Facebook Best Practices
Presented by:
Steve Burnett | Director of Paid Search Strategies
EngineWorks, Inc.
www.engineworks...
Facebook Best Practices
Agenda
3. Evaluate Performance
2. Demographic Targeting
1. Why Advertise On Facebook?
The most popular website in the world!
• 500 million active users
• 150 million active users on mobile devices
• 900 milli...
One of the most interactive channels on the Web
• 50% of Facebook users login at least once per day
• More than 1 million ...
1. Google AdWords Demographic Targeting
• Content network only
• Data provided by website owners describing target audienc...
Facebook users provide a lot of valuable information (almost everything!)
• Age
• Gender
• Location
• Education
• Career h...
Setting up a Facebook advertising campaign is easy!
• Login and click “Advertising”
• Drive traffic to your website or to ...
Who do you want to target?
• Location
• Demographics (age, gender, relationships, languages spoken, etc.)
• ‘Likes’ and in...
True power of Facebook: Ability to target ‘likes’ (not just keywords)
• Ads only show to users with one or more ‘likes’ an...
Best way to promote a social event or occasion
• Promote specific page, application, event, or group
• Warrior Dash!
• Con...
Best way to promote a social event or occasion
Demographic Targeting Goals
Facebook Best Practices
Facebook ads – much more compelling
• 25 character headline
• 135 characters of body text (no ‘description line’ limitatio...
Monitor ad performance closely (make necessary changes)
• Click Through Rate (CTR)
• Change ads frequently to prevent view...
Professional Social Media Marketing
Steve Burnett
Director of Paid Search Strategies
steve@engineworks.com
http://facebook...
Data-Driven Internet Marketing
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EngineWorks presentation facebook advertising 11 01 10 [sm]

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EngineWorks presentation facebook advertising 11 01 10 [sm]

  1. 1. Facebook Best Practices Presented by: Steve Burnett | Director of Paid Search Strategies EngineWorks, Inc. www.engineworks.com
  2. 2. Facebook Best Practices Agenda 3. Evaluate Performance 2. Demographic Targeting 1. Why Advertise On Facebook?
  3. 3. The most popular website in the world! • 500 million active users • 150 million active users on mobile devices • 900 million interactive objects (pages, groups, events, communities, etc.) • 1 million websites integrated with FB platform Why Advertise On Facebook? Facebook Best Practices
  4. 4. One of the most interactive channels on the Web • 50% of Facebook users login at least once per day • More than 1 million websites link to Facebook • Advertisers can use profile information to reach specific users • True demographic targeting Why Advertise On Facebook? Facebook Best Practices
  5. 5. 1. Google AdWords Demographic Targeting • Content network only • Data provided by website owners describing target audience 2. Microsoft “targeting” = demographic bidding • Uses Windows Passport data to determine who’s searching • Searchers must be logged into Passport account • Age and Gender targeting only Demographic Targeting Facebook Best Practices
  6. 6. Facebook users provide a lot of valuable information (almost everything!) • Age • Gender • Location • Education • Career history (including current position) • Connected individuals and groups • Books, music and movies we like • Relationship status! • Everything! Demographic Targeting Facebook Best Practices
  7. 7. Setting up a Facebook advertising campaign is easy! • Login and click “Advertising” • Drive traffic to your website or to your Facebook page? • Selling something, generate leads, or build a fan base? Demographic Targeting Goals Facebook Best Practices
  8. 8. Who do you want to target? • Location • Demographics (age, gender, relationships, languages spoken, etc.) • ‘Likes’ and interests • Education and work • Connections on Facebook Demographic Targeting Goals Facebook Best Practices
  9. 9. True power of Facebook: Ability to target ‘likes’ (not just keywords) • Ads only show to users with one or more ‘likes’ and interests • Try starting with a broader audience and refine targeting • Relevant ‘likes’ = Higher CTR and Conversion Rate • Estimator Tool Affinity Targeting – ‘Likes’ Facebook Best Practices
  10. 10. Best way to promote a social event or occasion • Promote specific page, application, event, or group • Warrior Dash! • Continuous engagement Demographic Targeting Goals Facebook Best Practices
  11. 11. Best way to promote a social event or occasion Demographic Targeting Goals Facebook Best Practices
  12. 12. Facebook ads – much more compelling • 25 character headline • 135 characters of body text (no ‘description line’ limitations) • Enticing images – amateur photo look, local settings & personalities, etc. • Image size = 110 pixels wide x 80 pixels tall Make Your Ad Standout Facebook Best Practices
  13. 13. Monitor ad performance closely (make necessary changes) • Click Through Rate (CTR) • Change ads frequently to prevent viewer fatigue • If CTR declines, pause ad … re-activate later • Call-to-action not working? Change it! • Need more visitors? Adjust targeting to less restrictive Evaluate Performance Facebook Best Practices
  14. 14. Professional Social Media Marketing Steve Burnett Director of Paid Search Strategies steve@engineworks.com http://facebook.com/EngineWorksSEM http://twitter.com/1trackjack Don’t Wait! Facebook Best Practices
  15. 15. Data-Driven Internet Marketing
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