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5 April 2017
Ekaterina Filippova - eKat Communication
www.ekatcommunication.ch
Programme
About me
Reasons for poor ad performance
Levels of promotion control
Overview of Facebook Ads creation process:
...
Aboutme
13+ years in Switzerland
8 years in American corp in 

European communications department
Master’s in Media & Comm...
Aboutme
Entrepreneurs & small businesses
Reasonsforpooradperformance
Your targeting is not accurate
Your ad is not aligned with the marketing funnel stage
Your ad ...
Levelsofpromotioncontrol
Post boosting
• Can add CTA, set audience, budget & duration
Levelsofpromotioncontrol
Ads Manager
• Create ad campaigns, set marketing objectives, set
audience, delivery methods, choo...
Levelsofpromotioncontrol
Power Editor
• Essentially same functionality 

as Ads manager with more 

options
• More complic...
FacebookAdscreationprocess
Overview
1.Choosemarketingobjectives
Facebook’s version of marketing funnel
2.Choosetherightaudience
Targeting options
Optionsforchoosingaudience
Option 1: Custom audience
Using existing audience (remarketing):
• Contacts’ email addresses or...
Optionsforchoosingaudience
Option 3: New audience
Creating audience based on several parameters:
• Locations (include & ex...
Detailedtargetingoptions
Demographics
• Education
Source: http://www.wordstream.com/images/facebook-ad-targeting-options-i...
Detailedtargetingoptions
Demographics
• Life events
Source: http://www.wordstream.com/images/facebook-ad-targeting-options...
Detailedtargetingoptions
Demographics
• Parents
• Relationship
• Work
Source: http://www.wordstream.com/images/facebook-ad...
Detailedtargetingoptions
Demographics

=> With a master’s degree, who recently moved to
Geneva, married with small childre...
Detailedtargetingoptions
Interests
Source: http://www.wordstream.com/images/facebook-ad-targeting-options-infographic-word...
Detailedtargetingoptions
Interests
Source: http://www.wordstream.com/images/facebook-ad-targeting-options-infographic-word...
Detailedtargetingoptions
Interests
Source: http://www.wordstream.com/images/facebook-ad-targeting-options-infographic-word...
Detailedtargetingoptions
Interests
Detailedtargetingoptions
Interests
Source: http://www.wordstream.com/images/facebook-ad-targeting-options-infographic-word...
Detailedtargetingoptions
Interests


=> Who like comedies & romance novels, running, Chinese
food and online shopping
Sour...
Detailedtargetingoptions
Interests targeting - not 100% accurate
=> Who like comedies & romance novels, running,
Chinese f...
Detailedtargetingoptions
Behaviours
• Anniversary
• Digital activities
Source: http://www.wordstream.com/images/facebook-a...
Detailedtargetingoptions
Behaviours
• Expats (+ friends & family of expats)
• Mobile device users
• Travel
Source: http://...
Detailedtargetingoptions
Behaviours


=> Who is an expat’s wife and a frequent business traveller
Source: http://www.words...
3.Selectoptimaladplacement
Source: https://www.facebook.com/business/ads-guide/; https://econsultancy.com/blog/66689-how-b...
3.Selectoptimaladplacement
Desktop newsfeed Mobile newsfeed
Source: https://www.facebook.com/business/ads-guide/; https://...
3.Selectoptimaladplacement
Right column Instagram Audience network
Source: https://www.facebook.com/business/ads-guide/; h...
5.Selectappropriateadformats
Carousel - showcase products/services, tell a story, provide
instructions, share resources
Si...
5.Createimpactfulimages
Minimal text - most important info
Use high-quality proprietary images if possible
Use Creative Co...
6.Writeappropriatetext
Keep it short - 90 characters
Focus on a single thought
State the benefits
Make them care
Tell audi...
6.Writeappropriatetext
Make them care
Tell audience WHAT to do & WHY
Don’t forget a Call-to-Action!
• Sign up / Register -...
Marketingobjectives
Review
Awarenessobjectives
Brand awareness Local awareness Reach
Audience
choice
Choose any audience Can only choose
location, ag...
Trafficobjective
Send audience to website, app or Facebook messenger
Use it to:
• Increase visits to your blog
• Promote s...
Trafficobjective
Audience choice Choose any audience
Optimisation for 1) Link clicks (recommended by FB);
2) Impressions;
...
Adformatspecifics
Adformatspecifics
Createoffer
Createoffer
Engagementobjective
Facebook-only engagement
Use it to:
• Increase interaction with your posts (likes, shares, comments)
•...
Engagementobjective
Post engagement Page likes Event responses Offer claims
Audience
choice
Choose any
audience
Choose any...
Examples
Post engagement
Examples
Page likes
Examples
Event responses
Examples
Offer claims
Leadgenerationobjective
Collect lead information (name, email address etc) by
offering something of value (freebies, disco...
Leadgenerationobjective
Audience choice Choose any audience
Optimisation for 1) Leads (recommended by FB);
2) Link clicks
...
Process
Create a lead form
Process
Choose applicable fields
Process
Create an offer in exchange for details
Process
Once the person clicks your offer,

they get redirected to a lead form to

fill out
Process
Check leads on Publishing Tools tab on your page
Conversionsobjective
Send audience to your website, app or Facebook
messenger
Use to:
• Increase visits to your blog
• Pro...
Conversionsobjective
Audience choice Choose any audience
Optimisation for 1) Conversions (recommended by FB; 2)
Impression...
Results
monitoring&evaluation
Performanceindicators
Results
• Link clicks, post engagements, event responses, leads, offer
claims
Reach
Cost per result
...
Howtoimproveyouradresults
Review your targeting
Review marketing funnel stage vs ad objectives
Match ad type to objective
...
Thankyouforbeinghere!
Ekaterina Filippova
eKat Communication
+41 76 296 8958
contact@ekatcommunication.ch
ekatcommunicatio...
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How to create effective Facebook Ads

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This presentation is geared towards users already familiar with Facebook Ads who would like to create more relevant and effective ads. It offers a step-by-step creation process review with insights into better targeting. Presentation structure:
Reasons for poor ad performance
Levels of promotion control
Overview of Facebook Ads creation process:
1) Choose marketing objectives
2) Target the right audience
3) Select optimal ad placement
4) Select appropriate ad format
5) Select impactful images
6) Write appropriate text
Review of marketing objective formats
Result monitoring and evaluation

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How to create effective Facebook Ads

  1. 1. 5 April 2017 Ekaterina Filippova - eKat Communication www.ekatcommunication.ch
  2. 2. Programme About me Reasons for poor ad performance Levels of promotion control Overview of Facebook Ads creation process: 1. Choose marketing objectives 2. Target the right audience 3. Select optimal ad placement 4. Select appropriate ad format 5. Select impactful images 6. Write appropriate text Review of marketing objective formats Result monitoring and evaluation
  3. 3. Aboutme 13+ years in Switzerland 8 years in American corp in 
 European communications department Master’s in Media & Communications 2,5 years of freelance work in digital communication English, French & Russian
  4. 4. Aboutme Entrepreneurs & small businesses
  5. 5. Reasonsforpooradperformance Your targeting is not accurate Your ad is not aligned with the marketing funnel stage Your ad format is not appropriate for your objective The placement is not optimal Your visuals are unappealing Your text is not clear You don’t have a Call-to-Action (CTA)
  6. 6. Levelsofpromotioncontrol Post boosting • Can add CTA, set audience, budget & duration
  7. 7. Levelsofpromotioncontrol Ads Manager • Create ad campaigns, set marketing objectives, set audience, delivery methods, choose different ad formats etc • Simpler to use, better for small 
 scale and less frequent 
 advertisers = small businesses
  8. 8. Levelsofpromotioncontrol Power Editor • Essentially same functionality 
 as Ads manager with more 
 options • More complicated with more 
 features, better for large scale 
 advertisers = corporations & 
 agencies
  9. 9. FacebookAdscreationprocess Overview
  10. 10. 1.Choosemarketingobjectives Facebook’s version of marketing funnel
  11. 11. 2.Choosetherightaudience Targeting options
  12. 12. Optionsforchoosingaudience Option 1: Custom audience Using existing audience (remarketing): • Contacts’ email addresses or phone numbers • Website visitors • Interactions with Facebook page Option 2: Lookalike audience Creating audience similar to existing audience: • Custom audience • Facebook fans Choose countries & matching % (from 1% to 10% of population) => Need to have an existing audience of considerable size (>500-1000 fans)
  13. 13. Optionsforchoosingaudience Option 3: New audience Creating audience based on several parameters: • Locations (include & exclude places, set radius) • Age • Gender • Languages • Detailed targeting based on: • Demographics • Interests • Behaviours • Connection type (w/FB page) => English-speaking women in canton of Geneva, age 30-45
  14. 14. Detailedtargetingoptions Demographics • Education Source: http://www.wordstream.com/images/facebook-ad-targeting-options-infographic-wordstream-large.jpg
  15. 15. Detailedtargetingoptions Demographics • Life events Source: http://www.wordstream.com/images/facebook-ad-targeting-options-infographic-wordstream-large.jpg
  16. 16. Detailedtargetingoptions Demographics • Parents • Relationship • Work Source: http://www.wordstream.com/images/facebook-ad-targeting-options-infographic-wordstream-large.jpg
  17. 17. Detailedtargetingoptions Demographics
 => With a master’s degree, who recently moved to Geneva, married with small children between 3 and 8 y.o., working in UN agencies Source: http://www.wordstream.com/images/facebook-ad-targeting-options-infographic-wordstream-large.jpg
  18. 18. Detailedtargetingoptions Interests Source: http://www.wordstream.com/images/facebook-ad-targeting-options-infographic-wordstream-large.jpg
  19. 19. Detailedtargetingoptions Interests Source: http://www.wordstream.com/images/facebook-ad-targeting-options-infographic-wordstream-large.jpg
  20. 20. Detailedtargetingoptions Interests Source: http://www.wordstream.com/images/facebook-ad-targeting-options-infographic-wordstream-large.jpg
  21. 21. Detailedtargetingoptions Interests
  22. 22. Detailedtargetingoptions Interests Source: http://www.wordstream.com/images/facebook-ad-targeting-options-infographic-wordstream-large.jpg
  23. 23. Detailedtargetingoptions Interests 
 => Who like comedies & romance novels, running, Chinese food and online shopping Source: http://www.wordstream.com/images/facebook-ad-targeting-options-infographic-wordstream-large.jpg
  24. 24. Detailedtargetingoptions Interests targeting - not 100% accurate => Who like comedies & romance novels, running, Chinese food and online shopping Source: http://www.wordstream.com/images/facebook-ad-targeting-options-infographic-wordstream-large.jpg
  25. 25. Detailedtargetingoptions Behaviours • Anniversary • Digital activities Source: http://www.wordstream.com/images/facebook-ad-targeting-options-infographic-wordstream-large.jpg
  26. 26. Detailedtargetingoptions Behaviours • Expats (+ friends & family of expats) • Mobile device users • Travel Source: http://www.wordstream.com/images/facebook-ad-targeting-options-infographic-wordstream-large.jpg
  27. 27. Detailedtargetingoptions Behaviours 
 => Who is an expat’s wife and a frequent business traveller Source: http://www.wordstream.com/images/facebook-ad-targeting-options-infographic-wordstream-large.jpg
  28. 28. 3.Selectoptimaladplacement Source: https://www.facebook.com/business/ads-guide/; https://econsultancy.com/blog/66689-how-brands-are-using-instagram-ads/
  29. 29. 3.Selectoptimaladplacement Desktop newsfeed Mobile newsfeed Source: https://www.facebook.com/business/ads-guide/; https://econsultancy.com/blog/66689-how-brands-are-using-instagram-ads/
  30. 30. 3.Selectoptimaladplacement Right column Instagram Audience network Source: https://www.facebook.com/business/ads-guide/; https://econsultancy.com/blog/66689-how-brands-are-using-instagram-ads/
  31. 31. 5.Selectappropriateadformats Carousel - showcase products/services, tell a story, provide instructions, share resources Single image - highlight specific products/services, focus on one item Single video - same as single image + animation effect Slideshow - same as carousel + animation effect Canvas (on mobile only) - similar to landing page + interactive effect
  32. 32. 5.Createimpactfulimages Minimal text - most important info Use high-quality proprietary images if possible Use Creative Commons 0 (CC0) license images (Unsplash, Pixabay, Life of Pix etc) Personalise CC0 images w/short text, logo, collage etc If you add text, use Photoshop or Canva for professional look Check recommended photo sizes in pixels
  33. 33. 6.Writeappropriatetext Keep it short - 90 characters Focus on a single thought State the benefits Make them care Tell audience WHAT to do & WHY Don’t forget a Call-to-Action! • Sign up / Register - Call us for a quote - Visit our website - Read the blog post - Check out the event description - Claim the offer - Comment to win etc Source: https://copyhackers.com/2016/06/writing-facebook-ads/
  34. 34. 6.Writeappropriatetext Make them care Tell audience WHAT to do & WHY Don’t forget a Call-to-Action! • Sign up / Register - Call us for a quote - Visit our website - Read the blog post - Check out the event description - Claim the offer - Comment to win etc Source: https://copyhackers.com/2016/06/writing-facebook-ads/
  35. 35. Marketingobjectives Review
  36. 36. Awarenessobjectives Brand awareness Local awareness Reach Audience choice Choose any audience Can only choose location, age & gender Choose any audience Optimisation for 1) Brand awareness (recommended by FB) or 2) Reach N/A 1) Reach (recommended by FB) or 2) Impressions Charged for Impression N/A Impression Shown to People likely to be interested Local population As many people as possible Ad formats Carousel, image, video, slideshow or Canvas Carousel, image, video & slideshow Carousel, image, video, slideshow or Canvas CTA options No button, Contact us, Learn more, Shop now, Sign up etc No button, Call now, Get directions, Learn more, Send message, Save No button, Contact us, Learn more, Shop now, Sign up etc
  37. 37. Trafficobjective Send audience to website, app or Facebook messenger Use it to: • Increase visits to your blog • Promote specific blog posts • Promote online & offline events • Promote e-courses & freebies • Promote products in your e-shop • Promote special offers
  38. 38. Trafficobjective Audience choice Choose any audience Optimisation for 1) Link clicks (recommended by FB); 2) Impressions; 3) Daily Unique Reach Charged for 1) Link click; 2) Impression Shown to People likely to click Ad formats Carousel, image, video, slideshow, Canvas + offer CTA options No button, Apply now, Contact Us, Download, Get quote, Learn more, Send message, Sign up, Subscribe, Shop now etc
  39. 39. Adformatspecifics
  40. 40. Adformatspecifics
  41. 41. Createoffer
  42. 42. Createoffer
  43. 43. Engagementobjective Facebook-only engagement Use it to: • Increase interaction with your posts (likes, shares, comments) • Increase page likes • Improve online & offline event attendance • Create special Facebook offers
  44. 44. Engagementobjective Post engagement Page likes Event responses Offer claims Audience choice Choose any audience Choose any audience Choose any audience Choose any audience Optimisation for 1) Post engagement (recommended by FB; 2) Impressions; 3) Daily Unique Reach Page likes 1) Event response (recommended by FB; 2) Impressions; 3) Post engagement; 4) Daily Unique Reach 1) Link clicks (recommended by FB; 2) Conversions; 3) Post engagement Charged for 1) Impression; 
 2) Post engagement 1) Impression; 2) Page like Impression 1) Link click; 2) Impression Shown to People likely to interact w/post People likely to like your page People likely to show interest in event People likely to click on offer Ad formats Published posts Image, video, slideshow Image, video, slideshow Offer CTA options N/A Like page (default) N/A Get offer (default)
  45. 45. Examples Post engagement
  46. 46. Examples Page likes
  47. 47. Examples Event responses
  48. 48. Examples Offer claims
  49. 49. Leadgenerationobjective Collect lead information (name, email address etc) by offering something of value (freebies, discounts etc) Use it to: • Build email list Can integrate with CRM
  50. 50. Leadgenerationobjective Audience choice Choose any audience Optimisation for 1) Leads (recommended by FB); 2) Link clicks Charged for Impression Shown to People likely to share their info in exchange for value Ad formats Carousel, image, video & slideshow CTA options Apply now, Download, Get quote, Learn more, Sign up, Subscribe
  51. 51. Process Create a lead form
  52. 52. Process Choose applicable fields
  53. 53. Process Create an offer in exchange for details
  54. 54. Process Once the person clicks your offer,
 they get redirected to a lead form to
 fill out
  55. 55. Process Check leads on Publishing Tools tab on your page
  56. 56. Conversionsobjective Send audience to your website, app or Facebook messenger Use to: • Increase visits to your blog • Promote specific blog posts • Promote e-courses & freebies • Promote online & offline events • Promote products in e-shop • Promote special offers NB: needs Facebook Pixel installed on your website
  57. 57. Conversionsobjective Audience choice Choose any audience Optimisation for 1) Conversions (recommended by FB; 2) Impressions; 3) Link clicks; 4) Daily Unique Reach Charged for Impression Shown to People likely to take desired action Ad formats Carousel, image, video, slideshow, Canvas + offer CTA options No button, Apply now, Contact Us, Download, Get quote, Learn more, Send message, Sign up, Subscribe, Shop now etc
  58. 58. Results monitoring&evaluation
  59. 59. Performanceindicators Results • Link clicks, post engagements, event responses, leads, offer claims Reach Cost per result • Click, 1000 impressions, engagement Relevance score (1 to 10)
  60. 60. Howtoimproveyouradresults Review your targeting Review marketing funnel stage vs ad objectives Match ad type to objective Check your text Check your visuals Experiment!
  61. 61. Thankyouforbeinghere! Ekaterina Filippova eKat Communication +41 76 296 8958 contact@ekatcommunication.ch ekatcommunication.ch facebook.com/ekatcommunication

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