Salony Creations. Namita Ramani Founder & CEO Lead Generation Expert Certified Google Trainer

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1 Salony Creations Full service Digital Marketing agency Namita Ramani Founder & CEO Lead Generation Expert Certified Google Trainer Over the past nine years, Salony Creations has helped over 300 companies reach their target audiences and convert prospects into customers. Salony Creations employs digital channels like Google PPC and SEO campaigns, Social Media and marketing to generate leads via their client s websites.

2 Today we ll cover.. (1) Introduction (2) Why Facebook? (3) Track Your Fans Outside Facebook (4) The New Metric To Consider (5) Introduction to Pixels (6) Types of Pixels (7) Custom & Look A Like Audiences (8) Types of Ads to use (9) Creating a successful campaign (10) Creating Ads That Convert (11) Choosing a Campaign Objective (12) Bidding Strategies (13) Lifetime vs Daily Budget (14) Testing to reduce CPC (15) Determining your ROI (16) BONUS: The shift in marketing

3 Introduction Fallacy - I know my product is great, but I just need more traffic. There is no thing as a traffic problem. Traffic is a commodity. You can buy it just like you buy rice. Traffic store - facebook.com

4 Introduction to Facebook Advertising Targeted Reach Facebook can bring your brand to life and drive sales and business results for you. Using Facebook you can reach your business goals and Deep Engagement Proven Results connect you with people who matter. The best part? You can measure and optimise your investments throughout the purchase funnel.. Whether your goal is to reach new audiences, launch a product, or increase online sales or foot traffic Facebook drives higher return on ad spend than any other social media platform.

5 Why Facebook? Because SEO is DEAD Old Way: SEO New Way: UXO (User Experience Optimization) Its cheaper than Adwords The average CPC starts from AED 2, versus Facebook where an average CPC for a website click is 0.22 (but generally costs even lower according to our personal stats)

6 Boost traffic immediately

7 Adwords CPC

8 Facebook CPC

9 Track Your Fans Outside Facebook You must have a system in place to turn clicks / website visitors into buyers.

10 The New Metric To Consider CPP - cost per pixel - the cost of sending a visitor to your website in order to pixel them Send them to content to see what they are interested in so you can segment them.

11 Introduction to Pixels What is a pixel? Piece of code inserted on your website, or on a specific page of your website, to track visitors. Pixels are the most valuable databases for digital marketing

12 Types of Pixels Audience Pixel This is one pixel put across Conversion Tracking Pixel the whole site that tracks Put on specific pages to anybody that visits your website. This database can be filtered to remarket to all Remarketing Conversion Tracking track actions people took Such as subscribing, registering, purchasing - web visitors or visitors who used to track conversions & have seen certain pages determine response rate

13 Custom & Look A Like Audiences Custom Audience Lookalike Audience Custom Audiences let you reach customers you already know with ads on Facebook. Create a lookalike audience that targets people who are similar to your Custom Audience list. You can reach current customers by uploading your database & start showing them ads on Facebook. Lookalike audiences help you reach people who are similar to your current customers for fan acquisition, site registration, off-facebook purchases, coupon claims and brand awareness. You can also build audiences from the people that visit your website through your Audience pixel, allowing you to reach them on Facebook without even needing their address. Provides more qualified traffic to send to your traffic or people who are more likely to be interested in what you offer. Used for retargeting. Used to acquire new qualified leads.

14 Target your ads using a combination of: Website Pixels Conversion Pixels Custom Audiences Look a Like Audiences

15 Why Pixeling? What does this have to do with reducing your ad spend? Everything.. It allows you to show targeted ad s to people that are relevant & have an interest, while also capturing their data for you in your pixel It reduces your CPC by sending clicks to your website, & reduces your cost per lead

16 Examples: What you can achieve with pixeling

17 Types of Ads to use Used to promote blogs Used to send traffic to website Best for engagement Page Post Ads Link Ads High rates of social sharing Used to promote offers High rates of conversion

18 Page Post Ad Link Ad

19 Creating a successful campaign Instead of trying to reach as many people as possible and hoping you reach the right ones, you can use Facebook tools to specifically target the right people. Capture your audience s attention at the center of discovery, the Facebook News Feed Drive Awareness Ensure your target audience sees your ad by optimising for views or reach Drive Consideration Retarget people who have engaged with you previously by showing them a second ad Drive Action Show them an offer with a call to action to have them interact with your brand

20 Creating Ads That Convert: Build for the Feed Capture your audience s attention at the center of discovery, the Facebook News Feed The News Feed is the place where your ad is sure to be seen & get attention News Feed ad s give high conversions, with the option for a built in Call To Action Things to consider when creating ads for newsfeed: Your image Engaging ad copy Headline

21 Creating Ads: Are you Thumb Friendly? Did you know that 70% of people access Facebook on their mobile? When you consider this, it s important to create ads that stop thumbs, the new social remote control. So how do you stop thumbs from scrolling? Create ad s with pausing power. Eye catching images Compelling text Value (quality content)

22 Choosing a Campaign Objective Clicks To Website According to the objective you choose, your creative options & bidding options get optimised. By rule of thumb Clicks To Website gives the most consistent result with a low CPC Paired with the right landing page, it can be used to get a higher reach that delivers higher conversions Delivers better & more cost effective results that Website Conversions when the landing page is right

23 Bidding Strategies ocpm CPM CPC Unique Reach Optimized for Objective Optimized for Optimized for Clicks Optimized for Daily Pay for impressions to Impressions Pay to show ad to people Unique Reach people most likely to Pay for cost per 1000 likely to click (not Similar to CPM - shows ad perform your desired impressions necessarily a click to to as many people action. website) possible, but no more Best when you have a than once in a day Most effective when highly refined audience Best used when looking for targeting a larger or small audiences. a combination between Best for small, relevant audience post engagement and groups where you know Used for awareness, awareness. that anyone who sees the rather than wanting ad is like to engage - good targeted users to For actions its better to for frequency perform an action optimize for action

24 Lifetime vs Daily Budget Lifetime Budget Daily Budget A lifetime budget lets you set an amount to spend over the lifetime of an ad set. A daily budget allows you to set a specific budget to be spent on promoting ads daily Best to use when you know your ad works Best when testing ad s & experimenting to see what gets a better response Allows ad scheduling Ads can t be scheduled when on daily budget

25 Testing to reduce CPC Marketer s golden rule of thumb: Test, test, and test some more What to test: CREATIVE: Headline Offer Images Colours Graphics vs People TARGETING: Gender Age groups Languages (not very effective in this region, unless for Arabic) Industry vs Occupation (for B2B) People - ethnicities, gender

26 Testing Copy

27 Testing Images

28 Which ad performed better?

29 Let s calculate Total spent / Conversions = Avg CPL This has more clicks, & the same CPC But a lower ROI Less clicks received, with the same CPC But a higher ROI As cost per lead is about $12 Cost per lead is only around $7

30 Determining your ROI MORE CLICKS DOES NOT ALWAYS EQUAL MORE RETURNS LOOK AT YOUR CONVERSIONS TO DETERMINE ROI FOLLOW A FORMULA OF CHECKING CONVERSIONS AGAINST CPC

31 The shift in marketing: Content First Strategy process 1 Lead with content / value first. process 2 The goal isn t to convert, it s to indoctrinate, engage and hopefully amaze. process 3 process 4 They read content... they see related ads. They read content they see an offer relating to the content they engaged with

32 Testing content marketing

33 Example: Content Page

34 Example Offer Page

35 Example Capture Leads

36 Free strategy consultation for your Facebook Marketing Campaign Have a sit down with me to review your campaigns & suggest how you can improve performance. To schedule an appointment, just request at the end of the presentation or on

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