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EngineWorks presentation facebook advertising 11 01 10 [sm]

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    EngineWorks presentation   facebook advertising 11 01 10 [sm] EngineWorks presentation facebook advertising 11 01 10 [sm] Presentation Transcript

    • Facebook Best PracticesPresented by:Steve Burnett | Director of Paid Search StrategiesEngineWorks, Inc. www.engineworks.com
    • Facebook Best Practices
      Agenda
      Why Advertise On Facebook?
      2. Demographic Targeting
      3. Evaluate Performance
    • Facebook Best Practices
      Why Advertise On Facebook?
      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
    • Facebook Best Practices
      Why Advertise On Facebook?
      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
    • Facebook Best Practices
      Demographic Targeting
      Google AdWords Demographic Targeting
      • Content network only
      • Data provided by website owners describing target audience
      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
    • Facebook Best Practices
      Demographic Targeting
      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!
    • Facebook Best Practices
      Demographic Targeting Goals
      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?
    • Facebook Best Practices
      Demographic Targeting Goals
      Who do you want to target?
      • Location
      • Demographics (age, gender, relationships, languages spoken, etc.)
      • ‘Likes’ and interests
      • Education and work
      • Connections on Facebook
    • Facebook Best Practices
      Affinity Targeting – ‘Likes’
      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
    • Facebook Best Practices
      Demographic Targeting Goals
      Best way to promote a social event or occasion
      • Promote specific page, application, event, or group
      • Warrior Dash!
      • Continuous engagement
    • Facebook Best Practices
      Demographic Targeting Goals
      Best way to promote a social event or occasion
    • Facebook Best Practices
      Make Your Ad Standout
      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
    • Facebook Best Practices
      Evaluate Performance
      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
    • Facebook Best Practices
      Don’t Wait!
      Professional Social Media Marketing
      Steve Burnett
      Director of Paid Search Strategies
      steve@engineworks.com
      http://facebook.com/EngineWorksSEM
      http://twitter.com/1trackjack
    • Data-Driven Internet Marketing