by John Haydon Five Cheat Codes for Facebook Ads #FacebookAdTips
May 07, 2015
by John Haydon
Five Cheat Codes
for Facebook Ads
#FacebookAdTips
Your hosts
Five Cheat Codes for Facebook Ads
John HaydonAuthor of Facebook Marketing for Dummies
@JohnHaydon
Marcus WhitneyCo-Founder and CTO of Moontoast
@MarcusWhitney
#FacebookAdTips#FacebookAdTips
What we’re talking about today
Five Cheat Codes for Facebook Ads
• How are Facebook Ads unique?1) Let Insights tell you how to target Facebook Ads2) How to game the News Feed with Promoted Posts3) How to target your customers with Facebook Ads4) How to let Graph Search show you lateral targets5) Using Facebook Ads to do customer research
PLUS! A Social Rich Media tip for eachcheat code!
• Salt and Pepper• Facebook ad cheatsheet
#FacebookAdTips
POST YOUR QUESTIONS ON TWITTER WITH #FACEBOOKADTIPS
How are Facebook Ads unique?
Five Cheat Codes for Facebook Ads #FacebookAdTips
Over 1.2 billion active users, and 700 million
active mobile users!
79% U.S. adults use social media (http://zmb.me/VTPZ2k)
Facebook has the most users
How are Facebook Ads unique?
Five Cheat Codes for Facebook Ads #FacebookAdTips
In sidebar:
In newsfeed:
Ad content is created from content,
comments, likes, shares
Social content as ad copy
Five Cheat Codes for Facebook Ads
How are Facebook Ads unique?
#FacebookAdTips
People trust the recommendations of
their friends way more than brands
Recommendations from strong ties
Five Cheat Codes for Facebook Ads
How are Facebook Ads unique?
#FacebookAdTips
Target ads to speci!c segments of friends of your fans!
Hyper-targeting
Five Cheat Codes for Facebook Ads
How are Facebook Ads unique?
#FacebookAdTips
Target ads to speci!c segments of friends of your fans!
Hyper-targeting
Five Cheat Codes for Facebook Ads
How are Facebook Ads unique?
#FacebookAdTips
Target ads to speci!c segments of friends of your fans!
Hyper-targeting
Five Cheat Codes for Facebook Ads
How are Facebook Ads unique?
#FacebookAdTips
Facebook adstarget what people likeGoogle ads target what
people search for
Facebook ads reach their intended audience 90%of the time VS an online industry standard of 35% (http://zmb.me/Ua1Nfm)
Different (not better) than Google ads4
Five Cheat Codes for Facebook Ads
How are Facebook Ads unique?
#FacebookAdTips
Target ads to speci!c segments of friends of your fans!
Five Cheat Codes for Facebook Ads
SOCIAL RICH MEDIA PRO TIP
#FacebookAdTips
Let Insights tell you how to target Facebook Ads
Five Cheat Codes for Facebook Ads
Cheatcode #1
#FacebookAdTips
Don’t just pull targets out of your butt
Five Cheat Codes for Facebook Ads
Let Insights tell you you how to target Facebook Ads
Yeah, that seems right...
#FacebookAdTips
Five Cheat Codes for Facebook Ads
Let Insights tell you you how to target Facebook Ads
Much better!
Use actual data on Facebook users
#FacebookAdTips
Five Cheat Codes for Facebook Ads
Let Insights tell you you how to target Facebook Ads
Use actual data on Facebook users
#FacebookAdTips
Five Cheat Codes for Facebook Ads
Social Rich Media Pro Tip
#FacebookAdTips
Once you've used Insights to target your Facebook Ads, you can use Social Rich Media Ad units to reach higher engagement.
EXAMPLE: If your ad is promoting your product, you can use Rich Media to create an ad unit that allows a consumer to enter in their information for an exclusive discount or sweepstakes.
Work the News Feed algorithm with Promoted Posts
Five Cheat Codes for Facebook Ads
Cheatcode #2
#FacebookAdTips
Facebook Ads vs Promoted Posts
Pricing
Benefits
Results
Cheap, but not as cheap as promoted posts
Loads of highly speci"c targeting options
Quick way to grow Page likes, drive awareness and website traffic
Not for the plumber or barber
Super cheap
Very easy to use and measure (on desktop and mobile)
Get more exposure for posts that are performing well
Very limited targeting options
Five Cheat Codes for Facebook Ads
How to work the News Feed with Promoted Posts
But !rst... what is a Promoted Post?
Downside
#FacebookAdTips
Five Cheat Codes for Facebook Ads
How to work the News Feed with Promoted Posts
And... what is this “News Feed algorithm” you speak of?
Four factors that determine whether your fan sees your Page update:
• Relationship between fan and update
• How fans talk about that update (likes, comments, shares)
• How recently the update was published
• How many negative comments the update received
#FacebookAdTips
Facebook wants you to Promote "important" posts. But what’s important to you may not always be important to your community.
Five Cheat Codes for Facebook Ads
The problem with Promoted Posts
How to work the News Feed with Promoted Posts
#FacebookAdTips
Facebook wants you to Promote "important" posts. But what’s important to you may not always be important to your community.
Likes, comments and shares are the name of the game!
Five Cheat Codes for Facebook Ads
The problem with Promoted Posts
How to work the News Feed with Promoted Posts
#FacebookAdTips
You’re only paying for Reach. So you could waste a lot of money if you’re not careful!
Reach should never be your goal on Facebook
Five Cheat Codes for Facebook Ads
How to game Edgerank with Promoted Posts
Remember: Likes, comments and shares are the name of the game!
#FacebookAdTips
How to work the News Feed with Promoted Posts
Reach should never be your goal on Facebook
If you promote crappy content, you will only hear more crickets.
Five Cheat Codes for Facebook Ads
How to game Edgerank with Promoted Posts
#FacebookAdTips
How to work the News Feed with Promoted Posts
Instead, only promote posts that your fans already love!
Five Cheat Codes for Facebook Ads
Only promote awesome
How to game Edgerank with Promoted Posts
#FacebookAdTips
How to work the News Feed with Promoted Posts
Five Cheat Codes for Facebook Ads
Only promote awesome
How to game Edgerank with Promoted Posts
#FacebookAdTips
How to work the News Feed with Promoted Posts
This leads to more News Feed exposure in the long run.
Five Cheat Codes for Facebook Ads
Only promote awesome
How to game Edgerank with Promoted Posts
#FacebookAdTips
How to work the News Feed with Promoted Posts
Only promote posts to fans
Five Cheat Codes for Facebook Ads
How to game Edgerank with Promoted Posts
You increase the likelyhood of negative comments by promoting to friends of fans.
#FacebookAdTips
How to work the News Feed with Promoted Posts
You increase the likelyhood of negative comments by promoting to friends of fans. Consider deleting this ad in the campaign.
Only promote posts to fans
https://www.facebook.com/ads/manage/campaigns/
Five Cheat Codes for Facebook Ads
How to game Edgerank with Promoted Posts
#FacebookAdTips
How to work the News Feed with Promoted Posts
Five Cheat Codes for Facebook Ads #FacebookAdTips
Social Rich Media can deepen your interaction with fans once you have found content that had good interaction on Social.
Social Rich Media Pro Tip
EXAMPLE: You posted a Vine video and there was a high amount of Likes and Comments. You then create a Social Rich Media ad unit that shows your fans a gallery of Vine videos.
How to work the News Feed with Promoted Posts
How to target your customers with Facebook Ads
Five Cheat Codes for Facebook Ads
Cheatcode #3
#FacebookAdTips
How to target your customers with Facebook Ads
Five Cheat Codes for Facebook Ads
Create custom audiences
Custom audiences is a Facebook Ad feature that allows you to target your customers among Facebook users,
using their email address, SMS or Facebook ID.
#FacebookAdTips
How to target your customers with Facebook Ads
Five Cheat Codes for Facebook Ads
Create custom audiencesThese people downloaded that eBook!
#FacebookAdTips
How to target your customers with Facebook Ads
Five Cheat Codes for Facebook Ads
Create custom audiences
• Reach former customers with messaging that recaptures their interest. • Present different Page content based on various different donor levels.• Getting your top customers talking about you more. • Turn !rst time SMS members into Facebook Page fans.• Target customer segments with upsell ads. • Enhance open, click and conversion rates.• Suppress messaging from speci!c customers.
#FacebookAdTips
How to target your customers with Facebook Ads
Five Cheat Codes for Facebook Ads
Here’s a video tutorial
http://www.johnhaydon.com/2012/09/how-target-your-donors-or-email-subscribers-facebook-ads/#FacebookAdTips
Five Cheat Codes for Facebook Ads #FacebookAdTips
Social Rich Media Pro Tip
Your Custom Audience is a group you have already engaged with, but Social Rich Media, targeted at mobile, can boost that engagement even more.
EXAMPLE: Build a Social Rich Media ad unit that allows your audience to have a voice instead of just collecting data, ie. A unit that let’s them vote and feel like they are a part of your community.
How to let Graph Search show you lateral targets
Five Cheat Codes for Facebook Ads
Cheatcode #4
#FacebookAdTips
These are interests that your customers share that are NOT directly related to your business.
How to let Graph Search show you lateral targets
Five Cheat Codes for Facebook Ads
What are lateral targets?
#FacebookAdTips
Facebook Graph search lets you search Facebook’s massive database of interests.
How to let Graph Search show you lateral targets
Five Cheat Codes for Facebook Ads
What is Facebook Graph Search?
#FacebookAdTips
How to let Graph Search show you lateral targets
Five Cheat Codes for Facebook Ads
What is Facebook Graph Search?
#FacebookAdTips
You can use this info to more effective target ads
How to let Graph Search show you lateral targets
Five Cheat Codes for Facebook Ads
What is Facebook Graph Search?
#FacebookAdTips
1. My friends who like [your org]2. Favorite interests of people who like [your page]3. Favorite interests of people who like [your org] and [competing page]4. Groups of people who like [your org]5. Pages liked by people who like [your page]6. Pages liked by women who like [your page]7. Pages liked by men who like [your page]8. Fans of [your page] and [another page]9. Restaurants in [your city] visited by people who like [your page]10. Pages like by people who live in [your city] and like [your page]
How to let Graph Search show you lateral targets
Five Cheat Codes for Facebook Ads
10 graph searches to start with
#FacebookAdTips
1. Research lateral interest2. Post content that appeals to those interests (be creative)3. Promote the ones with the highest engagement4. Split test to discover best approach
How to let Graph Search show you lateral targets
Five Cheat Codes for Facebook Ads
Use lateral targets wisely
#FacebookAdTips
Five Cheat Codes for Facebook Ads #FacebookAdTips
Social Rich Media Pro Tip
Once you have determined who your lateral target is, Social Rich Media can be used to showcase content that will interest them.
EXAMPLE: Your lateral target audience Likes Instagram on Facebook, so you create a Social Rich Media ad unit that showcases your product through an Instagram gallery.
Using Facebook Ads to do customer research
Five Cheat Codes for Facebook Ads
Cheatcode #5
#FacebookAdTips
Using Facebook Ads to do customer research
Five Cheat Codes for Facebook Ads
Imagine being able to view a living, breathing “persona” that represents your customer base?
#FacebookAdTips
Using Facebook Ads to do customer research
Five Cheat Codes for Facebook Ads
Imagine being able to view a living, breathing “persona” that represents your customer base?
You can overlay Custom audiences with other Facebook Graph criteria.For example...
#FacebookAdTips
Using Facebook Ads to do customer research
Five Cheat Codes for Facebook Ads
Combine custom audience with other criteriaI had no idea...
#FacebookAdTips
Using Facebook Ads to do customer research
Five Cheat Codes for Facebook Ads
Combine custom audience with other criteriaI had no idea...
#FacebookAdTips
Using Facebook Ads to do customer research
Five Cheat Codes for Facebook Ads
Combine custom audience with other criteriaI had no idea...
#FacebookAdTips
Using Facebook Ads to do customer research
Five Cheat Codes for Facebook Ads
Combine custom audience with other criteriaI had no idea...
#FacebookAdTips
Five Cheat Codes for Facebook Ads #FacebookAdTips
Social Rich Media Pro Tip
Social Rich Media can engage your audience based on the research done through Facebook ads.
EXAMPLE: You discovered that your audience are between the ages of 30-40 and have young kids. So you create a Social Rich Media ad unit that showcases kid-friendly activity.
Salt and Pepper
Five Cheat Codes for Facebook Ads #FacebookAdTips
Nope...
Five Cheat Codes for Facebook Ads
Salt and pepper
#FacebookAdTips
Content, community and strategy first!
Five Cheat Codes for Facebook Ads
Salt and pepper
Facebook Ads work best when they enhance the “#avor” of your content marketing strategy.
#FacebookAdTips
Five Cheat Codes for Facebook Ads
Cheat Sheet
#FacebookAdTips
Five Cheat Codes for Facebook Ads
Questions?
#FacebookAdTips
POST YOUR QUESTIONS ON TWITTER USING #FACEBOOKADTIPS
• Page Engagement: Total number of times people have engaged with your Page or post. Engagement includes things such as liking your Page, liking, commenting on, or sharing a post, or clicking on a link within 24 hours after seeing your ad or 28 days after clicking on it, it's counted as engagement.
• Campaign Reach: This is the number of people that saw your ads.• Frequency :This is the avegrage number of times a person was exposed to your ad during the
campaign.• Total Spent: This is the total you've spent on this campaign during the dates selected.• Below the Page Engagement or Click graph you will see a button allowing you to view the full
report. Once you select this, you will be able to select the date range for the report and view the following data at the top of the report (from left to right):
• Impression: this is the total number of times your ad was displayed during the campaign. • Clicks: This is the number of clicks your ads have received. This number includes Page Likes, event
RSVPs, and app installs from the ad.• Actions: This data includes all actions taken by people within 24 hours after viewing an ad or
Sponsored Story, or within 28 days after clicking it. You’ll only see data here if you’re promoting a Page, event, or app.
• CTR (Click-through rate): The number of clicks on your ad divided by the number of impressions.• Spent: The amount of money you’ve spent so far during a campaign, or the total suspense once
your campaign is "nished.• CPM: This is the cost per 1,000 impressions.• CPC: This is the avergage cost per click.
Five Cheat Codes for Facebook Ads
De!nitions
#FacebookAdTips
Founder: Inbound Zombie - a non-pro!t social media consultancy in Cambridge, MA and the Social Media Fundraising Club.
Trainer: Charityhowto and MarketingProfs.
Speaker: Nonpro!t Technology Conference, New Media Expo, 140 Conference, Blackbaud BBCon, Social Media for Nonpro!ts Boston, etc.
Contributing Writer: Huffington Post, SocialBrite, Care2 Frog Loop, Social Media Today, Digital Marketing Monthly, Examiner.
Author: Facebook Marketing for Dummies and All-in-One (2014).
Clients include: Oceana, EpicChange, Share Our Strength, Environmental Defense Fund, Shriners Hospitals for Children, Bucks County Library System, Scholastic, TechSoup, MarketingProfs, WaterAid America, Twin Cities Habitat for Humanity, University of Massachusetts, National Wildlife Federation and Susan G. Komen Greater NYC
About John
Five Cheat Codes for Facebook Ads #FacebookAdTips
Marcus Whitney is at the center of the social/mobile revolution as co-founder and CTO of Moontoast. He drives product vision and helps customers design and execute campaign strategies that deliver results leveraging the power of the platform.
Marcus is also a co-founder and Managing Director of Jumpstart Foundry and former partner at Emma, Inc., where he has demonstrated his commitment to positively shaping the universal digital landscape and growing a vibrant and fertile technology business environment to match Nashville’s world-famous music and healthcare industries.
About Marcus
Five Cheat Codes for Facebook Ads #FacebookAdTips