FACEBOOK ADVERTISING: THE BASICS June 2012FACEBOOK ADVERTISING: THE BASICS April 2012
Why would we want to advertise on FB?Hint: It’s not because “everyone else” is.Facebook has created an ad model that allow...
WeaknessesNobody’s perfect.          Weaknesses                 • Non-standard creative                 • Non-standard ana...
What kinds of ads does Facebook offer?What do they look like?FACEBOOK ADVERTISING: THE BASICS April 2012
Marketplace & Premium AdsAdvertisers have two different investment levels when considering the Facebook platform: Marketpl...
MARKETPLACE AD OPPORTUNITIES Marketplace Ads Displayed outside of the news feed (unless mobile). Low commitment. CPC or CP...
Premium AdsDisplayed in news feed and profile pages. $50K spend commitment. High engagement units.            Premium Vide...
Page Post AdsCan be purchased as Marketplace or PremiumPage Post ads allow you to take content that’s been added to your F...
Sponsored Story Ads Can be purchased as Marketplace or Premium. Sponsored Story ads highlight your existing fans’         ...
Offers At a price that everyone loves: free. Offers are a completely free way to offer your fans discounts on your product...
Where would my ads go?FACEBOOK ADVERTISING: THE BASICS April 2012
In-image: 2 ads                      (Marketplace)                                                      Photo page: 7 ads ...
How can we target a specific audience usingFacebook?FACEBOOK ADVERTISING: THE BASICS April 2012
User-entered profile data!We benefit from people sharing way too much about themselves.• Location                         ...
Targeting RemindersDon’t cut your pie too thin.Even though Facebook offers advertisers a wealth of targeting options, one ...
What kind of performance data can we getfrom Facebook?FACEBOOK ADVERTISING: THE BASICS April 2012
Facebook InsightsA look into how your campaign is performing. Audience   • Reach   • Frequency   • Impressions Click Metri...
Key TakeawaysThe meat and potatoes. • Scalable opportunities with an extremely low barrier to entry • Ability to leverage ...
THANK YOU!                                               THANK YOU!PERISCOP ®E FACEBOOK ADVERTISING: THE BASICS April 2012
APPENDIXFACEBOOK ADVERTISING: THE BASICS April 2012
APPENDIXDefinitions of commonly used Facebook terminology. Clicks     • Clicks are counted each time a user clicks through...
APPENDIXDifferent types of Sponsored Stories available.Page Like•Ad shows when a friend likes the page. Includes a thumbna...
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Facebook Advertising: The Basics

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Facebook Advertising: The Basics

  1. 1. FACEBOOK ADVERTISING: THE BASICS June 2012FACEBOOK ADVERTISING: THE BASICS April 2012
  2. 2. Why would we want to advertise on FB?Hint: It’s not because “everyone else” is.Facebook has created an ad model that allows businesses, no matter whatsize their budget, to target a desired audience on a site that is utilized by over800 million people worldwide. With a very low barrier to entry, the Facebookplatform allows advertisers to chose from a number of creative and targetingoptions to reach their desired audience with ease. Strengths • High penetration of all demographics within the U.S audience • Premium targeting capabilities (profile data) • Pay per performance pricing models • Easily optimized • Turnkey creative • Allows for easy testing • Multiple creative optionsFACEBOOK ADVERTISING: THE BASICS April 2012
  3. 3. WeaknessesNobody’s perfect. Weaknesses • Non-standard creative • Non-standard analytics • Ads cannot be third-party served • On-page analytics not as robust as on-site analytics • Frequently changing opportunities • Requires ongoing managementFACEBOOK ADVERTISING: THE BASICS April 2012
  4. 4. What kinds of ads does Facebook offer?What do they look like?FACEBOOK ADVERTISING: THE BASICS April 2012
  5. 5. Marketplace & Premium AdsAdvertisers have two different investment levels when considering the Facebook platform: Marketplaceand Premium. Here’s a quick rundown of the two. Element Premium Marketplace How to secure Through sales rep + Insertion Self-service platform OR ‘Power Editor’ Order OR ‘Power Editor’ Management Facebook (secured through FB) Advertiser OR Advertiser (self-service) Spend minimum $50,000 per campaign No minimum Placement page User news feed & profile Photo pages, within photos, general pages (Highest share of voice on page) pages (Up to 7 ads per page) Mobile User news feed only User news feed only Pricing models CPM CPM or CPC Price determined by: Facebook sales (rate card) OR Auction-based bid marketplace auction-based bid marketplace Creative opportunities Poll Sponsored Stories Video Text + Image Sponsored Stories Event Text + Image Application Event Sampling FACEBOOK ADVERTISING: THE BASICS April 2012
  6. 6. MARKETPLACE AD OPPORTUNITIES Marketplace Ads Displayed outside of the news feed (unless mobile). Low commitment. CPC or CPM pricing. Standard image and copy ad. The If a brand offers an application to its clickable headline drives users to an users, this ad will display the names of external URL. their friends who have already used the application within Facebook. A click drives users to the application page. Mobile Ad: the only market-place ad that appears within the news feed. Ad that allows users to “like” your Ad that allows users to RSVP to a brand within the unit. It also shows specific event set up by your brand. which friends of the user have also Much like the “like” ad, it shows which “liked” your brand. A click on the friends of the user have also RSVPd. A headline leads users to either an click on the headline brings users to external URL or the brand page. the Event Page where they can obtain more info. FACEBOOK ADVERTISING: THE BASICS April 2012
  7. 7. Premium AdsDisplayed in news feed and profile pages. $50K spend commitment. High engagement units. Premium Video Ad Premium Like Ad Premium Sampling Ad Premium Poll Ad Premium Event Ad Mobile Ad FACEBOOK ADVERTISING: THE BASICS April 2012
  8. 8. Page Post AdsCan be purchased as Marketplace or PremiumPage Post ads allow you to take content that’s been added to your Facebook page(text, video, photo, question, link or event) and turn it into an ad with the name of theFacebook page as the title. In this unit, users are able to see how many likes the pagehas, and a user can even comment on the post or “like” the page directly within the ad. Posted to the “Ides of March” Facebook page Content is then turned into a Page Post ad FACEBOOK ADVERTISING: THE BASICS April 2012
  9. 9. Sponsored Story Ads Can be purchased as Marketplace or Premium. Sponsored Story ads highlight your existing fans’ A sponsored story always includes the profile actions on your page and turn them into ads. For picture of the person who made the action, example, if someone “likes” your page or posts a which also becomes the ad title. The ad also comment, this action is turned into an ad that is shows the names of the people in a user’s friend then more prominently shown to that person’s network who have completed whatever action friends. the sponsored story is based on.A user (Jessica) checks into Starbucks and posts it to her profile That post is turned into a Sponsored Story ad, which is displayed to Jessica’s friends **A list of the types of sponsored stories available can be found in the appendix FACEBOOK ADVERTISING: THE BASICS April 2012
  10. 10. Offers At a price that everyone loves: free. Offers are a completely free way to offer your fans discounts on your products and/or services. Creating an offer can be done directly from your brand’s page and can be posted to your timeline as soon as it is created. Once posted, users can comment on, share and, most importantly, claim the offer.Create the offer Post the offer to Timeline Offer is automatically posted User has ability to claim, to current fans’ news feed comment or share offer Although the offers themselves are free to post, one must remember that only fans of your page will be able to see them (unless the offer is shared by a fan to a non-fan). And even then, fans of your page may still not even see the offer. So, to increase the the number of eyeballs seeing the offer, a brand can utilize a Sponsored Story ad to promote the offer and reach more potential customers. FACEBOOK ADVERTISING: THE BASICS April 2012
  11. 11. Where would my ads go?FACEBOOK ADVERTISING: THE BASICS April 2012
  12. 12. In-image: 2 ads (Marketplace) Photo page: 7 ads (Marketplace) User home screen: 7 ads (Premium) Profile pages: 2-3 ads (Premium) Mobile (within user news feed): 1 ad (Premium & Marketplace)FACEBOOK ADVERTISING: THE BASICS April 2012
  13. 13. How can we target a specific audience usingFacebook?FACEBOOK ADVERTISING: THE BASICS April 2012
  14. 14. User-entered profile data!We benefit from people sharing way too much about themselves.• Location •Connections • Country • Only available when • State linked to an • City (with option for advertiser account mile radius) • Zip Code •Advanced• Demographics Demographics • Age (13+) • Interested In • Sex • Relationship Status • Languages• Likes & Interests • Profile data and / or •Education & Work liked pages In the near future, marketers will also be able to start targeting based on users’ recent posts.FACEBOOK ADVERTISING: THE BASICS April 2012
  15. 15. Targeting RemindersDon’t cut your pie too thin.Even though Facebook offers advertisers a wealth of targeting options, one must remember that theEven though Facebook offers advertisers a wealthof targeting options, one must rememberyour audience becomes. A smaller, more targeted nichemore specific your targeting, the smaller that theaudience can cause issues with:more specific of targeting you have, the smaller theaudience becomes. A smaller, more niche audiencecan cause issues with:•Reach • A smaller audience = smaller impact•Delivery • Fewer people targeted, fewer people see the ad•Cost Per Click • As your audience decreases, your CPC increases • Hard-to-reach audiences cost more to find FACEBOOK ADVERTISING: THE BASICS April 2012
  16. 16. What kind of performance data can we getfrom Facebook?FACEBOOK ADVERTISING: THE BASICS April 2012
  17. 17. Facebook InsightsA look into how your campaign is performing. Audience • Reach • Frequency • Impressions Click Metrics • Clicks • Click Through Rate • Cost Per Click • Cost Per Thousand Social • Social Impressions • Social % • Social Clicks • Social CTR • Social Reach • Connections*A glossary of these terms can Reports can be pulled by day, week, month and campaign to datebe found in the appendixFACEBOOK ADVERTISING: THE BASICS April 2012
  18. 18. Key TakeawaysThe meat and potatoes. • Scalable opportunities with an extremely low barrier to entry • Ability to leverage and promote brand page posts • Big brother can target • Metrics matterFACEBOOK ADVERTISING: THE BASICS April 2012
  19. 19. THANK YOU! THANK YOU!PERISCOP ®E FACEBOOK ADVERTISING: THE BASICS April 2012
  20. 20. APPENDIXFACEBOOK ADVERTISING: THE BASICS April 2012
  21. 21. APPENDIXDefinitions of commonly used Facebook terminology. Clicks • Clicks are counted each time a user clicks through your ad to your landing page. If youre advertising a Facebook Page or Event, a click is also counted when a user "likes" your Page or Place or RSVPs to your Event within the ad. Click Through Rate • Click-through rate (CTR) is the number of clicks your ad receives divided by the number of times your ad is shown on the site (impressions) in the same time period. Connections • If youre advertising a Facebook Page, event or app, Connections measures the response your message is driving among people who have seen your ads or Sponsored Stories. Frequency • Frequency tells you how many times each person saw your ads or Sponsored Stories, on average. Impressions • Ad impressions are counted each time an ad or Sponsored Story is shown to a user, regardless of whether the user clicks or takes any other action on the ad. Reach • The number of individual people who saw Sponsored Stories or ads in the campaign during the dates selected. This is different than impressions, which includes people seeing the ad multiple times. Social Reach • Social Reach tells you how many people saw your ad or Sponsored Story with the names of their friends who had already liked your Page, RSVPd to your event, or used your app.FACEBOOK ADVERTISING: THE BASICS April 2012
  22. 22. APPENDIXDifferent types of Sponsored Stories available.Page Like•Ad shows when a friend likes the page. Includes a thumbnail of the page’s profile picture along with a like button(there’s always a like button in sponsored stories).Page Post Like•Ad shows when a friend likes a specific post in the feed. Includes the liked post.Page Post Comment•Ad shows when a friend makes a comment on a post from the fan page. Includes the comment and a link to thecommented post.App Used/Game Played•Ad shows when a friend uses an app (for instance, plays a game). Includes a thumbnail of the app and an optionto play.App Shared•Ad shows when a friend shares a story from a page’s app tab. Includes a thumbnail of the app and a descriptionof the action.Checked In•Ad shows when a friend checks in at a physical location. Includes a thumbnail of the profile picture and thecomment the user made when checking in.Domain•Ad shows when someone likes an item outside of Facebook. Includes a thumbnail of the liked item and a link tothe offsite destination. Question Vote•Ad shows when a friend has answered a question in a poll of some kind. Includes the results of the poll. Event RSVP•Ad shows when a friend has RSVP’d to an event. Includes a thumbnail of the event and a link to it.  FACEBOOK ADVERTISING: THE BASICS April 2012

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