road map to facebook advertising success
TRANSCRIPT
Facebook Advertising Success–July 2015
Road Map to Facebook Advertising Success
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Facebook Advertising Overview
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Facebook Marketing Overview
1. Create Facebook Page2. Invite those who know you to Like your page3. Define the audience you’d want to have a “dialogue”
with4. Share content of value to your audience – not just
promotions5. Promote content to Fans and target audience (Paid
for)6. Keep it Social – content of value (4 posts) versus
promotions (1) i.e. Keep to a 4:1 content ratio
7. Offer content for download (Guides Tips etc.) in exchange for emails (Paid for)
8. Use email marketing to continue the dialogue (Free)
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Facebook Success= Business Pages Plus Facebook Ads.
Common Myth – “My Type Of Customer Is Not On Facebook..”
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Are You Sure? -Have You Asked Them All!
1.4 Billion active users
699 Mn
users per day
43% of all online
consumers are social media
fans or followers
Defining Your Target Audiences7
Typically - Men Or Women? Typical Ages (Bands 18-35 etc) What Brands Do They Love? What TV And Films Do They Watch? What Interests Do They Have? Use Tools To Hel Create Your Typical Fan
Profile - Https://Yougov.Co.Uk/Profiler#/
Golf Fans - Demographics
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Golf Fans - Lifestyle
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Click on any of these for additional data
Facebook Advertising System Has 100’s If Not 1,000’s Of These Interests Can Target By
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Best Prospects– People Who Already Know You!
People who have visited your website or
subscribed to your email list are already
prospective clients – Facebook can help target these people
How?Website visitors – tracking code placed on site creates a Custom Audience
within Facebook's ad system can target .Email lists – load into Facebook and matches to emails used by people to
logon into their FB account
LinkedIn Connections
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Who To Target? – People Who Are Interested In Brands Related To Your Product/Service
“Reach your audience based on their interests. This can include interests shared on their Timelines, apps they use, Pages they liked and other activities on and off of Facebook. Interests may also factor in demographics such as age, gender and location.”
1.4 Active Users
Filter by 100’s of :• Brands• Interests• Demographic
s• location
Target your ideal audience
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Facebook Fan Dialogue Looks Like
Audience researchHow Can We Help?
Free – Tips And Guides In Addition To Relevant Offers You
Have
Their Needs?- Pain And
Gain Points
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Facebook– Campaign Building
Audience research • Quantity• Location?
Best Campaign Type for objective?
FREE• Guides• Tool Kits• eBooks.Exchange for peoples emails
Creative:• Images• Design• Copy• Landing
pages
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Advertising Formats – “Placement”
Desktop News Feed
Right Hand Column
Mobile News Feed
Facebook View “Placement”
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Facebook Campaigns Objectives
Click here and goes to a page on your website
Generally Links to an existing story on your Facebook page. As an advert it can be targeted to reach more than just the Fans of your page
Asks you to “Like Our Page” and has CTA button to do just that
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How Much Do The Ads Cost?
No One Advertising Rate As Depends On: Audience (Some Data More Valuable Than Others) Placement – I.E News Feed , Mobile, Right Hand
Column Seasonality ..And More
Bit Like TV Ad Rates Are Based On Audiences Your Advert Will Be Seen By and When
Better Question Would Be – “How Much Costs Per Lead” (Or Other Action – Page Like etc)
Few Examples ..
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Local Gym – Clicks To Website Campaign
Women Only Offer Audiences:
Interested In Gyms Website Visitors Website Look-a-likes
Stevenage Area Only Click On Ad Takes
Audience To Opt-in Page =153
Cost Per Click=16pence
CPM £2.70
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Landing Page For Email Capture
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Why CPM Isn’t As Important A Metric As The Result Your Optimizing For!
Our Objective For The Campaign Is To Get The Most Clicks To Our Website (Sign-up Form) For The Least Cost Per Click.
Now we’ve done a test campaign we can see that if we’d spent all our budget on one audience (yellow) we had got 214 website clicks as opposed to the 153 achieved in the test.Also note that the audience (green) with the lowest CPM has the highest CPC! In Facebook Ads -as with all Paid Advertising- its important to focus on the Results you want not all the other metrics that FB reports.
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Water Bottle with NASA filter to remove 99% of containments - Page Likes Campaign
Unique Global Outdoor product
New Zealand Page Likes Campaign
to specific Interest groups (Backpacking, Ecotourism, Angling)
1204 Page Likes 16 pence per like
($0.36 NZD) CPM £1.83 ($4.22
NZD)
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Math's And English Classes For 4-17 Year Olds – Page Post Engagement
Stevenage +10 Miles only
Parents off 4-17 year olds.
Reached 5,121 66 Post
engagments at 37 pence
Budget - £25 CPM £2.99
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Summary
Facebook Pages Now “Pay To Play”
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Summary
Solve Don’t Sell.
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Summary
Target People Who Know You Already!
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Summary
Measure The Right Things
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Summary
Test Small – Then Scale
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Summary
Give it a Go!
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Questions
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Free Offer – Facebook Advertising
Is My Target Audience On Facebook? How Much Will It Cost To Reach
Them? How Do I Find Out? Answer 4 Simple Questions –That’s
It! Survey Here
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Thank You For Your Time.
Email :
Call me on: 07973 69 88 77
Tweet me: @Graham_3Dragons
3130 years marketing and
sales experience, including working for three of the
entrepreneurs from Dragon's Den
Social Media Reach +
Direct Expertise = Leads/Clients/Sales
Fellow of the Institute of Direct
and Digital Marketing
4 Years Social Media Management and Paid Advertising ( AdWords and
Facebook) expertise
Established 3DM 2010
Graham Archer FIDM