5 Cheat Codes for Facebook Ads

by John Haydon

Five Cheat Codes

for Facebook Ads

What we’re talking about today

Five Cheat Codes for Facebook Ads

• How are Facebook Ads unique?1) Let Insights tell you you how to target Facebook Ads2) How to game the News Feed with Promoted Posts3) How to let Graph Search show you lateral targets4) How to target your customers with Facebook Ads5) Using Facebook Ads to do customer research• Salt and Pepper• Facebook ad cheatsheet

How are Facebook Ads unique?


Over 1.2 billion active users, and 700 million

active mobile users!

79% U.S. adults use social media (http://zmb.me/VTPZ2k)

Facebook has the most users



http://zmb.me/VTPZ2k

http://zmb.me/VTPZ2k

In sidebar:

In newsfeed:

Ad content is created from content, comments,

likes, shares

Social content as ad copy



People trust the recommendations of

their friends way more than brands

Recommendations from strong ties



Target ads to speci!c segments of friends

of your fans!

Hyper-targeting



Hyper-targeting



Target ads to speci!c segments of friends

of your fans!

Facebook adstarget what people likeGoogle ads target what

people search for

Facebook ads reach their intended audience 90%of the time VS an online industry standard of 35% (http://zmb.me/Ua1Nfm)

Different (not better) than Google ads



http://zmb.me/Ua1Nfm

http://zmb.me/Ua1Nfm

Let Insights tell you you how to target Facebook Ads


Cheatcode #1

Don’t just pull targets out of your butt



Yeah, that seems right...



Much better!

Use actual data on Facebook users



Use actual data on Facebook users

Game the News Feed algorithm with Promoted Posts


Cheatcode #2

Facebook Ads vs Promoted PostsPricing

Bene!ts

Results

Cheap, but not as cheap as promoted posts

Loads of highly speci!c targeting options

Quick way to grow Page likes, drive awareness and website traffic

Not for the plumber or barber

Super cheap

Very easy to use and measure (on desktop and mobile)

Get more exposure for posts that are performing well

Very limited targeting options


How to game Edgerank with Promoted Posts

But !rst... what is a Promoted Post?

Downside



And... what is this “News Feed algorithm” you speak of?

Four factors that determine whether your fan sees your Page update:

• Relationship between fan and update

• How fans talk about that update (likes, comments, shares)

• How recently the update was published

• How many negative comments the update received

Facebook wants you to Promote "important" posts. But what’s important to you may not always be important to your community.


The problem with Promoted Posts


Facebook wants you to Promote "important" posts. But what’s important to you may not always be important to your community.

Likes, comments and shares are the name of the game!


The problem with Promoted Posts


You’re only paying for Reach. So you could waste a lot of money if you’re not careful!

Reach should never be your goal on Facebook



Remember: Likes, comments and shares are the name of the game!

Reach should never be your goal on Facebook

If you promote crappy content, you will only hear more crickets.



Instead, only promote posts that your fans already love!


Only promote awesome


This leads to more News Feed exposure in the long run.




Only promote posts to fans



You increase the likelyhood of negative comments by promoting to friends of fans.

You increase the likelyhood of negative comments by promoting to friends of fans. Consider deleting this ad in the campaign.

Only promote posts to fans

https://www.facebook.com/ads/manage/campaigns/





Go back over the past three months. Are there any posts you can promote?

Mine for gold in your order posts



How to target your customers with Facebook Ads


Cheatcode #3



Create custom audiences

Custom audiences is a Facebook Ad feature that allows you to target your customers among Facebook users,

using their email address, SMS or Facebook ID.

https://www.facebook.com/help/459892990722543/




Create custom audiencesThese people downloaded that eBook!



Create custom audiences

• Reach former customers with messaging that recaptures their interest. • Present different Page content based on various different donor levels.• Getting your top customers talking about you more. • Turn !rst time SMS members into Facebook Page fans.• Target customer segments with upsell ads. • Enhance open, click and conversion rates.• Suppress messaging from speci!c customers.



Here’s a video tutorial

http://www.johnhaydon.com/2012/09/how-target-your-donors-or-email-subscribers-facebook-ads/



How to let Graph Search show you lateral targets


Cheatcode #4

These are interests that your customers share that are NOT directly related to your business.



What are lateral targets?

Facebook Graph search lets you search Facebook’s massive database of interests.



What is Facebook Graph Search?

You can use this info to more effective target ads




1. My friends who like [your org]2. Favorite interests of people who like [your page]3. Favorite interests of people who like [your org] and [competing page]4. Groups of people who like [your org]5. Pages liked by people who like [your page]6. Pages liked by women who like [your page]7. Pages liked by men who like [your page]8. Fans of [your page] and [another page]9. Restaurants in [your city] visited by people who like [your page]10. Pages like by people who live in [your city] and like [your page]



10 graph searches to start with

1. Research lateral interest2. Post content that appeals to those interests (be creative)3. Promote the ones with the highest engagement4. Split test to discover best approach



Use lateral targets wisely

Using Facebook Ads to do customer research


Cheatcode #5



Imagine being able to view a living, breathing “persona” that represents your customer base?



Imagine being able to view a living, breathing “persona” that represents your customer base?

You can overlay Custom audiences with other Facebook Graph criteria.For example...





Combine custom audience with other criteriaI had no idea...

Salt and Pepper


Nope...


Salt and pepper

Content, community and strategy first!


Salt and pepper

Facebook Ads work best when they enhance the “#avor” of your content marketing strategy.


Cheat Sheet

• Page Engagement: Total number of times people have engaged with your Page or post. Engagement includes things such as liking your Page, liking, commenting on, or sharing a post, or clicking on a link within 24 hours after seeing your ad or 28 days after clicking on it, it's counted as engagement.

• Campaign Reach: This is the number of people that saw your ads.• Frequency :This is the avegrage number of times a person was exposed to your ad during the

campaign.• Total Spent: This is the total you've spent on this campaign during the dates selected.• Below the Page Engagement or Click graph you will see a button allowing you to view the full

report. Once you select this, you will be able to select the date range for the report and view the following data at the top of the report (from left to right):

• Impression: this is the total number of times your ad was displayed during the campaign. • Clicks: This is the number of clicks your ads have received. This number includes Page Likes, event

RSVPs, and app installs from the ad.• Actions: This data includes all actions taken by people within 24 hours after viewing an ad or

Sponsored Story, or within 28 days after clicking it. You’ll only see data here if you’re promoting a Page, event, or app.

• CTR (Click-through rate): The number of clicks on your ad divided by the number of impressions.• Spent: The amount of money you’ve spent so far during a campaign, or the total suspense once

your campaign is !nished.• CPM: This is the cost per 1,000 impressions.• CPC: This is the avergage cost per click.


De!nitions

Founder: Inbound Zombie - a non-pro!t social media consultancy in Cambridge, MA and the Social Media Fundraising Club.

Trainer: Charityhowto and MarketingProfs.

Speaker: Nonpro!t Technology Conference, New Media Expo, 140 Conference, Blackbaud BBCon, Social Media for Nonpro!ts Boston, etc.

Contributing Writer: Huffington Post, SocialBrite, Care2 Frog Loop, Social Media Today, Digital Marketing Monthly, Examiner.

Author: Facebook Marketing for Dummies and All-in-One (2014).

Clients include: Oceana, EpicChange, Share Our Strength, Environmental Defense Fund, Shriners Hospitals for Children, Bucks County Library System, Scholastic, TechSoup, MarketingProfs, WaterAid America, Twin Cities Habitat for Humanity, University of Massachusetts, National Wildlife Federation and Susan G. Komen Greater NYC

About John


http://inboundzombie.com/

http://inboundzombie.com/

http://www.amazon.com/Facebook-Marketing-Dummies-Business-Personal/dp/1118107403/

http://www.amazon.com/Facebook-Marketing-Dummies-Business-Personal/dp/1118107403/

5 Cheat Codes for Facebook Ads

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