Make it easy for customers. Online Advertising 101 Advertising Online Building Successful Facebook Ads
Make it easy for customers.Online Advertising 101
Advertising OnlineBuilding Successful
Facebook Ads
Make it easy for customers.Online Advertising 101
RETHINK MARKETING?
We are a digital marketing agency focused squarely on helping our clients and the local business community achieve great results online.
Make it easy for customers.Online Advertising 101
Who?Anthony Congdon has spent the past 22
years the ICT sector in sales and marketing roles. He has a B.Bus, P.Grad DipBus(IS), is a
MAMI, AWIA, and is recognised as a CPM.
Make it easy for customers.Online Advertising 101
Why Facebook?
• 15m Australian active users• Unparalleled reach • Unparalleled targeting• Unparalleled accountability
.
Make it easy for customers.Online Advertising 101
51:00[Number of hours the average Australian user spends on Facebook each month]
Make it easy for customers.Online Advertising 101
That’s 100 minutes the average Australian spends on Facebookevery single day…
Make it easy for customers.Online Advertising 101
demographics + psychographics +
behavior
And you can target them based on...
Combined together and you have the most powerful
advertising option available!
Make it easy for customers.Online Advertising 101
Location!Oh, and don’t forget...
Advertise around the world, or only within 5
minutes of your business .
Make it easy for customers.Online Advertising 101
But we’re just scratching the surface! Let’s dig a little deeper...
Make it easy for customers.Online Advertising 101
ADVERTISING ON FACEBOOK
Here are my 9 Reasons you should be
Make it easy for customers.Online Advertising 101
1. Reach• 51 percent of Internet users• Over 15 million Australians daily• Huge number of every demographic• Spending increasing time on Facebook
Make it easy for customers.Online Advertising 101
2. Precision targeting• Location (postcodes, suburbs, etc.)• Age and birthday• Education• Demographics• Interests• Relationship status• Buying behavior
Make it easy for customers.Online Advertising 101
3. Cost control• Advertisers (you) control how much you
spend for each campaign• Budgets can be very low• Better targeting = less wasted spend
Make it easy for customers.Online Advertising 101
4. Cost efficiency• Precision = efficiency• FB’s measurability means you can
keep driving down your cost per click• Dollar for dollar, there’s no better way to get
the word out with relevancy
Make it easy for customers.Online Advertising 101
5. Interests targeting• Target people who have already shown
interest in particular topics and products!• Display ads to the people who are most
likely to be interested in your product or service
• Customize your ad so it’s more appealing to the audience you’re trying to reach
Make it easy for customers.Online Advertising 101
6. A/B testingJohn Wanamaker famously said that ‘Half of his advertising was wasted...he just didn’t know which half.’ With Facebook ads, it’s easy to test and know!
Make it easy for customers.Online Advertising 101
7. Social proofSOCIAL PROOF IS POWERFUL STUFF!• 68% of FB users say a friend’s referral would
increase their chances of purchasing• Facebook ads are easily ‘liked’ and shared,
giving you the benefit of social proof • You can advertise to ‘friends of fans’ to
leverage social proof
Make it easy for customers.Online Advertising 101
8. Mobile targeting• Mobile traffic has surpassed desktop• 30% of purchases are now made from
mobile devices• Facebook is a VERY popular mobile app• Reach your prospects on the go!
Make it easy for customers.Online Advertising 101
9. Organic Reach Declining• On average there are
1500+ stories which could appear in someone's news feed at any time, but the news feed shows only 300 of them
Make it easy for customers.Online Advertising 101
AND START WITH A PURPOSE IN MIND…Work out why you are advertising
Make it easy for customers.Online Advertising 101Exactly what do you want your ads
drive…• Traffic and Leads for Your Website• Sales and Leads for Your Product or
Service• Likes & Engagement for Your Page• Installs for Mobile or Desktop Apps• Visitors for Your Store or Event
Make it easy for customers.Online Advertising 101
Offer Claims Lead AdsEvent Responses
Page Likes Clicks to Websites
Website Conversions
App Installations
Page Post Engagements
Choose the right tool
Make it easy for customers.Online Advertising 101
TARGETING YOUR AUDIENCE…Work out who you are trying to reach
Make it easy for customers.Online Advertising 101
Do your research• Take advantage of targeting!• Use Facebook Audience Insights to find
targets to pursue• Research your audience to get their
demographic makeup (even if you think you already know)
• What other websites and brands do they frequent?
Make it easy for customers.Online Advertising 101
Target very specific audiences• Women• Student• Ages 15 - 18• Lives in South West• Interests MTB• Likes Go Pro
Make it easy for customers.Online Advertising 101
DESIGNING ADS THAT ENGAGE
Create something that people want to engage with
Make it easy for customers.Online Advertising 101
State your purpose…Include a clear call to action you want your audience to take in the body text of your ad
– “Learn more”– “Join us”– “Click here”– “Enter your email address”– “Buy now”
Make it easy for customers.Online Advertising 101
Answer WIFM?Highlight any benefits, sales or similar specials that your business is offering
WhatsInIt
ForMe?
Make it easy for customers.Online Advertising 101
Use eye-catching imageryAlways:
– Uncluttered– Evocative– NOT STOCK– Relevant
Consider:– Close-ups– White background– Branded
Make it easy for customers.Online Advertising 101
DO, MEASURE, ANALYSE, RE DO
Set about optimising your campaigns…
Make it easy for customers.Online Advertising 101
Track your results• Keep your eye on your analytics!!!• Look for a solid click through rate
(≥ 0.02%) or try a different approach• Focus on the conversion rate• Use built-in reporting to refine your
targeting• ALWAYS A/B TEST!
Make it easy for customers.Online Advertising 101
Don’t give up too easily• Does your ad suck? (Be honest)• Does your image stink?• Have you split tested?• Facebook advertising has worked for almost
every industry at this point – it’s about having the right strategy