This document provides an agenda and instructions for maximizing the effectiveness of Facebook advertising. It discusses: - Conducting audience research on Facebook to identify an ideal target market - Creating compelling ad copy that resonates with the audience and makes a positive first impression - Starting campaigns and ad sets small and using a multi-step process of retargeting ads and split testing offers to build trust and interactions over time - Focusing on providing value to the audience through educational content before promoting offers or sales to develop lasting customer relationships

2. Theatre • Classical music • wine • InfoRMATION products
EMAIL Marketing SINCE 1996
Facebook ADVERTISING since 2009

3. AGENDA
The number one
research tool
to find your
ideal audience.

4. The one thing you
MUST do whenever
you advertise on
Facebook
Don’t leave money on the table
AGENDA

5. HOW TO
MAXIMIZE TRUST
WHEN RUNNING
YOUR ADS
AGENDA

6. Audience Data
why facebook?

7. time
money
YOUR INVEStment

8. HAVE YOU EVER RUN FACEBOOK ADS?

9. RUN AN AD TO your ideal client
TRAFFIC
THE ONLINE MARKETING
FANTASY
YOUR AD
YOUR
OFFER
MAKE
MONEY

10. YOU ONLY GET10 CLICKS
TRAFFIC
WHAT ACTUALLY HAPPENS
YOUR AD
YOUR
OFFER
MAKE
MONEY
People have banner
blindness for ads that don't resonate
with them or are from companies
they don't know
Cold leads who click on your
ad are not ready to make a purchase at that
time.And... you have no way to follow-up
with non-buyers.

11. NOT QUITE THE FANTASY

12. Here's the reality of
the situation...

13. You've got up to 8
seconds to make a
positive impression on a
first time visitor before
they leave your site

14. On average, only 2% of
site visitors actually
purchase something from
a site when they visit

15. It takes an average of 7
interactions to get a lead
to open up their wallet
and spend money with you

16. So what should you do?

17. what's the shortcut?

18. bad news...

19. There isn't one!

20. ...and that's why so few
businesses see a decent
return on their Facebook
Ads investment

21. but today, you're going to
discover the secret sauce

22. here it comes...

23. provide value first

24. develop a communication
channel to build a lasting
and trusting relationship

25. This is called a
"value exchange"

26. here's the blueprint...

27. Identify your ideal audience

28. RESEARCH: AUDIENCE INSIGHTS

29. RESEARCH: AUDIENCE INSIGHTS

30. RESEARCH: AUDIENCE INSIGHTS

31. CREATING THE AD

32. CAMPAIGN
This is where you tell Facebook
what you’re trying to achieve.

33. AD SET
start small and scale

34. AD SET

35. THE AD
This is where you tell Facebook where you want it
shown and... CREATE YOUR AWESOME AND COMPELLING COPY.

36. ARE YOU WITH
ME SO FAR?

37. running the ad

38. YOUR FIRST AD
PRE-FRAME

39. YOUR FIRST AD
establish
authority
& TRUST

40. running the ad

45. HAVE YOU EVER RUN RETARGETING ADS?

47. running the ad

50. Retarget +
split-test

51. Ad to home page

52. Ad to APPOINTMENT FORM

53. KEEP EVERYTHING
INSIDE FACEBOOK

54. Ad to ORDER FORM
multi-video sequence

55. video AD #1
shown to
targeted audience

56. video AD #2
shown to Video #1
75% + Viewers

57. video AD #3
shown to Video #2
75% + Viewers

63. BaerOnMarketing.com