FACEBOOK ADS CRASH COURSE

Tanner Larsson

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WHAT YOU’RE GOING TO SEE

OVERVIEW

RESEARCH PHASE

AUDIENCE TARGETING

BIDDING

AD CREATION

CONVERSION TRACKING

CUSTOM AUDIENCES

RETARGETING

MAIN FOCUS

FB Ads Overview The Basics

FACEBOOK ADVERTISING GLOSSARY

Detailed compilation of all Facebook ad terminology

Download it here: http://TanMan.us/glossary

Keep it open during this training and reference as needed.

Making sense of Facebook ads

FACEBOOK ADVERTISING

3 Main Types Of Advertising:

Fan Page Growth (“Like” Campaign) Promoted Posts Standard Paid Ad

2 Main Types Of Ads:

Right side ad Likes, promoted posts, standard ads

Newsfeed ad Promoted posts, standard ads

The basics

FACEBOOK ADVERTISING

The focus is on R.O.I. NOT “cheap’ clicks.

Successful ads require careful planning and multiple elements.

Purpose of the Ad Landing Page Targeting Bidding Image Selection Ad Copy Budget

The basics

Niche Research How it works

WHAT NICHE?

Do you already have a niche?

What do you want to do?

Drive traffic to existing site Promote offline business Monetize huge fan page

2 Main types of niches: Viral Niches

Dogs, guns, tv shows, humor

Regular Niches Personal Development, IM, Offline, Software

What do you want to do

FINDING A NICHE

3 Easy ways to find a niche:

Magazines.com Google Trends Fanpagelist.com

Make sure you consider, what it is you want to do with your niche…think several steps ahead.

Idea Generation

NICHE DEMO

MAGAZINES

TRENDS

FBLISTS

PROFESSIONALS

TEAM WORK

RESULTS

LETS DO IT LIVE

TARGET AUDIENCE

Who are the people in your niche you want to target?

You need demographic data

Male or female or both Age Range Kids or no kids Schooling?

Easy demographic research:

Facebook Fan Page Insights Quantcast.com

Find sites popular in your niche and plug them into Quantcast.

Finding your audience

TARGET AUDIENCE

You want to target the most passionate people within your demographics.

You, don’t want people who “like” it, you want people who “love” it.

Find topics, that only the passionate people would know

about:

Brands, groups, minor celebrities, events

Use the Google Keyword planner:

Enter website url of niche site Find “passion” keywords

Finding your audience

DEMOGRAPHICS DEMO

FB INSIGHTS

QUANTCAST

KEYWORDS

PROFESSIONALS

TEAM WORK

RESULTS

LETS DO IT LIVE

AUDIENCE TARGETING Advertising to the right audience

AUDIENCE TARGETING

Audience targeting = The people who will see your ad. Proper targeting is the key to successfully running ANY

kind of FB Ad. Use your demographic data as “constraints” for your ad.

Use “passion” keywords for your initial ad targeting using

‘precise interests’.

You want the largest audience possible within the “passionate interests” of your demographic.

Caveat here is if you are selling an item that required more specific targeting for maximum ROI.

Overview

FB Ad Bidding How much to pay and bid structure

FB AD BIDDING

What is the purpose of your Ad?

Likes Leads Sales

Types of bidding

Optimized CPM (Optimize for Likes) Manual CPM Optimized CPC Manual CPC

The basics

LIKE CAMPAIGN FORMULA #1

A like campaign's sole purpose is to get more fans for your fan page.

Formula

Get More Page Likes Right Side Ad (No Sponsored Story) “Love” and “Like” Ad Copy Eye Catching – Niche Specific Image Use Known Demographic Constraints Select Audience Based on Passion Keywords Budget: $5 -$10 per day Optimize For Likes (Optimized CPM)

How to grow your fan page

LEAD CAMPAIGN FORMULA #1

The purpose of this ad is to drive traffic to your squeeze page to build your list.

Types of bidding

Promote Page Post Newsfeed Ad (Desktop only, Use Power Editor) Catchy Teaser Copy With Link to Squeeze page Eye Catching – Niche Specific Image (Large) Use Known Demographic Constraints Select Audience Based on Passion Keywords Budget: Whatever you can afford (start small and scale) Manual CPC bidding

How to build a list

LEAD CAMPAIGN FORMULA #2

The purpose of this ad is to drive traffic to your squeeze page to build your list.

Types of bidding

External Ad (Advanced Options) Right Side Ad (No Sponsored Story) Teaser Short Copy With Catchy Headline Eye Catching – Niche Specific Image Use Known Demographic Constraints Select Audience Based on Passion Keywords Budget: Whatever you can afford (start small and scale) Manual CPC bidding

How to build a list

SALES CAMPAIGN FORMULA #1

The purpose of this ad is to drive traffic to your sales page to make you money.

Types of bidding

External Ad (Advanced Options) Newsfeed Ad(Desktop only, Use Power Editior) Teaser Copy With Link To Offer (use price in ad) Eye Catching – Product Specific Image Use Known Demographic Constraints Select Audience Based on Passion Keywords Budget: Whatever you can afford (start small and scale) Manual CPC bidding

How to build a list

SALES CAMPAIGN FORMULA #2

The purpose of this ad is to drive traffic to your sales page to make you money.

Types of bidding

External Ad (Advanced Options) Right Side Ad (No Sponsored Story) Teaser Short Copy With Catchy Headline (use price in ad) Eye Catching – Product Specific Image Use Known Demographic Constraints Select Audience Based on Passion Keywords Budget: Whatever you can afford (start small and scale) Manual CPC bidding

How to build a list

FB Ad Creation Ad Manager & the Power Editor

Right Side FB AD Breakdown

DESCRIPTION

GO TO LINK

NEWSFEED AD Breakdown

DESCRIPTION

FAN PAGE

GO TO LINK

POST IMAGE

AD MANAGER DEMO

LIKES

LEADS

SALES

PROFESSIONALS

TEAM WORK

RESULTS

LETS DO IT LIVE

POWER EDITOR DEMO

LEADS

SALES

NEWS FEED AD

PROFESSIONALS

TEAM WORK

RESULTS

LETS DO IT LIVE

FB Conversion Tracking Basic Sale & Lead Tracking

FB CONVERSION TRACKING

You must set up conversion tracking BEFORE you create your ads.

Only works on web properties that you control

Will not work for 3rd party or affiliate sites. Unless you can get the site owner to load your pixel.

Use The FB Ad Manager to create your conversion pixel

Can only track one type of conversion per ad. It’s not perfect, but does work. Always paste your pixel code onto site before creating

ad.

How to track your ads performance

FB CONVERSION TRACKING

Tracking Conversions From Multiple Ads

Each Ad needs it’s own campaign One traffic source/targeting for each campaign

How to track your ads performance

CONVERSION TRACKING DEMO

LEADS

SALES

NEWS FEED AD

PROFESSIONALS

TEAM WORK

RESULTS

LETS DO IT LIVE

Custom Audiences Super Targeted Targeting =)

CUSTOM AUDIENCES

Custom Audience = hand selected audience of targeted people.

Custom Audiences can be created using:

Email Address Phone Number UID (FB Unique Identifier)

3 Ways to create UID lists

Manually – http://tanman.us/manual-uid Desktop App – FBLeadChef Web based App – http://tanman.us/lasersocial

Getting the most specific audience targeting possible

CUSTOM AUDIENCES

Create or save list of audience in plain text file or CSV file.

Upload new custom audience in Power Editor (using chrome)

Click Audiences Click Create Audience > Custom Audience Name new CA Upload list Select identifier type Click submit

Takes up to 24 hours for custom audiences to be added to

account.

Getting the most specific audience targeting possible

CUSTOM AUDIENCE DEMO

MANUAL

DESKTOP

WEB BASED

PROFESSIONALS

TEAM WORK

RESULTS

LETS DO IT LIVE

Retargeting Simple FB Retargeting

RETARGETING ON FACEBOOK

Retargeting is a cookie-based technology that uses simple a Javascript code to anonymously ‘follow’ your audience all over the web.

Increasing Conversions with Re-marketing

RETARGETING ON FACEBOOK

We use: http://PerfectAudience.com

Retargeting can be used for:

Converting more prospects into buyers Converting more prospects into leads Market Complementary Product Branding Campaigns

Retargeting Ads show up in the right side ad column on

FB

Increasing Conversions with Re-marketing

RETARGETING ON FACEBOOK

Retargeting only works on sites that you can control or get access to.

You must be able to place “Pixel” code on selected webpages in order for retargeting to work.

Effective retargeting utilizes 2 types of “lists” based on traffic to and through your website.

“Include” lists –Typically everyone who visits your offer page.

“Exclude’ lists – typically anyone who takes the action you want (buy/opt-in)

This allows you to ensure your budget only gets spent showing ads where they need to be shown.

Increasing Conversions with Re-marketing

RETARGETING DEMO

EXPERIENCE

STRATEGY

PRECISION

PROFESSIONALS

TEAM WORK

RESULTS

LETS DO IT LIVE

PHEW… Brain Dump Complete

Special Offer Cuz I’m Awesome Like That

TARGETING SUCCESS MASTERMIND

What You Get… Access to my Private FB & Teespring Mastermind.

Leverage the power of a group collective FULL of experienced Facebook Marketers. This is the place to go to learn and get your questions answered FAST. You’ll also get pretty much 24/7 access to myself and my team.

Access To Members Only Case Studies and Training

Stay up to date on what is and isn’t working on Facebook and other platforms. See behind the scenes of not only my business but also many other successful marketers businesses.

Group Collective = Success $47

Price: $97.00/month

TARGETING SUCCESS MASTERMIND

Upcoming Case Studies…

Teespring PPC - 278% ROI from a campaign in a new niche, with no fans, no fan page and only cheap PPC for traffic.

Promotion Domination – How I dominated the FBAC launch with my multi-step FB campaign and how you can take this same formula and apply it to your own offers or affiliate promotions.

Group Collective = Success $47

Your Today ONLY Price: $37.00/month (Price Locked – Will Never Increase)

http://tanman.us/mastermind

THANK YOU Feel free to ask any questions!

http://Facebook.com/MarketingWithTanner

Join My Private Mastermind: Your Today ONLY

Price: $37.00/month (Price Locked – Will Never Increase)

http://tanman.us/mastermind