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Let\'92s get started then, guys}{\author Plums}{\operator Katherine}{\creatim\yr2012\mo9\dy28\hr16\min37}{\revtim\yr2012\mo9\dy28\hr16\min37}{\version2}{\edmins1}{\nofpages4}{\nofwords2109}{\nofchars9460}
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\hich\af37\dbch\af37\loch\f37 Let\hich\f37 \rquote \loch\f37 s get started then, guys.
\par \hich\af37\dbch\af37\loch\f37 So today I\hich\f37 \rquote \loch\f37 m going to be
covering the basics of how to get you started on advertising on Facebook. And I\hich\f37
\rquote \loch\f37 m going to be sharing with you some sure fire
tactics how to make sure your campaigns are a success and you get the \hich\af37\dbch\af37\loch\f37
best *** for your buck! \par \hich\af37\dbch\af37\loch\f37 For those
of you who don\hich\f37 \rquote \loch\f37 t know me, my name is Katherine Salt and I\hich\f37
\rquote \loch\f37 m a social media consultant. I\hich\f37 \rquote \loch\f37
ve been running Facebook advertising campaigns for over two years and I can make sure you
hit the ground running without tripping o\hich\af37\dbch\af37\loch\f37 ver the common stumbling blocks.
\par \hich\af37\dbch\af37\loch\f37 Facebook advertising is a huge topic and I could actually
run a half-day course on it alone so I am going to try and pack in as much as possible
in this 20 minutes and give you some time for questions at the end.
\par \hich\af37\dbch\af37\loch\f37 So why }{\rtlch\fcs1 \af0 \ltrch\fcs0 \insrsid4212361\charrsid6953605
\hich\af37\dbch\af37\loch\f37 advertise on Facebook}{\rtlch\fcs1 \af0 \ltrch\fcs0 \insrsid4212361
\hich\af37\dbch\af37\loch\f37 ?}{\rtlch\fcs1 \af0
\ltrch\fcs0 \b\insrsid4212361\charrsid10687189 \par }{\rtlch\fcs1 \af0 \ltrch\fcs0 \insrsid4212361
\hich\af37\dbch\af37\loch\f37 Even if you don\hich\f37 \rquote \loch\f37 \hich\f37
t already have an advertising budget Facebook is still accessible to everybody. You can
easily set up an advert yourself without the need for help from a fancy agency and it can
cost as little as \'a3\loch\f37 1 a day. I mean, I
\hich\af37\dbch\af37\loch\f37 have achieved a cost per click of as little as 4p. Just
think how many more people can find out about your business this way.
\par \hich\af37\dbch\af37\loch\f37 Not only can you target a new audience, you can get
your brand page back in front of those people who have liked you. The tou\hich\af37\dbch\af37\loch\f37
gh facts there are, that only 4% of likers will ever come back to your page and only
16% of likers will actually see your posts. Advertising on Facebook will help you stay
top of mind with them and it\hich\f37 \rquote \loch\f37
s going to encourage likes and comments. \par \hich\af37\dbch\af37\loch\f37 The flexibili\hich\af37\dbch\af37\loch\f37
ty of Facebook ads is a huge advantage, you can stop and start a campaign when you like,
choose your budget and amend your adverts as soon as your response rate drops. If you
\hich\f37 \rquote \loch\f37 re worried about making a mistake or paying too much you can
just keep a close \hich\af37\dbch\af37\loch\f37 e\hich\af37\dbch\af37\loch\f37 ye on your
campaign. \par \hich\af37\dbch\af37\loch\f37
Unlike traditional advertising, radio, TV, and print, Facebook adverts can be pinpoint-targeted
due to the huge amount of data that Facebook collects on its users. Not only does Facebook
decide what adverts are relevant but users can
\hich\af37\dbch\af37\loch\f37 remove adverts from their timeline that they don\hich\f37
\rquote \loch\f37 t like and give a reason why, allowing their preferences to be taken
into account. \par \hich\af37\dbch\af37\loch\f37 The effectiveness
of advertising on Facebook over other options is patently apparent due to the sophisticated
insights that \hich\af37\dbch\af37\loch\f37 Facebook provides on every ad. This reduces
the guess work into what is successful and why, allowing you to continually refine your
copy, your calls to action, and images. \par \hich\af37\dbch\af37\loch\f37 The more
effective your ad the lower the cost will be.
\par \hich\af37\dbch\af37\loch\f37 So there are three main type\hich\af37\dbch\af37\loch\f37
s of adverts available to you: destination ads where you can select from any of those
where your user goes once they click, a sponsored story in which you can promote a post from
your page to the widest possible audience, and a promoted post that increas
\hich\af37\dbch\af37\loch\f37 e\hich\af37\dbch\af37\loch\f37 s the number of existing fans who see your
latest post, or even friends of fans. \par \hich\af37\dbch\af37\loch\f37 The type
of advert that you decide upon is going to depend on what you\hich\f37 \rquote \loch\f37
re trying to achieve. So before you start you need to decide why you are undertaking
an advertising cam \hich\af37\dbch\af37\loch\f37 paign. If you
are looking to increase the number of fans you will want to select adverts that have
a like call to action, for example. \par \hich\af37\dbch\af37\loch\f37 So destination
adverts. \par \hich\af37\dbch\af37\loch\f37 In my personal
experience I\hich\f37 \rquote \loch\f37 ve found that using adverts to promote Facebook
content is significa\hich\af37\dbch\af37\loch\f37 ntly more effective than trying to get users
to move outside. When people are on Facebook, they\hich\f37 \rquote \loch\f37
re in their leisure time, hanging out, chatting with friends, checking out photos, and catching
up with gossip. Ripping them out on that cosy environment to \hich\af37\dbch\af37\loch\f37
y\hich\af37\dbch\af37\loch\f37 our website they may click, but they won\hich\f37
\rquote \loch\f37 t hang around for long before going back to Facebook to pick up where they
left off. \par \hich\af37\dbch\af37\loch\f37 If you
are advertising a page, place or event that taps into that desire to relax and have fun
you\hich\f37 \rquote \loch\f37 re going to have a much easier \hich\af37\dbch\af37\loch\f37
time than if you are trying to sell life insurance. That\hich\f37 \rquote \loch\f37 s not to say
you can\hich\f37 \rquote \loch\f37 t sell insurance but you need an angle that appeals.
\par \hich\af37\dbch\af37\loch\f37 Sponsored Stories
\par \hich\af37\dbch\af37\loch\f37 As you see here, there are four types of sponsored
stories and I always used to get in a muddle with them \hich\af37\dbch\af37\loch\f37
until I laid them out like this. The key to sponsored stories is users do not have to
leave the page they are on to interact with them. They can click like without having to
even visit your page. \par \hich\af37\dbch\af37\loch\f37 The Page
Post \par \hich\af37\dbch\af37\loch\f37 You can
increase your likes and comments on a\hich\af37\dbch\af37\loch\f37 specific post by promoting it to a wider audience
than your existing fans. Not only is this going to help your edge rank score \hich\f37
\endash \loch\f37 this is the metric used by Facebook
to identify if it should deliver a post to your timeline \hich\f37 \endash \loch\f37
but your posts will show up o\hich\af37\dbch\af37\loch\f37 n\hich\af37\dbch\af37\loch\f37 people\hich\f37
\rquote \loch\f37 s friends tickers when they like
or comment. \par \hich\af37\dbch\af37\loch\f37 Brand Page
\par \hich\af37\dbch\af37\loch\f37 A really simple advert that encourages users to like
your brand page direct. Use the copy to tell them why they should like your page. Are they
going to get discounts, offers, or special pre\hich\af37\dbch\af37\loch\f37
views? \par \hich\af37\dbch\af37\loch\f37 Post Likes
\par \hich\af37\dbch\af37\loch\f37 Every time someone likes a post that\hich\f37 \rquote
\loch\f37 s an advert, it\hich\f37 \rquote \loch\f37 s delivered to one of their friends.
This is an example of peer recommendation. It\hich\f37 \rquote \loch\f37
s based on the theory that if someone you like who has similar interests to you likes
something, the\hich\af37\dbch\af37\loch\f37 n you may do, too. It is the same theory applied
to the page like stories that appear on your friends timeline when you click like on a
brand page. \par \hich\af37\dbch\af37\loch\f37 Promoted
Posts \par \hich\af37\dbch\af37\loch\f37 These are
really interesting. These ads are set up direct from your brand page. So as you \hich\af37\dbch\af37\loch\f37
can see there, if you have 400 likes or more you will see a promote button on you status
update box. Promoted posts help you reach a larger proportion of your audience, as without
it, as I said before, you\hich\f37 \rquote \loch\f37
re only going to hit about 16%. The reason that\hich\af37\dbch\af37\loch\f37 \hich\af37\dbch\af37\loch\f37
number is so low is mainly due to the fact that your audience isn\hich\f37 \rquote \loch\f37
t necessarily on Facebook when you post an update. Using promoted posts gives your update
a longer lifespan of 3 days. You can\hich\f37 \rquote \loch\f37 t do this with every post,
just those that you published in \hich\af37\dbch\af37\loch\f37 t
\hich\af37\dbch\af37\loch\f37 he last 3 days. \par \hich\af37\dbch\af37\loch\f37 When you
select promote you are given a number of options of what your budget can be and the results
you can expect. If the ad is stopped at any time you don\hich\f37 \rquote \loch\f37 \hich\f37
t have to spend what is recommended. You can monitor it and when it hits \'a3\loch\f37
1, or\hich\af37\dbch\af37\loch\f37 whatever you want to spend, you can stop it.
\par \hich\af37\dbch\af37\loch\f37 One of the sneaky little bits of info that not everybody
knows, is that promoted posts are the only Facebook adverts that can reach people who
are using Facebook on their mobiles. \par \hich\af37\dbch\af37\loch\f37 When it
comes to designing you\hich\af37\dbch\af37\loch\f37 r adverts, the image is small and the characters
are limited so it is a skill to develop effective ads. The key points to remember are: include
a call to action, like, RSVP, sign up, etc.; use the text to explain what the advert is
about; and have a cle \hich\af37\dbch\af37\loch\f37 a\hich\af37\dbch\af37\loch\f37
r image. I have found the faces work better than logos or text.
\par \hich\af37\dbch\af37\loch\f37 Targeting \par }\pard \ltrpar\ql \li0\ri0\sa200\sl276\slmult1\widctlpar\wrapdefault\aspalpha\aspnum\faauto\adjustright\rin0\lin0\itap0\pararsid9440389
{\rtlch\fcs1 \af0 \ltrch\fcs0 \insrsid4212361 \hich\af37\dbch\af37\loch\f37
These parameters, they enable you to target your adverts for maximum effectiveness. You
know, a florist can target potential brides with an advert using the demographic information\hich\af37\dbch\af37\loch\f37
to find engaged women in their local area.
\par \hich\af37\dbch\af37\loch\f37 But where there is huge potential is the interests section.
You can put in, and I\hich\f37 \rquote \loch\f37 m going to show you here, precise interests.
Now, you can put keywords in here and this links to activity on users timelines. S\hich\af37\dbch\af37\loch\f37
o interests from their profiles, pages they\hich\f37 \rquote \loch\f37
ve liked, interests mentioned in their timeline. And you can also put in the Facebook page
of one of your competitors and directly target their fans with an offer. It\hich\f37 \rquote
\loch\f37 s cheeky, but it\hich\f37 \rquote \loch\f37
s amazingly effective. \par \hich\af37\dbch\af37\loch\f37 If \hich\af37\dbch\af37\loch\f37
you are in a business to business, you can actually target specific job titles in the
precise interest and couple that with a company name in the workplace means you can get your
advert in front of CEOs and Fortune 500 companies, if that is your target a
\hich\af37\dbch\af37\loch\f37 u\hich\af37\dbch\af37\loch\f37 dience.
\par \hich\af37\dbch\af37\loch\f37 It\hich\f37 \rquote \loch\f37 s worth spending some time
experimenting with this. With everything in Facebook, it\hich\f37 \rquote \loch\f37 s
all about testing and learning. So you have to have a go, see what works for you.
\par \hich\af37\dbch\af37\loch\f37 As I said before, unlike traditional advertising, tracking
how successful yo\hich\af37\dbch\af37\loch\f37 ur adverts are is very simple and in addition
to the flexibility to change you ads at any time, you can quickly respond to what isn\hich\f37
\rquote \loch\f37 t working. Part of the advert manager is all
the information you require to see if your advert is being delivered, if you\hich\f37
\rquote \hich\af37\dbch\af37\loch\f37 r\hich\af37\dbch\af37\loch\f37 e getting any clicks, what\hich\f37 \rquote
\loch\f37 s the click-through rate, and what sort of
actions are happening. So as you can see from the slide, the blue area is my full target
audience. So if I was targeting lawyers in Jersey, that blue area would be all of the
lawyers i \hich\af37\dbch\af37\loch\f37 n\hich\af37\dbch\af37\loch\f37
Jersey that I could deliver my advert to. The green circle is all of the lawyers in
Jersey that my advert has actually reached. And then the orange, which is represented
on this advert, is the social reach, which means if somebody has interacted with th
\hich\af37\dbch\af37\loch\f37 e\hich\af37\dbch\af37\loch\f37 advert or shared the advert, you would see
that there. \par \hich\af37\dbch\af37\loch\f37 Now, this
example, you can see the full reach of the campaign, which it was a Jersey advert so
it\hich\f37 \rquote \loch\f37 s only 12,000 people. Frequency is the number
of times on average that it has been delivered. Social\hich\af37\dbch\af37\loch\f37
reach, as I said, is for social interactions with the advert. Now, one of the things I
find very confusing is the difference between actions and clicks. A click is when somebody
clicks on your advert and goes to the destination page, if it\hich\f37
\rquote \loch\f37 s an event or\hich\af37\dbch\af37\loch\f37 \hich\af37\dbch\af37\loch\f37 a website, they\hich\f37
\rquote \loch\f37 ve gone through. An action, you\hich\f37 \rquote \loch\f37 ll see this
heavily promoted post, and it\hich\f37 \rquote \loch\f37 s where somebody has taken some
in-advert action. That means they are on their timeline, they have seen an advert that says
like, and they have clicked the like bu\hich\af37\dbch\af37\loch\f37 t\hich\af37\dbch\af37\loch\f37
ton but they have not had to leave that page. \par \hich\af37\dbch\af37\loch\f37 Click-through
rate, this is really interesting. Click-through rates are typically very low on Facebook adverts.
If you are achieving a click-through rate of 0.03% -- and that\hich\f37 \rquote \loch\f37
s it, 0.03% -- for an ad targeted\hich\af37\dbch\af37\loch\f37 at non-fans you\hich\f37 \rquote \loch\f37
re hitting about an average rate, so you\hich\f37 \rquote \loch\f37 re doing quite well. If
you are targeting existing fans, I\hich\f37 \rquote
\loch\f37 d expect that to go up, probably to about 0.8%, for example. But compare \hich\f37
\endash \loch\f37 test and learn. \par \hich\af37\dbch\af37\loch\f37 So set
up a number of adverts with just one diff\hich\af37\dbch\af37\loch\f37 erence, which is what we call split testing,
so you could have the same copy but different images to see what works and what doesn\hich\f37
\rquote \loch\f37 t. And that means you can refine your ad every couple of days to help
you maximize effectiveness. \par \hich\af37\dbch\af37\loch\f37 Facebook
adverts can be re\hich\af37\dbch\af37\loch\f37 ally effective. There is no reason at all
to be frightened of spending too much money or getting it wrong. It\hich\f37 \rquote \loch\f37
s all about testing and learning. \par \hich\af37\dbch\af37\loch\f37 So hopefully
that has given you a good overview of how you can use Facebook adverts.
\par \hich\af37\dbch\af37\loch\f37 I\hich\f37 \rquote \loch\f37 ve got, finally, just \hich\af37\dbch\af37\loch\f37
some top tracking tips. \par \hich\af37\dbch\af37\loch\f37 When you
set up your adverts, name them. This means it\hich\f37 \rquote \loch\f37
s going to be really easy for you to scan your ad manager and recognize what advert
it is without having to open them up. So, for example, I always name mine, nickname
for th\hich\af37\dbch\af37\loch\f37 e image, whether it\hich\f37 \rquote \loch\f37
s what version of the copy, and who the target audience is. Even if you don\hich\f37 \rquote
\loch\f37 t change your adverts every day, always keep an eye on them. Because it could
be the case where they suddenly just drop off. I\hich\f37 \rquote
\loch\f37 ve had it where they\hich\f37 \rquote \loch\f37 ve been \hich\af37\dbch\af37\loch\f37
v\hich\af37\dbch\af37\loch\f37 ery, very well and one day, for some reason, it\hich\f37
\rquote \loch\f37 s fallen through the floor. \par \hich\af37\dbch\af37\loch\f37 Well, thank
you very much for joining me for today\hich\f37 \rquote \loch\f37 s webinar. My name\hich\f37
\rquote \loch\f37 s Katherine Salt, as I said before, I am a
marketing consultant specializing in social media. If you want to\hich\af37\dbch\af37\loch\f37
catch up with me, you can visit my blog, find me on Facebook, or on Twitter. I\hich\f37
\rquote \loch\f37 m always open to you getting in touch with
me or asking me any questions. \par }\pard \ltrpar\ql \li0\ri0\sa200\sl276\slmult1\widctlpar\wrapdefault\aspalpha\aspnum\faauto\adjustright\rin0\lin0\itap0
{\rtlch\fcs1 \af0 \ltrch\fcs0 \insrsid4212361 \hich\af37\dbch\af37\loch\f37 Now if you\hich\f37
\rquote \loch\f37 d like to ask me any questions, please feel
free to put something in the chat box. I kno\hich\af37\dbch\af37\loch\f37 w there can always be a little bit of a delay
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