![Page 1: Facebook Basic Advertising 101 Plus the Next 5 Yearsdeclandunn.com/declandunn/wp-content/uploads/2014/09/... · 2019-08-19 · Declan Dunn DunnDirectMedia ChicoStart Resident Mentor](https://reader035.vdocuments.site/reader035/viewer/2022080718/5f78dd8fd8fffd0609580d18/html5/thumbnails/1.jpg)
1
Facebook Basic Advertising 101 Plus the Next 5 Years
Declan DunnDunnDirectMedia
ChicoStart Resident [email protected]
![Page 2: Facebook Basic Advertising 101 Plus the Next 5 Yearsdeclandunn.com/declandunn/wp-content/uploads/2014/09/... · 2019-08-19 · Declan Dunn DunnDirectMedia ChicoStart Resident Mentor](https://reader035.vdocuments.site/reader035/viewer/2022080718/5f78dd8fd8fffd0609580d18/html5/thumbnails/2.jpg)
2 2
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
![Page 3: Facebook Basic Advertising 101 Plus the Next 5 Yearsdeclandunn.com/declandunn/wp-content/uploads/2014/09/... · 2019-08-19 · Declan Dunn DunnDirectMedia ChicoStart Resident Mentor](https://reader035.vdocuments.site/reader035/viewer/2022080718/5f78dd8fd8fffd0609580d18/html5/thumbnails/3.jpg)
3 3
This is what most Facebook Ads begin like,one way and wrong.…
3
![Page 4: Facebook Basic Advertising 101 Plus the Next 5 Yearsdeclandunn.com/declandunn/wp-content/uploads/2014/09/... · 2019-08-19 · Declan Dunn DunnDirectMedia ChicoStart Resident Mentor](https://reader035.vdocuments.site/reader035/viewer/2022080718/5f78dd8fd8fffd0609580d18/html5/thumbnails/4.jpg)
4
Get Your Customers and Audience to Remember You and Buy from You in a Dynamic, Social and Mobile World
![Page 5: Facebook Basic Advertising 101 Plus the Next 5 Yearsdeclandunn.com/declandunn/wp-content/uploads/2014/09/... · 2019-08-19 · Declan Dunn DunnDirectMedia ChicoStart Resident Mentor](https://reader035.vdocuments.site/reader035/viewer/2022080718/5f78dd8fd8fffd0609580d18/html5/thumbnails/5.jpg)
5 5
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?
![Page 6: Facebook Basic Advertising 101 Plus the Next 5 Yearsdeclandunn.com/declandunn/wp-content/uploads/2014/09/... · 2019-08-19 · Declan Dunn DunnDirectMedia ChicoStart Resident Mentor](https://reader035.vdocuments.site/reader035/viewer/2022080718/5f78dd8fd8fffd0609580d18/html5/thumbnails/6.jpg)
6 66
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.
![Page 7: Facebook Basic Advertising 101 Plus the Next 5 Yearsdeclandunn.com/declandunn/wp-content/uploads/2014/09/... · 2019-08-19 · Declan Dunn DunnDirectMedia ChicoStart Resident Mentor](https://reader035.vdocuments.site/reader035/viewer/2022080718/5f78dd8fd8fffd0609580d18/html5/thumbnails/7.jpg)
7 77
![Page 8: Facebook Basic Advertising 101 Plus the Next 5 Yearsdeclandunn.com/declandunn/wp-content/uploads/2014/09/... · 2019-08-19 · Declan Dunn DunnDirectMedia ChicoStart Resident Mentor](https://reader035.vdocuments.site/reader035/viewer/2022080718/5f78dd8fd8fffd0609580d18/html5/thumbnails/8.jpg)
8 8
Paid SearchAffiliates
Retargeting
Technology
Display
Customer Research
EmailDesign
UsabilityMobile
Analytics
Content Creation
Data Feed MarketingSocial
Before you’d choose tactics and see what works….
![Page 9: Facebook Basic Advertising 101 Plus the Next 5 Yearsdeclandunn.com/declandunn/wp-content/uploads/2014/09/... · 2019-08-19 · Declan Dunn DunnDirectMedia ChicoStart Resident Mentor](https://reader035.vdocuments.site/reader035/viewer/2022080718/5f78dd8fd8fffd0609580d18/html5/thumbnails/9.jpg)
9 99
Now you listen and follow your audience, what do they do?
![Page 10: Facebook Basic Advertising 101 Plus the Next 5 Yearsdeclandunn.com/declandunn/wp-content/uploads/2014/09/... · 2019-08-19 · Declan Dunn DunnDirectMedia ChicoStart Resident Mentor](https://reader035.vdocuments.site/reader035/viewer/2022080718/5f78dd8fd8fffd0609580d18/html5/thumbnails/10.jpg)
10 10
10
![Page 11: Facebook Basic Advertising 101 Plus the Next 5 Yearsdeclandunn.com/declandunn/wp-content/uploads/2014/09/... · 2019-08-19 · Declan Dunn DunnDirectMedia ChicoStart Resident Mentor](https://reader035.vdocuments.site/reader035/viewer/2022080718/5f78dd8fd8fffd0609580d18/html5/thumbnails/11.jpg)
11 11
What do CUSTOMERS like to do, and when?
![Page 12: Facebook Basic Advertising 101 Plus the Next 5 Yearsdeclandunn.com/declandunn/wp-content/uploads/2014/09/... · 2019-08-19 · Declan Dunn DunnDirectMedia ChicoStart Resident Mentor](https://reader035.vdocuments.site/reader035/viewer/2022080718/5f78dd8fd8fffd0609580d18/html5/thumbnails/12.jpg)
12 1212
Source: BlakeLively
![Page 13: Facebook Basic Advertising 101 Plus the Next 5 Yearsdeclandunn.com/declandunn/wp-content/uploads/2014/09/... · 2019-08-19 · Declan Dunn DunnDirectMedia ChicoStart Resident Mentor](https://reader035.vdocuments.site/reader035/viewer/2022080718/5f78dd8fd8fffd0609580d18/html5/thumbnails/13.jpg)
13
![Page 14: Facebook Basic Advertising 101 Plus the Next 5 Yearsdeclandunn.com/declandunn/wp-content/uploads/2014/09/... · 2019-08-19 · Declan Dunn DunnDirectMedia ChicoStart Resident Mentor](https://reader035.vdocuments.site/reader035/viewer/2022080718/5f78dd8fd8fffd0609580d18/html5/thumbnails/14.jpg)
14
Source: Nanigans.comhttp://www.nanigans.com/2014/06/26/facebook-
ad-types-cheat-sheet-infographic/
![Page 15: Facebook Basic Advertising 101 Plus the Next 5 Yearsdeclandunn.com/declandunn/wp-content/uploads/2014/09/... · 2019-08-19 · Declan Dunn DunnDirectMedia ChicoStart Resident Mentor](https://reader035.vdocuments.site/reader035/viewer/2022080718/5f78dd8fd8fffd0609580d18/html5/thumbnails/15.jpg)
15
1. Creative – what, how, & case studiesThe Image is as important as the headline.
![Page 16: Facebook Basic Advertising 101 Plus the Next 5 Yearsdeclandunn.com/declandunn/wp-content/uploads/2014/09/... · 2019-08-19 · Declan Dunn DunnDirectMedia ChicoStart Resident Mentor](https://reader035.vdocuments.site/reader035/viewer/2022080718/5f78dd8fd8fffd0609580d18/html5/thumbnails/16.jpg)
16
1. Creative – what, how, & case studiesOnly 20% of your image can be text.
![Page 17: Facebook Basic Advertising 101 Plus the Next 5 Yearsdeclandunn.com/declandunn/wp-content/uploads/2014/09/... · 2019-08-19 · Declan Dunn DunnDirectMedia ChicoStart Resident Mentor](https://reader035.vdocuments.site/reader035/viewer/2022080718/5f78dd8fd8fffd0609580d18/html5/thumbnails/17.jpg)
17
Case Study: Didn’t WorkApproach all ads with the right attitude…
When it works, be amazed. If not, improve.
![Page 18: Facebook Basic Advertising 101 Plus the Next 5 Yearsdeclandunn.com/declandunn/wp-content/uploads/2014/09/... · 2019-08-19 · Declan Dunn DunnDirectMedia ChicoStart Resident Mentor](https://reader035.vdocuments.site/reader035/viewer/2022080718/5f78dd8fd8fffd0609580d18/html5/thumbnails/18.jpg)
18
Case Study: Men’s Favorite
![Page 19: Facebook Basic Advertising 101 Plus the Next 5 Yearsdeclandunn.com/declandunn/wp-content/uploads/2014/09/... · 2019-08-19 · Declan Dunn DunnDirectMedia ChicoStart Resident Mentor](https://reader035.vdocuments.site/reader035/viewer/2022080718/5f78dd8fd8fffd0609580d18/html5/thumbnails/19.jpg)
19
Case Study: Women’s Favorite
![Page 20: Facebook Basic Advertising 101 Plus the Next 5 Yearsdeclandunn.com/declandunn/wp-content/uploads/2014/09/... · 2019-08-19 · Declan Dunn DunnDirectMedia ChicoStart Resident Mentor](https://reader035.vdocuments.site/reader035/viewer/2022080718/5f78dd8fd8fffd0609580d18/html5/thumbnails/20.jpg)
20 20
![Page 21: Facebook Basic Advertising 101 Plus the Next 5 Yearsdeclandunn.com/declandunn/wp-content/uploads/2014/09/... · 2019-08-19 · Declan Dunn DunnDirectMedia ChicoStart Resident Mentor](https://reader035.vdocuments.site/reader035/viewer/2022080718/5f78dd8fd8fffd0609580d18/html5/thumbnails/21.jpg)
21
http://www.marismith.com/wp-content/uploads/2013/10/FacebookAdsPowerEditorChecklist.pdf
![Page 22: Facebook Basic Advertising 101 Plus the Next 5 Yearsdeclandunn.com/declandunn/wp-content/uploads/2014/09/... · 2019-08-19 · Declan Dunn DunnDirectMedia ChicoStart Resident Mentor](https://reader035.vdocuments.site/reader035/viewer/2022080718/5f78dd8fd8fffd0609580d18/html5/thumbnails/22.jpg)
22
2. Bidding Basics
OCPM = Optimized CPM (Cost Per 1000 impressions)
OCPC = Optmized CPC (Cost Per Click)
![Page 23: Facebook Basic Advertising 101 Plus the Next 5 Yearsdeclandunn.com/declandunn/wp-content/uploads/2014/09/... · 2019-08-19 · Declan Dunn DunnDirectMedia ChicoStart Resident Mentor](https://reader035.vdocuments.site/reader035/viewer/2022080718/5f78dd8fd8fffd0609580d18/html5/thumbnails/23.jpg)
23 23
OCPM is where Facebook optimizes impressions, and
OCPC is where Facebook optimizes for clicks.
Be careful with both….
23
![Page 24: Facebook Basic Advertising 101 Plus the Next 5 Yearsdeclandunn.com/declandunn/wp-content/uploads/2014/09/... · 2019-08-19 · Declan Dunn DunnDirectMedia ChicoStart Resident Mentor](https://reader035.vdocuments.site/reader035/viewer/2022080718/5f78dd8fd8fffd0609580d18/html5/thumbnails/24.jpg)
24 24
2 Types of Bid:
Auction
or
Fixed Price?
Choose Auction.24
![Page 25: Facebook Basic Advertising 101 Plus the Next 5 Yearsdeclandunn.com/declandunn/wp-content/uploads/2014/09/... · 2019-08-19 · Declan Dunn DunnDirectMedia ChicoStart Resident Mentor](https://reader035.vdocuments.site/reader035/viewer/2022080718/5f78dd8fd8fffd0609580d18/html5/thumbnails/25.jpg)
25
3. Engaging the Power of Your Audience
• Targeting – Beyond Demographics and Including Behavior
• Custom Audiences – Emails, Visitors to your Web Site,& More
![Page 26: Facebook Basic Advertising 101 Plus the Next 5 Yearsdeclandunn.com/declandunn/wp-content/uploads/2014/09/... · 2019-08-19 · Declan Dunn DunnDirectMedia ChicoStart Resident Mentor](https://reader035.vdocuments.site/reader035/viewer/2022080718/5f78dd8fd8fffd0609580d18/html5/thumbnails/26.jpg)
26
The Basics: Target Your Audiences
• Age• Gender• Location – Country and City• Marital Status• Interests• Income
• Advanced: Home Value• Time of Day (Power Editor “Dayparting”)
![Page 27: Facebook Basic Advertising 101 Plus the Next 5 Yearsdeclandunn.com/declandunn/wp-content/uploads/2014/09/... · 2019-08-19 · Declan Dunn DunnDirectMedia ChicoStart Resident Mentor](https://reader035.vdocuments.site/reader035/viewer/2022080718/5f78dd8fd8fffd0609580d18/html5/thumbnails/27.jpg)
27
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
![Page 28: Facebook Basic Advertising 101 Plus the Next 5 Yearsdeclandunn.com/declandunn/wp-content/uploads/2014/09/... · 2019-08-19 · Declan Dunn DunnDirectMedia ChicoStart Resident Mentor](https://reader035.vdocuments.site/reader035/viewer/2022080718/5f78dd8fd8fffd0609580d18/html5/thumbnails/28.jpg)
28
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
![Page 29: Facebook Basic Advertising 101 Plus the Next 5 Yearsdeclandunn.com/declandunn/wp-content/uploads/2014/09/... · 2019-08-19 · Declan Dunn DunnDirectMedia ChicoStart Resident Mentor](https://reader035.vdocuments.site/reader035/viewer/2022080718/5f78dd8fd8fffd0609580d18/html5/thumbnails/29.jpg)
29
Target People Who Visit Your Site, Who Buy, and….
![Page 30: Facebook Basic Advertising 101 Plus the Next 5 Yearsdeclandunn.com/declandunn/wp-content/uploads/2014/09/... · 2019-08-19 · Declan Dunn DunnDirectMedia ChicoStart Resident Mentor](https://reader035.vdocuments.site/reader035/viewer/2022080718/5f78dd8fd8fffd0609580d18/html5/thumbnails/30.jpg)
30
It’s easy.
Cut and paste,Into the <HEAD>Of each page.
Most 5 minutes.
![Page 31: Facebook Basic Advertising 101 Plus the Next 5 Yearsdeclandunn.com/declandunn/wp-content/uploads/2014/09/... · 2019-08-19 · Declan Dunn DunnDirectMedia ChicoStart Resident Mentor](https://reader035.vdocuments.site/reader035/viewer/2022080718/5f78dd8fd8fffd0609580d18/html5/thumbnails/31.jpg)
31
Lookalike Audiences
![Page 32: Facebook Basic Advertising 101 Plus the Next 5 Yearsdeclandunn.com/declandunn/wp-content/uploads/2014/09/... · 2019-08-19 · Declan Dunn DunnDirectMedia ChicoStart Resident Mentor](https://reader035.vdocuments.site/reader035/viewer/2022080718/5f78dd8fd8fffd0609580d18/html5/thumbnails/32.jpg)
32
Track with UTM Links everywhere. (Google UTM Links)
![Page 33: Facebook Basic Advertising 101 Plus the Next 5 Yearsdeclandunn.com/declandunn/wp-content/uploads/2014/09/... · 2019-08-19 · Declan Dunn DunnDirectMedia ChicoStart Resident Mentor](https://reader035.vdocuments.site/reader035/viewer/2022080718/5f78dd8fd8fffd0609580d18/html5/thumbnails/33.jpg)
33
4. Performance
• Case Studies: Local Service and Health/Wellness Free Offer
• Your Landing Page Matters!
![Page 34: Facebook Basic Advertising 101 Plus the Next 5 Yearsdeclandunn.com/declandunn/wp-content/uploads/2014/09/... · 2019-08-19 · Declan Dunn DunnDirectMedia ChicoStart Resident Mentor](https://reader035.vdocuments.site/reader035/viewer/2022080718/5f78dd8fd8fffd0609580d18/html5/thumbnails/34.jpg)
34 34
![Page 35: Facebook Basic Advertising 101 Plus the Next 5 Yearsdeclandunn.com/declandunn/wp-content/uploads/2014/09/... · 2019-08-19 · Declan Dunn DunnDirectMedia ChicoStart Resident Mentor](https://reader035.vdocuments.site/reader035/viewer/2022080718/5f78dd8fd8fffd0609580d18/html5/thumbnails/35.jpg)
35 35
![Page 36: Facebook Basic Advertising 101 Plus the Next 5 Yearsdeclandunn.com/declandunn/wp-content/uploads/2014/09/... · 2019-08-19 · Declan Dunn DunnDirectMedia ChicoStart Resident Mentor](https://reader035.vdocuments.site/reader035/viewer/2022080718/5f78dd8fd8fffd0609580d18/html5/thumbnails/36.jpg)
36
Lookalike Audiences Case Study: BasicGreens.com
![Page 37: Facebook Basic Advertising 101 Plus the Next 5 Yearsdeclandunn.com/declandunn/wp-content/uploads/2014/09/... · 2019-08-19 · Declan Dunn DunnDirectMedia ChicoStart Resident Mentor](https://reader035.vdocuments.site/reader035/viewer/2022080718/5f78dd8fd8fffd0609580d18/html5/thumbnails/37.jpg)
37
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.
![Page 38: Facebook Basic Advertising 101 Plus the Next 5 Yearsdeclandunn.com/declandunn/wp-content/uploads/2014/09/... · 2019-08-19 · Declan Dunn DunnDirectMedia ChicoStart Resident Mentor](https://reader035.vdocuments.site/reader035/viewer/2022080718/5f78dd8fd8fffd0609580d18/html5/thumbnails/38.jpg)
38
ChicoWellness.com: Over $1,000 in 30 Days, No Ads, Just Social, Search and Email.
![Page 39: Facebook Basic Advertising 101 Plus the Next 5 Yearsdeclandunn.com/declandunn/wp-content/uploads/2014/09/... · 2019-08-19 · Declan Dunn DunnDirectMedia ChicoStart Resident Mentor](https://reader035.vdocuments.site/reader035/viewer/2022080718/5f78dd8fd8fffd0609580d18/html5/thumbnails/39.jpg)
39 3939
![Page 40: Facebook Basic Advertising 101 Plus the Next 5 Yearsdeclandunn.com/declandunn/wp-content/uploads/2014/09/... · 2019-08-19 · Declan Dunn DunnDirectMedia ChicoStart Resident Mentor](https://reader035.vdocuments.site/reader035/viewer/2022080718/5f78dd8fd8fffd0609580d18/html5/thumbnails/40.jpg)
40 40
Email Automates MarketingCreate customized marketing to engage, develop better conversion, and keep customers happy.
![Page 41: Facebook Basic Advertising 101 Plus the Next 5 Yearsdeclandunn.com/declandunn/wp-content/uploads/2014/09/... · 2019-08-19 · Declan Dunn DunnDirectMedia ChicoStart Resident Mentor](https://reader035.vdocuments.site/reader035/viewer/2022080718/5f78dd8fd8fffd0609580d18/html5/thumbnails/41.jpg)
41 41
Bonus: Don’t forget email.
41
![Page 42: Facebook Basic Advertising 101 Plus the Next 5 Yearsdeclandunn.com/declandunn/wp-content/uploads/2014/09/... · 2019-08-19 · Declan Dunn DunnDirectMedia ChicoStart Resident Mentor](https://reader035.vdocuments.site/reader035/viewer/2022080718/5f78dd8fd8fffd0609580d18/html5/thumbnails/42.jpg)
42 4242
![Page 43: Facebook Basic Advertising 101 Plus the Next 5 Yearsdeclandunn.com/declandunn/wp-content/uploads/2014/09/... · 2019-08-19 · Declan Dunn DunnDirectMedia ChicoStart Resident Mentor](https://reader035.vdocuments.site/reader035/viewer/2022080718/5f78dd8fd8fffd0609580d18/html5/thumbnails/43.jpg)
43
Simply Responsive
Facebook Basic Advertising 101 and More
Declan Dunn – [email protected] | DunnDirectMedia.com
Social Twitter.com/declandunn | Facebook.com/declan.dunn | Linkedin.com/in/declandunn