2. What we’re talking about today
• How are Facebook Ads unique?
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Let Insights tell you you how to target Facebook Ads
How to game the News Feed with Promoted Posts
How to let Graph Search show you lateral targets
How to target your customers with Facebook Ads
Using Facebook Ads to do customer research
• Salt and Pepper
• Facebook ad cheatsheet
Five Cheat Codes for Facebook Ads
4. How are Facebook Ads unique?
Facebook has the most users
Over 1.2 billion active
users, and 700 million
active mobile users!
79% U.S. adults use social media (http://zmb.me/VTPZ2k)
Five Cheat Codes for Facebook Ads
5. How are Facebook Ads unique?
Social content as ad copy
In newsfeed:
Ad content is created
from content, comments,
likes, shares
In sidebar:
Five Cheat Codes for Facebook Ads
6. How are Facebook Ads unique?
Recommendations from strong ties
People trust the
recommendations of
their friends way more
than brands
Five Cheat Codes for Facebook Ads
7. How are Facebook Ads unique?
Hyper-targeting
Target ads to specific
segments of friends
of your fans!
Five Cheat Codes for Facebook Ads
8. How are Facebook Ads unique?
Hyper-targeting
Target ads to specific
segments of friends
of your fans!
Five Cheat Codes for Facebook Ads
9. How are Facebook Ads unique?
Hyper-targeting
Target ads to specific
segments of friends
of your fans!
Five Cheat Codes for Facebook Ads
10. How are Facebook Ads unique?
Different (not better) than Google ads
Facebook ads
target what people like
Google ads target what
people search for
Facebook ads reach their intended audience 90%
of the time VS an online industry standard of 35% (http://zmb.me/Ua1Nfm)
Five Cheat Codes for Facebook Ads
11. Let Insights tell you you how to target Facebook Ads
Cheatcode #1
Five Cheat Codes for Facebook Ads
12. Let Insights tell you you how to target Facebook Ads
Don’t just pull targets out of your butt
Yeah, that seems right...
Five Cheat Codes for Facebook Ads
13. Let Insights tell you you how to target Facebook Ads
Use actual data on Facebook users
Much better!
Five Cheat Codes for Facebook Ads
14. Let Insights tell you you how to target Facebook Ads
Use actual data on Facebook users
Five Cheat Codes for Facebook Ads
15. Game the News Feed algorithm with Promoted Posts
Cheatcode #2
Five Cheat Codes for Facebook Ads
16. How to game Edgerank with Promoted Posts
But first... what is a Promoted Post?
Facebook Ads
vs
Promoted Posts
Cheap, but not as cheap as
promoted posts
Super cheap
Loads of highly specific targeting
options
Very easy to use and measure (on
desktop and mobile)
Results
Quick way to grow Page likes,
drive awareness and website
traffic
Get more exposure for posts that
are performing well
Downside
Not for the plumber or barber
Very limited targeting options
Pricing
Benefits
Five Cheat Codes for Facebook Ads
17. How to game Edgerank with Promoted Posts
And... what is this “News Feed
algorithm” you speak of?
Four factors that determine whether your fan sees your Page update:
• Relationship between fan and update
• How fans talk about that update (likes, comments, shares)
• How recently the update was published
• How many negative comments the update received
Five Cheat Codes for Facebook Ads
18. How to game Edgerank with Promoted Posts
The problem with Promoted Posts
Facebook wants you to Promote "important" posts. But what’s
important to you may not always be important to your community.
Five Cheat Codes for Facebook Ads
19. How to game Edgerank with Promoted Posts
The problem with Promoted Posts
Facebook wants you to Promote "important" posts. But what’s
important to you may not always be important to your community.
Likes, comments and shares are the name of the game!
Five Cheat Codes for Facebook Ads
20. How to game Edgerank with Promoted Posts
Reach should never be your goal on Facebook
You’re only paying for Reach.
So you could waste a lot of
money if you’re not careful!
Remember: Likes, comments and
shares are the name of the game!
Five Cheat Codes for Facebook Ads
21. How to game Edgerank with Promoted Posts
Reach should never be your goal on Facebook
If you promote crappy
content, you will only hear
more crickets.
Five Cheat Codes for Facebook Ads
22. How to game Edgerank with Promoted Posts
Only promote awesome
Instead, only promote posts
that your fans already love!
Five Cheat Codes for Facebook Ads
23. How to game Edgerank with Promoted Posts
Only promote awesome
Five Cheat Codes for Facebook Ads
24. How to game Edgerank with Promoted Posts
Only promote awesome
This leads to more News Feed
exposure in the long run.
Five Cheat Codes for Facebook Ads
25. How to game Edgerank with Promoted Posts
Only promote posts to fans
You increase the likelyhood of negative comments by promoting to
friends of fans.
Five Cheat Codes for Facebook Ads
26. How to game Edgerank with Promoted Posts
Only promote posts to fans
You increase the likelyhood of negative comments by promoting to
friends of fans. Consider deleting this ad in the campaign.
https://www.facebook.com/ads/manage/campaigns/
Five Cheat Codes for Facebook Ads
27. How to game Edgerank with Promoted Posts
Mine for gold in your order posts
Go back over the past three months. Are there any posts you can promote?
Five Cheat Codes for Facebook Ads
28. How to target your customers with Facebook Ads
Cheatcode #3
Five Cheat Codes for Facebook Ads
29. How to target your customers with Facebook Ads
Create custom audiences
Custom audiences is a Facebook Ad feature that allows
you to target your customers among Facebook users,
using their email address, SMS or Facebook ID.
Five Cheat Codes for Facebook Ads
30. How to target your customers with Facebook Ads
These people
downloaded that eBook!
Create custom audiences
Five Cheat Codes for Facebook Ads
31. How to target your customers with Facebook Ads
Create custom audiences
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Reach former customers with messaging that recaptures their interest.
Present different Page content based on various different donor levels.
Getting your top customers talking about you more.
Turn first time SMS members into Facebook Page fans.
Target customer segments with upsell ads.
Enhance open, click and conversion rates.
Suppress messaging from specific customers.
Five Cheat Codes for Facebook Ads
32. How to target your customers with Facebook Ads
Here’s a video tutorial
http://www.johnhaydon.com/2012/09/how-target-your-donors-or-email-subscribers-facebook-ads/
Five Cheat Codes for Facebook Ads
33. How to let Graph Search show you lateral targets
Cheatcode #4
Five Cheat Codes for Facebook Ads
34. How to let Graph Search show you lateral targets
What are lateral targets?
These are interests that
your customers share
that are NOT directly
related to your business.
Five Cheat Codes for Facebook Ads
35. How to let Graph Search show you lateral targets
What is Facebook Graph Search?
Facebook Graph search
lets you search
Facebook’s massive
database of interests.
Five Cheat Codes for Facebook Ads
36. How to let Graph Search show you lateral targets
What is Facebook Graph Search?
Five Cheat Codes for Facebook Ads
37. How to let Graph Search show you lateral targets
You can use this info to
more effective target ads
What is Facebook Graph Search?
Five Cheat Codes for Facebook Ads
38. How to let Graph Search show you lateral targets
10 graph searches to start with
1. My friends who like [your org]
2. Favorite interests of people who like [your page]
3. Favorite interests of people who like [your org] and [competing page]
4. Groups of people who like [your org]
5. Pages liked by people who like [your page]
6. Pages liked by women who like [your page]
7. Pages liked by men who like [your page]
8. Fans of [your page] and [another page]
9. Restaurants in [your city] visited by people who like [your page]
10. Pages like by people who live in [your city] and like [your page]
Five Cheat Codes for Facebook Ads
39. How to let Graph Search show you lateral targets
Use lateral targets wisely
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Research lateral interest
Post content that appeals to those interests (be creative)
Promote the ones with the highest engagement
Split test to discover best approach
Five Cheat Codes for Facebook Ads
40. Using Facebook Ads to do customer research
Cheatcode #5
Five Cheat Codes for Facebook Ads
41. Using Facebook Ads to do customer research
Imagine being able to view a living, breathing
“persona” that represents your customer base?
Five Cheat Codes for Facebook Ads
42. Using Facebook Ads to do customer research
Imagine being able to view a living, breathing
“persona” that represents your customer base?
You can overlay Custom audiences with other
Facebook Graph criteria.For example...
Five Cheat Codes for Facebook Ads
43. Using Facebook Ads to do customer research
I had no idea...
Combine custom audience with other criteria
Five Cheat Codes for Facebook Ads
44. Using Facebook Ads to do customer research
I had no idea...
Combine custom audience with other criteria
Five Cheat Codes for Facebook Ads
45. Using Facebook Ads to do customer research
I had no idea...
Combine custom audience with other criteria
Five Cheat Codes for Facebook Ads
46. Using Facebook Ads to do customer research
I had no idea...
Combine custom audience with other criteria
Five Cheat Codes for Facebook Ads
49. Salt and pepper
Content, community and strategy first!
Facebook Ads work best
when they enhance the
“flavor” of your content
marketing strategy.
Five Cheat Codes for Facebook Ads
51. Definitions
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Page Engagement: Total number of times people have engaged with your Page or post.
Engagement includes things such as liking your Page, liking, commenting on, or sharing a post, or
clicking on a link within 24 hours after seeing your ad or 28 days after clicking on it, it's counted as
engagement.
Campaign Reach: This is the number of people that saw your ads.
Frequency :This is the avegrage number of times a person was exposed to your ad during the
campaign.
Total Spent: This is the total you've spent on this campaign during the dates selected.
Below the Page Engagement or Click graph you will see a button allowing you to view the full
report. Once you select this, you will be able to select the date range for the report and view the
following data at the top of the report (from left to right):
Impression: this is the total number of times your ad was displayed during the campaign.
Clicks: This is the number of clicks your ads have received. This number includes Page Likes, event
RSVPs, and app installs from the ad.
Actions: This data includes all actions taken by people within 24 hours after viewing an ad or
Sponsored Story, or within 28 days after clicking it. You’ll only see data here if you’re promoting a
Page, event, or app.
CTR (Click-through rate): The number of clicks on your ad divided by the number of impressions.
Spent: The amount of money you’ve spent so far during a campaign, or the total suspense once
your campaign is finished.
CPM: This is the cost per 1,000 impressions.
CPC: This is the avergage cost per click.
Five Cheat Codes for Facebook Ads
52. About John
Founder: Inbound Zombie - a non-profit social media consultancy in
Cambridge, MA and the Social Media Fundraising Club.
Trainer: Charityhowto and MarketingProfs.
Speaker: Nonprofit Technology Conference, New Media Expo, 140
Conference, Blackbaud BBCon, Social Media for Nonprofits Boston, etc.
Contributing Writer: Huffington Post, SocialBrite, Care2 Frog Loop,
Social Media Today, Digital Marketing Monthly, Examiner.
Author: Facebook Marketing for Dummies and All-in-One (2014).
Clients include: Oceana, EpicChange, Share Our Strength,
Environmental Defense Fund, Shriners Hospitals for Children, Bucks
County Library System, Scholastic, TechSoup, MarketingProfs, WaterAid
America, Twin Cities Habitat for Humanity, University of Massachusetts,
National Wildlife Federation and Susan G. Komen Greater NYC
Five Cheat Codes for Facebook Ads