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This business coaching episode explains how to use effective and engaging marketing ads.

Results-Focused Training, Tools, and Workshops from Expert Business Coaches.

Featured Coaching Excerpt - Notes & Transcript, Part 1
  • Lesson Nugget: You can build an entire target audience from clicks to website
  • Lesson Nugget: Use local awareness to choose what location to show your ads
  • Ad Types: page likes, page post engagement (image,video, text), clicks to website(single link & carousel ads), offer claims, event responses, local awareness, app installs, app engagement.

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[MUSIC PLAYING]

-It seems to me as though you like Facebook a lot.

ANDY HINTERPLATTNER: I like Facebook a lot.

-Devil's advocate here, do you work for Facebook?

-No, I don't

-But you are a former member of the Austrian National Football Team.

-I am.

-OK, go ahead and proceed. But just Thrivers, you want to google him. See if there's a connection to Facebook, because you like Facebook a lot. I have a conspiracy theory. I won't tell you about it yet, but I have my eye on you.

ANDY HINTERPLATTNER: All right.

-Keep on going.

ANDY HINTERPLATTNER: I can't wait. So let's talk about some ad types. And ad types, these are the current ad types that you can run. And in a few weeks from now, there might be new ones. In a few years now, they are going to be new ones.

-Rumor has it the kids today are using smart phones, tablets, iPhones, all different types of phones. And every time they have a new device, you need new ad sizes and new types. And that's why they're coming up with new ones all the time, right?

-Yeah and no. It's not just in terms of ad sizes, it's also what you can do with those ads.

CLAY CLARK: OK.

ANDY HINTERPLATTNER: So there are different ad types. One ad, you can run is for page likes. A page post engagement can be a video image or a text advertisement. It's basically a wall posts you promote to get more traction, more engagement, more reach. Clicks to website, that's something that I really like a whole lot. That's what it's all about.

-Getting people to the website, the actual website of your company.

-Absolutely. And we'll talk about this a little bit later why I like it so much, because you can build the whole target audience from those clicks. And this is a very profitable audience. You can run single link ads or carousel ads where you have up to five different links in the same ad. I will show you a screenshot of this in a little bit so I understand what I mean.

Offer claims, where you communicate an offer that people can claim on Facebook. Event responses is when you set up a Facebook event and you want to make sure that this event gets more reach, gets more eyeballs on it. Local awareness ads, those ads show up as soon as Facebook users are in a specific location.

-So it's like, hey, this week in Santa Barbara where you live, we're having this awesome toga party at our restaurant on the beach. And then locally only people in Santa Barbara would see that.

ANDY HINTERPLATTNER: Yeah.

-So you don't get all these crazy people from Oklahoma showing up at that.

-Yeah, it would be helpful. App installs if you have some kind of application. App engagement, same thing. If you don't have an app, those are probably not very interesting to you.

So the first ones are screenshots of a page like ad. And this is for our own company, All Stages Marketing. And this is the ad created, for example, that I really like. Doesn't mean that the audience liked it. And we'll talk about this as well.

So up here you have some text you can run with your ad. The ad created, the image, is a big part of this. Facebook is very image heavy and the image is what grabs the attention.

-Real talk real quick, Thrivers. Humans, and you're a human, I'm a human, we're all humans. Maybe we have a really advanced monkey watching this program.

[MONKEY CALL]

-But the point is we all click on stuff that's visual, right? I mean, we can just write these lyrical miracles. Most people want to look at a visual. So you've got to have great creative, great design, right?

-Absolutely. And even if you look at your own behavior when you're on Facebook, pay attention to it. When you scroll through your news feed, what makes you stop and actually read? Only an image is going to catch your attention... Business Education.

-I am drawn the pictures of cats. Any time it's a cat, it's a cat movie, it's a cat picture, I will click that, or Tim Tebow.

-You're going to be very happy on Facebook.

-Oh, nice. All right.

Featured Coaching Excerpt - Notes & Transcript, Part 2
  • Lesson Nugget: Quality likes are more important than a lot of likes that don't engage.
  • Fun Factoid: If people do not engage with your posts won't they see your content anymore.
  • Definition Magician : Retargeting / Remarketing: Allows you to show ads to people that have gone to your website.
  • Ask Yourself: What would be a strong visual that your potential customers respond to?
  • Lesson Nugget: The main objective should be engagement on all posts.

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[THEME MUSIC]

-And then here, that's actually the main part of this. The most important part of this ad is the Like Page button down here. So if people click this, you have an additional fan on your fan page.

CLAY CLARK: Boom.

[EXPLOSION]

ANDY HINTERPLATTNER: And yeah, this here is the desktop version. We have the mobile version here. That's what it looks like on a mobile phone and that's what it looks like in the right-hand side box.

CLAY CLARK: Why do I want someone to like my page to begin with? What's the benefit of that? So if someone likes it, what's the big deal? I mean, I feel good about it. It gets my endorphins up. I get excited. What happens?

-Yeah, it's awesome for the ego. But it's not all of it. Yeah, that's not all of it. The key, as we said earlier, is to get quality fans, quality likes, because those are the people you can start building a relationship with and engage with.

-And they'll see your stuff. If I like your page, if I'm a fan of your company page, then I'm more likely to see your stuff when you post it, correct?

-Yes, you're more likely to. With the Facebook algorithm, recently-- well, let's say recently-- organic reach has shifted a lot downwards. So you're not going-- even if a lot of people like your page, it doesn't mean that everyone is going to see your posts.

So people who are engaging with your content on a regular basis are quite likely to see your posts. If they don't engage with your content, then Facebook's not going to show them the content anymore. So that's also where advertising can help to get some guaranteed reach.

-Got it.

-And talking about this, they talk about the ad rated and the ad imagery. I was a big fan of his ad. I liked it a whole lot. Our website, that's the first slide on our website so I wanted to make sure the branding is intact when people just went to the website.

And then, we target them on Facebook with this ad. They should remember the branding and say, oh, yeah, that's All Stages Marketing. I just went to the website. I hope they like what they read on the website. I'm going to like their page and so we are re-targeting Facebook visitors with this ad. And we also--

-Whoa, whoa, whoa. "Re-targeting--" what does that mean?

-Yeah, "re-targeting" or "re-marketing" pretty much means the same thing. You have a website visitor and Facebook tracks their visit. There's some code that you can install. We'll talk about this a little later. And then, I can serve Tulsa advertising to my website visitors.

-So if I visited your site one time, and then you could make it where I keep seeing ads all the time or more often?

-More often, yeah.

-Cool.

-Yeah, some people might think it's creepy, but as an advertiser, I like it.

-You know what? "Creepy" and "cool" in the future might mean the same thing. We don't know. But for right now, you can really-- if you visit a site one time kind of secretly-- secret, I'm visiting this website-- then the ads will just show up all the time, which could be creepy or cool. It's happening.

-You can also think about it this way. You're going to see ads no matter what. So they might as well be related to your online behavior.

-Makes sense.

-Thank you.

CLAY CLARK: Big Brother.

-Yeah. So here's our page post engagement and these are the samples that I took from Facebook. The samples, they show the way they talk about the different ads.

So you have an image ad here and the goal here for a [INAUDIBLE] market is to get engagement on that post. That could either be a like, a comment, or a share or all of it. And this is what it looks like on a desktop. And on the right, you see how it looks on the mobile.

-And the visual eye candy here is the vegetables there. This is obviously an ad designed for my wife. My wife could not help herself. She would have to like this.

-Good for her. And what I want to point out here, yes, this is a post engagement ad. So the main objective should be engagement on that post, likes, comments, or shares. But it also has the Like Page button up here. So people can like your page from that post engagement ad, as well... Business Education.

CLAY CLARK: Cool.

ANDY HINTERPLATTNER: That's why I like running those ads, as well. Clicks to website--

CLAY CLARK: Ooh, ooh.

ANDY HINTERPLATTNER: This is an ad campaign we ran for one of our clients, a dog food company. Also holistic-- so it might not be your cup of tea.

-Holistic dog food?

-Holistic dog food, yeah.

-Really? So my wife would probably approve purchasing this for a dog.

-Absolutely.

-OK, so this is--

-You should. If you love your dog, why not feed him this food?

-All right. You don't want to have steroid-enhanced, artificially sweetened dog.

-Yeah, with all kinds of fillers.

-All right, yeah.

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Featured Coaching Excerpt - Notes & Transcript, Part 3
  • Lesson Nugget: Your campaign engagement can be used to better your future campaigns by obtaining email addresses.
  • Fun Factoid: You can have up to 5 images and a minimum of 3 on your advertisements.
  • Lesson Nugget: People use multiple image advertisements for multi product ads.
  • Definition Magician: Offer Claims: Claims that expire after a certain number of people have claimed them.
  • Definition Magician : Event Responses: Advertising and promoting an event

Business Education like Lynda.com, lynda.com alternative

-So this is where you have a click to website. That's a link ad with a single link. You have a big image again here, which hopefully grabs your attention. You have some text here, some ad copy here.

-Submit your pup's photo in costume for a chance to win free holistic dog food.

-Yeah.

-OK.

-You might want to do that. But the contest is over, sorry. Contest has closed. Then down here, you have a link, a title, and a link description that tells you more about the page you're going to visit.

-So participate with your pup in this year's Rotations Halloween Photo Contest for a chance to win our three fantastic prizes. Oh, and did we mention that every participant will get 30% off of his or her next Rotations order? So the idea is, you're trying to give you some eye candy here. I want to click it because I see a dog with a hat, dog with glasses. That may not be super common depending upon where in the world Thrivers are watching from. And then I go, what is that? And I want to click it. And then what do you want out of it as a marketer, as an advertiser? What do you hope happens?

-Well, what I want to happen is for them to sign up for the contest. And we ran this content through a third party application-- a third party Facebook application-- that lets us collect some data.

-OK, cool.

-In this case, it was email addresses. Then we can utilize those email addresses for future campaigns.

-Either you're a really bright marketer or you might be big brother himself.

-I'm just a marketer.

-OK.

-Yeah. So they click sign up-- a call to action box here, a call to action button. You always want to have a call to action because you want people to know what you want them to do. So this is the desktop version again. The mobile version, up here in the top right corner. And you can also run those ads in the right side bar. And we'll talk about placement a little bit later.

-OK.

-Those are the carousel ads. These are also link ads, and that's what they look like. You can have up to five different images and links.

-That's cool.

-Yeah, and you need to have a minimum of three.

-Minimum of three.

-Up to five, yeah. That's what they look like on desktop, mobile, and in the right-hand side.

-These ones seem very popular. This seems like the move right now. I've seen a lot of these. It kind of gets you going. You kind of keep seeing different images and you want to click to see what the next image is going to be.

-Yeah, and a lot of people use it in a lot of different ways. Originally, they were introduced as multi-product ads. So we have multi-products, and that's what they're still being used for.

-OK.

-But a lot of people use them in different ways, as well. Storytelling is one of them. And some advertisers get creative with the images here, where they kind of work together. So really, your imagination and sometimes skillset is the limit--

-OK, that's awesome.

- --on how to use them. I really like them a lot. Offer claims. If you have a special offer at your store, people can claim that offer. On the back-end, you can limit that offer to a certain amount of offers. Let's say you limit it with 1,000 people can sign up for that offer. Facebook has a back-end, and after 1,000 people have claimed it, they will stop showing the ad.

-Oh really?

-Really. Yup. So this is what it looks, again, on desktop. And on the right.

-You're designing so many of these ads for my wife right now. She wants to click these organic ads. She cannot stop herself.

-Yeah, these were actually designed by Facebook--

-OK.

- --for demo purposes. But Facebook also knows what works well on Facebook.

-Big visuals.

-Yeah, big visuals, and beautiful visuals.

-OK.

-And colorful. Event responses. So you have some kind of event. And you launch that event on Facebook as well, or communicate on Facebook about this event. You can promote this event, and this is what an event response ad looks like. They all look very similar, and you will probably notice, even now, that all of them are very image-driven.

-Yeah.

-Very image heavy. And you have a join button so people can join the event. Then when they're there, they can even invite their friends to join them at the event.

-OK. I love it. It doesn't feel like an ad.

-It doesn't feel like an ad, yes. What says it's an ad is the sponsored field here.

-Yeah, but I mean, it feels more like it's a pie show. I want to click this and go to the, you know what I mean? It seems like, I don't know. It seems like something you'd want to engage with or want to click... Business Education.

-Yeah, if you like apple pie, you might be interested.

-Yeah, I'm interested right now. I'm disappointed to know that it has already occurred.

-All

right.

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