How To Create And Design Effective Facebook Ads

Transcription

1 How To Create And Design Effective Facebook Ads Suzanne Gerety: Welcome everyone. This is the DanceStudioOwner.com webinar on Facebook advertising. I'm really excited to be hosting this today with our website manager, Jill Tirone. She is very savvy with dance studio marketing. She recently taught on the subject of Facebook advertising at the Dance Teacher Summit earlier in August. She's going to help you get started and also show you how to make your advertising efforts more effective. That's what we wanted to lead with today. Whether you've never done this before or you're looking to take your ad campaign to another level, we do believe you'll get information that will make a difference. In this webinar, you are going to find out ways that members are using Facebook to build their business, to grow their list of potential students, and to get people to visit their studio website. You're going to learn how to create a highly effective Facebook ad campaign including some easy advertising strategies to attract more fans and target new students. Jill is going to show you how, step-by-step ways on how to decide the perfect ad type for your studio and make sure your ad targets your ideal audience, plus you'll see how to avoid some pitfalls by learning why most ads get rejected, why certain ads get rejected and to track your progress to know if your ad is working. Welcome Jill. I'm really excited about this. Jill Tirone: Thank you, Suzanne. I'm really excited too. This is my favorite topic in the whole wide world, so to have the opportunity to talk again on it is fantastic for me so I hope everybody is ready to go and has maybe some food. I know it's right around lunchtime for everybody so sit back and we'll give you some great advice on Facebook advertising for your dance studio. Before we get started, you can ask questions from the web. I will be watching those come in. We will open it up at the end to caller questions and we will pause during the middle to answer any questions. Like always, the slides will be ready for you with the replay. You can take notes but know they'll be available for you whenever you need them. Go ahead. In looking at everything we've gone through, the most popular question I've been asked is should I advertise on Facebook? That we really know is one of the burning questions for studio owners and when you look at your Facebook page and you're browsing through your news feed on your own personal page, a lot of people don't realize that some of the news feed ads that come right in, not necessarily on the right-hand side, but some of those news feed ads are advertisements. 1

2 They're not necessarily something that a person posted so in talking about the placement, as you scroll through your own page, it's good to take a look. If anything says sponsored, that's an ad. People create those ads to get you to click on them. We'll talk a little bit further as we go along but the best thing to do, I love to go out and browse around to other Facebook ads and see what piques my interest and what would make me want to click on an ad, and see where they go. Are they going to a like campaign where they want to get more likes on their Facebook page or is it taking me to a link that's going outside of Facebook to a website? The best thing to do is think about the ad placement. The right side ads show up only on desktop so they're not visible to mobile users at all. Depending on how you want to do things, I'm a heavy mobile user and I think that when I do place ads, I tend not to use the right side ad but I want everyone to know their options. Then of course, what I just talked about was that desktop news feed, and then mobile, being able to see the ads on a mobile device. That's really important too. Think about it as you go through. The next time you're on your Facebook news feed, take a look through. They usually show up about the second block down is a sponsored story. Mine, I just flip through and I have one right here that says sponsored. I know that's an ad right away. You'll get a good feel for where the ad placements are, right-hand side or in the news feed, or as you're browsing through on your mobile device, on your phone or on your tablet. There's not too much more to talk about as far as the placement. Those are the key things. Then I want to go right on to what Suzanne and I love to talk about, and that's basically building up your list or your list versus a like campaign. Facebook advertising, you can get into Facebook advertising for a very minimal amount, and when you spend your dollars, I want to make sure that you're spending them in a good way. Like campaigns are simply a campaign that you run and those will boost the likes on your page. If you're just starting out and you have a few likes on your page and you want to get that growing a little more organically, you can go ahead and boost a post or create a campaign that simply gets people to like your Facebook page. The reason I don't necessarily recommend it, especially if you're more of a seasoned Facebook user and your page has been in existence for awhile, I don't feel they're as effective and I don't recommend boosting posts. You'll see if anybody posts onto their studio's page, it always gives you the option to boost a post. Let's say you post an image of last night's dance classes, your little two and three year old class which was so adorable, so you post a picture. Facebook will show a little button that says, Boost this post. People like to do that because it's super easy and you can set your spending amount and just tell it to spend a little bit of money and do that. You'll see some likes come out of it. But the issue that I have is that there's no way to target your audience. We're going to talk more about targeting as we go through the presentation, but when you boost a post, it doesn't give you the opportunity to really choose your audience and I think your audience is one of 2

3 the most, it's Facebook's biggest strength, being able to choose your audience because Facebook has so much information. It shows what people like. It shows the other pages that people like. It shows all of this information, all of the demographics so if you're just boosting posts and you go ahead and click that button and do a couple of fast choices to get more people to see that post, you're not able to get it right in front of the people that you really want to target. When we talk about like campaigns versus building your list, I always go for the building your list option which would be creating an ad from scratch because you can choose your audience. List building, when I talk about list building, think about it as your own personal lead system so you have your list and you might generate your list to a studio software management program that you're using or you may have an opt in box on your website where you can have people leave their address, and you can add them in to send them s. List building is very important because those are all the people that have given you their address, and they think that you're important enough for them to leave that address. I know for me, I don't leave my address with anybody. I hold onto it pretty tight so if I've given somebody my address and I've given it to a dance studio, I want to see information from them. When we talk about your ad campaign, make sure you focus in on how you can get some leads out of it rather than just building the likes on your page because you want people to visit your website. You want people to give you that information. Then you can target your audience and you can really turn those loyal fans on your Facebook page, turn them into loyal customers. Going on from there, I think the next step once you decide that you want to build your list, you have a nice solid fan base and you want to build that list, the next thing to think about is deciding what to advertise. When you go through and you do an advertising campaign, I really recommend that you sit down for a few minutes and think about this. You want to make sure that you're choosing something that is relevant. You could advertise your studio's website, meaning you can choose an ad and create an ad that gets people out to your website. You can do a Facebook page like campaign, so that would just increase your page likes on the page. You could boost a post like we talked about to boost the engagement and get a little bit more going on a particular post. Maybe it was that cute photo of your two to three year old class the night before or a little video if you want to boost some engagement. You can do that. Or a great thing too is if you have events coming up, and we know studios always do, you can make sure that you're promoting your event so that you can increase your attendance. Facebook advertising is a great way to do that if you're trying to sell tickets to an event or you have a fundraiser coming up, or anything like that that is studio related, you can add your event into Facebook or even if you just don't even do that and you have a page on your website for your event, you can create an ad that specifically goes to your website's page that advertises your event so you can boost your attendance and increase it that way. 3

4 What I really think is important for studio owners when you talk about your advertising is to make sure that you understand that social media is an amplifier so be clear on what you're trying to broadcast to your audience. When you think about it, you have to decide what your message is. We're going to talk about how to get a plan together for this. I think it's really important, not even so much the how to's of how to create the ad, but why you're creating the ad in the first place. Starting with a plan is key. I think it's hugely important, and Suzanne and I talk about this all the time because we're pretty big planners and we like to lay things out and get it done. You have to decide what are you advertising. Are you simply advertising your studio's brand? Are you advertising the fact that you want to increase your registrations? Are you advertising a free class? Are you advertising a promotion? Maybe you're going to do a free pair of tights with registration, or maybe they get a free t-shirt with registration, or maybe you're knocking some dollars off and waiving that registration fee. Whatever it is, make sure that message is clear because that way, you're going to optimize the chances of having somebody click on your ad. If you're a little all over the place or there's not a big urgent call to action, then chances are you're going to be spending your money and people really aren't going to pay much attention to your ad, and they're not going to click on it and get where you want them to be. On the slide we're showing now, the landing page on your website is key. What I mean by that is if you're going to advertise a free class or a try it day, or come in for a free class, have a page on your website that is only dedicated to trying a class or giving away that free class. Put a form on this page that people can fill out with the child's name, their address, some pertinent information, which class they want to try, and have that be the landing page. This is also if you're going to do a promotion with free tights or a free t-shirt, or registration discount, something like that. Have it be its own separate page on your website. When you're searching Facebook and you're looking just for your own information, and you come across one of those sponsored ads, click on it and see if it takes you out to a website. Take a look at the landing pages. This is where the old saying, measure twice, cut once comes into play. I love that because if you do your research ahead of time and you do your measuring, and you look at what's out there, and you see how people are utilizing their advertising and getting them straight into a landing page on the website, you are going to be utilizing your advertising dollars so much better than just putting a quick message up there that just says, Jill's Dance Studio. Come check us out. People are going to wonder, Why? Why do I want to come to Jill's Dance Studio? Get your websites up to date. Make sure the information is easy to find on your website. Create a special landing page. If you do your homework, that's really going to be beneficial. Would you agree, Suzanne? Yeah, I would say this is where we sometimes make mistakes and learn otherwise. We have the most success so far when we drive people to our try a free class page. They can't get distracted by 800 choices. They're really zoning in on that. 4

5 I've actually, Jill, you and I have talked about this, seeing a lot of dance studios who advertise with big budgets on whether it's even coming from Facebook or online and they're landing people directly on the registration page as if this student is going to instantly register without maybe getting to know the studio or trying something or reading up more. You have to remember there's a step in between, especially for people who maybe just curious about your dance studio. Absolutely, I think that's such a great point. I often when I'm talking to studio owners, I often have them take off their studio owner hat, set it aside and put their shoes on of a parent, step into the shoes of a parent and really separate themselves and focus in only as a parent. Go back and look at your website. Look at your landing page if you've created one. Go back to basics. You have to remember, there are parents out there who have no idea how to register their child for a class but they do know how to get them there on a Wednesday at 5:30 for a single try-it class that they know that they can fit into their schedule, and they want to check your studio out. Don't give them 800 choices for all of your registration classes. Give them one option. Give them that option to try one class or to come in on a try-it day and get registered for the whole. Maybe you do little snippets of classes for a try-it day. Make sure that you really focus on that. People will get overwhelmed if there's too many choices and go elsewhere. Don't have them just land on your homepage because they're not going to know where to go from there. They're going to say, Oh great, there's a great picture of the recital on here. These kids look happy, but now what? and you've already lost them because there's not a path for them to follow. Right, and I would say this too, Jill. I think everybody has different pieces of information on their website. I just wanted to add onto that, that I do see some other people out there recommending you write an article about why, things to consider before you choose a dance studio or informing a parent. While I think that's good to know for some people and I think that message can work, people are pretty savvy. They may not have registered their students into a dance class per se but they know what they're looking for in terms of certain programs. This goes back to when we target our audience, closer where certain educational information might be more relevant to another audience versus another. Once again, you might get some ideas from this call. You'd say, Oh, for that targeted audience, say our preschool market or our elementary age, the try a free class makes complete sense, but maybe if we're targeting a certain other demographic or different age range, the more serious dancer kind of thing or what you need to know about our dance studio's programs might be more useful as well. Keep in mind that you might have different ideas come through based on these suggestions. Fantastic. Okay, let's move along. Do we have any questions we want to take in the middle of this, Suzanne, or keep rolling right along? 5

6 One question came in from Elizabeth which was a good one. She said, I've used Facebook ads but they always show up on that right side column. How do I select a new placement? Can you back to where someone would choose that option? Great, that's a very good question. One of the things we'll talk about down the road in our quick hour that we're going to be on the phone or even less if we take some Q&A is basically how to choose the ad placement. There are two ways to do this. There's the power editor that I'm going to mention real quickly, and then there's your ad manager. The power editor is the one that gives you the most bang for your buck. It's a little overwhelming and a little bit more of an advanced users type tool but that's the one that you're really going to be able to hone in on where your ad placement shows. If you use the ad manager too, there should be a way in there. I haven't been in there for awhile because I've primarily been using the power editor but I can definitely follow up with Elizabeth's question too and make sure I can tell them exactly where to go. In the power editor, it couldn't be simpler to find where that placement goes so I'm not too sure how she's creating her ad but there is a way to definitely specify if it's only going to show on mobile devices or do I want it in the news feed, or the right-hand side. There's way to do it in the power editor. I'll make sure it's available in the ad manager which is a little bit the easier one to use. I'll get a screen shot of that for her and we'll definitely have follow-up on that. Let's go right along. Now that you've established your plan, now it's time to write your ad. I'm a big researcher. I always have so much fun looking at advertisements and marketing things, and even stuff that comes to my house. I'll look through it and proof read it for errors and all that fun stuff. That's the geek in me but spend some time surfing Facebook and watch the ads that catch your eye. What are the ones you re going to want to click on? If it's something that has a really bright, pretty picture, is it the ad copy, that headline, that 25 characters that got your attention? What is it that made you want to click on an ad? It doesn't necessarily have to be obviously for a studio but any type of advertising you see on Facebook, what is it that drew you in and compelled you to click and get more information? Think about those things. I'm a big fan of showing great pictures that are simple, not a whole big class because they're a little bit harder to see. It depends on the size of the photo. Hone in on a couple of, if you're building your preschool program, show those happy preschool aged kids in your studio. If you re trying to build up your competition teams and your team kids, show that age group. Make sure that the pictures and the images you're using are big enough and clear enough, because if you do show them in a news feed, they are pretty big. I won't get into all of the specifics about the image sizes because they do differ between the right-hand ads, the right side ads, news feed ads, mobile ads. There's a one page document that Facebook itself has out that I'll put a link on as a follow-up but that's a good guide. You just want to make sure it's big. Facebook will shrink it down to what it needs, so the bigger the better. Make sure they're nice and clear, and high resolution. 6

7 The title, you can only put 25 characters in there so you want to be nice and clear and concise, Try a class! Here's why we're the best! and then the body text is more of where you can put a description about, We're family friendly, conveniently located. Our try-it day is August whatever, that kind of stuff. You can put a little bit more information in there. Now that we've decided what to advertise and we've written our ad and come up with the ideas, now we have to think about our audience. The reason I love to create an ad from scratch and not boost a post I've already created is because we can look at the audience. We can take a peek and do some little recon, and do a little browsing around. There's this great thing called graph search. The blue search bar at the top of Facebook, there's a little Facebook logo and then it says, Search for people, places, and things, on the top left-hand side. This is Facebook's newer graph search. You can find out a lot about your competitors. You can find out a lot about who likes your page and what their interests are. You can experiment with this and find some really fabulous information so that you can add some targeting into your audience when you pick the audience that you're going to advertise to. Rather than just doing a blanket ad that goes out to a whole bunch of people, we want to make sure that you're really targeting in. When you look at the graph search, the graph search is on your Facebook page. It's up on the top left-hand side. It will say, Search for people, places, and things. What I love to do is put in some different characteristics. One of the things I like to look at is pages liked by people, and then you can insert your studio's name. You can see what other pages people are interested in. A lot of times, if it's local, you will see people liking the local chamber of commerce. You'll tend to come up, most of your followers and fans are going to be women so you'll see different things that they like, different shopping places, different photographers come up a lot in these graph searches. It's fun to see what interests. You can also type in, when you play around with it, type in interests liked by people who like, and then you can put your studio's name in or even your competition and put the competitor's page in. Once you start to get a good feel for where those people are on Facebook and what they're looking at, you can go through and using that power editor that I just mentioned, you can drill down and choose different interests. It's a good fun demographic to take a look at. I like to show this to people because people really don't even know it exists, so make sure you go up and do some searching. Play around with it and type in the different pages. If I'm going to do a real quick search, and I'm going to have Suzanne chime in on this in a second, for instance, if I do interests liked by people, women especially, women who like, and then I put in DanceStudioOwner.com, or Dance Studio Owner's page, we tend to see give me one second. Interests liked by women who like Dance Studio Owner, we see dance, ballet, the Rockettes, Miami City Ballet, of course all of the things we come up first are all dance related. If you do a local studio, interested liked by women who like, and I'll put in a local studio here by me, what's great about this is it shows local things, our local TV channel, children of course, things that are family related, babysitting, wine. 7

8 Wine comes up all the time. I think all of us dance moms love wine, right? This is a good tool. It's something that's information for you. It's something that I want you to play around with, and you can get an idea of where those people who like your page are spending their time. Suzanne, what do you want to add in about graph search? I just want to add in that if anybody who is listening in is still trying to find this, you have to go in through your ad manager, don't you, Jill? You go in from your page? No, this is just graph search. This is just from your own page. We can walk people slowly through it. If you're on your Facebook page and you're in the upper left-hand corner where there's the search bar, you just start to type in something like pages liked by women who like - Then you can put in your studio's name or your competing studio's name, something like that. Exactly. We can clarify that again but that's a very cool way to get some intel. It is. Doing that recon and getting that intel on your competitors, even about your own studio, take a peek and try some different searches based on your own studio, interested liked by women who like your studio, pages liked by people who like your studio's name. It gives you a good overview about where they're spending their time on Facebook. Like I said, this is that intel that you want to get. It's just a little bit of information for you so that when you go through, another one that comes up when they re talking about is studio people like baking, Black Friday, shopping, gymnastics. The local grocery store where we know they hang out. We had conversations over this, Jill. You can start to see where people shop for clothes, the women who are shopping for clothes, there are opportunities for targeted physical advertising. There's some great insights you can get from this. Absolutely. That's what it is. It's a good tool to gain some insight and to really get a good handle on who is visiting your page and what they're doing while they're on Facebook. Moving right along, now that we've talked about the graph search and looking at the audiences, I'm going to go through this fairly quickly because this is some high level stuff. I want studio owners to be aware that they can do this. Within Facebook, when you do an ad, you can actually create a custom audience, like I said, a little bit of a higher level task to do. You might need a little bit of help with this but the fact that you can do this is fantastic. You can pull out all of your addresses that you've collected from day one. Let's say you have a database of addresses. You can take that database of addresses, get them into Facebook. Facebook will compare the address with the user ID and it will return maybe, even if it's a third of it or if you're on a good day and it will match up even half of it, then you have a targeted custom audience that you can send out and add to. To back up a little bit, if you have addresses in a database of people you've harvested from an event or from your website, or whatever you've done, these people have 8

9 given you their address, you can actually get it into a custom audience in Facebook and then target an ad specifically to them. You're not just shooting in the dark and you re not just doing a random audience of people that are out there. You're targeting those people who have already given you their address. You could do an ad specifically for a try-it day or try-it class, and you can get it out to those people that you already have their addresses to. Now, not all of them are going to match up because not all of them are on Facebook or they've used a different but you can get a good chunk of them out of that. You have to have at least 100 to do it but if you have a nice database of addresses, this is something you could give a shout-out to maybe somebody that helps you with your website, marketing, or something like that and say, Hey, I've got this list. I would love to do a Facebook ad that goes specifically to these people. Again, it's just another way to get in front of a custom audience, not to overwhelm you, but it's a cool little facet if you have a database of quite a few thousand addresses sitting there, try to get them into Facebook and you can run an ad specifically to those people. Going one step further, I wanted to bring this to your attention. Have you ever been out shopping, Suzanne, one web, one Chrome or Firefox, and you go out and take a look, take a peek for something you want for one of your kids, a new pair of shoes for you? Then you come back into Facebook right after that, and you see ads that are identical to the product that you were just shopping for? Yes, it's like they knew what I was thinking, right Jill? Exactly. It's like they're spying on you and they say, Oh my gosh, how on earth did this website, maybe it's Amazon, how did Amazon know that I was just shopping for those red pumps that I've always wanted? because all of a sudden, you'll see that ad show up in your news feed or it's showing up on the right-hand side of your Facebook page. These are called retargeting campaigns and you can actually do this for your studio if you wanted to, another high level type thing but the good news is that everybody can do it. You can put a little, it's called a pixel. You can put a little piece of code on your studio's website so when somebody comes to your website and they look at your website, and then they leave and go back into Facebook, if you have it set up for your ad to show anybody that's gone to your website, it will automatically show an ad to those people that visited your website. It's super cool technology. It's like I said a little bit of a higher level user type thing but if you are one of these super stellar Facebook ninjas and you've already been doing some advertising, you can take it to the next level and you can have anybody that visits your website, then go out to Facebook, they will see an ad specifically targeted to them that says, We want you, so to speak, We want you to come to our studio because you're super awesome. I think it's just a really neat piece of technology. I always feel a little weird when I'm out shopping and doing something online, and then I see those ads in Facebook but that's the technology that they're using. They have a little piece of code in their website, then you go out to Facebook and they show you an ad based on what you were shopping for, so you're 9

10 more apt to come back and click that ad and say, You know what? Yeah, I really do. I decided I really want that pair of shoes or that new sweater. You're more apt to come back and purchase it that way. Anything to add on that, Suzanne? No, I just wanted to add that we have plenty of folks listening in on the webcast. You can type me a message or question at any point in the ask a question box. I'm looking through those and I'll make sure that we answer them during the call, and we'll also follow up with the responses. You don't have to wait until the end to ask the question. You can type anything in now as it comes up for you. I'm keeping an eye on those. Keep going, you're doing great. Retargeting, a nice little cool thing to know about and think about, like I said, if you're just starting out with Facebook ads, don't be overwhelmed. These couple of things with the custom audiences and retargeting are a little super special trick that you can do but just knowing how the technology works and knowing that it's out there, you can put it in your todo list for things you might want to go forward with if you're already doing some Facebook advertising. These are some good ways to branch out and go further with that or things to reach for after you've been doing it for awhile. Talking about turning your fans into loyal customers is really important. You want those people on your Facebook page to really enjoy spending time with you on social media, and also the second question I always get asked after the first one, Should I advertise on Facebook? is, How do I get the people that are on my Facebook page to actually become students at my studio or become my loyal customers? The way you do that is you have to build up the relationship and you have to work off of knowing the fact that if you run a Facebook ad, you're not necessarily going to get that person immediately in the door. Just running the ad is not going to make them grab their purse, grab their ten year old little girl, and come down to your studio and get her enrolled but what you can do with your Facebook advertising is build a relationship. You want to make sure that you're putting your best foot forward, you create this awesome ad that gets them to your website, and then you can get an address from them, and I think a try-it day or a try a class where you're harvesting that information is a perfect way to do this because not only are you getting their address, but you're getting them in the studio to give them something that they're going to really enjoy, and then they're going to sign up right there on the spot. Think about all of your Facebook advertising coming from a place where how can I take these fans that are on Facebook and get them in the door. You have to do that extra little step, getting them to click through to your website, maybe getting their address, and then you can do a little bit of a soft sell to them after that. Let's say they signed up for a try-it class. That person comes in, that little student comes in. Maybe she's an eight year old, and she's tried a class but then maybe mom doesn't sign her up. You can send out a follow-up because you have all that information, and you can say, We know you were in on Saturday for your try class. How did it go? What can we do for you? Then she'll say, That was really great, thanks for following up. I just didn't have time to register, or whatever it was, and then they'll go register. The way you turn those fans into 10

11 your loyal customers is building the relationship. Keep your Facebook news feed up to date. Make sure you're posting regularly. Make sure you're engaging with them. Then also, when you do run your ads, funnel them into your website, get an address, and then do your marketing. I think that's a really important step that a lot of us are missing. We want to dive right in, do the advertising, get the students registered, and move on. It's hard. There's that intermediate step where you have to sell to them a little bit. You have to be the marketing person. You got to throw on that marketing hat every once in awhile too. Right. I just wanted to add, Jill, I think everybody listening to this, here's what I would say that the takeaway of all of this is that there's not one solution to growing your programs. I know everybody listening knows this. There's no magic bullet. There's no easy button. I wish there was. Most days, I wish there was an easy button but there tends not to be. Our hope for this call and what we're committed to here is that you get some edge or to try it a little further. It's like your dance training. Oh, you took beginner. Now we want to have you stretch a little further. Let's get you into the intermediate level. Oh, you're at intermediate level, let's get you to the advanced. The Facebook world keeps changing. You're seeing it happening probably at the engagement level of posts that you had a year ago drop. We really want you to see this as part of the tool in the toolbox of all the other things you're doing. We're right there with you trying, experimenting with some things. It's not expensive if you do it right. What you hear Jill hammering home is that make sure you're gathering contact information from your current and potential students in more than one way. As you guys know listening in, we have plenty of students that come, stay for half a season, and then they go away for a couple of years, and they try gymnastics or their neighbor tries dance, or they refer people. Don't forget that a lot of these people may or may not be actively taking dance with their students or themselves. They could be adults taking dance at your studio. They may not at this moment but that doesn't mean you give up on staying in touch with them. They'll let you know if they don't want to. That's just another side tip. Definitely. Good. I know we have some questions coming in. A few of them have to do with pricing, which I'm going to cover in a couple of minutes, and how to actually pay for the ad, that kind of stuff. We'll cover that in a minute. Amy was missing some stuff at the beginning of the call and had some questions on the power editor. I'm going to cover that in just a minute too. Everybody, just hang on. I think we're going to cover the questions that you're asking on the web in my next little chunk. Those are great questions. Thanks for asking, everyone. So Amy is not lost, the power editor is part of Facebook, correct? Yes, that's my next slide actually. I'm going to start talking again. I know we have a couple more questions coming in so I'll let you moderate those and we'll get through all that. 11

12 This is for Amy and everyone else that's interested in how you actually do your ad. We talked about boosting a post earlier where you just do that within your news feed, and you can click on that button, and it will walk you through it. If you want to go one step further than just boosting a post, you can create your own ad. The introductory tool is this ad create tool. It's good for users who are just starting out and it's also available, believe it or not, across all browsers. The power editor that I'll talk about in just a minute is only available in the Chrome browser so if you're not a Chrome user, the ad create tool is going to be the way to go for you. It's also a good step into the world of Facebook advertising. When you're on your Facebook page, on the left-hand side, you'll see a little link that says ad manager. That's that ad create tool. They list it as the ad manager. When you click on that, this goes in and shows if you've already been running campaigns, it shows the campaigns that are currently running or gives you a nice overview of how much you've spent already. It shows your reach, how many people it's reached, the cost, how much money you've spent during the day because you can set a budget to do $5 a day, $10 a day, that kind of stuff which we'll go over in a couple more minutes. The ad manager or ad create tool is simply on the left-hand side of your Facebook feed. It's super easy to go into. You can check your reporting, you can check your audience insights which is fun to play around with. This is where you set up your billing information. You'll put your credit card in there to be billed, all of that fun stuff, the conversion tracking if you are doing some of that which is that advanced stuff where you're showing people if they're actually converting and buying something on your website. That's just a really brief overview. It is really easy to use. You can go into this ad manager, create a quick campaign and be up on running, honestly in probably about ten minutes. If you want to jump in and you've never created a Facebook ad before, use that ad manager on the left-hand side, create a quick ad. It walks you right through it. It's really pretty simple and pretty easy to create a new ad. It says right on the left-hand side, create an ad. Once you click on that, it gives you the option, Do you want to create page post engagement? Do you want to do page likes? Do you want to do clicks to your website? I'm the one that's going to jump up and down at that one and say, Yes, definitely get clicks to your website. Really, the other ones have to do with apps, events, offer claims and things like that. You're going to choose from the top three I would say. You're probably not going to get more further into it than that. Once you would do clicks to website, you would simply put in the URL. Be specific if you've created a URL, a page specifically on your website to try a class, that's where you put in that full URL. Copy and paste it right from your browser so it's accurate, and that's how people are going to know to click through to your website. That's a really great way. I'm not going to spend a ton of time doing this because it's hard when I'm on the phone with you, or even going through slides but it will walk you through it and you can definitely do it, and it will hold your hand and I have faith that you guys can all 12

13 create a very easy ad, use a nice photo, be specific in your URL in the link you send them to, all that good stuff. Then, if you've been doing ads for awhile, I always suggest trying to jump in and do the power editor. The power editor gives you much more than your ad manager will. This is where you really can have some flexibility with the placements of ads. We talked about that, somebody being stuck on the right-hand side instead of the news feed. You can have a little bit more flexibility with how you spend your advertising dollars, and the biggest thing is how you target your audience. That's also a good thing with the power editor. You can find the power editor on once you get into the ad manager on your left-hand side, you will see it, again, on the left-hand side. You click through the ad manager, and then once you're in there, you'll go through and the power editor is about third from the bottom. It's where you would see billing and all of that good stuff. The power editor is in there. Again, tough for me to cover over the phone but good to know that this is where you're going to get the most bang for your buck when it comes to creating your ads. Don't be afraid to do the power editor. There are some great tutorials out there that actually walk you through the power editor. Once you get used to it, it's pretty easy to use. Just keep in mind, it's only available in the Chrome browser. Suzanne, I know trying to do this on the phone or in a webcast is a little difficult but are there any specific questions that are coming up about ad manager or power editor? My best advice for everyone, if this is new for you, then I could say you can use Facebook ads yourself or you're using Facebook ads for your page but get in there and just locate the ad area of Facebook so they can get in there can they get in there from being on their Facebook page under the build audience, correct? Let me back up. If I'm on my Facebook page - Not your personal profile but go to your dance studio Facebook page and across the top browser area, there's your picture of your face, and it says home and that. All the way to the right, there's a build audience. You scroll that down, and there's use ad manager. That will take you in there as well. Yes, that's definitely another way to reach the ad manager. I think if I remember correctly, you can just go to Facebook.com/ads and that will get you into the ad manager. The other thing is Jill and I experiment with different headlines. We try the way it looks but you can get various ads approved. Jill, maybe you're going to get to this. Then you can choose whether or not you even want to run, just that final don't be nervous. It's not a commitment. You're not having to write a check for $400 here. You actually have so much control over this. You can get the ad approved and then just shut it off, and set it for later. If you're worried about it, your assignment would be to go create an ad and then see if it gets approved and go from there. That's a perfect thing. The biggest thing I want you to walk away from a call like this, especially if you're new to Facebook advertising is the entry level into Facebook advertising 13

14 dollar wise is so minimal and you get to control it. You control your spending. Think about that when it comes to your advertising. You're not dropping $400 like Suzanne said for an ad in the paper or something that's really not going to be seen by people. This is something Facebook is so good at being able to select an audience. You can target your audience, and for five and ten dollars a day, you can have an ad that gets them right to your website exactly where you want them to be, and it's the people that you want to be clicking on those ads. It's your target demographic. Don't be afraid of it. The tools themselves may be a little overwhelming at first but once you do enough of it, even if you make a mistake, maybe you're making a two dollar mistake or a five dollar mistake. It's not that big of a deal, and in one of my slides, I think I put to try different ads, to come up with a few different designs because you can turn them on or off once you see which one is working well for you. It's super easy to use, very flexible, very forgiving. Like I said, if you do an ad and it's a complete flop and you've spent five dollars on that one and you realize it's not going very far, even $10, just turn that one off and turn a new one on and it's pretty forgiving and easy to use. We're getting close on time so let me go through the last little bit. When you see your ads that come through, your sponsored ads from different companies, especially the bigger companies, they're doing what's called an unpublished post which is really cool. This is how I've been running some for help with Suzanne. They're called dark posts. The cool thing is you can only do them through the power editor but you get to control everything that you put in the ad so rather than just boosting a post where it just takes what you've already put in there, you start from scratch and you can put in your title or the headline, you can put your image in, and you are the one that gets to control everything, and those are the ones that click out to your website. Just be aware when you go through and are looking at some of these cool ads that you're seeing from different companies that those are usually unpublished or dark posts. They're not posting to their feed but they re doing this through the power editor as part of that, a very cool way to post an ad. The big thing to make sure that you're really optimizing for mobile, the stats are overwhelming. Over 70% of Facebook users are logging on via mobile device so when we talk about the question earlier about the right-hand column ads, those do not show on mobile devices. If 70% of Facebook users are logging on via mobile, you want to make sure that your ads are being seen so nine times out of ten, I do not even run a right-hand column ad. I only do the news feed ads. Keep that in mind when you're thinking about your ad, and you're designing it and how you want it to be seen. The right-hand column ads just do not show on those mobile devices. The power editor lets you choose where to show your ad, but again, I'm going to double check and see if that ad manager allows you but the power editor definitely does. Mobile ads do tend to be a bit more expensive but they re totally worth it if that's where the majority of your audience is. Don't be afraid to spend a little bit more on a mobile ad. 14

15 When I say a little bit more, it's minimal. I mean minimal but they do tend to cost a little bit more. Rolling right along so we can get to the questions, we're going to wrap it up right here. I've had ads rejected before and a lot of people have. It's because of the amount of text that's been on the image or that photo you re putting in. If you have a lot of information that you want to put out there, try to get them to your website and put all that information on your website. Do a nice clean picture because your ads will get rejected if they're more than 20% full of text. Too much text looks like spam. That's why they reject them. They want things to look nice and be high quality, so use that headline and the body ad to tell people why you want them to click through, and then use your website and that page on your website to give them all the information. There's this cool tool, the grid tool so if you are putting text on a photo and you're going to use that as your image, you want to check it out first. You can go to this link and it will be in the slides. You can use this grid overlay thing and it's just so cool because you just click on the boxes where there's text and it will show you if you're over 20% or not. That's why most ads get rejected. It's because of the amount of text that's in those photos or images. I really want you to be aware of that. If you're going to put some kind of a photo up that has extra text, just be aware of the 20% rule. They do get rejected. Believe it or not, Facebook looks at them. We'll get to the questions because I know there are a lot. The takeaways I want you to walk away from, Facebook is extremely powerful and taking some time to do your research on where your audience is spending time is great. Use that graph search tool. Think about how you want your ad to work and where it's going to go. Be very clear. Like I said, even if you make a mistake or you don't get them right where you want them to be on your website, that's okay. You're not spending hundreds of dollars initially. You can set your quota for the day. I know we had some pricing. You can set your pricing. It's totally in your control. You can set it to be five dollars a day, you can set it to be $10 a day, whatever you choose, and then turn it off after a few days and try a new one and see how a different ad runs. It's easy. Be creative with the graph search. Experiment with the ads. Try, try, and try different things. Don't be afraid of it. Go ahead and really push it out there. One thing that we didn't quite talk about, and I'll talk a little bit more about the cost because I know those are questions that are coming up. Don't worry about the engagement or your pages reached. I know a lot of people look at that engagement and how it dropped over the last year. Really think about how you're going to target your audience and do that rather than boosting a post and boosting a post because I can't say it enough. There's no targeting. You're just boosting a post and you don't know who is really seeing it, people that already like your page are seeing it. You want to target those new people. If you've experimented and you have a post that you did and it did really well, and you got a lot of people that liked it, shared it, and commented on it, try turning that into an ad. That's a really great way to build some content if you don t want to start from scratch. Take a look at 15

16 what's done really well on your page, go back, and use the power editor or the ads manager, and use that same content that you did as a page post and put it into an actual ad and I think you'll be happy with that. I know I didn't cover a ton about the cost, and I know some questions were coming in about that. Suzanne, do we want to regroup? Yeah, I wanted to help a few because I see great questions coming in from everyone. We know we can't give you all the information in this call. We're trying so hard not to overwhelm people so let me recap here. Our discussion forum on DanceStudioOwner.com, any questions you have about this, please, please, please, I encourage you to go to the discussion forum on DanceStudioOwner.com. Jill and I manage and monitor all the posts. We want to help you. In terms of knowing the cost, I personally don't understand it at all but I tell Jill, Let's just spend five dollars a day. Unlike Google Ads, the pricing is a little different. Can you briefly explain to people how they're paying for these? Sure. The first step obviously is to put your credit card in. That's the initial step. They want your credit card information but when it comes to paying for the ad, the best way to think about it is you either pay per click or pay per thousand. I always pay per click. You'll see something that will say when you're going in and selecting how you want to pay for it, choose the pay per click option. You will pay when somebody clicks on your ad. That's what that means. It's not by how many thousands of people see your ad. It's how many people are actually clicking on your ad. That does much better. I like that option for studio owners. When you get down to the option to paying for an ad and how you want it to pay for it, choose the clicking option. That means when people click on your ad, that's when you're going to get charged. Then you set your budget. If we set the budget for five dollars a day, we know that when enough people have clicked through and they're charging me, let's just say quickly a dollar a click, when you get to your five clicks for that day, it's always less than that but I'm trying to round up the math easy, when you get to that click through rate and it gets to the five dollars, it shuts off automatically. You won't get charged any more than your five dollars a day, or $10 or whatever you're comfortable with. That's why Facebook advertising is great because you tell it how you want to spend your money. I would like to add an example because this follows up a question from Albert that goes along with the question about tracking results. To give you an example, an ad where we just ran for our dance studio that was the try a class promotion where we did a landing page where people clicked through that ad and they landed on a dedicated page on our studio website, Try a class, and they filled out some forms, we got 93 clicks to our studio website from that at a cost of just under 50 cents per click. For $42, we got 93 website visitors. That's a pretty minimal investment to possibly convert those people into students, even if only half the people or even if one third, one person actually takes the action to come and try the class but we know we're getting more than that who are coming in to try classes. To follow up with Albert's question which was, For your 16