Hello everybody and welcome to the official start time of our webinar. I am not Rich Brooks, in case you didn’t notice, my name is Amanda O’Brien, we’ll talk more about me in just a few minutes. We’re going to do one of our 30 minute webinars, we’re going to be focusing on facebook ads for small business. We’re going to be talking about creating a strategic plan for your facebooks ads, how to make sure they’re successful, creating a budget which a lot of people get hung up on, tips for creating great audiences, knowing when this is working and when it’s not, finding ROI that we can show our bosses, and we’re going to talk about some ads that work along the way.
My name is Amanda O’Brien, if we haven’t met before, there’s a couple things you’re going to learn; I talk fast, so you should listen fast, and i’m really hung up on creating campaigns and I feel like the success of the campaigns really starts way back at the planning stage so I kind of help people take a step back and think about what they’re trying to do and then how we’re going to measure it along the way. I’m the director of marketing here at flyte new media, I helped put on the agents of change conference and Rich’s podcast, I also have a monthly event in Maine called social media breakfast Maine, and the I started another company on the side making wine out of rhubarb called eighteen twenty. All of these are great because I get to do what I love the most for lots of different little brands.
Why I love facebook ads for small business is along my marketing career I started actually in print then I went to go work in radio where I started managing the email clubs and the websites for radio stations and there was just an ability to track everything that happened.and you could show your boss or your clients or your colleagues I did this and this happened which was a lot different than how things had been talked about and sold in the past, so I was really hooked on it. So all marketing really is is just being in front of the right people at the right time with the right message and facebook is absolutely perfect for that because pretty much everyone’s on facebook. Since when we’re on facebook we tell facebook everything about us from our relationship status, to where we live, where we like to go, our job descriptions, they also know what types of articles we like to read, our online behavior, our likes and interests, and behind the scenes they’re using that information to make predictions about our buying behavior, our income, and the probability we’re going to do one thing or another.
Which on one hand freaks you out, makes you want to wear a tin hat on the other hand for businesses and marketers, this is really powerful information. I can be in front of a specific person with a really specific message, which is going to increase the likelihood that that person’s going to do what I want them to do.
In this webinar we’re not going to be talking about boosting posts which I bet is where a lot of you have probably dabbled before. I do think there’s a place for boosting posts so I don’t want to ignore it. I still use boosted posts for literally just that, for a boost, so at some point along the way people said hey I like this page and I want to know when they have something to say. When you have an event, something happens, you get some PR, you get some media, I still think that’s a great place for a boosted post, but we’re not going to spend a lot of time talking about those today. But I did want to give a nod to I know that this is how a lot of you got started and you’re seeing some results, but we’re going to talk about specifically creating targeted ads that don’t live on your page and delivering them to specific people.
Types of Facebook Ads
So there’s all kinds of different types of facebook ads. What I want you to do though is think about, not about what you want to post on facebook, but start to think more about your sales funnel, like how do people find out about you and then how do they get to know you and how do they get to the actual buying decisions. There’s a lot of you on here and I know you have lots of different businesses so we’re going to talk pretty general, but if you think about your own usage of facebook, like how often are you on facebook and thinking about making a buying decision, not very often. We’re usually on there to keep up with our family and friends, to be entertained, maybe check out an ex boyfriend or two, but we’re not really there looking to get sold to but it’s going to happen along the way, that’s how facebook makes money. When’s the last time you were sitting there and you’re going through facebook and saw a direct sale for a pair of shoes or a chiropractor and then clicked or made an appointment or bought them, probably never or very rarely or was a brand you already knew and loved and that was the right message for you. So a better approach is to offer something more on the informational site, something more on the top part of your sales funnel, where people can get to know you better. Maybe a promo or a deal, an experience, something they can download and make that barrier or entry to know you kind of minimal on their part. Then once you kind of get them to know you, to your website, to your email, then it’s kind of up to your email marketing or your staff or your customer service to then get them from awareness to buyers.
Ads that just work
We do lots of different facebook ads for lots of different companies and there are some ads that tend to work better than others. Facebook gives you lots of different options of kinds of ads, and I’ll talk about those more as we go, but i think the best types of ads are really sat back, thought about the process, thought about how to get people into your funnel, and then had a direct line of how you’re going to move them through. So a t the end of this webinar i have a couple pdfs and tools that you can download. One’s a facebook ad planner so that you’re not sitting there kind of reacting to each prompt when you’re setting up your ads on facebook, you’re thinking about them before you plug it in and you’re going to make much better decisions as you go. So what are some types of things your business could do to either get people to your website or on your email list.
The “Golden Post”
One of our favorite tactics we’re using right now and it’s working really well, it actually was an idea that Amy Porterfield called the golden post, but it can be used in so many different industries. So the golden post idea for facebook ads is you write this epic blog post. This blog post that has lots of information which is going to help you for lots of reasons, it’s going to be great for SEO it’s going to have those terms people are looking for, it’s going to be great content for your email newsletter, and it’s also going to be great for a facebook ad campaign. So put together this epic blog post, something people are asking you all the time, give them lots of tools, resources, questions that they might have along the way so you put that together, then what’s the next step like what’s going to get people from awareness, from I need some information, from googling something to help them make their life easier, how are you going to move them through. It’s like something that would compliment that blogpost; would it be some type of calculator, would it be a worksheet, would it be a tool that they could use and you’re going to have them ‘pay you’ for that with their email address. We’re going to kind of get people to that awareness phase, to this great blogpost, and then let’s have the one-two punch what’s the next step. You’re pretty engaged here let’s get you a little further along and something they would want to give you their email address for. Then we’re just going to create an ad for that blogpost and we’re going to talk a lot about creating audiences in a little bit, and make sure that ad for the blog post is going to the right people. Then two things, we’re going to get people to go from the facebook ad to the blogpost who weren’t aware of us then have them follow that call to action for that kind of complimenting piece or using facebook we can retarget them. So if they came to our website and then didn’t download the pdf or the calculator, we can send them a second ad to push that offer again. An example I have seen recently was from constant contact, there way an article about email planning and the call to action was for a free email marketing calendar and it was to no surprise that later when I was on facebook there was the call to action to download that email marketing calendar, so now this is a company that I’m not only aware of I actually read the post that I know that they’re talking about and they’re going to go right to that ad.
Setting them up
So we’re going to start thinking about setting that up. It’s kind of important to think about who you’re trying to reach and what you want them to do. facebook ‘s great and always changing and adding new things of different types of ads you can have, we’re going to talk about a couple. I think we’ve all kind of heard of the brand awareness and reach ones; that’s the kind of thing you’re going to get if you’re trying to boost posts, just letting people know about you, but I’m more interested in the traffic, the engagement, and the lead generation because I want people to go from facebook to my website or to my email list. When putting together this epic facebook ad plan we want to make sure we have everything set up along the way so we’re not just looking backwards, like how did that go, but we’re thinking about how we’re going to track it moving forward.
A coupe tracking pieces I think everyone should have before they start is using facebook business manager. Facebook business manager is a more secure way to share more access to your facebook business page without having to share passwords or connect personally and you can just give people different levels. Again at the end of this I have some pdfs for you, one is a step by step guide on how to set up facebook business manager, which will be helpful if you haven’t used it before. Facebook pixel, for some reason the word pixel freaks people out, but don’t be freaked out it just means a little snippet of code you’re going to put on your website to let facebook know what happened after people left facebook. So facebook can tell you what they did on facebook; they’ve done this, they went there, they liked that, they watched this, but once they click on something and leave facebook loses track of what they did. So they know what Amanda O’Brien does on facebook, but if you put the facebook pixel on your site they can now know what Amanda O’Brien did when they got to your website. This is important because if we have this kind of golden post or this action we want them to take using the facebook pixel we can say Amanda O’Brien came to the site but she didn’t download the ebook, Amanda O’Brien came to the site, she did download the ebook and we want to keep track of what she does next. The next one is google analytics, I think most people are probably aware free tool from google, they put it on your site, again this is a backend piece. Then you can tell how people got to your site and then also what they did. Then I think a lot of people more and more are trying an ecommerce piece to their site or how they’re going to sell their services and we need to find a way to track people came to my website and did my thing. So sometimes you’re going to have to be a little creative on how am I going to track this salecame from the website which came from our facebook ad. So it could be as simple as talking to whoever answers the phone in your office and having them ask how did you hear about us if it’s kind of a bigger thing like where people have to call and make an appointment or there’s like a free consultation piece or something like that, but you kind of have to think about what that’s going to be. Because you can track facebook and what happens and how people see it and click it and do something and how people go to your website, but you want to make sure you finish that last piece because it’s going to help you with a lot of decisions of how those people were on your site or on facebook and then turned into a sale. A great way to kind of really focus on what your ads did is to create a specific landing page like a page people can’t get to in your site navigation, they can only get to from your facebook ad or from this campaign that can have a different URL so when you’re looking at your google analytics you see 100 people came to this very specific page made for this thing, you know that’s how they got there. Then the step that a lot of people forget is then if you have a form like I want you to come to my site and I want you to download this ebook and once you download this ebook you show them a different URL like a thank you page, so like a /thankyou. That’s how you’re going to tell facebook someone came from my ad, they went to my ebook page and they did or did not complete the action because they either saw the thank you page or they didn’t.
Putting the Offer Together
So when you’re putting your offer together, this is another place where I think people just willy nilly it and I really would appreciate if you took some time and thought about what you’re trying to do. So this is an exercise we do when we take on a new client or do a new ad campaign is we step away from the computer and we go back to good old fashioned talking sometimes on pieces of paper and we talk about the offer that we’re trying to put together. Who are we trying to get in front of, what are the core values to that person, why they need our thing to make their lives better or how to reach their goals or make more money or whatever it might be, and then different types of messaging that may or may not resonate with those people. And for almost every ad set we do we have a couple different audiences just to try different messages and see who’s going to do the action that we want on facebook and it could be super super different. Something I want to show you if you haven’t played with before is the audience insight. So if you go to facebook.com/ads/audienceinsights that will show you a place where you can kind of dabble; you can put in some keywords or some competitors, or your own page and see what kind of other qualities those people have.
Setting the Budget
Creating an ad budget freaks people out I’m not going to lie, no matter the business it just seems to make people nervous and what we typically do is we say let’s throw $100 dollars behind this and see what happens, but I think if you go a different way you’re going to get much more out of this and you’re going to know if it’s working or not because you made kind of the predictions of what working looks like. So I totally get that this is a little uncomfortable the first time or second time or third time, but it gets easier every time you do it. You want to come up with what your revenue goal is for this, like we want to put together our Valentine’s Day campaign based around this product and we’re hoping to make a thousand dollars. And then how many sales is it going to take to reach that goal, so how many of those products do you have to sell to make a thousand dollars. You can go historically to see how many times people generally convert on your website or download your thing or whatever it might be and just plot that in for now, how many leads typically turn into sales and just those couple pieces of information are going to help you determine pretty much everything else moving forward from here. It’s going to determine what you cost per lead is then you can make your budget.
Facebook Ad Calculator
I actually made a facebook ad calculator you can see just kind of going through these business pieces of information that then turn into what I’m going to need to spend on facebook and again this is difficult the first couple of times, but then you’re just going to fly through it because it’s not guaranteed but it’s going to help you analyze if this is working or not because I think we get hung up on like I spent $500 and so many people saw it and my mom commented on it and so and so shared it, but I’d care less about your mom commenting on it and more on that fact that you sold as much as you wanted to and this is going to tell you how much spend you’re going to need to use to reach that goal.
So back to our audiences and putting them together. So this is our audiences insights like what I told you about before so it’s ads/audienceinsights. So I out in Bed Bath and beyond as an interest so I was thinking if I’m like a home goods store but maybe local I could look at people who like Bed Bath and Beyond but maybe who are in my area and it’s going to give me other pages that they like, where they’re located, other activity, it’s going to give me some general information about maybe what their household income is, their general ability to make a purchase in the next six months. It’s a great place to learn more about the people you’re trying to reach and other things they might be into because once you go in through choosing your audience on facebook you have lots of different choices besides demographic information or job titles you also have things that they’re interested in or might buy a house in the next six months, so this is a good way to build those personas, like this is the type of person I want to reach and I want them to have these boxes checked off.
Creating EPIC Audiences
But my favorite way to create audiences on facebook is to take information I already have and then find those people on facebook. So if you have a CRM system, if you have an email list, you have any way that you have been collecting emails since the beginning of your business you’re totally going to want to listen up. We’re going to be talking about creating custom audiences and lookalike audiences has been a great way to target very specific people and lower our cost per click because these are people that already fit what you’re trying to do. So building your audience by persona is one thing, finding the exact people is another. When you signed up for facebook and when you log into facebook you use an email address so by creating a custom audience you can take your email list, you can take your list form your CRM, you can take people that haven’t bought from you in the past twelve months, create a list, and upload it to facebook. And that’s going to create a custom audience, as long as you have 500 people on the list. To some that’s a lot, to some that’s not, so if you have 500 people you can create this custom audience. Amanda O’Brien is on my email list, I can deliver an ad straight to Amanda O’Brien while she’s on facebook and unlike email marketing and the can spam act, you don’t need Amanda O’Brien’s permission to deliver an ad on facebook. So if you have this person’s email address, if they’re in your CRM that’s a very warm lead, so that’s either someone who bought from you who said at some point they’re going to give you their information so you can contact them so we should use that for a list for sure. Someone who maybe hasn’t been in in the past 12 months let’s send them a hey we miss you or did you know we have these new things or a coupon or something so that’s one custom audiences that you already have their contact information of people you already have their contact information for, then again is you take the audience, they’re fabulous one of my favorites, then one of my other favorites is then you take that audience and you create a lookalike audience so if anyone hasn’t played with that before so I have this custom audience it has people like Amanda O’Brien on, a lookalike audience is when facebook is like I can find people who are just like Amanda O’Brien; they’re in the same age group, they also have children, they like to do yoga, they just bought a house, because facebook knows everything about us. So we can take that lookalike audience and then maybe put it in around the radius of where we live if we have a local business and deliver an ad to those people.
Creating your Ad
So back to creating your ad so we’ve told facebook, we’ve sat back, we have a budget, we know what we’re trying to get people to do, maybe we have this golden post, maybe we have an ebook, maybe we have an offer. We’re going to tell facebook that we want them to do this and we’re going to spend this much money and we’re going to reach these people because we did our homework.
So you’re going to create your ad. We are staring into the face of Valentine’s Day so I was thinking of that as I was putting this together, we have a great local company that I love, chart metalworks that takes nautical maps and puts them on necklaces and keychains and coasters and in this case cufflinks. So if I was chart metalworks I can create different Valentine’s Day ads; I can create an ad just for men who are in a relationship who live in Portland and say give your sweetie a necklace that has Portland, Maine on it. I can send an ad to single women, and I don’t know if you’ve heard of galentine’s day but it’s the 13th and you’re supposed to give your best friend a gift, I can create a galentine’s day ad. So this ad is delivered to a women, so getting a valentine’s day gift for him, I didn’t know they had cufflinks so way to go chart metalworks that totally worked on me.
Now you have your audience, your ad, your budget and then you have to put together the creative which is either your favorite part or not. I want to talk about split testing for a second. So now that we have our offer we can test different things, if you’re hung up on the right way to say it or the right image, we’ll create two ads and we’ll test different pieces. You can test he audience, test the image, you can test the headline, test the call to action, put a very small budget behind it and then see which one is winning and then put the rest of your money behind the winning ad. So this is a split test we did for Chebeague Island Inn and we tested our audiences so one audience was people who lived in Maine and it promoted the end of season rates that they had and another on people who didn’t live in Maine who liked Maine and then we tried to see who would come and who was most apt to book from the ad so fun fact the audience in Maine were the people who came and clicked and read and stayed on the site for a while and booked because it is the end of the year and you’re not planning a big summer vacation, it’s like a little staycation. I definitely recommend if you’re going to put together ads to try different things and you can split test them.
Are They Working
Since it’s facebook and they know everything you have analytics behind what’s working and possibly what’s not. I recommend you put together your ad, which you’ve thought about, after 24 hours I’ll go in and check our relevancy score, that’s the far right there, just make sure nothing’s totally wonky. You’re being measured on a scale of 1 to 10, 10 being the best and 1 being the worst to see how relevant the ad is to the audience you put in, so again after 24 hours or so let’s just make sure this isn’t a total flop. Let’s make sure you’re not getting a 1 or a 2 and this is just not resonating, it could mean that there was a mistake along the way or a typo and then out of the things you can try to do to get a higher relevancy score, the higher your relevancy score, the lower your cost per click or impression is as well because facebook also wants to deliver the best ads to the best people. I had a total laugh out loud moment when I was targeted for an ad that was talking about a facebook ad optimization tool and you clicked on it and it was a straight jacket, point being you can go in and change these all the time, but you’re going to get better information if you let them run. Even if you do that 24 hour check and see what’s working, make sure there’s no major mistakes, let it run for a week and then we’ll have some information. Who is actually doing the thing that we wanted, who is just seeing it but not doing anything and then we can take that and make some better decisions when we redo it.
Again another super fancy tool here, we just have a little score card so we put the ad together, after 24 hours we check on a couple metrics that are important to us like how many people have clicked on it, or did the thing, how many people did it reach, what’s the cost per click, how much did we spend, relevancy score, any sales or conversions, and then if we can the cost per sale or conversion. After that 24 hours I want to know if we’ve changed anything because that’s going to change our results and let it go for a week and then let it go for the rest of the lifetime and then try and see if we can redo this ad or this offer later and see if there are metrics we can get down. I want to get that cost per click down, I want to get the sales conversions up, and we’ll put together our fantastic ad after that. From the beginning, I’m talking about understanding what we’re trying to do, who we’re trying to reach, what’s the thing we’re going to show them that’s going to make their lives better, we’re going to help them achieve their dreams, this is why they need us, what are those kinds of appeals or offers we’re going to send to those people, what’s that ad going to look like, what are the words those people are going to use. If you’re hung up on the right copy to use the best low tech ways to figure that out is to ask them. If you have some new clients or clients who have been here a long time what are some of the words they use, generally the word that they use make a great ad copy, then put it all together and see what happens. So check after a day, check after a week then let it run the entire time. Then you’re going to take that information and make some better ads the next time, so we’re going to rinse and repeat.
So if you have questions let me know, if you want to email me firstname.lastname@example.org if you have something specific you want to talk about and that link, which you can either copy or write down, on that you’re going to have the facebook ad calculator which has the formulas so it just kind of takes a step away from you, the facebook ad planning sheet, and how to set up facebook business manager.
Let’s see what we have for questions.
Q: What’s the facebook audience insights link?
You’re not going to get every page in there but you can get some bigger brands or if people have a lot of followers of people who have liked their page you can put those in there, it’s a fun tool. This is how you can test your audience before you put your ad together. When you’re putting your ad together I feel super reactive because you’re getting that next prompt from facebook. With this you can go in and get a general idea of the audience; you can check the age, and the interests then you’re going to have better information when you go in and create the audience for your ad.
Facebook doesn’t want you having a lot of text in your ads and some of the places we get stuck are if you use you’re logo and your logo has words on it, that counts but we have used ads before and we’ve gotten that alert saying you have too much text and you might not do as great as you wanted to do, we’re run then anyways and they’ve been fine. They’re just telling you it might not, but a user was going to realize that’s just their logo whereas facebook isn’t actually a person, like Mark Zuckerberg isn’t actually looking at your ad giving it a thumbs up or thumbs down, they’re just kind of taking a guess if these are words or not, so you might want to try it with a small budget and see how they do before you fire it up.
Q: Are you able to stop campaigns midstream?
You totally can. The user interface and the user experience is not fantastic
Q: Where can you upload your email list?
If you go into business manager there’s a place to create a custom audience in the audience section. You need to take your mailing list and export that to excel and then we can out that into there and do the custom audience.
If you have other questions you can email me and hopefully we will catch you again soon on another webinar.
If you need any help with setting up Facebook ads or developing a digital marketing strategy, please contact us today!