While Facebook boasts 1.55 billion monthly active users, at least 20% of those “active” users are fake accounts. Many of these “fake accounts” are cyber-stalkers, scammers, or “lurkers”. Regardless, this summary page will give you all the details you will need in order to take advantage of the best advertising platform available.
Why is it the best?
Simply put, you can drill down specifically what you want. Have a weight loss supplement? Target females who have a ten year high school reunion coming up. Trying to sell Garcinia Cambogia? Also target that they like Dr. Oz, as they have probably heard about it already and it will be an easier conversion if your price point or bundle is spot on.
Get it now? That’s something you can’t do with Google AdWords.
With Facebook marketing also comes retargeting, and if you don’t fully understand the process, check out my summary of Ryan Deiss’ presentation at the Traffic and Conversion Summit earlier this year in what he calls “The Great Pixel Landrush.”
It isn’t about how large your list is anymore, what is more valuable is how many computers you have your pixel placed on. Retargeting is not only great for new business, but it can also stop “buyers remorse.” In our testing, when we kept retargeting current customers, our refund rate plummeted. It seemed that they felt more secure about their purchase even though it did not completely live up to their expectations. Not only did they not refund, reorder rates went up nearly 20%.
Retargeting is healthy for your business.
There are eight types of Facebook ads that you, as a brand, can utilize depending on the objective and goals you want to reach. These ads will appear in the newsfeed or the right-hand gutter of Facebook. This is dependance upon which device they are using.
How do you start? Easy. You are going to start with $5 ads, as you want to have many ads in case one gets disapproved so you don’t risk getting your account suspended or banned. For example, if you have two ads and one get nixed, that is a 50% failure rate and your account will probably get frozen for a manual review. However, if you have 10 ads running and one gets nixed, that is just 10% and your account continues as normal. Get it?
$5 Facebook Ads – Generate Leads & Sales
So let’s cut to the chase…
There Are Four Critical Aspects:
Sales Flow – Based on Simple Model of Evergreen Strategy (think Sales Funnel)
Follow up – an excellent 7-email autoresponder series (Follow-up)
Ad Targeting and Structure – creating customer avatars (who your customer is)
High Response Landers – exclusive facebook landing pages (increased conversion & pixeling)
So How Do You Get Cheap Traffic From Facebook to Build your List?
First, I want you to purge “cheap traffic” from your vocabulary. It doesn’t matter how much the traffic costs. Now, before you think I am completely insane, look at your numbers. If you know that for every click you get you make $1.50 in revenue and the traffic is costing you $1 a click. Do you really want cheaper traffic? How much traffic do you want at a $1 a click to make $1.50 a click?
ALL OF IT. Exactly.
That is you new mindset. Know your numbers and traffic costs become just a number.
With that understood, there are things you can do to reduce the amount you are paying without sacrificing quality. Facebook is just like Google in that it is seeking to give its customers a “positive user experience”. Don’t get confused. The users are not your customers, they are Facebooks. They are merely allowing you access for a fee. This comes down to Marketing 101:
Target a thirsty crowd. Give them a glass of water to quench their thirst, and have a second glass ready for those who come seeking it.”
It all comes down to giving them a positive user experience … which means that what you present in the ad is what they will see on your lander, and the product and/or service you are offering solves the problem or matches the original offer. Facebook doesn’t want any “bait and switch” type experiences. So, if you’ve been around the block for awhile and know what to create based on Google’s needs, you will breeze through this process as Facebook demands the same type of experience.
Hint: If they are following more than one interest related to your offer, you can be sure they’re into it, and their experience will be a positive one.
Next, you will want to write compelling posts that the Facebook users you are targeting won’t just read, but will happily share. This is the key metric to not only get your CPC down, but also to increase your conversions overall.
I can hear you now, “But what do I write about? I hate figuring that out.”
That’s the great part, because you don’t have to figure it out, Facebook will tell you. In your Business Manager for your Facebook Ads, click on Insights, and you can add pages to “Watch.” Here is what you do…
1) Add your competitor pages to Watch
2) Type in keywords into the search area for your top products or services and see if there are authority pages you can follow as well
3) Follow the top personalities in the industry
You have to add at least five, and when you do it will show you the top posts based on Shares, Likes, and Comments. You see, we want ENGAGEMENT and nothing engages more than shared content. That is what you are after as your ad will now be shared with groups you never had access to.
An example of how this would work would be the weight loss product. You watch Dr. Oz’ page and notice he has a top post of the “Five Weight Loss Secrets”…however, since you are quite the expert on this too, you notice he left out one of the key secrets. Do you follow the process now?
If not, here is the connecting of the dots: You write an article about that “one awesome thing” and your headline is, “The One Weight Loss Secret Dr. Oz Forgot to Tell You.” Targeting women in your age bracket who like Dr. Oz aren’t just going to click on that ad, but once they see the content is SUPER F-ING AWESOME, they are going to hit the SHARE key and Boom, you have engagement.
I’ll get ahead of myself here, but on the lander AFTER the super awesome content, you offer them your eBook for free (normally $47) for their feedback. You not only have pixeled their computer for retargeting, you now have their email address too. Those are big wins indeed.
Tip: Don’t come across as just another annoying ad.
You’ve seen the annoying ads, and if you ever, ever, ever, do the trick of giving a snippet of content and force the user to click “next” 18 times, I will personally hunt you down and stab you. Don’t be that advertiser. You should NOT care about page views. You want conversions!
Remember, you aren’t just doing one ad, you are doing multiple ads, all at $5 max per day. Once your campaigns are set up like that, you will see Facebook’s unique viral traffic effect kick in bringing you tons of warm, friend-referred traffic, almost like magic.
As you measure the results each day, you can start to throttle the winning ads up and kill the ones that aren’t performing. Make sure you are advertising consistently, and not spiking. That is a red flag to Facebook. Consistency is everything.
A Simple Model for List Building
1. Create a free offer that helps your target audience. This can be a free ebook, report, etc.
2. Generate a Facebook ad to invite them to receive a free ebook in exchange for their contact information or email address
3. Sell them more of #1.
Lead Generation Game Plan – Main Factors
– Traffic is generated from content pages or direct ads on Facebook.
– Those visitors are offered a sample of a product and placed on a 7-email follow–up autoresponder system (Active Campaign, 1AutomationWiz etc.) and given an invitation to join a Continuity Program such as a club membership, discount club, etc.
– For those visitors who do not take the free sample product offer they are “retargeted” using Facebook and/or SiteScout tracking systems for other offers.
Some examples are as follows:
– If visitor didn’t opt-in or register could send ad saying “You didn’t get your freebie! What happened?!?! Come back and get the freebie!”
– Could offer coupon for visitors of Sales Page
– Checkout page, abandoned cart – “Hey, you didn’t get the product you wanted, come back and get the product you need!”
– Thank you/order confirmation – may want to send an ad to order additional product, or an ad to lessen buyer’s remorse.
– Video views retargeting – “Thanks for watching this video, come get free offer” – send them to squeeze page or get them to your funnel. Could send to a sales page too. Many options.
Sample Autoresponder Sequence for Digital Product
Here is a proven autoresponder sequence that gets results:
Email 1 – Thank you…Here’s the link for the product/information
Email 2 – Hope you got the report. Here are some reasons why you’ll want my product
Email 3 – Here are some questions people are ASKING about my product (FAQ)
Email 4 – Here are what people are saying about my product. ( Testimonials)
Email 5 – Here are some of the strongest BENEFITS to getting my product, (Limited Offer)
Email 6 – Time is running out on the special BONUS. How I beat the competition.
Email 7 – What’s Keeping you back from Ordering? Knock down Objections
Email 8 – Other people who ordered are already enjoying the benefits, don’t lose out
Email 9 – Here’s a LIMITED offer – price reduction sneak preview, secret link. Etc.
Email 10 – Frankly, I’m puzzled that you haven’t ordered yet. Final hard sell.
You will then upload your subscriber list to Facebook which allows you to learn a ton more about your subscribers. This gives you a matching “look alike” audience – which translates into potentially more cost effective leads for your subscriber base.
Sample ad – testing color of “free download”.
Now you can target your ad to this audience and test different combinations of your ad copy and images to nail down exactly what works.
Hint: Facebook charges a lot less to run ads to your list, “look-alike” audience and for retargeted ads.
This is the point at which you can run $5 CPC test ads using Facebook’s bidding system for approximately 5 to 7 days duration. You will want to keep the ads that convert and either nuke the ones that don’t or retool them.
Now you have a “control set of ads” to use as a benchmark while investing more ad dollars and increasing your budget for your winning ads.
Landing Pages That Bring In The Bacon
The final critical piece is to have High Response Landers. These work extremely well.
1. The “Tab Page” – This lander is a “tab” added to your Like Page where visitors are directed after clicking on your “like” ad campaigns to download your free product. Facebook rewards advertisers by lowering ad cost when your ad target page is on Facebook. The reason is Facebook want to keep visitors on its site.
2. The “Teaser” Page – This page includes the opt-in form above the fold and has enough Content to add value for the visitor. It is a softer version of a squeeze page. The visitor is given partial information so they have to opt-in to get the full content, subsequently the “tease” element.
3. The “Content” Page – The object here is to deliver “share-worthy” content in the middle of the Page which is padded by offers at the top and bottom of the page as they get the FULL content that encourages them to share while they are tagged at the same time for retargeting ads.
4. The “Curated Multiplier” Page – These are referred to as “curated” because you are using other peoples content, in this case trending videos, to attract viral traffic. At the end of the video a proprietary script triggers an optin form or light box form on exit. From the traffic generated by this viral video you are ultimately building leads. The additional leads coming in from Facebook gives this the “multiplier” effect.
Big Profit Source
Real profit and most of your money will be generated from your email list which comes from recurring income(join the club membership) and high-ticket sales, not your backend products.
The advertising objectives you can choose from are:
• Clicks to Website: Send people to your website.
• Website Conversions: Increase conversions on your website. You’ll need a conversion pixel for your website before you can create this ad.
• Page Post Engagement: Boost your posts.
• Page Likes: Promote your Page and get Page likes to connect with more of the people who matter to you.
• App Installs: Get installs of your app.
• App Engagement: Increase engagement in your app.
• Offer Claims: Create offers for people to redeem in your store.
• Local Awareness: Reach people near your business.
• Event Responses: Raise attendance at your event.
• Video Views: Create ads that get more people to view a video
The Third Component is Ad Targeting and Structure
Facebook knows so many things about their members that no other marketing platform can rival them. No other platform collects data on gender, age, place of birth, interests, favorite movies, books, hobbies, friends, internet devices which are all demographics for assessing your custom audiences.
Facebook’s Audience insights enables you to analyze data fan pages, custom lists, and your competitor’s pages. With this information you will be able to view your affinity scores which determines how likely people are to engage with your page. You want a score over 10 preferably 20. See example below.
You can modify audience interest to drill down deeper such as to target only women to increase the affinity score higher on these pages. Once you have your page list with affinity scores above 20 you can click into those pages to review how may followers, pages likes, posts, and to see what kind of engagement the page is receiving. At this point, you will target these high affinity interest pages with little $5 dollar ads. The ads will run for approximately 3 to 5 days. Keep the ads that convert to sales and drop the ones that don’t. Then you will find new ads to target with different interest.
The frequency of your ads is important too. This is the number of times, on average a unique user has seen your ads. After a while either they’ve clicked or they don’t care. A high frequency can increase your costs by 163%. Try to keep the frequency below 5.
Four things you will want to include in your ad.
1. Ask a “Yes-answer” question to grab the attention of your target audience.
2. State what they will get free and why it solves the question/problem.
3. Tell them what to do next and why it’s easy or beneficial for them to do it.
4. Add some credibility and proof.
Some of the tools used to create the ad above are as follows:
1. Aweber for email for Opt In
2. Instabuilder 2.0 to create page
3. Fiverr to get cover created for $5
In the ad example above, you can see how it brings together all four elements to make a Highly effective and responsive Facebook ad.
You will also notice the “No credit card required. Your information is kept secure and is never shared.”This is key as visitors feel less pressured and more apt to click on the ad. This one phrase has lifted my conversions higher than ever. There are so many sneaky “trial offers” and such that people who have been burned have their guard up. That phrase lowers their skepticism.
It is best not to use Facebook stock images as they tend to be overused. Writing on a particular ad image may also increase your click through rates. However it is best to test various options such as testing different headlines, different images, and different ad colors, etc. You don’t want to fall to “banner blindness.”
Power Editor is a great resource for scaling your ads, ad spit testing and if your ads are converting you can also duplicate your ads. This resourceful tool is a power house for ad management, running multiple ad campaigns and a provider of performance metrics.
Scale Your Ads
Once you have ran a successful ad campaign, you will want to scale your ads as follows:
– Duplicate ads
– Increase the ad budget
– Create bigger look-a-like audiences
– Focus on a broader and bigger audience targeting
But first ensure your giving a good customer experience that’s not misleading or considered “scammy” in any way.
Caution: Wording in your ads should be concise. For example, an electronic cookbook full of recipes would be called an ebook. Mislabeling the ebook as a cookbook would be frowned upon by Facebook.
Some Ideas to Try for Scaling Ads
– Convert newsletter subscribers into customers.
– Retarget people who put a product in their cart but never checked out.
– Exclude from your targeting, users who are already your customers.
– Create a look-a-like audience very similar to your customers.
– Promote your mobile app to your website user and vice versa.
Metrics to Monitor
CTR & Conversion Rate: Optimize for the greatest impact and quickly identify if there is a problem with the Ad or the Landing Page.
Things to Track and Analyze
1. Opt ins & Opt in rate
2. Sales & ROI
3. Individual Ad Performance
4. Sales Conversion EPC
5. Your follow-up – which emails are working
6. Value of a subscriber/customer
Below are some examples…
Sales Conversions and EPC (earnings per click)
Example: Say you want to know if 100 people to come to your site how many are going to opt in to get your free offer.
If you know that 100 people come to your sales page and make a purchase you know that…
5 sales x $50 each = $250 profit or earnings
$250/100 clicks= $2.50 per click
Opt in and Opt in Rates
By tracking individual Opt in and Opt in Rates for each ad, a good opt in rate is 30% or higher.
Example: Let’s say you get 1000 clicks at $1 each
At a 30% opt in, you get 300 leads for $1000 equals 3%
Measuring ROI
Example: So now to measure ROI you would take
3% of those 300 leads (9) people buy your $50 offer
Your sales are $450 so you take a $550 loss upfront
However, you have a High Ticket offer such as joining a Membership Club or Group of some sort
Then those 300 leads attend your webinar or see your high ticket offer
Your sales are now $1500
$1500 + 450 = $1950 total sales
Subtract $1950 – $1000 = $950 profit
Value of Subscriber/Customer
The value of the customer is long-term and may continue to buy more product.
Example: So you want to measure the value of a subscriber over a year’s time.
If you made 100k for the year and had 25k subscribers.
100k/25k = $4
$4 is the value of the customer or subscriber
Increase Your Reach
So if you want to ensure more posts are reaching their intended audience – and who doesn’t? – what steps should you take? The key here is to work on increasing the amount of engagement your updates attract, by appealing to what your fans really want to see, ultimately driving them to your products and services.
Give your Facebook Visibility a Boost – 9 Top Tips
1. Schedule your posts to appear when your fans are most active on Facebook, there’s various software available to help pinpoint the optimum moment.
2. Look for trends amongst your most popular posts, so you can reproduce what works by sharing similar content in future
3. Visual content is king – pictures (as opposed to simple status updates, links and vids) have been shown to increase engagement by as much as 120%, so definitely worth doing.
4. Ask questions, get feedback – and make it easy! Anything that requires a simple one word answer is most likely to get a response.
5. Sharing discounts and promotions will give people a reason to ‘like’ your page in the first place and then stay engaged with it.
6. Exclusive content shows you value loyal fans, which is obviously important, so give them the attention they deserve.
7. Keep your updates topical and ensure they arrive on a regular basis. Older, less relevant content will appear lower down the newsfeed – not what you want at all.
8. Run a Facebook competition. (Read up on the do the do’s and don’ts of Facebook competitions beforehand).
https://www.facebook.com/business /news/page- promotions-terms
9. Posts of 80 characters or less are the most engaging, so remember to keep it brief and to the point!
Things to Consider
Pixel Placement:
• Place and verify pixels throughout the conversion funnel on mobile and desktop websites, ensuring each pixel is created in the correct category (e.g. Registrations, Key Page Views,
Checkouts). Learn how to verify your pixel.
• Ensure all conversion pixels are being tracked by your ads.
• Incorrect pixel setup will lead to delivery problems. Make sure your pixel is verified and firing correctly.
• Placing pixels throughout the funnel (ex: home page, product page, add-to-cart page, purchase page) will give you the greatest insight into conversion funnel behavior via
Facebook’s reporting, as well as allow for more optimization flexibility. If you’re seeing limited delivery, you’ll be able to optimize for an event earlier in the purchase process.
(ex: add to cart page instead of Thank You page)
If you’re not getting much delivery optimizing for purchases, try optimizing for add-to-carts or product page views.
Conditional Firing:
If at all possible, avoid having the pixel set up to conditionally fire (ex: only fire based on referrer URL or URL parameters). This isn’t ideal for the following reasons:
• Having the Facebook pixel fire conditionally means we’ll only see a fraction of total conversion events, reducing the information we can use to find other likely converters.
• Cross-device reporting will show no cross-device conversions, even if Facebook ads did lead to conversions across platforms.
• Facebook ads reporting will only show same-session post-click conversions.
• At best, Facebook reporting will only show as many conversions as you may have already known about via other internal/third-party reporting sources. It doesn’t allow us to provide additional insight into post-impression, post-click or cross-device conversion behavior.
Pixel
The Upgraded Custom Audience Pixel
The upgraded Custom Audience pixel isn’t available to everyone yet, so before you begin, check that it’s available to you by going to your pixels page. If you don’t see a tab for the Custom Audience Pixel, then you’ll have to continue using the old Custom Audience pixel and conversion tracking pixel for now.
Will My Existing Pixels Still Work?
The following instructions apply to the upgraded Custom Audience pixel. Learn how to upgrade.
Yes, your existing pixels will still work, but the benefits of using the upgraded Custom Audience pixel include:
• Report conversions: In addition to building website Custom Audiences, you can now report and optimize for conversions from the same pixel.
• Improved performance: The upgraded Custom Audience pixel loads faster than the previous code. On average, your audiences should be larger and you should capture more conversions when using the new code.
• Automatic debugging: Common debugging messages are now logged in your browser’s JavaScript console to make troubleshooting easier.
Why doesn’t my pixel traffic report match my third-party analytics?
The following instructions apply to the upgraded Custom Audience pixel. Learn how to upgrade.
Most analytics tools report on sessions whereas the pixel traffic report counts raw pixel events. In most cases we expect the number of pixel events to be higher than your analytics reports. If your pixel traffic is lower than your analytics reports, make sure you’ve implemented the Custom Audience pixel on all pages of your website.
Pixel Limit
What Size Should My Ad Image Be?
Different ad objectives may recommend different sizes. If you’d like your ad to be eligible to show in all of the different formats, including desktop News Feed, mobile News Feed and the right column, then you should use the recommended image size for your objective.
If your image is larger or smaller than the dimensions specified in the Facebook Ads Guide, it’ll be automatically resized to fit in the ad. Animated or flash images aren’t supported. Learn more about why your ad image isn’t rendering correctly.
See the chart below for recommended sizes:
Note: Images in carousel format ads, regardless of objective, are recommended to be 600 x 600 pixels in size.
7 Tips to Increase Your Click-Through Rates on Facebook
1. Call to Action
Consider using an image that contains a call to action versus one that just looks like a stock
image.
2. Share Your Thoughts
Customize your posting and make it more personal. Add some text to introduce your post. It doesn’t take more than a few seconds… and the increase in clicks makes it well worth it .
3. Image Colors
You have to test how image colors affect your conversion rates. Use lot of white, grey, and blue colors, like the hexadecimal color #4c66a4.
4. Open Graph
Open Graph provides you with meta tags to place on your website to ensure that URLs get shared correctly on Facebook. If your URLs aren’t showing up correctly on Facebook, you can increase your click-through rate on average by 39% by using Open Graph. https://wordpress.org/plugins/wp-facebook-open-graph-protocol/
5. Post Timing and Frequency
Posts that go up on Thursday and Friday tend to get the most engagement, while posts shared on Monday through Wednesday get 3.5% less engagement .
To recap, if you want to get the most clicks, you should:
■ Try to share your most valuable posts on a Thursday or Friday
■ Post at 3 p.m.
■ Space out your posts every other day
6. Engagement
When someone else leaves a comment on your wall posting, you can either like the comment, delete it, or respond to it. Responding to each and every comment had a huge impact on clicks than liking. So make sure you respond to people’s comments.
7. Headline Length
Keep your headline under 80 Character. Facebook posts that contained shorter headlines received more clicks and engagement than those with longer headlines. On average,updates that contained headlines with fewer than 80 characters tended to get 15.4% more clicks.
Ad Types
– Retargeting
– Custom Audience Ad
– Video View Ads – http://fbrep.com/guides/Facebook_Video_Metrics_Product_Overview.pdf
– Lead Ads
Tip: When editing your Facebook ads. It is important not to edit an ad in the middle of the ad campaign. It is best to let the campaign end and then run a new campaign.
Lead Ads
Lead ads on mobile News Feed look just like regular link ads with a call-to-action button. We recommend using the most accurate call-to-action button to set the correct expectation with the viewer (ex: If they’ll be subscribing to a newsletter, use “Subscribe”). When someone clicks the ad and gets to your form, they’ll see the questions you selected.
What happens if the person seeing my ad doesn’t have a specified field on their Facebook?
If someone’s information (ex: email, phone) isn’t already on their Facebook profile, they’ll be prompted to add the fields manually before submitting the form. They’ll also be able to edit any pre-filled info, except for their date of birth.
When running Facebook ads you can include a sign up form and offer a free ebook. In the ebook you can offer the full product and some people will purchase what you are offering. However, below is a sequence of emails that can be sent as follow ups to retarget those potential customers to purchase what you are selling. You can use this as a guideline and modify if you would like.
Things to test in your ads.
-Ad Copy
-Ad Images
-Ad Interest
-Headlines
-Offers and Pricing
Check out Campaign Structure on Facebook
https://www.facebook.com/business/learn/facebook-ads-reporting-campaign-structure/
Facebook Reporting Tool
– Actions – How many options
– Relevance Score higher
– Cost per ad
– Amount spent
– Engagement
– Website Clicks
– Photo/Video Views
– check outs
– Registrations, Leads, etc.
Optimization and Bidding
What is the suggested Bid Range and how does Facebook Calculate it?
If you’ve chosen to pay for clicks and to manually set your maximum bid for clicks, a suggested bid range will appear to help you pick a maximum bid so your ad will be successful. It’s based on how many other advertisers are competing to show their ad to the same audience as you are.
You don’t have to choose a bid in this range, but you should use it to help you pick a bid that will result in a good amount of impressions and clicks. You won’t pay more for an impression or click than necessary, so entering your true maximum is the best way to make sure you don’t miss out on impressions and clicks you could’ve received.
You may notice that your suggested bid range changes over time. This is normal and it depends on several factors, such as:
• How many other people are competing for your target audience.
• Pricing increases which may impact how many people are competing.
• An increase in the suggested bid range because an ad’s performance history isn’t strong due to its targeting parameters or creative. Make sure your ad is targeted to the most relevant audience, uses clear language in the ad text, has a strong call to action, and has an eye-catching image.
You can update your bid at anytime in your Ads Manager.
Objectives & Ad Types
Your advertising objective is what you want people to do when they see your ads. For example, you can create ads to get people to like your Facebook Page which is different than creating ads to encourage people to visit your website.
When you choose an advertising objective, you should create ads to meet that specific objective. You can track how your ads are working to meet your advertising objective in Ads Manager. Visit the Facebook Ads Guide to learn more about the objectives you can choose from and the specs for your ads.
Other Ad Types
What is the carousel format?
Carousel ads allows you to showcase 3-5 images and links within a single ad unit to direct people to specific locations on your website.
Note: For app engagement ads, the carousel format is not available in ad creation.
The carousel format can support a variety of businesses and needs. You can use it to showcase specific products you sell or apps you own, to show details about specific products, packages or apps, or to tell a story through the successive cards in the ad.
Tip: For creative inspiration, check out the some examples of great uses of the carousel format.
With the carousel format, you can:
- Set the carousel cards in a specific order, or let us optimize the order for you.
- Use Custom Audiences from your website, app or email database to show the ad to existing customers. Or, use lookalike audiences or Facebook native targeting to introduce your app, service or product portfolio to new customers.
- Upload your product catalog and run dynamic product ads in the carousel format.
- Choose any bidding type (CPC, optimized CPM for clicks or optimized CPM for conversions).
People can scroll through the carousel cards by swiping on mobile phones or tablets or clicking the arrows on desktop computers.
How Do I Create An Ad In The Carousel Format?
Design Recommendations
- Recommended image size: 600 x 600 pixels
- Image ratio: 1:1
- Text: 90 characters
- Headline: 40 characters
- Link description: 20 characters
- Your image may not include more than 20% text. See how much text is on your image.
Tip: Use product imagery to target returning or high-intent customers, and lifestyle imagery to target new customers. While you should use images that are related to one theme in each ad, try different creative strategies, like storytelling or sequencing, to see what works best for you.
Creative Optimization
Below is a link to adexpresso to inspire you with new ad ideas and creatives.
http://adespresso.com/wp-content/eBooks/500-Facebook-Ads-Examples.pdf
Competition
Facebook Pages to Watch It’s also a very underutilized area in Facebook Insights. You don’t have to worry that page owners will know that you have put them on your list; they’ll just get a notification that “someone” has put their page on a Pages to Watch list.
The insights you gain from tracking your watched pages are very valuable, however Facebook won’t show you more than one week’s worth of engagement data at a time.
Glossary
Ad
The unit that determines what you are advertising, where it is advertised, to whom & the bidding method.
Affinity Score
The Facebook affinity score is used in Facebook’s Newsfeed algorithm to determine how high (or low) your page’s updates appear in a fan’s newsfeed, based on the strength of the relationship between each hard earned fan and what happens on your company’s Facebook page.
Broad Categories
Allows advertisers to target users who have information in their Timelines & actions taken related to a specific category of interests.
Campaign
The structure that organizes similar ads together, and where the overall ad budget (daily or lifetime) and start/end dates of a promotion are determined.
Connections
The ability to target users based on connections to a Page, app or event within an advertiser’s control.
Conversion Specs
When Optimized CPM is chosen, ads are automatically optimized for a specific action type. With Conversion Specs, this action can be manually changed to a different, more relevant action.
Conversion Tracking
With the help of an offsite pixel, optimize for & track specific types of conversions (checkouts, registrations, leads, key page views, adds to cart & other website conversions).
CPC
Cost Per Click bidding — setting the maximum amount of money you would spend per click on an ad.
CPM
Cost Per 1,000 Impressions bidding — setting the maximum amount of money you would spend per 1,000 times an ad was shown.
Custom Audience
Target offline customers (email list, phone number list, Facebook User ID list) in Facebook Ads regardless of whether they are fans.
Domain Sponsored Story
Promoting user shares from a domain within your control.
FBX (Facebook Exchange)
Facebook retargeting, or the act of targeting visitors of your website when they return to Facebook with an ad.
Label (or tag)
A way to organize individual ads & campaigns according to related promotions within Power Editor (by account, Page, promotion, etc.).
Lookalike Audience
Create an audience of users similar to the users within a Custom Audience.
Offsite pixel
Tracking code that is placed on an external success page (“thank you for your purchase”) — which alerts Facebook that a user clicked on a Facebook ad resulting in a conversion.
Optimized CPM
This method is selected by default for most ad types. Facebook will optimize your audience, showing it to people within your target group most likely to perform your desired action.
Partner Categories
Target ads based on lifestyle & buyer history information that was accumulated by partner data mining companies.
Placement
Determining where a Facebook Ad will be displayed (desktop, news feed, sidebar or mobile).
Power Editor
A free Chrome plugin bulk ad editing tool created by Facebook. Along with the ads API, this is where Facebook first releases all of the new advertising features.
Precise Interest
Targeting users based on the Page They Like, apps they use & items pulled from interests, activities, education, job titles & groups to which they belong.
Promoted Post
The act of promoting an organic post created on one’s Facebook page.
Saved Target Group
Save custom targeting settings (age, gender, countries, connections, interests, Custom Audiences, etc.) to easily pre-fill these fields when creating a relevant ad in Power Editor.
Sponsored Story
The act of promoting a story (like, comment, share check-in, etc.) related to what it is you are promoting (app, event, Page, post, domain).
Unpublished Post
Create & promote posts that were never published organically to the news feed or appear in the Page Timeline, appearing only as an ad.
Tools – Coming soon.