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The Editors and Copywriters Guide to Facebook Ads
- 1. An Editorial Guide to Facebook Ads
- 3. EARNED PAID OWNED EARNED Shares Reposts Mentions Reviews PAID Paid Social Paid Search Display Ads Retargeting OWNED Website Blog Social Media Video Comprehensive Marketing Strategy
- 4. Facebook
- 5. More than 1.4 billion people use Facebook, and more than 900 million visit every day. FACEBOOK
- 7. SO HOW DO WE USE IT?
- 8. SAMPLE SERVICE LINE CAMPAIGN SITE WORKFLOW
- 9. We create targeted ads to reach different audiences. FACEBOOK: TARGETED ADS
- 10. Location: Reach your customers in the areas they live or where they do business with you. Target ads by country, state, zip code, or even the area around your business. FACEBOOK: TARGETED ADS
- 11. Demographics: Choose the audiences that should see your ads by age, gender, interests—and even the languages they speak and their ethnic affinity. FACEBOOK: TARGETED ADS
- 12. Interests: When people are interested in your business, they're more likely to take action on your ad. Choose from hundreds of categories like music, movies, sports, games, shopping, and so much more to help you find just the right people. FACEBOOK: TARGETED ADS
- 13. Behaviors: Find customers based on the things they do—like shopping behavior, the type of phone they use, or if they're looking to buy a car or house. FACEBOOK: TARGETED ADS
- 14. Connections: Reach the people who like your Page or your app—and reach their friends, too. It's an easy way to find even more people who may be interested in your business. FACEBOOK: TARGETED ADS
- 15. Partner Categories: Partner Categories are targeting options provided by third-party data partners. Reach people based on offline behaviors, such as owning a home, being in the market for a new car or being a loyal purchaser of a specific brand or product. FACEBOOK: TARGETED ADS
- 16. Custom Audiences: Custom Audiences help you find your existing customers among all the people who are on Facebook. You can create a Custom Audience using a customer contact list, your website traffic or activity in your app. FACEBOOK: TARGETED ADS
- 17. Lookalike Audiences: Lookalike Audiences let you find more people who are similar to your best customers. It’s a great way to use the insights you’ve gained from your Facebook marketing to find more people who’ll love your products and services. FACEBOOK: TARGETED ADS
- 18. FACEBOOK: ANATOMY OF AN AD DESCRIPTIO N IMAGE HEADLINE LINK DESCRIPTIO N
- 19. Articles ● Educate ● Build Relationships ● Ask for your audience’s time ● Proof carefully Ads vs Articles Ads ● Engage ● Convert ● Command your audience’s time ● Iterate quickly
- 20. TOGETHER: Ads + Articles = Dream Team
- 21. EARNED PAID OWNED EARNED Shares Reposts Mentions Reviews PAID Paid Social Paid Search Display Ads Retargeting OWNED Website Blog Social Media Video Comprehensive Marketing Strategy
- 23. A Note about B2B vs B2C
- 24. It Begins With Your Audience
- 25. 90% of the work is understanding your audience. Once you understand your audience, copy comes quickly. It Begins With Your Audience
- 26. Stages of Awareness ● Unaware ● Problem Aware ● Solution Aware ● Product Aware ● Most Aware The One Reader Approach
- 27. Ads for the Unaware
- 28. Ads for the Unaware Audience Should: ● Introduce your brand ● Make a great impression ● Name the prospect’s problem ● Move prospect from Unaware to Problem-Aware Facebook Ad Types: Unaware
- 29. Facebook Ad Types: Unaware
- 31. Ads for the Problem-Aware Audience Must: ● Agitate the prospects pain/problem ● Introduce solutions to the prospects pain/problem ● Move from problem-aware to solution aware Facebook Ad Types: Problem-Aware
- 32. Facebook Ad Types: Problem-Aware
- 34. Ads for the Solution-Aware Audience Must: ● Introduce specific and actionable solutions ● Move from solution-aware to product-aware Facebook Ad Types: Solution-Aware
- 35. Facebook Ad Types: Solution-Aware
- 37. Ads for the Product-Aware Audience Must: ● Introduce your specific products or services ● Provide a harder call-to-action ● Move from product-aware to most-aware Facebook Ad Types: Product-Aware
- 38. Facebook Ad Types: Product-Aware
- 40. Ads for the Most-Aware Audience Must: ● Alleviate doubt and risk ● Make it easy for them to buy ● Close the deal Facebook Ad Types: Most-Aware
- 41. Facebook Ad Types: Most-Aware
- 42. TOP 4 TAKEAWAYS
- 43. #1 Facebook allows for some of the best targeting by using specific demographics, custom lists, and remarketing techniques.
- 44. #2 Facebook has a huge range of ad types to fulfill your campaign goals.
- 45. #3 Less is more. Stick to one audience, one offer, and one goal.
- 46. #4 Test and learn. It is easy to test copy or creative on Facebook. Get to know your audience even better by testing and iterating often.
- 47. Resources
- 48. ● The In-Depth Template for Understanding Your One Reader ● Copy formulas for Ads (and emails, landing pages, etc.) Resources