Post on 12-Jul-2015
Facebook Advertising
It just keeps getting better!
Social Media Breakfast Madison
December 17, 2014
Who is this dude?
@andrewfoxwell
#SMBMad
Facebook.com/FoxwellDigital
TARGETING: Who is my ideal audience?
CREATIVE: What message do I want to get across?
PLACEMENT: Where are my ads best suited on the FB platform?
TRACKING: What metrics will fully track my campaign’s impact?
REPORTING: How do I decode and translate results?
Building Blocks of Facebook Advertising
Defining Your Ideal Audience
Demographics
Interests
Behaviors
Audience Insights
Custom Audiences
Age / gender / marital status / geographic location
What do they “like” or talk about on Facebook?
What consumer behaviors do they have?
Input email lists and/or a fan base to
Facebook’s tool in order to understand income,
likes, and more about your audience
Email lists / Customer Lists / Lookalike Audiences
Demographic Targeting
• Age
• Gender
• Location
• Other demographics Relationship status
Education
Work
Financial
Home
Ethnic Affinity
Generation
Parents
Politics (US)
Life Events
Interest Targeting
• Formally only included pages a user officially liked.
• Interest Targeting now includes:
Pages a user likes
Topics, brands, keywords users use on Facebook
Websites users browse
Photos users upload
Videos users upload
Articles users have read
Music users have listened to (Spotify)
Anything else that’s integrated via Facebook’s Open
Graph API or Facebook connect, which includes quite
a few websites
And…perhaps even activity on Instagram
Behavioral Targeting
• Based on consumer data from three different data
vendors, you have “consumer snapshots” that are similar
to purchased data and consumer lists.
• Categories include:
Automotive
Charitable Donations
Digital Activities
Financial
Mobile Device Usage
Purchase Behavior
Residential Profiles
Travel
And many more (over 100+)
Custom Audiences
You can upload your customer/client email list directly into
Facebook’s ad manager. Facebook then matches those email
addresses to their Facebook accounts, so you have the ability
to target them with online ads.
You also have the unique ability to create ad audiences that
“look similar to” your email list, using “Look Alike” audiences.
Website Custom Audiences
Definition: Retargeting pixel from Facebook that allows you
segment website visitors for precise retargeting based on
what pages they’ve visited on your site.
With Website Custom Audiences you can:
• Target users that have come to your site in whatever time
window you wish (7 days, 30 days, 180 days)
• Target users that have come to one part of your website
and not another – i.e. a “shopping cart” or “contact us”
• Create a look alike audience from this pool of visitors
A MUST DO FOR ALL BUSINESSES
The Best Part?
ALL FACEBOOK AUDIENCES WORK IN
COMBINATION WITH ONE ANOTHER
“”We have tons of
creative, lots of videos
and photos, but I have no
idea if any
of it is useful.”
- Vice President of Marketing,
national retail chain with 120+ stores
Ad Creative That Works“Would I click on that?”
WWP + Testing!
Ad Placements
• Different placements have different costs.
• Facebook will adjust for whatever inventory is available at that time.
“97% of those surveyed said they use some form of
social media marketing, while only 37% reported being
able to measure ROI—and this problem extends to
even the largest marketers, 78% of whom said they
struggle with this measurement.”
Developing and Aligning
Attribution Models for Reporting
1. Facebook website clicks
1. Facebook website conversions
2. Facebook Like growth (yes, it’s worth it)
3. Facebook cross-device tracking
1. Google Analytics UTM visits (direct click visits)
2. Google Analytics referrals and time on site data
Track Facebook Website Clicks + Conversions
Track Facebook Like Growth
Learn WHERE your Facebook page likes come from: people
going directly to your page, people seeing a friend’s interaction
with your page and then liking your page, people seeing a
promoted post and then liking your page, etc.
WHY is tracking Like growth important? You can better equip
yourself and your team on HOW to best engage your fans.
Page fans can be one of your best, most engaged audiences. You
can show fans sequential messaging and expose them to new,
updated content over time.
Track Facebook Cross Device Tracking
“Well, I’ve never really
gotten into the analytics,
but I know Facebook
helps. So my bosses let
me do whatever I want on
the platform.”
-Digital Director,
national restaurant chain with 75+ locations
Track Google Analytics UTM Visits
Track Google Analytics Referrals + Time on Site
Empower Yourself with Advanced Tools
The Facebook Power Editor provides:
+ Personal control over every part of the
advertising and page management
process
+ Easy, multivariate testing of ad
creative and targeting options
+ More sophisticated campaigns so
you’re spending money in a targeted,
impactful manner that best suits your
business
Understand Your Analytics
Use Audience Insights
Setting Clear Expectations
Set Expectations
When considering Facebook ad campaigns, it’s
important to remember that Facebook offers an
entirely different and separate consumer journey
than search engine marketing.
SEM = Demand Capture
Facebook = Demand Generation
It’s a Wrap, People!
1. Who are you targeting with online
content/ads?
1. Why are you targeting these audiences?
1. How are you attributing success across
multiple channels?
2. What specific metrics and data are you
reviewing to continually refine and improve
your online marketing strategies?
@andrewfoxwell
@graciefoxwell
FoxwellDigital.com