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Facebook Marketing Workshop
By Aniekan Okono(Teachera.org)
“Doing business without advertising is like winking at a girl in the dark. You know what you are doing but nobody else does.” ― Steuart Henderson Britt
Introduction
1. Why Facebook?2. Terminologies3. Advertising budgets4. Ad Types5. Audiences6. Power Editor7. Retargeting8. Steps
Things we’ll talk about and put into practice.
Why Facebook Advertising?
● Trackable● Remarketing possibilities● Affordable( Depending on
optimizations etc)● Uber- Perfect for Mobile App
Downloads● Good for Business to
Consumers(B2C)● Good for SEO(Engagements
and social signals)*● Useful when you don’t have
existing resources to tap into
Digital Advertisement
Terminologies you’ll come across.
● oCPM (Optimized CPM is a bid type that shows your ad to people who are more likely take the action you want.)
● CPM( Cost Per Mille or Impression or Thousand)
● CPC( Cost Per Click)● CTR(Click thru rate or
conversion rate)● Bid or Bidding
No one knows exactly how much a specific campaign is going to cost.
The quality of your ad can send the cost of your ad skyrocketing or lower it dramatically.
Calculating your ad budget
My favorite calculator onlinehttp://www.entrepreneur.
com/calculators/payperclickroi.html
● CTR based on visitors on your site.
● CTR or conversion rates varies based on colors, call to action on the site, responsiveness of the website, loading speeds etc
● Check the industry average of CTR for your product or service and or conduct an experiment.
● Use 0.7% or 0.9% to have a very realistic view and then try 1.2%
Calculate Buyer’s Life-Time Value (LTV)
Calculating your ad budget
● What is the cost per buyer or Customer Acquisition Cost?
● How much will the person buy from you or Average Order Value?
http://customerlifetimevalue.co/
Pro TipsSo you’ll get reduced bounce rates
● Install Hotjar or any other mouse tracking tool.
● Allow Facebook auto bid● Facebook can or will send your
ads to people who just like clicking anything.
● Posts to page audience has been downgraded to 8% . Is it worth still to pay for likes?
● Try clicks to website and pay per impression.
The audience you choose will directly affect how much you’re paying for Facebook Ads.
Know you ad relevancy scores
The higher an ad’s relevance score is, the less it will cost to be delivered.
Example of different cost for different ad images.
Source: Adespresso.com
Conversions or cost? Or both? Or None?
Average costs suggestions according to Adespresso’s research
Cheap likes? 0.01 Cents. Some Not Useful. Why?
Cost Per App Installs ?
Ad TypesWhich ones are the best?
● Carousel(Sell complementary items)
● Video Views● Local Awareness● Offer Claims● Slideshows(Video or
alternative)
Offer ClaimsThings to note
● Little space for messages or content.
● Suitable for re-targeting● Customer may abandon
completion if certain variables don’t fit their criteria. Be smart!
● Can sometimes be more expensive. Watch out!
Sponsored Post
● Use it as an advert through power editor.
● Sponsored post alone can be expensive.
● Can add one or two links or more. All links will be shown on the advert copy. Better than using create ads directly.
● Can’t edit post after(Drawback)
Facebook Leads
● Useful if you only need emails addresses, phone numbers , first and last name.
● Useful to test ideas.● Useful to build newsletters
audience.● Not useful for getting users. It is
double work. Unless they allow you get passwords or users automatically signup with Facebook button.
● Only through power editor
AudiencesBasic Business Questions
● Who are your customers?● Where do they live?● What type of jobs do they
have?● What is their education level?● How old are they?● What languages do they speak?
Laser Targeting Where Necessary
Start small and test many things..
Power Editor
● Image Library - Reuse images.● Create Campaign● Create Advert SET under
campaign● Create Advert under Advert
SET under campaign● Only works in Chrome browser
Power Editor
● Allow Facebook Bid.● CPM or CPC?● Create Advert SET under
campaign● Create Advert under Advert
SET under campaign● Only works in Chrome browser
Power Editor
● CPC means all things clickable (beware).
● Post Engagements and page likes are two different things. Page likes are part of post engagement
● Website conversions and Clicks to website are two different things
● Maybe you need conversions instead of engagements. Page likes come by default even while running the ads unless you want to speed it up.
RetargetingRetargeting your ads to increase
conversions.
● You get back some lost traffic● You can use it to send
reminders by changing the message.
● Facebook offers reduced cost per conversion
● Requires a pixel to be added to your website.
Pro Tip
● 1 USD 1 Euro● 0.01 USD not 0.01 INR (Indian
Rupees)● Difference in currency can be 5
or 3 extra clicks● Developing countries are way
cheaper.●
Steps to proceed
1. Create your audience2. Create a post. Add a suitable
image. 3. Boost the post. 4. After the post is approved,
pause it.5. Get on power editor.6. Create Campaign-Advert SET,
use the existing audience. 7. Create advert using the existing
post on your Facebook page.8. Add Pixel and create
conversions if you did not do so before starting. (Optional)
Multiple advert sets per campaign
Make sure your targets know what they are ordering or signing up to.
Multiple images per advert set. Pause non performing ones.
SummaryThings to remember.
● Why you need Facebook Ads● Terminologies● Calculating your budget● Different Advert Types● Audiences● Using the power editor● Retargeting● Steps to proceed● Conversions or clicks or
impressions or engagement
Questions ?
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