Are you ready to take your business to the next level with a stronger online presence? Andy Hinterplattner shares his Facebook marketing secrets of a successful Facebook campaign.Sign Up to Watch
-As we're going through this again, Thrivers, this is real talk, so think about it in terms of your business. Be asking yourself right now, for your own business, which one of these strategies would you want to do? Are you to be focused on page likes? Are you going to be focused on mobile app engagement?
Ask yourself. Make it a real exercise for yourself right now. Be thinking-- with your company that you own right now, or the one you want to start, or the company you work in, what does this mean in the context of your own business? That's the big thing. Make this as real as possible. Get real.
-Get real. That's right. On the campaign level, you're probably not going to spend too much time. There are not too many things to set up. On the ad set level, it's quite different. On the ad set level, you set up your budget to determine if you want to have a daily budget for an ongoing campaign or a lifetime budget.
I think it's pretty self-explanatory. With daily, you cap your daily spend, and with a lifetime budget, just give Facebook a budget you want to spend and they show your ad.
-Going to throw it out there for you real quick. There is a Thriver that I can think of right now who is a basketball coach who has been using this, and I'm not exaggerating-- he has a beautiful sight. He has great designs, that kind of thing. But he had 12 kids sign up for his basketball camp in two days by using this kind of system.
He was only spending $50 a day. He was targeting-- soccer moms what he called it-- moms between the ages of, I think it was, 30 and 55 or something that lived in a specific targeted area with these specific references. And he had over 12 people sign up in two days. I think it was 12 people in two days. You can really do a lot with a small budget, right?
-You can do a lot with a small budget. The key really is the targeting. That's why I like tools like Power Editor, because you can really get the crazy targeting features.
-Qualified leads! Boom!
-Qualified leads, that's right. Boom. You can schedule when your ad should run. We talked about this earlier. This is a critical component of a advertising campaign, to make sure your ad runs at the right time. That's where you set up your target audience. That's where we talk about targeting the people that you want to reach and exclude people you don't want to reach.
-Ask yourself right now, Thrivers-- who do you want to reach? Just ask yourself. Take a second. Jot it down. Who are you trying to reach? Are you trying to reach these people? These people? Are you trying to reach soccer moms? Are you trying to reach soccer dads? Are you trying to reach former Austrian national football team members? Who are you trying to reach? You want to be as specific as possible, right?
-Absolutely. The smaller the audience and the more targeted it is, the better the return on your investment is probably going to be. That's also where you set up placement. Where do you want the ad to appear? Is it in a desktop? Just on desktops only? Mobile as well? Just on mobile? If people are on a Wi-Fi system but not if they're not? There are a lot of different placement options, and it's pretty easy to set that up. It's not too complicated.
And then optimization and pricing-- this is why you want to tell Facebook the truth about what you want to do, because Facebook can optimize some of the impressions to people who are more likely to act on your goal.
-And an impression is when I see it?
-An impression is when you see an ad.
-Not when I click it, but when I see it.
-When you see it, yeah. Without doing anything to it. If you scroll over if, you have an impression.
-If I see it one time, that's an impression.
-Yes. You might blink. You might miss it. But it's still a recorded impression. This is a screenshot of the targeting feature. You see in the top right corner, this is a screenshot taken from Power Editor. There will be some face lifts in the very near future. Facebook is already rolling out a new Power Editor. Functionality is going to stay the same. Some of the screenshots that you see here might look a little bit different in your Power Editor.
-And just so we're clear with the Thrivers, Thrivers we want to teach you the principles that you need to be successful, but things will change a little bit all the time. Everything's always changing, always updating, but these are the principles that you can find-- the basic, baseline underlying truths.
An example-- with Google, they're constantly updating their algorithm to keep people from frauding them and tricking them and that kind of thing. But there's certain principles that they've adhered to for a while. I think Facebook has some similar principles that they've adhered to over a long period of time. And they're always updating it to make it easier, though, right? A better user experience?
-Exactly. They are very interested in creating a better user experience.
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-At the top, you see custom audiences is something we'll talk about a little bit later. Just remember that it's here and where you can find it. We talked about location-based targeting. And you only reach the people that are in a location that you can service.
-Could be a whole country, could be a city.
-Could be a zip code.
-And the DMA in there, that stands for Designated Market Area, right?
-Yes, absolutely. Yeah, that's what that stands for. So this is where when, for example, you run some radio ads or TV ads--
--and you want to reach the same people with Facebook ads as well.
-Yeah. The DMA is a three-digit code depending on the area. And if you run radio and TV ads, you'll know about the code--
--you're running the ads in. And then you could just type in that code, and your ads will appear in that region on--
--Facebook as well.
-Boom. That's right. So and then you can choose if it's everyone in this location or maybe just tourists or people who only-- like residents there. That is where you can exclude some people.
-Also, it really depends on who's the target audience. Who is your typical client or customer? Age, pretty self-explanatory. Which age group do you want to reach? Gender, same thing, all men or women. And you might say that, yeah, my customers are men and women.
-But when I set up a Facebook Ad Set, I might say, I want to run a different ad to women than I run to men. So that's when you would limit this here and say, OK, in this Ad Set, I'm only going to target men, and then I'm going to show specific ads within that Ad Set only to men.
-That makes sense.
-But in a different Ad Set, I might set up just women and run different ads for them. And in the end, I'm targeting men and women.
-More demographics. This is something where it gets a little bit creepy for some Facebook users. So let's say you just updated your relationship status. [INAUDIBLE]
-Yeah, you can do that too. But let's say for engaged, suddenly you see a lot of ads for wedding photographers, wedding venues, maybe even weight loss happens too, and really multiple categories. I really recommend to go into this, click on that little caret, the downwards arrow, and see what comes up. And then just click around and experiment with it. Some things might freak you out. But for targeting purposes, great. To advertise on, awesome.
Connections. This is where you set up if you want to target people who are already fans of your fan page, or you can also exclude fans if you want to--
-Yeah. And you can choose any kind of fan page that you're an admin of. So you cannot target your competitors' fans here.
-Yeah, unfortunately. But depending on how big your competitor is, there's a little way around that as well... Business Education.
-Yeah, with interest targeting that we'll talk about in a minute. Language is pretty self-explanatory. You might want to show your ad only to people who speak English.
-What languages do you speak?
-I speak English--
- --a little bit.
- --and German.
-[INAUDIBLE] OK. All right.
-Yeah. I'm Austrian. We speak German.
-On the Austrian national football team, did you speak German or English?
-Well, between the players, German.
-The coaches, most of the coaches are American, so they speak English.
-Did you ever talk German when you were mad at a coach so they wouldn't know what you were saying?
-Yeah, but some coaches do speak German too. So--
- --you need to-- you need-- you need to figure that out first.
-So interests, this is where you can get a little bit more detailed with your targeting, especially if you don't have a lot of website traffic yet and you're trying to gain more website traffic. You can put some interests in here and there's a suggestion tool, Facebook users as well. So you type in let's say, social media, for example, and Facebook will give you suggestions.
And then just choose them, and then you will see here, in the top right corner-- as soon as you make selections here, you will see those numbers here change. And on the targeting details, it will display the details that you chose on the left.
CLAY CLARK: So the more you narrow down, the smaller the number would get. The potential reach in the top right would probably get smaller and smaller.
ANDY HINTERPLATTNER: It depends. If you add some interests here, and you add more and more interests.
CLAY CLARK: Then it gets bigger.
ANDY HINTERPLATTNER: The number goes up. So if you combine that with a different field-- let's say I'm looking for people interested in social media, but only speak English, then the number will go down.
-Do you try to get the smallest possible-- do you try to get the number as small as possible so you could be really specifically targeted?
-Yeah, that's the idea. It really depends on what your campaign type is, if you want to create awareness. But I'm trying to become as small as possible, to be as targeted as process.
CLAY CLARK: Makes sense.
-And behaviors, this is also a little bit creepy. This is where Facebook pulls in a lot of third party data.
CLAY CLARK: What?
ANDY HINTERPLATTNER: Yes, purchasing behaviors, any kind of stuff.
CLAY CLARK: What? Give me an example.
-What car you own.
-Ample example, give me an example. Let's say, I went to the store and I bought some organic kale for my wife. Would it be able to figure that out?
-It can track offline behavior as well.
CLAY CLARK: How?
-I don't know how the third party vendors really create that.
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As far as I know, as soon as you have a credit card and you pay with your credit card, you will get assigned a unique ID-- not your name-- or you'll get an ID assigned to you, and all that data gets collected.
-I feel like there might be black helicopters watching right now.
-I think they are.
-Are they taking the third party data from what we're saying right now, and putting it into our feed right now?
-Yeah, I have to be especially careful because I'm here on a green card. So if I mess up, I'm out of here. So let's stop talking about this, and let's just move on.
CLAY CLARK: Let's just click through.
-Otherwise I might not be able to finish this demo here.
-OK, yeah I'm going to turn my mic off.
-Yes, it is where a lot of the third party data lives. And the best way to see what's really available is just dive into this and just play around with the tool, and you'll be surprised who you can target.
-As you're clicking through that, I just want to say, I'm excited in kind of a Dr. Evil kind of way, like really? And I'm also scared in terms of like for our Thrivers who are preppers. I'm worried. Part of me wants to market like a machine right now. Another part of me wants to just hide in a bunker, and unplug my-- unplug everything, throw my phone in the river.
-Be worried. Keep doing what you've been doing and be prepared.
-We talked about preparation earlier. You're going to want to have a plan A, C-- let's start A, B, and C.
-I am buying some Silkie chickens--
--where I would be completely off the grid for my chicken needs. So I won't need-- if things get bad, I can kill my own chickens. I don't plan on killing the chickens though. I'll just eat their eggs. So I at least got the egg covered. So I'm getting it figured out.
-I couldn't kill a chicken.
CLAY CLARK: Need you Facebook.
-So location targeting, we talked about this briefly. So it is where you can target states or cities with a radius, and you can also exclude certain locations.
-Say, Oakland, I don't want you seeing my ads, Oakland.
-Yeah, for whatever reason. I'd just put that in as an example.
-You don't like Oakland? Is that what you're--
-No, I do like Oakland. I'm a really big Marshawn Lynch fan. He's from Oakland. He played for UC Berkeley, and maybe that's why--
-MC Hammer-- or formally MC Hammer, but now Hammer-- he's from Oakland.
-Oh, all right, all right. So this is-- let me walk you through this real quick and see what comes up here. Zip code, designated market areas, we talked about this. It's where you run your TV or radio ads. Then you can include or exclude certain audiences where we see here on the side. Then down here-- we talked about this earlier a little bit as well. Who do we want to show these ads to? Everyone in this location, people who live in this location, people recently in this location, or people traveling to this location.
-They would have to know where we're traveling to do that, Facebook.
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-Yeah, well that's pretty easy to find out.
-OK, you're freaking me out.
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