Paid  Marke*ng  Pt.  2:  Facebook  Ad  Campaigns  &  

Other  Tools

Running a Facebook Ad Campaign is EASY!

www.facebook.com/advertising

Facebook Gives You Lots of Options

So First Decide What You Want...

Facebook Page Likes

Drive Traffic to Website OR

If your aim is FACEBOOK LIKES

Try Boosting Post Engagement

Or Creating an Ad for your Page

If your aim is WEBSITE TRAFFIC

Let Facebook help you create an ad linking to your site

then go further and track what people do after they click your Facebook ad

The hard part: Making your campaign GREAT

Preparation 1. Decide on a great offer 2. Demographic Research (for Targeting)

3. Write compelling ads (with good images and written copy)

4. Commit to frequent testing & ad rotation

Targeting Your Audience Create groups of targets prioritized by relevancy and budget accordingly

1. Highest priority, highest spend: Parents

2. Medium priority, medium spend: Middle-aged women

3. Low priority, low spend: Age 65+

TOYS

Write Compelling Ad Copy - Questions - Testimonials - Calls to Action

- Reflect target demographics

Choose a Compelling Image - Shocking - Celebrities - Animals - Smiling People - Picture of a goal / dream - Locally recognizable (if using geotargeting)

Frequent Testing & Ad Rotation - Always test multiple ads at the same time - pause ads that never perform well - pause ads that dip in performance (can

restart them again later) - Edit faltering ads by changing border color, changing headline, or changing image

Other best practices

Use Facebook specific offers, discounts or

checkout codes

Did You Know: Everything We’ve

Shown You Converts to

MOBILE

Ads in Mobile Apps

Ads on Mobile Browsers

SMS Ads

Here are some other tools you might find useful…

1. “Alexa Rankings” -- alexa.com

2. “Google Trends” - Google.com/trends

Know what’s popular when its popular

Advanced Marketing Automation Tools