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How To Use Facebook Ads To Grow Leads & Likes
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How To Use Facebook Ads To Grow Leads & Likes

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Webinar from May 23, 2012 by Lowell Brown & Going Social - Social Media Marketing Toronto - on How To Use Facebook Ads To Grow Leads & LIkes

Webinar from May 23, 2012 by Lowell Brown & Going Social - Social Media Marketing Toronto - on How To Use Facebook Ads To Grow Leads & LIkes

Published in: Business, Technology

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  • 1. Webinar - May 23, 2012Copyright ©2012 Going SocialCopyright ©2012 Going Social
  • 2. INTRODUCTION Lowell Brown Social Media Marketing Advisor & CEO Going Social We specialize in highly effective Social Media Marketing services for small, medium & large businesses so they can build leads & referrals and get more sales faster.Copyright ©2012 Going Social
  • 3. FACEBOOK ADS Advertising Does Work on FacebookCopyright ©2012 Going Social
  • 4. FACEBOOK ADS A Business Case For Facebook Ads • Accessible budget of as little as $1/day. • Easy to get started, takes time & effort to master. • Richest resource for demographic targeting in the world. 900+ million profiles reach. • Targeting combinations and permutations are endless and relatively inexpensive. • If targeting 100,000 people or more (though self-service ads) average CPC is $1.50 - $2.00. Possibly cheaper than Google. Google can get more expensive the more aggressive ads are.Copyright ©2012 Going Social
  • 5. FACEBOOK ADS A Business Case For Facebook Ads • Google - more mature, proven system (over a decade old) Getting more expensive as there are more advertisers. • LinkedIn doing very well, more expensive. • Twitter - No rich profile targetting, simple options, sponsored tweets.Copyright ©2012 Going Social
  • 6. FACEBOOK ADS Old Media Alternatives Billboards, newspaper, radio, tv, yellow pages... • In most cases - more expensive. • Ineffective. • Can’t track. Relying on third party to tell you how well it went and overall measurement. • No targeting of demographic information. • A lot less value for more money.Copyright ©2012 Going Social
  • 7. FACEBOOK ADS HOW DOES IT WORK?Copyright ©2012 Going Social
  • 8. FACEBOOK ADS HOW DOES IT WORK? AD DETAILSCopyright ©2012 Going Social
  • 9. FACEBOOK ADS Where Do Ads Appear? • Profile pages. • Facebook business pages. • Game/App pages. • News feed page. Sponsored position is managed by Facebook. Not available through self-service ads system. Higher CPM & min. monthly spend.Copyright ©2012 Going Social
  • 10. FACEBOOK ADS What You Can Promote • Web sites. • Facebook Pages, Place. • Facebook Events. • Facebook Apps & Tabs.Copyright ©2012 Going Social
  • 11. FACEBOOK ADS What You Can Promote • There are 2 types of Facebook ads: • Self Serve - Ads you see on right side of screen $1/day - options are CPM (impression based) / CPC (clicks) Self Serve ads are highly configurable. • Sponsored - Require a big budget - larger ads Minimum of $5,000.00/month - $5 - $7 CPM list price Administered by Facebook Ad Sales. Sponsored ads mainly used by Brands Self Serve - DIYCopyright ©2012 Going Social
  • 12. FACEBOOK ADS Self Serve Ads - 2 Ad Types Targeted demographics • Standard ads target a URL. • Page post ads promote a post. • Facebook Ads for Pages - Great to get fans for a page.Copyright ©2012 Going Social
  • 13. FACEBOOK ADS Self Serve Ads - 2 Ad Types Sponsored Stories • Get more distribution for your content on a page, place or App. • Page Like Story - When people like a page, their friends see it in the ad. • Check-in Story - (places only) when someone checks-in to a Place, their friends see the ad. • Page Post Like Story - when people like a Page Post, their friends see it in an ad.Copyright ©2012 Going Social
  • 14. FACEBOOK ADSCopyright ©2012 Going Social
  • 15. FACEBOOK ADS How To Buy Ads • You can set a lifetime budget or monthly. • Ads can run ongoing or you can set start/stop dates. • You can run multiple ads at once. • You create the ad copy and upload ad imagery. • Facebook puts all ads through an approval process. • Not guaranteed - Ads could get disapproved - Ad guidelines. • You can select which Facebook users to target.Copyright ©2012 Going Social
  • 16. FACEBOOK ADS Targeting Options • Geographic location • Demographics (age, gender) • Education level • Interests • Workplace • Sexual orientation • Relationship status • Languages • Colleges/University attended • BirthdayCopyright ©2012 Going Social
  • 17. FACEBOOK ADS What You Can’t Target • People who attended “some college” • Race • Specific High Schools • Postal/Zip code • People who don’t enter relevant Facebook profile dataCopyright ©2012 Going Social
  • 18. FACEBOOK ADS What Can Do With Ads • Drive successful business outcomes. • Direct incremental revenue (drive business, drive leads). Spend $5 in advertising, get $10 in revenue return (example). • Build a customer list, find leads. • Viral Marketing Promote your online message through social channels. • Improve awareness, clicks/web traffic.Copyright ©2012 Going Social
  • 19. FACEBOOK ADS What Can Do With Ads • Lower your costs for business • Lower customer acquisition costs (less than newspaper ads). • Lower marketing costs. • Lower customer service costs by driving customers to Facebook, social media platforms or other touch points • Reduce customer service calls. • Inform customers of new programs / offers / promotions.Copyright ©2012 Going Social
  • 20. FACEBOOK ADS How? Repeat A Process 1. Create ads, ad copy/targeting, setup budget. 2. Run ads for approx. 7 day period before judging results. 3. Review stats, see what’s working, what’s not. 4. Retire ads that are not effective. 5. Make changes to ad creative & also landing page. REPEAT THE PROCESS A/B testing is essential in order to measure ad success.Copyright ©2012 Going Social
  • 21. FACEBOOK ADS What Makes A Good Ad? Source: http://ads.ak.facebook.com/ads/FacebookAds/Getting_Started_Guide.pdfCopyright ©2012 Going Social
  • 22. BUILD LEADS WITH A LANDING PAGE Source: http://ads.ak.facebook.com/ads/FacebookAds/Getting_Started_Guide.pdfCopyright ©2012 Going Social
  • 23. BUILD LEADS WITH A LANDING PAGE Source: http://ads.ak.facebook.com/ads/FacebookAds/Getting_Started_Guide.pdfCopyright ©2012 Going Social
  • 24. BUILD LEADS WITH A LANDING PAGE Source: http://ads.ak.facebook.com/ads/FacebookAds/Getting_Started_Guide.pdfCopyright ©2012 Going Social
  • 25. FACEBOOK ADS Ad Analysis • Very important to track ad results over time - Why? • Ads and ad campaigns fatigue over time. • Record success and eliminate ads that are not effective. • Create a spreadsheet. Import data from Facebook Ad Insights. • Track ads over a series of weeks - see when performance drops off. You can learn when ads are under performing.Copyright ©2012 Going Social
  • 26. FACEBOOK ADS Facebook Ad Gotcha’s • Relies on user profile data. • Demographic targeting does not imply purchase intent. - Google: if someone does a search they are likely looking for that product. • Finicky ad copy regulations - Facebook can be strict. • Advertisers cannot target a users’ status updates. • Currently no mobile advertising or targeting available. • Ads don’t appear on mobile version (this may be changing soon). • Requires significant work to manage, administer and optimize. • Deep A/B testing is a manual process. • No ROI calculator. No help/assistance with landing page review or creation.Copyright ©2012 Going Social
  • 27. FACEBOOK ADS Facebook Ad Best Practices • Make your ads as interesting as possible. Don’t be boring. • Make your ads actionable for target markets. • Don’t run ads exclusively at a small demographic group. • Include specific call-to-action in your ad copy. • Send customers to an interesting landing page that clearly communicates the next step. • Use eye catching images to grab attention. • Usually requires 10 ad impressions per person in the target market.Copyright ©2012 Going Social
  • 28. Q&A SOON....Copyright ©2012 Going Social
  • 29. FACEBOOK ADS 4 Week Video Series - hands-on, easy to follow video’s that will drive business forward faster using the power of social media.Copyright ©2012 Going Social
  • 30. FACEBOOK ADS Week #1: 30 day Social Media goal setting Learn to set achievable goals for your Social Media marketing initiatives and tactics to target and connect with ideal customers.Copyright ©2012 Going Social
  • 31. FACEBOOK ADS Week #1: 30 day Social Media goal setting Learn to set achievable goals for your Social Media marketing initiatives and tactics to target and connect with ideal customers. Week #2: Live walkthrough of Facebook Ad Creation Learn techniques the experts us to get more attention and more businessCopyright ©2012 Going Social
  • 32. FACEBOOK ADS Week #1: 30 day Social Media goal setting Learn to set achievable goals for your Social Media marketing initiatives and tactics to target and connect with ideal customers. Week #2: Live walkthrough of Facebook Ad Creation Learn techniques the experts us to get more attention and more business Week #3: 5 Success strategies for Effective Facebook Landing Pages How to get users to act and act fast to engage with your brand so you get more leads and generate more sales faster.Copyright ©2012 Going Social
  • 33. FACEBOOK ADS Week #1: 30 day Social Media goal setting Learn to set achievable goals for your Social Media marketing initiatives and tactics to target and connect with ideal customers. Week #2: Live walkthrough of Facebook Ad Creation Learn techniques the experts us to get more attention and more business Week #3: 5 Success strategies for Effective Facebook Landing Pages How to get users to act and act fast to engage with your brand so you get more leads and generate more sales faster. Week #4: Facebook Ad Performance Statistics Defined How to understand how your ad is performing so you can continually grow fans and attract sales.Copyright ©2012 Going Social
  • 34. FACEBOOK ADS BONUS: - 30 min one-on-one telephone coaching session -Facebook Ad Tracking Spreadsheet -Ad Creation Checklist -Social Media 30 Day Goal Setting WorkbookCopyright ©2012 Going Social
  • 35. FACEBOOK ADS 4 Video Training Modules - Value of $497.00 + 4 Value Added Extras TODAY’S SPECIAL FOR WEBINAR ATTENDEES: $300.00 OFFCopyright ©2012 Going Social
  • 36. FACEBOOK ADS $197.00 SIGN UP NOW AT: http://www.goingsocial.ca/adbootcampCopyright ©2012 Going Social
  • 37. Q&ACopyright ©2012 Going Social
  • 38. Copyright ©2012 Going Social
  • 39. Copyright ©2012 Going Social
  • 40. E: lowell@goingsocial.ca F: facebook.com/goingsocial P: 416-398-6669 T: twitter.com/iGoSocial W: www.goingsocial.ca L: ca.linkedin.com/in/lowellbrown T: twitter.com/lowellbrown G+: gplus.to/lowellbrownCopyright ©2012 Going Social