facebook webinar 21 3
TRANSCRIPT
![Page 1: Facebook webinar 21 3](https://reader033.vdocuments.net/reader033/viewer/2022052912/55a1d7cf1a28abf6318b4859/html5/thumbnails/1.jpg)
Roel Kramer
Online Advertising
Specialist
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Christiaan van der
Schoot
Directeur
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@radyusnl
#adverterenwerkt
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Agenda
• Over online adverteren
• Hoe bereik ik mijn doelgroep?
• Adverteren op Facebook
• Vragen
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Adverteren in de krant
(of
abri, radio, televisie) Online adverteren
vs.
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7
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Door goede
targeting weinig
waste
(deze stockphoto was zo
vreselijk dat ik hem wel
moest gebruiken)
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Testen, proberen, bijsturen en weer opnieuw beginnen
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Meetbaarheid
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Meetbaarheid
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Niet alles is meetbaar!
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Agenda
• Over online adverteren
• Hoe bereik ik mijn doelgroep?
• Adverteren op Facebook
• Vragen
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Targeting
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Targeting
1. Gericht op
zoek/surfgedrag
2. Gericht op doelgroepen
3. Gericht op
ambassadeurs
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Gericht op zoek/surfgedrag
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ZoekenZoekwoorden
Targeting
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Organisch
ZoekenZoekwoorden
Targeting
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WEBSITE
Advertentie
Klik
Organisch
Gesponsord
ZoekenZoekwoorden
Targeting
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WEBSITE
Zoeken
Zoekwoorden
Advertentie
Targeting
KlikOrganischGesponsord
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Google Display
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Gericht op doelgroepen
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23
•
GEOGRAFIE (land, plaats, regio)
• GESLACHT (geïnteresseerd in…)
• LEEFTIJD
• RELATIE (getrouwd, vrijgezel, it’s complicated)
(vriendennetwerk) FANSLIKES & INTERESSES
• VERHUISD?
OPLEIDING/WERK
TAAL
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> 4.600.000
> 7.500.000
< 1.500.000
> 2.500.000
Sociale Netwerken in Nederland
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Profiel
Fanpage
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Gericht op Fans en Ambassadeurs
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Het koopproces
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De ‘vergeten’ oriëntatiefase
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Bouwen aanCONSUMENTENVERTROUWEN
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Schoenen - 3 dagen
Zorgverzekering - 2 maanden
Auto - 6 maanden
School -12 maanden
Huis -18 maanden
Gemiddelde oriëntatiefase:
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Geen lineair proces
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>70 bronnen in 14 maanden
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37
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Agenda
• Basics online adverteren
• Hoe bereik ik mijn doelgroep?
• Adverteren op Facebook
• Vragen
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41
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Wat weet Facebook van je?
• Waar je woont
• Hoe oud je bent
• Of je een relatie hebt
• Wat je interesses zijn
• En veel meer!
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Filters instellen:
Leeftijd: 13-19
Locatie: Groningen
Interesse: sport
14.240
gebruikers
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Filters instellen:
Leeftijd: 22-55
Locatie: Groningen + 16km
Gezinssituatie: kinderen 0-15 jaar
5.480
gebruikers
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Advertentie-opties
Externe website Facebookpagina
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Advertentie-opties
Externe website
• Kop: 25 karakters
• Body: 90 karakters
• Afbeelding: 100 x 72
• Sociale context
• Resultaten in Analytics
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Advertentie-opties
Facebookpagina
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Advertentie-opties
Facebookpagina
![Page 49: Facebook webinar 21 3](https://reader033.vdocuments.net/reader033/viewer/2022052912/55a1d7cf1a28abf6318b4859/html5/thumbnails/49.jpg)
• Advertentie maken
• Targeting instellen
• Campagne aanmaken
• Budget vaststellen
• Start- en einddatum
• Bod per klik instellen
Facebook opbouwen:
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• Afbeeldingen met mensen
• Call to action
• Meerdere advertenties maken
• Advertenties afwisselen
Wel doen:
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• Logo als afbeelding
• Meerdere leestekens achter elkaar
• Blootfoto’s
• Onnodig hoofdlettergebruik
Niet doen:
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Custom Audiences
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Custom Audiences
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Custom Audiences
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Conversion Tracking
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Conversion Tracking
Op Facebook ben je altijd ingelogd!
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Conversion Tracking
OCPM: Targeting op profielen
die het meest waarschijnlijk
zullen converteren
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Agenda
• Basics online adverteren
• Hoe bereik ik mijn doelgroep?
• Adverteren op Facebook
• Vragen?