Jennifer Hashisaki

How To Create Facebook Ads Learn how to create winning ads to build your business and gain traffic to your website or optin page. TOP REASONS FACEBOOK ADS CAN HELP YOUR BUSINESS ➤ Use Facebook ads to help your business reach 2 billion Facebook users worldwide based on location, age, gender, interests, and more. Facebook advertising is the most targeted form of advertising. ➤ Your customers spend most of their time on Facebook. 65% of adults over the age of 65 use Facebook. It’s no longer a teenagers hangout spot. ➤ Facebook advertising is the cheapest form of advertising to reach your customer base. ➤ Facebook advertising is MEASURABLE! ➤ Facebook advertising can give you an edge on your larger competitors. AD TYPES FOR EACH OBJECTIVE: TRAFFIC & WEBSITE LEADS One of the most common purposes of Facebook Advertising is driving traffic to your website. This can be either to increase your site’s overall reach or to send users to a dedicated landing page and have them potentially buy your product, sign up for a newsletter, or participate in some other kind of lead generation. Here’s a breakdown of Facebook ads that help to drive traffic to your website. ➤ Link click ads: This ad type helps to promote your external website and send people to your landing pages or blog posts. You can use link click ads with several placements; this allows you to deliver the same ad across multiple news feeds and reach a large audience. ➤ Video Ads: Facebook Video Ads are actually another form of the link click ads – just that instead of a still image, your ad’s featuring a video. ➤ Boosted Page Posts: Every time you post something on your Facebook Page, Facebook offers you the chance to amplify the post’s reach with a boosted post. AD TYPES FOR EACH OBJECTIVE: SALES/LEADS FOR YOUR PRODUCT OR SERVICE These types of ads can be for e-commerce stores or have multiple offers you’d like to promote, Facebook allows you to showcase a range of products and services in a single ad. Facebook has also developed ad types that allow users to submit their email or interact with your brand without leaving the Facebook platform. By not leaving the platform, load times are up to 10X faster! This makes for a great user experience and reduces the time (and often, money) required to acquire new leads. ➤ Canvas Ads: With canvas ads, your target audience members can swipe through a carousel of images, tilt the image in different directions, and/or zoom in or zoom out by moving their fingertips. Canvas also loads 10 times faster than standard mobile web applications! ➤ Carousel Ads (best used when you have multiple products): The carousel ad format lets you show up to 10 images and/or videos, headlines and links, or calls to action in a single ad unit. ➤ Facebook Lead Ads: Lead Ads are the perfect way for, you guessed it, getting new leads! This Facebook ad type allows people to download your content or sign up for your offer without leaving Facebook platform. ➤ Facebook Conversion Ads: conversion ads are perfect to use with your landing page objectives. Website conversion ads work with the Facebook Pixel on your website, or landing pages so you can reach site visitors who are most likely to take your desired action—and keep track of how many people convert. LINK CLICK AD EXAMPLES BOOSTED PAGE POST EXAMPLES LEAD AD EXAMPLES WEBSITE CONVERSION AD EXAMPLES CONVERSION AD EXAMPLES FACEBOOK ADS MANAGER HOW DO WE GET THIS INFORMATION The most important step of Facebook ads is creating your Facebook Pixel. This is a code that you place on all of the important websites you run (blog, landing page, website). The pixel will track what your potential customers are doing, where they are going on your website. By doing this it will help you identify what they will be the most interested in when it comes to retargeting them with a custom landing page, offer or product. **Make sure you create a individual pixel for each site you will be advertising, so you can keep your data organized and separate.** PIXEL EXAMPLES INSIDE PIXEL INFORMATION EXAMPLES WHAT IS ALL OF THIS? (SLIDE BEFORE) All of the information from your pixel will be broken down based on every page within your website that your potential customers has visited. With this information you can create “Custom Audiences” based off the pixel data so you can retarget them with ads they will be most interested in. You will also be able to create “Look a Like” audiences from people that have filled out an optin on a landing page or purchased a product from you. **A “Look a Like” audience is created from your most engaged customers. You can upload this audience into Facebook and Facebook will take this data and send your ads to people that are most likely to purchase or optin. This is a very, very powerful audience, if done properly.** NOW HOW TO CREATE THE PERFECT AD ➤ Establish Your Customer Avatar & Where They Are Located. ➤ Who is the person you’re targeting? ➤ What do they read? ➤ What age are they? ➤ Gender? ➤ What sites do they search online? ➤ What platform is the best? You must do research about your audience before you take a swing at advertising. Once you know where your audience is and who they are you can start figuring out your value optimization and what you are going to offer them to gather their information, like your page, go to your website or read your blog. FACEBOOK AD SETUP BLUEPRINT ADS ARE RUNNING….BUT ARE THEY WORKING? LEAD AD FORMS….ARE YOU COLLECTING YOUR DATA? ➤ When creating lead form ads your potential clients will be filling out a form right on Facebook. Once they’ve completed the form your data can be found 2 ways. ➤ First way you can get your form information is by hooking up a 3rd party software to collect the data. The software Facebook works the best with is Infusionsoft, Mailchimp, AWeber, GetResponse, ActiveCampaign, HubSpot and several others. If your software isn’t compatible you can always use Zapier as a bridge between Facebook and the software you currently use to hold your customer information. ➤ Second way would be to download the information found on your Facebook Page and manually add it to your customer information database. (example on where to find this on the next slide) ADS DO’S & DON’TS ➤ Convert Newsletter subscribers into customers ➤ Retarget people who put a product in their cart but never checked out ➤ Create a Lookalike audience of users very similar to your customers ➤ Create a captivating image. The image is the most important element. ➤ Create Buyer personas for each persona, highlight specific value propositions ➤ Add social proof & clear, not spammy call-to-action ➤ Make sure your landing pages are consistent with the Ad’s wording and design ADS DO’S & DON’TS CONTINUED ➤ Ad placement is important…TEST, TEST and TEST again! ➤ Newsfeed placement: Highest CTR & Engagement, Great to drive Sales & Leads, Can generate additional organic results ➤ Right-Hand Column: Low performances & price, Good for retargeting ➤ Mobile Newsfeed: Great for Mobile App Installs & Engagement ➤ Always track conversions! ➤ Don’t bid too low. You may not reach enough people and, you get what you pay for ADS DO’S & DON’TS CONTINUED ➤ Don’t Use a CTA That is Unclear Or Misleading ➤ Don’t Stop Posting On Your Facebook Page ➤ Don’t Ignore targeting ➤ DON’T SET IT AND FORGET IT!!