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WideNet U: Social Media 301 - Facebook Advertising

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We've discussed the basics of social media in previous classes, now it's time to take a deeper dive into social media marketing for 2017. At our next WideNet U, we’ll be exploring some more complex actions you can take to up your reach, success, and overall brand awareness on Facebook, Instagram, and Snapchat!

Are you ready to grow you social media plan? This class is for you!

In this session, we’ll cover:
- Why these three particular platforms are so powerful and important
- Using Facebook data to hyper-personalize your messaging
- Going beyond basic Facebook advertising
- Instagram and Snapchat stories and how to use them
- Facebook Pixels
- The only social data that matters

Veröffentlicht in: Marketing
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WideNet U: Social Media 301 - Facebook Advertising

  1. 1. Social Media 301 Part 1: Facebook Advertising
  2. 2. Topics of Discussion • Part 1: Facebook Audiences & Conversions o Audience Building • Data Targeting • Pixels o Custom Conversions • Part 2: Facebook & Instagram Ad Creation o Facebook: Ad Types and How to Use Them o Cross platform advertising • Part 3: Organic Content: Instagram & Snapchat o Utilizing Stories o The “hustle” aspect o Video • Part 3: Making It Work Together o Utilizing multiple platforms at once o Cross posting and promotion
  3. 3. Building An Audience • What is a Facebook Audience? o Group of users that you target your advertising to o This is what makes Facebook ads so powerful. • Audiences are built based on various different criteria. • There are two primary ways to build a Facebook audience o Data targeting • When you manually build an audience based off of demographics, behaviors, and interests o Facebook Pixels • Code snippet that builds an audience based on website visits
  4. 4. Data Targeting Options • Interests o Can cross with Demographics. Don’t make this mistake o Measured by people who like pages on FB related to interest • Demographics o Income, Home Ownership (including size, landownership), Relationship, Family makeup, Religion, Politics, Job, and more • Behaviors o Purchase behaviors • Connections o People connected to your page o People connected to your page and their friends o People who are not connected to your page
  5. 5. Ad Types & Target Options • Boosted Post vs Ad o Boosted post – Facebook post with light advertising & targeting options • Boost from page • Age, sex, location • Interests • Connections o Connected with page o Connected with page and their friends o People you choose o Ad – An actual ad that does not post to your timeline • Must go through Ad Manager • Includes all above • Demographics • Behaviors
  6. 6. Data Targeting Dashboard When creating a Facebook ad, you’ll be brought to this screen.
  7. 7. Building An Ad Audience • Choose your location o Can target by country, state, city, or drop a pin • People in this location • People who live in this location • Exclude people in this location • Choose the age group you want to target • Choose the gender you want to target • Choose the demographics, interests, & behaviors • Add a connection type • Click “Save This Audience” o When saved, you can choose this audience for future ads
  8. 8. Things to Consider When Targeting • Try to be as specific as possible o Hyper-Personalization • Think about personal experience AND stereotypes • Target consumer and influencer • Create multiple audiences to test different messages • Let the audience influence your ad o Ad Type o Delivery • Messenger ads • Lead ads o Creatives
  9. 9. Facebook Pixel Overview • Facebook Pixel is a snippet of HTML code that goes on your website that can track visits to your site from Facebook • Once on your website, you can create multiple “Audiences” and track visits to specific pages • Once your audience generates 1,000+ people, you can target or retarget ads directly to them o Very useful for people who visited a product page but didn’t buy
  10. 10. Creating A Pixel • In the top left of your ad dashboard, click Ads Manager, and then choose Pixels
  11. 11. Creating A Pixel
  12. 12. Creating A Pixel
  13. 13. Facebook Pixel
  14. 14. Creating A Pixel Audience Choose “Create Audience” from the Pixel page Fill out the criteria for you audience, and then click “Create Audience”
  15. 15. Viewing A Pixel Audience In the top left of your screen, click Pixels, and then select Audiences from the drop down menu
  16. 16. Viewing A Pixel Audience
  17. 17. Custom Conversions Custom Conversions are specific goals you set up for your Facebook ads to better track their effectiveness
  18. 18. Custom Conversions
  19. 19. Custom Conversion
  20. 20. Takeaways • Facebook allows you to customize the entire ad experience. This is where the power of Facebook advertising comes in • Through custom audiences and conversions, you can better track the performance and strength of your ad • If you’re using Facebook advertising, but NOT targeting, then it probably won’t work for you • If you want to use Facebook ads, but don’t have the time, WideNet is happy to help