Presentation on Facebook Ads Best Practices & Using Power Editor, given to the Social Media Club of KC on 04/17/2014.

1. Facebook Advertising
A Crash Course Beginner’s Guide for
Dummies to Make You Stop Worrying
and Start Living
Jason Harper • @jasonfharper • #SMCKC

2. Jane Doe, John Smith, and 2 Other Friends
Agree…
• Social Context Is Here
• Sponsored Stories Are Gone
Big Nielsen Study Thing, 2010

3. What Are Facebook Ads?
• Always $@#&^?% Changing!

4. Seriously, What Are Facebook Ads?
#ZUCKERFACT: Facebook Increased the Number of Ads It Served
by 85% in 2013 (Adobe Digital Index)

5. Why Facebook Ads?
• Cheap to Reach Lots of People
• Highly Targetable – 94% accuracy (Nielsen)
• Flexible Creativity & Placement (now)
• Trackable, Robust Analytics
• Always Changing & Evolving Platform
 CTR up 365% in 2013, CPC the same (Adobe Digital Index)
• War on Organic Reach?

6. Before Getting Started: Questions to Ask
1. What Is My Strategy?
1. How Will I Measure Success?
2. Who Is My Audience?
3. What Do I Want Them to Do?

7. What’s My Strategy?
•Page Posts
•Website
Click/Convert
•Boosted Posts
•Organic Content
•Boosted Posts
• Page Like Ads
• Page Posts
• Website
Click/Convert
• Page Like Ads
• Page Posts
(Display)
Awareness Interest
LIKE!Engagement
Interest Targeting
Community Building

8. How Will I Measure Success?
• Page Likes
• Actions (Engagement)
• Impressions
• Reach
• Cost
• CTR
• “Website Clicks”
• Conversions: Checkouts, Registrations, Revenue
• App Engagement: Downloads, Installs, Uses

9. Who Is My Audience?
• Who Are They?
- Age
- Gender
- Language
- Work
- Relationship,
- Life Events
• What Do They Like?
- Interests
- Behavior
• Do I Already Have Access to Them?
- Email List
- Website Visitors
#ZUCKERTIP: Go to
www.facebook.com/ads/manage
to try sample targeting schemes

10. What Do I Want Them to Do?
On Facebook
• Like Page
• Landing View App
• Share/Like/Comment on Post
• Engage App
• RSVP to Event
• Claim Offer
Off Facebook
• Click Out to Website
• Great Experience!
• Mobile-Friendly!
• Tracking Enabled!
• Download/Install/Engage App

11. Next: Choose Ad Type
• Page Post Engagement: Likes, Comments,
Shares to a Single Post
• Page Likes: Ups your likes
• Clicks to Website: Drives traffic off
Facebook to your website.
• Website Conversions: Drives traffic to site
and optimizes based on conversion tracking
goals.
• App Installs: Installs
• App Engagement: Installs, Uses, Credit
Spends
• Event Responses: RSVPs
• Offer Claims: Ditto
Fulfillment counted w/in
- 24 hours of seeing
- 28 days of Clicking

12. Wait, What About This?
#ZUCKERTIP:
Boosted Posts
are OK for
reaching your own
fans.

13. Building a Campaign
Step-by-Step, Ooh Baby

14. Getting Started
• Create New Business ID Account
• Download Power Editor
• Build & Launch Campaign > Ad Set > Ad
• Monitor for Feedback
• Measure

15. Sample Case: Waxtrax Records
• Business: Record Store
• Objectives: Sell More Online Inventory, Build Community
• Audience:
– Classic Rock Fans
– Record Collectors
– Email List
• Assets: Online Catalog,
Facebook Page
• Metrics: Likes, Reach,
Conversions, Actions

16. Create Business ID
• Go to:
https://www.facebook.com/business/contact-
us
• Choose “Account Management” > “Business
Account Creation”
• Fill out form w/ your business email
• Hope for the best in 24 hours
#ZUCKERTIP: Do NOT Click “Create Ad”
NO NO NO NO NO!!!!

17. The Greatness of Power Editor
POWER EDITOR
• Google Chrome Plugin
• More powerful features
– Custom Audiences
(Lookalike, Website)
– Saved Target Groups
– Conversion Tracking
– Placement Control
– Custom Bidding
– Bulk Ads
– Dark Posts
ADS MANAGER
• Browser App
• “Create Ad”
• Just the Basics
• Essential For:
– Reporting
– Billing
http://facebook.com/ads/manage/powereditor
VS.

18. Anatomy of Power Editor

19. Anatomy of Power Editor: Top Bar
Accounts, Manage Pages
Download = Important
First Step
Upload to Make Ads &
Changes Live

20. Anatomy of Power Editor: Top Bar
Ad Tools
- Uploaded Images
- Saved Audiences
- Campaign Dashboard
- Conversions &
Reporting (Ads Mgr)

21. Anatomy of Power Editor: Filters
What’s selected here… Appears here.

22. Campaigns, Ad Sets and Ads
Pecking Order Defined By
CAMPAIGN • OBJECTIVE – Page Likes, Website Clicks, etc.
• BUYING TYPE – Auction, Fixed)
AD SET • BUDGET – Daily or Lifetime
• SCHEDULE – Start/End
(• AUDIENCE – Really But Not Listed Here)
AD • CREATIVE – IMAGE, Copy, Content
• TRACKING – Conversion Pixel, UTM links
• PLACEMENT – Desktop News Feed, Mobile, RH
• AUDIENCE – Defined Here But Doesn’t Change
Between Ads
• BIDDING – CPC, CPM, Optimized CPM

23. Creating a Campaign
• Elements of Campaign Name: Date, Objective
• Buying Type: Auction is “Standard” bidding, Fixed
allows to pay for prefixed amt. of impressions
From Campaign view, click Create Campaign

24. Creating an Ad Set
• Name: Same as
Campaign, but with
Audience details
• Budget: Lifetime for
when you have a
known budget and end
date; Daily for when
you want to run
continously
• Start & End dates:
Note timezone

25. Creating an Ad: Choose Creative
ART
• Choose a relevant image
• Cater to audience
• No text or logo over image (if so, obey 20% rule)
• Include people’s faces
• Experiment w/ multiple images per ad set
• Get the size right (1200 x 627 for link ads)
COPY
• Be brief! 90 characters
• Include a clear call-to-action in text
• Write for engagement (include a question) #ZUCKERTIP: for sizes go to
http://www.jonloomer.com/2014
/01/20/facebook-image-
dimensions/ -- that guy knows
everything!

26. Creating an Ad: Ads = Images
• Test same copy, same
audience, same bid w/
different image for each ad.
• Optimized CPM will choose
most popular.
• Pause ads that don’t perform

27. Waxtrax’s Ad
Copy: Are you a vinyl junkie?
We’ve got 50% off Classic Rock
LPs. Limited Time Only!

28. Create Ad: Unpublished Post
WaxTrax
• Parts of Ad Process
• Name = Campaign + Set +
Creative Keyword
• Objective = Website
Conversions (No pixel: Website
Clicks)
• Content = Page Post
• Facebook Page/Place = Select
Your Page
• Click “Create New Unpublished
Page Post”

29. Create Ad: Unpublished Post
• URL: Link to landing page
• Post Text: 90-char (or more)
Status Update
• Call to Action: Button
• Link Headline: Clickable text
under image in Newsfeed /
Right-hand Headline
• Display Link: Link that shows
to users
• Description: Gray text under
link
• Options at bottom: Check if
you want post published to
page.

30. The Dark Side: Unpublished Posts

31. “View Post on Page”
RH Preview

32. Creative Tab: Placement & Tracking
WaxTrax
• URL Tags: Google UTM
builder (doesn’t always work)
• Conversion Tracking: Create
Pixel Code Snippet
• Choose Placement: Desktop vs.
Mobile
• Mobile Newsfeed =
Most Engagement
• Desktop Newsfeed =
Slightly less engagement
but still high
• Right Hand = Most
Exposure/Impressions for
Cost (Use if creative
allows)
• All Facebook

33. Defining Your Audience
• Be “Inclusively Exclusive”
• Find the Largest Group of People Actually Likely to Buy or…
• The Biggest Niche
• Don’t Believe “Potential Audience” > Actual Reach

34. Targeting Options in Power Editor
• Custom Audiences: Email Addresses, Mail Chimp, App
Users, Website Visitors (a la Google) – 20-60% Matching
Rate
• Lookalike Audiences
• Excluded Custom Audiences
• Saved Target Groups
• Partner Categories: “Behavior” – third party marketing
databases (Acxiom, Datalogix)
• The Usual Stuff: Interests, Demographics, Connections

35. Optimization & Pricing (aka Bidding)
CPC = Cost Per Click
Pay $.01 more than next-
highest bidder
Useful on Off-FB
campaigns w/ no tracking
pixel
CPM = Cost Per 1,000
Impressions
If you want to pay for
impressions/awareness to
an audience.
Optimized CPM
Optimizes based on
audience completion of
Objective
#ZUCKERTIP: If you’re gonna
do CPC or CPM, bid at least 30%
higher than the highest “suggested
bid … EVERY DAY.

36. How Optimization Works
• Platform boosts ad that gets best return on objective.
• Cost decreases as engagement increases.
• In 24-48 hours, will increase delivery of best-performing ad, decrease others.
• When this happens, pause other ads in set.
• That’s why we use multiple ads and make images the only variables!

37. Measuring & Reporting
Learning to Love Your Own Data

38. Measuring Ad Performance
• Facebook.com/ads/manage – NOT Insights
• Reach, Frequency, Impressions, Clicks, Unique Clicks, CTR,
Unique CTR, CPM, Spend, CPC, Actions, People Taking
Action, Page Likes, Social Reach, Social Spend, Cost Per
1,000 People Reached, Post Likes, Offer Claims, Website
Clicks, Page Mentions, Gift Sales, Leads, Conversions, Adds
to Cart, Mobile App Ratings Conversion Value …

39. Pick and Choose Data Through “Edit Columns”
#ZUCKERTIP: Actions is where the
action’s at: website clicks, conversions,
engagement – they’re all here!

40. A Few Average Benchmarks
• Impressions: 30% of audience per week
• Clicks: 3% of impressions
• Conversion rate: 1 - 3% of impressions
• CTR goal: 0.08% is great - 0.05% is the bar
• Average CPC: $1
• Cost Per Page Like: Varies by audience - some
$0.01, others $5 (I’ve seen mostly in the $1 range)
• Frequency: 4+ is mildly annoying; 7+ is spam

41. Judge Metrics Based on Objectives, Audience
Campaign Reach Frequency Impressions Clicks CTR Website Clicks Page Likes
AMTAX - FAMT - Website 110880 2.03 224983 775 0.34 376 75
Join AMTA - Stud/Grad - Likes -
Schools 20059 2.01 40229 694 1.73 7 558
National Convention 48077 8.36 401932 1239 0.31 876 107
CE Classes 26860 4.86 130477 797 0.61 523 5
Join AMTA - Professionals - Website 37857 1.85 69882 91 0.13 42 8
• Am I Reaching My Target Audiences?
• Are They Clicking/Engaging?
• Are They Converting?
• Are They Seeing the Same Ads too Often?

42. Real-Time Reports in Ads Manager
“National Convention” Campaign

43. Always Be Optimizing
• Reach Low? – Adjust Targeting, Budget (if
possible)
• Clicks Falling Off? – Adjust Creative, Targeting
• Too Frequent? – Time for New Creative
• Above all, if you have the money, test Test
TEST!

44. Give ‘em what they want.

45. Resources
• Power Editor
Guidehttps://www.facebook.com/help/162528860609436/
• Ad Sizes & other great
resources:http://www.jonloomer.com/2014/01/20/facebook
-image-dimensions/
• Start to Success program (requires $1500 ad
spend)https://www.facebook.com/business/start-to-success
• Business Manager - apply for beta
programhttps://business.facebook.com/

46. Thank You
Questions?
@jasonfharper
jason.harper@summitmarketing.com