winning strategies with facebook ads

21st May 2015

WINNING STRATEGIES WITH FACEBOOK ADS

Dane Cobain

Social Media Specialist

@DaneCobain

searchmarketingexpo.com@DaneCobain

#SMX #XXa

Introduction

Winning Strategies with Facebook Ads

Hi, I’m Dane!

-Social media specialist of four years

-Currently working at B2B2C creative agency fst the Group

-Strategist/Marketer/Copywriter

-Industry speaker/commentator

-@DaneCobain

[email protected]

-(+44) 1628 498514

mailto:[email protected]


#SMX #XXa


#SMX #XXa

Introduction

The Blame Game:


#SMX #XXa

ted

Introduction

Blame Ted!


#SMX #XXa

Introduction

Don’t be Ted!

He’s wasting money pushing ads out at people who are never going to buy his product.

Getting the strategy right for your ad campaign can help to:- Increase clickthrough rates- Lower cost per click/cost per acquisition- Increase engagement levels- Increase organic reach- Generate more ROIReady?

Let’s get started.


#SMX #XXa

Introduction

What’s the right strategy for your brand?Typically varies depending upon the goals of your campaign

The main goals of Facebook advertisements:- Generate reach- Generate engagement- Generate salesEach goals requires a different approach

We’ll take a look at each of them in turn


#SMX #XXa

Introduction

Let’s have a show of hands!

-Reach

-Engagement

-Sales

GENERATING REACH


#SMX #XXa

Generating Reach

1.4 billion active users are waiting

Reach ads are typically used for branding

A good way to gain new followers, but not necessarily engagement

Counters the decreasing organic reach of Facebook pages

TACTICS:

-Reach V.S. impressions-Boosted posts V.S. promoted posts-Converting reach into new likes


#SMX #XXa

Generating Reach

Reach V.S. Impressions

-Reach = The number of people who see your message-Impressions = The number of times they see your message

-Do you want to reach fewer people more often, or as many people as possible just once? Optimise accordingly

Boosted Posts V.S. Promoted Posts

-Very similar, but results can differ

-Boost a post from on your page

-Promote a post from within ad manager

-Test the two against each other

Boosted

Promoted


#SMX #XXa

Generating Reach

Converting reach into new likes- Vital to enable you to re-engage with the people you reach

- Otherwise, you’ll have to pay each time you want to speak to them

- Give people a reason to stick around:

- Run ads ahead of Facebook exclusives

- ‘Like’ our page for a chance to win…

- Trivia questions: Answer revealed tomorrow

- When we reach XXXX likes, we’ll celebrate by…

Remember:

Usher people along the funnel: Reach -> Engagement -> Sales

GENERATING ENGAGEMENT


#SMX #XXa

Generating Engagement

That’s what Facebook’s for!

Don’t dismiss engagement, just because it doesn’t lead to immediate sales

It helps to develop a relationship and ensure customer loyalty

Aiming for direct sales with ads is like trying to score on a first date.

TACTICS:- ‘Dark’ posts-Experimenting with bid types-Split testing

ted bought her this six monthsafter engaging with an H. Samuel ad


#SMX #XXa


Dark posts- Thought leader Gary Vaynerchuk swears by them

- Can be created using Facebook Power Editor

- Effectively allows you to run promoted posts, but on posts that have never been published

- Combine with other types of ad to see what works and what doesn’t

- Particularly important for huge (1m+ follower) pages

- Allows you to try multiple variations of your post and to find out which will work best organically


#SMX #XXa


Experiments- Run these using dark posts

Bid Types:

- Trial all different bid types for the same advert to see which delivers the best ROI

- CPM / CPC / CPA

Split Testing:

- Trial two different versions of the same ad

- I.E. same audience, same messaging, different image

- Invest in the top performer and continue refinements

GENERATING SALES


#SMX #XXa

Generating Sales

Every marketer’s dream

Let’s face it – who doesn’t want sales?

But there’s a time and a place for it

Clever advertisers segment ads to target only those who are already considering a purchase

TACTICS:- Hyper-targeting/nano-targeting- Facebook conversion tracking- Retargeting- Creating custom lists


#SMX #XXa

Generating Sales

Hyper-targeting/nano-targeting- Marketers typically try to reach a large, targeted audience

with ads

- This approach involves tightening that even further

- Pioneered by Dave Kerpen, who relayed messages to and from his wife with ads

Get tactical:

- A competitor’s employees

- Super-focused geographical campaigns around events

- Hone in on specific influencers

- Target specific decision-makers


#SMX #XXa

Generating Sales

Conversion Tracking/Retargeting- Facebook’s equivalent of Google Analytics/Remarketing

Conversion Tracking:

- Add Facebook’s conversion pixel to your website

- Tracked within Facebook ads

- The ads can then be optimised based on conversions

Retargeting:

- Allows you to run ads at people who visited your site

- Also requires the addition of a pixel to your site

invisible conversion pixel


#SMX #XXa

Generating Sales

Creating Custom Lists - Allows you to create your own audiences

- For example, target all Facebook accounts associated with e-mail addresses in your database

- Or all Facebook users who’ve visited your pricing page

- Facebook can also enhance your lists with ‘lookalikes’

- Allows you to expand the reach of a smaller custom list

- Experiment with different lists to find out which delivers ROI


#SMX #XXa

Thanks for listening!

Remember the main goals of Facebook ads:

-Reach

-Engagement

-Sales

Contact Me:

-@DaneCobain

[email protected]

-(+44) 1628 498514


#SMX #XXa

winning strategies with facebook ads

Social Media

reach reach

reach engagement

reach engagement

reach ads

impressions reach

xxa introduction dont

xxa introduction whats

xxa ted introduction