Presenter

Presentation Notes

You can rebrand this deck to match your organization.

Session Five: Facebook Ads-Ad Placement, Budgets & Scheduling, & Creating, Managing and Measuring your Ads

Reminder: Download COMPLETE course PDF here.

The link to the course materials: https://www.wesst.org/wesst-social-media-marketing-with-facebook/

The password is: W3SST

Mark GilboardWESSTBus ines s Cons ultant & Trainermgilboard@ wes s t.org

Questions and Remote Location Check-in

Agenda

REVIEW – Facebook Ad Bas ics , and Audiences

Les s on 1: Ad ReachLes s on 2: Budget, Schedule, & DeliveryLes s on 3: Create Your AdLes s on 4: Manage & Meas ure Ads

Review –

Outline clear goals- each audience action costs $ – Any questions?

Narrow your audience – Any questions?

Rotate and freshen your ads – Any questions?

Review –

Jot down five important things:

1. Ad objective – (Ads Manager, Campaigns, Create Ad)2. Target audience – (Under Ad Set, then Audience)3. Your desired budget amount 4. Your actual ad content – (Image and Video are the best to start with.)

Conduct a Review “Walkaround/Talkaround”

(Remote Locations Use Our Group Activity Wall!)

Lesson 1: Ad Reach & Placement Facebook only, Facebook & Instagram, or Facebook, Instagram, Messages & “Audience Network” I recommend AGAINST Audience Network, because as Katana Media mentions:

“Whether you opt into Facebook’s Audience networks depends on what your objectives are: If you are looking to expand your reach far beyond Facebook, this is a great feature to capitalize on. However, we wouldn’t recommend this for brand awareness campaigns. Audience networks is a feature that is beneficial for CRO (conversion rate optimization) because it optimizes towards a purchase by remaining salient in the user’s mind outside of Facebook. For brands who want to get their name out there, Facebook is the resource to accomplish successful brand awareness.”

Ad Placements: FacebookFeedsInstant ArticlesIn-Stream VideosRight ColumnSuggested VideosMarketplaceStories

InstagramFeedStories

Lesson 1: Ad Reach & Placement

Lesson 1: Ad Reach & Placement There are two approaches to using placements: automatic and manual. Most people will use the automatic placement that allow Facebook to optimize placements across the system.

(Under Ads Manager, Ad Set, Placements)

Automatic: tells the “system” to find the most relevant people and cost-effective results available across all of these placements.

Manual: using the Edit Placements option. Generally, though, doing this involves understanding a lot about your audience and their behaviors and is a more advanced set of skills than we cover in this workshop.

Lesson 1: Ad PlacementFacebook Ad Placement Explorations

Resource: https://charlielawrance.com/the-ultimate-guide-to-facebook-ad-placement/

Automatic vs. Edit – let’s take a look!

Lesson 2: BudgetThe auction system –Total value isn’t how much an advertiser is willing to pay to show their ad. It’s a combination of 3 major factors: the advertiser bid, the estimated number of clicks or purchases (or other action) the system estimates the ad will generate, and the quality and the relevance of the ad to the person who will see it.

How to set the bid - Facebook will automatically suggest a bid amount based on your industry and audience. This is usually a reliable estimate, so if you don’t feel like playing around with bids, you can leave this as is.

New Material

Lesson 2: BudgetWhat happens when I increase or lower my bid?Adjusting your bid amount will affect your ad performance. You are competing with other advertisers who are trying to reach the same audience. The more competition for the ad, the higher the suggested bid.

Increasing the bid improves the odds of your ad getting shown. If your ad isn’t getting shown often enough to reach your daily budget, you may need to raise. Lowering the bid decreases the odds, AND it means you’re paying less per click. Lowering the bid might be smart if you’re reaching your daily budget a lot and want to spread your dollars further. Just be careful— bidding too low may drop views of your ad altogether.

New Material

Lesson 2: Budget

Daily BudgetYour ad runs until your maximum budget is met each day, for a pre-specified number of days.

Lifetime BudgetYour ad runs continuously until a maximum amount is reached, or the advertising end date arrives.

New Material

Lesson 2: Budget

A daily budget gives you the most control, since you know exactly how much you’re spending each day. With a lifetime budget, your spend will vary from day to day. Both models can be adjusted or terminated at any time, so as long as you’re keeping a close eye, you don’t have to worry about unexpected charges.

New Material

Lesson 2: Schedule

Schedule - Your ad will be eligible to start running after Facebook reviews and approves it. The review process typically takes up to 24 hours, although in some cases it may take longer. If you’ve scheduled your campaign to start immediately, it’ll start running once it’s been reviewed.

You can also schedule your ad to start at a specific date and time for a specific period of time.

New Material

Lesson 2: Delivery

Delivery – Lowest Cost When the bid has the goal of getting you the lowest possible cost per optimization event while also spending your entire budget by the end of the day or your ad set’s (or campaign’s) lifetime (depending on its budget type—daily or lifetime).

New Material

Lesson 2: Delivery

Delivery – Target Cost When the bid has the goal of achieving an average cost per optimization event as close to your cost target as possible. (This strategy is only available when using the following objectives: Lead Generation, App Installs, Conversions, or Catalog Sales.)

New Material

Lesson 2: Budgets & Scheduling

Facebook Budget Explorations

Daily vs. Lifetime – only if you have a lifetime budget, you can schedule your ad set to run on a specific day and time.

Let’s Take a Look!

New Material

Lesson 3: Create Your Ad

1. Single Image Ads- Good for new orgs & businesses, especially for awareness.Similar to a simple page post, only created within Ads Manager.

2. Video Ads – Tell stories, make a connection. To show how people are using your products or services, to show the impact of your work, and to help people understand who you are as an organization. Also similar to a simple page video post.

New Material

Lesson 3: Create Your Ad

Final Ad Creation Tips:

Have a goal – Brand awareness? Pique interest? Gain customers?Show people using your product.Make it visual, make it relevant, Have a value proposition, have a call to action

New Material

Lesson 3: Create Your Ad

Group Activity – Ad Goals Mini- Challenge

New Material

Lesson 3: Create Your Ad

Facebook Ad Effectiveness ExplorationsLet’s take a look!

Visual? Relevant? Valuable? Call to action?

What elements of this ad strike you as effective? What might you change to make it better? Are there strategies here that you can apply to your ads?

New Material

Lesson 4: Measure and Manage AdsUse Ads Manager to analyze results and make adjustments and changes:Quickly duplicate your ads, ad sets, and campaigns. Edit all your ad settings, such as targeting and budget, from one place. See all the metrics that matter to you, right from one consolidated view. Customize your graphs and tables to see the metrics most important to you.

Lesson 4: Measure and Manage AdsCharts are numerous and allow you to see too many metrics to count.

Check which metrics you wish to review. Good ones to start are age, gender and location, along with time of day.

Lesson 4: Measure and Manage AdsCost per click vs. cost per 1,000 impressions

CPC is for certain actions visitors take.

CPM is for people merely viewing your ad.

Lesson 4: Measure and Manage AdsMeasuring how much you are spending and what you are getting for your spend:In the Billing section of Ads Manager, you’ll find all your final charges including the specific ads you paid for and exactly what you paid for, like running an ad for awareness or getting people to click your ad.

Lesson 4: Measure and Manage AdsSetting spending limits – IMPORTANTAn account spending limit is an overall limit on how much your ad account can spend over its lifetime. It doesn’t reset automatically.

To continue advertising after you’ve reached your limit, you can reset, the amount spent toward your limit to $0.

Any Questions?