on your website.2. Set up Custom Audiences3. Identify your goals + success measures.4. Identify your audiences.5. Create messages that will speak to your

audiences.6. Create, review + improve.

Facebook Ads

Want to dig deeper?

https://facebook.exceedlms.com/student/home

http://www.jonloomer.com

Use Code “FBADS” to get $10 off



