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​Generating Sales with Facebook Advertising

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fire & spark's presentation for the MITEF 9/5/18 event ​Generating Sales with Facebook Advertising

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​Generating Sales with Facebook Advertising

  1. 1. 1 #MITEFFacebook @TheSEOvant Finding Your Audience with Facebook Advertising
  2. 2. 2 #MITEFFacebook @TheSEOvant Dale Bertrand • Built a super computer for the NSA • Recruited to an MIT start-up to do online marketing • Focuses on e-commerce SEO • Founder/Owner Fire&Spark Agency
  3. 3. 3 #MITEFFacebook @TheSEOvant 3 Facts About Me: Drew Frayre
  4. 4. 4 #MITEFFacebook @TheSEOvant I Love Pomeranians Pippa Tutu
  5. 5. 5 #MITEFFacebook @TheSEOvant I Work at Fire&Spark
  6. 6. 6 #MITEFFacebook @TheSEOvant I am from Cape Cod
  7. 7. 7 #MITEFFacebook @TheSEOvant Agenda 1. Facebook Advertising Platform Overview 2. Set Up Campaign Tracking 3. Select the Right Bidding Strategy 4. Target your Audience 5. Create a Lookalike Audience 6. Split Test Ads 7. Facebook Advertising Traps to Avoid
  8. 8. 8 #MITEFFacebook @TheSEOvant Facebook Advertising Platform Overview
  9. 9. 9 #MITEFFacebook @TheSEOvant What are Facebook Ads?
  10. 10. 10 #MITEFFacebook @TheSEOvant How are Ads Organized?
  11. 11. 11 #MITEFFacebook @TheSEOvant Why Use Facebook Ads?
  12. 12. 12 #MITEFFacebook @TheSEOvant One of the Largest Audiences. Ever.
  13. 13. 13 #MITEFFacebook @TheSEOvant What: Lots of Ad Types
  14. 14. 14 #MITEFFacebook @TheSEOvant Where: Placement Options
  15. 15. 15 #MITEFFacebook @TheSEOvant Who: Targeting Options
  16. 16. 16 #MITEFFacebook @TheSEOvant Why: Objectives
  17. 17. 17 #MITEFFacebook @TheSEOvant Step 1: Set Up the Tracking
  18. 18. 18 #MITEFFacebook @TheSEOvant The Facebook Tracking Pixel 18
  19. 19. 19 #MITEFFacebook @TheSEOvant Learn to Love the Pixel
  20. 20. 20 #MITEFFacebook @TheSEOvant Judge your Campaigns’ Effect
  21. 21. 21 #MITEFFacebook @TheSEOvant Step 2: Select an Objective
  22. 22. 22 #MITEFFacebook @TheSEOvant Step 3: Find the Right Bidding Strategies
  23. 23. 23 #MITEFFacebook @TheSEOvant What are we Bidding On?
  24. 24. 24 #MITEFFacebook @TheSEOvant Optimization Targets
  25. 25. 25 #MITEFFacebook @TheSEOvant Ways to Bid
  26. 26. 26 #MITEFFacebook @TheSEOvant Step 4: Explore Targeting Options
  27. 27. 27 #MITEFFacebook @TheSEOvant Custom Audiences (Based on Email List)
  28. 28. 28 #MITEFFacebook @TheSEOvant Lookalike Audiences
  29. 29. 29 #MITEFFacebook @TheSEOvant Your Perfect Customer (Hopefully not actually a dog)
  30. 30. 30 #MITEFFacebook @TheSEOvant Your Current Customer List Segment Segment
  31. 31. 31 #MITEFFacebook @TheSEOvant “Secret Facebook Algorithm” Current Customer Segment Audience of Perfect Future Customers What it Does
  32. 32. 32 #MITEFFacebook @TheSEOvant Example of Real Life Lookalike (not Dogs)
  33. 33. 33 #MITEFFacebook @TheSEOvant Core Audiences Breakdown
  34. 34. 34 #MITEFFacebook @TheSEOvant Demographics • Age • Gender • Relationship Status • Education • Workplace • Job Titles • More!
  35. 35. 35 #MITEFFacebook @TheSEOvant Locations
  36. 36. 36 #MITEFFacebook @TheSEOvant Interests • Hobbies • Entertainment • Politics • More!
  37. 37. 37 #MITEFFacebook @TheSEOvant Behaviors • Purchase Behaviors • Device Usage • Browsers • Other Online Activity
  38. 38. 38 #MITEFFacebook @TheSEOvant Step 5: Creating your Ads
  39. 39. 39 #MITEFFacebook @TheSEOvant Creating your Ads
  40. 40. 40 #MITEFFacebook @TheSEOvant Huge Library of Stock Images
  41. 41. 41 #MITEFFacebook @TheSEOvant Test Lots of Ads!
  42. 42. 42 #MITEFFacebook @TheSEOvant Live Demo: Let’s Market to Moms!
  43. 43. 43 #MITEFFacebook @TheSEOvant My Facebook Advertising Process Kill Campaigns/Ads that do not Work Split Test Ad Copy/Imagery/CTAs
  44. 44. 44 #MITEFFacebook @TheSEOvant Facebook Advertising Traps
  45. 45. 45 #MITEFFacebook @TheSEOvant Be Wary of “Automatic Placements”
  46. 46. 46 #MITEFFacebook @TheSEOvant “Recommend” is not your Friend
  47. 47. 47 #MITEFFacebook @TheSEOvant Always Check Out “More Options”
  48. 48. 48 #MITEFFacebook @TheSEOvant The “Boost Post” Fallacy • Limited Budget • Limited Targeting Settings • Must have Content on Wall • Less Campaign Objectives • Default Naming Conventions
  49. 49. 49 #MITEFFacebook @TheSEOvant What Have We Covered? 1. An overview of the Facebook Advertising platform 2. How to measure ROI of your campaigns 3. Bidding strategies 4. What targeting options does Facebook offer? 5. What is a lookalike audience? 6. Split testing ad creative 7. Facebook advertising traps to avoid
  50. 50. 50 #MITEFFacebook @TheSEOvant Facebook Advertising Checklist https://www.fireandspark.com/facebook-advertising-checklist/
  51. 51. 51 #MITEFFacebook @TheSEOvant Questions?

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