Facebook Ads Webinar – 2015 Digital Marketing Webinar Series

hey hello everyone out there uh thank you for attending our webinar today that we’re gonna start talking about why businesses need to use Facebook ads before we get into the actual webinar what we’d like to do is introduce our guests we have some very exciting guests today we’re gonna start with our first guest here and forgive me if I murder your last name here Matthew but I believe it’s Matthew Brady STD Otto is that correct nice very well done straw do date yeah I just so you guys know Matthews a co-founder of match ditch max dick and Max is an independent social media marketing agency has launched campaigns for life I see is Microsoft our box wolf and Chrysler and there’s probably more global brands in the Matt Matthews worked with with in fact he says he has I don’t believe them he says he has 18 years experience but I think he’s too young I had to have that much fear very tensed Oh like the welcome Matthew to the panel today thank you and we’d also like to welcome Michael Michael Britta and Michael’s the head of social strategy at WCG Michael is a social strategist he’s an author he’s a professor and he is an avid 49er and Lakers fan with over 15 years experience again he looks a little too young for experience helping organizations solving marketing challenges thank you sir and then we’ve got lasse and las say I know you’d give me the pronouncation for your last name I’m gonna give this a shot but tell me correct me if I’m wrong okay I believe it’s lasts a rocky onion yeah there you go okay all right and he’s an international speaker and leading authority on social media as well as video marketing um he’s an international leading authority on video and he’s also authored a couple books one of them is the 101 video marketing tips and strategies for small businesses it’s a great book as well as smart social media marketing and then our last guest here is Rocco all Doceri all the way from Italy he’s the founder of zebra advertisement he has a digital marketing consultant he’s a speaker and entrepreneur hast founded companies like $1 ad International PPC comm and of course the award winning agency zebra advertisement and he’s best known for being one of Google partners all-star winners so thank you guys thank you guys for attending and speaking on the webinar today thank you before we get into the actual webinar we’d like to also introduce some of the people behind the scenes these are people that you guys don’t really get to hear from would it be honest without their help this just wouldn’t be happening and and of course I’m your moderator today my name is matthew munch i’m the chief operations officer at howard mice touch and behind the scenes here we have Joel and Goran and Duane if we could give a big round out of a virtual round of applause for those guys that great this will let people know about the river webinar recording for some reason you have a meeting and you have to jump out or if you weren’t able to you know about watch the whole thing it will be available we are recording it on may 5th it’ll be on our blog you’ll be able to go to the blog or you both go to power bi search /g doesn’t have an hour series to find it as well as if you signed up we’ll be sure to email you a link to the recording for all those that are out there feel free today to be able to ask lots of questions via the chat function within the webinar and if you’re on twitter feel free to ask questions or if you like something if somebody said you want to quote them be sure use the hashtag marketing fanatics we’re using the hashtag because we’re all nuts marketing a little bit about the agenda today so what we’re gonna be talking about are what we’re going to debate today I guess or talk about is we’re gonna do a little bit of introduction to Facebook advertising Facebook advertising best practices we’re talking about Facebook custom audiences Facebook pixels optimizing Facebook Ads remember chance for you guys to ask the experts our Facebook experts well if we have time we’re going to get to add rejection and some of the top tools that people are using and at the end we want you guys to stay all the way to the edges in at the end we’re gonna allow you to participate in a survey where we can get some feedback from you guys there’s no right or wrong answers just did you like the webinar didn’t you like it and if you do fill out that survey you’ll be you’ll be being able to be entered into a constant eliminate Amazon giftcard I believe it’s for 50 bucks or I believe is what it’s for so there further ado let’s get into the meat of what this webinar is about let’s talk about introducing Facebook advertising I think I’m just gonna judge I’m just gonna go through the panel so I’m gonna start with Matthew I think just because I think we introduced him first can you guys do you maybe just give us a quick overview about you know what are the different options that are available with Facebook advertising sure thanks Matthew you know it’s really exciting to have this conversation go forward we

think Facebook’s an amazing platform and the question you ask is in some ways hard to answer there are many many you know types of that units that facebook offers in fact in terms of developing ad unit types we think they’re you know best-in-class we often see other platforms like Twitter LinkedIn even picking up on these same style of units so you know you can do everything of course from from text-based to photo base to video base to link based advertising and we think a really important thing to consider is your objectives for the ad unit what you’re trying to achieve and that usually ties back to the format of the unit that you’ll choose we’re particularly excited about the video ad units that Facebook has developed and I’m sure there’ll be a lot of conversation about that in this chat and how it pertains to mobile and is playing out on mobile devices around the world so what maybe come back to that okay yeah and I think you know you use the word objective and I think even when Facebook when you start out an ad campaign on Facebook I think that’s actually the question they ask you what is your objective right you know of the type of advertising want to do so that’s that’s really good point and there is all kinds of great formats that you can do um I thought maybe we just go to you know and ask Michael next you know a little bit about this you know why should a business be excited about you know running ads on Facebook that’s a really great question I think that the most the easiest way to answer that is that it’s it’s easy it’s it’s very easy to turn on any type of pay P and Facebook makes it even that much easier assuming you have good content and you have somewhat of an audience but also I mean if you think about the customer experience right and if you think about how consumers regardless of what vertical or were you kind of where you work geography healthcare small business enterprise if you think about the customer experience it’s a very dynamic and unpredictable and so you know we spend a lot of time in Facebook I’m in Facebook all day I have a tab open I’m just going through my feed you know three or four times a day and if you think about you know that is an additional touch point and it’s the biggest touch point if you think about just size of the network itself and so for small business specifically and when you think about kind of local communities and customers who are kind of in a certain geography it’s a great opportunity to be very laser focused on the messages and the content that you’re trying to try to share and then being able to target certain geographies or lifestyle interests or zip code whatever it is so I think it’s just to scale it’s easy it’s not very expensive I mean I have a sister who just dame I just helped her with her page on she opened a salon and she cuts hair in Tucson and we spend $200 a month on targeted content and she her business is blowing up and you know we’re targeting people in Tucson Arizona who have an interest in you know 18 to 30 to 55 who have an interest in health you know beauty and air you know hair care and she’s having people walk through her door every single day and she’s spending $200 a month so it’s scalable and it’s easy is a way of saying it in a short short way that’s cool you know I’m gonna come back to that because I want to ask you some examples of later on about how you’re running that campaign if you don’t mind sharing so some people can learn from it but before we go on and get some more details specifically on that and how that’s working I’d love to hear from other two speakers as well about why do they find Facebook why do they think Facebook advertising is so exciting right now or maybe not maybe you think it sucks I don’t know we let laughs I go First Bank go ahead Rocco you jumped in and you go for it okay so I think Facebook is extremely exciting as a platform of course but what we need to keep in mind is what to the car where what the client in this case is trying to sell because not all businesses match what Facebook is trying to offer to give an idea in the in the slide that you are looking at you can see three types of ads the first one is a right column and the second one is a newsfeed desktop ad or tablet in this case and the third one is a mobile ad so mobile ads olds only run runs or newsfeed so let’s imagine that your product needs to communicate people a lot of information in order to buy a product in that case going for the newsfeed using the power either gives you the opportunity to create much larger ads much more informative ads while using the the direct interface from Facebook or the right column ads you don’t I think we lost you there at the tail end but last thing we heard was but there’s different ads that you were talking about we lost aiming yeah we lost him we

didn’t like that guy anyways hey let’s go to you I say tell me why you think Facebook advertising exciting yeah well I think everybody has mentioned a lot of reasons like Michael told is it’s really easy I would say one of the things I like is that for new people and new businesses it is here to start and Google advertising and right now it’s more inexpensive I think in two years it will be much more expensive and then like other speakers have said it has a lot of benefits for example cross-device advertising where you can do you can show your ads on desktop or mobile and tablet that’s really easy and really effective and also nowadays it allows us to do some advanced advertising like for example video advertising and also remarketing where we will follow people who have visited our website and we will remind them that hey by the way thanks for visiting if you have any questions about our products you you can ask or you can call us here and so on so all in all I think it’s excellent platform and it allows everybody and all kinds of companies to do really effective marketing yeah all good points I think guys with my face wearing the one thing I love about it is that you can market to to people you know where you have with Google AdWords it’s more about buying intent and people’s looking to solve a problem but there’s a real kind of art and finesse to picking just the right audience and the right demographics and creating the right creative with the right offer and a landing page that’s just for me just really sexy and enjoyable and fun it’s kind of what advertising is about and it’s a good user experience when there’s one done well you know for the actual people who are interested in what it is that you have to sell or offering when you when you do it well and you do it right it’s not no way so it’s not annoying it’s giving them exactly what they wanted at the right time when they wanted it which is kind of cool and neat so guys I think we keep going on about you know why Facebook marketing is sexy and why this is should be doing it but I want to get into a little bit more of the specifics around you know the different ad formats and what you guys are finding is working really well for you and maybe we could go into some examples so I know previously before we were talking about there’s a lot of different ad formats there’s you the newsfeed format that we were talking about in that screenshot there’s the mobile version of it there’s the right-hand side of it there’s ways to you know grow likes to your page you can promote your posts and those posts can be links they can be photos they can be videos there’s video advertising there’s apps there’s offers there’s a lot of different stuff but what I want to know from you guys is which ones are you using which ones are you finding are working best for yourself and for your clients and I’m sure it depends on what it is that they’re trying to sell and who they are but why don’t we go through each you know each one and you find out what your favorite is or which ones are giving you the best success so why don’t we start with we’re just what we had to say and then we’ll go the other way around okay perfect well many of the ways you can do advertising are really effective but I would say one that many people are not using is Marketing then for example customer testimonial so case studies are right now extremely powerful so again if somebody will visit your website it’s really interesting that after half an hour they will see some testimonials on Facebook and this kind of advertising has a huge ROI and return on investment right now right that’s really cool you know one of the things that we did last day one time was we had a client and so you could you could sign up for their their cert their SAS product for free for 30 days what they knew that if they could do a one-on-one demo with them they would almost close them you know 80 or 90 percent of times so if it went we’re won over a period somewhere they weren’t kind of using the tool after three or four days when pixeled um if they signed up but they weren’t active they would download from there see around that that activity in that list and then we would run ads on Facebook to them where they’re just really genuine video and said hey we know you signed up for this did you know that we can do a one-on-one demo with you just you know click click this that you know click the link at the top of the video there and go to this thing and schedule 101 demo and it was really successful people we’re doing in their newsfeed so there’s really interesting things I like the idea that you were talking about they went to your website probably do it with like a review or something else what are some other interesting ways that you guys are using video right now in facebook to support the advertising all right go for it Matthew you were up you know what yeah well one of the things I wanted to jump in here on video and it is it is exciting times I mean we’re gonna see Facebook you know overtake YouTube if they haven’t already in terms of upload and face and video content online and it’s a very different it’s a different experience of course it’s a newsfeed

experience I want to come back to actually something that we said earlier about the different formats of Facebook Ads you know we really see Facebook as mobile newsfeed and I think in this country I’m sitting here in Canada now you know north of 80% of Facebook users in this country are accessing primarily on a mobile device and that cancels out obviously your right-hand advertising this is a newsfeed product and video increasingly is dominating the news feed and Facebook has an amazing a product it’s it’s an autoplay muted video product it’s challenging from a creative standpoint you’ve got as with most types of advertising only a few seconds to make an impression but in terms of gaining views and traction and engagements that’s been for us very interesting and keep in mind I’m speaking from a global brand perspective we’re representing you know brands that are interested in boosting awareness and building you know affinity and salience for their their products so that video tools been great even in order to migrate content that might have appeared on different formats like television for instance migrating that animal to a Facebook newsfeed and adopting it for the nuances of that news feed have been really interesting for us are you measuring lift for those big brands Matthew I mean what if a way of doing that that’s that’s a standard best practice yeah actually measurement is a great topic here so there are three things we look at and this is a way to ground your choices when it comes to Facebook advertising we’re really measuring three things Reach so what what kind of impressions both just raw impressions have we made and then of course unique users which you mentioned earlier Matthew you know are counting actual people here on Facebook which is a nice ad and so reach and then engagement of course you know are we getting interested eyeballs or are we just getting those views or rather impressions or are people liking commenting sharing and then the third thing is conversion an increasingly conversion you know for the direct response marketer for the inbound marketer that’s a very important nuance does video create conversion not nearly as well as some of the other styles of Facebook ads and so typically we’re looking for an impression play or an engagement play when we look at video content on Facebook sure I think you know again in the ad you run relates to sort of how you should measure it I mean you wouldn’t measure videos by how many conversions to get that’s not the primary goal measure it by engagement views just like you know you wouldn’t measure you know getting website clicks the same way as if your goal was to improve conversions and vice versa or for example is a lot of times people will use a photo yeah and they’ll trying to get more clicks to their website well we wouldn’t want to use a photo for that a photo is used for engagement of comments one or more clicks to your website you either use a link a link type promotion that’s that’s there so it’s it’s a good point that you say that you got a measure based right on on the ad format that you actually chose what so we talked a lot about video guys I don’t want to leave some of the other formats out that might be working and we might circle back to this a little bit more but are there any other ad formats that you guys are finding are working really well why don’t we ask I think Michael there what else are you doing I mean you said you were doing some advertising there for your sister with their beauty salon what do you use for that well before that I just want to say I’m a newsfeed marketer right so I understand the value of creating stories that capture people attention and that happens in the news at the same time we also work with global brands many of which are in the health care vertical and it’s very difficult from a healthcare perspective to have a Facebook page right and to be able to you know generate stories and content about specific treatment areas and so what we found with some clients is that book and this was actually very eye-opening for us a couple of years ago which was the marketplace which what used to be called marketplace ads which other will write real ads those drive a significant amount of clicks to a website so whatever whatever we’re syndicating would there be a blog code or you know a video hosted on a branded website or what have you we found that in in many cases if you think about content syndication like without brain and things like that the right rail ads are driving a significant amount more clicks at a lower cost mainly because of the targeting that you can apply to it so that’s working a lot for some of our healthcare clients that are kind of in this area where they’re restricted to they’re kind of under the FDA you know microscope for my sister and this is something that I do because she’s my sister right I don’t charge her obviously I want her to succeed and for her it’s all about photo and taking really good before-and-after pictures of her customers and her salon

and testimonials and you know we we simply put really good content and we’ll check back to see the performance of it manually unfortunately and we promote content that performs across a certain benchmark and again it’s a very small budget but for her it’s very successful and she’s at that point where she’s saying you know I need to turn this off because like I I’m getting too much customers I’m not able to schedule people in right away so that seems to be working for her well cool that’s that’s great I think we’ve got a lot of pretty awesome I formats that are working for people right now you know from before and after photos leveraging video for big brands around around lift and hearing it with offline campaigns that might be happening or television campaigns it might be happening we’ve heard some use of using it for testimonials let’s let’s go a little bit more to the next slide and maybe we can get you know I rock are you back now let’s see if we can hear you okay now yeah I should be open I think okay good maybe we could talk a little bit about what some of the best practices are for running different different news feed ads you know so at the end of the day I think half the senses Facebook is a news feed product particularly since I did you throw the numbers 80% of people in Canada are looking at it on their phone right now on a majority amount of time I was like stat you threw it there yeah even even globally Facebook now reports you know but the majority of the Facebook users globally are accessing primarily on a mobile device in Canada it’s very high adoption it’s north of 80 percent possibly growing right so speaking of that do you guys do you guys you know any just give it a quick thumbs up or thumbs down do you see any value in right side ads at all in the event not for us zero more remarketing I know I think customers performing very well or right-hand side ads but it really depends on the product year of three you guys put your ads out so when you’re setting up your campaigns get if you were to do that do you run separate campaigns for newsfeed you know versus mobile versus desktop versus right-hand-side ads to do that or you let all the settings just show no matter what and then run your point after we leave in a day that world this means that you need to test test and test if you put everything together you need to run reports break things down and breakdown after because different things perform differently so it’s always the best practice to start with a most narrow structure possible and rather than locate the project the different sources of traffic then putting everything together than analyzing things realizing that you’re wasting a budget of your client because you don’t want to break it down sure well so that’s a good point I mean you got a measure it and track it to prove upon us you don’t waste anything and I you know I think we all couldn’t agree with you more about that and the great thing is we do live in a digital world where we can do that but since you guys have so much experience I mean 15 years 18 years out there some of you guys are authors let’s fast-track a few of the listeners out there and people are gonna watch this later you know let’s talk about this and we will go through a couple of top ad formats here let’s just talk about a website click or website conversion type ad you know what are some things that people want to keep in mind when they’re creating that ad that universally always helps improve conversions and and maybe better relevance score or better click-through rate within the ads we’ll just talk with that one an ad format first maybe we’ll start with them wasn’t spoken for a while I don’t think I lost say you haven’t spoken a little bit what’d she do on a website click yeah well a few things like number one obviously is the image that you are using the image should be interesting and eye catching and different and also at the same time what we have noticed is that if you use a question it’s really interesting and in this question if you start with a question and you mention your target audience in that question it’s really interesting so for example if you are selling something for tennis players you can you can say hey tennis player are you having these seven challenges that all the players are having so then people see that and they’re like wow that’s really interesting so they make really really want and use questions that was there was good so the two I heard there was image is important you found that asking questions work well Matthew what are a couple things that you find work well in in website click average ads that are universal across the board yeah well for us something that’s new and we’ve tested quite a bit is the new call to action button that you can add to a link post or a link ad and you know we’ve seen a really good lift actually and using that button there’s a there’s a small amount of options for text that can be placed on that button but it does jump out and then again back to newsfeed or mobile newsfeed that buttons nice and big for your thumb it’s a great quick way to

know that this is a unit that’s driving you off of Facebook and let’s keep in mind with when you’re talking about social and and click-through or you know click off a lot of users are using Facebook obviously daily they’re not always interested in leaving Facebook it’s a hard thing sometimes to do to get someone to move off of the platform and on to something else they put particularly want to stay there and digest more content we find this is even more true with platforms like LinkedIn but buttons like that call-to-action button have been for us meaningful I agree with philosophies point about the image as well now probably the most important thing and we love the fact that you can customize that image and in fact the image doesn’t even need to Co relate to the content you’re about to click through to it just needs to grab your attention is that right it that can be very effective yes that’s cool so so we got questions images again that was really neat we got that new download button that’s available to add there the recommendation is that you should use it you know Michael do you have a couple things that you want to add to you know may the fast-track someone to better success with a news feed click at I would just say testing you know there’s a lot of studies out there that what used versions Facebook are more likely to click on and some of the studies pull from data on search and click throughs on like content syndication platforms so the the language and vernacular of the of the words that you’re using seem to be driving a lot of clips I remember a few months back Facebook I don’t know if you recall some of those articles from like upworthy where it would be something along the lines of man finds a book you’ll never guess what it says inside so that seemed to be a trend for a while the problem was that the payoff wasn’t great right the experience wasn’t great and Facebook got smart and said okay look it’s great to have very you know compelling headlines but the content itself must pay off when that went and and and Facebook knows if it does or it doesn’t so I would say testing and using and understanding the language and vernacular of your audience is something that is very important um and then you can optimize based on click throughs right so so what I’m here from yours you know and this is true so I think they call it like click bait those types of posts but how does you know you mentioned that that Facebook you know is whether you’re doing click bait or whether it actually adds value to the user you have any idea of how they’re measuring that that’s a good question I mean I think that is I mean there there’s a cookie obviously so they can check bounce rate for one state once they click off somewhere I would assume I’m not sure about that hundred percent but you know I think a lot a lot of it has to do with you know from what I understand and from from a friend of mine at Facebook you know a lot of these advertisers are are spending a lot of time complaining about their about what other advertisers are doing in the newsfeed and so so that that is it’s more of a qualitative perspective right it’s not like a data point it’s this idea that and I hear it all the time where people are you know there’s certain celebrities on Facebook or republishing other people’s content and driving mass amounts of views and and causing you know complaints against the individuals and I heard the same thing was happening to a different publishers and media sites who were doing the same thing and so there was kind of feedback loop to Facebook saying hey this isn’t fair we need a little actual negative Facebook going it’s kind of like negative SEO there’s and there’s negative hey Joe there is locked actually if I could jump in math you mean that that’s something that Facebook is built into the platform and you know we talk about the data set that that this company is sitting on I mean it’s it’s probably unparalleled users of course can give feedback on any piece of content many users aren’t aware of that but we call that negative feedback and that is monitored I know we’re gonna talk about relevance in a second but that’s what Michael is hinting at here is the relevance of content and that score that has appeared suddenly you know in in the advertising platform when you get negative feedback that’s gonna hurt you as an advertiser so that that clickbait was never a good idea to begin with and Facebook happily has cut back on that yeah I mean I think you’re right they can measure it by the engagement I mean when you’re in your mobile phone they don’t send you to the site the iframe attend they can tell how long you’ve been on it or whether you’re what we call pogo-sticking I guess in the SEO world and and they can as well you know tell if you’d actually you know read it and how long the Steve on it and also the other engagement metrics as well I guess which is you know the traditional commenting and liking and sharing and then the negative ones that actually click in the right-hand corner of that ad they could say they don’t want those anymore you definitely don’t want to have too many of those coming up on your ad probably lower that relevance score pretty quickly in an increase your cost

and increase your cost and and there’s and there’s great articles already published on there that they’re doing a very similar thing to what AdWords does where the relevant score does affect your cost that if you have a high relevance score you’re gonna pay a lot less per click then you will if you have a low relevance score so it’s really important that you do you know match your ads very specifically to the right audience which kind of brings us to the next point that I want to talk a little bit about which a lot of people may not understand how audiences work and custom audiences work and how you create audiences in facebook and I don’t want to say that you know a creative is more important than an audience that the magic I think happens when you bring them both together but but maybe we could get some math you could maybe speak real quick about what is an audience how do you build an audience what are the options there so for people out there who don’t know what that means you know sure I mean this this is this is an amazing tool that we we use quite frequently and I want to build into look-alike audiences which is another layer here but custom audiences allow you really as a as a mark to build a list around value a value proposition so in other words what’s valuable to your company is it actions is it news bleonard downloads etc people who have taken those actions can now be corralled whether there are customers people who’ve attended an event people who buy your competitors products and there’s lots of ways to identify those individuals including obviously the obvious one like email address or UDID device identifier z’ and now build an audience and corral those individuals match them to people who are Facebook users and target them directly that’s step one just to jump ahead there’s a there’s another layer here called the look-alike audience which allows you to broaden from a custom audience out to individuals who may look a lot like or be a lot like those people whom you’ve already identified both of those tools are fantastic and have made you know a big change in terms of impact to results yeah and yeah it’s really really cool maybe we could get Rocco to talk about as well as side of custom audiences and we’ll talk a little bit more about how we how we create them get them in a minute but what are some other settings that you can do to refine the audience that you’re trying to target on Facebook and talk a bit about interests and aims and you know gender and demographics sure so first of all I would like to add a point to the custom audiences aspect of things because something that we need to keep in mind is that many people for custom audience is as remarketing or advertising to an email list but you can actually get created with those because what I tell my clients is get the email of people that both image in your metrics because they already brought it what your product so if you because you know they’ve got your product they will buy the accessory accessories so you can actually use custom audiences to upsell to your existing customers and we all know it’s much easier to sell from somebody to a promote from you on top of there dimensions are way like hundreds and hundreds of ways to kind of target people on Facebook what they find very useful is something that mostly is available in the United States unfortunately because you guys have got much more data over there but for example targeting by income or network it could be very powerful for lifestyle threats where maybe their price point is higher but another very good thing is that if you’re targeting moms on Facebook you can target parents within with children within a given age range so that’s again very powerful so it’s not only about ages and interests but it can very deep into selecting specific behaviors and for specific lifestyles that allow you to sell the product in an easier way for example you can advertise to expats so people that don’t live in their own country so maybe you can advertise local products to these people because they’re missing those but so there are a lot of ways to target people unfortunately you kind of need to sit there and go look at them one after the other because you can not know that them all by heart but I think that you can also combine those behavior interests their lifestyles with custom audiences or local I okay they give a more powerful way to target your audience or face yeah those are some great great tips I love the one that you just gave about the upselling I think a lot of people don’t understand that the custom audience that if someone bought a laptop on your website and you knew that well then you could then upsell them with the laptop bag or the laptop stand or the accessories of a very smart imagine if you’re a car dealer for example people are buying cars from you and an accessory for the car cost a lot and maybe don’t know it exists so you can

technically do a video ad to your people to the people that bought from you showing the accessory to be very powerful very cool you know laisse maybe you could mock a little bit about and I know that we’ve heard you speak in a little while about how does one you know get these different party and custom audiences you know maybe you can talk a little bit about the pixel process as well as you know the upload via the you IDs or emails or numbers a little bit and explain that to people how that works right well most of all all of the companies they should like focus on these custom audiences and understand the business the easiest way to start I would say and and number one use it peak sell all of your websites meaning that you put a code from Facebook so that Facebook knows and they can track who will visit different sites you have and the nice thing here is that you can also chose certain ads for people who are visiting your main site and then others for let’s say people who have abandoned your shopping cart which is really interesting as well and then another thing that I think Matthew was telling is this thing of simply uploading an excel file where you have emails names and emails of people who have bought something from you and let’s say for a small and medium-sized companies this would be the number one action like you know you simply do a excel of everything all of your customers and then you upload that to Facebook and then you simply ask them hey how are you doing do you have any questions and we can is there anything we can help you with and so on so at the end of the day all of these things are really easy and I would say that there’s a big lack of knowledge when it comes to companies and many of them don’t understand how powerful this release and it’s quite easy to set up and and start right cool Michael maybe you could talk a little bit I think sometimes people have some issues with like understanding you know privacy issues around custom audiences and uploading from your CRM about you know email addresses like how does it all work and is there any issues around that oh absolutely I think also you know to be honest I know this is a session on Facebook custom audiences I prefer Twitter custom audiences okay maybe that’s a different that’s a different call maybe next time um and I had a rewind but I think what was big I just quickly share with us why you think Twitter custom audiences are better and and Facebook custom audiences well I think part of it is because at my background my I was I’m a recovery direct marketer so many years ago I ran a search program for for HP and I was spending you know 1215 million dollars a year trying to get people to my website so you know since over the course of my career I’ve been very much focused on relationship building in a way that’s scalable and it’s a lot more scalable to target personalized content on Twitter than it is on Facebook okay that’s just my personal opinion I have a ton of examples but maybe that’s another another day I think see again we’ll take your word for it um you know I think I think from a security standpoint you know especially we need to talk about this context that this thing called social CRM right being able to tie a customer record to their social profiles and email addresses and it kind of being one ecosystem now a lot of times you know these all this data is open right I mean people are not afraid to give their email address publicly they’re very open on LinkedIn telling that you where they work and what they do and how long they’ve been there on Twitter even more personal right so you have all these data points that that are available to marketers and and you can use those as inputs for what you’re doing on Facebook right in terms of segmentation and audience interests and lifestyles and I think just from a security standpoint privacy and security standpoint you know I think that’s one reason why Facebook won’t give you user names right they give you IDs right so you either have IDs that you can target or you can target email addresses assuming however if their business email address is the same email address that they’re using on Facebook and you know I’m not sure what you you’ve seen on the call but I’ve seen that but I’ve seen you know about 20 to 30 percent connection between somebody who uses their Facebook for business and then what they’re also subscribing for from an email database or or newsletter so there’s there’s always a pretty significant percent drop-off in connecting that customer record so just from a privacy standpoint you know I think it’s important that large brands especially are very careful and and you know there are companies like rappeling or them or many years ago who were scraping email address is from different social accounts and they got in trouble by the FTC and so they’ve kind of had to alter the way that they’re they’re pulling data so

what’s right and what’s wrong I don’t we can tell because they’re emailing them directly or because they’re scraping them and then using them as a custom audience well no if they were scraping him and then selling them to advertisers ah so that was a way right so you know I don’t know the law so but what I do know is that for large companies who are building custom audiences and gathering data from different sources whether it be data sift or Twitter directly or Facebook you just need to be careful and make sure that everything is being run through the legal department to cover their butts in the future sure I think that’s a good point the point it the point that we want to drill home there’s we are not lawyers and if you have a big brand or even a small company you’re gonna you know what I mean careful before you go to certain things and make sure that you’re you’re legally okay but there are some interesting things you can do even the sense of you know as an example you know a lot of databases with the New Castle laws that are in Canada math you would know about this it makes it more difficult to do email marketing but one of these you can do is you can still build by a database from a database broker and you can upload that to Facebook and market to you know market to that list is it’s up one the one it’s one many so it should be okay again I’m not a lawyer but you know we’ve had some success with that before that if you’re even vertical like if you market directly to let’s say HR professionals an example you can buy one a list of all HR professionals uploaded there instead of emailing directly and run a product that makes sense to them that they would be interested in in the newsfeed so there’s there’s some definitely some interesting things that you can do with custom audiences even if you don’t personally own the list around your serums leads you know something that we didn’t discuss which is very important is the use of Google Analytics into all of that because something that a strongly recommend my client is going to go underneath it look at the affinity reports look at all the reports describing how your customers behave a and then target those on Facebook or use the audience insights from Facebook to look at what they love what people like you are interested in and what they do all of that allows you to find even more ways to target people maybe combining look-alikes with what defining analytics and audience inside the kind of get a very targeted at least my generate good results for your business yeah very very true so so guys I wanted to spend a little bit of time talking a little bit about tools and I also want to talk a little bit about today about you know why ads might get declined you know what are the typical reasons around that I think let’s take let’s go with that one first about you know we did talk about relevance for more we talked about you know a lot of the different ad formats and custom audiences and pixels and things but you know why are some ads getting denied like from your from your experience whatever you found why do they get rejected after you want to go this one yeah well mean there’s an obvious you know requirement all of us are familiar with the what they call their 20% text overlay rule I mean that’s a common one and and you know what why is that in place to begin with think that’s an interesting thought I think it was Rocco mentioned earlier this idea of testing and testing and testing we really believe in that you know what what content is resonating and it’s typically you know Facebook’s coming from this place where it’s it’s very photo driven very people driven content tends to rule the day in fact there was a anecdotal stat about the best photo image on Facebook is one that actually contains a human face and that’s there’s nothing more likely to get your thumb to stop scrolling than another human’s face but aside from that that that type of content thinking about what’s worked from an engagement standpoint typically is what we look for and how that translates to an ad product so we test content first maybe even organically on Facebook and then use our best performing organic content and translate that to to add content but you cannot have more than 20% of your image covered in in text or logos or even product labels as we’ve unfortunately discovered that’s a big one hmm interesting and just so you guys know sometimes to it the text you can get away with like some stuff that doesn’t look like text like for example a watermark of your brand they usually won’t count that but it it’s it’s it is it is something that will be caught in fact even when you upload it to the Facebook editor it almost automatically can detect it if you see that coming up it’s for sure gonna get a manual audit yeah on the image going through but it’s it’s it’s it’s interesting to test those things out so what theory about that yes what’s your theory in my opinion the

reason why they the 20% rule is because with 20% of text you don’t really write a lot on the image and probably if you wouldn’t have that some people might take advantage of me and bright things that are maybe not completely related to an ad but because they want to have some content go viral and maybe they automatically from Facebook cannot process it must as much text so the only way to contain it is to put a limit your the word count language I think part of it also is that I mean you look at an image with a ton of text on it it just is not very fashionable to look at I mean it’s ugly right so they’re maintaining some level of consistency in image I would also say that you know the way that I look at Facebook ads you know when you when you look at the actual ad itself or the post the content you know you have that you have the you know the one or two at maximum three lines of text that is what I would call a lead up right you are leading up you are about to say something that image itself is the payoff right there or the link or whatever it is you’re doing so marketers need to think about the way that they’re you know the way that they’re not only gaining the attention of consumers right because they only have a few seconds during the scrolling process but then also like again the logo of the watermark that is kind of a best practice right because the more that it’s shared the more impressions that are larger brand awareness but but there’s kind of an art to cut your content on Facebook right it’s very much like a billboard in a way and when you’re thinking about the engagement and kind of the perspective not the videos and whatnot but that’s my perspective on that 20% rule it’s got to be clean right it’s got us tell a story and you can only do it with very few text so that makes a channel makes it challenging for markers hmm have you guys noticed other reasons why ads get denied like I’ve noticed sometimes that if it has a negative connotation and I mean you have a Facebook guidelines and they show all kinds of examples of why ads might be rejected but I’ve seen some really interesting ones that even just you know talking about and say for a chiropractor and back pain in a negative way instead of like do you have a back pain ensuring that a back pain it don’t get rejected versus you know something general along the lines of you know ten reasons why people have back pain and then it’s like a guy who’s not in pain but you see of the active and that’ll get approved is there a notice stuff like that getting rejected the body of people if you don’t put the face and the clue the body maybe they can disapprove it because you’re using I need at least equality shape so that something there’s some really good points that we learned it sounds like really at the end of the day guys the the image of the twenty six twenty percent rules the main reason why ads get rejected there are many other reasons why they could be but well well table that for now what I want to get into is it’s talking about the guys above what tools they’re using to manage their Facebook ads I know there’s a lot of great tools out there and before we get into those tools we want to ask the viewers out there if you have any questions to start putting them in the chat box or to be sending about via Twitter with the hashtag marketing fanatics and we’ll get them because after we talk about tools we’re gonna go to the experts and ask them on your questions so please feel free to add those in I’m gonna meantime let’s talk about tools we’ll just go down the line and I don’t think we’ve heard anything from last day in a little while what are you using this begats management well before before answering that I think one thing which everybody needs to understand is that nowadays the attention span is getting shorter all the time and what happens is people are all the time on mobile and there’s more mobile messaging coming up and happening all the time and this means that when you’re doing Facebook advertising whatever you are offering should be like extremely good content in other if you’re just saying that hey go here and buy my stuff it doesn’t work but if you really try to create great content and then you use Facebook advertising to send people there I think we will have a great results and and one thing we recommend is always try to do like check lists people love to go somewhere to download check lists or something like that so I just wanted to share that because it’s so so powerful and to understand that people will watch your ad maybe like one second or two seconds but when it comes to tools well I use Hawaii Hawaii and it’s you know when you are managing many different things and it’s kind of like power editor but a bit better but at the same time it’s quite quite advanced so I would not recommend this that to somebody who is just getting started right how about yourself there Michael what tools are you using the manage Facebook Ads um that’s a that’s a great question so we use I mean some clients were using more in software I mean sometimes it just depends on what the client uses that we have to adopt and use or many times they’re they’re asking for recommendations now there’s a tool that I actually really am fond of it’s a company called social flow and the

reason why I like their platform is you can what you do is you upload a set of ads in on the platform and it only publishes the content on Facebook and it also does it on Twitter when your audience is actually logged in and paying attention okay and you can actually see a little diagram and it says okay now you have you know your audience is growing now is the best time to publish the little dynamically published content and then you can add benchmarks to say once a piece of content on my page yet reaches a certain engagement level so let’s just say 200 engagements it likes comments shares you don’t ah we turn it on and boost it so it has these algorithms built in and fairly inexpensive it’s not you know it’s a couple thousand dollars a month you know not not ideal for a small business perhaps but it’s a good tool and the results are fantastic all right so it sounds like it’s a two-in-one tool so not only is it an ad management tool it’s also a community page management tool for many social platforms including like Facebook and Twitter and maybe more good cool Matthew what are you using what do you what are your preferred Facebook management tools you know we you miss might surprise you but we’ve been pretty impressed with the native capabilities of Facebook and how it’s evolved really over the past few years I mean we wrote power editor and their ads manager and now we’re using business manager pretty regularly and it’s because some of our clients are involved in the backend and we need a system that they’re comfortable with and working natively has been very successful for us and we often Rocco made the allusion to Google Analytics that’s been a very important tool for looking at getting another vantage point on what’s happening on Facebook you know including you know whether we need to pixel content or or use UTM we haven’t mentioned you know UTM URL tracking and for us that’s that’s an important tool as well and there we use Google Analytics for our to add UTM coding yep totally and and absolutely we use the native advertising platform a lot too but there’s a couple other platforms that are decent to add Express so and add parlour I found specifically around Facebook ads I’ve been useful to in the past Rocko – sir did we get everybody that everybody mentioned they’re their preferred tools they have any or none because I think they’re we mentioned them all I mean I was building on the same point of analytics and then any Facebook interface something that many people ignore but that actually is very cool is that on Facebook many people create ads through the normal interface when you click an ad filling the stuff and go move on with it but if you actually use the power editor you get much larger text capabilities for your newsfeed that’s very important because you can have bigger headers in your text and then you see more button if you want to give them a description which is not possible in the live interface sure why don’t we talk a little bit real quick about the difference between sort of that and the editor and the norm left of a Facebook manager so you mentioned that the difference what were some of the differences you mentioned again you were saying that there’s there’s a few special features in the editor and right we can a bigger text in the newsfeed you have a more stacks basically and on top of that of course you can copy and paste campaigns very fast and change the settings in no time otherwise need to recreate everything all the time which might be a bit of a time and on top of that you most of the times when you use the power editor you kind of can easily combine your audiences is much more customer-friendly than to look at the live interface because many it also takes times to load you know the editor is right there it doesn’t need to load it’s good right cool thanks well listen let’s get to a couple of questions that we got out there there weren’t oh there are a few here so here’s one question here is this here okay so one question was how do you market yourself on Facebook and I wish they said what industry because we have been more specific but they’re they’re asking about having a boring business I guess a business is not sexy their words were not interesting it’s my question is why you involved in that business if it was boring with my I personally you know y’all you guys think away I think there’s no such thing as not being able to market a business that’s boring and you’ve always an angle to make it sexy but do you guys have any examples of some you know not so sexy businesses that have been successful with Facebook advertising and while we go down the line not the end yet yeah you have an example yeah I mean I’ll jump in I mean we often have clients who compare themselves to other clients said if they’re aware of and they always think that the grass is greener everyone thinks the grass is

greener and you know we are in your storytelling we are in a storytelling age we like to say and everyone has a story to tell every brand has a story to tell every product has a story to tell it’s our it’s our job now to dig into that content and figure out what is meaningful ultimately to our customers and maybe it’s not our own you know dare I say native content that’s interesting but our ability to find and curate content and have a spective or a voice all of those things are meaningful and can lead to great you know storytelling on social media so there’s no there’s no limit here to what is possible I I agree with you I mean there’s nothing uninteresting anymore there’s an audience for everything there is an audience for everything you’d be surprised I think what people are are interested in and that’s what’s so neat and that’s what’s so neat about Facebook is you can find those really specialized niches and audiences and market specifically to them in fact your product you can actually sell your product in different ways you know on Facebook I mean the needs let’s say you sell makeup for example you could literally package it differently because a 25 year old of you know female has different needs for makeup than the 35 year old mom versus the 45 year old business professional woman who’s looking for makeup and they all have a different story but you can still sell the same product where they’re all using the same makeup product and I just think that’s really neat and the fact that you can do it so easily on Facebook is is is really neat yeah I’m not gonna make a question that came in here two guys before we go which was I thought this is really great and it asked what you know what blogs besides opposite yourselves uh you know should people follow if they want to learn more about social media marketing and particularly Facebook advertising what blogs do you guys read if I may jump in I can mention three which are also three are met fourth but it happens I had to write for them because I like that social media examiner if you want to find out more about Twitter it could be also the sort of change in journal is much more focused on pay-per-click but it also has a lot of articles for social media then I also write for intercom and there is a very growing interest for social media entrepreneur every time there is an artivist social media gets much more sure than an ask you about entrepreneurship very interesting and the fourth one is the growing blog which is SEM rush they are growing a lot and therefore you can find very interesting and not much about social media but all that section is growing in there there there webinars have been really good lately I’ve noticed yeah good good tip what about say you might go lit what do you recommend people read blog wise or to get some more information yeah I would say I would echo it’s in social media cameras definitely as with fog it’s very much focused on SME chat small business and it’s good because they don’t just talk about I mean they talk about everything you know best practices the Twitter Facebook blog writing things like that and they’re and they’re really consistent at the type of content that they’re putting out at from a frequency standpoint so social medium and I would say is is definitely would be top on my list right I’ll add a LOD mr. Jon Loomer who we believe is a really great hard-working individual he likes to test almost everything Facebook has to offer you know we used to say we’re not reading Jon Loomer you’re not marketing on Facebook so there’s there’s a quick one for everyone who hasn’t heard of him yeah he’s probably he’s probably my favorites and the ones I follow close closely around at least look more around the active management anyways anybody else have any other favourites they should be follow yeah I would say Jon Loomer is amazing and I would just simply follow a hashtag on Twitter like Facebook Ads for example if you follow that hashtag you will learn a lot out and you will get a lot of new interesting insights that probably some big sites are not reporting great well listen before we wrap up here guys and say thank you very much for being a part of this webinar today I think you drop some great tips that people are going to enjoy and people who are going to watch the recording really enjoy but before you go we’re gonna post a link I believe that guys are opposed to link in the webinar format that you can go to to fill out a survey we want you to click on this link and remember if you filled the survey it’ll take you probably less than 30 seconds to do you you you’ll be entered to be able to be eligible to win an Amazon gift card for $50 and we just want to know are you enjoying are you not enjoying it you think we can improve what other topics you want to hear about and we’ll move forward from there gentlemen I just want to let you guys know you know I want to thank you very very much for coming I want everyone as well to know that we have another webinar coming

up next month May 28th and I believe it’s going to be about email marketing or marketing automation and we hope that you guys can enjoy feel free to go over and register for the webinar series at pride my search calm or sauce 2015 – webinar – series and we do a monthly webinar every single month gentlemen you guys were fantastic a big round of applause thank you very much and we really do thank you very much bye now Thanks