Here is the full slide deck for our popular Facebook Advertising: Planning & Implementation webinar. http://learning.teamtwobees.com/p/facebook-advertising-success/

1. FACEBOOK ADVERTISING
Planning & Implementing a successful Campaign

2. WHO
ARE
WE?
Team TwoBees

3. JENNIFER D BEGG
➤ Co Founder & CEO
➤ Over a decade working in media including 6 years
at The Guardian
➤ One of 8 trainers for Facebook
#SheMeansBusiness campaign with Enterprise
Nation, Federation of Small Businesses &
Facebook
➤ Trained thousands of people to use digital tools
better!
➤ “Annoyingly enthusiastic”

4. If a digital tool isn’t replacing something that isn’t
working for you OR having such a positive impact on
your business you can’t ignore it then you need to rethink
-Jennifer D Begg

5. WHO WE’VE HELPED

6. STICK AROUND
Online Course Special Offer

7. WHAT WE’LL COVER
➤Advertising vs Organic on
Facebook
➤Boosting Posts (do’s & don’ts)
➤Campaign structure & A/B testing
➤3 Tier Ad Strategy

8. Organisational
Goals
Target Audience &
Platform
Measure & Improve Content
©The
Cube
Method

9. Organisational
Goals
Target Audience &
Platform
Measure & Improve Content
©The
Cube
Method
1. Transactional
2. Educational
3. Behaviour
Change
1. Who are they?
2. Where do they
spend their time?
1. Does your content
add value?
2. Listen & learn
1. Which Metrics?
2. Do you have
tracking in place?

10. ADVERTISING VS
ORGANIC ON
FACEBOOK

11. ADVERTISING VS ORGANIC
➤ Video will generally get you more organic reach on Facebook
➤ Images and slideshow also perform higher than average overall
➤ Topic wise – you are at the mercy of what that day’s hot topics are
➤ Advertising let’s you control how much reach your posts get
➤ Still a waste of money to push your message at the wrong time

12. BOOST POST BUTTON

13. BOOST POST BUTTON
Do…
➤ Use it as a way to ensure your followers
see the content you know they enjoy
➤ Use it to show your content to follower
friends
➤ Use it to test new styles of content with
your current followers
Don’t…
➤ Use it for targeted advertising campaigns
➤ Use it for cost per click (because you
can’t)
➤ Get too trigger happy, make sure boosting
is part of a wider strategy

14. BOOSTING A POST

15. STRUCTURING YOUR CAMPAIGN
Ad
(Creative
copy)
Ad Set
(Target
Audience)
Campaign
FB Webinar Promo
#SheMeansBusiness
Video
Graphic
TwoBees Lookalike
Video
Graphic

16. LIVE EXAMPLE

17. 3 TIER AD
STRATEGY

18. MARKETING FUNNEL
Attract
Engage
Nurture
Convert
Ad 2: Having
collected a custom
audience based on
users who consumed
Ad1, we then target
with a ‘sign up’ ad.
For example: register
to download a free
eBook.
This can be done
with advertising but it
better done with your
email marketing &
social media
community
management.
Ad 1: Share
interesting and
engaging content that
doesn’t ask anything
of the viewer in terms
of action
Ad 3: Target Ad 2
custom audience with
a straight up “Buy
now” or “Do this thing
now” message

19. WHAT DOES THIS LOOK LIKE IN FACEBOOK?
➤Plan your ad copy for all 3 Campaigns
➤Have them running at the same time so that
you build a sustainable Sales Funnel
➤Make sure you are continually reviewing your
ROI for all 3 campaigns combined

20. AD 1:
➤ Looking at your website analytics, what
stands out as being a popular article or topic?
➤ Knowing what works with your current
customers, what could you create / publish
that would be most valuable or useful to
them?

21. AD 1:
➤ Decide which audience you want to warm up
➤ Consider running at least 2 Ad Sets: 1
retargeting a Custom Audience, 1 targeting
a new audience that represent the interests
and demographics that you want to reach

22. AD 1:
➤No sales message or call to action
beyond – read this / watch this
➤Go 100% on value to the audience. What
will get your target audience excited and
wanting to click or watch?

23. AD 2:
➤Did enough people engage to enable
you to retarget them?
➤Set up your second campaign as a
Conversion advertisement
➤Choose your Custom Audience as your
Ad Set

24. TOP TIP!
You can start
collecting a custom
audience of engaged
video viewers now
using your organic
video views (this
could save you your
Ad1 spend!)

25. AD 2:
➤If you choose a Lead Generation form
for your free offer, make sure it’s simple
and doesn’t require lots of details
➤For Conversion ads they will go directly
to a landing page and you would track
who arrives on the ‘Thank You’ page
URL

26. AD 2:
➤If you ran a Lead Generation ad you
have the option to create a Custom
Audience of email sign ups or do the
same with visitors to your landing page
from Conversions
➤This sets you up both for an email sales
funnel or a follow up Facebook sales Ad

27. MARKETING FUNNEL
Attract
Engage
Nurture
Convert
Ad 2: Having
collected a custom
audience based on
users who consumed
Ad1, we then target
with a ‘sign up’ ad.
For example: register
to download a free
eBook.
This can be done
with advertising but it
better done with your
email marketing &
social media
community
management.
Ad 1: Share
interesting and
engaging content that
doesn’t ask anything
of the viewer in terms
of action
Ad 3: Target Ad 2
custom audience with
a straight up “Buy
now” or “Do this thing
now” message

28. AD 3:
➤This is straight up CONVERSION
➤Drive this audience straight towards a
product or service that is a natural
progression from the last two ads

29. FACEBOOK STORE
➤Make sure you are adding your
products to your Facebook Page
➤This enables you to tag products
within your images

30. FACEBOOK STORE

31. MARKETING FUNNEL
Attract
Engage
Nurture
Convert
Ad 2: Having
collected a custom
audience based on
users who consumed
Ad1, we then target
with a ‘sign up’ ad.
For example: register
to download a free
eBook.
This can be done
with advertising but it
better done with your
email marketing &
social media
community
management.
Ad 1: Share
interesting and
engaging content that
doesn’t ask anything
of the viewer in terms
of action
Ad 3: Target Ad 2
custom audience with
a straight up “Buy
now” or “Do this thing
now” message

32. WHAT NOW?
➤ Use our Facebook Ad planner to plot out all your
requirements before you get started with your ad
➤ Test it out!
➤ Take advantage of our Webinar offer for Facebook
Advertising Success!
➤ Join Facebook.com/groups/teamtwobees
➤ Email thehive@teamtwobees.com

33. SIGN UP FOR OUR FACEBOOK
ADVERTISING SUCCESS
COURSE WITHIN 48 HOURS…

34. SIGN UP WITHIN 48 HOURS
FREE 30 MINUTE ONLINE COACHING SESSION.
Great for:
➤ Trouble shooting your Facebook Pixel installation
➤ Checking through your first campaign before you
launch
➤ Helping you to understand your advertising
outcomes
➤ Training you on creating great ad copy