[WEBINAR] Advanced Facebook Ads (for Everyone!)
description
Transcript of [WEBINAR] Advanced Facebook Ads (for Everyone!)
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Advanced Facebook Ads
(for everyone)
Turn your “Like” into LOVE for Facebook
Ads!
TRADA PRESENTS
#AdvancedFacebook
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trada.comtrada.com#AdvancedFacebook
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Anna Sawyer, Marketing Manager@annafsawyer
trada.com
Chad Hacker,Director of Optimizer Enablement
@trada
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Facebook Adsdon’t work?
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Remember that Facebook Ads are
not like PPC.
Chad Hacker: @trada Anna Sawyer: @annafsawyer
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Consider the value of a like, a click, a
conversion and a download.
Chad Hacker: @trada Anna Sawyer: @annafsawyer
For Facebook success, follow these 5 steps.
1step
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According to SocialCode, fans are up to 547% more likely to engage with a brand than
nonfans.
Chad Hacker: @trada Anna Sawyer: @annafsawyer
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If you’re a B-to-B company, think of a Like like a lead... but one who is much more engaged and receptive to your content/offers.
Chad Hacker: @trada Anna Sawyer: @annafsawyer
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Also, according to TBG Digital, Facebook offered
advertisers a discount of as much as 45% on cost-
per-click rates if they directed users to other Facebook
destinations rather than to external websites during the fourth quarter of 2011.
Chad Hacker: @trada Anna Sawyer: @annafsawyer
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For an exhaustive explanation of each type of “action” you can drive
using Facebook Ads, check out last month’s Facebook webinar at
trada.com/resources.
Chad Hacker: @trada Anna Sawyer: @annafsawyer
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Target intuitively.
Chad Hacker: @trada Anna Sawyer: @annafsawyer
2step
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Chad Hacker: @trada Anna Sawyer: @annafsawyer
Get your ads in front of as many of the right people as possible.
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Demo and Geo Targeting
Workplace & Education Targeting
Likes and Interest
Targeting
Leverage Targeting Options:
Targeting Overview Segment & Hypertarget
Target by: Favorite TV Shows, Movies, Books, Music, Hobbies, Religion, Political Views
Target by: Country, State, Province City or Zip Code Targeting
Target by: Workplace, Education, Preferred Language
Target by: Gender, Age, Birthday, Relationship Status, Language
800 Million Users
Small number of targeted users
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This ad targets obvious choices like
Las Vegas hotels.
Chad Hacker: @trada Anna Sawyer: @annafsawyer
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This ad targets people who like DJs and
promotes an event.
Chad Hacker: @trada Anna Sawyer: @annafsawyer
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Here’s an example of intuitive targeting!
Chad Hacker: @trada Anna Sawyer: @annafsawyer
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Chad Hacker: @trada Anna Sawyer: @annafsawyer
Each of Hyde Bellagio’s campaigns has a
separate start and end time and a separate
budget.
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Create attention-grabbing ads.
Chad Hacker: @trada Anna Sawyer: @annafsawyer
3step
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Is this a good ad?
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We love the landing page for this ad.
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Constantly create and test ads.
Chad Hacker: @trada Anna Sawyer: @annafsawyer
4step
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As impressions rise, CTR will lower. Combat this by
replacing ads on a regular basis.
Chad Hacker: @trada Anna Sawyer: @annafsawyer
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Set aside a small percent of your
budget for creative testing.
Chad Hacker: @trada Anna Sawyer: @annafsawyer
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Have ads prepared and switch them out as soon as
you see a drop in CTR.
Chad Hacker: @trada Anna Sawyer: @annafsawyer
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Set up separate tests for your variables: the
image, copy and targeting.
Chad Hacker: @trada Anna Sawyer: @annafsawyer
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Have a plan to capitalize on your new
fans, customers or leads.
Chad Hacker: @trada Anna Sawyer: @annafsawyer
5step
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Driving traffic to a squeeze page - rather than to your wall - allows you to
collect a ‘Like’ - basically an engaged
person you can market to.
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The following page has a lead form.
Because why not? They’re already here and maybe they’re
interested!
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You can see the Trada squeeze page in action - and download our FREE Paid
Search Primer - atfacebook.com/tradamarketplace.
Chad Hacker: @trada Anna Sawyer: @annafsawyer
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Burt’s Bees is prepared to offer
a coupon in exchange for a
‘Like’.
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This action will be posted to the
user’s wall.
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Finally, Burt’s gives the user
another way to share their love of the brand.
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What about a Facebook store?
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Tory Burch drives ad traffic directly to a store in
Facebook.
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Chad Hacker: @trada Anna Sawyer: @annafsawyer
The final word on Facebook?
Calculate the value of your actions.
Target intuitively.
Write great ads.
Keep writing them. (And testing.)
Have a plan.
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Anna Sawyer: @annafsawyer trada.com
[BLOG POST]Webinars are a
Legitimate Lead-
Generation Channel: 10
Strategies to Monetize Your
Webinars
http://www.trada.com/blog
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trada.com
Here’s where we take two minutes to show you how
Trada can help you run Facebook advertising...
... and it doesn’t cost any more than if you were to do it
yourself.
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Trada has a community of Facebook ads experts and ad creatives (designers) who do
the work for you.
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Multiple experts work on your campaign at
the same time.
You get:
Intuitive hypertargeting
Constant optimization
Free ad creative
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trada.com
There are no fees to use the Trada-for-Facebook
Marketplace and have access to our certified experts.
You can get started right away!
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KP Elements: Trada for Facebook Case Study
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KP Elements: Trada for Facebook Case Study
CAMPAIGN STATS:
Unique Ads: 390
Click-Through-Rate: 142% increase
Cost-Per-Click: $0.31 (45% improvement)
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“I was spending at least 10 hours a week on Facebook, and it was a nightmare. I ended up paying a
ton of money on clicks that weren’t converting. I decided to abandon it because I figured I
couldn’t crack the code. Trada’s solution solved the problem
almost overnight.”
– Bill D’Alessandro, FounderKP Elements
KP Elements: Trada for Facebook Case Study
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For more information or to schedule a Trada demo, email [email protected]
trada.com
@annafsawyerTime for questions!@trada
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InternetAds Update
Love Trada’s content? Anna and Matt release a weekly-ish fast-paced podcast with practical tips for
understanding and capitalizing on current trends in online advertising. Search for Trada in the iTunes
store and subscribe! It’s free!
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For more information or to schedule a Trada demo, email [email protected]
trada.com
@annafsawyerTime for questions!@trada