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bn.1
Nine Tips to Take Your
Facebook Ads
to the Next Level
presented by
brandnetworks
bn.2
1.
4
9
10
7
2153
3
33
3
Know the
Numbers
bn.3
Planning your media mix isn’t as
straight forward as most people think.
Start with your main objective, using that to inform your ad types. From there decide where
your ads will be most effective and whether you want to bid for impressions or actions.
BY THE NUMBERS:
8 campaign objectives
11 possible ad types
5 possible placements
39 possible ads units
3 bidding options
117 possible
BY THE NUMBERS:
8 campaign objectives
11 possible ad types
5 possible placements
39 possible ads units
3 bidding options
117 possible combinations
KNOW THE NUMBERS1
bn.4
2.Have a Plan
bn.5
There’s a lot to consider before you launch a media campaign.
HAVE A PLAN2
Guide your efforts by
creating a full fledged
media plan
Media Plan
Audience
Strategy
KPIs
Duration
Tactics
Budget
bn.6
3.Avoid Fatigue
bn.7
Ever see the same ad… again, and again, and again? Don’t be that brand!
Browse Sale Shoes NowLove Shoes? Heels on Sale
Avoid message fatigue by using at least
5 creative themes and 5 ad variations
for each week campaigns are running.
AVOID FATIGUE3
bn.8
4.Dig Deeper
With Targeting
bn.9
There are 1.28 billion monthly
active users on Facebook.
That’s right.
Billion.
When it comes to honing in on your audience, age, gender, and location aren’t enough
anymore. Consider Custom audiences – leveraging email addresses, phone numbers,
Facebook user IDs or mobile advertiser IDs – on top of your other targeting to really dig down.
DIG DEEPER WITH TARGETING4
bn.10
5.Consider
Retargeting
5.
bn.11
Get that 97% back by tracking actions
on your website, then using those
actions to target audiences on Facebook.
The average U.S. conversion rate for Q4 2013 was only 3.06%
CONSIDER RETARGETING5
bn.12
6.Own Real-time
Events
bn.13
Facebook activity does not happen inside a vacuum.
Own the moment by using signals
from the world beyond Facebook to tap into
real-time data and trigger hyper-relevant ads.
Automate different ads
to appear based on local
weather conditions
Promote sports teams
based on real-time
game scores
Time ads to trigger while
your commercials air
OWN REAL-TIME EVENTS6
bn.14
7.Know What to
Monitor
bn.15
Facebook provides a lot of data. No really... A lot.
Pre-establish Key Performance
Indicators (KPIs) to reduce the amount
of sifting through data you do.
This will allow you to generate reports on the
fly, so you can monitor and adjust regularly.
KNOW WHAT TO MONITOR7
Objective CPI
CPM
CPC
CTR
Spend
Media Mix
Date
Average
Spend Per Day
bn.16
8. Test at Scale
bn.17
If at first you don’t succeed...
maybe you didn’t try enough
variations
Find your most effective spend by promoting unpublished page post ads in bulk, tweaking the
creative, copy, and targeting for each. From there, optimize toward your best performing ad units.
TEST AT SCALE8
bn.18
9.Report and
Adjust
bn.19
Look back at your KPIs and see where you performed best and where you fell short.
Start with the big picture, then dig down into individual campaign components to fine tune.
Odds are good this won’t be the last Facebook campaign you run,
so keep in mind there’s always room for improvement.
Overall CPC
CPC by region
CPC by unit within each region
REPORT AND ADJUST9
bn.20
DOWNLOAD OUR FULL FREE
ADVERTISING GUIDE NOW!
WE’VE ONLY SCRATCHED
THE SURFACE OF FACEBOOK
ADVERTISING.
GET THE GUIDE

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Nine Tips to Take Your Facebook Ads to the Next Level

  • 1. bn.1 Nine Tips to Take Your Facebook Ads to the Next Level presented by brandnetworks
  • 3. bn.3 Planning your media mix isn’t as straight forward as most people think. Start with your main objective, using that to inform your ad types. From there decide where your ads will be most effective and whether you want to bid for impressions or actions. BY THE NUMBERS: 8 campaign objectives 11 possible ad types 5 possible placements 39 possible ads units 3 bidding options 117 possible BY THE NUMBERS: 8 campaign objectives 11 possible ad types 5 possible placements 39 possible ads units 3 bidding options 117 possible combinations KNOW THE NUMBERS1
  • 5. bn.5 There’s a lot to consider before you launch a media campaign. HAVE A PLAN2 Guide your efforts by creating a full fledged media plan Media Plan Audience Strategy KPIs Duration Tactics Budget
  • 7. bn.7 Ever see the same ad… again, and again, and again? Don’t be that brand! Browse Sale Shoes NowLove Shoes? Heels on Sale Avoid message fatigue by using at least 5 creative themes and 5 ad variations for each week campaigns are running. AVOID FATIGUE3
  • 9. bn.9 There are 1.28 billion monthly active users on Facebook. That’s right. Billion. When it comes to honing in on your audience, age, gender, and location aren’t enough anymore. Consider Custom audiences – leveraging email addresses, phone numbers, Facebook user IDs or mobile advertiser IDs – on top of your other targeting to really dig down. DIG DEEPER WITH TARGETING4
  • 11. bn.11 Get that 97% back by tracking actions on your website, then using those actions to target audiences on Facebook. The average U.S. conversion rate for Q4 2013 was only 3.06% CONSIDER RETARGETING5
  • 13. bn.13 Facebook activity does not happen inside a vacuum. Own the moment by using signals from the world beyond Facebook to tap into real-time data and trigger hyper-relevant ads. Automate different ads to appear based on local weather conditions Promote sports teams based on real-time game scores Time ads to trigger while your commercials air OWN REAL-TIME EVENTS6
  • 15. bn.15 Facebook provides a lot of data. No really... A lot. Pre-establish Key Performance Indicators (KPIs) to reduce the amount of sifting through data you do. This will allow you to generate reports on the fly, so you can monitor and adjust regularly. KNOW WHAT TO MONITOR7 Objective CPI CPM CPC CTR Spend Media Mix Date Average Spend Per Day
  • 17. bn.17 If at first you don’t succeed... maybe you didn’t try enough variations Find your most effective spend by promoting unpublished page post ads in bulk, tweaking the creative, copy, and targeting for each. From there, optimize toward your best performing ad units. TEST AT SCALE8
  • 19. bn.19 Look back at your KPIs and see where you performed best and where you fell short. Start with the big picture, then dig down into individual campaign components to fine tune. Odds are good this won’t be the last Facebook campaign you run, so keep in mind there’s always room for improvement. Overall CPC CPC by region CPC by unit within each region REPORT AND ADJUST9
  • 20. bn.20 DOWNLOAD OUR FULL FREE ADVERTISING GUIDE NOW! WE’VE ONLY SCRATCHED THE SURFACE OF FACEBOOK ADVERTISING. GET THE GUIDE