Optimise webinar series 2014 Webinar 4: Effective Facebook Advertising

Transcription

1 Optimise webinar series 2014 Webinar 4: Effective Facebook Advertising Presented by Rae Bassett, ACMN Marketing & Advertising, Wednesday 23 April, 2014

2 Rae Bassett Digital Director ACMN Marketing & Advertising Australia & New Zealand

3 Advertising strategy 1 Preparation, tools and tracking 2 Target audiences 3 Ad Formats 4 Measuring Results 5

4 Advertising strategy 1

5 Why Facebook?

6 Engage people where they are already engaged.

7 15% While shopping 48% Watching TV 34% On Holidays 22% At Work 45% At School Where do you usually use Facebook? 30% In Cafes/Bars ZzZ 33% In Queues 39% Commuting 91% At Home 59% In Bed Source: TNS Survey of 1116 Australians conducted August 2013)

8 Total impressions Unique Reach Your target audience! Traditional online advertising includes a LOT of waste

9 Target the second screen! What does TV time look like in your home?

10 Dual screen media consumption is at an all time high!

11 Plan your dual screen media strategy Will you MESH, STACK or SHIFT? MESH: Simultaneous related content STACK: Unrelated content offer distractions SHIFT: Sequential storytelling or continuing the journey

12 Why Facebook? Because it works! Sells tickets & products Drives attendance Build brands Outperforms traditional display advertising Enables earned media

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15 More case studies facebook for business

16 Don t be discouraged Daphne, Flickr.com by declining reach. Invest a % of $ in post promotion Post less often but make better content Learn to improve your post rank Earn Likes, don t pay for them!

17 Preparation tools and tracking 2

18 Social media goals Increase brand awareness amongst target audiences Increase attendance Reduce marketing costs Reach potential new audiences Grow your database Distribute digital content Enhance knowledge of our artform Increase app installs Drive traffic to our website Demonstrate thought leadership Amplify your message through social reach

19 Pick the ad format that fits your goals. Objective Sell tickets/products Increase attendance Grow Likes Build your database Increase Brand Awareness Encourage engagement and sharing Increase mobile app installs Ad Format Website Conversions, Page Post Engagement, Offer. Clicks to website, Event Responses, Page Post Engagement. Page Likes Website Conversions Page Post Engagement (photo/video), Page Likes, Event Responses Page Post Engagement App installations

20 Set-up tracking pixels The pixel is a small piece of code that will send information about the success of your adverts back to Facebook. Track actions that people take on your website like registrations or checkouts. Put a conversion-tracking pixel on your website or a third party website. Get started:

21 What can I track? Examples: Key page views - put the pixel on every page of your site, or just a selection Registrations - put the pixel on the page seen after someone signs up for your newsletter Checkouts - put the code on the final purchase page, or ask a third party to do that for you. Verify your tracking is working after an hour or next day.

22 Questions so far?

23 Target audiences 3

24 JJ, Flickr.com Find your audience

25 Retargeting Lookalike modeling Segment targeting Contextual targeting Prospecting Prospecting: impression buys Contextual targeting: your ads next to related content Segment targeting: using demographics to target your ads Lookalike modeling: Using external data to match your right customers at scale Retargeting: Your exact customers Find YOUR audience at scale! Remove waste, improve accuracy.

26 Target audience examples Women aged 40+ in Melbourne who have a Birthday within 1 week Men 50+ on your database University students who like classical music People on your database who didn't open this week's newsletter People on your database who clicked on your latest edm but are yet to purchase

27 Create your audience Custom Audience People on your database (load an list) People who are similar to those on your database (lookalike using Facebook data) People who are similar to those who visit your website (after you have installed a Facebook tracking pixel) Degrees of Lookalike - Similar or Reach Your audience Similar Reach

28 It s easy!

29 Other targeting options

30 Ad formats 4

31 Ads Manager Formats

32 Creative Specs Cheat Sheet

33 The 20% Rule Test your images before you submit ads for approval or post: t_overlay

34 Ad Creative Tips Keep important message to first 90 characters, including a link. Use a call to action weblink ads now include CTA buttons! Use image and video posts for paid post promotion. Use high quality imagery avoid blue. Test different images and copy - use power editor to use promoted posts that are not published to your page. Combat ad fatigue refresh your ads regularly.

35 Bidding Tips Use CPC bidding, not the default optimised CPM. CPC bidding is more cost effective & gives you more control. Advanced advertisers dive in to Facebook Power Editor to set the bids for different actions and outcomes. Don t set your bid too low you will get a lot of impressions, but may not reach high value customers. NEVER USE THE BOOST POST BUTTON!

36 Measuring Results 5

37 Reports Customise your reporting view Edit Columns

38 Reports Important metrics could include: Frequency important to monitor! Reach Page Likes uctr Spend Social clicks Cost per website conversion Cost per fan

39 Final questions?

40 Rae Bassett ACMN Marketing & Advertising