Facebook Ads Now: Getting Started Off Right
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Transcript of Facebook Ads Now: Getting Started Off Right
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Portent, Inc. Facebook Ads Now:
Getting Started Off Right
Chad Kearns August 28, 2014
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#PortentU
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bit.ly/Facebook-Ads-Now
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About me.
#PortentU Facebook Ads Now
Manage Portent’s PPC Essentials service offering Specialize in small business and new account setup Support the sales team with account audits and sales pitches
Chad Kearns PPC Essentials Program Manager @Chad_Kearns
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#PortentU Facebook Ads Now
Why we’re here 1. You want to start advertising on Facebook but don’t know much about it
2. You have tried advertising on Facebook before but we were unsuccessful
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Why we’re really here.
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829 million daily active users worldwide
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152 million daily active users in the US & Canada
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152 million daily potential customers
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$1.3 billion spent by advertisers in the US & Canada
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$1.3 billion spent by advertisers in the US & Canada
*In Q2 of 2014
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54% Year over year ad spend growth
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I’m Ready!
Take my money!
Pick me! Pick me!
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#PortentU Facebook Ads Now
Goal setting
Ad selection Ad execution
Audience targeting Bidding & pricing
What we’ll talk about
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#PortentU Facebook Ads Now
1. Provide guidelines for setting a goal
2. Introduce the ad types available 3. Show the ways to target an audience
4. Leave you with four key takeaways
What I want to accomplish
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*
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* What the…
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* What the…
This must be important
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* Facebook changes
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* Facebook changes
A lot.
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* That’s why this is called
Facebook Ads Now
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Goal setting
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How to set a goal?
#Portent U Facebook Ads Now
Make it quantitative
Set a timeline
Use parameters
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Work towards
#Portent U Facebook Ads Now
We want to earn 500 Page Likes in 4 weeks with a $4,000 budget
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Work towards
#Portent U Facebook Ads Now
We want to earn 500 Page Likes in 4 weeks with a $4,000 budget
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Work towards
#Portent U Facebook Ads Now
We want to earn 500 Page Likes in 4 weeks with a $4,000 budget
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Work towards
#Portent U Facebook Ads Now
We want to earn 500 Page Likes in 4 weeks with a $4,000 budget
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Work towards
#Portent U Facebook Ads Now
We want to see 2,500 website visits in 10 days through post promotion
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Work towards
#Portent U Facebook Ads Now
We want to see 2,500 website visits in 10 days through post promotion
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Work towards
#Portent U Facebook Ads Now
We want to see 2,500 website visits in 10 days through post promotion
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Work towards
#Portent U Facebook Ads Now
We want to see 2,500 website visits in 10 days through post promotion
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Try to avoid
#Portent U Facebook Ads Now
Let’s spend $7,000 this month and see what happens
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Try to avoid
#Portent U Facebook Ads Now
Let’s drive on-site conversions. We want 10,000 transactions at a CPA of $10 in Q3 of this year
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Try to avoid
#Portent U Facebook Ads Now
Let’s drive on-site conversions. We want 10,000 transactions at a CPA of $10 in Q3 of this year
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Try to avoid
#Portent U Facebook Ads Now
Let’s drive on-site transactions. We want 10,000 transactions at a CPA of $10 in Q3 of this year
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Don’t forget
#Portent U Facebook Ads Now
Identify a measurable number Give yourself a due date Place workable guidelines
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Don’t forget
#Portent U Facebook Ads Now
Advertising for direct response can be hard
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Ad Types
Ad types
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42 #Portent U Facebook Ads Now
Select your ad type
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43 #Portent U Facebook Ads Now
Choose what to promote
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44 #Portent U Facebook Ads Now
Choose what to promote
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The basics
#Portent U Facebook Ads Now
Page Post Engagement Page Likes Clicks to Website
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Going farther
#Portent U Facebook Ads Now
Website Conversions App Installs App Engagement Event Responses Offer Claims Video Views
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Page Post Engagement
#Portent U Facebook Ads Now
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Page Post Engagement
#Portent U Facebook Ads Now
• Great for boosting content reach
• Ability to drive visitors to pages off Facebook
• Promote published and unpublished posts
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Page Likes
#Portent U Facebook Ads Now
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Page Likes
#Portent U Facebook Ads Now
• Designed to grow page engagement numbers
• Conversion opportunity in ad or on page
• Recommended copy specifics • 25 character title • 90 character body
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Clicks to Website
#Portent U Facebook Ads Now
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Clicks to Website
#Portent U Facebook Ads Now
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Clicks to Website
#Portent U Facebook Ads Now
• Direct users to high value landing pages off Facebook
• Utilize link UTM tags to track users on-site • Ability to create ads not linked to your company page
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Website Conversions
#Portent U Facebook Ads Now
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Website Conversions
#Portent U Facebook Ads Now
• Requires Facebook tracking pixel implementation
• Used for lead generation and ecommerce initiatives • Must connect ads to a company page
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App Installs
#Portent U Facebook Ads Now
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App Installs
#Portent U Facebook Ads Now
• Sends visitors directly to the appropriate app store for conversion
• Automatically pulls star ratings from app stores • Recommended copy specifics
• 25 character title • 32 character app name • 90 character description
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App Engagement
#Portent U Facebook Ads Now
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App Engagement
#Portent U Facebook Ads Now
• Re-engage current app owners to drive app usage metrics
• Ads are image only (no video)
• Recommended copy specifics • 25 character title • 32 character app name • 90 character description
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Event Responses
#Portent U Facebook Ads Now
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Event Responses
#Portent U Facebook Ads Now
• Right rail only
• Must link directly to your Facebook event
• Recommended copy specifics • 25 character title • 90 character description
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Offer Claims
#Portent U Facebook Ads Now
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Offer Claims
#Portent U Facebook Ads Now
• Must direct users to your offer on Facebook • Must have 50 page likes for eligibility
• Recommended copy specifics • 25 character title • 90 character description • 900 character terms & conditions
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Video Views
#Portent U Facebook Ads Now
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Video Views
#Portent U Facebook Ads Now
• .mov, .mp4, .avi files supported
• 16:9 aspect ratio • Recommended copy specifics
• 90 character description
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Links
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Third-party tracking
#Portent U Facebook Ads Now
Third-party tracking software
Google Analytics
Omniture Yahoo Web Analytics etc.
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Tagging
#Portent U Facebook Ads Now
UTM tags
source= medium= campaign=
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Tagging
#Portent U Facebook Ads Now
UTM tagging
source=facebook medium=cpc campaign=webinar
domain.com/?utm_source=facebook&utm_medium=cpc&utm_campaign=webinar
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Facebook pixel
#Portent U Facebook Ads Now
Required for Website Conversion ads
• Pick your conversion type • Create your pixel
• Place your code
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Link best practices
#Portent U Facebook Ads Now
Track what you are doing! bit.ly/UTM-Builder
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Ad Images
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Images by default
#Portent U Facebook Ads Now
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Image sizes
#Portent U Facebook Ads Now
1200
628
600
314
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Image guidelines
#Portent U Facebook Ads Now
1200
628 20% Text Limitation
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Image best practices
#Portent U Facebook Ads Now
Bright colors Clear images Kids & animals Logos
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Ad Copy
Ad Copy
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Basic guidelines
#Portent U Facebook Ads Now
Character limit recommendations • 25 character headline • 90 character body
Punctuation
• Copy cannot start with a punctuation • Copy cannot have duplicate punctuation except (…)
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Copy best practices
#Portent U Facebook Ads Now
Keep it concise Call to action
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Audience targeting
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Building personas
#Portent U Facebook Ads Now
Start simple
• age • location • gender
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Building personas
#Portent U Facebook Ads Now
Start simple
• age • location • gender
Get detailed • interests • purchasing behaviors • education level • relationship status • employment history or career path • family • living situation
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Audience Definition
#Portent U Facebook Ads Now
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Understand your audience size
#Portent U Facebook Ads Now
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Understand your audience size
#Portent U Facebook Ads Now
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86 #Portent U Facebook Ads Now
Understand your audience size
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Audience basics
#Portent U Facebook Ads Now
Locations Age Gender Language
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More demographics
#Portent U Facebook Ads Now
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Detailed demographics
#Portent U Facebook Ads Now
Remember that persona you are making?
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Interests
#Portent U Facebook Ads Now
Business & industry Entertainment Family and relationships Fitness and wellness Food and drink Hobbies and activities Shopping and fashion Sports and outdoors Technology
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91
Interests
#Portent U Facebook Ads Now
Food and drink > Beverages > Coffee
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Interests
#Portent U Facebook Ads Now
Fitness and wellness > Bodybuilding
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Behaviors
#Portent U Facebook Ads Now
Automotive Charitable donations Digital activities Financial Mobile device user Purchase behavior Residential profiles Travel
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94
Behaviors
#Portent U Facebook Ads Now
Food and drink > Beverages > Coffee (K-Cup)
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Connections
#Portent U Facebook Ads Now
Segment users by connection to your company
Only people already connected to you Only people not connected to you
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Advanced connections
#Portent U Facebook Ads Now
Get detailed
Target users connected to specific pages, apps, and events Exclude users connected to specific pages, apps, and events Target users with friends connected to specific pages, apps, and events
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Advanced connections
#Portent U Facebook Ads Now
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Custom audiences
#Portent U Facebook Ads Now
Upload & segment outside customer data Direct from MailChimp CSV or .txt upload
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Audience keys
#Portent U Facebook Ads Now
Identify personas Think deeper about you audience Expand into new segments Separate audiences by campaign
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Pricing & bidding
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Bid types
#Portent U Facebook Ads Now
Optimize for action Optimize for clicks Optimize for impressions
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102 #Portent U Facebook Ads Now
Optimize for action Optimize for clicks Optimize for impressions
Bid types
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103 #Portent U Facebook Ads Now
Automatic vs. Manual Automatic bidding around clicks/impressions Manual bidding set by the advertiser
Bidding options
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#Portent U Facebook Ads Now
4 Takeaways
Takeaways
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#Portent U Facebook Ads Now
#1
Create a goal
Make it quantitative Set a timeline Use parameters
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#Portent U Facebook Ads Now
#2
Optimize your ad
Clear images Call to action
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#Portent U Facebook Ads Now
#3
Get detailed on your audience
Build personas Group into segments Try customization
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#Portent U Facebook Ads Now
#4
Track your progress
Set conversion code Use UTM tagging
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bit.ly/Facebook-Ads-Now
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Thank Portent, Inc. 506 2nd Ave. Suite 1700 Seattle. WA 98104-2354 | Tel: 206.575.3740
YOU.
Chad Kearns [email protected] @Chad_Kearns