facebook/instagram ads 101mthoodterritory.objects.liquidweb.services/files/...build a lookalike...
TRANSCRIPT
Facebook/Instagram Ads 101
August 22nd
, 2019
2
Agenda
❖ Facebook & Instagram Background
❖ Getting Started with Facebook Ads
❖ Best Practices
❖ Facebook Business Manager Platform
❖ Q&A
4
5
Be connected.
• 2.4B monthly active users
• 1.4B active users every day
• 7M+ Advertisers
• 20 minutes average time/ 35
minutes daily
Capture and Share the
World’s Moments.
• 1B monthly active users
• 500M active users every day
• 80% of accounts follow businesses
• 2M monthly advertisers
Source: Facebook, eMarketer
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Facebook Family
Facebook, Instagram, Audience Network, Messenger, WhatsApp, Workplace
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Advertising with Facebook
Awareness
Brand Awareness
Reach
Consideration
Traffic
Engagement
App installs
Video views
Lead generation
Messages
Conversion
Conversions
Catalog sales
Store traffic
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Targeting Options
WHO
Locations
Age
Gender
Languages
Demographics
Interests
Behaviors
Connections
WHERE
Devices
Audience Network
Messenger
WHAT & WHEN
Budget
Schedule
9
Creative Formats
Video Image Carousel Collection
Getting
Started
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Business Manager
Business Manager Account
Facebook Page Your TeamInstagram Account
Ad Account
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Campaign Set-up
CAMPAIGN
Set Objective
Allocate Budget
AD SET
Facebook Page
Audience
Set Targeting
Pick Placements
Choose Timing
ADS
Choose platform identity
Pick format
Create Ad
Determine Call-to-Action
Language
Pixel
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Targeting BasicsAd Objectives for Local Businesses
Reach as many people as
possible within the target area.
Focused on getting in front of as
many eyes as possible.
Designed to drive people to
your website or app.
WEBSITE TRAFFICREACH & STORE TRAFFIC
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Targeting BasicsBudgets
Deciding Budget
• What are you willing to pay?
• What can you sustain?
• What is the ultimate value?
Two types of budgets: Daily or Lifetime
• Daily: The average amount you’re willing to spend on a campaign every day
• Lifetime: The amount you’re willing to spend over the entire campaign
Pro Tips:
• Utilize the automatic bid or a 1:10 bid to budget ratio
• Minimum spend of $1 a day is required
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Targeting Basics
Choose the distance around your business.
Pro Tips:
If possible, make sure to choose a radius around it that has at least 55,000 people.
Limit your coverage to the area that you service & consider how far people are willing to travel to visit the store location
Demographic &
Interest Targeting
Custom & Lookalike
Targeting
Campaign Budget Optimization (CBO)
What is CBO?
Distribution of a campaign budget across your campaign’s best performing ad sets.
What is the importance?
Optimizes campaign in real time on an opportunity-by-opportunity basis. The goal is to get the most results possible, and for the best cost.
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Targeting BasicsTargeting Basics
Choose the distance around your
business.
Location
Pro Tip: If possible, make sure to
choose a radius around it that has at
least 55,000 people.
Limit your coverage to the area that you
service & consider how far people are
willing to travel to visit the store location
Use broad targeting whenever
possible, unless you have specific
business reasons for refining the
audience.
Start by limiting demographic
information (age/gender) before
refining by interests.
Demographic & Interest
Build a lookalike audience of people
that act like the people that are your
Facebook fans or have taken a certain
action on your website.
Lookalike
Pro Tip: Start with a 1% lookalike and
expand out as you need to increase
audience size.
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Targeting Basics
Location
Targeting
Feeds:
• Facebook Marketplace
• Facebook Suggested Video
• Facebook Right Column
• Messenger Inbox
Custom & Lookalike
Targeting
Placements
Stories:
• Messenger
Additional:
• Facebook In-Stream Videos
• Facebook Instant Articles
• Audience Network Native, Banner and Interstitial
• Audience Network Rewarded Videos
• Audience Network in-stream Videos
Facebook Feed Facebook Video Feed Facebook Stories Facebook Instant
Articles
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Targeting Basics
Custom & Lookalike
Targeting
Creative Components
Image,
Carousel,
Video,
Slideshow
Your Facebook PageText
CTA Button
Headline
Description
Display URL
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Recap
How to Build Your Campaign
1. Choose your objective
2. Set your budget
3. Select your audience
4. Decide where to run your ad
5. Pick an ad format
6. Creative ad
7. Review & place your order
Best Practices
Targeting Basics
Choose the distance around your business.
Pro Tips:
If possible, make sure to choose a radius around it that has at least 55,000 people.
Limit your coverage to the area that you service & consider how far people are willing to travel to visit the store location
Demographic &
Interest Targeting
Use the Facebook Pixel
What is a Pixel?
It is a piece of code that lives on your website to help track conversions from Facebook or Instagram ads.
What is the importance?
By tracking actions on your website from people who have clicked on an ad, the pixel trains Facebook's auction algorithm on what ads and audience are converting. Ultimately, this leads to better performance and lower cost. The pixel powers the following:
- Conversion tracking
- Facebook retargeting
- Lookalike audiences
- Optimize ads
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Targeting BasicsHow do I set up the Facebook Pixel
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On Ads Manager
1. Go to Pixels under Ads Manager.
2. Create pixel, name it and enter your website URL.
On Your Website
1. Install base code on the global header of your site.
You can do it yourself, through a developer you're
working with, or a tag manager.
2. Copy-and-paste the pixel code into the global
header of your website.
3. On your website, add events to track manually or
through Facebook's Event Setup Tool
4. Confirm Facebook pixel is firing
5. Add pixel notice to your website
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Avoid Common Learning Phase Mistakes
5 Levers That Give The Auction More Signals
Auction needs 50 conversions per ad set per week
TARGETING
Audiences are
too small
PLACEMENT
Ad sets too
segmented
BUDGET
Budget too
small
BID
Budget too
low
OPTIMIZATION
Not enough
conversion events
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Targeting Basics
Choose the distance around your business.
Pro Tips:
If possible, make sure to choose a radius around it that has at least 55,000 people.
Limit your coverage to the area that you service & consider how far people are willing to travel to visit the store location
Custom & Lookalike
Targeting
Things to Consider
Non-optimal Direct Response & Brand optimizations:
• Link clicks, Page Likes, Page Post Engagement
• Event Responses • People will respond YES but most times won’t show up
• Think of having a ticket on Ticketmaster or another ticket site, even if the event it free
• Non-mobile first video creative • 96% Facebook users access it on mobile
• 45% of Instagram users access it on mobile
• No lower funnel signal
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Targeting Basics
Choose the distance around your business.
Pro Tips:
If possible, make sure to choose a radius around it that has at least 55,000 people.
Limit your coverage to the area that you service & consider how far people are willing to travel to visit the store location
Custom & Lookalike
Targeting
Creative Tips
Tips to make your ad more engaging!
6 Design Tips for Better Facebook Ads:
• Start with a goal
• Show people using your product
• Less (text) is more
• Focus your message
• Use high resolution images
Writing better copy for Facebook ads:
• Create a brand tone of voice and be consistent
• Stick to what’s important
• Write with the customer in mind
• Write compelling headlines that drive awareness of your value
proposition
• If you want the consumers to click, tell them why they should
click.
Choosing Great Creative:
• Use video when possible, focusing on :03-:15 second videos
• If image, use eye-catching image with a single focal point
• Visual Consistency
• Build for Mobile
• Integrate your Brand
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BEST PRACTICE REVIEW
• Match your optimization goal as close as possible to
your business objective
• Avoid having overlapping ad sets
• Avoid over-narrowing your audience
• Run on all platforms
• Utilize campaign budget optimization whenever
possible
Let’s jump in!
Thank You