facebook power editor facebook advertising masterclass · facebook ad types boost post > very...
TRANSCRIPT
Facebook Power Editor
Facebook Advertising Masterclass
All of the slides that you see today will be made available to you online after
the presentation.
You do not need to take notes – unless you want to!
The resources page will also include useful and related links.
Facebook Power Editor
Facebook Advertising Masterclass
Getting started: boosting posts
Location/interests and age targeting
Budget/People Reached/Campaign duration
The Facebook ads interface
Campaigns/Marketing objectives
Ad sets and ads
Targeting options
Creating ads/Facebook rules/Best practice
Downloading Power Editor via Google Chrome
Power Editor/Ads structure
Creating campaigns
Facebook Power Editor
Facebook Advertising Masterclass
Custom audiences
Ninja tips
Facebook compliance
Landing pages
Pixel based tracking
Lead generation ads
Importing a mailing list
Lookalike audiences
Unpublished posts
An introduction to Facebook remarketing
Facebook Power Editor
Facebook Advertising Masterclass
You used to have to
use Chrome to
access Facebook’s
Power Editor
feature … I still
think life is easier if
you use Chrome for
reasons that will
become apparent
throughout this
training ☺
Browser Alert!
Do Yellow Pages, newspaper and magazine adverts,
leaflets or TV & Radio adverts provide you with the
same information to allow you to track ROI?
If not, why are you still paying for them?
Important Question!
Statistics
1.37 billion daily active users on average for June 2017
2.07 billion monthly active users as of June 2017
How else can you expose your business to
that many people for free?
Vital Statistics
Facebook Ad Types
Boost Post > Very basic & simple, has some limited uses, has
improved since it first appeared on the scene
Basic Ads > Much better options than post boosting, better
targeting, more ad control
Power Editor > I’m now recommending that most businesses
skip this, other to install it and know it’s there! It’s over-
complicated. New features come to Power Editor first,
Lookalike audiences, dark posts, bulk imports and many more!
Power Editor Differences
Facebook Ads BasicsSet up multiple users so that all of your
entire team can manage page ads …
Facebook Stats
Use Facebook Insights to determine what is working and
what is not … do more of what works, do less of what
doesn’t!
• Facebook page insights give you incredible data about how your page is performing
and how effectively you’re targeting prospects
• You can literally see how many people that you are engaging with by
country/language/location
• You should use this data to refine your Facebook business page until it’s ‘tweaked
and tuned’ to perfection
• The great thing about Facebook’s insights feature is that they never lie and remove
all ‘finger in the wind’ guesswork from your marketing
• Insights give you valuable indicators for your advertising
Facebook Stats
Facebook Stats
Facebook Stats
Facebook Stats
Edge rank was the Facebook equivalent of the Google
Algorithm … it basically determined what shows up on
your news feed … it’s the ‘secret sauce’!
Why is this important? Because if you understand a
little about what Edge rank was, you can influence what
people see in relation to your business
Organic Reach
(Image taken from Techcrunch.com)
Organic Reach
How it works …
1) Everything that shows up in a news feed is called an object
2) When people interact with an object (a status update for instance) Facebook
calls that an Edge (a tag or comment for instance)
3) Each Edge has three key components which relate to Facebook’s algorithm:
- An affinity score between the creator and the person commenting i.e. how
often you interact
- A weight is given to each Edge … so a comment may have more weight than a
like for instance
- Time is a key factor … how old is the object? The newer, the better
Remember! Edge Rank isn’t used any more – just note the principles behind it ☺
Organic Reach
Facebook Ads Basics
We can’t beat the algorithms with organic reach, but
we can buck the system when we pay for advertising !
Boost Post
• This is the most basic level of Facebook advertising
• It’s very limited
• I’d always recommend that you take this out for a spin
before using ‘proper’ advertising
• Only use small budgets on page boosting – do not ramp
this up to any great level of spending
• It’s great for local events and audiences, not so good for
targeting at an interests level
• It’s very easy – the Facebook advertising nursery slopes ☺
Boost Post IndicatorsThis is why you need to be aware of Facebook Insights … don’t boost
posts which aren’t performing well organically!
Boost Post
Boost Post
Facebook Ads Basics
Offers & events … simple things you might want to promote!
Creating EventsThings you might want to promote!
Creating OffersThings you might want to promote!
Facebook ShopsThese are free, simple and a ‘must’ if you sell products
Example link: https://www.facebook.com/paulteagueauthor/shop/?rt=19
Multiple/Client AccountsManage your own accounts – Manage other peoples’ accounts
– assign staff members to manage different accounts
See: http://www.socialmediaexaminer.com/facebook-business-manager/
Find it on Facebook at: https://business.facebook.com/
This is how you make a start
with ‘proper’ Facebook ads
Facebook Ads
No access? Use this link: https://www.facebook.com/business/products/ads
Facebook Ads
This is what it looks like …
Create ads
Manage ads
Terminology
Facebook Ads
This is what it looks like …
ObjectiveAuction – reach for audience for the lowest possible price
We’ll opt for
Auction … I
recommend Lead
Generation, but we
may also use Traffic
and Messages
Audience
Audience
Placements
My preferred placements
Budget
Facebook Ads
This is what it looks like …
Facebook Ads
Image Options
• I use – and prefer – fotolia.com
• Don’t just help yourself to online images …
remember copyright!
• Beware of Getty images – they take action
against people who use their images without
paying
• Other sites I have used are
http://www.istockphoto.com/ and
http://www.dreamstime.com/
• Many other sites are available
• Avoid using free images – they’re usually
horrible!
Ad Images
20:80 Text ‘Rule’
See: https://www.facebook.com/business/help/980593475366490
20:80 Text ‘Rule’
See: https://www.facebook.com/ads/tools/text_overlay
http://paulteague.com/CES http://paulteague.com/AWE
Ad Images
Ad Images
Ad Images
• http://canva.com is free
• You may pay $1 if you use their images or
premium fonts
• It’s ‘drag and drop’ simple
• Use it to create ready-sized social media
headers, Facebook ads, Kindle covers and
many more options
• This is an amazing tool!
• I have created a video tutorial and web
guide at http://paulteague.com/CNV
Facebook Art Work
UseFiverr.com
to get your
graphics
made up
extremely
cheaply ☺
Facebook Art Work
Consider Timing Options
CTA = Call To Action
A call-to-action (usually abbreviated as CTA) is an image or line of text that prompts your visitors, leads, and customers to take
action. It is, quite literally, a "call" to take an "action."
The action you want people to take could be anything: download an ebook, sign up for a webinar, get a coupon, attend an event, etc.
A CTA can be placed anywhere in your marketing -- on your website, in an ebook, in an email, or even at the end of a blog post.
[Source: http://blog.hubspot.com/]
Pixel Tracking
Power Editor• You can only use Power Editor with all the main browsers i.e. Chrome/Edge/IE & Firefox
• https://www.facebook.com/business/help/162528860609436
• From your browser go to: www.facebook.com/ads/manage/powereditor
• Power Editor is no longer my preferred way of advertising on Facebook
• I seldom use Power Editor now – it’s not really necessary
• You may need to pop in and out of Power Editor occasionally
• https://www.facebook.com/ads/manage/powereditor
• Power Editor gets the newest features first ☺
• It is clunky and not very user friendly – it’s a lot nicer creating ads in
Facebook itself
• It’s better for you if you intend to so a lot of Facebook advertising – bulk
ad creation – custom audiences
Power Editor
Power Editor
You access Power Editor from within Facebook once it’s
activated for the first time …
This is what it looks like …
Power Editor
It’s Campaigns – Ad Sets – Ads on the LHS
Audiences …
Pixels…
Pixels…
Wordpress Pixel Insertion
https://en-gb.wordpress.org/plugins/facebook-conversion-pixel/
Ad Management
1: Campaign Creation
2: Ad Set Creation
3: Ad Creation
Creating Ads
Audiences
Audiences
Go for 1% …
Lookalike
audiences
aren’t great!
Lead Ads
Lead Forms
Cost of leads …
Access your leads …
Not recommended!
Download them from
Facebook and add them to
your email account
manually
Recommended! Set up a link between
your Facebook ads and Zapier at
https://zapier.com/ … this automates the
entire process ☺
Ad Examples
Ad Examples
Ad Examples
Ad Examples
Ad Examples
Ad Examples
Video Examples
Video Examples
Video Ads
Video Ads
Capture leads from video views ☺
Video Ads
My Tips
• Experiment with Lookalike audiences, but they probably won’t bring your best results
• It can be useful to connect an ad to your Facebook page for a day or two to get fan
comments and likes … however, we’re looking for new customers so switch to peopl,
who aren’t connected to your page after a few days
• Use stock images … no text, nothing fancy, just representative stock images
• Download and Learn More are the best CTAs
• The most important ad variable is the image
• Frequency score … close to 1 is good, over 1 and you’re saturating
My Tips
• When using lead forms, don’t use ‘double opt-in’ with your emails … you have a
record of permission from Facebook, sending the confirmation email just creates
marketing friction [GDPR may change this advice … TBC ☺]
• Make sure that you have a sequence of automated emails ready to ‘on-board’ your
new prospects
• Always make sure that you offer your prospects something more expensive … an
upsell
• Split ads by Time zones … don’t have the same ad serving in the USA & UK
simultaneously (algorithm works better if you split your geography)
• Budget > £5 per day as a budget, only scale up when you have success & increase
gradually
My Tips
• Placements – always mobile news feed & desktop news feed
• Experiment with time scheduling – try targeting evenings & weekends!
• You may get negative comments - remove them asap! You’ve paid for it - why
would you want to pay for an add with a horrible comment on it?
• Facebook’s recommendation is one campaign objective + one ad set + two ads
• Relevance based on positive/negative feedback - higher relevance score is best 1-
10 ... 7+ are all good
• Keep an eye of frequency of ad served - 3/4 times per person, keep an eye on it
• Conversions + cost per conversion are key metrics
• In your onboarding sequence, include a survey a few emails in
• Make it really easy for your new audience to unsubscribe
Read the T&Cs … Facebook will
clobber you if you get it wrong, but
they don’t give much help to get it
right!
Competitions & Promos
• Take great care with these!
• Facebook used to be really strict about them, things have got a lot better recently
• There are four basic types of contests you can run on Facebook: sweepstakes,
essay, photo and video
• One of the biggest rules that Facebook insists on is clearly stating that Facebook is
not sponsoring the giveaway.
• The easiest thing to do is show your rules and guidelines loud and clear on your
contest
• Use a Third-Party App to run the contest – stay safe!
(Source: Adapted from socialmediaexaminer.com)
Competitions & Promos
Competitions & Promos
Need a contest app? Check out these
sites:
• Heyo.com
• WooBox.com
• Shortstack.com
• PageModo.com
• TabSite.com
Competitions & Promos
RetargetingRetargeting is a cookie-based technology that uses simple a Javascript code to anonymously ‘follow’ your audience all
over the Web.
Here’s how it works: you place a small, unobtrusive piece of code on your website (this code is sometimes referred to as
a pixel). The code, or pixel, is unnoticeable to your site visitors and won’t affect your site’s performance. Every time a new
visitor comes to your site, the code drops an anonymous browser cookie. Later, when your cookied visitors browse the
Web, the cookie will let your retargeting provider know when to serve ads, ensuring that your ads are served to only to
people who have previously visited your site.
Source: https://retargeter.com/
Retargeting
Retargeting
Retargeting
Dark Posts
Facebook posts which you use for advertising ONLY, they
do not appear in your news feed. Why? Useful if you want
to try out multiple versions of the same post.
Dark Posts
You’ll need to access
these in Power Editor
Messenger Bots
This is what it looks like
as a customer – you
click an advert in your
feed, the message pops
up immediately.
Messenger Bots
LHS – this is the message I’m
sending you via Messenger
when you click my ad
RHS – this is how I set up my
chat options
Below – what the reply
options look like in
Messenger
Messenger Bots
Check out https://manychat.com/ if you’re interested in Messenger bots
Product Catalogues
You will need either a dynamic product feed or a .CSV file
containing your product listings
Find out more: http://www.socialmediaexaminer.com/how-to-set-up-facebook-dynamic-product-ads/
Facebook Canvas [New!]
Remember at all times!
Facebook is about relationship building NOT sell, sell, sell!
Access all of the slides from today, as well as
lots of useful URLs and resources, via this link:
http://paulteague.com/fbads
Next Steps …