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 were 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

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

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

Dont 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 trac
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 whats 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 whats 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

Youre only paying for Reach. So you could waste a lot of money if youre 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

Create custom audiencesThese people downloaded that eBook!
#FacebookAdTips

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 !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

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

Your Custom Audience is a group you have already engaged

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