Post on 10-Apr-2017
#INBOUNDTO
8 Valuable Facebook Advertising Lessons I Learned from the Trenches
@MelissaFeeney
Who am I?
•Former Social Media Manager for TIFF (Toronto International Film Festival)
•WordPress enthusiast•Involved in an International
Development Hackathon•Mac n’ cheese aficionado
#InboundTO
What I love about Facebook advertising
Your market is on Facebook - you have to understand how to connect with them
You can hyper target
It was the number one referral source of all of the social networking sites for us
Facebook advertising challenges
It’s not the place where people with purchase intent go to discover your product or service
Work within the medium: Don’t make it look like an ad
Hyper target ads to specific audiences
Your hunch is not always right
Lift organic content that is doing well
Take advantage of the Relevance score
The visual is crucial
Create different ads for different devices
Be adaptable - Facebook is always changing!
Facebook Ad Guidelines
Work within the medium: Don’t make it look like an ad
7
Do you remember these characters from the 90s? Which 5 characters would you bring with you to the Back to the 90s series?
Were you a fan of A.J. from EMPIRE RECORDS, Luke Perry in BUFFY THE VAMPIRE SLAYER or Ethan Hawke in REALITY BITES?
Copy:
Kiva explains why Patrick Swayze and DIRTY DANCING should win the Dance-off Edition of #TIFFVersus. tiff.net/versus
Hyper target ads to specific audiences
● Targeted people born after the films were released, ages 13 - 23
● Created interest though association with current pop culture with titles like “The original Gossip Girl”
Your hunch is not always right
13
Documentary film fans LGBT interests Star Trek fans
14
Lift organic content that is doing well
Take advantage of the Relevance Score
The visual is crucial
20
Create different ads for different devices
Be adaptable: Facebook is always changing!
Questions?@MelissaFeeney
#InboundTO