5 Facebook Ad Cheat Codes

by John Haydon

Five Cheat Codes

for Facebook Ads

#FacebookAdTips

Your hosts

Five Cheat Codes for Facebook Ads

John HaydonAuthor of Facebook Marketing for Dummies

@JohnHaydon

Marcus WhitneyCo-Founder and CTO of Moontoast

@MarcusWhitney

#FacebookAdTips#FacebookAdTips

What we’re talking about today


• How are Facebook Ads unique?1) Let Insights tell you how to target Facebook Ads2) How to game the News Feed with Promoted Posts3) How to target your customers with Facebook Ads4) How to let Graph Search show you lateral targets5) Using Facebook Ads to do customer research

PLUS! A Social Rich Media tip for eachcheat code!

• Salt and Pepper• Facebook ad cheatsheet

#FacebookAdTips

POST YOUR QUESTIONS ON TWITTER WITH #FACEBOOKADTIPS

How are Facebook Ads unique?

Five Cheat Codes for Facebook Ads #FacebookAdTips

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



#FacebookAdTips

People trust the recommendations of

their friends way more than brands

Recommendations from strong ties



#FacebookAdTips

Target ads to speci!c segments of friends of your fans!

Hyper-targeting



#FacebookAdTips

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 ads4



#FacebookAdTips

http://zmb.me/Ua1Nfm

http://zmb.me/Ua1Nfm

Target ads to speci!c segments of friends of your fans!


SOCIAL RICH MEDIA PRO TIP

#FacebookAdTips

Let Insights tell you how to target Facebook Ads


Cheatcode #1

#FacebookAdTips

Don’t just pull targets out of your butt


Let Insights tell you you how to target Facebook Ads

Yeah, that seems right...

#FacebookAdTips



Much better!

Use actual data on Facebook users

#FacebookAdTips



Use actual data on Facebook users

#FacebookAdTips


Social Rich Media Pro Tip

#FacebookAdTips

Once you've used Insights to target your Facebook Ads, you can use Social Rich Media Ad units to reach higher engagement.

EXAMPLE: If your ad is promoting your product, you can use Rich Media to create an ad unit that allows a consumer to enter in their information for an exclusive discount or sweepstakes.

Work the News Feed algorithm with Promoted Posts


Cheatcode #2

#FacebookAdTips

Facebook Ads vs Promoted Posts

Pricing

Benefits

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 work the News Feed with Promoted Posts

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

Downside

#FacebookAdTips



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

#FacebookAdTips

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


#FacebookAdTips

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


#FacebookAdTips

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


How to game Edgerank with Promoted Posts

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

#FacebookAdTips


Reach should never be your goal on Facebook

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



#FacebookAdTips


Instead, only promote posts that your fans already love!


Only promote awesome


#FacebookAdTips





#FacebookAdTips


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




#FacebookAdTips


Only promote posts to fans



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

#FacebookAdTips


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/



#FacebookAdTips





Social Rich Media can deepen your interaction with fans once you have found content that had good interaction on Social.


EXAMPLE: You posted a Vine video and there was a high amount of Likes and Comments. You then create a Social Rich Media ad unit that shows your fans a gallery of Vine videos.


How to target your customers with Facebook Ads


Cheatcode #3

#FacebookAdTips



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.

#FacebookAdTips

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




Create custom audiencesThese people downloaded that eBook!

#FacebookAdTips



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.

#FacebookAdTips



Here’s a video tutorial

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

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

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



Your Custom Audience is a group you have already engaged with, but Social Rich Media, targeted at mobile, can boost that engagement even more.

EXAMPLE: Build a Social Rich Media ad unit that allows your audience to have a voice instead of just collecting data, ie. A unit that let’s them vote and feel like they are a part of your community.

How to let Graph Search show you lateral targets


Cheatcode #4

#FacebookAdTips

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



What are lateral targets?

#FacebookAdTips

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



What is Facebook Graph Search?

#FacebookAdTips




#FacebookAdTips

You can use this info to more effective target ads




#FacebookAdTips

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

#FacebookAdTips

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

#FacebookAdTips



Once you have determined who your lateral target is, Social Rich Media can be used to showcase content that will interest them.

EXAMPLE: Your lateral target audience Likes Instagram on Facebook, so you create a Social Rich Media ad unit that showcases your product through an Instagram gallery.

Using Facebook Ads to do customer research


Cheatcode #5

#FacebookAdTips



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

#FacebookAdTips



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...

#FacebookAdTips





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

#FacebookAdTips



Social Rich Media can engage your audience based on the research done through Facebook ads.

EXAMPLE: You discovered that your audience are between the ages of 30-40 and have young kids. So you create a Social Rich Media ad unit that showcases kid-friendly activity.

Salt and Pepper


Nope...


Salt and pepper

#FacebookAdTips

Content, community and strategy first!


Salt and pepper

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

#FacebookAdTips


Cheat Sheet

#FacebookAdTips


Questions?

#FacebookAdTips

POST YOUR QUESTIONS ON TWITTER USING #FACEBOOKADTIPS

• 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

#FacebookAdTips

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/

Marcus Whitney is at the center of the social/mobile revolution as co-founder and CTO of Moontoast. He drives product vision and helps customers design and execute campaign strategies that deliver results leveraging the power of the platform.

Marcus is also a co-founder and Managing Director of Jumpstart Foundry and former partner at Emma, Inc., where he has demonstrated his commitment to positively shaping the universal digital landscape and growing a vibrant and fertile technology business environment to match Nashville’s world-famous music and healthcare industries.

About Marcus


5 Facebook Ad Cheat Codes

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