social media strategies summit chicago: mastering custom targeting strategies with facebook...

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FACEBOOK ADVERTISING: MASTERING CUSTOMER TARGETING STRATEGIES

By Elly Deutch SMSS CHICAGO

APRIL 2014

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AGENDA •  Welcome and introduction to Elly Deutch

•  Fast Facts about Facebook Advertising

•  The various Facebook Ad Options

•  Things to know before you start

•  Setting up and running effective ads

•  Customizing your audience targeting

•  Analyzing your ad data

•  Tips, tricks and best practices

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FAST FACTS •  Facebook has over 1.9 billion active users •  On average, Americans “Like” 70 business pages •  Page Post visibility algorithm has changed, causing

decrease in organic reach (avg. -44% visibility) •  Average cost of a page like is $0.64 in the U.S. •  Ad campaigns that rotate creatives gain 60%

higher CTRs and 70% lower costs per fan

•  Ads with highly-targeted, custom audiences generate 387% greater conversion rates

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WHAT’S THE POINT?

REACH MORE PEOPLE THAT NORMALLY WOULDN’T

SEE INTERACT LIKE SHARE

YOUR BUSINESS PAGE OR CONTENT

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VARIOUS FACEBOOK AD OPTIONS

•  Desktop •  Mobile Newsfeed •  Right Column

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NEW AD STRUCTURE

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BEFORE YOU START Compile necessary resources –  Embed FB Conversion Pixel into your site

–  Goals/Objective of advertising campaign

–  Landing page

–  Imagery

–  Ad Copy (90 characters)

–  Target Demographic

–  Budget

–  Daily CPC desired

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CONVERSION PIXELS

Embed Conversion Pixels on your website to track

-  Checkouts -  Registrations -  Leads -  Key Page Views -  Adds to Cart -  Other Website

Conversions

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MANAGING YOUR CONVERSION PIXELS

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SETTING UP YOUR FACEBOOK ADS •  Login to your Ads Manager •  Create Conversion Pixels •  Click “Create Ads” and choose corresponding Conversion Pixel •  Select and upload creative(s) –  Cross check image with Grid Tool –  600 x 225 pixels for creative

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CREATING YOUR FACEBOOK ADS •  Ad copy –  25 character limit for

headline –  90 character limit for ad copy

•  Always optimize for Mobile •  Target audience by age, gender,

geography, language, relationship status, interests or behaviors

•  Choose your bid settings –  Page Likes, CPC or

impressions

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AD COPY TIPS FROM FACEBOOK •  Include a clear action you want your audience to take

in the body text of your ad

•  Highlight any benefits, sales or similar specials that your business is offering

•  Use a simple, eye-catching image that is related to your ad text

•  If you’re advertising a website, include your business name or other key information in the headline

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REFINING YOUR TARGETING

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AUDIENCE TARGETING TRICKS •  Ads with higher budgets will reach more people of the

potential audience

•  Use “Interests” to narrow your potential audience

•  Think outside the typical keywords or search terms for your company

•  The more “niche” the better off you’ll be

•  Actual audience size depends on your budget and the duration of your campaign

•  If you’re only targeting a few interests, think about adding more related interests.

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CUSTOM AUDIENCES •  Create Custom Audiences in Ads Manager, Ads Create tool or

Power Editor

•  Target Facebook users by email address, phone numbers, Facebook IDs or mobile Advertiser IDs

•  Have at least 1,000 people to ensure meaningful reach

•  Create a Custom Audience from your website for any group of customers or prospective customers that you'd like to reach

•  Prepare .csv file with one column (no heading) and upload

•  Select “Audiences” and “Create Audience”

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“LOOKALIKE” AUDIENCE FEATURE

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THE ALMIGHTY POWER EDITOR

•  Allows you to create and manage multiple ads (20+) and sponsored stories at once

•  Can create custom and “lookalike” audiences

•  Includes partner category targeting

•  “Dark” or unpublished post options

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ANALYZING AD DATA •  Always have goals top of mind

•  Monitor bidding structure daily

•  Spot underperforming ads and adjust, re-test or shut off

•  View only relevant data by adding/subtracting columns

and exporting reports

•  Aim for high CTR, Impressions and low Average price and frequency

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REPORTING DASHBOARD

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BEST PRACTICES •  Use a clear, strong visual that grabs people’s attention (no logos)

•  Accompany with light-hearted, witty and funny text (it’s likely they won’t even read it anyways)

•  Add a border to your image

•  Encourage Call To Action

•  No mass targeting - refine your scope

•  Use “Create Similar Ad” tool for AB testing

•  Always optimize for mobile app ads

•  Test “Offer” tool on your community

•  Remember: Sponsored Stories are now integrated with all ad types

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QUESTIONS? Thanks! Tweet me @EllyDeutch with #SMSsummit to learn more

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