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Do you use Facebook ads?

Want to bring your Facebook advertising to the next level?

To learn how to use Facebook advertising to your advantage, I interview Jon Loomer.

More About This Show

The Social Media Marketing podcast is an on-demand talk radio show from Social Media Examiner. It’s designed to help busy marketers and business owners discover what works with social media marketing.

In this episode I interview Jon Loomer, a Facebook marketing expert who specializes in Facebook advertising. His blog, JonLoomer.com, was the top pick in our 2014 top 10 social media blogs.

Jon explores the benefits of Facebook advertising.

You’ll discover new tools for publishers on Facebook, information about conversion tracking, custom reporting options and more.

jon loomer advanced facebook ad techniques

Listen as Jon Loomer share what marketers need to know about advanced Facebook ad techniques.

Share your feedback, read the show notes and get the links mentioned in this episode below.

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You can also subscribe via iTunes, RSS, Stitcher, SoundCloud or Blackberry. How to subscribe/review on iPhone.

Here are some of the things you’ll discover in this show:

Advanced Facebook Ad Techniques

New Facebook tools for content publishers

Before going into detail about the four new features aimed at content publishers, Jon explains the difference between an organic post and a Facebook ad.

An organic post is something you share with your fans that’s free and will also show up in the news feed. If you want to promote a post or create a separate promotion, that’s an ad.

The first new feature is the ability to target organic posts by interest to your fans. Targeting interests was previously something you could only do with ads.

Jon shares why a marketer might want to try targeting fans. Facebook’s algorithm only shows content to people who are likely to engage. After these fans engage, Facebook will show it to more people. So, if you target a post to people you know are highly likely to engage, you’ll get the benefit of more Facebook visibility.

Note: You can target by demographics, as well as to fans of other pages and fans in specific categories.

Target your fans with

Marketers can now target organic posts by interests.

The next change, which has been rolled out to a small number of big media companies, is smart publishing. This is auto-publishing, based on user engagement. Facebook looks at the most popular links people share on Facebook, and will share them with your fans. It won’t post on your fan page, it’ll just appear in your fans’ news feed.

Third is post end date. If you share something that’s going to expire, you can put a post end date. It will disappear from your page and the news feed when that promotion is over.

You’ll hear about the final update, which is improvements to domain insights.

Listen to the show to hear Jon’s take on dark data, as well as how to generate and use UTM codes to better track link engagement and conversions.

How Facebook tracks conversions

By default, Jon explains, Facebook records a conversion when somebody has clicked your ad and converted within 28 days or viewed your ad without clicking and converted within 1 day. However, if you use your custom reports, you can adjust that window. You can get rid of view-through, or you can set view-through and click-through conversions for 1 day, 7 days or 28 days.

You have six tracking options for

There are six metrics available to track conversions on Facebook.

When you have that conversion pixel on your site, Facebook knows three things: whether someone viewed your ad, clicked your ad or if they ever fired that conversion pixel. Facebook uses these metrics to determine whether your ad resulted in a conversion.

To get to custom reports, go into your Ads Manager and click on Reports. Then click on the Customized Columns button, and then in the bottom right-hand corner of the window, the Attribution Window pops up. This is what you change to include any or all six reporting options.

Listen to the show to discover what happens to your view-through and click-through conversions when you target the right way.

Why bloggers should consider using Facebook ads

Jon says that there’s nothing more important than traffic to your website, other than the eventual dollar. The more traffic you get, the more people you can remarket to later and ask to opt-in or buy something. Ads will bring more people to your website.

He explains that when he publishes a new blog post, he shares it to Facebook and also sends it to his email list. Six hours after posting it organically on Facebook, he turns it into an ad. He’ll schedule campaigns that go to two different groups of people: one targets fans, one targets website visitors. This is especially important because not all visitors are fans.

Jon Loomer posts Facebook ads after he shares posts organically to drive the most visitors to his website.

Jon Loomer posts Facebook ads 6 hours after he shares posts organically. He’ll get momentum going and then use the ads to drive the most visitors to his website.

For Facebook ads for his blog Jon spends $10 per day per ad set ($20 a day) with the goal of driving website traffic. Jon’s rule of thumb is if you have the potential audience to reach 100,000 people, and you have optimized for a website click or some sort of action, Facebook will optimize it and show it to the top 5% to 10% of those people.

The key, Jon says, is to create an ad that goes to the right people, with the right message, at the right time. That way, it doesn’t stick out as an ad and you’ll get similar types of engagement whether it’s an ad or organic.

Listen to the show to learn the math behind Jon’s budgeting for ads.

Facebook’s new rules on organic promotional posts

During the show you’ll hear Jon go over the three types of posts that are affected by Facebook’s new rules.

Posts that solely push people to buy a product or install an app will get limited visibility. The workaround is in the content. Jon suggests you can change the language in your post and share a link to a product.

Posts that push people to enter promotions or sweepstakes with no real context will also be limited, as will posts that reuse the exact same content from ads. It’ll be interesting to see how these new rules play out.

Listen to the show to find out how, according to Jon, these new rules may hurt well-meaning pages.

Discovery of the Week

Want to save time by streamlining your activities? Looking for a mobile tool that helps you create custom automated tasks? Check out Workflow.

Workflow is an iOS app that automates tasks on your iPhone and iPad. It will pull a piece of information, such as text, graphics or video, from one app and send it to another app. From that app, it’ll send it over to another.

When you open up the Workflow app, it shows you a sample of how it works. It has you take three photos manually, then converts them into a GIF before it brings it to a place where you can add text and tweet it. Once you set up any type of Workflow, the app saves it forever.

Workflow helps you string apps together, so you can automate your tasks.

Workflow guides you to string several apps together so you can automate your tasks.

Choose from Workflows that have already been created or make your own. It’s a huge time-saver, since you can do a bunch of steps with the push of a button, rather than take the 5 minutes to do them all.

Another example of a Workflow is called cross post. You can set it up so when you hit the button, it takes the photo or your text and sends it to all of the different social networks you plugged into that workflow.

Workflow is a new app. It currently costs $2.99, but the price may go up.

Listen to the show to learn more and let us know how Workflow works for you.

Other Show Mentions

Today’s show is sponsored by Social Media Marketing World 2015.

We are super-excited about Social Media Marketing World 2015. It’s the world’s largest social media marketing conference. By attending, you’ll make connections with 100+ of the world’s top social media pros (plus 2,500 of your fellow marketers) and you’ll discover amazing ideas that’ll transform your social media marketing.

Hear testimonials from our 2014 conference speakers.

This is just a sample of industry experts talking about their experience at Social Media Marketing World.

In the show, Jon Loomer recalls how amazed he was two years ago when he experienced Social Media Marketing World for the first time as an attendee. Last year, he became a speaker. Like many others, Jon believes there is something special about the conference, as it’s an excellent place for social media marketers to gather together. This year, Jon will speak about “How to Sell to the Right People Using Remarketing and Other Advanced Social Advertising.”

Social Media Marketing World 2015 has a lot going for it with the great content, excellent presenters and valuable networking opportunities.

Take your social media marketing to the next level and join us in warm, sunny, beautiful San Diego, California on March 25, 26 and 27, 2015. Hundreds of people have already secured their tickets. Click here to check out all of the speakers and the agenda, watch our video and grab your tickets today.

Listen to the show!
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Key takeaways mentioned in this episode:

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  • Just listened to this episode and loved it! I’m just getting in to Facebook advertising and Jon is my go-to!

    There was one thing he mentioned that I can’t figure out. It was about audience insights and he mentioned you could see how many of your fans have clicked on an ad in the past 30 days.

    That sounds like a great way to determine whether Facebook advertising might be a good investment for a given page, but I don’t see how to get that information. He seemed to have it for the SME page as well, and it would be great to look at prospective client pages to get that insight when proposing strategy.

    Do you know where that info is? Thanks for another great show!

  • Hi, Alisa! Within Audience Insights, you can view more details about various audiences. That includes Website Custom Audiences, which you create and can be a list of people who have visited your website during the past 30 days. Not necessarily clicked your ad in that case.

  • Actually, I think I know what you’re talking about now. I don’t think my first comment was about what you’re referring to.

    If you enter your page under connections within Audience Insights, there’s a tab for Activity. There you’ll see how many ads on average those people have clicked during the past 30 days. Not necessarily your ads, but any ads. I may have made a comment that a lot of those may be my ads, but that was partially a joke!

  • FireStarters

    Michael and Jon, thanks for sharing this valuable info. Facebook is essentially pay to play, so this topic and valuable insight is perfect for any entrepreneur to increase their ability to grow their audience and sales.

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  • Ben Curnett

    Jon Loomer is a bright signal in the vast nothingness of noise about advertising on Facebook. I’ve onboarded my whole team using his information. Highly, highly recommended.

  • Thomas Lundy

    Hi Jon, great information. I have created custom audiences for fans, website visitors as well as the email subscribers for our business. I have also created the lookalike audiences for each as well. My question is how often should I recreate these audiences to stay current with the new followers coming in and second how can you target the ads to the new followers and not retarget the original audience that was targeted. How does Facebook determine who was targeted and how often does the ad show up to the audience?

  • Glad you enjoyed it 🙂

  • Thanks Ben and I agree

  • That’s deep, Ben! But really appreciated.

  • Hey, Thomas. Website Custom Audiences are dynamic, as are lookalikes. Those update in real time based on activity on your site. If you create a WCA for all website visitors during the past 30 days, that’s a rolling window. I create dozens of WCAs based on various pages and durations.

    I’m not entirely clear by what you’re asking in the second question. You can use exclusions to exclude those who have already liked your page, already visited a page of your site, already converted, etc.

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  • Thanks both of you!!

    Valuable content for me.

  • Cheval John

    Learned something new about Facebook advertising. Jon is really smart and knowledgable on when to post ads on Facebook.

  • Thanks for listening, Cheval!

  • Cheval John

    You are welcome, Jon. Hope you and your family have a great weekend.

  • Interesting how you target your ads according to audience behaviors with related content Jon. Smart!

  • My business operate with very low budget. I have to admit that I have tried PPC Facebook ads and results were terrible, but expensive. Though, the above ideas are new for me and probably, I will give a try.

  • Pingback: Marketing Strategies & Ideas For Your Business - Entrepreneur | Inspired Systems Marketing()

  • I have a similar experience. Like you I operate on small budget, I tried the Facebook ads for less than a month. I had set my daily budget at $10.00, but to my surprise before the end of one week Facebook sent me their bill that was worth what I had budgeted for a whole month. I could not make sense out of it because I was expecting only $70.00 for a week. I did not only terminate the ads I turned my back on Facebook because I think they are doing some fun things to rack up the bill.

  • Denilson

    Hello Jon Loomer i love your stuff very enlighten. Please why is facebook flagging off our facebook account we advertisers from Nigeria?
    I can’t drive traffic again to my Blog, please help…

  • So happy to have found you jon! I will be sending all of my peers over to your site! I run a seasonal storage company in London, storing mostly international students things over the summer months while they go back home. I have recently partnered with many chinese, singapore and malaysian societies within London whom are all posting information to their groups and fan pages making them aware of our services. My question is, what can I and my team do to increase our brands exposure to these select groups/pages in conjunction with the promotion that the societies are doing on our behalf? Hope to hear from you very soon.

  • Debby Luzia

    Hi Michael and Jon
    Thanks for a great podcast. I have long admired Jon’s ability to delve into data as he does.
    One thing that I haven’t figured out is regarding the possibility to target organic posts to a specific audience. I haven’t found that option.
    Also, how do I connect between my mailing list and Facebook? I use Mailchimp.
    Thanks in advance for you help and keep up the good work!