lsa bootcamp atlanta: social media for time-starved entrepreneurs (bizwire)
TRANSCRIPT
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© digiShare360 2014
Facebook Advertising
Dr. Jim Ruether
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Digital Marketing Foundation
Phase One: Setup
Phase Two: Content Building
Phase Three: List Building
Phase Four: Paid Advertising
Phase Five: Analytics
Phase Six: Automation
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Facebook Mission Statement
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A Decade w/ Facebook
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Facebook Ads
Facebook Ads: 2007
Side Bar Ads
Engage / Not Interrupt
Right Message
Right Audience
Business Page: 2008
Engage-able Ads
Like / Share / Comment
Authentic / Legitimate
Non-Intrusive
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Facebook Ads
Facebook Fans: 2009
Like Button
Geo-Targeting
Custom Audience: 2012
Bulk Data Uploads
Targeted Ad Campaigns
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Facebook Ads
Facebook Exchange (FBX): 2013
Retargeting – Using Cookies
Track Behavior – Real Time Ads
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Massive Shift to Mobile
Mirrors TV viewing phenomenon of the 50’s
Accessibility:
First thing / Last thing we check daily
Consumer Behavior shifts to Mobile
88.6% of Smartphone users visit Facebook Monthly
Mobile is the closest connection to your Customer
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Massive Shift to Mobile
News Feeds
Multiple Device Experience
Constantly Updating
Ads do not feel intrusive
More Powerful Metrics
Proven Business Results
Content / Images / Video
4 Billion Videos per day
Preference / Brands
Beyond likes / follows
Awareness / Loyalty / Sales
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Why Advertise on Facebook
The 4P’s, 5C’s, STP of Marketing
The 3 Pillars of Value
Target Reach – Right people @ Right time
Customer Engagement
Trackable Results
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Reach
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Engagement
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Results
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Advertising = Outcomes
Measure
Optimize engagement
Trackable Results
Real People / Real Time
Better ROI
Reach new customers
Launch new products
Increase foot traffic (events)
Increase online sales
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Facebook Ad Terms
Conversion Pixel• Allows you to track ad effectiveness outside of the
Facebook network to other properties on the web.
Unpublished Page Post• A Page post ad that is targeted to a specific audience
and only appears in the Feed of the target audience.
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Conversion Pixels
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Facebook Ad Terms
ROAS (Return on Ad Spend)
• Used to measure the effectiveness of a Facebook marketing campaign.
Conversion Lift
• A scientific approach that uses randomized test and control groups to determine reach potential.
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Types of Ads
Cost Per Action (CPA) - The average amount you are paying for each action people take on your ads.
Cost Per Click (CPC) - The amount you're paying on average for each click on your ad.
Cost Per 1000 Impressions (CPM) - The amount you're paying per 1,000 impressions of your ad.
Impressions - The number of times your ad was served.(Mobile – per viewed / Desktop – per placement)
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Facebook Ads Placement
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How the Ad Auction Works
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Ad Selections
• Clicks - Total number of clicks on your ad.
• Boosted Post - Pay to enhance its reach.
• Promoted Post (Sponsored) - between a standard post and an ad.
• Conversion - completed actions, like purchases or adding to a cart on a website.
• Video Views - Number of times your video was viewed for 3 seconds or more
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Mobile News Feed
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Desktop News Feed
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Right Column - Sidebar
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Types of Target Audience
• Targeting - Core Audiences
• Targeting - Custom Audiences
• Targeting - Lookalike Audiences
• Facebook Exchange – Partner Relationships
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Targeting Tools
Interests / Demographics / Location / Behavior
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Best Practices
Plan Your Campaign• Define your Goals and Objectives• Test Measurement Strategy • Define Key Performance Indicators (Success)• Set short and long-term goals
Audience Insights• Segmentation – Demographics / Psycho-graphics• Geo-targeting• Message context to Target audience (Mirror)
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Best Practices – Ad Design
• One Focal Point per Ad
• Make Ad Noticeable
• Provide Information
• Provide Emotional Moments
• Mirror Content w/ Client
• Create Brand Personality
• Strong Call to Action
• Test / Test / Text
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Power Editor – Tool set
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Manage – Mass Operations
• Edit campaign settings
• Create multiple variations
• Change bids
• Modify budgets
http://www.facebook.com/ads/manage/powereditor
• Add creative elements to ads
• Bulk Edit
• Saved or Split Audience
• Plan scheduling
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Power Editor – Bulk Ads Manager
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Campaigns / Ad Sets / Ads
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Facebook Ads Reporting
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Ads Manager
Ads Manager allows you to:
• View all of your campaigns, ad sets and ads
• Stop or restart your campaigns, ad sets and ads
• Make changes to your bids and budgets
• Access your billing summary to see your payment history and payment method information
• Access and export your ad performance reports
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Ads Manager
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Business Manager
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The Technology Platform
Fully integrated digital marketing and analytics platform
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Questions?
Dr. Jim RuetherDirector of Research, Bizwire
678.541.1806
http://Bizwire.net
Thank you!!
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References
Facebook: https://facebook.exceedlms.com/uploads/resource_courses/targets/296417/original/build/index.html#/id/co-01
https://facebook.exceedlms.com/uploads/resource_courses/targets/296417/original/build/index.html#/id/co-02
https://facebook.exceedlms.com/uploads/resource_courses/targets/296417/original/build/index.html#/id/co-04
https://facebook.exceedlms.com/uploads/resource_courses/targets/296417/original/build/index.html#/id/co-05
https://facebook.exceedlms.com/uploads/resource_courses/targets/295760/original/build/index.html#/id/co-02
https://facebook.exceedlms.com/uploads/resource_courses/targets/295760/original/build/index.html#/id/co-03
https://facebook.exceedlms.com/uploads/resource_courses/targets/291695/original/build/index.html#/id/co-01
https://facebook.exceedlms.com/uploads/resource_courses/targets/291695/original/build/index.html#/id/co-02
https://facebook.exceedlms.com/uploads/resource_courses/targets/291687/original/index.html#/id/co-02
https://www.facebook.com/business/ads-guide/?tab0=Right%20Column
https://facebook.exceedlms.com/uploads/resource_courses/targets/291680/original/build/index.html#/id/co-02
https://facebook.exceedlms.com/uploads/resource_courses/targets/291702/original/build/index.html#/id/co-01
https://www.facebook.com/business/products/ads/
https://www.facebook.com/business/goals/build-awareness/
https://www.facebook.com/business/goals/increase-online-sales/
https://facebook.exceedlms.com/student/catalog#_=_