Facebook Advertising - best practices and how to guide by WSI

Drive business results with
Facebook SmartAdvertising
Target, Connect, Convert, Collect
By Benoît Gaillard, WSI Business Performance
WSIbp.com

Facebook advertising to
accelerate your business
• Upsell
• Differentiate from competition
• Be recognized as an expert
• Retarget your own prospects
©2014 WSI. All rights reserved.

Is Facebook advertising right for
me?
• B2C or B2B … H2H!
• H2H means you need emotions!

Mindset shift #1
Advertise on Facebook
• Think of FB as advertising medium = one
more contact point
• Advertise between 2 friends posts
• Read on my mobile phone during ‘me-time’

Mindset shift #2
Why should I give you a click?
• Google search = Answer a request
• Main challenge are competitive links
• Main success driver is technical excellence
• Facebook or Display = Interrupt, Seduce
• Main challenge is distraction
• Main success drivers are:
• Context: is your advertising welcomed
• Message: is your advertising attractive
• Offer: what’s in it for me

Mindset shift #3 – Relentless testing
• Significantly different results based on:
• Audience
• Visual
• Placement
• Offer
• Tagline
• Landing page
• Good news! It requires ongoing effort:
• Wear out
• Competition
• Social engagement

Pick up the trend: it’s big and
growing!
Will triple by 2017 to $11b
Under-utilized: max 10% of spendings … how much
time do you spend on social networks?
Leverages the mobile trend

Facebook: from community site to
a performance environment
DISPLAY AD REVENUE

Facebook can be bigger than
Google for some products

Facebook SmartAdvertising
1.Collect 2. Convert 3. Connect 4. Target
1. Collect: Start from a business objective and ROI
2. Convert: Define how Facebook advertising fits in
your conversion funnel
3. Connect: Create advertising that connects
through picture marketing
4. Target: Be relevant to consumers, optimize ROI

1. Collect
Set up a business objective
Define ROI

Define how FB advertising fits in
your conversion funnel
Suspects
Prospects
Lead
Clients
Or here?
Here?
emailing
Retargeting
Custom audience

Define business objective for your
Facebook advertising campaign
• Example for online sales
• you may want to collect customer details on
Facebook (likely on a mobile device late at
night or early am)
• and follow-up with a paypal payment link via
email (likely paid back home on a laptop)
• Define ROI.
• Objective is to set a specific KPI on cost a visit,
social action, conversion to manage efficiently
your campaign
• Avinash’s KPI in annex
• Resource on budgeting.

Why don’t we talk about more
fans?
Fact: Driving traffic to a website by advertising to your fans
is 7 times cheaper than advertising to non-fans
Strong brand and content Product focused
Strategy Brand building long term Promotional one-off
Cost Acquiring fans + driving trafic
among fans
Drive traffic through
targeted advertising

2. Convert
Build your conversion funnel
Drive a sense of urgency
Define ROI

Mobile optimized landing page
• You have interrupted people in between 2
friends’ posts, likely late at night or in
transportation
• Optimize your conversion to fit this reality
• Visual first: make it intuitive and attractive to
convert, no reading, no options: yes/no choice
• Convert on a 5x10cm screen. Mobile optimized
beyond responsive
• Fluidity: match the advertisement you used to
drive trafic

Drive a sense of urgency

Mobile optimized landing page
http://unbouncepages.com/urech-box
- Mobile redirection code
- Facebook conversion pixel
- Google analytics tracking

Lead? Game vs. a Form!
So-buzz average: 85% conversion!

3. Connect
Differentiate - Competitive analysis
Inspire - Create a compelling message
Bring it to life with Picture Marketing
Choose the optimal ad campaign set-up

Sell a competitive analysis
• Differentiate: Search for competitors,
groups, events on Facebook – Check
content, visuals used.
• Map content and define your positioning
• Graph search – not yet available in all
countries

Creating the advertisement:
It is not about the features!
Thanks to adespresso.com for bringing to life this though!

Create a compelling message
• Inspire an emotional connection with your
target consumers leveraging ‘deep human
drivers’ model

Deep Human drivers model
§
Pleasure of falling
asleep in freshly cut
grass
BBQ with friends this
week. Welcome them
with a perfect grass
Insure your grass is always
impeccable
Your neighbour will
be jealous of your
perfect grass

Bring it to Life – Picture Marketing
• Communicate in 5x10
• 66% of social media usage
happens on mobile
• You scan vs. read a
facebook/linkedin feed on
mobile
• Pictures are the trigger to
stop, engage

Picture Marketing Examples
Slimming
© 2013 – Venturi Internet SA –
wsibp.com - Confidential
Winner!

Picture Marketing
Jewelry
Winner mobile
Winner laptop

Picture Marketing: execution
matters
If you had invested 6000$ on one of those visuals, you would
have achieved:
Nb of fans Nb of social
actions

Picture Marketing - eCommerce
• Back to basics – show the product, show
the offer
NOT GOOD GOOD BETTER

Picture Marketing
• Tricks: visual contrast works … for some time

Picture Marketing - Facebook
guidelines
• bit.ly/PictureMarketingGuide

3 key placement options
Watch out clicks can lead to your FB page, like/comment/
share of your post. Track click to website
Click = visit to your website
Newsfeed ad stays in your historical feed.

Benchmarks
CTR % CPC € in Europe
Right column 0.05 < 0.05-0.20€
News feed laptop 0.5 – 0.6 0.15 – 0.30
News feed mobile +1.0 0.20 – 0.30
CPM 2-4€ in the newsfeed
Other benchmarks:
Nanigans 2013 Mobile vs Fixe

1. Target
Basic targeting: center of interests, geographies
Open new opportunities: retargeting similar to fans, website
visitors, people who converted

Basic Targeting
Upsell opportunity!
• Provide interesting info to
your prospects
• Audience size:
• 100’0000 female 35+ who like
gardening and live in Geneva
• Estimate cost per click
• 0.4€

Basic Targeting: selecting interests
remains experimental
• http://www.postplanner.com/how-to-search-facebook-for-info-on-competitors-
fans/
• https://www.facebook.com/help/graphsearch

Custom Audience: ROI x5 but
quick wear out

Outline: Efficient set-up of Facebook
campaign
Get the basics right
Manage expectations
Streamline testing and reporting

How to get started
• The best step-by-step tutorials to create your first campaign I
found is with adespresso: http://adespresso.com/academy/
guides/facebook-ads-beginner/

Adespresso: testing many options

Recommended steps
1. Set-up account so that you can transfer the advertising account to your client. Request client to give
you ‘advertiser’ access on their page. Load a credit card or paypal account.
2. Set-up Facebook tracking code on your website and Facebook conversion pixel on the thank-you
page.
3. Create similar audiences: same as fans, same as people and custom audience: retarget website
visitor, email list
4. Map your account structure and define how to label campaign, ad-group, ads
5. Start targeting with a narrow audience based on centers of interest matching your actual offer, use
CPC manual, slightly above recommended highest bid. Objective is to get clics quickly.
6. Once you have validated the potential of creatives, audience, placement, landing page to convert:
7. Optimize your bid type and level
8. Focus spendings on the placement, age group that deliver the best ROI and turn off others
9. Create the obvious campaigns: retargeting based on custom audiences website visitors and email
list they will give you your best ROI
10. Broaden the audience to other center of interest or open up new custom audiences to expand the
market opportunity
11. Target similar audience (similar to fans), custom audience (similar to converting users)

Get basics right
• Set up a tag to retarget website visitors
• Set up a conversion pixel
• Become advertiser of the page to create
similar to fan audience

Recommended reading!
http://adespresso.com/wp-content/eBooks/The-DOs-and-
DONTs-of-Facebook-Ads.pdf

Why work with WSI to advertise on
Facebook
• We manage Facebook advertising as a commercial challenge
• We integrate Facebook advertising as part of a comprehensive
Digital strategy that delivers results
• You need street a smart consultant that will run on-going
optimization beyond the initial set-up
• WSI center of expertise serve +1000 consultants in 80 countries,
we learn from this broad experience what works for SME and
large corporations
• Don’t expect much support from Facebook. We are here to
help!

Bonus tips: earn more, outsmart
competition!
• B2B retarget Linkedin connections on Facebook: Download
your linkedin connections (here) and re-target them on
Facebook
• Get ready with social guidelines. Even click to site ads will
get some social comments, be ready to answer with more
picture, links in order to control the comment feed.
• Avoid turning off you current customers. Build a custom
audience with your current leads / clients and exclude from
your campaign to increase ROI and avoid turning off current
customers
• Get personal targeting by names. Do you know the first
name of your contacts? Create custom audience for the
most popular first names and customize the ad for that
audience

Step by step: Efficient set-up of Facebook
campaign
Get the basics right
Manage expectations
Streamline testing and reporting

1. Set up the account
Recommended
• If you have a FB key account, request opening a new account
based on a dummy email that you control and can handover
• If you don’t have FB key account, request the client to give your
email advertiser access. Account access available through
‘parameters’ on the right hand side. Use the email linked to your
Facebook profile
Back-up.
• Run campaigns for multiple clients on your advertising account.
Limitations:
• you can set up only one website to retarget
• you can not transfer the campaign to the client

2/3. Set-up tracking code
• To retarget your website visitor
• Create a personalized audience
• Set up tracking code
• To target similar profiles to your converted
users
• Create a conversion pixel
• Set up tracking code
• Create a custom audience based on this
tracking code

4. Map your account structure
• Campaign – Advertising type
• Ad-group – Audience
• Ad - Creative

8. Focus spending
Menu Reports on the left hand side of the ad manager > Modify
columns > Data details
Targeting 25-34 + 45-54 would require seting up 2 ad groups

Diving into specifics and Useful resources

WSI - Facebook SmartAdvertising “4x4”
1.Collect 2. Convert 3. Connect 4. Target
- Select centers of
interest
- Choose
demographics et
geographies
Broaden opportunities
with Smart targeting
- Target from email list
- Retarget your website
visitors or look-a-like
profiles
- List of FB Profiles
1-3 audiences: size,
affinity
Outcome Process
Facebook ad manager
Resources
1. Understand your
target and
competition
2. Create a compelling
message: visual + text
3. Select ad-type and
audience
4. Select placement
5. Select bid type and
level
6. Set up your Facebook
campaign
Campaign set up in
Facebook ad manager
Turn 100 visitors a day
into 1000 profile a day
targeted with similar
audience
Tip
Picture Marketing
eConceptLab
Think visual first! 50% of FB
content is consumed on
smartphone.
1. Define your
conversion funnel
From Prospect to Lead
- External landing Page
- Game / Contest
From Lead to Client
- Couponing
- Emailing
2. Track a conversion
goal
Mobile optimized
Landing page in synch
with your advertisement
Unbounce
So-buzz
Ease conversion: yes/no
traffic comes from FB, an
entertainment platform
Choose a business
objective:
- Lead, Sales
- Awareness
- Social engagement
- More fans
Define ROI
Example: online sales
100$, margin 60$, 2%
conversion. KPI
CPC<1.2$
Measurable KPI
Business model canvas
applied to digital
Only 7% of your fans see
your post. Use FB as a
media to buy targeted
traffic.

How to get started
• https://www.facebook.com/advertising
• http://blog.hubspot.com/blog/tabid/6307/bid/32992/Simple-Step-by-
Step-Instructions-for-Setting-Up-a-Facebook-Ad-Campaign.aspx
• Beyond click to site campaign:
http://offers.hubspot.com/how-to-create-epic-facebook-ads
• Video tutorial https://www.youtube.com/watch?v=d0jZKtugXqA

Define KPI and align dashboard
http://www.kaushik.net/avinash/facebook-advertising-marketing-best-metrics-roi-business-value/

Expert blogs / white paper
http://www.nanigans.com/marketing-resources/ebooks/

1-1 coaching

Case studies
• http://www.nanigans.com/marketing-resources/case-studies/

Video tips and tricks on to
manage comments / FB page
http://www.agorapulse.com/facebook-marketing-university

Benchmark by ad types
June 2013 analysis – ad format changed

Benchmark by industry

Alternative to advertising to fans …
contest on your newsfeed
Can you run a contest on your timeline? Yes!
Agorapulse makes it easy and free:
http://contest.agorapulse.com

Picture Marketing
FMCG Food
FMCG
15% engagement, 20’000 fans in 1 year among 6m consumer base

Picture Marketing: success driver
• Test various visuals to achieve best ROI
Social Engagement x4

Picture Marketing – keep it fresh
• Check out your repetition rate
• If ROI drops and repetition is high, refresh
your creative
• No benchmark on repetition rate, really
depends on the offer, type of creative, big
type

Manage bid types
• The challenge is to grab an impression
on the newsfeed or right column of
high potential profiles.
• Always track conversions!
• Click to web site / Cost per click bid
type
• Optimized bid
• Best when you have nailed your audience
• Needs scale: daily budget = 5x bid, 25
conversions a day
• You may end up with much lower CPC than
the
• Set manually the maximum bid
• Aim high if you need more trafic and can
afford to pay more not to loose a high
potential profile.

Day parting
• Facebook is mobile in essence
• You will get trafic late and night and early
morning depending on your trafic
• Check out who converts when
• Focus your spending then
• Set-up day parting through power editor or
adespresso / qwaya

UID Facebook extract
• Enables targeting specifically
people liking a competitor page,
participating to a group, joining an
event
• Risk of Facebook banning your
advertising account
• Your customers will ask.
Opportunity / Risk assessment:
http://ryanshaw.me/facebook-2/
should-i-use-a-uid-scraper-with-facebook/
• Targetedleadfinder is one of them

No capping of repetition
• Watch out for wear out on nicheaudiences

Track a conversion goal
• Set up a Facebook conversion pixel
• https://www.facebook.com/help/
435189689870514
• Check if your pixel is properly installed
(Chrome)
• https://chrome.google.com/webstore/detail/
fb-pixel-helper/
fdgfkebogiimcoedlicjlajpkdmockpc

Facebook ad vs. Google Display
• Here it is:
• Analysis Facebook ad vs. Google Display

Other sources to keep an eye on
• http://webtrends.com/solutions/
campaign-optimization/facebook-campaign
• http://adespresso.com/academy/guide/

Facebook Advertising - best practices and how to guide by WSI

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Facebook Advertising - best practices and how to guide by WSI