Facebook Ads - The Shifting Landscape from Keywords to Audiences - Ned Poulter #SearchLeeds
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Having consulted and trained a myriad of companies, from small start up brands right up to some of the biggest social media properties in Britain and further afield, Ned Poulter (Pole Star Digital) has a wealth of knowledge when it comes to strategising and implementing paid social media strategies. Along the way he has picked up a broad array of leading tips and tricks, which will be shared enabling you to capitalise on your Facebook advertising. Whether you’re just starting out, or you now utilise Facebook ads as part of your broader paid marketing at scale, this talk will aim to equip you with the tools, tips and tricks to move beyond keyword and leverage audiences; taking your efforts to the next level. The talk will focus on inspiration and examples with a mission to make sure you leave knowing at least one thing you didn’t already know going into it!
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Facebook Ads - The Shifting Landscape from Keywords to Audiences - Ned Poulter #SearchLeeds
- 1. VISIT www.polestardigital.com EMAIL ned@polestardigital.com CALL 0161 669 4749 FOLLOW @nedpoulter FACEBOOK ADS: THE SHIFTING LANDSCAPE, FROM KEYWORDS TO AUDIENCES
- 2. FOUNDER & CEO Why this guy?
- 5. FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER
- 7. ENTER… FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER
- 8. FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER
- 9. FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER Age Demographic Gender City Country Language Job title Relationship status Education Level Income Categories App Engagement Website Visitors
- 10. HERE ARE 7 EXAMPLES OF FACEBOOK AUDIENCES THAT YOU CAN TRY AT HOME…
- 11. FACEBOOK [LIVE] VIDEO. FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER
- 12. CREATE A CUSTOM AUDIENCE BASED ON PEOPLE WHO HAVE ENGAGED WITH YOUR VIDEO… FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER
- 13. FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER
- 14. TOP TIP! TAG PRODUCTS FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER
- 16. FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER TOP TIP! USE COST PER VIEW
- 18. FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER EXAMPLE USE 1 – LEADING UP TO A PRODUCT RELEASE/EVENT
- 19. FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER EXAMPLE USE 2 – PROMOTE TOPICAL CONTENT POST IS ABOUT VIDEOS, MAKE THE SOCIAL POST A VIDEO TOO!
- 20. FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER GREAT IDEA FOR… START-UPS NEW PRODUCT LAUNCHES SAAS COMPANIES
- 21. FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER TOP CONTENT CONSUMERS.
- 22. FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER
- 23. FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER
- 24. FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER TOP TIP! OPTIMISE FOR DAILY UNIQUE REACH
- 25. FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER EXAMPLE USE 1 – INCREASE POST ENGAGEMENT
- 26. FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER EXAMPLE USE 2 – PROMOTE ENGAGEMENT W/ NEW CONTENT
- 27. FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER GREAT IDEA FOR… MEDIA COMPANIES BLOGGERS
- 28. FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER LINKEDIN CROSS- TARGETING.
- 29. FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER
- 30. FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER
- 31. UPLOAD THE EMAIL ADDRESSES OF YOUR LINKEDIN CONNECTIONS FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER
- 32. FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER EXAMPLE USE 1 – MARKETING AN EVENT #SEARCHLEEDS ;-)
- 33. FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER EXAMPLE USE 2 – MARKETING A WEBINAR/TRAINING SESSION
- 34. FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER TOP TIP! OPTIMISE FOR REACH
- 35. FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER TOP TIP! ADAPT CTA TO TAKE IMMEDIATE ACTION (E.G. SIGN UP/REGISTER)
- 36. FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER Look-a-Like Audiences + Similar Audiences Act-a-Like Audiences TOP TIP! TEST THIS BEYOND FACEBOOK…
- 37. FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER TOP TIP: TRIAL GOOGLE SPONSORED PROMOTIONS
- 38. FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER TOP TIP: TRIAL TWITTER TAILORED AUDIENCES TRY NOT TO GET YOUR HOPES UP THOUGH…
- 39. FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER REMEMBER!
- 40. FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER GREAT IDEA FOR… EVENT MARKETING LEAD GENERATION / SALES CONTENT PROMOTION
- 41. FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER FUNNEL NON-COMPLETERS.
- 42. FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER
- 43. FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER TOP TIP! SET-UP AD SEQUENCING
- 44. FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER TOP TIP! AD SEQUENCING = WINNING! http://bit.ly/2rzN5u6
- 45. FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER EXAMPLE USE 1 – FOLLOW UP ON TRIALERS
- 46. FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER EXAMPLE USE 2 – PROMOTE EVENT SIGN-UPS
- 47. FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER GREAT IDEA FOR… EVENT MARKETING SAAS COMPANIES ECOMMERCE COMPANIES
- 48. FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER HYPER-LOCAL.
- 49. FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER TOP TIP! MAKE CTA IMMEDIATELY ACTIONABLE! YOU FREE BECAUSE INSTANTLY NEW
- 50. FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER EXAMPLE USE 1 – BOOST RESTAURANT PROMOTIONS
- 51. FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER EXAMPLE USE 2 – BOOST RESTAURANT PROMOTIONS
- 52. FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER EXAMPLE USE 3 – PROMOTE LOCAL SERVICE
- 53. FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER GREAT IDEA FOR… TIME-BASED PROMOTIONS RESTAURANTS / BARS LOCAL BUSINESSES
- 54. FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER CUSTOMER WIN-BACK.
- 55. TOP TIP: ASSIGN THIS TO VARIOUS EVENTS FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER DOESN’T JUST HAVE TO BE SALES
- 56. EXAMPLE USE 1 – INCENTIVISE RE-ORDER FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER
- 57. EXAMPLE USE 2 – INCENTIVISE RE-ORDER FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER
- 58. FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER EXAMPLE USE 3 – INCENTIVISE SIGN-UP
- 59. FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER EXAMPLE USE 4 – INCENTIVISE BASED ON ORDER HISTORY
- 60. FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER GREAT IDEA FOR… ECOMMERCE COMPANIES RESTAURANTS / BARS SAAS COMPANIES
- 61. FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER HIGH CLTV LOOK-A-LIKES.
- 62. FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER TOP TIP: APPLY PARETO PRINCIPLE, THEN CREATE LOOKALIKES
- 63. FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER Av. value of sale x no. of repeat transactions x av. retention for typical customer (months/years) = CLTV THINKING CAPS ON…
- 64. FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER £75 (Av. value of sale) x 9 (# of repeat transactions) x 3 (Av. Customer retention – years) CLTV = £2,025 (£675 per year) EXAMPLE
- 65. FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER Take the top 20% of customers… …create a lookalike audience from them THINKING CAPS ON…
- 66. FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER EXAMPLE USE 1 – INCENTIVISE FIRST-TIME ORDER
- 67. FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER EXAMPLE USE 2 – REASSURE PURCHASE DECISION W/ GUARANTEE
- 68. FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER GREAT IDEA FOR… ECOMMERCE COMPANIES SAAS COMPANIES
- 72. Thank You. VISIT www.polestardigital.com EMAIL ned@polestardigital.com CALL 0161 669 4749 FOLLOW @nedpoulter
Notas do Editor
- Data Points we can use to Make Audiences
- http://www.stateofdigital.com/15-ways-to-use-facebook-custom-audiences/ https://adespresso.com/academy/blog/facebook-ads-custom-audiences-guide/ http://www.jonloomer.com/2016/11/18/facebook-remarketing/
- http://www.stateofdigital.com/15-ways-to-use-facebook-custom-audiences/ https://adespresso.com/academy/blog/facebook-ads-custom-audiences-guide/ http://www.jonloomer.com/2016/11/18/facebook-remarketing/
- https://www.linkedin.com/help/linkedin/answer/66844/exporting-connections-from-linkedin?lang=en
- https://www.linkedin.com/help/linkedin/answer/66844/exporting-connections-from-linkedin?lang=en
- http://www.stateofdigital.com/15-ways-to-use-facebook-custom-audiences/ https://adespresso.com/academy/blog/facebook-ads-custom-audiences-guide/ http://www.jonloomer.com/2016/11/18/facebook-remarketing/
- https://www.facebook.com/business/news/value-of-storytelling-on-facebook
- AdEspresso recommends including these top 5 keywords in your Facebook Ads
- http://www.stateofdigital.com/15-ways-to-use-facebook-custom-audiences/ https://adespresso.com/academy/blog/facebook-ads-custom-audiences-guide/ http://www.jonloomer.com/2016/11/18/facebook-remarketing/
- Thank you.