Tracy Petrucci: Marketing Ideas Into Action: April 2017

Friday, April 28, 2017

How to Add Payment Information/Admins to Your Facebook Ads Account

{Since this is a common question we get when onboarding new clients, here are the step-by-step instructions for adding payment and admin roles to your ad account.}

When setting up a new ad account for the first time, you will need to add a form of payment (credit card, Paypal, debit card, etc.) before we / you can run your first ad.

Although Facebook's interface is sometimes less than intuitive, we have a picture-by-picture guide to make it real simple.

Step 1. Log In to Facebook.
Go to www.Facebook.com and enter your login information at the top right corner. *Make sure that the account you're logging into has access to the business page as an "Admin" so that you will be able to access the correct account.*


Step 2. Go To Ads Manager.
Once logged in, you will see a small triangular arrow on the top right of the page. Click that arrow, and then select either "Manage Ads" if you have ever run an ad before, OR "Create Ad" if you have never run an ad before.






Step 3. Select The Account
Once inside Ads Manager, select the account that needs payment info. If you have never run an ad before, you will likely incur a screen that looks like it's asking you to create an ad immediately. Just hit "Close" on the bottom left.



4. Go To Billing & Payment Settings.
From inside of the correct ad account, there will be a menu option on the top left of the page that says "Ads Manager." Click that button to open a whole host of other options, and then select "Billing and Payment Methods" over on the right side under "Settings."



5. Add Your Preferred Method of Payment
When you're done, hit save, and voila! Now we / you can begin running ads for your business.

Need to add a partner to your ads manager account? Here's how to do that.
- From your ads manager account, select the business page you wish to modify.
- Once inside the business account, select "Ads Manager" on the top left of the page to open a whole list of options.




















- Select "All Tools" on the bottom right to see more options.
- Select "Ad Account Settings" and you will then see "Add a User"
 



Once you are done here, hit "Submit" and you are done.

Thursday, April 13, 2017

Facebook Ad Tip: Taking the Guesswork Out of Targeting

Well I quite literally stumbled upon a neat idea for Facebook audience targeting.

Have you ever wondered what your current customers or leads have in common? One of the things I pride myself on is my ability to try and get inside someone's head and figure out not just demographically, but psycho-graphically what they are into so we can target those interests and behaviors on Facebook. Sometimes we can find out by doing a survey, or sometimes we can make educated guesses.

As I was editing an ad set this week I discovered a good idea, that I thankfully found by sheer accidental observation.

How to take your custom email list/website visitors a step farther and take the guesswork out of targeting...

The other day I had a pre-existing ad set with some targeting in it: Health and Wellness Buyers + a few other things. I copied the ad set so I could change the targeting to the email list. I added the email list before removing the other targeting, and the estimated reach dropped WAY down to less than 1,000 people. Instantly I realized something.

The people who subscribe to this email list have NOTHING in common with the interests I had chosen for the other ad's targeting.

Then I realized something else. By cross referencing my assumptions with the client's email list or website visitors, I can figure out if the targeting I am trying is on point or not. (Obviously if you're branching out into new target markets this may not work.)

Yes, Facebook can do a look-alike audience of these people already. But what do I learn from that? What insight do we get? What control do I have?

This way, I can learn what similar interests or behaviors these people may or may not share and have more control ultimately, over the client's money. This is because Facebook ads are a bidding pool, so why lump every common interest and similarity into the look-alike if I can separate them out and see which one is the cheapest and most effective?

Side note... Facebook's Audience Insights tool is supposed to do this same thing but it really falls short on delivering.

Example:
With the email list we start out with 63,000 people.

When I add Weight Watchers it drops to 13,000. That's pretty good still.

When I add Gluten- Free Diet, it only drops to 37,000. That's even better.

When I add Juice Fast audience it drops to 2,300. That's kind of low. Not terrible, but low compared to the others. I would have thought our Juice Fasting people were really great targets, but in fact they are not sharing interests with the current tribe of people.









So, try this out! Have some fun. Enjoy the trial and error of Facebook ad targeting, with a little less error and a little more trial. ;)