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Aug 16, 2022 •771 likes •1.57k views

Resources for todays class can be found here: camptech.ca/facebookads About Me Hi! My name is RJ My background is on content marketing and digital advertising on social platforms. Literally all of my disposable income goes

  2. Resources for today’s class can be found here: camptech.ca/facebookads

  3. About Me Hi! My name is RJ • • My background is on content marketing and digital advertising on social platforms. Literally all of my disposable • income goes to food and travel I run a digital marketing agency • called Grilled Cheese Affairs

  4. Learning Objectives Feel comfortable with what Facebook Ads is all about • Be ready to plan a decent Facebook Ad • Learn how to run a proper Facebook Ad •

  5. What We’ll Cover Today 1. Getting Us All Set Up 2. Why Do We Advertise on Facebook? 3. What We Need to Run Ads Effectively 4. How Do We Go About Planning Facebook Ads? 5. Let’s Explore the Facebook Dashboard Together 6. Targeting Like a Pro

  6. What We’ll Cover Today (Cont.) 7. Designing Facebook Ads 8. Budgeting and Billing 9. Final Thoughts & Closing Tips

  7. Quick Links for Today’s Workshop Facebook Ads – Ads Manager • Facebook Ads – Audiences • • Facebook Ads - Creative Hub Facebook Ads - Ad Library • Facebook Ads - Audience Insights • Facebook Ads - Terms of Service •

  8. 1. BUT FIRST: Let’s Get Set Up What you need: • 1. A Page that you own or have admin access to 2. Facebook Ads Manager

  9. 1. A Note on Ads Manager vs. Business Manager

  10. 1. Business Manager • You need to use Pixels or more complicated Facebook Ads features. • You need more than one account, i.e. multiple business pages, and multiple people from different page accounts that need access to ads manager. • You need to request access to Pages or ad accounts to analyze and create ads for those pages. • You don’t want to connect credit cards from business accounts to personal ads that you may be running for a different business.

  11. 1. Back to Ads Manager • In essence, if : 1. You’re running your own business 2. You are managing one page 3. Paying for your own ads with a credit card you control 4. Not using Pixel or other features Then , you can use Facebook Ads manager alone. But, powerful features are unlocked with Business Manager so eventually once you’re familiar with the dashboard, connect it.

  12. 1. The Digital Advertiser Cocktail One part marketing know-how • One part data-science • One part researcher • One part creative skills • Copywriting and an eye for design 

  13. 2. Why Do We Advertise on Facebook? • 1.59 Billion monthly active users  Literally bigger than the largest country on Earth  Instagram has 400 million active users “The average person spends 28 percent of his or her time online on social networks- or 1.72 hours per day.” - Inc.com

  14. 2. Why Do We Advertise on Facebook? • It pays to “Pay to Play” Small businesses can now compete with the large companies when it  comes to advertising because of the digital age! • These days the timeline is packed • Pages organically reach about 16% of their fans on average. • Don’t worry! There are ways we can win and be seen

  15. 2. Why Do We Advertise on Facebook? • It can be great for small businesses: Facebook’s network of active users is an untapped network if you’re not  doing it. You can compete on a cost basis for ads in the same audience that other,  much bigger companies bid for. It’ll help you learn how to think like an advertiser and comfortably work  on other platforms. You’ll also learn about your audience and what they like as you make ads. 

  16. 2. Why Do We Advertise on Facebook? • Facebook Advertising is also Instagram Advertising

  17. 2. Facebook Ads vs. Boost Post All about goals. • Boost = Best for Facebook Page Level Goals • Ads = Best for goals outside of the Facebook Page and Facebook environment • For stuff all about boost, I recommend this workshop: •

  18. 3. What We Need to Run Ads Effectively • Who are we selling to? Who is your ideal customer? • What do they like? What motivates them? • What are your business goals? Can you break them down the steps it will take to get to those goals?

  19. 3. Your Ideal Customer • You should know your ideal customer like your best friend. How do they take their coffee? Do they like dogs or cats? • We learn these by building User Personas. You need one to be able to run Facebook Ads.

  20. ACTIVITY: Build a User Persona • Create a User Persona. It should answer these core questions:  Who are they? What is their story ?  What do they like? What are their goals?  What are their pain points or frustrations? (Think about how you solve those) • If you have time, also include:  Name, age, gender, job title, marital status, children?, where they live, behaviours, spending habits, needs, etc. SAVE for later. •

  22. 3. Pro Tip: We Can Confirm Our Personas Facebook allows us to use our assumptions to build better personas and target • ads better.  Remember : Marketing is all about the right message to the right person at the right time. How do we do this? Facebook Audience Insights •

  23. WALKTHROUGH: Facebook Audience Insights • Let’s learn about my favourite tool in Ads Manager

  24. 3. Audience Insights: Walkthrough • Let’s really get to know this part of Audience Insights:

  25. ACTIVITY: Create a Saved Audience from Audience Insights • Use your notes from your User Persona activity and fill in what you can in Facebook Audience Insights Save these because we can use this as our starting audience for targeting • later.

  26. 4. How Do We Go About Planning Facebook Ads? 1. Think about why we want to do advertising. What are our GOALS? • The more clear you are about what you want from your ad, the more Facebook goes to work for you. 2. Create objectives around these goals and allot the appropriate resources for them. Also, think about compelling offers. 3. Run and test • The beauty of digital marketing vs. traditional: live performance and mid- campaign editing capabilities 4. Analyze feedback from ad performance, tweak, and repeat

  27. 4. Facebook Ad Campaign Levels • Roots in the marketing funnel

  28. 4. Facebook Ad Campaign Levels • All marketing objectives fit along the funnel

  29. 4. Facebook Ad Campaign Levels

  31. 4. WALKTHROUGH: Structuring a Campaign Let’s go through a campaign goal together. Some things to consider: What are some adsets we can play around with? We’ll see later what’s possible • for Facebook in a couple of slides From an advertisers perspective you can use this to make educated  guesses about your audience or to test segmented groups How would we separate each ad? We’ll also touch on this on a later slide •

  32. 4. WALKTHROUGH: Structuring a Campaign Sample objective: I want to bring more visitors to my website •

  33. 4. What Are Some Things I Want to Promote? If you’re struggling on what to talk about or promote, let’s brainstorm some things together. Here are some examples: What Do I Want? Marketing Objective on Facebook Ads Create a Traffic campaign with the main objective to get I want more people to know more about my brand more people to visit your website. I want people to participate in discussions and posts on Create an Engagement campaign with the main objective my Facebook Page to get people to respond to your posts. Create a Conversion campaign with the main objective to I want people to buy my stuff get people to go to a particular product page where they can immediately add to cart and check out, etc.

  34. 4. WALKTHROUGH: Structuring a Campaign ADSET LEVEL: Determine how you will break down adsets: • Traffic Instagram Desktop Mobile

  35. 4. WALKTHROUGH: Structuring a Campaign ADSET LEVEL: Targeting options: Recommended starter Placement (example) • Manually targeted audiences (interests/behaviours) • Broad: Reach more but expect lower ratio of impressions vs. engagement  Narrow: Reach less but (hopefully) get better ratio  People who liked your page • Geographical Location •

  36. 4. WALKTHROUGH: Structuring a Campaign AD LEVEL: This is where you can vary your ads under each adset • Desktop Ad 1 Ad 2 Ad 3

  37. 4. WALKTHROUGH: Structuring a Campaign AD LEVEL: Sample variation - messaging on image variation

  38. 4. ACTIVITY: Let’s Build a Campaign 1. Choose a Campaign level marketing objective based on your goals 2. Think about a campaign idea to work with the marketing objective  What is your offer? Will it entice your User Persona? 3. Break down Ad Sets/Ads based on the insights we found and let’s discuss as a class

  39. 5. Let’s Explore the Facebook Dashboard Together

  40. 5. Let’s Explore the Facebook Dashboard Together

  41. 5. Let’s Explore the Facebook Dashboard Together

  42. 5. Let’s Explore the Facebook Dashboard Together

  43. 5. Let’s Explore the Facebook Dashboard Together

  44. 5. Let’s Explore the Facebook Dashboard Together

  45. 6. Targeting Like a Pro https://www.wordstream.com/blog/ws/2016/06/27/facebook-ad-targeting-options-infographic

  46. 6. You Already Have Your Base Audience Your Saved Audience from the Facebook Audience Insights • activity can be used here. But we can target better. •

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