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(Facebook Ads) - Coggle Diagram

- - - - Track conversions in a specific place (website URL) with Pixel
      - Good way to track how much your spending per conversion
    - - Suggested Reply - a clickable button with a suggested conversation starter or that directs to a URL
      - Most would rather shop with a business they can message directly, and most would rather message than call
      - Can set up an instant reply (an automatic greeting) that can include a video/image
      - Call to Action - Send Message
    - - Give out discounts and send reminders of said discounts
      - Can create a custom URL (linking to a discounted product) or use a code (20%offnow) or generate unique codes with a csv
      - Can also be a "buy something get something free"
      - Urgency!
      - Can choose to hide shares (if you want to target specific people)
      - Can limit codes based on quantity (first 100 people or I have x amount of this product discounted)
    - - Create awareness of local business
      - Get Directions
        
        Call Now
        
        Send Message
      - These are best for people who are on-the-go on their mobiles
      - Again, can exclude those who already like your page if desired
      - "Store Visits" is usually for a business with multiple locations
      - Reach is for single stores
    - - Good way to build your mailing list
      - Example in video: Free 15 Minute Phone Consultation
      - Need to include a privacy policy (can probably find a template or get one on Fiverr)
      - Be aware of what info you're looking for
      - Bring you to a sign-up sheet directly in Facebook
    - - Combines a video with pictures
      - Showcase a product or multiple products (cross-sales)
        
        Suited well for mobile users
      - Easy templates
    - - For example: if I leave a cart but don't check out, ads can target these people. But, rather than make many custom audiences, it automates the process.
      - Harnesses Pixel heavily to know who to re-target
      - Can link to Shopify or other e-commerce, or can manually load from a csv
      - Can organize products by "set"
    - - Can add target demographics
      - Boost existing posts
      - Add a Call to Action (shop now, message me, check out the website/blog (learn more), book a table/ticket, etc.
    - - Used when you have specific events
        
        Openings
        
        Concerts/Workshops
      - Display Guest List
      - Engagement - Event Responses
  - - - Can change to CPC - can save us some cash, must spend $10 first
      - Can customize budget and start/end dates
      - Can show only during certain days/times (based off of insights/analytics)
      - Daily Budget - more spending control. Lifetime budget - more optimized showing
    - - Reach - how many people saw the ad
      - Clicks
        
        Clicks on Call to Action button/clicks that match objectives
        
        Reactions (likes/comments/shares)
        
        Photo/Video Fullscreen Expansion
        
        Clicks to Page profile
        
        Link clicks
      - Frequency - how many times did people see your ads
      - Cots per Click (CPC)
        
        Cost for each click (if I spend $100 and 100 people click, then my CPC is $1)
      - Cost per 1k Impressions (CPM)
        
        Shown on the screen, not necessarily engaged
      - Click Through Rate (CTC)
        
        Percentage of people that see your ad who click on it (drive percentage up)
    - - Make it as specific as possible to really capitalize on your ads
      - Check insights and analytics to see who is already paying attention
      - For local stores, keep the area local
      - Specify Target Language
    - - Awareness - just make people aware
      - Conversions - get products out there for people to buy
      - Consideration - people who are aware and considering purchases
        
        Lead Generation - look to add contact info to a database
    - - Headline - What are you offering? What value are they getting?
      - Check out the saved ads
      - Checklist in More Resources for a good ad
      - Drive traffic to where you will get convsersions
      - Call to action - Call Now! Check it out!
      - Image is very important - find something intriguing and engaging
    - - Can use stock images
      - Single Image is a good way to go, will create more engagement (people just watch videos)
      - Facebook will run a/b testing with different images to see which create the most engagement
    - - Again, watch the potential reach (good balance between reach and specification)
      - Connections
        
        People who like your page, their friends, etc.
      - Suggestions can help you here
      - Behaviors - for example, can target people who's anniversary is coming up in the next few months, or people who use certain smartphones
      - Specify by interest (if possible)
    - - People on mobiles would rather scroll and don't engage as much
      - Can use automatic or custom
  - - - Capitalize on who is already watching your videos - custom/lookalike audiences
      - Captions - many watch videos with no sound
      - Use single video ads
      - When do they lose interest?
      - Check insights to find videos that are already working
      - Check out inspiring ads from others that you've saved
      - Hook - promise best info at end of video
    - - Can customize audience based on who has interacted with your page
      - Can be based on custom parameters
      - Can also exclude those who have engaged or liked in order to increase awareness
    - - Exclude people who Like your page already
      - Call to Action - Like our page to...
    - - Scale based on an audience that shares similarities to an established audience
      - For example, create a lookalike audience from email list or website traffic
    - - Create Audience - custom audience - can add from .csv file or directly from mailchimp
      - They are not synced, so re-import if your list grows