November 19, 2019
5 Steps to Facebook Advertising – Whiteboard Friday

5 Steps to Facebook Advertising – Whiteboard Friday


“Hi, I’m Lauren Vacarello, the Senior Director
of Online Marketing for Salesforce.com, and today we’re going to talk about 5 Steps to
Facebook Advertising. In the next 5 or 10 minutes, we’ll talk about how to get started
with advertising on Facebook. So before we really dive into it, let’s talk
about the different types of ads there are on Facebook. I’m sure everyone’s familiar
with something that mildly resembles this with your news feed on Facebook. There are
actually three real main types of ads on Facebook. Everything else falls under those categories. First, there’s going to be your marketplace
ads. So your marketplace ads are the ads that you’re most familiar with. They’re the ads
on the right-hand side of your Facebook feed. What makes these different from, say, a premium
ad is both the cost of these ads and the different options that you have. With marketplace ads,
all you’re really going to get is that little, tiny image and a little bit of copy to the
right-hand side. With your premium ads, sometimes they’ll show
up on the right, but they’ll also show up in the center of your Facebook page as well,
with one of the big example of premium ads being your sponsored stories. Now, sponsored
stories are a newer ad type that Facebook is really testing out right now. So you’re
going to see it as part of your Facebook feed. Some people are getting a little unhappy about
seeing these larger ads in their feed, but Facebook is now a publicly traded company
and they need to make money, and to do that they need to start selling more advertising. The thing about premium ads that is really
interesting is there are these different types of premium ads that you can actually have.
So one of the types of premium ads is going to be video ads. That’s when you’ll see a
video embedded into an ad unit, lots of different copy. If you see a poll, if you see someone
pitching an event, those are all going to be part of premium ads. One of the really cool things that Facebook
is doing right now is something called custom audiences. Think of it this way. Say you have
an email list and you have an email list of 10,000 potential customers. You can work with
Facebook to build something called a custom audience. You give them these 10,000 email
addresses. They’ll match it to people’s Facebook accounts, and now you’re able to build a really
targeted ad campaign just to those 10,000 people that you may have in your lead nurturing
program at the same time. What also really differentiates premium ads
from marketplace ads is the cost. Now, premium ads, you have to buy on a CPM basis. You also
have to buy through a Facebook account team. Marketplace ads, super easy, self-service,
you can sign up for them with a credit card. Anyone can advertise on marketplace ads. Your premium ads are going to have about an
$8.50 CPM. You have to talk to a person to sell them, and in a lot of instances, you
don’t actually have the control over the ads, your Facebook account team is going to have
to set them up for you. Definite advantages, you’ve a lot higher response
rate with your video ads. You can do a lot more with polls and the sponsored stories
in the center of the feed. You’re going to get the most interaction with those types
of ads. But at the same time, the costs are going to be anywhere from two to four times
as much as you’d pay using marketplace ads. Then there’s also something that’s been getting
a lot of press right now, which is FBX or Facebook retargeting. Facebook retargeting
is really interesting, and Facebook is finally trying to start to monetize their audience
base. They’ve been experimenting with new ad types. Facebook retargeting is Facebook
saying, “I’m not going to try to come up with my own ad type. I’m going to take something
that works for everybody else.” It’s been really, really profitable for them. So think of it the same way that you think
of retargeting. I think there’s been a recent Whiteboard Friday on retargeting. Very similar
principles apply, but instead of just retargeting people who come to your website as they browse
random places on the web, you’re retargeting them as they go onto their Facebook page.
So really, really interesting possibilities there. So now that you’ve had a quick primer on what
the types of Facebook advertising are, let’s actually talk about how you’d use it and about
getting started with this. Before you really do any type of Facebook advertising, before
you do any advertising in general, it starts with identifying what your goals are. So I’m
going to walk you through a scenario of let’s say we’re going to sell SEOmoz to small businesses
using Facebook advertising. The first thing you want to do is identify
your goals. In this situation, we want to sell SEOmoz to small businesses. Let’s figure
out exactly what we want to do with those goals. Are we trying to get new people that
we’ve never spoken to? Are we trying to nurture existing people in the SEOmoz database, or
are we trying to go after existing SEOmoz customers to get them to buy a larger, more
expensive product? So start by figuring out exactly what your
goals are. Also identify do you want them to buy after seeing that ad, or do you want
the ad to be part of a brand awareness play, where you’re just trying to introduce your
product to them and then eventually get them to buy? Start by identifying what your goals
are. So we’re going to identify our goals. Let’s
say we want to sell SEOmoz to new people. Perfect. So who are we trying to sell this
to? Set your targets. You have to know your audience with this. Facebook is amazing when
it comes to targeting capabilities. With a lot of behavioral targeting on the web right
now, it’s all assumptions people make. Because I go to ESPN and Golf Digest and Harvard Business
Review, then I must be a CEO of a company, and I must be a man in between these ages. What’s really cool about Facebook is it’s
not assumptions that people are making based on what actions someone may or may not be
taking on the Internet. We self-identify on social media really, really well. We tell
people who we are and what we’re interested in. We tell them what school we went to. We
tell them our jobs. We tell them who we’re friends with. Because we know all of that
information, it’s really easy to target these people as a marketer. You’re not guessing
what people are interested in. They’re actually telling you what they’re interested in, and
you can see what they’re talking about, and that gives Facebook incredible targeting options.
Not even using Facebook retargeting, but just through their marketplace ads and their premium
ads, you have a lot of really great options. So let’s set our targets for this scenario.
Let’s say SEOmoz wants to target small businesses to buy the SEOmoz product. But not just small
businesses, who in small businesses? Do we want to target the marketing team? Do we want
to target CEOs? Do we want to target CMOs? Do we also want to think a little bit differently
and target based on what people are interested in? Great targets in this scenario. Facebook does something really cool and lets
you target the friends of your fans. So we’re going to make the assumption if I’m a fan
of SEOmoz and I’m friends with 500 people on Facebook, the average number of friends
that someone on Facebook has, I believe, is 500. I think most people watching this probably
have more than 500 friends. So be happy you have a lot of Facebook friends, but great
for SEOmoz. We’re going to target my friends and fans on Facebook because we’re going to
make the assumption, if I’m a fan of SEOmoz, there’s a good chance we might want to sell
to my friends, because I’m friends with like-minded people. So the first target is going to be
friends of fans. You might be asking yourself, “Lauren, why
aren’t we targeting SEOmoz fans if we want to sell SEOmoz to more people?” Well, maybe
a lot of SEOmoz fans are already customers, so you’re going to need to find that out.
Whether it’s for your business, SEOmoz or even for Salesforce, it’s really important
to know who your fans actually are. It’s as simple as doing a quick SurveyMonkey survey
just to ask your fans who they are and if they’re already a customer. So let’s say we target friends of fans, we
target fans. Now, small business itself is a really big audience on Facebook. Tens of
millions of people fall into the small business audience, so you might want to narrow that
down a little bit more. Facebook gives you a lot of different clusters, which is really
just a cluster of different keywords and different interests to build a larger group of people.
So maybe it’s small business, maybe we want to think differently. Think about who these
people, who your target buyer actually thinks about, who they care about. Maybe it’s small
business, maybe it’s people interested in marketing or in the Internet. The Internet is a target audience on Facebook,
because I am a fan of the Internet. Think about all of your targets and build out each
individual line for your targets. Think of it the same way if anyone’s run a paid search
campaign or a display campaign. You have your account. You have campaigns, and you have
ad groups. Think of this similar to how you’re going to think of your ad groups, because
if you’re going doing a marketplace ad, you want to have a different type of ad for each
one of these different target audiences, really similar to how you’re going to have a different
paid search ad to a different ad group. So if you’re Salesforce and we’re advertising
CRM and we’re also advertising customer support application, it’s going to be two different
ad copies. Really similar, if you’re advertising to friends of fans and to people that are
identified as interested in marketing, you need different ad copy. So start by having
different ad copy. Perfect. The next part, you need to determine what
content you’re going to use, and you need to post that content. So two different options
here. Let’s start with marketplace ads. You get this little 50 x 50 image, and you get
about 135 characters over here in the ad. You can treat this really similar to how you
treat, say, paid search or display and come up with different ad copies, work with the
different the stakeholders within your organization to post these. But if you’re going to do some of the premium
ads and you’ve got this big, sponsored story over here, this is what gets really interesting.
With sponsored story, it’s going to be something you post on your company’s Facebook page.
So think of this as your company’s Facebook page. You post something, you want to get
that piece of content in front of a lot of people. Let’s say I am going to draw Roger really
poorly right now. Let’s say we’ve got a great post. This is the SEOmoz page. We’ve got this
great post with Roger talking about all the new features that SEOmoz is coming out with.
So now we say, “Okay, here’s this piece of content. This piece of content needs to almost
serve two masters.” We need to make all of our fans and followers happy and show them
this content, but let’s try to take this content and get it outside of the SEOmoz audience. So now we want to take this piece of content,
and we want to get people in the small business segment to care about this. So we can’t get
a new piece of copy if we’re using a sponsored story. We have to take an existing story on
the SEOmoz page, but we want to get it in front of small businesses, people in marketing,
fans, friends of fans. So you build all of your different targets, and you choose to
sponsor this story. But with this, you have less control. So two options, but the great thing about
Facebook, honestly, you want to do both. It’s not an if-then. You can use your marketplace
ads to really customize and put the custom content in front of all these audiences. But
with sponsored stories, you’re taking up more real estate. You’re in the center of the page,so
it’s a really good way to attract people’s attention. If you are using friends of fans
and advertising to friends of fans and any of these people comment, it’s going to have
that little bit of the extra engagement over there. So try sponsored stories and look into
marketplace ads as well. If you’re using marketplace ads, the Facebook
interface is still being developed, so it’s a little bit hard to clone ads. It’s not super
easy to use. So you can end up – I will do the Salesforce pitch – using a tool like Salesforce
marketing cloud because it lets you start to clone these ads. So instead of making 50
different ads for 50 different targets, you take one ad, you clone it and make changes.
It just helps you move a little bit more quickly. There are lots of different options for doing
that as well. We figure out our content and we post our
content. So for sponsored stories, we put a great piece of content front and center
on the page. We promote it to all of our different fans and followers, but know that it’s going
to show up in the center of their feed as an option. Also build your marketplace ad
campaign where you’ve got individual ads for each target. Here’s an interesting trick that people don’t
think about, and it’s my one, major tip for everyone. If you are doing premium content
and you do have this sponsored story over here, say you have content that you don’t
necessarily want your fans and followers to see. Say you really just want to post your
great piece of content to advertise to people in marketing. You’re okay if your fans and
followers see it, but it’s not really for them, it’s really advertising content. You
could actually backdate that story so that your fans and followers don’t really see this
unless they scroll all the way back, which some of your fans and followers might. But
backdate your content so that this doesn’t show up on your main company page, but you
can still use it in advertising to some of your different audiences. So that’s my one
tip for you. Once you determine and post your content,
so let’s say we’re going to do sponsored stories and marketplace ads. Perfect. Then the next
and most important step is testing and optimization. No one’s going to get everything right on
their first try, and that’s okay. You’re not supposed to get everything right. You just
need to move really, really quickly, and the larger your budget, the more quickly you should
be able to test and optimize. Now, with Facebook ads, we find out that the
ads actually burn out pretty quickly, so that if you’re using a sponsored story and you’re
advertising to the same audience, first of all, make sure you set up frequency caps when
you work with your Facebook team, because you don’t want to show the same person an
ad 15 times in the middle of their feed. That really does get kind of irritating, and the
effectiveness of your ads starts to decrease. So you don’t want to do that. So set frequency
caps and also start to rotate your content, especially on the marketplace ads on the right-hand
rail. Start to rotate out the image. Start to rotate out your copy. Depending on how much advertising you’re doing
and the size of your budget, it could be as little as two days. You might be able to get
away with a week or two. But as long as you’re monitoring results, you’ll start to see performance
over here. Let’s say you’re tracking leads. You’re tracking leads, so leads start to go
up, and then they start to peak and fall off as impressions go up. You want to find that
point where your impressions are going up but your performance is dropping. Once you
reach that point, it’s time to switch out your ad because people have seen it. Anyone
who’s going to respond to it already has. So make sure you know when to pull your ad
copy, and that’s really reporting, doing your analysis and the whole time, what you should
be doing is testing and optimizing. Think of it the way you think of paid search.
You’re advertising to friends and fans. You don’t want to just give them one ad. You want
to rotate through different titles, different images, different copy, different offers to
see what’s really going to perform best, same way you’re going to do this with, let’s say,
a paid search campaign or a display advertising campaign. So make sure you test and optimize.
Let’s say lots of testing. We like testing. Then this is the thing that’s really different
with Facebook advertising. We’re going to think all the way back – and everyone will
make fun of me for making this statement – think about when TV first came out, because I was
alive when TV first came out. It’s a joke. Picture when TV first came out, and people
all go home and they’re sitting and watching their three channels on television. But you
have to make money, so they started putting commercials. People hated commercials on television. People
hated it, and they would complain about commercials interrupting television. But you have to have
commercials on television or else television couldn’t exist in the early days of TV, because
they needed a way to make money. Now we have cable, and you have to pay for channels, which
is a whole different model. But when TV first came out, people hated commercials. Even when
email first came out, even email now, a lot of people really hated getting emails and
were complaining about emails. It became a little easier with email because there was
the option to unsubscribe. Now think about Facebook. We’ve spent years
on Facebook without really having to deal with a lot of advertising. Their right-hand
rail started. This in the middle of your feed is really just coming out. So people in general
are very taken aback by this. They’re not sure what to do about ads in their feed, and
not everyone’s going to like having ads in their feed, the same way not everyone likes
receiving an email from a potential company they’re going to buy from, the same way people
hated commercials when television first came out. The biggest difference with this is, because
you can comment on this, you’ll start to see how much people don’t like advertising. It
won’t necessarily be about your product. It will be that they don’t like that Facebook
is offering advertising. Facebook has to make money. They’re a publicly traded company,
and they’re going to try to figure out different ways they can make money. But you need to
know that this might impact your ads. If you run a TV commercial and someone doesn’t
like it, there’s not a lot they can do about it. If you send an email and someone doesn’t
like it, they can unsubscribe. If you run an ad and it shows up in someone’s feed and
they don’t like it, they can write a comment about it. If you’re doing a lot of advertising,
you might start to see a lot of negative comments. What’s really fun about these is you’ll also
get a lot of likes. You’ll get a lot of shares, and if the content is engaging and people
care about the content, if you’re advertising to SMBs or people in marketing and you’re
giving them content that tells them how to help their business and really gives them
useful information, you’ll get a lot of likes, and you’ll get a lot of shares and people
will be really happy with it. But you can’t make everyone happy, and some people will
just start to leave negative comments. As a company, before you really launch this
type of campaign, you need to think about what you’re going to do about those negative
comments. Are you going to engage with them? Are you going to respond? What’s your threshold?
What are you comfortable with? If people start having a lot of negative comments about your
ad, do you pull the ad? Do you try to talk to all of these people? Do you say, “You know
what? I don’t care about negative comments?” What’s your threshold? So figure out your engagement strategy and
how you’re going to monitor that before you launch the campaign. Otherwise, you’ll launch
all of this, you’ll run this sponsored story, you’ll make tons and tons of money, hopefully,
from all of the advertising that you’re doing. You’ll sell shoes, you’ll sell Moz licenses,
you’ll be really successful, but then you’ll see all these negative comments and then suddenly
maybe you won’t be as successful and maybe this is a bigger deal for your business of
having all those negative comments than the potential upside. So think about that first and know what you’re
willing to deal with, what you’re comfortable with, and then what your engagement and response
strategy is before you launch. If you do that and you start off with goals, you go after
those targets, you optimize, because maybe some of these targets don’t work. Maybe people
who like the Internet don’t like SEOmoz. It’s weird. You think they would, but what if they
don’t? You have to know which lines you’re willing to get rid of, which comes from the
optimization piece. If someone’s not happy, if you’ve got a great community team that’s
really engaging, you can start turning some of those negative comments into real sales
opportunities. So that’s my how to get started with Facebook
advertising. A few quick steps to go, but for anyone who’s looking to try it, you can
sign up for marketplace ads with a credit card, give it a shot – a lot of times they
offer a little bit of free Facebook money – and see what happens and see what works
for your business. Thank you, everybody. I am Lauren Vacarello.
Take care.”

16 thoughts on “5 Steps to Facebook Advertising – Whiteboard Friday

  1. Isn't this video commonsense? If people don't know this information, which can get directly from the Facebook help pages, then i would recommend you not to invest in Facebook Ads.

  2. Very good. I like it! I already had created an ad before watching your video, but I didn't understand very well all about it. Your advice is great. Thanks Lauren.

  3. Well presented. Even if it is common sense to many there are still many others who need the education in a simple and easy to understand format. I thought you did that well. I'm in advertising and I'll be showing my client service team as a refresher or intro. Educating our clients is the key and a simple and easy to understand description like you gave helps. Cheers.

  4. This is very useful video. You were able to explain it clearer and I am sure, even though that many people are aware of this, there are still a lot out there who don't really get Facebook ads that is why they are not able to use them in their fullest potential. It's great that you are able to differentiate marketplace ads and premium ads very well.

  5. Hi guys! Great Channel with very useful information, we are starting a channel for small business and entrepreneurs called FitSmallBusiness We will appreciate any comments or feedback from you. Thanks!

  6. I guess you don't have to worry about expenses anymore! Me neither, I studied Monthly Bill Nutshell (search for it on google) & now earn over $10k every 30 days.

  7. That's awesome! As a fellow NERD, I find it refreshing that you guys are having fun at the office!  GOOD STUFF! I bet MOZ is a great place to work.  

  8. Hi All,
    I'm an amateur when it comes to Facebook advertising. I saw this Gig and I'm planning to create a custom Facebook audience. is it legit ? http://www.fiverr.com/s/5jrpag

  9. nice. Thanks for that. Can I ask a question, can I set up a facebook ads 'like' campaign for a client, using my ads manager and my credit card for ads budget payment?

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