Facebook Advertising - Beyond the boost

Make it easy for customers.
Online Advertising 101
Advertising Online
Building Successful
Facebook Ads

RETHINK MARKETING?
We are a digital marketing agency focused squarely on helping our clients and the
local business community achieve great results online.

Who?
Anthony Congdon has spent the past 22
years the ICT sector in sales and marketing
roles. He has a B.Bus, P.Grad DipBus(IS), is a
MAMI, AWIA, and is recognised as a CPM.

Why Facebook?
• 15m Australian active users
• Unparalleled reach
• Unparalleled targeting
• Unparalleled accountability
.

51:00[Number of hours the average Australian user spends on Facebook
each month]

That’s 100 minutes the average
Australian spends on Facebook
every single day…

demographics +
psychographics +
behavior
And you can target them based on...
Combined together and you
have the most powerful
advertising option available!

Location!
Oh, and don’t forget...
Advertise around the
world, or only within 5
minutes of your
business .

But we’re just scratching the
surface! Let’s dig a little deeper...

ADVERTISING ON FACEBOOK
Here are my 9 Reasons you should be

1. Reach
• 51 percent of Internet users
• Over 15 million Australians daily
• Huge number of every demographic
• Spending increasing time on Facebook

2. Precision targeting
• Location (postcodes, suburbs, etc.)
• Age and birthday
• Education
• Demographics
• Interests
• Relationship status
• Buying behavior

3. Cost control
• Advertisers (you) control how much you
spend for each campaign
• Budgets can be very low
• Better targeting = less wasted spend

4. Cost efficiency
• Precision = efficiency
• FB’s measurability means you can
keep driving down your cost per click
• Dollar for dollar, there’s no better way to get
the word out with relevancy

5. Interests targeting
• Target people who have already shown
interest in particular topics and products!
• Display ads to the people who are most
likely to be interested in your product or
service
• Customize your ad so it’s more appealing to
the audience you’re trying to reach

6. A/B testing
John Wanamaker famously said that ‘Half of
his advertising was wasted...he just didn’t
know which half.’ With Facebook ads, it’s easy
to test and know!

7. Social proof
SOCIAL PROOF IS POWERFUL STUFF!
• 68% of FB users say a friend’s referral would
increase their chances of purchasing
• Facebook ads are easily ‘liked’ and shared,
giving you the benefit of social proof
• You can advertise to ‘friends of fans’ to
leverage social proof

8. Mobile targeting
• Mobile traffic has surpassed desktop
• 30% of purchases are now made from
mobile devices
• Mobiles are location aware!
• Facebook is a VERY popular mobile app
• Reach your prospects on the go!

9. Organic Reach Declining
• On average there are
1500+ stories which
could appear in
someone's news feed at
any time, but the news
feed shows only 300 of
them

THE FOUR ELEMENTS OF A FACEBOOK
CAMPAIGN
Target – Advertise – Convert - Measure

Offer
Ad
Target
Measurements

• Choosing the right people, at the right
stage of their buyer’s journey is critical
• Custom Audiences
• Funnels
Creative
Target

Do your research
• Take advantage of targeting!
• Use Facebook Audience Insights to find
targets to pursue
• Research your audience to get their
demographic makeup (even if you think you
already know)
• What other websites and brands do they
frequent?

Target very specific audiences
• Women
• Student
• Ages 15 - 18
• Lives in South West
• Interests MTB
• Likes Go Pro
• Have visited the MTB
page on your website

• Presenting the right ad in the right
format at the right time
Ad
How can you tell what is the best format for
your ad?

State your purpose…
Include a clear call to action you want your
audience to take in the body text of your ad
– “Learn more”
– “Join us”
– “Click here”
– “Enter your email address”
– “Buy now”

Answer WIFM?
Highlight any benefits, sales or similar specials
that your business is offering
Whats
In
It
For
Me?

Use eye-catching imagery
Always:
– Uncluttered
– Evocative
– NOT STOCK
– Relevant
Consider:
– Close-ups
– White background
– Branded

• Is your offer aligned with the audience,
the ad and the conversion path?
Offer

Measure,
Analyze
Act
Measure
Measurements

Track your results
• Keep your eye on your analytics!!!
• Look for a solid click through rate
(≥ 0.02%) or try a different approach
• Focus on the conversion rate
• Use built-in reporting to refine your
targeting
• ALWAYS A/B TEST!

Don’t give up too easily
• Does your ad suck? (Be honest)
• Does your image stink?
• Have you split tested?
• Facebook advertising has worked for almost
every industry at this point – it’s about
having the right strategy

AND START WITH A PURPOSE IN MIND…
Work out why you are advertising

Exactly what do you want your ads
drive…
• Traffic and Leads for Your Website
• Sales and Leads for Your Product or
Service
• Likes & Engagement for Your Page
• Installs for Mobile or Desktop Apps
• Visitors for Your Store or Event

ActionInterest/DesireAwareness
It all begins with why…

Reach
Local Awareness
Brand Awareness
Creating Awareness
Awareness without a purpose often leads to disappointment.
Beware the “cheap” reach of the right hand column

App Installs
LikesEngagement
Website Traffic
Building Interest
Likes don’t pay the bills.
Advertising for likes only makes sense if you have a great social
media strategy in place.
RSVPs
App
Use
Offer
Claims
Video Views

Converting Sales
Store Visits
Web
Product Sales
Conversions App
Remarketing
Lead Generation
Think of the buyers journey.
You can’t ask for a sale before you demonstrate real value.

Facebook Ads
Get out there and
make them work for you

Facebook Advertising - Beyond the boost

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