Keeping Up With Facebook's Pay-to-Play Model

Keeping Up with Facebook’s
Pay-to-Play Model
Heather Gjerde | @LilMsSociable
Scripps Health Social Media Specialist
Tweet along during this presentation: @LilMsSociable | #GeekGirlTechCon

o Scripps Health Social Media Specialist
o Former PR pro, hailing from the Midwest
o Eager to adapt to new digital trends
o Experienced Facebooker, Instagrammer, Tweeter,
Foursquare mayor, Pinner, you get it. ;)
o Loves walking her dog Izzie along the beach
ABOUT ME

Why Facebook advertising is no
longer optional for brand pages.
It’s necessary.

The harsh truth:
Organic posts are only reaching
2-6% of your fan base.

Organic Reach Decline

Don’t React Like This

Reconsider Your Strategy for
Maximum Impact

Determine if a Facebook presence is meeting
your company’s objectives.
o Is your it driving lead generation?
o Is the traffic driven to your site resulting in sales?
If not, it might be time to reconsider where you are
putting your energy and resources.
Before You Invest in Facebook
Advertising …

That being said, Facebook isn’t
going anywhere, anytime soon.
Let’s get started with advertising!

Understand what success
means for your brand.
Sample success measurements:
• Page Like campaign: Increase page likes by X%
• Engagement campaign: Increase likes,
comments and shares by X per post.
• Clicks to Website campaign: Increase clicks to
your website by X%.
Before you Dive In, Define Success

Review your Facebook insights. Who is already engaging with
your page? Are they your target audience?
If not, Facebook advertising could be a great way to grow
your fan base with your ideal target audience.
Redefine your target and use as a baseline for content
selection and advertising demographics.
Understand Your Audience

Once your target audience is defined, begin with a Facebook “like”
campaign to grow a relevant audience.
Like campaign considerations:
 Budget: Start small, with a set amount of dollars on a daily basis. We
started with just $15 a day.
 Messaging: Include the value of following your page. What will you be
providing for the end user on a regular basis?
 Creative: Use an image that also appears somewhere on your page for
maximum impact. Consider using your cover photo.
Note: While organic reach to fans may be low, you can advertise to this
audience down the line. Don’t discount the power of a vested fan base.
Build a Relevant Audience

Target visitors from your website
through Custom Audiences.
Create custom audiences made up of
your email lists and visitors to your site.
Note: Contacts will not know they’ve been added to a
Facebook audience list and won’t be contacted without
your permission.
Target Your Customers!

Create a custom audience based on your email
subscribers:
1. Name: My Email List (suggestion).
2. Data type: Emails (email must be .csv or .txt format
with one record per row.
3. Upload your file.
4. Apply: Create an advertising campaign specifically
geared toward this audience since you know they’re
already interested in your brand.
Custom Audiences: Email List

Create a Website Custom Audience (WCA):
1. Start in Power Editor. Click on “Manage Ads” drop
down and select “Audiences.”
2. Click “Create Audience” and select “Custom
Audience.”
3. Select “Custom Audience from your Website” in the
dialog box that pops up.
Website Custom Audiences

Creating WCAs in Ads Manager
(source: http://www.jonloomer.com/)

4. Follow the steps to define your WCA. The most common
type of WCA is for visitors to a specific page.
5. Click the “View Remarketing Pixel” the first time you’ve
created a WCA.
6. Install the pixel through your site’s CMS. Paste the code
before the closing /HEADER tag of your website’s
template.
7. Within Power Editor, create a bunch of WCAs to target
users with very specific, timely messages (see next slide).
Website Custom Audiences Cont.

WCA Creation: Have Options

8. Facebook starts building your audience as visitors
to your website are cookied.
9. Target these custom audiences in Power Editor ads
within: Audience  Advanced  Custom Audiences.
10. Messaging: Craft copy to compliment the WCAs
you’ve created.
Website Custom Audiences Cont.

Sample Message to
Custom Audiences
(source: http://www.jonloomer.com/)

Increase the number of click-throughs
to your site by sharing valuable
content.
Consider content that has a proven
success rate.
Secure an ongoing budget to
proactively promote great content,
not just campaign messaging.
Content Continues to be King

Create Campaign in Facebook Power Editor.
1. Name your campaign.
2. Select “Buying Type.”
3. Choose your Objective.
Creating a Facebook
Advertising Campaign

• Create multiple ad sets to try different audiences and messages
around the same goal.
• Set your budget and timing.
• Monitor and optimize throughout the campaign! Pause ad sets
that prove they aren’t performing down the line.
Create Multiple Ad Sets

BUT FIRST: Post what you plan to advertise onto your
brand page first in order to select it under “page post”
within page editor.
• Placement: Create a few ads with different placements to see
which has the best click-through rate. Pause the ones that aren’t
performing as well.
• Audience: Target your custom audiences or define your target
audience through general demographics, interests, etc., here.
• Optimization & Pricing: When possible, choose “Optimized
CPM.”
It’s Time to Create Your Ads!

Monitor Facebook advertising campaigns you’ve
created while they’re running.
o Pause ad sets and ads that aren’t performing as well.
o Extend campaigns if adjustments are needed.
Emulate successful campaigns! Create new campaigns
based on ones that performed well in the past.
Measure and Optimize

Understand Facebook is
RENTED SPACE.

It should be just one tool in your
toolkit to drive web traffic and
build your email list!

Questions, comments, concerns?

Thank you for joining me during:
Keep up with Facebook’s Pay-to-
Play Model

Keeping Up With Facebook's Pay-to-Play Model

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