Facebook advertising joel lumsden - new media breakfast - july 2010 - ex

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Joel Lumsden, Attacat. Slide from the New Media Breakfast held in July 2010 on Facebook Advertising Opportunities.

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  • Cheap to encourage new advertisers – competition not so high yet, niches untappedOffers great exposureUnique opportunity to target precise demographics but with high volumes
  • Cost effective, targeted traffic
  • Easy to do but difficult to get right
  • Facebook advertising joel lumsden - new media breakfast - july 2010 - ex

    1. 1. Facebook advertising: Opportunities abound!<br />The ubiquitous PowerPoint presentation...<br />Joel Lumsden – Attacat<br />
    2. 2. Quick Introduction<br />
    3. 3. Why should I be interested?<br />It’s new and exciting!<br />NEW!<br />WOW!<br />
    4. 4. Why should I be interested?<br />You don’t need to be a ‘social media ninja’ to get started.<br />Not yet a ‘saturated market’<br />Get ahead of competition <br />Pretty cheap at the moment<br />Massively popular website<br />Access niche markets with demographic targeting<br />
    5. 5. Paid search<br />Proven method of driving targeted traffic and conversions.<br />Facebook advertising a new branch of pay-per-click and display advertising...OR IS IT?<br />
    6. 6. I know online advertising, but what’s this Facebook malarkey?<br />The similarities to search ads:<br />Familiar advert layouts<br />GoogleFacebook<br />vs<br />
    7. 7. The similarities<br />Similar payment and bidding<br />GoogleFacebook<br />Cost-per-click (CPC) Cost-per-click (CPC)Pay when someone clicks<br />Cost-per-1000 (CPM) Cost-per-1000 (CPM)Pay for every 1000 impressions<br />Cost-per-action (CPA) ?Set ‘action’ fee or work towards CPA target<br />
    8. 8. The similarities<br />Accountable – track conversions, purchases or signups.Using JavaScript tags inserted into your website.<br />Can also be modified to record SKUs and revenue values<br />GoogleFacebook<br />
    9. 9. The differences<br />The differences:<br />Images – a big opportunity to catch someone’s eye.<br />GoogleFacebook<br />
    10. 10. The differences<br />Shown on demographic profiling choices.<br />
    11. 11. What kind of demographics?<br />Uses self-entered profile info for demographics. <br />Also use group memberships and ‘likes’.<br />Accurate and reliable<br />I’m Mark Zuckerberg, and I know everything about you...bwoohahahahahah!<br />
    12. 12. Let’s make a Facebook advert<br />Video removed<br />
    13. 13. Staying within Facebook...<br />Adverts to your website or your Facebook presence:<br />Business pages<br />Applications<br />Events<br />Groups<br />
    14. 14. The power of targeting!<br />Lets say you’ve bought a bar in, say, Aberdeen.<br />You want to improve awareness and attract customers.<br />
    15. 15. The power of targeting!<br />Based in Aberdeen<br />Aged 18–30<br />On a user’s birthday<br />Target people who are likely to be going out for a birthday drink<br />
    16. 16. The power of targeting!<br />80 single, wannabe ninjas in Edinburgh<br />
    17. 17. The final step<br />Budget and payment<br />
    18. 18. Some examples of usage<br />?<br />
    19. 19. Gaining traction for Facebook pages<br />Initial ‘seeding’ and awareness of a Facebook brand.<br />Fan ‘spikes’ from Facebook advertising<br />
    20. 20. Gaining traction for Facebook pages<br />During Facebook campaign:Evidence of 60% more ‘likes’ than directly attributable to Facebook advertising thanks to friend activity<br />
    21. 21. Publicising events<br />Upcoming event? Regionally or demographically targeted ad campaign.<br />You could target:<br />Company employees<br />Confirmed Facebook attendees<br />Friends of attendees<br />
    22. 22. Facebook app?<br />Great exposure for apps – just look at Farmville! There were others at it during the World Cup...<br />
    23. 23. Publicising your brand<br />Brand<br />With cost-per-click your brand is still benefiting from impressions.<br />Potentially only pay 10p for every 1000 times people see your brand.<br />CPM rate on guardian.co.uk for similar size is £30–40!<br />Brand<br />Brand<br />
    24. 24. Increasing traffic and interest<br />One small-scale study of Facebook advertising across a range of clients found that, while increasing costs <3%:<br />Traffic lifted +4%<br />Average monthly newsletter subscriptions lifted +7%<br />Exits to brands’ other social media sites +50% <br />
    25. 25. Direct response<br />Or the old favourite...Use to sell or generate leads<br />
    26. 26. Reporting on performance<br />Lots of report data available<br />CPM rates for CPC campaigns<br />Post-click and -impression conversion data<br />
    27. 27. Get the most from Facebook ads<br />Grab attention with your ad text<br />Use a call to action...<br />...but dissuade irrelevant traffic that you’ll have to pay for. <br />BUY NOW<br />
    28. 28. Get the most from Facebook ads<br />Be creative with your use of images<br />Can’t fit something in your text? Put the text into the image...<br />Think about your use of colours to stand out. <br />Or just include a picture of a ninja. Everyone loves ninjas.<br />
    29. 29. Get the most from Facebook ads<br />Keep your creative fresh<br />Facebook ads suffer from quick ‘burn out’<br />Rotate numerous ad variations, with differing images, headlines and text.<br />But ads won’t be rotated evenly in a campaign.<br />
    30. 30. Get the most from Facebook ads<br />Bidding<br />Be conservative, then play with spend subsequently.<br />Think laterally<br />Be creative with your targeting and adverts. <br />Try to be topical.<br />It’s easy to start, but hard to get right<br />
    31. 31. Get the most from Facebook ads<br />Account organisation<br />Segment by demographic instead of keywords. <br />Create specific landing pages.<br />
    32. 32. Get the most from Facebook ads<br />With Facebook pages, create custom landing page using FBML.<br />
    33. 33. Scared?<br />Still unsure? Please do get in touch.<br />www.attacat.co.uk<br />www.attacat.co.uk/facebook<br />@attacats<br />@attacat_joel<br />

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