Top 10 Mistakes to Avoid When Running Facebook Ads Brent Albrecht Brent Albrecht I Friendemic I National Sales Director I

LEARNING OBJECTIVES 1.The right ad type to use for the right goal. 2.Testing Ads (creative, targeting, and best practices) 3.Set the right budget 4.Get a Lower Cost per Click 5.Do’s and Don’ts for Ad Creative 6.Making Facebook Lead Ads really pay off

MISTAKES TO AVOID 1.Too Many Goals 2.Bad Images 3.Bad Copy 4.Wrong Call to Action 5.Bad Placement 6.Setting the Wrong Budget 7.Not Using Facebook Pixel 8.Letting your Ads get Stale 9.Not Testing 10. Jumping Right to Lead Capture

TOO MANY GOALS

Different ad types are designed for different goals. Increasing Awareness Use Promoted Posts and website click ads KPI – Impressions, Engagement and low CPM Increasing Website Traffic Use website click ads KPI – low CPC Generating Sales Leads Use Facebook Lead Ads KPI – low cost/lead and cost/sale Service offers Use Facebook Offers KPI – cost per offer claimed and redeemed

MISTAKES TO AVOID 1.Too Many Goals 2.Bad Images 3.Bad Copy 4.Wrong Call to Action 5.Bad Placement 6.Setting the Wrong Budget 7.Not Using Facebook Pixel 8.Letting your Ads get Stale 9.Not Testing 10. Jumping Right to Lead Capture

BAD IMAGES DON’T Show fuzzy images, or images too far away Use more than 20% text in image DO Show good, close-up photos Multiple Images offer more than a single pic Facebook Ad Guideline: Test your image: DON’T

GOOD IMAGES ReachFrequencyImpressionsAmountLink ClicksConversions (Lead form) Cost per ClickCost per Conversion 141, ,000$1,1502,04133$0.56$35

MISTAKES TO AVOID 1.Too Many Goals 2.Bad Images 3.Bad Copy 4.Wrong Call to Action 5.Bad Placement 6.Setting the Wrong Budget 7.Not Using Facebook Pixel 8.Letting your Ads get Stale 9.Not Testing 10. Jumping Right to Lead Capture

BAD COPY DON’T Use Multiple offers (but multi- image ads are OK) Use overly long copy DO Use Less Copy Clear and Concise Offers One offer per ad Make Headline Relevant to Target Audience Include a Call to Action DON’T

GOOD COPY DO Single, Clear Offer Headline Highlights the Benefit Call to Action & CTA Button

MISTAKES TO AVOID 1.Too Many Goals 2.Bad Images 3.Bad Copy 4.Wrong Call to Action 5.Bad Placement 6.Setting the Wrong Budget 7.Not Using Facebook Pixel 8.Letting your Ads get Stale 9.Not Testing 10. Jumping Right to Lead Capture

WRONG CALL TO ACTION DON’T Don’t Limit yourself to “Shop Now” DO Test Different Call to Action Buttons 1.01% CTR 0.50% CTR

CHOOSING YOUR CALL TO ACTION

MISTAKES TO AVOID 1.Too Many Goals 2.Bad Images 3.Bad Copy 4.Wrong Call to Action 5.Bad Placement 6.Setting the Wrong Budget 7.Not Using Facebook Pixel 8.Letting your Ads get Stale 9.Not Testing 10. Jumping Right to Lead Capture

BAD PLACEMENT DON’T Run all placements with every ad Target Mobile with a non responsive website/landing page Use Caution with FB Audience Networks DO Know your choices: Desktop, Mobile, Third Party Audience Network (and Instagram!) Newsfeed is #1 priority Use different creative for different placement (ie mobile placement has lower character limits)

BAD PLACEMENT

MISTAKES TO AVOID 1.Too Many Goals 2.Bad Images 3.Bad Copy 4.Wrong Call to Action 5.Bad Placement 6.Setting the Wrong Budget 7.Not Using Facebook Pixel 8.Letting your Ads get Stale 9.Not Testing 10. Jumping Right to Lead Capture

SETTING WRONG BUDGET DON’T Overspend on a small audience Underspend on a large audience DO Estimate Audience Size Set the budget to match

SETTING WRONG BUDGET

Desired Budget Average CPM = $5/M Est. Audience Size 25% (est. reach in a given month) Average Frequency $ ,000 imp. 720,000 people 180,000 people 0.55 $2, ,000 imp. 720,000 people 180,000 people 3.0 Underspend on a large audience Showing an ad too few times will fail to leave a lasting impression – the ad will be easy to miss and forget. DON’T DO

SETTING WRONG BUDGET Overspend on a small audience Desired Budget Average CPM = $5/M Est. Audience Size 25% (est. reach in a given month) Average Frequency $1, ,000 imp. 10,000 people 2,500 people 80 Showing an ad too many times, the high frequency rate can have an adverse effect by attracting negative comments or feedback which lowers your ad’s Relevance Score As your ad Frequency rises, it also becomes increasingly less likely that a user will click on the ad FB will only show ad up to 2-4 times/day in newsfeeds and will push to right column after that DON’T

MISTAKES TO AVOID 1.Too Many Goals 2.Bad Images 3.Bad Copy 4.Wrong Call to Action 5.Bad Placement 6.Setting the Wrong Budget 7.Not Using Facebook Pixel 8.Letting your Ads get Stale 9.Not Testing 10. Jumping Right to Lead Capture

NOT USING TRACKING PIXELS DON’T Neglect to install Tracking Pixels on your site Install the same Pixel DO Adjust the tag in the pixel so you know what page it is Adjust targeting strategies to take advantage of the additional information tracking pixel provides

WHY USE FACEBOOK PIXELS? 1.Facebook Pixels allow you to re-target website visitors…and specifically people that take certain actions (ie. view your inventory) 2.Facebook pixels allow you to track people that submit leads on your website, including which ad generated the lead. 3.By Tracking people who take specific actions, you can create Lookalike audiences We frequently find that lookalike audiences are the most powerful for driving the most conversions at the lowest cost 4.Tracking conversion events also lets you optimize conversion campaigns for those events (ie. Optimize for Lead Gen) 5.Lookalike audiences can be great for expanding small but powerful audiences. An original audience of 100 people can be turned into a Lookalike Audience targeting 1 million Facebook users

MISTAKES TO AVOID 1.Too Many Goals 2.Bad Images 3.Bad Copy 4.Wrong Call to Action 5.Bad Placement 6.Setting the Wrong Budget 7.Not Using Facebook Pixel 8.Letting your Ads get Stale 9.Not Testing 10. Jumping Right to Lead Capture

LETTING YOUR ADS GET STALE DON’T Set it and forget it DO Change creative frequently Change offers when targeting the same audience Watch your stats to see when CTR declines or cost rises

OVERTARGETING ReachLeadsCost/LeadWeb ClicksCost/Click 8,60817$ $0.60 ReachLeadsCost/LeadWeb ClicksCost/Click 16,44054$ $0.54 APRILJUNE

MISTAKES TO AVOID 1.Too Many Goals 2.Bad Images 3.Bad Copy 4.Wrong Call to Action 5.Wrong Placement 6.Setting the Wrong Budget 7.Not Using Facebook Pixel 8.Letting your Ads get Stale 9.Not Testing 10. Jumping Right to Lead Capture

NOT TESTING DON’T Run a single ad without testing copy, images and offers DO Test Images Test Copy Test Offers One of the advantages of digital advertising is the ability to track everything and track it quickly. By not testing you are guessing on what will generate the best ROI. Take the Guesswork Out!

TEST YOUR ADS! 0.27% Click thru rate0.826% Click thru rate TEST IMAGES

TEST YOUR ADS! $0.74 per website click$0.46 per website click TEST AD COPY

TESTING OFFERS BrandModel Price Shown? OfferCTACost/Lead ToyotaRav4NoGreat Great Deals on New Rav4Sign Up$43.45 ToyotaCamryNoGreat Great Deals on New CamryLearn More$34.18 FordFiestaYesLease the new Ford Fiesta for $99/mo.Learn More$30.42 FordFusionYesLease the new Ford Fusion Energi for $169/mo.Learn More$28.64 NissanAltimaYesSchedule a test Drive TodayLearn More$27.72 DodgeDurangoYesOwn a new Durango for only $29,488Get Quote$26.57 FordUsedNoWe want your tradeLearn More$19.14 DodgeRam1500YesSave up to $16,000 on 2016 Ram1500Learn More$12.84 Buick GMCGMC SierraYesTake Advantage of $10,555 off MSRPGet Quote$11.76 Facebook Lead Ads: Your Offer Affects the Result

MISTAKES TO AVOID 1.Too Many Goals 2.Bad Images 3.Bad Copy 4.Wrong Call to Action 5.Wrong Placement 6.Setting the Wrong Budget 7.Not Using Facebook Pixel 8.Letting your Ads get Stale 9.Not Testing 10. Jumping Right to Lead Capture

JUMPING TO LEAD CAPTURE

DON’T Ask Strangers to give you their personal information DO Engage with prospects as step one Build Awareness of your dealership and a value proposition Use Facebook Lead Ads to target people who have interacted with you in some way. (website visits, video views, etc)

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Share an important takeaway you received from this session using hashtag #DDWNE for a chance to win an iPad Contact Info Full Name: Brent Albrecht Company: Friendemic Job Title: National Sales Director