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Optimizing Ads for Maximum Exposure

Lesson 14 from: Facebook Marketing for Small Businesses

Nathan Latka

Optimizing Ads for Maximum Exposure

Lesson 14 from: Facebook Marketing for Small Businesses

Nathan Latka

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Lesson Info

14. Optimizing Ads for Maximum Exposure

Lesson Info

Optimizing Ads for Maximum Exposure

Now I want to talk a little bit about optimizing your ads to get better performance out of them. And before you could know how toe optimize he had. What you really need to know is, what? How do you know if the ad is good or bat? And that's a really important Questions are important piece of information for you to know. That way you can score that way. You know, if your ads working or not working and you're able to tell is it on the ad side, or is it on my landing page site that's causing the problem, and when you can see where the problem is, then you can fix the problem. So all right, so here are some benchmark numbers. Uh, this is mostly for the right hand side. Now the right hand side, you will get a lower click through rate, but there's a lot more impressions. They're seeing a lot more often, so you don't think that there's not more volume. There's actually more volume available in the right hand side. Then there is the news feed at because they're kind of throttling them. But you ...

know they are on the right hand side there, there all the time. People know that their ads, so they get a little bit less of a CTR and CTR stands for click through rate. And the reason why I click through rate is so important is because click through rate is going to determine how much you're paying for your clicks. If you have a low click through rate, see, it's not just if I come in and I bid $ a click and you bid a dollar click, I just win. It's not like that if I'm bidding $5 a click, and I'm only getting one click out of 100 but you're bidding a dollar a click and you're getting 10 klicks out of 100 then you're actually making Facebook more money than I am, and that's how this system works. It's auction based bidding, so if you have a higher CTR, you know the networks and this works across a lot of different networks. If you have a higher CTR, the networks will reward you with lower click prices so that you kind of get rewarded and they get rewarded as well. In the end, they're still making the same amount of money. So don't think that, you know, they're just give it to you. So Justin can we didn't walk through. And again, That's a lot. And it's so important. Maybe let's walks an example with with John. I know we have a lot of people watching online right now. That might be like John John runs his own chocolate company. Founded in 1919 39 on your you've been hustling for almost a century, right? You gotta eat the chocolate and look good like this. I like that. So let's maybe go through example using click through rates with maybe an ad that that John is thinking about. So, John first, have you run any Facebook? What? What I've done is I did a but boost post. So I took a photo of a girl. She was holding one of our chocolate freckles and down the bottom, hit the button and it said for $11 at $23 I picked $5 on I saw I did $11. Let it go and I Ted, seven days. The next thing you know, seven days later, 32,000 people liked it. Okay, What now. And how many fans do you currently have on your pay off? 2000 to 2000 likes and you had 32,000 people click like on your single status. Up like all looked at it, I think I think people 30. There was 32,000 people, looked at it well, liked it, and I just looked at that number, went Okay, What do I do now? Right? So for $11 it's a really big difference. Between 32,000 people saw it and £32.1000 people liked, let's assume worst case and that it was an impression locating how many people saw the at if 39 people liked it. Well, baby, okay, it is about a 1500 or 2000 people liked it. 32,000 people looks so yeah, okay, But then that that's the other question that I was going to say before 32,000 people looked at it. How do I get them? Do you see what I mean? That's a question. Where? How can I get those 32,000 people? Yeah, so that's we're talking about. It's kind of like the greatest struggle of advertising is that there will always be more people looking at your ad and clicking, and that's why it's so important to know what a good click through rate is. And a bad click through rate is because that will let you know you'll never get all those people Clinton would be. That would be amazing. And so you're really if if 32,000 people saw it, I'm not the greatest at math. I usually have calculators and stuff, you know, if 10 10% is three human, that's what I said, Yes, 3000 people. So, you know, based on just the CTR In the engagement of that ad, I would say that that ad was hugely successful. But then I would also need to know what happened from those clicks. You did. You get up Nothing. That that's where that's where my That's why I'm sitting here from Sydney, Australia, because I don't know what happens next. I've done this so many times, are you click that button and it's not been an ad. It's been a photo of a customer in the store or I've made caramel with it with my kids, but I don't know what happens next. How doe I get that as our oh, I I want my return on investment for $11 to go to back to my website, which is mobile optimized. So I'm not getting that at the moment. So good, I would say, while Justin and I think on our feet, here is a bunch of different things that you can do. We dio Let's do a little exercise Everyone watching online along with John in our studio audience, only to write down where we're taking notes. What memory? Talk about the goal of Facebook. So let's think about if you're actually running an ad, what is the number one thing you're trying to dio? In John's case, it may be selling a certain type of new chocolate bar. Maybe has a a new chocolate bar that you're about to release for a certain season that you want to capture. Email leads for two than email market to them, but write down what your goal is. Are you trying to sell your project? If so, right down the specific product or you looking to capture email leads and, if so, write down how many email be viewed. Consider successful go ahead and do that. Now that's a great exercise. Well, because you and I know you know what everyone's doing that you and I know it's very difficult to understand. What about an hour's and a good click through rate is unless we understand what the end goal is. So it's important to identify that. So let's assume everyone's done that, John, for this specific out or maybe for right now, what you're trying to do. What are you trying to sell? What's the objective of the ad? The one that I posted CEO. I wanted to show people that we've got a new product and then I want people to come into my store. And then I want people to also Garrett on my website. So the websites bean. It's a good website, but I'm not getting the revenue from it at all. Any chance that ad was just driving him to your home page or was it driving to them? To a certain point, I wasn't driving it. Yeah, I have done it all wrong, Okay, but yeah, that's my objective. If I put an ad on there, I want them by the chocolate caramel koala. That we've created. And how much does that sell for? Um, 50 cents a dollar? 50 a dollar 50. But it's gonna be in a pack that's gonna be site $10. So let's let's assume that this ad is gonna drive directly to this sales page. Okay, now we have to keep a few things in mind When we do this, you need enough information in that ad to make people feel comfortable with buying. So if you're watching online right now and you sell a product that's more than a dollar 50 considered up, considered a big decision purchase, say, more than $10 it's probably be very difficult to drive them directly into a purchase decision from the Facebook content. A better solution would be to drive them into an email list, email market to them and then ask them Purchase especially. It's a high dollar amount, but Justin, let's go down this route because I think a lot of people online might have a great area for us to dig in. Great. So one of the problems is you didn't really know what you were doing at that time, and I know there's lots of people in that state s so don't feel bad about that. What you said is really important going in having a goal. Am I trying to get the email leads and trying to get likes and trying to get sales? You know, what are you trying to accomplish with that ad? And then also knowing the benchmark so that you can know if that was going good if that was going bad, and where was it going? Bad so that you could do it again. There's so many people out there who are blaming the traffic network that you Facebook doesn't work or Google doesn't work or Twitter doesn't work. It's just the traffic network. It can't work or not work. It's your sales process. It's everything you are doing. You have to take your own ownership. That's something I did wasn't working, and it really takes to me. I want to get too racy here, but you I consider a conversion a baby, and it takes to you takes your landing page and it takes the at, and they both have to work together in order to make that conversion work. So with what you are talking about, you had a really good. CTR you did everything right on the ad side. But you didn't do things right on the landing page side, which is why nothing really came of it. But it wasn't a waste because you still had that relationship in the respect and the trust, and it will leverage into other things. What? I really There was a lot of engagement, so we had one with a goal in the freckle. There was a lot of comments which I love, And I'm constantly just commenting back, saying they come and see us or happy to give you one for free. And yeah, So what are what I would have done there instead is I would have lead them to a page that maybe gave him ah, free sample or, ah, small trial size or something to just get them started in buying from you and see that Wow, you really do have something good here and then follow that up with how to buy more. That's what I would have done from there. And so to wrap this up before we go into some other types of ads and what we want to optimize for, for John's case, specifically and those of you watching online If you run a Facebook ad and let's say you spend $10 on it, okay? And you're selling a product that's a dollar. You need to make sure that again. You're earning that $10 back. Eventually, the first thing you do is understand where the problem is. So if you spent $10 like John, he got about 30, impressions. Okay? You know that from the 30,000 impressive impressions, John drove 3000 clicks back to his chocolate bar sales page. So 3000 clicks hit that page. You need just 10 out of 3000 to purchase. So what is what Justin is saying is that click through rate. That's good. That's greater than 10%. Click through rate. Don't focus on optimizing the at that point, focus on optimizing the offer, right? Sound good. Thanks. Great. A couple of other ones. You This is for the right hand side bar, and we don't have him written down here, but, um, pretty easy for the news feed ad you want. You want the one to be on the other side of the decimal. If your news feed ad doesn't have at least a 1% CTR, then you need to redo it. It's not working. It's not really getting enough engagement. I really like to see it in the 3 to 5% range, and there is a time when it can actually get too high. If you start seeing going to the Sevens and you know the double digits, sometimes you're doing things that are just so attractive. You just bring in too many people over there. It's not qualified enough. So you know, we really want to see that in certain ranges. Right hand sidebar. You want to see it at 0.1 or higher news feed 1.0 or higher, and I want to make sure I clarify something. Justin on that last line because I may have misspoke earlier, and I want you guys to make sure you get it right online if we go back to that last slide, is that a word says Good is greater than 0.1? Oh, is that a 10% click through rate, or a 100.1%? That's a 0.1% 0.1% click through rate. So guys just make a note that I misspoke earlier. Okay, these are That's a 0.1%. Don't move the decimal two to the left. Yeah, right. All right. So some things that can really increase your CTR, you know, them or it. Relevance is what drives clicks, what drives conversions and our ally, the more relevant it is. That's why Google ad traffic is so great. Is somebody types in indoor tomato growing? And they see an ad about indoor tomato growing which goes to a landing page about an indoor tomato growing kit. You relevance is what is going to drive the sale and all the activity. So by using sponsored stories and custom audiences promoted posts, you can dramatically increase that relevance which will increase the results you're looking for, whatever that result is. All right, So you want to make sure that you're targeting the correct audience and some of the ways that you can target Now, one thing that really understand is that these targeting is not necessarily like a one off thing. You're not just going to target a zip code or just going to target a specific interest. You want a layer, the targeting, and that's a really important concept to understand because as you layer it, that person is getting more and more qualified to be your buyer. And there are two different schools of thought that you could have very broad traffic and get lots of it. And sometimes you do get to a point in your business where you that's what you want. A lot of my clients, that's what they want is just massive amounts of traffic where small businesses you. When I first started that $60 that was one banner ad on one website. It was extremely targeted, and that's how I was able to build the R y of that. So by layering, you're gonna you really increase your targeting and some of the things you can layer with a zip code specific interest people Topic topic would mean things that they're talking about on Facebook. Facebook is watching that and is serving you ads based on that stuff. That's why some people think it's scary that they, like, went out to a store. Then all of a sudden, there scenes, though they probably mentioned that they were at a store of that topic, or or I can't wait toe goto the Caribbean on my cruise, and all of a sudden you start seeing your Caribbean ads pop up when you go, What does Facebook know about me? That I don't know? Yeah, that's the ad network. We're gonna get into that in a second. The other question here. Yeah, real quick. When you're talking about topic, what people are talking about is that on their news feed, or is that also in conversations? It's, Yeah, it's on their news feed, you know, whatever. It's all of that is collective. All that information is collected by Facebook. They know the context of that conversation, whether it was a positive conversation or a negative conversation, they can tell all of that stuff. And so, yeah, it's, you know, comments you make on other people's profiles. It's what you post about on your profile. Now all of it's gonna have different weight. And I don't work for Facebook, so I don't know exactly what the weights are on the dial's. But you know something that you comment on somebody else might be less waited than something that you just posted about. And then, based on the engagement you got from that, it's also weighed differently. Another thing is you have, like, unlimited amounts of campaigns and ads and stuff that you can run. So don't think that you need to target everybody in that one campaign. Or in that one ad, you can create campaigns that match specific customer avatars and again, relevance drives the conversion. So if you need to target multiple ZIP codes, create different campaigns, different countries. Gotta gotta going to a couple of Maura these here before we take some questions. Demographics means their ages, their location, their income, their gender psychographic means things that they're interested in, things that they're talking about. There's five of them that I normally like. They're on here. The books, they read, the TV shows, they watch celebrities that they look up to. Software they might use software they might use is a big one. If you have that available availability, not every market does, because you think about it. That's a buyer, you know. That is someone who is. You can definitely, especially for B two B targeting the software that uses great, especially if these heo dot com your brother on and then the other one is the media that they subscribe to and by media. I don't mean I mean, the blog's, the magazines, fan pages, those things that they subscribe to, those five or what I normally start out with. So as we move forward to the next slide, we'll go ahead and ask you guys to tell us what your number one take away is so far from this segment by going to hail dot com, forward slash tell me and what I want to do while you guys were doing that is also articulate the categories that Justin just went through. You know, other interests, people like you guys. Remember back in the earlier segment where we talked about setting up your fan page, we spoke with Chris and some others with small businesses about how to find good partners. Those interests lists are a great way to identify who good partners are. So if you know Valerie for your coffee company that people typically also like to get a certain type of chocolate when they drink their coffee, right, you I gotta go. I can feel it. I can feel it. Right. So you guys targeting each other, so you might. Your ad might target people who have liked John's Facebook page and John my target. People have, like Valerie's Facebook page because, you know, the two things go together like ketchup and a hamburger. Okay, great. We have a lot of questions coming in here Now. This one's been voted on six times. Love Stream was the 1st 1 is submitted. Would love to get your opinion on it, both of you. But Love Stream says, Could you please address the issue of fake likes or maybe robot accounts liking pages? Now they have an example here they say, I have a small page around 100 likes. And I ran a small ad as an experiment to get more like it was a very small budget over four days. And they say that I had about 30% of the likes that were obviously from fake accounts. They looked like real accounts, but their liking Dozens and dozens of page every day. And they don't make any sense. I had to remove them by hand. Any advice for people? If they come across this And who What was this user's name? Love streams. All right, love streams. We're talking to you, Justin. You got a good answer for this. Yeah, There has been some videos going around about the fake bots, and I've got ad accounts in 14 different ad networks. It's something you're always gonna have to deal with. Somebody is always gonna try and game the system, just like there's always gonna be criminals and police. It's just that's part of the game. And it's It's a matter of minimizing that, knowing that it's gonna be there, minimizing it and overcoming it. You can't just stop because there's bots or whatever you've got. Overcome it. And so there's really not as much as people would believe. A lot of these things happen from people who don't have a whole lot of experience with advertising, and these stories come up. Usually these stories come up with you. In the time that the person you spent there they started their first Facebook ad or they're still in their 1st $1000 they're really kind of questioning, you know, what's happening is that the boxes it you and it can be, so you have to be careful of the countries that you target. This is another reason why it's really important to have campaigns targeting different people. You know, I never target more than one country in one campaign. It's always separate That way I can see how that traffic and there are countries out there who, you know, you know there's nothing wrong with them, but they do have a higher frequency of click farms and, you know, fake accounts and all that stuff, and so I just steer away from them. And another thing that you can do if you really want to try and reduce your risk is in your fan page settings. You can block those countries from even being able to see your fan page. So even if your advertising to you know somebody that might see that that country just can't see your page at all and generally speaking guys to minimize this risk, the better targeting you do. So the better that we talked yesterday about understanding your user persona. For Heo, it was Jen who introduced you guys, too, even though she was a digital lady. But my point is, the better you target, the less likely you are to get fake accounts engaging with your ads right, and so the only feel it's it's really hard to give him a precise answer of how to fix his specific situation because there's so many variables that could go on with that. But basically, you do it again. Try different settings. Try making your targeting mawr relevant. Try blocking something's on your fan page, and then you should see that go down and ah, and then if it still doesn't, you know, sometimes you just have to consult an expert, and they will help you through it. You have these fake likes will Facebook, I guess. Reduce your credibility because you have. Yes, you have. Ah, high number of likes, but a lot of more fake. Yeah, so yes and no. So yes. Because if you have a high amount of fake likes than when you post something out, same thing happens in email. This is happening in every channel s. So if you have fake email addresses in your sending emails out than the I s P. C. That some of those emails are opening lesson DSP For those of you wondering email marketing and that just means basically the quality of them actually delivering your emails and decreases, right? So same thing with Facebook. If you have a lot. And I mean, you know, you would really have to start creeping into, like the 2030% range would be, Ah, lot. Almost everyone probably has somewhere between 5% and 10%. There's just that many of them out there, but they know that level really won't affect you much. Because Facebook also knows they know what we're talking about. They know what we're doing who were related to, you know. So they also know that those air fake accounts Yeah, Justin, my mouth is watering as well, thinking about chocolate and coffee together. But how about the business to business like and and myself looking at at selling services, Teoh in the business and its space. What? What tips would you offer? What distinctions do you see with ads, Teoh Business and Services. Let me ask you a question. How hard is it for you to find vendors that you you really trust? So a vendor is is like a software somebody else. You my heart. Because I know I'm going for software that I know what to look for. So not hard. Well, you were supposed to give me a different answer Okay, You have something going really well for you. For the most part in the B two B world, it's very hard to trust who your How do I know that this consultant is really going to get me results or this service providers really gonna get me results or this software is really gonna move the needle for me? It's really hard to trust that. And what in the BTB world, you know what attracts people like moths to a porch light Is case studies stories about riel results? You know, how did you overcome that objection of How do I really don't know if I can really trust you? And that's what you should be leaving with. The tip I picked up from Napier in that regard was get an email list. And so the uber nurture that relationship. They have a much longer sales cycle to sell services that air a brown trust than chocolate or coffee, right? And just and I think as a general blanket statement, for those of you watching that are like Ana and Chris, position yourself as a thought leader. If you're in the B two B space is a really good strategy to use on Facebook. And that means putting out again thought leadership articles, best practices, info, graphics, images that clearly explain your industry. And then when people need what you need, they're gonna come right to you if thought leadership can be curation. Thank you very much. You got it.

Class Materials

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Post Planner Discount
How a Ski Resort Hit 30 percent Email Conversion Rate via Facebook®
How an Island Inn Captured 25 of its Facebook® Fans Emails
How Mixed Bag Designs Captured 582 Emails with a Facebook® Campaign
How To Craft the Perfect Facebook® Post
The Secret to Stunning Visual Content
What Do I Share on Social Media by Kim Garst

Ratings and Reviews

Polina Orlova

Excellent course; watching in 2017, and it is still very relevant. Nathan is a wonderful speaker - he limits his slides to actionable tips & tricks and dives deep into the nitty gritty, using real-life examples and constantly referencing audience members and their businesses. I find this so helpful! The audience members have vastly different businesses, so their input is varied and valuable. To put it simply - Nathan doesn't simply reiterate the information on his slides, which is a personal pet peeve of mine. It is absolutely worth your time to sit down and listen to him - he is concise, doesn't water anything down, and he is constantly engaging in a dialogue with the audience. For such a time-consuming course, I believe it is important to get enough value for the time spent - Nathan definitely delivers! I see many reviews here accusing Nathan of self-promotion. I do not find that to be an issue. Yes, he references his business, and hats off to him - this in itself is a wonderful example of marketing. He is not over-bearing with his promo, keeping it relevant to the topics he talks about. I am taking a lot from this course, even though I have already attended quite a number of other workshops and have read tons of literature on the topic. Check it out!


Nathan's teaching style is engaging, entertaining and extremely informative. This class is jam-packed with really useful, actionable steps and suggestions. Not to mention Nathan's introduction of some fantastic new technology that really knocked my socks off! Thanks you Nathan Latka and CL Team. REALLY impressive stuff!

a Creativelive Student

This program is fantastic. I've only watched the first two videos and, with the changes I've made to my Facebook page and profile, feel like I've already received my money's worth. Thank you!

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