Presentation from the LA Digital Boot Camp for business owners April 19, 2015.

1. Facebook Advertising:
The Why and How

2. Agenda:
How to leverage Facebook ads to
achieve your business goals
Measure, report & learn from data
that matters
Case study: Facebook pays off for
small business

3. Sound Familiar?

4. Users aged
25-34
‘Likes’
every day
4.5 Billion
29.7%
New profiles
every minute
People logged
in daily
890 million
300
Facebook Dominates Social Universe

5. $$ Doubled YoY
(November 2014)
ROI
Facebook Ads: By The Numbers
accuracy on
targeting efforts94%
Facebook has
Hours spent on
Facebook each month
6:35
Facebook visits coming
from mobile
8.25%

6. Where do small
businesses fit in?

7. Social Media Influences
Purchase Decisions
Social drives
roughly equal
amounts of online
and in-store
sales.
Source: Vision Critical 2013 and IBM Survey 2014
of social media users have purchased
a product after sharing or liking on
Facebook, Pinterest or Twitter43%

8. Facebook is more than
just a “like” machine

9. How to leverage
Facebook ads to achieve
your business goals

10. 1: Optimize Your Business Page
Logo (180x180 pixels)
Cover
Image
Company-centric
(851x315 pixels)
About
Section
Be descriptive. Excite people.
Compel them to visit your
website, call or walk inside.
Profile
Picture

11. • Add fun to the experience with quizzes,
contests, photos and videos
• Invite your audience to share their
personal stories
• Curate outside content and news
• Monitor trending posts and hashtags
• Stay true to your brand identity, products
you sell, stories you tell and experiences
you build every day
Mix Up Content To Keep It Fresh & Fun
of Facebook “shares”
Happen on Saturday40%

12. To Do List:
Never stop optimizing
Stay brand focused with Profile
picture and Cover image
Be descriptive in About section to
compel offline actions
Experiment with different types of
content
Respond directly and in a timely
manner

13. Identify goals you want to achieve
• More website traffic?
• More phone calls?
• More leads?
• More in-store sales?
• More positive reviews?
• More direct dialogue with Facebook users?
Think strategically, not tactically
It’s not just about deploying ads, but
about targeting them to the right people at
the right times and places
2: Define Your Goals

14. To Do List:
Set specific goals
Always be customer-centric
Start slowly but surely, then expand
Analyze data for historical patterns
Be realistic with expectations
Build a trust-based rapport with your
marketing provider

15. Don’t let intentions – or lack
of intentions – hold you back.
• Target the right audience –
moms, families
• Stay true to Facebook users
social tendencies
• People are more likely to click
if an incentive offers at least
30% off
3: Make Ads Worthwhile and
Relevant Enough To Act

16. To Do List:
Identify all of your audience
segments
Create a compelling Offer for desired
audience
Test multiple variations for optimal ROI
Establish system for tracking results
Train staff to review, measure and
report on data regularly

17. 4: Make Every Visual Count
Title
Description
Image
Expiration Date
Claim Limit

18. To Do List:
Make call-to-action in Title section fit
into 25 character limit
Describe offers well enough in just 90
characters
Pick the right image (1200 x 628 pixels)
and use less than 20% text
Set expiration date
Claim limit set
Limit terms and conditions copy to 900
characters

19. Gender
Languages
Location
Age
Interests
Behaviors
Connections
5: Target The Right Audience

20. To Do List:
Tailor your offer based on users’
location
Reach your target demographic (age)
Think about gender
Use the appropriate language
Personalize to users’ interests
Take into account past online
behaviors
Look at your connections – fans vs.
non-fans

21. 6: Set Your Budget Accordingly
Budget
Schedule
Optimize For
Pricing

22. To Do List:
Set your budget, by day or lifetime
Schedule start and end dates
Optimize for the right objective
Confirm pricing

23. Focus on compelling users to act,
rather than spraying-and-praying
7:Test & Learn To Drive Optimal ROI
Try our new chocolate ice cream and get 50% off your entire offer.
Ice Cream Store
Try our new chocolate ice cream and get 50% off your entire offer.
Ice Cream Store
A B

24. To Do List:
Increase or decrease your budget
** For accurate testing only change up one variable at a time **
Adjust your bidding type
Refine your audience
Narrow or expand your location
Change up your visual

25. Measure, Report
& Learn From
Data That Matters

26. Metrics: Measure What Matters
• Track conversions
(contest signups,
ecommerce, etc.)
• Measure for online
and offline success

27. Case study: Facebook
pays off for small
business

28. Challenge:
Boost post-holiday sales
Strategy:
Target and incentivize Facebook
users to redeem promotional offer
and buy in-store
Outcome:
• 257 Offers Claimed
• 60 In-Store Redemptions
• $5,500 Net Store Sales
• 1,100% Increased ROI
Personalized Ads Amplify Seasonal Sales

29. Thank You!