facebook ads: process, targeting & tools, then back again. in 20 minutes
TRANSCRIPT
Ned PoulterPOLE STAR DIGITAL
Facebook Ads: The process, targeting & tools to take you from beginner to pro. In 20 mins.@nedpoulterhttp://www.slideshare.net/NedPoulter
DIGITAL MARKETING CONSULTANT
Why this guy?
BLOGGER
SOCIAL
@NedPoulter
/NedPoulter
SO, WHY ?
FACEBOOK ADS @ #BRIGHTONSEO \ BY @NEDPOULTER
I’M AN SEO AT HEART.
BUT. I GET IMPATIENT.
FACEBOOK ADS @ #BRIGHTONSEO \ BY @NEDPOULTER
NO IT’S NOT. IT’S ABOUT
TRYING NEW SHIT!
FACEBOOK HAS 1.49 BILLION ACTIVE MONTHLY USERS.
FACEBOOK ADS @ #BRIGHTONSEO \ BY @NEDPOULTER
THAT’S 79% OF TOTAL INTERNET USERS.
FACEBOOK ADS @ #BRIGHTONSEO \ BY @NEDPOULTER
6 NEW FACEBOOK PROFILES ARE CREATED EVERY SECOND.
THAT’S 500,000 NEW PROFILES. EVERY DAY.
FACEBOOK ADS @ #BRIGHTONSEO \ BY @NEDPOULTER
1.8 BILLION DAILY USERS(TO REACH WITH FACEBOOK ADS).
FACEBOOK ADS @ #BRIGHTONSEO \ BY @NEDPOULTER
50 MILLION ACTIVE BUSINESSES REGISTERED ON FACEBOOK.
FACEBOOK ADS @ #BRIGHTONSEO \ BY @NEDPOULTER
4 MILLION ACTIVE BUSINESSES USING FACEBOOK ADS.
FACEBOOK ADS @ #BRIGHTONSEO \ BY @NEDPOULTER
THIS GREW 50% FROM 2015 TO 2016.
FACEBOOK ADS @ #BRIGHTONSEO \ BY @NEDPOULTER
OPPORTUNITY ALERT!
WHERE THE HELL DOES PAID
SOCIAL MEDIA TRULY FIT?!
SINCE 2015 I’VE PERSONALLY CREATED OVER 8,000 FACEBOOK CAMPAIGNS FOR CLIENTS
I’VE SPENT OVER
£350,000 ON SOCIAL MEDIA ADVERTISING
FACEBOOK ADS ARE AWESOME.
FACEBOOK ADS @ #BRIGHTONSEO \ BY @NEDPOULTER
FACEBOOK ADS @ #BRIGHTONSEO \ BY @NEDPOULTER
TRACK THOSE CONVERSIONS!
FACEBOOK ADS @ #BRIGHTONSEO \ BY @NEDPOULTER
BEST APPROACH…?
FACEBOOK ADS @ #BRIGHTONSEO \ BY @NEDPOULTER
VISIT: http://bit.ly/1kn8EqJ
TAKE THIS COURSE
FACEBOOK ADS @ #BRIGHTONSEO \ BY @NEDPOULTER
READ THESE THINGS!
http://bit.ly/1MC6475
READ1.
VISIT2.
FOLLOW3.
FACEBOOK ADS @ #BRIGHTONSEO \ BY @NEDPOULTER
WORKING WITH A WORDPRESS SITE?
TRACK YOUR CAMPAIGNS.
FACEBOOK UTM BUILDER
http://bit.ly/2mT01sC
FACEBOOK ADS @ #BRIGHTONSEO \ BY @NEDPOULTER
TRACKING YOUR PAID SOCIAL CAMPAIGNS :: SUMMARY
1 Document key conversion points across your site
2 Setup Google Tag Manager (+ learn the basics!)
3 Create + deploy pixels and test! (Facebook, Twitter, LinkedIn)
4 Setup conversion tracking for key conversion events
THINK OLD SCHOOL!
FACEBOOK ADS @ #BRIGHTONSEO \ BY @NEDPOULTER
LOOK FAMILIAR?
FACEBOOK ADS @ #BRIGHTONSEO \ BY @NEDPOULTER
Q/ WHAT IS THE BEST AD CREATIVE SETUP FOR TESTING?
BEST WAY TO OPTIMISE CREATIVE :: SUMMARY
1 Avoid adding >3 creatives to any one ad set
2 Pause any ad that’s >4 in frequency
3 Experiment with changing Optimisation > Daily Unique Reach
Q/ WHAT ARE THE BEST ADS TYPES?
A/ IT DEPENDS ON YOUR OBJECTIVE!
VIDEO VIEWS
FACEBOOK ADS @ #BRIGHTONSEO \ BY @NEDPOULTER
CREATE A CUSTOM AUDIENCE BASED ON
PEOPLE WHO HAVE ENGAGED WITH YOUR
VIDEO…
WEBSITE CUSTOM AUDIENCE
FACEBOOK ADS @ #BRIGHTONSEO \ BY @NEDPOULTER
REMARKET TO THESE!
PAGE POST ENGAGEMENT + TAGGING PRODUCTS
FACEBOOK ADS @ #BRIGHTONSEO \ BY @NEDPOULTER
TAG YOUR PRODUCTS IN A VIRAL POST TO BOOST REACH!
FACEBOOK ADS @ #BRIGHTONSEO \ BY @NEDPOULTER
37.9 MILLION VIEWS!!!
LEAD GEN
FACEBOOK ADS @ #BRIGHTONSEO \ BY @NEDPOULTER
CHANGE MESSAGING + RETARGET THOSE THAT OPENED, BUT DIDN’T ENTER
FACEBOOK ADS @ #BRIGHTONSEO \ BY @NEDPOULTER
FACEBOOK CANVAS
FACEBOOK ADS @ #BRIGHTONSEO \ BY @NEDPOULTER
CANVAS =
FACEBOOK LANDING PAGE BUILDER
FACEBOOK ADS @ #BRIGHTONSEO \ BY @NEDPOULTER
FACEBOOK COLLECTION
FACEBOOK ADS @ #BRIGHTONSEO \ BY @NEDPOULTER
VERY MEMORBALE INTERACTIVE EXPERIENCE
COOL AD TYPES TO TRY :: SUMMARY
1 Video Views + Create custom audience of engaged viewers
2 Local Awareness
3 Page Post Engagement w/ Tagged Products (+ VIRAL!)
4 Canvas
5 Facebook Collection
TYPES OF CUSTOM AUDIENCE
FACEBOOK ADS @ #BRIGHTONSEO \ BY @NEDPOULTER
BASED ON PEOPLE THAT HAVE VISITED YOUR
WEBSITE
SORT OF COOL… WEBSITE TRAFFIC
FACEBOOK ADS @ #BRIGHTONSEO \ BY @NEDPOULTER
UPLOAD THE EMAIL ADDRESSES OF YOUR NEWSLETTER SUBSCRIBERS, CUSTOMERS …
ETC
GETTING COOLER… CUSTOMER FILE
FACEBOOK ADS @ #BRIGHTONSEO \ BY @NEDPOULTER
REALLY COOL! WCAS + CUSTOM COMBINATIONS
FACEBOOK ADS @ #BRIGHTONSEO \ BY @NEDPOULTER
PEOPLE WHO MADE MULTIPLE ACTIONS ON
YOUR SITE
SERIOUSLY. LOADS OF POTENTIAL!
FACEBOOK ADS @ #BRIGHTONSEO \ BY @NEDPOULTER
TARGETING/AUDIENCE CREATION :: SUMMARY
1 Website Traffic
2 Customer file + look-a-likes
3 Website custom audience (WCAs) + custom combinations
THE POSSIBILITIES ARE ALMOST ENDLESS…
FACEBOOK ADS @ #BRIGHTONSEO \ BY @NEDPOULTER
REMARKETINGDIGITAL STALKING
FACEBOOK ADS @ #BRIGHTONSEO \ BY @NEDPOULTER
FACEBOOK ADS @ #BRIGHTONSEO \ BY @NEDPOULTER
FACEBOOK ADS @ #BRIGHTONSEO \ BY @NEDPOULTER
FACEBOOK ADS @ #BRIGHTONSEO \ BY @NEDPOULTER
AWESOME ALERT!USE CODE POLESTAR! TO
GET 50% OFF BANNERWISE
FACEBOOK ADS @ #BRIGHTONSEO \ BY @NEDPOULTER
/GET INSPIRED
STEAL STUFF! GET INSPIRED
https://adespresso.com/academy/ads-examples/
22,373 examples….
SAY WHAT!?!
/GET CREATIVE
EASILY SHOW THIS TO YOUR CLIENTS / BOSSES / GRANDPARENTS ETC.
EASILY CREATE MOCKUPS FOR ADS ON FACEBOOK, TWITTER, INSTAGRAM, PINTEREST - http://bit.ly/2nMPQqB
FACEBOOK ADS @ #BRIGHTONSEO \ BY @NEDPOULTER
THIS WORKS FOR ALL AD FORMATS ON ALL [COMMON] PAID SOCIAL PLATFORMS
ALSO ALLOWS YOU TO SEE THE 20% GRID!
FACEBOOK ADS @ #BRIGHTONSEO \ BY @NEDPOULTER
SPEEDS UP THE CREATIVE APPROVAL PROCESS
GIVES YOU MORE TIME TO WORK ON THE COOL S**T!
USE THIS TOOL TO MAKE IT EASIER - http://bit.ly/2lU4g7V
FACEBOOK ADS @ #BRIGHTONSEO \ BY @NEDPOULTER
USE THIS TOOL TO MAKE IT EASIER - https://www.canva.com/
FACEBOOK ADS @ #BRIGHTONSEO \ BY @NEDPOULTER
CREATE CINEMAGRAPHS!
http://bit.ly/2nmJJWR
MORE READING –http://bit.ly/2nMG1IW
FACEBOOK ADS @ #BRIGHTONSEO \ BY @NEDPOULTER
CROWD-SOURCE YOUR AD CREATIVES
http://bit.ly/2mkiLNY
FACEBOOK ADS @ #BRIGHTONSEO \ BY @NEDPOULTER
USE EMOTICONS IN YOUR AD COPY
http://bit.ly/2mEHoYO
FACEBOOK ADS @ #BRIGHTONSEO \ BY @NEDPOULTER
/CREATE GREAT CONTENT
*NOT JUST YOUR OWN
FIND OUT WHAT WORKS BEST
FACEBOOK ADS @ #BRIGHTONSEO \ BY @NEDPOULTER
TENDING DATA
FACEBOOK ADS @ #BRIGHTONSEO \ BY @NEDPOULTER
CONTENT IDEAS
FACEBOOK ADS @ #BRIGHTONSEO \ BY @NEDPOULTER
CONTENT SOURCE + PLACE
FACEBOOK ADS @ #BRIGHTONSEO \ BY @NEDPOULTER
KEY TAKEAWAYS
1 Leverage content around existing trends
2 Mimic successful content from your competitors
3 Post at a time that your audience engages
BUILD/MANAGE YOUR AUDIENCE
http://bit.ly/2mECYRI
CONNECT FACEBOOK ADS + YOUR WEBSITE USING ‘BRIDGE’ SOFTWARE
http://bit.ly/2nmzmSI
http://bit.ly/2nx81MU
FACEBOOK ADS @ #BRIGHTONSEO \ BY @NEDPOULTER
http://bit.ly/2mEBnLT
+
OR ‘BOOTSTRAP’ IT WITH ZAPIER + YOUR CRM
FACEBOOK ADS @ #BRIGHTONSEO \ BY @NEDPOULTER
Thank You.
VISITwww.polestardigital.com
CALL+447887851818
FOLLOW@nedpoulter