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Facebook marketing workshop

I teach Facebook Marketing on http://teachera.org

Facebook marketing workshop

  1. 1. Facebook Marketing Workshop By Aniekan Okono(Teachera.org)
  2. 2. “Doing business without advertising is like winking at a girl in the dark. You know what you are doing but nobody else does.” ― Steuart Henderson Britt
  3. 3. Introduction 1. Why Facebook? 2. Terminologies 3. Advertising budgets 4. Ad Types 5. Audiences 6. Power Editor 7. Retargeting 8. Steps Things we’ll talk about and put into practice.
  4. 4. Why Facebook Advertising? ● Trackable ● Remarketing possibilities ● Affordable( Depending on optimizations etc) ● Uber- Perfect for Mobile App Downloads ● Good for Business to Consumers(B2C) ● Good for SEO(Engagements and social signals)* ● Useful when you don’t have existing resources to tap into
  5. 5. Digital Advertisement Terminologies you’ll come across. ● oCPM (Optimized CPM is a bid type that shows your ad to people who are more likely take the action you want.) ● CPM( Cost Per Mille or Impression or Thousand) ● CPC( Cost Per Click) ● CTR(Click thru rate or conversion rate) ● Bid or Bidding
  6. 6. No one knows exactly how much a specific campaign is going to cost.
  7. 7. The quality of your ad can send the cost of your ad skyrocketing or lower it dramatically.
  8. 8. Calculating your ad budget My favorite calculator online http://www.entrepreneur. com/calculators/payperclickroi.html ● CTR based on visitors on your site. ● CTR or conversion rates varies based on colors, call to action on the site, responsiveness of the website, loading speeds etc ● Check the industry average of CTR for your product or service and or conduct an experiment. ● Use 0.7% or 0.9% to have a very realistic view and then try 1.2%
  9. 9. Calculate Buyer’ s Life-Time Value (LTV)
  10. 10. Calculating your ad budget ● What is the cost per buyer or Customer Acquisition Cost? ● How much will the person buy from you or Average Order Value? http://customerlifetimevalue.co/
  11. 11. Pro Tips So you’ll get reduced bounce rates ● Install Hotjar or any other mouse tracking tool. ● Allow Facebook auto bid ● Facebook can or will send your ads to people who just like clicking anything. ● Posts to page audience has been downgraded to 8% . Is it worth still to pay for likes? ● Try clicks to website and pay per impression.
  12. 12. The audience you choose will directly affect how much you’ re paying for Facebook Ads.
  13. 13. Know you ad relevancy scores
  14. 14. The higher an ad’s relevance score is, the less it will cost to be delivered.
  15. 15. Example of different cost for different ad images.
  16. 16. Source: Adespresso.com
  17. 17. Conversions or cost? Or both? Or None?
  18. 18. Average costs suggestions according to Adespresso’s research
  19. 19. Cheap likes? 0.01 Cents. Some Not Useful. Why?
  20. 20. Cost Per App Installs ?
  21. 21. Ad Types Which ones are the best? ● Carousel(Sell complementary items) ● Video Views ● Local Awareness ● Offer Claims ● Slideshows(Video or alternative)
  22. 22. Offer Claims Things to note ● Little space for messages or content. ● Suitable for re-targeting ● Customer may abandon completion if certain variables don’t fit their criteria. Be smart! ● Can sometimes be more expensive. Watch out!
  23. 23. Sponsored Post ● Use it as an advert through power editor. ● Sponsored post alone can be expensive. ● Can add one or two links or more. All links will be shown on the advert copy. Better than using create ads directly. ● Can’t edit post after(Drawback)
  24. 24. Facebook Leads ● Useful if you only need emails addresses, phone numbers , first and last name. ● Useful to test ideas. ● Useful to build newsletters audience. ● Not useful for getting users. It is double work. Unless they allow you get passwords or users automatically signup with Facebook button. ● Only through power editor
  25. 25. Audiences Basic Business Questions ● Who are your customers? ● Where do they live? ● What type of jobs do they have? ● What is their education level? ● How old are they? ● What languages do they speak?
  26. 26. Laser Targeting Where Necessary
  27. 27. Start small and test many things..
  28. 28. Power Editor ● Image Library - Reuse images. ● Create Campaign ● Create Advert SET under campaign ● Create Advert under Advert SET under campaign ● Only works in Chrome browser
  29. 29. Power Editor ● Allow Facebook Bid. ● CPM or CPC? ● Create Advert SET under campaign ● Create Advert under Advert SET under campaign ● Only works in Chrome browser
  30. 30. Power Editor ● CPC means all things clickable (beware). ● Post Engagements and page likes are two different things. Page likes are part of post engagement ● Website conversions and Clicks to website are two different things ● Maybe you need conversions instead of engagements. Page likes come by default even while running the ads unless you want to speed it up.
  31. 31. Retargeting Retargeting your ads to increase conversions. ● You get back some lost traffic ● You can use it to send reminders by changing the message. ● Facebook offers reduced cost per conversion ● Requires a pixel to be added to your website.
  32. 32. Pro Tip ● 1 USD 1 Euro ● 0.01 USD not 0.01 INR (Indian Rupees) ● Difference in currency can be 5 or 3 extra clicks ● Developing countries are way cheaper. ●
  33. 33. Steps to proceed 1. Create your audience 2. Create a post. Add a suitable image. 3. Boost the post. 4. After the post is approved, pause it. 5. Get on power editor. 6. Create Campaign-Advert SET, use the existing audience. 7. Create advert using the existing post on your Facebook page. 8. Add Pixel and create conversions if you did not do so before starting. (Optional)
  34. 34. Multiple advert sets per campaign
  35. 35. Make sure your targets know what they are ordering or signing up to.
  36. 36. Multiple images per advert set. Pause non performing ones.
  37. 37. Summary Things to remember. ● Why you need Facebook Ads ● Terminologies ● Calculating your budget ● Different Advert Types ● Audiences ● Using the power editor ● Retargeting ● Steps to proceed ● Conversions or clicks or impressions or engagement
  38. 38. Questions ?
  39. 39. Make recommendations on Linkedin (Aniekan Okono)

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