social media 106 how to write effective facebook ads that get clicks!
Post on 14-Sep-2014
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Learn how to write effective Facebook ads that get clicks!TRANSCRIPT
Social Media 106: How To Write Effective Facebook Ads That Get Clicks
Michelle Hummel CEO of…
Thanks for joining me today!
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2nd most visited website800,000,000 users
worldwide57% female 47% maleFastest growing
demographic 35+
Facebook Overview
Do you have a Personal Facebook Profile? Credits: Amodiovaleria Verde
Facebook Ads Versus Google Ads etc.
Google AdWords, Yahoo Search Marketing or Bing Search Ads – Ads targeted by keyword search
Facebook Ads – Ads targeted by users interests Favorite movies, books, hobbies, passions and interests.
Have you advertised on Facebook or Google?
Facebook Targeting Options
Location - city, state or countryDemographics – birthday,
relationship status, age, gender or language spoken
Likes and interests Education and work - specific
company, college or level of education
Connections - target or exclude users who like certain pages, events, groups and/or apps
What is your target audience?
Facebook Ad Approval Process
Facebook approval team works on Pacific standard time (PST).
Ads are typically approved during the hours of 8am to about 8pm
Takes between 1-6 hours to get an ad approved
If you are having trouble getting your ad approved be sure to read the guidelines: www.facebook.com/ad_guidelines.php
How many ads have you placed on Facebook?
Facebook Advertising
Set a daily advertising budgetDecide how long the ad will runDetermine timeframe to be
publishedTurn your ad on and off at
anytime
How many ads have you placed on Facebook?
Defining CPC
Short for cost-per-click, advertisers pay based on the number of clicks on their ad
EXAMPLESet your CPC at $0.50/per click 1000 impressions (views) were
served with 50 clicks on your ad
50 clicks X $0.50 = $25.00Your ad campaign costs $25.00
How much can you spend per day on Facebook?
CPC Marketing Tips Start your CPC bid lowMore targeting = more
expensivePay more = your ad targets a
very specific demographic example: women, age 30, Ohio, married
Pay less = your ad targets a broad demographic example: women from the United States
How many ads have you placed on Facebook?
Determine Ad Performance, CTR
CTR = Click Through Rate Total clicks, divide by the number of
impressions (views), expressed in percentage.
Average CTR is 2%
EXAMPLE PPC at $0.50 1000 impressions were served with
50 clicks on your ad 50 clicks/1000 impressions = 5%
CTR
What is your average CTR on Facebook?
Getting Started With Facebook Ads, Best Practices
Headlines That Say YES!
25 max characters availableAre you Single? Recently
Engaged? Getting Married? 30 and single?
New to Cincinnati? Like Motorcycles? Like
Massages? Birthday Today? FREE gift on your birthday,
printable coupon, redeem in store only
What engaging “yes” headlines can you write?
Hypnotic Headlines
Evoke Emotion: Need a laugh?Ask Why: Why I lost weightHow to: How to sleep soundlyNumbered lists: 101 ways to
smileBest or worst: Best US
Beaches Rhyme: No delay, start todayHypnotic words: Amazing,
Free, Secret, Killer, Awesome
What hypnotic ad headlines can you write?
Good Headline Examples
GOOD AD – qualifies “like” BAD AD - too general
Images With a Human Touch
Ads with people, and especially close ups of faces and eyes tend to get a higher click through rate. Give your ads a human touch!
Maximize Your Image Space
It’s best to upload horizontal (landscape) images to ensure you’re maximizing the space available, which is 110×80 pixels
Transparent Image Backgrounds
Eliminate unnecessary surroundings either by giving it a transparent background or a white one. You don’t want to distract people from what you want them to notice.
Give a Reason to Click LIKE
Give a compelling reason to click: access to promotions (deals, coupons, sweepstakes, contests, giveaways) is the number one reason people become fans
Copy Relevant to Target Audience
135 max characters for body copyTie your target details (likes,
interests or demographics) into your title and/or body copy
An ad targeting users living in the “Bay Area” should use “Bay Area” in the ad copy
More relevant ad copy to audience = more clicks
Targeting Success Story
CM Photographics
Strategy: Targeted 24-30 yr old women who indicated they were engaged
Results: Over 12 months they generated $40,000 in revenue from a $600 investment on Facebook!
Targeting Success Story
StorQuest Self Storage
Strategy: Targeted college students at 21 campuses prior to summer break
Results: 50% increase in total rentals versus prior year at same store
Test Multiple Ad Targets, Optimize
•Target College Students•Late night hours
•Target Parents•Children discounts•Playdates
•Targets Geo•10 miles from shop•Flavors of the week•New products
Promote Facebook Group, Event or App
Do you have an event you could promote?
Break Out For Learning Session
1. Pick a partner2. Learn about their
business3. Define their PPC
targets4. Create an engaging
PPC AD Headline and Body Copy
PPC Marketing Techniques
Promote Your Facebook Fan Page
Keep users in Facebook for best results, click to fan page
Target users who “don’t already like your fan page” to get new fans
Create a custom landing page with a strong offer, coupon or sweepstakes entry
Provide an email signup form offering a free guide
Setup email auto-responders to make additional offers
PPC Ad & Landing Page Techniques
2,181 coupons were redeemed and more customers in the door
PPC & Landing Page Technique
“Your Song in a Movie” Contest on Facebook
Facebook Reveal Tab Technique
Before the LIKE After the LIKE
Create Facebook Ad Example
Destination: External URLTitle: Recently Engaged?Body: Enter to win a $1,500 Live
Webcam Wedding! Guests unable to attend? We make it easy to share your big day with everyone.
Targets: US,18-35, Women, EngagedBudget: $10.00 per day Timeframe: 2 weeksPay for Clicks (CPC): $0.50
CREATE YOUR ADContest Example – 53 entries in 7 days!!
PPC References
Create your Adhttp://www.facebook.com/ads/create/Webinars, Case Studieshttp://www.facebook.com/FacebookAdsImages For Your Adhttp://www.iconfinder.net
Keys to PPC Success
Define Your Target Market
Create An Attention Grabbing Headline
Follow Through With A Consistent Landing Page
Optimize Your Campaign For Better Results
Takeaways
What product or service can you giveaway?
Do you have an email database to collect leads?
How many leads would make this ad campaign a success?
How do you plan on staying educated about social media?
Social Media Enthusiasts
Introducing Social Media Enthusiasts
Social Media Hands On Training Social Media Networking Events Social Media Makeover Giveaways $1,150 Social Media Book Giveaways Features Local Web Media University Experts Includes In Depth Training for Social Networking,
Video Marketing, LinkedIn, Local Marketing, Brand Building and much more!
Web Media University
Introducing WebMediaUniversity.com
8 Modules of Social Media Training Social Media Case Studies Library Social Media Book Reviews Social Media Matcher Toolkits Directory Social Media Enthusiasts Recorded Training Social Media National Events Calendar Ability to get Social Media Certification Constantly updated with fresh Social Media
Training
Special Limited Offer Today Only
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Questions and Answers
What questions can I help answer?
Thank you for participating!
Michelle Hummel Web Media University
http://www.WebMediaUniversity.comPhone: 513-204-9324