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TRANSCRIPT
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ABOUT US
• PRIVATELY HELD DIGITAL AGENCY• 17 YEARS OF EXPERIENCE• PERSONALIZED WEBSITES• EMAIL CAMPAIGNS• SEO & PPC• CLOUD-BASED SOLUTIONS AND MOBILE APPS• DATA INTEGRATION
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RETAILERS' AVERAGE RETURN ON INVESTMENT FOR AD SPEND ON FACEBOOK
INCREASED 75% OVER THE LAST YEARhttps://www.digitalcommerce360.com/2016/07/25/retailers-average-return-facebook-ad-spend-jumps-75-q2/
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FACEBOOK ADVERTISING VS ADWORDS PAY-PER-CLICK
VS
KEYWORD-BASED
GOAL: AWARENESS & CONSIDERATION
81% OF INTERNET USERS*
AUDIENCE-BASED
*http://ir.comscore.com/releasedetail.cfm?releaseid=1022772
96% OF INTERNET USERS*
GOAL: PURCHASE
PRODUCT MATURITY: LOW
PRODUCT MATURITY: HIGH
FACEBOOK ADWORDS
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FACEBOOK BUSINESS MANAGER
Why• Manage access to Facebook pages
and ad accounts• House multiple ad accounts under
one business manager• Work with agencies
Musts• Claim your Facebook page (create
one if you don’t have one already)• Claim your advertising account
BUSINESS MANAGER
PAGES PEOPLE AD ACCOUNTS
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1. Go to business.facebook.com.2. Click Create Account.3. Enter a name for your business.
Select the primary Page. Enter your name and work email address.
SIGN UP FOR FACEBOOK BUSINESS MANAGER
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BOOSTED POST VS FACEBOOK AD
VS
BOOSTED FACEBOOK AD
WHERE: Facebook timeline
TARGETING, BIDDING,
PLACEMENT, FORMAT: Limited
DIFFICULTY: Super simple
WHERE: Facebook ad manager
TARGETING, BIDDING, PLACEMENT, FORMAT: Advanced
DIFFICULTY: More advanced
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HOW FACEBOOK ADS ARE STRUCTURED
CAMPAIGN
AD SET AD SET
AD AD AD AD
Set campaign objective
Set audience, placement, budget, & schedule
Set format, media, & creative
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AUDIENCE Ad Set
Create new or use a saved audience:• Age• Demographics, languages• Locations• Behaviors
Select Custom Audiences• Customer list• Website behavior • Engagement (with page or ad)• Lookalike
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Designed for publishers to distribute fast, interactive articles within Facebook app and Messenger.
INSTANT ARTICLES
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An Instagram feature that lets users post photos and videos that vanish after 24 hours
INSTAGRAM STORIES
Red Bull promotes their new ‘Red Bull Flying Illusion Show’
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Extend your ads beyond Facebook to mobile apps, websites, and connected TV apps.
AUDIENCE NETWORK
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BUDGET & SCHEDULEAd Set
Daily or lifetime – once set you can’t change it
Optimization: optimize for your end goal
• Link Clicks• Conversion• App Install
Bid Amount: • Newbie: Automatic
bidding• Advanced: Manual
bidding
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BUDGET & SCHEDULEAd Set
Scheduling • Use the “Run ads all the time.” • Once you have data, optimize
around days & hours
Delivery type: • Standard ad delivery –optimal
speed at lowest cost• Accelerated ad delivery –
deliver ads as quickly as possible (best for time-sensitive ads with bigger budgets)
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HOW BIG SHOULD MY AUDIENCE BE?
Guidelines:• 250,000 – 1,000,000, but….• What is your budget?• What stage in the funnel are you? Awareness,
Demand Generation, Acquisition, Transaction
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CUSTOMER FILE
How• Connect to MailChimp or
upload a file• Select your identifiers
When to use it• B2B companies • If your goal is conversion
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WEBSITE TRAFFIC
How• Install Facebook pixel
• Base install• Standard Events:
• View content• Add to cart• Checkout
• Custom Events
When to use it: Remarketing/conversion ads
* Install Facebook Pixel Helper to check if pixels are working correctly
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ENGAGEMENT
How: Target based on how people have interacted with you
When to use it: Great for follow up ads
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• Choose a source audience (recommend 1,000-50,000 people)
• Facebook then finds people who are similar to (or "look like") them.
• You choose the size of a Lookalike Audience during the creation process
• Source audience quality matters.
LOOKALIKE AUDIENCE
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SINGLE IMAGE
Design Recommendations:• Recommended image size:
1,200 x 628 pixels• Image ratio: 1.9:1• Text: 90 characters• Headline: 25 characters• Link description: 30 characters• Your image should include
minimal text.Tools: https://www.facebook.com/ads/tools/text_overlay#
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SINGLE VIDEO AD
Design Recommendations• Text: 90 characters• Aspect Ratios Supported: 16:9 (full
landscape) to 9:16 (full portrait)Technical Requirements• Caption length text: max 2,200 char.• Length: 120 minutes max (15-30
seconds works best)• Minimum resolution: width 600px • File Size: Up to 4GB max• Format: wide variety of formats
supported –mov, mp4, asf and more• Minimal text and include CTA
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SINGLE VIDEO AD
Don’t:• Including an intro• Using logos or credits at the
beginning• Trying to tell too much in the video• Having a person talking to the
camera without contextDo:• Grab the person’s attention within 2-
3 seconds• Create a video that is only 15-30
seconds long• Pique interest with the thumbnail• Target mobile users only when
connected to Wi-Fi
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CAROUSEL
Design Guidelines• Recommended image size: 1080 x
1080 pixels• Image ratio: 1:1• Text: 90 characters• Headline: 40 characters• Link description: 20 characters• Minimal textTips• Product images for high-intent
customers• Lifestyle imagery to target new
customers• Test storytelling or themes• Add a CTA
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SLIDESHOW
Combine multiple images, text and sound to create video ads without video production
Design Guidelines• News Feed image size: 1,280 x 720 px• News Feed image ratio: 16:9 (max 4:3) or
1:1• Text: 90 characters (longer posts may be
truncated on small screens)• Images of same size and aspect ratio are
recommended to avoid cropping• Minimal text
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SLIDESHOW
• Upload 3–10 images or a video assets
• Set an Image Duration for your ad
• Set the Transition to Fade, if you choose.
• Click Music at the top to upload. If you don't have an audio track, they have music to choose from.
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COLLECTION
Design requirements:• Image Size: 1,200 x 628 pixels recommended• Image Ratio: 1.9:1• Headline: 25 characters recommended• Minimal text
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CANVAS
Canvas is a full screen experience for mobile devices.
It can be used with all Facebook ad formats – carousel, single image, single video, slideshow or collection.
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DYNAMIC REMARKETING
What is it: Automatically promote products to people who have expressed interest on your website
How do you get started:• Upload your product data feed• Facebook pixel installed with the following events:
• View content – parameters - content_type, content_id,
• Add to Cart– parameters - content_type, content_id,
• Purchase– parameters - content_type, content_id, value, currency
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NEXT STEPS
1. Claim/create all your account2. Start off simple3. A/B test audiences, ad formats,
creative, and placements4. Get extra help if needed
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PAID SEARCH SERVICES
PAY-PER-CLICK ADVERTISING
PAID SEARCH AUDIT
GOOGLE SHOPPING
ADVERTISING
REMARKETING ADVERTISING
SOCIAL ADVERTISING
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SOCIAL ADVERTISINGSocial media advertising helps businesses find new clients by using visitors’ own shared information to identify interest.
B2C & B2B
• Regular Remarketing• Dynamic Remarketing
B2B
• Text Ads• Content Ads
THANKS FOR WATCHING!
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@whereoware
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