How to Leverage Facebook Ads Delivered October 24th, 2013 Presented by: Sourov De of Stryve
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Questions for the audience How many are from companies of 50 and over? How many have run a Facebook campaign? What interested you the most about today’s topic?
Go through the bullet points If you have a question, I have left time at the end of the presentation to have a discussion, please jot down your question so I can answer it.
The Challenge Marketing was built on conventional PR, lots of travelling, lots of time involvement No Facebook Presence about two or three years ago Created the presence and great brand, but still the audience wasn’t big enough The Work Promotion for a free recipe giveaway Great content and engagement (built a relationship) �The Result From hundreds to thousands of likes Asked their fans to buy the book No travelling, lower costs,
Win More Likes. Develop an audience and communicate with them for free Engage with them Ask them to take an action
Why Should You Use Facebook Ads?
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Why do Likes matter? Communicate with an engaged audience for little to now costs Follow this formula. Win a likes, engage, develop a relationship with your Facebook fans and then ask them to take an action
Tell the Moose Winooski story – built the Leaf ticket give away, built the ad campaign. Run multiple campaigns, Moosehead Antler loft. Lead 7,500 likes Tell Rediscover Goderich, Goderich bucks campaign. Highly relevant to their target market. United Way – Moksha Yoga 6-month membership give away. Trying to attract
“An incentive is a bullet, a key: an often tiny object with astonishing power to change a situation” ― Steven D. Levitt, Freakonomics: A Rogue Economist Explores the Hidden Side of Everything
Why Does This Work?
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You’d think there would be a drop, people Like a page Literally zero drop off, just because someone liked a Facebook page because they saw an ad to enter a contest. We’re being asked to “give away” our Likes all the time. Psychology of giving away a Like, you don’t want to just Like anything. Even our friends are sending us stuff to Like and we ignore it. It’s because people respond to incentives. You have to think of clever promotions to incentivize people to take action. Sunglass company was giving a 10% discount code to people after they Liked the Facebook page.
That depends on your objectives. Get more Likes Get more people to sign up Get more people through your door
How Should Your Business Use Facebook Ads?
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I’ve described contest and give aways, which asks for someone to Like a page before entering in the contest. For example United Way Other ways to use Facebook ads. It could get someone back to landing page to sign up for something. For example RBC. Get someone come knocking on your business’s door. For example Moose Winooski’s Secret password promotion
New Facebook Ads Manager vs. Old Facebook Ads Manager
More info click here : http://goo.gl/1GL7OJ
Use Facebook Ads Manager to Create a Campaign
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Before I get into the mechanics of creating Facebook Ads, I want to make sure I explain that there’s a new interface for Facebook Ads manager. The big difference being the “objective section”. More intuitive wizard style design. It’s not a drastic difference and we’ll demo on the old Facebook Ads manager today
Go to my Facebook page Show how to create an ad (Get page likes vs Promote a page post) Show the Moksha page post and that I have to create this post before I promote. We’re not creating a “Facebook ad per say” we actually promoting a post on a Facebook page. Show everyone the mechanics of creating an ad campaign and how easy it is.
You may want to avoid targeting based on interests Unfortunately you can’t target people who have Liked your competitor’s pages
Example: Janet and Greta ads are
targeted to women over 21 years old,
have Liked their page already and
the friends of people who Like their
page
Tips: Targeting Your Ad
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People have to self identify their interests, it requires almost everyone to fill out their Facebook profiles fully and completely �Talk about the Janet and Greta example there are some instance when drilling down on interests will make sense. Give Laurier example.
Remember the 20 percent text rule. Tip: Optimal Size of an image is 340 x 340 pixels.
5/25 Boxes Used 6/25 Boxes Used
More info click here http://goo.gl/u7XMHP
Tips: Creating Your Ad
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When you hit the submit button, a person at Facebook makes sure your ad complies with their rules. Sometimes our ads would not get approved and it was frustrating because we didn’t know why it was the case. We did some reading and research, found a little know rule call the 20 per cent text rule.
Optimize Your Image Tip: Convey one or two simple ideas with your image and the text in your image
Tips: Creating Your Ad
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Only have a very small space on the right hand side So try to convey one or two big ideas in your image text. For example – Win a 6 month, valued over 600. It’s obvious it’s yoga �Say moose tracks, eat free. Kid is the image.
Click the option to “Switch to Advanced Pricing” Click the option to “Optimize for clicks” Click the option to “Manually bid for clicks” Tip: It’s okay to bid higher than the suggested bid price
Tips: Budgeting for Your Ad
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Tell them what difference between CPM and CPC is Use CPM when “getting the word out about your brand” is important. Use CPC when “getting someone to take action” is important. Tell them why it’s okay to bid higher than the suggested price. Higher the CPC, the higher the competiveness for the attention of your target market
How long should your ad campaign run for? How much money do you have for your promotion? How big is your prize? Tip: Most clicks will happen in the first 3-days of the promotion Tip: Big prizes = month long promotion Tip: Smaller prizes = two-week promotion
Tips: Scheduling Your Ad
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For example Two weeks at least $500 promo dollars, month long should be $1000 give or take Moose Winooski – Box seats to the Leaf game was a month long promotion Smaller prizes – Moksha Yoga
What time of day should start your ad campaign? Depends on your promotion: For example, a restaurant will want to start running their ads around lunch time if they are running a dinner special ad Tip: Generally speaking people pay attention to their Facebook from 7am-9am; 12-1pm and then from 5pm – 7pm
Morning commute
Lunch Evening commute
Dinner Sleeping
Morning commute
Lunch Evening commute
Dinner Sleeping
Tips: Scheduling Your Ad
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Open up Because I live in waterloo post and tell the story Tell the story of the blog post, it went viral over 6000-7000 sharing, liking it etc. Great stats were collected and we could tell from these stats when people were most engage on social media
What is reasonable $ spent/Likes Ratio? Rule of thumb: Spending $0.33 for a Like is low and spending $2/Like is high For example: If your ad spend is $500 and you’re acquiring 500 new Likes, you’re doing well . If you’re spending $500 and acquiring 1500 new Likes, you’re doing really well.
Managing Expectations & Making Adjustments
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If something isn’t performing up to expectations, make changes, change the headline, change the target market, change the image
What’s your incentive and prize? What does your target market want? What are your brand values? What are your objectives? How will you acquire a prize?
Creating the Ad isn’t the Tough Part
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What’s the incentive and prize? Think about your company’s brand values Aligned themselves with Moksha because it’s similar brand values and appeals to a younger demographic What does your target market want? What are you objectives? United Way would like to attract new and younger demo Tell the story of Moose Winooski’s hockey, why did we choose it?
Using Woobox. Extra work: Landing page + small icons + managing legal rules and regulations
Creating the Ad isn’t the Tough Part
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Explain that there are extra steps when you run a contest that asks for someone to like a page in exchange for an entry to a contest. Take them to the woobox page, show them the extra stuff that they need to design and manage.
Engaging content before the campaign. Tip: Be informative + entertaining
Creating the Ad isn’t the Tough Part
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The reason why J&G were able to sell hundreds of thousands of books is because they built engagement with their fan and quality content on their FB page before they asked for a sale. Great content informs and entertains
