Top 10 Lessons Learned in 2014

Facebook Advertising & Marketing

Agenda

•  Introduction •  About •  2014 Top 10 •  Guest Speaker! •  Q&A

About

•  Who we are •  Why you will benefit from this presentation

Lesson 1: Less Posts, More Spend

•  Competition in the News Feed •  Why publish great content every day if no one is seeing it? •  Recommended strategy:

•  Focus on creating better content, and publish 3 times per week…

•  Use the Facebook Advertising Platform to “boost” each post strategically •  Study data to determine the highest engaging types of

content and responder demographics •  Promote content by setting up an ad to a targeted

audience based on the specific content that is published. Do NOT use the “Boost” button.

•  Content will stay in the News Feed longer, reach more people, and get better engagement. Advertising cost as low as $0.01 / engagement!

Lesson 1: Less Posts, More Spend

Lesson 2: Test [atleast] 30 Ad Combinations

•  If you’re failing at Facebook advertising (paying too much for clicks, CTRs too low, etc), you’re probably not testing enough!

•  For each new campaign, we test atleast 30 different ad combinations with different variables (imagery, ad copy, age, gender, interests, ad placements, etc, etc.)

Lesson 3: RE-boost Past Content •  Review past ad promo data (60-120 days) to determine the sponsored content

that resulted in $0.00 - $0.01 / engagement. •  RE-boost this content to reach more fans and targeted audiences cost-effectively.

August 2014 December 2014

Lesson 4: Video Ads

Lesson 5: Mobile

What’s the first thing you do when you wake up each morning?

•  Mobile ads see double/triple the CTR over Desktop (News Feed and Right-Column). The CPCs are usually always much lower as well.

BUT… •  Is Mobile “right” for your desired business objectives? •  Does your target audience convert (ie buy your

products) on a phone, or on a computer? •  Is your website optimized for Mobile traffic? Is your

mobile checkout process fast, efficient and trustworthy?

Lesson 6: Start with Lookalike Audiences

•  What is it? Facebook advertising algorithm that creates a “custom audience” based on conversion data.

•  Run Fb ads to this laser-targeted custom audience to double/

triple your conversions!

Lesson 8: Retargeting

•  96% of first time website visitors leave before converting

•  49% of users visit a website atleast 2-4 times before

converting

Retargeting (personal example)

Lesson 9: Optimization / Custom Reports

•  You MUST be able to navigate and understand the analytics!

Lesson 10: Dynamic Ads

•  Gamer changer for digital sales for eCommerce businesses?

Guest Speaker

Q & A

THANK YOU!