@KaGray
Kathy Gray
@polepositionmkg
HOW TO USE FACEBOOK ADS TO DRIVE
TARGETED WEBSITE TRAFFIC
@KaGray
Kathy Gray
@polepositionmkg
WHY FACEBOOK ADS?
HOW TO USE FACEBOOK ADS TO DRIVE TARGETED WEBSITE TRAFFIC @PolePositionMkg
Facebook is ubiquitous in everyday life
WHY FACEBOOK ADS?
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?
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?
@KaGray
Kathy Gray
@polepositionmkg
FACEBOOK AD TYPES & TARGETING
HOW TO USE FACEBOOK ADS TO DRIVE TARGETED WEBSITE TRAFFIC @PolePositionMkg
Don’t use the Boost button!!!
FACEBOOK AD TYPES & TARGETING
X
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
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
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
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
HOW TO USE FACEBOOK ADS TO DRIVE TARGETED WEBSITE TRAFFIC @PolePositionMkg
Custom audiences
Website Visitors
Email Lists
FACEBOOK AD TYPES & TARGETING
HOW TO USE FACEBOOK ADS TO DRIVE TARGETED WEBSITE TRAFFIC @PolePositionMkg
Lookalike audiences
FACEBOOK AD TYPES & TARGETING
HOW TO USE FACEBOOK ADS TO DRIVE TARGETED WEBSITE TRAFFIC @PolePositionMkg
Advanced interest targeting
FACEBOOK AD TYPES & TARGETING
@KaGray
Kathy Gray
@polepositionmkg
FACEBOOK AD DESIGN
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
HOW TO USE FACEBOOK ADS TO DRIVE TARGETED WEBSITE TRAFFIC @PolePositionMkg
Effective creative
FACEBOOK AD DESIGN
@KaGray
Kathy Gray
@polepositionmkg
MEASURING SUCCESS
HOW TO USE FACEBOOK ADS TO DRIVE TARGETED WEBSITE TRAFFIC @PolePositionMkg
Focus on metrics that matter
MEASURING SUCCESS
FrequencyRelevancy
scoreActions
Cost per action
Conversions
HOW TO USE FACEBOOK ADS TO DRIVE TARGETED WEBSITE TRAFFIC @PolePositionMkg
RESOURCESFacebook 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/
HOW TO USE FACEBOOK ADS TO DRIVE TARGETED WEBSITE TRAFFIC @PolePositionMkg
PolePositionMarketing.com
Thank You!Kathy [email protected]@kagray