Learn how to maximize your ROI, attract your target demographic and gain new leads using Facebook advertising.

1. @SemplicitaMrkt

2. DOWNLOAD
this presentation
Bitly.com/
PubconFacebook

3. Really
BAD
Facebook
Ads
@SemplicitaMrkt

4. @SemplicitaMrkt

5. • No
clear
call
to
ac:on
• No
url/link
shorteners
• Poor
image
choices
and
pixila:on
• No
clear
correla:on
with
company
• Just
really
bad
ads
What’s Wrong With Those Ads?
@SemplicitaMrkt

6. @SemplicitaMrkt

Target
your
exact
customer
among
the
699
million
people
on
Facebook
everyday

Reach
more
than
800M
people
a
month
globally
who
use
Facebook
on
mobile
phones

Increase
Mobile
App
downloads
with
one
click
to
the
App
Store
or
Google
Play
Store

Encourage
foot
traffic
into
your
store
and
online
visits
with
new
customers

Connect
with
your
customers
24/7
on
a
more
personal
level

Increase
website
engagement
and
overall
purchases

0-­‐No
Organic
reach…
you’re
going
to
need
ads
Why Use Facebook Ads?

7. @SemplicitaMrkt
Start With An Objective

8. @SemplicitaMrkt

In
order
for
your
ad
to
perform
at
it’s
best,
Facebook
recommends
targe:ng
at
least
10,000
people.
 A
smaller
audience
will
be
harder
to
reach,
and
may
increase
your
CPC,
but
will
also
help
narrow
down
exactly
who
you
want
to
target

Choose
your
audience
size
based
on
the
exact
demographic
you
want
to
target-­‐
large,
or
small
Analyze How Broad Your
Target Audience Is

9. @SemplicitaMrkt
•
Loca:on
(mandatory)
 Country,
state/province,
city
and
zip
code
 Exclude
specific
loca:ons
 Accurate
targe:ng
from
people’s
Timeline
and
validated
by
IP
address.
• Demographics
(profile
info)
 Age
 Gender
 Rela:onship
status
 Language
• Behaviors
(third
par:es)
 Buying
habits
 Interests
 Device
usage
 Online
and
offline
ac:vity
Define Your Target Market

10. Good For:

Companies
who
manage
several
ads
at
a
:me
 Quick
edits
to
your
ads
using
bulk
edi:ng
 Edi:ng
the
conversion
pixels
and
tracking
 Facebook
introduces
new
ad
features
in
power
editor
before
regular
ads
manager***
 Partner
Categories:
Facebook
has
partnered
with
three
data-­‐mining
companies
(Axciom,
Datalogix
and
Epsilon)
that
collect
data
from
users
related
to
purchase
history
and
lifestyle**
 Control
the
ad
mobile
placement
 Save
an
audience
target
that
you
will
need
to
re-­‐target
frequently
 Create
a
custom
audience
Use The Power Editor
@SemplicitaMrkt

11. Connect With A Custom Audience
Custom Audiences is Ideal For:
• People
who
are
already
engaging
with
your
business:
 Email
database
you’ve
collected
 Visited
your
company
website
 Interacted
with
a
similar
business
 Have
used
your
app
 Lookalike
audience
from
your
page
fans,
list
and
website
visitors
@SemplicitaMrkt

12. Write Content That Matters
@SemplicitaMrkt

13. 
Your
ad
copy
should
be
clear
in
what
it’s
offering
or
promo:ng.
Make
your
message
easily
understandable.
What’s
the
offer?
Who’s
it
from?
What’s
the
benefit?

Avoid
sounding
spammy.
Don’t
use
several
“!”.
An
exclama:on
point
here
and
there
to
define
your
CTA
is
okay,
just
don’t
abuse
them!!!!

Always
use
a
call
to
ac:on:
“Buy
Today!”,
“Get
Yours
Now”,
“Call
Now”
“Hurry,
before
we
run
out!”
@SemplicitaMrkt
Ad Copy Tips

14. Choose Ad Placement
@SemplicitaMrkt

15. @SemplicitaMrkt

16. Newsfeed Ads = More Engagement
@SemplicitaMrkt

17. Ad A Ad B
@SemplicitaMrkt
Maximize ROI with A/B Testing

18. A/B
tes:ng
is
a
strategy
in
which
two
versions,
A
and
B,
are
tested
against
each
other.
Using
A/B
tes:ng,
you
are
able
to
see
which
of
your
adver:sements
are
performing
bemer,
and
focus
your
spend
budget
on
that
specific
ad.
@SemplicitaMrkt
What is A/B Testing?

19. Base
your
budget
on
your
goals:
•
10,000
New
Facebook
Fans
•
10,000
New
Email
Subscribers
•
150,000
Website
Referrals
•
5,000
Trackable
Product
Sales
•
5,000
App
Installs
• If
you
already
have
an
established
fanbase,
you
can
put
all
of
your
ads
budget
towards
your
conversion
goals,
otherwise
you’ll
want
to
establish
an
ini:al
budget
for
growing
your
fanbase.
@SemplicitaMrkt
Establish A Budget
Once
you
have
conducted
you’re
A/B
tes:ng
and
have
chosen
the
most
effec:ve
ad,
you
want
to
develop
a
budget
you
are
comfortable
spending
daily,
weekly,
etc.
for
a
specific
ad
and
for
Facebook
ads
as
whole.

20. Facebook App Measurement Tracking
@SemplicitaMrkt
 Analyze
your
ROI
by
tracking
people’s
behaviors-­‐
switching
from
a
mobile
ad
to
later
purchasing
from
their
desktop
 Target
who
you
need
to
target
with
what
you
need
them
to
see
–
get
specific
with
your
app
ads
 Avoid
was:ng
budget
by
choosing
not
to
serve
video
to
users
with
slow
devices
and
networks

21.  Export
daily
and
weekly
reports
using
Facebook’s
ad
repor:ng
system
 Adjust
your
ads
accordingly
–
if
you’re
not
reaching
your
goals,
try
conduc:ng
another
A/B
test
• Swap
out
the
image
• Change
the
offer
• Adjust
the
text
• Concentrate
or
broaden
the
audience
@SemplicitaMrkt
Analyze Your Ad’s Performance

22.  Uses
it’s
own
collected
data
for
targe:ng,
without
adding
more
ads
to
users’
newsfeed
 Facebook-­‐powered
ads
will
follow
you
around
on
the
web,
not
just
on
Facebook
 Gives
developers
an
easy
op:on
for
mone:za:on
by
hos:ng
Facebook’s
ads
 Most
likely
will
put
Facebook
into
more
direct
compe::on
with
Google’s
AdMob,
Yahoo’s
Flurry,
and
Twimer’s
MoPub
for
mobile
adver:sing
@SemplicitaMrkt
Facebook Audience Network
Source:
Techcrunch

23.  Facebook
Audience
Network
pipes
in
Facebook’s
top-­‐notch
ad
targe:ng
and
its
huge
supply
of
1.5
million
ac:ve
adver:sers

Install
Facebook’s
SDK
to
begin
running
the
ads
and
geqng
paid
 Facebook
doesn’t
own
a
mobile
opera:ng
system
like
iOS
or
Google,
so
this
is
its
way
to
be
what
CEO
Mark
Zuckerberg
called
“a
cross-­‐plasorm
plasorm”
at
f8.
@SemplicitaMrkt Source:
Techcrunch

24. @SemplicitaMrkt
Does This Totally Creep You Out?

25. @SemplicitaMrkt
Opt Out On Your Mobile Phone
Ads
powered
by
Facebook
following
you
and
your
behavior
on
the
web
can
be
premy
creepy.
Opt
out
through
your
phone’s
seqngs:
iOS
users
can
go
to
Se7ngs
1) Privacy
2) Adver:sing
3) Enable
“Limit
Ad
Tracking”
On
Android
1) Google
Seqngs
2) Opt
out
of
interest
tracking
in
the
Adver:sing
ID
op:ons

26. @SemplicitaMrkt
Atlas For Facebook
• Atlas
allows
brands
and
agencies
to
track
the
buyer
process
across
mul:ple
devices
• Solves
cookie
issue
by
using
Facebook’s
ID
instead
of
a
cookie
to
measure
user
ac:vity
and
conversions
on
mobile
and
desktop,
tracking
full
user
behavior
• Focus:
Targe:ng
people-­‐based
and
mobile
marke:ng
• Atlas
also
enables
media
mix
modeling,
helping
adver:sers
understand
how
to
allocate
their
budgets
across
devices.
• According
to
Erik
Johnson,
managing
director
of
Atlas,
32%
of
all
purchases
start
on
one
device
and
move
to
another
(typically
moving
smaller
to
larger
-­‐-­‐
phone
to
tablet
or
laptop)
Source:
Ad
Age

27.  Double-­‐Check
The
Stats
 Compare
Facebook’s
repor:ng
against
Google
Analy:cs
for
a
more
accurate
account
of
conversions,
clicks,
etc.
 You
Get
What
You
Give
When
deciding
a
budget,
I
generally
tell
clients
you
can
expect
to
spend
about
$1-­‐$3
per
objec:ve.
So
if
you
have
$1,000
budget
for
a
new
page
likes
campaign,
expect
to
receive
around
800
new
likes,
depending
upon
your
targe:ng.
 Bid
High
 Facebook’s
CPC
is
generally
a
low
number,
depending
upon
how
defined
or
broad
your
audience
is.
If
it’s
between
$0.60-­‐$1.30
CPC,
bid
$1.00
and
then
adjust
axer
a
few
days.
 CPC,
CPM,
CPM
OpImized
 Cost
Per
Click
(CPC)
is
the
best
way
to
go
when
you
are
tes:ng
an
ad.
Once
you’ve
A/B
tested
and
know
what
people
are
amracted
to,
switch
over
to
Cost
Per
Impressions
(CPM)
Op:mized
for
a
less
expensive
cost
per
click.
Plus,
Facebook
prefers
to
op:mize
your
budget
themselves.
@SemplicitaMrkt
Last Minute Insider Tips

29. www.ThunderSEO.com Follow @SemplicitaMrkt #PubConNOLA@SemplicitaMrkt

30. @semplicitamrkt
linkd.in/
ashleyward90
DOWNLOAD
Bitly.com/
pubconfacebook
Q&A!
Ashley Ward

31. Image Sources1. Facebook
Ads:
hmp://www.ciu.cat/index.php?en::es=112&type=MS
2. Firebelly
Stoves
Facebook
ad:
hmp://searchenginewatch.com/ar:cle/2161613/Facebook-­‐Ads-­‐Rogues-­‐Gallery-­‐The-­‐Good-­‐the-­‐Bad-­‐the-­‐Inexplicable
3. Apple
pie
ad:
hmp://www.cmswire.com/cms/customer-­‐experience/facebook-­‐gives-­‐adver:sers-­‐{x-­‐ad-­‐targe:ng-­‐based-­‐in-­‐news-­‐feeds-­‐020240.php
4. Thinking
Face:
darksouls.wikia.com
5. Lulumon
Facebook
ad:
hmp://adespresso.com/wp-­‐content/uploads/2013/05/ellie-­‐facebook-­‐ad-­‐example.png
6. Starsky
and
Hutch:
hmp://pwnwear.com/wp-­‐content/uploads/2009/11/Owen-­‐Starsky-­‐Hutch-­‐Signature-­‐Do-­‐It.jpg
7. A/B
tes:ng:
hmp://entrepreneursky.com/wp-­‐content/uploads/2014/04/AB-­‐Test.jpg
8. Custom
Audience:
hmps://www.facebook.com/business/a/online-­‐sales/ad-­‐targe:ng-­‐details
9. Audience
defini:on:
hmps://www.facebook.com/business/a/online-­‐sales/ad-­‐targe:ng-­‐details
10. Power
Editor:
hmp://www.socialmediaexaminer.com/facebook-­‐power-­‐editor-­‐guide/
11. Right
hand
ads
bullshit:
hmp://wewant2believe.files.wordpress.com/2013/01/bullshitspam.jpg
12. Mobile
measurement:
hmps://developers.facebook.com/docs/ads-­‐for-­‐apps/measurement
13. Content
Jasper
examples
of
ads:
hmp://www.insidefacebook.com/2014/03/05/5-­‐best-­‐prac:ces-­‐for-­‐great-­‐facebook-­‐ad-­‐crea:ve/
14. Obama
Budget:
hmp://buelahman.files.wordpress.com/2009/03/obama_money.jpg
15. Facebook
newsfeed
ad
for
content:
hmp://www.socialmediaexaminer.com/facebook-­‐news-­‐feed-­‐ads/
16. Mark
Zuckerberg’s
concentra:on:
hmp://news.bbcimg.co.uk/media/images/73568000/jpg/_73568500_180336946.jpg
17. Mark
Zuckerberg:
hmp://engrave.in/image/cache/data/3-­‐mark-­‐zuckerberg-­‐quote-­‐canvas-­‐print-­‐525x525.jpg
18. Founder
of
Facebook
take
two:
hmp://sta:c1.businessinsider.com/image/5138aa3feab8eaf90c00000e-­‐1200/on-­‐his-­‐early-­‐passion-­‐i-­‐got-­‐my-­‐first-­‐computer-­‐in-­‐
the-­‐6th-­‐grade-­‐or-­‐so-­‐as-­‐soon-­‐as-­‐i-­‐got-­‐it-­‐i-­‐was-­‐interested-­‐in-­‐finding-­‐out-­‐how-­‐it-­‐worked-­‐and-­‐how-­‐the-­‐programs-­‐worked-­‐and-­‐then-­‐figuring-­‐out-­‐how-­‐to-­‐write-­‐
programs-­‐at-­‐just-­‐deeper-­‐and-­‐deeper-­‐levels-­‐within-­‐the-­‐system.jpg
19. Mark
Zuckerberg:
hmp://www.bms.co.in/wp-­‐content/uploads/2014/06/mark-­‐zuckerberg.jpg
20. Mark
Zuckerberg
creepy
slide:
hmp://i4.mirror.co.uk/incoming/ar:cle1276048.ece/alternates/s615/Mark%20Zuckerberg
21. Facebook’s
Audience
Reach:
hmp://i4.mirror.co.uk/incoming/ar:cle1276048.ece/alternates/s615/Mark%20Zuckerberg
22. Facebook
Ads:
hmp://techcrunch.com/2014/10/07/facebook-­‐audience-­‐network-­‐ads/
23. Opt
out
now
protest:
hmps://www.indybay.org/olduploads/550_opt_out_1.jpg
24. Computer
and
mobile
phone:
hmp://yutle.com/wp-­‐content/uploads/2014/10/file8-­‐650x400.jpg