The document discusses using Facebook ads effectively. It provides tips on setting up Facebook ad campaigns, including identifying goals, creating engaging creative content, using precise targeting options, testing ads, and creating custom audiences using customer data. The document recommends constantly testing ads, as demographics and interests change rapidly. It also suggests leveraging custom audiences for re-engaging past customers, targeting email lists, and excluding current customers to find new potential customers.
Facebook Ads: Target Real People Real Easy - John A. Lee - #HeroConf 2014
1. @john_a_lee
#heroconf
Forget Likes, Grumpy Cat and
Avoiding Your Mother-in-Law.
Target REAL People,
REAL Simple on
Facebook Ads
P R E S E N T E D B Y J O H N A . L E E
MA N A G I N G PA RT N E R – C L I X MA R K E T I N G
H E R O C O N F – A P R I L 2 9 , 2 0 1 4
2. @john_a_lee
#heroconf
Who the Heck Is This Guy?
Managing Partner – Clix Marketing
Digital Advertising Geek
◦ Emphasis on “Geek”
Prior Sentences Served:
◦ Hanapin Marketing
◦ Wordstream
Writer:
◦ Search Engine Watch, ClickZ, Clix
Marketing Blog, Acquisio Blog, PPC
Hero
Speaker:
◦ SMX, SMX Social, SES / ClickZ Live,
HeroConf, State of Search
5. @john_a_lee
#heroconf
Facebook targets
Demographic Targets: Location, Age, Gender, Language, Education, Relationship
Status, Workplaces
Precise Interests: Specific hashtags, likes, or Facebook pages
Broad Categories: This is a large targeting group, it can be anything from movies
the individual may like, mobile device that they are on, stores they frequent,
personal finance and more.
Connections: Include people who are already connected to your Facebook
page, who are not, or who have friends that are.
Custom Audiences: CRM data is used to target specific customers, groups of
customers, or those who look like current customers
Partner Categories: 3rd parties Acxiom, Datalogix, and Epsilon use their data to
identify groups of potential costumers.
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Facebook Ads on Mobile
Facebook's News Feed was
essential to consumer discovery as
46% of people used Facebook to
look for deals, promotions, and
holiday gift ideas before shopping.
83% of shoppers who follow a
retailer or consumer product on
Facebook found their posts to be
somewhat to very valuable when
preparing for holiday shopping.
When the holiday shopping was
complete, 89% of shoppers shared
their experience on Facebook.
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Conversion Pixel Types
Facebook currently offers the following Pixel Types
◦ Checkouts
◦ Registrations
◦ Leads
◦ Key Web Page Views
◦ Adds to Cart
◦ Other Web Conversions
Based on these pixels we would need to know the value associated with the
following to accurately calculate ROAS:
◦ Registrations
◦ Leads
◦ Key Web Page Views
◦ Adds to Cart
◦ Other Web Conversions
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Setting Up Ads: #1 Identify
Goal
Note: Power editor can only be used in Google Chrome
Classic Facebook Login: Facebook Power Editor:
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Call To Action (CTA) Buttons
CTA buttons, while still
in their infancy, have
proven higher CTR’s and
Conversion rates for our
book of clients.
Unpublished page posts allow
you to target specific groups
with specific messaging that will
not show on your Facebook
page.
15. @john_a_lee
#heroconf
Setting Up Ads: #3
Audience
Includes Life Events, Politics, Work, Education,
Relationship, etc.
Search function with estimated
audience.
Travel, Digital Activities, Mobile
Device Preference.
Custom Audience.
18. @john_a_lee
#heroconf
Facebook Ads Testing
Testing Tips:
- Keep your KPI’s in mind when setting up campaigns, allowing for agile testing
during campaigns length
- Plan on changing photo/copy at least once a week to ensure visibility
- Track all changes
- With so many targeting options its important to track what changes were
made and where the impacts lie.
- Constantly test new ad types
- Demographics behavior will change based on seasonality and targets very
swiftly, what worked last week will not work next week.
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Facebook Custom
Audience
Using current customer database, target or exclude current customers from
specific Facebook advertising campaigns. Facebook will also find users who are
similar to your current customer database in what is called a ‘look-a-like’
audience, this is a great way to find a new customer base.
22. @john_a_lee
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Ideas for Leveraging
Custom Audiences
Purchased email address or phone number lists.
Align with CRM and stages of sales cycle.
Target email prospects who never open your emails.
Shape traffic by excluding existing customers.
Download list of LinkedIn connections (comes w/ email addys) and target.
Target previous/existing customers for up-sell, cross-sell or re-engagement.
This is the beginning of where the facebook magic truly happens. You can create specific ads based on your objective. Note- Unpublished Page Posts will only be seen to specific audiences that you choose in the next tab.
The interesting note here is that most demographic, location and interest information is what you have told Facebook. The Behaviors and partner categories are what Facebook knows about you based on what you have done both on Facebook and offline.
Partner Categories are only available in the US. You may choose your audience based on information that data providers have about things people do off of Facebook. For example, partner categories let you show your ads to people who have a history of purchasing pet food.
Social CPM: When you optimize for social context your ad will be shown to more people through their friends. For example, when someone takes an action when they see your ad, more of their friends will see it.