Facebook Advertising Deep Dive Workshop

1. Facebook Advertising Deep-Dive @Growthhackasia (Growth Hacking Asia)

2. “Flipping the success rate of Asian startups from 1/10 to 9/10” @Growthhackasia (Growth Hacking Asia)

3. Growth Labs • Growth Hacking Consulting GH Academy • Growth Hacking Trainings The Growth Hub • On-demand advice from leading growth hackers over the phone • Monthly events for inspiration and experience and knowledge exchange GH Events @Growthhackasia (Growth Hacking Asia)

4. WHY FB ADS?

5. Why Facebook Advertising? ● ● ● 1.32+ billion on Facebook Users check News Feed at an avg. of 14 times per day Allows businesses to connect with their most valuable audiences (both from FB and their websites) across multiple devices Ability to reach customers in a highly targeted and cost efficient way ●

6. AD STRUCTURE

7. Basic Structure Campaigns Ad sets Ads

8. Basic Structure Choose your campaign type: Campaigns Ad sets Ads

9. Basic Structure Choose target audience: Campaigns Ad sets Ads

10. Basic Structure Choose schedule and budget: Campaigns Ad sets Ads

11. Basic Structure Choose placement (Post Boost): Campaigns Ad sets Ads

12. Basic Structure Choose media type and creative (followed by choice of placement and copy): Campaigns Ad sets Ads

13. Basic Structure Ad Set Level: Experiment with targeting, bidding and scheduling. Ad Level: Experiment with media type, creative and copy.

14. AD MANAGEMENT TOOLS

15. Ad Management Tools Ads Manager Business Manager Power Editor

16. Ad Management Tools - Ads Manager Different Levels of the Ads Manager

17. Ad Management Tools - Ads Manager Ads Manager Ads Manager is where you can view, edit and access performance reports for all your campaigns, ad sets and ads. The Ads Manager allows you to: ● ● ● ● View all of your campaigns, ad sets and ads Stop or restart your campaigns, ad sets and ads Make changes to your bids and budgets Access your billing summary to see your payment history and payment method information Access and export your ad performance reports ●

18. Ad Management Tools - Ads Manager Performance: ● See how your campaigns, ad sets and ads are performing against specific advertising goals View your key metrics on a time series chart to help analyze performance ● Audience: ● See your offsite conversions, cost per conversion and conversion value, to get a sense of your ROI More easily compare campaign reach to potential reach ● Placement: ● You can focus on the actions most important to your advertising goals, such as Page Likes or mobile app installs—not just a summary of all actions ● Understand how much you are paying for each action (ex: cost per Page Like, cost per mobile app install), so you can optimize your ad creative and audiences to maximize performance

19. Ad Management Tools - Ads Manager Turn a Campaign, Ad Set or Ad on or off

20. Ad Management Tools - Ads Manager Edit the budget, schedule, targeting and bidding

21. Ad Management Tools - Ads Manager Edit multiple Campaigns, Ad Sets or ads at one ● Campaigns: you can edit the name, turn the campaigns on or off and delete the campaigns ● Ad Sets: you can edit the name, turn the ad sets on or off, edit your budget and delete the ad sets ● Ads: you can edit the name, turn the ads on or off, edit bidding if applicable and delete the ads

22. Ad Management Tools - Ads Manager Create Similar Ads

23. Ad Management Tools - Business Manager Ads Manager Business Manager is a tool to help businesses and agencies manage their Facebook Pages, ad accounts and apps in one place. They can centrally manage different permission levelsfor team members working on ad accounts or Pages.

24. Ad Management Tools - Power Editor Power Editor Power Editor is a bulk ads manager for businesses who want to easily manage a large number of ads, ads sets and/or campaigns. It has additional features that are not available in the ads Create Tool.

25. AD TYPES AND OBJECTIVES

26. Ads Create Tool - Ad Objectives You advertise on Facebook to accomplish specific goals or objectives. Facebook allows you to focus your marketing on: WEBSITE 1. 2. Send people to your website Increase conversions on your website WITHIN FB 3. 4. 5. 6. 7. Promote your page Boost your post Raise attendance at your event Get people to claim your offer Get video views APP STORES 8. 9. Get installs of your app Increase engagement in your app

27. Ads Create Tool - Ad Objectives You advertise on Facebook to accomplish specific goals or objectives. Facebook allows you to focus your marketing on: WEBSITE 1. 2. Send people to your website Increase conversions on your website

28. Ads Create Tool - Ad Objectives Clicks to Website The main focus is to drive traffic to your website. These ads also have an optional “call to action” button. Best use case: These ads drive traffic to websites. The format has a longer copy, and the image will click right through to your website. Recommended Creative: ● Title: 500 characters ● Linked title: 1 to 2 lines ● Description: 2-3 lines ● Image specs in ad: 470 x 246 pixels

29. Ads Create Tool - Ad Objectives Website Conversions Once you included your conversion pixel on your website, you can tell Facebook what you want to optimize your ads for (e.g. checkouts, leads, registrations, etc.) Best use case: Send people to sign-up or purchase pages. Recommended Creative: ● Text: 90 characters ● Link title: 25 characters ● Image ratio: 1.91:1 ● Image specs: 1,200 x 627 pixels

30. Ads Create Tool - Ad Objectives What to measure? How to measure? ● checkouts Copy and paste the conversion pixel ● registrations in between <head> and </head> in ● leads the page where you want to track ● key web page views conversions. ● adds to cart ● and other actions we call website conversions

31. Ads Create Tool - Ad Objectives You advertise on Facebook to accomplish specific goals or objectives. Facebook allows you to focus your marketing on: WITHIN FB 1. 2. 3. 4. 5. Promote your page Boost your post Raise attendance at your event Get people to claim your offer Get video views

32. Ads Create Tool - Ad Objectives Page Likes Page Likes help you establish a credibility on the social site, and as soon as someone follows you, your company posts can show up in their News Feed. Best use case: These are the best types of ads to increase Page Likes. Recommended Creative: 90 characters ● Image ratio: 2.7:1 ● Image specs: 1,200 x 444 pixels ●

33. Ads Create Tool - Ad Objectives Page Post Engagement This type of ad can boost a status, photo, video, website link or offer that you’ve already posted to a much larger audience to increase engagement (likes, shares and comments). Best use case: These are the best types of ads to drive engagement on your posts. Recommended Creative: ● 90 text characters ● Image ratio: 1:1 ● Image size: 1,200 x 1,200 pixels

34. Ads Create Tool - Ad Objectives Event Responses Write an enticing event invitation, and then promote it out to audience segments you think may find it interesting. Best use case: Increase number of event attendees. Recommended Creative: ● Title: 25 characters, maximum ● Recommended text: 90 characters ● Event details are pulled from the event ● Image aspect ratio: 1.39:1 ● Image specs in ad: 100 x 72 pixels

35. Ads Create Tool - Ad Objectives Offer Claims If you’ve created an offer on Facebook, you can continue to promote that out to other Facebook users. Best use case: Finding new customer and driving them to your site. Recommended Creative: ● Text: 90 characters ● Offer title: 25 characters ● Terms and conditions: Up to 900 characters ● Image aspect ratio: 1.91:1 ● Image specs in ad: Up to 470 x 246 pixels

36. Ads Create Tool - Ad Objectives You advertise on Facebook to accomplish specific goals or objectives. Facebook allows you to focus your marketing on: APP STORES 1. 2. Get installs of your app Increase engagement in your app

37. Ads Create Tool - Ad Objectives App Installs / App Engagement If you have a desktop or mobile application associated with your product you can then attach it to your company Page. Then you can create ads that encourage users to download your app. Best use case: Focus purely on app installs and engagement. Recommended Creative: ● 90 characters ● Title: 1 line ● App name: 1 line ● CTAs include: Install Now, Shop Now, etc. ● No more than 20% text

38. Mini Quiz Which campaign objective should you use to track what people do on your website after seeing your Facebook ad? 1. Page Post Engagement 2. Clicks to Website 3. Website Conversions 4. App Engagement 5. Event Responses

39. AD PLACEMENT AND CREATIVE BEST PRACTICES

40. Ad Placement

41. Ad Units and Creative Best Practices

42. Ad Units and Creative Best Practices Happy People, Pets and Children Best performing images include images of happy women, pets and children.

43. Ad Units and Creative Best Practices Make your ad noticeable Use creative to capture people’s attention and get them to stop scrolling through their News Feed.

44. Ad Units and Creative Best Practices Insert brand personality Add your brand personality into your creative. For example, insert your logo or stick to colors from your brand.

45. Ad Units and Creative Best Practices Mirror your creative to where audience is in the sales funnel If your audience is in the consideration phase, use creative to drive interest in your products or services. If your audience has demonstrated intent on your website, use creative with a strong call to action to drive the outcome you care about.

46. Ad Units and Creative Best Practices Clear and solid value proposition & Call to action ● Clear Call-to-Action ● Currency amounts ● The word ‘Free’ ● Your brand name (if it’s recognizable to your audience) ● A Value Proposition like ‘Win a Free Getaway!’ or ‘Learn A/B Test Secrets’ ● Include an action word (‘Rank Higher on Google’) ● Ask a question (‘Want to get more leads?’) ● Use negative words (‘Stop selling crappy SEO’)

47. Ad Units and Creative Best Practices Keep it short and simple Want [Blank]? Get our [Blank] to learn how.

48. TARGETING

49. Targeting Reach & Precision

50. Targeting Options Methods of targeting users on Facebook: ● Core Audience ● Custom Audience ● Lookalike Audience