How to Use Facebook Ads to Drive Targeted Website Traffic
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Did you know that you can target your website visitors, email subscribers, or likes of other pages? Facebook ads can be one of the most cost-effective and highly targeted ways to reach your audience. Leave the Boost Post button behind and get more sophisticated with your Facebook advertising. Learn how ads accounts are structured, advanced targeting options, and how to measure success.
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How to Use Facebook Ads to Drive Targeted Website Traffic
- 1. @KaGray Kathy Gray @polepositionmkg HOW TO USE FACEBOOK ADS TO DRIVE TARGETED WEBSITE TRAFFIC
- 3. HOW TO USE FACEBOOK ADS TO DRIVE TARGETED WEBSITE TRAFFIC @PolePositionMkg Facebook is ubiquitous in everyday life WHY FACEBOOK ADS?
- 4. HOW TO USE FACEBOOK ADS TO DRIVE TARGETED WEBSITE TRAFFIC @PolePositionMkg Precise targeting Want to target male cat lovers who recently visited Dubuque? WHY FACEBOOK ADS?
- 5. HOW TO USE FACEBOOK ADS TO DRIVE TARGETED WEBSITE TRAFFIC @PolePositionMkg Facebook ads are cost-effective http://moz.com/blog/1-dollar-per-day-on-facebook-ads Average Cost • $0.50-$1 per fan • $1 per email address • $0.10-$0.50 per website referral • $30 per product sale conversion http://www.jonloomer.com/2014/07/08/facebook-ads-budget-2/ WHY FACEBOOK ADS?
- 6. @KaGray Kathy Gray @polepositionmkg FACEBOOK AD TYPES & TARGETING
- 7. HOW TO USE FACEBOOK ADS TO DRIVE TARGETED WEBSITE TRAFFIC @PolePositionMkg Don’t use the Boost button!!! FACEBOOK AD TYPES & TARGETING X
- 8. HOW TO USE FACEBOOK ADS TO DRIVE TARGETED WEBSITE TRAFFIC @PolePositionMkg Use Ads Manager, Business Manager, or Power Editor Ads Manager • Additional targeting capabilities • Organizational capabilities • Owner operator • Payments & reporting tied to personal account Business Manager • Additional targeting capabilities • Organizational capabilities • Page manager not owner • Working with agency • Payments & reporting tied to business Power Editor • Granular targeting capabilities • Shortcuts • Used in conjunction with Ads Manager or Business Manager • Not as intuitive FACEBOOK AD TYPES & TARGETING
- 9. HOW TO USE FACEBOOK ADS TO DRIVE TARGETED WEBSITE TRAFFIC @PolePositionMkg Understanding Facebook Ads campaign structure Campaign Ad Set Ad #1 Ad #2 • Engagement • Website ClicksObjective • Custom Audiences • DemographicsTargeting • Images • TextCreative FACEBOOK AD TYPES & TARGETING
- 10. HOW TO USE FACEBOOK ADS TO DRIVE TARGETED WEBSITE TRAFFIC @PolePositionMkg Facebook ad objectives Call-to-action buttons Must have conversion pixel on website Most popular option Like campaign Can only target by location, age, gender Must have app Must have app Uses event feature Uses offers feature For native video posts FACEBOOK AD TYPES & TARGETING
- 11. HOW TO USE FACEBOOK ADS TO DRIVE TARGETED WEBSITE TRAFFIC @PolePositionMkg Facebook ad targeting Custom Audiences Lookalike Audiences Page Likes Demographic Interests FACEBOOK AD TYPES & TARGETING
- 12. HOW TO USE FACEBOOK ADS TO DRIVE TARGETED WEBSITE TRAFFIC @PolePositionMkg Custom audiences Website Visitors Email Lists FACEBOOK AD TYPES & TARGETING
- 13. HOW TO USE FACEBOOK ADS TO DRIVE TARGETED WEBSITE TRAFFIC @PolePositionMkg Lookalike audiences FACEBOOK AD TYPES & TARGETING
- 14. HOW TO USE FACEBOOK ADS TO DRIVE TARGETED WEBSITE TRAFFIC @PolePositionMkg Advanced interest targeting FACEBOOK AD TYPES & TARGETING
- 16. HOW TO USE FACEBOOK ADS TO DRIVE TARGETED WEBSITE TRAFFIC @PolePositionMkg Facebook ad creative FACEBOOK AD DESIGN Eye-catching images Text overlays 20% text limit Speaks to audience Call to action Shorter = better
- 17. HOW TO USE FACEBOOK ADS TO DRIVE TARGETED WEBSITE TRAFFIC @PolePositionMkg Effective creative FACEBOOK AD DESIGN
- 19. HOW TO USE FACEBOOK ADS TO DRIVE TARGETED WEBSITE TRAFFIC @PolePositionMkg Focus on metrics that matter MEASURING SUCCESS Frequency Relevancy score Actions Cost per action Conversions
- 20. HOW TO USE FACEBOOK ADS TO DRIVE TARGETED WEBSITE TRAFFIC @PolePositionMkg RESOURCES Facebook Ads Blog: http://www.JonLoomer.com How to Create Custom Audiences: https://www.facebook.com/help/170456843145568 Facebook Ads Tutorials: https://www.facebook.com/business/learn/facebook-ads-basics/
- 21. HOW TO USE FACEBOOK ADS TO DRIVE TARGETED WEBSITE TRAFFIC @PolePositionMkg PolePositionMarketing.com Thank You! Kathy Gray Kathy@polepositionmarketing.com @kagray