Road Map of Key Steps for Facebook Advertising Campaign Set-Up and Success -Including The 3 Top Performing Audiences (Ad Sets) To Use In 90% of Your Facebook Ad Campaigns. Indicative advert costs and a FREE Facebook Advertising Health check that answers the two big questions:
1) Are my target customers on Facebook*?
2) How much will it cost to reach them?
*And is there a reasonable quantity of them?
5. Planning Overview
5
Your Business overview
Plans and goals for next 3 months
Current Marketing
Current Facebook Presence
How Facebook ads can help
What’s needed – Website, Images etc.
Action Plan
6. Facebook Marketing Basic set-up
1. Create Facebook Page
2. Invite those who know you to Like your page
3. Define the audience you’d want to have a “dialogue”
with
4. Share content of value to your audience – not just
promotions. Solve don’t sell.
5. Promote content to Fans and target audience (Paid for)
6. Keep it Social – content of value (4 posts) versus
promotions (1) i.e. Keep to a 4:1 content ratio
7. Offer content for download (Guides Tips etc...) in
exchange for emails (Paid for)
8. Use email marketing to continue the dialogue (Free)
6
7. Facebook Success 2016 =
Business Pages Plus Facebook Ads.
7
Without SOME
advertising,
less than 10%
of you page
fans will see
you posts
Facebook Business Pages
10. Common Myth – “My Type Of Customer Is Not On
Facebook..”
10
11. Are You Sure? -Have You Asked Them All!
1.4 Billion
active
users
699 Mn
users
per day
43% of all online
consumers are
social media fans
or followers
11
12. Overview
12
Help define your different target audiences
Location(s)
Demographics (age/gender/Life events etc.)
Interests of your target audiences
Pain and Gain points for audience – remember
we’re Solving Not Selling
13. What Do Your Customers Look Like?
13
Try to describe segments of customers NOT all
customers, so ask these questions about a specific
segment of customers..
Typically - Men Or Women?
Typical Ages (Bands 18-35 etc..)
What Brands Do They Love?
What TV And Films Do They Watch?
What Interests Do They Have?
Use Free Tools To Create Your Typical Fan -
Https://Yougov.Co.Uk/Profiler#/
14. YouGov Profiles Example -Golf Fans - Lifestyle
14
Click on any of these
for additional data
Facebook Advertising
System Has 100’s If Not
1,000’s Of These Interests
Can Target By
15. Who To Target? – People Who Are Interested In
Brands /Services Related To Your Product/Service
“Reach your audience based on their
interests. This can include interests
shared on their Timelines, apps they
use, Pages they liked and other
activities on and off of Facebook.
Interests may also factor in
demographics such as age, gender and
location.”
1.4 Billion
Active Users
Filter by 100’s of :
• Brands
• Interests
• Demographics
• location
Target your
ideal audience
15
16. That’s worth saying again!
“Reach your audience based on their
interests. This can include interests
shared on their Timelines, apps they
use, Pages they liked and other
activities on and off of
Facebook. Interests may also
factor in demographics such as age,
gender and location.”
16
18. Best Prospects– People Who Already Know You!
People who have visited
your website or subscribed
to your email list are
already prospective clients
– Facebook can help target
these people
LinkedIn
Connections
18
21. Overview – Campaign creation
21
Who are we talking to? (audience)
What are the things they want help with?
(Pain and Gain points)
How can we help ? (Solve with Tips, Guides
etc..)
Results Looking for?
22. Facebook Fan Dialogue Looks Like
Audience research
How Can We Help?
Free – Tips And Guides In
Addition To Relevant Offers You
Have
Their Needs?-
Pain And Gain
Points
22
23. Facebook– Campaign Building
Audience
research
• Quantity
• Location?
Best
Campaign
Type for
objective?
FREE
• Guides
• Tool Kits
• eBooks.
Exchange for
peoples emails
Creative:
• Images
• Design
• Copy
• Landing
pages
23
24. Facebook Campaigns Objectives
Click here and
goes to a page on
your website
24
Links to an existing story
(post) on your Facebook
page. However, using
advertising we can
promote our story with
our target audience -not
just the Fans of the
Page.
Asks our targeted
audience to “Like
Page” . Simple button
to do just that
25. Advertising Formats – “Placement”
Desktop News Feed
Right Hand Column
Mobile News Feed
Facebook View “Placement”
25
28. Roughly £1.00 to £3.00 per thousand as a guide.(CPM)
Depends On ..
28
No One Advertising Rate As Depends On:
Audience (Some Data More Valuable Than Others)
Placement – I.E News Feed , Mobile, Right Hand
Column
Seasonality
..And More
Bit Like TV Ad Rates Are Based On Audiences Your
Advert Will Be Seen By.
A Better Question Would Be – “How Much Costs
Per Lead” (Or Other Action – Page Like etc.)
Few Examples ..
29. Local Gym – Clicks To Website Campaign
Women Only Offer
Audiences:
Interested In Gyms
Website Visitors
Website Look-a-likes
Stevenage Area Only
Click On Ad Takes
Audience To Opt-in
Page =153
Cost Per Click=16pence
CPM £2.70
29
30. Water Bottle With NASA Filter To Remove 99% Of
Containments - Page Likes Campaign
Unique Global Outdoor
product
Location -New Zealand
Page Likes Campaign to
specific Interest groups
(Backpacking,
Ecotourism, Angling)
1204 Page Likes
16 pence per like
($0.36 NZD)
CPM £1.83 ($4.22 NZD)
30
31. Math's And English Classes For 4-17 Year
Olds – Page Post Engagement
Stevenage +10 Miles
only
Parents off 4-17
year olds.
Reached 5,121
37 pence per Post
engagements
Budget - £25
CPM £2.99
31
32. How Do You Budget For Ad Spend Then?
32
Do a test campaign for as little as a few
pounds per day.
Run campaign for few days then pause.
Check out what’s working and what isn’t
Adjust campaign and then test again
Roll out your winning campaign with a bigger
budget.
If Spending £1 And Getting £3 Back -How
Much Would You Invest!
37. Free Offer – Facebook Advertising
37
Is My Target Audience On Facebook?
How Much Will It Cost To Reach Them?
How Do I Find Out?
Answer 4 Simple Questions –That’s It!
Link to survey :
http://eepurl.com/RV1bX
39. 30 years marketing and sales
experience, including working
for three of the entrepreneurs
from Dragon's Den
Social Media Reach
+
Direct Expertise
= Leads/Clients/Sales
Fellow of the
Institute of Direct
and Digital Marketing
5 Years Specialising in Social Media
Management and Paid Advertising (
AdWords and Facebook).Personally
invested over £2K in expert training
Established
3DM 2010
Graham Archer FIDM
39