How to Leverage Facebook for Easy Ad Revenue

Leveraging
Facebook for
easy ad revenue!
Let’s talk about FB advertisement, monetizing your FB page,
and how to leverage your subscription list to sell ads on FB.
Webinar by Publication Printers Marketing Group 1

2Webinar by Publication Printers Marketing Group
A national leader in publisher-focused print,
manufacturing, and marketing strategies,
serving 1000+ titles and offering “print here,
publish everywhere” experiences and solutions
to improve readership and revenue

A marketing agency within Publication Printers
created to provide customized marketing
solutions for publishers that boost readership
and revenue and enhance content distribution

Speaker
Landon Dorssey
Marketing Manager | Social Media
Publication Printers
Landon.Dorssey@publicationprinters.com

Following Along
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Webinar Screen
Live Chat
Questions
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Webinar Tips
TIP We will send you the slides after the webinar.
Keep an eye open for tips like this. They
may answer some common questions.

1. Use Facebook Business and Facebook Pixel
2. Building your FB audience
3. Gather retargeting data
4. Build your “lists”
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What are the first steps to monetizing FB?
Webinar by Publication Printers Marketing Group

FB Business: A free, back-end platform manager that can handle
multiple accounts (and put them into groups), create paid ads and
posting, and allow coordination with external partners (consultants,
agencies, etc.)
FB Ad Manager: A more robust FB advertising system than the standard
Page Manager, it allows the use of seed lists for targeting, custom event
and goal tracking, and an in-app creatives workshop
FB Pixel: A free, unique tracking code that can be placed into your
website pages to track traffic movement and activity between your
Facebook pages and your owned sites
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1. Facebook Business and Facebook Pixel

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Creating a Facebook Business Account
TIP A Facebook Business account is different from your normal account, so you will need to make one!

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Facebook Business Platform
TIP You can create a Business account for free at https://business.facebook.com/

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Facebook Business Platform
TIP Once you have created a Business account, you can add pages you already manage to it!

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Facebook Business Capabilities

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Facebook Business Ad Manager

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TIP It is possible to run ads without Business and Ad Manager, but you can’t use seed lists and the capabilities are very limited.

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Facebook Business Pixel
TIP The pixel can be installed on any website using Google Tag Manager or another tag management application

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2. Building Your Facebook Audience:
Audience Building Ads: Use specified filtering based on anonymous
user data, lookalike audiences (look like my current subscribers or page
followers, etc.) or seed lists to drive more people to like your FB page
Strategic Content Distribution: FB has a completely unique culture;
think of posting on FB as posting in a different language, so you will
need to “translate” it to maximize organic reach and drive engagement,
and never let more than 70% of your posts be links with a blurb!
Why they matter: the ads are going to ensure a consistent flow of FB
users who don’t follow you yet see your content and are given the
chance to join your page, and having the right content that has high
amount of engagement will increase the likeliness of them joining and
staying a part of your audience
The “if you build it they will come” mentality doesn’t work for FB!

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Audience-Building Ads

Strategic Content Distribution: Image Content
The “Bad” way to do it
Exterior design takes perspective into account to help make
small spaces feel larger and to make larger spaces feel more
cozy.
This is important for outdoor living spaces because they
vary in size from home to home, and unless you are building
literal barrier, like retaining walls or planters, you need to
find other ways to define space.
For narrow spaces, like this deck, keeping everything
moving in the same direction accomplishes this by making it
feel longer and wider than it really is.
For open spaces, like lawns or grassed yards, use furnishing
in “L” or square patterns to create defined areas within the
openness, making the space feel more intimate and usable.
The “good” way to do it
#Perspective is a really big part of #exterior #design, and for
good reason: it can make a #smallspace feel large and
a #largespace feel cozy.
This is important for #outdoor living spaces that vary in size
greatly and are hard to section into areas
with #building literal barriers!
For spaces like a narrow #deck, like the one shown here,
keeping everything running the same direction gives the
appearance that the deck is far longer and wider than it
really is. In this case, it makes small look big.
For an open #grass space, you can use #furnishings that in L
shapes or squares to essentially create boxes that serve as
their own areas within the greater space. This makes a big
area feel #intimate and far more usable.

Strategic Content Distribution: Link Content
(AP) -- Ohio State coach Urban
Meyer insisted Friday he followed
proper protocols in reporting
domestic violence allegations against
an assistant coach in 2015,
passionately defending himself in his
first extensive comments …
Bloomberg News
Curb appeal is quite a big deal in
today’s home design, so making sure
you have the right exterior paint
colors is important. There are plenty
of “stock” options that will give you a
nice, monochrome feel, but they will
feel quite cookie-cutter.
BUILD Magazine

Page Followers: 2.7 million
Post Reactions: 2
(likes, comments, shares)
Bloomberg News
Page Followers: 1.5 thousand
Post Reactions: 40
(likes, comments, shares)
BUILD Magazine

What: All of your visual content (video and images), blurbs and links
for each of your stories (new and archives), and some
exclusive/original content for social distribution
Why: Content doesn’t get you anything if it isn’t being used, and if
you have the ability to increase traffic to your website or drive your
subscription numbers, shouldn’t you be doing it? That’s what sharing
your content can do
When: Whenever you publish it elsewhere (and repost about it now
and again to reach new audiences and keep it relevant)!
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What to Share to Your Facebook Page
TIP
Different FB users go on at different times and rates, so even posting the same post twice in a row would
reach completely different people (only the people actually visiting your page would know)

What: Website traffic, visitors to your digital editions, engagers on
your FB page, people who filled out a lead form … any activity you
deem relevant from an owned site or channel
Why: Each follower/subscriber/visitor member had their own
journey to becoming part of your audience, and you can use that
data to determine where to put your advertising and marketing
spend, how to best distribute content, and also simply track that
information for internal use
How: Facebook Pixel, Google Analytics (both of these are free), social
management software like Hootsuite, etc.
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3. Gather Retargeting Data

What: Use your data, FB and non-FB, to create “seed lists” that can
be used for internal advertisement and marketing and for leveraging
as an ad-sales tool
Why: Lists are essentially target audiences, that can be used for any
number of uses. Subscriber seed lists can be targets for up-sale.
Visitors to the subscriber page can be targets for initial sale. FB
followers can be targets for an ad space.
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4. Build Your “Lists”
TIP
If you manually recreate a post for IG and slightly customize the copy (instead of the
identical cross-posting), you get better results, but it takes far more time and energy to do.

1. How many people will my ad be exposed to?
• If you’re building your audience, then this will constantly increase, and more exposure means
more leads which justifies a higher price tag
2. Are those people in my target market (match the product/service)?
• If you’re working with advertisers you already have, or those ideal for your publication, then
this is almost certain a yes, or being associated with the title is enough for the advertiser
3. How much will the ad cost?
• The industry average is $0.10/follower for ads sold on social media, so 3K followers is a $300
ad, and 30K followers is a $3000 ad (most ads are sold bi-weekly or monthly on FB)
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What do advertisers care about?

1. Sell mentions, shares, and links
2. Sell your banner image
3. Sell a “featured” or “contributor” post
4. Sell ads that target your “lists”
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How do I make ad revenue off Facebook?

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1. Facebook Mentions, Shares, Links
TIP Shared and Linked content look the same on FB. The arrows above ( ) show clear indicators of a share/link post.

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2. Facebook Banner Image

3. Featured or Contributor Post
Sell your advertisers the chance to create
content for your publication that is exclusive to
a blog or simply social distribution
• Free content you can moderate
• Can be sold at premium since you are
allowing it to be part of the brand’s content
• Can sell to be featured or contribute, and
then upsell to share on a larger scale and to
not just followers, but seed lists too

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4. Ads that Target Your List

Q & A Session
TIP
Any questions we don’t get to during this session will be answered and sent as a post-
show email blast and, if possible, made available in the replay version of the webinar.

www.PubPrinters.com
Landon.Dorssey@publicationprinters.com
Thank you for joining us!

How to Leverage Facebook for Easy Ad Revenue

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