Road Map of Key Steps for Facebook Advertising Campaign Set-Up and Success -Including The 3 Top Performing Audiences (Ad Sets) To Use In 90% of Your Facebook Ad Campaigns. Indicative advert costs and a FREE Facebook Advertising Health check that answers the two big questions: 1) Are my target customers on Facebook*? 2) How much will it cost to reach them? *And is there a reasonable quantity of them?

1. Facebook Advertising Success–Jan 2016
Road Map to Facebook Advertising Success

2. Facebook Advertising Overview
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3. Confused? Hope For The Best? Of
Course Not, You Just Need A …
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4. Three Month Action Plan
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5. Planning Overview
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 Your Business overview
 Plans and goals for next 3 months
 Current Marketing
 Current Facebook Presence
 How Facebook ads can help
 What’s needed – Website, Images etc.
 Action Plan

6. Facebook Marketing Basic set-up
1. Create Facebook Page
2. Invite those who know you to Like your page
3. Define the audience you’d want to have a “dialogue”
with
4. Share content of value to your audience – not just
promotions. Solve don’t sell.
5. Promote content to Fans and target audience (Paid for)
6. Keep it Social – content of value (4 posts) versus
promotions (1) i.e. Keep to a 4:1 content ratio
7. Offer content for download (Guides Tips etc...) in
exchange for emails (Paid for)
8. Use email marketing to continue the dialogue (Free)
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7. Facebook Success 2016 =
Business Pages Plus Facebook Ads.
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Without SOME
advertising,
less than 10%
of you page
fans will see
you posts
Facebook Business Pages

8. Summary
Facebook Pages
Now “Pay To Play”
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9. Finding Your Customers On Facebook
Audience Research9

10. Common Myth – “My Type Of Customer Is Not On
Facebook..”
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11. Are You Sure? -Have You Asked Them All!
1.4 Billion
active
users
699 Mn
users
per day
43% of all online
consumers are
social media fans
or followers
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12. Overview
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 Help define your different target audiences
 Location(s)
 Demographics (age/gender/Life events etc.)
 Interests of your target audiences
 Pain and Gain points for audience – remember
we’re Solving Not Selling

13. What Do Your Customers Look Like?
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Try to describe segments of customers NOT all
customers, so ask these questions about a specific
segment of customers..
 Typically - Men Or Women?
 Typical Ages (Bands 18-35 etc..)
 What Brands Do They Love?
 What TV And Films Do They Watch?
 What Interests Do They Have?
 Use Free Tools To Create Your Typical Fan -
Https://Yougov.Co.Uk/Profiler#/

14. YouGov Profiles Example -Golf Fans - Lifestyle
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Click on any of these
for additional data
Facebook Advertising
System Has 100’s If Not
1,000’s Of These Interests
Can Target By

15. Who To Target? – People Who Are Interested In
Brands /Services Related To Your Product/Service
“Reach your audience based on their
interests. This can include interests
shared on their Timelines, apps they
use, Pages they liked and other
activities on and off of Facebook.
Interests may also factor in
demographics such as age, gender and
location.”
1.4 Billion
Active Users
Filter by 100’s of :
• Brands
• Interests
• Demographics
• location
Target your
ideal audience
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16. That’s worth saying again!
“Reach your audience based on their
interests. This can include interests
shared on their Timelines, apps they
use, Pages they liked and other
activities on and off of
Facebook. Interests may also
factor in demographics such as age,
gender and location.”
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17. The Best Prospects By Far Are Of Course..
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18. Best Prospects– People Who Already Know You!
People who have visited
your website or subscribed
to your email list are
already prospective clients
– Facebook can help target
these people
LinkedIn
Connections
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19. Summary
Target People
Who Know You
Already!
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20. Campaign Creation20

21. Overview – Campaign creation
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 Who are we talking to? (audience)
 What are the things they want help with?
(Pain and Gain points)
 How can we help ? (Solve with Tips, Guides
etc..)
 Results Looking for?

22. Facebook Fan Dialogue Looks Like
Audience research
How Can We Help?
Free – Tips And Guides In
Addition To Relevant Offers You
Have
Their Needs?-
Pain And Gain
Points
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23. Facebook– Campaign Building
Audience
research
• Quantity
• Location?
Best
Campaign
Type for
objective?
FREE
• Guides
• Tool Kits
• eBooks.
Exchange for
peoples emails
Creative:
• Images
• Design
• Copy
• Landing
pages
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24. Facebook Campaigns Objectives
Click here and
goes to a page on
your website
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Links to an existing story
(post) on your Facebook
page. However, using
advertising we can
promote our story with
our target audience -not
just the Fans of the
Page.
Asks our targeted
audience to “Like
Page” . Simple button
to do just that

25. Advertising Formats – “Placement”
Desktop News Feed
Right Hand Column
Mobile News Feed
Facebook View “Placement”
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26. Summary
Solve Don’t Sell.
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27. How Much Do Ads Cost?27

28. Roughly £1.00 to £3.00 per thousand as a guide.(CPM)
Depends On ..
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 No One Advertising Rate As Depends On:
 Audience (Some Data More Valuable Than Others)
 Placement – I.E News Feed , Mobile, Right Hand
Column
 Seasonality
 ..And More
 Bit Like TV Ad Rates Are Based On Audiences Your
Advert Will Be Seen By.
 A Better Question Would Be – “How Much Costs
Per Lead” (Or Other Action – Page Like etc.)
 Few Examples ..

29. Local Gym – Clicks To Website Campaign
 Women Only Offer
 Audiences:
 Interested In Gyms
 Website Visitors
 Website Look-a-likes
 Stevenage Area Only
 Click On Ad Takes
Audience To Opt-in
Page =153
 Cost Per Click=16pence
 CPM £2.70
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30. Water Bottle With NASA Filter To Remove 99% Of
Containments - Page Likes Campaign
 Unique Global Outdoor
product
 Location -New Zealand
 Page Likes Campaign to
specific Interest groups
(Backpacking,
Ecotourism, Angling)
 1204 Page Likes
 16 pence per like
($0.36 NZD)
 CPM £1.83 ($4.22 NZD)
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31. Math's And English Classes For 4-17 Year
Olds – Page Post Engagement
 Stevenage +10 Miles
only
 Parents off 4-17
year olds.
 Reached 5,121
 37 pence per Post
engagements
 Budget - £25
 CPM £2.99
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32. How Do You Budget For Ad Spend Then?
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 Do a test campaign for as little as a few
pounds per day.
 Run campaign for few days then pause.
 Check out what’s working and what isn’t
 Adjust campaign and then test again
 Roll out your winning campaign with a bigger
budget.
 If Spending £1 And Getting £3 Back -How
Much Would You Invest!

33. Summary #1
Measure The
Right Things
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34. Summary #2
Test Small –
Then Scale
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35. Summary
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Give it a Go!

36. Questions
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37. Free Offer – Facebook Advertising
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 Is My Target Audience On Facebook?
 How Much Will It Cost To Reach Them?
 How Do I Find Out?
 Answer 4 Simple Questions –That’s It!
 Link to survey :
 http://eepurl.com/RV1bX

38. Contact Details.
 Email : graham@3dragonmarketing.co.uk
 Call me on: 07973 69 88 77
 Tweet me: @Graham_3Dragons
 Skype : graham.archer74
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39. 30 years marketing and sales
experience, including working
for three of the entrepreneurs
from Dragon's Den
Social Media Reach
+
Direct Expertise
= Leads/Clients/Sales
Fellow of the
Institute of Direct
and Digital Marketing
5 Years Specialising in Social Media
Management and Paid Advertising (
AdWords and Facebook).Personally
invested over £2K in expert training
Established
3DM 2010
Graham Archer FIDM
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