Discover what kind of Facebook content far outperforms the rest, the data insights that matter, top tools for promotion and amplification of your posts, how to affordably boost your content to custom audiences, and the most effective ways to drive actions and conversions using Facebook Business Manager.
18. Common Features Which Benefit Business
Features
VideoNews Feed MessengerEvents
Pixel
Business
Manager
Integration with
Instagram
Attribution
19. Translating Your Message
Applications for Business
Invite audiences
to events
Sell products
directly on
Facebook
Share tailored
content with
your audience(s)
Create
conversations
with users on
platform
Link original
content to blogs,
website, etc.
Drive users down
funnel with
sequencing
21. Facebook Business Manager is a free tool from Facebook
that lets you manage multiple pages, admins, your
audience and ads across both Facebook and Instagram.
A must-have tool for any
modern day business.
23. ● Makes it easier to organize all of your Facebook assets
● Have more control over who has access to individual assets
● Access more powerful tools that are only available in FBM
● Analyze campaigns with in-depth analytics and conversion tracking
Benefits of Facebook Business Manager
Why Use Business Manager?
24. 1. Create a new Facebook Business Manager account:
https://business.facebook.com
2. Add your Facebook Page as the Primary Page for Your
Business Manager account.
3. Add (or create a new) Ad Account to your Facebook Business
Manager
4. Add People to your Business Manager Account (and assign
them the appropriate level of access to the pages/accounts
they’ll be working on)
Facebook Business Manager
Set Up
34. 1. Posts with high engagement (indicates a lot of people are
resonating)
2. Post which have a high organic reach vs. paid (indicates that is
is more “viral” in nature)
3. Posts with a high number of Impressions (indicates the
Facebook algorithm is showing it more than other posts)
Things to Look For
Important metrics
36. ● Who is your audience?
● What is that audience doing ?
● Where did that interaction take place?
● When did that interaction take place?
● Why does some content perform better than others?
Making Sense of Facebook Insights
Important metrics
38. Cold (Top Funnel) : Brand new audiences
who have never heard of you. This group is
often the most expensive to reach.
This is who we are targeting with interest and
behaviour data.
Audience Types
39. Warm (Middle Funnel) : They know who you are,
have maybe visited your website or liked a social
post, but have not taken any bigger steps to engage
with you
This is who we are targeting with custom audiences.
ie. signed up for your eNews, ATC Abandoners, ad
engagers, lookalike audiences.
Audience Types
40. Hot (Bottom Funnel) : These are audiences who have
already purchased, are the least expensive to reach
and most likely to engage with you again.
Tip: target these users again (via your Facebook pixel)
after your product lifecycle has elapsed, for upsell
opportunities and loyalty offers
Audience Types
41. What is it? The Pixel is a string of code that allows Facebook to
track, match, and analyze users behaviour on the website. This
can be page views, searches on site, add to carts, registers, and
purchases.
Advertisers attach a piece of hidden code to key events on the
website that allow data to be captured via data parameters. This
allows your website to “speak” to Facebook and share
information.
The Facebook Pixel
47. Always tell a story
The #1 secret to landing
your content is to
48. Facebook and Instagram allow you to be mind-blowingly specific
when choosing your audience.
You can target based on geographics, keywords, lifestyle, job title
and more, allowing you to connect with a specific demo like
never before.
Target Effectively
49. Facebook allows you to track and see performance through its
pixel, allowing you to pay only for what’s working.
This allows you to start creating data driven audiences like: 50%
Video Viewers, ATC Abandoners, Past Purchasers, Top 10% Time
Spent on Site, Frequent Visitors.
Don’t forget to create look-alikes!
Put Your Money Where Your
Performance Is
51. Through built-in tools like Facebook Analytics and Google
Analytics, you can easily see which ads are performing and which
posts are resonating and which ones are not, and adjust
accordingly.
Build, test, adjust.
Analyze and Adjust
52. Pay to Play
Ensure your content is being seen by:
a) boosting your posts/events/page or
b) creating ad campaigns
53. It is recommended to boost your posts from within the ads
manager.
● Greater control over objectives and optimization goals
● More precise audience targeting
● Total control and organization
Where to Boost?
Page vs Ads Manager
54. If boosting heavily, purchase a tool that allows for automatic boost posting. Create a
strategy that allows the tools to automatically push money behind posts that are
working effectively organically.
● If not, you should be boosting every meaningful post you share with a minimum
budget. Try $1-$5.
● If you can only choose a few, boost the content that is resonating the most with
your audience.
● Create a formula that works with your goals.
○ X Engagements in >X Hours of Posting
How Much to Spend?
Generic content
56. Top of Funnel Strategy = Bottom Funnel
Results
Audience #1: Website Visitors Past 30 - 180 Days + Email Subscribers Minus Purchase
Conversions Last 30 - 180 Days
Audience #2: Specific Web Page Visitors (Top 20% Time on Site) In Last 30 Days
Minus All Purchase Conversions Last 30 Days
57. Next Steps
Measuring and optimizing.
See how your ads perform and change variables to see if you can
drive better results.
i.e. Image, Audience, Ad Copy, Landing Page
58. ● Test, test, test - multiple Objectives, multiple Audiences, multiple Ads
● Keep what’s working - If using a new audience, leverage “Use Existing Post” feature
to maintain social engagement between both audiences. Don’t even edit the ads!
● Interest audiences are mainly for introducing your product/ service. Use custom
audiences to start driving real results. The more data you can stuff through a pixel,
the better.
● Fill out your entire profile — story, impressum, etc
● Make content with a story
● Find, create, and share content that’s relevant to your products
● Consider a group if discussion is key to your product / service
● Try video ads with transcription
● No one wants to be first to the party — share your content / ads with your team so
they can react right away
Tips for Facebook
Organic and Paid