Muscular System PA 481 C Anatomy & Physiology Tony Serino, Ph.D.
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Digital Advertising: Building a More Effective Facebook Ad Campaign Through Micro-targeting
Turks and Caicos Social Business Summit 2014 Regent Palms Resort & Spa July 14, 2014
Dave Serino, Strategist & Founder TwoSix Digital
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Gary V. - The Game Has Changed• We have good tools, but use
bad mechanics• ROI is determined by how
well you use the tool• Digital scalability has
changed• It’s a time of heavy human
touch….
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“There is really no excuse for someone to
see your ad who doesn’t want your
product”
Dan Slagen, SVP, Nanigans
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Creating Demand with Ads
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Facebook Ads
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Create Sustainability
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Types Of Advertising
Like Ads:
- Low Barrier- Creates Awareness- Builds Audience- Helps future
engagement
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Types Of Advertising
Promoted Post:
- Appears naturally in newsfeed
- Increases Engagement
- Leverages the power of your current Facebook audience
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Types Of Advertising
Call to Action:
- Appear in the newsfeed and mobile
- Renders well- Creates awareness- Builds audience- Inspires users to take
action
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Types Of Advertising
Right Rail Ads:
- Appears on desktop- Creates awareness- Builds audience
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Types Of Advertising
Mobile Ads:
- Take advantage of the hot medium
- Appears in the feed- Creates awareness- Builds audience- Inspires users to take
action
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Research
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Research
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Building the Audience
Use Your Resources!
• Customer phone numbers
• Customer email addresses
• Web site pixel
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Building a Campaign
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Like Gate Facebook Tab
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Sign Up Form Facebook Tab
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Response Image Facebook Tab
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Contest Results via the App Tab
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A Closer Look:
What Happened withLookalike Audiences and Call to Action Ads
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Call to Action Ads
Two of ads that were run targeted at a Look-a-Like Audience, with specific interests focused on spa and golf. We also added in geographic targets from the states of Michigan, Indiana. Ohio and Illinois to narrow the targeting.
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2 ads - interest image focused (spa/golf) - and used a Lookalike Audience that was targeted to 4 feeder states with specific interests (ie, golf & spa related).
This flight generated 5,283 clicks at .28/click from “high-value” prospects
828 entries (email Opt-ins to enter) into the sweepstakes
2,070 Likes during this period
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Results Mapping
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Takeaways - Ad Development• Focal point : The image has one obvious focal point• Brand link : How easy is it to identify the advertiser?• Brand personality : How well does the ad fit with what
you know about the brand?• Informational reward : Does the ad have interesting
information?• Emotional reward : The ad appeals to you emotionally• Noticeability : While browsing online, this image
would grab your attention• Call to action : This ad urges you to take a clear action
Facebook For Business
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Takeaways - Targeting• Never Use “Boost Post”• Utilize Lookalike Audiences to the Max!
- Email Lists- Purchase Lists- Page Lookalikes- Web Site Pixels
• Research and utilized common “Page Likes” and “Behavior” data
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Dave SerinoFounder & [email protected]: 810-623-1505
Skype: dave.serinowww.Twitter.com/DaveSerinowww.FaceBook.com/TwoSixDigital