Chinwag Insight: Facebook Marketing - Neville Hobson - Facebook 360: Integrated Marketing
Ultimate Facebook Marketing Guide
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The Ultimate Facebook Marketing
GuideYinc Marketing
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How to Profit From Facebook Ads and Achieve Greatness
• Should you be using Facebook to market your product or service?
• Can Facebook give you the ROI (Return On Investment)?
• What are some of the best practices for Facebook marketing
• How does Facebook Marketing compare to YouTube, Adwords, Twitter, LinkedIn, and Bing?
• How to build custom audiences and control your ad spend
• How to set up your funnel the correct way so you can track your conversions.
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To Be or Not to Be…On Facebook
• 67% of the United States’ population is on Facebook
• 82% of the United Kingdom’s population is on Facebook
• 829 million active daily users on Facebook• Facebook is the most popular app on
smartphones• Build custom audiences and target groups
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Caution!• Don’t let Facebook control your budget • Don’t be carless on your tracking and reporting • Don’t forget to check your progress at least once
a week. • Run ads to specific landing pages that you can
track • Don’t forget to tell your mom you love her... :)
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Facebook Cost Per Lead (Last 7 Day Period)
• Facebook ads were run using retargeting and specific audiences.
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Facebook Video• Take caution
o Facebook considers a video view when someone watches 3 seconds of your video
o YouTube considers a video view when someone watches 30 seconds. • Cost Per Video View Facebook: $0.75 (3 seconds)• Cost Per Video View YouTube: $0.09 (30 seconds)
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YouTube Cost Per Lead
• YouTube is still one of my favorite avenues to capture leads
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Adwords Cost Per Lead
• Adwords is where you are going to get your most qualified leads.
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Adwords• The cost is more, but as long as the ROI is there,
you should be running ads on Adwords.• Retargeting on Adwords is also a good idea.
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Caution!• Google continues to change the rules and
continues to increase the cost per click • Adwords can be very expensive and very
competitive • Fraudulent Clicks (eliminate this with ip
exclusions) • Use exact words and phrase match
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Create Facebook Ads the Right Way
• You have to build and target custom audienceso Build off a current email list, contacts, and your website visitors
• Most relevant audience is your actual customers. Start with them when you create your Facebook ads
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Step 1• Create Your Ad
o What is your goal? I usually build ads for Website Conversionso Facebook asks you to choose your landing page and conversion pixel
• I do not have confidence in Facebook tracking. To combat this, I build a separate landing page and Thank You page. This is where your marketing funnel comes into play.
• Build a funnel that is dedicated to Facebook Lead Generation only
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Step 1
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Step 2• Design your ad
o Follow the instructions and make sure you create a nice customized image
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Step 2• Do:
o Create a strong headlineo Design a custom image that is unique and will capture attentiono Place Call to Actions throughout the ad
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Step 3• IMPORTANT! Create your audience
o Create an audience with Facebook Retargeting (website visitors)• Facebook will give you a code to place on your site. This will allow
you to run ads to people who have visited your websiteo On Facebook, build a look-a-like audience from the list
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Step 3• Create an audience from your current contact
lists, CRM, email lists, social media accounts, or phone contacts
• You can target age, gender, languages, interests, behaviors, etc…
• Don’t run Facebook ads without a targeted audience
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Little Tricks to Apply to Your Ads
• Create your ad (set a very low budget)• Make sure the ads is approved first• Create 8-12 similar ads• On day two check and see what ad has the
highest conversion, click through rate, or website clicks.
• Pick the highest converting ad and turn off all the rest.
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Find Out More Here• How Retargeting Can Be Used to Nurture Leads
• Facebook Retargeting Has Finally Arrived-Facebook Ads