facebook advertising strategy: targeting & messaging
TRANSCRIPT
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Facebook Advertising Strategy: Targeting & Messaging
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What Are Your Goals
• Direct Response, Conversions, Sales
• Business Page Like Growth
• Branding/ Awareness
• Increased Engagement
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Social Ads Have Higher Recall
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Marketplace Ad Choices
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Standard Ads
•Landing Page •Analytics and Conversion Goals •Test Offers
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Like Ads
Eye Catching Image Give audiences a “like” Benefit Link to Timeline or a Tab on Your Business Page (Welcome, App, Contest)
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Other Ad Formats
RSVP ad App Ad
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Out of the Box; Grab Attention
• Compelling Images – Shocking, Animals, Women, Action Shots, Relevant,
Looks good when viewed as small image
• Compelling Copy – Questions, Ego, Reflect Demographics, Clear Benefit,
Strong Calls to Action, Sense of Urgency
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Ad Testing
Note: Test ads in different campaigns, otherwise FB will automatically show more impressions to better performers
CTR- CPC- Cost Per Action, # of Actions
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Sponsored Stories Marketplace ads that appear when friends interact with a Fan page
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Sponsored Story- Mobile Newsfeed
Need a FB developer with a FB API or use the Power Editor
Power Editor: For advanced placements options- multiple ad/campaign management, bulk editing
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FB Power Editor Placement Options-Sponsored Stories
Newsfeed Posts typically get higher engagement (Facebook says 22x more) Using Power Editor gives you placement options: •Newsfeed •Right Hand •Desktop •Mobile
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Promoted Page Posts Promote content from your page within the timeline or newsfeed of friends of fans
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Promoted Page Post-Option 1: As a Marketplace Ad
Promote an engaging post to attract likes and comments
Promote your most recent posts to keep messaging fresh, but, keep an eye on photo quality and message length- most important words first
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Promoted Page Post-Option 2: As a Newsfeed Ad
•Must have at least 400 page likes •Target likes, or likes and friends of likes •Allows message reach to audiences not as engaged although they like your page •Posts lasts until budget is used •Options for spending; tied into an ad account •Ensures Promotion appears in news feeds rather than right side marketplace •Promote compelling photos, videos, offers, events, or questions
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Page Post Photo Best Practices
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Page Post Video Best Practices
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Test Performance: Promoted Posts versus Sponsored Stories
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Targeting
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Geo-Targeting and Key Demos
Target Radius – 10, 20, 50 miles
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Precise Interest Targeting (No Hashtag)
•Precise interests are the likes and interests people have shared in their Facebook profiles. •Precise Interest targeting is intended for advertisers with carefully managed lists of specific interests, or those seeking to optimize their targeting at an extremely detailed level.
Example Advertiser: Ski Resort
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Topic Targeting (Hashtag)
Topics (indicated with a # symbol) combine overlapping precise interests to enable easier targeting. For example, topic #skiing covers precise interests downhill skiing, alpine skiing, etc. If you know that your ideal audience is likely to have a particular set of interests, but don’t need to manage a complicated list of keywords, Topic targeting is a simple way to reach your customers without having to select every relevant term separately
Example Advertiser: Seller of ski and snowboard equipment and jackets
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Broad Categories
•Broad categories combine interests and other profile content users have shared to create simple, high-level groups that you can easily target. With Broad Category targeting, interests like “Skiing” would be combined with snowboarding, and skateboarding into a category for people who like “Extreme Sports” •Target Broad Categories if you want your message to easily reach a range of people with shared characteristics, without managing very specific interests.
Example Advertiser: Sports Drink, Alternative Rock Band CD
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Connection Targeting Advanced Connection Targeting: Target audiences who have engaged with your app or RSVP’d an event, or did not do the above.
When you select this option, social content (“Paul likes this page”) is displayed with your ad, making it more relevant and personal, as it implies endorsement by a friend.
Advertise to connections: Have an exclusive deal, offer or announcement Advertise to non-connections: Attract Page Likes
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Advanced Targeting
Think about targeting if you sell or promote: •Diamonds around the holidays •Newly Built Homes or Townhouses •Night clubs •Home Equity Loans
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Facebook Ad Pricing
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Should I Do CPC?
You only pay for clicks; with CPM you’re paying for impressions; targeting those who may not be interested in your product. CPC programs typically get you more clicks. CPC ads can get preferred placement, deliver more clicks and higher CTR. But, it’s CPC, not cost-per-like. You may be paying for clicks who do not like your page.
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Should I do CPM
Paying for optimized impressions is the best way to achieve your goal if you’re advertising a Page, event or app. It ensures your ad and sponsored stories will show to the people who are more likely to take the action you want. But, it’s CPM; some days you may not get clicks or likes. The objective is exposure, and FB will ensure you reach your budget. It’s suggested that you use CPM when attracting audiences to like your page or app.
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Or, Let Facebook Automatically Optimize Bidding
Auto CPM
Auto CPC
Facebook will automatically run more successful ads (CTR) more often, and less successful ads less often. Facebook’s version of quality score!
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Bidding Strategies • Goals: High CTR (click-thru rate), Low CPC • Begin bidding low; capture as much data as possible, create benchmarks; set the
stage for testing • FB will reward you for high CTR by lowering your CPC. Remove or tweak non-
performing ads • Bid higher for specific targeting (more competition); bid lower for broader
targeting • For high performers (CTR over 1%), begin lowering bids and keep an eye on
impressions- again good performers get preference
• Fine tune audience targeting, messaging, and bids for non-performing campaigns or ads
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Reporting/ Facebook Ad Manager
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Track Campaign Performance
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Track Ad Performance
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Track Ad Interactions
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Track Demographics
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Facebook Power Editor
Use Power Editor to manage and track multiple clients or complicated campaigns
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Effective Facebook Ads
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Premium Advertising? We won’t discuss premium advertising options; need
to be a managed account with higher budgets
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And, You’ll Need a Preferred Marketing Developer with a FB Ads API;
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Should You use the Ads API?
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If You Happen to be a Big Brand or Agency that manages multiple clients..
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One More Thing- Generate Leads
Tab Developers/ Email Programs Can Supply Web Form Code for Custom Tabs
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Questions? Need Help? • Contact Paul Mosenson of NuSpark
Marketing • [email protected] • 610-604-0639 • www.nusparkmarketing.com • @nusparkmktg
Happy to Help! That’s my Job!