How to Power Boost Facebook Posts for Positive ROI

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Kevin Bates and Thue Madsen presented a webinar on power boosting Facebook posts. They discussed how organic Facebook reach has been declining so businesses need to boost their posts to reach more people. They covered how to set up targeting for different audience types including interests, website behaviors, and lookalikes. They also explained how to structure Facebook ad campaigns and set up campaigns, ad sets, audiences, ads, and conversion pixels. They provided an example customer journey and recommendations on getting started with power boosting posts.

Marketing

Kevin Bates, WooThemes
Facebook Power Boosting
March 2015 Webinar

Today’s Presenter
Kevin Bates - WooThemes - @KevinB
Kevin Bates is the Technical Marketer at WooThemes. Since
working at ClickTracks he’s been focused on building data
driven marketing funnels that maximize the ROI of
campaigns.
Thue Madsen - KISSmetrics - @ThueLMadsen
Thue is the KISSmetrics Webinar Wizard and Marketing Ops
Specialist. Whenever Thue is not trying to automate
everything around him, you can ﬁnd him ﬁshing and hiking
in the Sierras.

“Preeminence means being seen in your market as
the most trusted advisor for life. You are there to
make a profound and sustaining diﬀerence in
their lives and you are there for them, whether
they monetarily reward you or not.”
— Jay Abraham

Organic Reach Keeps Dropping
Source: Ogilvy
0%
3%
6%
9%
12%
2013 2014 2015
Organic Reach

Regular Boosts
1. Limited Targeting
2. Limited Metrics

Power Boosts
1. Advanced Targeting
2. Detailed Metrics
3. Conversion Pixels

The Exact Process I
Follow To Power Boost

LOG IN WITH GOOGLE
Start Your Free KISSmetrics Trial

1 Part One: Targeting
2 Part Two: Campaign
3 Part Three: Measurement
You’re Going To Learn…

Targeting
The Perfect Audience
For Your Content
1

1 Interest Targeting
2 Custom Audiences
3 Lookalike Audiences
Audience Types

Relationship Targeting
Moving people through the funnel with the right content types.
Audience Types Content Types
Know
Look-a-Like Audience
Interest Targeting
Blog Posts
Like Website Custom Audiences Opt-In Pages
Trust Email List Product Offers
Targeting

Interest Targeting
What are your prospects interested in?
Targeting

Website Custom Audiences
Create target audiences for your content based on behavior.
Targeting

Website Custom Audiences
Use URL matching to create target audiences.
Targeting
Blog Categories URL Custom Audience
Food & Drink /food-and-drink/ Foodies
Politics /politics/ Politics
Real Estate /real-estate/ Real Estate

Custom Audiences
Create target audiences for your content based on behavior.
Targeting

Lookalike Audiences
Create target audiences for your content based on…
Targeting

Campaign
How To Setup Your
Boost Campaign
2

Boost Campaign Structure
How to set up your campaign.
Campaign Setup
Campaign Ad Sets Ads
Boosts Interest Targeting
Blog Post
Website Custom Audience
Opt-In Page
Email List Custom Audience
Oﬀer Page

Measurement
Key Metrics For Measuring
Campaign Performance
3

Example Customer Journey
• Boosted Blog Post About SEO
• Added To SEO Website Custom Audience
• Ad Oﬀering A Free eBook About SEO
• Subscribe To Your List
• Clicked And Viewed A Product
• Product Interest Website Custom Audience
• Special Oﬀer
• Buy
• Customer Custom Audience
• Up-Sell Oﬀers & Retention

1 A Post
2 An Audience
3 A Conversion Pixel
Ge ing Started

2015 KISSmetrics Guide KISSmetrics Demo
h p://kiss.ly/growth h p://kiss.ly/demo

Questions?
Kevin Bates
Technical Marketer
WooThemes
@KevinB
kevin@woothemes.com
Thue Madsen
Marketing Operations
KISSmetrics
@ThueLMadsen
tmadsen@kissmetrics.com

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How to Power Boost Facebook Posts for Positive ROI

1. Kevin Bates, WooThemes Facebook Power Boosting March 2015 Webinar

2. @ThueLMadsen #KISSwebinar Tweet Us!

3. Today’s Presenter Kevin Bates - WooThemes - @KevinB Kevin Bates is the Technical Marketer at WooThemes. Since working at ClickTracks he’s been focused on building data driven marketing funnels that maximize the ROI of campaigns. Thue Madsen - KISSmetrics - @ThueLMadsen Thue is the KISSmetrics Webinar Wizard and Marketing Ops Specialist. Whenever Thue is not trying to automate everything around him, you can ﬁnd him ﬁshing and hiking in the Sierras.

4. @KevinB #KISSwebinar Tweet Us!

5. What To Expect

6. “Preeminence means being seen in your market as the most trusted advisor for life. You are there to make a profound and sustaining diﬀerence in their lives and you are there for them, whether they monetarily reward you or not.” — Jay Abraham

7. Why Boost Your Posts?

8. WATCH WEBINAR RECORDING NOW

9. Organic Reach Keeps Dropping Source: Ogilvy 0% 3% 6% 9% 12% 2013 2014 2015 Organic Reach

10. What Is Power Boosting?

11. The Power Editor

12. Regular Boosts 1. Limited Targeting 2. Limited Metrics

13. Power Boosts 1. Advanced Targeting 2. Detailed Metrics 3. Conversion Pixels

14. The Exact Process I Follow To Power Boost

15. LOG IN WITH GOOGLE Start Your Free KISSmetrics Trial

16. 1 Part One: Targeting 2 Part Two: Campaign 3 Part Three: Measurement You’re Going To Learn…

17. Targeting The Perfect Audience For Your Content 1

18. 1 Interest Targeting 2 Custom Audiences 3 Lookalike Audiences Audience Types

19. Relationship Targeting Moving people through the funnel with the right content types. Audience Types Content Types Know Look-a-Like Audience Interest Targeting Blog Posts Like Website Custom Audiences Opt-In Pages Trust Email List Product Offers Targeting

20. Interest Targeting What are your prospects interested in? Targeting

21. Website Custom Audiences Create target audiences for your content based on behavior. Targeting

22. Website Custom Audiences Use URL matching to create target audiences. Targeting Blog Categories URL Custom Audience Food & Drink /food-and-drink/ Foodies Politics /politics/ Politics Real Estate /real-estate/ Real Estate

23. Custom Audiences Create target audiences for your content based on behavior. Targeting

24. Lookalike Audiences Create target audiences for your content based on… Targeting

25. Lookalike Audiences Create target audiences for your content based on… Targeting

26. Campaign How To Setup Your Boost Campaign 2

27. Boost Campaign Structure How to set up your campaign. Campaign Setup Campaign Ad Sets Ads Boosts Interest Targeting Blog Post Website Custom Audience Opt-In Page Email List Custom Audience Oﬀer Page

28. Campaign Campaign Setup

29. Ad Sets Campaign Setup

30. Audience Campaign Setup

31. Ads Campaign Setup

32. Posts Campaign Setup

33. Conversion Pixels Campaign Setup

34. Measurement Key Metrics For Measuring Campaign Performance 3

35. Custom Reports Measurement

36. Custom Reports Measurement

37. An Example

38. Example Customer Journey • Boosted Blog Post About SEO • Added To SEO Website Custom Audience • Ad Offering A Free eBook About SEO • Subscribe To Your List • Clicked And Viewed A Product • Product Interest Website Custom Audience • Special Offer • Buy • Customer Custom Audience • Up-Sell Offers & Retention

39. What To Do Now

40. 1 A Post 2 An Audience 3 A Conversion Pixel Ge ing Started

41. 2015 KISSmetrics Guide KISSmetrics Demo h p://kiss.ly/growth h p://kiss.ly/demo

42. Questions? Kevin Bates Technical Marketer WooThemes @KevinB kevin@woothemes.com Thue Madsen Marketing Operations KISSmetrics @ThueLMadsen tmadsen@kissmetrics.com

43. THANK YOU Kevin Bates WooThemes

How to Power Boost Facebook Posts for Positive ROI

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