Facebook Targeting: User Acquisition
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Facebook Advertising Leveraging Facebook to Acquire New Customers Carly Rogers | @crodgers311
description
Social media campaigns have the potential to reach 1.32 billion users on Facebook, one of the most powerful tools available to marketers today. This Nanigans presentation outlines beginner best practices for using Facebook's native Ads Manager and Power Editor platforms.
Transcript of Facebook Targeting: User Acquisition
Facebook AdvertisingLeveraging Facebook to Acquire New Customers
Carly Rogers | @crodgers311
Why Facebook?
Reach and scale
1.32B monthly active users 829M daily active users
1.07B mobile monthly active users20% of the world population
62% revenue from mobile ads92% of social marketers
Targeting capabilities and audience segmentation
Device
•Type
•OS version
•Wi-fi connectivity
Affinities/Behavior
•Actions taken with sites and apps
•Offline purchase behavior
•Likes, interests, convos
Human Experience
•Local
•Real time (weather, events)
•Seasonality (mothers)
Demographics
•Age
•Gender
•Language
•Location
Social
•Relationship status
•Education level, college, major
•Employer, position
CRM
•Customers from your CRM database matched to Facebook profiles
•Friends of your fans/users
Case study: Leading Online Retailer
Goal: Find new shoppers like their best shoppers
Strategy: Use lookalike audiences modeled after their most loyal customers to increase new customer base during the competitive holiday season
Results:
4X higher return on ad spend compared to other display ad channels
A top performing channel for new customer acquisition during the holidays
60% higher CTR using Facebook lookalikes over other display media
Case study: Mobile Travel Company
Goal: Acquire new customers who would download their hotel-booking app and ultimately use it to book rooms
Strategy: Combine Facebook’s News Feed mobile app install ads with powerful targeting aimed at iOS users with interests such as “travelers,” “parents” and “golf.”
Results:
10X higher click-to-install rate from mobile app install ads compared to standard mobile banner ads
30% lower cost per install in key markets
Social vs. Search
1. Create intent2. Capitalize on
intent3. Drive real results
How will you leverage Facebook ads?
AcquisitionAwareness Engagement
How you define success will shape your marketing strategy on Facebook:
Leveraging Facebook for customer acquisition
What you need to get started
How to create successful campaigns
- How to identify and reach your target market
- Which ad units to buy and why
Optimizing for best results
Maximizing your advertising budget
Getting started
Facebook Ads Account (personal or business)
Credit card
Facebook Page for your business
Content
Target customer profile (or CRM data)
Landing page with conversion tracking
Tools to create your Facebook ads
Basic:Ads Manager
More Advanced: Power Editor
Most Advanced: Facebook PMD
Facebook Ads Manager
• Simple, easy to use• Auto-generate ads from the content
on your page or website• Optimize to get new users, increase
app engagement, or manually bid for clicks
• Define your audience using demographic information, broad categories, and precise interests
• Track conversions off Facebook• Create one ad at a time
Benefits of Facebook Power Editor
Custom Audiences
Lookalike Audiences
Saved Target Groups
Partner Categories
Track conversions off Facebook
Optimize to conversions off
Ad Placement Customization
Bid Types: CPM, CPC, or Optimized
CPM Bulk Ad Creation
Getting started
Creative Targeting Optimization
Identify and reach your target audience
Create compelling ads which drive intent
Collect data and optimize to your performance goals
Who are you trying to reach?
Start with what you know
Location
Demographic
Online behaviors
Relationships
Education
Workplaces
Email, Phone User ID
Leverage first and third party data
Interests
Broad Categories
Custom Audiences
Website Custom Audiences
Lookalikes
Partner Categories
What do you want them to do?
How to create a compelling ad
• Attract eyeballs with engaging imagery
• Ensure relevancy (targeting & delivery location)
• Drive purchase intent (demonstrate value, strong CTA)
• Focus on product (self-identifiable)• Keep messaging to the point• Focus on the newsfeed
Facebook ad specs
Photo Ad
Image: 1200 x 900 pixels, 4:3 ratio
Text: 500 character “safe zone”
Facebook ad specs
Link Ad
Image: 1200 x 627 pixels, 1:1.91 ratio
Post Text: 500 character “safe zone”
Link Headline: 1-2 lines
Display Link: 1 line
Description: 2-3 lines
Facebook ad specsFacebook ad specs
Right hand column
Image: 254 x 133 pixels, 1:1.91 ratio
Post Text: 90 characters
Link Headline: 25 characters
Display Link: 1 line
Delivery locations
Desktop
Delivery locations
Mobile
It’s all about relevancy
Demographic
Seasonality
Events
Online and offline behavior
Interests and activities
Post click experience – landing page
Who am I?• Female• Born on March 11• Living in Boston, MA, USA• Married• University of Delaware Alumni• Employed at Nanigans• Interests:
• The Handle Bar• BostInno• Back Bay Yoga• Zappos• Fab.com• Allfacebook.com• Gilt City• Piperlime.com
• Recent Activity:• Ran 10.94 miles with MapMyRun• Favorited Culture at Nanigans on Slideshare• Added boots to shopping cart at SoleSociety.com
Effective ads • Relevant to interests• Include social context• Seasonal• Product focused• High quality imagery• Drive intent through strong call to action
Steps to setting up your campaigns
Upload Custom Audiences, create Lookalikes, and build Saved Target Groups
Build campaigns & ads
Define budgets and select bid type
Leverage Facebook’s conversion tracking
Facebook account structure
Ad Account
Campaign
Ad set
Ads
Facebook bid types
CPM (cost per 1000 impressions)
CPC (cost per click)
oCPM (cost per optimized* impressions)
CPA* (cost per action)
Facebook conversion tracking
Create the pixel
Add the pixel to your website
Leverage oCPM bid type
How to maximize your advertising budget
To start, use what you know about your target audience and build from there
Focus on creating high quality ads that will be relevant to your target audience
Limit test variables to glean meaningful learnings
Put your ads where the eyes are (in the News Feed!)
Not that all audience segments are the same, optimize for best results
Leverage oCPM bidding and offsite conversion pixels for better return
Pro Tips: Optimization
Segment your target audience
Set up one ad set per audience segment
Test 2-4 ads per ad set (depending on budget)
Use oCPM bids to optimize to off-Facebook conversion events
Pro Tips: Creative
20% text limit
Leverage call to action buttons with link posts
Use image sizes larger than the minimums to ensure highest resolution
Bold colors
Refresh creative often
Questions?
Carly Rodgers
Additional Resources: Thank You!
• https://www.facebook.com/advertising
• http://www.nanigans.com/blog/
• http://www.allfacebook.com/
@crodgers311
http://www.linkedin.com/pub/carly-rodgers/8/122/b93
Intro to Facebook Advertising
2014 Marketer’s Guide to Facebook Advertising
Getting Creative: The Secret to Facebook Advertising Success
e-books:
