facebook advertising

HalvorsonNewMedia.com 1

Using Facebook’s Paid

Options Effectively

Presented by Christine HalvorsonHalvorson New Media

Disclaimer

Whatever I say today will be outdated by the time you go

out the door.

Particularly true of Facebook Paid Options


What kind of paid advertising do you do now?


What we’ll cover

Facebook Paid Advertising Options

chalvorson

This needs updating when done


Paid Options in FacebookPaid Options in Facebook(An ever-changing array)(An ever-changing array)


An ad you didn’t ask for & can’t do anything about

Something about cats

Also called Newsfeed ad,

sponsored story, or

boosted post

Something about cats

Your newsfeed

Reasons to consider using Facebook paid ads

You have a new Facebook Business Page

You are new in business You have a new product or

service You are holding an event


More reasons… They’re cheap! Easy to find a hyper-local

audience You will know instantly if they are

working (unlike traditional paid advertising in newspapers, etc.)

Created & changed easily (and that’s what you SHOULD do)


Find this- “Create Ads” menu, leads to Ad Manager

So that Facebook can charge your credit card


When creating ads, you are a PERSON, not the business


1) Think in terms of “campaigns”, then2) Name the campaign something you’ll recognize long into the future


Here are my 2 latest…


First step: Decide goals

We’ll start here

We won’t bother with these tonight

19

We’ll talk budgets later but…Facebook ads can cost whatever you

WANT to spend!


…This is what makes these ads magical…

Your objectiveLet’s look at a few more things and then we’ll take it live…


Upload photo of your choice or banner


Add text

Your objective


Too broadChoose your audience…1)Location, plus2)Age

All of U.S. on FB = 185.million!

Be thinking about YOUR audience for our test


Too narrow

HalvorsonNewMedia.com 25This could reach 6000

Just right!


More demographics


Interest targets

Use sparingly


Behavior targets

Also use sparingly


Set your budget—Daily or lifetime

$5 a day won’t get ALL 6,000


Less $


More $


Likes, clicks, or impressions

Let’s talk a little more…


What are impressions?

People see your ad floating by them as they go about their business

Likened to print advertising Value to be seen even if the reader

takes no action


Cost per click

The reader actually takes action to click through to wherever you send them

These are considered somewhat more valuable by Facebook, so you’re charged more than impressions

Not necessarily better – all depends on your objectives


NEWSFEEDMOBILE RIGHT

Right side ads don’t work if people don’t know you yet News feed is best



The big guys will create multiple ads at once


Search for “Ads Create Tool” within Facebook or Ads Manager

or Power Editor (all work)


Spent $5, got 310 sets of eyeballs


Paste the name from the actual page you like


Real life example: New product


Ads manager anatomy

Spent on specific recent daysCurrent ads

running

Every campaign/ad you’ve ever run


Continuous reporting/daily details

Click onto the line to get total

HalvorsonNewMedia.com 46Shows 3 clicks to website that day


Targets were 1) 3 cities where people read e-books2) women


Data shows Lexington, KY was best target

Now could beef up that budget


Campaign results

Goals: Get early reviews and visibility (branding)

Ultimately spent 50 cents for each click

On Sales Page, we can see the Amazon sales came from targeted areas

In Reviews of the book show they’ve come from the cities targeted


Some best practices…


Images—Best Practices

Directly relevant to your product or service (Facebook may reject otherwise)

Clear at a very small size—think mobile!

20% text max allowed by Facebook(Facebook WILL reject) Built-in tool

let’s you test

53

A close-up of a face is best

• If using stock photos shouldn’t be “too” professional

• Take your own!


Call to Action!!!

Click here Order here Sign up today

Tell reader what to do


Boosted posts…

Find best posts from past in Insights


Experiment, experiment, experiment


Analyze your data daily

After running a successful ad…

Make sure your Page is populated with interesting

posts, relevant to the reader and helpful to your

brand

“Facebook Ads: Getting Started Guide”


Builds the ad for you, but you can customize


Some best practices…


In other words, don’t make promises


Handout Subscribe to these folks’ e-

newsletter

Summary

They can be highly targeted You will know if they are working

(unlike traditional paid advertising in newspapers, etc.)

They are inexpensive They can be created and changed

easily


About Halvorson New Media

[email protected]:http:/www.Facebook.com/

HalvorsonNewMediaTwitterhttps://twitter.com/ChrisHalvorsonLinkedInwww.linkedin.com/in/chrishalvorsonWebsitehttp://HalvorsonNewMedia.com

chalvorson

update


Multiple Image ads Both ads ran for the same time.

The multiple images ad had more clicks, lower cost-per-click, further reach, better numbers overall.

The last two days of the "campaign," I increased my daily budget to $5 on this ad as we got closer to the event.

In my experience, 72 clicks is a really good result. 27 of those clicks were the last day and took people directly to the ticket sale page.


Basic “Get more likes” ad

New from Summit class 215



One good goal would be to build an email list


Granular targeting


Facebook’s success is making it less free—this is my summation

Your customers are there


People don’t WANT to see your ads Catch their attention They are they to chat with friends

and families You’re intruding


My thought…

You’re probably not in business to become like a Mad Men cast member (not that I’ve watched Mad Men)…

But paid advertising is complex and


Auto pilot?



If you’re doing many ads, you won’t annoy people


“less salesly” is what FB requires


In other words, don’t make promises


Look like real people; not crappy photo; stock? Not so much

Canva has a Facebook Ad template



Paste the name from the actual page you like

Build pixels into your landing page that ads manager provides (I think) so that you can track conversions


Boosting Post versus…

He’s not a fan Really need to know a WHY here—

clear on the objective Page Post ad is better—so can I get

at these?


End of summit class…



Blue may get lost

facebook advertising

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