Facebook Advertising Deep Dive Workshop

@Growthhackasia (Growth Hacking Asia)

Facebook AdvertisingDeep-Dive

@Growthhackasia (Growth Hacking Asia)

“Flipping the success rate of Asian startups from 1/10 to 9/10”

@Growthhackasia (Growth Hacking Asia)

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WHY FB ADS?

● 1.32+ billion on Facebook● Users check News Feed at an avg. of 14 times per day● Allows businesses to connect with their most valuable audiences (both from FB and their websites)

across multiple devices● Ability to reach customers in a highly targeted and cost efficient way

Why Facebook Advertising?

AD STRUCTURE

Basic Structure

Campaigns

Ad sets

Ads

Basic Structure

Campaigns

Ad sets

Ads

Choose your campaign type:

Basic Structure

Campaigns

Ad sets

Ads

Choose target audience:

Basic Structure

Campaigns

Ad sets

Ads

Choose schedule and budget:

Basic Structure

Campaigns

Ad sets

Ads

Choose placement (Post Boost):

Basic Structure

Campaigns

Ad sets

Ads

Choose media type and creative (followed by choice of placement and copy):

Basic Structure

Ad Set Level:Experiment with targeting, bidding and scheduling.

Ad Level:Experiment with media type, creative and copy.

AD MANAGEMENT TOOLS

Ad Management Tools

Ads Manager Business Manager Power Editor

Ad Management Tools - Ads Manager

Different Levels of the Ads Manager

Ads ManagerAds Manager is where you can view, edit and access performance reports for all your campaigns, ad sets and ads.

Ad Management Tools - Ads Manager

The 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

Ad Management Tools - Ads Manager

Performance: ● See how your campaigns, ad sets and ads are performing against specific

advertising goals● View your key metrics on a time series chart to help analyze performance

Placement: ● You can focus on the actions most important to your advertising goals, such

as Page Likes or mobile app installs—not just a summary of all actions

● Understand how much you are paying for each action (ex: cost per Page Like,

cost per mobile app install), so you can optimize your ad creative and

audiences to maximize performance

Audience: ● See your offsite conversions, cost per conversion and conversion value, to get

a sense of your ROI● More easily compare campaign reach to potential reach

Ad Management Tools - Ads ManagerTurn a Campaign, Ad Set or Ad on or off

Ad Management Tools - Ads ManagerEdit the budget, schedule, targeting and bidding

Ad Management Tools - Ads ManagerEdit multiple Campaigns, Ad Sets or ads at one

● Campaigns: you can edit the name, turn the

campaigns on or off and delete the campaigns

● Ad Sets: you can edit the name, turn the ad sets

on or off, edit your budget and delete the ad sets

● Ads: you can edit the name, turn the ads on or off,

edit bidding if applicable and delete the ads

Ad Management Tools - Ads ManagerCreate Similar Ads

Ads ManagerBusiness Manager is a tool to help businesses and agencies manage their Facebook Pages, ad accounts and apps in one

place. They can centrally manage different permission levels for team members working on ad accounts or Pages.

Ad Management Tools - Business Manager

Power EditorPower Editor is a bulk ads manager for businesses who want to easily manage a large number of ads, ads sets and/or

campaigns. It has additional features that are not available in the ads Create Tool.

Ad Management Tools - Power Editor

AD TYPES AND OBJECTIVES

Ads Create Tool - Ad Objectives

You advertise on Facebook to accomplish specific goals or objectives. Facebook allows you to focus your marketing on:

WEBSITE1. Send people to your website2. Increase conversions on your website

WITHIN FB3. Promote your page4. Boost your post5. Raise attendance at your event6. Get people to claim your offer7. Get video views

APP STORES8. Get installs of your app9. Increase engagement in your app

Ads Create Tool - Ad Objectives

You advertise on Facebook to accomplish specific goals or objectives. Facebook allows you to focus your marketing on:

WEBSITE1. Send people to your website2. Increase conversions on your website

Ads Create Tool - Ad ObjectivesClicks to Website

The main focus is to drive traffic to your website. These ads also have an optional “call to action” button.

Best use case: These ads drive traffic to websites. The

format has a longer copy, and the image will click right

through to your website.

Recommended Creative:

● Title: 500 characters

● Linked title: 1 to 2 lines

● Description: 2-3 lines

● Image specs in ad: 470 x 246 pixels

Ads Create Tool - Ad ObjectivesWebsite Conversions

Once you included your conversion pixel on your website, you can tell Facebook what you want to optimize your ads for (e.g.

checkouts, leads, registrations, etc.)

Best use case: Send people to sign-up or purchase pages.

Recommended Creative:

● Text: 90 characters

● Link title: 25 characters

● Image ratio: 1.91:1

● Image specs: 1,200 x 627 pixels

Ads Create Tool - Ad Objectives

What to measure?

● checkouts

● registrations

● leads

● key web page views

● adds to cart

● and other actions we call

website conversions

How to measure?

Copy and paste the conversion pixel

in between <head> and </head> in

the page where you want to track

conversions.

Ads Create Tool - Ad Objectives

You advertise on Facebook to accomplish specific goals or objectives. Facebook allows you to focus your marketing on:

WITHIN FB1. Promote your page2. Boost your post3. Raise attendance at your event4. Get people to claim your offer5. Get video views

Ads Create Tool - Ad ObjectivesPage Likes

Page Likes help you establish a credibility on the social site, and as soon as someone follows you, your company posts can show

up in their News Feed.

Best use case: These are the best types of ads

to increase Page Likes.

Recommended Creative:

● 90 characters

● Image ratio: 2.7:1

● Image specs: 1,200 x 444 pixels

Ads Create Tool - Ad ObjectivesPage Post Engagement

This type of ad can boost a status, photo, video, website link or offer that you’ve already posted to a much larger audience to

increase engagement (likes, shares and comments).

Best use case: These are the best types of ads

to drive engagement on your posts.

Recommended Creative:

● 90 text characters

● Image ratio: 1:1

● Image size: 1,200 x 1,200 pixels

Ads Create Tool - Ad ObjectivesEvent Responses

Write an enticing event invitation, and then promote it out to audience segments you think may find it interesting.

Best use case: Increase number of event attendees.

Recommended Creative:

● Title: 25 characters, maximum

● Recommended text: 90 characters

● Event details are pulled from the event

● Image aspect ratio: 1.39:1

● Image specs in ad: 100 x 72 pixels

Ads Create Tool - Ad ObjectivesOffer Claims

If you’ve created an offer on Facebook, you can continue to promote that out to other Facebook users.

Best use case: Finding new customer and driving them to

your site.

Recommended Creative:

● Text: 90 characters

● Offer title: 25 characters

● Terms and conditions: Up to 900 characters

● Image aspect ratio: 1.91:1

● Image specs in ad: Up to 470 x 246 pixels

Ads Create Tool - Ad Objectives

You advertise on Facebook to accomplish specific goals or objectives. Facebook allows you to focus your marketing on:

APP STORES1. Get installs of your app2. Increase engagement in your app

Ads Create Tool - Ad ObjectivesApp Installs / App Engagement

If you have a desktop or mobile application associated with your product you can then attach it to your company Page. Then you

can create ads that encourage users to download your app.

Best use case: Focus purely on app installs and engagement.

Recommended Creative:

● 90 characters

● Title: 1 line

● App name: 1 line

● CTAs include: Install Now, Shop Now, etc.

● No more than 20% text

Mini Quiz

Which campaign objective should you use to track what people do on your website after seeing

your Facebook ad?

1. Page Post Engagement

2. Clicks to Website

3. Website Conversions

4. App Engagement

5. Event Responses

AD PLACEMENT AND CREATIVE BEST PRACTICES

Ad Placement

Ad Units and Creative Best Practices

Ad Units and Creative Best Practices

Happy People, Pets and ChildrenBest performing images include images of happy women, pets and children.

Make your ad noticeableUse creative to capture people’s attention and get them to stop scrolling through their News Feed.

Ad Units and Creative Best Practices

Insert brand personalityAdd your brand personality into your creative. For example, insert your logo or stick to colors from your brand.

Ad Units and Creative Best Practices

Mirror your creative to where audience is in the sales funnelIf your audience is in the consideration phase, use creative to drive interest in your products or services. If your audience has demonstrated intent on your website, use creative with a strong call to action to drive the outcome you care about.

Ad Units and Creative Best Practices

Clear and solid value proposition & Call to action

● Clear Call-to-Action

● Currency amounts

● The word ‘Free’

● Your brand name (if it’s recognizable to your audience)

● A Value Proposition like ‘Win a Free Getaway!’ or ‘Learn

A/B Test Secrets’

● Include an action word (‘Rank Higher on Google’)

● Ask a question (‘Want to get more leads?’)

● Use negative words (‘Stop selling crappy SEO’)

Ad Units and Creative Best Practices

Keep it short and simpleWant [Blank]? Get our [Blank] to learn how.

Ad Units and Creative Best Practices

TARGETING

Targeting

Reach & Precision

Targeting Options

Methods of targeting users on Facebook:

● Core Audience

● Custom Audience

● Lookalike Audience

Targeting Options - Core Audiences

Core AudiencesCore Audiences are pulled from data related to demographics: geographic demographics, lifestyle/lifestage demographics,

purchase-based demographics, etc.

Target by:● Location

● Demographics

● Interests

● Behaviours

● Connections

Targeting Options - Core Audiences

Location

Targeting Options - Core Audiences

Demographics

Gender

Age Range

Other Demographics

Targeting Options - Core Audiences

Interests

Targeting Options - Core Audiences

Behaviour

Targeting Options - Core Audiences

Connections

Targeting Options - Custom Audiences

Custom AudiencesWith Custom Audiences, you can reach people based on an imported contact list or remarket to people based on the actions

they've taken on your website or mobile app.

Objectives:● Awareness: Build your brand

● Consideration: Drive intent with high-value

prospects

● Conversion: Acquire new customers by finding

people who are most like your best customers

● Loyalty: Cross-sell and upsell to recent

purchasers

Targeting Options - Custom Audiences

Types of Data

CRM Data:Email, phone numbers, iOS IDFAs, Facebook user IDs, app

user IDs

● Can be used for all objectives – acquisition, retention,

re-engagement

● Can mirror current efforts in email and direct mail

● Can be used to measure the incremental value you

receive from Facebook

Intent Data:People from your website, people from your mobile app

● Can be used for acquisition, cross-selling and upselling

● Can be used to automatically reach people based on

specific actions taken on your website or mobile app

● Can be used to remarket to people based on intent

Usage Examples

Turn Trial Users into Customers Generate Survey Responses

Targeting Options - Lookalike Audiences

Lookalike AudiencesLookalike Audiences identify people who share similar likes, interests or characteristics with the people you know.

Audience is similar to:● CRM Database

● Website visitors

● Mobile App customers

● Page Fans

Targeting Options - Lookalike Audiences

Select Audience Size based on Similarity and Reach

CASE STUDY: LEAD GENERATION

Step 1: Create Valuable Content

Content can be:

● Case Study● Whitepaper● Free Live Training● Webinar● etc.

TIP: post content on social networks to see which “lead magnet” is the most popular

Step 2: Define Target Audiences

Target Audiences:

1) Website visitors2) Website visitors lookalike audience (1%)3) Facebook fans4) Facebook fans lookalike audience (1%)5) Email list lookalike audience 6) Friends of people who have liked the Fan

Page

TIP: make sure to exclude your existing email list since they have already opted in.

Insert Conversion Pixel:

Step 3: Create Landing Page

Recommended Tool: Lander

Best Practices:

1) Clear value proposition2) Image3) Clear Call to action4) List of Benefits5) Social Proof

FUNNEL: See Ad > Click Link > Go to Landing Page > Enter Your Email > Get the Promised Bonus

Step 4: Create Onboarding Email

Step 5: Create Email Sequence

Email #1: To every subscriber

Subject: The thing you asked for

Thanks for checking out Videofruit! Here is the [insert name] bonus that you asked

for:[insert link to bonus]

Looking forward to helping you get started with [insert subject of bonus].

Quick question…What is the #1 thing you are struggling with on [subject of bonus]? Hit reply and let

me know. Would love to help you out!

-Bryan

PS: The absolute most important thing to [insert desired outcome] is growing your

email list. Install my free list-building app to help you do that.

[insert link to list goal]

Email #2: To everyone who didn’t install List Goal within a day

Subject: About your email list

Yesterday you downloaded the [insert bonus name]. Good first

step to [insert desired outcome]. However, the #1 most

important thing you need to do is to start growing your email list.

Why?

Check out what you’re able to do with even a tiiiiiiny email list.

Your homework for today is two-fold…

Action Item #1: Read the story linked above.

Action Item #2: Pick your list goal for the next 60 days.

Action Item #2: Download List Goal and use it to help you hit

your goal. Capisce?

Holler back at me if you hit any roadblocks.

-Bryan

TIP: Experiment with different subject lines & copies.

Step 6: Create CampaignACTION ITEM #1: SET UP TARGETING

1 Campaign

6 Ad Sets (1 per audience)

1 Ad per Ad Set

Step 7: Create CampaignACTION ITEM #2: Create the Ad (1 per Ad Set)

TIP: Make sure to remember Facebook’s 20% text rule in images.

SETUP

Step 8: Launch and Track Performance

(Duration: 1 Day)

Step 9: OptimizeStep 1: Kill the low-performing ad sets

Step 9: OptimizeStep 2: Re-allocate the budget for both ad sets onto the top-performing

ad set

Step 9: OptimizeStep 3: Match the copy in the ad to the headline on the landing page.

(This can potentially increase relevance and lower the cost)

Step 9: OptimizeStep 4: Only run the ads on Desktop

CASE STUDY: BUILD A BRAND FROM SCRATCH

Step 1: Create a Passion PageCreate a Facebook page around a passion relevant to your brand or

product.

TIP: Run targeted ads to promote the passion page

Step 2: Share Interesting Content for This Audience

Step 3: Start Sharing Blog Posts From Your Brand

TIP: Promote these posts to the same interests you used for building your fan base as well as targeting your fans. Make sure to install a Website Custom Audience pixel on your site.

Step 4: Remarket to New Website Visitors

Step 1: Keep promoting blog posts for the passion page; include website visitors in your targeting

Step 2: Run ads for your brand that target your website visitors for the below objectives:

● Page likes for your brand page● Opt-ins for your brand● Drive traffic for your brand● Sales for your brand

Data From Similar Experiment

Baseball Passion Page (performance after 6 days)

Baseball Passion Page

BUYING CHANNELS & BIDDING

Bidding OptionsOptimized for CONVERSIONS: Facebook automatically chooses “Optimized for” your objective.

Optimized for IMPRESSIONS (CPM): Also known as Cost Per 1,000 Impressions. Facebook will show your ad to people within your target audience as many times as possible. This tends to be best for small audiences, not broad ones. It can also be used for awareness, rather than wanting targeted users to perform an action.

Optimized for CLICKS (CPC): Also known as Cost Per Click. Facebook will show your ad to people within your target audience most likely to click.

Optimized for DAILY UNIQUE REACH: Similar to CPM. Facebook will show your ad to as many people within your target audience as possible, but no more than once in a day. Similar to CPM, this is a method to consider when targeting small, very relevant groups, where you know that anyone who sees the ad is likely to engage. This method should be used, though, if frequency is a concern.

OPTIMIZATION

Optimization

A/B TestingA/B testing can help you identify which ads are delivering the results you’re looking for.

You can test:● Ad Titles● Colors of key elements like the Call To Action● Images● Copy● Call to Actions (Sign Up Vs. Count me in!)● Element Position (Signup form on the left or right

side of the page)● Audience Targeting (for advertising, Men Vs.

Women)

Optimization

Optimization - Ad Set Level

Targeting needs to be A/B tested on an AD SET level

Optimization - Ad Level

Headlines, copies, images and calls-to-action, videos, placement need to be A/B tested on an AD level

Step 1: Control Group

You need to have a control ad (ad A) to compare the A/B testing results to.

Step 2: Create Ad B and Run your Test

A/B Testing the Image

Step 2: Create Ad B and Run your Test

A/B Testing the Details

Step 2: Create Ad B and Run your Test

A/B Testing the Ad Copy

Step 3: Interpret Results

Ad A: Control ad had a CTR of about .05%. Conversion rates were about 29%.

Ad B: The change in image has increased our CTR to .09%. Conversion rate stayed about the same at 28%.

Ad C: CTR was .07%. and conversion rate was 35%.

What does this mean?

Simple change of image increased our click-through-rate by 80% and change in ad copy and image increased the

conversion rate by 20%.

EXERCISE #1You’re a startup with a database of 200 customers, looking to drive highly targeted traffic to a landing page that collects email addresses.

1) Set up a Landing Page with Lander (landerapp.com)2) Develop a targeting strategy3) Create an ad

EXERCISE #2You’re a startup with currently only 43 Facebook likes and quite significant website traffic, looking to increase your Likes with real and relevant fans.

1) Develop a targeting strategy2) Set up 2 Ad Sets3) Create an ad

REPORTING

Ad Reports

Ad ReportsThese reports gather and display your most important metrics from your current campaigns, ad sets and ads.

Ad Reports

Ad ReportsCustomize the Columns in your report and use the filter function to further refine.

Ad Reports

Ad ReportsSave and schedule the customized report.

Google AnalyticsTraffic Sources >> Sources >> Referrals

Google AnalyticsSocial >> Network Referrals

Google AnalyticsSocial >> Network Referrals

Google AnalyticsUTM TRACKING

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