What if all of your future customers were in one place, clamoring for information about your brand and products? They are. We’ll explore how to open up a true dialogue with your social media audience, creating great content and putting it to work with Facebook Power Editor and Ads Manager to drive clicks and conversions. MivaCon 2016, Thursday session 3.

1. SESSION TITLE
Presenter’s Name
Facebook Advertising
FROM CONTENT TO CONVERSIONS
PRESENTER:
Chris Barrish
cbarrish@miva.com

3. Facebook Ads = Brand Personality

4. AD:
What do I want to say?

5. AD SET:
Who do I want to say it to?

6. CAMPAIGN:
Why do I want to say it?

7. Why should I post?
(CAMPAIGN)

8. What is the point of
the conversation?

9. CAMPAIGN OBJECTIVE:
Boost your posts

10. CAMPAIGN OBJECTIVE:
Boost your posts

11. CAMPAIGN OBJECTIVE:
Conversions

12. Who do I show my ads to?
(AD SET)

13. Who is your customer?

15. AD SETS: Best Practices

17. AD SETS:
Targeting by DEMOGRAPHIC

20. AD SETS:
Targeting by INTERESTS

23. AD SETS:
Targeting by CONNECTIONS

25. AD SETS:
Custom Audiences

26. CUSTOM
AUDIENCE
Email list

27. CUSTOM
AUDIENCE
Traffic

28. CUSTOM
AUDIENCE
Traffic

29. CUSTOM
AUDIENCE
Lookalike

30. CUSTOM
AUDIENCE
Lookalike

31. How do I set a budget?
(AD SET)

32. DAILY VS LIFETIME
OPTIMIZATION
BID AMOUNT
DAILY UNIQUE REACH
ACQUISITION VS REMARKETING

34. What should I post?
(AD)

35. FB ads are just like social posts.

36. BRAND-oriented ads

38. SALES-oriented ads

40. SALES-oriented ads: Products

41. SALES-oriented ads:
Promotions
35% OFF

42. SALES-oriented ads:
Calls to Action

45. HURRY!

46. TAKE20

49. Get ready to meet your new
favorite dress.

50. New spring dresses 20% off
with code VX42 thru Tues

51. What’s the best color to wear
in spring?

52. Hello gorgeous.

53. http://miva.com/?utm_sour
ce=FB&utm_medium=PageP
ost&utm_term=SpingSale&u
tm_content=SmileImage&ut
m_campaign=Smile2016

54. Bit.ly/1X2xycw

56. What should I post?
Content step-by-step: photo
•Bold compositions
•Color
•People
•DSLR
•Products in real-world environments
•Text overlay: 20% or less

59. FULL FRAME
SLIDER x5

60. What should I post?
Content step-by-step: photo
•Bold compositions
•Color
•People
•DSLR
•Products in real-world environments
•Text overlay: 20% or less

61. What should I post?
Content step-by-step: photo
•Bold compositions
•Color
•People
•DSLR
•Products in real-world environments
•Text overlay: 20% or less

71. What should I post?
Content step-by-step: video
•Lower rates
•Excellent engagement and ROI
•Low budget, no problem
VIDEO

72. VIDEO

73. Quantity and refreshment
• 4 ads per ad set
• Rotate every 2 weeks
• Create unique ads for different types of campaigns and
audiences
ONLY 4 ADS PER AD SET

74. UNIQUE ADS
FOR DIFFERENT
AUDIENCES

75. A typical Campaign
structure

76. Campaign: Acquisition
Objective: Conversions
Ad Set: US Lookalike 1%
Ad Set: UK Lookalike 10%
Ad Set: Men 18-55 who like
Adidas

77. Campaign: Remarketing
Objective: Conversions
Ad Set: Past 1 Day Visitors
Ad Set: Past 15 Day Visitors

78. Campaign: Post Boosts
Objective: Promote your posts
Ad Set: US Page fans and their friends
Ad Set: AU Page fans and their friends
Ad Set: UK Page fans and their friends
Ad Set: CA Page fans and their friends
Ad Set: MY Page fans and their friends

79. How do my ads fit into a
total brand identity?

80. Ads and your total social identity
• An extension of your social media voice
• Bring new people into the community of your brand
• First contact with your brand
• Open a dialogue and invite participation.
• Monitor comments and participate in them.
FIRST CONTACT

81. Stories
Value
Access
Brand Difference

82. Traffic
Conversions
Specificity
Global Reach

84. SESSION TITLE
Presenter’s Name
Contact me for full text
and bonus tips:
Chris Barrish
cbarrish@miva.com