SEM BCA FACEBOOK AD TRAINING PART TWO
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The document provides an overview of Part Two of a Facebook advertising training. It covers contests and promotion guidelines, ways to purchase ads including the ad auction, campaign and ad set structure, objectives, targeting options like core audiences and lookalike audiences, using the Ads Manager, and best practices. The training includes a live demo of the Ads Manager and reports. It aims to teach attendees how to effectively set up and optimize their Facebook ad campaigns.
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SEM BCA FACEBOOK AD TRAINING PART TWO
- 1. SEMBCA FACEBOOK TRAINING Part Two Presented by Logos Communications June 10, 2015 Call in at 734-746-0035 use code 427-650-306#
- 2. What we’ll cover in Part Two • Contests • The Ad Auction • Campaign Structure • Ad Objectives • Targeting • Core Audiences Review • Custom Audiences • Lookalike Audiences • The Ads Manager • Best Practices • Q&A Logos Communications, Inc. - SEMBCA Training
- 3. Contests You CAN: • Hold a contest on your timeline OR use a third-party app. • To collect entries, you can ask people to: • Like or comment on a post on your page (“Like this post to enter!”) • Publish to your page • Send your page a message You CANNOT: • Ask people to use personal or friends’ timelines to administer promotions (“Share this on your (friend’s) profile to win!” or or “Tag your friends in this post to enter!”) • Require people to “like” your page to enter Full Promotion Guidelines can be found at https://www.facebook.com/page_guidelines.php#promotionsguidelines (Note these change often.) Logos Communications, Inc. - SEMBCA Training
- 4. Ways to Buy Ads • The Ad Auction • Everyone can do this • Facebook Marketing Partners • Partnering with a Facebook-approved agency • Insertion Orders • Directly from a FB sales rep • Have a guaranteed number of impressions • Requires a minimum investment threshold Logos Communications, Inc. - SEMBCA Training
- 5. The Ad Auction • Any ad you place is given a score based on 3 factors: Since you only pay for ads that Facebook users see (ads that win the ad auction against competing ads), the ad score method ensures you won’t waste money on an unsuccessful ad campaign. Logos Communications, Inc. - SEMBCA Training
- 6. Bidding Options • Cost per click (CPC) • Average cost per click for ads, calculated by amount spent divided by the number of clicks received • Cost per 1,000 impressions (CPM) • Average cost you’ve paid to have 1,000 impressions on your ad • Optimized for conversion (oCPM) • Allows you to set max bids based on your desired campaign outcomes (e.g. form fills, engagement, app installs) Logos Communications, Inc. - SEMBCA Training
- 7. Handy chart: Note: FB will recommend what they think is best for your objective, AND you can always change it. Logos Communications, Inc. - SEMBCA Training
- 8. Campaign Structure • Contains one or more ad sets and ads • This is where you choose your objective for each campaign • Allows for better organization and optimize per objective Logos Communications, Inc. - SEMBCA Training
- 9. Campaign -> Ad Sets • Ad sets contain one or more ads • Set a budget & schedule for each ad set • Where you define audience, placement, & bidding Logos Communications, Inc. - SEMBCA Training
- 10. Campaign -> Ad Sets -> Ads • Ads live within ad sets • Where you define your creative • Creating multiple ads in each ad set will let FB optimize their delivery based on variations in images, links, video, text, or placements Logos Communications, Inc. - SEMBCA Training
- 11. Features at a glance: Logos Communications, Inc. - SEMBCA Training
- 12. Ad Objectives • Clicks to website • Website Conversions • Page Post Engagement (“Boosts”) • Page Likes • App Installs • App Engagements • Local Awareness • Event Responses • Offer Claims • Video Views Logos Communications, Inc. - SEMBCA Training
- 13. Targeting • Core Audiences • Custom Audiences • Lookalike Audiences Logos Communications, Inc. - SEMBCA Training
- 14. Core Audiences • Pulled from data related to demographics: geographic demographics, life stage demographics, purchase-based demographics, etc. • Pulled from info you provide in your profile and your behavior on FB Logos Communications, Inc. - SEMBCA Training
- 15. Custom Audiences • reaching people you already know • would need info from a CRM such as an email or phone number list, or work with third party partners such as datalogix • need at least 1000 people on these lists for them to be effective • Also uses “intent data” by cookies on sites to see what you were looking at Logos Communications, Inc. - SEMBCA Training
- 16. Lookalike Audiences • helpful for acquiring new customers • used to identify people with characteristics similar to Custom Audiences or people who Like your page • can be optimized for “similarity, or “reach” • Needs to include at least 100 people, these CAN be combined with the rest of FB data targeting to narrow down additional graphics or interests • Once set up, it takes between 6- 24 hours to become ready Logos Communications, Inc. - SEMBCA Training
- 17. Live Demo Time! Logos Communications, Inc. - SEMBCA Training
- 18. The Ads Manager • View all campaigns, ad sets, & ads • Stop or restart campaigns, ad sets, ads • Make changes to your bids & budgets • Access your billing summary to see payment history, payment info • Access & export ad performance reports • Basically, EVERYTHING ad related. Logos Communications, Inc. - SEMBCA Training
- 19. Live Demo of Ads Manager Logos Communications, Inc. - SEMBCA Training
- 20. Reports – Live Demo Logos Communications, Inc. - SEMBCA Training
- 21. Ad Relevance Score • An estimate of how relevant an ad is to its target audience • Visible after ~500 impressions • Based on how ad is performing & factors such as positive feedback (clicks, shares, etc.) & negative feedback (someone clicking “I don’t want to see this”) • Demo ways to view Relevance Score Logos Communications, Inc. - SEMBCA Training
- 22. Best Practices to Improve Ad Relevance • Be more specific with your targeting • Consider your ad’s image/message – how it resonates with your audience and keep it simple • Refresh your ad with new image/copy • Learn from testing • Avoid using offensive or misleading content Logos Communications, Inc. - SEMBCA Training
- 23. Campaign Best Practices • Create one or more campaigns within an ad account • Set up campaigns based on advertising objectives • Cap how much you spend across all of your campaigns • Track spend on each of your campaigns Logos Communications, Inc. - SEMBCA Training
- 24. Ad Sets Best Practices • Organize ad set by audience segment • Review ad set performance and refresh creative • Review audience targeting capabilities and utilize ads reporting to find new audience segments Logos Communications, Inc. - SEMBCA Training
- 25. Ads Best Practices • Understand which ad types match your campaign objective • Ads within an ad set should share the same audience and bid type • Create as many ads as are relevant to your specific audience Logos Communications, Inc. - SEMBCA Training
- 26. Q&A • What are your questions? • How to reach us: stacy@logos-communications.com; sue@logos-communications.com Logos Communications, Inc. - SEMBCA Training
Notes de l'éditeur
- Remind Sue to start recording Tell people to mute phones and unmute when questions
- CAN work well for big, giant brands For smaller businesses, it’s hit or miss Focus more on Ads, there’s better guarantee of engagement
- Ad Quality – based on historical data, current user engagement in your target audience Social Context – FB also considers whether or not the ad promotes something on FB like a FB page or something external
- This way you control how much you spend on each audience, schedule when they see your ads, & measure their response
- Create a “reach people near my business” ad Also show how to set up a lookalike audience
- Edit budget, schedule, targeting, bidding Edit multiple campaigns, ad sets, or ads all at once Create a similar ad Turn a campaign, ad set, or ad on or off Find a specific ad, ad set, or campaign Other features to show: How to edit ad set settings Explore ad manager campaign summary page Show summary by audience, placement
- Measure reach, frequency and other key ad metrics in real-time across any date range for your ads, ad sets, campaigns or ad account Break out your ad performance metrics by age, gender, age and gender, country or placement (where your ad shows on Facebook) how to edit columns (drag and drop), how to set filters, create & save basic reports
- Make sure you don’t go over the limits for number of campaigns, ad sets, and ads (not likely, it’s 1000)