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Lorri Ratzlaff presents: Getting Comfortable with Facebook Ads For the Ocean Park Business Association

Getting Comfortable with Facebook Ads

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This is a presentation I gave to a local group of entrepreneurs and small business owners. It surrounds the topic of Facebook ads.

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Page 1: Getting Comfortable with Facebook Ads

Lorri Ratzlaff presents:

Getting Comfortable with Facebook Ads

For the Ocean Park Business Association

Page 2: Getting Comfortable with Facebook Ads

My name is Lorri Ratzlaff and I am PASSIONATE about helping business owners and entrepreneurs get results with social media! I’ve been breathing, eating and sleeping social media since 2007 and while some call me an expert, I call myself a student because the learning never ends.

I’m grateful and feel very blessed to have the opportunity to share and teach what I love with entrepreneurs and business owners of all varieties since 2011, when I became a certified social media manager.

I have managed accounts, trained and consulted on many levels and am currently a HootSuite Ambassador as well, which is a big honour!

Here is a list of the types of accounts / businesses I have helped since 2011:

• Automobile Dealerships• Mortgage Broker• Notary Public• Real Estate Agents• Financial Planner / Adviser• Furniture Store• Golf Course• Specialty Health Food Store• International Trampoline Company• Vacuum Manufacturer / Distributor• Specialty Horse Farm

My motto has always been “A poorly planned and executed Social Media presence is worse than NO presence at all.”

My passions are public speaking and blogging! For me to get out there and meet and connect with you, and then blog about the stories that are created, is a really great day! Thus, my tagline of “got story”!

Page 3: Getting Comfortable with Facebook Ads

Getting Comfortable with Facebook Ads

What you will learn today:

• HOW to make Facebook ads

• WHY you should make Facebook ads

• & a Few Little Known TRICKS for targeting your Ideal Client / Customer

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The First, and Most Important Step -- Know Your Target Market

• What is their location, language, education, shopping preferences, etc?

• There are even craftier, more complex, ways of targeting your audience which are very advanced. If you are interested in learning these please make an appointment with me to learn more.

• What are their problems, victories, hobbies, interests, lifestyles; what drives them?

• How can you solve their problems?

Entrepreneur 101 Drilling down to your ideal customer/client will be easier when you know your target market really well!

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How to Make Facebook Ads

You can pay for advertising on most all of the social networks now, but I prefer Facebook for the sheer

fact that it is still #1 and that their ad platform is SO functional.

Here is a step by step tutorial on how to make specific Facebook ads:

Go to http://facebook.com/ads/manage and click Create Ad

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Choose which TYPE of ad you want. These are your options (the first four on this list are those one I personally use most for myself and my clients):

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If you are just STARTING your Facebook page and are in building mode, I would put most of my ad dollars into this the “Page Likes” Facebook ad. I recently had a client spend $10 per day on Facebook “likes” and built up his page to approximately 400 likes in a few days.

“Clicks to Website” is effective for driving traffic directly to your current website, a sales page or some sort of “landing page”.

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“Page Post Engagement” is the ad function I probably use the most. If you admin a Facebook page already you’ll notice that engagement is down dramatically over the last 6 months to a year. Some sources say that only about 6 – 10% of people who LIKE your page actually see your posts. While this can feel discouraging, it is understandable seeing as there are over 1 Billion active users on Facebook each and every month. It is for this VERY REASON, however, that I encourage Facebook advertising the most, as your audience is greatest, and your perfect customer/client is most attainable!

If you admin more than Facebook page you will choose from this drop-down menu, as you see here. Choose your page and then carry on to the next step, which is:

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Ad Placement:

This is a little bit controversial, but it is my recommentdation that your REMOVE the Mobile News Feed and Right Column feed ad. Stats show that while the majority of people most frequently access their Facebook from their smartphones, they typically do not CLICK the ad links until they are on their desktop.

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These Newsfeed ads look like this:

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How to Optimize Your Facebook Ad

Once you’ve chosen which type of ad you want to run, this is how you optimize it.

Choose your locations, age, gender and language (if you feel that is important).

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MORE important is the following activity:

Choosing the Interests of your best client / customer is the MOST EFFECTIVE way of “drilling down” using Facebook ads. For example, let’s say your target market is 50 year old women who like to drive Harleys. You would enter the age and gender accordingly, then search “Harley Davidson” in the Interests section.

NOTE: Don’t let Facebook SUGGEST interests to you at this point. They are far more interested in you SIMPLY PLACING AN AD as opposed to you really targeting your specific market. Take the time to search for specific interests at this point.

You can enter as many interests as you like which relate to your ideal client and / or customer.

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The following diagrams explain about the money part of placing your ads. First, set your budget. You can set a daily budget then choose how long you would like your ad to run. Or, you can set a lifetime budget and again, set it for a specific time period or have it run indefinitely. The choice is yours. Call your Ad Set something that makes sense to you, for the purposes you are placing the ad.

This is what I do, and not what you need to do, but it is what I recommend as this is what gets you (most typically) the lowest PPC (price per click). Simply follow the red arrows:

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I typically set my price to somewhere around $0.50 per click. The more clicks you actually have, the lower the price will be. This simply means that the price will not go OVER this set amount per click.

Once this is done, simply review your order, to make sure you have set everything accordingly.

NOTE: I like to ensure that my ad reaches a MINIMUM of 25,000 people when at all possible. Reaching too many people often makes the ad invisible, and reaching too few people makes it not worth your while.

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If you leave with only ONE thing today, leave with this! DO NOT DO THIS:

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Important Note: The Page Post Engagement feature is different from the “Boost Post” feature which is found on your Fan Page next to the Post button.

When you use the Boost Post option you’re actually paying up to 24x MORE for the same amount of impressions [e.g. $6 per CPM!]

Treat your Facebook page as a store front. Tend to it daily, provide great customer service and attract your BEST customer with your knowledge, information and entertainment value.

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A Smooth Trick for Gaining New Customers

Here is a trick I learned recently for finding NEW Ideal clients / customers based on your current Facebook page fans.

1. Take your current top 10 best customers from your database and search their email address / name on Facebook. Go to their likes [assuming they don’t have them hidden from public view] and create a spreadsheet of common interests. What you are doing here is finding things you can target for new customers. Look for the 1-2 similar likes across your top customers. That’s who you can target.

2. Go to a competitors fan page and look at the people who like that page. Click on their profiles and do the same as above.

Caveat: DO NOT (again) let Facebook recommend broad interest categories for you. Facebook’s goal is your money. They want to show your ads to whoever is most likely to click. But it’s your job to ensure they are targeting people that WILL actually click.

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A Final Side Note on the Other Social Networks

Each platform has a different audience, so be sure to know where they spend the most time. Send them a free survey [surveymonkey.com] if you are unsure.

Twitter is the “water cooler” moment, brief quick chats with people you hardly know or don't know (yet) -- great for making new contacts, developing new business relationships.

Facebook is a “dinner party” -- you know who the guests are (you've invited them) and you can have a more in depth (longer) discussion.

Google+ is the “Facebook” for geeks -- nerd, techie minded people.

LinkedIn is your online professional resume -- groups are for discussing areas of your industry and to network by adding value & showcasing your expertise. Get connected to people key to your business through introductions from your own network.

YouTube often misunderstood -- it's a valuable networking tool -- leave comments, subscribe to people etc. Also (of course) superb for showing people visually how awesome you are!

Pinterest is [primarily] for women, moms, evening shoppers, those needing inspiration, collectors, infographic seekers, fitness motivators, and anyone looking for something highly visual

Instagram is for sharing, branding, connecting, storytelling.

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Contact information

I can most easily be reached online:

facebook.com/makingsenseofsocialmedia

twitter.com/lorriratzlaff

ca.linkedin.com/in/lorriratzlaff

Other contact information:

[email protected]

makingsenseofsocialmedia.org

604.852.0695

I have consulting, training and management packages available in a variety of price ranges; all available on my website at makingsenseofsocialmedia.org. If you are need of a presentation, please also visit my Contact Page.