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Really  BAD  Facebook  Ads  

@SemplicitaMrkt

@SemplicitaMrkt

•  No  clear  call  to  ac:on  •  No  url/link  shorteners  •  Poor  image  choices  and  pixila:on  

•  No  clear  correla:on  with  company  

•  Just  really  bad  ads  

What’s Wrong With Those Ads?

@SemplicitaMrkt

@SemplicitaMrkt

     Target  your  exact  customer  among  the  699  million  people  on  Facebook  everyday       Reach  more  than  800M  people  a  month  globally  who  use  Facebook  on  mobile  phones       Increase  Mobile  App  downloads  with  one  click  to  the  App  Store  or  Google  Play  Store       Encourage  foot  traffic  into  your  store  and  online  visits  with  new  customers       Connect  with  your  customers  24/7  on  a  more  personal  level       Increase  website  engagement  and  overall  purchases       0-­‐No  Organic  reach…  you’re  going  to  need  ads    

Why Use Facebook Ads?

@SemplicitaMrkt

Start With An Objective

@SemplicitaMrkt

   In  order  for  your  ad  to  perform  at  it’s  best,  Facebook  recommends  targe:ng  at  least  10,000  people.    

 A  smaller  audience  will  be  harder  to  reach,  and  may  increase  your  CPC,  but  will  also  help  narrow  down  exactly  who  you  want  to  target  

         Choose  your  audience  size  based  on  the  exact  demographic  you  want  to  target-­‐  large,  or  small  

Analyze How Broad Your Target Audience Is

@SemplicitaMrkt

•   Loca:on  (mandatory)   Country,  state/province,  city  and  zip  code   Exclude  specific  loca:ons   Accurate  targe:ng  from  people’s  Timeline  and  validated  by  IP  address.    

• Demographics  (profile  info)   Age   Gender   Rela:onship  status   Language  

• Behaviors  (third  par:es)   Buying  habits   Interests   Device  usage   Online  and  offline  ac:vity  

Define Your Target Market

Good For:

   Companies  who  manage  several  ads  at  a  :me   Quick  edits  to  your  ads  using  bulk  edi:ng   Edi:ng  the  conversion  pixels  and  tracking   Facebook  introduces  new  ad  features  in  power  editor  before  regular  ads  manager***   Partner  Categories:  Facebook  has  partnered  with  three  data-­‐mining  companies  (Axciom,  Datalogix  and  Epsilon)  that  collect  data  from  users  related  to  purchase  history  and  lifestyle**   Control  the  ad  mobile  placement   Save  an  audience  target  that  you  will  need  to  re-­‐target  frequently     Create  a  custom  audience  

Use The Power Editor

@SemplicitaMrkt

Connect With A Custom Audience

Custom Audiences is Ideal For:

• People  who  are  already  engaging  with  your  business:  

 Email  database  you’ve  collected   Visited  your  company  website   Interacted  with  a  similar  business   Have  used  your  app   Lookalike  audience  from  your  page  fans,  list  and  website  visitors  

@SemplicitaMrkt

Write Content That Matters

@SemplicitaMrkt

   Your  ad  copy  should  be  clear  in  what  it’s  offering  or  promo:ng.  Make  your  message  easily  understandable.  What’s  the  offer?  Who’s  it  from?  What’s  the  benefit?  

   Avoid  sounding  spammy.  Don’t  use  several  “!”.  An  exclama:on  point  here  and  there  to  define  your  CTA  is  okay,  just  don’t  abuse  them!!!!  

   Always  use  a  call  to  ac:on:  “Buy  Today!”,  “Get  Yours  Now”,  “Call  Now”  “Hurry,  before  we  run  out!”    

@SemplicitaMrkt

Ad Copy Tips

Choose Ad Placement

@SemplicitaMrkt

@SemplicitaMrkt

Newsfeed Ads = More Engagement

@SemplicitaMrkt

Ad A Ad B

@SemplicitaMrkt

Maximize ROI with A/B Testing

A/B  tes:ng  is  a  strategy  in  which  two  versions,  A  and  B,  are  tested  against  each  other.    

Using  A/B  tes:ng,  you  are  able  to  see  which  of  your  adver:sements  are  performing  bemer,  and  focus  your  spend  

budget  on  that  specific  ad.    

@SemplicitaMrkt

What is A/B Testing?

Base  your  budget  on  your  goals:  •         10,000  New  Facebook  Fans  •         10,000  New  Email  Subscribers  •         150,000  Website  Referrals  •         5,000  Trackable  Product  Sales  •         5,000  App  Installs  

• If  you  already  have  an  established  fanbase,  you  can  put  all  of  your  ads  budget  towards  your  conversion  goals,  otherwise  you’ll  want  to  establish  an  ini:al  budget  for  growing  your  fanbase.    

@SemplicitaMrkt

Establish A Budget Once  you  have  conducted  you’re  A/B  tes:ng  and  have  chosen  the  most  effec:ve  ad,  you  want  to  develop  a  budget  you  are  comfortable  spending  daily,  weekly,  etc.  for  a  specific  ad  and  for  Facebook  ads  as  whole.    

Facebook App Measurement Tracking

@SemplicitaMrkt

 Analyze  your  ROI  by  tracking  people’s  behaviors-­‐  switching  from  a  mobile  ad  to  later  purchasing  from  their  desktop  

 Target  who  you  need  to  target  with  what  you  need  them  to  see  –  get  specific  with  your  app  ads  

 Avoid  was:ng  budget  by  choosing  not  to  serve  video  to  users  with  slow  devices  and  networks  

 Export  daily  and  weekly  reports  using  Facebook’s  ad  repor:ng  system  

 Adjust  your  ads  accordingly  –  if  you’re  not  reaching  your  goals,  try  conduc:ng  another  A/B  test  

• Swap  out  the  image  • Change  the  offer  • Adjust  the  text  • Concentrate  or  broaden  the  audience    

@SemplicitaMrkt

Analyze Your Ad’s Performance

 Uses  it’s  own  collected  data  for  targe:ng,  without  adding  more  ads  to  users’  newsfeed  

 Facebook-­‐powered  ads  will  follow  you  around  on  the  web,  not  just  on  Facebook  

 Gives  developers  an  easy  op:on  for  mone:za:on  by  hos:ng  Facebook’s  ads  

 Most  likely  will  put  Facebook  into  more  direct  compe::on  with  Google’s  AdMob,  Yahoo’s  Flurry,  and  Twimer’s  MoPub  for  mobile  adver:sing    

@SemplicitaMrkt

Facebook Audience Network

Source:  Techcrunch    

 Facebook  Audience  Network  pipes  in  Facebook’s  top-­‐notch  ad  targe:ng  and  its  huge  supply  of  1.5  million  ac:ve  adver:sers  

   Install  Facebook’s  SDK  to  begin  running  the  ads  and  geqng  paid  

 Facebook  doesn’t  own  a  mobile  opera:ng  system  like  iOS  or  Google,  so  this  is  its  way  to  be  what  CEO  Mark  Zuckerberg  called  “a  cross-­‐plasorm  plasorm”  at  f8.  

@SemplicitaMrkt Source:  Techcrunch    

@SemplicitaMrkt

Does This Totally Creep You Out?

@SemplicitaMrkt

Opt Out On Your Mobile Phone Ads  powered  by  Facebook  following  you  and  

your  behavior  on  the  web  can  be  premy  creepy.  Opt  out  through  your  phone’s  seqngs:  

iOS  users  can  go  to  Se7ngs  1)  Privacy  2)  Adver:sing  3)  Enable  “Limit  Ad  Tracking”  

On  Android  1)  Google  Seqngs    2)  Opt  out  of  interest  tracking  in  the  

Adver:sing  ID  op:ons  

@SemplicitaMrkt

Atlas For Facebook • Atlas  allows  brands  and  agencies  to  track  the  buyer  process  across  mul:ple  devices    

• Solves  cookie  issue  by  using  Facebook’s  ID  instead  of  a  cookie  to  measure  user  ac:vity  and  conversions  on  mobile  and  desktop,  tracking  full  user  behavior  

• Focus:  Targe:ng  people-­‐based  and  mobile  marke:ng    

• Atlas  also  enables  media  mix  modeling,  helping  adver:sers  understand  how  to  allocate  their  budgets  across  devices.    

• According  to  Erik  Johnson,  managing  director  of  Atlas,  32%  of  all  purchases  start  on  one  device  and  move  to  another  (typically  moving  smaller  to  larger  -­‐-­‐  phone  to  tablet  or  laptop)  

Source:  Ad  Age  

 Double-­‐Check  The  Stats   Compare  Facebook’s  repor:ng  against  Google  Analy:cs  for  a  more  accurate  account        of  conversions,  clicks,  etc.    

 You  Get  What  You  Give  When  deciding  a  budget,  I  generally  tell  clients  you  can  expect  to  spend  about  $1-­‐$3  per  objec:ve.  So  if  you  have  $1,000  budget  for  a  new  page  likes  campaign,  expect  to  receive  around  800  new  likes,  depending  upon  your  targe:ng.     Bid  High  

 Facebook’s  CPC  is  generally  a  low  number,  depending  upon  how  defined  or  broad  your  audience  is.  If  it’s  between  $0.60-­‐$1.30  CPC,  bid  $1.00  and  then  adjust  axer  a  few  days.    

 CPC,  CPM,  CPM  OpImized   Cost  Per  Click  (CPC)  is  the  best  way  to  go  when  you  are  tes:ng  an  ad.  Once  you’ve  A/B  tested  and  know  what  people  are  amracted  to,  switch  over  to  Cost  Per  Impressions  (CPM)  Op:mized  for  a  less  expensive  cost  per  click.  Plus,  Facebook  prefers  to  op:mize  your  budget  themselves.    

@SemplicitaMrkt

Last Minute Insider Tips

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Q&A�Ashley Ward

Image Sources 1.  Facebook  Ads:  hmp://www.ciu.cat/index.php?en::es=112&type=MS    2.  Firebelly  Stoves  Facebook  ad:  hmp://searchenginewatch.com/ar:cle/2161613/Facebook-­‐Ads-­‐Rogues-­‐Gallery-­‐The-­‐Good-­‐the-­‐Bad-­‐the-­‐Inexplicable    3.  Apple  pie  ad:  hmp://www.cmswire.com/cms/customer-­‐experience/facebook-­‐gives-­‐adver:sers-­‐{x-­‐ad-­‐targe:ng-­‐based-­‐in-­‐news-­‐feeds-­‐020240.php      4.  Thinking  Face:  darksouls.wikia.com    5.  Lulumon  Facebook  ad:  hmp://adespresso.com/wp-­‐content/uploads/2013/05/ellie-­‐facebook-­‐ad-­‐example.png    6.  Starsky  and  Hutch:  hmp://pwnwear.com/wp-­‐content/uploads/2009/11/Owen-­‐Starsky-­‐Hutch-­‐Signature-­‐Do-­‐It.jpg    7.  A/B  tes:ng:  hmp://entrepreneursky.com/wp-­‐content/uploads/2014/04/AB-­‐Test.jpg    8.  Custom  Audience:  hmps://www.facebook.com/business/a/online-­‐sales/ad-­‐targe:ng-­‐details    9.  Audience  defini:on:  hmps://www.facebook.com/business/a/online-­‐sales/ad-­‐targe:ng-­‐details    10.  Power  Editor:  hmp://www.socialmediaexaminer.com/facebook-­‐power-­‐editor-­‐guide/    11.  Right  hand  ads  bullshit:  hmp://wewant2believe.files.wordpress.com/2013/01/bullshitspam.jpg    12.  Mobile  measurement:  hmps://developers.facebook.com/docs/ads-­‐for-­‐apps/measurement    13.  Content  Jasper  examples  of  ads:  hmp://www.insidefacebook.com/2014/03/05/5-­‐best-­‐prac:ces-­‐for-­‐great-­‐facebook-­‐ad-­‐crea:ve/    14.  Obama  Budget:  hmp://buelahman.files.wordpress.com/2009/03/obama_money.jpg    15.  Facebook  newsfeed  ad  for  content:  hmp://www.socialmediaexaminer.com/facebook-­‐news-­‐feed-­‐ads/    16.  Mark  Zuckerberg’s  concentra:on:  hmp://news.bbcimg.co.uk/media/images/73568000/jpg/_73568500_180336946.jpg    17.  Mark  Zuckerberg:  hmp://engrave.in/image/cache/data/3-­‐mark-­‐zuckerberg-­‐quote-­‐canvas-­‐print-­‐525x525.jpg    18.  Founder  of  Facebook  take  two:  hmp://sta:c1.businessinsider.com/image/5138aa3feab8eaf90c00000e-­‐1200/on-­‐his-­‐early-­‐passion-­‐i-­‐got-­‐my-­‐first-­‐computer-­‐in-­‐

the-­‐6th-­‐grade-­‐or-­‐so-­‐as-­‐soon-­‐as-­‐i-­‐got-­‐it-­‐i-­‐was-­‐interested-­‐in-­‐finding-­‐out-­‐how-­‐it-­‐worked-­‐and-­‐how-­‐the-­‐programs-­‐worked-­‐and-­‐then-­‐figuring-­‐out-­‐how-­‐to-­‐write-­‐programs-­‐at-­‐just-­‐deeper-­‐and-­‐deeper-­‐levels-­‐within-­‐the-­‐system.jpg      

19.  Mark  Zuckerberg:  hmp://www.bms.co.in/wp-­‐content/uploads/2014/06/mark-­‐zuckerberg.jpg    20.  Mark  Zuckerberg  creepy  slide:  hmp://i4.mirror.co.uk/incoming/ar:cle1276048.ece/alternates/s615/Mark%20Zuckerberg    21.  Facebook’s  Audience  Reach:  hmp://i4.mirror.co.uk/incoming/ar:cle1276048.ece/alternates/s615/Mark%20Zuckerberg      22.  Facebook  Ads:  hmp://techcrunch.com/2014/10/07/facebook-­‐audience-­‐network-­‐ads/    23.  Opt  out  now  protest:  hmps://www.indybay.org/olduploads/550_opt_out_1.jpg    24.  Computer  and  mobile  phone:  hmp://yutle.com/wp-­‐content/uploads/2014/10/file8-­‐650x400.jpg