Did you know that you can target your website visitors, email subscribers, or likes of other pages? Facebook ads can be one of the most cost-effective and highly targeted ways to reach your audience. Leave the Boost Post button behind and get more sophisticated with your Facebook advertising. Learn how ads accounts are structured, advanced targeting options, and how to measure success.

1. @KaGray
Kathy Gray
@polepositionmkg
HOW TO USE FACEBOOK ADS TO DRIVE
TARGETED WEBSITE TRAFFIC

2. @KaGray
Kathy Gray
@polepositionmkg
WHY FACEBOOK ADS?

3. HOW TO USE FACEBOOK ADS TO DRIVE TARGETED WEBSITE TRAFFIC @PolePositionMkg
Facebook is ubiquitous in everyday life
WHY FACEBOOK ADS?

4. HOW TO USE FACEBOOK ADS TO DRIVE TARGETED WEBSITE TRAFFIC @PolePositionMkg
Precise targeting
Want to target male cat lovers who recently visited Dubuque?
WHY FACEBOOK ADS?

5. HOW TO USE FACEBOOK ADS TO DRIVE TARGETED WEBSITE TRAFFIC @PolePositionMkg
Facebook ads are cost-effective
http://moz.com/blog/1-dollar-per-day-on-facebook-ads
Average Cost
• $0.50-$1 per fan
• $1 per email
address
• $0.10-$0.50 per
website referral
• $30 per product
sale conversion
http://www.jonloomer.com/2014/07/08/facebook-ads-budget-2/
WHY FACEBOOK ADS?

6. @KaGray
Kathy Gray
@polepositionmkg
FACEBOOK AD TYPES & TARGETING

7. HOW TO USE FACEBOOK ADS TO DRIVE TARGETED WEBSITE TRAFFIC @PolePositionMkg
Don’t use the Boost button!!!
FACEBOOK AD TYPES & TARGETING
X

8. HOW TO USE FACEBOOK ADS TO DRIVE TARGETED WEBSITE TRAFFIC @PolePositionMkg
Use Ads Manager, Business Manager, or Power Editor
Ads Manager
• Additional targeting
capabilities
• Organizational capabilities
• Owner operator
• Payments & reporting tied
to personal account
Business Manager
• Additional targeting
capabilities
• Organizational capabilities
• Page manager not owner
• Working with agency
• Payments & reporting tied
to business
Power Editor
• Granular targeting
capabilities
• Shortcuts
• Used in conjunction with
Ads Manager or Business
Manager
• Not as intuitive
FACEBOOK AD TYPES & TARGETING

9. HOW TO USE FACEBOOK ADS TO DRIVE TARGETED WEBSITE TRAFFIC @PolePositionMkg
Understanding Facebook Ads campaign structure
Campaign
Ad Set
Ad #1 Ad #2
• Engagement
• Website ClicksObjective
• Custom Audiences
• DemographicsTargeting
• Images
• TextCreative
FACEBOOK AD TYPES & TARGETING

10. HOW TO USE FACEBOOK ADS TO DRIVE TARGETED WEBSITE TRAFFIC @PolePositionMkg
Facebook ad objectives
Call-to-action buttons
Must have conversion pixel on website
Most popular option
Like campaign
Can only target by location, age, gender
Must have app
Must have app
Uses event feature
Uses offers feature
For native video posts
FACEBOOK AD TYPES & TARGETING

11. HOW TO USE FACEBOOK ADS TO DRIVE TARGETED WEBSITE TRAFFIC @PolePositionMkg
Facebook ad targeting
Custom
Audiences
Lookalike
Audiences
Page Likes
Demographic
Interests
FACEBOOK AD TYPES & TARGETING

12. HOW TO USE FACEBOOK ADS TO DRIVE TARGETED WEBSITE TRAFFIC @PolePositionMkg
Custom audiences
Website
Visitors
Email
Lists
FACEBOOK AD TYPES & TARGETING

13. HOW TO USE FACEBOOK ADS TO DRIVE TARGETED WEBSITE TRAFFIC @PolePositionMkg
Lookalike audiences
FACEBOOK AD TYPES & TARGETING

14. HOW TO USE FACEBOOK ADS TO DRIVE TARGETED WEBSITE TRAFFIC @PolePositionMkg
Advanced interest targeting
FACEBOOK AD TYPES & TARGETING

15. @KaGray
Kathy Gray
@polepositionmkg
FACEBOOK AD DESIGN

16. HOW TO USE FACEBOOK ADS TO DRIVE TARGETED WEBSITE TRAFFIC @PolePositionMkg
Facebook ad creative
FACEBOOK AD DESIGN
Eye-catching
images
Text
overlays
20% text
limit
Speaks to
audience
Call to
action
Shorter =
better

17. HOW TO USE FACEBOOK ADS TO DRIVE TARGETED WEBSITE TRAFFIC @PolePositionMkg
Effective creative
FACEBOOK AD DESIGN

18. @KaGray
Kathy Gray
@polepositionmkg
MEASURING SUCCESS

19. HOW TO USE FACEBOOK ADS TO DRIVE TARGETED WEBSITE TRAFFIC @PolePositionMkg
Focus on metrics that matter
MEASURING SUCCESS
Frequency
Relevancy
score
Actions
Cost per
action
Conversions

20. HOW TO USE FACEBOOK ADS TO DRIVE TARGETED WEBSITE TRAFFIC @PolePositionMkg
RESOURCES
Facebook Ads Blog:
http://www.JonLoomer.com
How to Create Custom Audiences:
https://www.facebook.com/help/170456843145568
Facebook Ads Tutorials:
https://www.facebook.com/business/learn/facebook-ads-basics/

21. HOW TO USE FACEBOOK ADS TO DRIVE TARGETED WEBSITE TRAFFIC @PolePositionMkg
PolePositionMarketing.com
Thank You!
Kathy Gray
Kathy@polepositionmarketing.com
@kagray