I can haz ads: kitteh's guide tu fazebuk advertizing
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I can haz ads: kitteh's guide tu fazebuk advertizing
- 1. i can haz adz;;; kitteh’s guide to fazebuk advertizing
- 2. i iz maybelle;;; i iz nala we’z knowz fazebuk reel guud!!! we’z make mewjestik purrpoint. it starz best kind pet evurr: space cats!!!!
- 3. dis iz scary man!! him’z knowz fazebuk adz (we’z knowz moar) we’z makes him sneeez;; we’z no go hims bedrum him’z gotz crappy soot Him’zHim’z dum!!!!!!! dum!!!!!!!
- 4. basik assumshunz understanz basik fb adz we’z start adz july ’14 start to success program we’z show u our lernz yu have asks??? raize paw any time NO DOGS ALLOWED!!!
- 5. old fazebuks lotz fanz, likez postez writez werdzz on yur page
- 6. mew fazebuks bizzy uzerz no seez us
- 7. Gotta run adsu needz fb adz 2 millionz advertiserz purrful tracking toolz yur huminz go their space cat pro tip: buyz lotz fb stockz rite meow!!!
- 8. Gotta run adsFb adz iz cheep current ad budget: 31% radio 26% tee-vee 12% meowtdoor 13% cat treets 18% yarn 3% fazebuk 1% catnip
- 9. Fb goalz r yur goalz needz make convershunz set meowsurable fb goalz tie 2 REEL mewketing goalz go old skoolz
- 10. Fb goalz r yur goalz needz add new opshun: TREETS!!
- 11. tracking pixel 24/28 chrome extenshun Fb goalz r yur goalz just copy-paste… or ask yer web mew-ster dooz itz fur yu
- 12. Organize yur adz imaginez a wurld fur, fur away…
- 13. what u want uzerz 2 do click, visit, register, like campaignz
- 14. groops u want talk 2 ad sets
- 15. diff’rnt adz make them do stuffs adz
- 16. keeps pix simpul smiling womanz werks best 20% text artwerks
- 17. artwerks carefullz! stock pix can be too pretty and huminz no click yur adz!! huminz like seez real peepul and friendz moar!!
- 18. artwerks
- 20. split ad testsTest ur adz!!!
- 21. low ad relevance score cost moar dollerz + dropz in viewz yur adz stinx time fer mew adz!!! i smellz stinkz. not shure if dis box or yur adz;; prolly yur adz!!!!! hahahahaha!!!!! Test ur adz!!!
- 23. moar insights
- 24. meowdience compzmoar moar insights
- 25. meowdience compzMoar moar moar insights
- 26. moar treets!
- 27. Zero organic? Pay to play?fb zero, payz 2 playz??? sayz my namez. i’z zucksburg. i’z makin’ it rain up in heeere!!
- 28. meownitor all the thingz
- 29. meownitor all the thingz
- 30. meownitor all the thingz
- 31. meownitor all the thingz
- 32. meownitor all the thingz
- 33. Power editor
- 35. Landing pagez
- 36. native: 719 hits, 40% views, 11% :30’s youtube link: 150 hits, 6 clicks video burritocat is best video evurr!!! him’z delishiss!!!
- 37. coordinate posts & adz dedicat resourcez set & meowsure goals integrate with other meowdia bettur landing pagez moar sleeps moar meowdience turgeting moar treets!!!!!!!! Ourz goalz
- 38. timez to fly away on majik bacon ship to sleepy wurld!!!!!!!!
Editor's Notes
- Nala and Maybelle. Mother/daughter duo We live in perpetual détente.
- Jeff Ebbing SCC Dir of mktg 10 years NCMPR Marketing Guy
- To keep things moving, I will assume you understand fb ad basics I used fb’s start to success ad program - $50/day, 30 days Now it’s facebook go: $25/day, 30 days https://www.facebook.com/business/go/ This is stuff we’ve learned since starting ads in July, 2014.
- Growing fans Good reach and engagement Life was good Hey, we got this crap figured out
- 2 million advertisers Only getting more crowded Ads are getting more sophisticated, better tools & tracking Less groping around in the dark – people starting to figure this all out and build it into their mix kitteh’s pro tip: buyz fb stockz!!!!
- It’s still crazy-cheap to advertise on fb. Even a 1% - 2% budget line item will go a long, long way But -- it takes time to learn and even more time to do it right.
- This is where real you match your marketing goals to your fb marketing goals: You want to get them to do something (conversion) in real life: click to site, inquire, apply, visit So… set a measurable goal actions within fb: likes, comments, shares, clicks, conversions To see how these help you achieve your REAL goals: inquiries, apps, enrollments, registrations You can track some of this in fb BUT Just go old school: “how did you find out about us?” You can try promo code but unless it’s tied to actual monetary incentive (enter promo code at checkout) people may not remember to tell you.
- We’re way past just running ads just to run ads Might be ok to cut your teeth (like we did) but it can get expensive quick: $$ and time Clicks – don’t send them to your page. Send them to your SITE. Request info, apply, view schedule Register for classes FB people are increasingly lazy – we don’t leave. We skim the newsfeed and click on pix and articles but most go back to their feed w/o ever leaving. So… if you want people to leave fb, you better make it easy and worth their time.
- Goal ticks: alerts fb when someone visits in 24 hrs of seeing or by 28 days after clicking (as long as they’re logged into fb) Fb analyzes converters to then decides whether to serve ads to people similar to your target audience Conversion pages for tracking pixel: Home page, event or promo landing page (req info, apply, register, etc) Ideal: purchase/registration/form completion page – this shows that someone went through ALL the steps fb pixel helper Chrome extension – I pretty much just use chrome now (former firefox user)
- Campaign – objective (click, like, download, whatever) Ad set – audience, budget, schedule Ad – creative and message for ad set audience (different creative for each audience to get them to complete your objective)
- Campaign – objective (click, like, download, whatever)
- Ad set – audience, this is where you enter your demo & geo filters to sort audience this is also how you do ad split test audiences
- Ad – creative and message for ad set audience (different creative for each audience to get them to complete your objective) You can set budget at the ad level – daily or lifetime. Turn on/off as you want. This lets you be very specific with your messaging for the particular audience (ad set) that you want to perform your desired action (campaign goal)
- Must be approved Takes 15 minutes Primarily authorizes image content 20% text – but you can put a lot on there if you are design well
- Best reach = pix of actual students! Visuals & creative – pretty stock lady fail Purrrty lady, ugly performz Stock pix = too pretty, sanitized Is it relevant to your audience? Too ad-ish = low relevance Need some quick-n-dirty ads for fast turn Good standby campus & student pix Brand your flag if you can, but if it’s visibly recognizable, might not even need that
- Think about how your ad will be viewed? Desktop? Mobile? The ad will display differently Nobody recommends right side display ads. Crazy-low CTR – maybe good for macro-large audiences (6-digits) newsfeed ad: avg 2.0 - 3.0% CTR right side ad: avg 0.1% CTR FB Ad network pushes ads to mobile apps – Huffpo, games, developers and resellers (you can see them in ad preview window) I’ll be honest, I don’t know how effective these are or if it’s best to focus on newsfeed & mobile
- Scholarship promo. Best ads: pic of students. It got shares and comments. That helped it with organic reach – which fb loves to see.
- A low ad relevance score means poor targeting or creative (or both). Make sure your ad is targeted to the most relevant audience, uses clear language, has a strong CTA, and has an eye-catching image. Fb saves you from yourself – it penalizes bad ads (but it’ll still take your money) Ad fatigue= some sites say 6 others 8 – either way, change em up. Ad relevance score – still figuring this out
- If you really want your ads to perform, you need to understand your audience. Here’s where you go to research any audience to learn what makes them tick. Get insights on any audience or sift through your own audience to see what there is to learn. You can get there from within ads manager or just type this Fb go wanted 250k to start - waaay too big for us. In fact that’s twice the population of our entire district, but we played along to figure it out (sorry neighbor schools ) After digging through this, some of my target audience as small as 700 for a professional development class Custom audience (import contacts XLS) con’t ed, alumni, whoever
- Most of us won’t have an audience deep enough to get a lot of data about likes & pages. Fear not though: Birds of a feather flock together! Bigger audiences show better insights, so go macro and spot trends that pare down to micro for your target audience Truckers ad audience mining
- Compares our audience with fb aggregate audience. Target an audience, then copy it Truckers in the midwest High school grads Demographics & page likes Then…
- Then take what you learned from doing research on truckers at macro level and plug some of the keywords into users in your target district
- Ogilvy article: http://social.ogilvy.com/facebook-zero-considering-life-after-the-demise-of-organic-reach/ March 12 – lost 150-ish fans. Reach is dropping. Considering weekly budget ($20) for posts. April review, decide in May. Pull some recco’s from the whitepaper
- Via page insights Can you tell when we started advertising??? Organic reach is still there but it’s hard to tell if we’d have what little we do if we weren’t already advertising. ???
- Page likes don’t mean timeline views You can see when we started advertising. You can also see the great Purge of March that happened a few weeks ago. Even with all our boost in page likes, people aren’t visiting our timeline. That’s ok though. The newsfeed is where it’s at.
- Status updates are a little skewed b/c of snow days and other alert announcements that get a lot of shares & likes. Practically every post is photo or link or video. Rarely do we just run a text-only post.
- Time online
- Knowing devices being used is huge for determining image and copy Helps big time with audience & goal. Will a person use their phone to complete a scholarship app? No. So consider diff ads with diff goalls (app link to desktop, promo to mobile) Watch conversions and dig through the device ad report– if you get/need big mobile numbers, don’t expect conversions for form completers Don’t forget SCC site analytics for browser. Inbound referral links? How much traffic is fb sending you?
- MUST USE CHROME to use power editor tool Link to scholarship app on Sat nite? Nope. Should you even run ads on Sati nite? Maybe. Tailor to demo, monitor To select dayparts, you have to select lifetime budget (not daily). Different demos surf differently. Consider quasi-split testing ads and posts by daypart to speak to different audiences
- Wall calendar pic inset Google spreadsheet inset Really helps you plan and integrate with other marketing, budgeting helps too (you can get a lot of $$$ out there if you’re not careful)
- Landing pages help a lot – be kind to your peeps segue from fb ad, to landing sell, to click action Coordinate visuals when you can – logos, pix, copy THIS TAKES TIME AND COORDINATION!
- Stop linking/embedding youtube – stay native – but maintain yt channel too Play with placement & autoplays Native: 719 hits, 40% views, 11% :30’s Youtube link: 150 hits, 6 clicks We’re starting Fb shorts in April After effects templates Geico pre-rolls We haven’t paid for video plays
- Better coordination posts & ads Toy with paid posts (paid & unpaid) Build better budget, dedicate resources to support it – ads, time to do it, set & measure goals Further integrate with other media Better landing pages Better audience insights & targeting Parse our current and former student demos, import emails into audience insights tool to find more trends to improve targeting