How to Use Facebook Ads to Get More Leads and Reach Your Best Prospects by Andrea Vahl
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How to Use Facebook Ads to Get More Leads and Reach Your Best Prospects by Andrea Vahl
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How to Use Facebook Ads to Get More Leads and Reach Your Best Prospects by Andrea Vahl
- 1. How to Facebook Use Ads to Get More Leads andReachYour BestProspects Andrea Vahl @andreavahl
- 2. Today… • Understand the differences between ad types, bidding optimizations, and placement • Fine tune your targeting to reach the best possible audience • Understand how the Facebook pixel works for tracking and retargeting • Split test your ads and dive into the reports so you save more money 2
- 3. My Story
- 5. Today
- 6. A Little MoreABOUT ME Co-author of Facebook Marketing All-in-One for Dummies Community Manager for Social Media Examiner for 2 years Creator of Facebook Advertising Secrets online course Cofounder of Social Media Manager School Used Grandma Mary – Social Media Edutainer to start my blog Stand up comedian
- 8. What is changing? • EVEN LESS Organic Reach for Pages – “Facebook Zero” • More focus on posts that spark conversation • Pages should consider Facebook Live and video • Ads are becoming CRITICAL!
- 9. Be INTERESTING • Humor • Inspiration • Helpful Tips Beautiful images!
- 10. Facebook Video gets more Reach
- 14. The GOAL is to STOP the SCROLL
- 15. Fact: Facebook is STILL one of the cheapest places to advertise online with highly targeted ads 15
- 16. What if running Facebook Ads felt like this?
- 17. Facebook Leads
- 18. Facebook Leads with Ads 1. Develop a free “Lead Magnet” (ie. Coupon, ebook, checklist) 2. Set up a Landing Page to offer the freebie 3. Install Facebook Pixel on Landing Page and Thank You Page to track conversions 4. Drive targeted traffic to your Landing Page with Facebook Ad
- 19. Start with a good product #AIMSFacebook
- 20. Nothing can save this #AIMSFacebook
- 21. Giveaway Ideas • eBook • Training series delivered via email • Webinar • Audio session • 3-part video series • Cheat sheet, guide or worksheet • Discount/promo code • Telesummit • Free chapter to a book • 15 minute phone call • Contest for a freebie
- 23. Map Your Funnel Ad Website Thank You Page Website includes: Facebook Ad Pixel (PageView) Page includes: Facebook Ad Pixels (PageView) and (Lead) OR Use Facebook Custom Conversion
- 24. Multi-stage Funnel Ad Website Thank You Page Website includes: Facebook Ad Pixel (PageView) and Google Analytics Page includes: Facebook Ad Pixel (PageView) (AddtoCart) Google Analytics Add to Cart Page includes: Facebook Ad Pixel (PageView) (Purchase) Google Analytics
- 25. Lead Generation Ad Ad Great for people who do not want to have a Landing Page Lead form on Facebook
- 28. One Pixel • A bit of code you add to your website • TWO JOBS: Tracks Page views and conversions • Place the basic code one time • Each account gets one pixel • Track multiple websites with the pixel
- 29. Boosting Posts: Only Boost Your Best Content
- 30. Boosted Posts – Not always the best ROI Boosted Posts are Facebook “Lite” Advertising More advanced techniques in the Ads Manager Use Boosted Posts to re-engage your current Fans or connect to your warm audience
- 31. Look at Post Data in Insights
- 32. Switch to Engagement Rate Engagement Rate is the percentage of people who interact with your post of those who have seen it. Interaction over Reach.
- 33. Look for Engagement Rate over 5%
- 34. Goal of Content: Awareness KPI: Video Views and Link Clicks • Video - Business Manifesto • 3811 Video Views • 92 Link Clicks • 10,734 Reached • 4350 Organic (5x higher than average) • 6384 Paid with $13 boost • $0.01/video view 34
- 35. Goal of Content: Traffic KPI: Link Clicks • Start with Engaging content • 7% Engagement Rate Organically • Boosted the Post with $20 • 882 Link Clicks total • $0.06/link click from boost • Popup on website for Optin 35
- 36. Design ©2016 Social Media Examiner • Do NOT distribute Better Option: Facebook Ads Manager
- 38. Name Your Campaign Navigate between levels
- 39. Top 3 Facebook Ads to Run for Travel Sites 1. Traffic (to your landing page) 2. Boosted Post (to warm audience or targeted local audiences) 3. Conversion (only if you have the pixel installed) Could also do a Lead Generation ad – traffic stays ON Facebook and you create a pop up “Form” that people fill out Get people OFF of Facebook and ON to your EMAIL List
- 40. Ad Set Level • Targeting • Placement • Budget and schedule
- 43. TargetingandTestingTips Use very similar groups of keywords in 1 ad. Test ideas together: job titles, Fan Pages, behaviors KeepAudience Size large to start 500K – 2 million if possible (exception – Local Targeting) Only run one ad at a time under each Ad Set (more control over testing) 1 2 3 4
- 44. Bonus TIP: The wrong ad placement can be bad
- 46. Budget
- 47. Budget and Schedule Best Practices • Run the ad at least 3-4 days to give it time to optimize • Keep the optimization for ad delivery in the Default settings • Spend about $25 per ad to be able to get significant results (may vary depending on your location
- 48. Design ©2016 Social Media Examiner • Do NOT distribute Designing your Facebook Ad
- 49. AdCreationTips Test at least 2 different images when starting Add pain points the audience relates to Images with people do well Text can be longer in Headline and Text area 1 2 3 4
- 51. NEW Feature Spy on other ads!
- 55. Warm up the audience with Videos
- 56. Custom Audience to Retarget • Video Views can easily build a “warm” Audience • Combine Audiences to enable retargeting with smaller website traffic
- 57. Split testing to save money
- 58. Split Test Demographics First Ad Set #1 Behavior demographics Ad Image #1 Ad Image #1 Ad Image #1 Ad Set #2 Interest and Fan Page keywords Ad Set #3 Job Titles Campaign
- 59. Split Testing Ads – Local Business Ad Set #1 Local area + demographics Ad Image #1 Ad Video Ad Image #2 Ad Set #2 Local Area + demographics Ad Set #3 Local Area + demographics Campaign
- 60. Find your best keywords with split testing
- 63. The Key to your Success: Reports
- 64. *Performance and Clicks* Best Default Ad Report
- 65. Customize Report Columns to see the right data
- 66. Key Takeaways: 1. Get people OFF of Facebook onto your List 2. Test at least 2 different ads. 3. Watch your key performance metrics to determine your success.
- 67. Who’s ready for a little jog?
- 68. Thank you! Connect with me www.andreavahl.com
Notas do Editor
- I’m going to tell you a little more about how I get started than I usually tell. Most people don’t know this about me but I actually started out as an engineer. Not the train kind but the geeky kind And I was actually working as a systems engineer for a telecom company when I had my first son. About 9 months after I had him, my whole department got laid off when the Telecom bubble burst. But I was actually happy because we hated day care. We just couldn’t stand dropping our sweet little baby off every day and we never really knew what they did. So we decided to try and make it work with me staying home but it was hard. And I couldn’t sit still for very long and wanted to earn some income. So I started an in-home-wine tasting job which was like my dream job – drink wine while I work, go to parties. It was great. And that’s when I discovered social media. I was using it to connect with people online and using Twitter, Facebook and it was so much fun. I was growing my business and then the wine company where I got my wines went out of business. So I decided that I would never tie my fortune and hard work to another company again. As I was learning about social media, I noticed a hole in the market. There weren’t any entertaining video tutorials about how to use social media. I wanted to have fun while I was learning. So I also did Improv comedy for about 8 years and I decided that I would take one of my characters – Grandma Mary – and she would do my blogging for me and do fun interviews and so Grandma Mary – Social Media Edutainer started her blog. Her motto is If Grandma Mary can do it then you can do it too. She grew a great following online and made some great connections. One of the connections was Phyllis Khare and she was pitching a Dummies book to Wiley about Facebook Marketing. They wanted a co-author with a big platform and they took a look at the number of my Facebook Fans and Twitter followers and offerd me the book deal. So you really can see the power of growing your platform and making new connections.
- You also want to figure out your giveaway platform. What I mean by that is your content has to go into something. Is it going to be an eBook, a training series delivered via email, maybe a webinar, an audio session, three-part video series, cheat sheet guide, or worksheet, or a discount or a promo code, as well? All of these platforms are a great way to deliver content in the form of a giveaway. I tend to do webinars, recorded webinars and live webinars. That’s truly how I’ve built my email list over the years, but I know other people that have done really well with eBooks. My friend Kim Garst has several ebooks she gives away including some really valuable ones on Twitter and she does really well with those.
- Your first step is to create the conversion pixel. You can do this within the Facebook Ads Manager area, you don’t need to use the Power Editor. Then select Conversion Tracking on the left sidebar.
- Engagement Rate is one of the big stats to pay attention to. If you do nothing else on Facebook Insights, monitor your Engagement Rate of Facebook posts so you can see what types of things actually drive engagement.
- Here’s an example of how I might go about split testing my target demographics. First I know my audience and I see that I typically connect more with women. I love you guys out there but when you are getting serious about getting the cheapest clicks, you have to focus on who responds best. The targeting is set up a the Ad Set Level. The ad underneath each of these campaigns is going to look exactly the same.
- Here’s an example of how I might go about split testing my target demographics. First I know my audience and I see that I typically connect more with women. I love you guys out there but when you are getting serious about getting the cheapest clicks, you have to focus on who responds best. The targeting is set up a the Ad Set Level. The ad underneath each of these campaigns is going to look exactly the same.