Facebook Ads - The Shifting Landscape from Keywords to Audiences - Ned Poulter #SearchLeeds

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FACEBOOK ADS: THE SHIFTING LANDSCAPE,

FROM KEYWORDS TO AUDIENCES

FOUNDER & CEO

Why this guy?

FACEBOOK ADS @ #SEARCHLEEDS \ BY @NEDPOULTER

ENTER…

FACEBOOK ADS @ #SEARCHLEEDS \ BY @NEDPOULTER

FACEBOOK ADS @ #SEARCHLEEDS \ BY @NEDPOULTER

FACEBOOK ADS @ #SEARCHLEEDS \ BY @NEDPOULTER

Age

Demographic

Gender City

Country

Language

Job title Relationship status

Education Level

Income Categories

App Engagement

Website Visitors

HERE ARE 7 EXAMPLES OF FACEBOOK

AUDIENCES THAT YOU CAN TRY AT HOME…

FACEBOOK [LIVE] VIDEO.

FACEBOOK ADS @ #SEARCHLEEDS \ BY @NEDPOULTER

CREATE A CUSTOM AUDIENCE

BASED ON PEOPLE WHO HAVE

ENGAGED WITH YOUR VIDEO…

FACEBOOK ADS @ #SEARCHLEEDS \ BY @NEDPOULTER

FACEBOOK ADS @ #SEARCHLEEDS \ BY @NEDPOULTER

TOP TIP! TAG PRODUCTS

FACEBOOK ADS @ #SEARCHLEEDS \ BY @NEDPOULTER

37.9 MILLION VIEWS!!!

FACEBOOK ADS @ #SEARCHLEEDS \ BY @NEDPOULTER

TOP TIP! USE COST PER VIEW

FACEBOOK ADS @ #SEARCHLEEDS \ BY @NEDPOULTER

EXAMPLE USE 1 – LEADING UP TO A PRODUCT RELEASE/EVENT

FACEBOOK ADS @ #SEARCHLEEDS \ BY @NEDPOULTER

EXAMPLE USE 2 – PROMOTE TOPICAL CONTENT

POST IS ABOUT VIDEOS, MAKE

THE SOCIAL POST A VIDEO TOO!

FACEBOOK ADS @ #SEARCHLEEDS \ BY @NEDPOULTER

GREAT IDEA FOR…

START-UPSNEW

PRODUCT LAUNCHES

SAAS COMPANIES

FACEBOOK ADS @ #SEARCHLEEDS \ BY @NEDPOULTER

TOP CONTENT CONSUMERS.

FACEBOOK ADS @ #SEARCHLEEDS \ BY @NEDPOULTER

FACEBOOK ADS @ #SEARCHLEEDS \ BY @NEDPOULTER

FACEBOOK ADS @ #SEARCHLEEDS \ BY @NEDPOULTER

TOP TIP! OPTIMISE FOR DAILY UNIQUE REACH

FACEBOOK ADS @ #SEARCHLEEDS \ BY @NEDPOULTER

EXAMPLE USE 1 – INCREASE POST ENGAGEMENT

FACEBOOK ADS @ #SEARCHLEEDS \ BY @NEDPOULTER

EXAMPLE USE 2 – PROMOTE ENGAGEMENT W/ NEW CONTENT

FACEBOOK ADS @ #SEARCHLEEDS \ BY @NEDPOULTER

GREAT IDEA FOR…

MEDIA COMPANIES

BLOGGERS

FACEBOOK ADS @ #SEARCHLEEDS \ BY @NEDPOULTER

LINKEDIN CROSS-TARGETING.

FACEBOOK ADS @ #SEARCHLEEDS \ BY @NEDPOULTER

FACEBOOK ADS @ #SEARCHLEEDS \ BY @NEDPOULTER

UPLOAD THE EMAIL ADDRESSES OF

YOUR LINKEDIN CONNECTIONS

FACEBOOK ADS @ #SEARCHLEEDS \ BY @NEDPOULTER

FACEBOOK ADS @ #SEARCHLEEDS \ BY @NEDPOULTER

EXAMPLE USE 1 – MARKETING AN EVENT

#SEARCHLEEDS ;-)

FACEBOOK ADS @ #SEARCHLEEDS \ BY @NEDPOULTER

EXAMPLE USE 2 – MARKETING A WEBINAR/TRAINING SESSION

FACEBOOK ADS @ #SEARCHLEEDS \ BY @NEDPOULTER

TOP TIP! OPTIMISE FOR REACH

FACEBOOK ADS @ #SEARCHLEEDS \ BY @NEDPOULTER

TOP TIP! ADAPT CTA TO TAKE IMMEDIATE ACTION (E.G. SIGN

UP/REGISTER)

FACEBOOK ADS @ #SEARCHLEEDS \ BY @NEDPOULTER

Look-a-Like Audiences +

Similar Audiences

Act-a-Like Audiences

TOP TIP! TEST THIS BEYOND FACEBOOK…

FACEBOOK ADS @ #SEARCHLEEDS \ BY @NEDPOULTER

TOP TIP: TRIAL GOOGLE SPONSORED PROMOTIONS

FACEBOOK ADS @ #SEARCHLEEDS \ BY @NEDPOULTER

TOP TIP: TRIAL TWITTER TAILORED AUDIENCES

TRY NOT TO GET YOUR

HOPES UP THOUGH…

FACEBOOK ADS @ #SEARCHLEEDS \ BY @NEDPOULTER

REMEMBER!

FACEBOOK ADS @ #SEARCHLEEDS \ BY @NEDPOULTER

GREAT IDEA FOR…

EVENT MARKETING

LEAD GENERATION / SALES

CONTENT PROMOTION

FACEBOOK ADS @ #SEARCHLEEDS \ BY @NEDPOULTER

FUNNEL NON-COMPLETERS.

FACEBOOK ADS @ #SEARCHLEEDS \ BY @NEDPOULTER

FACEBOOK ADS @ #SEARCHLEEDS \ BY @NEDPOULTER

TOP TIP! SET-UP AD SEQUENCING

FACEBOOK ADS @ #SEARCHLEEDS \ BY @NEDPOULTER

TOP TIP! AD SEQUENCING = WINNING!

http://bit.ly/2rzN5u6

FACEBOOK ADS @ #SEARCHLEEDS \ BY @NEDPOULTER

EXAMPLE USE 1 – FOLLOW UP ON TRIALERS

FACEBOOK ADS @ #SEARCHLEEDS \ BY @NEDPOULTER

EXAMPLE USE 2 – PROMOTE EVENT SIGN-UPS

FACEBOOK ADS @ #SEARCHLEEDS \ BY @NEDPOULTER

GREAT IDEA FOR…

EVENT MARKETING

SAAS COMPANIES

ECOMMERCE COMPANIES

FACEBOOK ADS @ #SEARCHLEEDS \ BY @NEDPOULTER

HYPER-LOCAL.

FACEBOOK ADS @ #SEARCHLEEDS \ BY @NEDPOULTER

TOP TIP! MAKE CTA IMMEDIATELY ACTIONABLE!

YOU

FREE

BECAUSE INSTANTLY

NEW

FACEBOOK ADS @ #SEARCHLEEDS \ BY @NEDPOULTER

EXAMPLE USE 1 – BOOST RESTAURANT PROMOTIONS

FACEBOOK ADS @ #SEARCHLEEDS \ BY @NEDPOULTER

EXAMPLE USE 2 – BOOST RESTAURANT PROMOTIONS

FACEBOOK ADS @ #SEARCHLEEDS \ BY @NEDPOULTER

EXAMPLE USE 3 – PROMOTE LOCAL SERVICE

FACEBOOK ADS @ #SEARCHLEEDS \ BY @NEDPOULTER

GREAT IDEA FOR…

TIME-BASED PROMOTIONS

RESTAURANTS / BARS

LOCAL BUSINESSES

FACEBOOK ADS @ #SEARCHLEEDS \ BY @NEDPOULTER

CUSTOMER WIN-BACK.

TOP TIP: ASSIGN THIS TO VARIOUS EVENTS

FACEBOOK ADS @ #SEARCHLEEDS \ BY @NEDPOULTER

DOESN’T JUST HAVE

TO BE SALES

EXAMPLE USE 1 – INCENTIVISE RE-ORDER

FACEBOOK ADS @ #SEARCHLEEDS \ BY @NEDPOULTER

EXAMPLE USE 2 – INCENTIVISE RE-ORDER

FACEBOOK ADS @ #SEARCHLEEDS \ BY @NEDPOULTER

FACEBOOK ADS @ #SEARCHLEEDS \ BY @NEDPOULTER

EXAMPLE USE 3 – INCENTIVISE SIGN-UP

FACEBOOK ADS @ #SEARCHLEEDS \ BY @NEDPOULTER

EXAMPLE USE 4 – INCENTIVISE BASED ON ORDER HISTORY

FACEBOOK ADS @ #SEARCHLEEDS \ BY @NEDPOULTER

GREAT IDEA FOR…

ECOMMERCE COMPANIES

RESTAURANTS / BARS

SAAS COMPANIES

FACEBOOK ADS @ #SEARCHLEEDS \ BY @NEDPOULTER

HIGH CLTV LOOK-A-LIKES.

FACEBOOK ADS @ #SEARCHLEEDS \ BY @NEDPOULTER

TOP TIP: APPLY PARETO PRINCIPLE, THEN CREATE LOOKALIKES

FACEBOOK ADS @ #SEARCHLEEDS \ BY @NEDPOULTER

Av. value of sale x

no. of repeat transactions x

av. retention for typical customer

(months/years)

= CLTV

THINKING CAPS ON…

FACEBOOK ADS @ #SEARCHLEEDS \ BY @NEDPOULTER

£75 (Av. value of sale)

x 9 (# of repeat transactions)

x 3 (Av. Customer retention – years)

CLTV = £2,025 (£675 per year)

EXAMPLE

FACEBOOK ADS @ #SEARCHLEEDS \ BY @NEDPOULTER

Take the top 20% of customers…

…create a lookalike audience from them

THINKING CAPS ON…

FACEBOOK ADS @ #SEARCHLEEDS \ BY @NEDPOULTER

EXAMPLE USE 1 – INCENTIVISE FIRST-TIME ORDER

FACEBOOK ADS @ #SEARCHLEEDS \ BY @NEDPOULTER

EXAMPLE USE 2 – REASSURE PURCHASE DECISION W/ GUARANTEE

FACEBOOK ADS @ #SEARCHLEEDS \ BY @NEDPOULTER

GREAT IDEA FOR…

ECOMMERCE COMPANIES

SAAS COMPANIES

@NedPoulter

/NedPoulter

Thank You.

VISIT

www.polestardigital.com

EMAIL

ned@polestardigital.com

CALL

0161 669 4749

FOLLOW

@nedpoulter