Creating High-Performing Facebook Ads
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Creating a Facebook Ad that works
![Creating and using Facebook ads that WORK! Caitlin Kaluza – Schipul The Web Marketing Company www.schipul.com/qcait [email_address]](https://image.slidesharecdn.com/facebookadck-100909131113-phpapp02/85/creating-a-facebook-ad-that-works-schipul-webinar-1-320.jpg)
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Creating High-Performing Facebook Ads
- 1. Creating and using Facebook ads that WORK! Caitlin Kaluza – Schipul The Web Marketing Company www.schipul.com/qcait [email_address]
- 3. Why you care about Facebook ads
- 5. Facebook ads vs. Google ads
- 6. Facebook ads
- 7. Google ads
- 11. The IMAGE backs the title Ad shown on my personal profile
- 12. A not so good ad Ad for home raffle give away benefiting The Myelin Project
- 13. A better ad Ad for home raffle give away benefiting The Myelin Project
- 14. The BODY supports everything else Children’s Museum of Houston ad featuring Santa at the museum.
- 20. Create a campaign and set pricing www.facebook.com/tonychacheres
- 21. What next? Test and Tweak www.facebook.com/tonychacheres
- 22. Questions? www.facebook.com/tonychacheres Caitlin Kaluza – Schipul The Web Marketing Company www.schipul.com/qcait [email_address]
Editor's Notes
- Facebook saw a 69% traffic increase in 2009 – March 2010 #1 site over Google Typical social network user spends about 6 hours a month on social networks (of which Facebook is the clear leader) Facebook’s demographic is growing in affluence and age range – also far more likely to be on LinkedIn and use FB professionally
- Consumers trust their friends and peers much more than a business when for purchasing decisions.
- Facebook ads are located to the right of the news feed once you login into your profile on Facebook.
- Google ads appear as the top 3 results when a search terms is entered into Google and along the right hand column. The highest bidders for that terms show first in the list.
- Folks go to Google to search for something specific with intent to leave Google. Folks go to FB to connect with friends and family. There is no real intent to leave FB. While Google ads get more clicks because of this, there is still opportunity by running ads in FB. Most of that opportunity is the brand impressions. The impressions are the real results of FB ads rather than the number of clicks. ROI is hard to measure with FB ads because it is difficult to measure brand impressions that have converted from FB. People will still click ads in FB but they must be designed carefully and usually offer some pay back incentive. Contest work well.
- You have 25 characters to grab attention and offer some VALUE to the viewer. This is your chance before anything else to make them interested and show value. The title will even over power the image on the ad. The first ad to the left is too vague and uninteresting and offers no value.
- Images should not be a company logo, they should appeal to emotions and grab attention. They can be a graphic headline as well. In this case, instead of the logo for the university being used on this ad, they choose an image of a baby because they ad conveys that you can get your degree online while your baby sleeps. This is much for effective than a business logo. How can you help them? What images can someone relate to?
- This ad got 4,496 impressions and 0 clicks. It ran this way for 3 days. We found out the title probably played a role on the number of clicks being 0. People care but you have to grab them with the title. The title states the mission of The Myelin Project but does not state what you get. I think the image is good but needs to change to represent a valuable title that grabs attention. The body clearly says what the ad is for and what you get but the title does not grab attention. So chances are, the body is never read.
- This ad got 398,938 impressions and 194 clicks. It ran this way for 3 days at the same time as the previous ad. The tile was changed and the image. The body copy stayed the same.
- You have 135 characters to convey what, why, when, how, and/or most importantly, what value are you wanting to give? Showing cost if any is a good idea here. It is never good to hide cost. I clicked an ad once expecting to get something that appeared to be free all the way through registration. It was only obviouos after the confirmation email that I needed to pay to participate. This was disappointing and a bad brand impression.
- You can send them to your site or somewhere on FB. If you send them to your site, send them to a landing page that shows next steps. Never just dump them on the home page or some unfamiliar page leaving them guessing what to do next. This is your opportunity to guide them. Not only do you want people to click your ad, you want them to land somewhere that completes the ultimate goal. Keep the landing page simple and clear. If your goal is to convert using a step by step process, numbered list work well. Also, clear calls to action on the landing pages that initiate next steps are recommend.
- Sometimes you may want to market something very general and the target is broad. Narrowing your target down gets more qualified clicks. Leaving it open gets more impressions but not as many qualified clicks. If you want a more qualified click then it is good to set some specifications. Give examples of Myelin Project and how they had global ads and local ads with different messaging.
- Sometimes you may want to market something very general and the target is broad. Narrowing your target down gets more qualified clicks. Leaving it open gets more impressions but not as many qualified clicks. If you want a more qualified click then it is good to set some specifications. Give examples of Myelin Project and how they had global ads and local ads with different messaging.
- Keywords can extend your reach and make your reach more targeted. This is good. It can be bad if you want to reach only those with a specific keywords listed in their profile. Keywords are based on information users list in their Facebook profiles, such as Activities, Favorite Books, TV Shows, Movies, etc. So one may be interested in donating to non-profits but not have non-profits listed in their profile.
- Create a campaign to group your ad efforts in one place. You can tweak your campaign pricing as the ads run. The main decision in this step is to decide whether or not to create a new campaign for choose and existing campaign. If you start to market something new, start a new campaign. The second major decision is to pay per click or pay per impression. I always suggest paying per click. While each click is more expensive than the actual impression, you will get a ton more impressions than clicks.
- Create a few ads that market the same thing. See which ad works best. Focus your budget on the more successful ads. Tweak ads by changing graphics and text if you believe you can get a higher click through. Use the ad reporting tool to see ad statistics.
- I hoped that you learned a few simple things from this training today. Start by telling your story on your profile as it relates to your business and personal interest. Build your audience of followers. Create a business page. Share content and newsworthy information so spread the word.