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

© digiShare360 2014

Facebook Advertising

Dr. Jim Ruether


Digital Marketing Foundation

Phase One: Setup

Phase Two: Content Building

Phase Three: List Building

Phase Four: Paid Advertising

Phase Five: Analytics

Phase Six: Automation


Facebook Mission Statement


A Decade w/ Facebook


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


Facebook Ads

Facebook Fans: 2009

Like Button

Geo-Targeting

Custom Audience: 2012

Bulk Data Uploads

Targeted Ad Campaigns


Facebook Ads

Facebook Exchange (FBX): 2013

Retargeting – Using Cookies

Track Behavior – Real Time Ads


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


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


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


Reach


Engagement


Results


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


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Unpublished Page Post• A Page post ad that is targeted to a specific audience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


Conversion Pixels


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.


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)


Facebook Ads Placement


How the Ad Auction Works


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


Mobile News Feed


Desktop News Feed


Right Column - Sidebar


Types of Target Audience

• Targeting - Core Audiences

• Targeting - Custom Audiences

• Targeting - Lookalike Audiences

• Facebook Exchange – Partner Relationships


Targeting Tools

Interests / Demographics / Location / Behavior


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)


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


Power Editor – Tool set


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

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


Power Editor – Bulk Ads Manager


Campaigns / Ad Sets / Ads


Facebook Ads Reporting


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


Ads Manager


Business Manager


The Technology Platform

Fully integrated digital marketing and analytics platform

http://digishare360.com/client-area/dashboard.php


Questions?

Dr. Jim RuetherDirector of Research, Bizwire

678.541.1806

[email protected]

http://Bizwire.net

Thank you!!

http://bizwire.net/


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/291687/original/index.html#/id/co-02

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



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#_=_

https://facebook.exceedlms.com/uploads/resource_courses/targets/296417/original/build/index.html%23/id/co-01








https://facebook.exceedlms.com/uploads/resource_courses/targets/291687/original/index.html%23/id/co-02

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



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%23_=_