Facebook Advertising - Beyond the boost

Make it easy for customers.Online Advertising 101

Advertising OnlineBuilding Successful

Facebook Ads


RETHINK MARKETING?

We are a digital marketing agency focused squarely on helping our clients and the local business community achieve great results online.


Who?Anthony Congdon has spent the past 22

years the ICT sector in sales and marketing roles. He has a B.Bus, P.Grad DipBus(IS), is a

MAMI, AWIA, and is recognised as a CPM.


Why Facebook?

• 15m Australian active users• Unparalleled reach • Unparalleled targeting• Unparalleled accountability

.

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You have all kinds of options for you in terms of marketing, obviously, so why should you invest your time and energy and money on Facebook? Well, the first answer is that there’s now over one billion users on Facebook which is roughly a fifth of the world’s population. So no matter who you are trying to reach...across the world or in your backyard...they are on Facebook! But more important than reach is Facebook’s incredibly exhaustive and precise targeting options. You can show your ads to exactly who you want to see them...and nobody else.


51:00[Number of hours the average Australian user spends on Facebook

each month]


That’s 100 minutes the average Australian spends on Facebookevery single day…


demographics + psychographics +

behavior

And you can target them based on...

Combined together and you have the most powerful

advertising option available!

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Facebook is the only online ad platform that gives you the ability to target audiences based on a combination of demographics, psychographics, and purchase behavior - anytime, anywhere, and on just about any sized budget!


Location!Oh, and don’t forget...

Advertise around the world, or only within 5

minutes of your business .

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Facebook is the only online ad platform that gives you the ability to target audiences based on a combination of demographics, psychographics, and purchase behavior - anytime, anywhere, and on just about any sized budget!


But we’re just scratching the surface! Let’s dig a little deeper...


ADVERTISING ON FACEBOOK

Here are my 9 Reasons you should be


1. Reach• 51 percent of Internet users• Over 15 million Australians daily• Huge number of every demographic• Spending increasing time on Facebook


2. Precision targeting• Location (postcodes, suburbs, etc.)• Age and birthday• Education• Demographics• Interests• Relationship status• Buying behavior

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For example, if you are a children’s toy store located in Springfield you may want to target people who live in your city who are parents.


3. Cost control• Advertisers (you) control how much you

spend for each campaign• Budgets can be very low• Better targeting = less wasted spend


4. Cost efficiency• Precision = efficiency• FB’s measurability means you can

keep driving down your cost per click• Dollar for dollar, there’s no better way to get

the word out with relevancy


5. Interests targeting• Target people who have already shown

interest in particular topics and products!• Display ads to the people who are most

likely to be interested in your product or service

• Customize your ad so it’s more appealing to the audience you’re trying to reach


6. A/B testingJohn Wanamaker famously said that ‘Half of his advertising was wasted...he just didn’t know which half.’ With Facebook ads, it’s easy to test and know!

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Facebook will automatically allocate more of your daily budget to higher performing ads


7. Social proofSOCIAL PROOF IS POWERFUL STUFF!• 68% of FB users say a friend’s referral would

increase their chances of purchasing• Facebook ads are easily ‘liked’ and shared,

giving you the benefit of social proof • You can advertise to ‘friends of fans’ to

leverage social proof

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The average Facebook user has 130 friends. So if you advertise to friends of your fans and you have 100 fans you will be able to reach 13,000 of their friends… not bad!


8. Mobile targeting• Mobile traffic has surpassed desktop• 30% of purchases are now made from

mobile devices• Mobiles are location aware!• Facebook is a VERY popular mobile app• Reach your prospects on the go!


9. Organic Reach Declining• On average there are

1500+ stories which could appear in someone's news feed at any time, but the news feed shows only 300 of them


THE FOUR ELEMENTS OF A FACEBOOKCAMPAIGN

Target – Advertise – Convert - Measure


Offer

Ad

Target Measurements


• Choosing the right people, at the right stage of their buyer’s journey is critical

• Custom Audiences• Funnels

Creative Target


Do your research• Take advantage of targeting!• Use Facebook Audience Insights to find

targets to pursue• Research your audience to get their

demographic makeup (even if you think you already know)

• What other websites and brands do they frequent?


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By using tools like Facebook’s Audience Insights tool, I can learn a great deal of information about an audience I want to target. Here I searched for people interested in Organic Foods, and Facebook told me that 85% of my audience is women, that they are very likely to be married, college educated, and even work in certain fields. This is all information I can now use in my ad targeting.


Target very specific audiences• Women• Student• Ages 15 - 18• Lives in South West• Interests MTB• Likes Go Pro• Have visited the MTB

page on your website


• Presenting the right ad in the right format at the right time

Ad

How can you tell what is the best format for your ad?


State your purpose…Include a clear call to action you want your audience to take in the body text of your ad

– “Learn more”– “Join us”– “Click here”– “Enter your email address”– “Buy now”


Answer WIFM?Highlight any benefits, sales or similar specials that your business is offering

WhatsInIt

ForMe?


Use eye-catching imageryAlways:

– Uncluttered– Evocative– NOT STOCK– Relevant

Consider:– Close-ups– White background– Branded

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Use a simple, eye-catching image that is related to your ad text PNG format 110px x 80px Evocative (but not "shocking") No stock photos (boring!)


• Is your offer aligned with the audience, the ad and the conversion path?

Offer


Measure,Analyze

ActMeasure

Measurements


Track your results• Keep your eye on your analytics!!!• Look for a solid click through rate

(≥ 0.02%) or try a different approach• Focus on the conversion rate• Use built-in reporting to refine your

targeting• ALWAYS A/B TEST!


Don’t give up too easily• Does your ad suck? (Be honest)• Does your image stink?• Have you split tested?• Facebook advertising has worked for almost

every industry at this point – it’s about having the right strategy

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Too often advertisers/marketers will launch a Facebook ad campaign and see that they just spend $100 and got poor results and generalize that this must be the case for all campaigns on Facebook.


AND START WITH A PURPOSE IN MIND…Work out why you are advertising

Make it easy for customers.Online Advertising 101Exactly what do you want your ads

drive…• Traffic and Leads for Your Website• Sales and Leads for Your Product or

Service• Likes & Engagement for Your Page• Installs for Mobile or Desktop Apps• Visitors for Your Store or Event


ActionInterest/DesireAwareness

It all begins with why…

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Page Post Engagements – Boost a Post Any picture or status update that you post on your page will have an organic reach. You gain more exposure anytime anyone engages on your post by liking, commenting or sharing. These ads are an advanced way to boost your post to increase your engagements. If your post is already doing well on its own, this might be the way to go. This post is inviting you to like, comment or share. Once one of my friends engage with a post, I am granted exposure to the post along with all their other friends. Imagine how many people you could reach!!The following all showed up on my news feed because I had a friend engage with the post. Page Likes This is a proven way to get more fans for your page. Having “likes” is important because it gives your page a certain social proof. When you see that other people like the ad(and you will see your friend’s “likes” as you saw above), it is like a personal referral. I am sure you have seen many of these “like” ads. They make it easy to make one click and follow the business. Once you become a fan of a page, you are kept up to date with their news and offers. The more fans of your page, the broader your audience. I “like” the All Good Festival page, so I automatically see their posts. Clicks to Websites These ads are helpful when you are trying to get someone off of Facebook. Maybe you want someone to read your blog, or check out your website and become more familiar with your product. Once they are on your website, you may get an email opt-in. This ad wants you to read a blog. Website Conversions These will come in handy if you want to get someone to your page to “do something”. If you want someone to come purchase a product or webinar, then you should use a website conversion ad. This not only gets them to your page, but directs them to action. Check out this post that wants you to come make a specific purchase. App Installs If you have an app or program you want downloaded, this is the way to go. There are a lot of gamer apps on Facebook. I am sure you have received one of these from a friend that is engaging with an app. Event Responses Do you have a conference or big event coming up? These ads get you a yes/maybe/no response. You want to not only let your audience know about your event, but you want them to go ahead and RSVP. This is an event that a friend invited me to attend. Offer Claims If you have a special deal, try these ads out. They get someone to click and claim a deal/discount/or coupon. Everyone likes to feel like they are getting a deal! This will drive clients to your product. When I click the ad above, I am taken directly to where I would claim the offer.


Reach

Local Awareness

Brand Awareness

Creating Awareness

Awareness without a purpose often leads to disappointment.Beware the “cheap” reach of the right hand column

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App Installs

LikesEngagement

Website Traffic

Building Interest

Likes don’t pay the bills.Advertising for likes only makes sense if you have a great social media strategy in place.

RSVPs App Use

Offer Claims

Video Views

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Converting Sales

Store Visits

Web

Product Sales

Conversions App

Remarketing

Lead Generation

Think of the buyers journey.You can’t ask for a sale before you demonstrate real value.

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Facebook AdsGet out there and

make them work for you

Social Media

Facebook Advertising - Beyond the boost