facebook advertising: launch a campaign that really works

presents

Facebook Advertising: How to Launch Campaign That Really Works Carly Rodgers@crodgers11

https://twitter.com/crodgers311


Facebook Advertising:How to launch a campaign that really works.

@crodgers311

What will we cover? The key components to a successful Facebook adverAsing campaign• How to idenAfy and reach your target audience• Which ad units to buy and why• Using Power Editor for best results• OpAmizing to your performance goals

Make it rain.(aka generate revenue)

-‐TARGETING-‐CREATIVE

Who are you trying to reach?

Start with what you know•LocaAon•Demographic

•Likes and Interests•RelaAonships•EducaAon•Workplaces

Create Custom Audiences•Find you current customers on Facebook

•Match email addresses or phone numbers

•Segment by demographic, interests and/or acAons for best results

Build Affinity ModelsCreate Lookalike Audiences from Custom Audiences• Similarity or Reach

Leverage 3rd party dataExpand your reach using Partner CategoriesOver 500+ categories:• Off Facebook acAvity• Lifestyle• Online & offline purchase behavior• Job role

What do you want them to do?

How to create a compelling ad

• A^ract eyeballs with engaging imagery• Ensure relevancy (targeAng & delivery locaAon)• Drive purchase intent (strong call to acAon)• Focus on products• Keep messaging to the point• Focus on the newsfeed

The 20% text rule

Link to FB’s Grid Tool

https://www.facebook.com/ads/tools/text_overlay

https://www.facebook.com/ads/tools/text_overlay

Who am I?

• Female• Born on March 11, 1985• Living in Boston, MA, USA• Married• University of Delaware Alumni• Employed at Nanigans• Interests:

• The Handle Bar• BostInno• Back Bay Yoga• Zappos• Fab.com• Allfacebook.com• Gilt City• Piperlime.com

• Recent AcAvity:• Ran 10.94 miles with MapMyRun• Favorited Culture at Nanigans on Slideshare

Who am I?

qEngaging imageryqRelevantqCreates intent to purchaseqFocus on productqMessage is short & sweetqNewsfeed placement

Domain Ad

Link Page PostqEngaging imageryqRelevantqCreates intent to purchaseqFocus on productqMessage is short & sweetqNewsfeed placement

Photo Page PostqEngaging imageryqRelevantqCreates intent to purchaseqFocus on productqMessage is short & sweetqNewsfeed placement

Photo Page PostqEngaging imageryqRelevantqCreates intent to purchaseqFocus on productqMessage is short & sweetqNewsfeed placement

Bonus points for Social Context!

Let’s make some ads!

Tools to create your Facebook adsBasic: Ads Manager

More Advanced: Power EditorMost Advanced: Facebook PMD

Overview of Ads Manager•Simple, easy to use

•Auto-‐generate ads from the content on your page or website

•OpAmize to get new users, increase app engagement, or manually bid for clicks

•Define your audience using demographic informaAon, broad categories, and precise interests

•Track conversions off Facebook•Create one ad at a Ame

Benefits of Power Editor

Custom Audiences Lookalike Audiences

Saved Target Groups

Partner CategoriesTrack conversions off Facebook

OpAmize to conversions off

Facebook

Ad Placement CustomizaAon

Bid Types: CPM, CPC, or OpAmized

CPM Bulk Ad CreaAon

Setting up your campaignqSet up conversion tracking

qUpload Custom Audiences, create Lookalikes, and build Saved Target Groups

qBuild campaigns & ads

qDefine budgets and select bid type

Conversion Tracking

Saved Target Groups•LocaAon•Demographic

•Likes and Interests•RelaAonships•EducaAon•Workplaces

•Partner Categories

Custom Audiences

Lookalike Audiences

Ad Placement Customization

Bid Options

Best practices•Segment your target audience

•Set up one campaign per audience segment

•Test 2-‐4 ads per audience segment (depending on budget)

•Use oCPM bids to opAmize to an event that occurs at least 1/10 clicks

Need more? Work with a PMD•Make opAmizaAon adjustments in real Ame

•Leverage custom bidding and budgeAng algorithms

•Robust tracking and reporAng•OpAmize to and report on revenue earned

•Boost return with FBX retargeAng•Professional services

Key takeaways•To start, use what you know about your current customers and build from there

•Focus on creaAng high quality ads that will be relevant to your target audience

•Put your ads where the eyes are (in the newsfeed!)•Not all audience segments are the same

•Leverage oCPM bidding and offsite conversion pixels for the be^er return

QuesAons?

Carly Rodgers

AddiAonal Resources: Thank You!

• h^ps://www.facebook.com/adverAsing

• h^p://www.nanigans.com/blog/

• h^p://www.allfacebook.com/

[email protected]

@crodgers311

h^p://www.linkedin.com/pub/carly-‐rodgers/8/122/b93

http://info.nanigans.com/managing_facebook_ad_campaigns

http://info.nanigans.com/managing_facebook_ad_campaigns

http://info.nanigans.com/introduction-to-facebook-advertising

http://info.nanigans.com/introduction-to-facebook-advertising

http://info.nanigans.com/facebook_news_feed_advertising

http://info.nanigans.com/facebook_news_feed_advertising

https://www.facebook.com/advertising




http://www.nanigans.com/blog/




http://allfacebook.com/






http://www.linkedin.com/pub/carly-rodgers/8/122/b93














mailto:[email protected]




















Course TitleCourse TitleINSTRUCTOR NAME

http://intelligent.ly

http://intelligent.ly

facebook advertising: launch a campaign that really works

Technology