Facebook Advertising in Omni-Channel Marketing

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1AMA Houston and White Hat Ops

Why FacebookAudience continues to grow, 2nd screen

Social Proof, Authority, Brand and Demand Generation

Social

Paid and Organic traffic, Demand Capture

Search

Foundation of all online activities

Analytics

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ContactEmailWeb

Multiple touchesbefore someone makes anonline decision for contact, newsletter or purchase.

Multi-Touch Channels

News Feeds

SocialReviews

Comparison

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Pay to Play vs Level Playing FieldNow everyone has access to same data

10-20%2%

• Affinity, Engagement and Paying for Reach• EdgeRank changed the game, Organic posts only reach about 2% of

high affinity audience in initial post. • But, everyone has same access to the data if they learn how to utilize

it.

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How to get Started

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Pixel SetupMagic happens beyond this point

Facebook Pixel Helper in Chrome for verification

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Boost vs Campaign

Monitor Posts for Activity

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Define the Campaign

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Aware Problem Solution Deal

Choose Your Audience How do you create the funnel? What role should it play?

Who is the audience? How do we know if reaching them?

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Define the Objective

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Choose LocationMobile Ads

Device Specific

Desktop FeedMobile Feed

Right Column AdsInstagram

Different locations have different conversion rates and costs

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AudienceTargeting

Demographics

Interactions

Multiple Smaller Audiences

Local, National,Or WorldwideInterests

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Look Alike Post, Page, Engagements

Custom AudiencePower of Data Connections

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Email Subscribers

Page Likes

Topic andInterest

WebsiteVisitors

Look Alike AudienceLet Facebook Make the Connection

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Targeting

Look Alike AudiencesDon’t have to be creepy

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Details Matter

Get FancyCombinationsDon’t have to be creepy

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Create Successful Facebook Ads

2 components:Great Design, Right

Audience

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Choose Your CreativeStart With an Image to Keep It Simple

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Facebook Ad

Typical Elements of an Ad

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Headlines

Short and SimpleLimited Space – Get to the Point

Science of Successful Facebook Ads

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What Works

• Pattern Interrupt• Data and Numbers• Yours, Now, New – But not You• Sentiment Neutral• Include Domain URL• Learn, Shop, Sign Up

Science of Successful Facebook Ads

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Sell to SomeoneWho Knows You

Don’t forget to introduce yourself first.Sales not likely if they don’t know who you are.

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Photo Standards

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https://www.facebook.com/ads/tools/text_overlay

20% Rule

Image Text Check

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https://docs.google.com/spreadsheets/d/1IpTYTTMJLcSXcPDtW9zSbPBHQyRdrLfKERohGIIkE_Q/edit#gid=1990145635

1:1, 1.9:1

Creative Sizes

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Budget and Analysis

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01

Testing AdsLike Images

Call To Action

Test Headlines

0203

04

Audiences

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1012

0

If you increase budget rapidly, Parameters are reset.

Increase Slowly

Adjust budget to winning campaigns and duplicate.

Turn Off Under Performing

Decide where on websiteAd slots will be placed and the size.

Start Low

$5 Min

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Reporting

https://www.marketingcloud.com/sites/exacttarget/files/Facebook-Ad-Benchmarks-SFMC.pdf

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Contact usWhite Hat OpsEthical, Sustainable Search

Facebook.com/whitehatops

info@whitehat-ops.com

Thank You