Facebook advertising handout

M Plus PR Presents Facebook Advertising

FACEBOOK ADVERTINSING 18th November 2013

M Plus PR

M Plus PR Presents

Facebook Advertising 101 About M Plus PR

We are an integrated marketing agency based in Brisbane. M Plus PR was created through Creative Director, Joni Edson’s passion to see small business succeed with creative marketing strategies that created real results. Our motto is “marketing is not about big budget, but about big ideas!” We work with client to create the big ideas and see them through with planning, implementation and training assistance for small business owners.

Phone : 07 3278 9482

Email: hello@mpluspr.com.au

Website: www.mpluspr.com.au

Facebook/mpluspr

Today’s Training

Today’s training is Facebook Advertising 101.

This session will run for 2 hours, we will have a 10-­‐minute break at 11.30 WIFI is available through connecting to the New Farm Library public connection.

Toilets are available across from the meeting room.

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M Plus PR Presents

Facebook Advertising 101 Why should you consider using Facebook Advertising?

Some statistics for you In April 2012, Facebook Statistics told us that on average page posts organically reach about 16% of a page’s fans.

What that means is any post that you put out – with no interaction (no likes, no comments) is likely to be seen by an average of 16% of your fans This can be influenced by the time that you post as well as the type of post you have created (status, link, photo or video) This workshop is not about telling you to spend more money getting more people to see your random generic posts – this is about thinking about how you can use Facebook advertising to get more targeted followers and target those already in your audience who are interested in your specific, offers, information and services.

The different types of Facebook Advertising platforms Boost Post: The option to boost a post is the on page advertising option. It is probably the simplest of the Facebook Advertising options – but due to the limited targeting options available in the current format – it can be a very scattergun approach.

Ad Manager Using Facebook Ad Manager allows you to create highly targeted Facebook ads, with different goals and objectives and track the results more specifically than a boosted post.

Power Editor Power Editor is the high-­‐end advertising platform. It is used by Social Media Agencies and managers, who create large volumes of Facebook Advertising. It provides the maximum amount of flexibility and tools to create multiple campaigns for a number of clients

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M Plus PR Presents

Facebook Advertising 101 What are the different types of ad’s we can create on Facebook?

Gain More Likes

Gain More Likes – Sponsored Posts

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M Plus PR Presents

Facebook Advertising 101 Post Page Engagement and Post Engagement Sponsored Post

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M Plus PR Presents

Facebook Advertising 101 Other types of available advertising posts

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M Plus PR Presents

Facebook Advertising 101 The 20% rule When creating your images for display within Facebook advertising, you will need to comply with the 20% text rule. This text grid will help you check to see if your images are compliant. http://www.facebook.com/help/468870969814641

Rules for Boost Post Consider your audience. If this turned up in random friends news feed, is it something that EVERYONE is likely to be interested in?

Also consider your location. Is your post location specific?

For example, do you run a service that people have to come into a physical location to purchase? If so, boosted posts will need to be refined to ensure you are not wasting your money, by having the ad shown to people who can not act on your post, or purchase from your business!

Boost Post is just about getting more eyeballs on the post – is this ok for your ROI?

What types of post to boost If you follow the M Plus PR 4 E’s of social media marketing, the types of posts that you could consider boosting would be the Entertaining or Engagement posts.

These types of posts are about gaining likes and comments, so target marketing may not be so vital. However it will depend on your specific audience and product.

M Plus PR 4 E's of Social Media MarkeGng Entertaining Posts Engaging Posts Educahon and Expert Post E-­‐commerce

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M Plus PR Presents

Facebook Advertising 101 Your objectives Facebook now makes it easy for you to think about your objectives with its campaign based objectives ad process

Targeting Options This is the most powerful section of Facebook Advertising. Why spend money targeting anyone, when you can target a person who you know is interested in your product or service.

Think about -­‐

Location – do you need to target everyone with one ad, or can you break it into states, regions, suburbs to allow a more targeted messaging and a lower cost spend.

Broad Categories Facebook has taken out some of the hard work in terms of finding your target audience through the Broad Categories.

For example, do you want to target Mums? Try the Broad Category of parents! What about looking for someone who is getting married – Try Engaged (1 year), Engaged (6 months)!

The possibilities are endless!

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M Plus PR Presents

Facebook Advertising 101 Precise Interests Precise Interests allow you to look for interests that are relevant to your product, service or target audience, which Facebook has been able to identify a group of people who have the same interest.

An example for LollyWorld might be Dr Pepper – Facebook has identified that there are 4,400 people in Brisbane, who through their profile, conversations, likes and posts can be grouped as liking Dr Pepper.

For Invite with Style, targeting people who are interested in Wedding Invitations and those who are Engaged is 1,100 HIGHLY targeted customers who we know are in the right place to be interested in your product.

You can also see from the example below, Facebook will provide you with other suggestions of precise interests that might be useful for you – e.g. #Save the Date.

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M Plus PR Presents

Facebook Advertising 101

Custom Audiences Custom Audiences are a feature that allows you to input data from your email list or other data that can be inputted into Facebook, which then links up to create an ad group from that data.

For example – if you have customers on your email list who do not currently like you on Facebook, you can input that data and create a custom audience that you could then promote you page to current customers.

Custom audiences can also be created from Unique ID’s on Facebook. For example, if you have run a competition and used the WOOBOX post function, with a large enough group, you can target people who have commented and liked a post on your page.

We also have a special program that allows us to assist you in creating custom audiences from selected Groups and events on Facebook.

The advantage of custom audiences is that you can be very targeted in your messaging to this group on Facebook.

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M Plus PR Presents

Facebook Advertising 101 Payment Types CPM vs CPC CPM is Cost per 1000 views – this is an option when you are looking for a broad reach strategy.

CPC is Cost per Click – this is an option to use when you are looking for direct action – likes, clicks, movement to website.

With the new objective based advertising, Facebook automatically sets this up for you based on your answers. While you are learning, it is easiest to stick with what Facebook has picked for you.

Tracking and Return on Investment If you are spending money in your business, you want to be tracking the value it brings back into your business!

It is important to head into the Ad Manager to see what is working and what isn’t.

Things to look at -­‐

Campaign Reach – how many people have seen the advert

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Results – Post engagement based on your objectives

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Frequency – how many times on average have people in the target audience seen your post

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Cost per post engagement – the amount you are paying per interaction with your post

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M Plus PR Presents

Facebook Advertising 101

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