Facebook advertising provides opportunities to target niche demographics and drive traffic at low cost. It works similarly to search advertising with cost-per-click bidding and tracking conversions. However, Facebook ads can include images and target users based on profiles, interests and behaviors. Advertisers can promote pages, events, apps and brands to specific locations and demographics. With testing and optimization, Facebook ads can increase website traffic, subscriptions and social media engagement while costs remain low.

1. Facebook advertising: Opportunities abound! The ubiquitous PowerPoint presentation... Joel Lumsden – Attacat

2. Quick Introduction

3. Why should I be interested? It’s new and exciting! NEW! WOW!

4. Why should I be interested? You don’t need to be a ‘social media ninja’ to get started. Not yet a ‘saturated market’ Get ahead of competition Pretty cheap at the moment Massively popular website Access niche markets with demographic targeting

5. Paid search Proven method of driving targeted traffic and conversions. Facebook advertising a new branch of pay-per-click and display advertising...OR IS IT?

6. I know online advertising, but what’s this Facebook malarkey? The similarities to search ads: Familiar advert layouts GoogleFacebook vs

7. The similarities Similar payment and bidding GoogleFacebook Cost-per-click (CPC) Cost-per-click (CPC)Pay when someone clicks Cost-per-1000 (CPM) Cost-per-1000 (CPM)Pay for every 1000 impressions Cost-per-action (CPA) ?Set ‘action’ fee or work towards CPA target

8. The similarities Accountable – track conversions, purchases or signups.Using JavaScript tags inserted into your website. Can also be modified to record SKUs and revenue values GoogleFacebook

9. The differences The differences: Images – a big opportunity to catch someone’s eye. GoogleFacebook

10. The differences Shown on demographic profiling choices.

11. What kind of demographics? Uses self-entered profile info for demographics. Also use group memberships and ‘likes’. Accurate and reliable I’m Mark Zuckerberg, and I know everything about you...bwoohahahahahah!

12. Let’s make a Facebook advert Video removed

13. Staying within Facebook... Adverts to your website or your Facebook presence: Business pages Applications Events Groups

14. The power of targeting! Lets say you’ve bought a bar in, say, Aberdeen. You want to improve awareness and attract customers.

15. The power of targeting! Based in Aberdeen Aged 18–30 On a user’s birthday Target people who are likely to be going out for a birthday drink

16. The power of targeting! 80 single, wannabe ninjas in Edinburgh

17. The final step Budget and payment

18. Some examples of usage ?

19. Gaining traction for Facebook pages Initial ‘seeding’ and awareness of a Facebook brand. Fan ‘spikes’ from Facebook advertising

20. Gaining traction for Facebook pages During Facebook campaign:Evidence of 60% more ‘likes’ than directly attributable to Facebook advertising thanks to friend activity

21. Publicising events Upcoming event? Regionally or demographically targeted ad campaign. You could target: Company employees Confirmed Facebook attendees Friends of attendees

22. Facebook app? Great exposure for apps – just look at Farmville! There were others at it during the World Cup...

23. Publicising your brand Brand With cost-per-click your brand is still benefiting from impressions. Potentially only pay 10p for every 1000 times people see your brand. CPM rate on guardian.co.uk for similar size is £30–40! Brand Brand

24. Increasing traffic and interest One small-scale study of Facebook advertising across a range of clients found that, while increasing costs <3%: Traffic lifted +4% Average monthly newsletter subscriptions lifted +7% Exits to brands’ other social media sites +50%

25. Direct response Or the old favourite...Use to sell or generate leads

26. Reporting on performance Lots of report data available CPM rates for CPC campaigns Post-click and -impression conversion data

27. Get the most from Facebook ads Grab attention with your ad text Use a call to action... ...but dissuade irrelevant traffic that you’ll have to pay for. BUY NOW

28. Get the most from Facebook ads Be creative with your use of images Can’t fit something in your text? Put the text into the image... Think about your use of colours to stand out. Or just include a picture of a ninja. Everyone loves ninjas.

29. Get the most from Facebook ads Keep your creative fresh Facebook ads suffer from quick ‘burn out’ Rotate numerous ad variations, with differing images, headlines and text. But ads won’t be rotated evenly in a campaign.

30. Get the most from Facebook ads Bidding Be conservative, then play with spend subsequently. Think laterally Be creative with your targeting and adverts. Try to be topical. It’s easy to start, but hard to get right

31. Get the most from Facebook ads Account organisation Segment by demographic instead of keywords. Create specific landing pages.

32. Get the most from Facebook ads With Facebook pages, create custom landing page using FBML.

33. Scared? Still unsure? Please do get in touch. www.attacat.co.uk www.attacat.co.uk/facebook @attacats @attacat_joel