Facebook Advertising for Photographers – Setting Up Your Campaign

Check out this video from Georgia McCabe about using Facebook Advertising to help grow your photography business!

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Video Transcript

Hi everyone this is Georgia McCabe and today’s blog post is about Facebook advertising for photographers, and this is Part Two of the Facebook Advertising blog series. And I’m going to cover up how to setup your campaign, how to do a little bit of research, and a little technique, what we call split advertise testing.


So, the first thing I want to describe is that this is some basic fundamentals. With Facebook advertising, there’s basically what they call a campaign. And the campaign is around your goal. So, it could be a goal of let’s say a special, or a coupon offer, an event. Last week, I did one with — I was running a webinar. So, what you want to do is name your campaign after what that goal is. And, then, what you could do is you don’t have to just run one ad. You can actually do a variation of an ad just by changing some things out. For example, we could change out demographics, whether we wanted to target just all men and women or maybe just women. We could target different interests. We could target different behaviors. So many variables, but what I want you to do is think about, if you’ve never done this, to really start simple. So, in this example, I’m going to show you how you can set up a very simple campaign and actually do a split test doing three different ads. And under an ad set, although you can have multiple, I’m recommending you only use one. And the reason for that is that, in the beginning, you want to see which ones are working. If you have too many variables in there, you can’t really see if your money is being spent properly, you’re getting the right return on investment.


So, in this case, and I’m going to show you some examples of how we can actually dive in and get some very specific ways that we can target. My first ad in this campaign, which is going to be a campaign running a special for Labor Day, we’re going to target United States. We’re actually going to go right down into the city where this particular photographer lives. We’re going to have that in there. And, then, we’re going to target men and women and we’re going to go for a pretty broad range. They live in a vacation-type resort-y area. So, it might be good for people that are visiting, etc. Typically, when I do it, I tend to stay more targeted based on gender. But, in this case because it’s local, I’m going to go a little bit higher and I’m going to do some local targeting. I’m going to target places that I know people who have liked certain photographers also like, like restaurants, or bars, or cafes, or hairstylists, whatever. I’m going to then change the ad up a little bit. I’m going to keep all the demographics the same, but I’m going to now target into interests, things that Facebook keeps track of in terms of what people like, people who like various photographers, and what their interest level is. And then, finally, I’m going to do another one where I’m going to specifically zone in on the competitors.


So, before we get started, and I’m actually going to step you through this, I want to cover a couple of things. Once you get in and you set your ad up, the top, you’ll see that little line  just above Interest, anything above that is what, from a Boolean standpoint is like an “and.”
So, each section in the top is an “and.” And, so, the target profile has to meet that criteria. So, the target profile has to meet they’re in the United States, that in our case it’s going to be that they live in a certain location, that they’re a certain age group, and what their gender is. That’s the “and.” Now, in order to go below, the next line where you see the Interest and Behavior section, that’s an “or.” And, so, what I mean by that is, when you add more of these, you’ll get a larger audience. But, for an example, if we were to say sports and basketball, sports or basketball, that could mean anyone who had either sports or basketball in their profile. And, so, you want to think of the top is always “and.” It’s the criteria that you have to meet and the other is more of an “or.” And, then, so what I’m going to do in the beginning is we’re going to get real specific on the top. And I would suggest, if you’re new with advertising, you start here. And, then, the other thing I want to make sure that everybody understands is that in order to use the Interest and Behavior section on your ad, you actually have to fill out one portion of the ad when you set it up and actually have it be known that it’s your Facebook page that is going to be somehow highlighted in the ad. So, this is really important stuff and let’s go on over and let me actually dive in and show you examples of what we can do here.


So, before I do that, the first thing I did, and I’m picking on some good friends of mine, Michelle Brown, Tim and Michelle Brown Photography. They’re located in St. Simon’s Island in Georgia. And, so, what I did was I went to Google and I just looked up St. Simon’s Island Georgia Photographers. And you can see there’s a whole slew of them. And the people at the top have done a really good job because they all have Google+ pages and they set it up so it’s local. And I’m really proud of you Michelle and Tim. You did a great job. You’re number one. Maybe some of those blog posts I’ve done have helped out. But, what I did was I started to just look through all of these just by clicking on it, looking at their website, seeing if they have a Facebook page, and guess what? I’m going to show you what you can do. So, this happens to be one of the other photographers in the area, Mike Force Photography. And there’s a number of ways that you can search this. But, one of the most powerful, this is called Facebook Graph Search, is that you can type in certain information. And, so, I did cities liked by people who like Mike Force Photography. That’s his business page. So, all the cities come up. But, why did you do that, Georgia? Because down here you could actually go in and say I want to see the places that they visited. Okay? I want to see what kind of place type that they’re associated with. So, if I want to see a restaurant, or I want to see a bar, or a café, hairstylist, schools, whatever, they will appear. I mean really, really powerful stuff.


You can do a bunch of other things. I could have gone in and just said, I want to see favorite interests of fans of this particular — and you can see that Facebook has kept track that, you know what? People who like this guy’s Facebook page, they like flip-flops, they like the beach, camping, mudding, four wheeling. And so, when you do your ad, you can actually use these as different ways to target people. And, again, it’s going to target only those people in that certain geographic area in those “and” sections. Really, really powerful stuff. I’ve done a number of blog posts on this. Maybe I’ll do a refresher here coming up of all the various things that you can do, but it’s really amazing the kind of detail that you can actually get into.


So, what I’m going to do is I’m going to head over now to Facebook and the one thing I want to remind everybody of is that, when you’re setting up a campaign, or your first ad, or any ad, you always want to make sure you sign in as your personal profile. You’re going to go right down here to Ads Manager. I set this one up ahead of time so I could save some time. So, here’s a scheduled ad that I set up. And we’re going to go in. We’re going to take a look at it. And this is only one ad. I’ve only done the first ad in the ad set. I haven’t done the second or the third yet. So, let’s come down and take a look at what I did. Here’s what I’m going to call Book Now for a Portrait Session and Receive 20% Off a Session Fee and a Free 8 X 10. I have this set up as a click to a web conversion and I’m giving 20% off. And then, down here, I just picked my targeted audience like I showed you, the “ands,” United States and St. Simon’s Island, Georgia, and they speak U.S. English, and they’re 30 to 60 years old. But, I used that technique I just showed you because I happen to know that a lot of fans of those other photographers, they like southern soul barbecue or they love princesshairshop.com. And I could keep adding more and more of these if I wanted to. And the more “or’s” you add, the higher that audience level. So, in this case, it’s very targeted to 2,200 people. I set the bidding up. You can edit this at any point in time. I highly recommend that what you do this you use what they call the bidding technique, optimized for clicks. Facebook knows how to do this. I let them automatically do that. I don’t mess around with it. I’m going to stick with one photo. If I was doing this for a real ad, I would probably do it a little bit different and I’ll show you some examples of how you can do that. Here you can see Connect Facebook Page. So, this is where you have to select the page. And then, once you do that, it’s going to allow you in the targeting to go into much more specific search interests, behaviors, etc. So, that’s basically how I’ve got that set up.


Let’s go back to my PowerPoint presentation real quick and continue on, teach you a little bit more. So, that’s how I set it up. You can actually view this. At any point in time, if I wanted to create yet another ad, so let’s say ad set number two, you could actually go in when you pull this ad up, and you’ll see down here “Do you want to create a similar ad?” And you can. And as long as you tie that directly back to that same, in my case it was a website conversion, you’re fine. It’ll ad to the ad set. Otherwise, if you’re going to change it to a page Like or something like that, you have to start from scratch again.


There are some fancier tricks that you can do. I ran a webinar last Wednesday and what I did was instead of sticking with certain demographics, I ended up going in and changing things around relative to the photos. And you can do this. I could do an ad set where I keep all of my targeting the same, the same demographics, the same interests, the same behaviors, but I want to check out does a photo resonate better? Or, I could have done the same thing and instead of changing up the photo, I could just change the copy. So, again, let’s just go back. That means come back up here again. I’ll show you what I mean. So, this ad set, the first one, in the case of Tim and Michelle, I targeted local targeting for the restaurants, the hairstylists. I could have done a little bit more. The second one, I would have used the exact same demographics, but I would have taken those interests, flip-flops, camping, mudding, you can even go in if you want to in that same area — let’s say there’s a local newspaper, I mean you could — it’s just unbelievable the amount of information that is available to you. But, I’d say, in the beginning, keep it kind of simple.


And, then, the third ad set, I could actually go in and in that Interest section, I can actually down here where it says Interests, I could enter in some of the competitors’ webpages or Facebook pages. I could target specifically all of the fans of all those different photographers in the area just by entering in those Facebook fan page names.


This is some of the basics. One of the things that you’re going to want to do is you’re going to want to always check your reports and adjust accordingly. That’s what’s beautiful about Facebook. You can go in. You can turn them on. You can turn them off. In my next blog post, I’ll make sure that we cover that. But, this is one that I ran last week. I spent I think $20 a day for two days. And I set it up so that people would actually join our webinar. And I was really, really happy. I had 80 clicks. I had 68 unique clicks, people that actually signed up as a result of the ad. But, more important, my click through rate was 3.6%. That is awesome. And my total spent — I actually didn’t spend my whole $40. I spent $34. So, I was really excited about that. But again, at any point in time, you can go in and you can change by editing the budget. Let’s say you don’t want all three ads running because sometimes Facebook does go in and say, oh, I’m going to spend more, I’m going to show more of this ad rather than the other. But, don’t worry if it’s not working. You can easily make the ad inactive and the dollars won’t be spent on that one. What you have to think about, is your offer enticing? Are you giving something away for free or is it really a sale? More importantly, what does your landing page look like? And second of all, you want to check your copy.


So, let’s just jump over there again and I’m going to show you what I mean by this. Okay. So, let’s go in here. I’m going to go back and I’m going to show you some ads that I just did. This is the actual one that I did last week. And, hopefully, I can find it here. I have done quite a few lately. There it is, Publishing at Sea. There it is. So, I ran this one last week. And I decided to get a little tricky, which probably I shouldn’t have done. I actually did three different ads. I did one that was not so hot. You can see I changed up the picture and I realized right out of the shoot it was not getting much traction — even though my click through rate was great. I had a 4.2% click through. I had 10 clicks. I just wasn’t happy. I only had a reach of 230. So, what I did was I actually just went here, and I clicked this, and I turned the ad off, made it inactive. Now, let’s go back and I’ll show you one that did kind of work. I set these all up, but then this one tended to get much, much more success. Actually, this was the most successful ad. So, during that two-day timeframe, I basically watched this and said, you know what? Those other ones where I got fancy with different pictures, weren’t working. I kept the copy the same. This is the one that was really working. And you can see I actually had here sign up. When people clicked on that, they went directly to the sign-up page and we had a great webinar. We had over 100 people sign up and I think we had well over 50 who attended, which is really good actually for webinars. So, that’s something that I don’t want you to try right away. It gets a little bit more sophisticated. When you get a little bit more experience, knock yourself out on that.


I really do want you to think about your landing page and what that looks like. If you’re going to run an ad and the objective is to get people to let’s say sign up for this 20% off, you want to make sure that you have a dynamite looking landing page that’s going to highlight 20% off, kind of what the special’s all about. You can do this even on a blog post. In fact, let me just go back and I’ll show you one more thing. In the case of Tim and Michelle, they actually did that.  They had Senior Fall Special. And what they did was say click here, and sign up now. And, now, here you could have the option where they’re basically following up with the people. But, you could actually have something — get your coupon code, pick a date. You can get as fancy as possible as much as you want to. You can actually do that right within your Facebook — or within your blog post. Another thing that you can do that I’ve done, and I’m going to show you this on H&H’s Fanpage. We actually used an application called ShortStack. Right within Facebook, you can actually create a mini-site. Here was the Summer Soiree. On our ad had this application right within Facebook so we could tell people all about the event, tell them about the guests and prizes, but we said on this tab is, RSVP now. They add their name, their studio name, their email, and they submitted it. We actually tracked the effectiveness of the ad tied to the number of people who actually RSVP’d for attending the Summer Soiree. Very, very powerful.


So, bottom line, Facebook advertising can be really, really effective. You can be very basic in terms of just starting out keeping it really simple. Get fancier as time goes on. I highly encourage everybody to set it up as a newsfeed ad. I tend not to use those right side ads at all because they eat up the money up really fast. If you can get a click through rate of 1%, that’s good. 2% is better. Above that awesome, that’s why I was so excited about mine that had over 3%. I’d like to go through everything, but I’m already making this post longer than I wanted to. The next blog that I do on Facebook advertising, we’ll really dive in to pricing, and how you can look at the reports, and know what to track. These are good, cost per Like, cost per Click, cost per Opt-in, cost per Sale.


Finally, remember this. Don’t change too many things in your ad. Start with $20 a day for the campaign and limit it to 3 different ads in the beginning.  Remember to specify the days you want it to run. I want you to make sure you do that. Select it where it’s going to run from this time to this time. Don’t leave it open-ended because some people forget and the ad keeps running and running. Just start out with $20. Start out with $10. Heck, you can even start out with $5. But, I’ve found that $20 works the best. I hope this was helpful. If you have any questions, feel free to get a hold of me, georgia@georgiamccabe.com, but also on the H&H Facebook page. Go ahead and leave a comment, ask a question, I’ll be sure to get back to you. Thanks for joining.

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