Post on 17-Jun-2015
description
Gladys Henriquez www.GladysHenriquez.com
Gladys Henriquez
Project Manager, Marketer & Entrepreneur
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Presents
Essentials of Facebook Advertising
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Monitor
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Identify
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Reach
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Engage
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FACEBOOK ADVERTISING LIFECYCLE
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1. IDENTIFY YOUR TARGET AUDIENCE
Gladys Henriquez www.GladysHenriquez.com
1. IDENTIFY YOUR TARGET AUDIENCE
Before you even start using the Facebook ads interface, you need to identify your ideal customers and what they have in common
Identify a few distinct groups of people
When creating target groups consider the following top targeting options:
LocationInterestsAgeBroad CategoriesGender Connections
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2. REACH YOUR AUDIENCE
Now that you are ready to reach your identified audience, get started by setting up your first ad on Facebook. Go to: Facebook.com/Advertising
The first step is choosing what you want to promote under What would you like to do?
PagePlaceAppEvent
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2. REACH YOUR AUDIENCE
Important Ad Creating Tips
When writing your ad text, make sure to explain what you are advertising, the details of your products, services and offersUse an eye-catching image that will look good when viewed in a small thumbnail size (100x72 pixels)Sponsored stories are messages coming from friends about them engaging with your business and are the best way to encourage word of mouth
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2. REACH YOUR AUDIENCE
The second step is Choosing Your Audience
The estimated audience size indicates the total number of people your ad will have the opportunity to reach if your bid and budget are high enough
Choose the basic demographic of the audience you want to reach by their
LocationAgeGender
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2. REACH YOUR AUDIENCE
Connections: You can select your audience based on whether or not they are connected to any of your Pages, apps or events
Audience Targeting
TIPS
Advanced Targeting: You can further narrow your search by selecting the people they are interested in (gender), their relationship status, language, education & workplace
Precise Interest: You can target people based on their interests. In this area Facebook looks at things such as pages they’ve liked, their interests & activities
Location: If you are a local business or have limited funds, it is recommended you start with selecting a particular state, city or even neighborhood and grow from there
Broad Categories: Use this area to target people who share similar interests and traits. This information is pulled from what people have published in their timeline 10
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3. REACH YOUR AUDIENCE
More tips:
Naming your campaign: Be sure to give each campaign a different name, which displays the targeting you chose. **Facebook automatically allocate more of your daily budget to higher performing ads. It’s important to put your ads in different campaigns when you’re testing them**
Select your budget: Be sure to select a budget that’s in or above the suggested by Facebook
Set the schedule for your campaign: After you place your order, your ad will be reviewed by Facebook. This can take up to 24 hours
Select your pricing method: Unless you’ve chosen Advanced Options in the goals section, you’ll pay for impressions (CPM). Personally, I always use CPC
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3. ENGAGE YOUR AUDIENCE
When you post content and have conversations on your Page, you‘re building loyalty and creating opportunities to generate sales.
Keep your audience interested by:
Posting quality content regularly
Promoting your posts through ads
Reviewing Page insights
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3. ENGAGE YOUR AUDIENCE
Quality Post Writing
Make sure your posts are relevant to your audience and business
Be succinct, friendly and conversational
Share photos and videos because they tend to be more engaging
Ask questions or seek input
Give access to exclusive information and specials
Be timely by posting about current events, holidays or news
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3. ENGAGE YOUR AUDIENCE
More Tips
Post at least 1 or 2 times per week so you stay top-of mind and relevant to the people who like your Page
Continue to engage: Encourage people to develop a relationship with your page, make sure you respond to comments and private messages
Address specific people: If a lot of people have commented on a post, to address a specific person, you can tag them in your response by typing @ before their name.
Keep track of messages: When people send you a private message, you’ll see a notification about it in your admin panel. Keep track of new messages and respond to them to let customers know that you’re listening.
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4. MONITOR YOUR EFFORTS
Be sure to constantly check your
Page Insights: Provides information such as which posts are working along with an overview of who is connected to your business. Download Page Insights Guide> Ads Manager: Reviewing ads performance will ensure you know what’s working for your audience, see how your ads are performing against your goals, and calculate their return on investment. Download Ads Manager Guide>
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4. MONITOR YOUR EFFORTS
Test Multiple ads
Running multiple versions of ads can help determine what your target audience will respond to. In the sample on the left, we are using different images. Be sure to…
Have a test and control: Use an original version of the ad as a control to test your changes against.
Change one part at a time: This will help you to clearly see which change impacts the performance of your ad.
Create multiple versions of your ads: Replicate an d by clicking on ‘Create a Similar Ad’ when looking at a specific ad in the Ads Manager
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WHAT‘S NEXT
Do you have any questions?
Are you interested in hiring my marketing & project mgmt.
services?
Would you like me to present on this or other marketing
topics?
Want to partner up?
Want to connect? 19
Gladys Henriquez www.GladysHenriquez.com
FEEL FREE TO CONTACT ME
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Address: 601 W. 26th St. Ste. 325 New York, NY 10001
Mobile: 917-743-9411
E-Mail: Hello@gladyshenriquez.com
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THANK YOU!
And look forward to hearing from you
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