Facebook Advertising 2.0: Conversion Optimization & Custom Audiences
Facebook Marketing Basics and Custom Audiences
37
Facebook Marketing Basics The steps every business with a web site should take before spending money on Facebook Advertising
-
Upload
gordon-burns -
Category
Business
-
view
28 -
download
2
Transcript of Facebook Marketing Basics and Custom Audiences
Facebook Marketing Basics
The steps every business with a web site should take before spending money
on Facebook Advertising
Facebook Marketing Basics
Creating a Business Facebook Page Settings and configuring Creating Custom Audiences The Facebook Tracking Code Where to place it. Notes and Resources
The vast majority of your web site visitors read some content then
leave.
Why ?
Few site visitors make any form of contact. They do not subscribe to your newsletter, do not follow you on social
media and do not request information or advice from you.
Why ?
Despite their initial interest in your contentmost of your Website visitors will
be gone for good.
Why ?
You have NO IDEA who they were.
In many cases Facebook knows them AND a great deal about them!
YOU should be accessing this market intelligence for your business.
Why ?
Step 1
Set up a Business Facebook Page NOT a personal profile.
You need a personal profile to be able to set up a business page but they do NOT need to be seen to be connected by
users.
(If you already have a Facebook Business Page go straight to Step 2)
You need to have a personal profile in order to set up a Business Page.
This where you will see your business page/s
Create your new Business Page
Business page viewers will not see who manages the page.
Step 1
Choose the best fit for your business
Step 1
Then choose Category Company Name etc.
Complete the forms and information required.
Step 1Work your way through the settings adding descriptions Web addresses contact information etc.
Leave publishing your page until you are happy with everything.
When you have completed all the settings and information you will have completed Step 1.
Step 1
The next step is to make your Business Page look good and represent your business.
Step 2
Add a good profile and cover imageto your Facebook Business Page.
Cover Image
Step 2Profile Image
Click on Camera Icon to change image on both cover and profile
Cover Image size: 851 x 315pxProfile Image size: 160 x 160px
Step 2
If you do not have any Graphic skills go to Fiverr.com or use Canva.com to create your own.
See the resources section at the end of this presentation.
Step 3
Make a list of your web site content categories
e.g Pensions, ISAs, Buy to Let, Critical Illness, Long term care etc.
Step 4
In your Facebook Business Page create a custom audience.
Ads Manager / Custom Audiences.
Step 4Is your web site organised with URLs that indicate the category or nature of your content?e.g.http://yourmoney.co.uk/pensionshttp://yourmoney.co.uk/investment
If so then you only need create ONE re-marketing pixel.
When selecting the audience for an advert or promoted post you can choose only those that visited pages in a category or ALL visitors.
Step 4Click on the promote button and select Use Ads Manager then the tools tab and Audiences.
Step 4Create an Audience for a category related to your web site content. Choose Custom Audience then website Traffic.
Step 4Agree to Facebook T&C then Click on Create. The second window gives you the code. This code is placed between the <head> </head> tags of appropriate pages.
Step 4It is not immediately obvious how to access the Pixel code after it is created. Use the Action Tab and View Pixel.
This will be the name you have given to your Custom Audience. e.g. YourMoney Site Visitors
Step 5
View and copy the pixel code from the custom audience and add it to the
appropiate content pages on your website.
Step 5If you are using Word Press this should be a simple process to add the Facebook Tracking Pixel. Many themes will have a area where code can be added to the <head> </head> section.
Most Content Management systems will make this a simple task.
Step 6Check! make sure the pixel is working!
There is a Chrome extension which will
tell you if any web page you visit has a Facebook tracking pixel.
Step 6
If you install the Chrome extension you will see a Toolbar icon.
This indicates at a glance if the page you are viewing has a Facebook Pixel. Click on it for more information
Notes & Resources
Please see the links and Resources section for links to resources and web sites.
These will assist in you everything from Cover and Profile images to a more in-depth understanding of Facebook’s tracking and conversion pixels.
Getting it done for you.
As you can see it is not complicated or difficult. It is a little time consuming the first time you set everything up.
You can of course save time by getting it all done for you.
Please contact me using the contact details at the end of this presentation if you would like to discuss how I can help with any aspect of Facebook Marketing or set-up.
Summary
Facebook will now automatically continue to build YOUR custom audience/s from Website visitors that were previously
lost to you.
Summary
Re- targeting your previous site visitors using these custom audiences brings
higher response rates.
You can reach these Custom Audiences for very small sums ( £5-£10)
Summary
This short presentation only covers the basics of setting up your
Business Facebook page and using the most simple of Custom Audiences
There is more. . . .
Facebook Lookalike Audiences and why they are so useful. Conversion Pixels - How best to use them Laser target Facebook users that match your ideal client profile Split testing of adverts Knowing with certainty which advert/promotion is working Testing with £10/£15 budgets before committing larger sums It starts with a click - why Clicks are NOT the correct measure Locate and target and keep engaged with existing clients Market exclusively to a Postcode / City / Town etc More . . . . . . . . . . much more . .
What else is there ?
Summary
Facebook offers great potential for developing new business and retaining the
interest of existing clients.
All at a minimal cost compared to manyother lead generation web services.
Summary
If you would like help with any aspectof Marketing on Facebook please
contact me.
(Contact details on last slide!)
Thank You
Resources and LinksFacebook has some very helpful pages and resources.
https://www.facebook.com/help/
Resources and Links- Graphics
CANVA
http://www.canva.com
Has many preset sizes for many Social Media Cover and Channel Pages. You can also set a custom size, import your own images then add text.
FIVERR
http://www.fiverr.com
Fiverr has a large number of individuals who will carry out tasks for $5.00 including cover images. There is a very wide range of tasks you can purchase.
Resources and Links
Notes on Custom AudiencesWhen setting up a Custom audience you can choose a time 30/60/180 days. The correct choice will depend on the nature of your business. If you were selling running shoes probably a short time is best as those looking will soon have bought.
Investments, Pensions are a decision that is probably considered over time, so a longer period would be appropriate as they are still likely to remain interested in the topic for longer.
Contact Me
You can contact me on LinkedIn (see link below).
Email me at: [email protected]
Telephone : 01326 373077
This presentation is available as a PDFon LinkedIn
