Pay to Play: with Stacey Jaffe Using Facebook Ads To Meet Your Camp Goals
HOW TO WEBINAR: Stacey Jaffe | A) Grab Tab – Click red arrow to open/close Control Panel. Click square to toggle Viewer Window between full screen/window mode. Click mic icon to mute/unmute your audio. B) Audio Pane – Select audio format. C) Questions Pane – Attendees can submit questions and review answers. D) Type your question and click Send to submit it to the organizers. A B C DD
CHAT IN: Stacey Jaffe | Beginner: Just started a Facebook Page Intermediate: Running a Facebook Page; Dabbled in Boosting Posts Advanced: I’ve used Facebook Ads Before via Ad Manager Super User: I’ve been in Power Editor
THIS IS A LITTLE STORY: Stacey Jaffe |
@staceyjaffe Stacey Jaffe |
@staceyjaffe Stacey Jaffe |
PAY TO PLAY?! Stacey Jaffe |
PERSONAL VS. BRANDS: Social Media: forms of electronic communication through which users create online communities to share information, ideas, personal messages, and other content (like videos) Social Media for Marketing: aims to improve the user experience while achieving business goals Stacey Jaffe |
SOCIAL MEDIA FOR MARKETING Content Conversation Community Trust Ask Stacey Jaffe |
SOCIAL MEDIA FOR MARKETING Rule Stacey Jaffe |
QUESTIONS? Stacey Jaffe |
THE SECRET SAUCE: STRATEGY. Stacey Jaffe |
THREE STRATEGIES: 1.Page Audience 2.Boosting Page Content 3.Driving Website Traffic Stacey Jaffe |
FACEBOOK AD MECHANICS: Stacey Jaffe |
ORGANIC VERSES PAID REACH Organic Reach: total number of unique people who are shown your post through unpaid distribution Paid Reach: total number of unique people who were shown your post as a result of ads Stacey Jaffe |
FACEBOOK TARGETING Stacey Jaffe |
PEOPLE CHOOSE THROUGH TARGETING 1.Location 2.Gender 3.Age 4.Likes and Interests 5.Relationship Status 6.Workplace (Companies or self-declared positions) 7.Education Stacey Jaffe |
PEOPLE CHOOSE THROUGH TARGETING Custom audiences – ad option that lets advertisers use Facebook to target their already existing audience through the use of: addresses Phone numbers Stacey Jaffe |
PEOPLE CHOOSE THROUGH TARGETING Lookalike audience: Lets you reach new people who are likely to be interested in your business because they’re similar to a customer list you care about. addresses Facebook fans Stacey Jaffe |
AD BUDGET Stacey Jaffe |
AD CREATIVE Headline: 25 characters Newsfeed Link Description: 200 characters Text: 90 characters Stacey Jaffe |
MEASURING SUCCESS 6 ads within the same ad set: Stacey Jaffe |
QUESTIONS? (Teach For America Organic Content) Stacey Jaffe |
AUDIENCE: Stacey Jaffe |
STRATEGY: PAGE AUDIENCE We are family. I got all my followers and me. Stacey Jaffe |
PAGE LIKE ADS Stacey Jaffe |
STRATEGY: BOOSTING PAGE CONTENT You have to see it to believe it. Stacey Jaffe |
ORGANIC VERSES PAID REACH Organic Reach: total number of unique people who are shown your post through unpaid distribution Paid Reach: total number of unique people who were shown your post as a result of ads Stacey Jaffe |
CONTENT Stacey Jaffe |
STRATEGY: BOOSTING PAGE CONTENT Stacey Jaffe |
IF YOUR PAGE LOOKS LIKE THIS: Stacey Jaffe |
STRATEGY: DRIVE WEBSITE TRAFFIC Stacey Jaffe |
STRATEGY: DRIVE TRAFFIC TO WEBSITE Stacey Jaffe |
QUESTIONS? (5+ minutes left in presentation) Stacey Jaffe |
LET’S GET FANCY: Stacey Jaffe |
STRATEGY: REMARKETING OR “COME BACK!” Stacey Jaffe |
CONVERSION TRACKING: Conversion Tracking: tells you what happens after a customer clicks on your ads. Stacey Jaffe |
KEY TAKEAWAYS: STRATEGY. (and target well, measure & make adjustments.) Stacey Jaffe |
DON’T LET THIS BE YOU: Stacey Jaffe |
THANK YOU Stacey Jaffe |