This course is designed to simplify the best practices of Facebook Ad Targeting so you can understand how to reach and engage your audience and improve your chances of getting a positive reaction to your Facebook advertising campaigns.
Understand the art of Facebook advertising using proven, simple and effective techniques.
Knowing how to use Facebook advertising formats is an essential element of today's online marketing requirements.
In the course you will learn how to avoid 'fishing' for your customers and instead, create targeted and relevant ads. You'll hear from Digital Marketing experts, as well as benefiting from real life case studies including Banana Republic's effective use of Facebook 'Lookalike' Audiences
From understanding the basics, through to learning simple techniques, you will leave this course ready to engage potential customers on Facebook.
I designed this course to offer you an easy to follow, comprehensive guide to Facebook ad targeting. Facebook advertising is a topic that can be made complicated very quickly. This is why I have prepared slide presentations with a running commentary, so you can enjoy the visuals and explanations that go with them.I hope you enjoy learning the basics, and I look forward to connecting with students who have any requirements or questions.
It’s reasonable to think that if you show a certain ad on mobile and desktop, the cost per click on each platform will be the same as on campaigns that are displayed on only one platform. But it doesn’t work that way. Discover the logic behind some simple tests that can result in you saving precious advertising spend for your business.
Knowing your audience means understanding who they are and what they need from you.
For starters, it’s important to be aware of where they spend their time online and who they are
seeking out for knowledge and insights related to your niche.
Such a simple question, but such an effective way of avoiding big spending on adverts that won't produce any results.
Understand why properly researching your ideal customer can help you to create the best and most relevant Facebook ads that will increase the chances of a response.
Your options for defining an audience by their interests have changed in the last year. In the early days of interests targeting, the interests you could choose were limited and usually on a high level, but now you're able to drill down into specific niche areas.
If you treat every potential customer as though they are essentially the same person, your Facebook ads are doomed to fail. Let's explore further and discuss the importance of recognising that your customers fall into all kinds of different categories. The good news is, Facebook is aware of this and we're able to drill down and target users in all kinds of ways.
Find out how Isabel reacted to a laundry detergent ad on Facebook and what the brand could have done to actually encourage her to become a real life customer. All it would have taken was a little more time and effort from the brand instead of just blasting out a generic message.
Learn about the phenomenon known as 'banner blindness' and why this is resulting in businesses throwing their money away by failing to understand the need to create carefully planned and targeted Facebook advertising for their customers and potential customers.
What are you offering your reader? It has to be good. No, it has to be great. Yes, that’s ambitious, but we should set ambitious goals for our copy. That’s what separates a good copywriter from one you never wanna let go. After all, the image may capture attention – but it’s the copy that closes people into a sale.
Every feature, product or service worth writing an ad about has benefits for the end user. To find the benefit of an offer – the core of an ad – copywriters commonly answer this question.
One of the most important principles to keep in mind when writing your Facebook ad body copy is this: give your body copy a single goal, and stick to it.
Facebook expert Amy Porterfield is a huge advocate of targeting other Facebook pages. Find out why this simple method is so effective and what questions you should be asking yourself to select the best pages.
One of the most basic ways of targeting potential customers on Facebook is by their 'interests'. After all, we find it hard to ignore ads that are focused on something we're genuinely interested in. In this lecture,we'll look at two very simple examples of targeting a potential customer via their interests.
It's easier to sell to current customers than to look for new ones, and using Facebook 'custom' audiences can help strengthen your existing connections. If you have a customer list or data from your site, such as purchaser email addresses, you're ready to get started. Facebook will compare your data with theirs to help you find the customers you already know, for some targeted and relevant ad opportunities.
Learn some very basic techniques to using Facebook custom audiences, including retargeting website visitors who leave without making a purchase and encouraging your most loyal customers into referring a friend.
Understand how you can find more people who look like your current customers, visitors to your website or Page fans. Using Lookalike audiences is a great way of uncovering brand new customers who share the same online behaviours as your existing customers.
Find out how Banana Republic received a nearly four times return on its ad spend than other display advertising channels by using 'lookalike' audiences.
Life events offer Facebook users the opportunity to tell their story and share it with their friends. Life events also offer businesses the chance to target potential customers
Think about how quickly Facebook users scroll through their news feed. You need something to make them stop and engage..A great visual is far more likely to grab your target audience than plain text. Let's explore some of the basic principles of strong visuals within Facebook ads.
What are value propositions and why should you bother including them within your Facebook ads?
Discover the obvious advantage of considering just how 'tech savvy' your targets are. Just a simple tweak can be the difference in a sale or customer sign up.
Lead ads make forms simple for people and more valuable for businesses. With lead ads, potential customers can sign up for what you're offering, leaving you with accurate contact information to follow up.
Newsletter sign ups, coupons and offers, test drives... There are many ways that your business can take advantage of Facebook Lead Ads. Find out more in this lecture.
It's crucial to get this part right. If you don't have an attractive lead magnet, how can you expect any potential customers to click on your Facebook Lead Ads?
The best place to start is always at the beginning. Let's go over the basic steps within Facebook for you to set up your first Facebook Lead Ad.
A context card is a form that appears before the user can submit their information to let them know more about your offer or company. Find out the basic pros and cons of using context cards with your Facebook Lead Ads.
Let's see how email newsletter TheSkimm saw major benefits by making use of Context Cards in their Facebook Lead Ads.
Lead ads are now available on desktop as well as mobile, making it easy for businesses to connect with people on any device. Let's explore how it's done.
Some inspiration for using Carousel Ads, even if you have just one product available to sell.
See how retailer Bourbon & Boots use Carousel ads to sell their seasonal range.
A real life Facebook case study explaining how Wayfair used Facebook's Carousel Ads.
When the social games company ran tests to understand the value of carousel ads for Candy Crush Soda Saga, it made a sweet discovery: the new format was significantly increasing game installs, at a lower cost.
The music streaming service teamed up with Marin Software on a series of carousel ads to encourage people to install its mobile app, cutting account signup costs by 50% and installation costs by 60%.
The Turkish fashion retailer tripled its return on investment by using carousel ads to showcase its amazing product range to exactly the right audience.
I'm the founder of the small business podcast 'Breaking Biz' which delivers weekly episodes to over 10,000 subscribers.
My professional background lies in advertising and marketing where I specialised in Digital Media, helping clients with their overall strategy and digital output to increase revenue, customer satisfaction and brand awareness.
Since setting up Breaking Biz, I've interviewed over 150 international entrepreneurs and have packaged up the hours of conversation into an easily digestible format. It's thanks to this new professional network that I've been able to become a full time consultant.
You can sometimes find me travelling around Europe, or (slowly) developing new shows here in London.
I hope you enjoy my courses, and I look forward to hearing your feedback.