Facebook Ads: Process, Targeting & Tools, then back again. In 20 minutes

Ned PoulterPOLE STAR DIGITAL

Facebook Ads: The process, targeting & tools to take you from beginner to pro. In 20 mins.@nedpoulterhttp://www.slideshare.net/NedPoulter

DIGITAL MARKETING CONSULTANT

Why this guy?

BLOGGER

SOCIAL

@NedPoulter

/NedPoulter

SO, WHY ?

FACEBOOK ADS @ #BRIGHTONSEO \ BY @NEDPOULTER

I’M AN SEO AT HEART.

BUT. I GET IMPATIENT.

FACEBOOK ADS @ #BRIGHTONSEO \ BY @NEDPOULTER

NO IT’S NOT. IT’S ABOUT

TRYING NEW SHIT!

FACEBOOK HAS 1.49 BILLION ACTIVE MONTHLY USERS.

FACEBOOK ADS @ #BRIGHTONSEO \ BY @NEDPOULTER

THAT’S 79% OF TOTAL INTERNET USERS.

FACEBOOK ADS @ #BRIGHTONSEO \ BY @NEDPOULTER

6 NEW FACEBOOK PROFILES ARE CREATED EVERY SECOND.

THAT’S 500,000 NEW PROFILES. EVERY DAY.

FACEBOOK ADS @ #BRIGHTONSEO \ BY @NEDPOULTER

1.8 BILLION DAILY USERS(TO REACH WITH FACEBOOK ADS).

FACEBOOK ADS @ #BRIGHTONSEO \ BY @NEDPOULTER

50 MILLION ACTIVE BUSINESSES REGISTERED ON FACEBOOK.

FACEBOOK ADS @ #BRIGHTONSEO \ BY @NEDPOULTER

4 MILLION ACTIVE BUSINESSES USING FACEBOOK ADS.

FACEBOOK ADS @ #BRIGHTONSEO \ BY @NEDPOULTER

THIS GREW 50% FROM 2015 TO 2016.

FACEBOOK ADS @ #BRIGHTONSEO \ BY @NEDPOULTER

OPPORTUNITY ALERT!

WHERE THE HELL DOES PAID

SOCIAL MEDIA TRULY FIT?!

SINCE 2015 I’VE PERSONALLY CREATED OVER 8,000 FACEBOOK CAMPAIGNS FOR CLIENTS

I’VE SPENT OVER

£350,000 ON SOCIAL MEDIA ADVERTISING

FACEBOOK ADS ARE AWESOME.

FACEBOOK ADS @ #BRIGHTONSEO \ BY @NEDPOULTER

FACEBOOK ADS @ #BRIGHTONSEO \ BY @NEDPOULTER

TRACK THOSE CONVERSIONS!

FACEBOOK ADS @ #BRIGHTONSEO \ BY @NEDPOULTER

BEST APPROACH…?

FACEBOOK ADS @ #BRIGHTONSEO \ BY @NEDPOULTER

VISIT: http://bit.ly/1kn8EqJ

TAKE THIS COURSE

FACEBOOK ADS @ #BRIGHTONSEO \ BY @NEDPOULTER

READ THESE THINGS!

http://bit.ly/1MC6475

READ1.

VISIT2.

FOLLOW3.

FACEBOOK ADS @ #BRIGHTONSEO \ BY @NEDPOULTER

WORKING WITH A WORDPRESS SITE?

TRACK YOUR CAMPAIGNS.

FACEBOOK UTM BUILDER

http://bit.ly/2mT01sC

FACEBOOK ADS @ #BRIGHTONSEO \ BY @NEDPOULTER

TRACKING YOUR PAID SOCIAL CAMPAIGNS :: SUMMARY

1 Document key conversion points across your site

2 Setup Google Tag Manager (+ learn the basics!)

3 Create + deploy pixels and test! (Facebook, Twitter, LinkedIn)

4 Setup conversion tracking for key conversion events

THINK OLD SCHOOL!

FACEBOOK ADS @ #BRIGHTONSEO \ BY @NEDPOULTER

LOOK FAMILIAR?

FACEBOOK ADS @ #BRIGHTONSEO \ BY @NEDPOULTER

Q/ WHAT IS THE BEST AD CREATIVE SETUP FOR TESTING?

BEST WAY TO OPTIMISE CREATIVE :: SUMMARY

1 Avoid adding >3 creatives to any one ad set

2 Pause any ad that’s >4 in frequency

3 Experiment with changing Optimisation > Daily Unique Reach

Q/ WHAT ARE THE BEST ADS TYPES?

A/ IT DEPENDS ON YOUR OBJECTIVE!

VIDEO VIEWS

FACEBOOK ADS @ #BRIGHTONSEO \ BY @NEDPOULTER

CREATE A CUSTOM AUDIENCE BASED ON

PEOPLE WHO HAVE ENGAGED WITH YOUR

VIDEO…

WEBSITE CUSTOM AUDIENCE

FACEBOOK ADS @ #BRIGHTONSEO \ BY @NEDPOULTER

REMARKET TO THESE!

PAGE POST ENGAGEMENT + TAGGING PRODUCTS

FACEBOOK ADS @ #BRIGHTONSEO \ BY @NEDPOULTER

TAG YOUR PRODUCTS IN A VIRAL POST TO BOOST REACH!

FACEBOOK ADS @ #BRIGHTONSEO \ BY @NEDPOULTER

37.9 MILLION VIEWS!!!

LEAD GEN

FACEBOOK ADS @ #BRIGHTONSEO \ BY @NEDPOULTER

CHANGE MESSAGING + RETARGET THOSE THAT OPENED, BUT DIDN’T ENTER

FACEBOOK ADS @ #BRIGHTONSEO \ BY @NEDPOULTER

FACEBOOK CANVAS

FACEBOOK ADS @ #BRIGHTONSEO \ BY @NEDPOULTER

CANVAS =

FACEBOOK LANDING PAGE BUILDER

FACEBOOK ADS @ #BRIGHTONSEO \ BY @NEDPOULTER

FACEBOOK COLLECTION

FACEBOOK ADS @ #BRIGHTONSEO \ BY @NEDPOULTER

VERY MEMORBALE INTERACTIVE EXPERIENCE

COOL AD TYPES TO TRY :: SUMMARY

1 Video Views + Create custom audience of engaged viewers

2 Local Awareness

3 Page Post Engagement w/ Tagged Products (+ VIRAL!)

4 Canvas

5 Facebook Collection

TYPES OF CUSTOM AUDIENCE

FACEBOOK ADS @ #BRIGHTONSEO \ BY @NEDPOULTER

BASED ON PEOPLE THAT HAVE VISITED YOUR

WEBSITE

SORT OF COOL… WEBSITE TRAFFIC

FACEBOOK ADS @ #BRIGHTONSEO \ BY @NEDPOULTER

UPLOAD THE EMAIL ADDRESSES OF YOUR NEWSLETTER SUBSCRIBERS, CUSTOMERS …

ETC

GETTING COOLER… CUSTOMER FILE

FACEBOOK ADS @ #BRIGHTONSEO \ BY @NEDPOULTER

REALLY COOL! WCAS + CUSTOM COMBINATIONS

FACEBOOK ADS @ #BRIGHTONSEO \ BY @NEDPOULTER

PEOPLE WHO MADE MULTIPLE ACTIONS ON

YOUR SITE

SERIOUSLY. LOADS OF POTENTIAL!

FACEBOOK ADS @ #BRIGHTONSEO \ BY @NEDPOULTER

TARGETING/AUDIENCE CREATION :: SUMMARY

1 Website Traffic

2 Customer file + look-a-likes

3 Website custom audience (WCAs) + custom combinations

THE POSSIBILITIES ARE ALMOST ENDLESS…

FACEBOOK ADS @ #BRIGHTONSEO \ BY @NEDPOULTER

REMARKETINGDIGITAL STALKING

FACEBOOK ADS @ #BRIGHTONSEO \ BY @NEDPOULTER

FACEBOOK ADS @ #BRIGHTONSEO \ BY @NEDPOULTER

FACEBOOK ADS @ #BRIGHTONSEO \ BY @NEDPOULTER

FACEBOOK ADS @ #BRIGHTONSEO \ BY @NEDPOULTER

AWESOME ALERT!USE CODE POLESTAR! TO

GET 50% OFF BANNERWISE

FACEBOOK ADS @ #BRIGHTONSEO \ BY @NEDPOULTER

/GET INSPIRED

STEAL STUFF! GET INSPIRED

https://adespresso.com/academy/ads-examples/

22,373 examples….

SAY WHAT!?!

/GET CREATIVE

EASILY SHOW THIS TO YOUR CLIENTS / BOSSES / GRANDPARENTS ETC.

EASILY CREATE MOCKUPS FOR ADS ON FACEBOOK, TWITTER, INSTAGRAM, PINTEREST - http://bit.ly/2nMPQqB

FACEBOOK ADS @ #BRIGHTONSEO \ BY @NEDPOULTER

THIS WORKS FOR ALL AD FORMATS ON ALL [COMMON] PAID SOCIAL PLATFORMS

ALSO ALLOWS YOU TO SEE THE 20% GRID!

FACEBOOK ADS @ #BRIGHTONSEO \ BY @NEDPOULTER

SPEEDS UP THE CREATIVE APPROVAL PROCESS

GIVES YOU MORE TIME TO WORK ON THE COOL S**T!

USE THIS TOOL TO MAKE IT EASIER - http://bit.ly/2lU4g7V

FACEBOOK ADS @ #BRIGHTONSEO \ BY @NEDPOULTER

USE THIS TOOL TO MAKE IT EASIER - https://www.canva.com/

FACEBOOK ADS @ #BRIGHTONSEO \ BY @NEDPOULTER

CREATE CINEMAGRAPHS!

http://bit.ly/2nmJJWR

MORE READING –http://bit.ly/2nMG1IW

FACEBOOK ADS @ #BRIGHTONSEO \ BY @NEDPOULTER

CROWD-SOURCE YOUR AD CREATIVES

http://bit.ly/2mkiLNY

FACEBOOK ADS @ #BRIGHTONSEO \ BY @NEDPOULTER

USE EMOTICONS IN YOUR AD COPY

http://bit.ly/2mEHoYO

FACEBOOK ADS @ #BRIGHTONSEO \ BY @NEDPOULTER

/CREATE GREAT CONTENT

*NOT JUST YOUR OWN

FIND OUT WHAT WORKS BEST

FACEBOOK ADS @ #BRIGHTONSEO \ BY @NEDPOULTER

TAP INTO EXISTING TRENDS

http://bit.ly/2mT56Bj

TENDING DATA

FACEBOOK ADS @ #BRIGHTONSEO \ BY @NEDPOULTER

CONTENT IDEAS

FACEBOOK ADS @ #BRIGHTONSEO \ BY @NEDPOULTER

CONTENT SOURCE + PLACE

FACEBOOK ADS @ #BRIGHTONSEO \ BY @NEDPOULTER

KEY TAKEAWAYS

1 Leverage content around existing trends

2 Mimic successful content from your competitors

3 Post at a time that your audience engages

BUILD/MANAGE YOUR AUDIENCE

http://bit.ly/2mECYRI

CONNECT FACEBOOK ADS + YOUR WEBSITE USING ‘BRIDGE’ SOFTWARE

http://bit.ly/2nmzmSI

http://bit.ly/2nx81MU

FACEBOOK ADS @ #BRIGHTONSEO \ BY @NEDPOULTER

http://bit.ly/2mEBnLT

+

OR ‘BOOTSTRAP’ IT WITH ZAPIER + YOUR CRM

FACEBOOK ADS @ #BRIGHTONSEO \ BY @NEDPOULTER

Thank You.

VISITwww.polestardigital.com

EMAILned@polestardigital.com

CALL+447887851818

FOLLOW@nedpoulter