facebook marketing ad hacks: tips, tricks & must dos for facebook marketers

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FACEBOOK AD HACKS: TIPS, TRICKS & MUST DOS FOR FACEBOOK MARKETERS

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FOUNDER & CEO

Why this guy?

1/ SETTING THE SCENE

FACEBOOK ADS @ #SEARCHELITE \ BY @NEDPOULTER

AS DIGITAL MARKETING CONSULTANTS OUR JOB IS TO EXPLORE & INNOVATE.

IT IS OUR JOB TO UNCOVER OPPORTUNITIES IN NEWER OR LESS

UTILISED CHANNELS...


SCENARIO 1: CLIENT ASKS A QUESTION


RESPONSE: SURE, LET’S TAKE A LOOK...


THIS IS HOW I BEGAN EXPLORING THE OPPORTUNITIES WITH SOCIAL MEDIA

MARKETING (SPECIFICALLY FACEBOOK)...


“BUT WHY SPEND SO MUCH TIME ON THIS OPPORTUNITY…?”


50 MILLION ACTIVE BUSINESSES REGISTERED ON FACEBOOK


4 MILLION ACTIVE BUSINESSES USING FACEBOOK ADS


THAT’S ONLY 8% OF BUSINESSES ON FACEBOOK...


… AND 70% OF THEM ARE IN THE US

FACEBOOK’S ARPU IN NORTH AMERICA GREW 37% YoY (TO $17 PER QTR), COMPANY-WIDE UP 28% ($4.23 PER QTR)


DUOPOLY ALERT!



BUT WITH SO MANY OPTIONS...


...THIS CAN LEAD TO CONFUSION!

2/ TIPS, TRICKS & ‘MUST TRY’S’ FOR FACEBOOK MARKETERS


CUSTOMISE THE LAYOUT OF YOUR FACEBOOK BUSINESS PAGE

CUSTOMISE YOUR FACEBOOK PAGE LAYOUT


LIKE THE PAGES AS A BRAND

AFFILIATE YOUR BRAND WITH YOUR COMPETITORS/SIMILAR COMPANIES


GROW YOUR AUDIENCE!

SUGGEST YOUR PAGE TO YOUR EMAIL CONTACTS

OR, TRY IT WITH OTHER CONTACT LISTS YOU HAVE ACCESS TO!


INVITE PEOPLE WHO ENGAGED WITH YOUR POSTS TO LIKE YOUR PAGE

TOP TIP: RUN AN ENGAGEMENT CAMPAIGN, THEN INVITE TO LIKE!


EXPERIMENT WITH CREATIVES / NEW AD FORMATS

IN PARTICULAR I’D RECOMMEND… FACEBOOK CANVAS

THINK OF IS AS A FACEBOOK LANDING PAGE BUILDER


FACEBOOK COLLECTIONS


FACEBOOK 360 VIDEO/AR

MORE INFO:https://facebook360.fb.com/


https://facebook360.fb.com/

FACEBOOK 360 VIDEO/AR

OR, JUST BLUFF IT!CHECK OUT RESORT_VR

ON INSTAGRAM


https://www.instagram.com/p/BX7ZNufACUN/?taken-by=resort_vr

GET INSPIRED!

CHECK IT OUT HERE -https://adespresso.com/academy

/ads-examples/


https://adespresso.com/academy/ads-examples/

CHECK IT OUT HERE -https://www.facebook.com/ads/c

reativehub/gallery/


https://www.facebook.com/ads/creativehub/gallery/

USE VIDEO


“I SEE VIDEO AS A MEGATREND”

“I’M GOING TO KEEP PUTTING VIDEO FIRST ACROSS OUR FAMILY OF APPS”

“F**K YEAH VIDEOOOOOOO!”

TRAFFIC FROM ONLINE VIDEOS WILL CONSTITUTE 82% OF ALL CONSUMER INTERNET TRAFFIC GLOBALLY BY 2020

(LIVE VIDEO WILL GROW 15-FOLD FROM 2016-2021)


TOP TIP! TAG PRODUCTS


37.9 MILLION VIEWS!!!


TOP TIP! USE COST PER VIEW TO MAKE VIDEO CAMPAIGNS PERFORM BETTER!


BRING IT OFFLINE

EXPERIMENT WITH SELECTING CERTAIN PLACEMENTS AND...

… [MORE IMPORTANTLY] TURNING LOW PERFORMING ONES OFF!


INVEST TIME IN AUDIENCE RESEARCH & DEVELOPMENT


THIS BIT REALLY TAKES TIME. ALLOW YOURSELF THIS TIME!


GOOGLE IS YOUR FRIEND HERE


...AS IS FACEBOOK


...AS IS TWITTER


...AS IS FOLLOWERWONK


...AS IS BUZZSUMO


...AS ARE YOUR CLIENTS/IN-HOUSE TEAM!


TAKE TIME TO QUESTION THEM TO LEVERAGE INTERNAL INSIGHTS!

Ask questions to help draw more information from across your business and leverage internal insights, examples:

1. List the 10 (or more) most relevant words related to the topic you’re trying to communicate

2. List any relevant job titles, job functions or skills that you’d like to target 3. List any brands you believe that your customers will mutually like (e.g. typically

like as well as liking your brand)4. List any events / supporter groups / professional trade bodies / associations

related to your brand/industry5. List all regions that you'd like to target (in rank order)6. List any competitors (direct and indirect) and influencers for your brand/industry7. List any inspirational brands

GET SMART[ER] WITH CUSTOM AUDIENCES

ADVANCED WEBSITE CUSTOM AUDIENCES + CUSTOM COMBINATIONS!

TOP TIP: TRY PEOPLE WHO MADE MULTIPLE ACTIONS ON YOUR SITE


ADVANCED WEBSITE CUSTOM AUDIENCES: BASED ON INTERACTION W/ YOUR CONTENT


ADVANCED WEBSITE CUSTOM AUDIENCES: BASED ON ENGAGEMENT W/ YOUR CANVAS ADS


ADVANCED WEBSITE CUSTOM AUDIENCES: BASED ON ENGAGEMENT W/ YOUR PAGE


ADVANCED WEBSITE CUSTOM AUDIENCES: BASED ON ENGAGEMENT W/ YOUR WEBSITE


TOP TIP: IF YOU HAVE ENOUGH TRAFFIC TRY PEOPLE WHO ARE THE TOP

ENGAGERS

+ CHANGE YOUR OPTIMISATION & DELIVERY TO DAILY UNIQUE REACH


TOP TIP: ENSURE THAT YOU SHOW IT TO ALL PEOPLE WHO FIT THESE CRITERIA AT

LEAST ONCE A DAY

ADVANCED WEBSITE CUSTOM AUDIENCES + LOOK-A-LIKE AUDIENCES


AUTOMATE

BID AUTOMATION FTW!


https://revealbot.com/FACEBOOK BUSINESS

MANAGER – AUTOMATED RULES


MULTIPLE WAYS TO ACHIEVE THIS...

https://adespresso.com/

https://revealbot.com/

https://adespresso.com/


TURN OFF POOR PERFORMING ADS


TURN UP WELL PERFORMING ADS


BID AUTOMATION TAKEAWAYS

1 Ensure that you calculate/understand the following: Maximum cost-per-purchase (lead, download, content view … etc)

2Define what your campaign parameters are, by identifying rules that you wish to govern your campaign. For example: few purchases today, few purchases in last X days, cost-per-action >£XX…

3

Implement rules incrementally. Watch/monitor your campaigns closely when you implement your rules to understand the changes are making the desired effect, 4

Remember! Rules need to work in harmony, apply too many and you’ll choke off your campaign

3/ THE FUTURE OF FACEBOOK ADS


SOCIAL ADS (PARTICULARLY FACEBOOK ADS) ARE DEVELOPING AT A RAPID PACE

HIGHER AD REVENUES = FASTER GROWTH

PAID MEDIA NOW GOES [WELL] BEYOND KEYWORDS

GIVING US THE ABILITY TO TARGET INTELLIGENT AND COMPLEX AUDIENCE

TARGETING CAPABILITIES

LEARN / PLAY / EXPERIMENT WITH NEW FEATURES

DO THIS AS/WHEN THEY COME OUT, TO KEEP UP!

MOST IMPORTANT! ALLOW YOURSELF THE TIME TO EXPERIMENT

ESSENTIAL READING TO KEEP UP-TO-DATE ON NEW FACEBOOK ADS FEATURES

1. •http://www.jonloomer.com/

2. •https://www.facebook.com/business/news

3. •https://syncsumo.com/blog/

4. •https://adespresso.com/academy/blog/

5. •http://www.socialmediaexaminer.com/

6. •http://wearesocial.com/uk/blog

7. •http://www.smartinsights.com/blog/

8. •https://www.marismith.com/mari-smith-blog/

9. •https://www.digitalmarketer.com/blog/

http://www.jonloomer.com/

https://adespresso.com/academy/blog/

https://syncsumo.com/blog/

https://adespresso.com/academy/blog/

http://www.socialmediaexaminer.com/

http://wearesocial.com/uk/blog

http://www.smartinsights.com/blog/

https://www.marismith.com/mari-smith-blog/

https://www.digitalmarketer.com/blog/

@NedPoulter

/NedPoulter

facebook marketing ad hacks: tips, tricks & must dos for facebook marketers

Marketing