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Facebook Advertising Strategy Guide

A review of how to set up, create, target, and measure advertising on Facebook, including targeting, pricing, and bidding strategies to optimize performance and ROI.

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Facebook Advertising Strategy Guide

  1. 1. Facebook Advertising Strategy: Targeting & Messaging
  2. 2. What Are Your Goals• Direct Response, Conversions, Sales• Business Page Like Growth• Branding/ Awareness• Increased Engagement
  3. 3. Social Ads Have Higher Recall
  4. 4. Marketplace Ad Choices
  5. 5. Standard Ads •Landing Page •Analytics and Conversion Goals •Test Offers
  6. 6. Like Ads Eye Catching Image Give audiences a “like” Benefit Link to Timeline or a Tab on Your Business Page (Welcome, App, Contest)
  7. 7. Other Ad FormatsRSVP ad App Ad
  8. 8. Out of the Box; Grab Attention• Compelling Images – Shocking, Animals, Women, Action Shots, Relevant, Looks good when viewed as small image• Compelling Copy – Questions, Ego, Reflect Demographics, Clear Benefit, Strong Calls to Action, Sense of Urgency
  9. 9. Ad Testing CTR- CPC- Cost Per Action, # of Actions Note: Test ads in different campaigns, otherwise FB will automatically show more impressions to better performers
  10. 10. Sponsored StoriesMarketplace ads that appear when friends interact with a Fan page
  11. 11. Sponsored Story- Mobile Newsfeed Need a FB developer with a FB API or use the Power Editor Power Editor: For advanced placements options- multiple ad/campaign management, bulk editing
  12. 12. FB Power EditorPlacement Options-Sponsored Stories Newsfeed Posts typically get higher engagement (Facebook says 22x more) Using Power Editor gives you placement options: •Newsfeed •Right Hand •Desktop •Mobile
  13. 13. Promoted Page PostsPromote content from your page within the timeline or newsfeed offriends of fans
  14. 14. Promoted Page Post-Option 1: As a Marketplace Ad Promote an engaging post to attract likes and comments Promote your most recent posts to keep messaging fresh, but, keep an eye on photo quality and message length- most important words first
  15. 15. Promoted Page Post-Option 2: As a Newsfeed Ad •Must have at least 400 page likes •Target likes, or likes and friends of likes •Allows message reach to audiences not as engaged although they like your page •Posts lasts until budget is used •Options for spending; tied into an ad account •Ensures Promotion appears in news feeds rather than right side marketplace •Promote compelling photos, videos, offers, events, or questions
  16. 16. Page Post Photo Best Practices
  17. 17. Page Post Video Best Practices
  18. 18. Test Performance: Promoted Posts versus Sponsored Stories
  19. 19. Targeting
  20. 20. Geo-Targeting and Key Demos Target Radius – 10, 20, 50 miles
  21. 21. Precise Interest Targeting (No Hashtag) •Precise interests are the likes and interests people have shared in their Facebook profiles. •Precise Interest targeting is intended for advertisers with carefully managed lists of specific interests, or those seeking to optimize their targeting at an extremely detailed level. Example Advertiser: Ski Resort
  22. 22. Topic Targeting (Hashtag)Topics (indicated with a # symbol) combine overlapping precise interests to enableeasier targeting. For example, topic #skiing covers precise interests downhill skiing,alpine skiing, etc.If you know that your ideal audience is likely to have a particular set ofinterests, but don’t need to manage a complicated list of keywords, Topic targeting isa simple way to reach your customers without having to select every relevant termseparately Example Advertiser: Seller of ski and snowboard equipment and jackets
  23. 23. Broad Categories•Broad categories combine interests and other profile content users have sharedto create simple, high-level groups that you can easily target. With BroadCategory targeting, interests like “Skiing” would be combined with snowboarding,and skateboarding into a category for people who like “Extreme Sports”•Target Broad Categories if you want your message to easily reach a range ofpeople with shared characteristics, without managing very specific interests. Example Advertiser: Sports Drink, Alternative Rock Band CD
  24. 24. Connection Targeting Advanced Connection Targeting: Target audiences who have engaged with your app or RSVP’d an event, or did not do the above. When you select this option, social content (“Paul likes this page”) is displayed with your ad,Advertise to connections: Have an exclusive deal, offer or making it more relevantannouncement and personal, as it implies endorsement by a friend.Advertise to non-connections: Attract Page Likes
  25. 25. Advanced Targeting Think about targeting if you sell or promote: •Diamonds around the holidays •Newly Built Homes or Townhouses •Night clubs •Home Equity Loans
  26. 26. Facebook Ad Pricing
  27. 27. Should I Do CPC?You only pay for clicks; with CPM you’re paying for impressions; targeting thosewho may not be interested in your product. CPC programs typically get youmore clicks.CPC ads can get preferred placement, deliver more clicks and higher CTR.But, it’s CPC, not cost-per-like. You may be paying for clicks who do not likeyour page.
  28. 28. Should I do CPMPaying for optimized impressions is the best way to achieve your goal ifyou’re advertising a Page, event or app. It ensures your ad and sponsoredstories will show to the people who are more likely to take the action youwant.But, it’s CPM; some days you may not get clicks or likes. The objective isexposure, and FB will ensure you reach your budget. It’s suggested that youuse CPM when attracting audiences to like your page or app.
  29. 29. Or, Let Facebook Automatically Optimize Bidding Auto CPM Auto CPCFacebook will automatically run more successful ads (CTR) more often, and lesssuccessful ads less often. Facebook’s version of quality score!
  30. 30. Bidding Strategies• Goals: High CTR (click-thru rate), Low CPC• Begin bidding low; capture as much data as possible, create benchmarks; set the stage for testing• FB will reward you for high CTR by lowering your CPC. Remove or tweak non- performing ads• Bid higher for specific targeting (more competition); bid lower for broader targeting• For high performers (CTR over 1%), begin lowering bids and keep an eye on impressions- again good performers get preference• Fine tune audience targeting, messaging, and bids for non-performing campaigns or ads
  31. 31. Reporting/ Facebook Ad Manager
  32. 32. Track Campaign Performance
  33. 33. Track Ad Performance
  34. 34. Track Ad Interactions
  35. 35. Track Demographics
  36. 36. Facebook Power EditorUse Power Editor to manage and track multiple clients orcomplicated campaigns
  37. 37. Effective Facebook Ads
  38. 38. Premium Advertising?We won’t discuss premium advertising options; need to be a managed account with higher budgets
  39. 39. And, You’ll Need a Preferred Marketing Developer with a FB Ads API;
  40. 40. Should You use the Ads API?
  41. 41. If You Happen to be a Big Brand orAgency that manages multiple clients..
  42. 42. One More Thing- Generate Leads Tab Developers/ Email Programs Can Supply Web Form Code for Custom Tabs
  43. 43. Questions? Need Help? • Contact Paul Mosenson of NuSpark Marketing • pmosenson@nusparkmarketing.com • 610-604-0639 • www.nusparkmarketing.com • @nusparkmktgHappy to Help! That’smy Job!