LSA Bootcamp Atlanta: Social Media for Time-Starved Entrepreneurs (Bizwire)

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© digiShare360 2014

Facebook Advertising

Dr. Jim Ruether

© digiShare360 2014

Digital Marketing Foundation

Phase One: Setup

Phase Two: Content Building

Phase Three: List Building

Phase Four: Paid Advertising

Phase Five: Analytics

Phase Six: Automation

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Facebook Mission Statement

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A Decade w/ Facebook

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Facebook Ads

Facebook Ads: 2007

Side Bar Ads

Engage / Not Interrupt

Right Message

Right Audience

Business Page: 2008

Engage-able Ads

Like / Share / Comment

Authentic / Legitimate

Non-Intrusive

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Facebook Ads

Facebook Fans: 2009

Like Button

Geo-Targeting

Custom Audience: 2012

Bulk Data Uploads

Targeted Ad Campaigns

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Facebook Ads

Facebook Exchange (FBX): 2013

Retargeting – Using Cookies

Track Behavior – Real Time Ads

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Massive Shift to Mobile

Mirrors TV viewing phenomenon of the 50’s

Accessibility:

First thing / Last thing we check daily

Consumer Behavior shifts to Mobile

88.6% of Smartphone users visit Facebook Monthly

Mobile is the closest connection to your Customer

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Massive Shift to Mobile

News Feeds

Multiple Device Experience

Constantly Updating

Ads do not feel intrusive

More Powerful Metrics

Proven Business Results

Content / Images / Video

4 Billion Videos per day

Preference / Brands

Beyond likes / follows

Awareness / Loyalty / Sales

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Why Advertise on Facebook

The 4P’s, 5C’s, STP of Marketing

The 3 Pillars of Value

Target Reach – Right people @ Right time

Customer Engagement

Trackable Results

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Reach

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Engagement

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Results

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Advertising = Outcomes

Measure

Optimize engagement

Trackable Results

Real People / Real Time

Better ROI

Reach new customers

Launch new products

Increase foot traffic (events)

Increase online sales

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Facebook Ad Terms

Conversion Pixel• Allows you to track ad effectiveness outside of the

Facebook network to other properties on the web.

Unpublished Page Post• A Page post ad that is targeted to a specific audience

and only appears in the Feed of the target audience.

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Conversion Pixels

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Facebook Ad Terms

ROAS (Return on Ad Spend)

• Used to measure the effectiveness of a Facebook marketing campaign.

Conversion Lift

• A scientific approach that uses randomized test and control groups to determine reach potential.

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Types of Ads

Cost Per Action (CPA) - The average amount you are paying for each action people take on your ads.

Cost Per Click (CPC) - The amount you're paying on average for each click on your ad.

Cost Per 1000 Impressions (CPM) - The amount you're paying per 1,000 impressions of your ad.

Impressions - The number of times your ad was served.(Mobile – per viewed / Desktop – per placement)

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Facebook Ads Placement

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How the Ad Auction Works

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Ad Selections

• Clicks - Total number of clicks on your ad.

• Boosted Post - Pay to enhance its reach.

• Promoted Post (Sponsored) - between a standard post and an ad.

• Conversion - completed actions, like purchases or adding to a cart on a website.

• Video Views - Number of times your video was viewed for 3 seconds or more

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Mobile News Feed

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Desktop News Feed

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Right Column - Sidebar

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Types of Target Audience

• Targeting - Core Audiences

• Targeting - Custom Audiences

• Targeting - Lookalike Audiences

• Facebook Exchange – Partner Relationships

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Targeting Tools

Interests / Demographics / Location / Behavior

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Best Practices

Plan Your Campaign• Define your Goals and Objectives• Test Measurement Strategy • Define Key Performance Indicators (Success)• Set short and long-term goals

Audience Insights• Segmentation – Demographics / Psycho-graphics• Geo-targeting• Message context to Target audience (Mirror)

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Best Practices – Ad Design

• One Focal Point per Ad

• Make Ad Noticeable

• Provide Information

• Provide Emotional Moments

• Mirror Content w/ Client

• Create Brand Personality

• Strong Call to Action

• Test / Test / Text

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Power Editor – Tool set

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Manage – Mass Operations

• Edit campaign settings

• Create multiple variations

• Change bids

• Modify budgets

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

• Add creative elements to ads

• Bulk Edit

• Saved or Split Audience

• Plan scheduling

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Power Editor – Bulk Ads Manager

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Campaigns / Ad Sets / Ads

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Facebook Ads Reporting

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Ads Manager

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

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Ads Manager

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Business Manager

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The Technology Platform

Fully integrated digital marketing and analytics platform

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Questions?

Dr. Jim RuetherDirector of Research, Bizwire

678.541.1806

jimruether@bzwire.net

http://Bizwire.net

Thank you!!

© digiShare360 2014

References

Facebook: https://facebook.exceedlms.com/uploads/resource_courses/targets/296417/original/build/index.html#/id/co-01

https://facebook.exceedlms.com/uploads/resource_courses/targets/296417/original/build/index.html#/id/co-02

https://facebook.exceedlms.com/uploads/resource_courses/targets/296417/original/build/index.html#/id/co-04

https://facebook.exceedlms.com/uploads/resource_courses/targets/296417/original/build/index.html#/id/co-05

https://facebook.exceedlms.com/uploads/resource_courses/targets/295760/original/build/index.html#/id/co-02

https://facebook.exceedlms.com/uploads/resource_courses/targets/295760/original/build/index.html#/id/co-03

https://facebook.exceedlms.com/uploads/resource_courses/targets/291695/original/build/index.html#/id/co-01

https://facebook.exceedlms.com/uploads/resource_courses/targets/291695/original/build/index.html#/id/co-02

https://facebook.exceedlms.com/uploads/resource_courses/targets/291687/original/index.html#/id/co-02

https://www.facebook.com/business/ads-guide/?tab0=Right%20Column

https://facebook.exceedlms.com/uploads/resource_courses/targets/291680/original/build/index.html#/id/co-02

https://facebook.exceedlms.com/uploads/resource_courses/targets/291702/original/build/index.html#/id/co-01

https://www.facebook.com/business/products/ads/

https://www.facebook.com/business/goals/build-awareness/

https://www.facebook.com/business/goals/increase-online-sales/

https://facebook.exceedlms.com/student/catalog#_=_

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