VISIT www.polestardigital.com EMAIL [email protected] CALL 0161 669 4749 FOLLOW @nedpoulter FACEBOOK ADS: THE SHIFTING LANDSCAPE, FROM KEYWORDS TO AUDIENCES
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VISIT
www.polestardigital.com
CALL
0161 669 4749
FOLLOW
@nedpoulter
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
CALL
0161 669 4749
FOLLOW
@nedpoulter
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