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 • CLOUD-BASED SOLUTIONS AND MOBILE APPS • DATA INTEGRATION • 2
FACEBOOK WHY FACEBOOK ADVERTISING ADVERTISING 101
2 BILLION FACEBOOK USERS A MONTH https://newsroom.fb.com/company-info/ 5
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/ 6
FACEBOOK ADVERTISING VS ADWORDS PAY-PER-CLICK ADWORDS FACEBOOK AUDIENCE-BASED KEYWORD-BASED 81% OF INTERNET USERS* 96% OF INTERNET USERS* VS GOAL: AWARENESS & GOAL: PURCHASE CONSIDERATION PRODUCT MATURITY: PRODUCT MATURITY: HIGH LOW *http://ir.comscore.com/releasedetail.cfm?releaseid=1022772 7
HOW TO SET UP BUSINESS MANAGER 8
FACEBOOK BUSINESS MANAGER Why BUSINESS MANAGER Manage access to Facebook pages • and ad accounts House multiple ad accounts under • AD one business manager PAGES PEOPLE ACCOUNTS Work with agencies • Musts Claim your Facebook page (create • one if you don’t have one already) Claim your advertising account • 9
SIGN UP FOR FACEBOOK BUSINESS MANAGER 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. 10
BOOSTED POST VS FACEBOOK AD BOOSTED FACEBOOK AD DIFFICULTY: Super DIFFICULTY: More simple advanced WHERE: Facebook WHERE: Facebook ad timeline VS manager TARGETING, TARGETING, BIDDING, BIDDING, PLACEMENT, PLACEMENT, FORMAT: Limited FORMAT: Advanced 11
HOW TO START YOUR FIRST CAMPAIGN 12
HOW FACEBOOK ADS ARE STRUCTURED CAMPAIGN Set campaign objective AD SET AD SET Set audience, placement, budget, & schedule AD AD AD AD Set format, media, & creative 13
CREATE YOUR FIRST AD 14
CREATE YOUR FIRST AD 15
SET YOUR OBJECTIVE Name your campaign 16
CREATE YOUR AD SET 17
CREATE YOUR FIRST AD 18
CREATE YOUR AD SET: TRAFFIC, OFFER Name your Ad Set 19
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 • 20
PLACEMENTS Ad Set 21
INSTANT ARTICLES Designed for publishers to distribute fast, interactive articles within Facebook app and Messenger. 22
INSTAGRAM STORIES An Instagram feature that lets users post photos and videos that vanish after 24 hours Red Bull promotes their new ‘Red Bull Flying Illusion Show’ 23
AUDIENCE NETWORK Extend your ads beyond Facebook to mobile apps, websites, and connected TV apps. 24
REWARDED VIDEOS Show full-screen videos to people in exchange for a reward within an app 25
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 26
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) 27
CREATE YOUR AD 28
CREATE YOUR FIRST AD 29
AD, PAGE, FORMAT 30
AD SETTINGS 31
AD SETTINGS 32
AD SETTINGS 33
AD SETTINGS 34
AD SETTINGS 35
AD SETTINGS 36
AD SETTINGS 37
AD SETTINGS 38
AD SETTINGS 39
DIGGING DEEPER INTO AUDIENCES 40
AUDIENCE TYPES 41
SAVED AUDIENCES 42
SAVED AUDIENCES 43
SAVED AUDIENCES 44
SAVED AUDIENCES 45
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 46
CUSTOM AUDIENCES 47
CUSTOM AUDIENCES 48
CUSTOMER FILE How Connect to MailChimp or • upload a file Select your identifiers • When to use it B2B companies • If your goal is conversion • 49
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 50
ENGAGEMENT How: Target based on how people have interacted with you When to use it: Great for follow up ads 51
LOOKALIKE AUDIENCES 52
LOOKALIKE AUDIENCE 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. • 53
DIGGING DEEPER INTO AD TYPES 54
AD OPTIONS 55
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 ols/text_overlay# 56
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 • 57
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 58
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 • 59
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 • 60
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. 61
SLIDESHOW Select an individual image • to add text Choose your thumbnail • wisely Add a CTA • 62
COLLECTION Design requirements: Image Size: 1,200 x 628 pixels recommended • Image Ratio: 1.9:1 • Headline: 25 characters recommended • Minimal text • 63
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. 64
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 65
NEXT STEPS 66
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 67
PAID SEARCH SERVICES SOCIAL PAY-PER-CLICK PAID SEARCH GOOGLE REMARKETING ADVERTISING ADVERTISING AUDIT SHOPPING ADVERTISING ADVERTISING 68
SOCIAL ADVERTISING Social media advertising helps businesses find new clients by using visitors’ own shared information to identify interest. B2C & B2B B2B Regular Remarketing Text Ads • • Dynamic Remarketing Content Ads • • 69
Recommend
More recommend
