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Facebook ads 101
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- 3. •No guarantees •This isnot a shortcut to learning for yourself •Where do you sit in the market •Where do you want to be in the market •Who else is like you •You have to develop the copy •You have to develop the images
- 4. •You may feeloverwhelmed •Let this marinate – don’t rush into things
- 5. AGENDA Why Be OnFacebook Pages vs Profiles Ad Basics Now What?
- 6. SHOW OF HANDS •Beginner– you don’t have a page and you’ve never run an ad •Intermediate – you’ve run a few campaigns but you’re not comfortable •Advanced – you’ve run adespresso, you know your reports and you’re ready for the next level
- 7. WHY BE ONFACEBOOK •1.5 Billion users world wide that Facebook knows an awful lot about •76% female •1 in 5 page views originate in the US •Compare to •WhatsApp: 500 Million •Insert Pokemon Go joke here •Twitter: 248 Million •Instagram: 200 Million
- 8. WHY ADVERTISE ONFACEBOOK? •Because it works •It’s not always about the money •Targeted Visibility – you can be visible to the right people •Car mechanics are probably not massive romance readers •If you’re a historical author, you probably want your book in front of fans of similar books
- 9. WHY ADVERTISE ONFACEBOOK? •Facebook is passive advertising •Ads are fed to people who have looked for things in the past, not who are actively searching at the moment •Facebook tracks everything you do if you’re logged in •It can push things to you based on your browsing history •Readers report finding new books on Facebook more than any other platform besides Goodreads *
- 10. STRATEGY, PLANS, GOALS •StrategyExample: • Advertising a sale price or getting your book in front of authors who are similar to you • Hope that people will buy at the low price, love it and go on to buy at the higher price •Plans Example: • Supplement Bookbub price promotion • Boost Preorders •Goals Example • More likes • More Sales • Loss Leader
- 11. SOME BASICS •Pages vsProfiles •Pixels •Promoted Posts vs Ads vs Boosted Posts •Images (20% rule changes) •Links
- 12. YOU NEED BOTHA PAGE & A PROFILE •Profiles are where people friend you • Limit to 5000 friends • Need profiles to join groups & administer facebook pages • Cannot advertise from a profile •Pages are tied to advertising accounts • Unlimited likes • Links to external website • Mailing list sign up right in Facebook • Promoted posts • ADVERTISING
- 13. WHAT’S A PIXEL •It’sthe gum on your internet shoe •A means for tracking when someone comes to your website and what that visitor does after they leave •Two main tracking pixels •Google Analytics Pixel •Facebook Pixel
- 14. PIXELS – THEBASICS •Pixels are code snippets from Facebook that allows Facebook to track who has landed on a website •Each PIXEL is unique to each Facebook page •In order to use Facebook ads correctly, you must install your pixel code in the header on every page of your website (outside of facebook)
- 15. AD BASICS •3 Basicads types for authors •Ads •Promoted Posts •Boosted Posts
- 16. AD Ads are createdin the ad manager and link to a single external website Limited content in the header and single link on the bottom
- 17. PROMOTED/BOOSTED • Promoted Postsare posts to your page that you then promote • 2 ways to promote: through ad manager or through “boost” • No best way – some authors report amazing result with boosts, others with promoted posts. • Can contain as many links as you want • More content up top • Certain words will get a post banned
- 18. PROMOTED POSTS VSBOOSTS •Promoted/Boosted Posts are posts to your page that you then promote or boost •2 ways to promote/boost: through ad manager or through “boost” •Boosts target people who like your page and have limited options •Promoted have the same targeting options as ads •No best way – some authors report amazing result with boosts, others with promoted posts.
- 19. TARGETING: WHO DOI SHOW MY AD TO? •Market Research is critical •Also-boughts •Previous website traffic •Google search recommendations •Interests are indexed by Facebook and allow you to target people who may be interested in a certain brand •broad (romance novels) •narrow (Kresley Cole or Robyn Carr) •Not every author is an interest
- 20. TARGETING OPTIONS •Target specificcountries with specific ads •Gender •Income •Behaviors •Employers
- 21. GRAPHICS •Facebook is verystrange about what images are allowed •20% text rule recently went away but that doesn’t mean everything goes •Overly sexy images often get censured •Test everything – romance is all about selling the emotion •What’s going to get past facebook vs what’s going to convey that emotion that will make someone stop then click
- 22. WHICH GRAPHIC WORKSBETTER
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- 24. PIXELS – THECOOL STUFF •Create Custom Audiences from Pixel traffic •Write in 2 separate genres? Create two separate audiences based on who has clicked on each book on your website •Want to exclude people from seeing your ads – exclude a custom audience based on everyone who has clicked on your website •Lookalike – audience based on previous traffic
- 25. WHAT CAUSES ADSTO FAIL •No Strategy •Making an ad and wanting people to buy your book -> this is a goal •Having the wrong image •Bad/ineffective copy •Not split testing •Too frequent changes/tweaks •Not monitoring them
- 26. MEASURING SUCCESS •Traffic Analytics •Pixeltraffic •Google analytics, bit.ly, smart url: track external link traffic •Ad Analytics •Three types of clicks: clicks, website clicks & conversions •Website clicks/# sales = conversion rate •Facebooks conversion rate= #people who saw your ad/engaged with it •Did you accomplish your goal/strategy/plan?
- 27. ADVANCED STUFF •Lead Generation- Building Email lists •Selling on your own website •Video •Targeting specific devices/retailers •Redirect links •Tools like Adespresso •Sales Metrics •Social Traffic Metrics
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