what you need to know about using facebook ads by merry morud
DESCRIPTION
What You Need to Know About Using Facebook Ads by Merry Morud of Aimclear #SMXsocial13 #SMX #13BTRANSCRIPT
aimClear, © 2013, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
@MerryMorud, Social Advertising Director, aimClear, © 2013, is a publication of aimClear®
@MerryMorud, Social Advertising Director, aimClear, © 2013, is a publication of aimClear®
@MerryMorud, Social Advertising Director, aimClear, © 2013, is a publication of aimClear®
@MerryMorud, Social Advertising Director, aimClear, © 2013, is a publication of aimClear®
• News Feed vs. Right-Rail
• Targeting
– Limitations
– Qualifiers
• Bidding Strategies
• Conversion Tracking for B2B (& B2C) Success
Overview | FB Ads Best Practices
@MerryMorud, Social Advertising Director, aimClear, © 2013, is a publication of aimClear®
@MerryMorud, Social Advertising Director, aimClear, © 2013, is a publication of aimClear®
Flickr Image Credit: Calamity Photograph
Why I Fell in <3 with Facebook Ads:
@MerryMorud, Social Advertising Director, aimClear, © 2013, is a publication of aimClear®
Flickr Image Credit: Mararie
@MerryMorud, Social Advertising Director, aimClear, © 2013, is a publication of aimClear®
Why I Fell in <3 with Facebook Ads: They’re FLASHY(er)!
@MerryMorud, Social Advertising Director, aimClear, © 2013, is a publication of aimClear®
Why I Fell in <3 with Facebook Ads: They’re FLASHY(er)!
@MerryMorud, Social Advertising Director, aimClear, © 2013, is a publication of aimClear®
FB Ads: News Feed | FB Ads Best Practices
BRAND
BRAND
BRAND
Text = 90 Characters
Headline = 25 Characters
315px
600px
@MerryMorud, Social Advertising Director, aimClear, © 2013, is a publication of aimClear®
FB Ads: Right-Rail Making a Case | FB Ads Best Practices
Text = 90 Characters
Headline = 25 Characters
100px
72px
@MerryMorud, Social Advertising Director, aimClear, © 2013, is a publication of aimClear®
Ads: News Feed vs. Right-Rail | FB Ads Best Practices
@MerryMorud, Social Advertising Director, aimClear, © 2013, is a publication of aimClear®
Ads: News Feed vs. Right-Rail | FB Ads Best Practices
Flickr Image Credit: yiie
@MerryMorud, Social Advertising Director, aimClear, © 2013, is a publication of aimClear®
News Feed Ads: INVESTIGATE Your Data | FB Ads Best Practices
@MerryMorud, Social Advertising Director, aimClear, © 2013, is a publication of aimClear®
News Feed Ads: INVESTIGATE Your Data | FB Ads Best Practices
@MerryMorud, Social Advertising Director, aimClear, © 2013, is a publication of aimClear®
News Feed Ads: INVESTIGATE Your Data | FB Ads Best Practices
Flickr Image Credit: yiie
@MerryMorud, Social Advertising Director, aimClear, © 2013, is a publication of aimClear®
News Feed Ads –A Brand’s Nightmare? | FB Ads Best Practices
@MerryMorud, Social Advertising Director, aimClear, © 2013, is a publication of aimClear®
Flickr Image Credit: Pumpkincat210
• Cannot Edit URLs after Creation in Create Flow
• Editing Ad… Reverts Ad Name to default (URL)
@MerryMorud, Social Advertising Director, aimClear, © 2013, is a publication of aimClear®
New Updates Driving Advertisers Insane| FB Ads Best Practices
@MerryMorud, Social Advertising Director, aimClear, © 2013, is a publication of aimClear®
@MerryMorud, Social Advertising Director, aimClear, © 2013, is a publication of aimClear®
@MerryMorud, Social Advertising Director, aimClear, © 2013, is a publication of aimClear®
Flickr Image Credit: Calamity Photograph
| FB Ads Best Practices
@MerryMorud, Social Advertising Director, aimClear, © 2013, is a publication of aimClear®
Flickr Image Credit: YoTuT
SERIOUSLY DEEP TARGETING
| FB Ads Best Practices
@MerryMorud, Social Advertising Director, aimClear, © 2013, is a publication of aimClear®
Only Available
in Power Editor
@MerryMorud, Social Advertising Director, aimClear, © 2013, is a publication of aimClear®
Targeting: 3rd Party Data | FB Ads Best Practices
@MerryMorud, Social Advertising Director, aimClear, © 2013, is a publication of aimClear®
Targeting | FB Ads Best Practices
@MerryMorud, Social Advertising Director, aimClear, © 2013, is a publication of aimClear®
Targeting: Facebook Categories | FB Ads Best Practices
@MerryMorud, Social Advertising Director, aimClear, © 2013, is a publication of aimClear®
Targeting: Facebook Categories | FB Ads Best Practices
@MerryMorud, Social Advertising Director, aimClear, © 2013, is a publication of aimClear®
Targeting: Facebook Categories | FB Ads Best Practices
@MerryMorud, Social Advertising Director, aimClear, © 2013, is a publication of aimClear®
Targeting: Facebook Categories | FB Ads Best Practices
@MerryMorud, Social Advertising Director, aimClear, © 2013, is a publication of aimClear®
Targeting: Facebook Categories | FB Ads Best Practices
Targeting: Precise Interests | FB Ads Best Practices
@MerryMorud, Social Advertising Director, aimClear, © 2013, is a publication of aimClear®
Flickr Image Credit: woodleywonderworks
@MerryMorud, Social Advertising Director, aimClear, © 2013, is a publication of aimClear®
Flickr Image Credit: Muffet/calliope
@MerryMorud, Social Advertising Director, aimClear, © 2013, is a publication of aimClear®
#Restaurant management, #Hotel manager, restaurant management, mgs restaurant, restaurant owner, restaurant manager, assistant restaurant manager, restaurant general manager,restaurant week
Targeting: Precise Interests Caveat | FB Ads Best Practices
@MerryMorud, Social Advertising Director, aimClear, © 2013, is a publication of aimClear®
Whole Human TargetingOccupations & EmploymentGroups &AffiliationsPublications Online & Off Product CategoriesClassic Mainstream InterestsFreaky PredilectionCompetitors
@MerryMorud, Social Advertising Director, aimClear, © 2013, is a publication of aimClear®
Focus Your Audience
Flickr Image Credit: daveograve
@MerryMorud, Social Advertising Director, aimClear, © 2013, is a publication of aimClear®
Targeting: Focus & Qualify Your Audience | FB Ads Best Practices
@MerryMorud, Social Advertising Director, aimClear, © 2013, is a publication of aimClear®
FB Ads: Bidding Strategy | FB Ads Best Practices
• TEST for Yourself• Large Audiences = CPC• Overbid
• Small Audience = (forced) CPM
@MerryMorud, Social Advertising Director, aimClear, © 2013, is a publication of aimClear®
FB Ads: Bidding Strategy | FB Ads Best Practices
@MerryMorud, Social Advertising Director, aimClear, © 2013, is a publication of aimClear®
FB Ads: Bidding Strategy for SATURATION | FB Ads Best Practices
Metrics to WATCH:• Reach• Frequency
@MerryMorud, Social Advertising Director, aimClear, © 2013, is a publication of aimClear®
FB Ads: Tracking Conversion| FB Ads Best Practices
Conversions & Success Actions:• Sales
• Alt. Cart Abandons
• Lead-Gen/Registration• Asset Download• Free Trial• Community Signup• New Release Signup
• Asset View/Download• Video View• App Download• Request for More Info/Service/Support• Etc…
Google Analytics Tracking:• URL Parameters +
“Events” in Analytics
• Facebook = Volume + Time on Site
• News Feed Ads: Bigger, Flashier, Better Real Estate…
– EVALUATE Clicks to Website
– Careful… can’t see/control comments
– Pain to create
• Bidding:
– Small Audience = CPM
• Targeting: Use Categories to Focus Your Audience
• Precise Interest are Still Valuable
Facebook Ads Best Practices | Takeaways
@MerryMorud, Social Advertising Director, aimClear, © 2013, is a publication of aimClear®
aimClear, © 2013, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
Thanks!