HashtagDontBoost

MAKING THE MOST OUT OF !SOCIAL MEDIA ADS.

DON’T BOOST.

WITH JOSH KRAKAUER

HashtagDontBoost

October 8, 2014

Sponsored by

HashtagDontBoost

“WHAT ARE SOME OF YOUR BURNING QUESTIONS ABOUT FACEBOOK ADS?”

HashtagDontBoost@JHKRAK

HashtagDontBoost

WE ARE SCULPT.

HashtagDontBoost

HashtagDontBoost

WE LOVE FACEBOOK.

HashtagDontBoost

(we talked about it here in 2012)

HashtagDontBoost

BUT SOMETHING HAPPENED.

HashtagDontBoost

AND THEN, MORE HAPPENED.

HashtagDontBoostwearesculpt.com

“EVERY TIME YOU BOOST A POST, A KITTEN DIES, PROBABLY THIS ONE.”

HashtagDontBoost

how  many  people  on  facebook  does  it  take  to  have  a  successful  boosted  post    how  to  manage  and  boost  a  facebook  page  edit  boosted  post  facebook  is  boost  post  the  same  as  an  ad  best  way  to  boost  facebook  post  why  cant  i  boost  post  on  facebook  best  4me  to  boost  facebook  post  how  to  add  interests  to  promote  your  facebook  page  promote  or  boost  facebook  favebook  boost  post  when  is  the  best  4me  to  boost  facebook  posts  how  to  boost  post  on  facebook  should  i  use  the  promote  boost  on  facebook  whats  more  useful  boos4ng  posts  or  ads  how  good  is  the  boost  page  in  facebook  what  is  boost  post  on  facebook  page  what  is  boost  posts  on  facebook  how  does  facebook  boost  a  post  facebook  boost  post  not  working  best  4me  to  boost  facebook  ads  boos4ng  a  post  vs  ads  manager  interests  for  boos4ng  9  post  how  to  boost  post  on  facebook  boosted  posts  on  9  how  to  promote  now  that  facebook  is  making  you  boost  posts  

facebook  boosted  post  dura4on  boost  post  how  to  boost  facebook  page  facebook  boost  interest  promoted  post  vs  boost  post  does  facebook  boost  post  work  facebook  adver4sing  versus  facebook  boosts  boost  on  facebook  fscebook  and  boost  posts  facebook  boost  post  mul4ple  how  to  best  use  a  facebook  boost  boost  post  interests  facebook  boost  vs  promote  facebook  boost  post  targe4ng  iowa  city  sculpt  is  page  boos4ng  be:er  than  promo4ng  page  wham  boos4ng  versus  promo4ng  facebook  boos4ng  facebook  posts  with  interests  no  link  to  boost  facebook  post  elements  of  office  culture  boost  post  vs  sponsored  post  posts  to  boost  boost  post  how  to  used  interests  in  promo0ng  pages  in  3  3  how  to  boost  a  post    is  boost  post  the  same  as  an  ad  best  way  to  boost  facebook  post  why  cant  i  boost  post  on  facebook  best  0me  to  boost  facebook  post  sculpt  media  

{ ORGANIC SEARCHES }

HashtagDontBoost

TO BOOST, OR NOT.

HashtagDontBoost

DIFFERENT TOPICS FOR A DIFFERENT DAY.!!

SETTING UP ADS ACCOUNT. MAKING THE CASE FOR SOCIAL.

SOCIAL MEDIA STRATEGY BEST PRACTICES. OTHER PAID DIGITAL MEDIA PLATFORMS.

(josh@wearesculpt.com)

HashtagDontBoost

TODAY, HERE’S HOW I WILL HELP.

HashtagDontBoost

PROVIDE TIPS TO HELP YOU UNDERSTAND AUDIENCE AND TARGETING.

HashtagDontBoost

MAP OUT THE RIGHT ADS, FOR THE RIGHT OBJECTIVES.

HashtagDontBoost

WALK YOU THROUGH HOW TO SETUP ADS PROPERLY. TEST. THEN OPTIMIZE.

HashtagDontBoost

HELP YOU DIG INTO THE DATA.

HashtagDontBoost

WALK THROUGH A REAL CASE STUDY.

HashtagDontBoost

TOUCH ON TWITTER ADS.

HashtagDontBoost

LEAVE TIME FOR YOUR BURNING QUESTIONS.

HashtagDontBoostHashtagDontBoost

BUT FIRST.

HashtagDontBoost

- ME.

“DON’T BOOST.”

HashtagDontBoost

HERE’S WHY.

HashtagDontBoost

QUICK. EASY. EFFECTIVE.

HashtagDontBoost

ONLY ONE AD AT A TIME NO PLACEMENT TARGETING

LIMITED INTERESTS TARGETING BROAD FRIEND OF FANS TARGETING

REACH BASED, NOT OBJECTIVE BASED

HashtagDontBoost

HashtagDontBoost

LET’S DO IT THE RIGHT WAY.

HashtagDontBoost

HashtagDontBoost

HashtagDontBoost

ADS MANAGER BUSINESS MANAGER POWER EDITOR

HashtagDontBoost

1) UNDERSTAND OBJECTIVES

HashtagDontBoost

WHAT DO YOU CARE ABOUT?

HashtagDontBoost

DRIVING IN-STORE TRAFFIC REFERRING WEBSITE TRAFFIC

ACQUIRING NEW CUSTOMERS OR LEADS GENERATING BRAND AND TOP-OF-MIND AWARENESS

BUILD AN ENGAGED AUDIENCE OF CUSTOMERS

HashtagDontBoost

MATCH YOUR BUSINESS GOALS WITH OBJECTIVES.

HashtagDontBoost

HashtagDontBoost

CLICKS TO WEBSITE.

HashtagDontBoost

PAGE POST ENGAGEMENT.

HashtagDontBoost

TIP: PROMOTE AWESOME ORGANIC CONTENT. ONLY.!

HashtagDontBoost

PAGE LIKES.

HashtagDontBoost

2) UNDERSTAND STRUCTURE

HashtagDontBoost

AD CAMPAIGN = OBJECTIVE LEVEL AD SET = TARGETING LEVEL

INDIVIDUAL ADS = CREATIVE LEVEL

HashtagDontBoost

3) UNDERSTAND BIDDING.

HashtagDontBoost

CPM - IMPRESSIONS CPC - CLICKS

CPA - ACTIONS oCPM - OPTIMIZED FOR ACTIONS

HashtagDontBoost

HashtagDontBoost

GOAL: LOWER THAN $1 / ACTION*

*Helpful benchmark to start

HashtagDontBoost

4) UNDERSTAND AUDIENCES + TARGETING

HashtagDontBoost

LOCATION, LOCATION, LOCATION.

HashtagDontBoost

KNOW YOUR PLACEMENTS.

HashtagDontBoost

LOWER IMPRESSIONS. CAN BE MORE EFFECTIVE FOR LEAD GEN.

DESKTOP (NEWS FEED)

HashtagDontBoostTYPICALLY MOST EFFECTIVE FOR SOCIAL ENGAGEMENT AND REACH.

MOBILE (NEWS FEED)

HashtagDontBoost

TIP: SETUP IN SEPARATE AD SET.

RIGHT COLUMN

HashtagDontBoost(video)

HashtagDontBoost

TARGETING: KNOW YOUR AUDIENCES.

DEMOGRAPHICS INTERESTS

BEHAVIORS!CONNECTIONS

CUSTOM (CUSTOMER)

HashtagDontBoost

DEMOGRAPHICS

HashtagDontBoost

DEMOGRAPHICS

HashtagDontBoost

TARGETING: CUSTOM AUDIENCES

HashtagDontBoost

*ADVANCED

*

CUSTOMER LIST

EMAIL LIST

WEBSITE VISITORS

MOBILE APP USERS

HashtagDontBoost

*ADVANCED

*

TARGETING: LOOKALIKE AUDIENCES

REACH NEW PEOPLE WHO ARE SIMILAR TO AN AUDIENCE YOU CARE ABOUT.“

”

HashtagDontBoost

*ADVANCED

*

CUSTOMER LIST

EMAIL LIST

WEBSITE VISITORSFACEBOOK PAGE FANS

TARGETING: LOOKALIKE AUDIENCES

HashtagDontBoost

TIP: DOWNLOAD YOUR DATA

- ACCOUNT SETTINGS

- DOWNLOAD A COPY

- ADS.HTM

HashtagDontBoost

TIP: LEVERAGE GRAPH SEARCH

HashtagDontBoost(video)

HashtagDontBoost

TIP: SPLIT-TEST ADS

EXPERIMENT.

MEASURE.

LEARN.

HashtagDontBoost

TIP: SPLIT-TEST ADS

HashtagDontBoost

BEWARE OF 20% TEXT RULE

*IMPORTA

NT*

HashtagDontBoost

TIP: SPLIT-TEST AD SETS!!

MOBILE VS. DESKTOP MALE VS. FEMALE

INTEREST ONE VS. INTEREST TWO

HashtagDontBoost

2.02% 1.889%1.125%

HashtagDontBoost

PUTTING IT ALL TOGETHER.

HashtagDontBoost

5) UNDERSTAND GREAT CREATIVE.

HashtagDontBoost

6) UNDERSTAND THE DATA

HashtagDontBoost

*ADVANCED

*

CONVERSION TRACKING.

HashtagDontBoost

*ADVANCED

*

CONVERSION TRACKING.

HashtagDontBoost

DIG INTO AD REPORTS.

*ADVANCED

*

HashtagDontBoost(video)

HashtagDontBoost

CASE STUDIES IN ACTION.

HashtagDontBoost

PATRICK, THE COMPUTER GUYThe Computer Guy serves the home and home office computer user with reasonable rates and reliable service. We specialize in virus removal, home networking and data recovery.

My audience tends to be females in a 50 mile radius of Hampton, Iowa who are between 40 - 75.

- Drive website traffic - Acquire new customers or leads - Generate brand and top-of-mind awareness - Build an engaged audience of past and prospective customers

TARGET AUDIENCE

OBJECTIVES

HashtagDontBoost

I want to know how to best run an ad campaign that will draw customers to my Facebook page,

website and cellphone.”“

HashtagDontBoost

d

`

HashtagDontBoost

Gender: females Location: 50 mile radius of Hampton, Iowa Age: 35-44, 45-54, 55-64, 65+

RECIPE

TARGETING

• Target email list (custom audience) and lookalike fans • Limited time offers for maintenance or routine services • Direct Response link posts (free / low-risk offer) with CTA buttons,

that track submissions or downloads • Promote most engaging posts to fans only, and target audience • Page Lookalike Audience targeting for new fans

HashtagDontBoost

HashtagDontBoost

TWITTER ADS: WHAT TO KNOW

HashtagDontBoost

WEBSITE CARDS LEAD GEN CARDS

HashtagDontBoost

AUDIENCE MANAGER CONVERSION TRACKING

HashtagDontBoost

NEVER STOP LEARNING(RESOURCES)

HashtagDontBoost

facebook.com/advertising

HashtagDontBoost

HashtagDontBoost

HashtagDontBoost

SO, IS IT WORTH IT.

HashtagDontBoost

1) TARGET APPROPRIATELY. 2) OPTIMIZE USING INSIGHTS. 3) UNDERSTAND OBJECTIVES.

4) TEST EVERYTHING.

HashtagDontBoost

“DON’T BOOST.”

HashtagDontBoost

HOW CAN I HELP YOU?