Facebook Over 1.23 billion Facebook users

Facebook is on three of every four smartphones

945 million mobile users

More than half of people on Facebook visit every day

Average time on site: 21 minutes per day

Facebook’s ads reach an average of 89% of its intended target audience

We’ll cover Facebook Advertising

Boosting Posts

Tools for Page Admins

Facebook Insights

Video Capabilities

Facebook Advertising

Establish your goals Increase in-store sales - Increase foot traffic and make it

easier for people to find and share information about your business.

Increase online sales - Find new customers and deepen relationships with people who’ll click through and buy.

Launch a new product - Generate excitement and maintain momentum around a new product or service.

Build Awareness - Express what makes your business unique and stay top-of-mind for future product decisions.

Promote your mobile App - Get your app into the hands of the right people and keep them engaged.

6

Facebook - Getting Started

http://www.facebook.com/pages/create.php

Facebook - Getting Started

Important! Ecommerce - make it easy for people to browse and buy

Storefront – make sure your page has all the info people need to find your store

For product launch – post teaser images and videos in advance

Pick a cover photo to showcase your environment or products in the best light

Upload photos and videos that bring your business to life. These can be product photos or even photos of your establishment and the people who work there.

Add at least 1 Category to your page so you get found in Facebook searches

Identify Your Target Market What do your favorite customers have in common? Who

else would you like to bring in?

Consider:

Which few distinct groups of people would you like to bring in? What are their age ranges and interests? Where do they live?

How can your business help them?

Would one group be more interested in trying out specific products, a sale or a timely offer?

Create Compelling Content Create posts that highlight the best of your business. Use

photos and information that will bring your business to life and give people a reason to visit.

Be inviting, and be yourself. Authenticity (for example, asking questions, expressing why you’re passionate about your business and your customers) can help people connect.

Post regularly, and at the right times. If you’d like to catch people on their morning commute or just before their lunch hour, you can. If you’re busy at those times, you can even

Reach The Right People Promoting posts and creating ads for specific audiences

helps you reach more of the people who matter most to your business.

Find new customers by creating ads for people using targeting options like location, demographics, interests and behaviors. To get the most out of your existing Facebook audience, you can also create ads for the people who like your Page and their friends.

Offers are one of the best ways to increase foot traffic. Offers are like coupons, perfect for encouraging people to come in soon.

13 13

Facebook Ads Ads on Facebook are shown to specific groups of highly

engaged people on desktop and mobile.

The more you boost your Page posts and create targeted ads for specific groups of people, the more people will see them when they visit Facebook.

When you set up an ad on Facebook, you’ll be asked to choose your goal, targeting options, etc.

14 14

Preparing to Advertise What is your objective – Like the page? RSVP for an

event? Go to your website?

Conversion Tracking Pixel

When you advertise a website off of Facebook and there’s a specific action you want people to take as a result of your ad (ex: buying something), you can set up conversion tracking pixels so you know whether or not your ads are paying off. See more: Conversion Pixel in Facebook Help.

15 15

Choose your ad creative When you create an ad on Facebook, you’ll be given the

option to upload up to 6 different images as an easy way to understand which ad performs best and get the most out of your advertising spend.

When you provide multiple images, Facebook creates multiple ads for you under one campaign, so you can use your campaign budget toward the ad that’s performing better than the others. You’ll only be charged once for the budget you decide on even if you use multiple images.

16 16

Terms Interests – Pages they’ve liked, interests and activities

Behaviors – Purchase behaviors or intents; device usage

More Categories – Facebook categories you’ve requested access to

Campaign – can have multiple ad sets

Ad Set – group of ads under 1 campaign

Budget – Maximum amount you want to spend – daily or lifetime

Bidding – Can bid for your objective or per click or impression

17 17

Facebook.com/ads

Facebook Likes Ad

28

Page Post Ad - Video

29

Page Post Ad - Photo

30

Offer Ad

31 31

Event Ad – Right Side Only

32

Page Link Ad

Ad Placement - Mobile

34 34

Ad Placement - Newsfeed

Ad Placement – Right Column

36 36

37

Boosting Posts You can boost any post you share from your News Feed,

Timeline or Page, including status updates, photos, videos and offers. Any post you boost will appear higher in News Feed to help more people see it.

38 38

Boosted posts appear in News Feed and show up higher, so there's a better chance the audience for the posts will see them. Boosted posts are labeled Sponsored. Boosted posts don’t appear in the right column of Facebook.

39 39

Boosting Posts Go to any post you've recently created.

Click Boost Post at the bottom of your post.

Choose your audience and budget based on how many people you want to reach. You can also click More Options to select the duration of your boost or change your payment method.

Click Boost Post.

40 40

Boosting Posts - Cost The cost to boost a post depends on how many people

you want to reach. To see different budget options, go your post and click Boost Post. In the dropdown menu next to Maximum Budget, you'll see the estimated reach for each budget. To create a custom budget, select Choose Your Own.

The budget you choose is a lifetime budget that will be spent throughout the duration of your boosted post. You'll be charged for the impressions on your post, which may sometimes be less than your budget.

Boosting Posts - Budget

42 42

Boosting Posts - Targeting

‹#› 43

Boosting – Stop or Pause

44 44

Boosted Posts - Performance Shortly after boosting a Page post, you’ll be able to see its

performance in ads manager and in the Posts tab of your Page Insights.

45 45

Boosted Posts - Performance You can also go to the post on your Page's Timeline to see

how it's performing. In the bottom left of your post, you'll see the total number of unique people who saw your post. Hover over or click this number to see the following breakdown:

46 46

Tools for Admins

Video Autoplay

Video Autoplay Videos play as they appear on screen without sound. If

you don’t want to watch the video, you can simply scroll past it.

If the video is clicked or tapped and played in full screen, the sound for that video will play as well

At the end of the video, a carousel featuring two additional videos will appear, making it easy to discover more content from the same marketer

Video Autoplay On mobile devices, all videos that begin playing as they

appear on the screen will have been downloaded in advance when the device was connected to WiFi — meaning this content will not consume data plans, even if you’re not connected to WiFi at the time of playback

Video in the News Feed Revamped the algorithm that decides what users see in

their news feeds by considering whether someone has watched a video and for how long they watched it.

Consumers who watch videos on Facebook—uploaded directly by brands or their friends—will likely see more videos in their news feeds.

Video in the News Feed The number of users who watch videos on Facebook is

rapidly growing

Twice as many people watch videos on Facebook than did so just six months ago.

However, consumers who tend to skip over videos will likely see fewer videos as a result of the change.

Thank you!!

Slideshare.net/gibbonsdigital

Facebook.com/gibbonsdigital

www.gibbonsdigital.com

bridget@gibbonsdigital.com

70