Transcript
Page 1: How to Use Facebook Ads to Drive Targeted Website Traffic

@KaGray

Kathy Gray

@polepositionmkg

HOW TO USE FACEBOOK ADS TO DRIVE

TARGETED WEBSITE TRAFFIC

Page 2: How to Use Facebook Ads to Drive Targeted Website Traffic

@KaGray

Kathy Gray

@polepositionmkg

WHY FACEBOOK ADS?

Page 3: How to Use Facebook Ads to Drive Targeted Website Traffic

HOW TO USE FACEBOOK ADS TO DRIVE TARGETED WEBSITE TRAFFIC @PolePositionMkg

Facebook is ubiquitous in everyday life

WHY FACEBOOK ADS?

Page 4: How to Use Facebook Ads to Drive Targeted Website Traffic

HOW TO USE FACEBOOK ADS TO DRIVE TARGETED WEBSITE TRAFFIC @PolePositionMkg

Precise targeting

Want to target male cat lovers who recently visited Dubuque?

WHY FACEBOOK ADS?

Page 5: How to Use Facebook Ads to Drive Targeted Website Traffic

HOW TO USE FACEBOOK ADS TO DRIVE TARGETED WEBSITE TRAFFIC @PolePositionMkg

Facebook ads are cost-effective

http://moz.com/blog/1-dollar-per-day-on-facebook-ads

Average Cost

• $0.50-$1 per fan

• $1 per email address

• $0.10-$0.50 per website referral

• $30 per product sale conversion

http://www.jonloomer.com/2014/07/08/facebook-ads-budget-2/

WHY FACEBOOK ADS?

Page 6: How to Use Facebook Ads to Drive Targeted Website Traffic

@KaGray

Kathy Gray

@polepositionmkg

FACEBOOK AD TYPES & TARGETING

Page 7: How to Use Facebook Ads to Drive Targeted Website Traffic

HOW TO USE FACEBOOK ADS TO DRIVE TARGETED WEBSITE TRAFFIC @PolePositionMkg

Don’t use the Boost button!!!

FACEBOOK AD TYPES & TARGETING

X

Page 8: How to Use Facebook Ads to Drive Targeted Website Traffic

HOW TO USE FACEBOOK ADS TO DRIVE TARGETED WEBSITE TRAFFIC @PolePositionMkg

Use Ads Manager, Business Manager, or Power Editor

Ads Manager

• Additional targeting capabilities

• Organizational capabilities

• Owner operator

• Payments & reporting tied to personal account

Business Manager

• Additional targeting capabilities

• Organizational capabilities

• Page manager not owner

• Working with agency

• Payments & reporting tied to business

Power Editor

• Granular targeting capabilities

• Shortcuts

• Used in conjunction with Ads Manager or Business Manager

• Not as intuitive

FACEBOOK AD TYPES & TARGETING

Page 9: How to Use Facebook Ads to Drive Targeted Website Traffic

HOW TO USE FACEBOOK ADS TO DRIVE TARGETED WEBSITE TRAFFIC @PolePositionMkg

Understanding Facebook Ads campaign structure

Campaign

Ad Set

Ad #1 Ad #2

• Engagement

• Website ClicksObjective

• Custom Audiences

• DemographicsTargeting

• Images

• TextCreative

FACEBOOK AD TYPES & TARGETING

Page 10: How to Use Facebook Ads to Drive Targeted Website Traffic

HOW TO USE FACEBOOK ADS TO DRIVE TARGETED WEBSITE TRAFFIC @PolePositionMkg

Facebook ad objectives

Call-to-action buttons

Must have conversion pixel on website

Most popular option

Like campaign

Can only target by location, age, gender

Must have app

Must have app

Uses event feature

Uses offers feature

For native video posts

FACEBOOK AD TYPES & TARGETING

Page 11: How to Use Facebook Ads to Drive Targeted Website Traffic

HOW TO USE FACEBOOK ADS TO DRIVE TARGETED WEBSITE TRAFFIC @PolePositionMkg

Facebook ad targeting

Custom Audiences

Lookalike Audiences

Page Likes

Demographic

Interests

FACEBOOK AD TYPES & TARGETING

Page 12: How to Use Facebook Ads to Drive Targeted Website Traffic

HOW TO USE FACEBOOK ADS TO DRIVE TARGETED WEBSITE TRAFFIC @PolePositionMkg

Custom audiences

Website Visitors

Email Lists

FACEBOOK AD TYPES & TARGETING

Page 13: How to Use Facebook Ads to Drive Targeted Website Traffic

HOW TO USE FACEBOOK ADS TO DRIVE TARGETED WEBSITE TRAFFIC @PolePositionMkg

Lookalike audiences

FACEBOOK AD TYPES & TARGETING

Page 14: How to Use Facebook Ads to Drive Targeted Website Traffic

HOW TO USE FACEBOOK ADS TO DRIVE TARGETED WEBSITE TRAFFIC @PolePositionMkg

Advanced interest targeting

FACEBOOK AD TYPES & TARGETING

Page 15: How to Use Facebook Ads to Drive Targeted Website Traffic

@KaGray

Kathy Gray

@polepositionmkg

FACEBOOK AD DESIGN

Page 16: How to Use Facebook Ads to Drive Targeted Website Traffic

HOW TO USE FACEBOOK ADS TO DRIVE TARGETED WEBSITE TRAFFIC @PolePositionMkg

Facebook ad creative

FACEBOOK AD DESIGN

Eye-catching images

Text overlays

20% text limit

Speaks to audience

Call to action

Shorter = better

Page 17: How to Use Facebook Ads to Drive Targeted Website Traffic

HOW TO USE FACEBOOK ADS TO DRIVE TARGETED WEBSITE TRAFFIC @PolePositionMkg

Effective creative

FACEBOOK AD DESIGN

Page 18: How to Use Facebook Ads to Drive Targeted Website Traffic

@KaGray

Kathy Gray

@polepositionmkg

MEASURING SUCCESS

Page 19: How to Use Facebook Ads to Drive Targeted Website Traffic

HOW TO USE FACEBOOK ADS TO DRIVE TARGETED WEBSITE TRAFFIC @PolePositionMkg

Focus on metrics that matter

MEASURING SUCCESS

FrequencyRelevancy

scoreActions

Cost per action

Conversions

Page 20: How to Use Facebook Ads to Drive Targeted Website Traffic

HOW TO USE FACEBOOK ADS TO DRIVE TARGETED WEBSITE TRAFFIC @PolePositionMkg

RESOURCESFacebook Ads Blog: http://www.JonLoomer.com

How to Create Custom Audiences: https://www.facebook.com/help/170456843145568

Facebook Ads Tutorials: https://www.facebook.com/business/learn/facebook-ads-basics/

Page 21: How to Use Facebook Ads to Drive Targeted Website Traffic

HOW TO USE FACEBOOK ADS TO DRIVE TARGETED WEBSITE TRAFFIC @PolePositionMkg

PolePositionMarketing.com

Thank You!Kathy [email protected]@kagray


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