Facebook Advertising Set 1
What types of content go in the upside down sales funnel?
Engaging content, promotions, answer questions go in upside down sales funnel
What is the goal of an upside down sales funnel
Goal of upside down sales funnel - - - Attract people to page, gain interest, new customers
What are 3 must haves for every ad?
Must haves for ad - Logo, value prop, call to action
ROAS
Return on ad spend
Messenger ads
Send ads to people over messenger who have messaged your business in a timeframe
Reach objective low funnel
Show your ad to as many people as possible
Budget
The maximum amount you're willing to spend on each campaign. Either daily or lifetime.
Whats an app you can use to sell products online?
Use Ecwid for selling products online
Website Conversion
When selected the website conversion objective tell Facebook to find people in the audience most likely to convert.
Ad types
video, offer, leads (collect email) , canvas, carousel (multi product), dynamic product ads, collections,
Lead Generation Campaign
"A campaign designed to acquire leads.
CPL
"See CPA above.
How can you get $.01 clicks?
.01 clicks/likes by targeting cheap countries
The value of Facebook and Instagram as advertising channels
1 in every 5 mobile minutes spent on one of them -- 1 million new social media users per day average 2+ hours on social media -- 50 million convos with business through direct message instagram --2.2 billion fb -- users Seventy percent of people use social media daily in North America, but social media penetration is still at 42 percent globally. --People are spending more time on their feeds On average, people around the world spend two hours and 15 minutes every day on social media, which is one out of every three minutes spent online.
Funnel
A funnel is a process. A process, nominally a series of steps, a journey, people take from unaware to aware to ready to purchase.
Audience (Target)
A group of people who you choose to see your ads.
Lifetime Budget
A lifetime budget lets you set an amount to spend over the lifetime of an ad set.
What's a seed audience?
A sample group you use to create a lookalike audience
What is a multi cell list test
A study on the effectiveness of your ads with a test group
Cross campaign optimization
A tool only available on smartly that does what CBO does but across multiple campaigns
What is audience insights
A tool that shows you relevant info about your target audiesnce that can help you refine your targeting and creative content
ABC LAL
Ad set based conversion lookalikes - is a tool that lets you create lookalike audiences from high performing ad sets - API only comes with Smartly.io
Collections
Allows people to browse through a product collection without leaving facebook or instagram
Impressions / CPM
"An impression is one instance of one ad seen by one person. CPM is the media industry measurement. CPM, stands for, Cost per mille. And is reported in money terms. E.g. "a CPM of €3.59" means Facebook charged you €3.59 for one ad viewed 1000 times.
""What are some new Facebook features and updates
"Crypto Libra ---Paid content instagram ads (influencer)---Prioritize comments with responses---Appointment booking in messenger ads---Algorithm prioritizes people you want to hear from---Group video watching--Facebook dating---Messenger desktop app---Instagram in app purchasing and fundraising feature---Shopping in Instagram Stories---Augmented Reality Ads---Facebook Stories Ads---Playable Ads---Video creation kit
Ad Auction
"Facebook advertising is an auction. Yep, you are competing in an auction with other advertisers to put your ad in front of the same audience. For each auction, the Facebook ads platform selects the best ad to run. The auction winner is not always the highest bidder. A winning bid is based on the ads' maximum bids, ad performance, your ads account history and a number of other factors. All ads on Facebook compete against each other in this process, and the platform determines which ad is most likely to be successful and will choose that ad."
How would you start building Smartly.io's sales pipeline in your first few weeks - e.g. what clients/verticals would you approach, why and how?
"Identify use cases for 3-4 verticals (ecommerce, agency, travel) all business models that rely on improving cost per thousand impressions (cpm) and cost per acquisition (cpa) online via better targeting, automation, etc.) that have found value in smartly.io - build out relevant content hub - use hoovers, linkedin, hunter to create email/call list a/b test sequences, reach out with offer to help set up new feature for free. Identify -->connect---->explore---->advise
Ad Relevance Diagnostics Metrics
"Quality ranking is how your ads perceived quality compares to other ads competing for the same audience. Engagement rate ranking is how your ads expected engagement compares to other ads competing in the same auction. Conversion rate ranking is a measure of your ads expected conversion rate compared with ads using the same objective whilst competing for the same audience."
How should sales and marketing work together?
"Sales should prioritize actions based on buyer behavior Marketing share data (engage, clicks, emails)
Facebook Pixel
"The Facebook Pixel for your Facebook ads lets you track and measure action on your website. Be they page views, add to carts, conversions, and more.
What questions do you have for me?
"What's a trait that all of your top performers have in common and that you look for in new hires?---Who's someone that you admire at the company and why?----Is smart.io right for everybody?--What's something you're launching soon that will make you more competitive in this market?---Can you give me an example of how you personally live out the company values on a day to day basis?---how will you know that you hired the right person 3 months from now?---How would your coworkers describe your management style?---Which life experience prepared you the most for your role here?---What makes this office special?---Why are you excited for hiring a new person in this role?---Is there anything you've heard today that would make you hesitate to hire me for this role?
What are the different types of ad placement?
(instagram, facebook feed, stories, marketplace, messenger) and recommend using the AI called "Automatic Placement".
What percentage of your posts will show up on a news feed?
10-20% of what you post will show up on a news feed
What are the 4 elements to a perfect FB ad?
4 element of perfect FB ad - Visual - Relevance - Value Prop - CTA
What percentage of time spent on FB is on newsfeed?
40% of time on FB is on news feed
What are 5 ways fans can engage with content?
5 ways fans engage with content - clicks, shares, likes, comment, watch
What are 5 ways to optimize a FB business page?
5 ways to optimize FB page (customize username, ad description, ad cover photo, ad profile photo, post 10 times, add a button
What is the 70 - 20 - 10 rule?
70 - 20 - 10 rule (70% of content ads value, 20 shares other people's ideas - 10 is promotional
Lookalike Audiences
A Lookalike Audience is a clone of a base or seed audience. Lookalike is part of the Custom Audience group of audiences.
Ads Manager
Ads manager is the main tool for Facebook advertisers.
Brand lift
Allows you to test the value of fb advertising on your brand
What is a conversion?
An action someone takes on your website such as checking out a pricing page, making a purchase, etc.
Optimizing for Clicks
An optimization and pricing option available in Power Editor and Ads API for mobile app engagement ads. It optimizes your ad for people most likely click while charging you for impressions.
What is an attribution model
Attribution models are a set of rules that determine what touchpoints get credit for a conversion - they can be either rule or algorithm based
What is the Audience Optimization Tool?
Audience Optimization Tool - lets you choose which of your page followers see an organic post
What are the 3 classes of FB ad objectives?
Awarenes which includes Brand awareness and reach, Consideration which includes classes like traffic, lead gen, engagement and video views and Conversions which includes product sales, store visits and conversions
Bid
Bid is the amount of money you choose to pay to get your ad seen by your audience.
Boost
Boost button is the blue button seen on a Facebook post enticing you too quickly and easily place an advert.
What are 3 brand objectives you can choose from
Brand awareness, reach, video views
What are 2 things about the shop pafe on FB?
Business owners can make a shop without outside partner and FB doesn't take a percentage of earnings
How can you target people on FB?
By demographic interests and behavior
CPA
CPA - cost per acquisition. This is the cost you pay to acquire a customer/lead. Usually displayed as 'CPA of €9 or a €1 CPA.
Cost per Lead (Conversion)
CPL - The average cost for each lead you get. Either actions on your website or lead form completed.
What does CTR stand for and what is the ideal CTR?
CTR - Click through rate should be better than 1%
CPC (Link)
CTR is the click-through rate for all clicks.
CBO
Campaign budget optimization - optimize budget across multiple ad sets - prioritizes based on "profit margin" between conversion value and ad cost
Campaign
Campaign is at the top of the pyramid. The structure follows: Campaigns > Ad Sets > Ads.
CTR
Click through rate - a measure of the number of people who clicked on your ad.
What is a conversion pixel?
Conversion pixel snippet of code you install on the website you want visitors to go to
CPC (All)
Cost per click for all clicks on your ad. The amount you're charged each time someone interacts with your ad.
What are some ways to get back links?
Donate to charity or blogger review to get backlink
What are dynamic ads?
Dynamic ads are ads you create from a template that automatically show appropriate ads to people who have shown an interest in your business, smartly has a tool that lets you turn static images into video
What are 4 ways to target based on location?
Everyone, locals, new residents, visitors
Engagement ads on wall posts
Facebook shares your adds with people most likely to comment like or share
What does facebook ad reporting look at?
Fb ads reporting looks at - Impressions, Clicks, Leads, CPL
Frequency
Frequency is a measure of how often one person see your ad. Frequency is one ad impression divided by reach - displayed as an average, e.g. 2.1, 3.6 etc.
Canvas
Fullscreen ads
How would you nurture and maintain the pipeline and drive it forward - e.g. what practices and principles have you found to be critical?
I've never found a substitute for output, spending the majority of my time actively engaging with customers, determining pain points, having relevant conversations inevitably creates results. Beyond that staying organized in terms of where each prospect is in the buying cycle and what the next step is to move them forward.
What does IFTTT stand for, what do they do
IFTT = If this then that - make simple command chains to trigger events
Retargeting
In Facebook Ads and Facebook parlance retargeting is the process of advertising again to a person. Retargeting is 'a second bite at the apple' convincing a person they should buy from you.
Do Lead ads Or page ads generally perform better?
Lead ads perform better than page ads
Lead Generation
Lead generation is the building up of interest in a business's products or services. To do this, businesses often create campaigns that encourage consumers to fill out a form with their contact information.
Optimized CPM
Optimized CPM is a bid type that shows your ad to people who are more likely take the action you want. With this bid type, you pay for impressions (CPM).
How much higher interaction rate do photos get?
Photos get a 39% higher interaction rate
How can you make posts more engaging?
Post should engage by asking questions and using I
What does ROMI stand for?
ROMI = Return on marketing investment
How is relevance score calculated
Relevance score calculated based on positive and negative feedback we expect to receive from an audience
Custom audiences
Remarketing adds to Website visitors, contact lists, or app users
Why is SM important?
SM is important to Increase brand recognition and improve brand loyalty
Custom Combination Website Custom Audiences
Show ads to a variety of groups who have taken specific actions on your website in a timeframe
Time on site ads
Show ads to people who have spent the most time on your site in a certain time frame
What does Smartly.io do?
Smartly lets you automate repetitive tasks like predictive budget allocation and dynamic advertising across timezones and offers laborsaving creative options like flexible templates and video content creation, they also create more extensive testing tools like power analysis an pivot tables comparing campaign performance.
How should you use keywords?
Sprinkle 2-3 keywords per post
Ad Set
The ad set controls budgeting, scheduling, audience, placement, and optimization & delivery of ads.
Cost per Page Like
The average cost for each Page like as a result of your ad.
Cost per Offer Claim
The average cost for each offer claim as a result of your ad.
Cost per 10-Second Video View
The average cost per 10-second video view, calculated as the amount spent divided by the number of 10-second video views.
Cost per Page Engagement
The average cost per action related to the Page and your Page's posts as a result of your ad.
How would you describe your sales style?
The challenger sale -listen & understand challenges goals - reframe perspective, offer insights + experience - collaborate on plan based on challenges goals - budget & authority - momentum (implications, repercussions)
Device
The device on which the conversion event you're tracking occurred. For example, "Desktop" if someone converted on a desktop computer.
Ads
The individual ad includes the creative (ex: the image, video and text it uses).
Offer Claims
The number of claims on your offers as a result of your ad.
Link Clicks
The number of clicks on links appearing on your ad or Page that direct people off Facebook as a result of your ad.
Power Editor
The power editor is the tool used to manage your ads in bulk.
Amount Spent
The total money spent on a campaign, e.g. €15.23.
Website Conversion Value
The total value returned from conversions on your website as result of your ad.
Cost Per Action
This is the average amount you pay for each action people take on your ad.
what is Facebook Marketplace
craigslist type product sales
what are facebook groups?
discussion forum attached to biz page
What Are Facebook Pages?
free biz page on FB
