Facebook Advertising

A Crash Course Beginner’s Guide for Dummies to Make You Stop Worrying and Start Living

Jason Harper • @jasonfharper • #SMCKC

Jane Doe, John Smith, and 2 Other Friends Agree…

• Social Context Is Here• Sponsored Stories Are Gone

Big Nielsen Study Thing, 2010

What Are Facebook Ads?

• Always $@#&^?% Changing!

Seriously, What Are Facebook Ads?

#ZUCKERFACT: Facebook Increased the Number of Ads It Served by 85% in 2013 (Adobe Digital Index)

Why Facebook Ads?

• Cheap to Reach Lots of People• Highly Targetable – 94% accuracy (Nielsen)• Flexible Creativity & Placement (now)• Trackable, Robust Analytics• Always Changing & Evolving Platform

CTR up 365% in 2013, CPC the same (Adobe Digital Index)

• War on Organic Reach?

Before Getting Started: Questions to Ask

1. What Is My Strategy?

2. How Will I Measure Success?

3. Who Is My Audience?

4. What Do I Want Them to Do?

What’s My Strategy?

• Page Posts• Website

Click/Convert• Boosted Posts

• Organic Content• Boosted Posts

• Page Like Ads• Page Posts• Website

Click/Convert

• Page Like Ads• Page Posts

(Display)

Awareness Interest

LIKE!Engagement

Interest Targeting

Community Building

How Will I Measure Success?

• Page Likes• Actions (Engagement)• Impressions• Reach• Cost• CTR• “Website Clicks”• Conversions: Checkouts, Registrations, Revenue• App Engagement: Downloads, Installs, Uses

Who Is My Audience?

• Who Are They? - Age- Gender- Language- Work - Relationship, - Life Events

• What Do They Like?- Interests- Behavior

• Do I Already Have Access to Them? - Email List- Website Visitors

#ZUCKERTIP: Go to www.facebook.com/ads/manage to try sample targeting schemes

What Do I Want Them to Do?

On Facebook• Like Page

• Landing View App• Share/Like/Comment on Post• Engage App• RSVP to Event• Claim Offer

Off Facebook• Click Out to Website

• Great Experience!• Mobile-Friendly!• Tracking Enabled!

• Download/Install/Engage App

Next: Choose Ad Type

• Page Post Engagement: Likes, Comments, Shares to a Single Post

• Page Likes: Ups your likes • Clicks to Website: Drives traffic

off Facebook to your website.• Website Conversions: Drives

traffic to site and optimizes based on conversion tracking goals.

• App Installs: Installs• App Engagement: Installs, Uses,

Credit Spends• Event Responses: RSVPs• Offer Claims: Ditto Fulfillment counted w/in

- 24 hours of seeing- 28 days of Clicking

Wait, What About This?

#ZUCKERTIP:Boosted Posts are OK for reaching your own fans.

Building a Campaign

Step-by-Step, Ooh Baby

Getting Started

• Create New Business ID Account• Download Power Editor• Build & Launch Campaign > Ad Set

> Ad• Monitor for Feedback• Measure

Sample Case: Waxtrax Records

• Business: Record Store• Objectives: Sell More Online Inventory, Build

Community• Audience:– Classic Rock Fans– Record Collectors– Email List

• Assets: Online Catalog, Facebook Page• Metrics: Likes, Reach, Conversions, Actions

Create Business ID

• Go to: https://www.facebook.com/business/contact-us

• Choose “Account Management” > “Business Account Creation”

• Fill out form w/ your business email• Hope for the best in 24 hours

#ZUCKERTIP: Do NOT Click “Create Ad” NO NO NO NO NO!!!!

The Greatness of Power Editor

POWER EDITOR• Google Chrome Plugin• More powerful features

– Custom Audiences (Lookalike, Website)

– Saved Target Groups– Conversion Tracking– Placement Control– Custom Bidding– Bulk Ads– Dark Posts

ADS MANAGER• Browser App• “Create Ad”• Just the Basics• Essential For:

– Reporting– Billing

http://facebook.com/ads/manage/powereditor

VS.

Anatomy of Power Editor

Anatomy of Power Editor: Top Bar

Accounts, Manage Pages

Download = Important First Step Upload to Make

Ads & Changes Live

Anatomy of Power Editor: Top Bar

Ad Tools- Uploaded Images- Saved Audiences- Campaign

Dashboard- Conversions &

Reporting (Ads Mgr)

Anatomy of Power Editor: Filters

What’s selected here… Appears here.

Campaigns, Ad Sets and Ads

Pecking Order Defined By

CAMPAIGN • OBJECTIVE – Page Likes, Website Clicks, etc.• BUYING TYPE – Auction, Fixed)

AD SET • BUDGET – Daily or Lifetime• SCHEDULE – Start/End(• AUDIENCE – Really But Not Listed Here)

AD • CREATIVE – IMAGE, Copy, Content• TRACKING – Conversion Pixel, UTM links• PLACEMENT – Desktop News Feed, Mobile, RH• AUDIENCE – Defined Here But Doesn’t Change Between Ads• BIDDING – CPC, CPM, Optimized CPM

Creating a Campaign

• Elements of Campaign Name: Date, Objective

• Buying Type: Auction is “Standard” bidding, Fixed allows to pay for prefixed amt. of impressions

From Campaign view, click Create Campaign

Creating an Ad Set

• Name: Same as Campaign, but with Audience details

• Budget: Lifetime for when you have a known budget and end date; Daily for when you want to run continously

• Start & End dates: Note timezone

Creating an Ad: Choose Creative

ART• Choose a relevant image• Cater to audience• No text or logo over image (if so, obey 20% rule)• Include people’s faces• Experiment w/ multiple images per ad set• Get the size right (1200 x 627 for link ads)

COPY• Be brief! 90 characters• Include a clear call-to-action in text• Write for engagement (include a question)

#ZUCKERTIP: for sizes go to http://www.jonloomer.com/2014/01/20/facebook-image-dimensions/ -- that guy knows everything!

Creating an Ad: Ads = Images

• Test same copy, same audience, same bid w/ different image for each ad.

• Optimized CPM will choose most popular.

• Pause ads that don’t perform

Waxtrax’s Ad

Copy: Are you a vinyl junkie? We’ve got 50% off Classic Rock LPs. Limited Time Only!

Create Ad: Unpublished Post

WaxTrax

• Parts of Ad Process

• Name = Campaign + Set + Creative Keyword

• Objective = Website Conversions (No pixel: Website Clicks)

• Content = Page Post

• Facebook Page/Place = Select Your Page

• Click “Create New Unpublished Page Post”

Create Ad: Unpublished Post• URL: Link to landing

page

• Post Text: 90-char (or more) Status Update

• Call to Action: Button

• Link Headline: Clickable text under image in Newsfeed / Right-hand Headline

• Display Link: Link that shows to users

• Description: Gray text under link

• Options at bottom: Check if you want post published to page.

The Dark Side: Unpublished Posts

“View Post on Page”

RH Preview

Creative Tab: Placement & Tracking

WaxTrax

• URL Tags: Google UTM builder (doesn’t always work)

• Conversion Tracking: Create Pixel Code Snippet

• Choose Placement: Desktop vs. Mobile• Mobile Newsfeed

= Most Engagement• Desktop Newsfeed

= Slightly less engagement but still high

• Right Hand = Most Exposure/Impressions for Cost (Use if creative allows)

• All Facebook

Defining Your Audience

• Be “Inclusively Exclusive”• Find the Largest Group of People Actually Likely to

Buy or…• The Biggest Niche• Don’t Believe “Potential Audience” > Actual Reach

Targeting Options in Power Editor

• Custom Audiences: Email Addresses, Mail Chimp, App Users, Website Visitors (a la Google) – 20-60% Matching Rate

• Lookalike Audiences• Excluded Custom Audiences• Saved Target Groups• Partner Categories: “Behavior” – third party

marketing databases (Acxiom, Datalogix)• The Usual Stuff: Interests, Demographics,

Connections

Optimization & Pricing (aka Bidding)

CPC = Cost Per ClickPay $.01 more than next-highest bidderUseful on Off-FB campaigns w/ no tracking pixel

CPM = Cost Per 1,000 ImpressionsIf you want to pay for impressions/awareness to an audience.

Optimized CPMOptimizes based on audience completion of Objective

#ZUCKERTIP: If you’re gonna do CPC or CPM, bid at least 30% higher than the highest “suggested bid … EVERY DAY.

How Optimization Works

• Platform boosts ad that gets best return on objective.• Cost decreases as engagement increases. • In 24-48 hours, will increase delivery of best-performing ad,

decrease others.• When this happens, pause other ads in set.• That’s why we use multiple ads and make images the only

variables!

Measuring & Reporting

Learning to Love Your Own Data

Measuring Ad Performance

• Facebook.com/ads/manage – NOT Insights

• Reach, Frequency, Impressions, Clicks, Unique Clicks, CTR, Unique CTR, CPM, Spend, CPC, Actions, People Taking Action, Page Likes, Social Reach, Social Spend, Cost Per 1,000 People Reached, Post Likes, Offer Claims, Website Clicks, Page Mentions, Gift Sales, Leads, Conversions, Adds to Cart, Mobile App Ratings Conversion Value …

Pick and Choose Data Through “Edit Columns”

#ZUCKERTIP: Actions is where the action’s at: website clicks, conversions, engagement – they’re all here!

A Few Average Benchmarks

• Impressions: 30% of audience per week• Clicks: 3% of impressions• Conversion rate: 1 - 3% of impressions• CTR goal: 0.08% is great - 0.05% is the bar• Average CPC: $1• Cost Per Page Like: Varies by audience -

some $0.01, others $5 (I’ve seen mostly in the $1 range)

• Frequency: 4+ is mildly annoying; 7+ is spam

Judge Metrics Based on Objectives, Audience

Campaign Reach Frequency Impressions Clicks CTR Website Clicks Page Likes

AMTAX - FAMT - Website 110880 2.03 224983 775 0.34 376 75

Join AMTA - Stud/Grad - Likes - Schools 20059 2.01 40229 694 1.73 7 558

National Convention 48077 8.36 401932 1239 0.31 876 107

CE Classes 26860 4.86 130477 797 0.61 523 5

Join AMTA - Professionals - Website 37857 1.85 69882 91 0.13 42 8

• Am I Reaching My Target Audiences?• Are They Clicking/Engaging?• Are They Converting?• Are They Seeing the Same Ads too

Often?

Real-Time Reports in Ads Manager

“National Convention” Campaign

Always Be Optimizing

• Reach Low? – Adjust Targeting, Budget (if possible)

• Clicks Falling Off? – Adjust Creative, Targeting

• Too Frequent? – Time for New Creative

• Above all, if you have the money, test Test TEST!

Give ‘em what they want.

Resources

• Power Editor Guidehttps://www.facebook.com/help/162528860609436/

• Ad Sizes & other great resources:http://www.jonloomer.com/2014/01/20/facebook-image-dimensions/

• Start to Success program (requires $1500 ad spend)https://www.facebook.com/business/start-to-success

• Business Manager - apply for beta programhttps://business.facebook.com/

Thank You

Questions? @jasonfharper jason.harper@summitmarketing.com