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EngineWorks presentation facebook advertising 11 01 10 [sm]

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  • 1. Facebook Best PracticesPresented by:Steve Burnett | Director of Paid Search StrategiesEngineWorks, Inc. www.engineworks.com
  • 2. Facebook Best Practices
    Agenda
    Why Advertise On Facebook?
    2. Demographic Targeting
    3. Evaluate Performance
  • 3. Facebook Best Practices
    Why Advertise On Facebook?
    The most popular website in the world!
    • 500 million active users
    • 4. 150 million active users on mobile devices
    • 5. 900 million interactive objects (pages, groups, events, communities, etc.)
    • 6. 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
    • 7. More than 1 million websites link to Facebook
    • 8. Advertisers can use profile information to reach specific users
    • 9. True demographic targeting
  • Facebook Best Practices
    Demographic Targeting
    Google AdWords Demographic Targeting
    • Content network only
    • 10. Data provided by website owners describing target audience
    Microsoft “targeting” = demographic bidding
    • Uses Windows Passport data to determine who’s searching
    • 11. Searchers must be logged into Passport account
    • 12. Age and Gender targeting only
  • Facebook Best Practices
    Demographic Targeting
    Facebook users provide a lot of valuable information (almost everything!)
    • Age
    • 13. Gender
    • 14. Location
    • 15. Education
    • 16. Career history (including current position)
    • 17. Connected individuals and groups
    • 18. Books, music and movies we like
    • 19. Relationship status!
    • 20. Everything!
  • Facebook Best Practices
    Demographic Targeting Goals
    Setting up a Facebook advertising campaign is easy!
    • Login and click “Advertising”
    • 21. Drive traffic to your website or to your Facebook page?
    • 22. Selling something, generate leads, or build a fan base?
  • Facebook Best Practices
    Demographic Targeting Goals
    Who do you want to target?
    • Location
    • 23. Demographics (age, gender, relationships, languages spoken, etc.)
    • 24. ‘Likes’ and interests
    • 25. Education and work
    • 26. 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
    • 27. Try starting with a broader audience and refine targeting
    • 28. Relevant ‘likes’ = Higher CTR and Conversion Rate
    • 29. Estimator Tool
  • Facebook Best Practices
    Demographic Targeting Goals
    Best way to promote a social event or occasion
    • Promote specific page, application, event, or group
    • 30. Warrior Dash!
    • 31. Continuous engagement
  • Facebook Best Practices
    Demographic Targeting Goals
    Best way to promote a social event or occasion
  • 32. Facebook Best Practices
    Make Your Ad Standout
    Facebook ads – much more compelling
    • 25 character headline
    • 33. 135 characters of body text (no ‘description line’ limitations)
    • 34. Enticing images – amateur photo look, local settings & personalities, etc.
    • 35. 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)
    • 36. Change ads frequently to prevent viewer fatigue
    • 37. If CTR declines, pause ad … re-activate later
    • 38. Call-to-action not working? Change it!
    • 39. 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
  • 40. Data-Driven Internet Marketing