Facebook Ad Cheat Codes

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Facebook Ad Cheat Codes

Transcript of 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

    Five Cheat Codes for Facebook Ads

    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

    How are Facebook Ads unique?

    Five Cheat Codes for Facebook Ads #FacebookAdTips

  • In sidebar:

    In newsfeed:

    Ad content is created from content,

    comments, likes, shares

    Social content as ad copy

    Five Cheat Codes for Facebook Ads

    How are Facebook Ads unique?

    #FacebookAdTips

  • People trust the recommendations of

    their friends way more than brands

    Recommendations from strong ties

    Five Cheat Codes for Facebook Ads

    How are Facebook Ads unique?

    #FacebookAdTips

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

    Hyper-targeting

    Five Cheat Codes for Facebook Ads

    How are Facebook Ads unique?

    #FacebookAdTips

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

    Hyper-targeting

    Five Cheat Codes for Facebook Ads

    How are Facebook Ads unique?

    #FacebookAdTips

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

    Hyper-targeting

    Five Cheat Codes for Facebook Ads

    How are Facebook Ads unique?

    #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

    Five Cheat Codes for Facebook Ads

    How are Facebook Ads unique?

    #FacebookAdTips

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

    Five Cheat Codes for Facebook Ads

    SOCIAL RICH MEDIA PRO TIP

    #FacebookAdTips

  • Let Insights tell you how to target Facebook Ads

    Five Cheat Codes for Facebook Ads

    Cheatcode #1

    #FacebookAdTips

  • Dont just pull targets out of your butt

    Five Cheat Codes for Facebook Ads

    Let Insights tell you you how to target Facebook Ads

    Yeah, that seems right...

    #FacebookAdTips

  • Five Cheat Codes for Facebook Ads

    Let Insights tell you you how to target Facebook Ads

    Much better!

    Use actual data on Facebook users

    #FacebookAdTips

  • Five Cheat Codes for Facebook Ads

    Let Insights tell you you how to target Facebook Ads

    Use actual data on Facebook users

    #FacebookAdTips

  • Five Cheat Codes for Facebook Ads

    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

    Five Cheat Codes for Facebook Ads

    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

    Five Cheat Codes for Facebook Ads

    How to work the News Feed with Promoted Posts

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

    Downside

    #FacebookAdTips

  • Five Cheat Codes for Facebook Ads

    How to work the News Feed with Promoted Posts

    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.

    Five Cheat Codes for Facebook Ads

    The problem with Promoted Posts

    How to work the News Feed 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!

    Five Cheat Codes for Facebook Ads

    The problem with Promoted Posts

    How to work the News Feed 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

    Five Cheat Codes for Facebook Ads

    How to game Edgerank with Promoted Posts

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

    #FacebookAdTips

    How to work the News Feed with Promoted Posts

  • Reach should never be your goal on Facebook

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

    Five Cheat Codes for Facebook Ads

    How to game Edgerank with Promoted Posts

    #FacebookAdTips

    How to work the News Feed with Promoted Posts

  • Instead, only promote posts that your fans already love!

    Five Cheat Codes for Facebook Ads

    Only promote awesome

    How to game Edgerank with Promoted Posts

    #FacebookAdTips

    How to work the News Feed with Promoted Posts

  • Five Cheat Codes for Facebook Ads

    Only promote awesome

    How to game Edgerank with Promoted Posts

    #FacebookAdTips

    How to work the News Feed with Promoted Posts

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

    Five Cheat Codes for Facebook Ads

    Only promote awesome

    How to game Edgerank with Promoted Posts

    #FacebookAdTips

    How to work the News Feed with Promoted Posts

  • Only promote posts to fans

    Five Cheat Codes for Facebook Ads

    How to game Edgerank with Promoted Posts

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

    #FacebookAdTips

    How to work the News Feed with Promoted Posts

  • 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/

    Five Cheat Codes for Facebook Ads

    How to game Edgerank with Promoted Posts

    #FacebookAdTips

    How to work the News Feed with Promoted Posts

  • Five Cheat Codes for Facebook Ads #FacebookAdTips

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

    Social Rich Media Pro Tip

    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 work the News Feed with Promoted Posts

  • How to target your customers with Facebook Ads

    Five Cheat Codes for Facebook Ads

    Cheatcode #3

    #FacebookAdTips

  • How to target your customers with Facebook Ads

    Five Cheat Codes for Facebook Ads

    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

  • How to target your customers with Facebook Ads

    Five Cheat Codes for Facebook Ads

    Create custom audiencesThese people downloaded that eBook!

    #FacebookAdTips

  • How to target your customers with Facebook Ads

    Five Cheat Codes for 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 !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

  • How to target your customers with Facebook Ads

    Five Cheat Codes for Facebook Ads

    Heres a video tutorial

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

  • Five Cheat Codes for Facebook Ads #FacebookAdTips

    Social Rich Media Pro Tip

    Your Custom Audience is a group you have already engaged