Facebook ads 101

Facebook Ads 101 Its Not About The Likes

Facebook Ads 101Its Not About The LikesCarolyn Jewel, Shawntelle Madison, & Jessica Scott

PLANGOALSSTRATEGY

No guarantees This is not a shortcut to learning for yourselfWhere do you sit in the marketWhere do you want to be in the marketWho else is like youYou have to develop the copyYou have to develop the images

You may feel overwhelmedLet this marinate dont rush into things

AgendaWhy Be On FacebookPages vs ProfilesAd BasicsNow What?

Show of HandsBeginner you dont have a page and youve never run an adIntermediate youve run a few campaigns but youre not comfortableAdvanced youve run adespresso, you know your reports and youre ready for the next level

Why Be On Facebook1.5 Billion users world wide that Facebook knows an awful lot about76% female1 in 5 page views originate in the USCompare to WhatsApp: 500 MillionInsert Pokemon Go joke hereTwitter: 248 MillionInstagram: 200 Million

Source: https://zephoria.com/top-15-valuable-facebook-statistics/

Why Advertise On Facebook?Because it worksIts not always about the moneyTargeted Visibility you can be visible to the right peopleCar mechanics are probably not massive romance readersIf youre a historical author, you probably want your book in front of fans of similar books

Why Advertise On Facebook?Facebook is passive advertisingAds are fed to people who have looked for things in the past, not who are actively searching at the momentFacebook tracks everything you do if youre logged inIt can push things to you based on your browsing historyReaders report finding new books on Facebook more than any other platform besides Goodreads *

Strategy, Plans, GoalsStrategy Example: Advertising a sale price or getting your book in front of authors who are similar to youHope that people will buy at the low price, love it and go on to buy at the higher pricePlans Example:Supplement Bookbub price promotionBoost PreordersGoals ExampleMore likesMore SalesLoss Leader

Some BasicsPages vs ProfilesPixelsPromoted Posts vs Ads vs Boosted PostsImages (20% rule changes)Links

You need both a Page & a ProfileProfiles are where people friend youLimit to 5000 friendsNeed profiles to join groups & administer facebook pagesCannot advertise from a profilePages are tied to advertising accountsUnlimited likesLinks to external websiteMailing list sign up right in FacebookPromoted postsADVERTISING

Whats a PixelIts the gum on your internet shoeA means for tracking when someone comes to your website and what that visitor does after they leaveTwo main tracking pixelsGoogle Analytics PixelFacebook Pixel

Pixels The BasicsPixels are code snippets from Facebook that allows Facebook to track who has landed on a websiteEach PIXEL is unique to each Facebook pageIn order to use Facebook ads correctly, you must install your pixel code in the header on every page of your website (outside of facebook)

Ad Basics3 Basic ads types for authorsAdsPromoted Posts Boosted Posts

Ad

Ads are created in the ad manager and link to a single external website

Limited content in the header and single link on the bottom

Promoted/Boosted

Promoted Posts are posts to your page that you then promote 2 ways to promote: through ad manager or through boostNo best way some authors report amazing result with boosts, others with promoted posts. Can contain as many links as you wantMore content up topCertain words will get a post banned

Promoted Posts vs BoostsPromoted/Boosted Posts are posts to your page that you then promote or boost2 ways to promote/boost: through ad manager or through boostBoosts target people who like your page and have limited optionsPromoted have the same targeting options as adsNo best way some authors report amazing result with boosts, others with promoted posts.

Targeting: Who Do I Show My Ad To?Market Research is criticalAlso-boughtsPrevious website trafficGoogle search recommendationsInterests are indexed by Facebook and allow you to target people who may be interested in a certain brandbroad (romance novels) narrow (Kresley Cole or Robyn Carr)Not every author is an interest

Targeting OptionsTarget specific countries with specific adsGenderIncomeBehaviorsEmployers

GraphicsFacebook is very strange about what images are allowed20% text rule recently went away but that doesnt mean everything goesOverly sexy images often get censuredTest everything romance is all about selling the emotionWhats going to get past facebook vs whats going to convey that emotion that will make someone stop then click

Which Graphic Works Better

WINNER

3D Images

Pixels The Cool StuffCreate Custom Audiences from Pixel trafficWrite in 2 separate genres? Create two separate audiences based on who has clicked on each book on your websiteWant to exclude people from seeing your ads exclude a custom audience based on everyone who has clicked on your websiteLookalike audience based on previous traffic

What Causes Ads to FailNo StrategyMaking an ad and wanting people to buy your book -> this is a goalHaving the wrong imageBad/ineffective copyNot split testingToo frequent changes/tweaksNot monitoring them

Measuring SuccessTraffic AnalyticsPixel traffic Google analytics, bit.ly, smart url: track external link trafficAd AnalyticsThree types of clicks: clicks, website clicks & conversionsWebsite clicks/# sales = conversion rateFacebooks conversion rate= #people who saw your ad/engaged with itDid you accomplish your goal/strategy/plan?

Advanced StuffLead Generation - Building Email listsSelling on your own websiteVideoTargeting specific devices/retailersRedirect linksTools like AdespressoSales MetricsSocial Traffic Metrics

QUESTIONS