How to create targeted audiences that work How to create targeted - - PowerPoint PPT Presentation

 How to create targeted audiences that work

 How to create targeted audiences that work  How to write ad copy that gets results

 How to create targeted audiences that work  How to write ad copy that gets results  How to reduce the costs for your conversions

 How to create targeted audiences that work  How to write ad copy that gets results  How to reduce the costs for your conversions  How to set up Facebook retargeting ads

 Knew, for a fact, you could get returns for every £1 spent on Facebook Ads

 Knew, for a fact, you could get returns for every £1 spent on Facebook Ads  Built a HUGE database of potential customers / clients with very little spend

 Knew, for a fact, you could get returns for every £1 spent on Facebook Ads  Built a HUGE database of potential customers / clients with very little spend  Could do all of this yourself, without ever needing to pay a marketing agency to manage it for you

 My clients aren’t on Facebook!

 My clients aren’t on Facebook!  Google AdWords or LinkedIn Ads are better for me

 My clients aren’t on Facebook!  Google AdWords or LinkedIn Ads are better for me  Tried Facebook Ads and they didn’t work

 My clients aren’t on Facebook!  Google AdWords or LinkedIn Ads are better for me  Tried Facebook Ads and they didn’t work  People aren’t on Facebook to buy

The Results We Get At Engage Web Are NOT Typical. It Took Many Years And Tens Of Thousands Of Pounds In Training To Learn Everything We Know Today!

 Secret #1: How to set up Audiences and Targeting The really clever ways to set up your audiences for better targeting, and to achieve lower cost conversions

 Secret #1: How to set up Audiences and Targeting The really clever ways to set up your audiences for better targeting, and to achieve lower cost conversions  Secret #2: Crafting the perfect Ad Copy to produce real results Writing your Ad Text for Facebook, and what formula to use each time

 Secret #1: How to set up Audiences and Targeting The really clever ways to set up your audiences for better targeting, and to achieve lower cost conversions  Secret #2: Crafting the perfect Ad Copy to produce real results Writing your Ad Text for Facebook, and what formula to use each time  Secret #3: Using ‘retargeting’ – the single BEST way to win on Facebook Here’s why EVERY SINGLE BUSINESS needs to use retargeting, and how to set it up

Secret #1

How To Set Up Audiences And Targeting

The Old Ways

 Boost a post  Target people who like your page  Target friends of people who like your page  Target people by job title  Target people by location

The New Ways

 Build a Video Views audience  Create a ‘Lookalike’ audience  Use Facebook Insights for profiling

Build a Video Views Audience

What is a ‘Video Views’ Audience?  An audience you create, made up of people who have watched all, or part, of a video you have uploaded  Video Views is one of the cheapest conversions on Facebook

Build a Video Views Audience

 Run an Ad with a ‘Video Views’ conversion to an audience, Facebook records who views the video  You are NOT looking for sales, sign ups, clicks, likes or other types of conversions with this Ad… ONLY video views

Build a Video Views Audience

 Create a new, CUSTOM audience based

• n who has watched your video

Build a Video Views Audience

 This creates a much more targeted audience of people who fit within your targeting options AND they have already engaged with you by watching your video  This means CHEAPER conversions to an already-engaged audience

Create a Lookalike Audience

 Imagine if you could AUTOMATICALLY target people who were exactly like your existing customers?

Create a Lookalike Audience

 Create a list of your current customers, in Excel or Google Sheets, and save as a CSV file  Include: Forename, Surname, Email, Telephone, Address, City, Postcode, D.O.B.  ‘If’ you have it, you can also include lifetime value of your customer

Create a Lookalike Audience

 Facebook even gives you a template you can download to start off your list  Or you can import your MailChimp list

Create a Lookalike Audience

 Once your Audience is imported, you can create a Lookalike Audience using your existing customer data

Create a Lookalike Audience

 Facebook will analyse your customer data and then find others who are a profile match to them

Use a Facebook Insights for Profiling

 Imagine if you knew what Facebook pages your target customers liked, so you could use them as targeting options within your Ads  Facebook ACTUALLY tells you this

Use a Facebook Insights for Profiling

 Visit facebook.com/ads/audience- insights  By selecting your desired country, work industry, age and other factors – Facebook will tell you what pages people follow

Facebook Ads 1-Day Workshop

 Bring your laptops  Go through ad set ups  Create your audiences  Write your ad copy  Set your ads live  Troubleshoot your ads  Optimise your ads

Secret #2

Crafting The Perfect Ad Copy To Produce REAL Results

The Old Way

Ad copy can be very ‘matter of fact’

The Old Way

Ad copy can be very ‘matter of fact’ With ‘search-based marketing’, such as Google AdWords, your ads are displayed for people who are ACTIVELY looking for what you’re selling.

People on Facebook are NOT looking for what you’re offering

What is the average human attention span?

What is the average human attention span? 8 Seconds

What is the average human attention span? 8 Seconds What is the average attention span for someone looking at a Facebook post?

What is the average human attention span? 8 Seconds What is the average attention span for someone looking at a Facebook post? 2.7 Seconds

What is the average attention span for someone looking at a Facebook post

• n a mobile?

What is the average attention span for someone looking at a Facebook post

• n a mobile?

1.7 Seconds

The New Way: The AIDA Model

 A  I  D  A

The New Way: The AIDA Model

 Attention  I  D  A

The New Way: The AIDA Model

 Attention  Interest  D  A

The New Way: The AIDA Model

 Attention  Interest  Desire  A

The New Way: The AIDA Model

 Attention  Interest  Desire  Action

The New Way: The AIDA Model

 Attention  Interest  Desire  Action

The New Way: The AIDA Model

 Attention  Interest  Desire  Action

The New Way: The AIDA Model

 Attention  Interest  Desire  Action

The New Way: The AIDA Model

 Attention  Interest  Desire  Action

The New Way: The AIDA Model

 Attention  Interest  Desire  Action

The New Way: The AIDA Model

 Attention  Interest  Desire  Action

First line MUST grab attention – remember you have 1.7 seconds to grab someone’s attention on a mobile, 2.7 seconds on a desktop

First line MUST grab attention – remember you have 1.7 seconds to grab someone’s attention on a mobile, 2.7 seconds on a desktop

Secret #3 Retargeting

Single BEST Way To Win On Facebook

The Old Way

When people leave your website, they are lost, gone, never seen from again. Any money you have spent getting them there, PPC, Email Marketing, SEO, Facebook Ads, is also lost, gone, wasted.

The New Way: Retargeting

Follow your potential customers with HIGHLY TARGETED ads, based on actions they did or did not take.

Code created by Facebook that sits

• n EVERY page of your website.

It’s like a virtual hand stamp for your website’s visitors

Retargeting Ads are 76% more likely to get clicks than regular display ads

*2019 Survey by ClickZ

Allows you to hit people with EXTREMELY RELEVANT ads, based

• n their actions

Without Facebook retargeting, sales are escaping from your website faster than a burst hose!