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Facebook Advertising 101
1.
2.
3.
4. TODAY
How to increase the impact of your organic social media
strategy and reach the customers you want
• How to grow your fan base with genuinely interested prospects
• How to create Facebook Ads that convert to website traffic
• How to create Promoted/Boosted Posts
• How to maximise the reach of your posts and engage the right
people
• How much you should spend
• how to know if your ads are cost-effective
5. The problem we face
We post great content, but our fans just don’t see
it.
We see low reach for our posts despite having
a growing fanbase or following
So we end up asking,
“What is the point of posting at all if nobody is
going to see it, let alone interact with us?”
6. SOCIAL MEDIA ADVERTISING VS
TRADITIONAL MEDIA
Albert & Logan: Circulation: 74,194
Cost of an Ad: min $2,760 for a half page horizontal
Great for geo-targeting specific areas/people.
No analytics, no concrete reporting.
Those people could be ANYBODY living in that area.
7. SOCIAL MEDIA ADVERTISING VS
TRADITIONAL MEDIA
Facebook Adverts: Target your audience in a VERY SPECIFIC and
MEASURABLE WAY.
You can target:
Females aged 27 – 45
Married, Engaged or Defacto
With children under 10 years old
Living in a home they own
Living in the suburb of Daisy Hill
That watch Masterchef, are interested in yoga and clean eating
That use their mobiles to access Facebook, upload photos regularly and
have purchased something online in the last 30 days
8. REMARKETING
You can ALSO target the people who have visited
your website in the last 30, 60 or 180 days and
run ads to just these groups.
You can ALSO create Lookalike Audiences – A
Lookalike audience is a group of people who are
similar to those who have visited your website
and are most likely to be interested in your
product/services.
10. Facebook ad best practice
Image Guidelines
1200 x 444 pixels, image ratio 8:3, NO MORE THAN 20% TEXT
Headline Guidelines
1. Ask A Question
2. Keep it simple
3. Think about the problem you solve and
4. what your customer would click on
Hint: Look at the mobile view preview – does it look good? Is
the image positioned properly? Do you need to shorten
your copy? Do you need a Call To Action button?
13. CASE STUDY
1. Foxtel Game Of Thrones Canvas Advert Campaign
2. Flick Electric Co Strategy – web, Video, Ads, Remarketing, Using
Insights.
14. Mobile Ads
78% of Facebook Advertising revenue comes from Mobile Ads.
47% of Facebook users ONLY access Facebook from a mobile device.
89% of daily Facebook users are accessing from their mobile device.
Source:http://newsroom.fb.com/company-info/
15. As a business owner, it can be a challenge finding the time to spend on
your marketing, let alone your social media. It can also be frustrating
posting day after day, week after week without knowing if you're
actually getting results - and by results I mean money in the bank.
Wouldn't it be FANTASTIC if you could see a financial return on
investment from your social media activity?
Wouldn't it be AMAZING if you knew what you were posting (and
when you were posting it) was actually of value to your customers?
And it would be awesome if it was stress-free too.
16. After interviewing my clients, business
connections and friends, I've put together this
course on how to create a Social Media Strategy
for your business that is guaranteed to
grow your database and grow your business.
17. We're going to ignore the social media stuff that you don't
need to know - we will CUT THROUGH THE CLUTTER and
FOCUS on the important and relevant aspects of social media
that will actually help your business.
You will create a creative strategy for your business to do
three things:
1. Grow your social following
2. Create a community that shares information of value and
interacts with your brand
3. Measure an increase in sales as a direct result of
implementing your strategy
Every day we empower business owners to grow and achieve their business goals by utilising social media marketing.
Jump to Facebook.
There are two types of Ads – we can create Ad Campaigns, or we can Boost Posts (also known as Promoted Posts).
We’re going to create an Ad Campaign first.
The first thing we do is go to our Ads Manager – this can be accessed on the right hand side of the Facebook Nav Bar.
Then go to your Advert account. I have a few here as you can see!
Now, you’ll notice there’s this thing up here called Power Editor – Power Editor is a tool designed for larger advertisers (like agencies or big companies) who need to create lots of ads at once and have precise control over their campaigns. We’re not going to go into Power Editor today as it can get a bit technical – rather we’re going to stick with Facebook Ads Manager and create just a single advert.
So, click “Create Advert”.
Then Choose your objective – for this demonstration, we will choose Promote your Page.
You’ll then be asked to select which page you’re advertising for – type that in.
Click Set audience and budget..
Check out this Custom Audience section! Otherwise, create a new audience now:
Choose Your Budget – for this we’re going with $10/day for 7 days. This is going to be a split test campaign.
Optimisation – best thing to do is go for Automatic – you’ll get the max results for your buck, plus there’s been a few tech issues within Ads Manager recently when people have selected Manual.
Choose Your Advert Creative:
When doing a split test campaign, we’re testing which images are the most effective in getting the desired response – do the best thing to do is choose images for this campaign.
Facebook has partnered with Shutterstock to provide free stock images in a small library availabale to advertisers – but the best images to use are your own.
Rules with images – don’t use your logo. The images have to invoke an emotional response in the viewer – and someone who has never come across your brand before will have zero response to your logo. Choose images you’ve taken yourself of your product or service in action, your staff, your shop etc.
Image guidelines: 1200 x 444 pixels, image ratIo 8:3, NO MORE THAN 20% TEXT (checking this).
Text.
Conversion Tracking (optional)
Look at your advert preview, and UNTICK the right hand column adverts and insta adverts. We only want to do mobile and newsfeed.
Click place order! This will take anywhere up to an hour to be approved – you’ll get an email notification when this happens.
Sometimes ads are disapproved – but facebook will generally tell you why and what you need to fix. This happens all the time.
Because we chose 5 different images, by the end of the campaign, we will see which image was clicked on the most – we then know that for whatever reason, this is the most effective image to use when targeting this audience with this specific campaign.
We can then use this image with a greater budget for future campaigns.
We’re going to move on to Promoting posts now, so if you have any questions please book mark them and we will cover them in a Q and A session at the end.
Promoting posts – first, create your post. Know why you want to promote it – what is the purpose? This shouldn’t just be any post, but perhaps featuring a product or service, or a new team member, or an event you’re running, or a special offer.
Get a great image
Write your copy – keep it short – 100 words max.
This post could even have a link in it to your website or blog.
So you create your post, post it, and he’s what we do next – DON’T click Boost post.
Instead, we’re going to go back to Facebook Ads Manager and promote the post from inside there – we have greater control over our targeting this way.
Promote the post.
Ok!