road map to facebook advertising success

Facebook Advertising Success–July 2015

Road Map to Facebook Advertising Success

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Facebook Advertising Overview

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Facebook Marketing Overview

1. Create Facebook Page2. Invite those who know you to Like your page3. Define the audience you’d want to have a “dialogue”

with4. Share content of value to your audience – not just

promotions5. 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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Facebook Success= Business Pages Plus Facebook Ads.

Common Myth – “My Type Of Customer Is Not On Facebook..”

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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

Defining Your Target Audiences7

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 Tools To Hel Create Your Typical Fan

Profile - Https://Yougov.Co.Uk/Profiler#/

Golf Fans - Demographics

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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

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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

How?Website visitors – tracking code placed on site creates a Custom Audience

within Facebook's ad system can target .Email lists – load into Facebook and matches to emails used by people to

logon into their FB account

LinkedIn Connections

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Who To Target? – People Who Are Interested In Brands 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 Active Users

Filter by 100’s of :• Brands• Interests• Demographic

s• location

Target your ideal audience

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Facebook Fan Dialogue Looks Like

Audience researchHow Can We Help?

Free – Tips And Guides In Addition To Relevant Offers You

Have

Their Needs?- Pain And

Gain Points

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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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Advertising Formats – “Placement”

Desktop News Feed

Right Hand Column

Mobile News Feed

Facebook View “Placement”

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Facebook Campaigns Objectives

Click here and goes to a page on your website

Generally Links to an existing story on your Facebook page. As an advert it can be targeted to reach more than just the Fans of your page

Asks you to “Like Our Page” and has CTA button to do just that

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How Much Do The Ads Cost?

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 and When

Better Question Would Be – “How Much Costs Per Lead” (Or Other Action – Page Like etc)

Few Examples ..

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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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Landing Page For Email Capture

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Why CPM Isn’t As Important A Metric As The Result Your Optimizing For!

Our Objective For The Campaign Is To Get The Most Clicks To Our Website (Sign-up Form) For The Least Cost Per Click.

Now we’ve done a test campaign we can see that if we’d spent all our budget on one audience (yellow) we had got 214 website clicks as opposed to the 153 achieved in the test.Also note that the audience (green) with the lowest CPM has the highest CPC! In Facebook Ads -as with all Paid Advertising- its important to focus on the Results you want not all the other metrics that FB reports.

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Water Bottle with NASA filter to remove 99% of containments - Page Likes Campaign

Unique Global Outdoor product

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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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 66 Post

engagments at 37 pence

Budget - £25 CPM £2.99

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Summary

Facebook Pages Now “Pay To Play”

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Summary

Solve Don’t Sell.

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Summary

Target People Who Know You Already!

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Summary

Measure The Right Things

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Summary

Test Small – Then Scale

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Summary

Give it a Go!

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Questions

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Free Offer – Facebook Advertising

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! Survey Here

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Thank You For Your Time.

Email :

graham@3dragonmarketing.co.uk

Call me on: 07973 69 88 77

Tweet me: @Graham_3Dragons

3130 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

4 Years Social Media Management and Paid Advertising ( AdWords and

Facebook) expertise

Established 3DM 2010

Graham Archer FIDM