facebook basic advertising 101 plus the next 5...
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Facebook Basic Advertising 101 Plus the Next 5 Years
Declan DunnDunnDirectMedia
ChicoStart Resident Mentordeclan@dunndirectmedia.com
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Quick AgendaWhich of the following is most important to you:
1. Creative – what, how, and case studies
2. Bidding Basics – OCPM and OCPC
3. Engaging The Power of Your Audience
4. Performance – Case Studies
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This is what most Facebook Ads begin like,one way and wrong.…
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Get Your Customers and Audience to Remember You and Buy from You in a Dynamic, Social and Mobile World
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performance based business growth developer
bringing startup energy with 20 years of extensive experience to projects
focusing on user and revenue growth, conversion design & marketing expertise
objective
Mutual growth, starting with the customer…
Who?
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Social
Search
Mobile
ExitStrategy
Direct Traffic
Display Ads
SimplyResponsiveSystem
Affiliate
Rewards
Multi-Page Intros
Mobile
We build traffic and revenue systems for projects creating mutual growth.
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Paid SearchAffiliates
Retargeting
Technology
Display
Customer Research
EmailDesign
UsabilityMobile
Analytics
Content Creation
Data Feed MarketingSocial
Before you’d choose tactics and see what works….
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Now you listen and follow your audience, what do they do?
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What do CUSTOMERS like to do, and when?
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Source: BlakeLively
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Source: Nanigans.comhttp://www.nanigans.com/2014/06/26/facebook-
ad-types-cheat-sheet-infographic/
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1. Creative – what, how, & case studiesThe Image is as important as the headline.
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1. Creative – what, how, & case studiesOnly 20% of your image can be text.
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Case Study: Didn’t WorkApproach all ads with the right attitude…
When it works, be amazed. If not, improve.
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Case Study: Men’s Favorite
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Case Study: Women’s Favorite
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http://www.marismith.com/wp-content/uploads/2013/10/FacebookAdsPowerEditorChecklist.pdf
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2. Bidding Basics
OCPM = Optimized CPM (Cost Per 1000 impressions)
OCPC = Optmized CPC (Cost Per Click)
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OCPM is where Facebook optimizes impressions, and
OCPC is where Facebook optimizes for clicks.
Be careful with both….
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2 Types of Bid:
Auction
or
Fixed Price?
Choose Auction.24
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3. Engaging the Power of Your Audience
• Targeting – Beyond Demographics and Including Behavior
• Custom Audiences – Emails, Visitors to your Web Site,& More
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The Basics: Target Your Audiences
• Age• Gender• Location – Country and City• Marital Status• Interests• Income
• Advanced: Home Value• Time of Day (Power Editor “Dayparting”)
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3. Engaging the Power of Your Audience
• Targeting – Beyond Demographics and Including Behavior
• Basics – Age, Gender, Location, Marital Status, Income
• Custom Audiences – Emails, Visitors to your Web Site,& More
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Custom Audiences – Upload Your Data and Learn
Email List – match your list to Facebook’s, plus…
Phone Number – match your list to Facebook’s plus…
App List (UIDs, only from Facebook Apps)
Visitors to your Web Site or App, 1-30 Days
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Target People Who Visit Your Site, Who Buy, and….
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It’s easy.
Cut and paste,Into the <HEAD>Of each page.
Most 5 minutes.
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Lookalike Audiences
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Track with UTM Links everywhere. (Google UTM Links)
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4. Performance
• Case Studies: Local Service and Health/Wellness Free Offer
• Your Landing Page Matters!
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Lookalike Audiences Case Study: BasicGreens.com
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Lookalike Audience Based On Buyer’s Page: BasicGreens.comHis Customers are matched by Facebook with other similar folks who invite others to try
this offer, because they visited the Thank You page after buying.
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ChicoWellness.com: Over $1,000 in 30 Days, No Ads, Just Social, Search and Email.
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Email Automates MarketingCreate customized marketing to engage, develop better conversion, and keep customers happy.
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Bonus: Don’t forget email.
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Simply Responsive
Facebook Basic Advertising 101 and More
Declan Dunn – declan@dunndirectmedia.com | DunnDirectMedia.com
Social Twitter.com/declandunn | Facebook.com/declan.dunn | Linkedin.com/in/declandunn
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