FACEBOOK ADVERTISING
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What we’ll be covering ●
Why you should consider FB Advertising as part of your strategy
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Understanding FB campaign structures + how to set up an FB ads account
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Getting your strategy right + choosing the right FB ad based on your objectives
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Essential elements of FB ads that convert
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How to target your ideal customers
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Installing the magic Facebook pixel on your website
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Publishing tools – FB power editor vs Ads Manager vs Business Manager
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Split testing and why you should be doing it!
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Reporting on the performance of your FB ads + how to monitor and optimise your FB ads to achieve greater results
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FB ad rules and the no-no’s to avoid so that your ads get approved © Copyright The Digital Picnic 2016
STRATEGY
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Benefits of Facebook Advertising The most powerful way to target your ideal audience on Facebook is with Facebook ads.
This is different to ‘boosting’ an existing post, and by far the preferred method for increasing your exposure on Facebook for a number of reasons;
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Easily Track Spend, Performance And ROI ○
Spend as much, or as little as you like - the choice is yours
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GREAT targeting options
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Creative control - try new creative / copy combinations to find the one that works © Copyright The Digital Picnic 2016
Benefits of Facebook Advertising
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A/B Testing options are available via Power Editor
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Facebook is HUGE [15 million AU users currently]
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Competitive edge - many businesses are not using Facebook’s advertising platform to their advantage, or are only dabbling in boosted posts - YOU can stand out!
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YOU can manage your own advertising - you have complete control.
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How it works Facebook Ads are run on a pay-per-click [PPC] or pay-per-impressions [PPI] basis, just like Google AdWords.
BUT… ●
Due to the HUGE amount personal information each Facebook user gives the platform, it allows you to get incredibly detailed with the targeting of your ads.
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Anything you, as a FB user can put in your profile can be used to target you for advertising purposes; ○
age, sex, location, education, religion, interests, politics, job title, marital status etc © Copyright The Digital Picnic 2016
Keys to success Using Facebook ads to: ●
Increase brand awareness
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Increase social exposure
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Generate leads
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Drive foot traffic
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Sell a product / sign people up to a service
FB Ad Campaigns typically fail when: ●
There is a lack of strategy / no strategy in place
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The wrong intentions / expectations of FB Ads are set
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No active optimisations - set and forget will not work to your advantage ;)
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Choosing the right FB ad based on your objectives
Setting your Objectives: Choose from these options
1.
Boost your posts
2.
Promote your page
3.
Send people to your website
4.
Increase conversions on your website
5.
Get installs of your app
6.
Increase engagement in your app
7.
Reach people near your business
8.
Raise attendance at your event
9.
Get people to claim your offer
10.
Get video views © Copyright The Digital Picnic 2016
Types of Ads Carousel Ad ●
This format allows you to promote up to 5 different images / products / services and the user scrolls through the ad for the full experience.
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Get really clever with the creative and break up 1 image to fit this space, it can be very powerful
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Types of Ads Local Ad ●
This format will only work if your business [and FB page] have a physical location. You can get hyperlocal - targeting potential customers within kilometres from your business location.
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Types of Ads Offer Ad ●
This format is perfect for promoting an offer [discount etc] that can be redeemed on FB.
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This can be highly effective as people are claiming the offer on FB vs your website, so you’ re removing the barrier of going to an external site to claim.
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Types of Ads Event Ad ●
These ads promote specific events driving your targeted set of users to a specific destination to purchase tickets
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Types of Ads Video Ad ●
FB loves video and treats them very favourably in the news feed
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Types of Ads App Ad ●
People can like, comment, share and, most importantly, install your app with a simple tap.
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Types of Ads Photo Ad ●
The recommended size is 1200 x 628 pixels so your image doesn’t get cropped.
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Run a series of ads and change the image based on the audience you are targeting remember 1 image does not fit all!
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Types of Ads Retargeting Ad ●
This is where you can directly target people who’ve visited your website or subscribed to your email list.
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You need to be extra clever with the copy and creative on these ones - but when done well they can be incredibly effective at achieving conversions.
Boosted Posts ●
These ‘ads’ are not created in Ads Manager / Power Editor.
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The pro is that you can include more copy in the description and include a link in the copy, plus when posted you get the benefit of social proof.
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The downside is there are far fewer options for targeting and pricing and no ability to A/B test. © Copyright The Digital Picnic 2016
FB ‘Dark’ Posts ●
Also known as unpublished posts
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FB Dark Posts are News Feed style ads that don’t publish to your Timeline or in your fans’ feeds organically. Essentially you can hide these targeted advertorial style posts from appearing on your timeline.
Why would you consider them? ●
Dark posts are a good way to advertise without alienating or annoying your followers.
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Can help you find the balance between being engaging and overly promotional © Copyright The Digital Picnic 2016
FB ‘Dark’ Posts You can get hyper-targeted. ●
With the ability to create as many ads as you want without spamming your followers, you can create hyper-targeted ads for every segment.
You can do A/B testing. ●
For example, you might change the image, headline, body copy or call-to-action button, or change several of these components for more variety. Use this to determine which variations have the highest click-through rates. The higher the CTR, the more money you’ll save on cost-per-click campaigns. © Copyright The Digital Picnic 2016
FB ‘Dark’ Posts You guide your organic traffic better. ●
Because you can see if certain images or headlines work better, A/B testing enables you to use paid social ads to guide your organic social strategy. Once you’ve determined which combinations perform the best, apply them to your organic posts for better reach and engagement.
You avoid ad-only streams. ●
Ad-only Facebook streams are not only aggressive, but they tend to push away your audience. Facebook dark posts are niche and hyper-sensitive so you don’t blast the same CTAs to everyone through your feed. © Copyright The Digital Picnic 2016
GETTING STARTED
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Understanding FB campaign structures Example: We want to raise awareness of our workshops in Perth, Sydney + Hobart [Objective = Sales via website]
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Campaign = GSS [Ad purpose]
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Ad Set = GSS Perth, GSS Sydney, GSS Hobart [Ad targeting + Placement]
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Ad = GSS Perth1 GSS Perth2 [Creative Variations] © Copyright The Digital Picnic 2016
Types of bids With multiple bid types available, you can choose the most appropriate bidding structure for your campaign objectives. Currently there are four bid types from which to choose: ●
Cost per mille (CPM) Increase exposure and brand awareness by bidding per thousand impressions, helping more people see your ad and potentially go on to engage with your brand.
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Cost per click (CPC) If you’re more interested in getting users to actively click on your ad through to your page or site, you can choose to maximum bid per click, with CPC bidding.
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Optimized cost per mille (oCPM) This type of CPM bidding is when Facebook shows your ad to the people which they believe are most likely to take action on your ad.
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Cost per action (CPA) This bid type is best if you are looking for users to take a specific action when they see your ad, such as like your page. © Copyright The Digital Picnic 2016
Audience Targeting Options ●
Location
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Age
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Interests
The ability to target is done at
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Gender
an individual ad level, which
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Languages
is housed under the ad sets,
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Education Level
which are housed under
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Relationship Status
campaigns.
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Political Views
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Whether or not they are connected to your page
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Custom Audience Targeting Custom audience targeting allows you to target FB users via ●
People who have visited your site
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Email addresses you have permission
Types of Audiences ●
to use [ie your own database] ●
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Custom - Reach people who have a relationship with your business, whether they are existing customers or people who have interacted with your business on Facebook or other platforms. Lookalike - Find new people on Facebook who are similar to your most valuable audiences. Saved - Any campaign audience you've used previously
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Retargeting Ideas ●
Convert Newsletter subscribers into customers ○
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Retarget people who put a product in their cart but never checked out ○
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Don’t waste your budget on reaching already converted FB users
Create a Lookalike audience of users very similar to your customers ○
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Increase your sales / conversion
Exclude from your targeting, users who are already your customers ○
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Drive SALES!
Attract new customers
Promote your mobile app to your website’s users and vice versa ○
Cross promotion © Copyright The Digital Picnic 2016
Installing the website re-marketing FB pixel After you've created a conversion pixel, you'll have to install it on your website and then verify that it's working properly. Installing a conversion pixel on your website ●
You can choose whether you want to add it to your website yourself or have someone else (ex: your website developer) do it.
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To add the conversion pixel to your website yourself:
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Copy and paste the JavaScript code snippet between and on the web page where you want to track conversions. For example, if you want to track checkouts, put the conversion tracking tag on the checkout confirmation page that people see after completing a purchase. If you're using a third-party platform like Shopify or Wordpress, check this guide for more specific instructions. © Copyright The Digital Picnic 2016
Editing the code
We use the AddFunc Head & Footer Code plugin for our Wordpress site
Copy the code >>> and paste into your site on the required page We’ve added ‘initiate checkout’ to the code, as it is sitting on our Cart page © Copyright The Digital Picnic 2016
Installed Pixel - reporting
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Power Editor vs Ads Manager Access both tools in the Chrome Browser From your Personal Profile > Ads manager > Drop down
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Power Editor vs Ads Manager Power editor is best suited to high volume Power Editor is an advanced tool that helps businesses efficiently manage multiple campaigns and ads on Facebook. You can create, edit, manage and optimize ads, campaigns, and Page posts in bulk, across a large number of different ad accounts and Pages.
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Ads Manager is fine for most small / medium businesses starting out with FB advertising, or with a small number of ads
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Power Editor is advantageous as a SMM managing the Ad requirements of multiple business pages. © Copyright The Digital Picnic 2016
Advanced options in Power Editor There are four key features available in Power Editor, not available via Ads Manager; Optimized bidding ●
The standard bidding options for Facebook adverts are CPC, CPM and Optimized CPM. In Power Editor you can manually optimise bids for clicks, reach, social (the number of times your advert is shown to people through their friends) or actions (likes, comments, shares, app installations)
Advanced objectives ●
The standard advert objectives include Clicks to Website, Page Likes, App Installations and Post Engagement, but Power Editor lets you get more specific. © Copyright The Digital Picnic 2016
Advanced options in Power Editor Bulk Importing - perfect for split testing Simply use Excel to create dozens of variations to test by tweaking the wording, image or target audience and upload them to Power Editor in bulk. ●
There’s also a handy ‘duplicate’ button within the platform itself.
Advanced Reporting ●
The reporting features show insights such as cost per conversion, total spend on a campaign, the reach of your campaign, frequency, impressions, unique clicks, and more. Perfect if you’re managing ads on behalf of a client. © Copyright The Digital Picnic 2016
Navigating FB business manager Typically suited to agencies / freelancers managing multiple FB ad accounts, the business manager is a dashboard that is perfect if; You need more than one advert account: ●
Create separate advert accounts for every client or business unit that you serve
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Pay for adverts with different payment methods
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Organise and group items by objectives or for reporting purposes
You want to request access to Pages or advert accounts: ●
To help your clients advertise or manage their organic activity and engagement
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Become advertisers or analysts for your clients' Pages or advert accounts © Copyright The Digital Picnic 2016
Navigating FB business manager You have lots of people working together, and you need to assign permissions to them ●
Allow specific, role-based access to the advert accounts, Pages and apps that your business manages
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Easily see who's working on what
Go to facebook.business.com to get started!
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ADS THAT CONVERT
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The key to successful FB Ads Be visual - appeal to your audience ●
Test different images - typically images including people perform best - but test it!
Be relevant - target your audience, speak their language, show you understand them ●
Test your messaging
Be enticing with your value proposition - what makes YOU different ●
Be specific and don’t try to do too much in 1 ad. Create another ad / ad set if required
Have a strong call to action [CTA] ●
Test your various CTA © Copyright The Digital Picnic 2016
Best Practice The most popular Facebook ad headline length is 4 words [ref 1] ●
Short headlines grab attention and make customers click to find more information.
Most Popular Text & Description Length ●
The median length for ad post text is just 15 words.
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The median link description is slightly longer, at 17 words, just 35% of the character limit.
Key Takeaway ●
Be concise, and entice people to click through for more information.
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Create different ad sets to test different messages © Copyright The Digital Picnic 2016
Best Practice The most popular words ●
You/Your: our brain is activated by hearing or thinking of our own name and ourselves.
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Free: this is the ultimate word for any viewer of an ad. Include it in an ad and it’s almost guaranteed to catch the eye.
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Now: this creates scarcity in the reader’s mind and urges them to action.
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New: using this word is a great way to show you are offering something fresh.
Audiences are naturally drawn to these words. Using these words in ads means you have a natural advantage over all other advertisers. © Copyright The Digital Picnic 2016
Best Practice The Most Popular Call to Action ●
‘Learn More’, ‘Shop Now’, and ‘Sign Up’ are all used significantly more than any other call-to-action,
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Including a call-to-action (CTA) button in your ad makes it easy for a user to click through to your site to learn more about your product.
The Least Popular Call to Action ●
‘Contact Us’, ‘Buy Tickets’, and ‘Subscribe’ are the least popular CTAs.
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For more specific services and products, you can utilise these lesser-used CTAs.
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Any CTA that is specific to your product or service is worth using. © Copyright The Digital Picnic 2016
FB ad rules There are very specific guidelines that you should be aware of - you can view them here; https://www.facebook.com/policies/ads/
Review Process; ●
Before ads show up on Facebook or Instagram, they’re reviewed to make sure they meet the Advertising Policies (see above).
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Typically most ads are reviewed within 24 hours [usually within an hour], although in some cases it may take longer.
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FB ad rules Most common reasons ads are not approved;
Mentioning Facebook in Your Ads ●
Refer to the Policies page for Do / Don’ts if you do need to refer to Facebook in your ad
Age-Restricted Material ●
Eg advertising alcohol etc.
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Factors that can influence approvals Facebook Ad Account History ●
Every account mostly likely has a “trust score”. The longer you’ve been advertising, the fewer ads you’ve had rejected, and the more you’ve spent, the faster you’ll get your ads approved.
Keyword Analysis ●
Some keywords in the ad’s text will likely trigger more control. References to religion, ethnicity, profanities, and everything that might break any of the rules detailed below can slow down the review time. © Copyright The Digital Picnic 2016
Factors that can influence approvals Domain Analysis ●
What are your ads linking to? If a domain has been advertised hundreds of times before, with no problems, the pending review period could be shorter. A new domain, never advertised before, could require more review.
Image Analysis ●
While algorithmically checking images is still a tough task, Facebook is already very good at detecting our friends’ faces and so it might also recognize other patterns like copyrighted logos, nudity, and so on. © Copyright The Digital Picnic 2016
No No's to avoid so that your ads get approved Using too much text in your ad images ●
Facebook recently removed it’s famous 20% text rule [meaning no more than 20% of any image could contain text], however less text is still prioritised. ○
Even if an ad initially gets accepted, too much text can significantly affect your reach.
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Facebook ads that contain images with little to no text tend to cost less and have better delivery than ads with image and lots of text ○
Always test what works for your business!
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OPTIMISATION
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The importance of optimisation ●
The options in FB ads are quite literally endless as there are so many variables to select from when creating a campaign.
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Optimisation is about better performance - how can you make your advertising money work hard and get better results?
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It CAN be overwhelming - so start simple, and as you get your bearings start to experiment with the following options
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Options to optimise ●
Segment Audiences Into Ad Sets ○
Different interests will perform differently within the same set of ads. As a general rule, you should group your target interests into topics and create one ad set per topic.
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Specify a Conversion Code ○
This allows you to track several different goals on your website, like you would via Google Analytics
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Target via Behaviour
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Target via income
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Options to optimise ●
Remarketing to people who’ve visited a particular page on your website
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Identify Profitable Age Groups and Genders
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Test Lookalike Audiences ○
A lookalike audience is a list of users whose characteristics are similar to users of a website custom audience.
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Target an Email List
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Test Bidding Strategies ○
The three main categories for bidding are cost per click, cost per thousand impressions and conversion optimizer (which requires the installation of a conversion code). © Copyright The Digital Picnic 2016
Options to optimise ●
Scheduling Ads ○
Facebook allows you to segment your ads by days and hours [Lifetime budget only]. This allows you to test running ads in and out of your peak times [ie when your fans are online]
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Split Testing Ads What to test…. Variations of your: ●
Ad’s headline
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Ad’s image
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Ad’s copy (try short form and long form variations)
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Ad’s type (try recreating the Ad in both Website Link & Carousel formats)
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Split Testing Ads - what we tested ●
Headline
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Image
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Copy
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MEASURMENT
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Reporting on the performance of your FB ads ●
Depending on the length of your campaign, we would recommend checking in daily.
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After 2-3 days running, review results in detail and look at what you can optimise
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After 7 days, if an ad is simply not performing, make it inactive in the campaign.
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If you are running different campaigns, you may consider pausing an entire campaign and reallocating budget
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The way you report will depend on the size of the business and whether you are managing on behalf of clients of not.
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Be visual and use screengrabs of the ads that ran - the raw numbers mean nothing from an analysis perspective if you can’t reference the creative
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Real Time Analytics ●
Real time analytics let you to see how well your campaigns are performing at any time
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Access via desktop
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Access via mobile using the Facebook Adverts App
Optimisation opportunities - if ads are not working as well as you’d like, pause and tweak creative as necessary.
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Don’t forget you can also split test multiple ads to see which one gets the best results. Better performing ads can have more budget put behind them, and ads that are not performing can be paused.
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Monitoring Performance CE1
CE2
More efficient
Higher CTR
[lower CPM]
Higher social
Lower CPC
affinity %
But....
But...
Lower CTR
Lower reach / impressions
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Glossary ●
Impressions - The number of times your ad was seen
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Reach - The number of individual people your ad was shown to
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Likes - The number of people who liked your ad
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Shares - The number of people who saw your ad and shared it
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Comments - The amount of comments on your ad
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Frequency - The number of times your ad was shown, on average, to a user.
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Click Through Rate - The percentage at which a consumer saw the ad and click through to the landing page.
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Page Likes - The number of likes generated for your Facebook page because of the ad.
+++ Full Glossary here: https://www.facebook.com/business/help/447834205249495 © Copyright The Digital Picnic 2016
BONUS
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Video Tutorials Facebook Ads - Dashboard Tour https://youtu.be/U1jZQCBEdQ8
Facebook Ads - Creating an Ad https://youtu.be/lIbb8JULGhs
Ad Examples - filter by type / industry / objective https://adespresso.com/academy/ads-examples/
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Instagram Ad Specs Image Size The recommended image size for an Instagram ad in the square or landscape format is 1080 x 1080 pixels. When you're creating your ad in Power Editor or ad creation, you can use Crop Image to help ensure your Instagram ad looks the way you want it to.
Video Size Your video ad should be no more than 30MB in size.
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Instagram Ad Specs Caption Length The caption you use for your Instagram ad will appear below the image and may include up to 300 characters.
Aspect Ratio The aspect ratio for an Instagram ad in the square format is 1:1. If you use the landscape format, your image or video should have an aspect ratio of 1.9:1.
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QUESTIONS
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