facebook ads now: getting started off right

Portent, Inc. Facebook Ads Now:

Getting Started Off Right

Chad Kearns August 28, 2014

#PortentU

bit.ly/Facebook-Ads-Now

About me.

#PortentU Facebook Ads Now

Manage Portent’s PPC Essentials service offering Specialize in small business and new account setup Support the sales team with account audits and sales pitches

Chad Kearns PPC Essentials Program Manager @Chad_Kearns

Why we’re here 1. You want to start advertising on Facebook but don’t know much about it

2. You have tried advertising on Facebook before but we were unsuccessful

Why we’re really here.

829 million daily active users worldwide

152 million daily active users in the US & Canada

152 million daily potential customers

$1.3 billion spent by advertisers in the US & Canada

*In Q2 of 2014

54% Year over year ad spend growth

I’m Ready!

Take my money!

Pick me! Pick me!

Goal setting

Ad selection Ad execution

Audience targeting Bidding & pricing

What we’ll talk about

1. Provide guidelines for setting a goal

2. Introduce the ad types available 3. Show the ways to target an audience

4. Leave you with four key takeaways

What I want to accomplish

* What the…

This must be important

* Facebook changes

A lot.

* That’s why this is called

Facebook Ads Now

Goal setting

How to set a goal?

#Portent U Facebook Ads Now

Make it quantitative

Set a timeline

Use parameters

Work towards

We want to earn 500 Page Likes in 4 weeks with a $4,000 budget

Work towards

We want to see 2,500 website visits in 10 days through post promotion

Work towards

Try to avoid

Let’s spend $7,000 this month and see what happens

Try to avoid

Let’s drive on-site conversions. We want 10,000 transactions at a CPA of $10 in Q3 of this year

Try to avoid

Let’s drive on-site conversions. We want 10,000 transactions at a CPA of $10 in Q3 of this year

Try to avoid

Let’s drive on-site transactions. We want 10,000 transactions at a CPA of $10 in Q3 of this year

Don’t forget

Identify a measurable number Give yourself a due date Place workable guidelines

Don’t forget

Advertising for direct response can be hard

Ad Types

Ad types

42 #Portent U Facebook Ads Now

Select your ad type

Choose what to promote

The basics

Page Post Engagement Page Likes Clicks to Website

Going farther

Website Conversions App Installs App Engagement Event Responses Offer Claims Video Views

Page Post Engagement

•  Great for boosting content reach

•  Ability to drive visitors to pages off Facebook

•  Promote published and unpublished posts

Page Likes

•  Designed to grow page engagement numbers

•  Conversion opportunity in ad or on page

•  Recommended copy specifics •  25 character title •  90 character body

Clicks to Website

•  Direct users to high value landing pages off Facebook

•  Utilize link UTM tags to track users on-site •  Ability to create ads not linked to your company page

Website Conversions

•  Requires Facebook tracking pixel implementation

•  Used for lead generation and ecommerce initiatives •  Must connect ads to a company page

App Installs

•  Sends visitors directly to the appropriate app store for conversion

•  Automatically pulls star ratings from app stores •  Recommended copy specifics

•  25 character title •  32 character app name •  90 character description

App Engagement

•  Re-engage current app owners to drive app usage metrics

•  Ads are image only (no video)

•  Recommended copy specifics •  25 character title •  32 character app name •  90 character description

Event Responses

•  Right rail only

•  Must link directly to your Facebook event

•  Recommended copy specifics •  25 character title •  90 character description

Offer Claims

•  Must direct users to your offer on Facebook •  Must have 50 page likes for eligibility

•  Recommended copy specifics •  25 character title •  90 character description •  900 character terms & conditions

Video Views

•  .mov, .mp4, .avi files supported

•  16:9 aspect ratio •  Recommended copy specifics

•  90 character description

Third-party tracking

Third-party tracking software

Google Analytics

Omniture Yahoo Web Analytics etc.

Tagging

UTM tags

source= medium= campaign=

Tagging

UTM tagging

source=facebook medium=cpc campaign=webinar

domain.com/?utm_source=facebook&utm_medium=cpc&utm_campaign=webinar

Facebook pixel

Required for Website Conversion ads

•  Pick your conversion type •  Create your pixel

•  Place your code

Link best practices

Track what you are doing! bit.ly/UTM-Builder

Ad Images

Images by default

Image sizes

Image guidelines

628 20% Text Limitation

Image best practices

Bright colors Clear images Kids & animals Logos

Ad Copy

Basic guidelines

Character limit recommendations •  25 character headline •  90 character body

Punctuation

•  Copy cannot start with a punctuation •  Copy cannot have duplicate punctuation except (…)

Copy best practices

Keep it concise Call to action

Audience targeting

Building personas

Start simple

•  age •  location •  gender

Building personas

Start simple

•  age •  location •  gender

Get detailed •  interests •  purchasing behaviors •  education level •  relationship status •  employment history or career path •  family •  living situation

Audience Definition

Understand your audience size

Audience basics

Locations Age Gender Language

More demographics

Detailed demographics

Remember that persona you are making?

Interests

Business & industry Entertainment Family and relationships Fitness and wellness Food and drink Hobbies and activities Shopping and fashion Sports and outdoors Technology

Interests

Food and drink > Beverages > Coffee

Interests

Fitness and wellness > Bodybuilding

Behaviors

Automotive Charitable donations Digital activities Financial Mobile device user Purchase behavior Residential profiles Travel

Behaviors

Food and drink > Beverages > Coffee (K-Cup)

Connections

Segment users by connection to your company

Only people already connected to you Only people not connected to you

Advanced connections

Get detailed

Target users connected to specific pages, apps, and events Exclude users connected to specific pages, apps, and events Target users with friends connected to specific pages, apps, and events

Advanced connections

Custom audiences

Upload & segment outside customer data Direct from MailChimp CSV or .txt upload

Audience keys

Identify personas Think deeper about you audience Expand into new segments Separate audiences by campaign

Pricing & bidding

Bid types

Optimize for action Optimize for clicks Optimize for impressions

Bid types

Automatic vs. Manual Automatic bidding around clicks/impressions Manual bidding set by the advertiser

Bidding options

4 Takeaways

Takeaways

Create a goal

Make it quantitative Set a timeline Use parameters

Optimize your ad

Clear images Call to action

Get detailed on your audience

Build personas Group into segments Try customization

Track your progress

Set conversion code Use UTM tagging

bit.ly/Facebook-Ads-Now

Thank Portent, Inc. 506 2nd Ave. Suite 1700 Seattle. WA 98104-2354 | Tel: 206.575.3740

Chad Kearns chad@portent.com @Chad_Kearns

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