Present your product for 1 minute Everyone else then spends a couple of minutes coming up with possible keywords for therbuiness – how you would search, how other poeple may searchWhite all up on the white boardLooking for the big split of keywords that people may useGood idea to bring in a few people for a 10 minute brainstorming session to get ideas of how peolpe may search then use the KW tool to check search volujes
Cheap to encourage new advertisers – competition not so high yet, niches untappedOffers great exposureUnique opportunity to target precise demographics but with high volumes
It’ll now even help you by suggesting ad variations, taking images from your website. Easy to do but difficult to get right
Take-aways<br />It’s about 100’s, 1000’s or even 10,000’s of phrases<br />Very easy to leave a large chunk of business on the table.<br />5<br />
Prepared by Attacat<br />www.attacat.co.uk<br />Your Keyword Universe<br />Descriptive terms – e.g. Showers<br />Brands – e.g. Mira<br />Adjectives e.g. Cheap Showers<br />Geography – e.g. Glasgow Shower Shop<br />Misspellings – e.g. Mirar<br />Use of – e.g. Shower fitting<br />Related – e.g. bathroom mould<br />
Keyword Research<br />Brainstorm with Colleagues<br />Look at competitors sites<br />Ask existing customers<br />Website logs & Analytics<br />In site search logs<br />Use keyword tools<br />7<br />
Lessons to Learn<br />Need to bid on relevant keywords<br />Need good ad copy<br />Ad copy needs to be relevant to keywords<br />You can advertise on less relevant keywords but it will cost<br />Increasing focus on the post-click experience as well<br />Quality Score<br />
Why should I be interested?<br />It’s new and exciting!<br />NEW!<br />WOW!<br />
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 – you’ll need to be quick<br />Pretty cheap at the moment<br />Massively popular website<br />Access niche markets with demographic targeting<br />
I know search advertising, but what’s this Facebook malarkey?<br />The similarities to search ads:<br /><ul><li>Familiar advert layouts</li></ul>GoogleFacebook<br />
The similarities<br /><ul><li>Similar payment and bidding</li></ul>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 />
The differences<br />The differences:<br /><ul><li>Images – a big opportunity to catch someone’s eye.</li></ul>GoogleFacebook<br />
The differences<br /><ul><li>Shown on demographic profiling choices.</li></li></ul><li>What kind of demographics?<br /><ul><li>Uses self-entered profile info for demographics.
Groups</li></li></ul><li>The power of targeting!<br /><ul><li>Lets say you’ve bought a bar in, say, Aberdeen.
You want to improve awareness and attract customers.</li></li></ul><li>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 />
The power of targeting!<br />Target by education or degree<br />Specific company employees<br />Like/don’t yet Like a page/event/app<br />Friends of those who like a page/event/app<br />
The power of targeting!<br />80 single, wannabe ninjas in Edinburgh<br />
The final step<br /><ul><li>Budget and payment
Credit card or Paypal</li></li></ul><li>Some examples of usage<br />?<br />
Gaining traction for Facebook pages<br /><ul><li>Initial ‘seeding’ and awareness of a Facebook brand.</li></ul>Fan ‘spikes’ from Facebook advertising<br />
Gaining traction for Facebook pages<br /><ul><li>During Facebook campaign:</li></ul> Evidence of 60% more ‘likes’ than directly attributable to Facebook advertising thanks to friend activity.<br /> Ads promoting pages, events and apps show social endorsements – viewer’s friends who have liked it.<br />
Publicising events<br /><ul><li>Upcoming event? Regionally or demographically targeted ad campaign.
Friends of attendees</li></li></ul><li>Facebook app?<br /><ul><li>Great exposure for apps – just look at Farmville! There were others at it during the World Cup and new football season...</li></li></ul><li>Publicising your brand<br />Brand<br /><ul><li>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!</li></ul>Brand<br />Brand<br />
Increasing traffic and interest<br /><ul><li>One small-scale study of Facebook advertising across a range of clients found that, while increasing costs <3%:
Average monthly newsletter subscriptions lifted +7%
Exits to brands’ other social media sites +50% </li></li></ul><li>Direct response<br /><ul><li>Or the old favourite...Use to sell or generate leads</li></li></ul><li>Reporting on performance<br /><ul><li>Lots of report data available
Create specific landing pages.</li></li></ul><li>Get the most from Facebook ads<br /><ul><li>With Facebook pages, create custom landing page using iFrames.</li></li></ul><li>Sponsored Stories<br />Video?<br />
Scared?<br /><ul><li>Please do get in touch.</li></ul>www.attacat.co.uk<br />www.attacat.co.uk/facebook<br />@attacats<br />@timbarlow<br />If you have enjoyed this. Please feel to recommend me on LinkedIn<br />
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