don't boost: making the most out of facebook ads
TRANSCRIPT
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{ ORGANIC SEARCHES }
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DIFFERENT TOPICS FOR A DIFFERENT DAY.!!
SETTING UP ADS ACCOUNT. MAKING THE CASE FOR SOCIAL.
SOCIAL MEDIA STRATEGY BEST PRACTICES. OTHER PAID DIGITAL MEDIA PLATFORMS.
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ONLY ONE AD AT A TIME NO PLACEMENT TARGETING
LIMITED INTERESTS TARGETING BROAD FRIEND OF FANS TARGETING
REACH BASED, NOT OBJECTIVE BASED
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DRIVING IN-STORE TRAFFIC REFERRING WEBSITE TRAFFIC
ACQUIRING NEW CUSTOMERS OR LEADS GENERATING BRAND AND TOP-OF-MIND AWARENESS
BUILD AN ENGAGED AUDIENCE OF CUSTOMERS
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AD CAMPAIGN = OBJECTIVE LEVEL AD SET = TARGETING LEVEL
INDIVIDUAL ADS = CREATIVE LEVEL
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TARGETING: KNOW YOUR AUDIENCES.
DEMOGRAPHICS INTERESTS
BEHAVIORS!CONNECTIONS
CUSTOM (CUSTOMER)
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*ADVANCED
*
TARGETING: LOOKALIKE AUDIENCES
REACH NEW PEOPLE WHO ARE SIMILAR TO AN AUDIENCE YOU CARE ABOUT.“
”
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*ADVANCED
*
CUSTOMER LIST
EMAIL LIST
WEBSITE VISITORSFACEBOOK PAGE FANS
TARGETING: LOOKALIKE AUDIENCES
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TIP: SPLIT-TEST AD SETS!!
MOBILE VS. DESKTOP MALE VS. FEMALE
INTEREST ONE VS. INTEREST TWO
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PATRICK, THE COMPUTER GUYThe Computer Guy serves the home and home office computer user with reasonable rates and reliable service. We specialize in virus removal, home networking and data recovery.
My audience tends to be females in a 50 mile radius of Hampton, Iowa who are between 40 - 75.
- Drive website traffic - Acquire new customers or leads - Generate brand and top-of-mind awareness - Build an engaged audience of past and prospective customers
TARGET AUDIENCE
OBJECTIVES
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I want to know how to best run an ad campaign that will draw customers to my Facebook page,
website and cellphone.”“
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Gender: females Location: 50 mile radius of Hampton, Iowa Age: 35-44, 45-54, 55-64, 65+
RECIPE
TARGETING
• Target email list (custom audience) and lookalike fans • Limited time offers for maintenance or routine services • Direct Response link posts (free / low-risk offer) with CTA buttons,
that track submissions or downloads • Promote most engaging posts to fans only, and target audience • Page Lookalike Audience targeting for new fans
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1) TARGET APPROPRIATELY. 2) OPTIMIZE USING INSIGHTS. 3) UNDERSTAND OBJECTIVES.
4) TEST EVERYTHING.