Facebook Ads: Process, Targeting & Tools, then back again. In 20 minutes

Ned Poulter
POLE STAR DIGITAL
Facebook Ads: The process, targeting & tools
to take you from beginner to pro. In 20 mins.
@nedpoulter
http://www.slideshare.net/NedPoulter

DIGITAL MARKETING CONSULTANT
Why this guy?
BLOGGER SOCIAL
@NedPoulter
/NedPoulter

SO, WHY ?
FACEBOOK ADS @ #BRIGHTONSEO BY @NEDPOULTER

BUT.
I GET IMPATIENT.

NO IT’S NOT.
IT’S ABOUT
TRYING NEW
SHIT!

FACEBOOK HAS 1.49 BILLION
ACTIVE MONTHLY USERS.

THAT’S 79% OF TOTAL
INTERNET USERS.

6 NEW FACEBOOK PROFILES ARE
CREATED EVERY SECOND.
THAT’S 500,000 NEW PROFILES.
EVERY DAY.

1.8 BILLION DAILY USERS
(TO REACH WITH
FACEBOOK ADS).

50 MILLION ACTIVE BUSINESSES
REGISTERED ON FACEBOOK.

4 MILLION ACTIVE BUSINESSES
USING FACEBOOK ADS.

THIS GREW 50% FROM
2015 TO 2016.

WHERE THE HELL
DOES PAID
SOCIAL MEDIA
TRULY FIT?!

SINCE 2015 I’VE PERSONALLY
CREATED OVER 8,000 FACEBOOK
CAMPAIGNS FOR CLIENTS

I’VE SPENT OVER
£350,000 ON SOCIAL
MEDIA ADVERTISING

FACEBOOK ADS ARE
AWESOME.

VISIT: http://bit.ly/1kn8EqJ
TAKE THIS COURSE

READ THESE THINGS!
http://bit.ly/1MC6475
READ
1.
VISIT
2.
FOLLOW
3.

WORKING WITH A
WORDPRESS SITE?

FACEBOOK UTM BUILDER
http://bit.ly/2mT01sC

TRACKING YOUR PAID SOCIAL CAMPAIGNS :: SUMMARY
1 Document key conversion points across your site
2 Setup Google Tag Manager (+ learn the basics!)
3 Create + deploy pixels and test! (Facebook, Twitter, LinkedIn)
4 Setup conversion tracking for key conversion events

THINK OLD SCHOOL!

Q/ WHAT IS THE BEST AD
CREATIVE SETUP FOR
TESTING?

BEST WAY TO OPTIMISE CREATIVE :: SUMMARY
1 Avoid adding >3 creatives to any one ad set
2 Pause any ad that’s >4 in frequency
3
Experiment with changing Optimisation > Daily Unique
Reach

Q/ WHAT ARE THE BEST
ADS TYPES?

A/ IT DEPENDS ON YOUR
OBJECTIVE!

VIDEO VIEWS

CREATE A CUSTOM AUDIENCE
BASED ON PEOPLE WHO HAVE
ENGAGED WITH YOUR VIDEO…
WEBSITE CUSTOM AUDIENCE

PAGE POST ENGAGEMENT + TAGGING PRODUCTS

TAG YOUR PRODUCTS IN A VIRAL POST TO BOOST REACH!

LEAD GEN

CHANGE MESSAGING + RETARGET THOSE THAT OPENED, BUT DIDN’T ENTER

FACEBOOK CANVAS

CANVAS
=
FACEBOOK LANDING
PAGE BUILDER

FACEBOOK COLLECTION

VERY MEMORBALE
INTERACTIVE
EXPERIENCE

COOL AD TYPES TO TRY :: SUMMARY
1 Video Views + Create custom audience of engaged viewers
2 Local Awareness
3 Page Post Engagement w/ Tagged Products (+ VIRAL!)
4 Canvas
5 Facebook Collection

TYPES OF CUSTOM AUDIENCE

BASED ON PEOPLE THAT HAVE
VISITED YOUR WEBSITE
SORT OF COOL… WEBSITE TRAFFIC

UPLOAD THE EMAIL ADDRESSES OF YOUR
NEWSLETTER SUBSCRIBERS, CUSTOMERS … ETC
GETTING COOLER… CUSTOMER FILE

REALLY COOL! WCAS + CUSTOM COMBINATIONS

PEOPLE WHO MADE MULTIPLE
ACTIONS ON YOUR SITE
SERIOUSLY. LOADS OF POTENTIAL!

TARGETING/AUDIENCE CREATION :: SUMMARY
1 Website Traffic
2 Customer file + look-a-likes
3 Website custom audience (WCAs) + custom combinations

THE POSSIBILITIES ARE
ALMOST ENDLESS…

REMARKETING
DIGITAL STALKING

AWESOME ALERT!
USE CODE POLESTAR! TO GET
50% OFF BANNERWISE

STEAL STUFF! GET INSPIRED
https://adespresso.com/academy/ads-examples/
22,373 examples….
SAY WHAT!?!

EASILY SHOW THIS TO YOUR CLIENTS / BOSSES / GRANDPARENTS ETC.
EASILY CREATE MOCKUPS FOR ADS ON
FACEBOOK, TWITTER, INSTAGRAM, PINTEREST -
http://bit.ly/2nMPQqB

THIS WORKS FOR ALL AD FORMATS ON ALL [COMMON] PAID SOCIAL PLATFORMS
ALSO ALLOWS YOU TO SEE THE 20% GRID!

SPEEDS UP THE CREATIVE
APPROVAL PROCESS
GIVES YOU MORE TIME TO WORK ON THE COOL S**T!

USE THIS TOOL TO MAKE IT EASIER -
http://bit.ly/2lU4g7V

USE THIS TOOL TO MAKE IT EASIER -
https://www.canva.com/

CREATE CINEMAGRAPHS!
http://bit.ly/2nmJJWR
MORE READING –
http://bit.ly/2nMG1IW

CROWD-SOURCE YOUR AD CREATIVES
http://bit.ly/2mkiLNY

USE EMOTICONS IN YOUR AD COPY
http://bit.ly/2mEHoYO

*NOT JUST YOUR OWN
FIND OUT WHAT WORKS BEST

TAP INTO EXISTING TRENDS
http://bit.ly/2mT56Bj

TENDING DATA

CONTENT IDEAS

CONTENT SOURCE + PLACE

KEY TAKEAWAYS
1 Leverage content around existing trends
2 Mimic successful content from your competitors
3 Post at a time that your audience engages

http://bit.ly/2mECYRI
CONNECT FACEBOOK ADS + YOUR WEBSITE USING ‘BRIDGE’ SOFTWARE
http://bit.ly/2nmzmSI http://bit.ly/2nx81MU

http://bit.ly/2mEBnLT
+
OR ‘BOOTSTRAP’ IT WITH ZAPIER + YOUR CRM

Thank You.
VISIT
www.polestardigital.com
EMAIL
ned@polestardigital.com
CALL
+447887851818
FOLLOW
@nedpoulter

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