FACEBOOK ADVERTISING 101 #WOWWEBINAR Private and Confidential. - - PowerPoint PPT Presentation

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FACEBOOK ADVERTISING 101 #WOWWEBINAR Private and Confidential. - - PowerPoint PPT Presentation

Nov 15, 2022 49 likes •755 views

FACEBOOK ADVERTISING 101 #WOWWEBINAR Private and Confidential. Property of Whereoware, LLC. ABOUT US PRIVATELY HELD DIGITAL AGENCY 17 YEARS OF EXPERIENCE PERSONALIZED WEBSITES EMAIL CAMPAIGNS SEO & PPC

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FACEBOOK ADVERTISING 101

Private and Confidential. Property of Whereoware, LLC.

#WOWWEBINAR

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ABOUT US

  • PRIVATELY HELD DIGITAL AGENCY
  • 17 YEARS OF EXPERIENCE
  • PERSONALIZED WEBSITES
  • EMAIL CAMPAIGNS
  • SEO & PPC
  • CLOUD-BASED SOLUTIONS AND MOBILE APPS
  • DATA INTEGRATION
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FACEBOOK ADVERTISING 101

WHY FACEBOOK ADVERTISING

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2 BILLION FACEBOOK USERS A MONTH

https://newsroom.fb.com/company-info/

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RETAILERS' AVERAGE RETURN ON INVESTMENT FOR AD SPEND ON FACEBOOK INCREASED 75% OVER THE LAST YEAR

https://www.digitalcommerce360.com/2016/07/25/retailers-average- return-facebook-ad-spend-jumps-75-q2/

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FACEBOOK ADVERTISING VS ADWORDS PAY-PER-CLICK

VS

KEYWORD-BASED GOAL: AWARENESS & CONSIDERATION 81% OF INTERNET USERS* AUDIENCE-BASED

*http://ir.comscore.com/releasedetail.cfm?releaseid=1022772

96% OF INTERNET USERS* GOAL: PURCHASE PRODUCT MATURITY: LOW PRODUCT MATURITY: HIGH FACEBOOK ADWORDS

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HOW TO SET UP BUSINESS MANAGER

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FACEBOOK BUSINESS MANAGER

Why

  • Manage access to Facebook pages

and ad accounts

  • House multiple ad accounts under
  • ne business manager
  • Work with agencies

Musts

  • Claim your Facebook page (create
  • ne if you don’t have one already)
  • Claim your advertising account

BUSINESS MANAGER PAGES PEOPLE AD ACCOUNTS

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1. Go to business.facebook.com. 2. Click Create Account. 3. Enter a name for your business. Select the primary Page. Enter your name and work email address.

SIGN UP FOR FACEBOOK BUSINESS MANAGER

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BOOSTED POST VS FACEBOOK AD

VS

BOOSTED FACEBOOK AD WHERE: Facebook timeline TARGETING, BIDDING, PLACEMENT, FORMAT: Limited DIFFICULTY: Super simple WHERE: Facebook ad manager TARGETING, BIDDING, PLACEMENT, FORMAT: Advanced DIFFICULTY: More advanced

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HOW TO START YOUR FIRST CAMPAIGN

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HOW FACEBOOK ADS ARE STRUCTURED

CAMPAIGN AD SET AD SET AD AD AD AD Set campaign objective Set audience, placement, budget, & schedule Set format, media, & creative

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CREATE YOUR FIRST AD

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CREATE YOUR FIRST AD

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SET YOUR OBJECTIVE

Name your campaign

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CREATE YOUR AD SET

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CREATE YOUR FIRST AD

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CREATE YOUR AD SET: TRAFFIC, OFFER

Name your Ad Set

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AUDIENCE

Ad Set

Create new or use a saved audience:

  • Age
  • Demographics, languages
  • Locations
  • Behaviors

Select Custom Audiences

  • Customer list
  • Website behavior
  • Engagement (with page or ad)
  • Lookalike
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PLACEMENTS

Ad Set

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Designed for publishers to distribute fast, interactive articles within Facebook app and Messenger.

INSTANT ARTICLES

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An Instagram feature that lets users post photos and videos that vanish after 24 hours

INSTAGRAM STORIES

Red Bull promotes their new ‘Red Bull Flying Illusion Show’

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Extend your ads beyond Facebook to mobile apps, websites, and connected TV apps.

AUDIENCE NETWORK

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Show full-screen videos to people in exchange for a reward within an app

REWARDED VIDEOS

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BUDGET & SCHEDULE

Ad Set

Daily or lifetime – once set you can’t change it Optimization: optimize for your end goal

  • Link Clicks
  • Conversion
  • App Install

Bid Amount:

  • Newbie: Automatic

bidding

  • Advanced: Manual

bidding

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BUDGET & SCHEDULE

Ad Set

Scheduling

  • Use the “Run ads all the time.”
  • Once you have data, optimize

around days & hours Delivery type:

  • Standard ad delivery –optimal

speed at lowest cost

  • Accelerated ad delivery –

deliver ads as quickly as possible (best for time- sensitive ads with bigger budgets)

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CREATE YOUR AD

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CREATE YOUR FIRST AD

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AD, PAGE, FORMAT

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AD SETTINGS

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AD SETTINGS

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AD SETTINGS

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AD SETTINGS

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AD SETTINGS

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AD SETTINGS

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AD SETTINGS

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AD SETTINGS

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AD SETTINGS

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DIGGING DEEPER INTO AUDIENCES

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AUDIENCE TYPES

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SAVED AUDIENCES

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SAVED AUDIENCES

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SAVED AUDIENCES

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SAVED AUDIENCES

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HOW BIG SHOULD MY AUDIENCE BE?

Guidelines:

  • 250,000 – 1,000,000, but….
  • What is your budget?
  • What stage in the funnel are you? Awareness,

Demand Generation, Acquisition, Transaction

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CUSTOM AUDIENCES

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CUSTOM AUDIENCES

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CUSTOMER FILE

How

  • Connect to MailChimp or

upload a file

  • Select your identifiers

When to use it

  • B2B companies
  • If your goal is conversion
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WEBSITE TRAFFIC

How

  • Install Facebook pixel
  • Base install
  • Standard Events:
  • View content
  • Add to cart
  • Checkout
  • Custom Events

When to use it: Remarketing/conversion ads * Install Facebook Pixel Helper to check if pixels are

working correctly

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ENGAGEMENT

How: Target based on how people have interacted with you When to use it: Great for follow up ads

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LOOKALIKE AUDIENCES

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  • Choose a source audience

(recommend 1,000-50,000 people)

  • Facebook then finds people who

are similar to (or "look like") them.

  • You choose the size of a Lookalike

Audience during the creation process

  • Source audience quality matters.

LOOKALIKE AUDIENCE

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DIGGING DEEPER INTO AD TYPES

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AD OPTIONS

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SINGLE IMAGE

Design Recommendations:

  • Recommended image size:

1,200 x 628 pixels

  • Image ratio: 1.9:1
  • Text: 90 characters
  • Headline: 25 characters
  • Link description: 30 characters
  • Your image should include

minimal text. Tools: https://www.facebook.com/ads/to

  • ls/text_overlay#
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SINGLE VIDEO AD

Design Recommendations

  • Text: 90 characters
  • Aspect Ratios Supported: 16:9 (full

landscape) to 9:16 (full portrait) Technical Requirements

  • Caption length text: max 2,200 char.
  • Length: 120 minutes max (15-30

seconds works best)

  • Minimum resolution: width 600px
  • File Size: Up to 4GB max
  • Format: wide variety of formats

supported –mov, mp4, asf and more

  • Minimal text and include CTA
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SINGLE VIDEO AD

Don’t:

  • Including an intro
  • Using logos or credits at the

beginning

  • Trying to tell too much in the video
  • Having a person talking to the

camera without context Do:

  • Grab the person’s attention within 2-

3 seconds

  • Create a video that is only 15-30

seconds long

  • Pique interest with the thumbnail
  • Target mobile users only when

connected to Wi-Fi

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CAROUSEL

Design Guidelines

  • Recommended image size: 1080 x

1080 pixels

  • Image ratio: 1:1
  • Text: 90 characters
  • Headline: 40 characters
  • Link description: 20 characters
  • Minimal text

Tips

  • Product images for high-intent

customers

  • Lifestyle imagery to target new

customers

  • Test storytelling or themes
  • Add a CTA
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SLIDESHOW

Combine multiple images, text and sound to create video ads without video production Design Guidelines

  • News Feed image size: 1,280 x 720 px
  • News Feed image ratio: 16:9 (max 4:3) or

1:1

  • Text: 90 characters (longer posts may be

truncated on small screens)

  • Images of same size and aspect ratio are

recommended to avoid cropping

  • Minimal text
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SLIDESHOW

  • Upload 3–10 images or a

video assets

  • Set an Image Duration for

your ad

  • Set the Transition to Fade,

if you choose.

  • Click Music at the top to
  • upload. If you don't have an

audio track, they have music to choose from.

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SLIDESHOW

  • Select an individual image

to add text

  • Choose your thumbnail

wisely

  • Add a CTA
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COLLECTION

Design requirements:

  • Image Size: 1,200 x 628 pixels recommended
  • Image Ratio: 1.9:1
  • Headline: 25 characters recommended
  • Minimal text
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CANVAS

Canvas is a full screen experience for mobile devices. It can be used with all Facebook ad formats – carousel, single image, single video, slideshow or collection.

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DYNAMIC REMARKETING

What is it: Automatically promote products to people who have expressed interest on your website How do you get started:

  • Upload your product data feed
  • Facebook pixel installed with the following events:
  • View content – parameters - content_type,

content_id,

  • Add to Cart– parameters - content_type,

content_id,

  • Purchase– parameters - content_type,

content_id, value, currency

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NEXT STEPS

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NEXT STEPS

  • 1. Claim/create all your account
  • 2. Start off simple
  • 3. A/B test audiences, ad formats,

creative, and placements

  • 4. Get extra help if needed
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PAID SEARCH SERVICES

PAY-PER-CLICK ADVERTISING PAID SEARCH AUDIT GOOGLE SHOPPING ADVERTISING REMARKETING ADVERTISING SOCIAL ADVERTISING

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SOCIAL ADVERTISING

Social media advertising helps businesses find new clients by using visitors’ own shared information to identify interest.

B2C & B2B

  • Regular Remarketing
  • Dynamic Remarketing

B2B

  • Text Ads
  • Content Ads
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THANKS FOR WATCHING!

14399 Penrose Pl #450 Chantilly, VA 20151

Contact us:

facebook.com/whereoware @whereoware

Follow us on:

info@Whereoware.com

(877) 521-7448

We will be sending a follow up email with slides + recording