8 tips to help you bolster your Facebook advertising--as presented by Arik Hanson at Social Media Breakfast New Ulm on Nov. 21, 2014.

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8 Golden Rules for Sure-Fire
Success with Facebook Ads

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what we’ll cover
The state of Facebook ads
Types of Facebook ads
Case studies
Best practices
Questions?

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Bio Stuff:
* @arikhanson
* Independent
* Blogger
* Schells!
•#GoGophers

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The State of
Facebook Ads

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First things first…you might have noticed
Facebook ain’t exactly “free” these days.

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Social ads are projected to be 19.5% of total ad
spend by 2017

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Stated objectives of social media advertising
Branding: 45%
Direct: 16%
Both: 45%

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Facebook lingo overload

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Types of
Facebook ads

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Page post ad (most common)
• Where it shows up: News feed,
right-hand side of page, or in
search results.
• Why you use it: Spur engagement
or traffic to off-domain URLs.
• Suggested metrics: likes,
comments, shares, impressions,
page views.

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Page like ad (second most common)
• Where it shows up: Right-hand
side, news feed
• Why you use it: To spur page likes
• Suggested measurement: Page
likes, cost-per-click

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Promoted post
• Where it shows up: News feed
• Why you use it: Promoting to existing
fans and friends of fans (also cheaper
than other options)
• Suggested measurement:
Impressions, engagement

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FBX (retargeting)
• Where it shows up: mobile news feed
• Why you use it: retarget consumers
who have visited one of your web
destinations
• Suggested measurement: clicks,
conversions

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Mobile download ads
• Where it shows up: News feed
• Why you use it: drive downloads of
mobile apps and use of Facebook
apps
• Suggested measurement: clicks,
conversions

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Audience matching
• Where it shows up: can be used on
all ad types
• Why you use it: Segment your
audience based on existing customer
database information
• Suggested measurement: depends
on ad type

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Case Study #1

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What was our approach?
• Test imagery early and often—and maximize those that
perform well
• Stretch limited advertising budget ($5,000 over 3-4
months)
• Boost engagement among fans with proximity to shop
• Drive traffic—both in-store and online

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Small spend=making promoted posts work for us

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Lesson #1: A little bit of budget
goes a lllooonnnggg ways.

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Lesson #2: Facebook=the ultimate
traffic driver.

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• $50 total spend
• Ran for two days
• Visuals we knew performed
well
• Almost 12,000 impressions
• Primary objective: Drive
traffic

28. Lesson #3: Believe it or not, you can
“sell” on Facebook.
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• $125 spent
• 111,000+ impressions
• Goal: Drive in-store traffic
• Target: Nearby zip codes,
interesting: health/wellness

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By the numbers
• Increased traffic to C4C.org by 95% YOY
• Increased number of impressions 284% over previous
three months
• Boosted referral traffic from Facebook by 229% over 2013
• Increased Page Likes by 114% in three months
• 398% increase in page post likes, 388% increase in post
comments and 333% increase in post shares.

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Case study #2

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What was our approach?
• Build an audience on Facebook using page like ads
• Drive engagement through page post ads
• Then move to using a mix of page like ads (to fuel page growth) and promoted
posts (to spur engagement among existing fans)
• Raise awareness for the Green Line opening in 2014.
• Promote events along the Green Line as a way to drive interest in local
businesses.
• Build traffic and momentum for local businesses.

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Page like ads did the heavy lifting early on

34. Page post ads focusing on unique restaurants
really spurred engagement—and that pride factor.
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Lesson #4: Don’t forget, your
existing fans are your BIGGEST
FANS. Evoke that pride with your
Facebook ads.

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Promoted posts were cost-effective amplifiers

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Lesson #5: Test. Tweak. Amplify.

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Still don’t think Facebook ads are worth it?
Still don’t think Facebook ads are worth it?

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By the numbers
Grew page from 170 likes to 5,308 in 18 months
17,723,702 impressions driven by Facebook ads.
19,421 post likes
1,359 post comments
Total spend: $15,944 (over two years; roughly $600-$800 per month)

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Case study #3

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What was our approach?
• Build an audience on Facebook using page like ads.
• Drive traffic to BikeWalkMove.org—specifically to timely blog posts—using
page post ads.
• Raise awareness for biking/walking among key audiences in Minneapolis/St.
Paul
• Solicit input/feedback from Facebook fans on key topics around biking/walking

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Lesson #6: Identify your best
visual assets—and plan
Facebook ads around
them.

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WITH Facebook ad
support.
WITHOUT Facebook ad
support.

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Topic: Quicker to drive or
bike in the city?
Topic: More cost-effective to
drive or bike?

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Lesson #7: Amplify engagement-focused
posts to spike likes,
comments and shares.

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51. Lesson #8: Do your homework.
Give fans what they want.
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By the numbers
Grew page from 106 likes to 1,720 likes in 9 months
33,960,248 impressions
14,777 clicks
CPC: $.61
Spent: $8,983

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8 Tips:
• A little bit of budget on Facebook goes a lllooonnnggg ways
• Facebook advertising=the ultimate traffic driver
• Believe it or not, you can actually sell on Facebook
• Don’t forget, your existing fans are your BIGGEST FANS. Evoke that pride.
• Build. Amplify. Engage.
• Identify your best visual assets—and plan ads around them.
• Amplify engagement-focused posts to spike likes, comments and shares.
• Do your homework. Give fans what they want.

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Trends/Upcoming Changes
“Creative” must get better
Page like ads might be dead
No more “selling” in the newsfeed
Increased focus on mobile

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q + a

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