Why should you invest in Facebook advertising? How does it fit in your digital strategy?
4 steps to SMART advertising:
1. Collect: it's all about defining and measuring business results
2. Convert: decide upfront how you will convert, that will inform your advertising choices
3. Connect: which visual, which text, offer would create that deep emotional connection to justify interrupting users on their Facebook and get a click?
4. Target: Facebook advertising opens up a broad new range of targeting opportunity with great ROI.
Learn about the tools, process that WSI leverages to drive more business to our clients.
Contact us at benoit@wsibp.com.
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Facebook Advertising - best practices and how to guide by WSI
1. Drive business results with
Facebook SmartAdvertising
Target, Connect, Convert, Collect
By BenoĂŽt Gaillard, WSI Business Performance
WSIbp.com
2. Facebook advertising to
accelerate your business
⢠Upsell
⢠Differentiate from competition
⢠Be recognized as an expert
⢠Retarget your own prospects
Š2014 WSI. All rights reserved.
3. Is Facebook advertising right for
me?
⢠B2C or B2B ⌠H2H!
⢠H2H means you need emotions!
Š2014 WSI. All rights reserved.
4. Mindset shift #1
Advertise on Facebook
⢠Think of FB as advertising medium = one
more contact point
⢠Advertise between 2 friends posts
⢠Read on my mobile phone during âme-timeâ
Š2014 WSI. All rights reserved.
5. Mindset shift #2
Why should I give you a click?
⢠Google search = Answer a request
⢠Main challenge are competitive links
⢠Main success driver is technical excellence
⢠Facebook or Display = Interrupt, Seduce
⢠Main challenge is distraction
⢠Main success drivers are:
⢠Context: is your advertising welcomed
⢠Message: is your advertising attractive
⢠Offer: whatâs in it for me
Š2014 WSI. All rights reserved.
6. Mindset shift #3 â Relentless testing
⢠Significantly different results based on:
⢠Audience
⢠Visual
⢠Placement
⢠Offer
⢠Tagline
⢠Landing page
⢠Good news! It requires ongoing effort:
⢠Wear out
⢠Competition
⢠Social engagement
Š2014 WSI. All rights reserved.
7. Pick up the trend: itâs big and
growing!
Will triple by 2017 to $11b
Under-utilized: max 10% of spendings ⌠how much
time do you spend on social networks?
Leverages the mobile trend
Š2014 WSI. All rights reserved.
8. Facebook: from community site to
a performance environment
Š2014 WSI. All rights reserved.
DISPLAY AD REVENUE
9. Facebook can be bigger than
Google for some products
Š2014 WSI. All rights reserved.
10. Facebook SmartAdvertising
1.Collect 2. Convert 3. Connect 4. Target
1. Collect: Start from a business objective and ROI
2. Convert: Define how Facebook advertising fits in
your conversion funnel
3. Connect: Create advertising that connects
through picture marketing
4. Target: Be relevant to consumers, optimize ROI
11. 1. Collect
Set up a business objective
Define ROI
Š2014 WSI. All rights reserved.
12. Define how FB advertising fits in
your conversion funnel
Suspects
Prospects
Lead
Clients
Š2014 WSI. All rights reserved.
Or here?
Here?
emailing
Retargeting
Custom audience
13. Define business objective for your
Facebook advertising campaign
⢠Example for online sales
⢠you may want to collect customer details on
Facebook (likely on a mobile device late at
night or early am)
⢠and follow-up with a paypal payment link via
email (likely paid back home on a laptop)
⢠Define ROI.
⢠Objective is to set a specific KPI on cost a visit,
social action, conversion to manage efficiently
your campaign
⢠Avinashâs KPI in annex
⢠Resource on budgeting.
Š2014 WSI. All rights reserved.
14. Why donât we talk about more
fans?
Fact: Driving traffic to a website by advertising to your fans
is 7 times cheaper than advertising to non-fans
Strong brand and content Product focused
Strategy Brand building long term Promotional one-off
Cost Acquiring fans + driving trafic
Š2014 WSI. All rights reserved.
among fans
Drive traffic through
targeted advertising
15. 2. Convert
Build your conversion funnel
Drive a sense of urgency
Define ROI
Š2014 WSI. All rights reserved.
16. Mobile optimized landing page
⢠You have interrupted people in between 2
friendsâ posts, likely late at night or in
transportation
⢠Optimize your conversion to fit this reality
⢠Visual first: make it intuitive and attractive to
convert, no reading, no options: yes/no choice
⢠Convert on a 5x10cm screen. Mobile optimized
beyond responsive
⢠Fluidity: match the advertisement you used to
drive trafic
Š2014 WSI. All rights reserved.
17. Drive a sense of urgency
Š2014 WSI. All rights reserved.
18. Mobile optimized landing page
http://unbouncepages.com/urech-box
- Mobile redirection code
- Facebook conversion pixel
- Google analytics tracking
Š2014 WSI. All rights reserved.
19. Lead? Game vs. a Form!
So-buzz average: 85% conversion!
Š2014 WSI. All rights reserved.
20. 3. Connect
Differentiate - Competitive analysis
Inspire - Create a compelling message
Bring it to life with Picture Marketing
Choose the optimal ad campaign set-up
Š2014 WSI. All rights reserved.
21. Sell a competitive analysis
⢠Differentiate: Search for competitors,
groups, events on Facebook â Check
content, visuals used.
⢠Map content and define your positioning
⢠Graph search â not yet available in all
countries
Š2014 WSI. All rights reserved.
22. Creating the advertisement:
It is not about the features!
Thanks to adespresso.com for bringing to life this though!
Š2014 WSI. All rights reserved.
23. Create a compelling message
⢠Inspire an emotional connection with your
target consumers leveraging âdeep human
driversâ model
Š2014 WSI. All rights reserved.
24. Deep Human drivers model
§
Pleasure of falling
asleep in freshly cut
grass
BBQ with friends this
week. Welcome them
with a perfect grass
Insure your grass is always
impeccable
Your neighbour will
be jealous of your
perfect grass
25. Bring it to Life â Picture Marketing
⢠Communicate in 5x10
⢠66% of social media usage
happens on mobile
⢠You scan vs. read a
facebook/linkedin feed on
mobile
⢠Pictures are the trigger to
stop, engage
26. Picture Marketing Examples
Slimming
Š 2013 â Venturi Internet SA â
wsibp.com - Confidential
Winner!
27. Picture Marketing
Jewelry
Š 2013 â Venturi Internet SA â
wsibp.com - Confidential
Winner mobile
Winner laptop
28. Picture Marketing: execution
matters
If you had invested 6000$ on one of those visuals, you would
have achieved:
Nb of fans Nb of social
Š2014 WSI. All rights reserved.
actions
29. Picture Marketing - eCommerce
⢠Back to basics â show the product, show
the offer
NOT GOOD GOOD BETTER
Š2014 WSI. All rights reserved.
30. Picture Marketing
⢠Tricks: visual contrast works ⌠for some time
Š2014 WSI. All rights reserved.
32. 3 key placement options
Watch out clicks can lead to your FB page, like/comment/
share of your post. Track click to website
Š2014 WSI. All rights reserved.
Click = visit to your website
Newsfeed ad stays in your historical feed.
33. Benchmarks
CTR % CPC ⏠in Europe
Right column 0.05 < 0.05-0.20âŹ
News feed laptop 0.5 â 0.6 0.15 â 0.30
News feed mobile +1.0 0.20 â 0.30
Š2014 WSI. All rights reserved.
CPM 2-4⏠in the newsfeed
Other benchmarks:
Nanigans 2013 Mobile vs Fixe
34. 1. Target
Basic targeting: center of interests, geographies
Open new opportunities: retargeting similar to fans, website
visitors, people who converted
Š2014 WSI. All rights reserved.
35. Basic Targeting
Upsell opportunity!
⢠Provide interesting info to
your prospects
⢠Audience size:
⢠100â0000 female 35+ who like
gardening and live in Geneva
⢠Estimate cost per click
⢠0.4âŹ
Š2014 WSI. All rights reserved.
36. Basic Targeting: selecting interests
remains experimental
⢠http://www.postplanner.com/how-to-search-facebook-for-info-on-competitors-
fans/
⢠https://www.facebook.com/help/graphsearch
Š2014 WSI. All rights reserved.
38. Outline: Efficient set-up of Facebook
campaign
Get the basics right
Manage expectations
Streamline testing and reporting
Š2014 WSI. All rights reserved.
39. How to get started
⢠The best step-by-step tutorials to create your first campaign I
found is with adespresso: http://adespresso.com/academy/
guides/facebook-ads-beginner/
Š2014 WSI. All rights reserved.
42. Recommended steps
1. Set-up account so that you can transfer the advertising account to your client. Request client to give
you âadvertiserâ access on their page. Load a credit card or paypal account.
2. Set-up Facebook tracking code on your website and Facebook conversion pixel on the thank-you
page.
3. Create similar audiences: same as fans, same as people and custom audience: retarget website
visitor, email list
4. Map your account structure and define how to label campaign, ad-group, ads
5. Start targeting with a narrow audience based on centers of interest matching your actual offer, use
CPC manual, slightly above recommended highest bid. Objective is to get clics quickly.
6. Once you have validated the potential of creatives, audience, placement, landing page to convert:
7. Optimize your bid type and level
8. Focus spendings on the placement, age group that deliver the best ROI and turn off others
9. Create the obvious campaigns: retargeting based on custom audiences website visitors and email
list they will give you your best ROI
10. Broaden the audience to other center of interest or open up new custom audiences to expand the
market opportunity
11. Target similar audience (similar to fans), custom audience (similar to converting users)
Š2014 WSI. All rights reserved.
43. Get basics right
⢠Set up a tag to retarget website visitors
⢠Set up a conversion pixel
⢠Become advertiser of the page to create
similar to fan audience
Š2014 WSI. All rights reserved.
45. Why work with WSI to advertise on
Facebook
⢠We manage Facebook advertising as a commercial challenge
⢠We integrate Facebook advertising as part of a comprehensive
Digital strategy that delivers results
⢠You need street a smart consultant that will run on-going
optimization beyond the initial set-up
⢠WSI center of expertise serve +1000 consultants in 80 countries,
we learn from this broad experience what works for SME and
large corporations
⢠Donât expect much support from Facebook. We are here to
help!
Š2014 WSI. All rights reserved.
46. Bonus tips: earn more, outsmart
competition!
⢠B2B retarget Linkedin connections on Facebook: Download
your linkedin connections (here) and re-target them on
Facebook
⢠Get ready with social guidelines. Even click to site ads will
get some social comments, be ready to answer with more
picture, links in order to control the comment feed.
⢠Avoid turning off you current customers. Build a custom
audience with your current leads / clients and exclude from
your campaign to increase ROI and avoid turning off current
customers
⢠Get personal targeting by names. Do you know the first
name of your contacts? Create custom audience for the
most popular first names and customize the ad for that
audience
Š2014 WSI. All rights reserved.
47. Step by step: Efficient set-up of Facebook
campaign
Get the basics right
Manage expectations
Streamline testing and reporting
Š2014 WSI. All rights reserved.
48. 1. Set up the account
Recommended
⢠If you have a FB key account, request opening a new account
based on a dummy email that you control and can handover
⢠If you donât have FB key account, request the client to give your
email advertiser access. Account access available through
âparametersâ on the right hand side. Use the email linked to your
Facebook profile
Back-up.
⢠Run campaigns for multiple clients on your advertising account.
Limitations:
⢠you can set up only one website to retarget
⢠you can not transfer the campaign to the client
Š2014 WSI. All rights reserved.
49. 2/3. Set-up tracking code
⢠To retarget your website visitor
⢠Create a personalized audience
⢠Set up tracking code
⢠To target similar profiles to your converted
users
⢠Create a conversion pixel
⢠Set up tracking code
⢠Create a custom audience based on this
tracking code
Š2014 WSI. All rights reserved.
50. 4. Map your account structure
⢠Campaign â Advertising type
⢠Ad-group â Audience
⢠Ad - Creative
Š2014 WSI. All rights reserved.
51. 8. Focus spending
Menu Reports on the left hand side of the ad manager > Modify
columns > Data details
Targeting 25-34 + 45-54 would require seting up 2 ad groups
Š2014 WSI. All rights reserved.
53. WSI - Facebook SmartAdvertising â4x4â
1.Collect 2. Convert 3. Connect 4. Target
Š2014 WSI. All rights reserved.
- Select centers of
interest
- Choose
demographics et
geographies
Broaden opportunities
with Smart targeting
- Target from email list
- Retarget your website
visitors or look-a-like
profiles
- List of FB Profiles
1-3 audiences: size,
affinity
Outcome Process
Facebook ad manager
Resources
1. Understand your
target and
competition
2. Create a compelling
message: visual + text
3. Select ad-type and
audience
4. Select placement
5. Select bid type and
level
6. Set up your Facebook
campaign
Campaign set up in
Facebook ad manager
Turn 100 visitors a day
into 1000 profile a day
targeted with similar
audience
Tip
Picture Marketing
eConceptLab
Think visual first! 50% of FB
content is consumed on
smartphone.
1. Define your
conversion funnel
From Prospect to Lead
- External landing Page
- Game / Contest
From Lead to Client
- Couponing
- Emailing
2. Track a conversion
goal
Mobile optimized
Landing page in synch
with your advertisement
Unbounce
So-buzz
Ease conversion: yes/no
traffic comes from FB, an
entertainment platform
Choose a business
objective:
- Lead, Sales
- Awareness
- Social engagement
- More fans
Define ROI
Example: online sales
100$, margin 60$, 2%
conversion. KPI
CPC<1.2$
Measurable KPI
Business model canvas
applied to digital
Only 7% of your fans see
your post. Use FB as a
media to buy targeted
traffic.
54. How to get started
⢠https://www.facebook.com/advertising
⢠http://blog.hubspot.com/blog/tabid/6307/bid/32992/Simple-Step-by-
Step-Instructions-for-Setting-Up-a-Facebook-Ad-Campaign.aspx
⢠Beyond click to site campaign:
http://offers.hubspot.com/how-to-create-epic-facebook-ads
⢠Video tutorial https://www.youtube.com/watch?v=d0jZKtugXqA
Š2014 WSI. All rights reserved.
55. Define KPI and align dashboard
http://www.kaushik.net/avinash/facebook-advertising-marketing-best-metrics-roi-business-value/
Š2014 WSI. All rights reserved.
56. Expert blogs / white paper
http://www.nanigans.com/marketing-resources/ebooks/
Š2014 WSI. All rights reserved.
62. Alternative to advertising to fans âŚ
contest on your newsfeed
Can you run a contest on your timeline? Yes!
Agorapulse makes it easy and free:
http://contest.agorapulse.com
Š2014 WSI. All rights reserved.
63. Picture Marketing
FMCG Food
FMCG
15% engagement, 20â000 fans in 1 year among 6m consumer base
Š 2013 â Venturi Internet SA â
wsibp.com - Confidential
64. Picture Marketing: success driver
⢠Test various visuals to achieve best ROI
Social Engagement x4
Š2014 WSI. All rights reserved.
65. Picture Marketing â keep it fresh
⢠Check out your repetition rate
⢠If ROI drops and repetition is high, refresh
your creative
⢠No benchmark on repetition rate, really
depends on the offer, type of creative, big
type
Š2014 WSI. All rights reserved.
66. Manage bid types
⢠The challenge is to grab an impression
on the newsfeed or right column of
high potential profiles.
⢠Always track conversions!
⢠Click to web site / Cost per click bid
type
⢠Optimized bid
⢠Best when you have nailed your audience
⢠Needs scale: daily budget = 5x bid, 25
conversions a day
⢠You may end up with much lower CPC than
the
⢠Set manually the maximum bid
⢠Aim high if you need more trafic and can
afford to pay more not to loose a high
potential profile.
Š2014 WSI. All rights reserved.
67. Day parting
⢠Facebook is mobile in essence
⢠You will get trafic late and night and early
morning depending on your trafic
⢠Check out who converts when
⢠Focus your spending then
⢠Set-up day parting through power editor or
adespresso / qwaya
Š2014 WSI. All rights reserved.
68. UID Facebook extract
⢠Enables targeting specifically
people liking a competitor page,
participating to a group, joining an
event
⢠Risk of Facebook banning your
advertising account
⢠Your customers will ask.
Opportunity / Risk assessment:
http://ryanshaw.me/facebook-2/
should-i-use-a-uid-scraper-with-facebook/
⢠Targetedleadfinder is one of them
Š2014 WSI. All rights reserved.
69. No capping of repetition
⢠Watch out for wear out on nicheaudiences
Š2014 WSI. All rights reserved.
70. Track a conversion goal
⢠Set up a Facebook conversion pixel
⢠https://www.facebook.com/help/
435189689870514
⢠Check if your pixel is properly installed
(Chrome)
⢠https://chrome.google.com/webstore/detail/
fb-pixel-helper/
fdgfkebogiimcoedlicjlajpkdmockpc
Š2014 WSI. All rights reserved.
71. Facebook ad vs. Google Display
⢠Here it is:
⢠Analysis Facebook ad vs. Google Display
Š2014 WSI. All rights reserved.
72. Other sources to keep an eye on
⢠http://webtrends.com/solutions/
campaign-optimization/facebook-campaign
⢠http://adespresso.com/academy/guide/
Š2014 WSI. All rights reserved.