FACEBOOK ADVERTISING 101

Private and Confidential. Property of Whereoware, LLC.

#WOWWEBINAR

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ABOUT US

• PRIVATELY HELD DIGITAL AGENCY• 17 YEARS OF EXPERIENCE• PERSONALIZED WEBSITES• EMAIL CAMPAIGNS• SEO & PPC• CLOUD-BASED SOLUTIONS AND MOBILE APPS• DATA INTEGRATION

FACEBOOK ADVERTISING

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WHY FACEBOOK ADVERTISING

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2 BILLIONFACEBOOK USERSA MONTHhttps://newsroom.fb.com/company-info/

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RETAILERS' AVERAGE RETURN ON INVESTMENT FOR AD SPEND ON FACEBOOK

INCREASED 75% OVER THE LAST YEARhttps://www.digitalcommerce360.com/2016/07/25/retailers-average-return-facebook-ad-spend-jumps-75-q2/

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FACEBOOK ADVERTISING VS ADWORDS PAY-PER-CLICK

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KEYWORD-BASED

GOAL: AWARENESS & CONSIDERATION

81% OF INTERNET USERS*

AUDIENCE-BASED

*http://ir.comscore.com/releasedetail.cfm?releaseid=1022772

96% OF INTERNET USERS*

GOAL: PURCHASE

PRODUCT MATURITY: LOW

PRODUCT MATURITY: HIGH

FACEBOOK ADWORDS

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HOW TO SET UP BUSINESS MANAGER

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FACEBOOK BUSINESS MANAGER

Why• Manage access to Facebook pages

and ad accounts• House multiple ad accounts under

one business manager• Work with agencies

Musts• Claim your Facebook page (create

one if you don’t have one already)• Claim your advertising account

BUSINESS MANAGER

PAGES PEOPLE AD ACCOUNTS

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1. Go to business.facebook.com.2. Click Create Account.3. Enter a name for your business.

Select the primary Page. Enter your name and work email address.

SIGN UP FOR FACEBOOK BUSINESS MANAGER

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BOOSTED POST VS FACEBOOK AD

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BOOSTED FACEBOOK AD

WHERE: Facebook timeline

TARGETING, BIDDING,

PLACEMENT, FORMAT: Limited

DIFFICULTY: Super simple

WHERE: Facebook ad manager

TARGETING, BIDDING, PLACEMENT, FORMAT: Advanced

DIFFICULTY: More advanced

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HOW TO START YOUR FIRST CAMPAIGN

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HOW FACEBOOK ADS ARE STRUCTURED

CAMPAIGN

AD SET AD SET

AD AD AD AD

Set campaign objective

Set audience, placement, budget, & schedule

Set format, media, & creative

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CREATE YOUR FIRST AD

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CREATE YOUR FIRST AD

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SET YOUR OBJECTIVEName your campaign

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CREATE YOUR AD SET

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CREATE YOUR FIRST AD

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CREATE YOUR AD SET: TRAFFIC, OFFERName your Ad Set

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AUDIENCE Ad Set

Create new or use a saved audience:• Age• Demographics, languages• Locations• Behaviors

Select Custom Audiences• Customer list• Website behavior • Engagement (with page or ad)• Lookalike

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PLACEMENTSAd Set

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Designed for publishers to distribute fast, interactive articles within Facebook app and Messenger.

INSTANT ARTICLES

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An Instagram feature that lets users post photos and videos that vanish after 24 hours

INSTAGRAM STORIES

Red Bull promotes their new ‘Red Bull Flying Illusion Show’

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Extend your ads beyond Facebook to mobile apps, websites, and connected TV apps.

AUDIENCE NETWORK

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Show full-screen videos to people in exchange for a reward within an app

REWARDED VIDEOS

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BUDGET & SCHEDULEAd Set

Daily or lifetime – once set you can’t change it

Optimization: optimize for your end goal

• Link Clicks• Conversion• App Install

Bid Amount: • Newbie: Automatic

bidding• Advanced: Manual

bidding

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BUDGET & SCHEDULEAd Set

Scheduling • Use the “Run ads all the time.” • Once you have data, optimize

around days & hours

Delivery type: • Standard ad delivery –optimal

speed at lowest cost• Accelerated ad delivery –

deliver ads as quickly as possible (best for time-sensitive ads with bigger budgets)

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CREATE YOUR AD

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CREATE YOUR FIRST AD

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AD, PAGE, FORMAT

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AD SETTINGS

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AD SETTINGS

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AD SETTINGS

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AD SETTINGS

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AD SETTINGS

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AD SETTINGS

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AD SETTINGS

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AD SETTINGS

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AD SETTINGS

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DIGGING DEEPER INTO AUDIENCES

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AUDIENCE TYPES

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SAVED AUDIENCES

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SAVED AUDIENCES

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SAVED AUDIENCES

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SAVED AUDIENCES

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HOW BIG SHOULD MY AUDIENCE BE?

Guidelines:• 250,000 – 1,000,000, but….• What is your budget?• What stage in the funnel are you? Awareness,

Demand Generation, Acquisition, Transaction

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CUSTOM AUDIENCES

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CUSTOM AUDIENCES

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CUSTOMER FILE

How• Connect to MailChimp or

upload a file• Select your identifiers

When to use it• B2B companies • If your goal is conversion

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WEBSITE TRAFFIC

How• Install Facebook pixel

• Base install• Standard Events:

• View content• Add to cart• Checkout

• Custom Events

When to use it: Remarketing/conversion ads

* Install Facebook Pixel Helper to check if pixels are working correctly

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ENGAGEMENT

How: Target based on how people have interacted with you

When to use it: Great for follow up ads

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LOOKALIKE AUDIENCES

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• Choose a source audience (recommend 1,000-50,000 people)

• Facebook then finds people who are similar to (or "look like") them.

• You choose the size of a Lookalike Audience during the creation process

• Source audience quality matters.

LOOKALIKE AUDIENCE

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DIGGING DEEPER INTO AD TYPES

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AD OPTIONS

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SINGLE IMAGE

Design Recommendations:• Recommended image size:

1,200 x 628 pixels• Image ratio: 1.9:1• Text: 90 characters• Headline: 25 characters• Link description: 30 characters• Your image should include

minimal text.Tools: https://www.facebook.com/ads/tools/text_overlay#

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SINGLE VIDEO AD

Design Recommendations• Text: 90 characters• Aspect Ratios Supported: 16:9 (full

landscape) to 9:16 (full portrait)Technical Requirements• Caption length text: max 2,200 char.• Length: 120 minutes max (15-30

seconds works best)• Minimum resolution: width 600px • File Size: Up to 4GB max• Format: wide variety of formats

supported –mov, mp4, asf and more• Minimal text and include CTA

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SINGLE VIDEO AD

Don’t:• Including an intro• Using logos or credits at the

beginning• Trying to tell too much in the video• Having a person talking to the

camera without contextDo:• Grab the person’s attention within 2-

3 seconds• Create a video that is only 15-30

seconds long• Pique interest with the thumbnail• Target mobile users only when

connected to Wi-Fi

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CAROUSEL

Design Guidelines• Recommended image size: 1080 x

1080 pixels• Image ratio: 1:1• Text: 90 characters• Headline: 40 characters• Link description: 20 characters• Minimal textTips• Product images for high-intent

customers• Lifestyle imagery to target new

customers• Test storytelling or themes• Add a CTA

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SLIDESHOW

Combine multiple images, text and sound to create video ads without video production

Design Guidelines• News Feed image size: 1,280 x 720 px• News Feed image ratio: 16:9 (max 4:3) or

1:1• Text: 90 characters (longer posts may be

truncated on small screens)• Images of same size and aspect ratio are

recommended to avoid cropping• Minimal text

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SLIDESHOW

• Upload 3–10 images or a video assets

• Set an Image Duration for your ad

• Set the Transition to Fade, if you choose.

• Click Music at the top to upload. If you don't have an audio track, they have music to choose from.

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SLIDESHOW

• Select an individual image to add text

• Choose your thumbnail wisely

• Add a CTA

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COLLECTION

Design requirements:• Image Size: 1,200 x 628 pixels recommended• Image Ratio: 1.9:1• Headline: 25 characters recommended• Minimal text

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CANVAS

Canvas is a full screen experience for mobile devices.

It can be used with all Facebook ad formats – carousel, single image, single video, slideshow or collection.

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DYNAMIC REMARKETING

What is it: Automatically promote products to people who have expressed interest on your website

How do you get started:• Upload your product data feed• Facebook pixel installed with the following events:

• View content – parameters - content_type, content_id,

• Add to Cart– parameters - content_type, content_id,

• Purchase– parameters - content_type, content_id, value, currency

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NEXT STEPS

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NEXT STEPS

1. Claim/create all your account2. Start off simple3. A/B test audiences, ad formats,

creative, and placements4. Get extra help if needed

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PAID SEARCH SERVICES

PAY-PER-CLICK ADVERTISING

PAID SEARCH AUDIT

GOOGLE SHOPPING

ADVERTISING

REMARKETING ADVERTISING

SOCIAL ADVERTISING

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SOCIAL ADVERTISINGSocial media advertising helps businesses find new clients by using visitors’ own shared information to identify interest.

B2C & B2B

• Regular Remarketing• Dynamic Remarketing

B2B

• Text Ads• Content Ads

THANKS FOR WATCHING!

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