what you need to know about using facebook ads by merry morud

aimClear, © 2013, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.

@MerryMorud, Social Advertising Director, aimClear, © 2013, is a publication of aimClear®

@MerryMorud, Social Advertising Director, aimClear, © 2013, is a publication of aimClear®

@MerryMorud, Social Advertising Director, aimClear, © 2013, is a publication of aimClear®

@MerryMorud, Social Advertising Director, aimClear, © 2013, is a publication of aimClear®

• News Feed vs. Right-Rail

• Targeting

– Limitations

– Qualifiers

• Bidding Strategies

• Conversion Tracking for B2B (& B2C) Success

Overview | FB Ads Best Practices

@MerryMorud, Social Advertising Director, aimClear, © 2013, is a publication of aimClear®

@MerryMorud, Social Advertising Director, aimClear, © 2013, is a publication of aimClear®

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Why I Fell in <3 with Facebook Ads:

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Why I Fell in <3 with Facebook Ads: They’re FLASHY(er)!

@MerryMorud, Social Advertising Director, aimClear, © 2013, is a publication of aimClear®

Why I Fell in <3 with Facebook Ads: They’re FLASHY(er)!

@MerryMorud, Social Advertising Director, aimClear, © 2013, is a publication of aimClear®

FB Ads: News Feed | FB Ads Best Practices

BRAND

BRAND

BRAND

Text = 90 Characters

Headline = 25 Characters

315px

600px

@MerryMorud, Social Advertising Director, aimClear, © 2013, is a publication of aimClear®

FB Ads: Right-Rail Making a Case | FB Ads Best Practices

Text = 90 Characters

Headline = 25 Characters

100px

72px

@MerryMorud, Social Advertising Director, aimClear, © 2013, is a publication of aimClear®

Ads: News Feed vs. Right-Rail | FB Ads Best Practices

@MerryMorud, Social Advertising Director, aimClear, © 2013, is a publication of aimClear®

Ads: News Feed vs. Right-Rail | FB Ads Best Practices

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@MerryMorud, Social Advertising Director, aimClear, © 2013, is a publication of aimClear®

News Feed Ads: INVESTIGATE Your Data | FB Ads Best Practices

@MerryMorud, Social Advertising Director, aimClear, © 2013, is a publication of aimClear®

News Feed Ads: INVESTIGATE Your Data | FB Ads Best Practices

@MerryMorud, Social Advertising Director, aimClear, © 2013, is a publication of aimClear®

News Feed Ads: INVESTIGATE Your Data | FB Ads Best Practices

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@MerryMorud, Social Advertising Director, aimClear, © 2013, is a publication of aimClear®

News Feed Ads –A Brand’s Nightmare? | FB Ads Best Practices

@MerryMorud, Social Advertising Director, aimClear, © 2013, is a publication of aimClear®

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• Cannot Edit URLs after Creation in Create Flow

• Editing Ad… Reverts Ad Name to default (URL)

@MerryMorud, Social Advertising Director, aimClear, © 2013, is a publication of aimClear®

New Updates Driving Advertisers Insane| FB Ads Best Practices

@MerryMorud, Social Advertising Director, aimClear, © 2013, is a publication of aimClear®

@MerryMorud, Social Advertising Director, aimClear, © 2013, is a publication of aimClear®

@MerryMorud, Social Advertising Director, aimClear, © 2013, is a publication of aimClear®

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| FB Ads Best Practices

@MerryMorud, Social Advertising Director, aimClear, © 2013, is a publication of aimClear®

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SERIOUSLY DEEP TARGETING

| FB Ads Best Practices

@MerryMorud, Social Advertising Director, aimClear, © 2013, is a publication of aimClear®

Only Available

in Power Editor

@MerryMorud, Social Advertising Director, aimClear, © 2013, is a publication of aimClear®

Targeting: 3rd Party Data | FB Ads Best Practices

@MerryMorud, Social Advertising Director, aimClear, © 2013, is a publication of aimClear®

Targeting | FB Ads Best Practices

@MerryMorud, Social Advertising Director, aimClear, © 2013, is a publication of aimClear®

Targeting: Facebook Categories | FB Ads Best Practices

@MerryMorud, Social Advertising Director, aimClear, © 2013, is a publication of aimClear®

Targeting: Facebook Categories | FB Ads Best Practices

@MerryMorud, Social Advertising Director, aimClear, © 2013, is a publication of aimClear®

Targeting: Facebook Categories | FB Ads Best Practices

@MerryMorud, Social Advertising Director, aimClear, © 2013, is a publication of aimClear®

Targeting: Facebook Categories | FB Ads Best Practices

@MerryMorud, Social Advertising Director, aimClear, © 2013, is a publication of aimClear®

Targeting: Facebook Categories | FB Ads Best Practices

Targeting: Precise Interests | FB Ads Best Practices

@MerryMorud, Social Advertising Director, aimClear, © 2013, is a publication of aimClear®

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@MerryMorud, Social Advertising Director, aimClear, © 2013, is a publication of aimClear®

#Restaurant management, #Hotel manager, restaurant management, mgs restaurant, restaurant owner, restaurant manager, assistant restaurant manager, restaurant general manager,restaurant week

Targeting: Precise Interests Caveat | FB Ads Best Practices

@MerryMorud, Social Advertising Director, aimClear, © 2013, is a publication of aimClear®

Whole Human TargetingOccupations & EmploymentGroups &AffiliationsPublications Online & Off Product CategoriesClassic Mainstream InterestsFreaky PredilectionCompetitors

@MerryMorud, Social Advertising Director, aimClear, © 2013, is a publication of aimClear®

Focus Your Audience

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@MerryMorud, Social Advertising Director, aimClear, © 2013, is a publication of aimClear®

Targeting: Focus & Qualify Your Audience | FB Ads Best Practices

@MerryMorud, Social Advertising Director, aimClear, © 2013, is a publication of aimClear®

FB Ads: Bidding Strategy | FB Ads Best Practices

• TEST for Yourself• Large Audiences = CPC• Overbid

• Small Audience = (forced) CPM

@MerryMorud, Social Advertising Director, aimClear, © 2013, is a publication of aimClear®

FB Ads: Bidding Strategy | FB Ads Best Practices

@MerryMorud, Social Advertising Director, aimClear, © 2013, is a publication of aimClear®

FB Ads: Bidding Strategy for SATURATION | FB Ads Best Practices

Metrics to WATCH:• Reach• Frequency

@MerryMorud, Social Advertising Director, aimClear, © 2013, is a publication of aimClear®

FB Ads: Tracking Conversion| FB Ads Best Practices

Conversions & Success Actions:• Sales

• Alt. Cart Abandons

• Lead-Gen/Registration• Asset Download• Free Trial• Community Signup• New Release Signup

• Asset View/Download• Video View• App Download• Request for More Info/Service/Support• Etc…

Google Analytics Tracking:• URL Parameters +

“Events” in Analytics

• Facebook = Volume + Time on Site

• News Feed Ads: Bigger, Flashier, Better Real Estate…

– EVALUATE Clicks to Website

– Careful… can’t see/control comments

– Pain to create

• Bidding:

– Small Audience = CPM

• Targeting: Use Categories to Focus Your Audience

• Precise Interest are Still Valuable

Facebook Ads Best Practices | Takeaways

@MerryMorud, Social Advertising Director, aimClear, © 2013, is a publication of aimClear®

aimClear, © 2013, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.

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