! ! ! ! ! ! FACEBOOK ADVERTISING FOR NIGHTCLUBS AND BARS ! THE Step by Step Guide on Using Facebook Ads for Promoting and Marketing ! ! ! ! ! ! ! ! ! ! ! Cold Rock Publishing is a TradeMark !of La Vella Entertainment Group Inc !Facebook Advertising for Nightclub and Bars. Copyright (c) 2013 by Louie La Vella !All Rights Reserved. !ISBN 978-0988103078 (digital version) No part of this book may be used or reproduced in any manner whatsoever without !written permission from the author. Printed in the United States of America. !This book is a work of the author’s experience and opinion. Web: louielavella.com | lavellanightlife.com !All Social Media: @louielavella ! "2 of "15 louielavella.com Facebook Ads for Nightclubs ABOUT LOUIE LA VELLA ! La Vella has been in the nightlife marketing industry for almost 20 years. Starting out at the age of 17 and built a successful career from the promoter business to concert producer to nightclub and bar marketing consultant. The experience gained during these years have been extremely valuable and profitable to ownership, management and event producers combined. ! Recent Promoter of the Year recipient and author of the successful ‘Nightclub and Bar Promoter Handbook’ (on Amazon and Kindle), Louie is also a television host and producer for music channel in Canada, interviewing the likes of Lady Gaga, Richard Branson, Tommy Lee, Deadmau5 and more. ! Available for marketing consultant work and email advice to Nightclubs and Bars around the world. Check out Louie online at www.louielavella.com ! ! ! WHY FACEBOOK ADVERTISING WORKS ! For the purposes of this quick guide I am going to assume that you already have a Facebook Page for your venue or event series. Passing over those basics we can focus this ebook right to the good stuff. Let’s leave out the fluff and show you step-by-step on how to target your ads. Targeting your ads right down to your specific audience will give you the most bang for your buck. ! Every time someone likes a page or clicks on links, Facebook tracks this. If you do the basic Post Boost or generic ads you will never get the effectiveness that Facebook can offer you. ! Did you know that you can tap into this massive database of information and fine tune your ad audience so just those people that share similar interests will see the ad? Extremely effective advertising. ! Let’s jump into it. "3 of "15 louielavella.com Facebook Ads for Nightclubs ! ! HOW TO TARGET YOUR FACEBOOK ADVERTISING The STEP by STEP Guide ! Let’s get right into creating an ad. Again, you want to be sure you have created a Facebook page for your venue or event series and be ready to promote it. Alternatively you can be using the ads to promote a specific event that you have created. ! When you log into Facebook (your own personal profile) you will notice the Ads Manager link along the left side. Click on that. ! ! ! Click on the green ‘Create and Ad’ button. ! ! ! ! ! ! ! ! ! ! ! "4 of "15 louielavella.com Facebook Ads for Nightclubs ! ! The next step will ask “What kind of results do you want for your ads?”. You will notice several different goals. You can create an ad to send clicks to a website, conversions, promote your Facebook posts, gain page likes, advertise an app that you may have developed, boost people to claim a Facebook Page offer, or advertise your event. ! For this example I am going to create an ad to increase my Facebook Page Likes. ! ! ! ! ! ! "5 of "15 louielavella.com Facebook Ads for Nightclubs ! After clicking ‘Page Likes’ I am presented with a box to select my Facebook Page. If you have several, you can look for them here. Just type in the name and it will pop up. ! ! ! ! ! The next step is to select images that will support your ad. You can select up to 6 images for the ad at no extra cost. The recommended size to fit the News Feed is 600 x 225 pixels. Remember, the ad will show in the News Feed as well as the Right Side Bar. Don’t add your venue flyer in there; the text will be too small to read. You will be better off selecting a pic of the venue, good looking people, a DJ shot, etc. Be creative. ! ! ! ! ! ! ! "6 of "15 louielavella.com Facebook Ads for Nightclubs Moving down to the next section you see the Edit Text and Links area. Here you can adjust your Headline text and Body text. You can also select the types of ads you wish to promote. ! The News Feed will show the ad in the user’s feed, which is the most prominent position for any Facebook ads. This is also important because the Facebook mobile app does not show the Right Column ads at all. I would not ‘remove’ the News Feed option. ! The Right Column area is the smaller box on the right side of the users desktop view. ! Finally, the Sponsored Stories selection allows your ads to show to friends of those that have clicked on the ad. When you see the ‘Joe Blow Liked this Page’ or ‘Jill Someone is going to an event’, this is the Sponsored Stories showing you what your friends are up to and hopes that you will follow suite. ! ! ! ! ! ! ! ! "7 of "15 louielavella.com Facebook Ads for Nightclubs Let’s get into targeting. If you have a list of emails that you would like to use on your ads you can ‘Create New Audience’. This will go into a new section where you can import emails or Facebook IDs and create a targeted audience that will see the ads. It is a bit advanced, so let’s leave that for a future blog post. ! Location. Especially in the nightclub and bar business, there is no need to skip over the geo-location targeting and promote to people across the country or world. Type in the city where your venue is located and feel free to add cities that are surrounding and would attend. In my area we have a population of millions from Toronto to Niagara Falls. Depending on the event, I may want to target all of those people (example: a large concert) or just the very localized customer base (example: a student night). ! You will also notice the age demographic targeting and gender. Depending on the event, you can focus your target even further by age and gender. ! ! ! ! In this example make note of the Potential Audience on the right side. You see that as I narrow down my targeted audience, the amount of people that I will be advertising to is getting smaller. That is a good thing! The more targeted your ad audience is, the better your ad will do. If you are wasting impressions and ad money on people that may never come to your event, you are not advertising properly. This is the magic of advertising on Facebook as opposed to the blanket ads of radio or print etc. ! "8 of "15 louielavella.com Facebook Ads for Nightclubs So here we are at the Precise Interests area. Type in any interest that you think your audience shares. The more specific you are the better. The hashtag interest narrows down people that have liked other Pages or Events that fall into that genre. For example, I added the Electronic Dance Music interest. Anyone who has liked pages like Tiesto, Deadmau5, After Hours Clubs, etc. have that interest in mind and will see my ad. ! Every time you type in an interest, you can see some helpful suggestions below the box. Click away on those that will help. ! ! ! Below the Precise Interests are the Broad Categories. These are great for targeting your audience as well, but are broad. You can use these to focus your audience. Still, nothing beats fine tuning the audience with the Precise Interests area. ! ! ! ! ! ! ! "9 of "15 louielavella.com Facebook Ads for Nightclubs If you need to select a specific language, you can do so in the next area. If you leave it blank, the ads are shown to anyone with the above targeting (interests, age, etc) without a language preference. A great way to target even further using language is when you have events that are ethnic. ! ! ! ! ! ! The MONEY. Setting up the campaign budget. What to spend and how to spend. ! This first box will ask you to name your campaign, easy enough. The next area will ask you to set your budget. You can either set the Per Day amount (which is the maximum that Facebook will use up per day) or a Lifetime amount (which is the maximum that Facebook will use up for the entire lifetime of the campaign). ! ! ! ! ! ! ! "10 of "15 louielavella.com Facebook Ads for Nightclubs Bidding and Pricing. There are three types of campaigns you can use on Facebook. ! 1. Bid for Page Likes. Here, Facebook will show your ads as many times as they wish. Each time someone Likes your page, you pay a fee. If you select this type of Bidding ,you can either let Facebook choose the most optimized price for each Like (and eat up your daily budget accordingly) or you can choose the ‘per like’ amount yourself (where you need to be sure you have set a good minimum amount per like or Facebook won’t bother showing your ads). ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! "11 of "15 louielavella.com Facebook Ads for Nightclubs 2. Bid for Clicks. In this scenario, Facebook will show your ads as many times as they wish and charge you for every Click that your ad receives. The person may not necessarily Like your Page or Join your event or watch a video etc.