Facebook Ads Event

Let’s put things into perspectiveThe most recent data shows that Facebook has the highest percentage of internet users in Canada accessing the platform – 84 percent compared to 59 percent accessing YouTube. Twitter is also experiencing growth and is expected to grow its user base from over 3.3 million in 2012 to some 7.6 million users in 2020. Based on mobile share of visits, however, Twitter ranks third among Canadians, with Pinterest taking the second spot, and Facebook remaining the unquestionable leader of social networks visited via mobile.

Let’s put things into perspectiveCore Facebook Vitals as reported in Q1 2019 IR Statement

● How many employees does Facebook currently have: 37,773 as of March 31, 2019, an increase of 36% year-over-year.

● Worldwide, there are over 2.38 billion monthly active users (MAU) as of March 31, 2019. This is an 8 percent increase in Facebook MAUs year over year. This is compared to 2.32 billion MAUs for Q4 2018.

● 1.56 billion people on average log onto Facebook daily and are considered daily active users (Facebook DAU) for March 2019. This represents an 8 percent increase year over year

Things get interesting here...Core Facebook Vitals as reported in Q1 2019 IR Statement

Mobile advertising revenue is reported according to Facebook to represent approximately

93 percent of advertising revenue for Q1 2019

Canadians are addicted to FBData pertaining to the frequency of social network usage in

Canada reveals that 54 percent of Facebook users access the platform at least once daily, with 23 percent of

YouTube users saying the same.

Even more interesting is the activity occurring on social platforms. A total of 28.5 percent of Canadian Facebook

users admitted to being very active; posting, sharing, liking or commenting on various things, with 49.3 percent reading or

liking content despite not posting their own.

Canadians Companies are...Milking it!!

Social media ad revenue in Canada is expected to reach over 590 million U.S. dollars, with the

largest share of these revenues being generated through mobile ads

Our Usage….

HOW WISH BECAME A MULTI-BILLION DOLLAR BUSINESSWish is a mobile shopping app founded by engineers at Google who worked on the AdWords product.

They’re doing billions of dollars in sales, and I genuinely believe that they’re the only conceivable threat to Amazon today.

How’d they do it?

They spent nearly 100% of their money on Facebook and Instagram advertising.

The biggest companies and brands in the world are the ones who take advantage of underpriced attention the most.

For example… the biggest advertiser on Google AdWords when it was underpriced 8 years ago was Amazon. The biggest regret of my career as an entrepreneur is not spending more on wine terms when Google AdWords was underpriced.

But you cannot reach to everyone on Facebook

Facebook bought a new algorithm by the name: Edgerank.

Look back at what happened when attention shifted from radio to television.

Businesses started running TV commercials like they’d run radio ads. There would be a man in front of there holding up an image, and there would be a narrator narrating that image.

The ad wasn’t “native” to television, and there was a huge misunderstanding of what makes a ‘good’ TV commercial.

Every time your Facebook campaign fails to take off, it might be due to one of these five reasons:

1. You’ve created too many ad groups of A/B test variations with low budgets

2. You ad images fail to catch people’s attention3. Low relevance of ads (might indicate a bad audience

targeting)4. Using the wrong bidding options5. Being impatient and making rapid changes (10,000

impressions minimum)

Understand your audience

Understand your audience

Target niche interests: Instead of targeting broad interests that describe hundreds of thousands of people, narrow down your target audiences. You can add several layers of interests so that the audience members must match at least one interest on each targeting level.

Facebook recommends niche audience targeting for advertisers aiming to reach a very specific audience, e.g. people in a certain location or with specialized interests.

Audience Breakdown

1. Ice cubes: people who have never heard of you and haven’t visited your site or landing page before. In the Facebook advertising land, ice cubes are usually the people you’re targeting with a Saved Audience.

2. Lukewarm audience: people who know who you are, but don’t know for sure what you do.

3. Volcano lava traffic: People who have bought something from you before or are way down the conversion funnel, on the path to becoming a customer.

Don’t Go Too Broad

Ad Creative is honestly...shit!!

Getting Context Wrong...

Careless or Shitty Copywriting

When creating a Facebook campaign, you can write custom copy for every part of your ads.

That’s a huge responsibility, as one wrong line of text could potentially extinguish the spark of interest in your readers.

Bad Choice of Ad PlacementIn a Facebook experiment, marketers at Scoro discovered that Desktop ads had a 534% higher cost-per-click than

ads placed on Mobile + Audience Network.

They also discovered, however, that Desktop ads performed a lot better in terms of conversions.

Bad Choice of Ad Placement...and best way to test it?

Facebook’s Ad Placements Include:

● News feeds (mobile and desktop)● Facebook right-hand column● Instagram● Audience Network● Instant Articles● In-stream Video

One of the main reasons why you might make a mistake when choosing your ad placements is the offer and placement mismatch.

For example, if you’d like people to create a free trial for your business software, Instagram ads might not be the best option. People aren’t usually in the mood to deal with business while browsing images posted by their friends.

The best way to find out which ad placements result in the highest return on investment is to test multiple ad placements and analyze the results.

Bidding...

Facebook operates on an auction-type bidding system, just like Google Ads.

Today, PPC bidding is almost scientific, and applying the right components could give your ad campaigns a real boost.

To customize and view your bidding options in Facebook’s Ads Manager, go to the “Budget and Schedule” section.

Bidding...

4 Different Bidding Options In Facebook Ads

1) Conversions: Facebook will do its best to deliver your ads to people who are most likely to convert. This bidding method is a good place to start as Facebook will optimize the ads for you.

2) Link Clicks: Facebook focuses on getting users to click on your ad to follow the link. If your goal is to get a lot of users to your landing page or to view an on-Facebook page, this could be a good option.

3) Impressions: Facebook optimizes your ads with the goal of being seen by as many people as possible. This is a good option for businesses looking to build brand awareness or sharing highly engaging content (e.g. blog articles).

4) Daily Unique Reach: Facebook optimizes for showing your ads to people up to once a day. This method is great for retargeting, ensuring that people will see your ads only once every day and (hopefully) preventing ad fatigue.

Bidding...Instagram is Over Priced!!

Testing….

Data from over $3 million in Facebook Ad spend experiments to create a list of A/B test elements that provided the

biggest gains:

1. Countries2. Precise interests3. Mobile OS4. Age ranges5. Genders6. Ad images7. Titles8. Relationship status9. Landing page

10. Interested in

As you can see, many of these elements are related to your target audience. Once again, it’s super important to refine your targeting to reach high-intent customers who are likely to convert.

A/B Test Your Facebook Ads

Automate it...

● Cost per Result● Cost per Add Payment Info (Facebook Pixel)● Daily Spend● Cost per Click (Link)● Cost per App Install● Frequency● Cost per Add to Cart (Facebook Pixel)● Cost per Initiate Checkout (Facebook Pixel)● Impressions● Cost per Purchase (Facebook Pixel)● Cost per Lead (Facebook Pixel)● Lifetime Spent● Cost per Complete Registration (Facebook Pixel)● CPM (Cost per 1,000 impressions)● Reach● Results

To create a new Facebook ad rule, select one or multiple campaigns, ad sets, or ads, and click on Create Rule.

What we track….

You keep track of these eight Facebook ad metrics to make sure your campaigns don’t go off the rails:

1. Ad frequency2. Relevance score3. Click-through-rate vs. conversion rate4. Number of leads5. Facebook Ads customer churn6. Ad performance by placement7. Clicks by interests8. Ad engagement rate

Social Research Tool

Imagine Being Able to Find Any Adsfor Any Given Niche on Facebook !"Tmaster Pro The Ultimate FB ADS SPY Software"

Find Every Ad on Facebook In Seconds Even dark postsSpy on Top CPA OffersNow you Can Reverse Engineer theseProven Winners to Replicate their Success !

> Effectively Spy On Your Competition> Find Every Ad on Facebook In Seconds Even dark posts Cloaked / Redirects links> Analyzing Your competitor’s Campaign Exact Strategies> Discover the Most Profitable Niche / Idea Campaigns on FB

> Fully compliant with Facebook's TOS !

AD ANALYST

A tool to help you understand how you are targeted by advertisers on FacebookWhat kind of ads do I receive in Facebook? What kind of advertisers target me?What attributes do advertisers use to target me?What attributes has Facebook inferred about me?

Is my targeting unique?

Always Optimize for Conversions

Speaking of Facebook’s AI-powered algorithms, they’re really really good at delivering your ads to the people most likely to be interested.

That’s why, there’s really no need to be playing around with your Facebook campaign objective to try and lower your advertising costs.

Campaign objective is the first selection you’ll make when setting up your Facebook campaigns.

CUSTOM SCHEDULEChances are that your Facebook ads aren’t relevant to yo your audience 24/7.

For example, it’s rather unlikely that someone will create a free trial of your B2B product in the middle of the night. Rather, they might sign up for Netflix or order a pizza.

Take a look at your Facebook ad reports to learn which days and hours bring you the most conversions at the lowest cost.

TRACK...AND TRACK MORE!!In addition to tracking your website visitors, you can also track nine different Standard Events.

TARGET HIGH IMPACT

DON’T SELL….

CREATE AWARENESS & BUILD TRUST

PEOPLE ARE ON FACEBOOK TO KILL TIME...MORE LIKE WATCHING CAT VIDEOS

AND BRAINLESS CONTENT

NOT TO BUY….THATS’S FOR GOOGLE/BING

AWARENESS STAGE ADS OUTPERFORM EVERYTHING ELSE

EXAMPLE….

Client: Maths Tutoring

Industry Very Competitive

Average Transaction: $100 per month for 4 years ($4000+ service)

EXAMPLE….INSTEAD OF SELLING $4000 FB SERVICE OVER FACEBOOK

EXAMPLE….RESULT:

256 PEOPLE CAME OUT OF 364

40 STUDENTS WERE ENROLLED IN THE PROGRAM

40 * $4800 = $192,000

CAMPAIGN COST: $2100 IN ADS COST AND $1200 IN CAMPAIGN SETUP

EXAMPLE….Event CBC Covered It!!

256 PEOPLE CAME OUT OF 364

40 STUDENTS WERE ENROLLED IN THE PROGRAM

40 * $4800 = $192,000

CAMPAIGN COST: $2100 IN ADS COST AND $1200 IN CAMPAIGN SETUP

OUR DENTAL CLIENT CAMPAIGNS

Master the art of FOMO and urgency

If you’ve ever missed a flight or been the next person in the queue right when the store runs out of the thing you

wanted, you know how bad this feels.

FOMO – the fear of missing out – haunts us every single day.

Create carousel ad campaignsA report by Kinetic Social revealed that carousel ads get 10 times more clicks compared to static sponsored posts on Facebook.

Spice up your ads with emojisSaaS brand Scoro ran a small A/B test to test whether emojis have any effect on the click-through and engagement rates. They did.

The ad with emoji in the headline had a 241% higher click-through rate than the ad with no emoji.

USING BRACKETS

This one is so painfully obvious that I wish I’d thought of it years ago. What do I mean by using brackets? I mean this:

[INFLUENCERS ONLY]

Yeah, that would’ve made me look too.

Facebook doesn’t allow you to bold, underline or italicise, so brackets are one way to differentiate your posts and make certain things stand out.

// THIS IS THE OTHER //

>> OR THIS <<

NOT INCLUDING A CTA

There has been so much written about which CTA button you to choose for Facebook Ads.

“Never use the Sign Up button,” say some. Others claim that “Learn More has the highest click-through rate”.

But, did you know that you can simply choose NO call to action button on your Facebook Ads? Yeah, you don’t have to have one!

Why does it work? Well, it makes your ad look like the native content it’s supposed to be.

Are you seeing a trend here? It seems that the key to successful Facebook ads is to make them look as little like an ad as possible. Groundbreaking.

FB MESSENGER AD CAMPAIGNS

Not really a Facebook Ads hack, but a huge opportunity nonetheless.

I’ve only seen two Facebook Messenger campaigns done well, so far. I don’t know if this is because I’m not in the target audience for those who are running them, or if there just aren’t any people running them yet. But, either way, this is a HUGE opportunity at the moment.

To put it in layman’s terms: You can use Facebook Messenger ads to get people to interact with your brand via Messenger. Then, once they’ve messaged your page, you can run ads to them that show up as messages in their FB Messenger. It’s a bit like building an email list, but within FB messenger. Shneaky.

Questions….??

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