Tuesday September 8th.
The day Facebook given away the keys to the kingdom; secrets were revealed; and the day we got to hack organic reach! YES, Let’s get this party started!!
Well, sadly none of that happened.
Instead of keys we got a seat; instead of secrets we got 1-2-1 time; instead of hacking Facebook code we got Power Editor and Ads Manager training.
A day at Facebook HQ, Silicon Docks, Dublin. Oh my!
Facebook Page is a Mobile Strategy
Owning a Facebook page is a mobile strategy in your hand
First speaker say ‘owning a Facebook page is your mobile strategy’. Powerful mind altering statement – at first pass.
At second pass not entirely. Your mobile strategy starts with your website — not Facebook.
Why? Because relying on Facebook as your mobile strategy is fraught with danger. The danger is building a business on a platform you don’t own. Facebook is the landlord and we are the tenants. A Facebook Page is one part of your lead generation machine – you also need a funnel.
Remember, earlier this year, organic reach was reduced? Yep, that was Facebook changing the rules again. #JustSaying #BeAware #DigitalSharecropping
Speaker continues and say 2 million people in Ireland on Facebook and 1.2 million of the 2 million access Facebook on mobile device.
Remember only 4.5m people in Ireland. Big numbers.
44% of Ireland registered on Facebook and 26% access Facebook on a mobile. Quite amazing.
Put an ad on Facebook and you too can access 2.5 million people.
Pages Workshop: Creating Compelling Content for your Page
A new speaker takes the podium this one from the SMB team. Discussing Facebook pages fundamentals and posting content on your page.
“Facebook Page Is Your Mobile Channel”
Totally agree. And a Facebook page is cheaper than building an app. And more people are on Facebook than would use your app.
Also a page lets you advertise in the news feed (lol! you can advertise on Facebook without a Facebook page, but, the ads will only display in the right hand column on desktop).
“1.8 Mil People On Mobile”
Speaker says 1.8 million people in Ireland access Facebook using a mobile device. 500K more people than the first speaker! But, hey what is 500K between friends!
It’s all about the opportunity. Your customers and potential customer are in this 1.8 million people group.
The only reason you are not getting sales from Facebook is a) because of budget or b) not comfortable with the advertising tools.
Before you begin advertising and get traffic, ensure your website is in order – functioning shopping cart, sign-up forms, terms and conditions, privacy policies, email CAN-SPAM etc. Double check and get someone else to check.
Cannot help with the budget part, but, the rest? Read on.
“Pages Gives Business A Voice On Facebook Mobile”
Yes, pages do give businesses a voice on Facebook.
A page let you express yourself, answer questions from prospects, and customers. And lets you reach the audience you want.
“Reach The Audience You Want?”
The observant person remembers the dropping of organic reach on post and correctly asks, how can I ‘reach the audience I want?’
The implied answer from the speaker, and this workshop, is use Facebook ads.
Yep Facebook Ads. Before you run any ads install the Facebook Pixel.
However, don’t ignore page post just yet! Your Facebook Fans, and page post are very important.
Posts help warm up your audience, nurturing them, along the “people to know you, like you, and trust you before they buy from you” continuum.
View Facebook Ads and your Facebook Page as complimentary tools. Not exclusive ones. Let us think about audience, fans, and sales for a moment.
- The 2-2.5 million people on Facebook in Ireland do not know you – brand unaware
- Part the 2.5 million are your fans and they know you
- Smaller group of your fans like you
- Smallest Trust You
- They tiniest group? are those who buy from you
Content on your page nurtures your fans. Letting them get know-you-and-like-you-before-I-buy-from-you. Which is important when running ads for your products or services.
Which group is more likely to buy from you the 2-2.5 million cold audience who don’t know you or your fans who do know you, like you and trust you?
Your Fans naturally.
Target your fans by gender, relationship status, educational status, age, location, language, interest, or website visitors.
Why do this? Because not every update will resonate with your fans. Experiment with narrowing your audience with your update.
It your responsibility to warm up your audience. Posting interesting content helps to heat them up.
Speakers continues with Facebook page fundamentals.
Facebook Page Fundamentals
What makes a good page?
- Page name
- Page URl
- About Section
- Profile and cover photo
- Page manager app
Page Name, Vanity URL
Match your page name with your website / business name. Why? Brand consistency and ease of remembering. Next speaker suggests to improve your branding with a vanity URL.
IM Cleaning Services, Cheappprinting4u.ie, Flavour Safari are three example of memorable names of Facebook pages. And all three match their website name.
On Mobile The About Section Is First Tab People View When Visiting Your Page
Agree. View these four Pages I visited with on my iPhone.
Notice the ‘about’ section is above and before any photos or page posts. This invites people to click and read the ‘about us’ page.
Position of the about us is by design?
Why? Because the ‘who of a business’ is more important then what people post on their page. A well written ‘about us’ page, lets people know what your do and how you can help them.
Look again at the Flavour Safari page. Facebook also tells us how quickly page owner response to comments! Interesting. Whilst fast response rate to comments on Facebook does not guarantee a responsive business. It does give a data point in how the business treats its customers.
Profile Picture and Cover Photo
Use a head shot as the profile picture instead of a logo. Why? People buy from people not from logos and websites. If you insist on using a logo, let people know somewhere who you are. Either in a photo you’ve uploaded on in your cover photo.
Be creative in your cover photo image. Use a menu item, photo of your offices, or photo of people using your product. Use this space to generate interest, comments and get the attention of your fans.
Keep in mind the cover photos cannot be deceptive, misleading or copyright infringe. As always follow the Facebook Page TOC.
Call to Action Button
The call to action button is being rolled out to all pages. See image to right on the options for the call to action button. Not visible is the donate now button. If your page is a charity the donate is an option.
Facebook Page Manager App
Top tip: “view page as visitor” helps admin understand the page from visitors point of view.
Facebook Page Posting: Best Practices
Speaker says page posting best practices is not ‘one size fits all’.
I add best practices is starting point for a process, not the end point.
Here are a few page posting guidelines.
- Use big, beautiful images – they catch attention
- Your post is competing with baby pictures and memes – does it fit in?
- Be authentic and post things related to your business..that’s why people liked your page
- Offer people a behind the scenes sneak peak
- Be real and sincere with your posts
- Focus on business objectives
- Consider the action your want people to take
- Ask question
Use Native Facebook Video
Speaker say native video has the best engagement rates on Facebook.
Native video is video uploaded directly to Facebook. Instead of posting a link from YouTube or some other service.
Social media analytics and social reporting company locowise.com researched videos and video views on Facebook. They compared 1,000 pages with a total of 291 mil likes and found:
- 47% of 1000 pages have never uploaded any videos
- 12% of the 1000 pages posted 46% of all videos in this sample set
- Speaker says – people don’t watch long videos. Best is 30sec- 1mim
- Entice people to ‘click to play’ to hear the audio
- Be a silent movie master! Most videos are viewed on auto play, use subtitle, or a some ‘storyboard’ so people get your message without sound.
Speaker asks “care to get move video views? Promote it to your fans!”
Test, Test And Test Again
Speaker suggest you should worry less about making mistakes and instead focus on the action you get. And use those actions to inform and improve your strategy and tactics.
The mantra of any good marketeer, not just a Facebook marketing, is ABT, always be testing.
The testing paradigm of — do, wash, rinse, repeat — applies to posting on your Facebook Page and to advertising.
Publish, Schedule Backdate, Save Drafts, Target Post On Your Page
Speaker continues discussing page posts. States posts can be published, backdated, saved, and you can publish a post to a section of your audience.
Speaker say the key to effective advertising campaign is posting positive and engaging content on your page. This mirrors my earlier comment that your page and advertising efforts are complementary.
Obvious stuff. Yet many business fail to follow this simple advice.
Engage With Your Fans
Speaker suggest you should engage with your audience. This includes answering private and public messages to your page. And replying to comments.
See image – this green badge lets your fans and visitors know you reply to message quickly. The badge appears when a page has:
- Responded to 90% of messages
- Maintained a median response time of 5 minutes for all replies sent
Of course your page has to allow people to contact it. Go to your Facebook Page / setting, then look for Messages. Ensure you ‘allow people to contact my page privately’ see this page for a little more info.
Facebook Page insights is where you learn about fans, where they live, what times and days of the week they see your posts. And what type of page post resonate with your fans.
On a desktop / laptop computer, logon to your page then click insights.
Insight opens and you see the other tabs. Under the ‘Posts’ tab is where we see which posts are resonating and not resonating with your fans.
Facebook ads! The reason we’re attending this workshop!!
My personal goals is to get all the tips and tricks to get the most out of running Facebook ads!!
Well I did not get all the ‘insider tips and tricks’. Because this workshop was positioned for the beginner advertiser.
Boost A Post vs Power Editor and the Ads manager
Speaker briefly discuss the main differences between boosting a Facebook post and using Power Editor.
Boost a post is one of three entry level advertising objectives. All are accessible from your Facebook Page.
- Boosting a post
- Promote your Page
- Promote your Website
Boosting a post is equal to ‘Post Page Engagement’ objective in the Power Editor.
‘Promote your Page’ is equal to the ‘Page Likes’ objective.
‘Promote your Website’ is equal to ‘Clicks to Website’ objective.
All have limit audience targeting, budgeting and bid control compared to the full blow ads tool.
The Power Editor offer 13 different campaign objectives; full audience targeting options; Facebook custom audiences; bid control and full reporting.
The learning curve for Facebook Power Editor is steep. No way to sugar coating that.
Yet, the Power Editor allows for laser precision control over all aspects of advertising campaigns.
And this refined control is need to a) target the right people, b) reduce your overall advertising spend, c) match your business objectives with the right ad type, d) getting a high ad relevancy score, and e) using Facebook custom and engagement audience feature, including retargeting.
Power Editor is only accessible only via Google’s Chrome web browser. Access the Power Editor through your pages ads account.
Ad campaign structure
Speaker continues with ad campaign structure as it relates to the Power Editor.
The Facebook advertising structure has the campaigns (objectives) at the top; ad sets below and, the actual ads at the bottom.
Every Facebook advertising campaign begins with a single objective. For example – Page Likes, Page Post Engagement, or Clicks to Website.
Ad sets defined and control audience targeting, ad placements, and bid control. An objective can have multiple ad sets. Each targeting different elements.
Below ads sets is the individual Ads. It’s possible to run multiple ads under each ad set. Each ads using different images, text, call-to-action buttons, or links.
12 Facebook Campaigns (Objectives)
In the Power Editor, Facebook offers 12 different campaign objectives.
Yes, 12 different objectives. And yes, you can run campaigns with different objectives at same time. Layering.
For example, run a campaign to get visitors to your website. Another campaign to get conversions. Then a 3rd campaign to retarget those same visitors. And forth to get page post engagements.
Take an eCommerce site selling 100 different products. Use the ‘Product Catalogue Sales’ objective and target your fans. Your Ads will use the carousel ads – up to 5 images. Each image is allowed to link to the same product page or different product pages. Then run retargeting ads to the people who visited the product pages but, abandoned the shopping cart. In the retargeting ad say: “Hey, we noticed you did not buy the shirt yesterday, Want free shipping? Click here” Would that work? I think yes.
If you are a coach or business consultant and you blog regularly, then use the ‘Clicks to Website’ objective. Use an attractive image in your ad. In the text of the ad, list the problem, than agitate the problem and offer the solution. The solution being reveled only after a person clicks through and reads the article. Then run retargeting ads to the people who read your blog post — and offer an lead magnet to get them to opt-in to your email.
If you are a restaurant or retail shop use the ‘Offer Claim’ objective for an irresistible offer — ‘20% of 3 course meal with bottle of wine’. When the offer is clicked it will be emailed to the person and can only be redeemed in-store.
Campaign Structure — Lining Up Your Ducks In A Row
One of the problems running multiple campaigns is keeping track of everything.
To stop getting lost in the power editor and ads manager decide on a naming structure then stick with it. Best practices is to keep the naming consistent from campaign objectives to ads sets and ads.
One naming convention is:
- Bid Type – Audience – Age – Location – Placement
For example: oCPM – Fans – All – US/UK/Ireland/Canada/Australia – News Feed
Fixed Price – WCA 30 – 25-50 – UK/Ireland – All placement
Speaker asks – Are you Targeting the Right Audience?
Speaker moves on to audience targeting. And says when building an audience it is possible to layer interest. And clarifies (or confuses) by saying the interest layering is an ‘or’ operator and not an ‘and’ operator.
Using more then one interest adds to the size of audience. People interested in reading or fishing or sports includes these groups.
Targeting the correct audience with your ads is key to being effective. Yes, targeting your Page Fans is obvious choice. But, you may want to cast a wider net then your page fans.
So, serving the correct ad, to the right audience you get results. Right ad to wrong audience equals no results.
Not just wasted money, but, low relevance score.
Understanding your Ads Performance and the Ads Manager
Understanding ads performance is a whole workshop in its own right!
The speaker mentions the relevancy score metric and where to find it in the Power Editor and Ads Manager. And ignores all the other performance reporting metrics.
Considering the speaker ignores all other ad metrics only increases the importance of the relevance.
Ad relevance is a score, 1-10, with 1 the being the lowest. Score is based on the positive and negative feedback the ad gets from the audience. With a 500 daily impressions minimum needed to receive your first score. Also the relevancy score is updated in real time. Therefore, monitor and stop ads with relevancy when relevancy scores drop below 7 or 8.
As always, resonance is central. Serve the right ad to the right audience at the right time wins you a high relevancy score. Right ad in-front of wrong audience get you a low relevancy score.
A high relevance score lowers your costs and Facebook serves your ad to more people. A low score raises your costs and reduces the amount of times your ad is seen by people.
A high relevance score:
…can lower the cost of reaching people…can help test ad creative options before running a campaign…can help optimize campaigns already in progress.
In February of this year the relevance began rolling out. Find your relevance score in your ads managers. This Facebook post explains where to access in detail. And this post discusses how to improve your relevance score.
1/2 Day Boost your Business Facebook Workshop
Fantastic day out in Facebook HQ Dublin. Very enjoyable attending the workshop. The speakers touched topically on many subjects and ignored others. We did not do a deep dive into any subject. Was left for a future workshop.
What part Facebook Ads are you struggling with? What audience has been most profitable? Look forward to chatting with you in the comments below.