This document provides tips and strategies for using Facebook advertising effectively. It discusses how Facebook has changed its algorithm to reduce organic reach, requiring businesses to "pay to play" through advertising. It then offers recommendations for different types of Facebook ads, including page post engagement ads, page likes ads, clicks to website ads, offer claims ads, and event responses ads. The document provides examples and discusses how to set objectives, define audiences, and optimize ad performance. It also covers using contests and images to drive engagement and shares on Facebook.

1. Kendra Wright| Saffire Events
GOTTA PAY TO PLAY:
The New Face of Facebook

2. Share your card - We’ll send you the slides.
NO NEED FOR NOTES

5. SOMETHING
BUT
WAS MISSING

6. HELP MORE PEOPLE!
We wanted to

7. Over 120 Events, Venues & Destinations trust Saffire!

13. HEART TO HEART

14. ADVERTISE
How many of you
on Facebook?

15. FACEBOOK IS KING
Free Facebook is Dwindling.
BUT YOUMAYHAVE HEARD…

16. THE OLD WORLD

17. THE NEW WORLD
In September, Facebook made a change to its algorithm, drastically
reducing the reach of business posts.
In December, they did it again.
Now an estimated only 3% of your followers will see your posts if you
don’t advertise.
If you are posting, you must “pay to play.”

18. WHY?
USER EXPERIENCE
& CA$H

19. NEW FACEBOOK STRATEGIES
1. Re-evaluate your Facebook investment.
2. Optimize posts for sharing.
3. Engage your fans elsewhere.
4. Pay up. (cheap… for now)
Post and advertise, or don’t post.

20. ADVANTAGES OF ADVERTISING
• Greater reach
• Greater targeting
• Protection against wasting money
• It won’t run if people don’t click

21. FACEBOOK AD TARGETING
• Your Facebook followers
• Their friends
• Your email list
• People who are “look-alikes” to your list
• People who went to your website
• Even specific pages
• People who are interested in related organizations

22. EXAMPLE AD TYPES
• PAGE POST ENGAGEMENT – Image, video or text
• PAGE LIKES – Get more Likes on your Facebook page
• CLICKS TO WEBSITE – Drive traffic to your website
• OFFER CLAIMS – Like a coupon, with “Get Offer” button
• EVENT RESPONSES – Includes event details and RSVP link

23. Page Post Engagement
TOP OPTIONS
Page Likes

24. PAGE POST ENGAGEMENT AD
• Promoting your POST will get more INTERACTION.
• Why you should use it:
• To get more video plays and engagement on photos
• To let your customers know of sales and specials

25. EXAMPLES

26. PAGE LIKES AD
• Promoting your PAGE will get more LIKES.
• This was more important when Likes “guaranteed” that
you would show up in their news feed.
• Now it is good for when you advertise to your fans.

27. EXAMPLE

28. CLICKS TO WEBSITE AD
• Promoting your WEBSITE will get more WEB TRAFFIC.
• Why you should use it:
• There is something else to see on your business website or blog
• Prompt lead generation

29. EXAMPLE

30. OFFER CLAIMS AD
• Promoting your OFFER will get more REVENUE.
• Why you should use it:
• Allow customers to claim special deals you’re running
• Organic reach: Kendra claimed this deal!
• INSTANT GRATIFICATION!

31. EXAMPLE

32. EVENT RESPONSES AD
• Promoting your EVENT will get more ATTENDANCE.
• Why you should use it:
• Same as offers, but no purchase is made
• Organic reach: Kendra is going!

33. EXAMPLE

34. NOT ALL AD METHODS
ARE CREATED EQUAL

35. GOOD

36. RIDE THE ORGANIC WAVE

37. POST SOMETHING ENGAGING

39. …THEN BOOST IT

40. AUDIENCE TARGETING

41. BOOSTING TIPS
1. Ride out the unpaid interaction
• Let the post’s natural appeal work for you
2. Once the interaction slows, boost it!
• You can spend as little as $5 and get engagement

42. BETTER

43. ADS MANAGER
www.facebook.com/advertising

44. STEP 1: SET OBJECTIVE
Think about your goal and the type of post your advertising.

45. STEP 2: SELECT AD PLACEMENT
Where do you want your ad to show up?

46. STEP 3: DEFINE YOUR AUDIENCE
A more targeted audience means more engagement.

47. STEP 4: SET YOUR BUDGET
This can be done by day or overall.

48. WHAT DO I NEED TO SPEND?
You can spend as little as $1.00/day for approximately 4000 impressions versus:

49. STEP 5: WATCH FOR RESULTS

50. BEST

51. POWER EDITOR
The most professional way to advertise on Facebook.
More nerdy than AdsManager

52. WHY USE POWER EDITOR?
• Create “Dark Posts,” which are unpublished posts
• Hint: great for testing!
• Ability to save and reuse all of your audiences
• Create Lookalike audiences – similar to a list based on email upload
or page Likes
• Bulk ad editing
• Place ads for specific mobile devices

53. YOU CAN TEST WHAT
WORKS BEST!

54. FACEBOOK ADS
It has never been cheaper or easier to see what gets results.

55. EMAILS
• Test layouts and content
• (Almost) always include more than one topic.
• The things people care about will shock you!

56. THEN APPLY EVERYWHERE!

57. PUT IT HERE

58. …AND HERE

59. AND MOST IMPORTANTLY…

60. CONTESTS
Facebook

61. THE DOS & DON’TS
DO
• Collect entries by Comments/Likes
• Collectentries by having
users message you
• Utilize Comments/Likesas a
voting mechanism
DON’T
• Place contests onpersonal
Facebooktimeline
• Require peopleto tag
themselves in promotions
• Use morethan 20% text on
your photos

62. TOP 5 CONTEST TIPS
1. SET GOALS
• What are you trying to achieve? Ex: likes, comments, video watches, email addresses
2. CONSIDER THE AUDIENCE
• Important in determining your prize package Ex. Moms, teenagers, etc.
3. DETERMINE THE CONTEST TIME FRAME
• Remember Story Bump! Can run daily small contests for likes & comments or
longer timeframe for more personal information

63. CONTEST TIPS, CONT.
4. CREATE A PRIZE PACKAGE
• If your prize is bigger, you can ask for more information
5. PLAN THE FUFILLMENT
• Know how quickly you can deliver & make sure it’s within the expiration
date

64. CONTESTS FOR INTERACTION

66. EXAMPLE

67. EXAMPLE

68. CONTESTS FOR FOOT TRAFFIC

69. ON SITE
PROMOTE DEALS THAT ARE ONLY AVAILABLE

70. EXAMPLE

71. EXAMPLE

72. EXAMPLE

75. A GOOD RULE OF THUMB
Create a sense of urgency
• Set a deadline
• Make it holiday-specific
• Use a countdown

76. VS.

77. CONTESTS FOR SHARING/LIKES

79. EXAMPLE

82. FUN POSTS

84. EXAMPLE

85. FUN POSTS

86. EXAMPLE

87. PRIZE IDEAS
• Gate admission tickets
• Unlimited ride wristbands
• Season passes
• Experiences/meet and greets
• Behind the scenes tours (on a golf cart!)
• T-shirts and/or other promotional items
• Giveaways from sponsors
NOTE: We’ve found that 70—80% claim prizes.

88. CONTESTS FOR MORE DATA

89. IFRAME IN TO FB

90. THE BIGCONTEST

91. USE FOR EMAIL COLLECTION

92. SMALLER CONTESTS
Two posts:
1. Announce contest
2. Announce winners

93. EXAMPLE

94. BIGGER CONTESTS
Four posts:
1. Announce that you’re going to have a contest
“4 MORE DAYS! We'll be giving away 1 sheet of 24 carnival tickets to 5 lucky people later today!
#FinalCountdown”
2. Announce contest
3. Announce that you’re going to announce the winners
“We just drew the name of the first winner of the ULTIMATE FAIR EXPERIENCE! Are you ready to know
who it is?”
4. Announce winners
a. If more than 10 winners, announce in groups of 5

95. NEW
Advice for a
World

96. “NEW” ADVICE
Mimic what you see on the platform. Content is King, but context
is even more important.
Don’t interrupt or be intrusive. Talk about what they’re talking
about.
Example: My late talking son.

97. “NEW” ADVICE
Share “jabs,” non-direct to your offering. Aim to hit an emotion
so hard that the customer wants to share it, because it will say
as much about them as your festival.
Example: Remember when you were little and asked for ice
cream. What happened?

98. “NEW” ADVICE
Be a real person, like a friend. Share:
• Entertainment to help them escape
• Useful information they can utilize

99. “NEW” ADVICE
Leverage pop culture
• Show customers you love the music, shows, etc. they do
• BE READY when something happens you can leverage
• Examples: Ponchos, Harlem Shake, Oreos, Sound of Music

100. NERDY
Now, for a
Party Trick.

101. IMAGESare so important.

102. EVER TAKEN
10% of photos
Were taken in the last 12 months.

103. POSTS WITH PHOTOS
The engagement rate of Facebook
is so much greater than without.

104. IMAGESare hard.

106. LET CANVA WORK FOR YOU

107. REMEMBERTHE 20%RULE

108. FACEBOOK IMAGE GRID TOOL
If text covers more than 20% of your photo, Facebook won’t let you advertise it!
https://www.facebook.com/ads/tools/text_overlay

109. TIMELY
Be

110. FACEBOOK COVER PHOTOS

111. REUSE FOR EMAIL

112. ONLINE + YOU

113. Don’t forget to drop off your
business cards for slides.

114. FREE ONLINE MARKETING TIPS
Website www.saffireevents.com
The Amplifier www.saffireevents.com/podcast
Facebook Saffire Events
Twitter @SaffireEvents
Instagram saffireevents
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Questions?