Facebook Marketing 2020 FULL GUIDE

1. Facebook Marketing 2020 FULL GUIDE Facebook advertising is just as powerful in 2017 as it’s ever been. Perhaps even more so. The sheer volume of users alone (1.71 billion as of July 2016) makes it a digital marketer’s playground. When it comes to Facebook advertising, one could spout off a laundry list of done-to-death conventional techniques. And most are still quite effective. But what I want to do here is delve a little deeper and truly dissect Facebook. What you need is to understand its full potential. In this endeavour we are going to discuss some of the newly introduced Facebook features that can add some boost to our marketing especially for ecommerce business. Features like Facebook messenger ,Canvas , Product based ads are newly added member in the family that can be used for more précised targeting to get anyway better conversion and Analysis. Starting with the different resources which can be added to our Facebook marketing strategy for any ecommerce website.

2. Advanced Ecommerce Advertising The reason so many marketers love Facebook is because of how highly specific you can get with your ad targeting. Because Facebook collects so much detailed and unique information from its users. To provide the advertiser to target the website visitors on the basis of the interest or product they have shown interest or visited , Facebook came up with dynamic ad system which can provide powerful ad environment like AdWords. Why dynamic ads is important:- Marketing automation has been one of the biggest marketing trends over the past few years. The delivery of the right marketing message, to the right person, at the right time pays huge dividends. Specifically, greater click-through rates and conversions. Primarily email based up to now, the Aberdeen Group found that personalized emails improve click-through rates by 14%, and conversion rates by 10%. While Jupiter Research reported that relevant emails drive 18 times more revenue than broadcast emails. 18 times! Banner blindness affects 86% of consumers today. Ad blocking software usage has quadrupled in the past three years, according to the MIT Technology Review. Only 20% of Facebook posts generated an emotional response, while ZERO ads did, according to a study from Havas Media. Which, for an inherently emotional medium, is not good. In a world overrun by advertising, consumers are becoming immune. Or actively taking steps to replace ads altogether. That’s why the average banner ad click-through rate is 0.1%.

3. You don’t beat these grim numbers withmore ads. You do it through better ones. Specifically, with ads that are more targeted and more relevant. And Facebook’s Dynamic Product Ads are one of the best ways to do that. How to create Dynamic ads on Facebook? Apart from all the given objectives that we have already covered under Facebook ads ,Facebook also offers one campaign which has been specially designed for ecommerce business. The campaign name is Product catalogue ads. product catalogue ads on Facebook Ad Requirements In order to create dynamic ads, you must have the items listed below: ▪A Facebook Page ▪A Business Manager account ▪An ad account or access to an ad account. ▪An online product catalogue. You can use the existing catalogue you use with other online shopping portals. Note: the product catalogue you create on Facebook must have a product ID, name, description, landing page URL, image URL, and availability, among many others. ▪The Facebook Pixel, a piece of JavaScript code that tracks your customer’s webpage destination. If your customer goes to your About page, your Contact page, or your Checkout page, the Facebook pixel will know. The Pixel is an essential element of your Dynamic ad as its tracking help you advertise relevant products your customers already expressed interest in.

4. 1.Upload Your Product Catalogue to Facebook To set up your first Dynamic Ad, you’ll need to upload your online store’s product catalogue to Facebook. A product catalogue is a data file that lists all of the items from your store that you would like to display in your Facebook ads. How to create a catalogue :- To create a catalogue for your ecommerce business , you need to create a product feed list of all the product from your inventory with given attribute. Your product feed is a spreadsheet of all the products and details, usually in the form of CSV, TSV, RSS XML, or ATOM XML files.feeds can be created manually by creating an .Xls or .csv file with following attributes or can be directly exported from your WordPress website with an extension provided by Facebook. Sample sheet for catalog

5. Click “All Tools” and you’ll find “Product Catalogues” under the “Assets” header. Select “Add New Product Catalog” and click “Create New Product Catalog” in the dropdown menu.

6. Give your product catalog a name - the name of your store is best. After you click ‘Create Product Catalog’ you’ll need to add the product feed so that listings are automatically created. .

7. Name your product feed, set the currency and choose to either “Schedule Recurring Uploads” or execute a “Single Upload.” A recurring upload will update your product feed based on any changes made. A single upload means the information will remain static and need to be changed manually in the future.

8. Now upload the product feed here which you have created from your inventory. When the upload is successful then create product set. A product set is a group of items from your inventory in a catalog. Product setsallow you to control the items that appear in your ad. When you create a product set, you use filters (such as availability, brand, category, product type or price) todefine what goes into the product set

9. After completing the above process exit from there and don’t forget to add event code to your website that you get from Facebook pixel.(Already taught) how to set up a data feed by using the Facebook Feed plugin on woocomerce :- go to your pixel and click setup and select select integration or tag manager.

10. Now select woocommerce Download the facebook for woocoomerce plugin and upload it on your wordpresswebsite.activate it and click on setup.

11. After you click on setup ,click on get started

12. Complete the following setup and click next after completion one by one

13. Select your pixel to complete the setup

14. The process is complete !! 2.Setting Up Your First Dynamic Product Ad To create your first Dynamic Product Ad, head over to Ads Manager or Power Editor and choose “Promote a Product Catalog” as the objective of your campaign.

15. Make sure you have the right product catalog selected. Click “Create Campaign” and get moving. After you click “Create”, edit your ad set to make sure that it’s promoting the correct product catalog. In our ad set, you can then select which product set you’d like to choose. A product set is a filter for which products in your catalog you want your ads to feature.

16. If you would like to create a product set, just hit the “+” button. Create highly targeted ads with product filters including Availability, Brand, Category, Product Type, and Price.

17. Once you’ve named your product and clicked “Create,” look for the “Audience” section. You can also choose an “Upsell” or “Cross-Sell” audience, allowing you to specify which product sets you want to promote to customers that have already viewed other product sets. This is great for converting those one-time shoppers into repeat customers by showcasing products that they could also be interested in or go hand-in-hand with products they’ve already acquired. Dynamic Ad Text and Imagery Unlike other Facebook Ad Types, Dynamic Ads require the use of special keywords. These will be the same keywords that you used for your product feed spreadsheet. They are automatically tagged for your products if you used the Facebook Product Feed Shopify app.

18. By clicking on the “+” button beside each field in your ad creative section, you can add these “automatic” special keywords: •Name •Brand •Description •Price •Current Price

19. Keywords like “product.name”, “product.brand”, and “product.description” along with the product photo will be automatically pulled from your product feed when the ad is delivered to a potential customer. Once you set it up in a way that will look natural and customized to the end user, hit publish. Congratulations, you just created your first set of dynamic ads!

20. Canvas Ads :- Do you want to reach more mobile Facebook users? Wondering how Canvas ads might help? Facebook Canvas lets you create full-page, interactive mobile ads that work like landing pages for tablet and smartphone users. Why Facebook Canvas? Facebook Canvas is a new tool for advertisers, built specifically for the mobile platform. Facebook users can scroll through Canvas ads to view photos, watch videos, and discover your company’s story. Canvas is free to use beyond the standard Facebook advertising costs, and its drag-and-drop interface requires no coding knowledge. The ads are fully immersive, so there’s nothing else on the page vying for users’ attention when they’re scrolling through or clicking on the content in your ads. And while interactive media is normally a concern because of loading times (long loading times drive people away in every corner of the web), Canvas ads load almost as soon as they’re selected. This is because they’re hosted on Facebook rather than redirected to an outside page. In fact, they can download up to 10 times faster than general mobile web pages. Here are some ways you can use Facebook Canvas to maximize the impact of video ads for your business. Here are some ways you can use Facebook Canvas to maximize the impact of video ads for your business. #1: Complement Videos With Text and Images #2: Tell a Story With a Series of Video Clips #3: Draw the Viewer in With Immersive Content #4: Clarify Calls to Action #5: Target Delivery by Audience Interests

21. Step to create canvas ads :- 1.Create a campaign and go to ad creation section. 2.Now select Add a full screen experience 3.select a template suiting your objective.

22. 4.Complete the design your canvas by providing the necessary details. You can check your canvas design by clicking on preview on mobile . For in-house marketers and marketing agencies there are many benefits, including: •Increased conversions. Standard Facebook ads trigger a new browser window when clicked, which can take several seconds to load, often leading to prospects x-ing out of the window. With this new format, the Canvas is

23. triggered almost immediately upon prospects clicking the ad, meaning you connect with your audience quickly and effectively. •Higher engagement. With Canvas’ advanced visual features (such as video, tilt- to-view panoramic images and image carousels) you can create an immersive storytelling experience for prospects. According to early testing results, Facebook reported that 53% of test subjects viewed at least half the ads (some of which are upwards of 70 seconds long). •Ecommerce made easy. With Canvas you can add product catalogues and even “Buy now” CTAs to your ads, sending users directly to a check-out page.

24. Messenger marketing There are now more than 1.3 billion people using Facebook Messenger every month..Here’s everything we know about using Facebook Messenger for your marketing. Why use Facebook Messenger We often think of social media as just the major social media networks such as Facebook, Instagram, Twitter, and LinkedIn. But that thinking misses a big part — a bigger part, in fact —of social media. And that’s messaging apps. According to BI Intelligence, more people are using the top four messaging apps (WhatsApp, Facebook Messenger, WeChat, and Viber) every month than the top four social media apps (Facebook, Instagram, Twitter, and LinkedIn)2. And it seems that the gap between the two lines is getting bigger. Instead of being a one-to-many channel, social media is becoming a one-to- few — and often one-to-one — channel.

25. Facebook IQ conducted a study on the use of mobile messaging with 12,500 people across the world and found several promising trends among the people surveyed3: Sixty-three percent said that their messaging with businesses has • increased over the past two years Fifty-six percent would rather message than call a business for • customer service Sixty-one percent likes personalized messages from businesses • More than 50 percent are more likely to shop with a business they • can message Here are a few more interesting statistics about messaging: • As in every channel we have discussed multiple ways to use it for maximum results. In messenger marketing we will be learning about messenger ads and marketing with chatbots. Lets start with messenger ads. There are two different “types” of Facebook Messenger ads.

26. 1.Facebook Messenger as a destination (I’m calling themdestination ads) 2.Facebook Messenger as a placement (sponsored messages) Let’s start with… Facebook Messenger as a Destination (Destination Ads) Destination ads appear in the newsfeed, and when clicked on, open inside of a Facebook message (instead of sending traffic to a URL): You can find this destination option at the ad level when creating a campaign in Ads Manager or Power Editor. The ad looks and feels like a normal ad, with the option to include an image, video, carousel, slideshow, etc.: Facebook Messenger as a Placement (Sponsored Messages) Sponsored messages appear inside of the Facebook Messenger inbox. It’s an identical experience to receiving a Facebook message from a friend, these just come from a brand. You can find this option at the ad set level when creating a campaign in Ads Manager or Power Editor:

27. When creating an actual message, you can include links and images: A few things to note about sponsored messages…

28. 1.You can ONLY target people who have previously messaged your page in the past. 2.It’s available for campaigns with objectives of “send people to a destination on or off of Facebook” and “website conversions.” Messenger marketing using chatbots:- What Is chatbotMessenger Marketing? ChatbotMessenger marketing is a new and increasingly popular way to communicate with prospects, leads, and customers. As a marketing channel it boasts better engagement than any other channel out there, including… •Email •Direct mail •Social media •Push notifications •Skywriting …you name it. So what does that mean? Very simply, it means when you send your customers a message on Facebook Messenger, more people will open, read, and interact with your messages. And those messages can either be live (say, a real-time conversation between a customer service rep and a customer), or they can be automated using a chatbot (much like an email autoresponder series). But unlike email, which has come to feel like work for most people, Facebook messages are quick & easy to respond to. As a result, they get sky-high open and click-through rates. If it sounds a little bit like SMS marketing, you’re on the right track.

29. However, with Messenger Marketing, you can do a lot of things you can’t with SMS, like sending beautiful messages that come complete with clickable call- to-action (CTA) buttons, GIFs, galleries, and more. Basically, Messenger Marketing combines the instant delivery & attention of SMS with the attractiveness and automation power of email. Messenger also feels more personal than email, but less invasive than SMS—striking the perfect balance for businesses looking to communicate with customers. What Can You Do With Messenger Marketing? The beauty of Messenger Marketing is that you can still do all the stuff you’re used to doing in your marketing efforts… …it just makes everything easier and more effective. When someone sends you a message they’ll be automatically added to your Chatbot subscriber list. From there you can add them to your email list and continue to follow up with them via email. You can send them content, sell them products, ask for feedback, and more— all within the native messenger app. The ability to add clickable call-to-action buttons in messenger gives you the freedom to customize messenger marketing for any business. For example, look how easy it is to register someone for a webinar:

30. Depending on which link you click, Derek’s chatbot can automatically register you for the webinar, give you the details on how to attend, or offer to send you the recording. You can also use Chatbot to segment your visitors and find out what their interests are, so that you can present them with relevant and personalized product recommendations:

31. Or, simply use a chatbot to deliver white papers and other lead-nurturing content: Cutting-edge ecommerce companies are using messenger marketing to send transactional messages (whether on desktop or mobile) — sending purchase confirmations, letting people know when their product has shipped, and so on. Look how Code&Quill, a brand that creates specialty notebooks for creatives sends all the information their customers need about their orders:

34. How to create your own chatbot :- Well to create your personal chatbot either you have to add codes on your website obtained from Facebook developer account. Else you can use software like Manychat. ManyChat.com 1.open Manychat& Signup 2. After signup setup your account and select your page to start with.(you can use use multiple pages from same account). 3.Build Your Welcome Message The first step in building your Facebook Messenger bot in ManyChat is to create your welcome message. Your welcome message is the first thing that people who interact with you on Facebook messenger will see. You can edit your welcome message under the “Automation” tab in the left hand menu inside of ManyChat:

35. The opportunities are endless for your welcome message. ManyChat has the ability to add buttons, as you can see above, lists, images, videos, audio, and much more: The key to your welcome message is to give users options. The folks at DigitalMarketer use their welcome message to greet users, set the expectation that they’ll get back to people as soon as possible, while also directing traffic to their blog and podcast for people who are interested in learning more.

36. Your welcome message should act as a greeting for new users, but also as a menu for what to do next. This goes back to the purpose of your bot… if you’re a recipe site, include a button to your recipe directory. If you sell insurance, ask people if they would like a quote. Notice that above, DigitalMarketer ended the welcome message with “Looking for our free report to End the War Between Sales & Marketing? Type “guide” here in our chat and we’ll get you a copy!”

37. Now setup the acquisition channels for your subscribers :- You can use various growth tools like

38. Setup your desired growth tool and start broadcasting to your subscribers. For complete Manychat features watch the tutorial video. That’s it in advance Facebook marketing.