In a world where focus is shifting away from keywords and more towards audiences, how do we keep up and stay ahead of the curve? And how do we master the true potential that Facebook’s advertising product provides?
The paid landscape is changing. Year-on-year incremental CPC increases have forced paid marketers to look beyond search advertising. In a world where focus is shifting away from keywords and more towards audiences, how do we keep up and stay ahead of the curve? And how do we master the true potential that Facebook’s advertising product provides?
With the recent announcement that the Facebook algorithm is changing, brand and marketers are having to adapt and, if they’re not already, look into investing into paid Facebook advertising.
This talk is aimed at all those wishing to understand the truly impressive results that Facebook can provide when used properly and to help you master Facebook ads. The talk with share insights, best practices, tips, tricks and tools learned from spending > €1 Million on Facebook Ads.
18. Q: HOW DO WE REACH PEOPLE THAT AREN’T SEARCHING?
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19. IT’S NATURAL THAT WE LOOK FOR OTHER OPPORTUNITIES…
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20. News Feed posts
rank by:
1. Friends &
family
2. Information
3. Entertainment
More info
BUT… NOT ALL PLATFORMS ARE CREATED EQUAL
Photos / video
rank by:
1. How likely
you’ll be
interested
2. Your
relationship to
user posting
3. Timeliness of
post
More info
Feed ranked to
help you ‘catch
up’ on the best
Tweets you
missed while
away from app.
More info
Content is
classified by:
Image, Text,
Video, Long
Form, Link.
Content
distributed to
sample set of
users, interaction
then determines
‘quality’
Content ranked
by: video
views/popularity,
av. Length of
video, # of
shares, # channel
subscribers,
video naming
structure, tag on
videos, video
quality, links to
video, comments
on video
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21. BUT, WHY SPEND SO MUCH TIME ON THIS
OPPORTUNITY?
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22. 50 MILLION ACTIVE BUSINESSES REGISTERED ON FACEBOOK
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23. 4 MILLION ACTIVE BUSINESSES USING FACEBOOK ADS
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24. THAT’S ONLY 8% OF BUSINESSES ON FACEBOOK...
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25. … AND 70% OF THEM ARE IN THE US
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26. # OF MONTHLY ACTIVE SOCIAL MEDIA USERS WORLDWIDE 2008-17
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27. PEOPLE ARE MOVING THEIR PAID BUDGETS TO SOCIAL NETWORKS…
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28. BUT… CPCS ARE A’BOOMING! [CONT.]
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30. SO… WHAT’S HAPPENING?
More people/brands means more content created + shared
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1
2
3
Av. ~1,500 stories in a persons newsfeed every time they log in to
Facebook (the algorithm then distills this to ~300)
Posts on platforms now contain multiple different media types
(posts, images, videos, live video, polls, events, frames … etc)
31. Small and mid-size brands are flocking to advertise on Facebook
…AS A RESULT
Facebook’s CPMs & CPCs are rising fast
Advertisers aren’t afraid to increase budgets even as the auction gets
more expensive
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32. FACEBOOK ADS @ INORBIT BY @NEDPOULTER
ZUCKS HAS LITERALLY TOLD US THAT IT IS… (EVENTUALLY)
33. WE’RE SEEING…
AN INCREASINGLY COMPETITIVE BID-BASED LANDSCAPE
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1
2
3
INCREMENTAL CPC INCREASES
DIFFERENT PLATFORMS ADAPTING TO HAVING A ‘PAY TO
PLAY’ METHODOLOGY (IN DOING SO, DIMINISHING ORGANIC
REACH)
37. 2/ GET GREAT AT BUILDING & TESTING
AUDIENCES.
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38. FACEBOOK USES 98 DATA POINTS TO SERVE ADS TO YOU
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39. WE NEED TO TRIANGULATE AT LEAST 3 OF THESE, TO
NARROW OUR AUDIENCES…
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40. PAGE LIKES
GO SET UP THESE AUDIENCES AS A MINIMUM
PAGE ENGAGERS
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WEBSITE VISITORS (7/15/30/60/90/120/150/180 DAYS and/or specific
parts of your website e.g. /blog/)
KEY WEBSITE INTERACTORS (core site conv. points)
EMAIL SUBSCRIBERS
CUSTOMERS / ENQUIRERS / CONVERTED ENQUIRERS
1
2
3
4
5
6
41. PAGE LIKES
THEN CREATE LOOKALIKES OF THESE…
PAGE ENGAGERS
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WEBSITE VISITORS (7/15/30/60/90/120/150/180 DAYS and/or specific
parts of your website e.g. /blog/)
KEY WEBSITE INTERACTORS (CORE SITE CONV. POINTS)
EMAIL SUBSCRIBERS
CUSTOMERS / ENQUIRERS / CONVERTED ENQUIRERS
LOOKALIKES
42. THAT SHOULD GIVE YOU AT LEAST >20 AUDIENCES TO SPLIT-TEST
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43. HERE’S ONE I MADE EARLIER…
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44. 2 NEWER FEATURES TO TRY: ‘DWELL TIME’ & ‘LINK SHARING’
MORE INFO HERE
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45. PAGE LIKES PAGE ENGAGERS WEBSITE VISITORS
AT A BARE MINIMUM... WE SHOULD CONSIDER PAYING FOR REACH
‘INTERNAL’ AUDIENCES
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46. FACEBOOK ADS @ INORBIT BY @NEDPOULTER
TOP TIP! OPTIMISE FOR DAILY UNIQUE REACH
48. USE VIDEO TO DEVELOP ENGAGED AUDIENCE - THEN SHOW THEM
SEQUENTIAL ADS! (E.G. A RE-ENGAGEMENT AUDIENCE)
CREATE VIDEO
VIEWS
AUDIENCE
SERVE
ADDITIONAL
CONTENT TO
ENGAGERS
CREATE BROAD
TARGET
AUDIENCE
SERVE VIDEO
ADS
CONTINUE DEVELOPING YOUR FUNNEL
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49. THE SAME CAN BE DONE WITH CANVAS ADS…
CREATE
‘OPENED THIS
CANVAS’
AUDIENCE
SERVE
ADDITIONAL
CONTENT TO
ENGAGERS
SERVE
CANVAS ADS
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CREATE BROAD
TARGET
AUDIENCE
CONTINUE DEVELOPING YOUR FUNNEL
50. THE SAME CAN BE DONE WITH LEAD GEN ADS…
CREATE
‘ENGAGED WITH
LEAD FORM’
AUDIENCE
SERVE
ADDITIONAL
CONTENT TO
ENGAGERS
SERVE LEAD
GEN ADS
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CREATE BROAD
TARGET
AUDIENCE
CONTINUE DEVELOPING YOUR FUNNEL
74. “I SEE VIDEO AS A MEGATREND”
“I’M GOING TO KEEP PUTTING
VIDEO FIRST ACROSS OUR FAMILY
OF APPS”
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75. FACEBOOK ADS @ INORBIT BY @NEDPOULTER
Traffic from online videos with constitute 82%
of all consumer internet traffic globally by
2020.
76. FACEBOOK ADS @ INORBIT BY @NEDPOULTER
Live video will grow 15-fold from 2016-2021.
77. TOOLS TO HELP YOU CREATE VIDEO FOR YOUR CAMPAIGNS
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IOGRAPHER CAMTASIA MEVO
78. SAAS COMPANY/TOOL PROVIDER? CREATE PRODUCT WALK-
THROUGH + USE THAT AS YOUR CREATIVE
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79. FACEBOOK ADS @ INORBIT BY @NEDPOULTER
SAAS COMPANY/TOOL PROVIDER? CREATE PRODUCT WALK-
THROUGH + USE THAT AS YOUR CREATIVE
80. USE VIDEO TO DEVELOP YOUR FUNNEL
CREATE VIDEO
VIEWS
AUDIENCE
SERVE
ADDITIONAL
CONTENT TO
ENGAGERS
CREATE BROAD
TARGET
AUDIENCE
SERVE VIDEO
ADS
CONTINUE DEVELOPING YOUR FUNNEL
FACEBOOK ADS @ INORBIT BY @NEDPOULTER
81. OPTIMUM LENGTH OF VIDEO
60-90 SECONDS
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82. OPTIMUM LENGTH OF LIVE VIDEO
15-60 MINUTES
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84. TOP VIDEO TAKEAWAYS
Add your branding early on – The earlier the better.
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1
2
3
Cut/edit videos short – Shorter videos perform better. Attention
declines after 10 seconds .
Make the message clear from the start – Don’t wait to make
your message known.
4
Use other brand elements throughout – Colours, fonts,
aesthetic, etc.
85. 5/ BE TIDY! ADOPT GOOD PRACTICES FOR
YOUR CAMPAIGN STRUCTURE +
TAXONOMY.
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86. USE A GOOD NAMING STRUCTURE!
[Campaign name] - [Objective] - [Placement] - [Date] - [Audience] - [Content]
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CAMPAIGN [Campaign name] - [Objective] - [Placement] - [Date]
[Campaign name] - [Objective] - [Placement] - [Date] - [Audience] - [Content]
AD SET
AD
87. EXAMPLE OF A GOOD NAMING STRUCTURE!
InOrbit Campaign – Website Conversions - FB – Jan-Mar 2018 – Website
Visitors (30 Days) – Only 3 Days Left for Early Bird Prices!
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CAMPAIGN InOrbit Campaign – Website Conversions - FB – Jan-Mar 2018
InOrbit Campaign – Website Conversions - FB – Jan-Mar 2018 – Website
Visitors (30 Days) – Only 3 Days Left for Early Bird Prices!
AD SET
AD
89. EXAMPLE CAMPAIGN STRUCTURE
CAMPAIGN 1
TARGET AUDIENCE 1 TARGET AUDIENCE 2
1
CAMPAIGN
AD SET
ADVERTS 2 3 1 2 3 1 2 3 1 2 3
AD SET
PLACEMENT
1
AD SET
PLACEMENT
2
AD SET
PLACEMENT
1
AD SET
PLACEMENT
2
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TARGET AUDIENCE 3 TARGET AUDIENCE 4
1 2 3 1 2 3 1 2 3 1 2 3
AD SET
PLACEMENT
1
AD SET
PLACEMENT
2
AD SET
PLACEMENT
1
AD SET
PLACEMENT
2
96. DYNAMIC LANGUAGE OPTIMISATION
CLICK CREATE IN
DIFFERENT LANGUAGE
WRITE MULTI-
LANGUAGE AD COPY
RUN SINGLE-CAMPAIGN
FOR INTERNATIONAL
CAMPAIGNS
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97. FACEBOOK ADS @ INORBIT BY @NEDPOULTER
6/ CREATE A SEAMLESS CONVERSION-
FOCUSED FUNNEL (E.G. LEAD ADS FTW!).
99. CREATE A LEAD GENERATION MACHINE [BETTER]
LEAD-TO-
EMAIL ZAP
ECRM AUTO-
RESPONDER
TARGET
AUDIENCES
LEAD GEN
ADS
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102. DON’T FORGET TO CREATE A RE-ENGAGEMENT CAMPAIGN!
CREATE
‘ENGAGED WITH
LEAD FORM’
AUDIENCE
SERVE
OPTIMISED AD
COPY TO
ENGAGERS
SERVE LEAD
GEN ADS
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CREATE BROAD
TARGET
AUDIENCE
CONTINUE DEVELOPING YOUR FUNNEL
103. CASE STUDY I
OBJECTIVE: Increase sign-ups leading up to new bar launch
SOLUTION:
1. Link eCRM to Facebook via ’bridge’ (LeadsBridge)
2. Setup 4 custom audiences
3. Advertise to individuals within a 17KM radius for new bar
4. Create + run lead gen ad
5. Optimise to best performing audience
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104. Q: WHICH DO YOU THINK PERFORMED BETTER?
A/ WEBSITE
VISITORS
B/ WEBSITE
VISITOR LOOK-
A-LIKE
C/ BRAND
LIKES
D/ FRIENDS
OF BRAND
LIKES
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105. WORST PERFORMING
AUDIENCE
A/ WEBSITE
VISITORS
195% BETTER THAN
WORST PERFORMING
AUDIENCE
B/ WEBSITE
VISITOR LOOK-
A-LIKE
102% BETTER THAN
WORST PERFORMING
AUDIENCE
C/ BRAND
LIKES
154% BETTER THAN
WORST PERFORMING
AUDIENCE
D/ FRIENDS
OF BRAND
LIKES
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SHOWS ITS WORTHWHILE INVESTING IN AUDIENCE DEVELOPMENT
106. THAT’S MORE LIKE IT!
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STANDARD CPL
USUALLY >£2
107. CASE STUDY II
OBJECTIVE: Develop leads through social media for legal firm (target CPL
£100)
SOLUTION:
1. Setup Zapier ‘Facebook lead-to-email’ automation
2. Setup Zapier automation to deliver leads to client contact centre
3. Setup multiple custom audiences (internal + external)
4. Create + run lead gen ads
5. Optimise/iterate based on best performing audiences
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114. TOOLS TO HELP BID AUTOMATION
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AD ESPRESSO REVEALBOT FACEBOOK
115. SOME IDEAS FOR AUTOMATIONS I USE.
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116. TURN OFF POOR PERFORMING ADS
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117. TURN OFF POOR PERFORMING ADS [CONT.]
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118. TURN UP WELL PERFORMING ADS
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119. TOP BID AUTOMATION TAKEAWAYS
DEFINE YOUR CAMPAIGN LIMITATIONS
Use these to govern your campaign. E.g. few purchases today,
few purchases in last X days, cost-per-action >£XX…
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1
2
3
CALCULATE & UNDERSTAND YOUR GOAL
E.g. Maximum cost-per-purchase / lead / download / content
view … etc.
CHECK RULES AGAINST ONE ANOTHER
Rules need to work in harmony, apply too many and you’ll choke
off your campaign.
4
IMPLEMENT RULES INCREMENTALLY
Monitor your campaigns closely when you implement your rules
to understand the changes are making the desired effect.
120. FACEBOOK ADS @ INORBIT BY @NEDPOULTER
8/ DEVELOP YOUR OWN CHATBOT(?).
121. TOOLS TO HELP YOU BUILD A CHATBOT
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CHATFUEL SMOOCH.IO MOTION.AI
122. FACEBOOK ADS @ INORBIT BY @NEDPOULTER
IDEA: BUILD A CUSTOMER SERVICES BOT!
123. WWW.MOTION.AI
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APPLY LOGIC FROM YOUR EXISTING CUSTOMER SERVICES/SALES TEAM
124. FACEBOOK ADS @ INORBIT BY @NEDPOULTER
HELP TO BRING POTENTIAL CUSTOMERS THROUGH THE FUNNEL
125. FACEBOOK ADS @ INORBIT BY @NEDPOULTER
GEARBEST ARE ALREADY DOING IT!
134. FACEBOOK ADS ARE DEVELOPING AT A RAPID PACE
HIGHER AD REVENUES =
FASTER GROWTH
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135. PAID MEDIA NOW GOES WELL BEYOND KEYWORDS
GIVING US THE ABILITY TO TARGET
INTELLIGENT AND COMPLEX AUDIENCE
TARGETING CAPABILITIES
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136. ALLOW YOURSELF THE TIME TO EXPERIMENT…
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137. ALLOW YOURSELF THE TIME TO FAIL….
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138. ALLOW YOURSELF TIME TO BECOME BETTER THAN THE REST
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139. LEARN, HACK, INNOVATE YOUR WAY TO BEING AWESOME!
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