If you don’t know what you’re doing when it comes to Facebook advertising you can be faced with information overload. Should you boost posts to your existing fans or to new ones? Do Facebook Offers really work? How can I track the ROI? This workshop will look at the various types of Facebook advertising products available to you, when to use them, how to target customers and more. A step-by-step guide to creating a Facebook Ad Campaign will be offered.

1. Colm Hanratty, Managing Director, Sixtwo Digital
@colmhanratty | @sixtwodigital
What you need to know about
Facebook Advertising
Wednesday, 23rd
September 2015

2. What I’m talking about

3. One thing is certain

4. If you haven’t tried it yet…
Start a campaign from as little as €4

5. The difference between
Adwords / PPC
Social advertising

6. Meet Nigel
- 35 years old
- Likes craft beer, rugby and
travel
- Uses a Samsung Galaxy
- Travels regularly, has no
alliance with any particular
brand, so uses search
engines to find the best
deals

7. Meet Nigel
- 35 years old
- Likes craft beer, rugby and
travel
- Uses a Samsung Galaxy
- Travels regularly, has no
alliance with any particular
brand, so uses search
engines to find the best
deals

8. Meet Nigel
- 35 years old
- Likes craft beer, rugby and
travel
- Uses a Samsung Galaxy
- Travels regularly, has no
alliance with any particular
brand, so uses search
engines to find the best
deals

9. Campaign structure

10. Why are you using it?

11. Targeting

12. Targeting

13. Targeting

14. Targeting

15. Targeting

16. Targeting
Location
Interests
Behaviours (if you so wish)
Age

17. Targeting

18. Targeting

19. Bidding

20. Imagery

21. Imagery
- Images can have only 20% text

22. Imagery
- Images can have only 20% text

23. Imagery
- Images can have only 20% text

24. Copy

25. Reacting

26. Reacting

27. ‘Dark posts’
1.What is a dark post?
1.Why use a dark post?

28. ‘Dark posts’

29. Audiences

30. Audiences

31. Audiences

32. Audiences

33. Audiences

34. Audiences

35. Audiences

36. How will I know if it’s working?

37. Tracking ROI
1. Use conversion pixels
2. Have a unique code for Facebook
3. Create a landing page
4. Monitor reach in Facebook Insights
5. See if traffic referrals have
increased

38. To close…

39. Tips
1. Know what your objective is
2. Know how you’re going to track it
3. Experiment with basic ads
4. Experiment with more advanced
ads
5. Analyse…

40. Thank you