FACEBOOK ADVERTISING 2014
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Transcript of FACEBOOK ADVERTISING 2014
FACEBOOK ADVERTISING 2014
BY DAO PHUONG NAM
FACEBOOK ADVERTISING AGENDA
FACEBOOK ACCOUNT & ADVERTISING
FACEBOOK ADS
REPORTING AND OPTIMIZE FACEBOOK ADS
TIPS
FACEBOOK ACCOUNT & ADVERTISING
VIEW MORE HERE
WHAT CAN YOU DO WITH FACEBOOK
FANS PAGEInteractive with your fansKnow potential customerBuild a comunity
ADVERTISINGReach exactly the people you want with ads, and let you know target by age, location, interest….
SPONSERED STORIESTake advantage of
friends talking to friends with sponsered stories words of mouth
PLATFORMTrasform your website into social experience with plug-ins and custom apps
WHAT YOU NEED NOW?
• Email with account facebook to create fan pages, run campaigns
• Do not use one account for many campaigns
• Password secures : abc@#&$(@...
• Setup time-zone : GMT+7 HCM CITY
• Billing : VND or USD
• Important : Visa Card, Master Card or Paypal Account
TYPE OF FACEBOOK ADS
CLICK TO WEBSITE
- Takes people to a page on your website (external URL)
- You can promote your fanpage in the same time
TYPE OF FACEBOOK ADS
CLICK TO WEBSITE
NEW FEED - PC ON MOBILE
RIGHT COLUMN - PC
TYPE OF FACEBOOK ADS
PAGE LIKE
TYPE OF FACEBOOK ADS
PAGE LIKE
NEW FEED - PC ON MOBILE
RIGHT COLUMN - PC
TYPE OF FACEBOOK ADS
WEBSITE CONVERSION
- Promote specific action for people to take on your website
TYPE OF FACEBOOK ADS
WEBSITE CONVERSION
TYPE OF FACEBOOK ADS
OFFER CLAIMS
Certain businesses, brands and organizations can share discounts with their customers by posting an offer on their Facebook Page. When someone claims an offer, they'll receive an email that they can show at the Page's physical location to get the discount.
TYPE OF FACEBOOK ADS
OFFER CLAIMS
NEW FEED - PC
ON MOBILE
RIGHT COLUMN - PC
TYPE OF FACEBOOK ADS
OFFER CLAIMS
Certain businesses, brands and organizations can share discounts with their customers by posting an offer on their Facebook Page. When someone claims an offer, they'll receive an email that they can show at the Page's physical location to get the discount.
TYPE OF FACEBOOK ADS
APP INSTALLS
Certain businesses, brands and organizations can share discounts with their customers by posting an offer on their Facebook Page. When someone claims an offer, they'll receive an email that they can show at the Page's physical location to get the discount.
TYPE OF FACEBOOK ADSOTHERS
Gift Ads, Video Ads, Comment Ads…. : Available to qualified advertiser & monthly budget over 30K USD
FACEBOOK ADS YOU MIGHT USE
LIKE ADS
SPONSORED STORIES
DIRECT ADS
FACEBOOK ADVERTISING STEP
DEFINE YOUR GOALS FOR ADVERTISING
CREATE GREAT LANDING PAGE & ADS
PICK AND MANAGE YOUR BUDGET
DEFINE YOUR TARGET AUDIENCE
REVIEW, TEST AND OPTIMIZE
WHAT ARE YOUR GOALS???
• LEADS
• SALES
• LIKE
• BRANDING
• PAGE POST VIEW
• OTHER?
HAVE A LOT OF MONEY? CRAZY…..
CREATING FACEBOOK ADS
WHAT YOU NEED
1. DEFINE YOUR TARGET AUDIENCE
2. DESTINATION PAGE (LANDING PAGE)
3. ENTICING HEADING
4. ENTICING/ EYE CATCHING IMAGE
5. WELL CRAFTED BODY TEXT
6. CHOSE YOUR BUDGET AND BID PRICE
TARGET AUDIENCE
TARGET AUDIENCE : GEOGRAPHY
HA NOI
JAPAN
TARGET AUDIENCE : DEMOGRAPHICS
YOU CAN RUN ADS FOR DIFFERENT AGE
GROUP AND GENDERS MORE EFFECTIVELY
BY USING YOUR RESPONDER REPORT
TARGET AUDIENCE : INTERESTS
1. INTEREST RELLY HELP BUSINESS FIND THEIR CLIENT
2. THINKING ABOUT YOUR CLIENTS INTERESTS AND WAY YOU CAN REACH OUT USING FACEBOOK AD
LOVE MOVIES FOOTBALL
ADVANCE DEMOGRAPHICS
USE FULL FOR PARTICULAR PRODUCT AND SERVICES
EX: A PHOTOGRAPHER TARGET TO ENGAGED WOMAN TO OFFER MAKE AN ALBUM WEDDING
oSOCIAL CONNECTION
Used for sponsored stories - Like ads, page post ads...Good for target to fans or not-fan to promote your brand
USING LANDING PAGE
WHY & HOW ?
1. 25%-200% INSCREASE IN CONVERSIONS
2. STRONG MEASAGE MATCH – LESS BOUNCED TRAFFIC
3. FOCUS AND SIMPLICITY (MAKE CUSTOMER EASY TO COMPLETE ACTION IN YOUR WEBSITE)
4. LESS INTERACTION POINT – AVOID “WANDERING “
LANDING PAGE – WTH ????
LANDING PAGE – BETTER
LANDING PAGE – VERY NICE
USE THE RIGHT IMAGE
DON’T USE SOCKING IMAGES
EYE ITCHY? FINDING TO HARD TO CONCENTRATE?
AVOID ADS FATIGUE
Rule of thumb : Refresh your ads images when that ad generates impression that are 3x your target audience size or every 10-12 days
IMAGE TIPS
1. Image should be 110px * 80px save in .png format for cleanest looking images
2. Use image not copyrighted or you have permission to use
3. Images which evoke some sort of emotional response but are not socking
4. Images that seem to perform best : happy woman, colorful logos and headshot s
5. If your image looking boring, pick up camera and take an photo
READING FACEBOOK STATISTIC
TYPES OF FACEBOOK REPORTS
1. PERFORMANCE
2. RESPONDER
3. CONVERSION BY IMPRESSION TIME ( TIME TAKEN CONVERT AFTER IMPRESSION)
4. INLINE INTERACTIONS ( PEOPLE WHO INTERACTED WITH YOUR ADS DIRECTLY AND DID NOT COME TO YOUR PAGE)
BIDDING HINTS & TIPS
1. Try to bid as high as your budget allows and then try backing off as your CPC drops
2. Check and adjust bids on a daily or 2nd day basis for maximum performance
3. Use CTR rates to guide you to raise your bids
4. The more specific your targeting the more expensive bids can become
GENERAL HINTS & TIPS
1. Instead of a direct ad, try using a page post ad for a promotion. This often promotes more interaction, a viral type effect and feels less like an ad
2. Be clear about what you are advertising – don’t be too tricky
3. Fit the essentials into the written content area - what do you need to say NOT what you would like to say
4. Use you ad copy to target your audience further where possible
QUESTION TIME