5 Facebook Ad Cheat Codes

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This webinar with John Haydon, author of Facebook Marketing for Dummies, and Marcus Whitney, Co-founder and CTO of Moontoast, gives you shortcuts to reach greater engagement with your fans and higher social ROI in 2014. Learn tactics you can use right away, including: - How to let Graph Search and Facebook Insights tell you how to target your ads. - How to game Facebook's News Feed algorithm with Promoted Posts. - How to use the Power Editor to do a demographic analysis of your donors, volunteers and subscribers.

Transcript of 5 Facebook Ad Cheat Codes

  • 1.Five Cheat Codesfor Facebook Ads#FacebookAdTipsby John Haydon

2. Your hostsJohn HaydonMarcus WhitneyAuthor of Facebook Marketing for Dummies @JohnHaydonCo-Founder and CTO of Moontoast @MarcusWhitney#FacebookAdTipsFive Cheat Codes for Facebook Ads 3. What were talking about today How are Facebook Ads unique? 1) 2) 3) 4) 5)Let Insights tell you how to target Facebook Ads How to game the News Feed with Promoted Posts How to target your customers with Facebook Ads How to let Graph Search show you lateral targets Using Facebook Ads to do customer research PLUS! A Social Rich Media tip for each cheat code! Salt and Pepper Facebook ad cheatsheet POST YOUR QUESTIONS ON TWITTER WITH #FACEBOOKADTIPS #FacebookAdTipsFive Cheat Codes for Facebook Ads 4. How are Facebook Ads unique?#FacebookAdTipsFive Cheat Codes for Facebook Ads 5. How are Facebook Ads unique? Facebook has the most usersOver 1.2 billion active users, and 700 million active mobile users!79% U.S. adults use social media (http://zmb.me/VTPZ2k)#FacebookAdTipsFive Cheat Codes for Facebook Ads 6. How are Facebook Ads unique? Social content as ad copyIn newsfeed: Ad content is created from content, comments, likes, shares#FacebookAdTipsIn sidebar:Five Cheat Codes for Facebook Ads 7. How are Facebook Ads unique? Recommendations from strong tiesPeople trust the recommendations of their friends way more than brands#FacebookAdTipsFive Cheat Codes for Facebook Ads 8. How are Facebook Ads unique? Hyper-targetingTarget ads to specific segments of friends of your fans!#FacebookAdTipsFive Cheat Codes for Facebook Ads 9. How are Facebook Ads unique? Hyper-targetingTarget ads to specific segments of friends of your fans!#FacebookAdTipsFive Cheat Codes for Facebook Ads 10. How are Facebook Ads unique? Hyper-targetingTarget ads to specific segments of friends of your fans!#FacebookAdTipsFive Cheat Codes for Facebook Ads 11. How are Facebook Ads unique? 4Different (not better) than Google adsFacebook ads target what people like Google ads target what people search forFacebook ads reach their intended audience 90% of the time VS an online industry standard of 35% (http://zmb.me/Ua1Nfm)#FacebookAdTipsFive Cheat Codes for Facebook Ads 12. SOCIAL RICH MEDIA PRO TIPTarget ads to specific segments of friends of your fans!#FacebookAdTipsFive Cheat Codes for Facebook Ads 13. Let Insights tell you how to target Facebook AdsCheatcode #1#FacebookAdTipsFive Cheat Codes for Facebook Ads 14. Let Insights tell you you how to target Facebook Ads Dont just pull targets out of your buttYeah, that seems right...#FacebookAdTipsFive Cheat Codes for Facebook Ads 15. Let Insights tell you you how to target Facebook Ads Use actual data on Facebook usersMuch better!#FacebookAdTipsFive Cheat Codes for Facebook Ads 16. Let Insights tell you you how to target Facebook Ads Use actual data on Facebook users#FacebookAdTipsFive Cheat Codes for Facebook Ads 17. Social Rich Media Pro Tip 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.#FacebookAdTipsFive Cheat Codes for Facebook Ads 18. Work the News Feed algorithm with Promoted PostsCheatcode #2#FacebookAdTipsFive Cheat Codes for Facebook Ads 19. How to work the News Feed with Promoted PostsBut first... what is a Promoted Post? Facebook Ads PricingvsPromoted PostsCheap, but not as cheap as promoted postsSuper cheapLoads of highly specific targeting optionsVery easy to use and measure (on desktop and mobile)ResultsQuick way to grow Page likes, drive awareness and website tracGet more exposure for posts that are performing wellDownsideNot for the plumber or barberVery limited targeting optionsBenets#FacebookAdTipsFive Cheat Codes for Facebook Ads 20. How to work the News Feed with Promoted PostsAnd... 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 #FacebookAdTipsFive Cheat Codes for Facebook Ads 21. How to work the News Feed with Promoted Posts The problem with Promoted PostsFacebook wants you to Promote "important" posts. But whats important to you may not always be important to your community.#FacebookAdTipsFive Cheat Codes for Facebook Ads 22. How to work the News Feed with Promoted Posts The problem with Promoted PostsFacebook wants you to Promote "important" posts. But whats important to you may not always be important to your community. Likes, comments and shares are the name of the game!#FacebookAdTipsFive Cheat Codes for Facebook Ads 23. How toto game Edgerank with Promoted Posts How work the News Feed with Promoted Posts Reach should never be your goal on FacebookYoure only paying for Reach. So you could waste a lot of money if youre not careful!Remember: Likes, comments and shares are the name of the game! #FacebookAdTipsFive Cheat Codes for Facebook Ads 24. How toto game Edgerank with Promoted Posts How work the News Feed with Promoted Posts Reach should never be your goal on FacebookIf you promote crappy content, you will only hear more crickets.#FacebookAdTipsFive Cheat Codes for Facebook Ads 25. How toto game Edgerank with Promoted Posts How work the News Feed with Promoted Posts Only promote awesomeInstead, only promote posts that your fans already love!#FacebookAdTipsFive Cheat Codes for Facebook Ads 26. How toto game Edgerank with Promoted Posts How work the News Feed with Promoted Posts Only promote awesome#FacebookAdTipsFive Cheat Codes for Facebook Ads 27. How toto game Edgerank with Promoted Posts How work the News Feed with Promoted Posts Only promote awesomeThis leads to more News Feed exposure in the long run.#FacebookAdTipsFive Cheat Codes for Facebook Ads 28. How toto game Edgerank with Promoted Posts How work the News Feed with Promoted Posts Only promote posts to fansYou increase the likelyhood of negative comments by promoting to friends of fans.#FacebookAdTipsFive Cheat Codes for Facebook Ads 29. How toto game Edgerank with Promoted Posts How work the News Feed with Promoted Posts Only promote posts to fansYou increase the likelyhood of negative comments by promoting to friends of fans. Consider deleting this ad in the campaign.https://www.facebook.com/ads/manage/campaigns/ #FacebookAdTipsFive Cheat Codes for Facebook Ads 30. How to work the News Feed with Promoted Posts Social Rich Media Pro TipSocial 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.#FacebookAdTipsFive Cheat Codes for Facebook Ads 31. How to target your customers with Facebook AdsCheatcode #3#FacebookAdTipsFive Cheat Codes for Facebook Ads 32. How to target your customers with Facebook Ads Create custom audiencesCustom audiences is a Facebook Ad feature that allows you to target your customers among Facebook users, using their email address, SMS or Facebook ID.#FacebookAdTipsFive Cheat Codes for Facebook Ads 33. How to target your customers with Facebook Ads These people downloaded that eBook!#FacebookAdTipsCreate custom audiencesFive Cheat Codes for Facebook Ads 34. How to target your customers with Facebook Ads Create custom audiences Reach former customers with messaging that recaptures their interest. Present dierent Page content based on various dierent donor levels. Getting your top customers talking about you more. Turn first time SMS members into Facebook Page fans. Target customer segments with upsell ads. Enhance open, click and conversion rates. Suppress messaging from specific customers.#FacebookAdTipsFive Cheat Codes for Facebook Ads 35. How to target your customers with Facebook Ads Heres a video tutorialhttp://www.johnhaydon.com/2012/09/how-target-your-donors-or-email-subscribers-facebook-ads/ Five Cheat Codes for Facebook Ads #FacebookAdTips 36. Social Rich Media Pro Tip 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 lets them vote and feel like they are a part of your community. #FacebookAdTipsFive Cheat Codes for Facebook Ads 37. How to let Graph Search show you lateral targetsCheatcode #4#FacebookAdTipsFive Cheat Codes for Facebook Ads 38. How to let Graph Search show you lateral targets What are lateral targets?These are interests that your customers share that are NOT directly related to your business.#FacebookAdTipsFive Cheat Codes for Facebook Ads 39. How to let Graph Search show you lateral targets What is Facebook Graph Search?Facebook Graph search lets you search Facebooks massive database of interests.#FacebookAdTipsFive Cheat Codes for Facebook Ads 40. How to let Graph Search show you lateral targets What is Facebook Graph Search?#FacebookAdTipsFive Cheat Codes for Facebook Ads 41. How to let Graph Search show you lateral targetsYou can use this info to more eective target ads#FacebookAdTipsWhat is Facebook Graph Search?Five Cheat Codes for Facebook Ads 42. How to let Graph Search show you lateral targets 10 graph searches to start with1. 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] #FacebookAdTipsFive Cheat Codes for Facebook Ads 43. How to let Graph Search show you lateral targets Use lateral targets wisely1. 2. 3. 4.Research lateral interest Post content that appeals to those interests (be creative) Promote the ones with the highest engagement Split test to discover best approach#FacebookAdTipsFive Cheat Codes for Facebook Ads 44. Social Rich Media Pro TipOnce 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.#FacebookAdTipsFive Cheat Codes for Facebook Ads 45. Using Facebook Ads to do customer researchCheatcode #5#FacebookAdTipsFive Cheat Codes for Facebook Ads 46. Using Facebook Ads to do customer researchImagine being able to view a living, breathing persona that represents your customer base?#FacebookAdTipsFive Cheat Codes for Facebook Ads 47. Using Facebook Ads to do customer researchImagine 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...#FacebookAdTipsFive Cheat Codes for Facebook Ads 48. Using Facebook Ads to do customer research I had no idea...#FacebookAdTipsCombine custom audience with other criteriaFive Cheat Codes for Facebook Ads 49. Using Facebook Ads to do customer research I had no idea...#FacebookAdTipsCombine custom audience with other criteriaFive Cheat Codes for Facebook Ads 50. Using Facebook Ads to do customer research I had no idea...#FacebookAdTipsCombine custom audience with other criteriaFive Cheat Codes for Facebook Ads 51. Using Facebook Ads to do customer research I had no idea...#FacebookAdTipsCombine custom audience with other criteriaFive Cheat Codes for Facebook Ads 52. Social Rich Media Pro Tip 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.#FacebookAdTipsFive Cheat Codes for Facebook Ads 53. Salt and Pepper#FacebookAdTipsFive Cheat Codes for Facebook Ads 54. Salt and pepper Nope...#FacebookAdTipsFive Cheat Codes for Facebook Ads 55. Salt and pepper Content, community and strategy first!Facebook Ads work best when they enhance the flavor of your content marketing strategy.#FacebookAdTipsFive Cheat Codes for Facebook Ads 56. Cheat Sheet#FacebookAdTipsFive Cheat Codes for Facebook Ads 57. Questions?POST YOUR QUESTIONS ON TWITTER USING #FACEBOOKADTIPS#FacebookAdTipsFive Cheat Codes for Facebook Ads 58. Definitions 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. Youll only see data here if youre 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 youve spent so far during a campaign, or the total suspense once your campaign is finished. CPM: This is the cost per 1,000 impressions. CPC: This is the avergage cost per click.#FacebookAdTipsFive Cheat Codes for Facebook Ads 59. About John Founder: Inbound Zombie - a non-profit social media consultancy in Cambridge, MA and the Social Media Fundraising Club. Trainer: Charityhowto and MarketingProfs. Speaker: Nonprofit Technology Conference, New Media Expo, 140 Conference, Blackbaud BBCon, Social Media for Nonprofits Boston, etc. Contributing Writer: Hungton 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#FacebookAdTipsFive Cheat Codes for Facebook Ads 60. About Marcus 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 Nashvilles world-famous music and healthcare industries. #FacebookAdTipsFive Cheat Codes for Facebook Ads