This document provides information about upcoming webinars on ChescoMarketing.com and tips for creating effective social media ads. It discusses five rules for great social ads: 1) write attention-grabbing headlines, 2) use engaging images, 3) include a clear description to drive clicks, 4) continually test ad copy and creative elements, and 5) boost posts on Facebook to reach more fans as organic reach declines. The document demonstrates how to create a sample Facebook ad and promotes boosting posts to expand their audience.

1. www.chescomarketing.com April 23, 2014

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• Upcoming ChescoMarketing Hangouts
– www.ChescoMarketing.com/OnAir
– Last week’s show – Contracts, Fee Agreements and
Proposals
– May 1st – Editorial Calendar Creation
– May 15th How to Make Sure you Follow your Calendar &
Marketing Schedule
– May 29th Video Marketing
– June 12th Email Campaign Management – List
Segmenting, Frequency, Open Rates, and more.
• Our Next Event – Tues, May 20th – How to
Manage Multiple Social Media Networks
Efficiently
• Around the Table Intros (please keep to 30
seconds – name, company, what you do, and
favorite marketing tool)
Welcome and Intros

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Understand what makes effective ad
copy
– Must be attention grabbing
– Create interest
– Result in an action
The following four questions should
be kept in mind before publishing an
ad:
– What is the offer of your ad?
– Is there a benefit for the user?
– Why should a viewer care?
– Is the message clear and obvious?
Rule #1: Five Rules of Great Social Ads

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A Perfect Facebook Post

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Write great headlines!
– Very critical component to social ads.
– Gives the viewer the context of your ad and
hopefully gets viewers to click
– Be short, to the point and as relevant as possible
Ad headlines need to be engaging because
viewers are not typically in a “buying
mindset” when on social media sites.
Tips:
• Ask a question
• Provoke an emotion
• Engage a specific demographic
• Use some witty phrase or humor
Rule #2: Five Rules of Great Social Ads

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Use images as
part of your
social ads
– Creates emotion with
your ad
– “A picture tells a
thousand stories”
– Choose your colors
wisely, test different
colors in your ads.
Rule #3: Five Rules of Great Social Ads
3 cents per post
engagement
5.5 cents per Like
$4.21 spent

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Close the deal with an
effective description
– Headlines and images GET the viewer to
look at your ad, now you have to close
the deal!
– The description and message of the ad is
what gets people to CLICK and continue
down the conversion funnel
Tips:
– Use Call to Action buttons
– Focus on Benefits
– Provide an incentive
Rule #4: Five Rules of Great Social Ads

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Test, Test and Test some
more!
– You may have ad copy in AdWords that has
worked for months, social ads are
different.
– You need to continually change up ad copy,
images, etc. to keep your audience
engaged.
– Use multiple Ads and see which work and
which don’t.
Rule #5: Five Rules of Great Social Ads

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• Facebook’s Organic
Reach is dropping!!
– Feb 2012 only 16% of Page
Fans would see a single
post
– Mar 2014 drops to 6.51%
• Ability to target
specific locations,
gender, age, interests.
• BOOST a specific post
from your Newsfeed.
– Quick and simple
– More people see your
post
Why You Might Need to Use Facebook Ads
More info: http://bit.ly/FBRchDrop

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Best For
• Simple, quick way to promote
specific post from your
Newsfeed
• Increasing Reach of post to
people that Like your Page
• Can also expand to other
audiences
• Promote special events,
offers, and news
Boost Facebook Post

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Why Boost or Advertise?
Remember only 6.51% of Page Fans see your post…
ChescoMG
385 Likes
Living in
Glenmoore
414 Likes

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Creating a Facebook Ad

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DEMO:
Creating Social Ads on Facebook,
LinkedIn and Twitter