Facebook Advertising

It just keeps getting better!

Social Media Breakfast Madison

December 17, 2014

Who is this dude?

@andrewfoxwell

#SMBMad

Facebook.com/FoxwellDigital

TARGETING: Who is my ideal audience?

CREATIVE: What message do I want to get across?

PLACEMENT: Where are my ads best suited on the FB platform?

TRACKING: What metrics will fully track my campaign’s impact?

REPORTING: How do I decode and translate results?

Building Blocks of Facebook Advertising

Defining Your Ideal Audience

Demographics

Interests

Behaviors

Audience Insights

Custom Audiences

Age / gender / marital status / geographic location

What do they “like” or talk about on Facebook?

What consumer behaviors do they have?

Input email lists and/or a fan base to

Facebook’s tool in order to understand income,

likes, and more about your audience

Email lists / Customer Lists / Lookalike Audiences

Demographic Targeting

• Age

• Gender

• Location

• Other demographics Relationship status

Education

Work

Financial

Home

Ethnic Affinity

Generation

Parents

Politics (US)

Life Events

Interest Targeting

• Formally only included pages a user officially liked.

• Interest Targeting now includes:

Pages a user likes

Topics, brands, keywords users use on Facebook

Websites users browse

Photos users upload

Videos users upload

Articles users have read

Music users have listened to (Spotify)

Anything else that’s integrated via Facebook’s Open

Graph API or Facebook connect, which includes quite

a few websites

And…perhaps even activity on Instagram

Behavioral Targeting

• Based on consumer data from three different data

vendors, you have “consumer snapshots” that are similar

to purchased data and consumer lists.

• Categories include:

Automotive

Charitable Donations

Digital Activities

Financial

Mobile Device Usage

Purchase Behavior

Residential Profiles

Travel

And many more (over 100+)

Custom Audiences

You can upload your customer/client email list directly into

Facebook’s ad manager. Facebook then matches those email

addresses to their Facebook accounts, so you have the ability

to target them with online ads.

You also have the unique ability to create ad audiences that

“look similar to” your email list, using “Look Alike” audiences.

Website Custom Audiences

Definition: Retargeting pixel from Facebook that allows you

segment website visitors for precise retargeting based on

what pages they’ve visited on your site.

With Website Custom Audiences you can:

• Target users that have come to your site in whatever time

window you wish (7 days, 30 days, 180 days)

• Target users that have come to one part of your website

and not another – i.e. a “shopping cart” or “contact us”

• Create a look alike audience from this pool of visitors

A MUST DO FOR ALL BUSINESSES

The Best Part?

ALL FACEBOOK AUDIENCES WORK IN

COMBINATION WITH ONE ANOTHER

“”We have tons of

creative, lots of videos

and photos, but I have no

idea if any

of it is useful.”

- Vice President of Marketing,

national retail chain with 120+ stores

Ad Creative That Works“Would I click on that?”

WWP + Testing!

Ad Placements

• Different placements have different costs.

• Facebook will adjust for whatever inventory is available at that time.

“97% of those surveyed said they use some form of

social media marketing, while only 37% reported being

able to measure ROI—and this problem extends to

even the largest marketers, 78% of whom said they

struggle with this measurement.”

Developing and Aligning

Attribution Models for Reporting

1. Facebook website clicks

1. Facebook website conversions

2. Facebook Like growth (yes, it’s worth it)

3. Facebook cross-device tracking

1. Google Analytics UTM visits (direct click visits)

2. Google Analytics referrals and time on site data

Track Facebook Website Clicks + Conversions

Track Facebook Like Growth

Learn WHERE your Facebook page likes come from: people

going directly to your page, people seeing a friend’s interaction

with your page and then liking your page, people seeing a

promoted post and then liking your page, etc.

WHY is tracking Like growth important? You can better equip

yourself and your team on HOW to best engage your fans.

Page fans can be one of your best, most engaged audiences. You

can show fans sequential messaging and expose them to new,

updated content over time.

Track Facebook Cross Device Tracking

“Well, I’ve never really

gotten into the analytics,

but I know Facebook

helps. So my bosses let

me do whatever I want on

the platform.”

-Digital Director,

national restaurant chain with 75+ locations

Track Google Analytics UTM Visits

Track Google Analytics Referrals + Time on Site

Empower Yourself with Advanced Tools

The Facebook Power Editor provides:

+ Personal control over every part of the

advertising and page management

process

+ Easy, multivariate testing of ad

creative and targeting options

+ More sophisticated campaigns so

you’re spending money in a targeted,

impactful manner that best suits your

business

Understand Your Analytics

Use Audience Insights

Setting Clear Expectations

Set Expectations

When considering Facebook ad campaigns, it’s

important to remember that Facebook offers an

entirely different and separate consumer journey

than search engine marketing.

SEM = Demand Capture

Facebook = Demand Generation

It’s a Wrap, People!

1. Who are you targeting with online

content/ads?

1. Why are you targeting these audiences?

1. How are you attributing success across

multiple channels?

2. What specific metrics and data are you

reviewing to continually refine and improve

your online marketing strategies?

@andrewfoxwell

@graciefoxwell

FoxwellDigital.com